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Introduction to SEO Slide 1 Introduction to SEO Slide 2 Introduction to SEO Slide 3 Introduction to SEO Slide 4 Introduction to SEO Slide 5 Introduction to SEO Slide 6 Introduction to SEO Slide 7 Introduction to SEO Slide 8 Introduction to SEO Slide 9 Introduction to SEO Slide 10 Introduction to SEO Slide 11 Introduction to SEO Slide 12 Introduction to SEO Slide 13 Introduction to SEO Slide 14 Introduction to SEO Slide 15 Introduction to SEO Slide 16 Introduction to SEO Slide 17 Introduction to SEO Slide 18 Introduction to SEO Slide 19 Introduction to SEO Slide 20 Introduction to SEO Slide 21 Introduction to SEO Slide 22 Introduction to SEO Slide 23 Introduction to SEO Slide 24 Introduction to SEO Slide 25 Introduction to SEO Slide 26 Introduction to SEO Slide 27 Introduction to SEO Slide 28 Introduction to SEO Slide 29 Introduction to SEO Slide 30 Introduction to SEO Slide 31 Introduction to SEO Slide 32 Introduction to SEO Slide 33 Introduction to SEO Slide 34 Introduction to SEO Slide 35 Introduction to SEO Slide 36 Introduction to SEO Slide 37 Introduction to SEO Slide 38 Introduction to SEO Slide 39 Introduction to SEO Slide 40 Introduction to SEO Slide 41 Introduction to SEO Slide 42 Introduction to SEO Slide 43 Introduction to SEO Slide 44 Introduction to SEO Slide 45 Introduction to SEO Slide 46 Introduction to SEO Slide 47 Introduction to SEO Slide 48 Introduction to SEO Slide 49 Introduction to SEO Slide 50 Introduction to SEO Slide 51 Introduction to SEO Slide 52 Introduction to SEO Slide 53 Introduction to SEO Slide 54 Introduction to SEO Slide 55 Introduction to SEO Slide 56 Introduction to SEO Slide 57 Introduction to SEO Slide 58 Introduction to SEO Slide 59 Introduction to SEO Slide 60 Introduction to SEO Slide 61 Introduction to SEO Slide 62 Introduction to SEO Slide 63 Introduction to SEO Slide 64 Introduction to SEO Slide 65 Introduction to SEO Slide 66 Introduction to SEO Slide 67 Introduction to SEO Slide 68 Introduction to SEO Slide 69 Introduction to SEO Slide 70 Introduction to SEO Slide 71 Introduction to SEO Slide 72 Introduction to SEO Slide 73 Introduction to SEO Slide 74 Introduction to SEO Slide 75 Introduction to SEO Slide 76 Introduction to SEO Slide 77 Introduction to SEO Slide 78 Introduction to SEO Slide 79 Introduction to SEO Slide 80 Introduction to SEO Slide 81 Introduction to SEO Slide 82 Introduction to SEO Slide 83 Introduction to SEO Slide 84 Introduction to SEO Slide 85 Introduction to SEO Slide 86 Introduction to SEO Slide 87 Introduction to SEO Slide 88 Introduction to SEO Slide 89 Introduction to SEO Slide 90 Introduction to SEO Slide 91 Introduction to SEO Slide 92 Introduction to SEO Slide 93 Introduction to SEO Slide 94 Introduction to SEO Slide 95 Introduction to SEO Slide 96 Introduction to SEO Slide 97 Introduction to SEO Slide 98 Introduction to SEO Slide 99 Introduction to SEO Slide 100 Introduction to SEO Slide 101 Introduction to SEO Slide 102 Introduction to SEO Slide 103 Introduction to SEO Slide 104 Introduction to SEO Slide 105 Introduction to SEO Slide 106 Introduction to SEO Slide 107 Introduction to SEO Slide 108 Introduction to SEO Slide 109 Introduction to SEO Slide 110 Introduction to SEO Slide 111 Introduction to SEO Slide 112 Introduction to SEO Slide 113 Introduction to SEO Slide 114 Introduction to SEO Slide 115 Introduction to SEO Slide 116 Introduction to SEO Slide 117 Introduction to SEO Slide 118 Introduction to SEO Slide 119 Introduction to SEO Slide 120 Introduction to SEO Slide 121 Introduction to SEO Slide 122 Introduction to SEO Slide 123 Introduction to SEO Slide 124 Introduction to SEO Slide 125 Introduction to SEO Slide 126 Introduction to SEO Slide 127 Introduction to SEO Slide 128 