1. Day 6

2. Few Continuous Cloud Sources Many Connected Devices Cloud Computing, Web Mobility & the HTML5 suite Some Access Networks WiFi ISPs Mwave satellite telco / cable cellular Enterprise apps (Targeted at PCs) Browser Apps (for all devices) Custom Apps (device-targeted) Unlimited # of Apps Html5 CSS3 JavaScript Globally available & accessible; massively scalable; and fully reliable & secure Easy & natural for the user; mass customized & micro- targeted by the enterprise services

3. The Web Experience Standard Website App Mobile Website App Browser Mobile App Native Mobile App Development Language HTML5, CSS3, JS HTML5, CSS3, JS HTML5, CSS3, JS + PhoneGap, etc. Java, Objective-C, or .Net App Accessibility Browser on all devices Browser on all smart mobile devices Bundled in wrapper for multiple smart mobile devices Mobile device specific Hosting On Web server On Web server Hybrid on web & device On device App Availability On web On web On web or In app stores In app stores User market 2.3 B 650 MM 650 MM ~ 200 MM iPhones or ~ 320 MM Android Access to Device Capabilities Minimal Minimal Limited Complete Ease of Creating a Rich, Fine Grained UX Hard Easy

9. Organic & Paid Search Paid (10%) Organic (90%)

10. Click-Through Rates Source: “Slingshot SEO” Dec 2010 60% of CTs on the 1 st 3 positions 11% of CTs after the 1 st page

11. Blended / Vertical Search 31% click images 36% click news 17% click videos

12. From the SEO perspective: Crawling Indexing Ranking Serving …but from the user’s perspective: they find everything, present the first 10 them in order of importance, and usually do some advertising on the top, bottom and right hand side of the page… What Search Engines Do

13. Calculating Query-Independent Metrics Source: www.SEOmoz.org via www.opensiteexplorer.org Page specific metrics URL Domain level metrics Subdomain Root Domain Page authority 82 Domain authority - 97 Rank 6.3 Domain rank 6.9 8.1 Trust 7.0 Domain trust 7.2 8.3 Total links 309,123 Total links 2,118,020 91,020,389 External followed links 300,315 External followed links 1,183,245 91,876,381 Internal followed links 5,620 Linking root domains 22,706 490,718 Linking root domains 2,914

14. Google’s Ranking Algorithm Source: “2011 Search Engine Ranking Survey” by SEOmoz

15. What NOT to do Source: “2011 Search Engine Ranking Survey” by SEOmoz

19. The SEO Pyramid Unique text content Bot accessibility URL structure Internal link architecture Sitemaps Server response codes Manual requests & link building Scalable, content-based link strategies Onsite user engagement Social media Viral media Keyword discovery On-page targeting Social Link Building Keyword Research Accessible, Quality Content

20. The SEO Pyramid Unique text content Bot accessibility URL structure Crawlable link architecture Sitemaps Server response codes Social Link Building Keyword Research Accessible, Quality Content

22. Crawlable Link Architecture An ideal site architecture makes content access simple for developers, users and search engines

26. Server response codes Error 404 - broken links - Webmaster tools Design & content guidelines Technical guidelines Quality guidelines

27. The SEO Pyramid Keyword discovery On-page targeting Social Link Building Keyword Research Accessible, Quality Content

30. The SEO Pyramid Manual requests & link building Scalable, content-based link strategies Social Link Building Keyword Research Accessible, Quality Content

31. Link Juice

32. Link Building Strategies Strategy Scalability Link Quality Manual link submissions Competitive link acquisition Links via embedded content Linkbait & viral campaigns Content, technology, API licensing Partnerships, exchanges & trades Paid links Link reclamation

33. The SEO Pyramid Onsite user engagement Social media Viral media Social Link Building Keyword Research Accessible, Quality Content

35. The SEO Pyramid Unique text content Bot accessibility URL structure Internal link architecture Sitemaps Server response codes Manual requests & link building Scalable, content-based link strategies Onsite user engagement Social media Viral media Keyword discovery On-page targeting Social Link Building Keyword Research Accessible, Quality Content

36. Homework & Reading Just two: Pick a website, identify 5 metrics you want to improve, and send an email to me by 2/29 with what they are. In the next 4 weeks, double the 5 metrics and prove it Read Ranking #1 50 Essential SEO Tips by James Beswick (160 pages – large font – actionable ideas)