This document discusses the history and evolution of search engine optimization (SEO) and search engine algorithms. It describes how Google developed PageRank and how SEO strategies evolved in response, including the rise of black hat SEO techniques. It outlines Google's launches of algorithms like Panda, Penguin, and Hummingbird to address low-quality content and spammy links. The document then focuses on semantic search and how SEO must now focus on understanding user intent through techniques like predictive search, voice search, and image search. Key recommendations include using natural language in content, claiming profiles on knowledge graphs, and continuing to publish high-quality articles.
2. Emily Hill: About Me
• Set up Write My Site in 2006:
www.writemysite.co.uk
• A lot has changed …
• … but some things have stayed
the same
@emilyhill1982
@writemysite
uk.linkedin.com/in/emilyjanehill/
slideshare.net/EmilyHill1
4. PageRank
Google's rise to success was in large part due to
a patented algorithm called PageRank that helps
rank web pages that match a given search string.
When Google was a Stanford research project, it
was nicknamed BackRub because the
technology checks backlinks to determine a
site's importance.
5. Enter SEO
Search engine optimisation (SEO) is the process of
affecting the visibility of a website in a search
engine's "natural" or un-paid search results.
7. But Why?
Because for many years,
the Google algorithm was
easy to cheat – any
rubbish website could
position itself at the top
of the search listings
(a.k.a. “SERPs”) with
cheap tricks, known as
Black Hat SEO.
8. Black Hat SEO: Easy as 1,2,3
1. Basic website
2. Keyword stuffing
3. Backlink farming
11. Panda: 2011
• Targeted sites with low
quality and/or duplicate
content
• Up to 12% of search
queries affected
12. Penguin: 2012
• Targeted sites engaging
in link spam
• Around 2.3% of search
queries affected
• Designed to build upon
the work done by
Panda, and list more
high quality sites at the
top of the SERPs
13. Hummingbird: 2013
• Heralded the age of
semantic search
• Analysed search queries
as a collective whole
rather than a string of
individual words with
the aim of
understanding user
intent
14. The Dawn of Semantic Search
• Semantics: the study of meaning.
• Google is trying to become more
sophisticated. It wants to go beyond the
words and phrases people use, to figure out
what they mean.
• We’ve got to do more than pepper
our content with keywords.
15. Changing User Habits
• 20% of all searches in 2012 were new (Wired)
• Between November 2012-13, traffic to
websites from an ‘organic search’ decreased
by 5%, whilst traffic from ‘social referrals’
significantly increased by 111% (Shareaholic)
• Today, 96% of consumers’ time online
is spent on content sites (Wired)
22. Types of Content
• Regular “Nice, long articles”
• Interviews
• Bread and butter web pages
• Regular blogs/ news –preferably illustrated
with unique images
• Social media conversations*
*Especially Google+
25. No More Games
• Modern SEO is about
providing users with
answers to their queries.
• It is no longer about
returning a load of content
which appears to match a
keyword but may or may
not make any sense in the
context of what the user is
really asking.
• We can’t “play” Google –
we have to co-operate with
its goal.
26. “Make sure you make a great site, that users love,
that they’ll want to tell their friends about,
bookmark, come back to, visit over and over again;
all the things that make a site compelling. If that’s
your goal, we’re aligned with that goal, and
therefore as long as you’re working hard for users
we’re working hard to show your high
quality content to users as well.”
Matt Cutts, Head of Webspam,
Google
27. Keywords Still Matter
“Here’s the deal. Google can’t function without
keywords … they’re simply the words people
type in when they use search engines. It’s the
language real people use when looking for
stuff.”
Brian Clark, Founder of Copyblogger
29. Semantic Search Checklist
Learn the language of your customers
Sort out the techie stuff
Organise your on-site content
Clean up your off-site content
Get on Google+
Keep publishing nice, long articles!
Build a clear, consistent online profile
30. Emily Hill, CEO, Write My Site
Thanks for listening!
@emilyhill1982
@writemysite
uk.linkedin.com/in/emilyjanehill/
slideshare.net/EmilyHill1
Notas del editor
Google began in March 1996 as a research project by Larry Page and Sergey Brin, two PhD students at Stanford University. Google initially used Stanford’s domain name (google.stanford.edu) before registering google.com as a domain name in September 1998. It indexed 60 million sites in its first year.
Clearly, Google was huge. A whole new industry sprang up to meet the demands of organisations who wanted to position their website over and above their competitors’ sites in the search listings. That industry was called SEO: Search Engine Optimisation.
However – as much as companies loved SEO, Google despised it.
Last of these caused absolute chaos as the number of websites indexed by Google grew from millions to billions and beyond. Countless link farms, article ‘spinning’ services and sites sprang up to help people cheat the algorithm, which for a long time counted only the quantity of links and not the quality.
By the end of the ‘naughties’, Google decided to do something about the problem: 3 dramatic algorithm updates, all intended to wipe out manipulative SEO and clean up the Internet
Something interesting had started to happen – as the user experience changed, so too did user behaviour. People no longer
Whole technical side to semantic search that I’m not going to attempt to cover in this presentation. What I would advise you to do, however, is have a conversation with whoever is in charge of developing and maintaining your website. If they look at you with a blank expression when you talk about schema, XML sitemaps and canonical tags, you probably want to think about getting a new developer! Schema markup is especially important, as this is an initiative by all the major search engines – not just Google – to create and support a common set of schemas for structured data markup which helps the search engines decipher the intention behind your content. You need this markup to tell the search engines what your website is about and how it fits into their search results. Would definitely recommend a full technical audit – make sure there’s nothing in the way your site is structured that’s going to hold it back.
3 elements of particular interest in terms of creating content.
Trick is to build content around what people are going to search next – this tool is handy for exploring semantic relationships between words. Can use it to think of new angles for content.
Keywords still exist, and probably always will, because Google can’t function without them.
The underlying principle of a search engine is to collect the words people use when they search, and then deliver the information it thinks they’re looking for.
Got to get away from this idea of identical matching of keywords and content. You can still build content around a core set of keywords, but it’s about using natural language. Write for the reader and the search engines will reward you.
Biggest fear is often that by not undertaking rigorous keyword research, the search engines won’t know to return your site for a relevant query. The point is that if you have a clear and consistent approach to your content strategy that is centred around the user, your keywords will appear naturally. Old-style keyword research was about pulling up a list of keywords relevant to your type of business; modern keyword research is about learning the language of your customers and positioning all of your content towards them.