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  • 1. Search Engine Optimization:SLIDE MASTER – COVERPAGE Understanding the Engines & Building Successful Sites Rand Fishkin – August 2010
  • 2. Content in this Presentation • The Search Landscape • How Search Engines WorkSLIDE MASTER – COVERPAGE • Building Accessible Sites • Conducting Keyword Research • Link Building Strategies • Social Media & the Web’s Influencers
  • 3. The Search Marketing LandscapeSLIDE MASTER – COVERPAGE
  • 4. 100 Billion Searches Each Month!SLIDE MASTER – COVERPAGE
  • 5. SLIDE MASTER – COVERPAGE
  • 6. SLIDE MASTER – COVERPAGE
  • 7. Organic vs. Paid Search PaidSLIDE MASTER – COVERPAGE Organic
  • 8. Organic vs. Paid Search 10% of ClicksSLIDE MASTER – COVERPAGE 90% of Clicks
  • 9. Click-Through RatesSLIDE MASTER – COVERPAGE
  • 10. Vertical SearchSLIDE MASTER – COVERPAGE
  • 11. Local Results Completely different ranking algorithm than standard search resultsSLIDE MASTER – COVERPAGE Probably doesn’t get traffic like most “#1” results
  • 12. Image ResultsSLIDE MASTER – COVERPAGE
  • 13. Video ResultsSLIDE MASTER – COVERPAGE
  • 14. News & Blog ResultsSLIDE MASTER – COVERPAGE
  • 15. Shopping ResultsSLIDE MASTER – COVERPAGE
  • 16. Instant AnswersSLIDE MASTER – COVERPAGE
  • 17. Instant AnswersSLIDE MASTER – COVERPAGE
  • 18. Instant AnswersSLIDE MASTER – COVERPAGE
  • 19. News Results Instant Answers Real Time ResultsSLIDE MASTER – COVERPAGE Local Results Image Results
  • 20. This Presentation Focuses on:SLIDE MASTER – COVERPAGE
  • 21. How Search Engines WorkSLIDE MASTER – COVERPAGE
  • 22. Crawling & Indexing Without links, theSLIDE MASTER – COVERPAGE engines might never find this page
  • 23. Calculating Query-Independent MetricsSLIDE MASTER – COVERPAGE Via www.opensiteexplorer.org
  • 24. Many Domains vs. One DomainSLIDE MASTER – COVERPAGE VS.
  • 25. Domain AuthoritySLIDE MASTER – COVERPAGE
  • 26. PageRankSLIDE MASTER – COVERPAGE
  • 27. The Flow of PageRankSLIDE MASTER – COVERPAGE
  • 28. PageRank is Split Evenly Between the Links on a PageSLIDE MASTER – COVERPAGE
  • 29. PageRank is an Iterative AlgorithmSLIDE MASTER – COVERPAGE
  • 30. Technically, Every External Link “Leaks” PageRankSLIDE MASTER – COVERPAGE
  • 31. Nofollowing or Removing Links Can Alter the Flow of PageRankSLIDE MASTER – COVERPAGE
  • 32. Or, at least it used to...SLIDE MASTER – COVERPAGE www.seomoz.org/blog/google-says-yes-you-can-still-sculpt-pagerank-no-you-cant-do-it-with-nofollow
  • 33. Google Says they use PageRank to CrawlSLIDE MASTER – COVERPAGE
  • 34. SLIDE MASTER – COVERPAGE
  • 35. Algorithmic Ranking FactorsSLIDE MASTER – COVERPAGE
  • 36. Query Deserves Freshness (QDF) QDFSLIDE MASTER – COVERPAGE Normal Results QDF
  • 37. Query Deserves Diversity (QDD)SLIDE MASTER – COVERPAGE
  • 38. Algorithmic Ranking FactorsSLIDE MASTER – COVERPAGE
  • 39. Building Accessible SitesSLIDE MASTER – COVERPAGE
  • 40. Crawlability / Link ArchitectureSLIDE MASTER – COVERPAGE
  • 41. Duplicate Content & CanonicalizationSLIDE MASTER – COVERPAGE
  • 42. Duplicate Content & CanonicalizationSLIDE MASTER – COVERPAGE
  • 43. Canonical URL TagSLIDE MASTER – COVERPAGE
  • 44. 301 RedirectsSLIDE MASTER – COVERPAGE 302s