Introduction to SEO Slide 129 Introduction to SEO Slide 130 Introduction to SEO Slide 131 Introduction to SEO Slide 132 Introduction to SEO Slide 133 Introduction to SEO Slide 134 Introduction to SEO Slide 135 Introduction to SEO Slide 136 Introduction to SEO Slide 137 Introduction to SEO Slide 138 Introduction to SEO Slide 139 Introduction to SEO Slide 140 Introduction to SEO Slide 141 Introduction to SEO Slide 142 Introduction to SEO Slide 143 Introduction to SEO Slide 144 Introduction to SEO Slide 145 Introduction to SEO Slide 146 Introduction to SEO Slide 147 Introduction to SEO Slide 148 Introduction to SEO Slide 149 Introduction to SEO Slide 150
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This lengthy (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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Introduction to SEO

  1. Search Engine Optimization:<br />Understanding the Engines & Building Successful Sites<br />Rand Fishkin – August 2010<br />
  2. Content in this Presentation<br /><ul><li>The Search Landscape
  3. How Search Engines Work
  4. Building Accessible Sites
  5. Conducting Keyword Research
  6. Link Building Strategies
  7. Social Media & the Web’s Influencers</li></li></ul><li>The Search Marketing Landscape<br />
  8. 100 Billion Searches<br />Each Month!<br />
  9. Organic vs. Paid Search<br />Paid<br />Organic<br />
  10. Organic vs. Paid Search<br />10% of Clicks<br />90% of Clicks<br />
  11. Click-Through Rates<br />
  12. Vertical Search<br />
  13. Local Results<br />Completely different ranking algorithm than standard search results<br />Probably doesn’t get traffic like most “#1” results<br />
  14. Image Results<br />
  15. Video Results<br />
  16. News & Blog Results<br />
  17. Shopping Results<br />
  18. Instant Answers<br />
  19. Instant Answers<br />
  20. Instant Answers<br />
  21. News Results<br />Instant Answers<br />Real Time Results<br />Local Results<br />Image Results<br />
  22. This Presentation Focuses on:<br />
  23. How Search Engines Work<br />
  24. Crawling & Indexing<br />Without links, the engines might never find this page<br />
  25. Calculating Query-Independent Metrics<br />Via www.opensiteexplorer.org<br />
  26. Many Domains vs. One Domain<br />VS.<br />
  27. Domain Authority<br />
  28. PageRank<br />
  29. The Flow of PageRank<br />
  30. PageRank is Split Evenly Between the<br />Links on a Page<br />
  31. PageRank is an Iterative Algorithm<br />
  32. Technically, Every External Link<br />“Leaks” PageRank<br />
  33. Nofollowing or Removing Links Can<br />Alter the Flow of PageRank<br />
  34. Or, at least it used to...<br />www.seomoz.org/blog/google-says-yes-you-can-still-sculpt-pagerank-no-you-cant-do-it-with-nofollow<br />
  35. Google Says they use PageRank to Crawl<br />
  36. Algorithmic Ranking Factors<br />
  37. Query Deserves Freshness (QDF)<br />QDF<br />Normal Results<br />QDF<br />
  38. Query Deserves Diversity (QDD)<br />
  39. Algorithmic Ranking Factors<br />
  40. Building Accessible Sites<br />
  41. Crawlability / Link Architecture<br />
  42. Duplicate Content & Canonicalization<br />
  43. Duplicate Content & Canonicalization<br />
  44. Canonical URL Tag<br />
  45. 301 Redirects<br />302s<br />
  46. Duplicate Titles & Meta Descriptions<br />
  47. Search Friendly URLs<br />www.nationalgeographic.com/animals/african-elephants<br />Keywords in page name,<br />separated by hyphen<br />Single domain<br />Shallow folder structurewith relevant words<br />
  48. Search UN-Friendly URLs<br />Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8<br />No keywords in the URL string<br />Unnecessary<br />Subdomain<br />Dynamic URLs don’t perform as well as static and engines recommend against more than two parameters<br />
