Search engines aim to provide happy searchers by ranking pages that will provide valuable information to users. They analyze over 250 factors on and off a website to determine a page's authority, relevance, and trust. Important on-site factors include keywords in the title, headings, text, and alt attributes as well as link structure and internal linking. Off-site factors like the number and quality of external links pointing to a page also impact rankings. The goal is to provide users with the most useful results.

1. SEO

7. Search engines want happy searchers

8. Happy searchers = more searchers

9. More searchers = more searches

10. More searches = more $$$

13. Anatomy of a SERP

14. S earch E ngine R ankings P age

16. organic

17. organic organic shopping

18. local + organic organic

20. personalization

23. 250+ factors

24. Why bother?

25. 15% 85%

30. How search engines work

31. Search engines seek value

32. Authority . Every page has votes: Links & chatter .

33. Relevance . What you say: Words & concepts .

34. Trust . Who are you really? Are you for real ?

35. Visibility .

36. Visibility .

37. They see text .

38. They see text .

48. They care about speed .

49. Faster pages = more pages crawled More pages crawled = more visibility

50. Visibility = The long tail .

52. 70% of all searches are 3+ words. Long tail conversion rates +50%.

53. On some e-commerce sites, 60% of search-driven sales come from the long tail.

54. The long tail!!!!!

55. Visibility!!!!!

56. Onsite factors

57. The blank sheet of paper test

59. Come on in, the water is fine

61. Supreme Court Tries Sodomy

62. Supreme Court Tries Sodomy Case

63. On-page factors

64. Title tag On-page text Text position on page ALT attributes Bolded text Other elements

66. <title>GibbleGibbet - Nonsense words take over the world!</title> <title>title text here</title>

76. <strong>Gibblegibbet virus</strong> <strong>bolded text</strong>

78. <h1>GibbleGibbet - Nonsense words take over the world!</h1> <h1>heading text here</h1>

79. H1 H2 H2 H2 H3 H2

81. On-site factors

82. Site structure Link position Link anchor text Outgoing links URL structure

83. big topic

84. article article article big topic

87. <a href=” http://www.gibblegibbet.com /”>Gibblegibbet</a> <a href=”/link/”>link text</a>

90. http://www.mysite.com/category/page/ http://www.bicycles.com/tires/flat-proof/ http://www.bicycles.com/prd.cfm?this=that

91. http://www.site.com/nice-shirt/abcW00726,default,pd.html?cgid=wgu100&code=1234asdfasdc&selectedColor=1234

92. http://www.site.com/?jsessionid=asdfaoiuer0a92834alkfn a0923p9zouisfhlazdnsfa

93. Off-site factors

94. Linking domains Linking domain authority Link velocity Link anchor text Link diversity Chatter

96. PageRank

97. Generally, more links are better

98. If they aren’t junk

101. Search engines seek value