rand fishkin sd_ad_club_idsd10
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Advanced Strategies to Move
the Needle on Your SEOJune 2010
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4 Methods to Accelerate Your SEO
1. Increase Rankings on Individual Results
2. Earn Rankings in Alternative Results Types
3. Improve Visibility in the Long Tail
4. Better Convert Existing Search Traffic
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Strategies to Boost
Individual Rankings
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Competitive Analysis Process: Step 1
Determine Your Weak vs. Strong Metrics
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Competitive Analysis Process: Step 2
Establish the Optimization Techniques You Need
1. More Root Domains Linking to the Page
2. Possibly More Subtlety in Anchor Text
3. Possibly Higher Value/Relevance in Links
www.seomoz.org/blog/whiteboard-friday-what-kind-of-links-do-you-need
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Value vs. Difficulty
www.seomoz.org/keyword-difficulty
Low difficulty + good search vol. + high conv. rate = WIN
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Exact Match Domains
www.seomoz.org/blog/google-vs-bing-correlation-analysis-of-ranking-elements
Highest correlation w/ rankings in GG
& Bing
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Widgets & Badges
www.picnik.com/info/badges
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Embeddable Infographics
www.onlinemba.com/blog/stats-on-internet-pornography/
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Content & Technology Licensing
http://allrecipes.com/help/aboutus/licensing.aspx
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Link Attraction Targets w/ Regular Updates
http://www.seomoz.org/article/search-ranking-factors
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Earn Rankings in Alternative Results
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Video Results & YouTube
http://www.seomoz.org/blog/creating-online-video-strategy
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Local/Maps Results
http://www.davidmihm.com/local-search-ranking-factors.shtml
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Image Results
http://www.seosmarty.com/image-seo/
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News Results
http://www.seomoz.org/blog/getting-started-with-google-news
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“Real-Time” Results
http://www.seomoz.org/blog/whiteboard-friday-seofriendly-real-time-content
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Blog Results
http://www.seobythesea.com/?p=541
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Shopping Results
http://www.seomoz.org/blog/how-to-rank-well-in-google-products-search-a-
big-list-of-places-to-get-reviews
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Improve Visibility in the Long Tail
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http://searchengineland.com/google-25-of-queries-are-new-adding-
question-engine-11535
25% of queries searched on Google each month
are entirely unique and have never previously been
searched for in the engine’s 10+ year history.
- Udi Manber, Head of Search, Google
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The Long Tail is Much Less Competitive
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Required: High Quantities of Unique Content
Blogging daily for 6 years only produces a few thousand pages.
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Required: High Quantities of Unique Content
This Q+A site launched 6 months ago and already has nearly the
same quantity of content
http://answers.onstartups.com
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Is Blogging a Long Tail Strategy?
http://mashable.com/about/
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Articles
100% UGC
100% Editorial
Editorial + UGC + Machine-Built
Editorial + Licensed
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Paid Content Writers
http://valleywag.gawker.com/339271/denton-to-pay-bloggers-based-on-traffic
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Tweets & Social Updates as Content
http://twitter.com/randfish
2,266 pieces of content providing no SEO value!
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Options for UGC
Forums
Q+A Sites
User-Submitted Articles/Posts
Social News & Discussion
Wikis
Hybrids & More
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Incenting UGC w/ Recognition & Rewards
http://www.stackoverflow.com and http://www.yelp.com
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Better Convert Existing Search Traffic
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Conversion Rate Optimization Funnel
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2X Traffic vs. 2X Conversion Rate
2X Visits = 2X Revenue(but only if they’re the same quality of visitor)
2X Conversion Rate = 2X Revenue(for any visitor segment)
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Psychology & Conversion Rates
http://www.seomoz.org/blog/an-illustrated-guide-to-the-science-of-
persuasion-influence
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Anchoring with Pricing
http://wufoo.com/signup/
Gets more expensive reading left to right
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The Power of Default Selections
http://www.volusion.com/ecommerce/web-hosting.asp
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Social Proof
http://www.surveymonkey.com
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Scarcity
http://www.alaskaair.com
Only 2 seats left! I’d better buy it now!
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Reciprocity
http://www.pricingwire.com/home/2009/5/7/referral-and-pricing-lessons-
from-dropbox-beta.html
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Q+A
Rand Fishkin, CEO & Co-Founder, SEOmoz
• Twitter: @randfish
• Blog: www.seomoz.org/blog
• Email: [email protected]
Ask Him
Anything!