Week 6
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Week 6 Week 6 Presentation Transcript

  • Day 6
  • Few Continuous Cloud Sources Many Connected Devices Cloud Computing, Web Mobility & the HTML5 suite Some Access Networks WiFi ISPs Mwave satellite telco / cable cellular Enterprise apps (Targeted at PCs) Browser Apps (for all devices) Custom Apps (device-targeted) Unlimited # of Apps Html5 CSS3 JavaScript Globally available & accessible; massively scalable; and fully reliable & secure Easy & natural for the user; mass customized & micro- targeted by the enterprise services
  • The Web Experience Standard Website App Mobile Website App Browser Mobile App Native Mobile App Development Language HTML5, CSS3, JS HTML5, CSS3, JS HTML5, CSS3, JS + PhoneGap, etc. Java, Objective-C, or .Net App Accessibility Browser on all devices Browser on all smart mobile devices Bundled in wrapper for multiple smart mobile devices Mobile device specific Hosting On Web server On Web server Hybrid on web & device On device App Availability On web On web On web or In app stores In app stores User market 2.3 B 650 MM 650 MM ~ 200 MM iPhones or ~ 320 MM Android Access to Device Capabilities Minimal Minimal Limited Complete Ease of Creating a Rich, Fine Grained UX Hard Easy
    • DIGITAL FUTURE TRENDS
    • THE SEARCH LANDSCAPE
    • THE SEO PYRAMID
      • Accessible, quality content
      • Keyword research
      • Link building
      • Social influencers
    • HOMEWORK
    SEO 101
  • Digital Future Trends (U.S. 12/2011)
    • Webmail usage was down 32% in 2011 (for those aged 12-24)
    • 16.6% of all U.S. minutes spent online are spent on Facebook; Google was 2 nd with 10.8%; Yahoo! 3 rd with 8.6%
    • Facebook users spent > 7 hours online
    • 9 of 10 users visited a social networking site
    • Pinterest is the fastest growing interconnected social media site
    • Google owns 68.1% of U.S. search market, Microsoft 26.5%
    • 210mm Americans watched 43.5b online videos (115 pp )
    • 49.8% of video market is owned by YouTube (Google)
    • 173 YouTube channels had > 1mm viewers
    Source: “US Digital Future in Focus 2012” and “qSearch analysis – Dec 2011” by comScore
  • Digital Future Trends (U.S. 12/2011)
    • > 8% of web content was consumed on phones & tablets
    • In Jan’11, Android became the leader in the smartphone market
    • In Jul’11, smartphones took over the majority of the monthly sales
    • In Dec’11, Android reached 47.3% share, iPhone 29.6% of smartphones
    • It took 7 years for the US to reach 40mm smartphones, it took 22 months for tablets to reach that level
    • The mobile consumer uses less of the staples of the “Classic Web”: webmail, weather, maps, PDFs, multi-page documents, etc.
    • The multi-device consumer is a Digital Omnivore with shifting content engagement
      • Incremental effects
      • Platform cannibalization
    Source: “US Digital Future in Focus 2012” and “qSearch analysis – Dec 2011” by comScore
  • The Search Landscape
    • SEO – begin with a baseline
    • Organic vs paid search
    • Click-through rates
    • Blended / Vertical search
  • Search engine optimization
    • T he process of improving the visibility of a web page in search engines using the ”organic" or un-paid search results.
    • > 150 B searches globally each month
    • US is 22% of searches / day
    • Google performs 1.3 B searches / day
    Do it because Juan does it!
  • Organic & Paid Search Paid (10%) Organic (90%)
  • Click-Through Rates Source: “Slingshot SEO” Dec 2010 60% of CTs on the 1 st 3 positions 11% of CTs after the 1 st page
  • Blended / Vertical Search 31% click images 36% click news 17% click videos
  • From the SEO perspective: Crawling Indexing Ranking Serving …but from the user’s perspective: they find everything, present the first 10 them in order of importance, and usually do some advertising on the top, bottom and right hand side of the page… What Search Engines Do
  • Calculating Query-Independent Metrics Source: www.SEOmoz.org via www.opensiteexplorer.org Page specific metrics URL Domain level metrics Subdomain Root Domain Page authority 82 Domain authority - 97 Rank 6.3 Domain rank 6.9 8.1 Trust 7.0 Domain trust 7.2 8.3 Total links 309,123 Total links 2,118,020 91,020,389 External followed links 300,315 External followed links 1,183,245 91,876,381 Internal followed links 5,620 Linking root domains 22,706 490,718 Linking root domains 2,914
  • Google’s Ranking Algorithm Source: “2011 Search Engine Ranking Survey” by SEOmoz
  • What NOT to do Source: “2011 Search Engine Ranking Survey” by SEOmoz
  • Google Webmaster Guidelines
    • Make pages primarily for users. Cloaking (presenting different content to users and search engines) will cause blacklisting.
    • Build a site with a clear hierarchy. Every page should be reachable from at least one static text link.
    • Create a useful, information-rich site, and write pages that clearly describe your content. Make sure that your <title> and ALT attributes are descriptive and accurate.
    • Keep the links on a page below 100.
  • Bing / Yahoo! Webmaster Guidelines:
    • In the visible text, include the words users might use as search query terms on your site
    • Limit all pages to a reasonable size. We recommend one topic per page. The HTML page with no pictures should be <150kb.
