Post on 10-May-2015
description
Search Engine Optimization:Understanding the Engines & Building Successful Sites
Rand Fishkin – August 2010
Travel Industry: Client 1
• Client came to us with no on-site optimisation on website• We optimised website• Within 2 months of optimisation, website traffic began to increase• After 4 months, search engine traffic increased 300%
Travel Industry: Client 2
• Client came to us for on-site optimisation consultation and link building research• We optimised website• Within 2 months of optimisation, website traffic began to increase• After 6 months, search engine traffic increased 1000%
Online Dating IndustryOrganic Traffic
• Client came to us with no on-site optimisation on website or link building• We optimised website and implemented a link building strategy• Within 5 months, traffic increased by 300% and 360% over 11 months
Online Dating IndustryPaid Traffic
• Client managed a high cost Google Adwords campaign and was not seeing return on investment• Once #1 positions were achieved in Google Organic Search there was no need to use Google Adwords anymore• Client stopped Google Adwords campaign after 4 months
Online Dating IndustryBounce rate
• Bounce rate was high (23%)on website when we began optimisation process• We implemented a design change and immediately the bounce rate dropped to 11%
Home Improvement Industry
• Client came to us to assist in getting their website more targeted traffic• Website had no on-site optimisation done to it• We optimised the entire website and within 5 months traffic began to increase• After 9 months traffic had increased 500%
Home Improvement Industry
• Client came to us to assist in getting their website more targeted traffic• We marketed products on various online shopping platforms• After 7 months referral traffic had increased 500%
Website value
• www.ubuntudeal.co.za• www.immigrationsouthafrica.org
Content in this Presentation
• The Search Landscape• How Search Engines Work• Case Studies• Building Accessible Sites• Conducting Keyword Research• Link Building Strategies• Social Media & the Web’s Influencers
The Search Marketing Landscape
100 Billion SearchesEach Month!
Organic vs. Paid Search
Organic
Paid
Organic vs. Paid Search
90% of Clicks
10% of Clicks
Click-Through Rates
Vertical Search
Local Results
Probably doesn’t get traffic like most “#1” results
Completely different ranking algorithm than standard search
results
Image Results
Video Results
News & Blog Results
Shopping Results
Instant Answers
News Results
Real Time Results
Local Results
Image Results
Q & A
How Search Engines Work
Crawling & Indexing
Without links, the engines might never
find this page
Many Domains vs. One Domain
VS.
Domain Authority
PageRank
The Flow of PageRank
PageRank is Split Evenly Between theLinks on a Page
Google Says they use PageRank to Crawl
Algorithmic Ranking Factors
Algorithmic Ranking Factors
Q & A
Building Accessible Sites
Crawlability / Link Architecture
Duplicate Content & Canonicalization
Duplicate Content & Canonicalization
Search Friendly URLs
www.nationalgeographic.com/animals/african-elephants
Single domain
Shallow folder structurewith relevant words
Keywords in page name,separated by hyphen
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
Blocking Robots
Blocking Robots
Important Tags & Signals
Title Tags
Meta Descriptions
Tag Length Recommendations
Anchor Text
Page Copy
Image Alt AttributesGood keyword usage
in the alt tag
Q & A
Keyword Research + Targeting
The Goals of Keyword Research
Choose the “Best”Words/Phrases to Target
The Keyword Demand Landscape
The Long Tail of Keyword Demand
Tools & Tactics for Brainstorming& Refining Your Seed List
Google AdWords Tool
Be Wary ofMatch Type
https://adwords.google.com/select/KeywordToolExternal
Google Trends
Not Very Accurate
Sign In for Y-Axis Numbers
Competitive Keyword Research
Restrict queryto competitor’s
domain
Link Building Strategies
What Goals Can Link BuildingHelp Us Achieve?
Bolster Individual Rankings
Drive Traffic & Branding Awareness
Send Converting Traffic
The 8 Basic Kinds of Link Building
#1 - Manual Link Submissions/Requests
#2 - Competitive Link Research/Acquisition
#3 - Links via Embedded Content
#4 - Linkbait & Viral Campaigns
#5 - Content, Technology & API Licensing
#6 - Partnerships, Exchanges & Trades
#7 - Paid Links
#8 - Link Reclamation
Using Tools & Processes to Ease theChallenges of Link Building
Tools for Competitive Link Research
• Project SEO •Open Site Explorer• SEOmoz toolbar for Chrome and Firefox•Majestic SEO• Top Pages•Google Blog Search•Brand name -site:brand.com
Project SEO
Open Site Explorer
Open Site Explorer
Highly Correlation w/ RankingsData updates monthly from the Linkscape
web index (approx. 60% the size of Yahoo!/Google/Bing)
Open Site Explorer
Poor Anchor Text Spells Opportunity
Top Pages
Find which pages are earning links (your own
& competitors)
404s? Reclaim them!
Brand name -site:brand.com
Brand name -site:brand.com
Social Media & the Web’s Influencers
Influencers on the Web
The Power of the “Linkerati”
Content that Appeals to Influencers
Incenting/Rewarding Link Behaviors
Cannibalization of the Link Graph
MMM… LINK GRAPHS ARE DELICIOUS!
Tweets can seemingly overpower links
Page A646 links from 36 root domains
2 tweets
Page B1 link from 1 root domain
522 tweets
Page B – the tweeted version
– ranks #1!
Algorithmic Ranking Factors
You have to do these right, before you can do
these right