  49. Fixing Broken Links & 404s<br />
  50. Blocking Robots<br />
  51. Blocking Robots<br />
  52. XML Sitemaps<br />www.sitemaps.org/protocol.php<br />
  53. Webmaster Tools (Google)<br />
  54. Webmaster Tools (Bing)<br />
  55. Search Engine Guidelines<br />www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35769<br />
  56. Important Tags & Signals<br />
  57. Title Tags<br />
  58. Meta Descriptions<br />
  59. Tag Length Recommendations<br />
  60. Anchor Text<br />
  61. Page Copy<br />
  62. Image Alt Attributes<br />Good keyword usage in the alt tag<br />
  63. Not So Important<br />
  64. Meta Keywords Tag<br />
  65. H1, H2, H(x) Tags<br />
  66. Search Engine “Submission”<br />
  67. Keyword Research + Targeting<br />
  68. The Goals of Keyword Research<br />
  69. Determine Relative Volume Levels<br />
  70. Identify High Value Keywords<br />
  71. Predict the Effort Required to Rank Well<br />
  72. Choose the “Best”<br />Words/Phrases to Target<br />
  73. The Keyword Demand Landscape<br />
  74. The Long Tail of Keyword Demand<br />
  75. Tools & Tactics for Brainstorming<br />& Refining Your Seed List<br />
  76. Salespeople & Customers<br />
  77. Google AdWords Tool<br />Be Wary of<br />Match Type<br />https://adwords.google.com/select/KeywordToolExternal<br />
  78. MS AdCenter Excel Plug-In<br />www.seomoz.org/blog/using-the-adcenter-excel-plugin-for-keyphrase-research<br />
  79. Google Trends<br />Sign In for Y-Axis Numbers<br />Not Very Accurate<br />
  80. Internal Site Search Stats<br />
  81. Competitive Keyword Research<br />Restrict query<br />to competitor’s<br />domain<br />
  82. The Keyword Research Process<br />
  83. Start with Your Seed List<br />
  84. Create Spreadsheet w/ these Columns<br />
  85. Get Google Search Demand Numbers<br />
  86. Guesstimate Conversion Rate Numbers<br />
  87. Or Use PPC Campaign Data<br />
  88. Add Keyword Difficulty Data for Top Terms<br />We like using a weighted average of<br />the Page Authority metric<br />
  89. Target High Volume, High Value,<br /> Low Difficulty Terms First<br />
  90. Measuring Keyword<br />Difficulty & Competition<br />
  91. Run Queries for Desired Term + Engine<br />Watch for vertical<br />results, which can skew<br />CTRs & visibility<br />
  92. Conduct a Competitive Analysis of Metrics<br />
  93. Tools Can Help Provide Scores<br />
  94. Tools Can Help Provide Scores<br />www.seomoz.org/mozbar<br />
  95. Link Building Strategies<br />
  96. What Goals Can Link Building<br />Help Us Achieve?<br />
  97. Bolster Individual Rankings<br />
  98. Improve a Domain’s Ability to Rank Pages<br />
  99. Achieve More Complete Indexation<br />
  100. Drive Traffic & Branding Awareness<br />
  101. Send Converting Traffic<br />Image Credit: websiteoptimization.com<br />
  102. The 8 Basic Kinds of Link Building<br />
  103. #1 - Manual Link Submissions/Requests<br />
  104. #2 - Competitive Link Research/Acquisition<br />
  105. #3 - Links via Embedded Content<br />
  106. #4 - Linkbait & Viral Campaigns<br />
  107. #5 - Content, Technology & API Licensing<br />
  108. #6 - Partnerships, Exchanges & Trades<br />
  109. #7 - Paid Links<br />
  110. #8 - Link Reclamation<br />
  111. Matching the Right Link Building Strategies<br />to Your Organization’s SEO Goals<br />
  112. Links for Individual Rankings<br />
  113. Links for Domain “Authority”<br />
  114. Links for Indexation<br />
  115. Links for Traffic & Branding<br />
  116. Links for Conversion<br />
  117. Using Tools & Processes to Ease the<br />Challenges of Link Building <br />
  118. Tools for Competitive Link Research<br /><ul><li> Yahoo! Site Explorer & Link Commands
  119. Open Site Explorer
  120. Top Pages
