To rank well in search engine results, sites must optimize their content and links according to SEO best practices such as using targeted keywords, developing relevant and high-quality content, and building links from diverse sources. Key on-page factors include keyword usage in titles, headings, text and links. Off-page factors like backlink volume, anchor text and domain authority also strongly influence rankings. The document provides details on specific ranking factors and recommendations for effective on-page optimization and link building.

1. Search Engine Optimisation

2. Which SERPs get most clicks

3. Google Eye Tracking Testing

4. To Rank Well Sites Must:
• Create optimised websites using researched
keywords configured according to best practice
SEO standards
• Ensure site is being crawled and indexed
correctly by Google (and other SEs)
– Use Tools such as Google Webmaster Console
• Develop a rich ecosystem of Links to your site
– Use SEOMOZs opensite explorer
• Generally, create content that people need

5. Tools

6. Keyword Research

7. Google Webmaster Console

8. Open Site Explorer

9. Google Insights

10. Yahoo Site Explorer

11. SEOMOZ.com Toolset

12. Commercial SEO Tools

13. Walk through of Organic Search Examples

14. Search: Flowers for newborn baby

15. Newborn Flowers

16. Womes Cashmere Cardigan

17. Kids tshirts

18. Hairybaby

19. Title &Desc Tags

20. Portable External Hard Drive

21. Portable External Hard Drives

22. Title &Desc Tags

23. Cashmere Cardigan

24. Title &Desc Tags

25. Trips to Eygpt

26. Sunway.ie - Egypt

27. Title &Desc Tags

28. Local Search
Register with Google Places

29. Hotels in Dublin

30. Places Page

31. Travel Agents Dublin

32. Skytours – Google Places

33. SEO Key Factors
www.seomoz.org/article/search-
ranking-factors

34. Top 5 Ranking Factors
• Keyword Focused Anchor Text from External Links
– 73% very high importance
• External Link Popularity (quantity/quality of links)
– 71% very high importance
• Diversity of Link Sources (links from many unique root domains)
– 67% very high importance
• Keyword Use Anywhere in the Title Tag
– 66% very high importance
• Trustworthiness of the Domain Based on Link Distance from
Trusted Domains
– 66% very high importance

35. Next 5 Important Factors
• Keyword Use in Internal Link Anchor Text on the Page
– 47% moderate importance
• Keyword Use in External Link Anchor Text on the Page
– 46% moderate importance
• Keyword Use as the First Word(s) in the H1 Tag
– 45% moderate importance
• Keyword Use in the First 50-100 Words on the Page
– 45% moderate importance
• Keyword Use in the Subdomain Name
– 42% low importance
• Keyword Use in the Page Name URL
– 38% low importance

36. On Page : Keyword Specific Factors

37. On Page Considerations
• Keyword Use Anywhere in the Title Tag
– 66% very high importance
• Keyword Use as the First Word(s) of the Title Tag
– 63% high importance
• Keyword Use in the Root Domain Name (e.g. keyword.com)
– 60% high importance
• Keyword Use Anywhere in the H1 Headline Tag
– 49% moderate importance
• Keyword Use in Internal Link Anchor Text on the Page
– 47% moderate importance
• Keyword Use in External Link Anchor Text on the Page
– 46% moderate importance
• Keyword Use as the First Word(s) in the H1 Tag
– 45% moderate importance
• Keyword Use in the First 50-100 Words in HTML on the Page
– 45% moderate importance

38. On Page Considerations
• Keyword Use in the Subdomain Name (e.g.
keyword.seomoz.org)
– 42% low importance
• Keyword Use in the Page Name URL (e.g.
seomoz.org/folder/keyword.html)
– 38% low importance
• Keyword Use in the Page Folder URL (e.g.
seomoz.org/keyword/page.html)
• 37% low importance
• Keyword Use in other Headline Tags (<h2> – <h6>)
• 35% low importance
• Keyword Use in Image Alt Text
• 33% minimal importance

39. On Page Considerations
• Keyword Use / Number of Repetitions in the HTML Text on the
Page
– 33% minimal importance
• Keyword Use in Image Names Included on the Page (e.g.
keyword.jpg)
– 33% minimal importance
• Keyword Use in <b> or <strong> Tags
– 26% minimal importance
• Keyword Density Formula (# of Keyword Uses ÷ Total # of
Terms on the Page)
– 25% minimal importance

