Seo training-seo2 india-devang barot

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SEO Training By SEOMOZ - Marketed by Devang Barot & SEO2India

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Seo training-seo2 india-devang barot

  1. 1. SLIDE MASTER – COVERPAGESearch Engine Optimization: Understanding the Engines & Building Successful Sites Rand Fishkin – August 2010
  2. 2. SLIDE MASTER – COVERPAGE 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
  3. 3. SLIDE MASTER – COVERPAGE The Search Marketing Landscape
  4. 4. SLIDE MASTER – COVERPAGE 100 Billion Searches Each Month!
  5. 5. SLIDE MASTER – COVERPAGE
  6. 6. SLIDE MASTER – COVERPAGE
  7. 7. SLIDE MASTER – COVERPAGE Organic vs. Paid Search Organic Paid
  8. 8. SLIDE MASTER – COVERPAGE Organic vs. Paid Search 90% of Clicks 10% of Clicks
  9. 9. SLIDE MASTER – COVERPAGE Click-Through Rates
  10. 10. SLIDE MASTER – COVERPAGE Vertical Search
  11. 11. SLIDE MASTER – COVERPAGE Local Results Probably doesn’t get traffic like most “#1” results Completely different ranking algorithm than standard search results
  12. 12. SLIDE MASTER – COVERPAGE Image Results
  13. 13. SLIDE MASTER – COVERPAGE Video Results
  14. 14. SLIDE MASTER – COVERPAGE News & Blog Results
  15. 15. SLIDE MASTER – COVERPAGE Shopping Results
  16. 16. SLIDE MASTER – COVERPAGE Instant Answers
  17. 17. SLIDE MASTER – COVERPAGE Instant Answers
  18. 18. SLIDE MASTER – COVERPAGE Instant Answers
  19. 19. SLIDE MASTER – COVERPAGE Instant Answers News Results Real Time Results Local Results Image Results
  20. 20. SLIDE MASTER – COVERPAGE This Presentation Focuses on:
  21. 21. SLIDE MASTER – COVERPAGE How Search Engines Work
  22. 22. SLIDE MASTER – COVERPAGE Crawling & Indexing Without links, the engines might never find this page
  23. 23. SLIDE MASTER – COVERPAGE Calculating Query-Independent Metrics Via www.opensiteexplorer.org
  24. 24. SLIDE MASTER – COVERPAGE Many Domains vs. One Domain VS.
  25. 25. SLIDE MASTER – COVERPAGE Domain Authority
  26. 26. SLIDE MASTER – COVERPAGE PageRank
  27. 27. SLIDE MASTER – COVERPAGE The Flow of PageRank
  28. 28. SLIDE MASTER – COVERPAGE PageRank is Split Evenly Between the Links on a Page
  29. 29. SLIDE MASTER – COVERPAGE PageRank is an Iterative Algorithm
  30. 30. SLIDE MASTER – COVERPAGE Technically, Every External Link “Leaks” PageRank
  31. 31. SLIDE MASTER – COVERPAGE Nofollowing or Removing Links Can Alter the Flow of PageRank
  32. 32. SLIDE MASTER – COVERPAGE 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
  33. 33. SLIDE MASTER – COVERPAGE Google Says they use PageRank to Crawl
  34. 34. SLIDE MASTER – COVERPAGE
  35. 35. SLIDE MASTER – COVERPAGE Algorithmic Ranking Factors
  36. 36. SLIDE MASTER – COVERPAGE Query Deserves Freshness (QDF) QDF QDF Normal Results
  37. 37. SLIDE MASTER – COVERPAGE Query Deserves Diversity (QDD)
  38. 38. SLIDE MASTER – COVERPAGE Algorithmic Ranking Factors
  39. 39. SLIDE MASTER – COVERPAGE Building Accessible Sites
  40. 40. SLIDE MASTER – COVERPAGE Crawlability / Link Architecture
  41. 41. SLIDE MASTER – COVERPAGE Duplicate Content & Canonicalization
  42. 42. SLIDE MASTER – COVERPAGE Duplicate Content & Canonicalization
