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Advanced Strategies to Move
  the Needle on Your SEO
          June 2010
4 Methods to Accelerate Your SEO

1. Increase Rankings on Individual Results
2. Earn Rankings in Alternative Results Types...
Strategies to Boost
Individual Rankings
Competitive Analysis Process: Step 1

Determine Your Weak vs. Strong Metrics
Competitive Analysis Process: Step 2
Establish the Optimization Techniques You Need




  1. More Root Domains Linking to ...
Value vs. Difficulty




             Low difficulty + good search
             vol. + high conv. rate = WIN

www.seomoz.o...
Exact Match Domains
                                                         Highest correlation
                         ...
Widgets & Badges




www.picnik.com/info/badges
Embeddable Infographics




www.onlinemba.com/blog/stats-on-internet-pornography/
Content & Technology Licensing




http://allrecipes.com/help/aboutus/licensing.aspx
Link Attraction Targets w/ Regular Updates




     http://www.seomoz.org/article/search-ranking-factors
Earn Rankings in Alternative Results
Video Results & YouTube




http://www.seomoz.org/blog/creating-online-video-strategy
Local/Maps Results




http://www.davidmihm.com/local-search-ranking-factors.shtml
Image Results




http://www.seosmarty.com/image-seo/
News Results




http://www.seomoz.org/blog/getting-started-with-google-news
“Real-Time” Results




http://www.seomoz.org/blog/whiteboard-friday-seofriendly-real-time-content
Blog Results




http://www.seobythesea.com/?p=541
Shopping Results




http://www.seomoz.org/blog/how-to-rank-well-in-google-products-search-a-
big-list-of-places-to-get-re...
Improve Visibility in the Long Tail
25% of queries searched on Google each month
are entirely unique and have never previously been
searched for in the engine...
The Long Tail is Much Less Competitive
Required: High Quantities of Unique Content




          Blogging daily for 6 years only
         produces a few thousand...
Required: High Quantities of Unique Content




            This Q+A site launched 6 months
             ago and already h...
Is Blogging a Long Tail Strategy?




 http://mashable.com/about/
Articles
              100% UGC



           Editorial + Licensed


           Editorial + UGC
           + Machine-Built...
Paid Content Writers




http://valleywag.gawker.com/339271/denton-to-pay-bloggers-based-on-traffic
Tweets & Social Updates as Content



2,266 pieces of content
providing no SEO value!




     http://twitter.com/randfish
Options for UGC
Forums

Q+A Sites

User-Submitted Articles/Posts

Social News & Discussion

Wikis

Hybrids & More
Incenting UGC w/ Recognition & Rewards




    http://www.stackoverflow.com and http://www.yelp.com
Better Convert Existing Search Traffic
Conversion Rate Optimization Funnel
2X Traffic vs. 2X Conversion Rate


         2X Visits = 2X Revenue
(but only if they’re the same quality of visitor)


 2...
Psychology & Conversion Rates




http://www.seomoz.org/blog/an-illustrated-guide-to-the-science-of-
persuasion-influence
Anchoring with Pricing




Gets more expensive
 reading left to right

     http://wufoo.com/signup/
The Power of Default Selections




http://www.volusion.com/ecommerce/web-hosting.asp
Social Proof




http://www.surveymonkey.com
Scarcity




Only 2 seats left! I’d
better buy it now!

     http://www.alaskaair.com
Reciprocity




http://www.pricingwire.com/home/2009/5/7/referral-and-pricing-lessons-
from-dropbox-beta.html
Q+A
Rand Fishkin, CEO & Co-Founder, SEOmoz

   • Twitter: @randfish
                                 Ask Him
   • Blog: ww...
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Transcript of "Rand fishkin sd_ad_club_idsd10"

