Search Engine Optimization Rankings Tactics Trends I III
- Slides: 19
Search Engine Optimization: Rankings, Tactics & Trends I. III. How Search Engine Rank Pages Best Practices for Effective SEO Hot Trends in Search www. seomoz. org – ingest daily for best rankings
How Search Engines Rank Pages Most Common Theories: • Dartboards • Horseshoes • Drunken Wagers • Complex AI-like algorithms www. seomoz. org – worth reading as often as possible
Relevance through Text & Concept Matching Text Matching: • Terms on the Page • Terms on the Site • Terms on Pages Linking to the Site • Important Areas (title tags, headlines, etc. ) www. seomoz. org – like finding an ROI needle in a haystack
Links as Votes Google’s initial “Page. Rank” model pre-supposed that links could be interpreted as editorial votes for the quality & relevance of a page www. seomoz. org – fires on all the search cylinders
Recent Upgrades to Search Algorithms • Historical Data – Past Rankings – User Visits – Site Performance • Temporal Data – Rate of New Content – Rate of Inbound Links • Registration Data – Who Owns the Site? – What Other Sites do they control? • Social Data – Bookmarking – Branded Searches – Navigation www. seomoz. org – smarter than the average blog
Best Practices for SEO www. seomoz. org/beginners. php www. seomoz. org – smarter than the average blog
Accessibility A search engine is, essentially, a different type of visitor, like a user with a screen reader or one that has poor eyesight. • Clean URLs • Simple Site Architecture • Indexable, HTML Content www. seomoz. org – smarter than the average blog
Keyword Targeting • KW Research – What do Your Visitors Search for? • Important Keywords Belong in: – Title Tags – Meta Description Tags – Headline Tags (H 1, H 2, etc. ) – HTML Text Content – The “Anchor Text” of Links www. seomoz. org – smarter than the average blog
Duplicate Content Problems www. seomoz. org – read by search marketers far and wide
Design & Usability ➔ Attract More Links ➔ Inherently More Accessible ➔ Encourages Positive User Behavior ➔ Builds Better Brand Association www. seomoz. org – the next big thing
Link Building www. seomoz. org – a force for good on the web
Hot Trends in Search “ My Schwetty Balls are Delicious” (sorry – couldn't resist) www. seomoz. org – you've got a friend in search
The Accuracy of Alexa www. seomoz. org – oh the places you'll go
Personalization in Search www. seomoz. org – your search is over
Google's Market Share Dominance Google ~ 70% Yahoo! ~ 18% MSN ~ 9% Ask ~ 2% Com. Score Numbers Rand's Numbers www. seomoz. org – SEO at the end of the rainbow
Linkbaiting www. seomoz. org – just what the webdev team ordered
Leveraging UGC for Search www. seomoz. org – just what the webdev team ordered
“Web 2. 0” Revenue Models - Contextual Text Ads - CPM Banner Ads - “Freemium” Business Models - Paid Inclusion for Traffic www. seomoz. org – just what the webdev team ordered
Additional Resources This Presentation Online at: www. seomoz. org/2007/bostonseo. ppt Beginner's Guide to SEO www. seomoz. org/beginners. php Search World Blogs www. searchengineland. com www. marketingpilgrim. com www. seomoz. org – this is the end my friend
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