Search Engine Visibility

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Search Engine Visibility

  1. 1. 10 — Search Engine Visibility From Code to Product gidgreen.com/course
  2. 2. The Google bombFrom Code to Product Lecture 10 — Search Engines — Slide 2 gidgreen.com/course
  3. 3. Feeling lucky?From Code to Product Lecture 10 — Search Engines — Slide 3 gidgreen.com/course
  4. 4. Lecture 10•  Introduction•  How search works•  Anatomy of HTML•  On-page factors•  Off-page factors•  PageRankFrom Code to Product Lecture 10 — Search Engines — Slide 4 gidgreen.com/course
  5. 5. History of web search•  1994 — WebCrawler — first full text•  1994 — Yahoo — directory then portal•  1995 — AltaVista — first big index•  1997 — Google — link citation analysis•  2000 — 2004 — Yahoo uses Google•  2000 — Baidu — now leader in China•  2006 — Microsoft Live Search•  2009 — Bing, switched to by YahooFrom Code to Product Lecture 10 — Search Engines — Slide 5 gidgreen.com/course
  6. 6. Importance of search http://www.searchenginejournal.com/24-eye-popping-seo-statistics/42665/•  US: 17.1B “core searches” in April 2012 Sources: comScore, Pew Internet Report, User Centric, PC Magazine, –  55 per US citizen [comScore]•  92% of online US adults use search –  96% of college graduates –  98% with income $75k+•  70–80% ignore paid ads on right –  (but only 10% ignore ads on top)•  80% of sessions begins with a searchFrom Code to Product Lecture 10 — Search Engines — Slide 6 gidgreen.com/course
  7. 7. Googling googleFrom Code to Product Lecture 10 — Search Engines — Slide 7 gidgreen.com/course
  8. 8. Search as traffic sourceFrom Code to Product Lecture 10 — Search Engines — Slide 8 gidgreen.com/course
  9. 9. Global market share Source: May 2012 figures from http://www.netmarketshare.com/ Bing, 4.15% Other, 2.05% Baidu, 5.65% Yahoo, 6.42% Google, 81.73% GlobalFrom Code to Product Lecture 10 — Search Engines — Slide 9 gidgreen.com/course
  10. 10. USA market share Source: May 2012 figures from http://www.netmarketshare.com/ AOL, Ask, 1.33% Yahoo, 9.83% 1.47% Bing, 10.46% Google, 76.57% USAFrom Code to Product Lecture 10 — Search Engines — Slide 10 gidgreen.com/course
  11. 11. China market share Source: http://chineseseoshifu.com/china-search-engine-market-share/ SoSo, 1.40% Sougou, Others, 0.70% Google, 2.80% 16.60% Baidu, 78.50%Also: Japan,Czech Republic,South Korea, ChinaRussia,From Code to Product Lecture 10 — Search Engines — Slide 11 gidgreen.com/course
  12. 12. Search engine results pageFrom Code to Product Lecture 10 — Search Engines — Slide 12 gidgreen.com/course
  13. 13. Where do people look?From Code to Product Lecture 10 — Search Engines — Slide 13 gidgreen.com/course
  14. 14. Where do people click? http://www.seomoz.org/blog/mission-imposserpble- establishing-clickthrough-ratesFrom Code to Product Lecture 10 — Search Engines — Slide 14 gidgreen.com/course
  15. 15. Black-hat vs white-hat Black-hat SEO White-hat SEO Tricking Google Working with Google Hidden keywords Prominent keywords Cloaking for search Structured for search Content scraping Unique content Link spam and farms Attracting links Short-lived boost (maybe) Long-term resultsFrom Code to Product Lecture 10 — Search Engines — Slide 15 gidgreen.com/course
  16. 16. Google’s recommendations http://support.google.com/webmasters/bin/answer.py?hl=en&answer=35769From Code to Product Lecture 10 — Search Engines — Slide 16 gidgreen.com/course
  17. 17. Lecture 10•  Introduction•  How search works•  Anatomy of HTML•  On-page factors•  Off-page factors•  PageRankFrom Code to Product Lecture 10 — Search Engines — Slide 17 gidgreen.com/course
