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  1. 1. WHAT DO YOU WANT?Searcher: Website owner: Information  To provide information Education  To educate people Entertainment  To entertain people Products and/or services  To attract customersTo find the “right” website To get your website in front of the “right” people.
  2. 2. WHAT GOOGLE WANTS To display the “right” website to the “right” people.
  3. 3. GOOGLEFounded in 1998• Has crawled 30 Trillion URL’s• Does 20 Billion crawls every day• Completes 100 Billion searches each month• There are over 1 Billion published web pages
  4. 4. 3 MAJOR ALGORITHM CHANGES IN 18 MONTHSPandaPage LayoutPenguin…and 20+ “tweaks”
  5. 5. PANDA – FEBRUARY 2011• Impacts entire site’s rank, not just pages• Uses AI to find high quality sites • Content reader • Spell checker • Grammar checker• Looks at design, trustworthiness, speed• Rewards good content; punishes duplicate content
  6. 6. PAGE LAYOUT – JANUARY 2012• Ranks content “above the fold” higher• Downgrades sites with ads that take up space above the fold• Downgrades sites with “thin” content
  7. 7. PENGUIN – APRIL 2012Targets violation of Google Webmaster Guidelines and Black Hat SEO • Keyword stuffing • Slow pages • Duplicate content • Broken links • Link “farms” and link schemes Emphasis now on fresh, well-written content Social media likes, shares, tweets and +1’s are considered good backlinks
  8. 8. WHAT GOOGLE SAYS…“Base your optimization decisions on what’s best for visitors to your site.”“Think about what makes your website unique, valuable or engaging.”“Make your website stand out from others in your field.”
  9. 9. • On-page optimization• Technical optimization• Relevant linking strategies• Good content
  10. 10. WHAT IS A KEYWORD?If you were looking for someone like you, what would you put in the search box? That’s a keyword!
  11. 11. ON-PAGE OPTIMIZATIONSearch bot looks for keywords• URL• Page Titles• Description (Meta tag)• Image “alt” tags• Image names• Heading tags (H1, H2, H3, etc.)• Internal links/Anchor text• Content
  12. 12. • New content• No keyword “stuffing”• No duplicate or “canned” content• No bad grammar, spelling errors or clumsy sentence structure
  13. 13. TECHNICAL SEO• Intuitive Navigation – Text links, no broken links• Fast loading pages• XML site map• Clean code – HTML5, CSS3, NO TABLES• Helpful 404, 301 and 302 pagesTest site on various browsers (Firefox, Safari, Chrome, IE, smart phones,tablets)Reconsider Flash
  14. 14. PAGE LINKS• Beware of “link farms”• Organic links are best: • Comment on blogs and articles (include your URL) • Apply to relevant directories (eg DMOZ) • Ask for links! • Good content gets shared • Get “social”
  15. 15. GOOGLE CONSIDERS SOCIAL SIGNALS• Facebook Posts, likes, shares and comments• Twitter• LinkedIn• YouTube Videos• Articles and Press releases published online• Blog posts• Blog comments
  16. 16. PER GOOGLE GUIDELINES: “Focusing too hard on specific tweaks to gain ranking on search engines may not deliver the desired results.”“Design your website for human visitors. They are the main consumers of your content.”
  17. 17. WHY BOTHER WITH SEO?Search engines decide how to answer questions SEO gives you a better chance to be one of the answers
  18. 18. Website DesignSEOContent MarketingSocial Media