Eric Enge: #BTG11 Conference


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Eric Enge: #BTG11 Conference

  1. 1. Suffolk University Integrating SEO into Your Organization
  2. 2. More Traffic from Search Than Any Other Source <ul><li>Of Search Traffic: </li></ul><ul><li>78% from SEO </li></ul><ul><li>22% from Paid </li></ul>
  3. 3. Position Matters
  4. 4. Search Engines are Software Programs
  5. 5. They Have a Big Job <ul><li>Crawl one trillion web pages </li></ul><ul><li>Perform semantic analysis on All of Them </li></ul><ul><li>Map ALL the links on the web </li></ul><ul><li>Use this data to map results for ANY search query </li></ul><ul><li>Respond to any query in </li></ul><ul><li>< 0.2 seconds </li></ul><ul><li>Result: One tired spider </li></ul>
  6. 6. They have Limitations <ul><li>Images: </li></ul><ul><li>Videos (including Flash): </li></ul><ul><li>Can ’t “read” the file </li></ul><ul><li>Can read clean HTML text </li></ul>Hundreds of other considerations
  7. 7. On Page SEO <ul><li>Making your site understandable to search engines </li></ul><ul><li>Work around search engine limitations </li></ul><ul><li>Search engines use more than 200 factors in ranking decisions </li></ul>
  8. 8. Key Points <ul><li>Your developers may not know anything about SEO </li></ul><ul><ul><li>SEO is not taught in schools </li></ul></ul><ul><li>Your Content Management System may not be SEO friendly </li></ul><ul><ul><li>In fact, it may be SEO hostile </li></ul></ul><ul><li>Must review choices before writing the first line of code, or picking a CMS </li></ul>
  9. 9. SEO Must be Part of Your Engineering Plan!
  10. 10. Links are Like Votes in an Election
  11. 11. Who Rank ’s First? Joe ’s Book Store
  12. 12. Links Are Not Created Equal Web Site A Web Site B Killer Link 1 Link 1 Link 2 …… .. … 1,000 #1! #2 Search Results
  13. 13. The Flow Of PageRank Pages are given an “innate”, albeit tiny, amount of PageRank Pages then accrue PageRank from every link that points to them
  14. 14. The Flow Of PageRank The amount of PageRank that a page can pass is a function of that page ’s PageRank PageRank Passable PageRank X F(X)
  15. 15. PageRank is Split Evenly Between the Links on a Page Link Link F(x)*0.5 F(x)*0.5 X
  16. 16. PageRank is an Iterative Algorithm Link Link F(x)*0.5 F(x)*0.5 F(y) Link X y y
  17. 17. Google Toolbar <ul><li>View PageRank of current page, once turned on. </li></ul><ul><li>Available for: </li></ul><ul><ul><li>Firefox </li></ul></ul><ul><ul><li>Internet Explorer </li></ul></ul>
  18. 18. Toolbar PageRank <ul><li>Not the same as “Real” PageRank </li></ul><ul><li>Logarithmic scale from 0 to 10 </li></ul><ul><li>Assigned to web pages, not sites </li></ul><ul><li>Still, a useful metric </li></ul>Culligan 0 ebay Boston Store 10 1 2 3 4 5 6 7 8 9 Google Amazon Disney Gap Relative number of pages with PR rating E F F O R T Sampling of Homepage PageRank Ratings
  19. 19. Role of Relevance Your Page (Used Ford Mustangs) Casino Gambling Online Prescriptions Car and Driver Magazine Ford vehicles .com Low Value High Value
  20. 21. The Concept of Authority A A A All Websites about Used Cars
  21. 22. Search Engines Do Not Count All Links <ul><li>Links they can ’t read: </li></ul><ul><ul><li>Encrypted JavaScript </li></ul></ul><ul><ul><li>In an iFrame </li></ul></ul><ul><li>Links on pages that they can ’t crawl </li></ul><ul><ul><li>Can ’t find </li></ul></ul><ul><ul><li>Marked as NoCrawl in Robots.txt </li></ul></ul><ul><li>Links marked with NoFollow Attribute </li></ul>
  22. 23. Why do People Link?
  23. 24. SEO Ranking Factors <ul><li>Source: SEOmoz SEO Ranking Factors Survey </li></ul>
  24. 25. Summary of Ranking Factors <ul><li>66% related to Links </li></ul><ul><li>6% social media </li></ul><ul><li>7% traffic and click through data </li></ul><ul><li>15% on page keyword usage </li></ul><ul><li>5% registration and hosting related </li></ul>72% “External Recognition ”
  25. 26. Link Building Must be Part of Your Marketing Plan!
  26. 27. Volume Increasing Relationship Value Engaging in Social Activity
  27. 28. Social Connectivity Pyramid 1 on 1 Meeting Blogging Meetups LinkedIn Facebook Twitter Higher Value Higher Effort
  28. 29. Volume Increasing Social Effort Social Link Building Increasing Link Value
  29. 30. Social Media Signals <ul><li>Twitter mentions </li></ul><ul><ul><li>Author quality matters </li></ul></ul><ul><li>Facebook Links </li></ul><ul><li>Facebook Likes not a factor … yet </li></ul><ul><li>More to come </li></ul><ul><li>Ways Google can look in walled gardens: </li></ul><ul><ul><li>Google Analytics </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Google Toolbar </li></ul></ul>
  30. 31. Where does SEO go? <ul><li>SEO is a marketing function because … </li></ul><ul><ul><li>It ’s purpose is to get new customers </li></ul></ul><ul><li>SEO is a development function because … </li></ul><ul><ul><li>It affects CMS selection and site coding and design </li></ul></ul><ul><li>Senior management must understand SEO because … </li></ul><ul><ul><li>Otherwise they will make decisions that blow your SEO out of the water! (C-Suite example, site ain ’t no freaking brochure!) </li></ul></ul><ul><li>When to outsource … </li></ul>
  31. 32. My Preferred Structure <ul><li>Marketing person who owns it </li></ul><ul><li>Development team that understands the importance </li></ul><ul><li>4 hour training session for the management team so they “get it” </li></ul><ul><li>Work with outside SEO to get leverage from their multi-dimensional experience </li></ul>
  32. 33. Thank You! <ul><li>Eric Enge </li></ul><ul><li>[email_address] </li></ul><ul><li>@stonetemple </li></ul><ul><li>(508) 485-7751 </li></ul><ul><li> </li></ul><ul><li>For a One Sheet SEO Checklist, email me, or drop off a business card </li></ul>