3. Ranking Factors Relevance (context) Search for cars brings car related websites Importance (links) How to sort all 1,000,000,000 car websites?
4. Ranking Factors: Relevance Content How search engines “interpret” your site Writing language, use of phrases, industry jargon, common theme Technical Aspects How search engines “read” your site
6. Ranking Factors: Importance Reputation & Trust Who links to your site? Context How others link to you? Content type, link type (anchor text), site topic and relevance
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10. Voting System VOTE Linker Linked Every link is a vote from one site to another: When you link to others you vote for them. When others link to you they vote for you.
12. Link Quality & Quantity Number of outgoing links on site that links to you affects the link value. Less is better. SITE B SITE C SITE A SITE D YOU
13. No Follow? <a rel=“nofollow” href=“http://example.com”>anchor text</a> Nofollow = No trust = No vote META, robots.txt, link Example: Blog comments, Forums, Social Media SITE A SITE B
14. Anchor Text <a href=“http://example.com”>????????</a> Target phrases: you want to be found for Relevant to the page you’re linking to Avoid: ‘click here’, ‘read more’ This goes for internal linking too!
15. What to Target? Phrase Research Adwords Keyword Tool ‘Exact’ match filter Competitors Google/Yahoo – site:domain.com Advanced Tools (example: seomoz.org)
17. Link Acquisition Methods Learn more about your existing links Google Webmaster Tools: Your website on the web Links to your site Analyse anchor text LINK: google.com/webmasters
21. Why did these people link to me? Analyse and understand your links Discover most linked content Find new link ideas Form new partnerships and alliances Fix unideal links
22. Self-Generating Links “Link to us” page: Encourage linking to your site. Take control of how people link to you. Make it easy for people to do so. Social media sharing within content Link Bait Material ‘Viral’ Useful Tools / Templates / Resources
23. Link Opportunities Business relationships Testimonials, reviews, media releases Design company, hosting company Industry associations & memberships Business directories Profile pages LinkedIn Media releases Competitor research