week 6
TRANSCRIPT
Day 61
Few Continuous Cloud Sources
Many Connected Devices
Cloud Computing, Web Mobility & the HTML5 suiteSome Access
Networks
WiFi ISPs
Mwavesatellite
telco / cable
cellular
Enterprise apps
(Targeted at PCs)
Enterprise apps
(Targeted at PCs)
Browser Apps (for all devices)
Browser Apps (for all devices)
Custom Apps (device-
targeted)
Custom Apps (device-
targeted)
Unlimited # of Apps
Html5CSS3
JavaScript
Globally available & accessible; massively
scalable; and fully reliable & secure
Easy & natural for the user; mass customized &
micro- targeted by the
enterprise
services
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The Web Experience
StandardWebsite App
Mobile Website App
Browser Mobile App
Native Mobile App
Development Language
HTML5, CSS3, JS
HTML5, CSS3, JS
HTML5, CSS3, JS + PhoneGap,
etc.
Java, Objective-C, or .Net
App AccessibilityBrowser on all
devices
Browser on all smart mobile
devices
Bundled in wrapper for
multiple smart mobile devices
Mobile device specific
Hosting On Web server On Web serverHybrid
on web & deviceOn device
App Availability On web On webOn web or In app
storesIn app stores
User market 2.3 B 650 MM 650 MM~ 200 MM iPhones
or~ 320 MM Android
Access to Device Capabilities Minimal Minimal Limited Complete
Ease of Creating a Rich, Fine Grained UX
Hard Easy
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DIGITAL FUTURE TRENDS THE SEARCH LANDSCAPE THE SEO PYRAMID
Accessible, quality content Keyword research Link building Social influencers
HOMEWORK
SEO 1014
Digital Future Trends (U.S. 12/2011)
Webmail usage was down 32% in 2011 (for those aged 12-24)
16.6% of all U.S. minutes spent online are spent on Facebook; Google was 2nd with 10.8%; Yahoo! 3rd with 8.6%
Facebook users spent > 7 hours online 9 of 10 users visited a social networking site Pinterest is the fastest growing interconnected social media site
Google owns 68.1% of U.S. search market, Microsoft 26.5%
210mm Americans watched 43.5b online videos (115 pp ) 49.8% of video market is owned by YouTube (Google) 173 YouTube channels had > 1mm viewers
Source: “US Digital Future in Focus 2012” and “qSearch analysis – Dec 2011” by comScore
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Digital Future Trends (U.S. 12/2011)
> 8% of web content was consumed on phones & tablets In Jan’11, Android became the leader in the smartphone market In Jul’11, smartphones took over the majority of the monthly sales In Dec’11, Android reached 47.3% share, iPhone 29.6% of
smartphones It took 7 years for the US to reach 40mm smartphones, it took 22
months for tablets to reach that level The mobile consumer uses less of the staples of the “Classic Web”:
webmail, weather, maps, PDFs, multi-page documents, etc. The multi-device consumer is a Digital Omnivore with shifting content
engagement Incremental effects Platform cannibalization
Source: “US Digital Future in Focus 2012” and “qSearch analysis – Dec 2011” by comScore
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The Search Landscape
SEO – begin with a baseline
Organic vs paid search
Click-through rates
Blended / Vertical search
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Search engine optimization
The process of improving the visibility of a web page in search engines using the ”organic" or un-paid search results.
> 150 B searches globally each monthUS is 22% of searches / dayGoogle performs 1.3 B searches / day
Do it because Juan does it!
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Organic & Paid Search
Paid(10%)
Organic (90%)
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Click-Through Rates
Source: “Slingshot SEO” Dec 2010
60% of CTs on the 1st 3 positions11% of CTs after the 1st page
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Blended / Vertical Search
31% click images
36% click news
17% click
videos
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From the SEO perspective:CrawlingIndexingRankingServing
…but from the user’s perspective: they find everything, present the first 10 them
in order of importance, and usually do some advertising on the top, bottom and
right hand side of the page…
What Search Engines Do12
Calculating Query-Independent Metrics
Page specific metrics
URLDomain level
metricsSubdomain Root Domain
Page authority 82 Domain authority - 97
Rank 6.3 Domain rank 6.9 8.1
Trust 7.0 Domain trust 7.2 8.3
Total links 309,123 Total links 2,118,020 91,020,389
External followed links
300,315External followed
links 1,183,245 91,876,381
Internal followed links
5,620Linking root
domains22,706 490,718
Linking root domains
2,914
Source: www.SEOmoz.org via www.opensiteexplorer.org
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Google’s Ranking Algorithm
Source: “2011 Search Engine Ranking Survey” by SEOmoz
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What NOT to do
Source: “2011 Search Engine Ranking Survey” by SEOmoz
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Google Webmaster Guidelines
Make pages primarily for users. Cloaking (presenting different content to users and search engines) will cause blacklisting.
Build a site with a clear hierarchy. Every page should be reachable from at least one static text link.
Create a useful, information-rich site, and write pages that clearly describe your content. Make sure that your <title> and ALT attributes are descriptive and accurate.
Keep the links on a page below 100.
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Bing / Yahoo! Webmaster Guidelines:
In the visible text, include the words users might use as search query terms on your site
Limit all pages to a reasonable size. We recommend one topic per page. The HTML page with no pictures should be <150kb.