  121. Google Blog Search</li></li></ul><li>Yahoo! Site Explorer<br />Directionally indicative<br />within ~50%<br />Not necessarily followed & in a somewhat random order<br />
  122. Yahoo! Link Commands<br />Less “accurate” than Site Explorer<br />Lots of cool, useful modifiers available<br />
  123. Yahoo! Link Commands<br />Full list available in PRO Guide to Advanced Search Operators:<br />www.seomoz.org/article/the-professionals-guide-to-advanced-search-operators <br />
  124. Open Site Explorer<br />
  125. Open Site Explorer<br />Highly Correlation w/ Rankings<br />Data updates monthly from the Linkscape web index (approx. 60% the size of Yahoo!/Google/Bing)<br />
  126. Open Site Explorer<br />Poor Anchor Text Spells Opportunity<br />
  127. Link Intersect<br />Link Intersect uses the same principle – sites w/ links in common that don’t point to you.<br />
  128. Top Pages<br />Find which pages are earning links (your own & competitors)<br />404s? Reclaim them!<br />
  129. Metrics for Evaluating a Link’s Value<br /><ul><li> Numeric (Objective) Metrics
  130. Subjective Metrics
  131. Attainability and Effort</li></li></ul><li>Numeric Metrics for Link Valuation<br /><ul><li> # of Linking Root Domains to URL
  132. # of Linking Root Domains to Domain
  133. Homepage PageRank vs. Domain mozRank
  134. URL PageRank vs. URL mozRank
  135. # of Links to the Page (Yahoo!, GG Blogsearch, Linkscape)
  136. Twitter mentions (Backtweets.com)</li></li></ul><li>Numeric Metrics (Backtweets)<br />Results count(in a weird location)<br />
  137. Subjective Metrics for Link Valuation<br /><ul><li> Brand name reach/recognition
  138. Quality of other links on page/site (Bing - Linkfromdomain)
  139. Attainability and Effort</li></ul>Jumping through Hoops (via WKA on Flickr)<br />
  140. Scalable Link Acquisition Processes<br /><ul><li> Written Process + Checklist
  141. Tools + Metrics for Quick Analysis
  142. Training & Incenting Link Builders
  143. Building & Refining a Link Acquisition Funnel </li></li></ul><li>Written Process/Checklist<br /><ul><li> Run through the link building process yourself
  144. Document every step thoroughly
  145. Pass it on to others (w/ some training time)</li></ul>Checklist (via adesigna on Flickr)<br />
  146. Tools for Quick Analysis<br />Get usable metrics quickly as you surf<br />
  147. Tools for Quick Analysis<br />
  148. Training & Incenting Link Builders<br /><ul><li> Do link building together
  149. Create consistent metrics
  150. Reward like a sales team
  151. Record reasons why links didn’t happen (like objections to sales) and work on these (things like design quality, affiliations, language, etc. will come up)</li></ul>Training Camp (via Gil Searcy on Flickr)<br />
  152. Building a Link Acquisition Funnel<br />Visit Link-Targeted Content<br />Grab Link Code<br />Link to the Site<br />
  153. Social Media & the Web’s Influencers<br />
  154. Influencers on the Web<br />
  155. The Power of the “Linkerati”<br />
  156. Content that Appeals to Influencers<br />
  157. Making Content Easy to Share<br />
  158. Making Content Easy to Share<br />
  159. Incenting/Rewarding Link Behaviors<br />
  160. Cannibalization of the Link Graph<br />MMM… LINK GRAPHS ARE DELICIOUS!<br />
  161. The Rise of the Social Graph<br />
  162. You have to do these right, before you can do these right<br />Algorithmic Ranking Factors<br />
  163. Learn More w/ the Free Beginner’s Guide:<br />http://guides.seomoz.org/beginners-guide-to-search-engine-optimization<br />Feel free to distribute this presentation for educational use. We love to help SEOs learn!<br />
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This lengthy (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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