  • 45. Duplicate Titles & Meta DescriptionsSLIDE MASTER – COVERPAGE
  • 46. Search Friendly URLswww.nationalgeographic.com/animals/african-elephantsSLIDE MASTER – COVERPAGE Keywords in page name, Single domain separated by hyphen Shallow folder structure with relevant words
  • 47. Search UN-Friendly URLsXyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8SLIDE MASTER – COVERPAGE 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
  • 48. Fixing Broken Links & 404sSLIDE MASTER – COVERPAGE
  • 49. Blocking RobotsSLIDE MASTER – COVERPAGE
  • 50. Blocking RobotsSLIDE MASTER – COVERPAGE
  • 51. XML SitemapsSLIDE MASTER – COVERPAGE www.sitemaps.org/protocol.php
  • 52. Webmaster Tools (Google)SLIDE MASTER – COVERPAGE
  • 53. Webmaster Tools (Bing)SLIDE MASTER – COVERPAGE
  • 54. Search Engine GuidelinesSLIDE MASTER – COVERPAGE www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35769
  • 55. Important Tags & SignalsSLIDE MASTER – COVERPAGE
  • 56. Title TagsSLIDE MASTER – COVERPAGE
  • 57. Meta DescriptionsSLIDE MASTER – COVERPAGE
  • 58. Tag Length RecommendationsSLIDE MASTER – COVERPAGE
  • 59. Anchor TextSLIDE MASTER – COVERPAGE
  • 60. Page CopySLIDE MASTER – COVERPAGE
  • 61. Image Alt Attributes Good keyword usage in the alt tagSLIDE MASTER – COVERPAGE
  • 62. Not So ImportantSLIDE MASTER – COVERPAGE
  • 63. Meta Keywords TagSLIDE MASTER – COVERPAGE
  • 64. H1, H2, H(x) TagsSLIDE MASTER – COVERPAGE
  • 65. Search Engine “Submission”SLIDE MASTER – COVERPAGE
  • 66. Keyword Research + TargetingSLIDE MASTER – COVERPAGE
  • 67. The Goals of Keyword ResearchSLIDE MASTER – COVERPAGE
  • 68. Determine Relative Volume LevelsSLIDE MASTER – COVERPAGE
  • 69. Identify High Value KeywordsSLIDE MASTER – COVERPAGE
  • 70. Predict the Effort Required to Rank WellSLIDE MASTER – COVERPAGE
  • 71. Choose the “Best” Words/Phrases to TargetSLIDE MASTER – COVERPAGE
  • 72. The Keyword Demand LandscapeSLIDE MASTER – COVERPAGE
  • 73. The Long Tail of Keyword DemandSLIDE MASTER – COVERPAGE
  • 74. SLIDE MASTER – COVERPAGE
  • 75. SLIDE MASTER – COVERPAGE
  • 76. SLIDE MASTER – COVERPAGE
  • 77. SLIDE MASTER – COVERPAGE
  • 78. Tools & Tactics for BrainstormingSLIDE MASTER – COVERPAGE & Refining Your Seed List
  • 79. Salespeople & CustomersSLIDE MASTER – COVERPAGE
  • 80. Google AdWords ToolSLIDE MASTER – COVERPAGE Be Wary of Match Type https://adwords.google.com/select/KeywordToolExternal
  • 81. MS AdCenter Excel Plug-InSLIDE MASTER – COVERPAGE www.seomoz.org/blog/using-the-adcenter-excel-plugin-for-keyphrase-research
  • 82. Google TrendsSLIDE MASTER – COVERPAGE Sign In for Y-Axis Numbers Not Very Accurate
  • 83. Internal Site Search StatsSLIDE MASTER – COVERPAGE
  • 84. Competitive Keyword ResearchSLIDE MASTER – COVERPAGE Restrict queryto competitor’s domain
  • 85. The Keyword Research ProcessSLIDE MASTER – COVERPAGE
  • 86. Start with Your Seed ListSLIDE MASTER – COVERPAGE
  • 87. Create Spreadsheet w/ these ColumnsSLIDE MASTER – COVERPAGE
  • 88. Get Google Search Demand NumbersSLIDE MASTER – COVERPAGE
  • 89. Guesstimate Conversion Rate NumbersSLIDE MASTER – COVERPAGE
  • 90. Or Use PPC Campaign DataSLIDE MASTER – COVERPAGE
  • 91. Add Keyword Difficulty Data for Top TermsSLIDE MASTER – COVERPAGE We like using a weighted average of the Page Authority metric
