Introduction to SEO
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This presentation by Rand Fishkin explores search engine optimization (SEO), covering how search engines work, keyword research, link building strategies, and the influence of social media. It emphasizes the importance of site accessibility, effective keyword targeting, and various link building techniques to improve rankings and traffic. The document provides essential tools, metrics, and strategies to optimize online presence and achieve SEO goals.
Introduction to SEO
- 1. Search Engine Optimization:Understanding the Engines & Building Successful SitesRand Fishkin – August 2010
- 2. Content in this PresentationThe Search Landscape
- 3. How Search Engines Work
- 4. Building Accessible Sites
- 5. Conducting Keyword Research
- 6. Link Building Strategies
- 7. Social Media & the Web’s InfluencersThe Search Marketing Landscape
- 8. 100 Billion SearchesEach Month!
- 11. Organic vs. Paid SearchPaidOrganic
- 12. Organic vs. Paid Search10% of Clicks90% of Clicks
- 14. Vertical Search
- 15. Local ResultsCompletely different ranking algorithm than standard search resultsProbably doesn’t get traffic like most “#1” results
- 16. Image Results
- 17. Video Results
- 18. News & Blog Results
- 19. Shopping Results
- 20. Instant Answers
- 21. Instant Answers
- 22. Instant Answers
- 23. News ResultsInstant AnswersReal Time ResultsLocal ResultsImage Results
- 24. This Presentation Focuses on:
- 25. How Search Engines Work
- 26. Crawling & IndexingWithout links, the engines might never find this page
- 27. Calculating Query-Independent MetricsVia www.opensiteexplorer.org
- 28. Many Domains vs. One DomainVS.
- 29. Domain Authority
- 30. PageRank
- 31. The Flow of PageRank
- 32. PageRank is Split Evenly Between theLinks on a Page
- 33. PageRank is an Iterative Algorithm
- 34. Technically, Every External Link“Leaks” PageRank
- 35. Nofollowing or Removing Links CanAlter the Flow of PageRank
- 36. 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
- 37. Google Says they use PageRank to Crawl
- 40. Query Deserves Freshness (QDF)QDFNormal ResultsQDF
- 41. Query Deserves Diversity (QDD)
- 44. Crawlability / Link Architecture
- 45. Duplicate Content & Canonicalization
- 46. Duplicate Content & Canonicalization
- 49. Duplicate Titles & Meta Descriptions
- 50. Search Friendly URLswww.nationalgeographic.com/animals/african-elephantsKeywords in page name,separated by hyphenSingle domainShallow folder structurewith relevant words
- 51. Search UN-Friendly URLsXyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8No keywords in the URL stringUnnecessarySubdomainDynamic URLs don’t perform as well as static and engines recommend against more than two parameters
- 52. Fixing Broken Links & 404s
- 53. Blocking Robots
- 54. Blocking Robots
- 59. Important Tags & Signals
- 60. Title Tags
- 63. Anchor Text
- 64. Page Copy
- 65. Image Alt AttributesGood keyword usage in the alt tag
- 66. Not So Important
- 68. H1, H2, H(x) Tags
- 70. Keyword Research + Targeting
- 71. The Goals of Keyword Research
- 72. Determine Relative Volume Levels
- 73. Identify High Value Keywords
- 74. Predict the Effort Required to Rank Well
- 75. Choose the “Best”Words/Phrases to Target
- 76. The Keyword Demand Landscape
- 77. The Long Tail of Keyword Demand
- 82. Tools & Tactics for Brainstorming& Refining Your Seed List
- 84. Google AdWords ToolBe Wary ofMatch Typehttps://adwords.google.com/select/KeywordToolExternal
- 85. MS AdCenter Excel Plug-Inwww.seomoz.org/blog/using-the-adcenter-excel-plugin-for-keyphrase-research
- 86. Google TrendsSign In for Y-Axis NumbersNot Very Accurate
- 87. Internal Site Search Stats
- 88. Competitive Keyword ResearchRestrict queryto competitor’sdomain
- 89. The Keyword Research Process
- 90. Start with Your Seed List
- 91. Create Spreadsheet w/ these Columns
- 92. Get Google Search Demand Numbers
- 93. Guesstimate Conversion Rate Numbers
- 94. Or Use PPC Campaign Data
- 95. Add Keyword Difficulty Data for Top TermsWe like using a weighted average ofthe Page Authority metric
- 96. Target High Volume, High Value, Low Difficulty Terms First
- 97. Measuring KeywordDifficulty & Competition
- 98. Run Queries for Desired Term + EngineWatch for verticalresults, which can skewCTRs & visibility
- 99. Conduct a Competitive Analysis of Metrics
- 100. Tools Can Help Provide Scores
- 101. Tools Can Help Provide Scoreswww.seomoz.org/mozbar
- 103. What Goals Can Link BuildingHelp Us Achieve?