  1. 1. Advanced Strategies to Move the Needle on Your SEO June 2010
  2. 2. 4 Methods to Accelerate Your SEO 1. Increase Rankings on Individual Results 2. Earn Rankings in Alternative Results Types 3. Improve Visibility in the Long Tail 4. Better Convert Existing Search Traffic
  3. 3. Strategies to Boost Individual Rankings
  4. 4. Competitive Analysis Process: Step 1 Determine Your Weak vs. Strong Metrics
  5. 5. Competitive Analysis Process: Step 2 Establish the Optimization Techniques You Need 1. More Root Domains Linking to the Page 2. Possibly More Subtlety in Anchor Text 3. Possibly Higher Value/Relevance in Links www.seomoz.org/blog/whiteboard-friday-what-kind-of-links-do-you-need
  6. 6. Value vs. Difficulty Low difficulty + good search vol. + high conv. rate = WIN www.seomoz.org/keyword-difficulty
  7. 7. Exact Match Domains Highest correlation w/ rankings in GG & Bing www.seomoz.org/blog/google-vs-bing-correlation-analysis-of-ranking-elements
  8. 8. Widgets & Badges www.picnik.com/info/badges
  9. 9. Embeddable Infographics www.onlinemba.com/blog/stats-on-internet-pornography/
  10. 10. Content & Technology Licensing http://allrecipes.com/help/aboutus/licensing.aspx
  11. 11. Link Attraction Targets w/ Regular Updates http://www.seomoz.org/article/search-ranking-factors
  12. 12. Earn Rankings in Alternative Results
  13. 13. Video Results & YouTube http://www.seomoz.org/blog/creating-online-video-strategy
  14. 14. Local/Maps Results http://www.davidmihm.com/local-search-ranking-factors.shtml
  15. 15. Image Results http://www.seosmarty.com/image-seo/
  16. 16. News Results http://www.seomoz.org/blog/getting-started-with-google-news
  17. 17. “Real-Time” Results http://www.seomoz.org/blog/whiteboard-friday-seofriendly-real-time-content
  18. 18. Blog Results http://www.seobythesea.com/?p=541
  19. 19. Shopping Results http://www.seomoz.org/blog/how-to-rank-well-in-google-products-search-a- big-list-of-places-to-get-reviews
  20. 20. Improve Visibility in the Long Tail
  21. 21. 25% of queries searched on Google each month are entirely unique and have never previously been searched for in the engine’s 10+ year history. - Udi Manber, Head of Search, Google http://searchengineland.com/google-25-of-queries-are-new-adding- question-engine-11535
  22. 22. The Long Tail is Much Less Competitive
  23. 23. Required: High Quantities of Unique Content Blogging daily for 6 years only produces a few thousand pages.
  24. 24. Required: High Quantities of Unique Content This Q+A site launched 6 months ago and already has nearly the same quantity of content http://answers.onstartups.com
  25. 25. Is Blogging a Long Tail Strategy? http://mashable.com/about/
  26. 26. Articles 100% UGC Editorial + Licensed Editorial + UGC + Machine-Built 100% Editorial
  27. 27. Paid Content Writers http://valleywag.gawker.com/339271/denton-to-pay-bloggers-based-on-traffic
  28. 28. Tweets & Social Updates as Content 2,266 pieces of content providing no SEO value! http://twitter.com/randfish
  29. 29. Options for UGC Forums Q+A Sites User-Submitted Articles/Posts Social News & Discussion Wikis Hybrids & More
  30. 30. Incenting UGC w/ Recognition & Rewards http://www.stackoverflow.com and http://www.yelp.com
  31. 31. Better Convert Existing Search Traffic
  32. 32. Conversion Rate Optimization Funnel
  33. 33. 2X Traffic vs. 2X Conversion Rate 2X Visits = 2X Revenue (but only if they’re the same quality of visitor) 2X Conversion Rate = 2X Revenue (for any visitor segment)
  34. 34. Psychology & Conversion Rates http://www.seomoz.org/blog/an-illustrated-guide-to-the-science-of- persuasion-influence
  35. 35. Anchoring with Pricing Gets more expensive reading left to right http://wufoo.com/signup/
  36. 36. The Power of Default Selections http://www.volusion.com/ecommerce/web-hosting.asp
  37. 37. Social Proof http://www.surveymonkey.com
  38. 38. Scarcity Only 2 seats left! I’d better buy it now! http://www.alaskaair.com
  39. 39. Reciprocity http://www.pricingwire.com/home/2009/5/7/referral-and-pricing-lessons- from-dropbox-beta.html
  40. 40. Q+A Rand Fishkin, CEO & Co-Founder, SEOmoz • Twitter: @randfish Ask Him • Blog: www.seomoz.org/blog Anything! • Email: rand@seomoz.org
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