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An Introduction to “Search-Friendliness”Wine Writers Symposium, 2011,[object Object],Doug Cook,[object Object],Founder, Able Grape,[object Object]
Overview,[object Object],Fundamentals,[object Object],Why does search matter?,[object Object],The Long Tail and what it means,[object Object],Defining Success,[object Object],“Search 101”,[object Object],How search engines work,[object Object],Implications for how you build your site,[object Object],Practical Considerations & Tools,[object Object],Measuring and Fine-tuning: Analytics,[object Object],Q&A,[object Object]
Why Does Search Matter?,[object Object],Way everyone finds everything on the internet,[object Object],Used even instead of “obvious” URLs (!),[object Object],3,[object Object],2010 Top Searches Worldwide, ComScore, 1/2011,[object Object]
Why Does Search Matter?,[object Object],Massive pie, growing quickly*,[object Object],131 billion searches per month,[object Object],46% growth year over year,[object Object],Size of the pie, and growth, means two things:,[object Object],Huge opportunity,[object Object],Fierce competition,[object Object],Understanding search is a necessary skill,[object Object],4,[object Object],* ComScore 2009 Worldwide Data, 1/22/2010,[object Object]
THE “LONG TAIL”,[object Object],“The Web is not kind to generalists.” –Bruce Schoenfeld,[object Object]
The “Long Tail” (aka Zipf’s Law),[object Object],Number of Times Seen,[object Object],Individual Words,[object Object]
The “Long Tail”(aka Zipf’s Law),[object Object],Relatively Few Common Words,[object Object],(30% of text),[object Object],Number of Times Seen,[object Object],Individual Words,[object Object]
The “Long Tail”(aka Zipf’s Law),[object Object],Relatively Few Common Words,[object Object],(30% of text),[object Object],Number of Times Seen,[object Object],Relatively Rare Words,[object Object],(70% of text),[object Object],Individual Words,[object Object]
The “Long Tail”(aka Zipf’s Law),[object Object],Relatively Few Common Words,[object Object],(30% of text),[object Object],Number of Times Seen,[object Object],Relatively Rare Words,[object Object],(70% of text),[object Object],Extremely Long Tail (not to scale)!,[object Object],40-60% of individual words occur only once,[object Object],(hapaxlegomena),[object Object],Individual Words,[object Object]
The “Long Tail” of Search,[object Object],“Popular Searches”,[object Object],< 25% of area,[object Object],“Rare” searches,[object Object],= 75% of the area,[object Object],Number of Times Searched,[object Object],Specific Searches,[object Object]
The “Long Tail” of Search,[object Object],Facebook,[object Object],Facebook apps,[object Object],Number of Times Searched,[object Object],How do Facebook apps make money,[object Object],Facebook apps for business,[object Object],Android Facebook apps,[object Object],Apps Facebooklil farm life gifts,[object Object],Specific Searches,[object Object]
“Long Tail” applies to any topic…,[object Object],Robert Mondavi Cabernet,[object Object],Robert Mondavi,[object Object],Number of Times Searched,[object Object],2004 Robert Mondavi Cabernet,[object Object],1997 Monddavi I Block Sauvingon Blank Parker Score,[object Object],’04 Mondavi Cab Reserve Time in Oak,[object Object],’04 Mondavi Cabernet Sauvignon,[object Object],’04 Robert Mondavi CS Reserve,[object Object],Specific Searches,[object Object]
“Long Tail” applies to any topic…,[object Object],Searchers are infinitely creative!,[object Object],Many ways to search for the same thing,[object Object],Number of Times Searched,[object Object],2004 Robert Mondavi Cabernet,[object Object],’04 Mondavi Cabernet Sauvignon,[object Object],Specific Searches,[object Object]
Myth #1:“People will come to my homepage and browse to find what they want”,[object Object],How will they discover you in the first place?,[object Object],Even assuming they know your brand, “long tail” debunks this,[object Object],People find information mostly by very specific searches,[object Object],Expect these to take them directly to content of interest,[object Object],Ex: Only 18% of “Mondavi” searches were for homepage,[object Object],Implications:,[object Object],Your site must be “search friendly” or your (potential) users/customers will end up on another site,[object Object],Every page should be a complete experience, and a compelling introduction to your site,[object Object]
