Search Engine Optimization:

SLIDE MASTER – COVERPAGE

Understanding the Engines & Building Successful Sites

Rand Fishkin...
Content in this Presentation
• The Search Landscape
• How Search Engines Work
SLIDE MASTER – COVERPAGE
• Building Accessib...
The Search Marketing Landscape
SLIDE MASTER – COVERPAGE
100 Billion Searches
Each Month!

SLIDE MASTER – COVERPAGE
SLIDE MASTER – COVERPAGE
SLIDE MASTER – COVERPAGE
Organic vs. Paid Search
Paid

SLIDE MASTER – COVERPAGE

Organic
Organic vs. Paid Search
10% of Clicks

SLIDE MASTER – COVERPAGE

90% of Clicks
Click-Through Rates

SLIDE MASTER – COVERPAGE
Vertical Search

SLIDE MASTER – COVERPAGE
Local Results
Completely different ranking
algorithm than standard
search results

SLIDE MASTER – COVERPAGE

Probably does...
Image Results

SLIDE MASTER – COVERPAGE
Video Results

SLIDE MASTER – COVERPAGE
News & Blog Results

SLIDE MASTER – COVERPAGE
Shopping Results

SLIDE MASTER – COVERPAGE
Instant Answers

SLIDE MASTER – COVERPAGE
Instant Answers

SLIDE MASTER – COVERPAGE
Instant Answers

SLIDE MASTER – COVERPAGE
News Results

Instant Answers
Real Time Results

SLIDE MASTER – COVERPAGE
Local Results

Image Results
This Presentation Focuses on:

SLIDE MASTER – COVERPAGE
How Search Engines Work
SLIDE MASTER – COVERPAGE
Crawling & Indexing

Without links, the
engines might
SLIDE MASTER – COVERPAGE
never find this page
Calculating Query-Independent Metrics

SLIDE MASTER – COVERPAGE

Via www.opensiteexplorer.org
Many Domains vs. One Domain

SLIDE MASTER – COVERPAGE

VS.
Domain Authority

SLIDE MASTER – COVERPAGE
PageRank

SLIDE MASTER – COVERPAGE
The Flow of PageRank

SLIDE MASTER – COVERPAGE
PageRank is Split Evenly Between the
Links on a Page

SLIDE MASTER – COVERPAGE
PageRank is an Iterative Algorithm

SLIDE MASTER – COVERPAGE
Technically, Every External Link
“Leaks” PageRank

SLIDE MASTER – COVERPAGE
Nofollowing or Removing Links Can
Alter the Flow of PageRank

SLIDE MASTER – COVERPAGE
Or, at least it used to...

SLIDE MASTER – COVERPAGE

www.seomoz.org/blog/google-says-yes-you-can-still-sculpt-pagerank-no...
Google Says they use PageRank to Crawl

SLIDE MASTER – COVERPAGE
SLIDE MASTER – COVERPAGE
Algorithmic Ranking Factors

SLIDE MASTER – COVERPAGE
Query Deserves Freshness (QDF)
QDF

SLIDE MASTER – COVERPAGE
Normal Results

QDF
Query Deserves Diversity (QDD)

SLIDE MASTER – COVERPAGE
Algorithmic Ranking Factors

SLIDE MASTER – COVERPAGE
Building Accessible Sites
SLIDE MASTER – COVERPAGE
Crawlability / Link Architecture

SLIDE MASTER – COVERPAGE
Duplicate Content & Canonicalization

SLIDE MASTER – COVERPAGE
Duplicate Content & Canonicalization

SLIDE MASTER – COVERPAGE
Canonical URL Tag

SLIDE MASTER – COVERPAGE
301 Redirects

SLIDE MASTER – COVERPAGE

302s
Duplicate Titles & Meta Descriptions

SLIDE MASTER – COVERPAGE
Search Friendly URLs
www.nationalgeographic.com/animals/african-elephants
SLIDE MASTER – COVERPAGE
Keywords in page name,
...
Search UN-Friendly URLs
Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8
SLIDE MASTER – COVERPAGE
No keywords in the URL ...
Fixing Broken Links & 404s

SLIDE MASTER – COVERPAGE
Blocking Robots

SLIDE MASTER – COVERPAGE
Blocking Robots

SLIDE MASTER – COVERPAGE
XML Sitemaps

SLIDE MASTER – COVERPAGE

www.sitemaps.org/protocol.php
Webmaster Tools (Google)

SLIDE MASTER – COVERPAGE
Webmaster Tools (Bing)

SLIDE MASTER – COVERPAGE
Search Engine Guidelines

SLIDE MASTER – COVERPAGE

www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35769
Important Tags & Signals
SLIDE MASTER – COVERPAGE
Title Tags

