SLIDE MASTER – COVERPAGESearch Engine OptimizationCustomer Acquisition
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Content in this Presentation
• The Search Landscape• How Search Engines Work• Building Accessible Sites•Link Building Strategies
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The Search Marketing Landscape
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Organic vs. Paid Search
Organic
Paid
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Organic vs. Paid Search
90% of Clicks
10% of Clicks
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Click-Through Rates
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Vertical Search
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Local Results
Probably doesn’t get traffic like most “#1” results
Completely different ranking algorithm than standard
search results
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Image Results
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Video Results
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News & Blog Results
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Shopping Results
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Instant Answers
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Instant Answers
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Instant Answers
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Instant Answers
News Results
Real Time Results
Local Results
Image Results
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This Presentation Focuses on:
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How Search Engines Work
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Crawling & Indexing
Without links, the engines might
never find this page
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Calculating Query-Independent Metrics
Via www.opensiteexplorer.org
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Many Domains vs. One Domain
VS.
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Domain Authority
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Algorithmic Ranking Factors
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Query Deserves Freshness (QDF)
QDF
QDF
Normal Results
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Query Deserves Diversity (QDD)
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Algorithmic Ranking Factors
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Building Accessible Sites
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Crawlability / Link Architecture
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Duplicate Content & Canonicalization
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Duplicate Content & Canonicalization
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301 Redirects
302s302s
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Duplicate Titles & Meta Descriptions
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Search Friendly URLs
www.nationalgeographic.com/animals/african-elephants
Single domain
Shallow folder structurewith relevant words
Keywords in page name,separated by hyphen
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Search UN-Friendly URLs
Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8
UnnecessarySubdomain Dynamic URLs don’t perform as well
as static and engines recommend against more than two parameters
No keywords in the URL string
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Blocking Robots
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Blocking Robots
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XML Sitemaps
www.sitemaps.org/protocol.php
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Important Tags & Signals
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Title Tags
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Meta Descriptions
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Tag Length Recommendations
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Anchor Text
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Page Copy
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Image Alt Attributes
Good keyword usage in the alt tag
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The Keyword Demand Landscape
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The Long Tail of Keyword Demand
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The 8 Basic Kinds of Link Building
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#1 - Manual Link Submissions/Requests
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#2 - Competitive Link Research/Acquisition
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#3 - Links via Embedded Content
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#4 - Linkbait & Viral Campaigns
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#5 - Content, Technology & API Licensing
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#6 - Partnerships, Exchanges & Trades
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#7 - Paid Links
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#8 - Link Reclamation
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Matching the Right Link Building Strategies
to Your Organization’s SEO Goals
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Links for Individual Rankings
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Links for Domain “Authority”
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Links for Indexation
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Links for Traffic & Branding
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