9. Sergey Brin & Larry Page - paper on how to build large scale
search engine
PageRank: Makes use of the link structure of the Web to
calculate a quality ranking for each web page.
Utilizes links to improve search results. Anchors often
provide more accurate descriptions of web pages than the
pages themselves.
11. Domain authority: calculated based on a broader set of
metrics
- # and quality of incoming and outgoing links
- Domain age
- Temporal distribution of traffic over time (spike of traffic from links
purchased)
- Traffic metrics (pageviews, returning visitors, bounce rate, time on site)
- Software / hardware metrics (response time, error codes, uptime)
15. Assuming Search Engines operate based on basic principles.
We can proximate at what they do based on how they rank.
SEO is for improving the visibility of a website to search
engines.
16. Search Engine Optimization is about Competition
Pros
- Winner takes all /
most
- Most site owners
have to optimize
- Assist in actually
surfacing information
Cons
- Not perfect as it is possible
to use aggressive tactics to
game the system
- Not always the case that
the best content is ranked
at the top. (But that is the
goal of search engines)
18. - Semantic markup
- Meta tags
- Website structure
- Submit sitemap.xml
- 404 / 301
- Link building
19. Semantic markup can increases the likelihood that the
information on your site will be correctly understood and
highlighted in search engine result pages (SERPs).
Search Engine attempts to understand links and texts
21. - Semantic markup
- Meta tags
- Website structure
- Submit sitemap.xml
- 404 / 301
- Link building
22. Meta information is information that makes sense to search
engines.
Meta description: a textual description of a web page that
search engine will include in search results
<meta name= “description” content= “Description of the Page Here”>
23. - Semantic Markup
- Meta tags
- Website structure
- Submit sitemap.xml
- 404 / 301
- Link building
24. Design a consistent hierarchy. A website allows the most
possible link value to get to all the pages with fewest number
of links.
Ideal Website Structure
Tips
- Shallow depth is
better
- Keep important
content at top level.
Don’t bury it
- No orphaned pages
25. - Semantic markup
- Meta tags
- Website structure
- Submit sitemap.xml
- 404 / 301
- Link building
27. - Semantic Markup
- Meta tags
- Website structure
- Submit sitemap.xml
- 404 / 301
- Link building
28. 404: page is not found.
301: page is permanently moved.
If you find a 404 page (a missing page), use 301 Redirect to
pass on the link value to another page. Eliminate broken
links.
Avoid 404 / Use 301
29. - Semantic markup
- Meta tags
- Website structure
- Submit sitemap.xml
- 404 / 301
- Link building
30. Not all links are created equal.
Links from highly ranked / authoritative sites are much more valuable.
Links from poorly ranked sites could be penalized.
100 links from 1 site != 100 links from 100 sites
Reclaim broken links
Anchor text
Freshness - value tend to decay over time
Social signals - search engine algorithms taking social sharing data into account
Link Building
40. - Which partner sites are bring you the most amount of
traffic?
- Where to focus on your limited time / resources to promote
and to build relationships?
Referral Traffic
42. - “The goals of the advertising business model do not always correspond to
providing quality search to users.”
Inherent Conflict of Native Search and Advertising
43. - Google Adwords
- Auction market
- Bidding in real time on keywords
- Pay based on performance
Paid Search
44. - CPM: Cost per mille (1000 impressions)
- CPC: Cost per single click
- Click Through Rate (CTR) - correlated to position of the
ad
- Average position: All ads are ranked. Relevant ads are
surfaced to the top.
Paid Search Metrics - Traffic Metrics
45. - Revenue Per Click
- Revenue Per Impression
- Law of diminishing return applies
Paid Search Metrics - Conversion Metrics
Tips
- Revenue per Click >
Cost per Click
- Marginal revenue per
Click > Marginal Cost
per Click (bid
simulators)
46. - Attribution model is used to attribute ad generated
revenue to specific ad
- Revenue attributed to ads / Cost of purchasing those ads
= ROI
Paid Search - Efficiency Metrics
47. - Search Engines
- Search Engine Optimization
- Google Analytics
- Google Adwords
Summary
49. Good luck!
We hope you’ll use these tips on your own
websites.
For more (free) presentations, go to
makersring.com/presentations
Say Hi at
jane@makersring.com
