Advanced on-page SEO
Rubén Martínez

Paradigma | CAMON
Madrid, Nov 18th 2013
Search flow on the WWW
Optimize
User

Understand

SEO deals with the bottlenecks in the information flow
What is On-page SEO?
Technical or On-page SEO
is everything that helps a website generate
more revenues from search engine...
Why does technical SEO matter?

It helps close the gap between web
servers, search engines and human
beings
Source: http:/...
Content inventory
Count your content, its conversion rates and the rate of
publication and obsolescence
The search operato...
Organization of the information
Organization of the information
Links as proxies to importance –
PageRank algorithm
Value of a linked webpage

Where
p1,… p2, pN are the pages whose value we are determining,
M (pj) is the set of pages that...
PageRank for Larry Page
Larry Page before the algorithm
…not for web “page”
Larry Page before his algorithm

Larry Page after his algorithm

Source: http://www.google.com/press/i...
Organization of the information
Simpler organization is more effective
Visualize the graph of your website
Crawl with Xenu’s Link Sleuth (desktop application for Windows)
Filter fields on a bas...
Graph – Example 1
Website of an annual event
Graph – Example 2
Website of a shopping website
The power of weak links
Thin connections tend to link the clusters, allowing information to move between them

Source: Gil...
Anatomy of a URL
Friendly URLs need to
bear in mind the URL
encoding, the presence of
delimiting characters and
the organi...
Topology of on-page links
PageRank random surfer

PageRank reasonable surfer
Single Page Applications
Single Application Applications (SAP) pages free client browsers from querying web servers. SAP a...
Single Page Applications
SEO for Single Page Applications
Modify the URL fragments for stateful AJAX pages http://example.com/page?query#!state
Use...
She is thinking keywords.
Again.
A document's relevance given a user query
Example: Query “SEO” on Google.es

Match keyword
Search engine optimization - Wi...
TF*IDF

tf–idf is the product of two statistics, term frequency and inverse document frequency

With
t the number of times...
Latent Dirichlet Allocation LDA

Source: http://moz.com/blog/lda-and-googles-rankings-well-correlated
Topic modelling - LDA
LDA based feature selection is reliable and generally better than document frequency based
feature s...
Structured data
Markup detected by Google

Example of the webpage of an event - Structured Data Testing Tool
The section with a salmoncoloured background contains
text links of Google Adwords

“Normal” organic results, the
second e...
These are sitelinks – they are great
for visitibility and CTR but you do
not have prior control over them

Note: Sitelinks...
Example of structured markup in retail
Prominent results at the top of Google SERP

Source: groovecommerce.com
Other examples of structured data
Classifieds, aggregators, online music stores…

Source: http://support.google.com
Engagement
Tools: Google
Analytcs and server
logs
Usage metrics, e.g.
conversions (goals),
time per page,
pages/session, s...
Thank you
If you enjoyed it, engage with us!

@tucamon
@paradigmate
@rubenmartinezs
Advanced on-page SEO 2013
Advanced on-page SEO 2013
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Slides in English of my talk about Advanced on-page SEO covering topics such as content inventory, architecture of websites and PageRank, anatomy of URLs, visualization of websites and Graph theory, Single Page Applications with AJAX and markup of structured data.

