Seo 101 the query - think like a search engine
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This document discusses how to think like a search engine when formulating search queries. It explains that search engines take into account various factors of context like previous searches, visited sites, location and device type. Queries can have different intents like being transactional to "do" something, informational to "know" something or navigational to "go" somewhere. Effective queries start with context-relevant synonyms and satisfy the searcher's intent. Search engines also analyze entities, relationships and understand context and intent to improve search over time through algorithm updates.
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Seo 101 the query - think like a search engine
- 1. © ANDigital 2017 The Query - Think Like a Search Engine
- 4. © ANDigital 2016 Think Like a Search Engine Split into teams (depending on numbers - or possibly individuals) For each scenario, write down a search query you’d use Cut these out onto cards and stick them on the wall ● ● ● ● ● ● ● ● ● ● ● ● ● ●
- 5. © ANDigital 2017 ➔ Previous searches ➔ Sites visited ➔ Account ➔ Geography ➔ QDF ➔ Desktop vs. Mobile ➔ Other… Context
- 6. © ANDigital 2016 Intent Transactional You want to book a cheap hotel in London tonight “Do” Informational You want to know the largest hotel in London “Know” Navigational You want to go to the Malmaison London website “Go”
- 7. © ANDigital 2016 Informational - “Know” & “Know Simple” “Know” “Know simple”
- 9. © ANDigital 2016 Satisfying Searcher’s Intent Navigational Informational
- 10. © ANDigital 2016 Starting with Context-relevant Synonyms...
- 11. © ANDigital 2016 “Things not Strings” 07723555888 vs 0123456789101 JSON-LD snippet for contact info
- 12. © ANDigital 2016 2 billion and Counting...
- 13. © ANDigital 2016 Google Knowledge Graph Category Entity Related Entity
- 14. © ANDigital 2016 Towards More ‘Conversational Search’ entity relationship
- 15. © ANDigital 2016 How Google Understands Context and Intent Since 2013
- 16. © ANDigital 2016 Algorithm Updates ++ Penguin (2012)Panda (2011) Penguin (2015)
- 17. © ANDigital 2017 The Long Tail of Search Queries
- 18. © ANDigital 2017