The document provides an overview of search engine fundamentals, focusing on search engine optimization (SEO) and its importance in digital marketing. It highlights the difference between organic and non-organic search results, statistics on search engine usage, and the concept of PageRank as a measure of website popularity. Additionally, it discusses optimizing websites for both search engines and user engagement.

1. Search Engine
Fundamentals __
@Rob on...

2. WiFi Access
Login:
________
Password:
________

3. @Rob
HELLOmy name is

4. @Rob’s Experience

5. @Rob’s Geek Cred
@Rob
WordPress
Plugin
Developer
<>
#IRC Operator
@Zeppo
Former
Board of
Directors
Information Management
Staff Sergeant
US Air Force
Software as a Service
Architect / Growth Hacker
CC Creative
Commons
Contributor
Wikipedia
Editor
PATENT APPLICATION
#US20060294199
Systems &
Methods for a
Standard Web
Platform

6. Google Search Engine Optimization Expert
@Rob Bertholf | Search Engine Optimization Expert
rob.bertholf.com
Hi, I’m @Rob on Twitter. California guy living in
Honolulu, Hawaii the last 10 years. I teach at
University of Hawaii’s PNM program and I am
passionate about Development, Social Marketing
Strategy, Web Analytics & Conversion optimization.
Search engine optimization - Wikipedia
en.wikipedia.org/wiki/Search_engine_optimization
About 22,500,000 Results

7. Pacific New Media
@pacificnewmedia
Follow @PacificNewMedia
Excited to speak at #Clarity15
on #SEO #KPI’s & Reporting!
Rob Bertholf
@Rob
Follow @Rob
Excited to speak at #UHPNM
on #SEO & #ContentMarketing!

8. Introductions
:)
HELLOyour name is
1) Name
2) Industry
3) Takeaway

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14. Google - Browser
http://www.google.com
Understanding
Search Engines
Google

15. Browser
http://www.google.com
What is a search engine?
A search engine is a program that searches
for and identifies items in a database that
correspond to keywords or characters
specified by the user, used especially for
finding particular sites on the World Wide
Web.

18. Browser
http://www.google.com
What is an organic listing?
Organic search results are listings on search
engine results pages that appear because of
their relevance to the search terms, as
opposed to their being advertisements. In
contrast, non-organic search results may
include pay per click advertising.

20. Statistics provided by StatCounter. Updated September 2015
Desktop Mobile

21. Google - Browser
http://www.google.com
Google

22. Organic Search
Paid Search
Ads
Search Ads

23. Shopping
Product Listing Ads

24. Easy to Find
Hard to Find
Money is Being Spent Money Is NOT being spent

25. Easy to Find
Hard to Find
Money is Being Spent Money Is NOT being spent

26. Local
Local

27. Images

28. Videos

29. Site Links
Sitelinks Search Box

30. Knowledge Panel
More on Schema & Knowledge Graph in Part 2

31. Answer Box
More on Schema & Knowledge Graph in Part 2

32. On average, we conduct 12 billion searches per
month on the web in the United States.
(Comscore, July 2014)
44% of online shoppers begin
by using a search engine.
(Interconnected World: Shopping and Personal Finance, 2012)
93% of online experiences begin with
search engines.
(Interconnected World: Shopping and Personal Finance, 2012)

36. Google

38. I am a
unicorn!
Cool!
Search Engines started out
very naive and trusting…

40. PR(A) = (1-d) + d (PR(T1)/C(T1) +
... + PR(Tn)/C(Tn))

42. A
3%
D
3.9%
1.6
%
1.6
% 1.6
%
1.6
%
F
3.9%
C
34.3%B
38.4%
1.6
%
E
8.1%

44. H
F
C
B
G
E
Homepage
About
Services
Blog
Contact
PageRank spreads across
pages not just domains

46. Page A (1.0)
Page B (1.0)
Page C (1.0)
Page D (1.0)
Average PR 1.0

48. Page A (1.49)
Page B (0.78)
Page C (1.58)
Page D (0.15)
Average PR 1.0
PR(A) = (1-d) + d * (0)
= 0.15

50. Links are like
recommendations.

51. PageRank is like a
popularity contest.
The more votes the
greater the popularity.

52. Friends of Popular
People are Popular

53. Trust What You Say
(On-Page)
Trust What Others Say
(Off-Page)
Search Engine Trust
2005
2010
2015

63. What is their angle anyway?

65. Forget what
we know
about SEO
(... most of it anyway)

71. Think of Search
Engines like a
Hotel Concierge

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74. Building an
Optimized
Website

78. Edit Page - Chrome
Cat Page
Title
Publish
TextVisual
Meow.
B i u

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97. Chrome Firefox
Edge
(Internet
Explorer)
Safari

98. Web Browser (Free)
Email (Free)
Analytics (Free)
Toolbars (Free)
Search Engine (Free)
chrome://voicesearch/
Mobile Phone

100. Browser
http://www.google.com
some search phrase
Website 1 - Search Engine Optimized Site
http://domain1.com
This site is designed for search engines to love it!
Website 2 - Search Experience Optimized Site
http://domain2.com
This site is designed to engage visitors and provide them with value.

101. Browser
http://www.google.com
some search phrase
Website 2 - Search Experience Optimized Site
http://domain2.com
This site is designed to engage visitors and provide them with value.
Website 1 - Search Engine Optimized Site
http://domain1.com
This site is designed for search engines to love it!
Factors include: CTR, Bounce Rate, Time on Site, Micro
Interactions, Social Validation/Shares, etc.

102. Building an
Optimized
Website

103. Recap __

105. @Rob Bertholf