  • 92. Target High Volume, High Value, Low Difficulty Terms FirstSLIDE MASTER – COVERPAGE
  • 93. Measuring KeywordSLIDE MASTER – COVERPAGE Difficulty & Competition
  • 94. Run Queries for Desired Term + EngineSLIDE MASTER – COVERPAGE Watch for vertical results, which can skew CTRs & visibility
  • 95. Conduct a Competitive Analysis of MetricsSLIDE MASTER – COVERPAGE
  • 96. Tools Can Help Provide ScoresSLIDE MASTER – COVERPAGE
  • 97. Tools Can Help Provide ScoresSLIDE MASTER – COVERPAGE www.seomoz.org/mozbar
  • 98. Link Building StrategiesSLIDE MASTER – COVERPAGE
  • 99. What Goals Can Link BuildingSLIDE MASTER – COVERPAGE Help Us Achieve?
  • 100. Bolster Individual RankingsSLIDE MASTER – COVERPAGE
  • 101. Improve a Domain’s Ability to Rank PagesSLIDE MASTER – COVERPAGE
  • 102. Achieve More Complete IndexationSLIDE MASTER – COVERPAGE
  • 103. Drive Traffic & Branding AwarenessSLIDE MASTER – COVERPAGE
  • 104. Send Converting TrafficSLIDE MASTER – COVERPAGE Image Credit: websiteoptimization.com
  • 105. The 8 Basic Kinds of Link BuildingSLIDE MASTER – COVERPAGE
  • 106. #1 - Manual Link Submissions/RequestsSLIDE MASTER – COVERPAGE
  • 107. #2 - Competitive Link Research/AcquisitionSLIDE MASTER – COVERPAGE
  • 108. #3 - Links via Embedded ContentSLIDE MASTER – COVERPAGE
  • 109. #4 - Linkbait & Viral CampaignsSLIDE MASTER – COVERPAGE
  • 110. #5 - Content, Technology & API LicensingSLIDE MASTER – COVERPAGE
  • 111. #6 - Partnerships, Exchanges & TradesSLIDE MASTER – COVERPAGE
  • 112. #7 - Paid LinksSLIDE MASTER – COVERPAGE
  • 113. #8 - Link ReclamationSLIDE MASTER – COVERPAGE
  • 114. Matching the Right Link Building Strategies to Your Organization’s SEO GoalsSLIDE MASTER – COVERPAGE
  • 115. Links for Individual RankingsSLIDE MASTER – COVERPAGE
  • 116. Links for Domain “Authority”SLIDE MASTER – COVERPAGE
  • 117. Links for IndexationSLIDE MASTER – COVERPAGE
  • 118. Links for Traffic & BrandingSLIDE MASTER – COVERPAGE
  • 119. Links for ConversionSLIDE MASTER – COVERPAGE
  • 120. Using Tools & Processes to Ease theSLIDE MASTER – COVERPAGE Challenges of Link Building
  • 121. Tools for Competitive Link Research • Yahoo! Site Explorer & Link Commands • Open Site ExplorerSLIDE MASTER – COVERPAGE • Top Pages • Google Blog Search
  • 122. Yahoo! Site ExplorerSLIDE MASTER – COVERPAGE Directionally indicative within ~50% Not necessarily followed & in a somewhat random order
  • 123. Yahoo! Link CommandsSLIDE MASTER – COVERPAGE Less “accurate” than Site Explorer Lots of cool, useful modifiers available
  • 124. Yahoo! Link CommandsSLIDE MASTER – COVERPAGE Full list available in PRO Guide to Advanced Search Operators: www.seomoz.org/article/the-professionals-guide-to-advanced-search-operators
  • 125. Open Site ExplorerSLIDE MASTER – COVERPAGE
  • 126. Open Site ExplorerSLIDE MASTER – COVERPAGE Highly Correlation w/ Rankings Data updates monthly from the Linkscape web index (approx. 60% the size of Yahoo!/Google/Bing)
  • 127. Open Site ExplorerSLIDE MASTER – COVERPAGE Poor Anchor Text Spells Opportunity
  • 128. Link IntersectSLIDE MASTER – COVERPAGELink Intersect uses the same principle – sitesw/ links in common that don’t point to you.
