1. Search Engine Optimization: Understanding the Engines & Building Successful Sites Zohaib Ahmed Google Analytics Individual Qualified March 2012

2. Content in this Presentation The Search Landscape How Search Engines Work Building Accessible Sites Conducting Keyword Research Link Building Strategies Social Media & the Web’s Influencers

3. The Search Marketing Landscape

4. 100 Billion Searches Each Month!

7. Organic vs. Paid Search Paid Results, Get 10% of Clicks Organic Results, Get 90% of Clicks

8. Click-Through Rates

9. How Search Engines Work

10. Crawling & Indexing Without links, the engines might never find this page

11. Many Domains vs. One Domain VS.

12. Domain Authority I SHOULD PROBABLY TREAT CONTENT ON THESE DOMAINS A LITTLE DIFFERENTLY

13. PageRank

14. The Flow of PageRank

15. Google Says they use PageRank to Crawl

17. Building Accessible Sites

18. Crawlability / Link Architecture

19. Duplicate Content

21. Search Friendly URLs www.nationalgeographic.com/animals/african-elephants Single domain Shallow folder structure with relevant words Keywords in page name, separated by hyphen

22. Search UN-Friendly URLs Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8 Unnecessary Subdomain Dynamic URLs don’t perform as well as static and engines recommend against more than two parameters No keywords in the URL string

23. Search UN-Friendly URLs Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8 Unnecessary Subdomain Dynamic URLs don’t perform as well as static and engines recommend against more than two parameters No keywords in the URL string

24. Fixing Broken Links & 404s

25. Important Tags & Signals 1.Title Tag 2.Meta Descriptions Tag 3.Anchor Text 4.Img Alt Text 5.Proper Keyword Density 6. or

26. Tag Length Recommendations

27. Keyword Research + Targeting

28. The Goals of Keyword Research

29. Identify High Value Keywords

30. Predict the Effort Required to Rank Well

31. Choose the “Best” Words/Phrases to Target

32. The Keyword Demand Landscape

33. The Long Tail of Keyword Demand

36. Link Building Strategies

37. What Goals Can Link Building Help Us Achieve?

38. Increase Individual Rankings

39. Improve a Domain’s Ability to Rank Pages

40. Drive Traffic & Branding Awareness

41. Send Converting Traffic

42. Social Media & the Web’s Influencers

43. Influencers on the Web

44. The Power of the “Linkerati”

45. Content that Appeals to Influencers

46. You have to do these right, before you can do these right