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Seo Dcu 7th March
1.
SEO for the
CEO What C-level Executives Need to Know About Search Gillian Muessig Co-founder and President, SEOmoz CEO Coach, WebmasterRadio.fm Dublin City University - All rights reserved © 03-2011
2.
What IS SEO? It
is enabling the dissemination of ideas on the web
3.
4.
Socio-Political Ramifications of
Our Work
5.
What IS SEO?
6.
Revolution is fomented
on the empty bellies of men Karl Marx, Leon Trotsky, Fidel Castro, Che Guevera, and many others
7.
It’s Like This…
8.
Organic vs. Paid
Search Paid Organic
9.
Organic vs. Paid
Search 10% of Clicks 90% of Clicks
10.
Click-Through Rates
11.
Vertical Search
12.
Local Results
13.
Image Results in
SERPs
14.
Video Results
15.
News & Blog
Results
16.
Shopping Results
17.
Instant Answers
18.
Instant Answers
19.
News Results
Instant Answers Real Time Results Local Results Image Results
20.
How Search Engines
Work
21.
Crawling & Indexing
Without links, the engines might never find this page
22.
Calculating Query-Independent Metrics
Via www.opensiteexplorer.org
23.
Many Domains vs.
One Domain VS.
24.
Domain Authority
25.
PageRank
26.
The Flow of
PageRank
27.
PageRank is Split
Evenly Between the Links on a Page
28.
PageRank is Iterative
29.
Technically, Every External
Link “Leaks” PageRank
30.
Removing Links Can Alter
the Flow of PageRank
31.
Google Says they
use PageRank to Crawl
32.
The Concept of
TrustRank
33.
Components of Google’s
Ranking Algorithm Algorithmic Ranking Factors
34.
Query Deserves Freshness
(QDF) QDF Normal Results QDF
35.
Query Deserves Diversity
(QDD)
36.
Building Search Friendly
Sites
37.
Algorithmic Ranking Factors
38.
Crawlability / Link
Architecture
39.
Duplicate Content &
Canonicalization
40.
Duplicate Content &
Canonicalization
41.
Canonical URL Tag
42.
Duplicate Titles &
Meta Descriptions
43.
Search Friendly URLs www.nationalgeographic.com/animals/african-elephants
Keywords in page name, Single domain separated by hyphen Shallow folder structure with 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.
Fix Broken Links
& 404s
46.
Don’t Block the
Robots
47.
Do Block the
Robots
48.
XML Sitemaps www.sitemaps.org/protocol.php
49.
Webmaster Tools (Google)
50.
Webmaster Tools (Bing)
51.
Search Engine Guidelines www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35769
52.
Important Tags &
Signals
53.
Title Tags
54.
Meta Descriptions
55.
Tag Length Recommendations
56.
Anchor Text
57.
Page Copy
58.
Image Alt Attributes Good
keyword usage in the alt tag
59.
Not Important
60.
Meta Keywords Tag
61.
H1, H2, H(x)
Tags
62.
Search Engine “Submission”
63.
Reciprocal Links and
Link Farms link
64.
Keyword Research
65.
Identify High Value
Keywords
66.
Predict the Effort
Required to Rank Well
67.
Choose the “Best”
Words/Phrases to Target
68.
The Search Demand
Curve
69.
Popular Keywords vs.
Long Tail Search Traffic
70.
Conversion Rate by
Keyword Phrase Length
71.
Where To Find
Your Best Keywords
72.
Salespeople & Customers
73.
Google AdWords Tool
Be Wary of Match Type https://adwords.google.com/select/KeywordToolExternal
74.
Bing AdCenter Excel
Plug-In www.seomoz.org/blog/using-the-adcenter-excel-plugin-for-keyphrase-research
75.
Google Trends
Sign In for Y-Axis Numbers Not Very Accurate
76.
Internal Site Search
Stats
77.
Competitive Keyword Research
Restrict query to competitor’s domain
78.
Targeting the Linkerati Create
Content That Attracts Links
79.
The Power of
the “Linkerati”
80.
Influencers on the
Web
81.
Content that Appeals
to Influencers
82.
Cannibalization of the
Link Graph MMM… LINK GRAPHS ARE DELICIOUS!
83.
The Rise of
the Social Graph
84.
Reading TAGFEE: http://www.seomoz.org/blog/what-we-believe-why-seomozs-tagfee-tenets Beginner’s Guide to
SEO: http://guides.seomoz.org/beginners-guide-to-search-engine-optimization All the SEOmoz PRO Guides: http://www.seomoz.org/learn-seo
85.
Thank You
86.
NO… REALLY Thank
you! Use the code: SMSB2011 30-Day Free Trial of SEOmoz PRO © 2011 www.seomoz.org
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