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Understanding SEO
 

Understanding SEO

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    Understanding SEO Understanding SEO Presentation Transcript

    • Understanding SEO
      or
      How to Help Users Find
      Your Stuffs on the Intertronz
    • My Name is Tim Huegdon
      First, an introduction…
    • Qualification
      Web developer for 15 years
    • Qualification
      Web developer for 15 years
      Client-side specialist for 6 years
    • Qualification
      Web developer for 15 years
      Client-side specialist for 6 years
      Information architect
    • Qualification
      Web developer for 15 years
      Client-side specialist for 6 years
      Information architect
      Massive Nerd
      Quite literally
      SEO as a hobby
    • Results
      Google “Web Development Lead”
      Top result
    • Results
      Google “Web Development Lead”
      Top result
      Google “Web Development Manager”
      First page
    • Results
      Google “Web Development Lead”
      Top result
      Google “Web Development Manager”
      First page
      Google “Object oriented JavaScript”
      Top result
    • Results
      Google “Web Development Lead”
      Top result
      Google “Web Development Manager”
      First page
      Google “Object oriented JavaScript”
      Top result
      Google “Tim”
      Third result (above the inventor of the web)
    • FAIL
    • </smug>(I cheated; I was logged in)
    • Know Thine Enemy
      Sun Tzu (paraphrased)
    • Search Engines
      Google
      Microsoft Bing
      Now own Yahoo! Search
      Many, many more…
    • How search engines work
      Army of robots
    • How search engines work
      Army of robots
      Automated spiders
    • Tree
    • Graph
      England Team
      Football
      Internationals
      World Cup
      Euro 2012
    • How search engines work
      Army of robots
      Automated spiders
      Work page by page
    • How search engines work
      Army of robots
      Automated spiders
      Work page by page
      Cache and analyse content
    • How search engines work
      Army of robots
      Automated spiders
      Work page by page
      Cache and analyse content
      Index keywords
    • How search engines work
      Army of robots
      Automated spiders
      Work page by page
      Cache and analyse content
      Index keywords
      Assign an arbitrary rank
    • Keywords
      Behold! The OARSUM POWAH of…
    • What is a keyword?
      A word orphrase
      Contains high relevance to subject
    • Keyword == Search Term
    • Examples
      Sports
      Sport
      Betting
      Gambling
      Bet
      Gamble
      Sports Betting
      Sport Betting
      Sport Bet
      Sports Exchange Betting
    • But wait…
      World Cup 2014
      Wimbledon
      British Grand Prix
      Cheltenham
      Spring racing
    • Why so important?
      Search engines store references to URIs in keyword specific indices
    • Why so important?
      Search engines store references to URIs in keyword specific indices
      Vast array of smaller databases
    • Why so important?
      Search engines store references to URIs in keyword specific indices
      Vast array of smaller databases
      Data denormalisation
    • Why so important?
      Search engines store references to URIs in keyword specific indices
      Vast array of smaller databases
      Data denormalisation
      Makes searching a whole bunch faster
    • Choose wisely
      Keyword competition
      Low competition can mean low relevancy
      “Long tail”
    • Choose wisely
      Keyword competition
      Low competition can mean low relevancy
      “Long tail”
      Level of use
      More commonly used search terms have higher competition
    • Choose wisely
      Keyword competition
      Low competition can mean low relevancy
      “Long tail”
      Level of use
      More commonly used search terms have higher competition
      Keyword tools
    • Where you’ll want to use them
      URIs
    • Where you’ll want to use them
      URIs
      Link text
    • Where you’ll want to use them
      URIs
      Link text
      Page titles
    • Where you’ll want to use them
      URIs
      Link text
      Page titles
      Headings
    • Where you’ll want to use them
      URIs
      Link text
      Page titles
      Headings
      Emphasised text
    • Where you’ll want to use them
      URIs
      Link text
      Page titles
      Headings
      Emphasised text
      Within your content
    • Keyword Targeting
      Never mind keyword density…
    • Keyword Targeting
      Never mind keyword density…
      Think about keyword relevancy
    • Keyword Targeting
      Never mind keyword density…
      Think about keyword relevancy
      Density no relation to
      Quality
      Semantics
      Content relevancy
    • The web CHANGES?!
      I know; it’s terrifying, right?
