This lengthy (150+ slides), but very comprehensive presentation is designed to help experienced SEOs train those new to the practice over a 2-3 hour, interactive session. It covers the search engine ...
This lengthy (150+ slides), but very comprehensive presentation is designed to help experienced SEOs train those new to the practice over a 2-3 hour, interactive session. It covers the search engine landscape, the SEO process, keyword research, link building and the emergence of social media as a ranking signal.
KidsvideosI like SEO and want to learn lots of new things... PPT is too good and helpful to understand the role of SEO.... Thanks for sharing this...3 months ago
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Mar RiveraI love SEO and I like sharing the knowledge that I have to people who like to learn stuff about SEO. I really appreciate slide presentations like this that presents basic knowledge about SEO...4 months ago
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Ritesh Vyas, CEO & Founder at RV SEOIts download u try and this is the best ppt for seo persons most of fresher. This is best for seo and nice introduce by seomoz.org thanks for sharing.5 months ago
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Judy McKnight, Owner at RelyLocal of HendersonvilleThanks. Why reinvent the wheel. There have been some changes since then, of course, but I will def use some of your slides to explain and present info to some smaller, local,l independent businesses tonight. Thanks for all the valuable content you guys create and disclose :)7 months ago
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EyewebmasterWe will be using some of your slide in our local training. Thanks a lot.7 months ago
Search Engine Optimization: Understanding the Engines & Building Successful Sites Rand Fishkin – August 2010
Content in this Presentation
The Search Landscape
How Search Engines Work
Building Accessible Sites
Conducting Keyword Research
Link Building Strategies
Social Media & the Web’s Influencers
The Search Marketing Landscape
100 Billion Searches Each Month!
Organic vs. Paid Search Paid Organic
Organic vs. Paid Search 10% of Clicks 90% of Clicks
Click-Through Rates
Vertical Search
Local Results Completely different ranking algorithm than standard search results Probably doesn’t get traffic like most “#1” results
Image Results
Video Results
News & Blog Results
Shopping Results
Instant Answers
Instant Answers
Instant Answers
News Results Instant Answers Real Time Results Local Results Image Results
This Presentation Focuses on:
How Search Engines Work
Crawling & Indexing Without links, the engines might never find this page
Calculating Query-Independent Metrics Via www.opensiteexplorer.org
Many Domains vs. One Domain VS.
Domain Authority
PageRank
The Flow of PageRank
PageRank is Split Evenly Between the Links on a Page
PageRank is an Iterative Algorithm
Technically, Every External Link “Leaks” PageRank
Nofollowing or Removing Links Can Alter the Flow of PageRank
Or, at least it used to... www.seomoz.org/blog/google-says-yes-you-can-still-sculpt-pagerank-no-you-cant-do-it-with-nofollow
Google Says they use PageRank to Crawl
Algorithmic Ranking Factors
Query Deserves Freshness (QDF) QDF Normal Results QDF
Query Deserves Diversity (QDD)
Algorithmic Ranking Factors
Building Accessible Sites
Crawlability / Link Architecture
Duplicate Content & Canonicalization
Duplicate Content & Canonicalization
Canonical URL Tag
301 Redirects 302s
Duplicate Titles & Meta Descriptions
Search Friendly URLs www.nationalgeographic.com/animals/african-elephants Keywords in page name, separated by hyphen Single domain Shallow folder structurewith relevant words
Search UN-Friendly URLs Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8 No keywords in the URL string Unnecessary Subdomain Dynamic URLs don’t perform as well as static and engines recommend against more than two parameters
Matching the Right Link Building Strategies to Your Organization’s SEO Goals
Links for Individual Rankings
Links for Domain “Authority”
Links for Indexation
Links for Traffic & Branding
Links for Conversion
Using Tools & Processes to Ease the Challenges of Link Building
Tools for Competitive Link Research
Yahoo! Site Explorer & Link Commands
Open Site Explorer
Top Pages
Google Blog Search
Yahoo! Site Explorer Directionally indicative within ~50% Not necessarily followed & in a somewhat random order
Yahoo! Link Commands Less “accurate” than Site Explorer Lots of cool, useful modifiers available
Yahoo! Link Commands Full list available in PRO Guide to Advanced Search Operators: www.seomoz.org/article/the-professionals-guide-to-advanced-search-operators
Open Site Explorer
Open Site Explorer Highly Correlation w/ Rankings Data updates monthly from the Linkscape web index (approx. 60% the size of Yahoo!/Google/Bing)
Open Site Explorer Poor Anchor Text Spells Opportunity
Link Intersect Link Intersect uses the same principle – sites w/ links in common that don’t point to you.
Top Pages Find which pages are earning links (your own & competitors) 404s? Reclaim them!
Metrics for Evaluating a Link’s Value
Numeric (Objective) Metrics
Subjective Metrics
Attainability and Effort
Numeric Metrics for Link Valuation
# of Linking Root Domains to URL
# of Linking Root Domains to Domain
Homepage PageRank vs. Domain mozRank
URL PageRank vs. URL mozRank
# of Links to the Page (Yahoo!, GG Blogsearch, Linkscape)
Twitter mentions (Backtweets.com)
Numeric Metrics (Backtweets) Results count(in a weird location)
Subjective Metrics for Link Valuation
Brand name reach/recognition
Quality of other links on page/site (Bing - Linkfromdomain)
Attainability and Effort
Jumping through Hoops (via WKA on Flickr)
Scalable Link Acquisition Processes
Written Process + Checklist
Tools + Metrics for Quick Analysis
Training & Incenting Link Builders
Building & Refining a Link Acquisition Funnel
Written Process/Checklist
Run through the link building process yourself
Document every step thoroughly
Pass it on to others (w/ some training time)
Checklist (via adesigna on Flickr)
Tools for Quick Analysis Get usable metrics quickly as you surf
Tools for Quick Analysis
Training & Incenting Link Builders
Do link building together
Create consistent metrics
Reward like a sales team
Record reasons why links didn’t happen (like objections to sales) and work on these (things like design quality, affiliations, language, etc. will come up)
Training Camp (via Gil Searcy on Flickr)
Building a Link Acquisition Funnel Visit Link-Targeted Content Grab Link Code Link to the Site
Social Media & the Web’s Influencers
Influencers on the Web
The Power of the “Linkerati”
Content that Appeals to Influencers
Making Content Easy to Share
Making Content Easy to Share
Incenting/Rewarding Link Behaviors
Cannibalization of the Link Graph MMM… LINK GRAPHS ARE DELICIOUS!
The Rise of the Social Graph
You have to do these right, before you can do these right Algorithmic Ranking Factors
Learn More w/ the Free Beginner’s Guide: http://guides.seomoz.org/beginners-guide-to-search-engine-optimization Feel free to distribute this presentation for educational use. We love to help SEOs learn!
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David Faltz
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