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The Fundamentals of Great SEO
A guide on how to increase rankings & traffic from search engines




                  Rand Fishkin, SEOmoz | March 2012
SEO?
Bah, Humbug 
The Use of Search Engines




http://www.pewinternet.org/Reports/2011/Search-and-email/Report.aspx
Growth of Google Queries




             Currently, there are more
            than 3 billion searches/day
                    on Google




http://www.quora.com/How-many-search-queries-does-Google-serve-worldwide-every-day
Value of Search Engine Traffic
http://www.seomoz.org/blog/illustrating-the-long-tail
Yes, You Can Compete with the Big Guys
Good SEO is Easier
   than It Looks
Fundamentals of Great SEO
You Have to Get
  These Right
Before You Get
 These Right
Making Your Site SEO-Friendly
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/
If You Use Wordpress, Read This




http://yoast.com/articles/wordpress-seo/ - I also recommend Joost’s plugin “Wordpress SEO”
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.
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.
Tools to Help with Accessibility




http://www.google.com/webmasters/
Tools to Help with Accessibility




Shameless Plug: http://pro.seomoz.org/
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
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)
Keyword Research
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
AdWords: The Best Choice (Most of the Time)




    The AdWords Keyword Tool Can Be Found Here: https://adwords.google.com/select/KeywordToolExternal
Use Exact Match! Be Careful About Phrase + Broad

                             Note the much
                            higher numbers!
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 
Analyzing the Top 10 to Determine Difficulty




 Strong, popular
sites w/ targeted
 titles + content
Analyzing the Top 10 to Determine Difficulty




  Weaker, lesser
 known sites and
non-targeted titles
Keyword Difficulty Tool




Another shameless plug as this is an SEOmoz tool: http://pro.seomoz.org/tools/keyword-difficulty/
Value of Visits? Use Analytics Data
     Good proxies for the value of
      traffic from these sources




Via Google Analytics (http://www.google.com/analytics) which is free!
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!
How Great Writing and Great
   SEO Go Hand-in-Hand
High Volume Keywords = Content People Want




    People really want to know this stuff!
Not Everything Needs to Be Keyword-Targeted




    http://www.everywhereist.com/budding-bromances-in-peru-10-photos/
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
Great Content + SEO + Social Really Works.


 Great          SEO             Social           Link
           +              +               +
Content        Friendly        Sharing          Building

                          =
 Higher         More            More            More
Rankings       Readers        Followers       Influence
                          =
                 Virtuous Cycle of
                Inbound Marketing!
Link Building
Why Links Matter to Search Engines




What You Say                                             What Others Say
About Yourself.                         <                  About You.




  Good primer on link building basics here: http://www.seomoz.org/beginners-guide-to-seo/growing-
  popularity-and-links
What Matters in a Link?


                                                                    Editorially given



                                                                  From a trusted source



                                                           Uses descriptive anchor text



                                                                Points to the right page




http://www.seomoz.org/blog/10-illustrations-on-search-engines-valuation-of-links
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
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)
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!
“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.
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!
Social Media & SEO
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
Indirect Impacts of Social on SEO




                                                     All these shares lead to
                                                    visits, which may lead to
                                                      links, comments and
                                                   positive user/usage signals




This handy tool can be found at http://sharedcount.com
Twitter & Google
Fundamentals of Great SEO
Google UK




            Result #42
Google US




            Result #13
Fundamentals of Great SEO
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
Facebook and Bing




http://searchengineland.com/bing-linked-pages-better-people-search-results-112501
Google+




http://www.seomoz.org/blog/using-google-plus-ripples-to-connect-with-influencers
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-107554
http://www.seomoz.org/blog/why-every-marketer-now-needs-a-google-strategy
Fundamentals of Great SEO
LinkedIn




Some good tips here: http://www.searchenginepeople.com/blog/linkedin-seo-campaign.html
Other Networks to Consider




14mm                Millions                      14mm                  6.5mm




2.5mm               500mm                        1.5mm                  10mm


   There are many social networks potentially worthy of participation
A Few Specific SEO Questions
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.
Should I Worry About Spam Comments?




 Oh man does this stuff suck  But remember, it’s NOT SEO!!
Are Scraper Sites a Danger to My SEO?




 Via Google’s Head of Webspam
Can Links from Low Quality Sites Hurt Me?




  http://www.seomoz.org/blog/what-if-my-competitors-point-spammy-links-to-my-site
What About Image Search SEO?




http://www.seomoz.org/blog/image-seo-basics-whiteboard-friday
What About Local/Maps SEO?


 Normal
Algorithm


  Maps
Algorithm




     http://www.davidmihm.com/local-search-ranking-factors.shtml
What About Recipe Search?




http://googlesystem.blogspot.com/2011/02/google-recipe-search.html
Really?
How Do I Get These Cool Results!?


That’s my
  face!




    http://www.blindfiveyearold.com/how-to-implement-rel-author
What About Those Awesome Video Results?!




