Gillian SEOmoz Search Marketing Summit Bangalore - SEO for the CEO

1. SEO for the CEO What C-level Executives Need to Know About Search Gillian Muessig Co-founder and President, SEOmoz SMS india,Bangalore All rights reserved © 02-2011

2. What IS SEO? It is enabling the dissemination of ideas on the web

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, CheGuevera, 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, 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. 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 ofSEOmoz PRO © 2011 www.seomoz.org