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Search Engine Ranking Factors 2010 Who Am I? My name is Craig Parker, I work for Soula Digital Marketing Agency, a related company to MoreNiche
I have worked in Search Marketing for 5 Years
I have a degree in Psychology & Sociology and studied a huge range of advertising and social computing topics inside my course including virtual/material culture and IT advertising
I manage a small SEM team who work on a massive range of sites from weight loss to groceries to property. In the past I have worked in personal and retail fields
You can get in touch with me on Twitter with @craiglparker
Search Engine Ranking Factors 2010 What are We Going to Look at? This short presentation will cover what my team and I feel are the most important search engine ranking factors in 2010 and how to effectively change your site for the better. We will examine;
What is a ‘Ranking Factor’?
Old ranking factors and which ones still apply
New ranking factors and what they mean
A few recommended tools and resources
Search Engine Ranking Factors 2010 What is a Ranking Factor? Ranking Factor is a catch all term used to describe potential attributes of the Google (or any search engine) Algorithm. There are some basics facts about Ranking Factors you may or may not already know;
Google claims to use over 200 different Ranking Factors
Not all Factors are equal
No one person knows all the Ranking Factors, not even the Google Engineers!
They are always in flux, being tweaked, augmented and replaced
Most SEO’s agree what most ranking factors are but disagree with which ones carry more weight
Search Engine Ranking Factors 2010 Established Factors Many basic Ranking Factors you are already familiar with. They are the SEO ‘bread and butter’ you have heard about 100x before, however you should never take things for granted in the world of SEO. Here’s some basic Ranking Factors you will have heard of;
PR or PageRank (or even Toolbar PageRank)
We’re going to take a closer look at these and more attributes and highlight which ones are still relevant and why, as well as which ones are becoming obsolete.
Search Engine Ranking Factors 2010 Understanding Consistency & Relevance While analysing the different ranking factors you will hear me reference consistency and relevance a lot. Consistency is, in my opinion, one of the most overlooked aspects of SEO. On a basic level maintaining SEO consistency and relevance means accurate keyword research applied in a systematic way to the site with easily connecting themes and expected content. It also means keeping your entire site at one quality level, whatever level that may be. Consistency is about more than your site though. It is about the links you gain and your competition as well as the standards you set for adhering to on your own site. Users like consistency too. Consistency does, without a doubt affect rankings but it is not a ranking factor itself, more the thread that ties them together. Consistency also plays a part in branding which for larger site SEO is extremely important. Use keyword tools like the Wonder Wheel, Google Insights and Wordtracker to connect subjects on your site and find related keywords.
Search Engine Ranking Factors 2010 What Consistency Isn’t
Copy and Pasting header data or tags between pages
Using the same keyword every time
Copying someone elses website word for word
Avoiding thinking of new ideas for your site
Making every one of your sites the same
Making 1000’s of internal or external links with the same anchor
Authority is the reach and power of your site, usually boosted by being tied to famous brands from both the on and offline world
It often tied into relevance to keyword field
Freshness is about how new or “fresh” your site information is. Google doesn't want to serve out of data info to users
Especially important now caffeine is live
Relates to QDF
Integration of Jazz interface and real time search results
Freshness and Authority are two more qualitative site metrics that interact with other ranking factors
Search Engine Ranking Factors 2010 Tools I Recommend
Webmaster Tools – Simple but reliable, Google’s is still the best
Bing - http://www.bing.com/webmaster
Google - https://www.google.com/webmasters/tools
Yahoo - https://siteexplorer.search.yahoo.com/
Google Analytics – Best free tracking software available but be sure to use asynchronous tracking code. It doesn’t harm rankings but can slow site down
Majestic SEO – Great free links analysis, cumulative graphs and history are especially useful
Search Engine Ranking Factors 2010 Tools I Recommend GZIP Tester – Find out if you enabled GZIP correctly http://www.gidnetwork.com/tools/gzip-test.php Google Insights – Find search volume patterns and related keyword information http://www.google.com/insights/search/ Google Rich Snippets Testing – If your site can use them, test it here http://www.google.com/webmasters/tools/richsnippets XML Sitemaps – Best sitemap script and even generates small ones for free http://www.xml-sitemaps.com/
Search Engine Ranking Factors 2010 Tools I Recommend Header Status Checker – Make sure your redirects and 404 pages are working correctly! http://www.webrankinfo.com/english/tools/server-header.php Search Based Keyword Tool – More volume focused keyword research http://www.google.com/sktool/ Wonder Wheel – Find Google’s opinion on related topics for your sites and new content ideas
Search Engine Ranking Factors 2010 Other Resources SEO Htaccess Template – Here is an annotated template htaccess file. Remove # to remove comment status and activate sections. Also remember to replace example.com etc with your own domains. You still need to know what you’re doing though! http://www.soula.com/sem/htaccess.zip http://www.huomah.com - A great SEO blog with reliable information on almost every aspect of SEM http://www.seomoz.org – Often simple, but great for keeping on top of frequent changes or when big shifts happen. Always watch the whiteboard videos http://googlewebmastercentral.blogspot.com/ - Official Google WM blog, always keep on top of news http://blog.searchenginewatch.com/ - Great for general industry news
Search Engine Ranking Factors 2010 Any Questions?