  18. 18. How search works•  Crawling –  Finding content to index•  Indexing –  Preparing content for search•  Searching –  Showing results to userFrom Code to Product Lecture 10 — Search Engines — Slide 18 gidgreen.com/course
  19. 19. Basic crawling•  Create an empty URL queue (“frontier”)•  Add one good URL, e.g. wikipedia.org•  Repeat: –  Select random URL from queue –  Retrieve content for that URL –  Add links in content to queue –  Keep track to prevent repeat visits•  Is that it?From Code to Product Lecture 10 — Search Engines — Slide 19 gidgreen.com/course
  20. 20. Crawling issues•  Link prioritization•  Duplicate content –  Print versions, sorting•  Infinite loops –  Database-driven sites•  Revisiting pages•  Site overloading•  ParallelizationFrom Code to Product Lecture 10 — Search Engines — Slide 20 gidgreen.com/course
  21. 21. IndexingFrom Code to Product Lecture 10 — Search Engines — Slide 21 gidgreen.com/course
  22. 22. IndexingFrom Code to Product Lecture 10 — Search Engines — Slide 22 gidgreen.com/course
  23. 23. From Code to ProductLecture 10 — Search Engines — Slide 23 Inverted index https://developer.apple.com/library/mac/#documentation/userexperience/ Conceptual/SearchKitConcepts/searchKit_basics/searchKit_basics.htmlgidgreen.com/course
  24. 24. Other indexed information•  Page metadata•  More about words –  Prominence –  Position –  Frequency•  Links between pages –  Including anchor text•  Images, etc…From Code to Product Lecture 10 — Search Engines — Slide 24 gidgreen.com/course
  25. 25. Other formats http://support.google.com/webmasters/bin/ answer.py?hl=en&answer=35287 Forms? Javascript?From Code to Product Lecture 10 — Search Engines — Slide 25 gidgreen.com/course
  26. 26. Stemming, proximity, ANDsFrom Code to Product Lecture 10 — Search Engines — Slide 26 gidgreen.com/course
  27. 27. Recent Google changes•  May 2012: knowledge graph http://www.seomoz.org/google-algorithm-change•  Apr 2012: overoptimization penalty•  Jan 2012: top heavy ads penalty•  Nov 2011: rewarding freshness•  Feb 2011: hitting content farms•  Dec 2010: social media signals•  Dec 2009: real-time searchFrom Code to Product Lecture 10 — Search Engines — Slide 27 gidgreen.com/course
  28. 28. Google web history (2005–2009)From Code to Product Lecture 10 — Search Engines — Slide 28 gidgreen.com/course
  29. 29. Search + your world (2012) http://www.ubergizmo.com/2012/01/google-now-searches-your-world/From Code to Product Lecture 10 — Search Engines — Slide 29 gidgreen.com/course
  30. 30. Keyword research But: consider also long tail (referrer logs)From Code to Product Lecture 10 — Search Engines — Slide 30 gidgreen.com/course
  31. 31. Keyword researchFrom Code to Product Lecture 10 — Search Engines — Slide 31 gidgreen.com/course
  32. 32. Lecture 10•  Introduction•  How search works•  Anatomy of HTML•  On-page factors•  Off-page factors•  PageRankFrom Code to Product Lecture 10 — Search Engines — Slide 32 gidgreen.com/course
  33. 33. HTTP protocolGET /wiki/Hypertext_Transfer_Protocol HTTP/1.1Host: en.wikipedia.orgUser-Agent: Mozilla/5.0 (Macintosh; Intel Mac OS X 10_5_8) AppleWebKit/534.50.2 (KHTML, like Gecko) Version/5.0.6 Safari/533.22.3Referer: http://www.rexswain.com/httpview.htmlConnection: closeHTTP/1.0 200 OKDate: Sun, 17 Jun 2012 06:05:03 GMTServer: ApacheCache-Control: private, s-maxage=0, max-age=0, must-revalidateContent-Language: enLast-Modified: Sat, 16 Jun 2012 03:14:24 GMTContent-Length: 164814Content-Type: text/html; charset=UTF-8Connection: closeFrom Code to Product Lecture 10 — Search Engines — Slide 33 gidgreen.com/course
