This is a presentation that was used by Jeff Lin on November 14, 2014 for the Smart Factory workshop on Search Engine Optimization.

1. Search Engine Optimization
@jefflin
@gosmartfactory
@teambustout

2. Ambient Findability
@jefflin
@gosmartfactory
@teambustout
Search Engine Optimization

3. Today’s Topics
• The Nature of Search
• Routine Checkups
• Business Pages
• Optimize Sites for Sharing
• Beware

4. The Nature of Search
• 60 trillion individual web pages and counting.
• 100 billion search queries each month.
• Google keeps track of all the pages in an Index.
• Search algorithms try to understand what you are looking for.
• Ranking algorithms use 200+ factors to order the results.

5. The Nature of Search
• Google wants to deliver the best experience for web users:
http://www.google.com/about/company/philosophy/
• Speed, content, code, location, authority, and relevancy matter,
amongst hundreds of other signals:
https://www.google.com/insidesearch/howsearchworks/
algorithms.html
• Do NOT try to beat the system. You will eventually lose.
http://www.nytimes.com/2011/02/13/business/13search.html

6. Routine Checkups

7. 1. Set up Google Analytics

8. 2. Google Webmaster Tools
Verify domain ownership: http://goo.gl/hdRpnm

9. 3. Check the Vitals
• Index Status
• Crawl Stats
• Content Keywords
• Search Queries
• Sitemaps
• Fetch as Google

10. 4. To www or not to www?
• Submit all versions of your website to Webmaster Tools.
www, no-www, https.
• Set up 301 redirects to the main domain.
• Choose a preferred domain in Site Settings.

11. 5. Facebook Debug
https://developers.facebook.com/tools/debug/

12. PageRank works by counting the number and quality of
links to a page to determine a rough estimate of how
important the website is. The underlying assumption is
that more important websites are likely to receive more
links from other websites.
6. PageRank

13. 6. PageRank
A
B C
Which site ranks the highest?
#1
#2
#3

14. Install a PageRank plugin and find a sites with
PageRanks of 1 through 10.
• Chrome: https://chrome.google.com/webstore/detail/
pagerank-status/
• Firefox: https://addons.mozilla.org/en-us/firefox/
addon/pagerank/
• Safari: http://safariaddons.com/en-US/safari/addon/
123
6. PageRank

15. Business Pages

16. Google
Google My Business
http://www.google.com/business/
Google+ Brands
http://www.google.com/+/brands/
Info
Engagement

17. Facebook Pages
https://www.facebook.com/about/pages

18. Do Likes Matter?
http://searchenginewatch.com/article/2325343/Matt-Cutts-Facebook-Twitter-
Social-Signals-Not-Part-of-Google-Search-Ranking-Algorithms

19. Facebook Ads to the Rescue!
(And help out my stock portfolio)
http://socialmediatoday.com/tara-urso/2281751/your-
facebook-pages-organic-reach-about-plummet

20. http://moz.com/blog/1-dollar-per-day-on-facebook-ads

21. Optimize Sites for Sharing
Twitter Web Cards: https://dev.twitter.com/docs/cards
Facebook Sharing: https://developers.facebook.com/docs/web/share
Pinterest Tools: https://about.pinterest.com/en/goodies
Google +1 Button: https://developers.google.com/+/web/+1button/
Structured Data: http://www.google.com/webmasters/tools/richsnippets

22. Structured Data
Snippets of code that highlight specific types of
information in a rich and engaging way.
https://support.google.com/webmasters/answer/99170?hl=en
Search for “Lady Gaga Songs”

23. Beware!

24. The Red Queen of Search
• Google search is constantly changing:
http://googlewebmastercentral.blogspot.com
• Follow best practices:
https://support.google.com/webmasters/answer/35769?hl=en
• Google Analytics Academy:
https://analyticsacademy.withgoogle.com/explorer