SEO for the CEOWhat C-level Executives Need to Know About Search                         Gillian Muessig             Co-fo...
What IS SEO?It is enabling the dissemination of ideas on the web
Socio-Political Ramifications of Our Work
What IS SEO?
Revolution is fomented on the empty bellies of men            Karl Marx, Leon Trotsky, Fidel Castro, Che Guevera, and many...
It’s Like This…
Organic vs. Paid Search   PaidOrganic
Organic vs. Paid Search10% of Clicks90% of Clicks
Click-Through Rates
Vertical Search
Local Results
Image Results in SERPs
Video Results
News & Blog Results
Shopping Results
Instant Answers
Instant Answers
News Results                    Instant AnswersReal Time Results   Local Results  Image Results
How Search Engines Work
Crawling & Indexing Without links, theengines might never   find this page
Calculating Query-Independent Metrics          Via www.opensiteexplorer.org
Many Domains vs. One Domain            VS.
Domain Authority
PageRank
The Flow of PageRank
PageRank is Split EvenlyBetween the Links on a Page
PageRank is Iterative
Technically, Every External Link “Leaks” PageRank
Removing Links CanAlter the Flow of PageRank
Google Says they use PageRank to Crawl
The Concept of TrustRank
Components of Google’s Ranking Algorithm      Algorithmic Ranking Factors
Query Deserves Freshness (QDF)     QDFNormal Results     QDF
Query Deserves Diversity (QDD)
Building Search Friendly Sites
Algorithmic Ranking Factors
Crawlability / Link Architecture
Duplicate Content & Canonicalization
Duplicate Content & Canonicalization
Canonical URL Tag
Duplicate Titles & Meta Descriptions
Search Friendly URLswww.nationalgeographic.com/animals/african-elephants                                                Ke...
Search UN-Friendly URLsXyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8                                                  ...
Fix Broken Links & 404s
Don’t Block the Robots
Do Block the Robots
XML Sitemapswww.sitemaps.org/protocol.php
Webmaster Tools (Google)
Webmaster Tools (Bing)
Search Engine Guidelineswww.google.com/support/webmasters/bin/answer.py?hl=en&answer=35769
Important Tags & Signals
Title Tags
Meta Descriptions
Tag Length Recommendations
Anchor Text
Page Copy
Image Alt AttributesGood keyword usage   in the alt tag
Not Important
Meta Keywords Tag
H1, H2, H(x) Tags
Search Engine “Submission”
Reciprocal Links and Link Farms                  link
Keyword Research
Identify High Value Keywords
Predict the Effort Required to Rank Well
Choose the “Best” Words/Phrases to Target
The Search Demand Curve
Popular Keywords vs. Long Tail Search Traffic
Conversion Rate by Keyword Phrase Length
Where To Find Your Best Keywords
Salespeople & Customers
Google AdWords Tool                                                        Be Wary of                                     ...
Bing AdCenter Excel Plug-Inwww.seomoz.org/blog/using-the-adcenter-excel-plugin-for-keyphrase-research
Google Trends                Sign In for Y-Axis Numbers                          Not Very Accurate
Internal Site Search Stats
Competitive Keyword Research Restrict queryto competitor’s    domain
Targeting the LinkeratiCreate Content That Attracts Links
The Power of the “Linkerati”
Influencers on the Web
Content that Appeals to Influencers
Cannibalization of the Link Graph                           MMM… LINK                           GRAPHS ARE                ...
The Rise of the Social Graph
ReadingTAGFEE:http://www.seomoz.org/blog/what-we-believe-why-seomozs-tagfee-tenetsBeginner’s Guide to SEO:http://guides.se...
Thank You
NO… REALLY Thank you!        Use the code: SMSB201130-Day Free Trial of SEOmoz PRO   © 2011 www.seomoz.org
SEO for the CEO - What C-level Executives Need to Know About Search
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SEO for the CEO - What C-level Executives Need to Know About Search

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This is Gillian Muessig's (SEOMOM and CEO of SEOMOZ) presentation from session 1 of her DCU LINK Techspectations Seminar at Dublin City University with support from DCU Business School. It introduces SEO and explores what management in businesses need to know about SEO.

