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Seo and soccer

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Seo and soccer

  1. 1. Rand Fishkin, SEOmoz | March 2012 Thanh Le Cong, SEOs | May 2012 The Fundamentals of Great SEO A Relation between SEO & Soccer
  2. 2. SEO? Bah, Humbug 
  3. 3. SEO Definition http://www.seomoz.org/beginners-guide-to-seo SEO is the active practice of optimizing a web site by improving internal and external aspects in order to increase the traffic the site receives from search engines
  4. 4. The Use of Search Engines http://www.pewinternet.org/Reports/2011/Search-and-email/Report.aspx
  5. 5. Growth of Google Queries http://www.quora.com/How-many-search-queries-does-Google-serve-worldwide-every-day Currently, there are more than 3 billion searches/day on Google
  6. 6. Value of Search Engine Traffic
  7. 7. http://www.seomoz.org/blog/illustrating-the-long-tail
  8. 8. Yes, You Can Compete with the Big Guys
  9. 9. Good SEO is Easier than It Looks
  10. 10. You Have to Get These Right
  11. 11. Before You Get These Right
  12. 12. Making Your Site SEO-Friendly
  13. 13. Using Wordpress? You’re 80% of the Way There From a talk given by Google’s Matt Cutts at Wordcamp: http://www.howtomakemyblog.com/seo/googles- matt-cutts-wordpress-the-best-blogging-platform-for-seo/ “(Wordpress) is a fantastic piece of software, it makes your site easily crawlable by search engines, solves some 80-90% of mechanics of SEO and is the first big step anyone can take towards creating a popular online business.”
  14. 14. If You Use Wordpress, Read This http://yoast.com/articles/wordpress-seo/ - I also recommend Joost’s plugin “Wordpress SEO”
  15. 15. Other SEO-Friendly Platforms Include: http://drupal.org/, http://joomla.com and http://www.squarespace.com are all good choices if Wordpress isn’t a match.
  16. 16. These Are Less Ideal for SEO I wouldn’t recommend these platforms as a first choice for SEO-friendly blogging, though some (like TypePad and Tumblr) can be customized with enough elbow grease.
  17. 17. Tools to Help with Accessibility http://www.google.com/webmasters/
  18. 18. Tools to Help with Accessibility Shameless Plug: http://pro.seomoz.org/
  19. 19. RSS: Essential for Bloggers (and anyone producing regular content) Via Google’s Feedburner: http://feedburner.google.com/gfb/, an ideal tool for setting up, managing and tracking feeds
  20. 20. XML Sitemaps – Recommend, But Not Always a Must I wouldn’t go so far as to say I recommend against it, just that for many, relatively basic sites and blogs, you don’t need to worry about submitting these (unless you use video, in which case there’s some cool options; we’ll chat about that later in the deck)
  21. 21. Keyword Research
  22. 22. A Simple Process for Choosing Good Keywords More on this here: http://www.seomoz.org/beginners-guide-to-seo/keyword-research High Volume (many searches/month) Low Competition (weak sites/pages in the top 10) High Value (large % of visitors convert) Ideal Keywords!
  23. 23. AdWords: The Best Choice (Most of the Time) The AdWords Keyword Tool Can Be Found Here: https://adwords.google.com/select/KeywordToolExternal
  24. 24. Google Insights: Interesting Trend Data http://www.google.com/insights/search/ shows that the food blogging movement likely gained widespread popularity and interest around 2007 
  25. 25. Analyzing the Top 10 to Determine Difficulty Strong, popular sites w/ targeted titles + content
  26. 26. Analyzing the Top 10 to Determine Difficulty Weaker, lesser known sites and non-targeted titles
  27. 27. Keyword Difficulty Tool Another shameless plug as this is an SEOmoz tool: http://pro.seomoz.org/tools/keyword-difficulty/
  28. 28. Value of Visits? Use Analytics Data Via Google Analytics (http://www.google.com/analytics) which is free! Good proxies for the value of traffic from these sources
  29. 29. A Simple Process for Choosing Good Keywords High Volume (many searches/month) Low Competition (weak sites/pages in the top 10) High Value (large % of visitors convert) Google AdWords Gut Feel (or KW Difficulty Tool) Gut Feel (or Analytics Data) Picking keywords doesn’t have to be a chore, and the process can often help you find topics for content you haven’t yet tried/thought of!
  30. 30. How Great Writing and Great SEO Go Hand-in-Hand
  31. 31. High Volume Keywords = Content People Want People really want to know this stuff!
