SEO Masterclass Webit 2010

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SEO Masterclass<br />Rand Fishkin, CEO & Co-founder, SEOmoz<br />Webit, Sofia October 2010<br />

Topics for the Masterclass<br /><ul><li> Correlation analysis of search results

Changes from Google Instant

Information architecture & navigation structure

Overcoming Twitter’s cannibalization of the link graph

Making Analytics Actionable

New Research: Topic Modeling in the Search Results</li></li></ul><li>Use Statistical Analysis to Answer Important SEO Que...

Correlation ≠ Causation<br />The more I wear suits, the more I speak on panels.<br />Therefore: wearing suits causes me to...

Understanding Correlation Significance<br />No Correlation<br />Exact Match Domain<br />Perfect Correlation<br />Most of o...

Question #1:How to Best “Optimize” a Site for Search Engine Rankings<br />

Methodology<br /><ul><li> 11,351 SERPs via Google AdWords Suggest

1st Page Only (usually ~10 results per page)

Correlations are w/ Higher Position on Page 1

Controlled for SERPs Where All (or None) of the Results Matched the Metric</li></li></ul><li>Methodology<br />Looking for...

Contains All Query Terms in Domain Name<br />Exact Match Hyphenated Domain<br />Exact Match Domain<br />Highest Stderr = 0...

Our Interpretation<br /><ul><li> Exact match domains remain powerful in both engines (anchor text could be a factor, too)

Hyphenated versions are less powerful, though more frequent in Bing (G: 271 vs. B: 890)

Just having keywords in the domain name has substantial positive correlation</li></li></ul><li>KWs in Body<br />KWs in Al...

Our Interpretation<br /><ul><li> The Alt attribute of images is interesting

Putting KWs in URLs is likely a best practice

Everyone optimizes titles (G: 11,115 vs. B: 11,143). Differentiating here is hard.

(Simplistic) on-page optimization isn’t a huge factor</li></li></ul><li>.gov<br />.edu<br />.info<br />.net<br />.org<br ...

Our Interpretation<br /><ul><li> More reasons to believe Google when they say .gov, .info and .edu are not special cased

The .org TLD extension is surprising – do they earn more links? Less spam? More non-commercial?

Don’t forget about branding/user behavior - .com is still probably a very good thing (at least own it)</li></li></ul><li>...

Our Interpretation<br /><ul><li> Shorter URLs are likely a good best practice (especially on Bing)

Long domains may not be ideal, but aren’t awful

Raw content length seems marginal in correlation</li></li></ul><li>Question #2:What Kind of Links Matter & How Should We ...

# of Linking Root Domains to URL<br /># of Links to URL<br />Highest Stderr = 0.00335677<br />

Our Interpretation<br /><ul><li> Links are likely still a major part of the algorithms

Bing may be slightly more naïve in their usage of link data than Google, but better than before

Diversity of link sources remains more important than raw link quantity</li></li></ul><li># of Links w/ exact match ancho...

Our Interpretation<br /><ul><li> Many anchor text links from the same domain likely don’t add much value

Anchor text links from diverse domains, however, appears highly correlated

Bing and Google are relatively similar in evaluating these metrics</li></li></ul><li>Correlation of Page-Level Link Valua...

Our Interpretation<br /><ul><li>PageRank (and similar algorithms) are not particularly representative of rankings (but are...

Linking domains are likely a better metric than raw links

Page Authority is reasonably good, but has a way to go</li></li></ul><li>Correlation of Domain-Level Link Valuation Metri...

Our Interpretation<br /><ul><li> No single domain valuation metric is especially well correlated with rankings

Rankings of individual pages may be more disparate we typical think re: “domain authority”

Overall, we’re still very naïve when it comes to understanding how links influence search rankings</li></li></ul><li>Ques...

Are Most Users Seeing/Using Google Instant?<br />http://www.readwriteweb.com/archives/report_google_search_box_in_firefox_...

Methodology: Keyword Referral Search Data<br /><ul><li> Look at keyword sending traffic via analytics

Distribute into groups by word-length

Analyze shifts in demand by keywords that brought visits to the site

Compare from period prior to Google Instant and directly after</li></li></ul><li>Via MEC Manchester (UK)<br />5 Sites, 4 ...

