smart factory: search engine optimization

Search Engine Optimization

@jefflin @gosmartfactory

@teambustout

Ambient Findability

@jefflin @gosmartfactory

@teambustout

Search Engine Optimization

Today’s Topics• The Nature of Search

• Routine Checkups

• Business Pages

• Optimize Sites for Sharing

• Beware

The Nature of Search

• 60 trillion individual web pages and counting.

• 100 billion search queries each month.

• Google keeps track of all the pages in an Index.

• Search algorithms try to understand what you are looking for.

• Ranking algorithms use 200+ factors to order the results.

The Nature of Search• Google wants to deliver the best experience for web users:

http://www.google.com/about/company/philosophy/

• Speed, content, code, location, authority, and relevancy matter, amongst hundreds of other signals:https://www.google.com/insidesearch/howsearchworks/algorithms.html

• Do NOT try to beat the system. You will eventually lose. http://www.nytimes.com/2011/02/13/business/13search.html

Routine Checkups

1. Set up Google Analytics

2. Google Webmaster Tools

Verify domain ownership: http://goo.gl/hdRpnm

3. Check the Vitals

• Index Status

• Crawl Stats

• Content Keywords

• Search Queries

• Sitemaps

• Fetch as Google

4. To www or not to www?• Submit all versions of your website to Webmaster Tools.

www, no-www, https.

• Set up 301 redirects to the main domain.

• Choose a preferred domain in Site Settings.

5. Facebook Debughttps://developers.facebook.com/tools/debug/

PageRank works by counting the number and quality of links to a page to determine a rough estimate of how

important the website is. The underlying assumption is that more important websites are likely to receive more

links from other websites.

6. PageRank

6. PageRank

A

B C

Which site ranks the highest?

#1

#2

#3

Install a PageRank plugin and find a sites with PageRanks of 1 through 10.

• Chrome: https://chrome.google.com/webstore/detail/pagerank-status/

• Firefox: https://addons.mozilla.org/en-us/firefox/addon/pagerank/

• Safari: http://safariaddons.com/en-US/safari/addon/123

6. PageRank

Business Pages

Google

Google My Business http://www.google.com/business/

Google+ Brands http://www.google.com/+/brands/

Info

Engagement

Facebook Pageshttps://www.facebook.com/about/pages

Do Likes Matter?

http://searchenginewatch.com/article/2325343/Matt-Cutts-Facebook-Twitter-Social-Signals-Not-Part-of-Google-Search-Ranking-Algorithms

Facebook Ads to the Rescue!(And help out my stock portfolio)

http://socialmediatoday.com/tara-urso/2281751/your-facebook-pages-organic-reach-about-plummet

http://moz.com/blog/1-dollar-per-day-on-facebook-ads

Optimize Sites for Sharing

Twitter Web Cards: https://dev.twitter.com/docs/cards

Facebook Sharing: https://developers.facebook.com/docs/web/share

Pinterest Tools: https://about.pinterest.com/en/goodies

Google +1 Button: https://developers.google.com/+/web/+1button/

Structured Data: http://www.google.com/webmasters/tools/richsnippets

Structured Data

Snippets of code that highlight specific types of information in a rich and engaging way.

https://support.google.com/webmasters/answer/99170?hl=en

Search for “Lady Gaga Songs”

Beware!

The Red Queen of Search

• Google search is constantly changing:http://googlewebmastercentral.blogspot.com

• Follow best practices:https://support.google.com/webmasters/answer/35769?hl=en

• Google Analytics Academy:https://analyticsacademy.withgoogle.com/explorer