    • Links
      The internet is “a series of tubes…” (c. Ted Stevens, Alaskan Senator 1968-2009)
    • Links win
      Links trump everything
    • Links win
      Links trump everything
      Link quantity
    • Links win
      Links trump everything
      Link quantity
      Link quality
    • Links win
      Links trump everything
      Link quantity
      Link quality
      Largest single effect on rankings
    • Link Juice
      PageRank
      Based on links into and out of the page
      Used to determine page quality
      Really is a series of tubes (and sluice gates)
    • PageRank
    • The juice will flow!
      England Team
      Football
      Internationals
      World Cup
      Euro 2012
    • rel=“nofollow”
      Tell robots to alter the flow of link juice
    • rel=“nofollow”
      Tell robots to alter the flow of link juice
      Useful for user-generated content
    • rel=“nofollow”
      Tell robots to alter the flow of link juice
      Useful for user-generated content
      Designed to prevent link spam
    • rel=“nofollow”
      Tell robots to alter the flow of link juice
      Useful for user-generated content
      Designed to prevent link spam
      Use for “sculpting” is futile
    • Improving “crawlability”
      Flat site architecture
    • Improving “crawlability”
      Flat site architecture
      Short link depth to pages
    • Improving “crawlability”
      Flat site architecture
      Short link depth to pages
      Recommend max 100 links per page
      Misleading value
    • Improving “crawlability”
      Flat site architecture
      Short link depth to pages
      Recommend max 100 links per page
      Misleading value
      Easily maintain 250-300 links per page
      Next level approx. 200 links and so on
    • Link building
      The art of obtaining links back to content
      High quality from high relevance
    • Link building
      The art of obtaining links back to content
      High quality from high relevance
      Fine line between link building and link spam
    • Link building
      The art of obtaining links back to content
      High quality from high relevance
      Fine line between link building and link spam
      Full time job
    • Link building
      The art of obtaining links back to content
      High quality from high relevance
      Fine line between link building and link spam
      Full time job
      Link sharing
    • Link building
      The art of obtaining links back to content
      High quality from high relevance
      Fine line between link building and link spam
      Full time job
      Link sharing
      Social networks
    • Third-party links
      No direct value
    • Third-party links
      No direct value
      Promotes link sharing
    • Third-party links
      No direct value
      Promotes link sharing
      New wave of Social Media Experts
    • Third-party links
      No direct value
      Promotes link sharing
      New wave of Social Media Experts
      Exercise in marketing
    • Link bait
      High likelihood of reposts
    • Link bait
      High likelihood of reposts
      Viral
    • Link bait
      High likelihood of reposts
      Viral
      Usually created with intent
    • Link bait
      High likelihood of reposts
      Viral
      Usually created with intent
      One man’s link bait is another man’s quality content
    • U.R.I.
      Addressing the
    • Anatomy of a URI
      Protocol
      Fragment
      Path
      http://www.betfair.com/football/barclays-premier-league/arsenal.html?page=4#line-up
      Query
      Domain
    • URI Design
      Highly important
    • URI Design
      Highly important
      Embed keywords in domain
    • URI Design
      Highly important
      Embed keywords in domain
      Embed keywords in path
    • URI Design
      Highly important
      Embed keywords in domain
      Embed keywords in path
      TLDs are important
    • URI Design
      Highly important
      Embed keywords in domain
      Embed keywords in path
      TLDs are important
      Order is important
    • URI Design
      Think about archiving
    • URI Design
      Think about archiving
      Try and avoid “magic numbers”
    • URI Design
      Think about archiving
      Try and avoid “magic numbers”
      Use hyphen as space separator
      Google doesn’t recogniseunderscores
    • URI Depth
      Try to keep URIs shallow
    • URI Depth
      Try to keep URIs shallow
      Subdomains similar to first level
      http://soccer.betfair.com/
      http://betfair.com/soccer/
    • Branches and leaves
      Branch URIs end with a slash
      http://betfair.com/football/
    • Branches and leaves
      Branch URIs end with a slash
      http://betfair.com/football/
      Leaf URIs don’t
      http://betfair.com/football/spurs.html
      http://betfair.com/football/the-yid
    • Branches and leaves
      Branch URIs end with a slash
      http://betfair.com/football/
      Leaf URIs don’t
      http://betfair.com/football/spurs.html
      http://betfair.com/football/the-yid
      Users read URIs in search listings
    • Branches and leaves
      Branch URIs end with a slash
      http://betfair.com/football/
      Leaf URIs don’t
      http://betfair.com/football/spurs.html
      http://betfair.com/football/the-yid
      Users read URIs in search listings
      Sets up an expectation
    • Page construction
      Empowering your content through
    • Page vs. Site
      Bots have a vague understanding of site
    • Page vs. Site
      Bots have a vague understanding of site
      Based on URIs and link map
    • Page vs. Site
      Bots have a vague understanding of site
      Based on URIs and link map
      Domain-level ranking factors
    • Page vs. Site
      Bots have a vague understanding of site
      Based on URIs and link map
      Domain-level ranking factors
      Page-level ranking factors
    • Page vs. Site
      Bots have a vague understanding of site
      Based on URIs and link map
      Domain-level ranking factors
      Page-level ranking factors
      Construct as pages, link as site
    • Duplication
      Duplicating content on two URIs is bad
    • Duplication
      Duplicating content on two URIs is bad
      Serving the same page on different URIs is duplication
    • Duplication
      Duplicating content on two URIs is bad
      Serving the same page on different URIs is duplication
      Try and avoid syndicated content
    • Dynamic and static content
      Dynamic content
      Blog posts
      News stories
      Markets
      Static content
      About us
      Help
      Betting rules
      Good to have a balanced mix
    • Titles
      Page title
      <title>Football – Betfair</title>
      H1
      <h1>Football</h1>
      Titles should repeat in:
      URI
      Page title
      H1
      Throughout content
      Links to the page
      This one is important!