 These are
  great for
driving clicks




       http://wistia.com/doc/video-seo
Want to Dive Deeper on SEO? I Recommend:




   http://www.seomoz.org/beginners-guide-to-seo
Just For Fun:
Some of My Favorite Google
  Suggestions & Results!
Fundamentals of Great SEO
Fundamentals of Great SEO
Fundamentals of Great SEO
Fundamentals of Great SEO
Fundamentals of Great SEO
Thank You!
               Want to get in touch?
@randfish on Twitter or by email - rand@seomoz.org




         Rand Fishkin, SEOmoz | March 2012

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Fundamentals of Great SEO

  • 1. The Fundamentals of Great SEO A guide on how to increase rankings & traffic from search engines Rand Fishkin, SEOmoz | March 2012
  • 3. The Use of Search Engines http://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 Google http://www.quora.com/How-many-search-queries-does-Google-serve-worldwide-every-day
  • 5. Value of Search Engine Traffic
  • 7. Yes, You Can Compete with the Big Guys
  • 8. Good SEO is Easier than It Looks
  • 10. You Have to Get These Right
  • 11. Before You Get These Right
  • 12. Making Your Site SEO-Friendly
  • 13. 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/
  • 14. If You Use Wordpress, Read This http://yoast.com/articles/wordpress-seo/ - I also recommend Joost’s plugin “Wordpress SEO”
  • 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. 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. Tools to Help with Accessibility http://www.google.com/webmasters/
  • 18. Tools to Help with Accessibility Shameless Plug: http://pro.seomoz.org/
  • 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. 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)
  • 22. 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
  • 23. AdWords: The Best Choice (Most of the Time) The AdWords Keyword Tool Can Be Found Here: https://adwords.google.com/select/KeywordToolExternal
  • 24. Use Exact Match! Be Careful About Phrase + Broad Note the much higher numbers!
  • 25. 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 
  • 26. Analyzing the Top 10 to Determine Difficulty Strong, popular sites w/ targeted titles + content
  • 27. Analyzing the Top 10 to Determine Difficulty Weaker, lesser known sites and non-targeted titles
  • 28. Keyword Difficulty Tool Another shameless plug as this is an SEOmoz tool: http://pro.seomoz.org/tools/keyword-difficulty/
  • 29. Value of Visits? Use Analytics Data Good proxies for the value of traffic from these sources Via Google Analytics (http://www.google.com/analytics) which is free!
  • 30. 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!
  • 31. How Great Writing and Great SEO Go Hand-in-Hand
  • 32. High Volume Keywords = Content People Want People really want to know this stuff!
  • 33. Not Everything Needs to Be Keyword-Targeted http://www.everywhereist.com/budding-bromances-in-peru-10-photos/
  • 34. 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
  • 35. Great Content + SEO + Social Really Works. Great SEO Social Link + + + Content Friendly Sharing Building = Higher More More More Rankings Readers Followers Influence = Virtuous Cycle of Inbound Marketing!
  • 37. Why Links Matter to Search Engines What You Say What Others Say About Yourself. < About You. Good primer on link building basics here: http://www.seomoz.org/beginners-guide-to-seo/growing- popularity-and-links
  • 38. What Matters in a Link? Editorially given From a trusted source Uses descriptive anchor text Points to the right page http://www.seomoz.org/blog/10-illustrations-on-search-engines-valuation-of-links
  • 39. 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
  • 40. 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)
  • 41. 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!
  • 42. “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.
  • 43. 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!
  • 45. 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
  • 46. Indirect Impacts of Social on SEO All these shares lead to visits, which may lead to links, comments and positive user/usage signals This handy tool can be found at http://sharedcount.com
  • 49. Google UK Result #42
  • 50. Google US Result #13
  • 52. 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
  • 55. 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-107554 http://www.seomoz.org/blog/why-every-marketer-now-needs-a-google-strategy
  • 57. LinkedIn Some good tips here: http://www.searchenginepeople.com/blog/linkedin-seo-campaign.html
  • 58. Other Networks to Consider 14mm Millions 14mm 6.5mm 2.5mm 500mm 1.5mm 10mm There are many social networks potentially worthy of participation
  • 59. A Few Specific SEO Questions
  • 60. 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.
  • 61. Should I Worry About Spam Comments? Oh man does this stuff suck  But remember, it’s NOT SEO!!
  • 62. Are Scraper Sites a Danger to My SEO? Via Google’s Head of Webspam
  • 63. Can Links from Low Quality Sites Hurt Me? http://www.seomoz.org/blog/what-if-my-competitors-point-spammy-links-to-my-site
  • 64. What About Image Search SEO? http://www.seomoz.org/blog/image-seo-basics-whiteboard-friday
  • 65. What About Local/Maps SEO? Normal Algorithm Maps Algorithm http://www.davidmihm.com/local-search-ranking-factors.shtml
  • 66. What About Recipe Search? http://googlesystem.blogspot.com/2011/02/google-recipe-search.html
  • 68. How Do I Get These Cool Results!? That’s my face! http://www.blindfiveyearold.com/how-to-implement-rel-author
  • 69. What About Those Awesome Video Results?! These are great for driving clicks http://wistia.com/doc/video-seo
  • 70. Want to Dive Deeper on SEO? I Recommend: http://www.seomoz.org/beginners-guide-to-seo
  • 71. Just For Fun: Some of My Favorite Google Suggestions & Results!
  • 77. Thank You! Want to get in touch? @randfish on Twitter or by email - rand@seomoz.org Rand Fishkin, SEOmoz | March 2012