  34. 34. Page structure<!DOCTYPE HTML PUBLIC "-//W3C//DTD HTML 4.01Transitional//EN" "http://www.w3.org/TR/html4/loose.dtd"><html lang="en"> <head> <title>Uber List Manager</title> </head> <body> <h1>Uber List Manager</h1> <p>The worlds leading &amp; best priced listmanagement software.</p> </body></html>From Code to Product Lecture 10 — Search Engines — Slide 34 gidgreen.com/course
  35. 35. Key <HEAD> elements<head> <meta http-equiv="content-type" content="text/html; charset=utf-8"> <link rel="stylesheet" type="text/css"href="styles.css"> <script type="text/javascript" src=”script.js"></script> <title>Uber List Manager</title> <meta name="description" content="An excellentand well priced list management program."> <meta name="keywords" content="lists, listmanager, uber, mailing software"></head>From Code to Product Lecture 10 — Search Engines — Slide 35 gidgreen.com/course
  36. 36. Key <BODY> elements<body> <h1>Uber List Manager</h1> <p>The worlds leading &amp; best priced listmanagement software.</p> <h2>Features</h2> <h2>Customer stories</h2> <img src="images/ulm.jpeg" width="320" height="240"alt="Screenshot" title="ULM in action"> <form action="form.php" method="post"> <input type="submit" value="Submit"> </form> <iframe src="iframe.html" width="300"height="300"></iframe></body>From Code to Product Lecture 10 — Search Engines — Slide 36 gidgreen.com/course
  37. 37. External file summary styles.css body {background- color:yellow;} index.html h1 {font-size: 24px;} a:hover {text- decoration: underline;} <html lang="en"> ulm.jpeg <head> <title> Uber List... </title> </head> script.js <body> Iframe.html document.onkey ... <html> down=okd; </body> <head> window.onbefor eunload=obl; </html> </head> <body> .. . if (t>=0) </body> d=new Date(); </html>From Code to Product Lecture 10 — Search Engines — Slide 37 gidgreen.com/course
  38. 38. LinksClick <a href="more-information.html">here</a> forULM benefits and pricing.Click for <a href="more-information.html">ULMbenefits and pricing</a>.Click for <a href="more-information.html" title="ULMbenefits and pricing">more about ULM</A>.Better than <a href="http://slowlists.com/"rel="nofollow">our competitors</a>.<a href="pricing.html"><img src="dollar-bill.jpeg"alt="Pricing"></a>From Code to Product Lecture 10 — Search Engines — Slide 38 gidgreen.com/course
  39. 39. Internal targets <a href="#History">2 History</a> . . . <h2 id="history">History</h2> <a name="history"></ a><h2>History</h2>From Code to Product Lecture 10 — Search Engines — Slide 39 gidgreen.com/course
  40. 40. Rich snippets<span itemprop="reviewCount">808</span><span itemprop="streetAddress">204 E 43rd St</span><span id="bizPhone" itemprop="telephone">(212)972-1001</span><span itemprop="priceRange">$$$$</span><meta itemprop="ratingValue" content="4.5">From Code to Product Lecture 10 — Search Engines — Slide 40 gidgreen.com/course
  41. 41. HTML5<article> http://www.michaelcropper.co.uk/2012/03/html5-<section><hgroup><aside> seo-best-practices-1032.html<header><footer><nav>From Code to Product Lecture 10 — Search Engines — Slide 41 gidgreen.com/course
  42. 42. Lecture 10•  Introduction•  How search works•  Anatomy of HTML•  On-page factors•  Off-page factors•  PageRankFrom Code to Product Lecture 10 — Search Engines — Slide 42 gidgreen.com/course
  43. 43. Page title No more than ~70 characters / 10 wordsFrom Code to Product Lecture 10 — Search Engines — Slide 43 gidgreen.com/course
