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Martino Mosna – SEO Freelance - #convegnogt
Martino Mosna
SEO Freelance
Headless Browser, Quality Rater, Query Intent
Il F...
Martino Mosna – SEO Freelance - #convegnogt
Mi presento:
Faccio SEO dal 2006
Freelance dal 2011
Non si smette di giocare p...
Martino Mosna – SEO Freelance - #convegnogt
Fonte immagine: https://www.flickr.com/photos/samovaari/11480323923/
Martino Mosna – SEO Freelance - #convegnogt
Descriviamo il motore di ricerca...
Martino Mosna – SEO Freelance - #convegnogt
Martino Mosna – SEO Freelance - #convegnogt
Fonte immagine: http://www.google.com/about/datacenters/
Martino Mosna – SEO Freelance - #convegnogt
Martino Mosna – SEO Freelance - #convegnogt
Fonte immagine: https://www.flickr.com/photos/trainor/451799414
Martino Mosna – SEO Freelance - #convegnogt
L'Uomo
(il SEO)
La
Macchina
(Google)
Il sito
internet
L'Uomo
(il SEO)
La
Macchina
(Google)
Il sito
internet
Martino Mosna – SEO Freelance - #convegnogt
L'Uomo
(il SEO)
La
Macchina
(Google)
Il sito
internet
Martino Mosna – SEO Freelance - #convegnogt
Martino Mosna – SEO Freelance - #convegnogt
Proviamo a diradare le nebbie...
Martino Mosna – SEO Freelance - #convegnogt
Uomini che passano sopra alle regole della macchina
Martino Mosna – SEO Freelance - #convegnogt
Uomini che passano sopra alle regole della macchina
Classe: Membro del Team We...
Martino Mosna – SEO Freelance - #convegnogt
Azioni manuali per mese
Fonte: http://www.google.com/insidesearch/howsearchwor...
Martino Mosna – SEO Freelance - #convegnogt
Rimuovere Manual Action
Incantesimo SEO di 3° Livello
Lavorare per cancellare ...
Martino Mosna – SEO Freelance - #convegnogt
Richieste di riconsiderazione per settimana
Fonte: http://www.google.com/insid...
Martino Mosna – SEO Freelance - #convegnogt
L'Uomo
(il SEO)
La
Macchina
(Google)
Il sito
internet
Martino Mosna – SEO Freelance - #convegnogt
L'Uomo
(il SEO)
La
Macchina
(Google)
Team
Webspam
Il sito
internet
Martino Mosna – SEO Freelance - #convegnogt
Macchine che si fingono uomini
Martino Mosna – SEO Freelance - #convegnogt
Macchine che si fingono uomini
Classe: Headless Browser
Razza: Robot
Gilda: Go...
Martino Mosna – SEO Freelance - #convegnogt
Identificare un Headless Browser: un caso di studio
Identificato un segmento a...
Martino Mosna – SEO Freelance - #convegnogt
Identificare un Headless Browser: un caso di studio
… e un User Agent inaspett...
Martino Mosna – SEO Freelance - #convegnogt
GOOGLE GO HOME
YOU'RE DRUNK
Fonte immagine: https://www.flickr.com/photos/ofac...
Martino Mosna – SEO Freelance - #convegnogt
Identificare un Headless Browser: un caso di studio
All'improvviso: una correl...
Martino Mosna – SEO Freelance - #convegnogt
Altri casi (noti) in cui Google
utilizza o utilizzava un Headless Browser
Goog...
Martino Mosna – SEO Freelance - #convegnogt
L'Uomo
(il SEO)
La
Macchina
(Google)
Team
Webspam
Il sito
internet
Martino Mosna – SEO Freelance - #convegnogt
L'Uomo
(il SEO)
La
Macchina
(Google)
Team
Webspam
Headless
Browser
Il sito
int...
Martino Mosna – SEO Freelance - #convegnogt
Esseri umani che supervisionano le macchine
Martino Mosna – SEO Freelance - #convegnogt
Esseri umani che supervisionano le macchine
Classe: Quality Rater
Razza: Umano...
Martino Mosna – SEO Freelance - #convegnogt
Ma che fanno alla fine i Quality Rater?
