Seo training

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Seo training

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

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