6_advancedseo_gf401

Inbound Marketing University Note Sheet: Advanced SEO (GF401)

www.inboundmarketing.com/university 1

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 SLIDE MASTER – COVERPAGE

Data Correlations: SEOmoz Research on Several Hundred

Search Result Sets Conducted Feb-May 2009




Google's Ranking Algorithm SLIDE MASTER – COVERPAGE

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 SLIDE MASTER – COVERPAGE

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

SLIDE MASTER – COVERPAGE SLIDE MASTER – COVERPAGE

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 SLIDE MASTER – COVERPAGE


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 SLIDE MASTER – COVERPAGE

SLIDE MASTER – COVERPAGE SLIDE MASTER – COVERPAGE

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 SLIDE MASTER – COVERPAGE


Tactical Advice SLIDE MASTER – COVERPAGE

Site Architecture Tactics




Imitating the Ideal Link Structure


The PageRank Pyramid


Using the Pyramid on Real Sites


New Rules for Link Sculpting








Content Tactics SLIDE MASTER – COVERPAGE

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




“Great” Content is Useless

Unless... SLIDE MASTER – COVERPAGE

It Makes People Link


#1 – Target the Linkerati


#2 – Leverage Emotions that Make Us Link




Link Building Tactics SLIDE MASTER – COVERPAGE

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


For more information, visit us at www.seomoz.org

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Email: [email protected]

6_advancedseo_gf401

Documents

seomoz slide master

advanced seo gf401

important code

important static urls

important w3c validation

seomoz research

specific metrics

work domain diversity