    • Meta elements
      Keywords
      Not used by Google
      Occasionally used by older search engines
      Description
      Not used for rankings
      Important for users
      noindex, nofollow
    • Pertinent mark-up
      Links!
      <a href=“…”>Football</a>
      <link rel=“index” href=“…”>
      Emphasis
      <strong>, <em>
      <b>
      Headings
    • Link element
      Canonical:
      http://sportsnews.com/football/
      http://sportsnews.com/football/?ads=false
      More subtle:
      …/teams/tottenham-hotspur/peter-crouch
      …/teams/england/peter-crouch
      Others
      next, prev, first, last, index…
    • Google is Skynet
      Knowledge-based system
    • Google is Skynet
      Knowledge-based system
      Algorithms update regularly
    • Google is Skynet
      Knowledge-based system
      Algorithms update regularly
      Features added
    • Google is Skynet
      Knowledge-based system
      Algorithms update regularly
      Features added
      Try to understand trends in content
    • Breadcrumbs
      Google looks for them
      Tries to understand navigation system
      Improves crawlability
      Helps the user
    • Rich snippets
      Microformats, microdata, RDFa
      Reviews
      People
      Products
      Businesses and organisations
      Recipes
      Events
    • UI Paradigms
      Still learning
      Common patterns
      Tab widgets
      Accordion widgets
      Carousel widgets
      Widgets
      Common
      jQueryUI
      YUI
    • JavaScript
      Headless browser
    • JavaScript
      Headless browser
      Support for JavaScript is limited
    • JavaScript
      Headless browser
      Support for JavaScript is limited
      Evaluates some JavaScript
      Results vary
    • JavaScript
      Headless browser
      Support for JavaScript is limited
      Evaluates some JavaScript
      Results vary
      Trawls embedded JavaScript for links
    • Robots
      Unleash your army of
    • Using HTTP
      Correct status codes
      200 OK
      301 Moved Permanently
      302 Moved Temporarily
      404 Not Found
      410 Gone
      500 Errors
    • robots.txt
      http://www.robotstxt.org/
      Automatically looked for
      Stored at the root
      No robots.txt is a free pass
      Use to guide bots, not control
    • Sitemap Protocol
      http://www.sitemaps.org/
      Aids discovery of content
      Increases regularity of spidering
      Doesn’t have to include every page
      Useful for dynamic content
    • Sitemap Page
      Improves crawlability
      Helps users
      Can help flatten site architecture
    • Tools
      A brief overview of
    • AdWords Keyword Tool
      Analyse potential keywords
      Shows competition
      Shows search traffic
      Useful as a research tool
    • Webmaster Tools
      Track search queries
      Discover crawl errors
      Manage sitemaps
      Shows Google’s keyword assessment
    • Analytics
      Track search terms
      Adapt user paths
      Some tools allow tracking of bot traffic
    • Log files
      Track bot traffic
      Spot errors
      Use gnuplot to visualise
    • Building SEO Test Sites
      Search bot interrogation
    • TO THE BROWSER!
    • Neverending Story
      SEO is a
    • Rinse and repeat
      Ongoing analysis
    • Rinse and repeat
      Ongoing analysis
      Keyword evaluation
    • Rinse and repeat
      Ongoing analysis
      Keyword evaluation
      Link farming
    • Rinse and repeat
      Ongoing analysis
      Keyword evaluation
      Link farming
      Keep up with algorithm updates
    • Questions?