40. On-Page (Non-keyword factors)

41. On Page: Non-Keyword
• Existence of Substantive, Unique Content on the Page
– 65% very high importance
• Recency (freshness) of Page Creation
– 50% moderate importance
• Use of Links on the Page that Point to Other URLs on this
Domain
– 41% low importance
• Historical Content Changes (how often the page content has
been updated)
– 39% low importance
• Use of External-Pointing Links on the Page
– 37% low importance

42. On Page: Non-Keyword
• Query Parameters in the URL vs. Static URL Format
– 33% minimal importance
• Ratio of Code to Text in HTML
– 25% minimal importance
• Existence of a Meta Description Tag
– 22% very minimal importance
• HTML Validation to W3C Standards
– 16% very minimal importance
• Use of Flash Elements (or other plug-in content)
– 13% very minimal importance
• Use of Advertising on the Page
– 11% very minimal importance

43. Page-Specific Link Popularity Ranking Factors

44. Links
• Keyword-Focused Anchor Text from External Links
– 73% very high importance
• External Link Popularity (quantity/quality of external links)
– 71% very high importance
• Diversity of Link Sources (links from many unique root domains)
– 67% very high importance
• Page-Specific TrustRank (whether the individual page has
earned links from trusted sources)
– 65% very high importance
• Iterative Algorithm-Based, Global Link Popularity (PageRank)
– 63% high importance

45. Links
• Topic-Specificity/Focus of External Link Sources (whether
external links to this page come from topically relevant
pages/sites)
– 58% high importance
• Keyword-Focused Anchor Text from Internal Links
– 55% high importance

46. Site Wide : Non-Link Based

47. Site Wide: Non-Link
• Site Architecture of the Domain (whether intelligent, useful
hierarchies are employed)
– 52% moderate importance
• Use of External Links to Reputable, Trustworthy Sites/Pages
– 37% low importance
• Length of Domain Registration
– 37% low importance
• Domain Registration History (how long it’s been registered to
the same party, number of times renewed)
• Server/Hosting Uptime
• 32% minimal importance

48. Site Wide: Non-Link
• Length of Domain Registration
– 37% low importance
• Domain Registration History (how long it’s been registered to
the same party, number of times renewed, etc.)
– 36% low importance
• Server/Hosting Uptime
– 32% minimal importance
• Hosting Information (what other domains are hosted on the
server/c-block of IP addresses)
– 31% minimal importance

49. Social Media

50. Social Media Related
• Delicious Data About the Domain or Page
– 21% very minimal importance
• StumbleUpon Data About the Domain or Page
– 19% very minimal importance
• Twitter Data About the Domain or Page
– 17% very minimal importance
• LinkedIn Data About the Domain or Page
– 15% very minimal importance
• Facebook Data About the Domain or Page
– 12% very minimal importance
• MySpace Data About the Domain or Page
– 11% very minimal importance

51. SEO Best Practices

52. Best Practices Explanations
• Are the keywords that you are targeting not only relevant but also
popular with searchers?
• Do your page titles lead with your targeted keywords?
• Is your body copy of sufficient length and keyword-rich?
• Does the anchor text pointing to various pages within your site
include good keywords?
• Do you employ text links from your home page to your most
important secondary pages?
• Does your Web site have an XML Sitemap, as well as an HTML site
map with text links?
• Are the URLs of your dynamic (database-driven) pages short,
simple and static-looking?

53. Best Practices
• Does your site have an optimized internal linking structure?
• Do your pages have keyword-rich meta descriptions with a
compelling call to action?
• Does your site have a custom error page that returns the correct
“status code”?
• Do your filenames and directory names include targeted
keywords?
• Are you actively building links to your site?

54. Search Engine Land - Worst Practices

55. Worst Practices
• Does your primary navigation require Flash, Java or Javascript to
function?
• Is your web site done entirely in Flash or overly graphical with
very little textural content?
• Is your home page a “splash page” or otherwise content-less?
• Do the URLs of your pages include “cgi-bin” or numerous
ampersands?
• Do the URLs of your pages include session IDs or user IDs?
• Do you unnecessarily spread your site across multiple domains?
• Are your title tags the same on all pages?

56. Worst Practices
• Do you have pop-ups on your site?
• Do you use “click here” or any other superfluous copy for your
hyperlink text?
• Do you have superfluous text like “Welcome to” at the beginning
of your title tags?
• Do you have any hidden or small text meant only for the search
engines?
• Do you engage in “keyword stuffing”?
• Do you repeatedly submit your site to the search engines?
• Do you incorporate your competitors’ brand names in your meta
tags?
• Do you have duplicate pages with minimal or no changes?
• Are you submitting to (“Free For All”) link pages and farms?