Upload
eli-schwartz
View
1.298
Download
0
Embed Size (px)
DESCRIPTION
Covers the basics on how Google understand a query and chooses which result to rank in the organic results
Citation preview
How Does Google Interpret a Search Query for Ranking
Purposes
Presented by Eli Schwartz
Confidential
Introduction
• SEO: Search Engine Optimization is the concept of following search engine best practices
• NOT a process of tricking search crawlers
• Architecture and method of presenting information that both search engines AND users can understand
• Search engines are in the business of satisfying their users, free traffic is a byproduct of that mission
Confidential 2
90% of Clicks
10% of Clicks
Organic vs Paid Search
Interesting facts about Google’s Algorithm
• Greatest market share in most of the world
• 200 Primary Metrics• Updated hundreds of times per month• Humans “supposedly” do not interfere with the algorithm
• Google uses data from all of its properties
• Google’s first name was “Backrub”
“With your permission you give us more information about you, about your friends, and we can improve the quality of our searches. We don't need you to type at all. We know where you are. We know where you've been. We can more or less now what you're thinking about.”
Eric Schmidt in an interview with The Atlantic, October 2010
Google’s mind reading
Language preferences
Language preferences override ccTLD of Google site
Language differences
What does Google know about you?
https://www.google.com/ads/preferences/view
Personal history
Without Personal history
How to browse without cookies and history
Browser Shortcut
Chrome Ctrl (CMD) + Shift + N
Firefox Ctrl(CMD) + Shift + P
IE Ctrl + Shift + P
Safari Click Safari > Private Browsing > OK
Where are you?
Query “Warriors” – located in Palo Alto
Query “Warriors” – located in Baltimore
Query for Giants
Your connections
Google Instant
Suggestions and related
Spelling correction
Plurals
Synonyms
Non-text content
What does the query mean?
Design
Recipe
Book
Brand
Questionnaire – ambiguous term
Modified head term
Where is the keyword used: Title
Where is the keyword used: H1
Where is the keyword used: Content
International challenge
No exact match (yet)!
Domain authority
Domain authority visualized
Internal links visualized
United Airlines routes
Anchor text
Relevancy
Performance for Google’s users
Publish date (Freshness)
Recent content
Eventually…. Author-based ranking
Constant Google algo updates
• Attribution• Panda• Freshness• Search plus your world• Ads above the fold• Venice• Penguin• Knowledge graph• DMCA
Google rankings myths
• Page Rank correlates to rankings• Domain age or TLD (.org, .com, .us)• SEO = stuff valuable keywords in meta tags• More links > than content• Links from .Gov or .Edu automatically lead to better rankings• You always need to rank #1• Google just ranks text content• Brands have it easy
Questions?