  32. 32. Not Everything Needs to Be Keyword-Targeted http://www.everywhereist.com/budding-bromances-in-peru-10-photos/
  33. 33. The Better Your Content, The Better Your SEO Good process for getting to great content: http://www.seomoz.org/blog/great-content-for-seo- simpler-than-you-ever-imagined
  34. 34. Great Content + SEO + Social Really Works. Great Content + SEO Friendly + Social Sharing + Link Building = Higher Rankings More Readers More Followers More Influence = Virtuous Cycle of Inbound Marketing!
  35. 35. Link Building
  36. 36. Why Links Matter to Search Engines Good primer on link building basics here: http://www.seomoz.org/beginners-guide-to-seo/growing- popularity-and-links What You Say About Yourself. What Others Say About You.<
  37. 37. What Matters in a Link? http://www.seomoz.org/blog/10-illustrations-on-search-engines-valuation-of-links Editorially given From a trusted source Uses descriptive anchor text Points to the right page
  38. 38. What Matters in a Link? All of these elements are good to understand when thinking about links <p><a href=http://www.seomoz.org rel=“nofollow”> SEOmoz’s Website </a> is a good resource for those seeking to learn more about search engine optimization.</p> Anchor text (tells the engine what this link is about) URL (the link target) Surrounding Text (may provide context on the link’s relevance) Rel=“Nofollow” (a tag that indicates search engines shouldn’t trust/count this link)
  39. 39. Manual Link Building Tactics like discovering the links of competitors, getting listed in directories, resource lists, submitting content, building profiles, etc. are all in the “manual link building” category (above via http://opensiteexplorer.org)
  40. 40. Link Building through Outreach + Networking Geraldine emailed the Salt Museum folks to let them know about her post (or maybe she just tweeted at them, I can’t remember), and they wrote this lovely blog!
  41. 41. “Natural” Link Building The AdAge 150 is a brilliant example of link building through the creation and sharing of a resource. Many of these blogs will use the badge and link to the list, because it makes them look good!
  42. 42. Link Building & Social Sharing Resources There are literally infinite numbers of ways to build links – creativity is your only limitation! • Beginner’s Guide: Chapter 7 – Growing Links & Popularity • Link Building Blog Posts on SEOmoz • Webinar on Link Building Strategies • 101 Ways to Build Links from SEOBook • Link Building Presentations on Slideshare • The Science of Retweets from Dan Zarrella
  43. 43. Social Media & SEO
  44. 44. How Social Media Helps SEO Directly People you’re connected to in social networks can help content rank thanks to Google’s use of social annotations (Bing does this too with Facebook shares!) http://www.seomoz.org/blog/social-annotations-in-search-now-your- social-network-rankings
  45. 45. Indirect Impacts of Social on SEO This handy tool can be found at http://sharedcount.com All these shares lead to visits, which may lead to links, comments and positive user/usage signals
  46. 46. Twitter & Google
  47. 47. Result #42 Google UK
  48. 48. Result #13 Google US
  49. 49. Facebook But correlation is not causation! http://www.seomoz.org/blog/does-google-use-facebook-shares-to- influence-search-rankings Correlation of Social Media-Based Factors (data via Topsy API & Google Buzz API) Amazing: Facebook Shares is our single highest correlated metric with higher Google rankings.
  50. 50. Facebook and Bing http://searchengineland.com/bing-linked-pages-better-people-search-results-112501
  51. 51. Google+ http://www.seomoz.org/blog/using-google-plus-ripples-to-connect-with-influencers
  52. 52. Google+ http://searchengineland.com/examples-google-search-plus-drive-facebook-twitter-crazy-107554 http://www.seomoz.org/blog/why-every-marketer-now-needs-a-google-strategy Anyone logged-in to any Google service will see results like these. Time to get on G+!
  53. 53. LinkedIn Some good tips here: http://www.searchenginepeople.com/blog/linkedin-seo-campaign.html
  54. 54. Other Networks to Consider There are many social networks potentially worthy of participation 10mm 14mm Millions 14mm 6.5mm 2.5mm 500mm 1.5mm
  55. 55. SEO & Soccer
  56. 56. Quantity, Quality, Relevance of links
  57. 57. Link Analysis on The Web
  58. 58. PageRank Algorithm Random walker model Distribution of wealth Normalized Value on Toolbar No math details
  59. 59. Fifa World Ranking
  60. 60. Sport Competition Model
  61. 61. Bradley - Terry model approaching
  62. 62. Better Ranking for Vietnam Team Quantity, Quality, Relevance of Match
  63. 63. Match Cases 1,000,000 matches with Laos ~ 1,000,000 links from small sites A draw with Brazil ~ A link from Yahoo.com 1,000,000 matches with Ung Hoang Phuc ~ Irrelevance or LINKSPAM AFF Cup only ~ Ranking under 100 Small case for a player: Reputation and Skills
  64. 64. Let’s interact! Want to get in touch? zzzzzz on Facebook – thanh@SEOs.vn