b3 seminar: technical seo: beyond the bots - matthew jackson
DESCRIPTION
A technical SEO strategy is at the heart of all SEO campaigns so why does it get over looked? Here we take a brief look at the challenges of technical SEO implementation and how to create technically sound websites built for the user and the search engines.TRANSCRIPT
PLEASE STAND BY: TECHNICAL DIFFICULTIES
Beyond The Bots – Technical SEO For The User
Boring!
Recent Google Algorithm Updates
“It is not the strongest species that survive, nor the most intelligent, but the ones most responsive to change.” Charles Darwin
5 Second Rule Did a boss, parent or lover see you?
Was it expensive?
Can you cut off the bit that touched
the floor?
Is it bacon?
EAT IT EAT ITYOUR CALL
DON'T EAT IT
EAT IT
No
NoNo
No
Yes
Yes
Yes Yes
5 Second Rule Evolved
Is it a raw steak?
Was it sticky?
Did anyone see you?
Was it a boss, parent or lover?
Was it expensive?
Can you cut off the bit that touched
the floor?
Is it bacon?
EAT IT EAT ITYOUR CALL
DON'T EAT IT
EAT IT
No
NoNo
No
Yes
Yes
Yes Yes
Is it an Emuasaurus?
Are you a puma?Are you a
Megalosaurus?Did the cat lick it?
Is the cat healthy?
EAT IT
DON'T EAT IT
EAT IT
Yes
YOUR CALL
Yes
Yes
Yes
Yes Yes
Yes
Yes
No
No
No
NoNoNo
No
No
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Rel Publisher
Hreflang Hreflang
Rel Author Rel Author Rel Author
Rich Snippets Rich Snippets Rich Snippets Rich Snippets
Video Sitemaps Video Sitemaps Video Sitemaps Video Sitemaps
Search Suggest Search Suggest Search Suggest Search Suggest Search Suggest
Rel Canonical Rel Canonical Rel Canonical Rel Canonical Rel Canonical Rel Canonical Rel Canonical
XML Sitemaps XML Sitemaps XML Sitemaps XML Sitemaps XML Sitemaps XML Sitemaps XML Sitemaps XML Sitemaps
Video Results Video Results Video Results Video Results Video Results Video Results Video Results Video Results Video Results Video Results
Local Results Local Results Local Results Local Results Local Results Local Results Local Results Local Results Local Results Local Results
Image Results Image Results Image Results Image Results Image Results Image Results Image Results Image Results Image Results Image Results Image Results
News Results News Results News Results News Results News Results News Results News Results News Results News Results News Results News Results
Link Velocity Link Velocity Link Velocity Link Velocity Link Velocity Link Velocity Link Velocity Link Velocity Link Velocity Link Velocity Link Velocity Link Velocity
Link Quality Link Quality Link Quality Link Quality Link Quality Link Quality Link Quality Link Quality Link Quality Link Quality Link Quality Link Quality Link Quality
Link Diversity Link Diversity Link Diversity Link Diversity Link Diversity Link Diversity Link Diversity Link Diversity Link Diversity Link Diversity Link Diversity Link Diversity Link Diversity Link Diversity
Anchor Text Anchor Text Anchor Text Anchor Text Anchor Text Anchor Text Anchor Text Anchor Text Anchor Text Anchor Text Anchor Text Anchor Text Anchor Text Anchor Text Anchor Text
PageRank PageRank PageRank PageRank PageRank PageRank PageRank PageRank PageRank PageRank PageRank PageRank
Keywords Keywords Keywords Keywords Keywords Keywords Keywords Keywords Keywords Keywords Keywords Keywords Keywords Keywords Keywords Keywords
Crawlability Crawlability Crawlability Crawlability Crawlability Crawlability Crawlability Crawlability Crawlability Crawlability Crawlability Crawlability Crawlability Crawlability Crawlability Crawlability
Google’s Ranking Factor Evolution
The current
CITATIONS
BUILD
CONVERSATIONS
NEWS
Sentiment
SOCIAL
Authority Relevance
Freshness
is listening to…
DESIGN
CONTENT
BLOG
Engagement
Satisfaction
Structure Quality
Examples [For Bots & Users]
1. Hreflang – Helps International Users
Test the implementation:
http://flang.dejanseo.com.au/
Check for errors:
http://www.branded3.com/blogs/overcome-common-errors-implementing-hreflang-tag/
2. Redirects, Migration & Site Changes – Improves User Experience
3. Mark Up – Improves Trust The Mega SERP -
http://moz.com/blog/mega-serp-a-visual-guide-to-google
http://www.searchmetrics.com/en/knowledge-base/schema/
0
5
10
15
20
25
30
35
Keyword 1 Keyword 2 Keyword 3 Keyword 4 Keyword 5 Keyword 6 Keyword 7 Keyword 8 Keyword 9 Keyword10
RA
NK
ING
Desktop Mobile
4. Mobile – Improves Device Experience
http://www.branded3.com/blogs/mobile-website-hurting-search-rankings/
5. Google Indexing App Data – Improves Speed
http://searchenginewatch.com/article/2304590/Google-Starts-Indexing-App-Content
What’s the future?
Google is clever If Google can do this in its 20% time, think what it can do in the other 80% time
Create sites & campaigns for the users