Svolgono a pagamento dei compiti per G...
Martino Mosna – SEO Freelance - #convegnogt
Cosa succede se il mio sito viene
giudicato negativamente?
Niente.
Martino Mosna – SEO Freelance - #convegnogt
Cosa succede se il mio sito viene
giudicato negativamente?
Niente.
(almeno nel...
Martino Mosna – SEO Freelance - #convegnogt
L'Uomo
(il SEO)
La
Macchina
(Google)
Team
Webspam
Headless
Browser
Il sito
int...
Martino Mosna – SEO Freelance - #convegnogt
L'Uomo
(il SEO)
La
Macchina
(Google)
Team
Webspam
Headless
Browser
Quality
Rat...
Martino Mosna – SEO Freelance - #convegnogt
Esseri umani che usano la macchina per trovare cose
Martino Mosna – SEO Freelance - #convegnogt
Esseri umani che usano la macchina per trovare cose
Classe: Utente di Google
R...
Martino Mosna – SEO Freelance - #convegnogt
Analisi delle Parole Chiave
Incantesimo SEO di 1° Livello
Utilizzare lo strume...
Martino Mosna – SEO Freelance - #convegnogt
Comprendere l'intento di ricerca
Le query possono essere ambigue.
Ad esempio, ...
Martino Mosna – SEO Freelance - #convegnogt
Analisi del Pubblico di Riferimento
Incantesimo SEO di 2° Livello
Potenzia l'A...
Martino Mosna – SEO Freelance - #convegnogt
Comprendere l'intento di ricerca
Fase di scoperta
(query generiche, poca attit...
Martino Mosna – SEO Freelance - #convegnogt
Comprendere l'intento di ricerca
Query informazionale
(generica e non legata a...
Martino Mosna – SEO Freelance - #convegnogt
E' un problema anche per Google
Per capire l'intento di ricerca,
deve utilizza...
Martino Mosna – SEO Freelance - #convegnogt
Il comportamento di ricerca
influenza il ranking
E' un fattore tradizionalment...
Martino Mosna – SEO Freelance - #convegnogt
L'Uomo
(il SEO)
La
Macchina
(Google)
Team
Webspam
Headless
Browser
Quality
Rat...
Martino Mosna – SEO Freelance - #convegnogt
L'Uomo
(il SEO)
La
Macchina
(Google)
Team
Webspam
Headless
Browser
Quality
Rat...
L'Uomo
(il SEO)
La
Macchina
(Google)
Team
Webspam
Headless
Browser
Quality
Rater
Il sito
internet
Utente di
Google
Martino...
L'Uomo
(il SEO)
La
Macchina
(Google)
Team
Webspam
Headless
Browser
Quality
Rater
Il sito
internet
Utente di
Google
Martino...
Martino Mosna – SEO Freelance - #convegnogt
L'Uomo
(il SEO)
La
Macchina
(Google)
Team
Webspam
Headless
Browser
Quality
Rat...
Martino Mosna – SEO Freelance - #convegnogt
Sembrava facile eh?
Martino Mosna – SEO Freelance - #convegnogt
L'Uomo
(il SEO)
La
Macchina
(Google)
Il sito
internet
Martino Mosna – SEO Freelance - #convegnogt
E invece!
Martino Mosna – SEO Freelance - #convegnogt
L'Uomo
(il SEO)
La
Macchina
(Google)
Team
Webspam
Headless
Browser
Quality
Rat...
Martino Mosna – SEO Freelance - #convegnogt
Link di approfondimento
Google Webspam
Approfondimenti: https://support.google...
Martino Mosna – SEO Freelance - #convegnogt
Martino Mosna
Freelance
Headless Browser, Quality Rater, Query Intent
Il Fatto...
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Headless Browser, Quality Rater, Query Intent: Il Fattore SEO Umano

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Headless Browser, Quality Rater, Query Intent: Il Fattore SEO Umano

  1. 1. Martino Mosna – SEO Freelance - #convegnogt Martino Mosna SEO Freelance Headless Browser, Quality Rater, Query Intent Il Fattore SEO Umano @martinomosna +MartinoMosna
  2. 2. Martino Mosna – SEO Freelance - #convegnogt Mi presento: Faccio SEO dal 2006 Freelance dal 2011 Non si smette di giocare perché si invecchia: si invecchia perché si smette di giocare.
