Crawling > Indexing > RANKING

SEO Talk

Paolo Ramazzotti

www.gimasi.ch

What we do:

Consulenza & training:

Inbound Marketing SEO Conversion Rate Optimization Web Analytics Social Media Marketing

Outbound Marketing SEM / PPC / Multichannel Adv

Email Marketing

Software / Website Engineering

Question time!

Qual è il requisito più importante per essere trovati da Google?

L’organizzazione dei dati

Il processo di ricerca

Sito ASito BSito CSito DSito E

Google Index

Query

SERP

Stairway to heaven

CRAWLING

INDEXING

RANKING

Cosa vuol dire “CRAWLING”?

“Crawling is the process by which Googlebot discovers new and updated pages to be added to the Google index.

We use a huge set of computers to fetch (or “crawl”) billions of pages on the web. The program that does the fetching is called Googlebot (also known as a robot, bot, or spider). Googlebot uses an algorithmic process: computer programs determine which sites to crawl, how often, and how many pages to fetch from each site.

Google’s crawl process begins with a list of web page URLs, generated from previous crawl processes, and augmented with Sitemap data provided by webmasters. As Googlebot visits each of these websites it detects links on each page and adds them to its list of pages to crawl. New sites, changes to existing sites, and dead links are noted and used to update the Google index.”

What???

CRAWLING

“Crawling is the process by which Googlebot discovers new and updated pages to be added to the Google index.

CRAWLING

We use a huge set of computers to fetch (or “crawl”) billions of pages on the web. The program that does the fetching is called Googlebot (also known as a robot, bot, or spider). Googlebot uses an algorithmic process: computer programs determine which sites to crawl, how often, and how many pages to fetch from each site.

Possiamo “comunicare” con i Robot?

ROBOTS.txt

ROBOTS.txt

http://www.corriere.it/robots.txt

CRAWLING

Google’s crawl process begins with a list of web page URLs, generated from previous crawl processes, and augmented with Sitemap data provided by webmasters. As Googlebot visits each of these websites it detects links on each page and adds them to its list of pages to crawl. New sites, changes to existing sites, and dead links are noted and used to update the Google index.”

Il tuo Sito è “Crawlable”?

Il tuo sito è “crawlable”?

Google vuole sentirsi a casa

Robots.txt

Sitemap XML (pagine, immagini)

Sitemap HTML

Breadcrumbs

Layout

Apri un account su Google Webmaster Tools ORA!

Struttura delle URL

UX & Block Level Analysis

Block Level Analysis

What else?

La navigazione!

Chi siamo

• Mission• Vision• Dove siamo• Contatti

Prodotti

• Trasporti Internazionali

• Spedizioni nazionali

Servizi

• Logistica• Warehouse

La navigazione!

Home Azienda XY

• Mission• Vision

Trasporti Internazio

nali

Spedizioni nazionali Logistica Warehous

e Contatti

INDEXING

“When a user enters a query, our machines search the index for matching pages and return the results we believe are the most relevant to the user. Relevancy is determined by over 200 factors, one of which is the PageRank for a given page. PageRank is the measure of the importance of a page based on the incoming links from other pages. In simple terms, each link to a page on your site from another site adds to your site’s PageRank. Not all links are equal: Google works hard to improve the user experience by identifying spam links and other practices that negatively impact search results. The best types of links are those that are given based on the quality of your content.”

What???

INDEXING

“When a user enters a query, our machines search the index for matching pages and return the results we believe are the most relevant to the user. Relevancy is determined by over 200 factors, one of which is the PageRank for a given page.

INDEXING

PageRank is the measure of the importance of a page based on the incoming links from other pages. In simple terms, each link to a page on your site from another site adds to your site’s PageRank.

Not all links are equalNot all links are EQUAL!

INDEXING

Google works hard to improve the user experience by identifying spam links and other practices that negatively impact search results. The best types of links are those that are given based on the quality of your content.”

Google+ Brand Machine

Attento a questi due! Barracuda Check Tool

http://www.barracuda-digital.co.uk/panguin-tool/

Google vuol conoscere il tuo profilo

Schema.org

Rel=author e rel=publisher

Google Plus

Link Profile

Be a Brand!

Microdata

http://www.schema.org

Microdata – quanti e quali? http://schema.org/docs/full.html

Microdata – debug http://www.google.com/webmasters/tools/richsnippets

Usage & user intent

L’utente ha trovato quello che cercava?

BR CTR

UI e UX devono essere “sticky”, non “bouncy”

Backlink Profile Tools https://ahrefs.com

Paolo Ramazzotti

Thank You!