isn’t seo all about on page stuff?
DESCRIPTION
Isn’t SEO all about On Page Stuff?. SEO Without Link Building. On Page SEO Summary. Establish Relevance! Can’t compete for a term without it Critical to SEO But how do the search engines decide which relevant pages to show first in the results?. Links Are Like Votes in an Election. - PowerPoint PPT PresentationTRANSCRIPT
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Isn’t SEO all about On Page Stuff?
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SEO Without Link Building
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On Page SEO Summary
• Establish Relevance!• Can’t compete for a term without it• Critical to SEO• But how do the search engines decide which
relevant pages to show first in the results?
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Links Are Like Votes in an Election
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Who Rank’s First?
Joe’sBookStore
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Algorithmic Ranking Factors
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Links Are Not Created Equal
Web Site A
Web Site B
KillerLink 1
Link 1Link 2……..…1,000
#1!
#2
Search Results
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The Flow Of PageRank
All pages have a tiny, amount of PageRank
Pages gain PageRank from links that point to them
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The Flow Of PageRank
The page can pass only a portion, f(x), of it’s PageRank to other pages
X
F(X)
PageRank
Passable PageRank
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PageRank is Split EvenlyBetween the Links on a Page
X
Link
Link
F(x)*0.5
F(x)*0.5
Not 100% true, but a good working estimate
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PageRank is an Iterative Algorithm
X
Link
Link
F(x)*0.5
F(x)*0.5
F(y)
Link
y
y
Page A
Page B
Page C
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Google Toolbar• View PageRank of current page, once turned on.• Available for:
– Firefox– Internet Explorer
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Toolbar PageRank
• Not the same as “Real” PageRank
• Logarithmic scale from 0 to 10
• Assigned to web pages, not sites
• Still, a useful metric
Culligan
0
ebay
10
12
34
5
6
7
8
9
Amazon
Disney
Gap
Relative number of pages with PR ratingRelative number of pages with PR rating
E
F
F
O
R
T
Sampling of Homepage PageRank Ratings
Sampling of Homepage PageRank Ratings
Boston Store
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Google Says they use PageRank to Crawl
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Role of Relevance
Your Page
(Used Ford Mustangs)
CasinoGambling
Online Prescriptions
Car and Driver
Magazine
Ford vehicles .c
om
Low Value
High Value
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The Concept of Authority
A A
A
All Websites about Used Cars
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Search Engines Do Not Count All Links
• Links they can’t read:– Encrypted JavaScript– In an iFrame
• Links on pages that they can’t crawl– Can’t find– Marked as NoCrawl in Robots.txt
• Links marked with NoFollow Attribute
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Editorial Citations
• The algorithm is based on editorially given links• You aren’t supposed to buy votes!• Must earn the links with quality content/tools/…• Citations from relevant trusted authority sites
count the most
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Why do People Link?
Graphic by SEOmoz
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The 8 Basic Kinds of Link BuildingLink Building Methods
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#1 – Manual Requests
1. Develop list of relevant sites
2. Research who to contact (and how)
3. Send an email (or call) requesting a link
ScalabilityValueDownsides: Hard to scaleUse: For highvalue link building
Will you link to us? Hmmm
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#2 – Competitive Research1. Use tools to see
who links to your competition
2. Pursue top targets manually
3. Research competitor link building strategies
ScalabilityValueDownsides: Hard to scaleUse: For high value Link building, to understandcompetition
How did heget so big?