  44. 44. URLs SEO Cheat Sheet: Anatomy of A URL http://www.seomoz.org/blog/seo-cheat- 1 2 3 4 5 5 6 7 1 http://store.example.com/topics/subtopic/descriptive-product-name#top SEO-FRIENDLY URL 1 Protocol Keyword Priority1 SEO Tips for URLs 2 Subdomain Observed Google priority • Use subdomains carefully. They may be treated as 3 Domain of keyword placement: separate entities, splitting domain authority. 4 Top-Level Domain • Separate path & page keywords with hyphens (”-”). (1) Domain 5 Folders / Paths (2) Subdomain • Anchors may help engines understand page structure. 6 Page (3) Folder • Keyword effectiveness in URLs decreases as URL 7 Named Anchor (4) Path/Page length and keyword position increases.1 sheet-anatomy-of-a-url 1 SEOmoz correlational data (2009) 1 2 3 4 5 6 7 7 7 2 http://www.example.com/index.php?product=1234&sort=price&print=1 OLD DYNAMIC URL 1 Protocol Popular TLDs2 Popular ccTLDs* Popular Extensions 2 Subdomain .com - commercial .cn - China .htm - Static HTML 3 Domain .net - infrastructure .de - Germany .html - Static HTML 4 Top-Level Domain .org - non-profit .uk - United Kingdom .php - PHP code 5 Page / File Name .edu - schools .nl - Netherlands .asp - ASP code .info - informational .eu - European Union .aspx - ASP.NET 6 File Extension .biz - small business .ru - Russian Federation .cfm - ColdFusion 7 CGI Parameters .name - personal sites .ar - Argentina .jsp - Java Code 2 Verisign domain report (2009) * ccTLD = Country Code TLD ©2009 SEOmoz ∙ w w w.seomoz.org ∙ Read SEOmoz. Rank Be9er.From Code to Product Lecture 10 — Search Engines — Slide 44 gidgreen.com/course
  45. 45. URLs: good vs badwww.really-cheap-great-mailing-list-manager.infowww.mailingmanager.comgoogleblog.blogspot.com/view?post_id=3982098&section_id=231googleblog.blogspot.com/2012/04/introducing-google-drive.htmlamazon.com/store/products/books/computing/internet/seo/Eric+Edge/The%20Art%20Of%20SEO/detailsamazon.com/The-Art-SEO-Eric-EdgeFrom Code to Product Lecture 10 — Search Engines — Slide 45 gidgreen.com/course
  46. 46. Meta descriptions Used for display but not for ranking Length: 150~160 characters Avoid duplication across many pagesFrom Code to Product Lecture 10 — Search Engines — Slide 46 gidgreen.com/course
  47. 47. Keyword densityFrom Code to Product Lecture 10 — Search Engines — Slide 47 gidgreen.com/course
  48. 48. Formattingand <b>good value</b>and <span style="font-weight:bold;">good value</span>and <span class="emboldened">good value</span>and <em>good value</em>and <strong>good value</strong><font size="+2>Features</font><big>Features</big><p style="font-size:24px;">Features</p><h2>Features<h2><h2 style="font-size:24px;">Features</h2>From Code to Product Lecture 10 — Search Engines — Slide 48 gidgreen.com/course
  49. 49. Freshness and speed•  Freshness determined by: –  Date the page appeared –  Frequency of content change –  Amount of content change –  Rate of new incoming linksFrom Code to Product Lecture 10 — Search Engines — Slide 49 gidgreen.com/course
  50. 50. Javascript and FlashFrom Code to Product Lecture 10 — Search Engines — Slide 50 gidgreen.com/course
  51. 51. Lecture 10•  Introduction•  How search works•  Anatomy of HTML•  On-page factors•  Off-page factors•  PageRankFrom Code to Product Lecture 10 — Search Engines — Slide 51 gidgreen.com/course
  52. 52. Links from external sites•  From high ranking sites –  Hard to manipulate•  From .edu or .gov –  No commercial motivation•  From topic-related sites•  From many sites –  Diversity of subject –  Different ownership / IP blockFrom Code to Product Lecture 10 — Search Engines — Slide 52 gidgreen.com/course
  53. 53. Links on external pages•  All-important anchor text –  First appearance counts –  Diversity of anchors•  Higher on linking page•  From core text content –  Not navigation/footers –  Image ALT text weaker•  Page has other good linksFrom Code to Product Lecture 10 — Search Engines — Slide 53 gidgreen.com/course
