6_advancedseo_gf401
DESCRIPTION
Advanced SEO Tactics Note Sheet: Advanced SEO (GF401) Inbound Marketing University Advanced SEO Tactics: On Beyond Keyword Research (GF401) Professor: Rand Fishkin, SEOmoz Beyond Keyword Research: SLIDE MASTER – COVERPAGE SLIDE MASTER – COVERPAGE SLIDE MASTER – COVERPAGE Rand Fishkin – June 2009TRANSCRIPT
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Inbound Marketing University Note Sheet: Advanced SEO (GF401)
www.inboundmarketing.com/university 1
Advanced SEO Tactics: On Beyond Keyword Research (GF401)
Professor: Rand Fishkin, SEOmoz
SLIDE MASTER – COVERPAGE
Beyond Keyword Research:
Advanced SEO Tactics
Rand Fishkin – June 2009
SLIDE MASTER – COVERPAGE
Expert Opinion: Search Ranking Factors Survey
Answered by 70 Top SEOs Worldwide SLIDE MASTER – COVERPAGE
Data Correlations: SEOmoz Research on Several Hundred
Search Result Sets Conducted Feb-May 2009
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Inbound Marketing University Note Sheet: Advanced SEO (GF401)
www.inboundmarketing.com/university 2
SLIDE MASTER – COVERPAGE
Google's Ranking Algorithm SLIDE MASTER – COVERPAGE
Expert Opinion: Relative Importance of Algo Components in Google
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Correlation Data: Relative Importance of Algo Components in Google
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Takeaways:
Links, as they pertain to both the domain and the individual page, are vastly superior in importance to the page's content.
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Inbound Marketing University Note Sheet: Advanced SEO (GF401)
www.inboundmarketing.com/university 3
SLIDE MASTER – COVERPAGE
Keyword Usage SLIDE MASTER – COVERPAGE
Expert Opinion
SLIDE MASTER – COVERPAGE
Expert Opinion
SLIDE MASTER – COVERPAGE
Correlations
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Inbound Marketing University Note Sheet: Advanced SEO (GF401)
www.inboundmarketing.com/university 4
SLIDE MASTER – COVERPAGE
Correlations
Importance of KW Usage in Various Parts of the URL
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Correlations
Importance of KW Usage Positions of the Title Tag
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Substantive Disagreement:
H1 Tags (Low Correlation w/ Rankings) Alt Text (Higher Correlation w/ Rankings) Keyword in URL (Very High Correlation) Keyword Location (Data Says Closer is Much Better)
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Non-Link Factors
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Inbound Marketing University Note Sheet: Advanced SEO (GF401)
www.inboundmarketing.com/university 5
SLIDE MASTER – COVERPAGE
Expert Opinion
SLIDE MASTER – COVERPAGE
Expert Opinion
SLIDE MASTER – COVERPAGE
Takeaways:
Substantive, Unique Content is Very Important W3C Validation Not Very Important Code to Text Ratio Not Very Important Static URLs Somewhat Better Than Dynamic
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Importance of Link Metrics
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Inbound Marketing University Note Sheet: Advanced SEO (GF401)
www.inboundmarketing.com/university 6
SLIDE MASTER – COVERPAGE
Expert Opinion
SLIDE MASTER – COVERPAGE
Correlation with Specific Metrics Across the Engines
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Takeaways:
PageRank may be important, but TBPR not a great predictor Domain Authority may be important, but metrics need work TrustRank concepts may be important, but metrics need work Domain Diversity may be more important than experts think
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Inbound Marketing University Note Sheet: Advanced SEO (GF401)
www.inboundmarketing.com/university 7
SLIDE MASTER – COVERPAGE
Consideration of Subdomains vs. Root Domains SLIDE MASTER – COVERPAGE
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Importance of Link Popularity Features on Root Domains, Subdomains & Pages
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Takeaways:
Subdomains likely DO NOT inherit all of the ranking benefits of the Root Domain, but neither are they completely separate entities.
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Inbound Marketing University Note Sheet: Advanced SEO (GF401)
www.inboundmarketing.com/university 8
SLIDE MASTER – COVERPAGE
Geographic Ranking Factors For Country-Specific Targeting SLIDE MASTER – COVERPAGE
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Takeaways:
1) Country TLD 2) Language 3) Links 4) Host IP Address 5) Manual Review 6) GG WM Tools Geographic Target Settings 7) Registration with Google Local
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Inbound Marketing University Note Sheet: Advanced SEO (GF401)
www.inboundmarketing.com/university 9
SLIDE MASTER – COVERPAGE
Future of Ranking Signals SLIDE MASTER – COVERPAGE
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Tactical Advice SLIDE MASTER – COVERPAGE
Site Architecture Tactics
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Inbound Marketing University Note Sheet: Advanced SEO (GF401)
www.inboundmarketing.com/university 10
SLIDE MASTER – COVERPAGE
Imitating the Ideal Link Structure
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The PageRank Pyramid
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Using the Pyramid on Real Sites
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New Rules for Link Sculpting
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Inbound Marketing University Note Sheet: Advanced SEO (GF401)
www.inboundmarketing.com/university 11
SLIDE MASTER – COVERPAGE
New Rules for Link Sculpting
SLIDE MASTER – COVERPAGE
New Rules for Link Sculpting
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Content Tactics SLIDE MASTER – COVERPAGE
• Keyword Usage • Unique Content • Provides Value to Visitors • Relevant to Query • Blah Blah Blah...
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Inbound Marketing University Note Sheet: Advanced SEO (GF401)
www.inboundmarketing.com/university 12
SLIDE MASTER – COVERPAGE
“Great” Content is Useless
Unless... SLIDE MASTER – COVERPAGE
It Makes People Link
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#1 – Target the Linkerati
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#2 – Leverage Emotions that Make Us Link
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Inbound Marketing University Note Sheet: Advanced SEO (GF401)
www.inboundmarketing.com/university 13
SLIDE MASTER – COVERPAGE
Link Building Tactics SLIDE MASTER – COVERPAGE
What the Experts Like:
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What the Experts Like:
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What the Experts Like:
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Inbound Marketing University Note Sheet: Advanced SEO (GF401)
www.inboundmarketing.com/university 14
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What the Experts Like:
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Recommended Reading
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• www.seomoz.org/blog • www.searchengineland.com • www.seobook.com/blog • www.seroundtable.com • www.mattcutts.com/blog • www.distilled.co.uk/blog • www.searchenginejournal.com
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