SEO Trek: The Search for Google RankBrain* - PowerPoint PPT Presentation

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SEO Trek: The Search for Google RankBrain*

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Rand Fishkin posted another brilliant Whiteboard Friday last week on the topic of optimizing for RankBrain. In it, he explained how RankBrain helps Google select and prioritize signals it uses for ranking. – PowerPoint PPT presentation

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Title: SEO Trek: The Search for Google RankBrain*


1
Search Engine Optimization (SEO)
  • https//moz.com

2
Topic Outline
  • Introduction
  • How Search Engines Work
  • SEO Building Blocks
  • Keywords
  • Crawler
  • Links
  • SEO Tools
  • Black Hat Methods
  • Summary and Conclusion

3
Introduction
4
Definition of Search Engine Optimization (SEO)1
  • "Natural," or "organic," search engine
    optimization (SEO) is designing, writing, and
    HTML-coding a Web site to maximize the chance its
    pages will appear at the top of spider-based
    search engine results for selected keywords and
    phrases
  • Organic Listings Listings that search engines do
    not sell (unlike paid listings)

5
SEO
  • Iterative process
  • Dynamic environment
  • Art
  • Science

6
Why is it important?
  • Internet advertising 1H 2006 7.9 Billion2
  • Search ranking ?more site visitors
  • Internet users tend not to click through
  • Depends on webs role in your economic model

7
Variation in Approaches
  • White Hat
  • Abide by terms and conditions set forth by search
    engines
  • Black Hat
  • Breaches search engine terms and conditions
  • May provide short-term gains
  • You run the risk of being penalized by search
    engines

8
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9
Defining Success (Context)
  • Search-Friendly (SEO)
  • High ranking
  • Terms and conditions set by search engines
    (Google, Yahoo, MSN Search)
  • User-Friendly
  • Site must satisfy the needs of visitors
  • Persuasive
  • Profitable for site owner

10
How Search Engines Works
11
Search Engine Operations
  • Gather Content
  • Crawler or spider moves recursively downloading
    content
  • Builds sophisticate index
  • Individual web searches run against index
  • Results are retrieved and ordered
  • PageRank Relevance

12
Google Search Placement4
  • Placement importance and relevance
  • PageRank (importance)
  • Counts links
  • Weights links
  • Query matching (relevance)
  • sophisticated text-matching techniques
  • examines all aspects of the page's content (and
    the content of the pages linking to it)

13
SEO Optimization
14
SEO Optimization Categories
  • Keywords
  • Keyword selection and keyword-rich text
  • Crawler
  • A crawler-friendly site navigation scheme
  • Links
  • Link popularity

15
Keyword Recommendations1
  • Page title visible HTML text ,Above the fold
  • Page Size "100 KB" limit is still is still
    widely held. The optimum page size is 500-3000
    words (or 2000 to 20,000 characters)
  • Be specific
  • Example Apple iPod verses iPod
  • exact phrase should appear generously throughout
    your site copy on every page

16
More Keyword Recommendations5
  • Meta tags use but dont stuff
  • ltmeta name"description" content"Free Web
    tutorials on HTML, CSS, XML, and XHTML"gt
  • Alt tags use for graphics
  • ltIMG src"star.gif" altstar logo"gt
  • Content is king
  • Write good content with relevant and important
    keywords in mind.
  • Geo Targeting
  • Add geocentric terms to target local areas
  • Domain Names
  • Use keywords as part of domain name

17
Crawler-friendly
  • Engine spiders are primitive beings
  • choose simplicity over complexity
  • Goal
  • All your web pages seen by crawlers
  • Google enter in searchbox allinurlutexas.edu

18
Suggestions to be Crawler Friendly5
  • Traditional lta hrefgt tag
  • Keywords in subfolder names
  • Minimize quantity of subfolders
  • Cross link relevant terms and phrases within the
    site
  • Multiple paths to pages to eliminate orphans

19
Avoid or Minimize May Negatively Impact Crawler5
  • Flash (slow to load and difficult to navigate)
  • Frames
  • Java navigation
  • Session ID to track visitors
  • exact same Title tags on every page
  • set to require a cookie when a visitor gets to
    the page

20
Link Development Inbound Links Impact
PageRank
  • PageRank (Popularity, importance)
  • Number and quality of links pointing to a website
  • Measure of usefulness of site

21
Link Development Tradeoffs
  • Advantage
  • it is dynamic, cumulative, and difficult to
    imitate
  • Disadvantage
  • takes time (vs. advertising)

22
Link Development Approaches (White Hat)7
  • Quality content to start with
  • Cultivate quality link (not quantity)
  • Begin with web directories
  • Harness online publicity
  • Use Blogs and forums wisely
  • Investigate competitors
  • Understand their strategy
  • Online publicity, blogs and forums
  • See inbound links ("linkdomain.com" in Google,
    "linkdomaindomain.com" in Yahoo)

23
SEO Tools
24
Search Engine Term and Conditions
  • Google
  • Yahoo
  • MSN Search

25
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26
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27
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28
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29
Vendor Tools Example Seo Administrator 8
  • Ranking monitor site positioning in for
    keywords
  • Link popularity checker checks inbound links
  • Site indexation tool check site indexation
  • Server Log-analyzer Administrator log analyzer
  • PageRank analyzer analyze competitor sites
  • Keywords tool suggestions, associations,
    competitor analysis
  • HTML analyzer dissect html text in the same way
    that a search engine would (syntax, keyword
    density)

30
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31
Black Hat Methods
32
Head of the webspam group at Google
  • Matt Cutts
  • Worked on his Ph.D Computer Science at the
    University of North Carolina at Chapel Hill.
    Undergrad Comp Sci and Math (Graduated with
    M.S.).
  • Moved into information retrieval after classes
    from the university's Information and Library
    Science department

