SEO Overview. Search Engine Optimization Basics

  • 1,002 views
Uploaded on

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

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

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
  • Download more information here here:
    http://www.mediafire.com/?mza1k0q6uhhmz3y
    Are you sure you want to
    Your message goes here
    Be the first to like this
No Downloads

Views

Total Views
1,002
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
32
Comments
1
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • ]

Transcript

  • 1. How Does Google Interpret a Search Query for Ranking Purposes Presented by Eli Schwartz Confidential
  • 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. Organic vs Paid Search 10% of Clicks 90% of Clicks
  • 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. “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. Google’s mind reading
  • 7. Language preferences Language preferences override ccTLD of Google site
  • 8. Language differences
  • 9. What does Google know about you? https://www.google.com/ads/preferences/view
  • 10. Personal history
  • 11. Without Personal history
  • 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. Where are you?
  • 14. Query “Warriors” – located in Palo Alto
  • 15. Query “Warriors” – located in Baltimore
  • 16. Query for Giants
  • 17. Your connections
  • 18. Google Instant
  • 19. Suggestions and related
  • 20. Spelling correction
  • 21. Plurals
  • 22. Synonyms
  • 23. Non-text content
  • 24. What does the query mean? Design Recipe Book Brand
  • 25. Questionnaire – ambiguous term
  • 26. Modified head term
  • 27. Where is the keyword used: Title
  • 28. Where is the keyword used: H1
  • 29. Where is the keyword used: Content
  • 30. International challenge No exact match (yet)!
  • 31. Domain authority
  • 32. Domain authority visualized
  • 33. Internal links visualized United Airlines routes
  • 34. Anchor text
  • 35. Relevancy
  • 36. Performance for Google’s users
  • 37. Publish date (Freshness) Recent content
  • 38. Eventually…. Author-based ranking
  • 39. Constant Google algo updates • • • • • • • • • Attribution Panda Freshness Search plus your world Ads above the fold Venice Penguin Knowledge graph DMCA
  • 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. Questions?