seo basic

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


Expert Opinion:Search Ranking Factors Survey

Answered by 70 Top SEOs Worldwide


Data Correlations:SEOmoz Research on Several Hundred

Search Result Sets Conducted Feb-May 2009


Google's Ranking Algorithm


Expert Opinion:

Relative Importance of Algo Components in Google


Correlation Data:

Relative Importance of Algo Components in Google


Takeaways:

Links, as they pertain to both the domain and the individual

page, are vastly superior in importance to the page's content.


Keyword Usage


Expert Opinion


Expert Opinion


Correlations


Correlations

Importance of KW Usage in Various Parts of the URL


Correlations

Importance of KW Usage Positions of the Title Tag


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)


Non-Link Factors


Expert Opinion


Expert Opinion


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


Importance of Link Metrics


Expert Opinion


Correlation with Specific Metrics Across the Engines



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


Consideration of Subdomains

vs. Root Domains



Importance of Link Popularity Features on

Root Domains, Subdomains & Pages


Takeaways:

Subdomains likely DO NOT inherit all of the ranking benefits of

the Root Domain, but neither are they completely separate

entities.


Geographic Ranking Factors

For Country-Specific Targeting




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


Future of Ranking Signals



Tactical Advice


Site Architecture Tactics


Imitating the Ideal Link Structure


The PageRank Pyramid


Using the Pyramid on Real Sites


New Rules for Link Sculpting






Content Tactics


• Keyword Usage• Unique Content• Provides Value to Visitors• Relevant to Query• Blah Blah Blah...


“Great” Content is Useless

Unless...


It Makes People Link


#1 – Target the Linkerati


#2 – Leverage Emotions that Make Us Link


Link Building Tactics


What the Experts Like:








Recommended Reading


• 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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