SEO: From Soup to Nuts (part 3)

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 1/48

The Search Engine Landscape: 2010HowUsersInteractwithEngines&HowtheSearchEnginesCrawl,Index&RankPages  

Rand FishkinCEO & Co-Founder: SEOmoz

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 2/48

DilbertExplainsSEO

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 3/48

Hopefully,LotsofYouWenttoMIT

h<p://tech.mit.edu/V129/N49/survey.html

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 4/48

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 5/48

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 6/48

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 7/48

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 8/48

PPCvs.SEOinClicks&Spend

~88%ofclicks

(USSpend2009‐$1.5Billion)

~12%ofclicks

(USSpend2009~$18Billion)

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 9/48

ViaAOLSearchData2007

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 10/48

Probably

ProbablyDoesn’t

Get42%CTR

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 11/48

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 12/48

January2002–33%ofallwebuserssearchdaily

May2008–49%ofallwebuserssearchdaily

h<p://www.pewinternet.org/~/media//Files/Reports/2008/PIP_Search_Aug08.pdf.pdf

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 13/48

WeSearchMore&MoreEveryMonth

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 14/48

4Major“Types”ofQueries

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 15/48

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 16/48

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 17/48

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 18/48

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 19/48

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 20/48

Crawling&Indexing

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 21/48

TheDifferenceBetweenCrawling&Indexing

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 22/48

TheCrawlSeleconProcess

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 23/48

No,Really–EvenGoogleSaysSo

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 24/48

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 25/48

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 26/48

PageRankisSplitsEvenlyBetweenLinks

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 27/48

PageRankisanIteraveAlgorithm

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 28/48

Technically,EveryExternalLink“Leaks”PageRank

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 29/48

PageRankisImportantforCrawling,But…

ToolbarPageRankisneitherprecisenorconsistent

PageRankisjust1of200+factorsforranking

PageRankhoardingisprobablybadforyoursite

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 30/48

ThereareManyLevelsofIndexaon

h<p://www.seomoz.org/blog/crawling‐indexing‐its‐not‐as‐simple‐as‐just‐in‐or‐out

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 31/48

YouCanMeasureIndexaonviaAnalycs

h<p://www.seomoz.org/blog/indexaon‐for‐seo‐real‐numbers‐in‐5‐easy‐steps

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 32/48

OrUseGoogle’sCounts

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 33/48

SearchEngineAlgorithms

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 34/48

Crowdsourced“Guess”

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 35/48

Crowdsourced“Guess”

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 36/48

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 37/48

DomainTrust&Authority

h<p://www.seomoz.org/blog/googles‐algorithm‐pre<y‐charts‐math‐stuff

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 38/48

Page‐SpecificLinkPopularity

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 39/48

LinkPopularityComparison

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 40/48

AnchorText

ahref=“h<p://twi<er.com”>TweetCentral/a>

AnchorText!(astronginfluenceonsearchenginerankings)

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 41/48

GoogleBombingw/AnchorText

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 42/48

GoogleBombingw/AnchorText

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 43/48

GoogleBombingw/AnchorText

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 44/48

On‐PageKeywordUsage

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 45/48

Registraon&HosngData

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 46/48

User&UsageData

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 47/48

SocialGraphData

8/9/2019 SEO: From Soup to Nuts (part 3)

http://slidepdf.com/reader/full/seo-from-soup-to-nuts-part-3 48/48

Quesons?

RandFishkin

Email:rand@seomoz.org

Twi<er:@randfishBlog:www.seomoz.org/blog

ShamelessPlug:www.opensiteexplorer.org