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SEARCH ENGINE
OPTIMISATION
AN ADVANCED GUIDE TO
CONTENTS
• How does Google populate a SERP?
• Google Rank Brain & Knowledge Graph
• Technical SEO
• Google’s Search Qualit...
HOW DOES GOOGLE
POPULATE A SERP?
SERP
A search engine results page (SERP) is the list of results that a search
engine returns in response to a specific wor...
SPIDERS - CRAWLERS - BOTS
SPIDERS CRAWLERS BOTS
A browser like program that
downloads webpages and
websites
A program and ...
SERP FEATURES
• Spelling suggestions, definitions, related searches, related questions,
calculator, translator, answers, f...
WHAT HAPPENS WHEN
A USER SEARCHES?
• QUERY UNDERSTANDING AND EXPANSION
• RETRIEVAL AND SCORING
• POST RETRIEVAL ADJUSTMENTS
(PRE-QUERY)
• Crawls all available pages and URLs on the web
• Analysis of crawled pages (extract links, annotate semantic...
UNDERSTANDING THE QUERY
• Does the query have any known entities?
• Beyonce, Cristiano Ronaldo, Sydney Opera House
• Are t...
RETRIEVAL AND SCORING
• Send the query to all the shards
• Each shard then:
• Finds matching pages
• Computes a score (S1)...
POST RETRIEVAL ADJUSTMENTS
• Too much duplication in results?
• Negative user interactions?
• Search abandonment
• Need fo...
RANK BRAIN &
KNOWLEDGE GRAPH
RANK BRAIN
KNOWLEDGE GRAPH
KNOWLEDGE GRAPH
Depending on the brand and business model, these panels might include:
• Basic info and a brief descriptio...
KNOWLEDGE GRAPH
https://developers.google.com/structured-data/customize/overview
TECHNICAL SEO
TECHNICAL SEO
• Indexation & Accessibility
• Site Speed & Performance
• URL structure
• Search Verticals
• Search appearan...
INDEXATION &
ACCESSIBILITY
HOW DOES GOOGLE VIEW YOUR SITE?
http://www.browseo.net/
WHAT TO LOOK OUT FOR
• Can you see all of your menu links (drop downs too!)?
• Do all of the menu items and links appear a...
BROKEN LINKS & DEAD ENDS
• Broken Link Checker
https://chrome.google.com/webstore/detail/ojkcdipcgfaekbeaelaapakg
njflfglf...
SITE SPEED &
PERFORMANCE
http://tools.pingdom.com/
SITE SPEED & PERFORMANCE
Website performance radically impacts our success, 64% of smartphone
users expect websites to loa...
URL STRUCTURE
URL STRUCTURE
homepage.co.uk
homepage.co.uk/volunteering-opportunities
homepage.co.uk/volunteering-opportunities/leeds
hom...
SITEMAPS - XML
• www.homepage.com/sitemap.xml
• https://www.xml-sitemaps.com/
• Upload via Google Search Console
• Helps G...
SITEMAPS - HTML
• Allow bots to navigate the site better
• Can help Google establish a page hierarchy
MAINTAINING A
HEALTHY LINK
PROFILE
LINK THEORY
The more links you have to your site from other relevant sites, the higher
your rankings will be (especially i...
LINK THEORY
Vary your link anchor text
Don’t submit to too many directories online
SEARCH
VERTICALS
SEARCH VERTICALS
• Mobile friendly sites
• Optimising online slide decks
• Deeper social integration
• Image optimisation
MOBILE FRIENDLY SITES
• April 21, 2015 ‘Mobilegeddon’
• March 2016, Google announced it would update the algorithm in May
...
SEARCH
APPEARANCE
SEARCH APPEARANCE
SEARCH APPEARANCE
TITLE TAG
META DESCRIPTION
URL
SEARCH ANALYTICS
Google Search Console:
Advanced Guide to Seo (Third Sector - Leeds Digital Festival 2016)
Advanced Guide to Seo (Third Sector - Leeds Digital Festival 2016)
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Advanced Guide to Seo (Third Sector - Leeds Digital Festival 2016)

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Advanced SEO technique slide deck for Leeds Digital Festival 2016 - tailored to audience and handouts. For more thorough and better guides please see Moz or Neil Patel.

Published in: Marketing
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Advanced Guide to Seo (Third Sector - Leeds Digital Festival 2016)

