Some digital marketing statistics, followed by a web search introduction and web information retrieval ranking factors (query dependent and query independent).

1. Affiliates
LONDON | NEW YORK
Display
International
Leadgeneration
Mobile
PPC
SEO
Socialmedia
Web search
Lunch and learn

2. Web search
• Interesting digital statistics
• Background to web search
– What is web search?
– Search engine market share
– Origin of search engines
• An introduction to SEO
– What is SEO?
– How do sites rank?

3. Fascinating statistics
2010
30 hours
2013
50 hours
Population
~7 billion
Internet users
Active SM users
Active mobile subscriptions
~2.5 billion
~1.8 billion
~6.5 billion
February 2014
Europe internet penetration: 68%
UK internet penetration: 87%

4. Google statistics
8.64 billion
16.4% -
25%
163
searches

5. What is web search?
• Utility tool used to locate web sites on the web
• Most popular method of finding information
• A searcher driven program offering unique features to build and find information
Public domain dedication license (no copyright)

6. Search engine market share
Google
72%
Baidu
15%
Yahoo
6% Bing
6%
AOL
0%
ASK
0%
Excite
0%
Other
1%

7. 1945
1950s
1990
Information retrieval
Automation
Archie
History of web search

8. Why use search engines?
• Resolve some problem
– E.g. [London weather]
• Achieve some goal, which is usually linked to expanding knowledge
– E.g. Download a map

9. SEO
Natural ranking / organic search

10. SEO: what and why?
• Makes web sites rank high on search engines
– This increases web visibility
– Gets more visitors…

11. How does SEO work?

12. WEB INFORMATION
RETRIEVAL
Query dependent
Query independent

13. Term frequency

14. Term proximity
• Terms at the beginning of a document are more important than terms at the end
• Exact phrases are preferred

15. Search term order
Is Bing better
than Google?
Is Google better
than Bing?

16. Term location
H1
First line,
first paragraph
Logo
www.7thingsmedia.com

17. Meta data
• “Data about data”

18. Emphasis
• Bold
• Italics

19. Inverse document frequency
• Rare terms are preferred
What is emotional design?

20. Anchor text
• 7thingsmedia

21. Language
• Same language as user is preferred

22. Geo targeting
• Geographically closer websites have better rankings
[English workshop]
EnglishWorkshop.eu
does not rank well in UK

23. WEB INFORMATION
RETRIEVAL
Query dependent
Query independent

24. Directory hierarchy

25. Number of incoming links
• More links, higher ranking
– Today it is all about quality as supposed to quantity

26. Link popularity

27. Up to date
• Current sites preferred

28. Document length
• Varies depending upon goal
• For blog posts it is a good idea to have, minimum, 300 words

29. File format
• HTML preferred, PDF and .doc not so much

30. Site size
• Documents from large sites preferred, small not so much

31. SEO in 2014
Content marketing
Ranking factors Social media
PR
Digital marketing
Marketing

32. fin.
gerald.murphy@7thingsmedia.com
@GeraldSearch
www.7thingsmedia.com
@7thingsmedia
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