Straight From Google What You Need To Know

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Straight From Google What You Need To Know

  1. 1. Straight from Google: What You Need to Know Matt Cutts WordCamp May 30, 2009 mattcutts.com/blog/
  2. 3. Why do you blog?
  3. 4. Why do you blog? <ul><li>Fame </li></ul><ul><li>Access </li></ul><ul><li>Attention </li></ul><ul><li>Money </li></ul><ul><li>Rankings </li></ul>
  4. 5. Why do you blog? <ul><li>Fame </li></ul><ul><li>Access </li></ul><ul><li>Attention </li></ul><ul><li>Money </li></ul><ul><li>Rankings </li></ul><ul><li>Doing it for fun! </li></ul><ul><li>  </li></ul><ul><li>Poems, rants, daily thoughts  </li></ul><ul><li>  </li></ul><ul><li>Keeping up with family </li></ul><ul><li>  </li></ul><ul><li>Posting recipes </li></ul><ul><li>  </li></ul><ul><li>Deep desire to post cat pics  </li></ul>
  5. 6. Emmy
  6. 9. If you're blogging for yourself: You've already won!
  7. 10. &quot;I want to do better in Google.&quot;
  8. 11. WordPress is a great choice
  9. 12. WordPress takes care of 80-90% of (the mechanics of) Search Engine Optimization (SEO)
  10. 13. My plugins
  11. 14. How does Google crawl? <ul><li>We crawl roughly in decreasing order of PageRank </li></ul>
  12. 15. What's PageRank?
  13. 16. What's PageRank? <ul><li>The number and importance of links pointing to you. </li></ul>
  14. 17. What's PageRank?
  15. 18. Avoid Backlink Obsession (BO) <ul><li>“ Why are my 297 links: 1 x PR7 + 25 x PR6 + 151 x (PR5 and PR4) + 120 x (PR3) </li></ul><ul><li>are nothing in Google's eyes compared with my competitor's site which only has got 59 links </li></ul><ul><li>(4 x PR6 + 38 x PR5 + 17 x PR4) </li></ul><ul><li>That site is the first for the normal KW query and for allinanchor. How can it be true?&quot; </li></ul>
  16. 19. How does Google rank pages? You want to be relevant and reputable
  17. 20. Being Relevant <ul><li>Ask yourself: </li></ul><ul><ul><li>What do I love? </li></ul></ul><ul><ul><li>What am I really good at doing? </li></ul></ul><ul><ul><li>What do I have to say? </li></ul></ul>
  18. 21. SEO tips: keywords <ul><ul><li>Think about the keywords that users will type. Include them naturally in your posts &quot;usb drive&quot; &quot;thumb drive&quot; &quot;flash drive&quot; &quot;pen drive&quot; </li></ul></ul><ul><ul><li>ALT attribute are handy (3-4 relevant words) </li></ul></ul><ul><ul><li>Don't forget image search, videos, etc. </li></ul></ul>
  19. 22. What will your visitors type?
  20. 24. Keyword tool - brainstorm!
  21. 25. Url structure
  22. 26. Tweaking titles, urls, content
  23. 27. SEO tips: keywords <ul><ul><li>Use categories that are also good keywords </li></ul></ul><ul><ul><li>Keywords in url paths: example.com/my-keywords </li></ul></ul><ul><ul><ul><li>Dashes are best </li></ul></ul></ul><ul><ul><ul><li>Next best is underscores </li></ul></ul></ul><ul><ul><ul><li>No spaces is worst </li></ul></ul></ul><ul><ul><li>Someone should ask me: what if I've already done my site? Should I change things? </li></ul></ul>
  24. 28. Don't overdo it
  25. 29. Being relevant: summary <ul><ul><li>Find something you're passionate about </li></ul></ul><ul><ul><li>Write often! </li></ul></ul><ul><ul><li>Pay attention to the mechanics, but don't overdo it </li></ul></ul>
  26. 30. Gaining a Reputation
  27. 31. Be interesting
  28. 32. Update often
  29. 33. Apply Katamari Philosophy Credit: LaMenta3
  30. 34. Gaining Reputation <ul><ul><li>Provide a useful service </li></ul></ul><ul><ul><ul><li>Eric Goldman - blawger about legal issues & search </li></ul></ul></ul><ul><ul><li>Do original research or reporting </li></ul></ul><ul><ul><ul><li>Danny Sullivan - compared spam on Gmail, Yahoo </li></ul></ul></ul><ul><ul><ul><li>Louis Gray - watched his referrers </li></ul></ul></ul><ul><ul><li>Give great information </li></ul></ul><ul><ul><ul><li>Lifehacker - High-quality tutorials and guides </li></ul></ul></ul><ul><ul><li>Find a creative niche </li></ul></ul><ul><ul><ul><li>icanhascheezburger, F@#$ My Life, One Sentence </li></ul></ul></ul><ul><ul><ul><li>Penny Arcade, xkcd </li></ul></ul></ul><ul><ul><li>Write some code </li></ul></ul><ul><ul><li>Live blogging! </li></ul></ul><ul><ul><li>Make lists (&quot;11 reasons why WordCamp ruled&quot;) </li></ul></ul><ul><ul><li>Create controversy </li></ul></ul><ul><ul><li>Meet folks on Twitter, Facebook, FriendFeed </li></ul></ul>
  31. 35. Make a video
  32. 36. Google tools can help <ul><ul><li>Webmaster console at google.com/webmasters/ </li></ul></ul><ul><ul><li>Google Analytics </li></ul></ul><ul><ul><li>FeedBurner: MyBrand for free feeds.mattcutts.com instead of feeds.feedburner.com </li></ul></ul><ul><ul><li>Google Website Optimizer </li></ul></ul><ul><ul><li>Custom Search Engine: free site search </li></ul></ul><ul><ul><li>AdSense <!-- google_ad_section_start --> <!-- google_ad_section_end --> </li></ul></ul>
  33. 37. &quot;Free&quot; links - google.com/webmasters/
  34. 38. Google.com/webmasters/
  35. 39. Google.com/webmasters/
  36. 40. Evergreen content - Google Analytics
  37. 41. FeedBurner
  38. 42. Avoid shortcuts and scams
  39. 43. &quot;Google Money Tree&quot;
  40. 44. Avoid paid posts
  41. 45. Security <ul><li>Keep your WordPress and web server updated!! </li></ul><ul><li>http://www.americannaziparty.com/news/archives.php </li></ul>
  42. 47. .. /blog/wp-content/uploads/authors/Pletal.html
  43. 48. Security tip: add .htaccess in /wp-admin <ul><li>AuthUserFile /dev/null AuthGroupFile /dev/null AuthName &quot;Access Control&quot; AuthType Basic <LIMIT GET> order deny,allow deny from all # whitelist home IP address allow from 123.45.67.89 # whitelist work IP address allow from 123.45.67.98 </LIMIT>   </li></ul>
  44. 49. Thanks to WordPress/Automattic <ul><li>- Automatic updates </li></ul><ul><li>  </li></ul><ul><li>- Protect the /wp-content/ directory </li></ul><ul><li>- rel=canonical . Built into wordpress.com. Download 2.8! </li></ul>
  45. 50. Thanks! mattcutts.com

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