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Understanding SEO
Understanding SEO
Understanding SEO
Understanding SEO
Understanding SEO
Understanding SEO
Understanding SEO
Understanding SEO
Understanding SEO
Understanding SEO
Understanding SEO
Understanding SEO
Understanding SEO
Understanding SEO
Understanding SEO
Understanding SEO
Understanding SEO
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Understanding SEO
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Understanding SEO

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  • 1. Understanding SEO<br />or<br />How to Help Users Find<br />Your Stuffs on the Intertronz<br />
  • 2. My Name is Tim Huegdon<br />First, an introduction…<br />
  • 3. Qualification<br />Web developer for 15 years<br />
  • 4. Qualification<br />Web developer for 15 years<br />Client-side specialist for 6 years<br />
  • 5. Qualification<br />Web developer for 15 years<br />Client-side specialist for 6 years<br />Information architect<br />
  • 6. Qualification<br />Web developer for 15 years<br />Client-side specialist for 6 years<br />Information architect<br />Massive Nerd<br />Quite literally<br />SEO as a hobby<br />
  • 7. Results<br />Google “Web Development Lead”<br />Top result<br />
  • 8. Results<br />Google “Web Development Lead”<br />Top result<br />Google “Web Development Manager”<br />First page<br />
  • 9. Results<br />Google “Web Development Lead”<br />Top result<br />Google “Web Development Manager”<br />First page<br />Google “Object oriented JavaScript”<br />Top result<br />
  • 10.
  • 11. Results<br />Google “Web Development Lead”<br />Top result<br />Google “Web Development Manager”<br />First page<br />Google “Object oriented JavaScript”<br />Top result<br />Google “Tim”<br />Third result (above the inventor of the web)<br />
  • 12. FAIL<br />
  • 13. </smug>(I cheated; I was logged in)<br />
  • 14. Know Thine Enemy<br />Sun Tzu (paraphrased)<br />
  • 15. Search Engines<br />Google<br />Microsoft Bing<br />Now own Yahoo! Search<br />Many, many more…<br />
  • 16. How search engines work<br />Army of robots<br />
  • 17.
  • 18. How search engines work<br />Army of robots<br />Automated spiders<br />
  • 19.
  • 20. Tree<br />
  • 21. Graph<br />England Team<br />Football<br />Internationals<br />World Cup<br />Euro 2012<br />
  • 22. How search engines work<br />Army of robots<br />Automated spiders<br />Work page by page<br />
  • 23. How search engines work<br />Army of robots<br />Automated spiders<br />Work page by page<br />Cache and analyse content<br />
  • 24. How search engines work<br />Army of robots<br />Automated spiders<br />Work page by page<br />Cache and analyse content<br />Index keywords<br />
  • 25. How search engines work<br />Army of robots<br />Automated spiders<br />Work page by page<br />Cache and analyse content<br />Index keywords<br />Assign an arbitrary rank<br />
  • 26. Keywords<br />Behold! The OARSUM POWAH of…<br />
  • 27. What is a keyword?<br />A word orphrase<br />Contains high relevance to subject<br />
  • 28. Keyword == Search Term<br />
  • 29. Examples<br />Sports<br />Sport<br />Betting<br />Gambling<br />Bet<br />Gamble<br />Sports Betting<br />Sport Betting<br />Sport Bet<br />Sports Exchange Betting<br />
  • 30. But wait…<br />World Cup 2014<br />Wimbledon<br />British Grand Prix<br />Cheltenham<br />Spring racing<br />
  • 31.
