What startups need to know about seo by barry schwartz news editor at search engine land
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Transcript of What startups need to know about seo by barry schwartz news editor at search engine land
periodic table of SEO
success factors
our guide to SEO: http://selnd.com/seotable
@SEngineLand
Types Of SEO Factors:
• On The Page SEO• content
• <HTML>
• site architecture
• Off The Page SEO • links
• trust
• social signals
• personalization
• Violations & Penalties
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On The Page Factors: Content
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Cq: Content Quality
• Trustworthy
• Authoritative
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Cr: Content/KW Research
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Cw: Content Words
source: GetKnownSEO.com
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Ce: Content Engagement
source: Avinash Kaushik
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Cf: Content Freshness
• Updated recently
• Updated in real-time or
near real-time
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On The Page Factors: HTML
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Ht: HTML Title
<TITLE>
</TITLE>
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Hd: Meta Description
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Hh: Header Tags
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Hs: Structured Data
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On The Page Factors: Architecture
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Ac: Site Crawlability
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Ad: Duplication/Canonicalization
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As: Site Speed
It’s Official: Site Speed as a Ranking Factor >>
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Au: Descriptive URLs
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Off The Page Factors: Links
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Lq: Link Quality
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Lt: Link Anchor Text
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Ln: Number of Links
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Off The Page Factors: Trust
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Ta: Trust & Authority
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Th: Site History
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Ti: Identity
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Off The Page Factors: Social
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Sr: Social Reputation
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Ss: Social Shares
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Off The Page Factors: Personalization
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Pc: Country
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Pl: Locality
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Ph: Personal History
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Ps: Social Connections
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Violations & Penalties
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Vt: Thin Content
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Va: Ads / Top Heavy
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Vs: Keyword Stuffing
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Vh: Hidden Text
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Vc: Cloaking
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Vp: Paid Links
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Vl: Link Spam
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Vd: Piracy / DMCA Takedowns
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Algorithms & Updates
Algorithm Updates
Data Refreshes & Filters
Index or Engine Updates
Famous Google Updates
2000-2003Google Dance
Summer 2003 Fritz
Jan. 2011Scraper
Jan. 2012Top Heavy
April 2012Penguin
Aug. 2012Pirate
Sep. 2012EMD
Sept. 2013Hummingbird
Jan. 2004Austin
Nov. 2003 Florida
April 2004 Sandbox
May 2005Bourbon
Oct. 2007Paid Links
March 2009Vince/Brand
May 2010May Day
Feb. 2011Panda
June 2013Payday
Nov. 2011Freshness
October 2005Big Daddy Jagger
Jan. 2007Supplemental
March 2008
Dewey
June 2010Caffeine
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Which Updates Matter?
updates...
recent
most
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Panda: Thin Content
resource guide atSearchEngineLand.com:
Google Panda >>
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Panda: Update Timeline
• Panda Update 1, Feb. 24, 2011
• Panda Update 2, April 11, 2011
• Panda Update 3, May 10, 2011
• Panda Update 4, June 16, 2011
• Panda Update 5, July 23, 2011
• Panda Update 6, Aug. 12, 2011
• Panda Update 7, Sept. 28, 2011
• Panda Update 8, Oct. 19, 2011
• Panda Update 9, Nov. 18, 2011:
• Panda Update 10, Jan. 18, 2012
• Panda Update 11, Feb. 27, 2012
• Panda Update 12, March 23, 2012
• Panda Update 13, April 19, 2012
• Panda Update 14, April 27, 2012
• Panda Update 15, June 9, 2012:
• Panda Update 16, June 25, 2012
• Panda Update 17, July 24, 2012
• Panda Update 18, Aug. 20, 2012:
• Panda Update 19, Sept. 18, 2012:
• Panda Update 20 , Sept. 27, 2012
• Panda Update 21, Nov. 5, 2012
• Panda Update 22, Nov. 21, 2012
• Panda Update 23, Dec. 21, 2012
• Panda Update 24, Jan. 22, 2013
• Panda Update 25, March 15, 2013
• Panda Update 26, July 18, 2013
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Avoiding Panda
Matt Cutts says: “we’re looking for high quality
content… the sort of content
that people really enjoy, that is
compelling, the sort of thing
that people love to read, that
you might see a magazine
or book…” -September 2013
What Should Site Owners Do To Avoid It?
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Google’s Amit Singhal says:
Search is a complicated and evolving art and science, so rather than focusing on
specific algorithmic tweaks, we encourage you to focus on delivering the best
possible experience for users.
23 questions to ask about your site’s content quality:
1. Would you trust the information presented in this article?
2. Is this article written by an expert or enthusiast who knows the topic well, or is it
more shallow in nature?
3. Does the site have duplicate, overlapping, or redundant articles on the same or
similar topics with slightly different keyword variations?
