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SLIDE MASTER – COVERPAGE Search Engine Optimization: Understanding the Engines & Building Successful Sites Rand Fishkin – August 2010
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SLIDE MASTER – COVERPAGE 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
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SLIDE MASTER – COVERPAGE The Search Marketing Landscape
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SLIDE MASTER – COVERPAGE 100 Billion Searches Each Month!
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SLIDE MASTER – COVERPAGE
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Organic vs. Paid Search Organic Paid
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SLIDE MASTER – COVERPAGE Organic vs. Paid Search 90% of Clicks 10% of Clicks
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SLIDE MASTER – COVERPAGE Click-Through Rates
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SLIDE MASTER – COVERPAGE Vertical Search
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SLIDE MASTER – COVERPAGE Local Results Probably doesn’t get traffic like most “#1” results Completely different ranking algorithm than standard search results
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SLIDE MASTER – COVERPAGE Image Results
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SLIDE MASTER – COVERPAGE Video Results
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SLIDE MASTER – COVERPAGE News & Blog Results
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SLIDE MASTER – COVERPAGE Shopping Results
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SLIDE MASTER – COVERPAGE Instant Answers
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SLIDE MASTER – COVERPAGE Instant Answers
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SLIDE MASTER – COVERPAGE Instant Answers
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SLIDE MASTER – COVERPAGE Instant Answers News Results Real Time Results Local Results Image Results
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SLIDE MASTER – COVERPAGE This Presentation Focuses on:
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SLIDE MASTER – COVERPAGE How Search Engines Work
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SLIDE MASTER – COVERPAGE Crawling & Indexing Without links, the engines might never find this page
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SLIDE MASTER – COVERPAGE Calculating Query-Independent Metrics Via www.opensiteexplorer.org
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SLIDE MASTER – COVERPAGE Many Domains vs. One Domain VS.
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SLIDE MASTER – COVERPAGE Domain Authority
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SLIDE MASTER – COVERPAGE PageRank
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SLIDE MASTER – COVERPAGE The Flow of PageRank
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SLIDE MASTER – COVERPAGE PageRank is Split Evenly Between the Links on a Page
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SLIDE MASTER – COVERPAGE PageRank is an Iterative Algorithm (mathematical / computational)
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SLIDE MASTER – COVERPAGE Technically, Every External Link “Leaks” PageRank
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SLIDE MASTER – COVERPAGE Nofollowing or Removing Links Can Alter the Flow of PageRank
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SLIDE MASTER – COVERPAGE Or, at least it used to... www.seomoz.org/blog/google-says-yes-you-can-still-sculpt-pagerank-no-you-cant-do-it-with-nofollow
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SLIDE MASTER – COVERPAGE Google Says they use PageRank to Crawl
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SLIDE MASTER – COVERPAGE
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Algorithmic Ranking Factors
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SLIDE MASTER – COVERPAGE Query Deserves Freshness (QDF) QDF Normal Results
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SLIDE MASTER – COVERPAGE Query Deserves Diversity (QDD)
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SLIDE MASTER – COVERPAGE Algorithmic Ranking Factors
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SLIDE MASTER – COVERPAGE Building Accessible Sites (pick up here later)
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SLIDE MASTER – COVERPAGE Crawlability / Link Architecture
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SLIDE MASTER – COVERPAGE Duplicate Content & Canonicalization
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SLIDE MASTER – COVERPAGE Duplicate Content & Canonicalization
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SLIDE MASTER – COVERPAGE Canonical URL Tag
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SLIDE MASTER – COVERPAGE 301 Redirects 302s
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SLIDE MASTER – COVERPAGE Duplicate Titles & Meta Descriptions
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SLIDE MASTER – COVERPAGE Search Friendly URLs www.nationalgeographic.com/animals/african-elephants Single domain Shallow folder structure with relevant words Keywords in page name, separated by hyphen
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SLIDE MASTER – COVERPAGE 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
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SLIDE MASTER – COVERPAGE Fixing Broken Links & 404s