- 105. Improve a Domain’s Ability to Rank Pages
- 106. Achieve More Complete Indexation
- 107. Drive Traffic & Branding Awareness
- 108. Send Converting TrafficImage Credit: websiteoptimization.com
- 109. The 8 Basic Kinds of Link Building
- 110. #1 - Manual Link Submissions/Requests
- 111. #2 - Competitive Link Research/Acquisition
- 112. #3 - Links via Embedded Content
- 113. #4 - Linkbait & Viral Campaigns
- 114. #5 - Content, Technology & API Licensing
- 115. #6 - Partnerships, Exchanges & Trades
- 116. #7 - Paid Links
- 117. #8 - Link Reclamation
- 118. Matching the Right Link Building Strategiesto Your Organization’s SEO Goals
- 119. Links for Individual Rankings
- 120. Links for Domain “Authority”
- 121. Links for Indexation
- 122. Links for Traffic & Branding
- 123. Links for Conversion
- 124. Using Tools & Processes to Ease theChallenges of Link Building
- 125. Tools for Competitive Link Research Yahoo! Site Explorer & Link Commands
- 126. Open Site Explorer
- 127. Top Pages
- 128. Google Blog SearchYahoo! Site ExplorerDirectionally indicativewithin ~50%Not necessarily followed & in a somewhat random order
- 129. Yahoo! Link CommandsLess “accurate” than Site ExplorerLots of cool, useful modifiers available
- 130. Yahoo! Link CommandsFull list available in PRO Guide to Advanced Search Operators:www.seomoz.org/article/the-professionals-guide-to-advanced-search-operators
- 131. Open Site Explorer
- 132. Open Site ExplorerHighly Correlation w/ RankingsData updates monthly from the Linkscape web index (approx. 60% the size of Yahoo!/Google/Bing)
- 133. Open Site ExplorerPoor Anchor Text Spells Opportunity
- 134. Link IntersectLink Intersect uses the same principle – sites w/ links in common that don’t point to you.
- 135. Top PagesFind which pages are earning links (your own & competitors)404s? Reclaim them!
- 136. Metrics for Evaluating a Link’s Value Numeric (Objective) Metrics
- 137. Subjective Metrics
- 138. Attainability and EffortNumeric Metrics for Link Valuation # of Linking Root Domains to URL
- 139. # of Linking Root Domains to Domain
- 140. Homepage PageRank vs. Domain mozRank
- 141. URL PageRank vs. URL mozRank
- 142. # of Links to the Page (Yahoo!, GG Blogsearch, Linkscape)
- 143. Twitter mentions (Backtweets.com)Numeric Metrics (Backtweets)Results count(in a weird location)
- 144. Subjective Metrics for Link Valuation Brand name reach/recognition
- 145. Quality of other links on page/site (Bing - Linkfromdomain)
- 146. Attainability and EffortJumping through Hoops (via WKA on Flickr)
- 147. Scalable Link Acquisition Processes Written Process + Checklist
- 148. Tools + Metrics for Quick Analysis
- 149. Training & Incenting Link Builders
- 150. Building & Refining a Link Acquisition Funnel Written Process/Checklist Run through the link building process yourself
- 151. Document every step thoroughly
- 152. Pass it on to others (w/ some training time)Checklist (via adesigna on Flickr)
- 153. Tools for Quick AnalysisGet usable metrics quickly as you surf
- 154. Tools for Quick Analysis
- 155. Training & Incenting Link Builders Do link building together
- 156. Create consistent metrics
- 157. Reward like a sales team
- 158. 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)
- 159. Building a Link Acquisition FunnelVisit Link-Targeted ContentGrab Link CodeLink to the Site
- 160. Social Media & the Web’s Influencers
- 161. Influencers on the Web
- 162. The Power of the “Linkerati”
- 163. Content that Appeals to Influencers
- 164. Making Content Easy to Share
- 165. Making Content Easy to Share
- 167. Cannibalization of the Link GraphMMM… LINK GRAPHS ARE DELICIOUS!
- 168. The Rise of the Social Graph
- 169. You have to do these right, before you can do these rightAlgorithmic Ranking Factors
- 170. Learn More w/ the Free Beginner’s Guide:http://guides.seomoz.org/beginners-guide-to-search-engine-optimizationFeel free to distribute this presentation for educational use. We love to help SEOs learn!