Myth #2:“I have to rank highly for some popular query to get lots of traffic”,[object Object],Don’t try to be #1 for “cabernet”,[object Object],Too much competition,[object Object],Only very top results get any user attention,[object Object],“Cabernet” is but a small slice of “cabernet”-related pie,[object Object],Only 7.5% of all queries mentioning cabernet!,[object Object],It is not the traffic you want,[object Object],Won’t result in a meaningful interaction unless you truly have the world’s best general resource for Cabernet information,[object Object],Put yourself in the shoes of the searcher,[object Object],The search engines will!,[object Object]
Myth #3: “More Traffic is Better”,[object Object],Two fictitious examples,[object Object],Humblevino.com:,[object Object],1000 search visits/day,[object Object],Spamovin.com:,[object Object],10000 search visits/day,[object Object],Which site is more successful?,[object Object]
Myth #3: “More Traffic is Better”,[object Object],Let’s say Humblevino.com is user-focused:,[object Object],35% meaningful interactions (conversions),[object Object],…and Spamovin.com is traffic-focused:,[object Object],2% meaningful interactions,[object Object],Then Humblevino is more successful:,[object Object],More (350 vs 200) users engaged each day,[object Object],More likely to have repeat users, and grow search traffic,[object Object],Spamovin is:,[object Object],Potentially tarnishing their brand,[object Object],At higher risk of losing their search traffic,[object Object]
Defining Success,[object Object],Connect with all the people who are interested in what you have to say, and nobody else,[object Object],Maximizes meaningful interactions,[object Object],Define and measure your “meaningful interactions”,[object Object],Similar analogy can be made for Twitter, Facebook, etc.,[object Object]
The Long Tail: Summary,[object Object],The world is made up of people with very specific information needs,[object Object],“Optimal” traffic comes when you have the world’s best page for some very specific information need,[object Object],Each of these generates a tiny bit of high-quality traffic,[object Object],Make it up in volume! Have lots of specific, useful content on your site,[object Object],In practical terms:,[object Object],Wineries,[object Object],All wines, specific vintages, past and present, with detailed information,[object Object],Blogs,[object Object],Post often!,[object Object],Encourage comments,[object Object],Use tags,[object Object],Must be accessible to search engines,[object Object],Must be organized so “infinitely creative” searchers can find it,[object Object]
Search ENGINE 101,[object Object]
How a Search Engine Finds Content,[object Object],Crawler (robot, spider) fetches pages from the web,[object Object],Parses (picks apart) page, extracts the links,[object Object],Goes to new pages found among links, and fetches them,[object Object],(Lather, rinse, repeat).,[object Object]
Implications,[object Object],Crawler must find a link to your page,[object Object],Dynamic technologies (Flash, Javascript) problematic,[object Object],Content generated in response to user input (navigation by search/option menus) problematic,[object Object],Sitemaps (XML or HTML) can mitigate,[object Object],Crawler must be able to fetch/parse the page,[object Object],Flash: difficult/impossible to parse,[object Object],Age verification: is a crawler old enough to drink?,[object Object],Sites depending upon registration: bad,[object Object],Sites depending upon cookie from home page: bad,[object Object],Crawler doesn’t visit the homepage first! ,[object Object],Blogging platforms OK, winery sites often problematic,[object Object]
How a Search Engine Searches,[object Object],Looks for all the search terms at least once in the combined:,[object Object],Document body,[object Object],Title,[object Object],Inbound link text (“Anchor text”),[object Object],Document URL,[object Object],Long tail implications:,[object Object],Your great post about Natural Wines of Minervoiswon’t be found by that creative searcher looking for Low Sulfur Languedoc Wines unless those words are present somewhere*,[object Object]
Search Engine RankingNot all Text is Equal,[object Object],What is this page “about”? Key signals:,[object Object],Title, especially at the beginning,[object Object],Inbound link text,[object Object],Section headings?,[object Object],Does the text contain exact phrases from the search, or are the words scattered around?,[object Object],Does this look like properly constructed, useful writing?,[object Object],Is the page mostly focused on this topic, or is it about a lot of different things?,[object Object],In some cases may be worth splitting a page (e.g “Wines”),[object Object]
