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Fundamentals of Great SEO

Rand Fishkin's presentation from the AMA webinar on March 27th, 2012

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Fundamentals of Great SEO

  1. The Fundamentals of Great SEOA guide on how to increase rankings & traffic from search engines Rand Fishkin, SEOmoz | March 2012
  2. SEO?Bah, Humbug 
  3. The Use of Search Engineshttp://www.pewinternet.org/Reports/2011/Search-and-email/Report.aspx
  4. Growth of Google Queries Currently, there are more than 3 billion searches/day on Googlehttp://www.quora.com/How-many-search-queries-does-Google-serve-worldwide-every-day
  5. Value of Search Engine Traffic
  6. http://www.seomoz.org/blog/illustrating-the-long-tail
  7. Yes, You Can Compete with the Big Guys
  8. Good SEO is Easier than It Looks
  9. You Have to Get These Right
  10. Before You Get These Right
  11. Making Your Site SEO-Friendly
  12. Using Wordpress? You’re 80% of the Way There “(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.” 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/
  13. If You Use Wordpress, Read Thishttp://yoast.com/articles/wordpress-seo/ - I also recommend Joost’s plugin “Wordpress SEO”
  14. Other SEO-Friendly Platforms Include:http://drupal.org/, http://joomla.com and http://www.squarespace.com are all good choices ifWordpress isn’t a match.
  15. These Are Less Ideal for SEOI wouldn’t recommend these platforms as a first choice for SEO-friendly blogging, though some (likeTypePad and Tumblr) can be customized with enough elbow grease.
  16. Tools to Help with Accessibilityhttp://www.google.com/webmasters/
  17. Tools to Help with AccessibilityShameless Plug: http://pro.seomoz.org/
  18. RSS: Essential for Bloggers (and anyone producing regular content)Via Google’s Feedburner: http://feedburner.google.com/gfb/, an ideal tool for setting up, managingand tracking feeds
  19. 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)
  20. Keyword Research
  21. A Simple Process for Choosing Good Keywords High Volume (many searches/month) Low Competition Ideal Keywords! (weak sites/pages in the top 10) High Value (large % of visitors convert) More on this here: http://www.seomoz.org/beginners-guide-to-seo/keyword-research
  22. AdWords: The Best Choice (Most of the Time) The AdWords Keyword Tool Can Be Found Here: https://adwords.google.com/select/KeywordToolExternal
  23. Use Exact Match! Be Careful About Phrase + Broad Note the much higher numbers!
  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. Analyzing the Top 10 to Determine Difficulty Strong, popularsites w/ targeted titles + content
  26. Analyzing the Top 10 to Determine Difficulty Weaker, lesser known sites andnon-targeted titles
  27. Keyword Difficulty ToolAnother shameless plug as this is an SEOmoz tool: http://pro.seomoz.org/tools/keyword-difficulty/
  28. Value of Visits? Use Analytics Data Good proxies for the value of traffic from these sourcesVia Google Analytics (http://www.google.com/analytics) which is free!
  29. A Simple Process for Choosing Good Keywords High Volume Google AdWords (many searches/month) Low Competition (weak sites/pages in the top 10) Gut Feel (or KW Difficulty Tool) High Value Gut Feel (or Analytics Data) (large % of visitors convert) 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. How Great Writing and Great SEO Go Hand-in-Hand
  31. High Volume Keywords = Content People Want People really want to know this stuff!
  32. Not Everything Needs to Be Keyword-Targeted http://www.everywhereist.com/budding-bromances-in-peru-10-photos/
  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. Great Content + SEO + Social Really Works. Great SEO Social Link + + +Content Friendly Sharing Building = Higher More More MoreRankings Readers Followers Influence = Virtuous Cycle of Inbound Marketing!
  35. Link Building
  36. Why Links Matter to Search EnginesWhat You Say What Others SayAbout Yourself. < About You. Good primer on link building basics here: http://www.seomoz.org/beginners-guide-to-seo/growing- popularity-and-links