Via Distilled Consulting (UK)<br />11 Sites, Various Sizes (3.5K – 75K weekly visits), 75K+ Keywords<br />http://www.disti...

Via Conductor<br />Multiple sites, 880K visits, 10Ks of keywords<br />http://blog.conductor.com/2010/09/what%E2%80%99s-bee...

Interesting Takeaways<br /><ul><li> Google Instant seems not to have shifted keyword demand by much (if at all)

Google “suggest” has been out for a long time already; users are likely accustomed to this feature

The “long tail” may get longer/shorter over time, but Instant seems less responsible than other factors</li></li></ul><li...

Semantically Logical Structure<br />

Minimize Click-Depth<br />

Maximize Usability of Navigation<br />

Tips for Semantically Useful Navigation<br />

Initially Design without Keyword Research<br />

Add in Keyword Research Based Modifications<br />

Validate Architecture/Path with Non-SEOs<br />

Tips for Minimal Click-Depth<br />

Imitate the Ideal Nav Pyramid<br />

Broad Linking at Top Levels<br />

Editorial Categorization > User-Defined<br />

Editorial Categorization > User-Defined<br />

HACK: Multi-Level HTML Sitemap<br />

Tips for Usable Navigation<br />

Obvious Navigation Elements<br />

Naming Conventions that Match Intent<br />

User & Usability Testing<br />

Avoiding Common “Big Site” Problems<br />

Duplicate Content Issues<br />

Rel Canonical Tags<br />

Google Webmaster Tools<br />

SEOmoz Web App<br />

Scraping & Re-Publishing<br />

Employ Absolute URLs<br />Absolute:<a href=“http://www.seomoz.org/blog”> anchor </a><br />Relative: <a href=“../blog”> anc...

C&D vs. Large, Credible Orgs that Scrape<br />

Don’t Go Overboard w/ Bot Blocking<br />

Incomplete Indexation<br />

Track Referrals, not Site: Commands<br />

Check Page “Types” that Don’t Receive Traffic<br />

XML Sitemaps<br />

Content Syndication<br />

RSS Feeds<br />

Twitter for Indexation<br />

“Search Results” in the SERPs<br />

Create Category “Landing” Pages<br />

Remove Obvious Traces of “Search” on Landing Pages<br />

Thin Content Issues<br />

Bolster w/ UGC<br />

Employ Scalable Content Production<br />

Keep “Thin” Pages Out of the SERPs<br />

Faceted Navigation<br />

Rel Canonical Can Help<br />

Use AJAX to Reload Pages<br />

Watch Out for Google Crawling Javascript<br />

Offer Facets Only to Logged-In / Cookied Users<br />Logged-In = 345 / Googlebot = 141<br />

Overcoming Twitter’s Cannibalization of the Link Graph<br />

Way Back in 2007<br />Interesting content, blog posts & linkbait earned LOTS of links<br />

Fast Forward to 2010<br />Not so many links (in comparison)<br />

Fast Forward to 2010<br />But tons of social sharing (and tweets)<br />

Are Pages Linking Out Less?<br />Via Linkscape’s web index<br />

How Do We Earn Traditional Web Links (the kind search engines love)?<br />

Tactic #1:Embeddable Content<br />

Infographics<br />+1,085 links from 356 root domains<br />http://royal.pingdom.com/2010/02/24/google-facts-and-figures-mas...

Badges<br />http://www.zillow.com/webtools/badges/<br />

Value-Add Widgets<br />

Tactic #2:Reference Material<br />

Research & Data<br />http://www.time.com/time/health/article/0,8599,2014332,00.html<br />

Awards + Rankings<br />http://www.moneycrashers.com/top-personal-finance-blogs/<br />

Citation-Worthy Explanations<br />http://www.seomoz.org/blog/googles-algorithm-pretty-charts-math-stuff<br />

Tactic #3:Syndicated Content<br />

Niches where content is low-supply/high-demand<br />http://perfectmarket.com/vault_index_summer_2010_infographic<br />

ID sites that already syndicate from someone else<br />

Tactic #4:Stick to Niches w/o Twitter Adoption<br />

Find sectors where traditional blogs/forums dominate conversation<br />http://www.eng-tips.com/<br />

Many of these “old-school” sites have followed external links (but don’t abuse these)<br />Note the nofollow highlighting<...

