36. g
How does Google search work?
http://www.youtube.com/watch?v=BNHR6IQJGZs
37. g
Links?
The bits of a web page that, when clicked, will take you to another web page or fire off an event
38. g
Internal links
When page a links to page b, page a bestows some of its authority onto page b
www.yoursite.com/page-a
www.yoursite.com/page-b
39. g
Outbound links
You’re saying to your visitors (and Google), “Hey, you can trust this other site, because I do”
www.yoursite.com/page-a
www.anothersite.com/page-b
42. g
Inbound links
Cool! So long as this other site is trusted and not nasty / spammy
www.yoursite.com/page-a
www.anothersite.com/page-b
43. g
Reciprocal links
Beloved of ‘SEO’ companies.
Unless there is a ‘real world’ partnership , you could be penalised by Google
www.yoursite.com/page-a
www.anothersite.com/page-b
44. Your
site
BBC
lots of links to it,
so it has lots of
authority
Local Chamber of
Commerce
Few people link to it,
but those that do are
trustworthy Link Farm
Loads of links to it,
but mainly
reciprocal and
quite a few
questionable links
g
Links pass authority
Cultivate links from trusted websites, they pass more authority
46. g
Don’t waste homepage links
Don’t waste ‘Google juice’ on privacy policy, terms and conditions, etc
www.yoursite.com/index
www.yoursite.com/stuff-the-customer-buys
47. g
Get inbound links to important pages
Your homepage will always rank well, so give deeper, important pages some love
www.yoursite.com/stuff-the-customer-buys
www.anothersite.com/page-b
48. g
I can’t get a link from Auntie Beeb
http://www.flickr.com/people/el_momento_i_sitio_apropiados/
model: su novia
49. • Links essential to online journalism
• BBC strategy to double outbound links from
10m to 20m a month by 2013
g
http://www.scribd.com/GuardianTech/d/38963534-BBC-guidelines-for-linking-%E2%80%93-Sept-2010
Au Contraire
Russell Smith
Editorial Development
BBC News Website
@Russell__Smith
51. • Number 5 on Google UK
• Number 1 on Google UK
• Number 8 on Google UK
g
http://www.google.co.uk/search?&q=trampolines
Keep it natural
Is this
reflected
on news
sites, social
media,
search
volumes?
52. HOW TO GET MORE LINKS
quality and relevance are key
54. g
Type <“your competitors name”> -site:<their webaddress> into a Google search
Who mentions your competitors?
55. • Discussion forums (be a really useful engine)
• Research (white papers, or mine your data)
• Social bookmarking (reddit, stumbleupon, etc)
• Comment on industry blogs
• Why not start your own blog?
g
Actually, scratch that.
Get involved, get links
56. • Discussion forums (be a really useful engine)
• Research (white papers, or mine your data)
• Social bookmarking (reddit, stumbleupon, etc)
• Comment on industry blogs
• Why not start your own blog?
g
Because your visitors and Google love fresh, up to date content!
Get involved, get links
57. GOOGLE READS ALL YOUR CONTENT
quality and relevance are key (again)
58. g
A site that is accessible makes the web a better place for everyone. This is a good thing.
How does Google determine relevance?
Looks pretty, AND made with code and text = Accessible, good experience
Looks pretty, but is all images.
(Even the words, they are part of the image, as if you’d taken a photograph of a motorway sign).
Not computer readable = Inaccessible, poor experience
The code and text returns below, but this is really, really bad.
60. g
Don’t change your domain name to match a popular search without setting up 301 redirects first
Domain level indicators
61. g
If your website isn’t built like this, you need to get a new website. Seriously.
Search terms in the file path
62. g
This also shows on Google’s results page, so make it snappy, useful and attract the click!
Search terms in the Page Title
63. g
Make sure your site is accessible for blind people – this mustn't be an image!
AND don’t waste the space by saying ‘Welcome to our site’
Search terms in the Page Headline
64. g
Make sure your site is accessible for blind people – label all images
Search terms in the Alt Text
65. g
Use synonyms and keep it readable for humans. Don’t just stuff search terms in here
Search terms in the copy
66. g
View Source to see it. Right click white space in Chrome / Firefox / Safari and select “View Source”
A Meta Description which ATTRACTS THE CLICK
Becomes this on Google
67. YOUR PAGE MATCHES A SEARCH
when it is good quality and highly relevant
68.
69. g
I don’t know how people search
http://www.flickr.com/people/el_momento_i_sitio_apropiados/
model: su novia
87. • Earn ad revenue - send visitors to other sites
• Have little content, other than ads
• Often employ
– auto generated content
– scraped content
– poorly written content
• Use doorway pages
• Are built with low cost turn key solutions
• Get a high bounce rate
g
http://support.google.com/webmasters/bin/answer.py?hl=en&answer=66361
Thin Affiliates…
95. g
Verify that you’re the business owner on Google & Bing to get in the maps
Local listing
96. • Verify your listing ASAP!
• Add nice photos / videos
• Request reviews from customers
• Submit to local directories
• Create a business profile on
– Bview
– Qype
– Yelp
– Foursquare
g
http://www.google.com/places/
http://www.bingforbusiness.com/
Local listing
101. g
Verify that you’re the business owner on Google & Bing to get in the maps
Local Listing Google+
102. • Verify your listing ASAP!
• Add nice photos / videos
• Request reviews from customers
• Submit to local directories
• Create a business profile on
– Bview
– Qype
– Yelp
– Foursquare
g
http://www.google.com/places/
http://www.bingforbusiness.com/
Google+
103. g
Google doesn’t mess with it’s results pages lightly. There are NO ADS!
Get your business on Google+
106. Great content is what gets you great rankings
g
http://www.stochasticgeometry.ie/wp-content/uploads/2009/10/snakeoil.jpg?w=257
Understand that SEO = N
110. g
• Do search term research (Google Insights)
• Insert relevant search terms on each page
– Or give to your web designer in a spread sheet
• Use 301 redirects if you change domain
• Use 301 redirects if you change URLs
• Sign up to Google Webmaster Tools
– Submit an XML sitemap
NoisyLittleMonkey.com/Feedback
Take Aways
Give feedback and view a copy of these slides + a printable tip sheet
111. • Get good graphs from Google Analytics
• Improve pages that cause exits
• Add a contact box to every page of your site
• Create great content - attract links & mentions
• Seed new content socially
NoisyLittleMonkey.com/Feedback
g
Take Aways
Give feedback and view a copy of these slides + a printable tip sheet