Deck_Rob Flaherty


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Deck title: SEO: Is this Really Necessary.
Session title: Quality Versus Searchability.

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Deck_Rob Flaherty

  1. 1. SEOIs This Really Necessary?
  2. 2. TOC• The Problem: Brief history of search• The Solution: How Google works• Why We Care: Findability• SEO: Making a Good Impression
  3. 3. 1.Why search exists
  4. 4. In the beginning there were documents.
  5. 5. Then there was the World Wide Web.
  6. 6. Then there was a problem.
  7. 7. 2.How Google works (sort of)
  8. 8. Google’s mission is to organize the world’s information and make it universally accessible and useful.Google’s Mission Statement
  9. 9. Google does 3 thingsCrawls Indexes RanksDiscover new pages Parse documents and Assign rank using create keyword special sauce indexes algorithms
  10. 10. Indexing: Each page gets a record Page Title URL Last Modified Date Domain Backlinks Content ...
  11. 11. Indexing: Pages relate to other records Page Domain Title Authority URL Backlinks Last Modified Date Age Domain ... Backlinks Content Backlinks ... Pages Link Text Domains ...
  12. 12. Indexing: Inverted Index Term Documents apple 3, 5, 11, 89 giraffe 3, 34, 88 celery 1, 5, 8, 52, 76 dinosaur 10, 24 camera 41, 44, 91
  13. 13.
  14. 14. 3.Why this matters to us
  15. 15. Findability
  16. 16. Findability is a term for the ease with which information contained on a website can be found, both from outside the website (using search engines and the like) and by users already on the website.Wikipedia, The Internet (2012)
  17. 17. Search Patterns, Peter Morville & Jeffery Callender (2010)
  18. 18. A lot has to line up for this to work.
  19. 19. Findability prerequisites1. Google has to be able to find our content.2. Google has to value our content.3. Our content has to align with the search keywords used by potential visitors.4. Our content has to promote itself (Microcontent).
  20. 20. Findability• Better findability = greater readership• Findability is a core quality of online content• Users find content in various ways but (for now) search is the dominant discovery channel
  21. 21. Findability is bigger than search optimization.
  22. 22. Our writers are not really thinking about SEO anymore. Now it’s about how we can spin a story so that it goes viral.Scott Havens, Senior Vice President, The Atlantic Media Company
  23. 23. It’s not about optimizing for search engines. It’s about optimizing for findability.
  24. 24. 4.What we can do
  25. 25. Speak the user’s language
  26. 26. “Speak the users language” has been a primary usability guideline for more than 20 years. The fact that the Web is a linguistic environment further increases the importance of using the right vocabulary.Jakob Nielsen, Use Old Words When Writing for Findability (2006)
  27. 27. KeywordsKeywords are what users type into the searchbox.Keywords represent the specific language andterminology that people use when they searchfor things.
  28. 28. Search is about matching.Matching is about tuning.
  29. 29. The goal is to optimize content forfindability by fine-tuning our language to match the language used by our audience.
  30. 30. Microcontent
  31. 31. “Microcontent needs to be pearls of clarity: you get 40-60 characters to explain your macrocontent. Unless the title or subject make it absolutely clear what the page or email is about, users will never open it.”Jakob Nielsen
  32. 32. Lorem ipsum dolor sit amet, consectetur adipisici (50 characters)
  33. 33. What constitutes a good title on the webis different from what constitutes a good title in print.
  34. 34. The print reading experience is immersed in context.
  35. 35. What Google sees<h1> Past, Present, Future</h1>
  36. 36. Often, this is all a user sees:
  37. 37. At most, there’s an excerpt:
  38. 38. Titles on the web have to do more work.
  39. 39. Final thought
  40. 40. We’re talking about making our content robot-friendly.But remember what the robots are trying to do...
  41. 41. ...they’re trying to figure out what humans value.
  42. 42. The robots are just the middlemen.At the end of the day we’re still writing for humans.
  43. 43. Great content is the best SEO strategy.
  44. 44. Questions?• Email:• Twitters: @robflaherty