Grow Academy - July 2012

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Grow Academy - July 2012

  1. 1. Search  Engine  Op.miza.on: Understanding  the  Engines  &   Building  Successful  Sites Rand  Fishkin  –  August  2010
  2. 2. Travel  Industry:  Client  1•  Client  came  to  us  with  no  on-­‐site  opBmisaBon  on  website•  We  opBmised  website•  Within  2  months  of  opBmisaBon,  website  traffic  began  to  increase•  AHer  4  months,  search  engine  traffic  increased  300%
  3. 3. Travel  Industry:  Client  2•  Client  came  to  us  for  on-­‐site  opBmisaBon  consultaBon  and  link    •  building  research•  We  opBmised  website•  Within  2  months  of  opBmisaBon,  website  traffic  began  to  increase•  AHer  6  months,  search  engine  traffic  increased  1000%
  4. 4. Online  DaBng  IndustryOrganic  Traffic•  Client  came  to  us  with  no  on-­‐site  opBmisaBon  on  website  or  •  link  building•  We  opBmised  website  and  implemented  a  link  building  strategy•  Within  5  months,  traffic  increased  by  300%    and  360%  over  11  months
  5. 5. Online  DaBng  Industry Paid  Traffic•  Client  managed  a  high  cost  Google  Adwords  campaign  and  was  not  seeing  •  return  on  investment•  Once  #1  posiBons  were  achieved  in  Google  Organic  Search  there  was    •  no  need  to  use  Google  Adwords  anymore•  Client  stopped  Google  Adwords  campaign  aHer  4  months
  6. 6. Online  DaBng  IndustryBounce  rate•  Bounce  rate  was  high  (23%)on  website  when  we  began  opBmisaBon  •  process•  We  implemented  a  design  change  and  immediately  the  bounce  •  rate  dropped  to  11%
  7. 7. Home  Improvement  Industry•  Client  came  to  us  to  assist  in  geWng  their  website  more  targeted    •  traffic•  Website  had  no  on-­‐site  opBmisaBon  done  to  it•  We  opBmised  the  enBre  website  and  within  5  months  traffic  began  to  •  increase•  AHer  9  months  traffic  had  increased  500%
  8. 8. Home  Improvement  Industry•  Client  came  to  us  to  assist  in  geWng  their  website  more  targeted    •  traffic•  We  marketed  products  on  various  online  shopping  plaYorms•  AHer  7  months  referral  traffic  had  increased  500%
  9. 9. Content  in  this  Presenta.on1.  Case  studies  2.  The  search  markeBng  landscape3.  How  Search  Engines  Work4.  Building  Accessible  Sites5.  ConducBng  Keyword  Research6.  Link  Building  Strategies7.  Social  Media  &  the  Web’s  Influencers
  10. 10. The  Search  Marke.ng  Landscape
  11. 11. Organic  vs.  Paid  Search PaidOrganic
  12. 12. Organic  vs.  Paid  Search10%  of  Clicks90%  of  Clicks
  13. 13. Click-­‐Through  Rates
  14. 14. Ver.cal  Search
  15. 15. Local  Results Completely  different  ranking  algorithm  than  standard  search   resultsProbably  doesn’t  get  traffic  like   most  “#1”  results
  16. 16. Image  Results
  17. 17. Video  Results
  18. 18. News  &  Blog  Results
  19. 19. Shopping  Results
  20. 20. News  Results Instant  AnswersReal  Time  Results Local  Results Image  Results
  21. 21. How  Search  Engines  Work
  22. 22. Crawling  &  Indexing Without  links,  the  engines  might  never   find  this  page
  23. 23. Many  Domains  vs.  One  Domain VS.
  24. 24. Domain  Authority
