Two Things…search engines aretrying to figure out:• What is the user REALLY looking for?• The site content is compelling enough to care about.
Google: Major Change History BG(BeforeGoogle) Launch 1999 First Paid Advertising 2001 1998 2000 #MyCommSEO
Google: Major Change History Boston NoFollow Cassandra Allegra Dominic Bourbon Esmeralda XML Sitemaps Fritz Personalized Search Supplemental Index Gilligan Google Local / Maps2002 Florida 2004 Jagger Big Daddy 20061st DocumentedUpdate Austin Brandy Supplimental Update(No NameGiven) 2003 IPO 2005 False Alarm #MyCommSEO
Google: Major Change History Social Signals Negative Reviews Instant Previews Google Suggest Google Instant Search + Your World Dewey Brand Update January 30 Pack 2007 2009 Caffeine (Rollout) 2011 MayDay Google Places Overstock.com Penalty Attribution UpdateBuffy Panda / Farmer The +1 ButtonUniversal 2008 2010 Panda 2.0 Panda 2.1 2012Search Jan 30 Pack Schema.org Real Time Panda 2.2 Feb 17 & 40 pack Caffeine Google + March 50 Pack “Rel-Canonical Tag” Panda 2.3 More Panda Vince Panda 2.4 (Global) Penguin Expanded SiteLinks Venice Pagination Elements Ads above the fold 516 Algo Updates Panda 2.5 DCMA Penalty #MyCommSEO
DefinitionsTerm Definition“Index” What the search engines see and take note of for displaying results“Crawl” Search engines look all around the web for pages to index. This is called a “crawl”. Some people use other terms like “spidering”, but it’s essentially the same thing.“Bot” The “bot” is basically what “crawls” the web looking for your site content.
Consult a ProUsing a CMS Platform• Not all are created equal for SEO• Plugins, Modules, Add Ons, etc. #MyCommSEO Image Credit: danielbronstein.com
Consult a ProContent Assessment• “Content is King”Overused phrase, but forgood reason #MyCommSEO
Consult a ProContent Tool: WeWe Monitorhttp://www.futurenowinc.com/wewe.htm #MyCommSE
Consult a ProContent Tool: Keyword Density • Old school metric, but still useful • Too much & too little is badhttp://tools.seobook.com/general/keyword-density/ #MyCommSEO
Consult a ProBFF = Big Fat FooterJust because it worksfor Zappos… #MyCommSEO
Consult a ProAuthor Tag: Declare authorship of contentWritten by <a rel=”author”href=”../authors/Adam Proehl”>AdamProehl</a>. #MyCommSEO
Key TakeawaysAsk hard questions about the quality of your contentThink about the value to the usersSearch engines need to think your content is valuableRemember it’s a machine algorithm making the call #MyCommSEO
To Do Today:• Get setup on Webmaster tools if you aren’t already (www.google.com/webmastertools)• Go to Woorank.com & run numbers for your site• Try one of the keyword suggestion tools – Soovle (www.soovle.com) – Ubersuggest (www.ubersuggest.org)
Tools CoveredTool LinkWebmaster Tools www.google.com/webmastertoolsWooRank www.woorank.comGoogle Adwords Estimator (just google “adwords estimator”)Soovle www.soovle.comUbersuggest www.ubersuggest.orgWordle www.wordle.netPage Speed Code.google.com/speedWe We Monitor www.futurenowinc.com/wewe.htmKeyword Density tools.seobook.com/general/keyword-density