07 Search Engine Optimization/ Marketing
Search Engines – A Brief History
Early days of Internet – Yahoo! And others as browsing portals, similar to library categorization =
Google’s revolution – crowded out browsing based options and less sophisticated search engines
Now Google and some alternatives (e.g., Bing)
Searches are goal-oriented – searchers must want what you have to offer
Visibility is key – hardly anyone goes to page 2 (or more)
Trust in organic search results – first options are perceived to be good
Trust is a battle – Google fights to sustain it
Search as gateway – many people have search embedded in browser or as homepage
Spider – goes out to find pages to add to index
Index – a cache of all pages spidered, on which search terms correlate with (implications?)
Engine – runs massive eigenvector centrality measure (among 200+ other factors at Google) on
search terms vs. index to generate results
Paid placement – highlighted results based on payment (Google’s revenue model)
Organic – “earned” placement based on relevance to search terms
Two different strategies – one paid but more guaranteed, one free but based on strategic content
SEM = SEO+PPC
SEO vs. PPC
Long term ROI Easy to set up ads
Natural exposure, potential for high Measureable and trackable
volume Can leapfrog SEO sites
Difficult to quantify/track results Expensive
Requires ongoing content generation Can lead to bidding wars
Prone to changes in engine rules
Google as Integrated Search
Search among Google platforms – not just pages, but maps, images, videos, etc.
all services = tighter integration and linking (for better or worse?)
Bing as Integrated Search
Microsoft making a solid push to break the Google monopoly with (annoying?) ads
Don’t be evil angle is smart – but is Microsoft less evil?
Similar features, although still catching up – Google still has a lot of advantages
Spider index page content and metadata
Quick realization that some tags/words would enhance placement
“White hat” SEO – creating quality content gets you results (e.g, the Oatmeal)
“Black hat” SEO – a dishonest attempt to game the search engine (examples?)
Reaction of engines – why Googles care about black hat techniques?
SEO Friendly Infrastructure
What do spiders access?
What *can’t* they access?
Page design should be as much (or more!)