  3. 3. Martino Mosna – SEO Freelance - #convegnogt Fonte immagine: https://www.flickr.com/photos/samovaari/11480323923/
  4. 4. Martino Mosna – SEO Freelance - #convegnogt Descriviamo il motore di ricerca...
  5. 5. Martino Mosna – SEO Freelance - #convegnogt
  6. 6. Martino Mosna – SEO Freelance - #convegnogt Fonte immagine: http://www.google.com/about/datacenters/
  7. 7. Martino Mosna – SEO Freelance - #convegnogt
  8. 8. Martino Mosna – SEO Freelance - #convegnogt Fonte immagine: https://www.flickr.com/photos/trainor/451799414
  9. 9. Martino Mosna – SEO Freelance - #convegnogt L'Uomo (il SEO) La Macchina (Google) Il sito internet
  10. 10. L'Uomo (il SEO) La Macchina (Google) Il sito internet Martino Mosna – SEO Freelance - #convegnogt
  11. 11. L'Uomo (il SEO) La Macchina (Google) Il sito internet Martino Mosna – SEO Freelance - #convegnogt
  12. 12. Martino Mosna – SEO Freelance - #convegnogt Proviamo a diradare le nebbie...
  13. 13. Martino Mosna – SEO Freelance - #convegnogt Uomini che passano sopra alle regole della macchina
  14. 14. Martino Mosna – SEO Freelance - #convegnogt Uomini che passano sopra alle regole della macchina Classe: Membro del Team Webspam Razza: Umano Gilda: Google Poteri: Manual Action, Revoke Manual Action Fonte immagine: https://www.flickr.com/photos/theshadowknows/2318316484
  15. 15. Martino Mosna – SEO Freelance - #convegnogt Azioni manuali per mese Fonte: http://www.google.com/insidesearch/howsearchworks/fighting-spam.html
  16. 16. Martino Mosna – SEO Freelance - #convegnogt Rimuovere Manual Action Incantesimo SEO di 3° Livello Lavorare per cancellare completamente dal sito il tipo di spam segnalato nella notifica di azione manuale. Effettuare una richiesta di riconsiderazione tramite Google Webmaster Tools. Assicurarsi che sia ben documentata. Aspettare fiduciosi una risposta.
  17. 17. Martino Mosna – SEO Freelance - #convegnogt Richieste di riconsiderazione per settimana Fonte: http://www.google.com/insidesearch/howsearchworks/fighting-spam.html
  18. 18. Martino Mosna – SEO Freelance - #convegnogt L'Uomo (il SEO) La Macchina (Google) Il sito internet
  19. 19. Martino Mosna – SEO Freelance - #convegnogt L'Uomo (il SEO) La Macchina (Google) Team Webspam Il sito internet
  20. 20. Martino Mosna – SEO Freelance - #convegnogt Macchine che si fingono uomini
  21. 21. Martino Mosna – SEO Freelance - #convegnogt Macchine che si fingono uomini Classe: Headless Browser Razza: Robot Gilda: Google Poteri: Imitare gli Umani Fonte immagine: https://www.flickr.com/photos/theshadowknows/2318316308
  22. 22. Martino Mosna – SEO Freelance - #convegnogt Identificare un Headless Browser: un caso di studio Identificato un segmento anomalo... ● Traffico da rete di proprietà di Google ● Sorgente di traffico google / organic ● Parole chiave “provided”: l'URL esteso della pagina visitata ● Frequenza di rimbalzo 100%
  23. 23. Martino Mosna – SEO Freelance - #convegnogt Identificare un Headless Browser: un caso di studio … e un User Agent inaspettato! E la risoluzione?