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#3 – Distribute cool tools
1. Create a cool tool2. Allow other web
sites to include it on their site
3. Embed a link back to your site
3rd Party SiteCool Tool
LinkBackYour Site
ScalabilityValueDownsides: Success uncertainUse: If you haveunique andcompelling tools
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Making Content Easy to Share
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#4 – Linkbait and Viral Campaigns
1. Create unique, killer content that every-one wants to link to
2. Let market influ-encers know about it
3. Watch the links roll in
ScalabilityValueDownsides: Success uncertainUse: If you haveunique andcompellingcontent
Blog Media
Social Site Hobbyist
ViralContent
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#5 – Content / Data Syndication
1. Create content others may want to place on their sites
2. Offer it to other sites
3. Require links back in return
ScalabilityValueDownsides: finding partnersUse: If you haveunique andcompellingcontent
YourContentOr Data
Site1
YourSite
Site2
Site3
LinksBack
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Infographics Example
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Guest Posting
• Find sites that accept guest posts– <your-market-keyword> “guest post”
• Determine what content they might want• Contact them and offer them that content• Write it and deliver it
– Write high quality stuff – the effort will pay you back in the long haul
• Get one or more links back
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#6 – Link Reclamation
1. Get a list of 404 errors found by the search engines
2. Determine which ones are from bad external links
3. Request list or 301 redirect
ScalabilityValueDownsides: Hard to scaleUse: Always,it’s easy
404Page
YourSite
FixedLink
GoodLink
Source
BrokenLink
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Google Webmaster Tools 404 Report
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Strategies to Avoid
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#1 – Exchanges and Trades
1. Research relevant sites
2. Figure out how to contact them
3. Suggest trading links
ScalabilityValueDownsides: Search enginescan discountUse: Only withquality relevantsites
Dude, wanna swap links? Hmmm
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#2 – Buy the Links
1. Research relevant sites
2. Figure out how to contact them
3. Suggest trading links
ScalabilityValueDownsides: Search engineswant to discountUse: Never
Hey Dude,Want some dough? Hmmm
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Finding High PageRank Pages
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Google Directory• Pulls from
DMOZ• Ordered by
Google’s PageRank.
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Link Building Tools
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Yahoo! Site Explorer
Directionally indicativewithin ~50%
Not necessarily followed & in a somewhat random order
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SEOmoz’ Open Site Explorer
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Open Site Explorer
Highly Correlation w/ Rankings
Data updates monthly from the Linkscape web index (approx. 60% the size of
Google/Bing)
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Open Site Explorer
Poor Anchor Text Spells Opportunity
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Link Intersect
Find sites that link to multiple competitors, that don’t point to you.
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Top Pages
Find which pages are earning links (your own
& competitors)
404s? Reclaim them!
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Majestic SEO
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What is that Link Worth?
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Quantitative Metrics
• # of Linking Root Domains to URL• # of Linking Root Domains to Domain• Homepage PageRank vs. Domain mozRank• URL PageRank vs. URL mozRank• # of Links to the Page (Yahoo!, GG Blogsearch, Open Site Explorer)• Twitter mentions (Backtweets.com)
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Subjective Metrics
• Brand name reach/recognition• Quality of other links on page/site (Bing - Linkfromdomain)• Attainability and Effort
Jumping through Hoops (via WKA on Flickr)
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Social Media Optimization
Leveraging Social Mediato Create Buzz and Links
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The Power of the “Linkerati”
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Social Media Value
• PR Channel, much like TV and radio– People use social sites to consume content– Provide useful content and spread your message
• Customer service channel– Comcast’s Frank Eliason
• Market Testing / Feedback• Oh yes, and links …
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Value of Social Links• Most do not pass PageRank• However, PageRank is not “all”• Regular social media placements could be a
trust signal– Feeds “query deserves freshness”– However, fades with age
• The true SEO value is in the signal to influential humans that see you there– And the links that they give you!
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Wikipedia• If you can, obtain a profile page on Wikipedia
– Links to your site do not pass link juice– Builds credibility with media and others
• Don’t go add it yourself!– Against Wikipedia guidelines– Become a contributor, add lots of value, make friends,
establish credibility, then suggest it• Must meet notability test• Suggest relevant category tags• Monitor article changes (trackengineurlywarning).
