SEO Overview. Search Engine Optimization Basics

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Covers the basics on how Google understand a query and chooses which result to rank in the organic results

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  • SEO Overview. Search Engine Optimization Basics

    1. 1. How Does Google Interpret a Search Query for Ranking Purposes Presented by Eli Schwartz Confidential
    2. 2. Introduction • SEO: Search Engine Optimization is the concept of following search engine best practices • NOT a process of tricking search crawlers • Architecture and method of presenting information that both search engines AND users can understand • Search engines are in the business of satisfying their users, free traffic is a byproduct of that mission Confidential 2
    3. 3. Organic vs Paid Search 10% of Clicks 90% of Clicks
    4. 4. Interesting facts about Google’s Algorithm • Greatest market share in most of the world • 200 Primary Metrics • Updated hundreds of times per month • Humans “supposedly” do not interfere with the algorithm • Google uses data from all of its properties • Google’s first name was “Backrub”
    5. 5. “With your permission you give us more information about you, about your friends, and we can improve the quality of our searches. We don't need you to type at all. We know where you are. We know where you've been. We can more or less now what you're thinking about.” Eric Schmidt in an interview with The Atlantic, October 2010
    6. 6. Google’s mind reading
    7. 7. Language preferences Language preferences override ccTLD of Google site
    8. 8. Language differences
    9. 9. What does Google know about you? https://www.google.com/ads/preferences/view
    10. 10. Personal history
    11. 11. Without Personal history
    12. 12. How to browse without cookies and history Browser Shortcut Chrome Ctrl (CMD) + Shift + N Firefox Ctrl(CMD) + Shift + P IE Ctrl + Shift + P Safari Click Safari > Private Browsing > OK
    13. 13. Where are you?
    14. 14. Query “Warriors” – located in Palo Alto
    15. 15. Query “Warriors” – located in Baltimore
    16. 16. Query for Giants
    17. 17. Your connections
    18. 18. Google Instant
    19. 19. Suggestions and related
    20. 20. Spelling correction
    21. 21. Plurals
    22. 22. Synonyms
    23. 23. Non-text content
    24. 24. What does the query mean? Design Recipe Book Brand
    25. 25. Questionnaire – ambiguous term
    26. 26. Modified head term
    27. 27. Where is the keyword used: Title
    28. 28. Where is the keyword used: H1
    29. 29. Where is the keyword used: Content
    30. 30. International challenge No exact match (yet)!
    31. 31. Domain authority
    32. 32. Domain authority visualized
    33. 33. Internal links visualized United Airlines routes
    34. 34. Anchor text
    35. 35. Relevancy
    36. 36. Performance for Google’s users
    37. 37. Publish date (Freshness) Recent content
    38. 38. Eventually…. Author-based ranking
    39. 39. Constant Google algo updates • • • • • • • • • Attribution Panda Freshness Search plus your world Ads above the fold Venice Penguin Knowledge graph DMCA
    40. 40. Google rankings myths • • • • • • • • Page Rank correlates to rankings Domain age or TLD (.org, .com, .us) SEO = stuff valuable keywords in meta tags More links > than content Links from .Gov or .Edu automatically lead to better rankings You always need to rank #1 Google just ranks text content Brands have it easy
    41. 41. Questions?

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