#1nwebinar - transparency in seo: a look inside the black box
TRANSCRIPT
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9 July 2013
Transparency in SEO:A Look Inside the Black Box
Webinar
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Agenda
How do Search Engines Work?
What Has Changed?
Big Picture View of Page Rank Factors
Tools
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How Do Search Engines Work?
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How Do Search Engines Work?
http://www.google.com/insidesearch/howsearchworks/thestory/index.html
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What Has Changed?
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Relevant Results Are Essential
*Search from April, 2009
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Google is Being Transparent
• SEO is about creating a great website with great content that users want to visit and share.– “…focus on creating high quality sites that create a good user
experience.” -Matt Cutts, head of Google WebSpam team
• From Google’s perspective:– Sites that deserve to be on top should be on top. – You earn the top spot by being what Google users would
consider the best result for a keyword.
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Big Picture View of SEO
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The Big Picture
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Factors Work Together
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On-the-Page SEO
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Off-the-Page SEO
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On-the-Page: Architecture
Goal: Is it easy to access your website?
Source: http://selnd.com/seotable
• Can search engines easily ‘crawl’ pages on the site?
• Does the site manage duplicate content issues well?
• Does the site load quickly?
• Are URLs short & do they contain meaningful keywords?
• Does your site work well for mobile visitors, on smartphones and tablets?
• Do you show search engines different pages than humans?
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On-the-Page: HTML
Source: http://selnd.com/seotable
• Do HTML title tags contain keywords relevant to page topics?
• Do meta description tags describe what pages are about?
• Do headlines & subheads use header tags w/ relevant keywords?
• Do pages use structured data to enhance listings?
• Do you excessively use words you want pages to be found for?
• Do colors or design ‘hide’ words you want pages to be found for?
Goal: Are you making it clear what your pages are about?
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On-the-Page: Content
Source: http://selnd.com/seotable
Goal: Are you providing unique value to visitors?
• Are pages well written & have substantial quality content?
• Have you researched the keywords people may use to find your content?
• Do pages use words & phrases you hope they’ll be found for?
• Do visitors spend time reading or ‘bounce’ away quickly?
• Are pages fresh & about ‘hot’ topics?
• Is content ‘thin’ or ‘shallow’ & lacking substance?
• Is your content ad-heavy, especially ‘above the fold?’
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Off-the-Page: Links
Source: http://selnd.com/seotable
Goal: Do other quality sites link to you?
• Are links from trusted, quality or respected websites?
• Do links pointing at pages use words you hope they’ll be found for?
• Do links point at your web pages?
• Have you purchased links in hopes of better rankings?
• Have you created many links by spamming blogs, forums or other places?
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Off-the-Page: Trust
Source: http://selnd.com/seotable
Goal: Are you trustworthy?
• Do links, shares & other factors make your site a trusted authority?
• Has your site or its domain been around a long time, operating in the same way?
• Does your site use means to verify its identity & that of authors?
• Has your site been flagged for hosting pirated content?
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Off-the-Page: Social/Personal
Source: http://selnd.com/seotable
Goal: Do people share you on social networks and visit often?
• Do those respected on social networks share your content?
• Do many share your content on social networks?
• What country is someone located in?
• What city or local area is someone located in?
• Has someone regularly visited your site or socially favored it?
• Have your friends socially favored the site?
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The Big Picture
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Tools
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Tools
• SEOMoz Site Explorer– http://moz.com
• Microsoft SEO Analysis Tool– http://www.microsoft.com/web/seo
• Google Webmaster Tools– www.google.com/webmasters/tools
• Google Analytics– www.google.com/analytics
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Tools – SEOMoz
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Tools – Microsoft SEO Analysis Tool
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Tools – Google Webmaster Tools
• Search Appearance– mark up your pages – potentially influence how your pages appear
• Search Traffic– how people find your site – who links to your site
• Google Index– Page count– Keyword matches– URL Removal
• Crawl– Crawl Errors– What Google sees
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Tools – Google Analytics
• Browser and Device Usage– Make sure you are serving all your users
• How users get to your site– Inbound links, search engine keywords
• Social Media Usage– Facebook, google+, Delicious, etc.
• Page Speed– With Recommendations
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An Ongoing Process
Maintain Big Picture SEO View
Prioritize Efforts
Have Great Content
Have a Great User Experience
Get Inbound Links
Get Visibility Through Tools
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Thank you!
Questions?