  37. What Matters in a Link? Editorially given From a trusted source Uses descriptive anchor text Points to the right pagehttp://www.seomoz.org/blog/10-illustrations-on-search-engines-valuation-of-links
  38. What Matters in a Link? Rel=“Nofollow” URL (a tag that indicates search (the link target) engines shouldn’t trust/count this link) <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> Surrounding Text Anchor text (may provide context on(tells the engine what this link is about) the link’s relevance) All of these elements are good to understand when thinking about links
  39. Manual Link BuildingTactics 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 viahttp://opensiteexplorer.org)
  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. “Natural” Link Building Many of these blogs will use the badge and link to the list, because it makes them look good!The AdAge 150 is a brilliant example of link building through the creation and sharing of a resource.
  42. Link Building & Social Sharing Resources• 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 There are literally infinite numbers of ways to build links – creativity is your only limitation!
  43. Social Media & SEO
  44. How Social Media Helps SEO DirectlyPeople 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. Indirect Impacts of Social on SEO All these shares lead to visits, which may lead to links, comments and positive user/usage signalsThis handy tool can be found at http://sharedcount.com
  46. Twitter & Google
  47. Google UK Result #42
  48. Google US Result #13
  49. Facebook 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.But correlation is not causation! http://www.seomoz.org/blog/does-google-use-facebook-shares-to-influence-search-rankings
  50. Facebook and Binghttp://searchengineland.com/bing-linked-pages-better-people-search-results-112501
  51. Google+http://www.seomoz.org/blog/using-google-plus-ripples-to-connect-with-influencers
  52. Google+ Anyone logged-in to any Google service will see results like these. Time to get on G+!http://searchengineland.com/examples-google-search-plus-drive-facebook-twitter-crazy-107554http://www.seomoz.org/blog/why-every-marketer-now-needs-a-google-strategy
  53. LinkedInSome good tips here: http://www.searchenginepeople.com/blog/linkedin-seo-campaign.html
  54. Other Networks to Consider14mm Millions 14mm 6.5mm2.5mm 500mm 1.5mm 10mm There are many social networks potentially worthy of participation
  55. A Few Specific SEO Questions
  56. What Was Panda? Do I Need to Worry About It? Check out http://www.seomoz.org/blog/how-googles-panda-update-changed-seo-best-practices-forever-whiteboard- friday for more on how Panda imapcted SEO and http://www.seomoz.org/blog/beat-google-panda for tips on how to beat it.
  57. Should I Worry About Spam Comments? Oh man does this stuff suck  But remember, it’s NOT SEO!!
  58. Are Scraper Sites a Danger to My SEO? Via Google’s Head of Webspam
  59. Can Links from Low Quality Sites Hurt Me? http://www.seomoz.org/blog/what-if-my-competitors-point-spammy-links-to-my-site
  60. What About Image Search SEO?http://www.seomoz.org/blog/image-seo-basics-whiteboard-friday
  61. What About Local/Maps SEO? NormalAlgorithm MapsAlgorithm http://www.davidmihm.com/local-search-ranking-factors.shtml
  62. What About Recipe Search?http://googlesystem.blogspot.com/2011/02/google-recipe-search.html
  63. Really?
  64. How Do I Get These Cool Results!?That’s my face! http://www.blindfiveyearold.com/how-to-implement-rel-author
  65. What About Those Awesome Video Results?! These are great fordriving clicks http://wistia.com/doc/video-seo
  66. Want to Dive Deeper on SEO? I Recommend: http://www.seomoz.org/beginners-guide-to-seo
  67. Just For Fun:Some of My Favorite Google Suggestions & Results!
  68. Thank You! Want to get in touch?@randfish on Twitter or by email - rand@seomoz.org Rand Fishkin, SEOmoz | March 2012