What startups need to know about seo by barry schwartz news editor at search engine land
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What startups need to know about seo by barry schwartz news editor at search engine land

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What startups need to know about seo by barry schwartz news editor at search engine land Presentation Transcript

  • 1. periodic table of SEO success factors
  • 2. our guide to SEO: http://selnd.com/seotable
  • 3. Types Of SEO Factors: • On The Page SEO • content • <HTML> • site architecture • Off The Page SEO • • • • links trust social signals personalization • Violations & Penalties @SEngineLand
  • 4. On The Page Factors: Content @SEngineLand
  • 5. Cq: Content Quality • Trustworthy • Authoritative @SEngineLand
  • 6. Cr: Content/KW Research @SEngineLand
  • 7. Cw: Content Words source: GetKnownSEO.com @SEngineLand
  • 8. Ce: Content Engagement source: Avinash Kaushik @SEngineLand
  • 9. Cf: Content Freshness • Updated recently • Updated in real-time or near real-time @SEngineLand
  • 10. On The Page Factors: HTML @SEngineLand
  • 11. Ht: HTML Title <TITLE> </TITLE> @SEngineLand
  • 12. Hd: Meta Description @SEngineLand
  • 13. Hh: Header Tags @SEngineLand
  • 14. Hs: Structured Data @SEngineLand
  • 15. On The Page Factors: Architecture @SEngineLand
  • 16. Ac: Site Crawlability @SEngineLand
  • 17. Ad: Duplication/Canonicalization @SEngineLand
  • 18. As: Site Speed It’s Official: Site Speed as a Ranking Factor >> @SEngineLand
  • 19. Au: Descriptive URLs @SEngineLand
  • 20. Off The Page Factors: Links @SEngineLand
  • 21. Lq: Link Quality @SEngineLand
  • 22. Lt: Link Anchor Text @SEngineLand
  • 23. Ln: Number of Links @SEngineLand
  • 24. Off The Page Factors: Trust @SEngineLand
  • 25. Ta: Trust & Authority @SEngineLand
  • 26. Th: Site History @SEngineLand
  • 27. Ti: Identity @SEngineLand
  • 28. Off The Page Factors: Social @SEngineLand
  • 29. Sr: Social Reputation @SEngineLand
  • 30. Ss: Social Shares @SEngineLand
  • 31. Off The Page Factors: Personalization @SEngineLand
  • 32. Pc: Country @SEngineLand
  • 33. Pl: Locality @SEngineLand
  • 34. Ph: Personal History @SEngineLand
  • 35. Ps: Social Connections @SEngineLand
  • 36. Violations & Penalties @SEngineLand
  • 37. Vt: Thin Content @SEngineLand
  • 38. Va: Ads / Top Heavy @SEngineLand
  • 39. Vs: Keyword Stuffing @SEngineLand
  • 40. Vh: Hidden Text @SEngineLand
  • 41. Vc: Cloaking @SEngineLand
  • 42. Vp: Paid Links @SEngineLand
  • 43. Vl: Link Spam @SEngineLand
  • 44. Vd: Piracy / DMCA Takedowns @SEngineLand
  • 45. Algorithms & Updates Algorithm Updates Data Refreshes & Filters Index or Engine Updates @SEngineLand
  • 46. Famous Google Updates Summer 2003 2000-2003 Fritz Google Dance Jan. 2007 Supplemental Oct. 2007 Paid Links Jan. 2012 Top Heavy April 2012 Penguin Nov. 2003 Florida October 2005 Big Daddy Jagger March 2008 Freshness Aug. 2012 Pirate Bourbon March 2009 Vince/Brand Dewey Nov. 2011 May 2005 Feb. 2011 Panda Jan. 2011 Scraper Sep. 2012 June 2013 EMD Payday Jan. 2004 Austin April 2004 Sandbox May 2010 May Day June 2010 Caffeine Sept. 2013 Hummingbird
  • 47. Which Updates Matter? most recent updates... @SEngineLand
  • 48. Panda: Thin Content resource guide at SearchEngineLand.com: Google Panda >> @SEngineLand
