periodic table of SEO
success factors
our guide to SEO: http://selnd.com/seotable
Types Of SEO Factors:
• On The Page SEO
• content
• <HTML>
• site architecture

• Off The Page SEO
•
•
•
•

links
trust
so...
On The Page Factors: Content

@SEngineLand
Cq: Content Quality

• Trustworthy
• Authoritative

@SEngineLand
Cr: Content/KW Research

@SEngineLand
Cw: Content Words

source: GetKnownSEO.com

@SEngineLand
Ce: Content Engagement

source: Avinash Kaushik

@SEngineLand
Cf: Content Freshness

• Updated recently
• Updated in real-time or
near real-time

@SEngineLand
On The Page Factors: HTML

@SEngineLand
Ht: HTML Title

<TITLE>

</TITLE>
@SEngineLand
Hd: Meta Description

@SEngineLand
Hh: Header Tags

@SEngineLand
Hs: Structured Data

@SEngineLand
On The Page Factors: Architecture

@SEngineLand
Ac: Site Crawlability

@SEngineLand
Ad: Duplication/Canonicalization

@SEngineLand
As: Site Speed

It’s Official: Site Speed as a Ranking Factor >>

@SEngineLand
Au: Descriptive URLs

@SEngineLand
Off The Page Factors: Links

@SEngineLand
Lq: Link Quality

@SEngineLand
Lt: Link Anchor Text

@SEngineLand
Ln: Number of Links

@SEngineLand
Off The Page Factors: Trust

@SEngineLand
Ta: Trust & Authority

@SEngineLand
Th: Site History

@SEngineLand
Ti: Identity

@SEngineLand
Off The Page Factors: Social

@SEngineLand
Sr: Social Reputation

@SEngineLand
Ss: Social Shares

@SEngineLand
Off The Page Factors: Personalization

@SEngineLand
Pc: Country

@SEngineLand
Pl: Locality

@SEngineLand
Ph: Personal History

@SEngineLand
Ps: Social Connections

@SEngineLand
Violations & Penalties

@SEngineLand
Vt: Thin Content

@SEngineLand
Va: Ads / Top Heavy

@SEngineLand
Vs: Keyword Stuffing

@SEngineLand
Vh: Hidden Text

@SEngineLand
Vc: Cloaking

@SEngineLand
Vp: Paid Links

@SEngineLand
Vl: Link Spam

@SEngineLand
Vd: Piracy / DMCA Takedowns

@SEngineLand
Algorithms & Updates
Algorithm Updates
Data Refreshes & Filters
Index or Engine Updates

@SEngineLand
Famous Google Updates
Summer 2003

2000-2003

Fritz

Google Dance

Jan. 2007

Supplemental

Oct. 2007
Paid Links

Jan. 201...
Which Updates Matter?
most

recent

updates...

@SEngineLand
Panda: Thin Content

resource guide at
SearchEngineLand.com:

Google Panda >>

@SEngineLand
Panda: Update Timeline
•
•
•
•
•
•
•
•
•
•
•
•
•

Panda Update 1, Feb. 24, 2011
Panda Update 2, April 11, 2011
Panda Updat...
Avoiding Panda
What Should Site Owners Do To Avoid It?
Matt Cutts says:

“we’re looking for high quality
content… the sort...
Content Quality Tips
Google’s Amit Singhal says:
Search is a complicated and evolving art and science, so rather than focu...
Penguin: Link Quality

resource guide at
SearchEngineLand.com:

Google Penguin >>

@SEngineLand
Penguin: Update Timeline
• Penguin 1 - April 24, 2012
• impacting around 3.1% of queries
• Penguin 2 - May 26, 2012
• impa...
Avoiding Penguin
What Should Site Owners Do To Avoid It?
Matt Cutts says:

“make a great site that users
love, that they w...
Link Quality Tips
Five Steps To Clean Up Your Links Like A Techie

by Jenny Halasz:
1. Look for Unnatural Links Warning in...
Hummingbird: Query Intent

resource guide at
SearchEngineLand.com:

Google Hummingbird >>

@SEngineLand
Hummingbird: Entity Search
• Emphasis on
“Entity Search”
• People, Places
& Things
• Knowledge
Graph ->>
@SEngineLand
Entity Search & Structured Data
data-vocabulary.org/Rating

SCHEMA.ORG/REVIEW

OPEN GRAPH PROTOCOL, RDFa &
SCHEMA

@SEngin...
SEO Best Practices
• Structured Data & Semantic Search

• use Schema.org markup where relevant

• Create & Verify Trusted ...
SEO Best Practices
• Develop Brand & Site Authority
rel=“author”
• Used for bloggers & subject
matter experts - PEOPLE

re...
SEO Best Practices
Step 1:
• Verify Your Site in Google Webmaster Tools
Step 2:
• Read The SEO
Guide To Getting
Started Wi...
What About Bing?
18.1% search share

+ Yahoo! Search, additional 11.1%

source: comScore Oct. 2013

• Social Signals
• via...
What About Bing?

Bing
Webmaster Tools

@SEngineLand
mobile SEO
Types of Mobile SEO
• Smart Phones
• Feature Phones
• Tablet Devices

@SEngineLand
Mobile Sites vs. Responsive
•

Inbound
links

•

Less Bot
confusion

•

Less cost & maintenance

“one URL per content item...
Mobile Sites vs. Responsive
• Responsive
Design
• One URL but
different HTML
•

3 methods, 1 preferred:

The Definitive Gu...
Responsive Design
• Same URL
• Same Content

• Same HTML
• Same Design

@SEngineLand
Responsive Design
Why?
• Easier To Interact:
• Share & Link
• helps Google's Algorithms
• No Redirection Needed
• Saves Se...
One URL, Different HTML
Why?