Links are Crucial,[object Object],“If people bothered to link to this, it must be useful, interesting or authoritative”,[object Object],Quality Matters,[object Object],Are these links from independent sources?,[object Object],Do authoritative sites, especially within the topic of interest, link to this page?,[object Object],“Free links” are usually ignored (nofollow),[object Object],Text of links is very important,[object Object],Independent descriptions of what page is “about”,[object Object],25,[object Object]
Choosing Titles and Links,[object Object],Choose your title carefully: should be complete yet concise description of topic,[object Object],Missing words = missed opportunity for “tail searches”,[object Object],Long titles have less weight, can bring irrelevant traffic,[object Object],Choose link text exactly as you would a title for that page,[object Object],(Is that page really titled “click here?”),[object Object],Don’t miss opportunities to make links,[object Object],Link back to related topics in future posts,[object Object],Think about “long tail” variants you can use,[object Object],Use keyword research tools to decide which variants might have the most value,[object Object]
Example Blog post: mrwinehead.com,[object Object],Last night I tasted the 2007 Hugel Gewürztraminer and it was good.,[object Object],A Great Wine I Tasted,[object Object],Click hereto read a wine review of the ‘07.,[object Object],Hugel’sGewürz is not bad. Mr Wine Headreviews the 2007.,[object Object],Hypothetical “long tail” searches:,[object Object],2007 Hugel Gewürztraminer: will show up somewhere, not rank highly,[object Object],2007 Hugel et Fils Alsace Gewürtztraminer: nope,[object Object],(But for “click here” this page will be the billionth result!),[object Object]
Better Version: mrwinehead.com,[object Object],Last night I tasted the ’07 Gewürz from DomaineHugel in Alsace, and boy, was it good.,[object Object],Tasted: 2007 Hugel Gewürztraminer,[object Object],Check out a wine review of the 2007 Hügel Gewürztraminer.,[object Object],Hugel’sGewürz is not bad. Mr. Wine Head reviews the ’07.,[object Object],Hypothetical “long tail” searches:,[object Object],2007 Hugel Gewürztraminer: yep,[object Object],2007 DomaineHugel Alsace Gewürtztraminer: yep,[object Object]
PRACTICAL TOPICS,[object Object]
Want Links?,[object Object],Essential,[object Object],Have something unique and interesting to say,[object Object],Build Relationships,[object Object],Social Media (Twitter, Facebook),[object Object],Get visits, build relationships,[object Object],Controversy (“Link Baiting”) - sometimes,[object Object],Tools to ease sharing/linking,[object Object],Identify sites you want links from, and ask!,[object Object],Be patient,[object Object],Links, especially from high-value sites, must be earned,[object Object],Be careful if you change sites or move pages,[object Object],Done the wrong way, you will lose those hard-earned links,[object Object]
Learn from Successful Sites!a.k.a. Competitive Analysis,[object Object],Who do they link to? Who links to them?,[object Object],How much traffic do they get?,[object Object],Where from? For what search terms?,[object Object],What are other similar sites?,[object Object],What kind of people visit?,[object Object],Tools:,[object Object],Google Trends for Websites,[object Object],Alexa, ComScore, Quantcast,[object Object],31,[object Object]
Keyword Research: Exploring the Tail,[object Object],Given a topic or a website, understand what related topics have most value,[object Object],Estimates of searches, competition for rankings,[object Object],Free, but with limitations:,[object Object],Google AdWords,[object Object],Microsoft adCenter,[object Object],Subscription tools,[object Object],Wordtracker, Keyword Discovery (Trellian), …,[object Object],32,[object Object]
Keyword Research: Exploring the Tail,[object Object],33,[object Object]
Image Search,[object Object],34,[object Object]
Image SearchWhy?,[object Object],Fewer searches, but opportunity to “connect” may be higher?,[object Object],For a compelling picture, being top result matters less,[object Object],May be blended into main search results,[object Object],35,[object Object]
Image Search,[object Object],Use high-quality picture!,[object Object],As with text:,[object Object],Title, Links, Section Headings,[object Object],Use a descriptive filename,[object Object],reclaimed_wood_coffee_table.jpgvsDSC0032.JPG,[object Object],Use descriptive alt tags,[object Object],Text around picture should contain the key terms related to the picture (think “long tail”),[object Object],36,[object Object]
