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Search Engine Marketing MD4
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Transcript of Search Engine Marketing MD4
RankOne Marketing– April 2011
Rankonemarketing.netResources Courtesy SEOMoz
RankOne Marketing– April 2011
Organic vs. Paid Search
Organic
Paid
Organic vs. Paid Search
70% of Clicks
30% of Clicks
Click-Through Rates
Local Results
Probably doesn’t get traffic like most “#1”
results
Completely different ranking algorithm than standard search results
Image Results
Video Results
The Rise of the Social Graph
Query Deserves Freshness (QDF)
QDF
QDF
Normal Results
Query Deserves Diversity (QDD)
Instant Answers
This Section Focuses on:
Crawling & Indexing
Without links, the engines might never find this
page
Google Says they use PageRank to Crawl
Algorithmic Ranking Factors
Algorithmic Ranking Factors
On Page Keyword UsageOn Page SEO
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
Title Tags
Duplicate Titles & Meta Descriptions
Meta Descriptions
View Page Source
Tag Length Recommendations
Image Alt AttributesGood keyword
usage in the alt tag
Keywords in Content
• Keywords should make up about 5%• Latent Semantic Index• Use Keywords in alt tags•Use Keywords in Meta Tags• Use Keywords in headings (h1 h2)
Page Copy
H1, H2, H(x) Tags
Meta Keywords Tag
Algorithmic Ranking Factors
Anchor Text
Links to CheapDublinHotels.com
Anchor Text
Algorithmic Ranking Factors
Links
No Site is an Island
Linking
Without links, the engines might never find this
page
What Goals Can Linkbuilding Achieve?
Bolster Individual Rankings
Improve a Domain’s Ability to Rank Pages
Achieve More Complete Indexation
Drive Traffic & Branding Awareness
Send Converting Traffic
Image Credit: websiteoptimization.com
#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
Fixing Broken Links & 404s
Algorithmic Ranking Factors
PageRank
Page Rank – Que?
Google Says they use Page Rank to Crawl
The Flow of Page Rank
Page Rank is Split Evenly Between theLinks on a Page
Authority
Domain Authority
Duplicate Content
Duplicate Content & Canonicalization
Some Other Things To Think About
Blocking Robots
Crawlability / Link Architecture
XML Sitemaps
www.sitemaps.org/protocol.php
Algorithmic Ranking Factors
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RankOne Marketing– April 2011
Rankonemarketing.net
Keywords - Keyphrases
Identify High Value Keywords
Predict the Effort Required to Rank Well
Choose the “Best”Words/Phrases to Target
Competition
The Long Tail of Keyword Demand
Salespeople & Customers
Google AdWords Tool
Be Wary ofMatch Type
https://adwords.google.com/select/KeywordToolExternal
Google Trends
Not Very Accurate
Sign In for Y-Axis Numbers
Internal Site Search Stats
Adwords adventure
Start with Your Seed List
Create Spreadsheet w/ these Columns
Get Google Search Demand Numbers
Guesstimate Conversion Rate Numbers
Or Use PPC Campaign Data
Add Keyword Difficulty Data for Top Terms
We like using a weighted average ofthe Page Authority metric
Target High Volume, High Value, Low Difficulty Terms First
Tools Can Help Provide Scores
Yahoo! Site Explorer
Directionally indicative
within ~50%
Not necessarily followed & in a somewhat random
order
Open Site Explorer
Open Site Explorer
Highly Correlation w/ Rankings Data updates monthly from the
Linkscape web index (approx. 60% the size of Yahoo!/Google/Bing)
Link Intersect
Link Intersect uses the same principle – sites w/ links in common that don’t point to you.
RankOne Marketing– April 2011
Rankonemarketing.net