Search Engine Marketing Presentation for MD4

1. Rankonemarketing.net Resources Courtesy SEOMoz RankOne Marketing– April 2011

2. info@rankonemarketing.net Rankonemarketing.net RankOne Marketing– April 2011

3. RankOne Marketing– April 2011

5. Organic vs. Paid Search Paid Organic

6. Organic vs. Paid Search 30% of Clicks 70% of Clicks

7. Click-Through Rates

8. Local Results Completely different ranking algorithm than standard search results Probably doesn’t get traffic like most “#1” results

9. Image Results

10. Video Results

11. The Rise of the Social Graph

12. Query Deserves Freshness (QDF) QDF Normal Results QDF

13. Query Deserves Diversity (QDD)

14. Instant Answers

15. This Section Focuses on:

16. Crawling & Indexing Without links, the engines might never find this page

17. Google Says they use PageRank to Crawl

18. Algorithmic Ranking Factors

19. Algorithmic Ranking Factors

20. On Page Keyword Usage On Page SEO

21. Search Friendly URLs www.nationalgeographic.com/animals/african-elephants Keywords in page name, separated by hyphen Single domain Shallow folder structurewith relevant words

22. Search UN-Friendly URLs Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8 No keywords in the URL string Unnecessary Subdomain Dynamic URLs don’t perform as well as static and engines recommend against more than two parameters

23. Title Tags

24. Duplicate Titles & Meta Descriptions

25. Meta Descriptions

26. View Page Source

27. Tag Length Recommendations

28. Image Alt Attributes Good keyword usage in the alt tag

30. Latent Semantic Index

31. Use Keywords in alt tags

32. Use Keywords in Meta Tags

34. H1, H2, H(x) Tags

35. Meta Keywords Tag

36. Algorithmic Ranking Factors

38. Anchor Text Links to CheapDublinHotels.com

39. Anchor Text

40. Algorithmic Ranking Factors

41. Links

42. No Site is an Island

43. Linking Without links, the engines might never find this page

44. What Goals Can Linkbuilding Achieve?

45. Bolster Individual Rankings

46. Improve a Domain’s Ability to Rank Pages

47. Achieve More Complete Indexation

48. Drive Traffic & Branding Awareness

49. Send Converting Traffic Image Credit: websiteoptimization.com

51. #1 - Manual Link Submissions/Requests

52. #2 - Competitive Link Research/Acquisition

53. #3 - Links via Embedded Content

54. #4 - Linkbait & Viral Campaigns

55. #5 - Content, Technology & API Licensing

56. #6 - Partnerships, Exchanges & Trades

57. #7 - Paid Links

58. #8 - Link Reclamation

59. Fixing Broken Links & 404s

60. Algorithmic Ranking Factors

62. PageRank

63. Page Rank – Que?

64. Google Says they use Page Rank to Crawl

65. The Flow of Page Rank

66. Page Rank is Split Evenly Between the Links on a Page

67. Authority

68. Domain Authority

69. Duplicate Content

70. Duplicate Content & Canonicalization

72. Some Other Things To Think About

73. Blocking Robots

74. Crawlability / Link Architecture

75. XML Sitemaps www.sitemaps.org/protocol.php

76. Algorithmic Ranking Factors

77. Links RankOne Marketing– April 2011

78. Links RankOne Marketing– April 2011

81. Links RankOne Marketing– April 2011

83. Links RankOne Marketing– April 2011

85. Links RankOne Marketing– April 2011

87. Rankonemarketing.net RankOne Marketing– April 2011

88. Keywords - Keyphrases

89. Identify High Value Keywords

90. Predict the Effort Required to Rank Well

91. Choose the “Best” Words/Phrases to Target

92. Competition

94. The Long Tail of Keyword Demand

98. Salespeople & Customers

99. Google AdWords Tool Be Wary of Match Type https://adwords.google.com/select/KeywordToolExternal

100. Google Trends Sign In for Y-Axis Numbers Not Very Accurate

101. Internal Site Search Stats

102. Adwords adventure

103. Start with Your Seed List

104. Create Spreadsheet w/ these Columns

105. Get Google Search Demand Numbers

106. Guesstimate Conversion Rate Numbers

107. Or Use PPC Campaign Data

108. Add Keyword Difficulty Data for Top Terms We like using a weighted average of the Page Authority metric

109. Target High Volume, High Value, Low Difficulty Terms First

110. Tools Can Help Provide Scores

111. Yahoo! Site Explorer Directionally indicative within ~50% Not necessarily followed & in a somewhat random order

112. Open Site Explorer

113. Open Site Explorer Highly Correlation w/ Rankings Data updates monthly from the Linkscape web index (approx. 60% the size of Yahoo!/Google/Bing)

114. Link Intersect Link Intersect uses the same principle – sites w/ links in common that don’t point to you.

115. Rankonemarketing.net RankOne Marketing– April 2011