The document discusses advanced SEO tactics to optimize opportunities, emphasizing the importance of social signals like shares and tweets in search rankings. It highlights that SEO still receives significantly lower investment compared to PPC, despite its relevance in driving traffic through long-tail searches. Strategies such as link magnetism, user-generated content platforms, and leveraging social media are recommended for enhancing SEO effectiveness.

1. Advanced Tactics to Maximize SEO OpportunityRand Fishkin, CEO & Co-founder, SEOmozWhat’s Next DC, January 2011

2. News + Updatesfrom the World of SEO

3. Shares + Tweets = Rankings at Google/BingDanny Sullivan: If an article is retweeted or referenced much in Twitter, do you count that as a signal outside of finding any non-nofollowed links that may naturally result from it?Google: Yes, we do use it as a signal. It is used as a signal in our organic and news rankings. We also use it to enhance our news universal by marking how many people shared an article http://searchengineland.com/what-social-signals-do-google-bing-really-count-55389

4. SEO is Still Under-Investedhttp://www.quora.com/How-overhyped-is-the-concept-of-SEO

5. SEO is Still Under-InvestedPPC = ~85%of spendSEO = ~15%of spend1 Billion Searches / Day;1 Billion Searchers / Weekhttp://searchengineland.com/report-growth-of-paid-search-budgets-decline-while-seo-budgets-increase-16777

6. The Long Tail Remains Dominant

7. Google has Happy Searchers; “Noise” is their Primary Complainthttp://searchengineland.com/89-find-search-engines-do-good-job-but-noise-is-issue-61064

8. Fast Refresher:Key SEO Principles

9. http://www.seomoz.org/blog/whiteboard-friday-the-seo-fundamentals-pyramid

10. What Matters in the Rankingshttp://www.mecmanchester.co.uk/blog/google-instant-data-after-12-days.html

11. Great Content ≠ Great RankingsThe web's link graph isn't a meritocracy - like everything else in life, it's a popularity contest. Those who find the best ways to distribute, promote and market their works to the audience most likely to share it are going to succeed much more so than just the "great content" producers.http://www.seomoz.org/blog/great-content-equals-great-rankings-right-wrong

12. From the Trenches:Remarkable SEO Tactics

13. Own & Control Your Link Juice

14. Using Link Anchors Wiselyhttp://www.seomoz.org/blog/link-consolidation-the-new-pagerank-sculpting

15. Repointing w/ 301s + Rel Canonicalhttp://www.seomoz.org/blog/301-redirect-or-relcanonical-which-one-should-you-use

16. Saving Lost “Juice” to Errorshttp://www.mecmanchester.co.uk/blog/google-instant-data-after-12-days.html

17. Be a Link Magnethttp://www.seomoz.org/blog/link-magnets-a-new-paradigm-in-link-acquisition

18. Build a Platform for UGC; Incent Sharinghttp://www.quora.com/Why-does-Bill-S-Preston-Esquire-from-Bill-Teds-Excellent-Adventure-have-an-esquire-in-his-name

19. Get Link-Earning Writers to Create Content for Your Site

20. Use Embeddable Content to Make Linking a Default Behaviorhttp://www.vimeo.com

21. Leverage the Content + Link Opportunities of Others

22. Social, Q+A, Forums, & Wikishttp://trunk.ly

23. Content Syndicationhttp://www.seomoz.org/blog/whiteboard-friday-content-technology-licensing

24. Transcription + Translationhttp://www.speechpad.com

25. Skip the “Normal” Rankingshttp://www.google.com/search?q=brand+entities

26. Video Search + Video XML Sitemapshttp://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=80472

27. News SEOhttp://www.seomoz.org/blog/getting-started-with-google-news

28. Images, Blogs, Social Circle, Rich Snippets, Realtime, etc.

29. Rand Fishkin, CEO & Co-Founder, SEOmoz Twitter: @randfish