ECMSEO

1. Search Engine Optimisation

2. Which SERPs get most clicks

3. Google Eye Tracking Testing

4. To Rank Well Sites Must:
• Create optimised websites using researched
keywords configured according to best practice
SEO standards
• Ensure site is being crawled and indexed
correctly by Google (and other SEs)
– Use Tools such as Google Webmaster Console
• Develop a rich ecosystem of Links to your site
– Use SEOMOZs opensite explorer
• Generally, create content that people need

5. Tools

6. Keyword Research

7. Traffic Estimator

8. Google Insights

9. Open Site Explorer

10. Yahoo Site Explorer

11. SEOMOZ.com Toolset

12. Commercial SEO Tools

14. Walk through of Organic Search Examples

15. Search: Flowers for newborn baby

16. Newborn Flowers

17. Womes Cashmere Cardigan

18. Cashmere Cardigan

19. Title & Desc Tags

20. Kids tshirts

21. Hairybaby

22. Title & Desc Tags

23. Portable External Hard Drive

24. Portable External Hard Drives

25. Title & Desc Tags

26. Trips to Eygpt

27. Sunway.ie - Egypt

28. Title & Desc Tags

29. Local Search
Register with Google Places

30. Hotels in Dublin

31. Places Page

32. Travel Agents Dublin

33. Skytours – Google Places

34. SEO Key Factors
www.seomoz.org/article/search-
ranking-factors

35. Top 5 Ranking Factors
• Keyword Focused Anchor Text from External Links
– 73% very high importance
• External Link Popularity (quantity/quality of links)
– 71% very high importance
• Diversity of Link Sources (links from many unique root domains)
– 67% very high importance
• Keyword Use Anywhere in the Title Tag
– 66% very high importance
• Trustworthiness of the Domain Based on Link Distance from
Trusted Domains
– 66% very high importance

36. Next 5 Important Factors
• Keyword Use in Internal Link Anchor Text on the Page
– 47% moderate importance
• Keyword Use in External Link Anchor Text on the Page
– 46% moderate importance
• Keyword Use as the First Word(s) in the H1 Tag
– 45% moderate importance
• Keyword Use in the First 50-100 Words on the Page
– 45% moderate importance
• Keyword Use in the Subdomain Name
– 42% low importance
• Keyword Use in the Page Name URL
– 38% low importance

37. On Page : Keyword Specific Factors

38. On Page Considerations
• Keyword Use Anywhere in the Title Tag
– 66% very high importance
• Keyword Use as the First Word(s) of the Title Tag
– 63% high importance
• Keyword Use in the Root Domain Name (e.g. keyword.com)
– 60% high importance
• Keyword Use Anywhere in the H1 Headline Tag
– 49% moderate importance
• Keyword Use in Internal Link Anchor Text on the Page
– 47% moderate importance
• Keyword Use in External Link Anchor Text on the Page
– 46% moderate importance
• Keyword Use as the First Word(s) in the H1 Tag
– 45% moderate importance
• Keyword Use in the First 50-100 Words in HTML on the Page
– 45% moderate importance

39. On Page Considerations
• Keyword Use in the Subdomain Name (e.g.
keyword.seomoz.org)
– 42% low importance
• Keyword Use in the Page Name URL (e.g.
seomoz.org/folder/keyword.html)
– 38% low importance
• Keyword Use in the Page Folder URL (e.g.
seomoz.org/keyword/page.html)
• 37% low importance
• Keyword Use in other Headline Tags (<h2> – <h6>)
• 35% low importance
• Keyword Use in Image Alt Text
• 33% minimal importance

40. On Page Considerations
• Keyword Use / Number of Repetitions in the HTML Text on the
Page
– 33% minimal importance
• Keyword Use in Image Names Included on the Page (e.g.
keyword.jpg)
– 33% minimal importance
• Keyword Use in <b> or <strong> Tags
– 26% minimal importance
• Keyword Density Formula (# of Keyword Uses ÷ Total # of
Terms on the Page)
– 25% minimal importance

41. On-Page (Non-keyword factors)

42. On Page: Non-Keyword
• Existence of Substantive, Unique Content on the Page
– 65% very high importance
• Recency (freshness) of Page Creation
– 50% moderate importance
• Use of Links on the Page that Point to Other URLs on this
Domain
– 41% low importance
• Historical Content Changes (how often the page content has
been updated)
– 39% low importance
• Use of External-Pointing Links on the Page
– 37% low importance