4. Would you be comfortable giving your credit card information to this site?
5. Does this article have spelling, stylistic, or factual errors?
Read them all at Google Webmaster Blog >>
Content Quality Tips
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Penguin: Link Quality
resource guide at
SearchEngineLand.com:
Google Penguin >>
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Penguin: Update Timeline
• Penguin 1 - April 24, 2012
• impacting around 3.1% of queries
• Penguin 2 - May 26, 2012
• impacting less than 0.1%
• Penguin 3 - October 5, 2012
• impacting around 0.3% of queries
• Penguin 4 (AKA Penguin 2.0) - May 22, 2013
• impacting 2.3% of queries
• Penguin 5 (AKA Penguin 2.1) - Oct. 4, 2013
• (impacting around 1% of queries)
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Avoiding Penguin
What Should Site Owners Do To Avoid It?
Matt Cutts says: “make a great site that users
love, that they want to tell
their friends about, bookmark,
come back to…“
- May 2013
• Disavow Links as an option
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Link Quality Tips
Five Steps To Clean Up Your Links Like A Techie by Jenny Halasz:
1. Look for Unnatural Links Warning in GWT
2. Download & Review Sample Links from GWT
3. Check Links Manually
4. Review Domains Linking To Your Site
5. Take Stock of Links & Clean Up Problems
read more >>
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resource guide at
SearchEngineLand.com:
Google Hummingbird >>
Hummingbird: Query Intent
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Hummingbird: Entity Search
• Emphasis on
“Entity Search”
• People, Places
& Things
• Knowledge
Graph ->>
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Entity Search & Structured Data
data-vocabulary.org/Rating
SCHEMA.ORG/REVIEW
OPEN GRAPH PROTOCOL, RDFa & SCHEMA
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SEO Best Practices
• Structured Data & Semantic Search• use Schema.org markup where relevant
• Create & Verify Trusted Profiles
• Earn Trusted
Links & Citations
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resource: Authorship Setup Flowchart
SEO Best Practices
• Develop Brand & Site Authority
rel=“author”
• Used for bloggers & subject
matter experts - PEOPLE
rel=“publisher”
• Used for media publications
& organizations – NOT
PEOPLE
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SEO Best Practices
Step 1:
• Verify Your Site in Google Webmaster Tools
Step 2:
• Read The SEO
Guide To Getting
Started With
Google Webmaster Tools
Step 3:
• Use The Data in GWT To Enhance Your SEO Efforts
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What About Bing?
18.1% search share+ Yahoo! Search, additional 11.1%
source: comScore Oct. 2013
• Social Signals• via Facebook
• Snapshots
& Satori
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What About Bing?
Bing
Webmaster Tools
mobile SEO
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Types of Mobile SEO
• Smart Phones
• Feature Phones
• Tablet Devices
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• Inbound
links
• Less Bot
confusion
• Less cost & maintenance
Mobile Sites vs. Responsive
“one URL per content item”
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Mobile Sites vs. Responsive
• Responsive
Design
• One URL but
different HTML
• Separate URLs, Domains Completely
The Definitive Guide To Mobile SEO
3 methods, 1 preferred:
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Responsive Design
• Same URL
• Same Content
• Same HTML
• Same Design
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Responsive Design
• Easier To Interact:
• Share & Link
• helps Google's Algorithms
• No Redirection Needed
• Saves Server & GoogleBot Resources
Why?
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One URL, Different HTML
• Conversions May Be Better
• Legacy Designs Hard To Go Responsive
• Special Landing Pages
• Keep Link Equity • (i.e. Same URLs/Content)
Why?
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One URL, Different HTML
• User Agent Detection
• Serve Different HTML/CSS
• Vary HTTP Header (Hint To GoogleBot)
How?
GET /page-1 HTTP/1.1Host: www.example.com(...rest of HTTP request headers...)
HTTP/1.1 200 OKContent-Type: text/htmlVary: User-AgentContent-Length: 5710(... rest of HTTP response headers...)
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Separate URL / Domains
• Conversions May Be Better
• Legacy Designs Hard To Go Responsive
• CMS Complications
• Special Landing Pages
• Easy To Test Campaigns
Why?
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Separate URL / Domains
• m.domain.com or domain.mobi
• GoogleBot & GoogleBot-Mobile
Accessible
• On Desktop, use link rel="alternate" tag
• On Mobile, use link rel="canonical" tag
How?
<link rel="canonical" href="desktopurl" >
<link rel=”alternate” media=”only screen and (max-width: 640px)” href=“mobileurl”>
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Separate URL / Domains
• Sitemaps Implementation
How?
<?xml version="1.0" encoding="UTF-8"?><urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"xmlns:xhtml="http://www.w3.org/1999/xhtml">
<url><loc>desktopurlhere</loc><xhtml:linkrel="alternate"media="only screen and (max-width: 640px)"href="mobileurlhere" />
</url></urlset>
When Using Separate URLs:• redirect both desktop and mobile users to the appropriate page
• don’t redirect users if you don’t have an equivalent page
• redirect tablet users to the desktop version
• use a canonical value of the desktop URL
• use the rel=“alternate media” on the desktop version to specify the mobile version
• make sure the page loads quickly
• reduce unneeded redirects
• don’t keep the searcher from the content with an interstitial advertising your app
• Serve mobile & desktop users with either: • same URL (responsive design or dynamic serving)
• different URLs (mobile-specific pages)
• Use the Vary: User Agent HTTP header for:• pages that serve dynamic content based on device
• or that redirect to device-specific URLs
• Use the canonical attribute (to the desktop version)
Mobile SEO Best Practices
