Post on 16-Jan-2015
description
SEOSEO
Search engines want happy searchersSearch engines want happy searchers
Happy searchers = more searchersHappy searchers = more searchers
More searchers = more searchesMore searchers = more searches
More searches = more $$$More searches = more $$$
Anatomy of a SERPAnatomy of a SERP
SearchEngineRankingsPage
SearchEngineRankingsPage
organic
organic
organic
shopping
local + organic
organic
personalization
250+ factors250+ factors
Why bother?Why bother?
15%85%
How search engines workHow search engines work
Search engines seek valueSearch engines seek value
Authority.Authority.
Every page has votes: Links & chatter.Every page has votes: Links & chatter.
Relevance.Relevance.
What you say: Words & concepts.What you say: Words & concepts.
Trust.Trust.
Who are you really? Are you for real?Who are you really? Are you for real?
Visibility.Visibility.
Visibility.Visibility.
They see text.They see text.
They see text.They see text.
They care about speed.They care about speed.
Faster pages = more pages crawledFaster pages = more pages crawled
More pages crawled = more visibilityMore pages crawled = more visibility
Visibility = The long tail.Visibility = The long tail.
70% of all searches are 3+ words.70% of all searches are 3+ words.
Long tail conversion rates +50%.Long tail conversion rates +50%.
On some e-commerce sites, 60% of search-driven sales come from the long tail.
On some e-commerce sites, 60% of search-driven sales come from the long tail.
The long tail!!!!!The long tail!!!!!
Visibility!!!!!Visibility!!!!!
Onsite factorsOnsite factors
The blank sheet of paper testThe blank sheet of paper test
Come on in, the water is fineCome on in, the water is fine
Supreme Court Tries SodomySupreme Court Tries Sodomy
Supreme Court Tries Sodomy CaseSupreme Court Tries Sodomy Case
On-page factorsOn-page factors
Title tagOn-page textText position on pageALT attributesBolded textOther elements
Title tagOn-page textText position on pageALT attributesBolded textOther elements
<title>GibbleGibbet - Nonsense words take over the world!</title>
<title>title text here</title>
<strong>Gibblegibbet virus</strong>
<strong>bolded text</strong>
<h1>GibbleGibbet - Nonsense words take over the world!</h1>
<h1>heading text here</h1>
H1H1
H2H2
H2H2
H2H2
H3H3
H2H2
On-site factorsOn-site factors
Site structureLink positionLink anchor textOutgoing linksURL structure
Site structureLink positionLink anchor textOutgoing linksURL structure
big topicbig topic
article articlearticle
big topicbig topic
<a href=”http://www.gibblegibbet.com/”>Gibblegibbet</a>
<a href=”/link/”>link text</a>
http://www.mysite.com/category/page/http://www.mysite.com/category/page/
http://www.bicycles.com/tires/flat-proof/http://www.bicycles.com/tires/flat-proof/
http://www.bicycles.com/prd.cfm?this=thathttp://www.bicycles.com/prd.cfm?this=that
http://www.site.com/nice-shirt/abcW00726,default,pd.html?cgid=wgu100&code=1234asdfasdc&selectedColor=1234
http://www.site.com/nice-shirt/abcW00726,default,pd.html?cgid=wgu100&code=1234asdfasdc&selectedColor=1234
http://www.site.com/?jsessionid=asdfaoiuer0a92834alkfn a0923p9zouisfhlazdnsfa
http://www.site.com/?jsessionid=asdfaoiuer0a92834alkfn a0923p9zouisfhlazdnsfa
Off-site factorsOff-site factors
Linking domainsLinking domain authorityLink velocityLink anchor textLink diversityChatter
Linking domainsLinking domain authorityLink velocityLink anchor textLink diversityChatter
PageRank
Generally, more links are betterGenerally, more links are better
If they aren’t junkIf they aren’t junk
Search engines seek valueSearch engines seek value