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Advanced on-page SEO 2013

  1. 1. Advanced on-page SEO Rubén Martínez Paradigma | CAMON Madrid, Nov 18th 2013
  2. 2. Search flow on the WWW Optimize User Understand SEO deals with the bottlenecks in the information flow
  3. 3. What is On-page SEO? Technical or On-page SEO is everything that helps a website generate more revenues from search engines and that webmasters have full control over. Technical SEO Off-page SEO
  4. 4. Why does technical SEO matter? It helps close the gap between web servers, search engines and human beings Source: http://knowledgeoman.com
  5. 5. Content inventory Count your content, its conversion rates and the rate of publication and obsolescence The search operator “site:” can be used to get a rough estimate of the number of pages indexed by Google of a given website Compare the count of indexed pages of close competitors for the same target audience Root domain Orange.es Movistar.es Ono.es Vodafone.es Yoigo.com Simyo.es # pages indexed by Google.es 10,300,000 1,810,000 960,000 922,000 4,030 541 Table populated by querying Google for the count of indexed pages. E.g.: http://www.google.es/search?q=site%3Aorange.es
  6. 6. Organization of the information
  7. 7. Organization of the information
  8. 8. Links as proxies to importance – PageRank algorithm
  9. 9. Value of a linked webpage Where p1,… p2, pN are the pages whose value we are determining, M (pj) is the set of pages that link to pi L (pj) is the number of outbound links on page pj N is the total number of pages
  10. 10. PageRank for Larry Page Larry Page before the algorithm
  11. 11. …not for web “page” Larry Page before his algorithm Larry Page after his algorithm Source: http://www.google.com/press/images.html
  12. 12. Organization of the information
  13. 13. Simpler organization is more effective
  14. 14. Visualize the graph of your website Crawl with Xenu’s Link Sleuth (desktop application for Windows) Filter fields on a bash shell $ head crawl.txt $ cut -f1,2 crawl.txt | sed -e 's/http://www.{domain}.{tld}//g' -e 's/t/,/g' | grep -v ".jpg|http:|.css|.js" >filtered.csv $ head filtered.csv Visualize the network and analyze with Gephi
  15. 15. Graph – Example 1 Website of an annual event
  16. 16. Graph – Example 2 Website of a shopping website
  17. 17. The power of weak links Thin connections tend to link the clusters, allowing information to move between them Source: Giles, Jim. Making the links. Nature Aug 23rd 2012
  18. 18. Anatomy of a URL Friendly URLs need to bear in mind the URL encoding, the presence of delimiting characters and the organization of the information of the website. URI = scheme ":" hier-part [ "?" query ] [ "#" fragment ] Example: Googlebot does not reach the optional last part of a URL for a document from the hash onwards. foo://example.com:8042/over/there?name=ferret#nose _/ ______________/_________/ _________/ __/ | | | | | scheme authority path query fragment | ___________________|_ / / urn:example:animal:ferret:nose
  19. 19. Topology of on-page links PageRank random surfer PageRank reasonable surfer
  20. 20. Single Page Applications Single Application Applications (SAP) pages free client browsers from querying web servers. SAP are now growing in use thanks to AJAX and frameworks like backbone and angular.js. This is a major challenge for search engines because the fragments in the URLs prevent crawlers to scrape the content. Google are asking webmasters to make their AJAX-based websites crawlable
  21. 21. Single Page Applications
  22. 22. SEO for Single Page Applications Modify the URL fragments for stateful AJAX pages http://example.com/page?query#!state Use a headless browser that outputs an HTML snapshot on your web server rather than a client machine Allow search engine crawlers to access these URLs by escaping the state http://example.com/page?query&_escaped_fragment_=state Show the original URL to users in the search results
  23. 23. She is thinking keywords. Again.
  24. 24. A document's relevance given a user query Example: Query “SEO” on Google.es Match keyword Search engine optimization - Wikipedia, the free encyclopedia en.wikipedia.org/wiki/Search_engine_optimization‎ Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search SEO/BirdLife www.seo.org Se trata una federación de ámbito estatal de grupos territoriales, tiene como fines el estudio y la defensa de las aves y está integrada en la ONG mundial Co-ocurrence of keywords SEO <> search, search engine, website SEO <> aves, ONG TF*IDF (Term Frequency x Inverse Document Frequency) Topic modelling – Latent Dirichlet Allocation
  25. 25. TF*IDF tf–idf is the product of two statistics, term frequency and inverse document frequency With t the number of times that a term occurs in document d D the number of documents in the corpus denominator: number of documents where the term t appears
  26. 26. Latent Dirichlet Allocation LDA Source: http://moz.com/blog/lda-and-googles-rankings-well-correlated
  27. 27. Topic modelling - LDA LDA based feature selection is reliable and generally better than document frequency based feature selection Source: http://mengjunxie.github.io/ae-lda/index.html
  28. 28. Structured data
  29. 29. Markup detected by Google Example of the webpage of an event - Structured Data Testing Tool
  30. 30. The section with a salmoncoloured background contains text links of Google Adwords “Normal” organic results, the second enjoys sitelinks for higher visibility and CTR Exceptionally visible organic result with itemised deep links thanks to Structured Data tagging
  31. 31. These are sitelinks – they are great for visitibility and CTR but you do not have prior control over them Note: Sitelinks can be removed via Google Webmasters Tools
  32. 32. Example of structured markup in retail Prominent results at the top of Google SERP Source: groovecommerce.com
  33. 33. Other examples of structured data Classifieds, aggregators, online music stores… Source: http://support.google.com
  34. 34. Engagement Tools: Google Analytcs and server logs Usage metrics, e.g. conversions (goals), time per page, pages/session, social signals, etc. are now part of SEO. Google Analytics lets you detect losses in the navigation flow of your website
  35. 35. Thank you If you enjoyed it, engage with us! @tucamon @paradigmate @rubenmartinezs

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