  24. 24. Martino Mosna – SEO Freelance - #convegnogt GOOGLE GO HOME YOU'RE DRUNK Fonte immagine: https://www.flickr.com/photos/oface/3306994117
  25. 25. Martino Mosna – SEO Freelance - #convegnogt Identificare un Headless Browser: un caso di studio All'improvviso: una correlazione! ● Il traffico si interrompe poco dopo l'interruzione delle campagne Adwords ● Riprende un paio di giorni dopo la loro riattivazione ● Probabile che sia utilizzato per valutare la qualità delle pagine
  26. 26. Martino Mosna – SEO Freelance - #convegnogt Altri casi (noti) in cui Google utilizza o utilizzava un Headless Browser Google Web Preview Google Instant Preview (obsoleto) Anteprime dei link accorciati tramite goo.gl Googlebot Funzione “Recupera e Visualizza” di Google Webmaster Tools
  27. 27. Martino Mosna – SEO Freelance - #convegnogt L'Uomo (il SEO) La Macchina (Google) Team Webspam Il sito internet
  28. 28. Martino Mosna – SEO Freelance - #convegnogt L'Uomo (il SEO) La Macchina (Google) Team Webspam Headless Browser Il sito internet
  29. 29. Martino Mosna – SEO Freelance - #convegnogt Esseri umani che supervisionano le macchine
  30. 30. Martino Mosna – SEO Freelance - #convegnogt Esseri umani che supervisionano le macchine Classe: Quality Rater Razza: Umano Gilda: Google Poteri: Giudicare la SERP Fonte immagine: https://www.flickr.com/photos/dunechaser/102933220
  31. 31. Martino Mosna – SEO Freelance - #convegnogt Ma che fanno alla fine i Quality Rater? Svolgono a pagamento dei compiti per Google... … ma non sono (tecnicamente) dei dipendenti di Google Sono chiamati a giudicare la bontà delle SERP In seguito alle loro valutazioni, gli ingegneri di Google ritoccheranno (se necessario) gli algoritmi.
  32. 32. Martino Mosna – SEO Freelance - #convegnogt Cosa succede se il mio sito viene giudicato negativamente? Niente.
  33. 33. Martino Mosna – SEO Freelance - #convegnogt Cosa succede se il mio sito viene giudicato negativamente? Niente. (almeno nell'immediato)
  34. 34. Martino Mosna – SEO Freelance - #convegnogt L'Uomo (il SEO) La Macchina (Google) Team Webspam Headless Browser Il sito internet
  35. 35. Martino Mosna – SEO Freelance - #convegnogt L'Uomo (il SEO) La Macchina (Google) Team Webspam Headless Browser Quality Rater Il sito internet
  36. 36. Martino Mosna – SEO Freelance - #convegnogt Esseri umani che usano la macchina per trovare cose
  37. 37. Martino Mosna – SEO Freelance - #convegnogt Esseri umani che usano la macchina per trovare cose Classe: Utente di Google Razza: Umano Gilda: Pubblico Poteri: Parole chiave, Comportamento di ricerca Fonte immagine: https://www.flickr.com/photos/clement127/15083721153
  38. 38. Martino Mosna – SEO Freelance - #convegnogt Analisi delle Parole Chiave Incantesimo SEO di 1° Livello Utilizzare lo strumento per le parole chiave di Google Adwords per scoprire le chiavi di ricerca più utilizzate dagli utenti di Google e le loro varianti, in modo da utilizzarle nell'ottimizzazione dei contenuti di pagina.
  39. 39. Martino Mosna – SEO Freelance - #convegnogt Comprendere l'intento di ricerca Le query possono essere ambigue. Ad esempio, per la query: [carta bianca] Sta cercando il film, delle immagini, il romanzo, un bar a Calenzano o un'agenzia di digital publishing?
  40. 40. Martino Mosna – SEO Freelance - #convegnogt Analisi del Pubblico di Riferimento Incantesimo SEO di 2° Livello Potenzia l'Analisi delle Parole Chiave effettuando un preciso identikit degli utenti potenzialmente interessati ai contenuti di un sito web, in modo da comprenderne al meglio l'intento di ricerca e massimizzare così visibilità e conversioni.
