Advanced on-page SEO

Rubén Martínez

Paradigma | CAMON

Madrid, Nov 18th 2013

User

Search flow on the WWW

SEO deals with the bottlenecks in the information flow

Understand

Optimize

Technical or On-page SEO is everything that helps a website generate

more revenues from search engines and that webmasters have full control over.

What is On-page SEO?

Off-page

SEO

Technical

SEO

Why does technical SEO matter?

It helps close the gap between web

servers, search engines and human

beings

Source: http://knowledgeoman.com

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

Content inventory

Root domain # pages indexed by Google.es

Orange.es 10,300,000

Movistar.es 1,810,000

Ono.es 960,000

Vodafone.es 922,000

Yoigo.com 4,030

Simyo.es 541

Table populated by querying Google for the count of indexed pages. E.g.: http://www.google.es/search?q=site%3Aorange.es

Count your content, its conversion rates and the rate of publication and obsolescence

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 link to pi L (pj) is the number of outbound links on page pj N is the total number of pages

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/images.html

Organization of the information

Simpler organization is more effective

Visualize the network and analyze with Gephi

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

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: Giles, Jim. Making the links. Nature Aug 23rd 2012

Friendly URLs need to bear in mind the URL encoding, the presence of delimiting characters and the organization of the information of the website. Googlebot does not reach the optional last part of a URL for a document from the hash onwards.

Anatomy of a URL

URI = scheme ":" hier-part [ "?" query ] [ "#" fragment ]

Example: foo://example.com:8042/over/there?name=ferret#nose \_/ \______________/\_________/ \_________/ \__/ | | | | | scheme authority path query fragment | ___________________|_ / \ / \ urn:example:animal:ferret:nose

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 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

Single Page Applications

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

She is thinking keywords. Again.

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

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

Latent Dirichlet Allocation LDA

Source: http://moz.com/blog/lda-and-googles-rankings-well-correlated

Topic modelling - LDA

Source: http://mengjunxie.github.io/ae-lda/index.html

LDA based feature selection is reliable and generally better than document frequency based feature selection

Structured data

Markup detected by Google Example of the webpage of an event - Structured Data Testing Tool

“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

The section with a salmon-

coloured background contains

text links of Google Adwords

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

Source: groovecommerce.com

Example of structured markup in retail Prominent results at the top of Google SERP

Source: http://support.google.com

Other examples of structured data Classifieds, aggregators, online music stores…

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

Engagement

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