SLIDE MASTER Search COVERPAGE Engine Optimization: Understanding the Engines & Building Successful Sites

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1 SLIDE MASTER Search COVERPAGE Engine Optimization: Understanding the Engines & Building Successful Sites Rand Fishkin August 2010

2 Content in this Presentation The Search Landscape How Search Engines Work Building Accessible Sites Conducting Keyword Research Link Building Strategies Social Media & the Web s Influencers

3 The Search Marketing Landscape

4 100 Billion Searches Each Month!

5

6

7 Organic vs. Paid Search Paid Organic

8 Organic vs. Paid Search 10% of Clicks 90% of Clicks

9 Click-Through Rates

10 Vertical Search

11 Local Results Completely different ranking algorithm than standard search results Probably doesn t get traffic like most #1 results

12 Image Results

13 Video Results

14 News & Blog Results

15 Shopping Results

16 Instant Answers

17 Instant Answers

18 Instant Answers

19 News Results Real Time Results Instant Answers Local Results Image Results

20 This Presentation Focuses on:

21 How Search Engines Work

22 Crawling & Indexing Without links, the SLIDE engines MASTER might COVERPAGE never find this page

23 Calculating Query-Independent Metrics Via

24 Many Domains vs. One Domain VS.

25 Domain Authority

26 PageRank

27 The Flow of PageRank

28 PageRank is Split Evenly Between the Links on a Page

29 PageRank is an Iterative Algorithm

30 Technically, Every External Link Leaks PageRank

31 Nofollowing or Removing Links Can Alter the Flow of PageRank

32 Or, at least it used to...

33 Google Says they use PageRank to Crawl

34

35 Algorithmic Ranking Factors

36 Query Deserves Freshness (QDF) QDF Normal Results QDF

37 Query Deserves Diversity (QDD)

38 Algorithmic Ranking Factors

39 Building Accessible Sites

40 Crawlability / Link Architecture

41 Duplicate Content & Canonicalization

42 Duplicate Content & Canonicalization

43 Canonical URL Tag

44 301 Redirects 302s

45 Duplicate Titles & Meta Descriptions

46 Search Friendly URLs Single domain Shallow folder structure with relevant words Keywords in page name, separated by hyphen

47 Search UN-Friendly URLs Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8 Unnecessary Subdomain Dynamic URLs don t perform as well as static and engines recommend against more than two parameters No keywords in the URL string

