Advanced SEO Tactics: On Beyond Keyword Research (GF401)
Professor: Rand Fishkin, SEOmoz
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Beyond Keyword Research:
Advanced SEO Tactics
Rand Fishkin – June 2009
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Expert Opinion:Search Ranking Factors Survey
Answered by 70 Top SEOs Worldwide
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Data Correlations:SEOmoz Research on Several Hundred
Search Result Sets Conducted Feb-May 2009
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Google's Ranking Algorithm
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Expert Opinion:
Relative Importance of Algo Components in Google
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Correlation Data:
Relative Importance of Algo Components in Google
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Takeaways:
Links, as they pertain to both the domain and the individual
page, are vastly superior in importance to the page's content.
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Keyword Usage
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Expert Opinion
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Expert Opinion
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Correlations
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Correlations
Importance of KW Usage in Various Parts of the URL
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Correlations
Importance of KW Usage Positions of the Title Tag
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Substantive Disagreement:
H1 Tags (Low Correlation w/ Rankings)
Alt Text (Higher Correlation w/ Rankings)
Keyword in URL (Very High Correlation)
Keyword Location (Data Says Closer is Much Better)
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Non-Link Factors
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Expert Opinion
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Expert Opinion
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Takeaways:
Substantive, Unique Content is Very Important
W3C Validation Not Very Important
Code to Text Ratio Not Very Important
Static URLs Somewhat Better Than Dynamic
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Importance of Link Metrics
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Expert Opinion
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Correlation with Specific Metrics Across the Engines
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Takeaways:
PageRank may be important, but TBPR not a great predictor
Domain Authority may be important, but metrics need work
TrustRank concepts may be important, but metrics need work
Domain Diversity may be more important than experts think
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Consideration of Subdomains
vs. Root Domains
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Importance of Link Popularity Features on
Root Domains, Subdomains & Pages
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Takeaways:
Subdomains likely DO NOT inherit all of the ranking benefits of
the Root Domain, but neither are they completely separate
entities.
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Geographic Ranking Factors
For Country-Specific Targeting
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Takeaways:
1) Country TLD
2) Language
3) Links
4) Host IP Address
5) Manual Review
6) GG WM Tools Geographic Target Settings
7) Registration with Google Local
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Future of Ranking Signals
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Tactical Advice
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Site Architecture Tactics
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Imitating the Ideal Link Structure
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The PageRank Pyramid
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Using the Pyramid on Real Sites
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New Rules for Link Sculpting
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New Rules for Link Sculpting
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New Rules for Link Sculpting
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Content Tactics
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• Keyword Usage• Unique Content• Provides Value to Visitors• Relevant to Query• Blah Blah Blah...
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“Great” Content is Useless
Unless...
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It Makes People Link
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#1 – Target the Linkerati
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#2 – Leverage Emotions that Make Us Link
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Link Building Tactics
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What the Experts Like:
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What the Experts Like:
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What the Experts Like:
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What the Experts Like:
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Recommended Reading
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• www.seomoz.org/blog
• www.searchengineland.com
• www.seobook.com/blog
• www.seroundtable.com
• www.mattcutts.com/blog
• www.distilled.co.uk/blog
• www.searchenginejournal.com
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