This document summarizes advanced SEO tactics beyond basic keyword research. It discusses expert opinions and research findings on factors that influence Google's ranking algorithm, such as the importance of links and keyword usage. Non-link factors like content quality are also examined. The document provides tactical advice on site architecture, content, and link building strategies and recommends resources for further reading on SEO best practices.

1. Advanced SEO Tactics: On Beyond Keyword Research (GF401) Professor: Rand Fishkin , SEOmoz

2. Beyond Keyword Research: Advanced SEO Tactics Rand Fishkin – June 2009

3. Expert Opinion: Search Ranking Factors Survey Answered by 70 Top SEOs Worldwide

4. Data Correlations: SEOmoz Research on Several Hundred Search Result Sets Conducted Feb-May 2009

5. Google's Ranking Algorithm

6. Expert Opinion: Relative Importance of Algo Components in Google

7. Correlation Data: Relative Importance of Algo Components in Google

8. Takeaways: Links, as they pertain to both the domain and the individual page, are vastly superior in importance to the page's content.

9. Keyword Usage

10. Expert Opinion

11. Expert Opinion

12. Correlations

13. Correlations Importance of KW Usage in Various Parts of the URL

14. Correlations Importance of KW Usage Positions of the Title Tag

15. Substantive Disagreement: H1 Tags (Low Correlation w/ Rankings) Alt Text (Higher Correlation w/ Rankings) Keyword in URL (Very High Correlation) Keyword Location (Data Says Closer is Much Better)

16. Non-Link Factors

17. Expert Opinion

18. Expert Opinion

19. Takeaways: Substantive, Unique Content is Very Important W3C Validation Not Very Important Code to Text Ratio Not Very Important Static URLs Somewhat Better Than Dynamic

20. Importance of Link Metrics

21. Expert Opinion

22. Correlation with Specific Metrics Across the Engines

24. Takeaways: PageRank may be important, but TBPR not a great predictor Domain Authority may be important, but metrics need work TrustRank concepts may be important, but metrics need work Domain Diversity may be more important than experts think

25. Consideration of Subdomains vs. Root Domains

27. Importance of Link Popularity Features on Root Domains, Subdomains & Pages

28. Takeaways: Subdomains likely DO NOT inherit all of the ranking benefits of the Root Domain, but neither are they completely separate entities.

29. Geographic Ranking Factors For Country-Specific Targeting

32. Takeaways: 1) Country TLD 2) Language 3) Links 4) Host IP Address 5) Manual Review 6) GG WM Tools Geographic Target Settings 7) Registration with Google Local

33. Future of Ranking Signals

35. Tactical Advice

36. Site Architecture Tactics

37. Imitating the Ideal Link Structure

38. The PageRank Pyramid

39. Using the Pyramid on Real Sites

40. New Rules for Link Sculpting

41. New Rules for Link Sculpting

42. New Rules for Link Sculpting

43. Content Tactics

45. “ Great” Content is Useless Unless...

46. It Makes People Link

47. #1 – Target the Linkerati

48. #2 – Leverage Emotions that Make Us Link

49. Link Building Tactics

50. What the Experts Like:

51. What the Experts Like:

52. What the Experts Like:

53. What the Experts Like:

54. Recommended Reading

56. Email: Rand@SEOmoz.org