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This is a presentation that was used by Jeff Lin on November 14, 2014 for the Smart Factory workshop on Search Engine Optimization.
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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
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 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