48 Fixing Broken Links & 404s

49 Blocking Robots

50 Blocking Robots

51 XML Sitemaps

52 Webmaster Tools (Google)

53 Webmaster Tools (Bing)

54 Search Engine Guidelines

55 Important Tags & Signals

56 Title Tags

57 Meta Descriptions

58 Tag Length Recommendations

59 Anchor Text

60 Page Copy

61 Image Alt Attributes Good keyword usage in the alt tag

62 Not So Important

63 Meta Keywords Tag

64 H1, H2, H(x) Tags

65 Search Engine Submission

66 Keyword Research + Targeting

67 The Goals of Keyword Research

68 Determine Relative Volume Levels

69 Identify High Value Keywords

70 Predict the Effort Required to Rank Well

71 Choose the Best Words/Phrases to Target

72 The Keyword Demand Landscape

73 The Long Tail of Keyword Demand

74

75

76

77

78 Tools & Tactics for Brainstorming & Refining Your Seed List

79 Salespeople & Customers

80 Google AdWords Tool Be Wary of Match Type

81 MS AdCenter Excel Plug-In

82 Google Trends Sign In for Y-Axis Numbers Not Very Accurate

83 Internal Site Search Stats

84 Competitive Keyword Research Restrict query to competitor s domain

85 The Keyword Research Process

86 Start with Your Seed List

87 Create Spreadsheet w/ these Columns

88 Get Google Search Demand Numbers

89 Guesstimate Conversion Rate Numbers

90 Or Use PPC Campaign Data

91 Add Keyword Difficulty Data for Top Terms We like using a weighted average of the Page Authority metric

92 Target High Volume, High Value, Low Difficulty Terms First

93 Measuring Keyword Difficulty & Competition

94 Run Queries for Desired Term + Engine Watch for vertical results, which can skew CTRs & visibility

95 Conduct a Competitive Analysis of Metrics

96 Tools Can Help Provide Scores

97 Tools Can Help Provide Scores

98 Link Building Strategies

99 What Goals Can Link Building Help Us Achieve?

100 Bolster Individual Rankings

101 Improve a Domain s Ability to Rank Pages

102 Achieve More Complete Indexation

103 Drive Traffic & Branding Awareness

104 Send Converting Traffic Image Credit: websiteoptimization.com

105 The 8 Basic Kinds of Link Building

106 #1 - Manual Link Submissions/Requests

107 #2 - Competitive Link Research/Acquisition

108 #3 - Links via Embedded Content

109 #4 - Linkbait & Viral Campaigns

110 #5 - Content, Technology & API Licensing

111 #6 - Partnerships, Exchanges & Trades

112 #7 - Paid Links

113 #8 - Link Reclamation

114 Matching the Right Link Building Strategies to Your Organization s SEO Goals

115 Links for Individual Rankings

116 Links for Domain Authority

117 Links for Indexation

118 Links for Traffic & Branding

119 Links for Conversion

120 Using Tools & Processes to Ease the Challenges of Link Building

121 Tools for Competitive Link Research Yahoo! Site Explorer & Link Commands Open Site Explorer Top Pages Google Blog Search

122 Yahoo! Site Explorer Directionally indicative within ~50% Not necessarily followed & in a somewhat random order

123 Yahoo! Link Commands Less accurate than Site Explorer Lots of cool, useful modifiers available

124 Yahoo! Link Commands Full list available in PRO Guide to Advanced Search Operators:

125 Open Site Explorer

126 Open Site Explorer Highly Correlation w/ Rankings Data updates monthly from the Linkscape web index (approx. 60% the size of Yahoo!/Google/Bing)

127 Open Site Explorer Poor Anchor Text Spells Opportunity

128 Link Intersect Link Intersect uses the same principle sites w/ links in common that don t point to you.

129 Top Pages Find which pages are earning links (your own & competitors) 404s? Reclaim them!

130 Metrics for Evaluating a Link s Value Numeric (Objective) Metrics Subjective Metrics Attainability and Effort

131 Numeric Metrics for Link Valuation # of Linking Root Domains to URL # 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)

132 Numeric Metrics (Backtweets) Results count (in a weird location)

133 Subjective Metrics for Link Valuation Brand name reach/recognition Quality of other links on page/site (Bing - Linkfromdomain) Attainability and Effort Jumping through Hoops (via WKA on Flickr)

134 Scalable Link Acquisition Processes Written Process + Checklist Tools + Metrics for Quick Analysis Training & Incenting Link Builders Building & Refining a Link Acquisition Funnel

135 Written Process/Checklist Run through the link building process yourself Document every step thoroughly Pass it on to others (w/ some training time) Checklist (via adesigna on Flickr)

136 Tools for Quick Analysis Get usable metrics quickly as you surf

137 Tools for Quick Analysis

138 Training & Incenting Link Builders Do link building together Create consistent metrics Reward like a sales team 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) Training Camp (via Gil Searcy on Flickr)

139 Building a Link Acquisition Funnel Visit Link-Targeted Content Grab Link Code Link to the Site

140 Social Media & the Web s Influencers

141 Influencers on the Web

142 The Power of the Linkerati

143 Content that Appeals to Influencers

144 Making Content Easy to Share

145 Making Content Easy to Share

146 Incenting/Rewarding Link Behaviors

147 Cannibalization of the Link Graph MMM LINK GRAPHS ARE DELICIOUS!

148 The Rise of the Social Graph

149 You have to do these right, before you can do these right Algorithmic Ranking Factors

150 Learn More w/ the Free Beginner s Guide: For more information, visit us Feel free to distribute this presentation for educational use. We love to help SEOs learn! All Content and Intellectual Property is under Copyright Protection, SEOmoz

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