SLIDE MASTER – COVERPAGESearch Engine OptimizationCustomer Acquisition

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Content in this Presentation

• The Search Landscape• How Search Engines Work• Building Accessible Sites•Link Building Strategies

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The Search Marketing Landscape

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Organic vs. Paid Search

Organic

Paid

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Organic vs. Paid Search

90% of Clicks

10% of Clicks

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Click-Through Rates

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Vertical Search

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Local Results

Probably doesn’t get traffic like most “#1” results

Completely different ranking algorithm than standard

search results

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Image Results

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Video Results

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News & Blog Results

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Shopping Results

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Instant Answers

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Instant Answers

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Instant Answers

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Instant Answers

News Results

Real Time Results

Local Results

Image Results

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This Presentation Focuses on:

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How Search Engines Work

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Crawling & Indexing

Without links, the engines might

never find this page

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Calculating Query-Independent Metrics

Via www.opensiteexplorer.org

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Many Domains vs. One Domain

VS.

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Domain Authority

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Algorithmic Ranking Factors

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Query Deserves Freshness (QDF)

QDF

QDF

Normal Results

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Query Deserves Diversity (QDD)

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Algorithmic Ranking Factors

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Building Accessible Sites

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Crawlability / Link Architecture

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Duplicate Content & Canonicalization

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Duplicate Content & Canonicalization

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301 Redirects

302s302s

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Duplicate Titles & Meta Descriptions

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Search Friendly URLs

www.nationalgeographic.com/animals/african-elephants

Single domain

Shallow folder structurewith relevant words

Keywords in page name,separated by hyphen

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Search UN-Friendly URLs

Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8

UnnecessarySubdomain Dynamic URLs don’t perform as well

as static and engines recommend against more than two parameters

No keywords in the URL string

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Blocking Robots

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Blocking Robots

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XML Sitemaps

www.sitemaps.org/protocol.php

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Important Tags & Signals

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Title Tags

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Meta Descriptions

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Tag Length Recommendations

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Anchor Text

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Page Copy

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Image Alt Attributes

Good keyword usage in the alt tag

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The Keyword Demand Landscape

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The Long Tail of Keyword Demand

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The 8 Basic Kinds of Link Building

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#1 - Manual Link Submissions/Requests

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#2 - Competitive Link Research/Acquisition

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#3 - Links via Embedded Content

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#4 - Linkbait & Viral Campaigns

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#5 - Content, Technology & API Licensing

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#6 - Partnerships, Exchanges & Trades

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#7 - Paid Links

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#8 - Link Reclamation

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Matching the Right Link Building Strategies

to Your Organization’s SEO Goals

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Links for Individual Rankings

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Links for Domain “Authority”

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Links for Indexation

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Links for Traffic & Branding

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