Search Engine Optimization:Rankings, Tactics & Trends
I. How Search Engine Rank Pages
II. Best Practices for Effective SEO
III. Hot Trends in Search
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How Search Engines Rank Pages
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Most Common Theories:
• Dartboards
• Horseshoes
• Drunken Wagers
• Complex AI-like algorithms
Relevance through Text & Concept Matching
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Text Matching:
• Terms on the Page
• Terms on the Site
• Terms on Pages Linking to the Site
• Important Areas (title tags, headlines, etc.)
Links as Votes
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Google’s initial “PageRank” model pre-supposed that links could be interpreted as editorial votes for the quality & relevance of a page
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
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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
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Keyword Targeting
• KW Research – What do Your Visitors Search for?
• Important Keywords Belong in:– Title Tags– Meta Description Tags– Headline Tags (H1, H2, etc.)– HTML Text Content– The “Anchor Text” of Links
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Duplicate Content Problems
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Design & Usability
➔ Attract More Links
➔ Inherently More Accessible
➔ Encourages Positive User Behavior
➔ Builds Better Brand Association
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Hot Trends in Search
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“ My Schwetty Balls are Delicious”
(sorry – couldn't resist)
Google's Market Share Dominance
ComScore Numbers
Google ~ 70%Yahoo! ~ 18%MSN ~ 9%Ask ~ 2%
Rand's Numbers
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“Web 2.0” Revenue Models
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- Contextual Text Ads
- CPM Banner Ads
- “Freemium” Business Models
- Paid Inclusion for Traffic
Additional Resources
This Presentation Online at:www.seomoz.org/2007/bostonseo.ppt
Beginner's Guide to SEOwww.seomoz.org/beginners.php
Search World Blogswww.searchengineland.comwww.marketingpilgrim.com
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