  43. 43. SLIDE MASTER – COVERPAGE Canonical URL Tag
  44. 44. SLIDE MASTER – COVERPAGE 301 Redirects 302s
  45. 45. SLIDE MASTER – COVERPAGE Duplicate Titles & Meta Descriptions
  46. 46. SLIDE MASTER – COVERPAGE Search Friendly URLs www.nationalgeographic.com/animals/african-elephants Single domain Shallow folder structure with relevant words Keywords in page name, separated by hyphen
  47. 47. SLIDE MASTER – COVERPAGE Search UN-Friendly URLs Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8 Unnecessary Subdomain Dynamic URLs don’t perform as well as static and engines recommend against more than two parameters No keywords in the URL string
  48. 48. SLIDE MASTER – COVERPAGE Fixing Broken Links & 404s
  49. 49. SLIDE MASTER – COVERPAGE Blocking Robots
  50. 50. SLIDE MASTER – COVERPAGE Blocking Robots
  51. 51. SLIDE MASTER – COVERPAGE XML Sitemaps www.sitemaps.org/protocol.php
  52. 52. SLIDE MASTER – COVERPAGE Webmaster Tools (Google)
  53. 53. SLIDE MASTER – COVERPAGE Webmaster Tools (Bing)
  54. 54. SLIDE MASTER – COVERPAGE Search Engine Guidelines www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35769
  55. 55. SLIDE MASTER – COVERPAGE Important Tags & Signals
  56. 56. SLIDE MASTER – COVERPAGE Title Tags
  57. 57. SLIDE MASTER – COVERPAGE Meta Descriptions
  58. 58. SLIDE MASTER – COVERPAGE Tag Length Recommendations
  59. 59. SLIDE MASTER – COVERPAGE Anchor Text
  60. 60. SLIDE MASTER – COVERPAGE Page Copy
  61. 61. SLIDE MASTER – COVERPAGE Image Alt Attributes Good keyword usage in the alt tag
  62. 62. SLIDE MASTER – COVERPAGE Not So Important
  63. 63. SLIDE MASTER – COVERPAGE Meta Keywords Tag
  64. 64. SLIDE MASTER – COVERPAGE H1, H2, H(x) Tags
  65. 65. SLIDE MASTER – COVERPAGE Search Engine “Submission”
  66. 66. SLIDE MASTER – COVERPAGE Keyword Research + Targeting
  67. 67. SLIDE MASTER – COVERPAGE The Goals of Keyword Research
  68. 68. SLIDE MASTER – COVERPAGE Determine Relative Volume Levels
  69. 69. SLIDE MASTER – COVERPAGE Identify High Value Keywords
  70. 70. SLIDE MASTER – COVERPAGE Predict the Effort Required to Rank Well
  71. 71. SLIDE MASTER – COVERPAGE Choose the “Best” Words/Phrases to Target
  72. 72. SLIDE MASTER – COVERPAGE The Keyword Demand Landscape
  73. 73. SLIDE MASTER – COVERPAGE The Long Tail of Keyword Demand
  74. 74. SLIDE MASTER – COVERPAGE
  75. 75. SLIDE MASTER – COVERPAGE
  76. 76. SLIDE MASTER – COVERPAGE
  77. 77. SLIDE MASTER – COVERPAGE
  78. 78. SLIDE MASTER – COVERPAGE Tools & Tactics for Brainstorming & Refining Your Seed List
  79. 79. SLIDE MASTER – COVERPAGE Salespeople & Customers
  80. 80. SLIDE MASTER – COVERPAGE Google AdWords Tool Be Wary of Match Type https://adwords.google.com/select/KeywordToolExternal
  81. 81. SLIDE MASTER – COVERPAGE MS AdCenter Excel Plug-In www.seomoz.org/blog/using-the-adcenter-excel-plugin-for-keyphrase-research
  82. 82. SLIDE MASTER – COVERPAGE Google Trends Not Very Accurate Sign In for Y-Axis Numbers
  83. 83. SLIDE MASTER – COVERPAGE Internal Site Search Stats
  84. 84. SLIDE MASTER – COVERPAGE Competitive Keyword Research Restrict query to competitor’s domain
  85. 85. SLIDE MASTER – COVERPAGE The Keyword Research Process