Some “Web 2.0” Ones, Too <br />Impressive domain and page level metrics<br />

Tactic #5:Friends, Partners, Customers & Vendors<br />

Friends + Family<br />

Partners<br />

Customers<br />http://www.seomoz.org/blog/headsmacking-tip-1-link-requests-in-order-confirmation-emails<br />

Vendors<br />http://burton.kontain.com/evogear/<br />

Tactic #6:Twitter May Take Your Tweets, But They’ll Never Take Your Content!<br />

Turn Your Tweets Into Content<br />http://twournal.com/home<br />

Turn Tweets from industry leaders into content, too (this entices them to share)<br />http://www.seomoz.org/blog/bing-vs-g...

Tactic #7:Can’t Beat ‘em? Join ‘em!<br />

Twitter is (almost certainly) influencing (at least some) rankings<br />Lots of tweets, virtually no links, but remarkable...

Twitter can send lots of direct traffic<br />

You need to target the right Tweeters<br />http://twitaholic.com/top100/followers/<br />

The Ones Who Send Real Traffic<br />http://mashable.com/2009/07/07/twitter-clickthrough-rate/<br />

Not the “Grade”<br />Use the “Rank”<br />http://twittergrader.com<br />

Takeaways<br /><ul><li> # of Followers DEFINITELY isn’t everything

Tweeting heavily may not necessarily hurt the attention people pay to your tweets

Klout score probably isn’t great for predicting the reach of an individual’s tweets/messages

TwitterGrader Rank may be useful for predicting the traffic you’d get from a tweeter

Avg. CTR across 254 shared links = 1.17% (don’t feel bad if only 1/100 followers clicks a link)</li></li></ul><li>Making ...

To Make Analytics Actionable Always Ask:<br />#1 - “Why am I measuring this?”<br />#2 – “What would I do if results were d...

# of Visits Per Search Engine Over Time<br />

Action: Measure against search engine market shares & volume to determine whether you’re making positive strides<br />

# Pages Getting Search Referrals Over Time<br />Measure this number on a weekly/monthly basis<br />

Action: Discover if indexation is an issue worth effort<br />This number sucks. Learn more about why at:<br />www.seomoz.o...

# of Keywords Sending Traffic from a<br />Search Engine over Time<br />

Action: Determine if content additions are accretive and what drives growth/shrinkage in search traffic<br />Did rankings ...

Search Referral Analytics<br />

# of Visits per Keyword<br />

Action: Analyze top traffic drivers from a value perspective, check rankings for potential easy wins & get answers if traf...

First-Time vs. Returning Visits per Keyword<br />The keyword “SEO” leans toward first-time visits<br />

Action: Determine value of reaching new visitors vs. converting branded users (focus efforts on the more valuable one)<br ...

Distribution of Keyword Referrals<br />

Action: Discover strengths vs. opportunities (60-70% of traffic is typically in the long tail and it converts better)<br />

Keyword Rankings<br />www.seomoz.org/rank-tracker<br />

Action: Know if traffic spikes/dropoffs are from rankings, indexation or search demand shifts<br />Rankings and Traffic bo...

Page Two Rankings<br />Referrals from Page 2<br />

Action: Identify low hanging fruit that can be optimized quickly<br />Could totally 301 this to www.opensiteexplorer.org<b...

Engagement Analytics<br />

Time on Site<br />

Action: Compare to ROI metrics; if they correlate, improve on keywords/landing pages with low time on site<br />Average “u...

# of Page Views<br />

Action: Depending on your metrics, a “sweet spot” of pages browsed often dictates a conversion event – optimize towards it...

Repeat Visit Ratio<br />

Action: Find what content/activities/referrers send engaged traffic and copy those while improving subpar pages<br />

Sharing/Linking Activity<br />“Sharing Activity” Conversions<br />

Action: Find patterns/sources that predict sharing activities (both content and CTAs) and make them testable conversion ev...

Latent Conversion Tracking<br />

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