  1. 1. SEARCH ENGINE OPTIMISATION AN ADVANCED GUIDE TO
  2. 2. CONTENTS • How does Google populate a SERP? • Google Rank Brain & Knowledge Graph • Technical SEO • Google’s Search Quality Guidelines • Maintaining a healthy link profile
  3. 3. HOW DOES GOOGLE POPULATE A SERP?
  4. 4. SERP A search engine results page (SERP) is the list of results that a search engine returns in response to a specific word or phrase query.
  5. 5. SPIDERS - CRAWLERS - BOTS SPIDERS CRAWLERS BOTS A browser like program that downloads webpages and websites A program and follows the links on a webpage An automated computer program that visit websites & perform predefined task.
  6. 6. SERP FEATURES • Spelling suggestions, definitions, related searches, related questions, calculator, translator, answers, featured snippets, maps, images, videos, movie showtimes, sports scores and fixtures, weather, flight statuses, news results, tweets • The Knowledge Graph
  7. 7. WHAT HAPPENS WHEN A USER SEARCHES?
  8. 8. • QUERY UNDERSTANDING AND EXPANSION • RETRIEVAL AND SCORING • POST RETRIEVAL ADJUSTMENTS
  9. 9. (PRE-QUERY) • Crawls all available pages and URLs on the web • Analysis of crawled pages (extract links, annotate semantics) • Store this data and build an index • Index is like the index of a book • For each ‘keyword’, there is a list of pages it appears on • Broken up into groups (known as shards)
  10. 10. UNDERSTANDING THE QUERY • Does the query have any known entities? • Beyonce, Cristiano Ronaldo, Sydney Opera House • Are there useful synonyms? • Are the synonyms ambiguous? (gm = general motors, genetically modified) • What’s the context?
  11. 11. RETRIEVAL AND SCORING • Send the query to all the shards • Each shard then: • Finds matching pages • Computes a score (S1) for query+page • Sends back the top N pages (by S1) • Combines the top pages and then sorts (ranks) by score
  12. 12. POST RETRIEVAL ADJUSTMENTS • Too much duplication in results? • Negative user interactions? • Search abandonment • Need for spam demotions/manual actions?
  13. 13. RANK BRAIN & KNOWLEDGE GRAPH
  14. 14. RANK BRAIN
  15. 15. KNOWLEDGE GRAPH
  16. 16. KNOWLEDGE GRAPH Depending on the brand and business model, these panels might include: • Basic info and a brief description from Wikipedia • Photos from Google Plus • Stock prices from Google Finance, Yahoo Finance and MSN Money • Reviews from Google • Social profiles • Competitors • Related searches
  17. 17. KNOWLEDGE GRAPH https://developers.google.com/structured-data/customize/overview
  18. 18. TECHNICAL SEO
  19. 19. TECHNICAL SEO • Indexation & Accessibility • Site Speed & Performance • URL structure • Search Verticals • Search appearance
  20. 20. INDEXATION & ACCESSIBILITY
  21. 21. HOW DOES GOOGLE VIEW YOUR SITE? http://www.browseo.net/
  22. 22. WHAT TO LOOK OUT FOR • Can you see all of your menu links (drop downs too!)? • Do all of the menu items and links appear as plain text? • Are all the links clickable? • Does this reveal any text that was previously hidden? (Hidden text can send a red flag to Googlebot. It might not always be there maliciously, but it shouldn't be there.) • Is your sidebar or widgets content all the way at the top? Remember, your most important links and content should be at the top of the HTML. This is more important the bigger the site is.
  23. 23. BROKEN LINKS & DEAD ENDS • Broken Link Checker https://chrome.google.com/webstore/detail/ojkcdipcgfaekbeaelaapakg njflfglf • Site Liner http://siteliner.com/ • Dead Link Checker http://www.deadlinkchecker.com/
  24. 24. SITE SPEED & PERFORMANCE
  25. 25. http://tools.pingdom.com/
  26. 26. SITE SPEED & PERFORMANCE Website performance radically impacts our success, 64% of smartphone users expect websites to load in under four seconds. • Avoid plugins where possible. Features like carousels, tabbed interfaces, lightboxes and scrolling are often implemented using plugins, but these plugins are heavy, as they try to solve every scenario imaginable. • Optimise Images • Optimise fonts
  27. 27. URL STRUCTURE
  28. 28. URL STRUCTURE homepage.co.uk homepage.co.uk/volunteering-opportunities homepage.co.uk/volunteering-opportunities/leeds homepage.co.uk/volunteering-opportunities/leeds/elder-care
  29. 29. SITEMAPS - XML • www.homepage.com/sitemap.xml • https://www.xml-sitemaps.com/ • Upload via Google Search Console • Helps Google identify all the pages on your site • Only include indexed pages on the sitemap
  30. 30. SITEMAPS - HTML • Allow bots to navigate the site better • Can help Google establish a page hierarchy
  31. 31. MAINTAINING A HEALTHY LINK PROFILE
  32. 32. LINK THEORY The more links you have to your site from other relevant sites, the higher your rankings will be (especially if the Anchor text used is optimised and targeted).
  33. 33. LINK THEORY Vary your link anchor text Don’t submit to too many directories online
  34. 34. SEARCH VERTICALS
  35. 35. SEARCH VERTICALS • Mobile friendly sites • Optimising online slide decks • Deeper social integration • Image optimisation
  36. 36. MOBILE FRIENDLY SITES • April 21, 2015 ‘Mobilegeddon’ • March 2016, Google announced it would update the algorithm in May • April 2016, Google warns webmasters that their site’s aren’t mobile friendly • May 2016, Expected slow rollout of algorithm update • Google Mobile Friendly Checker - https://www.google.com/webmasters/tools/mobile-friendly/
  37. 37. SEARCH APPEARANCE
  38. 38. SEARCH APPEARANCE
  39. 39. SEARCH APPEARANCE TITLE TAG META DESCRIPTION URL
  40. 40. SEARCH ANALYTICS Google Search Console:

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