Duplicates,[object Object],Search Engines work very hard to remove near-duplicates from results,[object Object],Never copy content without permission!,[object Object],Be careful about licensing your site’s content  to others,[object Object],Modify it, or require links back to original version,[object Object],You have rights if someone copies your content!,[object Object],See “DMCA takedown notice”,[object Object],Paged blog comments can even cause issues,[object Object],37,[object Object]
WordpressPlugins,[object Object],Google Analytics plugins,[object Object],Tag Clouds,[object Object],Related Posts,[object Object],Tools for sharing,[object Object],Whatever you try, you should measure it,[object Object],38,[object Object]
Webmaster Tools,[object Object],Google Webmaster Tools, Bing Webmaster Central: sign up!,[object Object],Host of information about your site,[object Object],who links to you,[object Object],How many pages indexed,[object Object],crawl problems,[object Object],Allows you to report spam,[object Object],Site verification required,[object Object],Easy with Wordpress; search for “Webmaster Tools” in support,[object Object],Wealth of good documentation, including videos!,[object Object],Almost any topic covered here: Duplicate Content, Image Search,[object Object],39,[object Object]
Analytics,[object Object],If you want to make something better, you must measure it,[object Object]
Analytics,[object Object],How do you know your changes are working?,[object Object],Where do you get inspiration for other changes to make?,[object Object],Track your traffic,[object Object],Where is it from?,[object Object],If from a search engine, what searches are they using?,[object Object],What pages are users visiting?	,[object Object]
How do users respond to your site?,[object Object],Bounce rate,[object Object],Am I connecting with people who land on my site from a search?,[object Object],Time on site,[object Object],Where do your users go after the landing page?,[object Object],Optimizing is about learning from your users and evolving your site.,[object Object],NB: Google tracks these things too!,[object Object],Sites with high bounce rates may rank lower,[object Object]
Defining Success, Revisited,[object Object],Easy to get overwhelmed by data,[object Object],Define what “success” means for you,[object Object],Post a comment?,[object Object],Subscribe to RSS or email list?,[object Object],Purchase something?,[object Object],Follow me on Twitter?,[object Object],Read a second post? (i.e. bounce rate),[object Object],Google Analytics allows you to define goals,[object Object],43,[object Object]
Analytics Platforms,[object Object],Blogging platforms often include basic analytics,[object Object],Google Analytics – free, much more sophisticated,[object Object],Any of several WP plugins provide the tiny “code” to track pages,[object Object],Number of commercial packages (Omniture, etc),[object Object]
Experiment!,[object Object],Don’t be afraid to try things, as long as you measure the results,[object Object],A/B tests can be very useful,[object Object],Surprising things can matter,[object Object],Fonts, colors can affect clickthrough rate of links,[object Object],Position/size of RSS link,[object Object]
Summary,[object Object],Produce unique, useful, interesting content!,[object Object],Understand the implications of the long tail,[object Object],Make sure your pages are findable/fetchable by search engines,[object Object],Make sure your content, especially titles/anchors, are well-chosen,[object Object],Build trust and community to get links,[object Object],Understand the tools available to you,[object Object],Measure your results and tune,[object Object]
Resources,[object Object],Required!,[object Object],Google Webmaster Guidelines,[object Object],Books,[object Object],Enge, Spencer, Fishkin & Stricchiola. The Art of SEO, O’Reilly, 2009,[object Object],Jones, K. Search Engine Optimization: Your Visual Blueprint, Visual Publishing 2011,[object Object],Halligan, B. Inbound Marketing: Get Found Using Google, Social Media, and Blogs. Wiley, 2009.,[object Object],47,[object Object]

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An Introduction to "Search Friendliness" for Wine Writers and Wineries

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Notes de l'éditeur

  1. Topic has come up in many guises already. Pervasive, fundamental attribute of human behavior.This is the reason why of 2M books published, 1.8M are self-published.