1. Search Engine Optimization:
Understanding the Engines & Building Successful Sites
GoNext Solutions Pvt. Ltd. A – 202 Iind Floor Durga Chambers RDC Raj Nagar Ghaziabad.. |

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!

7. 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. How GoNext Work

15. Without links, the engines might never find this page
Crawling & Indexing
Without links, the engines might never find this page

16. Calculating Query-Independent Metrics

17. Many Domains vs. One Domain

18. Domain Authority

19. PageRank

20. The Flow of PageRank

21. PageRank is Split Evenly Between the
Links on a Page

22. PageRank is an Iterative Algorithm

23. Technically, Every External Link
“Leaks” PageRank

24. Nofollowing or Removing Links Can Alter the Flow of PageRank

25. Or, at least it used to...

26. Google Says they use PageRank to Crawl

29. Query Deserves Freshness (QDF)
Normal Results
QDF

30. Query Deserves Diversity (QDD)

32. Building Accessible Sites

33. Crawlability / Link Architecture

34. Duplicate Content & Canonicalization

36. Canonical URL Tag

37. 301 Redirects
302s

38. Duplicate Titles & Meta Descriptions

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

40. Search UN-Friendly URLs
Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8
No keywords in the URL string
Unnecessary
Subdomain
Dynamic URLs don’t perform as well as static and engines recommend against more than two parameters

41. Fixing Broken Links & 404s

42. Blocking Robots

43. Blocking Robots

44. XML Sitemaps

45. Webmaster Tools (Google)

46. Webmaster Tools (Bing)

47. Search Engine Guidelines

48. Important Tags & Signals

49. Title Tags

50. Meta Descriptions

51. Tag Length Recommendations

52. Anchor Text

53. Page Copy

54. Good keyword usage in the alt tag
Image Alt Attributes
Good keyword usage in the alt tag

55. Not So Important

56. Meta Keywords Tag

57. H1, H2, H(x) Tags

58. Search Engine “Submission”

59. Keyword Research + Targeting

60. The Goals of Keyword Research

61. Determine Relative Volume Levels

62. Identify High Value Keywords

63. Predict the Effort Required to Rank Well

64. Words/Phrases to Target
Choose the “Best”
Words/Phrases to Target

65. The Keyword Demand Landscape

66. The Long Tail of Keyword Demand

71. Tools & Tactics for Brainstorming & Refining Your Seed List

72. Salespeople & Customers

73. Google AdWords Tool Be Wary of Match Type

74. MS AdCenter Excel Plug-In

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

76. Internal Site Search Stats

77. Competitive Keyword Research
Restrict query
to competitor’s
domain

78. The Keyword Research Process

79. Start with Your Seed List

80. Create Spreadsheet w/ these Columns

81. Get Google Search Demand Numbers

82. Guesstimate Conversion Rate Numbers

83. Or Use PPC Campaign Data

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

85. Target High Volume, High Value, Low Difficulty Terms First

86. Difficulty & Competition
Measuring Keyword
Difficulty & Competition

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

88. Conduct a Competitive Analysis of Metrics

89. Tools Can Help Provide Scores

90. Tools Can Help Provide Scores

91. Link Building Strategies

92. What Goals Can Link Building
Help Us Achieve?

93. Bolster Individual Rankings

94. Improve a Domain’s Ability to Rank Pages

95. Achieve More Complete Indexation

96. Drive Traffic & Branding Awareness

97. Send Converting Traffic

98. The 8 Basic Kinds of Link Building

99. #1 - Manual Link Submissions/Requests

100. #2 - Competitive Link Research/Acquisition

101. #3 - Links via Embedded Content

102. #4 - Linkbait & Viral Campaigns

103. #5 - Content, Technology & API Licensing

104. #6 - Partnerships, Exchanges & Trades

105. #7 - Paid Links

106. #8 - Link Reclamation

107. Matching the Right Link Building Strategies
to Your Organization’s SEO Goals

108. Links for Individual Rankings

109. Links for Domain “Authority”

110. Links for Indexation

111. Links for Traffic & Branding

112. Links for Conversion

113. Using Tools & Processes to Ease the Challenges of Link Building

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

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

116. Yahoo! Link Commands Less “accurate” than Site Explorer
Lots of cool, useful modifiers available

117. Yahoo! Link Commands

118. Open Site Explorer

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

120. Poor Anchor Text Spells Opportunity
Open Site Explorer
Poor Anchor Text Spells Opportunity

121. Link Intersect
Link Intersect uses the same principle – sites w/ links in common that don’t point to you.

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

123. Metrics for Evaluating a Link’s Value
Numeric (Objective) Metrics
Subjective Metrics
Attainability and Effort

124. 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)

125. Numeric Metrics (Backtweets)
Results count (in a weird location)

126. Subjective Metrics for Link Valuation
Brand name reach/recognition
Quality of other links on page/site (Bing - Linkfromdomain)
Attainability and Effort

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

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

129. Tools for Quick Analysis
Get usable metrics quickly as you surf

130. Tools for Quick Analysis

131. 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)

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

133. Social Media & the Web’s Influencers

134. Influencers on the Web

135. The Power of the “Linkerati”

136. Content that Appeals to Influencers

137. Making Content Easy to Share

138. Making Content Easy to Share

139. Incenting/Rewarding Link Behaviors

140. Cannibalization of the Link Graph
MMM… LINK GRAPHS ARE DELICIOUS!

141. The Rise of the Social Graph

142. You have to do these right, before you can do these right