  54. 54. Power of anchorsFrom Code to Product Lecture 10 — Search Engines — Slide 54 gidgreen.com/course
  55. 55. Titles and URLs in anchors Wikipedia, the free encyclopedia — 450 saves Visit Wikipedia for more information Recent referrers: en.wikipedia.org http://en.wikipedia.org/wiki/Main_PageFrom Code to Product Lecture 10 — Search Engines — Slide 55 gidgreen.com/course
  56. 56. Attracting links•  (Directories e.g. dmoz)•  Inbound marketing –  Great on-site content –  Post articles elsewhere –  Request reviews•  Viral marketing –  Banners + widgets –  Social network sharingFrom Code to Product Lecture 10 — Search Engines — Slide 56 gidgreen.com/course
  57. 57. Link baitFrom Code to Product Lecture 10 — Search Engines — Slide 57 gidgreen.com/course
  58. 58. Domain informationFrom Code to Product Lecture 10 — Search Engines — Slide 58 gidgreen.com/course
  59. 59. User monitoringFrom Code to Product Lecture 10 — Search Engines — Slide 59 gidgreen.com/course
  60. 60. Duplicate content•  Other sites stealing your content•  www.domain.com vs domain.com•  domain.com/ vs domain.com/index.html•  Printer-friendly versions•  URL parametersFrom Code to Product Lecture 10 — Search Engines — Slide 60 gidgreen.com/course
  61. 61. robots.txtUser-agent: * Or in <HEAD> of page:Disallow: /cgi-bin/Disallow: /images/ <meta name="robots"Disallow: /tmp/ content="noindex">Disallow: /private/User-agent: BadBotDisallow: /Sitemap: http://www.example.com/sitemap.xmlFrom Code to Product Lecture 10 — Search Engines — Slide 61 gidgreen.com/course
  62. 62. XML sitemaps<?xml version="1.0" encoding="UTF-8"?><urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"> <url> <loc>http://www.example.com/</loc> <lastmod>2005-01-01</lastmod> <changefreq>monthly</changefreq> <priority>0.8</priority> </url></urlset>From Code to Product Lecture 10 — Search Engines — Slide 62 gidgreen.com/course
  63. 63. Redirects and rel=canonical http://www.seomoz.org/blog/an-seos-guide-to-http-status-codesFrom Code to Product Lecture 10 — Search Engines — Slide 63 gidgreen.com/course
  64. 64. Putting it all together http://www.seomoz.org/article/search-ranking-factors#predictionsFrom Code to Product Lecture 10 — Search Engines — Slide 64 gidgreen.com/course
  65. 65. Lecture 10•  Introduction•  How search works•  Anatomy of HTML•  On-page factors•  Off-page factors•  PageRankFrom Code to Product Lecture 10 — Search Engines — Slide 65 gidgreen.com/course
  66. 66. A random walk A C E B DFrom Code to Product Lecture 10 — Search Engines — Slide 66 gidgreen.com/course
  67. 67. Probability distribution http://en.wikipedia.org/wiki/File:PageRanks-Example.svgFrom Code to Product Lecture 10 — Search Engines — Slide 67 gidgreen.com/course
  68. 68. The maths http://en.wikipedia.org/wiki/PageRankFrom Code to Product Lecture 10 — Search Engines — Slide 68 gidgreen.com/course
  69. 69. From Code to ProductLecture 10 — Search Engines — Slide 69 PageRank sculpting? http://www.seomoz.org/blog/google-says-yes-you-can-still- sculpt-pagerank-no-you-cant-do-it-with-nofollowgidgreen.com/course
  70. 70. PageRank in reality•  Domain authority signals•  Nofollow links are clicked by people•  Interval vs external links•  Paid link and link farm detection•  Removed from toolbar in 2009 https://sites.google.com/site/webmasterhelpforum/en/faq--crawling--indexing---ranking#pagerankFrom Code to Product Lecture 10 — Search Engines — Slide 70 gidgreen.com/course
  71. 71. ToolsFrom Code to Product Lecture 10 — Search Engines — Slide 71 gidgreen.com/course

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