  • 49. Panda: Update Timeline • • • • • • • • • • • • • Panda Update 1, Feb. 24, 2011 Panda Update 2, April 11, 2011 Panda Update 3, May 10, 2011 Panda Update 4, June 16, 2011 Panda Update 5, July 23, 2011 Panda Update 6, Aug. 12, 2011 Panda Update 7, Sept. 28, 2011 Panda Update 8, Oct. 19, 2011 Panda Update 9, Nov. 18, 2011: Panda Update 10, Jan. 18, 2012 Panda Update 11, Feb. 27, 2012 Panda Update 12, March 23, 2012 Panda Update 13, April 19, 2012 • • • • • • • • • • • • • Panda Update 14, April 27, 2012 Panda Update 15, June 9, 2012: Panda Update 16, June 25, 2012 Panda Update 17, July 24, 2012 Panda Update 18, Aug. 20, 2012: Panda Update 19, Sept. 18, 2012: Panda Update 20 , Sept. 27, 2012 Panda Update 21, Nov. 5, 2012 Panda Update 22, Nov. 21, 2012 Panda Update 23, Dec. 21, 2012 Panda Update 24, Jan. 22, 2013 Panda Update 25, March 15, 2013 Panda Update 26, July 18, 2013 @SEngineLand
  • 50. Avoiding Panda What Should Site Owners Do To Avoid It? Matt Cutts says: “we’re looking for high quality content… the sort of content that people really enjoy, that is compelling, the sort of thing that people love to read, that you might see a magazine or book…” -September 2013 @SEngineLand
  • 51. Content Quality Tips Google’s Amit Singhal says: Search is a complicated and evolving art and science, so rather than focusing on specific algorithmic tweaks, we encourage you to focus on delivering the best possible experience for users. 23 questions to ask about your site’s content quality: 1. Would you trust the information presented in this article? 2. Is this article written by an expert or enthusiast who knows the topic well, or is it more shallow in nature? 3. Does the site have duplicate, overlapping, or redundant articles on the same or similar topics with slightly different keyword variations? 4. Would you be comfortable giving your credit card information to this site? 5. Does this article have spelling, stylistic, or factual errors? Read them all at Google Webmaster Blog >> @SEngineLand
  • 52. Penguin: Link Quality resource guide at SearchEngineLand.com: Google Penguin >> @SEngineLand
  • 53. Penguin: Update Timeline • Penguin 1 - April 24, 2012 • impacting around 3.1% of queries • Penguin 2 - May 26, 2012 • impacting less than 0.1% • Penguin 3 - October 5, 2012 • impacting around 0.3% of queries • Penguin 4 (AKA Penguin 2.0) - May 22, 2013 • impacting 2.3% of queries • Penguin 5 (AKA Penguin 2.1) - Oct. 4, 2013 • (impacting around 1% of queries) @SEngineLand
  • 54. Avoiding Penguin What Should Site Owners Do To Avoid It? Matt Cutts says: “make a great site that users love, that they want to tell their friends about, bookmark, come back to…“ - May 2013 • Disavow Links as an option @SEngineLand
  • 55. Link Quality Tips Five Steps To Clean Up Your Links Like A Techie by Jenny Halasz: 1. Look for Unnatural Links Warning in GWT 2. Download & Review Sample Links from GWT 3. Check Links Manually 4. Review Domains Linking To Your Site 5. Take Stock of Links & Clean Up Problems read more >> @SEngineLand
  • 56. Hummingbird: Query Intent resource guide at SearchEngineLand.com: Google Hummingbird >> @SEngineLand
  • 57. Hummingbird: Entity Search • Emphasis on “Entity Search” • People, Places & Things • Knowledge Graph ->> @SEngineLand
  • 58. Entity Search & Structured Data data-vocabulary.org/Rating SCHEMA.ORG/REVIEW OPEN GRAPH PROTOCOL, RDFa & SCHEMA @SEngineLand
  • 59. SEO Best Practices • Structured Data & Semantic Search • use Schema.org markup where relevant • Create & Verify Trusted Profiles • Earn Trusted Links & Citations @SEngineLand
