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The Three Pillars of SEO

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Slides from my talk at the Drink:// Digital meetup in June 2018. In this talk I explained my model for SEO: based on three main pillars that correspond with the three primary aspects of every web search engine.

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The Three Pillars of SEO

  1. 1. @badams@badams The Three Pillars of SEO Barry Adams Polemic Digital Drink://
  2. 2. @badams Barry Adams ➢ Doing SEO since 1998 ➢ Specialist in Technical SEO & News SEO ➢ Co-Chief Editor at State of Digital ➢ Columnist for Search Engine Land
  3. 3. @badams@badams How Search EnginesWork
  4. 4. @badams Web Search Engines Crawler Indexer Ranker
  5. 5. @badams
  6. 6. @badams 1. Crawler (Googlebot) Crawler Indexer Ranker
  7. 7. @badams Web Crawler (Googlebot) • Spiders the web; ➢ Previously Crawled URLs ➢ XML Sitemaps • Extracts hyperlinks and adds to crawl queue • Retrieves new and changed content • Access can be restricted with robots.txt
  8. 8. @badams
  9. 9. @badams URL Importance More important URLs are crawled more often
  10. 10. @badams HTML Parser
  11. 11. @badams 2. Indexer (Caffeine) Crawler Indexer Ranker
  12. 12. @badams Indexer (Caffeine) • Analyses content • Analyses links • Analyses webpage layout • Can be influenced with robots meta tags
  13. 13. @badams Two-Stage Indexing Crawler Indexer Ranker 1 2
  14. 14. @badams 1st Stage: HTML Source
  15. 15. @badams 2nd Stage:Web Rendering Service https://developers.google.com/search/docs/guides/rendering Chrome 41
  16. 16. @badams
  17. 17. @badams PageRanker • Calculates each canonical page’s PageRank; ➢ Links, links, links ➢ Internal and external links both count ➢ PageRank Damping factor • Feeds back to the crawler; ➢ High PR = high crawl priority
  18. 18. @badams
  19. 19. @badams 3. Ranker (Query Engine) Crawler Indexer Ranker
  20. 20. @badams Ranker (Query Engine) • Interprets search intent • Retrieves relevant pages • Ranks pages based on; ➢ Content relevance ➢ Authority signals ➢ Freshness
  21. 21. @badams The Three Pillars of SEO Technology Relevancy Authority
  22. 22. @badams Relation toWeb Search Technology Crawler Relevance Indexer Authority Query Engine
  23. 23. @badams Relation toWeb Search Technology Crawler Relevance Indexer Authority Query Engine
  24. 24. @badams 1.Technology Technical SEO is about; • Crawl optimisation • Load speed • Mobile SEO • JavaScript • International SEO
  25. 25. @badams 2. Relevancy On-page SEO is about; • Keyword/topical focus • Information Architecture • Page structure • Content quality • Structured Data • Accessibility
  26. 26. @badams 3. Authority Authority & Ranking is about; • Link building • Internal linking • Social signals • Spamming the shit out of Google
  27. 27. @badams Three Pillars of SEO Crawler Indexer Ranker Technical SEO On-Page SEO Off-Page SEO
  28. 28. @badams@badams Get Drunk. barry@polemicdigital.com www.polemicdigital.com @polemicdigital @badams

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