SEO Overview. Search Engine Optimization Basics
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How Does Google Interpret a Search Query for Ranking
Purposes
Presented by Eli Schwartz
Confidential
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Introduction
• SEO: Search Engine Optimization is the concept of following search engine best practices
• NOT a process of tricking search crawlers
• Architecture and method of presenting information that both search engines AND users can understand
• Search engines are in the business of satisfying their users, free traffic is a byproduct of that mission
Confidential 2
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90% of Clicks
10% of Clicks
Organic vs Paid Search
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Interesting facts about Google’s Algorithm
• Greatest market share in most of the world
• 200 Primary Metrics• Updated hundreds of times per month• Humans “supposedly” do not interfere with the algorithm
• Google uses data from all of its properties
• Google’s first name was “Backrub”
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“With your permission you give us more information about you, about your friends, and we can improve the quality of our searches. We don't need you to type at all. We know where you are. We know where you've been. We can more or less now what you're thinking about.”
Eric Schmidt in an interview with The Atlantic, October 2010
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Google’s mind reading
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Language preferences
Language preferences override ccTLD of Google site
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Language differences
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What does Google know about you?
https://www.google.com/ads/preferences/view
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Personal history
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Without Personal history
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How to browse without cookies and history
Browser Shortcut
Chrome Ctrl (CMD) + Shift + N
Firefox Ctrl(CMD) + Shift + P
IE Ctrl + Shift + P
Safari Click Safari > Private Browsing > OK
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Where are you?
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Query “Warriors” – located in Palo Alto
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Query “Warriors” – located in Baltimore
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Query for Giants
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Your connections
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Google Instant
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Suggestions and related
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Spelling correction
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Plurals
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Synonyms
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Non-text content
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What does the query mean?
Design
Recipe
Book
Brand
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Questionnaire – ambiguous term
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Modified head term
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Where is the keyword used: Title
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Where is the keyword used: H1
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Where is the keyword used: Content
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International challenge
No exact match (yet)!
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Domain authority
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Domain authority visualized
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Internal links visualized
United Airlines routes
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Anchor text
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Relevancy
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Performance for Google’s users
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Publish date (Freshness)
Recent content
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Eventually…. Author-based ranking
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Constant Google algo updates
• Attribution• Panda• Freshness• Search plus your world• Ads above the fold• Venice• Penguin• Knowledge graph• DMCA
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Google rankings myths
• Page Rank correlates to rankings• Domain age or TLD (.org, .com, .us)• SEO = stuff valuable keywords in meta tags• More links > than content• Links from .Gov or .Edu automatically lead to better rankings• You always need to rank #1• Google just ranks text content• Brands have it easy
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Questions?