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Search Engine Optimization:,[object Object],Understanding the Engines & Building Successful Sites,[object Object],Rand Fishkin – August 2010,[object Object]
Content in this Presentation,[object Object],[object Object]
 How Search Engines Work
 Building Accessible Sites
 Conducting Keyword Research
 Link Building Strategies
 Social Media & the Web’s Influencers,[object Object]
100 Billion Searches,[object Object],Each Month!,[object Object]
Introduction to SEO
Introduction to SEO
Organic vs. Paid Search,[object Object],Paid,[object Object],Organic,[object Object]
Organic vs. Paid Search,[object Object],10% of Clicks,[object Object],90% of Clicks,[object Object]
Click-Through Rates,[object Object]
Vertical Search,[object Object]
Local Results,[object Object],Completely different ranking algorithm than standard search results,[object Object],Probably doesn’t get traffic like most “#1” results,[object Object]
Image Results,[object Object]
Video Results,[object Object]
News & Blog Results,[object Object]
Shopping Results,[object Object]
Instant Answers,[object Object]
Instant Answers,[object Object]
Instant Answers,[object Object]
News Results,[object Object],Instant Answers,[object Object],Real Time Results,[object Object],Local Results,[object Object],Image Results,[object Object]
This Presentation Focuses on:,[object Object]
How Search Engines Work,[object Object]
Crawling & Indexing,[object Object],Without links, the engines might never find this page,[object Object]
Calculating Query-Independent Metrics,[object Object],Via www.opensiteexplorer.org,[object Object]
Many Domains vs. One Domain,[object Object],VS.,[object Object]
Domain Authority,[object Object]
PageRank,[object Object]
The Flow of PageRank,[object Object]
PageRank is Split Evenly Between the,[object Object],Links on a Page,[object Object]
PageRank is an Iterative Algorithm,[object Object]
Technically, Every External Link,[object Object],“Leaks” PageRank,[object Object]
Nofollowing or Removing Links Can,[object Object],Alter the Flow of PageRank,[object Object]
Or, at least it used to...,[object Object],www.seomoz.org/blog/google-says-yes-you-can-still-sculpt-pagerank-no-you-cant-do-it-with-nofollow,[object Object]
Google Says they use PageRank to Crawl,[object Object]
Introduction to SEO
Algorithmic Ranking Factors,[object Object]
Query Deserves Freshness (QDF),[object Object],QDF,[object Object],Normal Results,[object Object],QDF,[object Object]
Query Deserves Diversity (QDD),[object Object]
Algorithmic Ranking Factors,[object Object]
Building Accessible Sites,[object Object]
Crawlability / Link Architecture,[object Object]
Duplicate Content & Canonicalization,[object Object]
Duplicate Content & Canonicalization,[object Object]
Canonical URL Tag,[object Object]
301 Redirects,[object Object],302s,[object Object]
Duplicate Titles & Meta Descriptions,[object Object]
Search Friendly URLs,[object Object],www.nationalgeographic.com/animals/african-elephants,[object Object],Keywords in page name,,[object Object],separated by hyphen,[object Object],Single domain,[object Object],Shallow folder structurewith relevant words,[object Object]
Search UN-Friendly URLs,[object Object],Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8,[object Object],No keywords in the URL string,[object Object],Unnecessary,[object Object],Subdomain,[object Object],Dynamic URLs don’t perform as well as static and engines recommend against more than two parameters,[object Object]
Fixing Broken Links & 404s,[object Object]
Blocking Robots,[object Object]
Blocking Robots,[object Object]
XML Sitemaps,[object Object],www.sitemaps.org/protocol.php,[object Object]
Webmaster Tools (Google),[object Object]
Webmaster Tools (Bing),[object Object]
Search Engine Guidelines,[object Object],www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35769,[object Object]
Important Tags & Signals,[object Object]
Title Tags,[object Object]
Meta Descriptions,[object Object]
Tag Length Recommendations,[object Object]
Anchor Text,[object Object]
Page Copy,[object Object]
Image Alt Attributes,[object Object],Good keyword usage in the alt tag,[object Object]
Not So Important,[object Object]
Meta Keywords Tag,[object Object]
H1, H2, H(x) Tags,[object Object]
Search Engine “Submission”,[object Object]
Keyword Research + Targeting,[object Object]
The Goals of Keyword Research,[object Object]
Determine Relative Volume Levels,[object Object]
Identify High Value Keywords,[object Object]
Predict the Effort Required to Rank Well,[object Object]
Choose the “Best”,[object Object],Words/Phrases to Target,[object Object]
The Keyword Demand Landscape,[object Object]
The Long Tail of Keyword Demand,[object Object]
Introduction to SEO
Introduction to SEO
Introduction to SEO
Introduction to SEO
Tools & Tactics for Brainstorming,[object Object],& Refining Your Seed List,[object Object]
Salespeople & Customers,[object Object]
Google AdWords Tool,[object Object],Be Wary of,[object Object],Match Type,[object Object],https://adwords.google.com/select/KeywordToolExternal,[object Object]
