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Inbound Marketing University

Note Sheet: Advanced SEO (GF401)

Beyond Keyword Research: SLIDE MASTER – COVERPAGE

Advanced SEO Tactics: On Beyond Keyword Research (GF401)

Advanced SEO Tactics

Professor: Rand Fishkin, SEOmoz Rand Fishkin – June 2009

Expert Opinion: Search Ranking Factors Survey Answered by 70 Top SEOs Worldwide

SLIDE MASTER – COVERPAGE

www.inboundmarketing.com/university

Data Correlations: SEOmoz Research on Several Hundred Search Result Sets Conducted Feb-May 2009

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Inbound Marketing University

Note Sheet: Advanced SEO (GF401)

Expert Opinion: Relative Importance of Algo Components in Google

Google's Ranking Algorithm SLIDE MASTER – COVERPAGE

Correlation Data: Relative Importance of Algo Components in Google

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Takeaways: Links, as they pertain to both the domain and the individual page, are vastly superior in importance to the page's content.

SLIDE MASTER – COVERPAGE

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Inbound Marketing University

Note Sheet: Advanced SEO (GF401)

Expert Opinion

Keyword Usage SLIDE MASTER – COVERPAGE

SLIDE MASTER – COVERPAGE

Expert Opinion

SLIDE MASTER – COVERPAGE

www.inboundmarketing.com/university

Correlations

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Inbound Marketing University

Note Sheet: Advanced SEO (GF401)

Correlations

Correlations

Importance of KW Usage Positions of the Title Tag Importance of KW Usage in Various Parts of the URL

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SLIDE MASTER – COVERPAGE

Substantive Disagreement: H1 Tags (Low Correlation w/ Rankings) Alt Text (Higher Correlation w/ Rankings) SLIDE MASTER – COVERPAGE Keyword in URL (Very High Correlation) Keyword Location (Data Says Closer is Much Better)

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Non-Link Factors SLIDE MASTER – COVERPAGE

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Inbound Marketing University

Note Sheet: Advanced SEO (GF401)

Expert Opinion

SLIDE MASTER – COVERPAGE

Expert Opinion

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Takeaways: Substantive, Unique Content is Very Important W3C Validation Not Very Important SLIDE MASTER – COVERPAGE Code to Text Ratio Not Very Important Static URLs Somewhat Better Than Dynamic

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Importance of Link Metrics SLIDE MASTER – COVERPAGE

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Inbound Marketing University

Note Sheet: Advanced SEO (GF401)

Expert Opinion Correlation with Specific Metrics Across the Engines

SLIDE MASTER – COVERPAGE

SLIDE MASTER – COVERPAGE

Takeaways:

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www.inboundmarketing.com/university

PageRank may be important, but TBPR not a great predictor Domain Authority may be important, but metrics need work SLIDE MASTERconcepts – COVERPAGE TrustRank may be important, but metrics need work Domain Diversity may be more important than experts think

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Inbound Marketing University

Consideration of Subdomains vs. Root Domains

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Importance of Link Popularity Features on Root Domains, Subdomains & Pages

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www.inboundmarketing.com/university

Note Sheet: Advanced SEO (GF401)

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Takeaways: Subdomains likely DO NOT inherit all of the ranking benefits of the Root Domain, but neither are they completely separate SLIDE MASTER – COVERPAGE entities.

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Inbound Marketing University

Geographic Ranking Factors For Country-Specific Targeting

SLIDE MASTER – COVERPAGE

Note Sheet: Advanced SEO (GF401)

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Takeaways:

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www.inboundmarketing.com/university

1) Country TLD 2) Language SLIDE MASTER COVERPAGE 3) –Links 4) Host IP Address 5) Manual Review 6) GG WM Tools Geographic Target Settings 7) Registration with Google Local

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Inbound Marketing University

Note Sheet: Advanced SEO (GF401)

Future of Ranking Signals SLIDE MASTER – COVERPAGE

Tactical Advice SLIDE MASTER – COVERPAGE

www.inboundmarketing.com/university

SLIDE MASTER – COVERPAGE

Site Architecture Tactics SLIDE MASTER – COVERPAGE

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Inbound Marketing University

Imitating the Ideal Link Structure

SLIDE MASTER – COVERPAGE

Using the Pyramid on Real Sites

SLIDE MASTER – COVERPAGE

www.inboundmarketing.com/university

Note Sheet: Advanced SEO (GF401)

The PageRank Pyramid

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New Rules for Link Sculpting

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Inbound Marketing University

New Rules for Link Sculpting

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Content Tactics SLIDE MASTER – COVERPAGE

www.inboundmarketing.com/university

Note Sheet: Advanced SEO (GF401)

New Rules for Link Sculpting

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•  Keyword Usage •  Unique Content Provides Value to Visitors SLIDE MASTER •  – COVERPAGE •  Relevant to Query •  Blah Blah Blah...

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Inbound Marketing University

Note Sheet: Advanced SEO (GF401)

It Makes People Link “Great” Content is Useless SLIDE MASTER – COVERPAGE

Unless...

#1 – Target the Linkerati

SLIDE MASTER – COVERPAGE

www.inboundmarketing.com/university

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#2 – Leverage Emotions that Make Us Link

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Inbound Marketing University

Note Sheet: Advanced SEO (GF401)

What the Experts Like:

Link Building Tactics SLIDE MASTER – COVERPAGE

What the Experts Like:

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www.inboundmarketing.com/university

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What the Experts Like:

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Inbound Marketing University

Note Sheet: Advanced SEO (GF401)

What the Experts Like:

Recommended Reading SLIDE MASTER – COVERPAGE

SLIDE MASTER – COVERPAGE

Email: Rand@SEOmoz.org •  www.seomoz.org/blog •  www.searchengineland.com •  www.seobook.com/blog •  www.seroundtable.com

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SLIDE MASTER – COVERPAGE

•  www.mattcutts.com/blog •  www.distilled.co.uk/blog •  www.searchenginejournal.com For more information, visit us at www.seomoz.org

All Content and Intellectual Property is under Copyright Protection, SEOmoz 1996-2008

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