SLIDE MASTER – COVERPAGE
Meta Descriptions

SLIDE MASTER – COVERPAGE
Tag Length Recommendations

SLIDE MASTER – COVERPAGE
Anchor Text

SLIDE MASTER – COVERPAGE
Page Copy

SLIDE MASTER – COVERPAGE
Image Alt Attributes
Good keyword
usage in the alt tag

SLIDE MASTER – COVERPAGE
Not So Important
SLIDE MASTER – COVERPAGE
Meta Keywords Tag

SLIDE MASTER – COVERPAGE
H1, H2, H(x) Tags

SLIDE MASTER – COVERPAGE
Search Engine “Submission”

SLIDE MASTER – COVERPAGE
Keyword Research + Targeting
SLIDE MASTER – COVERPAGE
The Goals of Keyword Research
SLIDE MASTER – COVERPAGE
Determine Relative Volume Levels

SLIDE MASTER – COVERPAGE
Identify High Value Keywords

SLIDE MASTER – COVERPAGE
Predict the Effort Required to Rank Well

SLIDE MASTER – COVERPAGE
Choose the “Best”
Words/Phrases to Target

SLIDE MASTER – COVERPAGE
The Keyword Demand Landscape
SLIDE MASTER – COVERPAGE
The Long Tail of Keyword Demand

SLIDE MASTER – COVERPAGE
SLIDE MASTER – COVERPAGE
SLIDE MASTER – COVERPAGE
SLIDE MASTER – COVERPAGE
SLIDE MASTER – COVERPAGE
Tools & Tactics for Brainstorming
SLIDE MASTER – COVERPAGE
& Refining Your Seed List
Salespeople & Customers

SLIDE MASTER – COVERPAGE
Google AdWords Tool

SLIDE MASTER – COVERPAGE

Be Wary of
Match Type

https://adwords.google.com/select/KeywordToolExterna...
MS AdCenter Excel Plug-In

SLIDE MASTER – COVERPAGE

www.seomoz.org/blog/using-the-adcenter-excel-plugin-for-keyphrase-res...
Google Trends

SLIDE MASTER – COVERPAGE

Sign In for Y-Axis Numbers

Not Very Accurate
Internal Site Search Stats

SLIDE MASTER – COVERPAGE
Competitive Keyword Research

SLIDE MASTER – COVERPAGE

Restrict query
to competitor’s
domain
The Keyword Research Process
SLIDE MASTER – COVERPAGE
Start with Your Seed List

SLIDE MASTER – COVERPAGE
Create Spreadsheet w/ these Columns

SLIDE MASTER – COVERPAGE
Get Google Search Demand Numbers

SLIDE MASTER – COVERPAGE
Guesstimate Conversion Rate Numbers

SLIDE MASTER – COVERPAGE
Or Use PPC Campaign Data

SLIDE MASTER – COVERPAGE
Add Keyword Difficulty Data for Top Terms

SLIDE MASTER – COVERPAGE

We like using a weighted average of
the Page Authorit...
Target High Volume, High Value,
Low Difficulty Terms First

SLIDE MASTER – COVERPAGE
Measuring Keyword
SLIDE MASTER – COVERPAGE
Difficulty & Competition
Run Queries for Desired Term + Engine

SLIDE MASTER – COVERPAGE

Watch for vertical
results, which can skew
CTRs & visibil...
Conduct a Competitive Analysis of Metrics

SLIDE MASTER – COVERPAGE
Tools Can Help Provide Scores

SLIDE MASTER – COVERPAGE
Tools Can Help Provide Scores

SLIDE MASTER – COVERPAGE

www.seomoz.org/mozbar
Link Building Strategies
SLIDE MASTER – COVERPAGE
What Goals Can Link Building
SLIDE MASTER – COVERPAGE
Help Us Achieve?
Bolster Individual Rankings

SLIDE MASTER – COVERPAGE
Improve a Domain’s Ability to Rank Pages

SLIDE MASTER – COVERPAGE
Achieve More Complete Indexation

SLIDE MASTER – COVERPAGE
Drive Traffic & Branding Awareness

SLIDE MASTER – COVERPAGE
Send Converting Traffic

SLIDE MASTER – COVERPAGE

Image Credit: websiteoptimization.com
The 8 Basic Kinds of Link Building
SLIDE MASTER – COVERPAGE
#1 - Manual Link Submissions/Requests