  25. 25. The  Flow  of  PageRank
  26. 26. Algorithmic  Ranking  Factors
  27. 27. Algorithmic  Ranking  Factors
  28. 28. Building  Accessible  Sites
  29. 29. Crawlability  /  Link  Architecture
  30. 30. Duplicate  Content  &   Canonicaliza.on
  31. 31. Duplicate  Content  &  Canonicaliza.on
  32. 32. Search  Friendly  URLswww.naBonalgeographic.com/animals/african-­‐elephants Single  domain Shallow  folder  structure   Keywords  in  page  name, with  relevant  words separated  by  hyphen
  33. 33. Search  UN-­‐Friendly  URLsXyz3.naBonalgeographic.com/a/?q=31z&mg=vv7z&sd=8 Unnecessary Dynamic  URLs  don’t  perform  as  well  as   No  keywords  in  the     Subdomain staBc  and  engines  recommend  against   URL  string more  than  two  parameters
  34. 34. Important  Tags  &  Signals
  35. 35. Title  Tags
  36. 36. Meta  Descrip.ons
  37. 37. Anchor  Text
  38. 38. Page  Copy
  39. 39. Image  Alt  ATributesGood  keyword  usage   in  the  alt  tag
  40. 40. Keyword  Research  +  Targe.ng
  41. 41. The  Long  Tail  of  Keyword  Demand
  42. 42. Tools  &  Tac.cs  for  Brainstorming &  Refining  Your  Seed  List
  43. 43. Google  AdWords  Tool Be  Wary  of Match  Typehrps://adwords.google.com/select/KeywordToolExternal
  44. 44. Google  Trends
  45. 45. Compe..ve  Keyword  Research Restrict  queryto  compeBtor’s domain
  46. 46. Link  Building  Strategies
  47. 47. Bolster  Individual  Rankings
  48. 48. Drive  Traffic  &  Branding  Awareness
  49. 49. The  7  Basic  Kinds  of  Link  Building
  50. 50. #1  -­‐  Manual  Link  Submissions/Requests
  51. 51. #2  -­‐  Compe..ve  Link  Research/Acquisi.on
  52. 52. #3  -­‐  Links  via  Embedded  Content
  53. 53. #4  -­‐  Linkbait  &  Viral  Campaigns
  54. 54. #5  -­‐  Content,  Technology  &  API  Licensing
  55. 55. #6  –  Links  within  editorial  content  Creating newsworthy content is difficult for small companies
  56. 56. #7  –  Blog  contribu.on  Building relationships with blogs takes time
  57. 57. Free  Tools  for  Compe..ve  Link  Research•     Brand  name  -­‐site:brand.com
  58. 58. Brand  name  -­‐site:brand.com
  59. 59. Brand  name  -­‐site:brand.com
  60. 60. Social  Media  &  the  Web’s  Influencers
  61. 61. Influencers  on  the  Web
  62. 62. Cannibaliza.on  of  the  Link  Graph MMM… LINK GRAPHS ARE DELICIOUS!
  63. 63. Cannibaliza.on  of  the  Link  Graph
  64. 64. Tweets  can  seemingly  overpower  links Page  B  –  the   tweeted  version   –  ranks  #1! Page  B Page  A 1  link  from  1  root  domain646  links  from  36  root  domains 522  tweets 2  tweets
  65. 65. Retweet  e.quiTe•  Leave room (100 chars).•  Do not start the ReTweet with an @ sign.•  Give credit.•  Try to keep as much of the original tweet intact as possible.
  66. 66. Algorithmic  Ranking  Factors
  67. 67. Prac.cal  lessonsþ  Sign up to Google Adwords Keyword Research Tool þ  www.google.com/adwords/ þ  Keyword researchþ  Sign up to Google Analytics þ  www.google.com/analytics þ  Bounce rates þ  Referral traffic þ  Organic trafficþ  Competitor Research þ  Brand name –site:brand.comþ  Twitter þ  Advanced search þ  # hashtag þ  Build relationships þ  Understand domain authorityþ  Install SEOmoz toolbar þ  SERP’s þ  Domain check

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