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SLIDE MASTER – COVERPAGE Blocking Robots
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SLIDE MASTER – COVERPAGE Blocking Robots
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SLIDE MASTER – COVERPAGE XML Sitemaps www.sitemaps.org/protocol.php
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SLIDE MASTER – COVERPAGE Webmaster Tools (Google)
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SLIDE MASTER – COVERPAGE Webmaster Tools (Bing)
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SLIDE MASTER – COVERPAGE Search Engine Guidelines www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35769
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SLIDE MASTER – COVERPAGE Important Tags & Signals
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SLIDE MASTER – COVERPAGE Title Tags
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SLIDE MASTER – COVERPAGE Meta Descriptions
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SLIDE MASTER – COVERPAGE Tag Length Recommendations
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SLIDE MASTER – COVERPAGE Anchor Text
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SLIDE MASTER – COVERPAGE Page Copy
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SLIDE MASTER – COVERPAGE Image Alt Attributes Good keyword usage in the alt tag
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SLIDE MASTER – COVERPAGE Not So Important
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SLIDE MASTER – COVERPAGE Meta Keywords Tag
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SLIDE MASTER – COVERPAGE H1, H2, H(x) Tags
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SLIDE MASTER – COVERPAGE Search Engine “Submission”
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SLIDE MASTER – COVERPAGE Keyword Research + Targeting
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SLIDE MASTER – COVERPAGE The Goals of Keyword Research
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SLIDE MASTER – COVERPAGE Determine Relative Volume Levels
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SLIDE MASTER – COVERPAGE Identify High Value Keywords
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SLIDE MASTER – COVERPAGE Predict the Effort Required to Rank Well
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SLIDE MASTER – COVERPAGE Choose the “Best” Words/Phrases to Target
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SLIDE MASTER – COVERPAGE The Keyword Demand Landscape
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SLIDE MASTER – COVERPAGE The Long Tail of Keyword Demand
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SLIDE MASTER – COVERPAGE
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Tools & Tactics for Brainstorming & Refining Your Seed List
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SLIDE MASTER – COVERPAGE Salespeople & Customers
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SLIDE MASTER – COVERPAGE Google AdWords Tool Be Wary of Match Type https://adwords.google.com/select/KeywordToolExternal
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SLIDE MASTER – COVERPAGE MS AdCenter Excel Plug-In www.seomoz.org/blog/using-the-adcenter-excel-plugin-for-keyphrase-research
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SLIDE MASTER – COVERPAGE Google Trends Not Very Accurate Sign In for Y-Axis Numbers
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SLIDE MASTER – COVERPAGE Internal Site Search Stats
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SLIDE MASTER – COVERPAGE Competitive Keyword Research Restrict query to competitor’s domain
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SLIDE MASTER – COVERPAGE The Keyword Research Process
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SLIDE MASTER – COVERPAGE Start with Your Seed List
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SLIDE MASTER – COVERPAGE Create Spreadsheet w/ these Columns
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SLIDE MASTER – COVERPAGE Get Google Search Demand Numbers
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SLIDE MASTER – COVERPAGE Guesstimate Conversion Rate Numbers
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SLIDE MASTER – COVERPAGE Or Use PPC Campaign Data
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SLIDE MASTER – COVERPAGE Add Keyword Difficulty Data for Top Terms We like using a weighted average of the Page Authority metric
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SLIDE MASTER – COVERPAGE Target High Volume, High Value, Low Difficulty Terms First
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SLIDE MASTER – COVERPAGE Measuring Keyword Difficulty & Competition
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SLIDE MASTER – COVERPAGE Run Queries for Desired Term + Engine Watch for vertical results, which can skew CTRs & visibility
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SLIDE MASTER – COVERPAGE Conduct a Competitive Analysis of Metrics
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SLIDE MASTER – COVERPAGE Tools Can Help Provide Scores
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SLIDE MASTER – COVERPAGE Tools Can Help Provide Scores www.seomoz.org/mozbar
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SLIDE MASTER – COVERPAGE Link Building Strategies
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SLIDE MASTER – COVERPAGE What Goals Can Link Building Help Us Achieve?
