Search:the basics

Scott Fillman

Search Engines 101

● Tools used to search the Web

● Sort through content to find most relevant sites

● Assist in accomplishing goals and conversions

How Search Engines Operate

● Websites are indexed ● Records are stored in

a database● Records are ranked● Records are retrieved

from the database

Search Results

● Results are links to sites that are indexed in database tables / records

● These also include metadata or page content from the site that briefly describes the site link

● High position on the first page of search engine results page (SERP) is desired

Search Rank Factors● Keyword placement● Backlinks / link-building● Content update

frequency● Quantity and quality of

structured content ● Geo-location (newer

consideration for business listings)

Search Algorithm

● Scans and ranks information based on a variety of factors

● Complex and secret● Some factors are known, others not known ● Move toward authenticity:

o Authorship countso No more keyword stuffing / tag cloudso No more Squidoo

Search Algorithm Updates● Multiple times

per year● Panda,

Penguin, Hummingbird

● Changes reduce cheating

“Black Hat” Tactics

“White Hat” Tactics

Semantic Web

The Digital Ecosystem

Why Search Matters in Comm.

● Reach / Awareness● Mindshare● Quality information structure● Access to information can drive social change● Monitor effectiveness of communications

strategies● Connect people to resources and information● “New Rules of Marketing and P.R.”

Everybody’s Doing It

Image Sources (In Order of Presentation)

● www.au-kbc.org ● www.geeko-promotions.net ● www.wrensoft.com● www.vibrant.com● www.steamfeed.com● www.seo-alien.com ● www.rockingteam.com ● www.smartinsights.com

Image Sources (Continued)

● www.adlava.com