    • Make sure each page is accessible by at least one static text link
    • Do not put the text that you want indexed inside images (like your logo or graphic)
    • The factors influencing your page ranking include: the # of sites linking to it, the content of the pages, the updates made to indices, the testing of new product versions, and the discovery of additional sites.
  • Search Engine Limitations
    • Crawling and Indexing issues
      • Content behind online forms will remain hidden
      • Poor link structures
      • Pages using Flash, frames, Java applets, plug-in content, audio & video
    • Content-to-query matching
      • Text that is not written in terms the users use on search engines
      • Language & internationalization subleties
      • Languages
    • The tree falls in the forest effect…
  • The SEO Pyramid Unique text content Bot accessibility URL structure Internal link architecture Sitemaps Server response codes Manual requests & link building Scalable, content-based link strategies Onsite user engagement Social media Viral media Keyword discovery On-page targeting Social Link Building Keyword Research Accessible, Quality Content
  • The SEO Pyramid Unique text content Bot accessibility URL structure Crawlable link architecture Sitemaps Server response codes Social Link Building Keyword Research Accessible, Quality Content
  • Unique Text Content
    • Why duplicate content?
    • The search engine process:
      • finds a dupe
      • checks to see how many dupes it can find
      • determines where it first saw the content, or where most of the links point
      • throws out the dupes
    • Manage the content yourself
      • <head><link rel=“canonical”> </head>
      • <head><link rel=“nofollow”> </head>
      • 301 redirects
    • Duplicate title tags & meta descriptions (use Google Webmaster tools)
  • Crawlable Link Architecture An ideal site architecture makes content access simple for developers, users and search engines
  • Bot Accessibility
    • www/w3.org/WAI – web accessibility initiative
    • Written transcripts for all audio and video content
    • Title tags (65) & meta descriptions (156)
    • Alt text tags for pictures
    • “ follow” and “nofollow”
    • “ index” and “noindex”
  • Sitemaps
    • http://www.sitemaps.org/protocol.html
    • www.xml-sitemaps.com/
    • automatic generation of a sitemap
  • URL Structure
    • www3.amazon.com/gp/product/0778801810/ref=s9_simh_gw_p14_d14_g14_i2?pf_rd_m=ATVPDKIKX0DER&pf_rd_s=center-2&pf_rd_r=0CCYTS091TSQD9XSZMHD&pf_rd_t=101&pf_rd_p=470938631&pf_rd_i=507846
    • www.amazon.com/books/The-Juicing-Bible
    • ~ 65 ch max for humans
  • Server response codes Error 404 - broken links - Webmaster tools Design & content guidelines Technical guidelines Quality guidelines
  • The SEO Pyramid Keyword discovery On-page targeting Social Link Building Keyword Research Accessible, Quality Content
  • Keyword Discovery
    • Goal: 7 that show up on Google page 1
    • Scientific method (SEO & HTML5 software development)
    • Competition level, search volume, customer value
    • 80% of searches are 2 – 4 words, with 15 – 35% conversion rates
    • Google Adwords Keyword Tool
    • Keyword Discovery, Keyword SPY, WebCEO, WordTracker, WordZe
  • On-Page Targeting: Top 10
    • Keyword in URL
    • Keyword in Domain name
    • Keyword in Title tag
    • Keyword in Description meta tag
    • Keyword in Keyword meta tag
    • Keyword in body text (<10% all keywords / total text)
    • Keyword intensity (<5% each keyword / total text)
    • Keyword in H1, H2, & H3
    • Keyword font size & strength
    • Keywords in proximity
    • Text in graphic form
    • Affiliate inter-linking
    • OOP (over optimization penalty)
    • Linking to bad places (link farms, FFAs)
    • Re-direct thru refresh metatags
    • Bad language (150 in English) + ethnic slurs
    • Poison words
    • Excessive cross-linking
    • Stealing images / text blocks from another domain
    • Keyword stuffing (either on meta tags, in on-page content, or non-displaying content)
  • The SEO Pyramid Manual requests & link building Scalable, content-based link strategies Social Link Building Keyword Research Accessible, Quality Content
  • Link Juice
  • Link Building Strategies Strategy Scalability Link Quality Manual link submissions Competitive link acquisition Links via embedded content Linkbait & viral campaigns Content, technology, API licensing Partnerships, exchanges & trades Paid links Link reclamation
  • The SEO Pyramid Onsite user engagement Social media Viral media Social Link Building Keyword Research Accessible, Quality Content
  • Onsite User Engagement
    • Social media works best: buzz sites, blogs, media outlets, hobbyist forums, stc.
    • “ Linkerati” are responsible for 90+% of links
    • Great content is king
    • Make content easy to share
    • Incent & reward positive link behaviors
    • Use the Google & Bing webmaster tools, Open Site Explorer, link intersects, top pages & 404s, metrics….
    • “ 10,000 visitors = 54 customers”
  • The SEO Pyramid Unique text content Bot accessibility URL structure Internal link architecture Sitemaps Server response codes Manual requests & link building Scalable, content-based link strategies Onsite user engagement Social media Viral media Keyword discovery On-page targeting Social Link Building Keyword Research Accessible, Quality Content
  • Homework & Reading Just two: Pick a website, identify 5 metrics you want to improve, and send an email to me by 2/29 with what they are. In the next 4 weeks, double the 5 metrics and prove it Read Ranking #1 50 Essential SEO Tips by James Beswick (160 pages – large font – actionable ideas)