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10 Steps to Effective SEO & Great Rankings<br />A checklist web marketers can use to build a foundation in strong,<br />wh...
SEOmoz Makes Software! We don’t offer consulting.<br />
Why is SEO so Important?<br />
In Feb. 2011, Google said they had 2 Billion+ searches/day!<br />Global Search Volume Growth <br />Millions of Searches (M...
Search Engine Market Share<br />Most of the World (except China, Russia, Korea + Czech Republic) look like this<br />http:...
Organic vs. Paid Search<br />Paid<br />Organic<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.ht...
Organic vs. Paid Search<br />~20% of Clicks<br />~80% of Clicks<br />http:/googleblog.blogspot.com/2010/06/our-new-search-...
Click-Through Rates<br />Ranking #2, #3 and #4 would send less traffic than just ranking #1<br />http:/googleblog.blogspot...
How Can My Website Compete?<br />
Step 1: Good Isn’t Good Enough;Make Your Content Great.<br />
“Good” Content vs. “GREAT” Content<br />Satisfies the searcher’s basic information requirements<br />Surprises and delight...
OK Cupid Dating Blog<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://blog.okcupi...
Oyster.com Hotel Reviews<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.oys...
Unbounce Marketing Guide<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://unbounc...
Searchers LOVE Great Content &People SHARE Great Content<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-c...
A Blog Alone Doesn’t Cut It.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www...
You Must Become a Hub for GreatContent in Your Niche<br />Answers on Q+A sites reference its resources<br />Referenced by ...
 Informed Opinions
 News/Trend Analysis
 Multimedia Content
 Authentic Expert Contributors
 Quality Discussion/Interaction</li></ul>Mentioned in news publications<br />Forum discussions link to its pages<br />Peop...
Step 2: Make that Great Content Accessible to Search Engines.<br />
Substantive, Descriptive, HTML Text Content<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<...
Google’s “Cached Snapshot” is a Great Way to Check<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffein...
Clean, Crawlable URLs<br />Better<br />www.adioso.com/seattle/british-airways-flights<br />www.adioso.com/cat61/british<br...
Preferably All on a Single Sub/Root Domain<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<b...
Logical, Shallow Information Architecture<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br...
No Duplicate Content<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />Duplicate content ...
Rel Canonical to the Rescue (Sometimes)<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br /...
Proper Redirects (301 v. 302, etc.)<br />Good for Users<br />301 = Permanent Redirect<br />Good for Search Engines<br />Go...
Effective Error Handling<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://googlew...
Step 3: Delight Your Visitors with Phenomenal Design + Usability.<br />
Search Engines Finally Care About Design<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br ...
Panda/Farmer Update was a First Step<br />Generic design is one of the features highly correlated with lost traffic in Pan...
Great Design is Surprisingly Easy & Affordable<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.ht...
Many Usability Basics are Intuitive<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />htt...
Buy “Don’t Make Me Think.” Memorize It.<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br /...
Use Your Analytics to Establish Baselines and Measure Progress<br />http:/googleblog.blogspot.com/2010/06/our-new-search-i...
Employ Usability Testing Software to Get Specific<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine...
Step 4: Use Words Your Customers Use; Do Keyword Research.<br />
The Best Keywords Are:<br />High Volume<br />(many searches/month)<br />Low Competition<br />(weak sites/pages in the top ...
Keyword Research Starts w/ the Right Brainstorming Process<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index...
Researching Keyword Volume: Google’s AdWords Tool<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine...
Microsoft AdCenter Keyword Data<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />https:/...
Determining Keyword Difficulty<br />Number of results is meaningless<br />We want to know how “strong” these sites/pages a...
SEOmoz Has a Tool to Help With This<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />htt...
Determining a Keyword’s “Value”<br />200<br />Visitors Searched “User Testing Software” and Arrived at the Site<br />1,000...
Buying PPC is a Great Way to Test<br />How do these visitors perform?<br />http:/googleblog.blogspot.com/2010/06/our-new-s...
Put the Data Together and Start with Low-Hanging Fruit<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caf...
Step 5: Optimize your Pages Properly; Get Keyword Targeting Right.<br />
Title Tags<br />Better<br />Usability Testing Software | UserTesting.com<br />UserTesting.com | Usability Testing Software...
