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Search Engine Optimization: Understanding the Engines & Building Successful Sites

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  1. Search Engine Optimization: Understanding the Engines & Building Successful Sites Rand Fishkin – August 2010

  2. 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

  3. The Search Marketing Landscape

  4. 100 Billion Searches Each Month!

  5. Organic vs. Paid Search Paid Organic

  6. Organic vs. Paid Search 10% of Clicks 90% of Clicks

  7. Click-Through Rates

  8. Vertical Search

  9. Local Results Completely different ranking algorithm than standard search results Probably doesn’t get traffic like most “#1” results

  10. Image Results

  11. Video Results

  12. News & Blog Results

  13. Shopping Results

  14. Instant Answers

  15. Instant Answers

  16. Instant Answers

  17. News Results Instant Answers Real Time Results Local Results Image Results

  18. This Presentation Focuses on:

  19. How Search Engines Work

  20. Crawling & Indexing Without links, the engines might never find this page

  21. Calculating Query-Independent Metrics Via www.opensiteexplorer.org

  22. Many Domains vs. One Domain VS.

  23. Domain Authority

  24. PageRank

  25. The Flow of PageRank

  26. PageRank is Split Evenly Between the Links on a Page

  27. PageRank is an Iterative Algorithm (mathematical / computational)

  28. Technically, Every External Link “Leaks” PageRank

  29. Nofollowing or Removing Links Can Alter the Flow of PageRank

  30. 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

  31. Google Says they use PageRank to Crawl

  32. Algorithmic Ranking Factors

  33. Query Deserves Freshness (QDF) QDF Normal Results QDF

  34. Query Deserves Diversity (QDD)

  35. Algorithmic Ranking Factors

  36. Building Accessible Sites (pick up here later)

  37. Crawlability / Link Architecture

  38. Duplicate Content & Canonicalization

  39. Duplicate Content & Canonicalization

  40. Canonical URL Tag

  41. 301 Redirects 302s

  42. Duplicate Titles & Meta Descriptions

  43. Search Friendly URLs www.nationalgeographic.com/animals/african-elephants Keywords in page name, separated by hyphen Single domain Shallow folder structurewith relevant words

  44. Search UN-Friendly URLs Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8 No keywords in the URL string Unnecessary Subdomain Dynamic URLs don’t perform as well as static and engines recommend against more than two parameters

  45. Fixing Broken Links & 404s

  46. Blocking Robots

  47. Blocking Robots