  • 129. Top Pages Find which pages are earning links (your own & competitors)SLIDE MASTER – COVERPAGE 404s? Reclaim them!
  • 130. Metrics for Evaluating a Link’s Value • Numeric (Objective) Metrics • Subjective MetricsSLIDE MASTER – COVERPAGE • Attainability and Effort
  • 131. Numeric Metrics for Link Valuation • # of Linking Root Domains to URL • # of Linking Root Domains to Domain • Homepage PageRank vs. Domain mozRankSLIDE MASTER – COVERPAGE • URL PageRank vs. URL mozRank • # of Links to the Page (Yahoo!, GG Blogsearch, Linkscape) • Twitter mentions (Backtweets.com)
  • 132. Numeric Metrics (Backtweets)SLIDE MASTER – COVERPAGE Results count (in a weird location)
  • 133. Subjective Metrics for Link Valuation • Brand name reach/recognition • Quality of other links on page/site (Bing - Linkfromdomain) • Attainability and EffortSLIDE MASTER – COVERPAGE Jumping through Hoops (via WKA on Flickr)
  • 134. Scalable Link Acquisition Processes • Written Process + Checklist • Tools + Metrics for Quick AnalysisSLIDE MASTER – COVERPAGE • Training & Incenting Link Builders • Building & Refining a Link Acquisition Funnel
  • 135. Written Process/Checklist • Run through the link building process yourself • Document every step thoroughly • Pass it on to others (w/ some training time)SLIDE MASTER – COVERPAGE Checklist (via adesigna on Flickr)
  • 136. Tools for Quick AnalysisSLIDE MASTER – COVERPAGE Get usable metrics quickly as you surf
  • 137. Tools for Quick AnalysisSLIDE MASTER – COVERPAGE
  • 138. Training & Incenting Link Builders • Do link building together • Create consistent metrics • Reward like a sales team • Record reasons why linksSLIDE MASTER – COVERPAGE 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)
  • 139. Building a Link Acquisition FunnelSLIDE MASTER – COVERPAGE Visit Link-Targeted Content Grab Link Code Link to the Site
  • 140. Social Media & the Web’s InfluencersSLIDE MASTER – COVERPAGE
  • 141. Influencers on the WebSLIDE MASTER – COVERPAGE
  • 142. The Power of the “Linkerati”SLIDE MASTER – COVERPAGE
  • 143. Content that Appeals to InfluencersSLIDE MASTER – COVERPAGE
  • 144. Making Content Easy to ShareSLIDE MASTER – COVERPAGE
  • 145. Making Content Easy to ShareSLIDE MASTER – COVERPAGE
  • 146. Incenting/Rewarding Link BehaviorsSLIDE MASTER – COVERPAGE
  • 147. Cannibalization of the Link Graph MMM… LINK GRAPHS ARE DELICIOUS!SLIDE MASTER – COVERPAGE
  • 148. The Rise of the Social GraphSLIDE MASTER – COVERPAGE
  • 149. You have to do theseright, before you can Algorithmic Ranking Factors do these rightSLIDE MASTER – COVERPAGE
  • 150. Learn More w/ the Free Beginner’s Guide:http://guides.seomoz.org/beginners-guide-to-search-engine-optimizationSLIDE MASTER – COVERPAGE For more information, visit us at www.seomoz.orgFeel free to distribute this presentation for educational use. We love to help SEOs learn! All Content and Intellectual Property is under Copyright Protection, SEOmoz 1996-2008