Date post: | 06-Dec-2014 |
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Advanced on-page SEO
Rubén Martínez
Paradigma | CAMON
Madrid, Nov 18th 2013
User
Search flow on the WWW
SEO deals with the bottlenecks in the information flow
Understand
Optimize
Technical or On-page SEO is everything that helps a website generate
more revenues from search engines and that webmasters have full control over.
What is On-page SEO?
Off-page
SEO
Technical
SEO
Why does technical SEO matter?
It helps close the gap between web
servers, search engines and human
beings
Source: http://knowledgeoman.com
The search operator “site:” can be used to get a rough estimate of the number of pages indexed by Google of a given website
Compare the count of indexed pages of close competitors for the same target audience
Content inventory
Root domain # pages indexed by Google.es
Orange.es 10,300,000
Movistar.es 1,810,000
Ono.es 960,000
Vodafone.es 922,000
Yoigo.com 4,030
Simyo.es 541
Table populated by querying Google for the count of indexed pages. E.g.: http://www.google.es/search?q=site%3Aorange.es
Count your content, its conversion rates and the rate of publication and obsolescence
Organization of the information
Organization of the information
Links as proxies to importance –PageRank algorithm
Value of a linked webpage
Where p1,… p2, pN are the pages whose value we are determining, M (pj) is the set of pages that link to pi L (pj) is the number of outbound links on page pj N is the total number of pages
PageRank for Larry Page
Larry Page before the algorithm
…not for web “page”
Larry Page before his algorithm Larry Page after his algorithm
Source: http://www.google.com/press/images.html
Organization of the information
Simpler organization is more effective
Visualize the network and analyze with Gephi
Visualize the graph of your website
Crawl with Xenu’s Link Sleuth (desktop application for Windows)
Filter fields on a bash shell
$ head crawl.txt $ cut -f1,2 crawl.txt | sed -e 's/http\:\/\/www\.{domain}\.{tld}//g' -e 's/\t/,/g' | grep -v "\.jpg\|http\:|\.css\|\.js" >filtered.csv $ head filtered.csv
Graph – Example 1 Website of an annual event
Graph – Example 2 Website of a shopping website
The power of weak links Thin connections tend to link the clusters, allowing information to move between them
Source: Giles, Jim. Making the links. Nature Aug 23rd 2012
Friendly URLs need to bear in mind the URL encoding, the presence of delimiting characters and the organization of the information of the website. Googlebot does not reach the optional last part of a URL for a document from the hash onwards.
Anatomy of a URL
URI = scheme ":" hier-part [ "?" query ] [ "#" fragment ]
Example: foo://example.com:8042/over/there?name=ferret#nose \_/ \______________/\_________/ \_________/ \__/ | | | | | scheme authority path query fragment | ___________________|_ / \ / \ urn:example:animal:ferret:nose
Topology of on-page links
PageRank random surfer PageRank reasonable surfer
Single Page Applications
Single Application Applications (SAP) pages free client browsers from querying web servers. SAP are now growing in use thanks to AJAX and frameworks like backbone and angular.js. This is a major challenge for search engines because the fragments in the URLs prevent crawlers to scrape the content. Google are asking webmasters to make their AJAX-based websites crawlable
Single Page Applications
SEO for Single Page Applications
Modify the URL fragments for stateful AJAX pages http://example.com/page?query#!state Use a headless browser that outputs an HTML snapshot on your web server rather than a client machine Allow search engine crawlers to access these URLs by escaping the state http://example.com/page?query&_escaped_fragment_=state Show the original URL to users in the search results
She is thinking keywords. Again.
A document's relevance given a user query
Example: Query “SEO” on Google.es Match keyword
Search engine optimization - Wikipedia, the free encyclopedia en.wikipedia.org/wiki/Search_engine_optimization Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search SEO/BirdLife www.seo.org Se trata una federación de ámbito estatal de grupos territoriales, tiene como fines el estudio y la defensa de las aves y está integrada en la ONG mundial
Co-ocurrence of keywords
SEO <> search, search engine, website SEO <> aves, ONG
TF*IDF (Term Frequency x Inverse Document Frequency) Topic modelling – Latent Dirichlet Allocation
TF*IDF
tf–idf is the product of two statistics, term frequency and inverse document frequency
With t the number of times that a term occurs in document d D the number of documents in the corpus denominator: number of documents where the term t appears
Latent Dirichlet Allocation LDA
Source: http://moz.com/blog/lda-and-googles-rankings-well-correlated
Topic modelling - LDA
Source: http://mengjunxie.github.io/ae-lda/index.html
LDA based feature selection is reliable and generally better than document frequency based feature selection
Structured data
Markup detected by Google Example of the webpage of an event - Structured Data Testing Tool
“Normal” organic results, the
second enjoys sitelinks for
higher visibility and CTR
Exceptionally visible organic result
with itemised deep links thanks to
Structured Data tagging
The section with a salmon-
coloured background contains
text links of Google Adwords
These are sitelinks – they are great
for visitibility and CTR but you do
not have prior control over them
Note: Sitelinks can be removed via Google Webmasters Tools
Source: groovecommerce.com
Example of structured markup in retail Prominent results at the top of Google SERP
Source: http://support.google.com
Other examples of structured data Classifieds, aggregators, online music stores…
Tools: Google Analytcs and server logs Usage metrics, e.g. conversions (goals), time per page, pages/session, social signals, etc. are now part of SEO. Google Analytics lets you detect losses in the navigation flow of your website
Engagement
Thank you If you enjoyed it, engage with us!
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