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Meet Googlebot, the Personae that Determines Your SEO Success by Jeremy Bencken

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Why do some web applications become traffic magnets while others die a slow lonely death? This session will discuss some of the common SEO issues and pitfalls that confront product managers responsible for web applications. You will be introduced to Googlebot, your most important user personae, and her likes/dislikes relating to content, site architecture, keyword-to-page content congruency, “off-site” signals like backlinks, and much more. This session will also leave ample time for questions.

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Meet Googlebot, the Personae that Determines Your SEO Success by Jeremy Bencken

  1. 1. http://www.websimple.com @bencken
  2. 2. http://www.websimple.com @bencken
  3. 3. “We create personas, or example users, as tools to represent the needs, desires, skills and environment of one or more classes of real users.”http://www.websimple.com @bencken
  4. 4. http://www.websimple.com @bencken
  5. 5. For my purposes, Googlebot includes the crawler AND everything else Google does to understand and rank a site.http://www.websimple.com @bencken
  6. 6. http://www.websimple.com @bencken
  7. 7. Clicks by Organic Rank Position 1 2 3 4 5 6 7 8 9 10 Data from http://www.seo-scoop.com/2006/08/09/aol-data-reveals-how-top-10-position-affects-ctr/http://www.websimple.com @bencken
  8. 8. Googlebot’s Goals • Finding billions of web pages FAST • Understanding what each page is really about • Assessing the quality of a page • Assessing the importance of a page by its links • Relating searcher intent (keywords) to pages – Give searches a positive experience by returning the most relevant, authoritative, useful contenthttp://www.websimple.com @bencken
  9. 9. What Googlebot Likeshttp://www.websimple.com @bencken
  10. 10. QUALITY TEXT* * Quality != Usefulhttp://www.websimple.com @bencken
  11. 11. CLEAR & FOCUSEDhttp://www.websimple.com @bencken
  12. 12. CRAWLABLEhttp://www.websimple.com @bencken
  13. 13. CANONICALhttp://www.websimple.com @bencken
  14. 14. FASThttp://www.websimple.com @bencken
  15. 15. WELL-LINKEDhttp://www.websimple.com @bencken
  16. 16. http://www.websimple.com @bencken
  17. 17. BIG SITEMAP, NO CATTLEhttp://www.websimple.com @bencken
  18. 18. DEAD ENDShttp://www.websimple.com @bencken
  19. 19. http://www.googlestore.com/googlesearch.as px?category=Kids&color=White INFINITE LOOPShttp://www.websimple.com @bencken
  20. 20. CLOAKING, HIDDEN TEXT, HIDDEN LINKShttp://www.websimple.com @bencken
  21. 21. http://www.zappos.com/dkny http://www.sunglasses-shop.co.uk/ray- ban-sunglasses.asp http://www.zappos.com/designer PAID LINKShttp://www.websimple.com @bencken
  22. 22. How Googlebot Gives Feedbackhttp://www.websimple.com @bencken
  23. 23. Google Webmaster Toolshttp://www.websimple.com @bencken
  24. 24. Google Search Engine Optimization Guidehttp://www.websimple.com @bencken
  25. 25. Online Resources http://websimple.com/blog/googlebot-persona.html 1. This deck. 2. Googlebot Persona (pdf, 3 pages) 3. Link to Google Webmaster Guide 4. Link to Google Search Engine Optimization Starter Guide (pdf, 32 pages)http://www.websimple.com @bencken
  26. 26. Jeremy Bencken Founder, Websimple http://www.websimple.com/blog jeremy@bencken.com @benckenhttp://www.websimple.com @bencken

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