Page 1
SLIDE MASTER – COVERPAGESearch Engine OptimizationCustomer Acquisition
Page 2
SLIDE MASTER – COVERPAGE
Content in this Presentation
• The Search Landscape• How Search Engines Work• Building Accessible Sites•Link Building Strategies
Page 3
SLIDE MASTER – COVERPAGE
The Search Marketing Landscape
Page 4
SLIDE MASTER – COVERPAGE
Organic vs. Paid Search
Organic
Paid
Page 5
SLIDE MASTER – COVERPAGE
Organic vs. Paid Search
90% of Clicks
10% of Clicks
Page 6
SLIDE MASTER – COVERPAGE
Click-Through Rates
Page 7
SLIDE MASTER – COVERPAGE
Vertical Search
Page 8
SLIDE MASTER – COVERPAGE
Local Results
Probably doesn’t get traffic like most “#1” results
Completely different ranking algorithm than standard
search results
Page 9
SLIDE MASTER – COVERPAGE
Image Results
Page 10
SLIDE MASTER – COVERPAGE
Video Results
Page 11
SLIDE MASTER – COVERPAGE
News & Blog Results
Page 12
SLIDE MASTER – COVERPAGE
Shopping Results
Page 13
SLIDE MASTER – COVERPAGE
Instant Answers
Page 14
SLIDE MASTER – COVERPAGE
Instant Answers
Page 15
SLIDE MASTER – COVERPAGE
Instant Answers
Page 16
SLIDE MASTER – COVERPAGE
Instant Answers
News Results
Real Time Results
Local Results
Image Results
Page 17
SLIDE MASTER – COVERPAGE
This Presentation Focuses on:
Page 18
SLIDE MASTER – COVERPAGE
How Search Engines Work
Page 19
SLIDE MASTER – COVERPAGE
Crawling & Indexing
Without links, the engines might
never find this page
Page 20
SLIDE MASTER – COVERPAGE
Calculating Query-Independent Metrics
Via www.opensiteexplorer.org
Page 21
SLIDE MASTER – COVERPAGE
Many Domains vs. One Domain
VS.
Page 22
SLIDE MASTER – COVERPAGE
Domain Authority
Page 23
SLIDE MASTER – COVERPAGE
Page 24
SLIDE MASTER – COVERPAGE
Algorithmic Ranking Factors
Page 25
SLIDE MASTER – COVERPAGE
Query Deserves Freshness (QDF)
QDF
QDF
Normal Results
Page 26
SLIDE MASTER – COVERPAGE
Query Deserves Diversity (QDD)
Page 27
SLIDE MASTER – COVERPAGE
Algorithmic Ranking Factors
Page 28
SLIDE MASTER – COVERPAGE
Building Accessible Sites
Page 29
SLIDE MASTER – COVERPAGE
Crawlability / Link Architecture
Page 30
SLIDE MASTER – COVERPAGE
Duplicate Content & Canonicalization
Page 31
SLIDE MASTER – COVERPAGE
Duplicate Content & Canonicalization
Page 32
SLIDE MASTER – COVERPAGE
301 Redirects
302s302s
Page 33
SLIDE MASTER – COVERPAGE
Duplicate Titles & Meta Descriptions
Page 34
SLIDE MASTER – COVERPAGE
Search Friendly URLs
www.nationalgeographic.com/animals/african-elephants
Single domain
Shallow folder structurewith relevant words
Keywords in page name,separated by hyphen
Page 35
SLIDE MASTER – COVERPAGE
Search UN-Friendly URLs
Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8
UnnecessarySubdomain Dynamic URLs don’t perform as well
as static and engines recommend against more than two parameters
No keywords in the URL string
Page 36
SLIDE MASTER – COVERPAGE
Blocking Robots
Page 37
SLIDE MASTER – COVERPAGE
Blocking Robots
Page 38
SLIDE MASTER – COVERPAGE
XML Sitemaps
www.sitemaps.org/protocol.php
Page 39
SLIDE MASTER – COVERPAGE
Important Tags & Signals
Page 40
SLIDE MASTER – COVERPAGE
Title Tags
Page 41
SLIDE MASTER – COVERPAGE
Meta Descriptions
Page 42
SLIDE MASTER – COVERPAGE
Tag Length Recommendations
Page 43
SLIDE MASTER – COVERPAGE
Anchor Text
Page 44
SLIDE MASTER – COVERPAGE
Page Copy
Page 45
SLIDE MASTER – COVERPAGE
Image Alt Attributes
Good keyword usage in the alt tag
Page 46
SLIDE MASTER – COVERPAGE
The Keyword Demand Landscape
Page 47
SLIDE MASTER – COVERPAGE
The Long Tail of Keyword Demand
Page 48
SLIDE MASTER – COVERPAGE
Page 49
SLIDE MASTER – COVERPAGE
The 8 Basic Kinds of Link Building
Page 50
SLIDE MASTER – COVERPAGE
#1 - Manual Link Submissions/Requests
Page 51
SLIDE MASTER – COVERPAGE
#2 - Competitive Link Research/Acquisition
Page 52
SLIDE MASTER – COVERPAGE
#3 - Links via Embedded Content
Page 53
SLIDE MASTER – COVERPAGE
#4 - Linkbait & Viral Campaigns
Page 54
SLIDE MASTER – COVERPAGE
#5 - Content, Technology & API Licensing
Page 55
SLIDE MASTER – COVERPAGE
#6 - Partnerships, Exchanges & Trades
Page 56
SLIDE MASTER – COVERPAGE
#7 - Paid Links
Page 57
SLIDE MASTER – COVERPAGE
#8 - Link Reclamation
Page 58
SLIDE MASTER – COVERPAGE
Matching the Right Link Building Strategies
to Your Organization’s SEO Goals
Page 59
SLIDE MASTER – COVERPAGE
Links for Individual Rankings
Page 60
SLIDE MASTER – COVERPAGE
Links for Domain “Authority”
Page 61
SLIDE MASTER – COVERPAGE
Links for Indexation
Page 62
SLIDE MASTER – COVERPAGE
Links for Traffic & Branding
Page 63
SLIDE MASTER – COVERPAGE