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Why do some web applications become traffic magnets while others die a slow lonely death? This session will discuss some of the common SEO issues and pitfalls that confront product managers responsible for web applications. You will be introduced to Googlebot, your most important user personae, and her likes/dislikes relating to content, site architecture, keyword-to-page content congruency, “off-site” signals like backlinks, and much more. This session will also leave ample time for questions.
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@benckenhttp://www.websimple.com
@benckenhttp://www.websimple.com
@benckenhttp://www.websimple.com
“We create personas, orexample users, as tools to representthe needs, desires, skills andenvironment of one or more classes ofreal users.”
@benckenhttp://www.websimple.com
@benckenhttp://www.websimple.com
For my purposes, Googlebotincludes the crawler ANDeverything else Google doesto understand and rank a site.
@benckenhttp://www.websimple.com
@benckenhttp://www.websimple.com
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Clicks by Organic Rank Position
Data from http://www.seo-scoop.com/2006/08/09/aol-data-reveals-how-top-10-position-affects-ctr/
@benckenhttp://www.websimple.com
Googlebot’s Goals
• Finding billions of web pages FAST• Understanding what each page is really about• Assessing the quality of a page• Assessing the importance of a page by its links• Relating searcher intent (keywords) to pages– Give searches a positive experience by returning
the most relevant, authoritative, useful content
@benckenhttp://www.websimple.com
What Googlebot Likes
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QUALITY TEXT** Quality != Useful
@benckenhttp://www.websimple.com
CLEAR & FOCUSED
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CRAWLABLE
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CANONICAL
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FAST
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WELL-LINKED
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@benckenhttp://www.websimple.com
BIG SITEMAP, NO CATTLE
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DEAD ENDS
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INFINITE LOOPS
http://www.googlestore.com/googlesearch.aspx?category=Kids&color=White
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CLOAKING, HIDDEN TEXT,HIDDEN LINKS
@benckenhttp://www.websimple.com
PAID LINKS
http://www.zappos.com/dkny
http://www.sunglasses-shop.co.uk/ray-ban-sunglasses.asp
http://www.zappos.com/designer
@benckenhttp://www.websimple.com
How Googlebot Gives Feedback
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Google Webmaster Tools
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Google Search Engine Optimization Guide
@benckenhttp://www.websimple.com
http://websimple.com/blog/googlebot-persona.html
1. This deck.2. Googlebot Persona (pdf, 3 pages)3. Link to Google Webmaster Guide4. Link to Google Search Engine Optimization Starter Guide (pdf, 32 pages)
Online Resources
@benckenhttp://www.websimple.com
Jeremy BenckenFounder, Websimplehttp://www.websimple.com/blogjeremy@bencken.com@bencken
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