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.

Business

“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

For my purposes, Googlebot
includes the crawler AND
everything else Google does
to understand and rank a site.

http://www.websimple.com @bencken

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

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 content

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What Googlebot Likes

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QUALITY TEXT*
* Quality != Useful
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CLEAR & FOCUSED
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CRAWLABLE
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CANONICAL
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WELL-LINKED
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BIG SITEMAP, NO CATTLE
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DEAD ENDS
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http://www.googlestore.com/googlesearch.as
px?category=Kids&color=White

INFINITE LOOPS
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CLOAKING, HIDDEN TEXT,
HIDDEN LINKS
http://www.websimple.com @bencken

http://www.zappos.com/dkny

http://www.sunglasses-shop.co.uk/ray-
ban-sunglasses.asp

http://www.zappos.com/designer

PAID LINKS
http://www.websimple.com @bencken

How Googlebot Gives Feedback

http://www.websimple.com @bencken

Google Webmaster Tools

http://www.websimple.com @bencken

Google Search Engine Optimization Guide

http://www.websimple.com @bencken

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

Jeremy Bencken
Founder, Websimple
http://www.websimple.com/blog
jeremy@bencken.com
@bencken

http://www.websimple.com @bencken

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10. 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 content http://www.websimple.com @bencken

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27. 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

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

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