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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