Keywords in the URL Help, Too<br />Better<br />www.adioso.com/seattle/british-airways-flights<br />www.adioso.com/cat61/br...
Meta Description<br />TITLE: Low Cost Usability Testing - UserTesting.com<br />META DESCRIPTION:Usability testing has neve...
Meta Keywords?<br />The search engines don’t use these at all (and haven’t since the early 2000s)<br />http:/googleblog.bl...
Body Text Keyword Usage<br />Not only do search engines like to see keywords in copy, but visitors will be comforted to se...
Keyword Density vs. TF*IDF vs. Topic Modeling<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htm...
Images & Alt Attributes<br />Keywords in alt attributes are surprisingly well correlated with higher rankings<br />http:/g...
H1, H2, H3 Headlines<br />Keywords in H(x) tags are not particularly well correlated with high rankings, but may provide s...
The Trouble with Domain Names<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://ww...
Rel=Canonical on Every Page?<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www...
Step 6:Make Search Engine Tools & ProtocolsWork for You.<br />
XML Sitemaps<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />This program can help - ht...
HTML Sitemaps<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />The Sitemap Page from htt...
RSS Feeds<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />Feedburner - http://feedburne...
Google Webmaster Tools<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />It’s Free! Avail...
Crawl Errors & Error Sources<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />Most of th...
SEOmoz Does a Good Job of This, Too<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />Via...
Bing Webmaster Tools<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seomoz....
Step 7: Earn Citations Engines Can See; Build Links, Tweets, Likes & Shares.<br />
From 1999 – 2008, What Page Ranked #1for the Queries “Exit” and “Leave”?<br />http:/googleblog.blogspot.com/2010/06/our-ne...
From 1999 – 2008, What Page Ranked #1for the Queries “Exit” and “Leave”?<br />http:/googleblog.blogspot.com/2010/06/our-ne...
Ahh… The Power of Links<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.seom...
What Makes a Great Link?<br />Editorially given<br />From a trusted source<br />Uses descriptive anchor text<br />Points t...
Google + Bing Now Counting Facebook & Twitter<br />Danny Sullivan: If an article is retweeted or referenced much in Twitte...
SEO Properties of Classic HTML Links<br />Rel=“Nofollow”<br />(a tag that indicates search engines shouldn’t trust/count t...
SEO Properties of Tweets<br />Tweeter<br />(the authority/importance of the tweeting person matters)<br />URL<br />(the li...
SEO Properties of Facebook Shares<br />URL<br />(the link target)<br />Shares<br />(how many users have shared the link)<b...
Why Do People Link/Tweet/Share?<br />Many of these blogs will use the badge and link to the list, because it makes them lo...
Link Building & Social Sharing Resources<br /><ul><li>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 Retweetsfrom Dan Zarrella</li></ul>http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html...
Step 8: Don’t Go it Alone;Help Your Community Help You.<br />
Encourage & Reward Community on Your Site<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br...
Spread Your Message Across the Web<br />News/Media/PR<br />SEO<br />Email<br />Research/White Papers<br />Blogs + Blogging...
Blogs & Blog Comments<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />
Forums & Discussion Boards<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.s...
Social Profiles & Interaction<br />Facebook Company Page<br />SlideShare Profile<br />Google Profile<br />Twitter Profile<...
Answer Questions on Q+A Sites<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://ww...
Syndicate Your Content<br />Dozens of sites syndicate SEOmoz’s blog helping to send links and traffic back to the site<br ...
Find Unique Ways to Engage & Reward<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />Urb...
Step 9: Get Analytics Set Up Right;Track What Matters.<br />
Basic Google Analytics Installation<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />htt...
Key SEO Metric #1:Visits / Search Engine<br />These ones here!<br />http:/googleblog.blogspot.com/2010/06/our-new-search-i...
Key SEO Metric #2:Keywords Sending 1+ Visits / Search Engine<br />This One!<br />http:/googleblog.blogspot.com/2010/06/our...
Key SEO Metric #3:# of Pages Receiving Traffic from Each Engine<br />This One!<br />http:/googleblog.blogspot.com/2010/06/...
SEOmoz PRO Can Help Here Too<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />Traffic ta...
Tracking Keyword Rankings<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br />http://www.se...
Critical: Set Up “Goals” / “Conversions”<br />http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html<br ...
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