deck_rob flaherty

Click here to load reader

Post on 07-Nov-2014




2 download

Embed Size (px)


Deck title: SEO: Is this Really Necessary.Session title: Quality Versus Searchability.


  • 1. SEOIs This Really Necessary?
  • 2. TOC The Problem: Brief history of search The Solution: How Google works Why We Care: Findability SEO: Making a Good Impression
  • 3. 1.Why search exists
  • 4. In the beginning there were documents.
  • 5. Then there was the World Wide Web.
  • 6. Then there was a problem.
  • 7. 2.How Google works (sort of)
  • 8. Googles mission is to organize the worlds information and make it universally accessible and useful.Googles Mission Statement
  • 9. Google does 3 thingsCrawls Indexes RanksDiscover new pages Parse documents and Assign rank using create keyword special sauce indexes algorithms
  • 10. Indexing: Each page gets a record Page Title URL Last Modied Date Domain Backlinks Content ...
  • 11. Indexing: Pages relate to other records Page Domain Title Authority URL Backlinks Last Modied Date Age Domain ... Backlinks Content Backlinks ... Pages Link Text Domains ...
  • 12. Indexing: Inverted Index Term Documents apple 3, 5, 11, 89 girae 3, 34, 88 celery 1, 5, 8, 52, 76 dinosaur 10, 24 camera 41, 44, 91
  • 13.
  • 14. 3.Why this matters to us
  • 15. Findability
  • 16. Findability is a term for the ease with which information contained on a website can be found, both from outside the website (using search engines and the like) and by users already on the website.Wikipedia, The Internet (2012)
  • 17. Search Patterns, Peter Morville & Jeery Callender (2010)
  • 18. A lot has to line up for this to work.
  • 19. Findability prerequisites1. Google has to be able to nd our content.2. Google has to value our content.3. Our content has to align with the search keywords used by potential visitors.4. Our content has to promote itself (Microcontent).
  • 20. Findability Better ndability = greater readership Findability is a core quality of online content Users nd content in various ways but (for now) search is the dominant discovery channel
  • 21. Findability is bigger than search optimization.
  • 22. Our writers are not really thinking about SEO anymore. Now its about how we can spin a story so that it goes viral.Scott Havens, Senior Vice President, The Atlantic Media Company
  • 23. Its not about optimizing for search engines. Its about optimizing for findability.
  • 24. 4.What we can do
  • 25. Speak the users language
  • 26. Speak the users language has been a primary usability guideline for more than 20 years. The fact that the Web is a linguistic environment further increases the importance of using the right vocabulary.Jakob Nielsen, Use Old Words When Writing for Findability (2006)
  • 27. KeywordsKeywords are what users type into the searchbox.Keywords represent the specic language andterminology that people use when they searchfor things.
  • 28. Search is about matching.Matching is about tuning.
  • 29. The goal is to optimize content forfindability by fine-tuning our language to match the language used by our audience.
  • 30. Microcontent
  • 31. Microcontent needs to be pearls of clarity: you get 40-60 characters to explain your macrocontent. Unless the title or subject make it absolutely clear what the page or email is about, users will never open it.Jakob Nielsen
  • 32. Lorem ipsum dolor sit amet, consectetur adipisici (50 characters)
  • 33. What constitutes a good title on the webis different from what constitutes a good title in print.
  • 34. The print reading experience is immersed in context.
  • 35. What Google sees Past, Present, Future
  • 36. Often, this is all a user sees:
  • 37. At most, theres an excerpt:
  • 38. Titles on the web have to do more work.
  • 39. Final thought
  • 40. Were talking about making our content robot-friendly.But remember what the robots are trying to do...
  • 41. ...theyre trying to figure out what humans value.
  • 42. The robots are just the middlemen.At the end of the day were still writing for humans.
  • 43. Great content is the best SEO strategy.
  • 44. Questions? Email: [email protected] Twitters: @robaherty