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Eric Enge: #BTG11 Conference
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Transcript of Eric Enge: #BTG11 Conference
Suffolk University
Integrating SEO into Your Organization
More Traffic from Search Than Any Other Source
Of Search Traffic:• 78% from SEO• 22% from Paid
Position Matters
Search Engines are Software Programs
They Have a Big Job• Crawl one trillion web pages• Perform semantic analysis on All of
Them• Map ALL the links on the web• Use this data to map results for
ANY search query• Respond to any query in < 0.2 seconds• Result: One tired spider
They have Limitations
Images:
Videos (including Flash):
Can’t “read” the file
Can read clean HTML text
Hundreds of other considerations
On Page SEO
• Making your site understandable to search engines
• Work around search engine limitations• Search engines use more than 200 factors in
ranking decisions
Key Points
• Your developers may not know anything about SEO– SEO is not taught in schools
• Your Content Management System may not be SEO friendly– In fact, it may be SEO hostile
• Must review choices before writing the first line of code, or picking a CMS
SEO Must be Part of Your Engineering Plan!
Links are Like Votes in an Election
Who Rank’s First?
Joe’sBookStore
Links Are Not Created Equal
Web Site A
Web Site B
KillerLink 1
Link 1Link 2……..…1,000
#1!
#2
Search Results
The Flow Of PageRank
Pages are given an “innate”, albeit tiny, amount of PageRank
Pages then accrue PageRank from every link that points to them
The Flow Of PageRank
The amount of PageRank that a page can pass is a function of that page’s PageRank
X
F(X)
PageRank
Passable PageRank
PageRank is Split EvenlyBetween the Links on a Page
X
Link
Link
F(x)*0.5
F(x)*0.5
PageRank is an Iterative Algorithm
X
Link
Link
F(x)*0.5
F(x)*0.5
F(y) Link
y
y
Google Toolbar
• View PageRank of current page, once turned on.
• Available for:– Firefox– Internet
Explorer
Toolbar PageRank
• Not the same as “Real” PageRank
• Logarithmic scale from 0 to 10
• Assigned to web pages, not sites
• Still, a useful metric
Culligan
0
ebay
10
12
34
5
6
7
8
9
Amazon
Disney
Gap
Relative number of pages with PR ratingRelative number of pages with PR rating
E
F
F
O
R
T
Sampling of Homepage PageRank Ratings
Sampling of Homepage PageRank Ratings
Boston Store
Role of Relevance
Your Page
(Used Ford Mustangs)
CasinoGambling
Online Prescriptions
Car and Driver
Magazine
Ford vehicles .c
om
Low Value
High Value
The Concept of Authority
A A
A
All Websites about Used Cars
Search Engines Do Not Count All Links
• Links they can’t read:– Encrypted JavaScript– In an iFrame
• Links on pages that they can’t crawl– Can’t find– Marked as NoCrawl in Robots.txt
• Links marked with NoFollow Attribute
Why do People Link?
SEO Ranking Factors
•Source: SEOmoz SEO Ranking Factors Survey
Summary of Ranking Factors
• 66% related to Links• 6% social media
• 7% traffic and click through data
• 15% on page keyword usage• 5% registration and hosting related
72% “ExternalRecognition”
Link Building Must be Part of Your Marketing Plan!
Volume
IncreasingRelationshipValue
Engaging in Social Activity
Social Connectivity Pyramid
1 on 1
Meeting
Blogging
Meetups
Higher Value
Higher Effort
Volume
IncreasingSocialEffort
Social Link Building
IncreasingLink Value
Social Media Signals• Twitter mentions– Author quality matters
• Facebook Links• Facebook Likes not a factor … yet• More to come• Ways Google can look in walled gardens:– Google Analytics– Goo.gl– Google Toolbar
Where does SEO go?• SEO is a marketing function because …– It’s purpose is to get new customers
• SEO is a development function because …– It affects CMS selection and site coding and design
• Senior management must understand SEO because …– Otherwise they will make decisions that blow your
SEO out of the water! (C-Suite example, site ain’t no freaking brochure!)
• When to outsource …
My Preferred Structure
• Marketing person who owns it• Development team that understands the
importance• 4 hour training session for the management
team so they “get it”• Work with outside SEO to get leverage from
their multi-dimensional experience
Thank You!
Eric [email protected]@stonetemple(508) 485-7751www.stonetemple.com For a One Sheet SEO Checklist, email me, or
drop off a business card