  • 32. Why so important?<br />Search engines store references to URIs in keyword specific indices<br />
  • 33. Why so important?<br />Search engines store references to URIs in keyword specific indices<br />Vast array of smaller databases<br />
  • 34. Why so important?<br />Search engines store references to URIs in keyword specific indices<br />Vast array of smaller databases<br />Data denormalisation<br />
  • 35. Why so important?<br />Search engines store references to URIs in keyword specific indices<br />Vast array of smaller databases<br />Data denormalisation<br />Makes searching a whole bunch faster<br />
  • 36. Choose wisely <br />Keyword competition<br />Low competition can mean low relevancy<br />“Long tail”<br />
  • 37. Choose wisely <br />Keyword competition<br />Low competition can mean low relevancy<br />“Long tail”<br />Level of use<br />More commonly used search terms have higher competition<br />
  • 38. Choose wisely <br />Keyword competition<br />Low competition can mean low relevancy<br />“Long tail”<br />Level of use<br />More commonly used search terms have higher competition<br />Keyword tools<br />
  • 39. Where you’ll want to use them<br />URIs<br />
  • 40. Where you’ll want to use them<br />URIs<br />Link text<br />
  • 41. Where you’ll want to use them<br />URIs<br />Link text<br />Page titles<br />
  • 42. Where you’ll want to use them<br />URIs<br />Link text<br />Page titles<br />Headings<br />
  • 43. Where you’ll want to use them<br />URIs<br />Link text<br />Page titles<br />Headings<br />Emphasised text<br />
  • 44. Where you’ll want to use them<br />URIs<br />Link text<br />Page titles<br />Headings<br />Emphasised text<br />Within your content<br />
  • 45. Keyword Targeting<br />Never mind keyword density…<br />
  • 46. Keyword Targeting<br />Never mind keyword density…<br />Think about keyword relevancy<br />
  • 47. Keyword Targeting<br />Never mind keyword density…<br />Think about keyword relevancy<br />Density no relation to<br />Quality<br />Semantics<br />Content relevancy<br />
  • 48. The web CHANGES?!<br />I know; it’s terrifying, right?<br />
  • 49. Links<br />The internet is “a series of tubes…” (c. Ted Stevens, Alaskan Senator 1968-2009)<br />
  • 50. Links win<br />Links trump everything<br />
  • 51. Links win<br />Links trump everything<br />Link quantity<br />
  • 52. Links win<br />Links trump everything<br />Link quantity<br />Link quality<br />
  • 53. Links win<br />Links trump everything<br />Link quantity<br />Link quality<br />Largest single effect on rankings<br />
  • 54. Link Juice<br />PageRank<br />Based on links into and out of the page<br />Used to determine page quality<br />Really is a series of tubes (and sluice gates)<br />
  • 55. PageRank<br />
  • 56. The juice will flow!<br />England Team<br />Football<br />Internationals<br />World Cup<br />Euro 2012<br />
  • 57. rel=“nofollow”<br />Tell robots to alter the flow of link juice<br />
  • 58. rel=“nofollow”<br />Tell robots to alter the flow of link juice<br />Useful for user-generated content<br />
  • 59. rel=“nofollow”<br />Tell robots to alter the flow of link juice<br />Useful for user-generated content<br />Designed to prevent link spam<br />
  • 60. rel=“nofollow”<br />Tell robots to alter the flow of link juice<br />Useful for user-generated content<br />Designed to prevent link spam<br />Use for “sculpting” is futile<br />
  • 61. Improving “crawlability”<br />Flat site architecture<br />
  • 62.
  • 63.
  • 64. Improving “crawlability”<br />Flat site architecture<br />Short link depth to pages<br />
  • 65. Improving “crawlability”<br />Flat site architecture<br />Short link depth to pages<br />Recommend max 100 links per page<br />Misleading value<br />
  • 66. Improving “crawlability”<br />Flat site architecture<br />Short link depth to pages<br />Recommend max 100 links per page<br />Misleading value<br />Easily maintain 250-300 links per page<br />Next level approx. 200 links and so on<br />
  • 67. Link building<br />The art of obtaining links back to content<br />High quality from high relevance<br />
  • 68. Link building<br />The art of obtaining links back to content<br />High quality from high relevance<br />Fine line between link building and link spam<br />
  • 69. Link building<br />The art of obtaining links back to content<br />High quality from high relevance<br />Fine line between link building and link spam<br />Full time job<br />