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Wikipedia Summary
Wikipedia
ScalabilityValueDownsides: Time investmentUse: Only ifnotable
Benefits: Builds CredibilityBrings traffic
Your Name
This guy must be the
real deal
Play by the rules
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Digg / Social News• An article that makes the Digg home page:
– Can get tens of thousands of visitors– Can get hundreds, or thousands of links
• Getting there is the hard part• Create great content
– Use Digg to research other articles on your topic area that have made it
• Target the audience (13 to 28 year old males)• Befriend or hire a top Digger
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Digg• Strip away commercial links while promoting on Digg• Friend popular Diggers. Better yet, get a popular
Digger to submit your story. • Time your presence on the Digg front page for
daylight hours • Craft a killer title using this formula from Muhammad
Saleem: number + adjective + key phrase– E.g. “13 Most Chilling Haunted Hotels” or “16 Incredibly
Unconventional Hotel Rooms”
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Digg Summary
16 most…
ScalabilityValueDownsides: Miss rate highUse: If your sitelends itself to theright type ofcontent
Benefits: TrafficLinks
Your Article
DiggHomePage
Tons of VisitorsTons of Links
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StumbleUpon
• Build relationships / subscribers• Use “Send to” function in toolbar
• Subscribers will view your stuff• Always get some traffic• If it becomes popular …
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Wow!This Is great
StumbleUpon Summary
ScalabilityValueDownsides: Lots of singlesUse: If yougenerate greatnew content onan ongoing basis
Your Cool
Content Traffic
Stumble Upon
YourSite
SUCommunity
Benefits: Traffic &Some Links
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YouTube• Post great videos on YouTube• The videos on YouTube get most of the links• Consider developing additional videos that you how
on your own site• Consider creating a microsite and making the
microsite URL your username.• Run a contest and recruit popular YouTube users to
enter. Their submission will get pushed out to all their subscribers
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YouTube Summary
Create Great Video
ScalabilityValueDownsides: Home run ballUse: If you have akiller concept fora video
Benefits: BrandingTraffic & Some Links
YouTube
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LinkedIn• Add 3 links to your public profile• Search for influencer’s LinkedIn profiles
– Use InMail to contact them– Much higher open rate than e-mail
• Add a LION (LinkedIn Open Networker) or two to your network. – Try to find a “promiscuous sneezer”– Use the TopLinked.com list. (
http://www.toplinked.com/top50.html)• Add email address to your “professional headline”
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LinkedIn Summary
LinkedInProfile
LinkedInCommunity
ScalabilityValueDownsides: Labor intensiveUse: To build highvalue contacts
Benefits: Spread ideasReach thought leadersBypass spam filters
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Facebook• Create a fan page or group or both• Use fan pages to build long term relationships
– Fan pages get indexed– Use Facebook ads to build audiences faster– Must have a hook
• Use groups for quick discussions and viral activity– Groups are limited to 5000 members
• Customize your fan page or group• Update regularly!
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Facebook Summary
TrafficYourSite
FacebookCommunity
ScalabilityValueDownsides: RequiresCommitment!Use: Build traffic,links, andreputation
Benefits: Branding,Traffic & Some Links
FanPage Group
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Twitter• Pick a good account name (memorable)• Customize your background• Follow people with lots of followers
– Many will follow you back– Now you have a channel for your tweets– Cater to that channel!
• Use hash tags for Twitter search• Include URLs and references where appropriate• Contribute regularly
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Twitter Summary
TrafficTwitterAccount
YourSite
TwitterCommunity
ScalabilityValueDownsides: RequiresCommitment!Use: Build traffic,links, andreputation
Benefits: Branding,Traffic & Some Links
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Blogs• Write unique and compelling stuff• Interact with other bloggers.
– Comment on their blogs– Link to their good stuff from your blog– Get to know them– DON’T SPAM them
• Build an audience through these relationships• In time, people will link back to you
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Blog Summary
YourBlog
Blogoshpere
ScalabilityValueDownsides: RequiresCommitment!Use: For links andrelationships
Benefits: Links andRelationships
WebLinks
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Proceed with Care!
• Social communities do not like to be “used”• People in the communities take action• So do the social media properties themselves• Play nice!• Be a member of the community• Contribute to the community• And it will pay you back
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Thank You!Eric [email protected]@stonetemple(508) 485-7751
http://www.stonetemple.com/bloghttp://searchengineland.com/author/eric-enge http://searchenginewatch.com/sew_author_fullarchive&author=3624376 http://www.seomoz.org/users/view/18040http://www.instantetraining.com/ http://artofseobook.com