MS AdCenter Excel Plug-In,[object Object],www.seomoz.org/blog/using-the-adcenter-excel-plugin-for-keyphrase-research,[object Object]
Google Trends,[object Object],Sign In for Y-Axis Numbers,[object Object],Not Very Accurate,[object Object]
Internal Site Search Stats,[object Object]
Competitive Keyword Research,[object Object],Restrict query,[object Object],to competitor’s,[object Object],domain,[object Object]
The Keyword Research Process,[object Object]
Start with Your Seed List,[object Object]
Create Spreadsheet w/ these Columns,[object Object]
Get Google Search Demand Numbers,[object Object]
Guesstimate Conversion Rate Numbers,[object Object]
Or Use PPC Campaign Data,[object Object]
Add Keyword Difficulty Data for Top Terms,[object Object],We like using a weighted average of,[object Object],the Page Authority metric,[object Object]
Target High Volume, High Value,,[object Object], Low Difficulty Terms First,[object Object]
Measuring Keyword,[object Object],Difficulty & Competition,[object Object]
Run Queries for Desired Term + Engine,[object Object],Watch for vertical,[object Object],results, which can skew,[object Object],CTRs & visibility,[object Object]
Conduct a Competitive Analysis of Metrics,[object Object]
Tools Can Help Provide Scores,[object Object]
Tools Can Help Provide Scores,[object Object],www.seomoz.org/mozbar,[object Object]
Link Building Strategies,[object Object]
What Goals Can Link Building,[object Object],Help Us Achieve?,[object Object]
Bolster Individual Rankings,[object Object]
Improve a Domain’s Ability to Rank Pages,[object Object]
Achieve More Complete Indexation,[object Object]
Drive Traffic & Branding Awareness,[object Object]
Send Converting Traffic,[object Object],Image Credit: websiteoptimization.com,[object Object]
The 8 Basic Kinds of Link Building,[object Object]
#1 - Manual Link Submissions/Requests,[object Object]
#2 - Competitive Link Research/Acquisition,[object Object]
#3 - Links via Embedded Content,[object Object]
#4 - Linkbait & Viral Campaigns,[object Object]
#5 - Content, Technology & API Licensing,[object Object]
#6 - Partnerships, Exchanges & Trades,[object Object]
#7 - Paid Links,[object Object]
#8 - Link Reclamation,[object Object]
Matching the Right Link Building Strategies,[object Object],to Your Organization’s SEO Goals,[object Object]
Links for Individual Rankings,[object Object]
Links for Domain “Authority”,[object Object]
Links for Indexation,[object Object]
Links for Traffic & Branding,[object Object]
Links for Conversion,[object Object]
Using Tools & Processes to Ease the,[object Object],Challenges of Link Building ,[object Object]
Tools for Competitive Link Research,[object Object],[object Object]
Open Site Explorer
 Top Pages
 Google Blog Search,[object Object]
Yahoo! Link Commands,[object Object],Less “accurate” than Site Explorer,[object Object],Lots of cool, useful modifiers available,[object Object]
Yahoo! Link Commands,[object Object],Full list available in PRO Guide to Advanced Search Operators:,[object Object],www.seomoz.org/article/the-professionals-guide-to-advanced-search-operators ,[object Object]
Open Site Explorer,[object Object]
Open Site Explorer,[object Object],Highly Correlation w/ Rankings,[object Object],Data updates monthly from the Linkscape web index (approx. 60% the size of Yahoo!/Google/Bing),[object Object]
Open Site Explorer,[object Object],Poor Anchor Text Spells Opportunity,[object Object]
Link Intersect,[object Object],Link Intersect uses the same principle – sites w/ links in common that don’t point to you.,[object Object]
Top Pages,[object Object],Find which pages are earning links (your own & competitors),[object Object],404s? Reclaim them!,[object Object]
Metrics for Evaluating a Link’s Value,[object Object],[object Object]
 Subjective Metrics
 Attainability and Effort,[object Object]
 # of Linking Root Domains to Domain
 Homepage PageRank vs. Domain mozRank
 URL PageRank vs. URL mozRank
 # of Links to the Page (Yahoo!, GG Blogsearch, Linkscape)
 Twitter mentions (Backtweets.com),[object Object]
Subjective Metrics for Link Valuation,[object Object],[object Object]
 Quality of other links on page/site (Bing - Linkfromdomain)
 Attainability and EffortJumping through Hoops (via WKA on Flickr),[object Object]
Scalable Link Acquisition Processes,[object Object],[object Object]
 Tools + Metrics for Quick Analysis
 Training & Incenting Link Builders
 Building & Refining a Link Acquisition Funnel ,[object Object]

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Introduction to SEO

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  • 139. # of Linking Root Domains to Domain
  • 140. Homepage PageRank vs. Domain mozRank
  • 141. URL PageRank vs. URL mozRank
  • 142. # of Links to the Page (Yahoo!, GG Blogsearch, Linkscape)
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  • 145. Quality of other links on page/site (Bing - Linkfromdomain)
  • 146.
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  • 148. Tools + Metrics for Quick Analysis
  • 149. Training & Incenting Link Builders
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  • 151. Document every step thoroughly
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