This excellent summary from Michele reinforces a key SEO concept. SEO is made up of a variety of metrics one balanced against the other. I think of SEO as weaving a tapestry where you are only as strong as the weakest warp or weft.
If you excel at Facebook likes and shares that is good ONLY if that expertise is balanced with links back to your website, solid on page and meta (title) information, supportive and consistent links and about a hundred other things. If you Facebook expertise is not supported by other things you just made a strong Facebook page. I saw a PR5 Facebook page driving to a PR4 website just the other day.
PR or PageRank is the value Google assigns all web pages from 0 to 10 with ten being best. Having a PR5 Facebook page is great, but why make Zuckerberg richer? Application of that page’s value into the tapestry of SEO is the key, links out to owned assets create ROI for all that work.
I wrote about how to silo and organize web pages not long ago that makes a good addition to this excellent summary from @maxOz: http://scenttrail.blogspot.com/2012/06/seo-advanced-lessons-in-bleeding.html
Another related post I wrote several months ago:
More and More, Faster and Faster and Better and Better
SEO is a large and dynamic puzzle. No one piece alone will achieve and sustain long-term rankings. Some pieces are larger, some are smaller, but they are all imperative to a successful strategy. To have a successful SEO strategy, you need to put all of the pieces of the puzzle together.
Keywords are better than not.
Domain Age, how long has URL been live?
Has URL ever been penalized by Google?
Strength of your website (PageRank)
PageRank or PR is value from 0 to 10 Google assigns by page
Google does not rank websites, they rank pages.
Crawlability – can spiders “see” your site?
Taxonomy – navigation (again keywords are good)
Meta Tags especially <Title>
Title Tags: use a unique and relevant title for each page
Each Category and product should have its own page
Site Maps – keep sophisticated site maps on you site to help crawls
Site Maps – submit site maps regularly
Website Speed is crucial (faster beats slower)
H1s = use relevant headlines with KEYWORDS
H1s = only use one H1 on a page
H2s can be unlimited
Engaging copy and content
Natural sounding keyword usage (don’t spam keywords)
Keyword research to know most popular keywords
Uncover hidden gem Keywords (over subscribed, under published)
IMG: make use of alt description tags for images
Use Breadcrumb to provide keyword dense “spiderfood”
Comments and reviews where appropriate
Creating engaging content may be the most important tactic
Engagement = Likes, Shares and comments (reactions)
QDF = Quality Deserves Freshness (update, comments, reviews)
QDD = Quality Deserves Diversity (curate to create authority)
Press Releases, Optimized Videos, Articles Social Posts,
Photos, Blog Posts Forum Comments, Online Directories, Consumer Reviews Etc…
Content should create high quality inbound links
Links from high PageRank “Authority” sites
Inbound links use right anchor keywords
Internal links should be keyword rich
Owned properties (blogs etc…) link in carefully
Facebook likes and shares
Twitter followers and Retweets
Google Plus Ones„ YoutTube, LinkedIn, Stumble Upon
Others (Scoop.it, StumbleUpon, etc…)
What is your social authority on the web
Blog posts that encourage comments
Social forums (where you comment on their platforms)
Personal settings of searchers Search
History of searchers
Friends of searchers
Logged In status of searchers
Online Reputation Management (ORM)
What is sentiment about your website (authority?)
Is your website trusted
Reviews of your website or company
Posts about your website or company
Key Performance Indicators (KPIs)
Measure and tie heuristic metrics together
PageRank (PR from 0 to 10, every page has one)
Unique Visitors (want to go UP)
Return Visitors (want UP)
Time On Site (want UP)
Average Pages Viewed (want UP)
Bounce Rate (want DOWN)
Pages in Google (want UP if not over optimized, DOWN if OO)
Links In (want UP if from good neighborhoods i.e. high PageRank)
See on socialmedia-max.com