  86. 86. SLIDE MASTER – COVERPAGE Start with Your Seed List
  87. 87. SLIDE MASTER – COVERPAGE Create Spreadsheet w/ these Columns
  88. 88. SLIDE MASTER – COVERPAGE Get Google Search Demand Numbers
  89. 89. SLIDE MASTER – COVERPAGE Guesstimate Conversion Rate Numbers
  90. 90. SLIDE MASTER – COVERPAGE Or Use PPC Campaign Data
  91. 91. SLIDE MASTER – COVERPAGE Add Keyword Difficulty Data for Top Terms We like using a weighted average of the Page Authority metric
  92. 92. SLIDE MASTER – COVERPAGE Target High Volume, High Value, Low Difficulty Terms First
  93. 93. SLIDE MASTER – COVERPAGE Measuring Keyword Difficulty & Competition
  94. 94. SLIDE MASTER – COVERPAGE Run Queries for Desired Term + Engine Watch for vertical results, which can skew CTRs & visibility
  95. 95. SLIDE MASTER – COVERPAGE Conduct a Competitive Analysis of Metrics
  96. 96. SLIDE MASTER – COVERPAGE Tools Can Help Provide Scores
  97. 97. SLIDE MASTER – COVERPAGE Tools Can Help Provide Scores www.seomoz.org/mozbar
  98. 98. SLIDE MASTER – COVERPAGE Link Building Strategies
  99. 99. SLIDE MASTER – COVERPAGE What Goals Can Link Building Help Us Achieve?
  100. 100. SLIDE MASTER – COVERPAGE Bolster Individual Rankings
  101. 101. SLIDE MASTER – COVERPAGE Improve a Domain’s Ability to Rank Pages
  102. 102. SLIDE MASTER – COVERPAGE Achieve More Complete Indexation
  103. 103. SLIDE MASTER – COVERPAGE Drive Traffic & Branding Awareness
  104. 104. SLIDE MASTER – COVERPAGE Send Converting Traffic Image Credit: websiteoptimization.com
  105. 105. SLIDE MASTER – COVERPAGE The 8 Basic Kinds of Link Building
  106. 106. SLIDE MASTER – COVERPAGE #1 - Manual Link Submissions/Requests
  107. 107. SLIDE MASTER – COVERPAGE #2 - Competitive Link Research/Acquisition
  108. 108. SLIDE MASTER – COVERPAGE #3 - Links via Embedded Content
  109. 109. SLIDE MASTER – COVERPAGE #4 - Linkbait & Viral Campaigns
  110. 110. SLIDE MASTER – COVERPAGE #5 - Content, Technology & API Licensing
  111. 111. SLIDE MASTER – COVERPAGE #6 - Partnerships, Exchanges & Trades
  112. 112. SLIDE MASTER – COVERPAGE #7 - Paid Links
  113. 113. SLIDE MASTER – COVERPAGE #8 - Link Reclamation
  114. 114. SLIDE MASTER – COVERPAGE Matching the Right Link Building Strategies to Your Organization’s SEO Goals
  115. 115. SLIDE MASTER – COVERPAGE Links for Individual Rankings
  116. 116. SLIDE MASTER – COVERPAGE Links for Domain “Authority”
  117. 117. SLIDE MASTER – COVERPAGE Links for Indexation
  118. 118. SLIDE MASTER – COVERPAGE Links for Traffic & Branding
  119. 119. SLIDE MASTER – COVERPAGE Links for Conversion
  120. 120. SLIDE MASTER – COVERPAGE Using Tools & Processes to Ease the Challenges of Link Building
  121. 121. SLIDE MASTER – COVERPAGE Tools for Competitive Link Research • Yahoo! Site Explorer & Link Commands • Open Site Explorer • Top Pages • Google Blog Search
  122. 122. SLIDE MASTER – COVERPAGE Yahoo! Site Explorer Directionally indicative within ~50% Not necessarily followed & in a somewhat random order
  123. 123. SLIDE MASTER – COVERPAGE Yahoo! Link Commands Less “accurate” than Site Explorer Lots of cool, useful modifiers available
