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- 1. SEO for the CEO What C-level Executives Need to Know About Search Gillian Muessig Co-founder and President, SEOmoz CEO Coach, WebmasterRadio.fm Dublin City University - All rights reserved © 03-2011
- 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, Che Guevera, and many others
- 8. Organic vs. Paid Search Paid Organic
- 9. Organic vs. Paid Search 10% of Clicks 90% of Clicks
- 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
- 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
- 38. Crawlability / Link Architecture
- 39. Duplicate Content & Canonicalization
- 40. Duplicate Content & Canonicalization
- 42. Duplicate Titles & Meta Descriptions
- 43. Search Friendly URLs www.nationalgeographic.com/animals/african-elephants Keywords in page name, Single domain separated by hyphen Shallow folder structure with 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
- 52. Important Tags & Signals
- 53. Title Tags
- 56. Anchor Text
- 57. Page Copy
- 58. Image Alt Attributes Good keyword usage in the alt tag
- 59. Not Important
- 61. H1, H2, H(x) Tags
- 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
- 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 of SEOmoz PRO © 2011 www.seomoz.org