33
http//www.searchenginegenie.com/seo-blog/images/m
att.gif http//www.searchenginegenie.com
34
Link Exchange Advertisement
35
Keyword Consulting Advertisement
36
Black Hat Terms
  • Link Farming exchanging reciprocal links
  • Keyword Stuffing Hidden text, Stuffing text in
    every nook and cranny
  • Cloaking stealth, deliver different page to a
    search engine for indexing
  • Doorway Pages bridge, jump page, designed to
    appeal to search engine spiders
  • Fast meta refresh used to quickly switch doorway
    pages to the page the user is supposed to see
  • Code swapping swap it on the server with the
    "real" page once a position has been achieved.
    also sometimes done to keep others from learning
    exactly how the page ranked well.
  • Bait and Switch loads the page with a popular
    search words such as sex, travel or antivirus
    when is irrelevant to site

37
Online Resources
38
Search Engine Standards
  • Google
  • http//www.google.com/support/webmasters/bin/answe
    r.py?answer35769
  • http//www.google.com/support/webmasters/bin/answe
    r.py?answer40349ctxrelated
  • Yahoo
  • http//help.yahoo.com/help/us/ysearch/basics/basic
    s-18.html
  • http//help.yahoo.com/help/us/ysearch/basics/basic
    s-17.html
  • http//help.yahoo.com/help/us/ysearch/basics/index
    .html
  • MSN
  • http//search.msn.com/docs/siteowner.aspx?tSEARCH
    _WEBMASTER_REF_GuidelinesforOptimizingSite.htm
  • Web Robots
  • http//www.robotstxt.org/wc/robots.html
  • http//help.yahoo.com/help/us/ysearch/slurp/index.
    html
  • http//www.google.com/support/webmasters/bin/topic
    .py?topic8843

39
Keyword Tools
  • Overture tool
  • http//inventory.overture.com/d/searchinventory/su
    ggestion
  • Wordtracker tool recommended
  • http//our.affiliatetracking.net/wordtracker/a/122
    46
  • Google Sandbox Tool
  • https//adwords.google.com/select/main?cmdKeyword
    Sandbox
  • Espotting Tool
  • http//www.espotting.com/popups/keywordgenbox.asp
  • Related Pages
  • http//www.related-pages.com/adwordskeywords.aspx

40
Conclusion and Summary
  • Website Success
  • Search-friendly
  • User-friendly
  • Persuasive
  • Search-friendly Optimization components
  • Keywords
  • Crawler
  • Links

41
Bibliography
  • 1 Thulow, Shari. What Search Engine Marketing
    Does Your Site Need? Clickz. 15 Nov. 2006
    lt
    http//www.clickz.com/showPage.html?page3105241
    gt.
  • 2 2006 Second Quarter Results (October 4, 2006)
    . Interactive Advertising Bureau. 15 Nov. 2006
    lt http//www.iab.net/res
    ources/ad_revenue.asp gt.
  • 3 Event Homepage. Search Engine Strategies 2006
    Conference and Exposition. 15 Nov. 2006
    lthttp//www.searchenginestrategies.com/sew/winter0
    6/index.html gt.
  • 4 Our Search Google Technology. Google
    Website. 15 Nov. 2006
  • lt http//www.google.com/technology/index.html gt.

42
Bibliography
  • 5Laratro, Joe. Dos and Donts of Search Engine
    Optimization. MoreVisibility. 15 Nov. 2006
    lthttp//www.morevisibility.com/whitepaper/2006/SEO
    _Do_and_Donts_WP.pdfgt
  • 6 Thulow, Shari. Link Development The Key to
    Successful SEO Clickz. 15 Nov. 2006
    lthttp//www.clickz.com/showPage.html?page3431741
    gt.
  • 7 link farming. webopedia. 15 Nov. 2006
    lthttp//www.webopedia.com/TERM/l/link_farming.html
    gt.
  • 8 SSEO Tools. SEO Administrator.
  • lthttp//www.seoadministrator.com/seo-tools.htmlgt
  • lthttp//seo-tutorial.seoadministrator.com/gt

43
Backup
44
Vendor Tools Example Seo Administrator 8
  • Ranking monitor monitor web site positioning in
    the major search engines for keywords
  • Link popularity checker checks inbound links
    across a number of search engines
  • Site indexation tool check site indexation in
    Google, Yahoo, MSN and other search engines
  • Server Log-analyzer Administrator log analyzer
    automates (Number of unique IP addresses, Number
    of visitors )
  • PageRank analyzer analyze competitor sites
  • Keywords suggestion tool Keyword suggestion
    services, Keyword Associations, search query
    suggestions, Competitor analysis
  • HTML analyzer dissect html text in the same way
    that a search engine would (syntax, keyword
    density)

45
Black Hat Terms
  • Link Farming exchanging reciprocal links with
    Web sites in order to increase search engine
    optimization
  • Keyword Stuffing Hidden text, Stuffing text in
    every nook and cranny
  • Cloaking stealth, deliver one page to a search
    engine for indexing while serving a different
    page to everyone else.
  • Doorway Pages A Web page that is designed to
    appeal to search engine spiders.
  • Fast meta refresh used to quickly switch doorway
    pages to the page the user is supposed to see
  • Code swapping swap it on the server with the
    "real" page once a position has been achieved.
    also sometimes done to keep others from learning
    exactly how the page ranked well.
  • Bait and Switch Another technique combines word
    stuffing with "bait-and-switch," which loads the
    page with a popular search word such as sex,
    travel or antivirus, even though the word has
    nothing to do with the site content.
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