  124. 124. SLIDE MASTER – COVERPAGE Yahoo! Link Commands Full list available in PRO Guide to Advanced Search Operators: www.seomoz.org/article/the-professionals-guide-to-advanced-search-operators
  125. 125. SLIDE MASTER – COVERPAGE Open Site Explorer
  126. 126. SLIDE MASTER – COVERPAGE Open Site Explorer Highly Correlation w/ Rankings Data updates monthly from the Linkscape web index (approx. 60% the size of Yahoo!/Google/Bing)
  127. 127. SLIDE MASTER – COVERPAGE Open Site Explorer Poor Anchor Text Spells Opportunity
  128. 128. SLIDE MASTER – COVERPAGE Link Intersect Link Intersect uses the same principle – sites w/ links in common that don’t point to you.
  129. 129. SLIDE MASTER – COVERPAGE Top Pages Find which pages are earning links (your own & competitors) 404s? Reclaim them!
  130. 130. SLIDE MASTER – COVERPAGE Metrics for Evaluating a Link’s Value • Numeric (Objective) Metrics • Subjective Metrics • Attainability and Effort
  131. 131. SLIDE MASTER – COVERPAGE 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)
  132. 132. SLIDE MASTER – COVERPAGE Numeric Metrics (Backtweets) Results count (in a weird location)
  133. 133. SLIDE MASTER – COVERPAGE 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)
  134. 134. SLIDE MASTER – COVERPAGE Scalable Link Acquisition Processes • Written Process + Checklist • Tools + Metrics for Quick Analysis • Training & Incenting Link Builders • Building & Refining a Link Acquisition Funnel
  135. 135. SLIDE MASTER – COVERPAGE Written Process/Checklist Checklist (via adesigna on Flickr) • Run through the link building process yourself • Document every step thoroughly • Pass it on to others (w/ some training time)
  136. 136. SLIDE MASTER – COVERPAGE Tools for Quick Analysis Get usable metrics quickly as you surf
  137. 137. SLIDE MASTER – COVERPAGE Tools for Quick Analysis
  138. 138. SLIDE MASTER – COVERPAGE Training & Incenting Link Builders Training Camp (via Gil Searcy on Flickr) • 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)
  139. 139. SLIDE MASTER – COVERPAGE Building a Link Acquisition Funnel Visit Link-Targeted Content Grab Link Code Link to the Site
  140. 140. SLIDE MASTER – COVERPAGE Social Media & the Web’s Influencers
  141. 141. SLIDE MASTER – COVERPAGE Influencers on the Web
  142. 142. SLIDE MASTER – COVERPAGE The Power of the “Linkerati”
  143. 143. SLIDE MASTER – COVERPAGE Content that Appeals to Influencers
  144. 144. SLIDE MASTER – COVERPAGE Making Content Easy to Share
  145. 145. SLIDE MASTER – COVERPAGE Making Content Easy to Share
  146. 146. SLIDE MASTER – COVERPAGE Incenting/Rewarding Link Behaviors
  147. 147. SLIDE MASTER – COVERPAGE Cannibalization of the Link Graph MMM… LINK GRAPHS ARE DELICIOUS!
  148. 148. SLIDE MASTER – COVERPAGE The Rise of the Social Graph
  149. 149. SLIDE MASTER – COVERPAGE Algorithmic Ranking Factors You have to do these right, before you can do these right
  150. 150. SLIDE MASTER – COVERPAGE For more information, visit us at www.seomoz.org All Content and Intellectual Property is under Copyright Protection, SEOmoz 1996-2008 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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