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Creative Thinking & Effective Linking,[object Object],This deck is available online at http://bit.ly/omsmozlinking,[object Object],Rand Fishkin, SEOmoz CEO, June 2011,[object Object]
Remember Back in 2004…,[object Object]
Creative Thinking + Linking in SEO
Today, It Looks More Like…,[object Object]
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
Creative Thinking + Linking in SEO
SEO Used to Be Just a Few Key Items…,[object Object]
High Quality, Anchor-Rich, External Links,[object Object],Proper Keyword Usage,[object Object],Useful, Relevant Page,[object Object],Accessible to Crawlers,[object Object],Solid Internal Link Structure,[object Object],The Basics of SEO: Accessibility, Content Quality, KW Usage and Link Signals,[object Object]
But Today, It’s All That, Plus…,[object Object]
Quality Raters,[object Object],Topic Modeling,[object Object],High Quality, Anchor-Rich, External Links,[object Object],Proper Keyword Usage,[object Object],Useful, Relevant Page,[object Object],Rich Snippets,[object Object],Facebook,[object Object],Vertical Results,[object Object],Twitter,[object Object],Suggest/Instant,[object Object],Google +1,[object Object],Accessible to Crawlers,[object Object],Solid Internal Link Structure,[object Object],Snippet,[object Object],Optimization,[object Object],Brand Metrics,[object Object],Usage Data,[object Object],When everyone’s getting the basics right, you need to go above and beyond to compete.,[object Object]
10 “New” Strategies Every SEO Should Be Considering in 2011,[object Object]
#1: Expanding Our Social Circles,[object Object]
Results from Google’s “My Social Circle.” To see results like this, just add “&tbs=frim:1” to the end of any Google query.,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object]
The social connections appear to influence rank ordering.,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],These annotations undoubtedly increase CTR, particularly if the source is trusted.,[object Object]
Hang on a tic... How did they know I’m connected to Kalena on Facebook?! I haven’t yet added Facebook to my Google account!,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],http://www.google.com/search?q=mba+program+reviews,[object Object]
Google crawls deeply to get social data and connections once you add a profile.,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object],Read more here http://www.seomoz.org/blog/social-annotations-in-search-now-your-social-network-rankings  and see your socially connected data via http://www.google.com/s2/search/social?hl=en#socialcontent,[object Object]
#2: Improving Our Site’s Social “Share-Ability”,[object Object]
Via one of the web’s most brilliant data porn blogs: http://blog.okcupid.com/index.php/your-looks-and-online-dating/,[object Object]
Overwhelmed by sharing!!,[object Object],Every post on http://mashable.com has 23 unique links to share across 7 channels,[object Object]
Google’s Now Showing +1 to Logged Out Users, Too: http://searchengineland.com/confirmed-google-showing-1-counts-to-logged-out-users-82800,[object Object]
#3: Optimizing Our Own Sharing Activities,[object Object]
By using http://bit.ly for link sharing, I can see stats on the things that I share that earn clicks/retweets/facebook shares, etc. From that tracking, I can learn + optimize.,[object Object]
Check out http://www.seomoz.org/blog/calculating-and-improving-your-twitter-clickthroughrate for more on analyzing/improving your social sharing,[object Object]
I use http://trunk.ly to keep track of everything I share across networks and make it searchable for future retrieval.,[object Object]
#4: Influencing the Influencers,[object Object]
Finding influencers via http://www.followerwonk.com is awesomely easy.,[object Object]
Google Profile search also rocks: http://www.seomoz.org/blog/dont-ask-sites-for-links-find-people-and-connect. Just use &tbs=prfl:e to the end of any Google query to see them.,[object Object]
#5: Video Content,[object Object]
Video “snippets” and video results are a powerful way to get high CTR and great branding. More - http://www.seomoz.org/blog/video-seo-basics-whiteboard-friday-11080,[object Object]
Video XML Sitemaps protocol enables you to host any video on your site, send it to Google, and get included in their video results + snippets. http://www.google.com/support/webmasters/bin/answer.py?answer=80472,[object Object]
We control the link for the embed video feature, including the target and anchor text!,[object Object],At Moz, we use and like http://www.wistia.com for video hosting; particularly the stats, ability to embed and earn the link back to our site rather than someone else’s!,[object Object]
#6: User Experience Optimization,[object Object]
Panda features metrics and a machine-learning model that biases toward “better” UX sites: http://www.wired.com/epicenter/2011/03/the-panda-that-hates-farms/,[object Object]
#7: Site Speed,[object Object]
Site speed alone may only be a small factor, but if you’re not loading fast enough, you’re likely losing out on everything else, too… http://www.seomoz.org/blog/site-speed-are-you-fast-does-it-matter,[object Object]
#8: Beauty of Design + Layout,[object Object]
If your site is as pretty as http://www.cakesweetcake.co.uk/, your credibility, perceived trust, brand value and other post-Panda SEO metrics are going to be much easier to get right.,[object Object]
Drawar.com/gallery is one of my favorites for finding awesome designs,[object Object],Finding a designer whose work you love isn’t terribly hard, and it will likely be some of the best money you spend. http://sixrevisions.com/web_design/16-best-web-design-galleries-for-inspiration/ has a good list of sites to check out.,[object Object]
#9: Community Participation,[object Object]
Moleskine does an awesome job of getting their designer/re-seller community contributing on their site: http://artistmarketplace.moleskine.com/en,[object Object]
You Must Become a Hub for GreatContent in Your Niche,[object Object],Answers on Q+A sites reference its resources,[object Object],Referenced by industry blogs,[object Object],Site that offers:,[object Object],[object Object]
 Informed Opinions
 News/Trend Analysis
 Multimedia Content
 Authentic Expert Contributors
 Quality Discussion/InteractionMentioned in news publications,[object Object],Forum discussions link to its pages,[object Object],People email links to each other,[object Object],Links are Tweeted,[object Object],Liked/Shared on Facebook,[object Object],Cited at conferences + events,[object Object],Sometimes, a single piece of content or just a few, can yield these results but, more often, it takes dozens to hundreds of attempts to become a resource hub.,[object Object],http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html,[object Object]
#10: We Need to Kill the“Good, Unique Content” Meme,[object Object]
“Good, unique content” isn’t good enough. That’s what everyone’s making. If you’re not raising the bar, just buy traffic. Inbound marketing + SEO probably aren’t for you.,[object Object]
To produce truly awesome, share-worthy stuff, you’re going to need to invest serious effort. Using content factories and automated solutions is unlikely to work for much longer.,[object Object]

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Creative Thinking + Linking in SEO