SLIDE MASTER – COVERPAGE
#2 - Competitive Link Research/Acquisition

SLIDE MASTER – COVERPAGE
#3 - Links via Embedded Content

SLIDE MASTER – COVERPAGE
#4 - Linkbait & Viral Campaigns

SLIDE MASTER – COVERPAGE
#5 - Content, Technology & API Licensing

SLIDE MASTER – COVERPAGE
#6 - Partnerships, Exchanges & Trades

SLIDE MASTER – COVERPAGE
#7 - Paid Links

SLIDE MASTER – COVERPAGE
#8 - Link Reclamation

SLIDE MASTER – COVERPAGE
Matching the Right Link Building Strategies
SLIDE MASTER – COVERPAGE
to Your Organization’s SEO Goals
Links for Individual Rankings

SLIDE MASTER – COVERPAGE
Links for Domain “Authority”

SLIDE MASTER – COVERPAGE
Links for Indexation

SLIDE MASTER – COVERPAGE
Links for Traffic & Branding

SLIDE MASTER – COVERPAGE
Links for Conversion

SLIDE MASTER – COVERPAGE
Using Tools & Processes to Ease the
SLIDE MASTER – COVERPAGE
Challenges of Link Building
Tools for Competitive Link Research
• Yahoo! Site Explorer & Link Commands
• Open Site Explorer
SLIDE MASTER – COVERPAGE
•...
Yahoo! Site Explorer

SLIDE MASTER – COVERPAGE

Directionally indicative
within ~50%
Not necessarily followed & in
a somew...
Yahoo! Link Commands

SLIDE MASTER – COVERPAGE

Less “accurate” than
Site Explorer
Lots of cool, useful modifiers
availabl...
Yahoo! Link Commands

SLIDE MASTER – COVERPAGE

Full list available in PRO Guide to Advanced Search Operators:
www.seomoz....
Open Site Explorer

SLIDE MASTER – COVERPAGE
Open Site Explorer

SLIDE MASTER – COVERPAGE

Highly Correlation w/ Rankings

Data updates monthly from the
Linkscape web ...
Open Site Explorer

SLIDE MASTER – COVERPAGE

Poor Anchor Text Spells Opportunity
Link Intersect

SLIDE MASTER – COVERPAGE

Link Intersect uses the same principle – sites
w/ links in common that don’t poi...
Top Pages
Find which pages are
earning links (your
own & competitors)
SLIDE MASTER – COVERPAGE

404s? Reclaim them!
Metrics for Evaluating a Link’s Value
• Numeric (Objective) Metrics
• Subjective Metrics
SLIDE MASTER – COVERPAGE
• Attain...
Numeric Metrics for Link Valuation
• # of Linking Root Domains to URL
• # of Linking Root Domains to Domain
SLIDE MASTER –...
Numeric Metrics (Backtweets)

SLIDE MASTER – COVERPAGE

Results count
(in a weird location)
Subjective Metrics for Link Valuation
• Brand name reach/recognition
• Quality of other links on page/site (Bing - Linkfro...
Scalable Link Acquisition Processes
• Written Process + Checklist
• Tools + Metrics for Quick Analysis
SLIDE MASTER – COVE...
Written Process/Checklist
• Run through the link building process yourself
• Document every step thoroughly
• Pass it on t...
Tools for Quick Analysis

SLIDE MASTER – COVERPAGE

Get usable metrics
quickly as you surf
Tools for Quick Analysis

SLIDE MASTER – COVERPAGE
Training & Incenting Link Builders
• Do link building together
• Create consistent metrics
• Reward like a sales team
• Re...
Building a Link Acquisition Funnel

SLIDE MASTER – COVERPAGE

Visit Link-Targeted Content
Grab Link Code
Link to the Site
Social Media & the Web’s Influencers
SLIDE MASTER – COVERPAGE
Influencers on the Web

SLIDE MASTER – COVERPAGE
The Power of the “Linkerati”

SLIDE MASTER – COVERPAGE
Content that Appeals to Influencers

SLIDE MASTER – COVERPAGE
Making Content Easy to Share

SLIDE MASTER – COVERPAGE
Making Content Easy to Share

SLIDE MASTER – COVERPAGE
Incenting/Rewarding Link Behaviors

SLIDE MASTER – COVERPAGE
Cannibalization of the Link Graph
MMM… LINK
GRAPHS ARE
DELICIOUS!
SLIDE MASTER – COVERPAGE
The Rise of the Social Graph

SLIDE MASTER – COVERPAGE
You have to do these
right, before you can
do these right

Algorithmic Ranking Factors

SLIDE MASTER – COVERPAGE
Learn More w/ the Free Beginner’s Guide:
http://guides.seomoz.org/beginners-guide-to-search-engine-optimization

SLIDE MAS...
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How to SEO (intro)

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This lengthy MOZ (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.

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How to SEO (intro)

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