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SLIDE MASTER – COVERPAGESearch Engine Optimization:Understanding the Engines & Building Successful Sites
Rand Fishkin – August 2010
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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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The Search Marketing Landscape
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100 Billion SearchesEach Month!
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Organic vs. Paid Search
Organic
Paid
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Organic vs. Paid Search
90% of Clicks
10% of Clicks
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Click-Through Rates
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Vertical Search
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Local Results
Probably doesn’t get traffic like most “#1” results
Completely different ranking algorithm than standard
search results
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Image Results
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Video Results
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News & Blog Results
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Shopping Results
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Instant Answers
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Instant Answers
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Instant Answers
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Instant Answers
News Results
Real Time Results
Local Results
Image Results
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This Presentation Focuses on:
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How Search Engines Work
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Crawling & Indexing
Without links, the engines might
never find this page
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Calculating Query-Independent Metrics
Via www.opensiteexplorer.org
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Many Domains vs. One Domain
VS.
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Domain Authority
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PageRank
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The Flow of PageRank
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PageRank is Split Evenly Between the
Links on a Page
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PageRank is an Iterative Algorithm
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Technically, Every External Link
“Leaks” PageRank
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Nofollowing or Removing Links Can
Alter the Flow of PageRank
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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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Google Says they use PageRank to Crawl
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Algorithmic Ranking Factors
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Query Deserves Freshness (QDF)
QDF
QDF
Normal Results
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Query Deserves Diversity (QDD)
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Algorithmic Ranking Factors
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Building Accessible Sites
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Crawlability / Link Architecture
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Duplicate Content & Canonicalization
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Duplicate Content & Canonicalization
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Canonical URL Tag
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301 Redirects
302s
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Duplicate Titles & Meta Descriptions
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Search Friendly URLs
www.nationalgeographic.com/animals/african-elephants
Single domain
Shallow folder structurewith relevant words
Keywords in page name,separated by hyphen
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Search UN-Friendly URLs
Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8
UnnecessarySubdomain 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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Fixing Broken Links & 404s
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Blocking Robots
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Blocking Robots
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XML Sitemaps
www.sitemaps.org/protocol.php
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Webmaster Tools (Google)
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Webmaster Tools (Bing)
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Search Engine Guidelines
www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35769
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Important Tags & Signals
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Title Tags
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Meta Descriptions
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Tag Length Recommendations
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Anchor Text
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Page Copy
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Image Alt Attributes
Good keyword usage in the alt tag
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Not So Important
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Meta Keywords Tag
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H1, H2, H(x) Tags
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Search Engine “Submission”
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Keyword Research + Targeting
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The Goals of Keyword Research
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Determine Relative Volume Levels
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Identify High Value Keywords
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Predict the Effort Required to Rank Well
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Choose the “Best”
Words/Phrases to Target
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The Keyword Demand Landscape
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The Long Tail of Keyword Demand
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Tools & Tactics for Brainstorming
& Refining Your Seed List
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Salespeople & Customers
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Google AdWords Tool
Be Wary ofMatch Type
https://adwords.google.com/select/KeywordToolExternal
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MS AdCenter Excel Plug-In
www.seomoz.org/blog/using-the-adcenter-excel-plugin-for-keyphrase-research
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Google Trends
Not Very Accurate
Sign In for Y-Axis Numbers
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Internal Site Search Stats
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Competitive Keyword Research
Restrict queryto competitor’s
domain
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The Keyword Research Process
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Start with Your Seed List
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Create Spreadsheet w/ these Columns
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Get Google Search Demand Numbers
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Guesstimate Conversion Rate Numbers
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Or Use PPC Campaign Data
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Add Keyword Difficulty Data for Top Terms
We like using a weighted average ofthe Page Authority metric
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Target High Volume, High Value,
Low Difficulty Terms First
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Measuring Keyword
Difficulty & Competition
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Run Queries for Desired Term + Engine
Watch for verticalresults, which can skew
CTRs & visibility
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Conduct a Competitive Analysis of Metrics
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Tools Can Help Provide Scores
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Tools Can Help Provide Scores
www.seomoz.org/mozbar
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Link Building Strategies
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What Goals Can Link Building
Help Us Achieve?
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Bolster Individual Rankings
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Improve a Domain’s Ability to Rank Pages
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Achieve More Complete Indexation
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Drive Traffic & Branding Awareness
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Send Converting Traffic
Image Credit: websiteoptimization.com
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The 8 Basic Kinds of Link Building
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#1 - Manual Link Submissions/Requests
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#2 - Competitive Link Research/Acquisition
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#3 - Links via Embedded Content
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#4 - Linkbait & Viral Campaigns
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#5 - Content, Technology & API Licensing
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#6 - Partnerships, Exchanges & Trades
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#7 - Paid Links
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#8 - Link Reclamation
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Matching the Right Link Building Strategies
to Your Organization’s SEO Goals
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Links for Individual Rankings
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Links for Domain “Authority”
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Links for Indexation
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Links for Traffic & Branding
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Links for Conversion
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Using Tools & Processes to Ease the
Challenges of Link Building
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Tools for Competitive Link Research
• Yahoo! Site Explorer & Link Commands• Open Site Explorer• Top Pages• Google Blog Search
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Yahoo! Site Explorer
Directionally indicativewithin ~50%
Not necessarily followed & in a somewhat random order
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Yahoo! Link Commands
Less “accurate” than Site Explorer
Lots of cool, useful modifiers available
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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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Open Site Explorer
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Open Site Explorer
Highly Correlation w/ RankingsData updates monthly from the
Linkscape web index (approx. 60% the size of Yahoo!/Google/Bing)
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Open Site Explorer
Poor Anchor Text Spells Opportunity
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Link Intersect
Link Intersect uses the same principle – sites w/ links in common that don’t point to you.
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Top Pages
Find which pages are earning links (your own & competitors)
404s? Reclaim them!
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Metrics for Evaluating a Link’s Value
• Numeric (Objective) Metrics• Subjective Metrics• Attainability and Effort
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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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Numeric Metrics (Backtweets)
Results count(in a weird location)
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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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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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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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Tools for Quick Analysis
Get usable metrics quickly as you surf
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Tools for Quick Analysis
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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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Building a Link Acquisition Funnel
Visit Link-Targeted Content
Grab Link Code
Link to the Site
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Social Media & the Web’s Influencers
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Influencers on the Web
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The Power of the “Linkerati”
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Content that Appeals to Influencers
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Making Content Easy to Share
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Making Content Easy to Share
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Incenting/Rewarding Link Behaviors
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Cannibalization of the Link Graph
MMM… LINK GRAPHS ARE DELICIOUS!
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The Rise of the Social Graph
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Algorithmic Ranking Factors
You have to do these right, before you can
do these right
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For more information, visit us at www.seomoz.org
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