Search Engine Optimization Concepts - The Future of Search
Bruce Clay SEO Concepts…
Overview SEO Concepts Future of Search Linking Strategies Best Practices
How Do Search Engines ImpactYourBusiness? Top 3 results is the new Page 1 If you’re not in top 5-15 results,you are non-existent100+ times more sites areoptimized 18+ times more sites per keyword Queries are longer and thus moretargeted
3 Major Items ImpactYour Search EngineRankings1. The Search Engines Not your Friend! Vague answers The Search Google speak Engines Constantly Changing 450 algorithm changes/year SERP presentation The The Site changes Competition Constraints
3 Major Items ImpactYour Search EngineRankings2. The Competition Not your Friend! Wants your space The Search Constantly changing Engines The The Site Competition Constraints
3 Major Items ImpactYour Search EngineRankings3. The Site Constraints Production Schedules Server technology The Search Conversion vs. traffic vs. Engines ranking Which is most important? Content Management Systems (CMS) New Features The The Site Engagement Objects Competition Constraints
The Top Ranking…Goes to the site that’s “Least Imperfect”es Nobody knows the search algorithms Perfection is impossible Natural Behavior Different for each search engine Every keyword is a separate target Behavior, intent and local influences
Behavioral Keyword ResearchThis is critical Disjoint consecutive searches form a “long tail” filter for subsequent searches Based upon persona and community You will get different results based on users behavior Web History changed the SERP
Associated WordsTargeted Searching = Higher Conversion Surrounding words help keyword “clarification” Proximity: Latent Semantic Indexing (LSI) concepts apply Synonyms ~Google Use words your competition uses and SE’s will reward you
Organic Information Site offering “free information” versus “just e-commerce” will get higher rankings “Query intent” supporting words help with rankings More people will link to you if you provide free information
IntentStandard, Research, Shopping Research sites are longer, fewer images and fewer links Shopping sites are shorter, more smaller images and more links Standard search depends on users intent
Future of SearchNow: Means: Behavioral search Ranking alone is not SEO Intent-based search KW Research is more complex than anything done before Localized search Personas Engagement Objects Behavioral community Personalized search Anticipate consecutive searches Social matters Analytics is necessary for measuring traffic/ROI
Website PersonaDoes your website match your visitors? They must match or you lose! Website Persona Visitor Persona
Ambiguous QueriesDoes your website match your visitors? Search for “New York Pizza Chicago” Pizza in New York, restaurant name Chicago New York style pizza in Chicago The place called New York Pizza in the city of Chicago Define by type: [New York Pizza] / food [Chicago] / location [New York Pizza] / business [Chicago] / location [New York] / location [pizza] / food [Chicago] / location
Google Instant Type keywords one at a time Type last word letter by letter Look at top word following your target phrase Add all of these to your keyword list
Trigger a Search Ads stimulate a query Articles stimulate a query Appearances stimulate a query When you are ranked #1 it is time to stimulate a query When you are not ranked you would send traffic to competition Engagement Objects can attract visitors, or hold them
Local Search According to Google, 20% of all searches and one-third of mobile searches have local intent as of first quarter of 2010. When blended search results are displayed, local results are included about one-third of the time Claim your business listing in local search directories and listing services, including Google, Yahoo!, Bing and online yellow pages.
“Bow Tie” Effect If an expert links to you, then you become an expert – but you are expected to link to other experts Reference sites Penalized if you only have inbound links
Hubs and Authorities A Hub is a resource list or high quality guide that directs users via links to recommended subject authorities on the Web An Authority is a primary source of high quality content on a particular subject Hub link to Authorities much more often than the other way around
Outbound Linking Considerations Never sell links for PageRank because you WILL be penalized if detected Use Google “related sites” to see which hubs you are in If spammers you must change fast If authorities they may be link targets If not well ranked they may still have significant PageRank and value for outbound/inbound targeting Same for competition What are their “related sites” ?
Inbound Linking Considerations Given “Editorial” credit from other sites linking to you Increases (or lowers) the worthiness of your site and adds PageRank What sites to consider? We recommend you focus on link quality, not quality Law on Natural Linking: IP numbers – different is good PageRank – natural structure is good Anchor text – different is good Whois Name – different is good
Inbound Linking Considerations Forms Links Search Engines will not follow “Follow Buttons” You need static links to crawl and pass PageRank FYI – Google Will index dynamic URLs up to 2 parameters, sometimes 3, where the value should not exceed 10 characters “Compaction” Drops unnecessary parameters to determine best result Canonical Link Tag
How To Develop Links Link Begging Sponsored Pages/Memberships News Letters Press releases Articles News Social Media
How To Develop Links Buying Links – THIS IS SPAM! Google is aggressively penalizing participants in purchased PageRank schemes Ads are exempted if no followed Link Pruning Sometimes removing links that have a low trust score helps more than adding links
Search Engine Classify Spam As…. “Anything Deceptive” Ethics Ethics are not laws, but are guidelines to behavior What is your URL worth? If all rankings were lost Who would lose their jobs? What is the impact on your company?
Approaches “Blackhat vs.Whitehat” Blackhat Deceive the search engines by taking advantage of holes in the SE protection mechanisms This is considered “spam” The trick is to do more things exploiting holes Whitehat The goal is to do more things right without exploiting any holes than the competition If the top sites do 40 things right, out of 200+ algorithm variables then if you do more variables right than them you should rank better than hem
Hidden Text/Links This is a “hiding technique” Using similar color for text and background Placing keywords inside a <noframes> or <noscript> tag Using hidden layers in style sheets Using a transparent image for a link, using hidden links This is considered spam
Cloaking This is a “hiding technique” You can give the search engines pages that are different from users. Cloaking will usually get you blacklisted if deceptive Cloaking is OKAY if, and only if, it is defendable Web Optimizer is a Cloaking tool
Link Farms This is a “boosting technique” The one way to increase link popularity is to create multiple websites linking to each other – wrong! Link farms are low trust Link popularity depends on the quality of links not just quantity Using link farms does not provide quality links to boost your link popularity
Duplicate Content This is a “boosting technique” It does not work and generally dilutes Trust Duplicate content = Duplicate links (ignored) There is NO penalty for duplicate (nearly exact) content SE chooses which page to index and suppresses all others International – ccTLD/Zone rules Multiple Sites 0 dynamic filters Authority sites get more credit That may not be you!