  • 70. Link building<br />The art of obtaining links back to content<br />High quality from high relevance<br />Fine line between link building and link spam<br />Full time job<br />Link sharing<br />
  • 71. Link building<br />The art of obtaining links back to content<br />High quality from high relevance<br />Fine line between link building and link spam<br />Full time job<br />Link sharing<br />Social networks<br />
  • 72. Third-party links<br />No direct value<br />
  • 73. Third-party links<br />No direct value<br />Promotes link sharing<br />
  • 74. Third-party links<br />No direct value<br />Promotes link sharing<br />New wave of Social Media Experts<br />
  • 75. Third-party links<br />No direct value<br />Promotes link sharing<br />New wave of Social Media Experts<br />Exercise in marketing<br />
  • 76. Link bait<br />High likelihood of reposts<br />
  • 77. Link bait<br />High likelihood of reposts<br />Viral<br />
  • 78. Link bait<br />High likelihood of reposts<br />Viral<br />Usually created with intent<br />
  • 79. Link bait<br />High likelihood of reposts<br />Viral<br />Usually created with intent<br />One man’s link bait is another man’s quality content<br />
  • 80. U.R.I.<br />Addressing the<br />
  • 81. Anatomy of a URI<br />Protocol<br />Fragment<br />Path<br />http://www.betfair.com/football/barclays-premier-league/arsenal.html?page=4#line-up<br />Query<br />Domain<br />
  • 82. URI Design<br />Highly important<br />
  • 83. URI Design<br />Highly important<br />Embed keywords in domain<br />
  • 84. URI Design<br />Highly important<br />Embed keywords in domain<br />Embed keywords in path<br />
  • 85. URI Design<br />Highly important<br />Embed keywords in domain<br />Embed keywords in path<br />TLDs are important<br />
  • 86. URI Design<br />Highly important<br />Embed keywords in domain<br />Embed keywords in path<br />TLDs are important<br />Order is important<br />
  • 87. URI Design<br />Think about archiving<br />
  • 88. URI Design<br />Think about archiving<br />Try and avoid “magic numbers”<br />
  • 89. URI Design<br />Think about archiving<br />Try and avoid “magic numbers”<br />Use hyphen as space separator<br />Google doesn’t recogniseunderscores<br />
  • 90. URI Depth<br />Try to keep URIs shallow<br />
  • 91. URI Depth<br />Try to keep URIs shallow<br />Subdomains similar to first level<br />http://soccer.betfair.com/<br />http://betfair.com/soccer/<br />
  • 92. Branches and leaves<br />Branch URIs end with a slash<br />http://betfair.com/football/<br />
  • 93. Branches and leaves<br />Branch URIs end with a slash<br />http://betfair.com/football/<br />Leaf URIs don’t<br />http://betfair.com/football/spurs.html<br />http://betfair.com/football/the-yid<br />
  • 94. Branches and leaves<br />Branch URIs end with a slash<br />http://betfair.com/football/<br />Leaf URIs don’t<br />http://betfair.com/football/spurs.html<br />http://betfair.com/football/the-yid<br />Users read URIs in search listings<br />
  • 95. Branches and leaves<br />Branch URIs end with a slash<br />http://betfair.com/football/<br />Leaf URIs don’t<br />http://betfair.com/football/spurs.html<br />http://betfair.com/football/the-yid<br />Users read URIs in search listings<br />Sets up an expectation<br />
  • 96. Page construction<br />Empowering your content through<br />
  • 97. Page vs. Site<br />Bots have a vague understanding of site<br />
  • 98. Page vs. Site<br />Bots have a vague understanding of site<br />Based on URIs and link map<br />
  • 99. Page vs. Site<br />Bots have a vague understanding of site<br />Based on URIs and link map<br />Domain-level ranking factors<br />
  • 100. Page vs. Site<br />Bots have a vague understanding of site<br />Based on URIs and link map<br />Domain-level ranking factors<br />Page-level ranking factors<br />
  • 101. Page vs. Site<br />Bots have a vague understanding of site<br />Based on URIs and link map<br />Domain-level ranking factors<br />Page-level ranking factors<br />Construct as pages, link as site<br />
  • 102. Duplication<br />Duplicating content on two URIs is bad<br />
  • 103. Duplication<br />Duplicating content on two URIs is bad<br />Serving the same page on different URIs is duplication<br />