43. On Page: Non-Keyword
• Query Parameters in the URL vs. Static URL Format
– 33% minimal importance
• Ratio of Code to Text in HTML
– 25% minimal importance
• Existence of a Meta Description Tag
– 22% very minimal importance
• HTML Validation to W3C Standards
– 16% very minimal importance
• Use of Flash Elements (or other plug-in content)
– 13% very minimal importance
• Use of Advertising on the Page
– 11% very minimal importance

44. Page-Specific Link Popularity Ranking Factors

45. Links
• Keyword-Focused Anchor Text from External Links
– 73% very high importance
• External Link Popularity (quantity/quality of external links)
– 71% very high importance
• Diversity of Link Sources (links from many unique root domains)
– 67% very high importance
• Page-Specific TrustRank (whether the individual page has
earned links from trusted sources)
– 65% very high importance
• Iterative Algorithm-Based, Global Link Popularity (PageRank)
– 63% high importance

46. Links
• Topic-Specificity/Focus of External Link Sources (whether
external links to this page come from topically relevant
pages/sites)
– 58% high importance
• Keyword-Focused Anchor Text from Internal Links
– 55% high importance

47. Site Wide : Non-Link Based

48. Site Wide: Non-Link
• Site Architecture of the Domain (whether intelligent, useful
hierarchies are employed)
– 52% moderate importance
• Use of External Links to Reputable, Trustworthy Sites/Pages
– 37% low importance
• Length of Domain Registration
– 37% low importance
• Domain Registration History (how long it’s been registered to
the same party, number of times renewed)
• Server/Hosting Uptime
• 32% minimal importance

49. Site Wide: Non-Link
• Length of Domain Registration
– 37% low importance
• Domain Registration History (how long it’s been registered to
the same party, number of times renewed, etc.)
– 36% low importance
• Server/Hosting Uptime
– 32% minimal importance
• Hosting Information (what other domains are hosted on the
server/c-block of IP addresses)
– 31% minimal importance

50. Social Media

51. Social Media Related
• Delicious Data About the Domain or Page
– 21% very minimal importance
• StumbleUpon Data About the Domain or Page
– 19% very minimal importance
• Twitter Data About the Domain or Page
– 17% very minimal importance
• LinkedIn Data About the Domain or Page
– 15% very minimal importance
• Facebook Data About the Domain or Page
– 12% very minimal importance
• MySpace Data About the Domain or Page
– 11% very minimal importance

52. SEO Best Practices

53. Best Practices Explanations
• Are the keywords that you are targeting not only relevant but also
popular with searchers?
• Do your page titles lead with your targeted keywords?
• Is your body copy of sufficient length and keyword-rich?
• Does the anchor text pointing to various pages within your site
include good keywords?
• Do you employ text links from your home page to your most
important secondary pages?
• Does your Web site have an XML Sitemap, as well as an HTML site
map with text links?
• Are the URLs of your dynamic (database-driven) pages short,
simple and static-looking?

54. Best Practices
• Does your site have an optimized internal linking structure?
• Do your pages have keyword-rich meta descriptions with a
compelling call to action?
• Does your site have a custom error page that returns the correct
“status code”?
• Do your filenames and directory names include targeted
keywords?
• Are you actively building links to your site?

55. Search Engine Land - Worst Practices

56. Worst Practices
• Does your primary navigation require Flash, Java or Javascript to
function?
• Is your web site done entirely in Flash or overly graphical with
very little textural content?
• Is your home page a “splash page” or otherwise content-less?
• Do the URLs of your pages include “cgi-bin” or numerous
ampersands?
• Do the URLs of your pages include session IDs or user IDs?
• Do you unnecessarily spread your site across multiple domains?
• Are your title tags the same on all pages?

57. Worst Practices
• Do you have pop-ups on your site?
• Do you use “click here” or any other superfluous copy for your
hyperlink text?
• Do you have superfluous text like “Welcome to” at the beginning
of your title tags?
• Do you have any hidden or small text meant only for the search
engines?
• Do you engage in “keyword stuffing”?
• Do you repeatedly submit your site to the search engines?
• Do you incorporate your competitors’ brand names in your meta
tags?
• Do you have duplicate pages with minimal or no changes?
• Are you submitting to (“Free For All”) link pages and farms?