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SEO for the CEO - What C-level Executives Need to Know About Search

  1. 1. SEO for the CEOWhat C-level Executives Need to Know About Search Gillian Muessig Co-founder and President, SEOmoz CEO Coach, WebmasterRadio.fm Dublin City University - All rights reserved © 03-2011
  2. 2. What IS SEO?It is enabling the dissemination of ideas on the web
  3. 3. Socio-Political Ramifications of Our Work
  4. 4. What IS SEO?
  5. 5. Revolution is fomented on the empty bellies of men Karl Marx, Leon Trotsky, Fidel Castro, Che Guevera, and many others
  6. 6. It’s Like This…
  7. 7. Organic vs. Paid Search PaidOrganic
  8. 8. Organic vs. Paid Search10% of Clicks90% of Clicks
  9. 9. Click-Through Rates
  10. 10. Vertical Search
  11. 11. Local Results
  12. 12. Image Results in SERPs
  13. 13. Video Results
  14. 14. News & Blog Results
  15. 15. Shopping Results
  16. 16. Instant Answers
  17. 17. Instant Answers
  18. 18. News Results Instant AnswersReal Time Results Local Results Image Results
  19. 19. How Search Engines Work
  20. 20. Crawling & Indexing Without links, theengines might never find this page
  21. 21. Calculating Query-Independent Metrics Via www.opensiteexplorer.org
  22. 22. Many Domains vs. One Domain VS.
  23. 23. Domain Authority
  24. 24. PageRank
  25. 25. The Flow of PageRank
  26. 26. PageRank is Split EvenlyBetween the Links on a Page
  27. 27. PageRank is Iterative
  28. 28. Technically, Every External Link “Leaks” PageRank
  29. 29. Removing Links CanAlter the Flow of PageRank
  30. 30. Google Says they use PageRank to Crawl
  31. 31. The Concept of TrustRank
  32. 32. Components of Google’s Ranking Algorithm Algorithmic Ranking Factors
  33. 33. Query Deserves Freshness (QDF) QDFNormal Results QDF
  34. 34. Query Deserves Diversity (QDD)
  35. 35. Building Search Friendly Sites
  36. 36. Algorithmic Ranking Factors
  37. 37. Crawlability / Link Architecture
  38. 38. Duplicate Content & Canonicalization
  39. 39. Duplicate Content & Canonicalization
  40. 40. Canonical URL Tag
  41. 41. Duplicate Titles & Meta Descriptions
  42. 42. Search Friendly URLswww.nationalgeographic.com/animals/african-elephants Keywords in page name, Single domain separated by hyphen Shallow folder structure with relevant words
  43. 43. Search UN-Friendly URLsXyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8 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
  44. 44. Fix Broken Links & 404s
  45. 45. Don’t Block the Robots
  46. 46. Do Block the Robots
  47. 47. XML Sitemapswww.sitemaps.org/protocol.php
  48. 48. Webmaster Tools (Google)
  49. 49. Webmaster Tools (Bing)
  50. 50. Search Engine Guidelineswww.google.com/support/webmasters/bin/answer.py?hl=en&answer=35769
  51. 51. Important Tags & Signals
  52. 52. Title Tags
  53. 53. Meta Descriptions
  54. 54. Tag Length Recommendations
  55. 55. Anchor Text
  56. 56. Page Copy
  57. 57. Image Alt AttributesGood keyword usage in the alt tag
  58. 58. Not Important
  59. 59. Meta Keywords Tag
  60. 60. H1, H2, H(x) Tags
  61. 61. Search Engine “Submission”
  62. 62. Reciprocal Links and Link Farms link
  63. 63. Keyword Research
  64. 64. Identify High Value Keywords
  65. 65. Predict the Effort Required to Rank Well
  66. 66. Choose the “Best” Words/Phrases to Target
  67. 67. The Search Demand Curve
  68. 68. Popular Keywords vs. Long Tail Search Traffic
  69. 69. Conversion Rate by Keyword Phrase Length
  70. 70. Where To Find Your Best Keywords
  71. 71. Salespeople & Customers
  72. 72. Google AdWords Tool Be Wary of Match Typehttps://adwords.google.com/select/KeywordToolExternal
  73. 73. Bing AdCenter Excel Plug-Inwww.seomoz.org/blog/using-the-adcenter-excel-plugin-for-keyphrase-research
  74. 74. Google Trends Sign In for Y-Axis Numbers Not Very Accurate
  75. 75. Internal Site Search Stats
  76. 76. Competitive Keyword Research Restrict queryto competitor’s domain
  77. 77. Targeting the LinkeratiCreate Content That Attracts Links
  78. 78. The Power of the “Linkerati”
  79. 79. Influencers on the Web
  80. 80. Content that Appeals to Influencers
  81. 81. Cannibalization of the Link Graph MMM… LINK GRAPHS ARE DELICIOUS!
  82. 82. The Rise of the Social Graph
  83. 83. ReadingTAGFEE:http://www.seomoz.org/blog/what-we-believe-why-seomozs-tagfee-tenetsBeginner’s Guide to SEO:http://guides.seomoz.org/beginners-guide-to-search-engine-optimizationAll the SEOmoz PRO Guides:http://www.seomoz.org/learn-seo
  84. 84. Thank You
  85. 85. NO… REALLY Thank you! Use the code: SMSB201130-Day Free Trial of SEOmoz PRO © 2011 www.seomoz.org

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