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How Google Works: A Primer on SEO for Google

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Wondering how to get higher rankings on Google? First you need to know how Google ranks and indexes pages.

Wondering how to get higher rankings on Google? First you need to know how Google ranks and indexes pages.

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    How  Google  Works: A Primer on SEO for Google How Google Works: A Primer on SEO for Google Presentation Transcript

    • How Google Works A Primer on SEO for Google
    • About Search Mojo • Search engine marketing firm founded in 2005 – Search engine optimization (SEO) – Pay‐per‐click advertising management (PPC) – Post‐click marketing • Offices in Charlottesville, Va. and Denver, Colo. • Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility  Magazine and many blogs, including Marketing Pilgrim and Search Engine  Journal • Speakers at PubCon and Search Engine Strategies • Clients include: MazdaUSA, National Geographic, American Heart Association,  Clorox, Taco Bell, Georgetown University June 8, 2009 www.search‐mojo.com Copyright 2009
    • Google’s Technology Demystified
    • Google’s Informant: Googlebot • Finds its way through links on websites Website B Website A Website C Page 1 Page 2 Page 2a • Indexes information on web pages – Passes information back to the indexing servers June 8, 2009 www.search‐mojo.com Copyright 2009
    • Website Indexability • Certain technologies can block Googlebot  from indexing Website A – Javascript – Flash – AJAX Page 1 Page 2 (all Flash) Page 2a June 8, 2009 www.search‐mojo.com Copyright 2009
    • Case Study: National Geographic June 8, 2009 www.search‐mojo.com Copyright 2009
    • How the Google Algorithm Works • Complex mathematical equation • Used to rank websites around a search term in  Google • Key factors include: – How often keyword appears in page content – Quantity and quality of links pointing to site – Age of the website or page • Result is a position in the search engine result  page (SERP) June 8, 2009 www.search‐mojo.com Copyright 2009
    • Keywords: The Foundation of SEO • How often keyword appears in page  content is important in algorithm and  ranking • Keywords should be targeted to specific  offering/content • Keyword tool:  https://adwords.google.com/select/ KeywordToolExternal June 8, 2009 www.search‐mojo.com Copyright 2009
    • Best SEO Practices for Google
    • Website Content • Keyword should appear in: – Filename – Title tag – Meta keyword – Meta description – Heading tags (H1, H2, etc.) – Bold text – Link text – Overall content of the page June 8, 2009 www.search‐mojo.com Copyright 2009
    • Meta Description and Title Tags • Title tag appears as link in search engine ranking • Meta description appears as description in search engine ranking • Offers great opportunity to write compelling copy to improve click through • Ranked sites that show the searched keyword in the title and description  have a higher click through rate than those that do not. (MarketingSherpa) June 8, 2009 www.search‐mojo.com Copyright 2009
    • Keyword Density • Number of times a keyword appears in overall  written page content • Don’t overrun page with too many keywords  – Content should remain readable – Avoid keyword “stuffing” • Good keyword density: 2‐4% • Keyword Density Tool:  http://www.gorank.com/seotools June 8, 2009 www.search‐mojo.com Copyright 2009
    • Inbound Links • Inbound links are hyperlinks from one domain to  another • Google views inbound links as a type of “vote”  from website for another site • Link Popularity = the number of inbound links  pointing to your website • Popularity Tool:  http://siteexplorer.search.yahoo.com June 8, 2009 www.search‐mojo.com Copyright 2009
    • Types of Inbound Links • Three types of inbound links: – One‐way Paid Reciprocal  Free, One‐Way  • They link to you, but you  Linking Linking Linking do not provide a link back. – Reciprocal • You exchange links with  the third party – you have  $ a link to them on your site  and they have a link to  you on theirs. – Paid • One‐way, but requires  a fee. June 8, 2009 www.search‐mojo.com Copyright 2009
    • Anchor Text • Visible, clickable text in a hyperlink • The more often a keyword appears in  anchor text of inbound links, the more  likely it will rank well for that term in  Google June 8, 2009 www.search‐mojo.com Copyright 2009
    • How Important Are Links?  • The most important ranking factor for Google June 8, 2009 www.search‐mojo.com Copyright 2009
    • Case Study: Shea Hedges Group • Challenge:  – PR firm specializing in working with high tech companies wanted  to rank higher in Google organic rankings for terms like  “high tech PR”. – Website was under major reconstruction, so content could not be  edited at the time. • Solution: – While the content is under development, inbound links were built  to the website with the anchor text focused on the target  keywords, including “high tech PR”. • Result: – Within 30 days, the website ranked #8 for the term “high tech PR”  – only through inbound link building efforts. June 8, 2009 www.search‐mojo.com Copyright 2009
    • Contact Information Janet Driscoll Miller Lead Search Strategist Search Mojo e: jmiller@search‐mojo.com o: 800‐939‐5938 x101 t: @janetdmiller, @searchmojo w: www.search‐mojo.com b: blog.search‐mojo.com June 8, 2009 www.search‐mojo.com Copyright 2009