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SLIDE MASTER – COVERPAGE Bolster Individual Rankings
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SLIDE MASTER – COVERPAGE Improve a Domain’s Ability to Rank Pages
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SLIDE MASTER – COVERPAGE Achieve More Complete Indexation
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SLIDE MASTER – COVERPAGE Drive Traffic & Branding Awareness
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SLIDE MASTER – COVERPAGE Send Converting Traffic Image Credit: websiteoptimization.com
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SLIDE MASTER – COVERPAGE The 8 Basic Kinds of Link Building
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SLIDE MASTER – COVERPAGE #1 - Manual Link Submissions/Requests
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SLIDE MASTER – COVERPAGE #2 - Competitive Link Research/Acquisition
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SLIDE MASTER – COVERPAGE #3 - Links via Embedded Content
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SLIDE MASTER – COVERPAGE #4 - Linkbait & Viral Campaigns
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SLIDE MASTER – COVERPAGE #5 - Content, Technology & API Licensing
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SLIDE MASTER – COVERPAGE #6 - Partnerships, Exchanges & Trades
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SLIDE MASTER – COVERPAGE #7 - Paid Links
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SLIDE MASTER – COVERPAGE #8 - Link Reclamation
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SLIDE MASTER – COVERPAGE Matching the Right Link Building Strategies to Your Organization’s SEO Goals
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SLIDE MASTER – COVERPAGE Links for Individual Rankings
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SLIDE MASTER – COVERPAGE Links for Domain “Authority”
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SLIDE MASTER – COVERPAGE Links for Indexation
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SLIDE MASTER – COVERPAGE Links for Traffic & Branding
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SLIDE MASTER – COVERPAGE Links for Conversion
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SLIDE MASTER – COVERPAGE Using Tools & Processes to Ease the Challenges of Link Building
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SLIDE MASTER – COVERPAGE Tools for Competitive Link Research Yahoo! Site Explorer & Link Commands Open Site Explorer Top Pages Google Blog Search
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SLIDE MASTER – COVERPAGE Yahoo! Site Explorer Directionally indicative within ~50% Not necessarily followed & in a somewhat random order
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SLIDE MASTER – COVERPAGE Yahoo! Link Commands Less “accurate” than Site Explorer Lots of cool, useful modifiers available
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SLIDE MASTER – COVERPAGE Yahoo! Link Commands Full list available in PRO Guide to Advanced Search Operators: www.seomoz.org/article/the-professionals-guide-to-advanced-search-operators
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SLIDE MASTER – COVERPAGE Open Site Explorer
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SLIDE MASTER – COVERPAGE Open Site Explorer Highly Correlation w/ Rankings Data updates monthly from the Linkscape web index (approx. 60% the size of Yahoo!/Google/Bing)
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SLIDE MASTER – COVERPAGE Open Site Explorer Poor Anchor Text Spells Opportunity
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SLIDE MASTER – COVERPAGE Link Intersect Link Intersect uses the same principle – sites w/ links in common that don’t point to you.
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SLIDE MASTER – COVERPAGE Top Pages Find which pages are earning links (your own & competitors) 404s? Reclaim them!
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SLIDE MASTER – COVERPAGE Metrics for Evaluating a Link’s Value Numeric (Objective) Metrics Subjective Metrics Attainability and Effort
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SLIDE MASTER – COVERPAGE 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)
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SLIDE MASTER – COVERPAGE Numeric Metrics (Backtweets) Results count (in a weird location)
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SLIDE MASTER – COVERPAGE 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)
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SLIDE MASTER – COVERPAGE Scalable Link Acquisition Processes Written Process + Checklist Tools + Metrics for Quick Analysis Training & Incenting Link Builders Building & Refining a Link Acquisition Funnel
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SLIDE MASTER – COVERPAGE Written Process/Checklist Checklist (via adesigna on Flickr) Run through the link building process yourself Document every step thoroughly Pass it on to others (w/ some training time)
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SLIDE MASTER – COVERPAGE Tools for Quick Analysis Get usable metrics quickly as you surf
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SLIDE MASTER – COVERPAGE Tools for Quick Analysis
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SLIDE MASTER – COVERPAGE Training & Incenting Link Builders Training Camp (via Gil Searcy on Flickr) 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)
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SLIDE MASTER – COVERPAGE Building a Link Acquisition Funnel Visit Link-Targeted Content Grab Link Code Link to the Site
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SLIDE MASTER – COVERPAGE Social Media & the Web’s Influencers
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SLIDE MASTER – COVERPAGE Influencers on the Web
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SLIDE MASTER – COVERPAGE The Power of the “Linkerati”
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SLIDE MASTER – COVERPAGE Content that Appeals to Influencers
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SLIDE MASTER – COVERPAGE Making Content Easy to Share
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SLIDE MASTER – COVERPAGE Making Content Easy to Share
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SLIDE MASTER – COVERPAGE Incenting/Rewarding Link Behaviors
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SLIDE MASTER – COVERPAGE Cannibalization of the Link Graph MMM… LINK GRAPHS ARE DELICIOUS!
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SLIDE MASTER – COVERPAGE The Rise of the Social Graph
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SLIDE MASTER – COVERPAGE Algorithmic Ranking Factors You have to do these right, before you can do these right
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SLIDE MASTER – COVERPAGE For more information, visit us at www.seomoz.org All Content and Intellectual Property is under Copyright Protection, SEOmoz 1996-2008 Learn More w/ the Free Beginner’s Guide: http://guides.seomoz.org/beginners-guide-to-search-engine-optimization Feel free to distribute this presentation for educational use. We love to help SEOs learn!
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