Google looks for 200 signals and 1000 sub-signals

Improving your Google Juice www.olliebray.com Ollie Bray Education Scotland 28th March 2012

www.olliebray.com

“[The] perfect search engine is something that understands exactly what you mean and gives you back exactly what you want.” Larry Page Google Co-founder

What is Search Engine Optimisation?

Source: http://goo.gl/WJK1d

200 1000

VS

Who visits your website?

Who visits your website? Where? How long? Unique visits? Hits? Patterns? How?

Google Analytics

Search Engine Science

searchengineland.com

Image Source: searchengineland.com

#1 - content Image Source: searchengineland.com

Content Quality

Do you provide a reason for people to spend more than a few seconds reading your pages? Key Question (#1)

Do you offer real value, something of substance to visitors, anything unique, different, useful and that they won’t find elsewhere? Key Question (#2)

Content (keyword) Research

Content (keyword) Research

Content (keyword) Research

Content (keyword) Research “You must use the language that the people who are looking for your information are using”.

adwords.google.com

www.google.com/trends

google.com/insights/search

Content Words / Use Of Keywords

“Bottom line, if you want your pages to be found for particular words, it’s a good idea to actually use those words in your website.”

Content Engagement

Mobile Optimisation

Content Freshness

Content Freshness

“Query Deserved Freshness” Content Freshness

blogs

www.internetsegura.pt Portugal

#2 - html Image Source: searchengineland.com

HTML Title Tag

Image Source: searchengineland.com

Meta Description Tag Header Tags

google.com/submityourcontent

rich snippets

#3 - architecture Image Source: searchengineland.com

Site Crawability

Site Speed

Are your URLs descriptive? www.whoknowswhatthiswebsiteisabout.com

#4 - links Image Source: searchengineland.com

Link Quality (not just quantity)

Your not feeling well 

.gov .ac .edu

Link Text / Anchor Text

Number of Links your site www www www www

#5 - social Image Source: searchengineland.com

Social Reputation You Tube Logo

www.adiconsum.it Italy

http://twitter.com/eu_schoolnet

www.saferinternet.??

www.saferinternet.?? www.other.gov.ac.??

www.saferinternet.?? www.other.gov.ac.??

www.saferinternet.?? www.other.gov.ac.??

www.saferinternet.?? www.other.gov.ac.??

Social web

Would you buy a blank newspaper?

Social Media only works if you say something… Would you buy a blank newspaper?

Social Shares The web is social

re-cap

#1: It’s all about the user

#2: Content: Focus on quality over quantity

#3: Links: Focus on quality over quantity

#4: Make the most of social media, social sharing and social search

#5: Let the search engines know you’re there

http://goo.gl/Q3W4s

Ollie Bray olliebray@gmail.com www.olliebray.com ollie.bray@educationscotland.gov.uk www.educationscotland.gov.uk