Make sure each page is accessible by at least one static text link
Do not put the text that you want indexed inside images (like your logo or graphic)
The factors influencing your page ranking include: the # of sites linking to it, the content of the pages, the updates made to indices, the testing of new product versions, and the discovery of additional sites.
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Search Engine Limitations
Crawling and Indexing issues Content behind online forms will remain hidden Poor link structures Pages using Flash, frames, Java applets, plug-in content, audio & video
Content-to-query matching Text that is not written in terms the users use on search engines Language & internationalization subleties Languages
The tree falls in the forest effect…
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The SEO Pyramid
Social
Link Building
Keyword Research
Accessible, Quality Content
Unique text content Bot accessibility URL structureInternal link architecture Sitemaps Server response codes
Manual requests & link buildingScalable, content-based link
strategies
Onsite user engagementSocial mediaViral media
Keyword discovery On-page targeting
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The SEO Pyramid
Social
Link Building
Keyword Research
Accessible, Quality Content
Unique text content Bot accessibility URL structureCrawlable link architecture Sitemaps Server response codes
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Unique Text Content
Why duplicate content?
The search engine process: finds a dupe checks to see how many dupes it can find determines where it first saw the content, or where most of the links point throws out the dupes
Manage the content yourself <head><link rel=“canonical”> </head> <head><link rel=“nofollow”> </head> 301 redirects
Duplicate title tags & meta descriptions (use Google Webmaster tools)
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Crawlable Link Architecture
An ideal site architecture makes content access simplefor developers, users and search engines
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Bot Accessibility
www/w3.org/WAI – web accessibility initiative
Written transcripts for all audio and video content
Title tags (65) & meta descriptions (156)
Alt text tags for pictures
“follow” and “nofollow”
“index” and “noindex”
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Sitemaps
http://www.sitemaps.org/protocol.html
www.xml-sitemaps.com/
automatic generation of a sitemap
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URL Structure
www3.amazon.com/gp/product/0778801810/ref=s9_simh_gw_p14_d14_g14_i2?pf_rd_m=ATVPDKIKX0DER&pf_rd_s=center-2&pf_rd_r=0CCYTS091TSQD9XSZMHD&pf_rd_t=101&pf_rd_p=470938631&pf_rd_i=507846
www.amazon.com/books/The-Juicing-Bible
~ 65 ch max for humans
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Server response codes
Error 404 - broken links - Webmaster toolsDesign & content guidelinesTechnical guidelinesQuality guidelines
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The SEO Pyramid
Social
Link Building
Keyword Research
Accessible, Quality Content
Keyword discovery On-page targeting
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Keyword Discovery
Goal: 7 that show up on Google page 1
Scientific method (SEO & HTML5 software development)
Competition level, search volume, customer value
80% of searches are 2 – 4 words, with 15 – 35% conversion rates
Google Adwords Keyword Tool
Keyword Discovery, Keyword SPY, WebCEO, WordTracker, WordZe
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On-Page Targeting: Top 10
Keyword in URL
Keyword in Domain name
Keyword in Title tag
Keyword in Description meta tag
Keyword in Keyword meta tag
Keyword in body text (<10% all keywords /
total text)
Keyword intensity (<5% each keyword / total
text)
Keyword in H1, H2, & H3
Keyword font size & strength
Keywords in proximity
Text in graphic form
Affiliate inter-linking
OOP (over optimization penalty)
Linking to bad places (link farms, FFAs)
Re-direct thru refresh metatags
Bad language (150 in English) + ethnic slurs
Poison words
Excessive cross-linking
Stealing images / text blocks from another
domain
Keyword stuffing (either on meta tags, in on-
page content, or non-displaying content)
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The SEO Pyramid
Social
Link Building
Keyword Research
Accessible, Quality Content
Manual requests & link buildingScalable, content-based link
strategies
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Link Juice31
Link Building Strategies
Strategy Scalability Link Quality
Manual link submissions
Competitive link acquisition
Links via embedded content
Linkbait & viral campaigns
Content, technology, API licensing
Partnerships, exchanges & trades
Paid links
Link reclamation
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The SEO Pyramid
Social
Link Building
Keyword Research
Accessible, Quality Content
Onsite user engagementSocial mediaViral media
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Onsite User Engagement
Social media works best: buzz sites, blogs, media outlets, hobbyist
forums, stc.
“Linkerati” are responsible for 90+% of links
Great content is king
Make content easy to share
Incent & reward positive link behaviors
Use the Google & Bing webmaster tools, Open Site Explorer, link
intersects, top pages & 404s, metrics….
“10,000 visitors = 54 customers”
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The SEO Pyramid
Social
Link Building
Keyword Research
Accessible, Quality Content
Unique text content Bot accessibility URL structureInternal link architecture Sitemaps Server response codes
Manual requests & link buildingScalable, content-based link
strategies
Onsite user engagementSocial mediaViral media
Keyword discovery On-page targeting
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Homework & Reading
Just two:
Pick a website, identify 5 metrics you want to improve, and send an email to me by 2/29 with what they are.
In the next 4 weeks, double the 5 metrics and prove it
ReadRanking #150 Essential SEO Tips
by James Beswick(160 pages – large font – actionable ideas)
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