  • 60. SEO Best Practices • Develop Brand & Site Authority rel=“author” • Used for bloggers & subject matter experts - PEOPLE rel=“publisher” resource: Authorship Setup Flowchart • Used for media publications & organizations – NOT PEOPLE @SEngineLand
  • 61. SEO Best Practices Step 1: • Verify Your Site in Google Webmaster Tools Step 2: • Read The SEO Guide To Getting Started With Google Webmaster Tools Step 3: • Use The Data in GWT To Enhance Your SEO Efforts @SEngineLand
  • 62. What About Bing? 18.1% search share + Yahoo! Search, additional 11.1% source: comScore Oct. 2013 • Social Signals • via Facebook • Snapshots & Satori @SEngineLand
  • 63. What About Bing? Bing Webmaster Tools @SEngineLand
  • 64. mobile SEO
  • 65. Types of Mobile SEO • Smart Phones • Feature Phones • Tablet Devices @SEngineLand
  • 66. Mobile Sites vs. Responsive • Inbound links • Less Bot confusion • Less cost & maintenance “one URL per content item” @SEngineLand
  • 67. Mobile Sites vs. Responsive • Responsive Design • One URL but different HTML • 3 methods, 1 preferred: The Definitive Guide To Mobile SEO Separate URLs, Domains Completely @SEngineLand
  • 68. Responsive Design • Same URL • Same Content • Same HTML • Same Design @SEngineLand
  • 69. Responsive Design Why? • Easier To Interact: • Share & Link • helps Google's Algorithms • No Redirection Needed • Saves Server & GoogleBot Resources @SEngineLand
  • 70. One URL, Different HTML Why? • • • • Conversions May Be Better Legacy Designs Hard To Go Responsive Special Landing Pages Keep Link Equity • (i.e. Same URLs/Content) @SEngineLand
  • 71. One URL, Different HTML How? • User Agent Detection • Serve Different HTML/CSS • Vary HTTP Header (Hint To GoogleBot) GET /page-1 HTTP/1.1 Host: www.example.com (...rest of HTTP request headers...) HTTP/1.1 200 OK Content-Type: text/html Vary: User-Agent Content-Length: 5710 (... rest of HTTP response headers...) @SEngineLand
  • 72. Separate URL / Domains Why? • Conversions May Be Better • Legacy Designs Hard To Go Responsive • CMS Complications • Special Landing Pages • Easy To Test Campaigns @SEngineLand
  • 73. Separate URL / Domains How? • m.domain.com or domain.mobi • GoogleBot & GoogleBot-Mobile Accessible • On Desktop, use link rel="alternate" tag <link rel=”alternate” media=”only screen and (max-width: 640px)” href=“mobileurl”> • On Mobile, use link rel="canonical" tag <link rel="canonical" href="desktopurl" > @SEngineLand
  • 74. Separate URL / Domains How? • Sitemaps Implementation <?xml version="1.0" encoding="UTF-8"?> <urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9" xmlns:xhtml="http://www.w3.org/1999/xhtml"> <url> <loc>desktopurlhere</loc> <xhtml:link rel="alternate" media="only screen and (max-width: 640px)" href="mobileurlhere" /> </url> </urlset> @SEngineLand
  • 75. Mobile SEO Best Practices • Serve mobile & desktop users with either: • same URL (responsive design or dynamic serving) • different URLs (mobile-specific pages) • Use the Vary: User Agent HTTP header for: • pages that serve dynamic content based on device • or that redirect to device-specific URLs • Use the canonical attribute (to the desktop version) When Using Separate URLs: • • • • • • • • redirect both desktop and mobile users to the appropriate page don’t redirect users if you don’t have an equivalent page redirect tablet users to the desktop version use a canonical value of the desktop URL use the rel=“alternate media” on the desktop version to specify the mobile version make sure the page loads quickly reduce unneeded redirects don’t keep the searcher from the content with an interstitial advertising your app