No matter what your organization's focus is, being found by your target audiences when they search online must be a focus for every web team. This session will include an overview of how SEO works followed by tips and tools to help you leverage SEO — and make it easier for your audiences to find you. This session is tailored toward IT professionals, as well as content producers and content managers.
Presented at: Capital Camp and Gov Days
Presented by: David Minton and Stephen Pashby
Date: July 30, 2014
Link: http://2014.capitalcampandgovdays.com/capital-camp-and-gov-days/sessions/stop-playing-hide-and-seek-google-search-engine-optimization
6. comScore 05/14 US Share
6
68%
19%
10% 2%1%
Google Sites
Microsoft Sites
Yahoo! Sites
Ask Network
AOL, Inc.
https://www.comscore.com/Insights/Market-Rankings/comScore-Releases-May-2014-US-Search-Engine-Rankings
7. Search Engine Optimization
“In my experience, the traffic difference from
position #1 to position #11 is…something
closer to 1/100th of the visits.”
Rand Fishkin
CEO & Co-Founder of SEOmoz
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8. Is SEO Science or Magic
“Any sufficiently advanced technology is
indistinguishable from magic.”
Arthur C. Clarke’s Third Law of Prediction
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9. Is SEO Science or Magic
“The technology behind Google’s search
algorithm is a closely held secret; no amount
of SEO work can guarantee top placement.
The only company that can guarantee you a
top spot in Google is Google.”
David Minton
DesignHammer
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10. Is SEO Science or Magic
“Our most recent algorithm does contain
signals that can be gamed. If that one were
100 percent transparent, the bad guys would
know how to optimize their way back into
the rankings.”
Matt Cutts
Google
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11. Is SEO Science or Magic
“Google works in mysterious ways.”
Stephen Pashby
DesignHammer
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12. Types of SEO
• Pay-per-click (PPC)
• Organic Search
• Off-page optimization
• On-site optimization
• On-page optimization
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13. Pay-Per-Click
• Largest: Google AdWords,Yahoo! Search
Marketing, and Microsoft adCenter
• PPC results not based on website content
• Outside scope of presentation
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20. Usability
“Usability means making sure something works
well, and that a person of average ability or
experience can use it for it’s intended purpose
without getting hopelessly frustrated.”
Steve Krug,Author — Don't Make MeThink:
A Common Sense Approach toWeb Usability
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21. 21
Optimized for
users’ search? No
Fail
No
Fail
No
Fail
Top search
position
On target copy on
landing page?
Yes
Profit
Yes
Enticing title and
description?
Yes
User Behavior
Maybe?
23. Google Updates
• Google regularly updates its algorithms to:
• Deliver the best search results
• Adapt to SEO techniques that (Google
feels) distort the search results
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24. Google Safari
• Google doesn’t always publicize algorithm
updates. In 2013, Google began to roll out
more frequent, incremental updates.
• The SEO community has to “hunt” for
these updates “in the wild.”
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26. What is Panda?
• Released February 2011
• Affected about 12% of all search results
• Intended to penalize low quality websites
• Updated about once per month
• Named for key engineer on team
26
27. How to get bitten
• Duplicate content on website*
• Low-quality content on website
• Low content to ad ratio
• Content on your website on other sites
✴Solution discussed later
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29. What is Penguin?
• Released April 2012
• Affected about 3% of English search results
• Intended to decrease search engine ranking
of websites that violate Google’s TOS
• Major update in May 2013
• Google’s hasn’t explained the name
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30. How to get pecked
• Incoming links from low-quality websites:
• Participate in Link Exchange Schemes
• Purchase paid links
• Listing in low-quality, un-curated
directories
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32. What is Hummingbird?
• Released August 2013
• Most major update to the core search
platform since 2001
• Allows Google new ways to process
recently developed types of signals
• Incorporates previous updates (Panda, etc.)
• Name comes from being “precise and fast”
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34. What is Pigeon?
• Released July 24, 2014
• Improves distance & location ranking
• Core change to local search algorithm
• Not a penalty update (e.g. Panda & Penguin)
• Named by Search Engine Land
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44. Incoming links
Tens of thousands of incoming links, like this:
“You will need Acrobat Reader to read or
print this document.To download Acrobat
Reader click here.”
44
46. Penguin watch: Off-page
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• Look for high-quality, relevant links with a
diverse selection of keywords
• Do not use link exchanges, paid links, low
quality sites, or request links from “bad
neighborhoods”
• Offer content to other quality sites in
exchange for links(guest blog posts,
articles, etc.)
47. Getting pecked by
Penguin
• Active: requesting links from low quality
sites
• Evil: links submitted to bad sites by
competitors*
✴Monitor your back links!
47
67. Canonical
• For websites with nodes (not paths) of
duplicate or very similar content
• Prevents dilution of incoming links
• Reduces chance of penalty by search
engines for duplicate content
67
72. Caching
• Google crawls as anonymous user
• Cache pages for anonymous users
• Consider Caching Server (Memcached)
• Consider Reverse Proxy (Varnish)
72
77. Page Title
• Top item in SERP listing
• Default in Drupal is :node title: | :site:
• Modules allow separate optimization
between the page title and the node title
• Individually created for each page
• Procedurally created via tokens
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81. Meta Description
• If relevant, may be displayed as the SERP
listing description
• Not counted for placement
• Allows content creators to craft a targeted
description of the page
• Individually created for each page
• Procedurally created via tokens
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85. Structure tags
HTML tags used to identify the significance of
content, such as:
• <title> — document title
• <h1> — level one headline
• <p> — paragraph
85
86. Presentation
The style applied to content that affects the
way it looks. An example of a CSS style:
h1 {
! font: bold 24px arial;
! margin: 10px 0 10px 0;
}
86
91. Panda watch: On-page
• Content should be main focus of page
• Avoid machine generated content
• Avoid over optimization of content
• Create content for USERS, not ROBOTS
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92. It Doesn’t End Here
The battle for SEO dominance never ends.
92
93. Other Hurdles
• SEO is a contest, there can only be one #1
• You must beat others to move up SERP
• Without keyword research all efforts are a
shot in the dark
• Content creators must buy in to succeed
• Off-site factors can trump any on-site work
93
94. Conclusion
• Drupal best practices will provide a solid
framework for SEO efforts
• SEO is fun!
94