  • 104. Duplication<br />Duplicating content on two URIs is bad<br />Serving the same page on different URIs is duplication<br />Try and avoid syndicated content<br />
  • 105. Dynamic and static content<br />Dynamic content<br />Blog posts<br />News stories<br />Markets<br />Static content<br />About us<br />Help<br />Betting rules<br />Good to have a balanced mix<br />
  • 106. Titles<br />Page title<br /><title>Football – Betfair</title><br />H1<br /><h1>Football</h1><br />Titles should repeat in:<br />URI<br />Page title<br />H1<br />Throughout content<br />Links to the page<br />This one is important!<br />
  • 107. Meta elements<br />Keywords<br />Not used by Google<br />Occasionally used by older search engines<br />Description<br />Not used for rankings<br />Important for users<br />noindex, nofollow<br />
  • 108. Pertinent mark-up<br />Links!<br /><a href=“…”>Football</a><br /><link rel=“index” href=“…”><br />Emphasis<br /><strong>, <em><br /><b><br />Headings<br />
  • 109. Link element<br />Canonical:<br />http://sportsnews.com/football/<br />http://sportsnews.com/football/?ads=false<br />More subtle:<br />…/teams/tottenham-hotspur/peter-crouch<br />…/teams/england/peter-crouch<br />Others<br />next, prev, first, last, index…<br />
  • 110. Google is Skynet<br />Knowledge-based system<br />
  • 111. Google is Skynet<br />Knowledge-based system<br />Algorithms update regularly<br />
  • 112. Google is Skynet<br />Knowledge-based system<br />Algorithms update regularly<br />Features added<br />
  • 113. Google is Skynet<br />Knowledge-based system<br />Algorithms update regularly<br />Features added<br />Try to understand trends in content<br />
  • 114. Breadcrumbs<br />Google looks for them<br />Tries to understand navigation system<br />Improves crawlability<br />Helps the user<br />
  • 115. Rich snippets<br />Microformats, microdata, RDFa<br />Reviews<br />People<br />Products<br />Businesses and organisations<br />Recipes<br />Events<br />
  • 116. UI Paradigms<br />Still learning<br />Common patterns<br />Tab widgets<br />Accordion widgets<br />Carousel widgets<br />Widgets<br />Common<br />jQueryUI<br />YUI<br />
  • 117. JavaScript<br />Headless browser<br />
  • 118. JavaScript<br />Headless browser<br />Support for JavaScript is limited<br />
  • 119. JavaScript<br />Headless browser<br />Support for JavaScript is limited<br />Evaluates some JavaScript<br />Results vary<br />
  • 120. JavaScript<br />Headless browser<br />Support for JavaScript is limited<br />Evaluates some JavaScript<br />Results vary<br />Trawls embedded JavaScript for links<br />
  • 121. Robots<br />Unleash your army of<br />
  • 122. Using HTTP<br />Correct status codes<br />200 OK<br />301 Moved Permanently<br />302 Moved Temporarily<br />404 Not Found<br />410 Gone<br />500 Errors<br />
  • 123. robots.txt<br />http://www.robotstxt.org/<br />Automatically looked for<br />Stored at the root<br />No robots.txt is a free pass<br />Use to guide bots, not control<br />
  • 124. Sitemap Protocol<br />http://www.sitemaps.org/<br />Aids discovery of content<br />Increases regularity of spidering<br />Doesn’t have to include every page<br />Useful for dynamic content<br />
  • 125. Sitemap Page<br />Improves crawlability<br />Helps users<br />Can help flatten site architecture<br />
  • 126. Tools<br />A brief overview of<br />
  • 127. AdWords Keyword Tool<br />Analyse potential keywords<br />Shows competition<br />Shows search traffic<br />Useful as a research tool<br />
  • 128. Webmaster Tools<br />Track search queries<br />Discover crawl errors<br />Manage sitemaps<br />Shows Google’s keyword assessment<br />
  • 129. Analytics<br />Track search terms<br />Adapt user paths<br />Some tools allow tracking of bot traffic<br />
  • 130. Log files<br />Track bot traffic<br />Spot errors<br />Use gnuplot to visualise<br />
  • 131. Building SEO Test Sites<br />Search bot interrogation<br />
  • 132. TO THE BROWSER!<br />
  • 133. Neverending Story<br />SEO is a<br />
  • 134. Rinse and repeat<br />Ongoing analysis<br />
  • 135. Rinse and repeat<br />Ongoing analysis<br />Keyword evaluation<br />
  • 136. Rinse and repeat<br />Ongoing analysis<br />Keyword evaluation<br />Link farming<br />
  • 137. Rinse and repeat<br />Ongoing analysis<br />Keyword evaluation<br />Link farming<br />Keep up with algorithm updates<br />
  • 138. Questions?<br />

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