Search Engine Optimization Concepts - The Future of Search

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Search Engine Optimization Concepts - The Future of Search

  1. 1. Bruce Clay SEO Concepts…
  2. 2. Overview SEO Concepts Future of Search Linking Strategies Best Practices
  3. 3. 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-existent100+ times more sites areoptimized 18+ times more sites per keyword Queries are longer and thus moretargeted
  4. 4. 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
  5. 5. 3 Major Items ImpactYour Search EngineRankings2. The Competition  Not your Friend!  Wants your space The Search  Constantly changing Engines The The Site Competition Constraints
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. Website PersonaDoes your website match your visitors? They must match or you lose! Website Persona Visitor Persona
  14. 14. 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
  15. 15. 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
  16. 16. Google Preview
  17. 17. 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
  18. 18. Engagement Objects Images Videos/MP3 Shopping Places News Knowledge Graph
  19. 19. Images
  20. 20. Video
  21. 21. Shopping
  22. 22. Places
  23. 23. News
  24. 24. Knowledge Graph
  25. 25. Index Imaging Notice – This shows that words in an image are now recognized by Google!
  26. 26. Audio Indexing Captions
  27. 27. Audio Indexing Transcript
  28. 28. Audio IndexingVideo is Content
  29. 29. 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.
  30. 30. “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
  31. 31. 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
  32. 32. 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” ?
  33. 33. 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
  34. 34. 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
  35. 35. How To Develop Links Link Begging Sponsored Pages/Memberships News Letters Press releases Articles News Social Media
  36. 36. 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
  37. 37. 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?
  38. 38. 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
  39. 39. 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
  40. 40. 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
  41. 41. 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
  42. 42. 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!
  43. 43. ThankYou!

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