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Search Engine Optimization: Understanding the Engines & Building Successful Sites - PowerPoint PPT Presentation


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Search Engine Optimization: Understanding the Engines & Building Successful Sites. Rand Fishkin – August 2010. Content in this Presentation. The Search Landscape How Search Engines Work Building Accessible Sites Conducting Keyword Research Link Building Strategies

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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