  41. 41. Martino Mosna – SEO Freelance - #convegnogt Comprendere l'intento di ricerca Fase di scoperta (query generiche, poca attitudine alla conversione) VS. Fase di ricerca (query specifiche, maggiore attitudine alla conversione)
  42. 42. Martino Mosna – SEO Freelance - #convegnogt Comprendere l'intento di ricerca Query informazionale (generica e non legata ad una necessità specifica) VS. Query navigazionale (solitamente il nome di un sito o una pagina specifica) VS. Query transazionale (query specifica ed orientata all'acquisto)
  43. 43. Martino Mosna – SEO Freelance - #convegnogt E' un problema anche per Google Per capire l'intento di ricerca, deve utilizzare segnali non legati alla query. Ad esempio: la località. Nel 2012 la località in cui si trova l'utente diventa centrale per tutte le chiavi di ricerca legate ad attività sul territorio. Ad esempio: [idraulico] (è conosciuto come Venice Update)
  44. 44. Martino Mosna – SEO Freelance - #convegnogt Il comportamento di ricerca influenza il ranking E' un fattore tradizionalmente trascurato da chi fa SEO, perché difficilmente manipolabile. E' una meccanica consolidata nel PPC (la differenza tra CTR atteso e CTR effettivo influenza il Quality Score e di conseguenza il ranking degli annunci) Argomento ben approfondito da Enrico Altavilla al Web Reevolution 2014
  45. 45. Martino Mosna – SEO Freelance - #convegnogt L'Uomo (il SEO) La Macchina (Google) Team Webspam Headless Browser Quality Rater Il sito internet
  46. 46. Martino Mosna – SEO Freelance - #convegnogt L'Uomo (il SEO) La Macchina (Google) Team Webspam Headless Browser Quality Rater Il sito internet Utente di Google
  47. 47. L'Uomo (il SEO) La Macchina (Google) Team Webspam Headless Browser Quality Rater Il sito internet Utente di Google Martino Mosna – SEO Freelance - #convegnogt
  48. 48. L'Uomo (il SEO) La Macchina (Google) Team Webspam Headless Browser Quality Rater Il sito internet Utente di Google Martino Mosna – SEO Freelance - #convegnogt
  49. 49. Martino Mosna – SEO Freelance - #convegnogt L'Uomo (il SEO) La Macchina (Google) Team Webspam Headless Browser Quality Rater Il sito internet Utente di Google
  50. 50. Martino Mosna – SEO Freelance - #convegnogt Sembrava facile eh?
  51. 51. Martino Mosna – SEO Freelance - #convegnogt L'Uomo (il SEO) La Macchina (Google) Il sito internet
  52. 52. Martino Mosna – SEO Freelance - #convegnogt E invece!
  53. 53. Martino Mosna – SEO Freelance - #convegnogt L'Uomo (il SEO) La Macchina (Google) Team Webspam Headless Browser Quality Rater Il sito internet Utente di Google
  54. 54. Martino Mosna – SEO Freelance - #convegnogt Link di approfondimento Google Webspam Approfondimenti: https://support.google.com/webmasters/answer/93713?hl=it Spam Report http://www.google.com/contact/spamreport.html Dati e dettagli: http://www.google.com/intl/en/insidesearch/howsearchworks/fighting-spam.html Quality Rater Intervista con un Quality Rater: http://searchengineland.com/interview-google-search-quality-rater-108702 Panoramica (in italiano): http://seoblog.giorgiotave.it/quality-raters-google/2915 Headless Browser Googlebot e javascript: http://googlewebmastercentral.blogspot.it/2014/05/understanding-web-pages-better.html Googlebot is a Browser: http://ipullrank.com/googlebot-is-chrome/ Intento di ricerca Tipi di query: http://www.wordstream.com/blog/ws/2012/12/10/three-types-of-search-queries Query navigazionali e Google: http://www.seobythesea.com/2012/12/navigational-queries-resources/ Query locali: http://www.seobythesea.com/2012/06/how-google-may-identify-implicitly-local-queries/
  55. 55. Martino Mosna – SEO Freelance - #convegnogt Martino Mosna Freelance Headless Browser, Quality Rater, Query Intent Il Fattore SEO Umano @martinomosna +MartinoMosna Grazie per l'attenzione!

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