•
•
•
•

Conversions May Be Better
Legacy Designs Hard To Go Responsive
Special Landing Page...
One URL, Different HTML
How?
• User Agent Detection
• Serve Different HTML/CSS
• Vary HTTP Header (Hint To GoogleBot)
GET ...
Separate URL / Domains
Why?
• Conversions May Be Better
• Legacy Designs Hard To Go Responsive
• CMS Complications
• Speci...
Separate URL / Domains
How?
• m.domain.com or domain.mobi
• GoogleBot & GoogleBot-Mobile
Accessible
• On Desktop, use link...
Separate URL / Domains
How?
• Sitemaps Implementation
<?xml version="1.0" encoding="UTF-8"?>
<urlset xmlns="http://www.sit...
Mobile SEO Best Practices
• Serve mobile & desktop users with either:

• same URL (responsive design or dynamic serving)
•...
What startups need to know about seo by barry schwartz news editor at search engine land
What startups need to know about seo by barry schwartz news editor at search engine land
What startups need to know about seo by barry schwartz news editor at search engine land
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

  1. 1. periodic table of SEO success factors
  2. 2. our guide to SEO: http://selnd.com/seotable
  3. 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. 4. On The Page Factors: Content @SEngineLand
  5. 5. Cq: Content Quality • Trustworthy • Authoritative @SEngineLand
  6. 6. Cr: Content/KW Research @SEngineLand
  7. 7. Cw: Content Words source: GetKnownSEO.com @SEngineLand
  8. 8. Ce: Content Engagement source: Avinash Kaushik @SEngineLand
  9. 9. Cf: Content Freshness • Updated recently • Updated in real-time or near real-time @SEngineLand
  10. 10. On The Page Factors: HTML @SEngineLand
  11. 11. Ht: HTML Title <TITLE> </TITLE> @SEngineLand
  12. 12. Hd: Meta Description @SEngineLand
  13. 13. Hh: Header Tags @SEngineLand
  14. 14. Hs: Structured Data @SEngineLand
  15. 15. On The Page Factors: Architecture @SEngineLand
  16. 16. Ac: Site Crawlability @SEngineLand
  17. 17. Ad: Duplication/Canonicalization @SEngineLand
  18. 18. As: Site Speed It’s Official: Site Speed as a Ranking Factor >> @SEngineLand
  19. 19. Au: Descriptive URLs @SEngineLand
  20. 20. Off The Page Factors: Links @SEngineLand
  21. 21. Lq: Link Quality @SEngineLand
  22. 22. Lt: Link Anchor Text @SEngineLand
  23. 23. Ln: Number of Links @SEngineLand
  24. 24. Off The Page Factors: Trust @SEngineLand
  25. 25. Ta: Trust & Authority @SEngineLand
  26. 26. Th: Site History @SEngineLand
  27. 27. Ti: Identity @SEngineLand
  28. 28. Off The Page Factors: Social @SEngineLand
  29. 29. Sr: Social Reputation @SEngineLand
  30. 30. Ss: Social Shares @SEngineLand
  31. 31. Off The Page Factors: Personalization @SEngineLand
  32. 32. Pc: Country @SEngineLand
  33. 33. Pl: Locality @SEngineLand
  34. 34. Ph: Personal History @SEngineLand
  35. 35. Ps: Social Connections @SEngineLand
  36. 36. Violations & Penalties @SEngineLand
  37. 37. Vt: Thin Content @SEngineLand
  38. 38. Va: Ads / Top Heavy @SEngineLand
  39. 39. Vs: Keyword Stuffing @SEngineLand
  40. 40. Vh: Hidden Text @SEngineLand
  41. 41. Vc: Cloaking @SEngineLand
  42. 42. Vp: Paid Links @SEngineLand
  43. 43. Vl: Link Spam @SEngineLand
  44. 44. Vd: Piracy / DMCA Takedowns @SEngineLand
  45. 45. Algorithms & Updates Algorithm Updates Data Refreshes & Filters Index or Engine Updates @SEngineLand
  46. 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. 47. Which Updates Matter? most recent updates... @SEngineLand
  48. 48. Panda: Thin Content resource guide at SearchEngineLand.com: Google Panda >> @SEngineLand
  49. 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. 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. 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. 52. Penguin: Link Quality resource guide at SearchEngineLand.com: Google Penguin >> @SEngineLand
  53. 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. 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. 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. 56. Hummingbird: Query Intent resource guide at SearchEngineLand.com: Google Hummingbird >> @SEngineLand
  57. 57. Hummingbird: Entity Search • Emphasis on “Entity Search” • People, Places & Things • Knowledge Graph ->> @SEngineLand
  58. 58. Entity Search & Structured Data data-vocabulary.org/Rating SCHEMA.ORG/REVIEW OPEN GRAPH PROTOCOL, RDFa & SCHEMA @SEngineLand
  59. 59. SEO Best Practices • Structured Data & Semantic Search • use Schema.org markup where relevant • Create & Verify Trusted Profiles • Earn Trusted Links & Citations @SEngineLand
  60. 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. 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. 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. 63. What About Bing? Bing Webmaster Tools @SEngineLand
  64. 64. mobile SEO
  65. 65. Types of Mobile SEO • Smart Phones • Feature Phones • Tablet Devices @SEngineLand
  66. 66. Mobile Sites vs. Responsive • Inbound links • Less Bot confusion • Less cost & maintenance “one URL per content item” @SEngineLand
  67. 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. 68. Responsive Design • Same URL • Same Content • Same HTML • Same Design @SEngineLand
  69. 69. Responsive Design Why? • Easier To Interact: • Share & Link • helps Google's Algorithms • No Redirection Needed • Saves Server & GoogleBot Resources @SEngineLand
  70. 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. 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. 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. 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. 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. 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
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