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The Cooking Encyclopedia Everyone Can Edit

Search Engine Optimization, Building Traffic & Social Media

International Food Blogger ConferenceSeattle, August 27-29

Barnaby DorfmanFounder & CEO

barnaby@foodista.com

A Bit About Me• Former Partner/General Manager of MARSEE Baking (first startup)• MBA, Dartmouth College• 15 Years Building Large-Scale Consumer Web Businesses• 7 Years at Amazon.com, Most Recently as VP of Search Tech. Division• Currently Founder & CEO of Foodista.com (fifth startup)

Important Terms

• Monthly Unique Visitors – “Uniques”• Visits• Page Views• Page Views per Visit• Bounce Rate• Referrer• CPM=Cost per Thousand Impressions• RPM=Revenue per Thousand Pageviews (aka eCPM)

Hits

Measuring TrafficYour Traffic• Blog Metrics, e.g. Wordpress Stats• Google Pagerank• Google Analytics

Other Websites• Alexa.com• Compete.com• Quantcast.com• Google Adplanner• Google Pagerank

How Works

Contents of PagesPlaced in the Google Index

(Estimated at 15 Billion Docs)

Google Bots “Crawl “ Billions of Web Pages

Crawl

Indexation

RelevanceServing Search Results

How Google Determines RelevanceGoogle claims to use over 200 factors to order search results:

“Pagerank“ is still at Core

Search Term Website

Page Title Match Frequency of Updates

Frequency in Document Age

Uniqueness Number of Pages

Pagerank: Google Maps All the Links

Your Blog

Friend’s BlogPagerank 1

Pagerank 5Pagerank 6

Pagerank 9

Links to your site & pages = authority

Pagerank 2

(Almost)Every Link to Your Website HelpsImprove Google Pagerank

• Commenting on other Blogs• Urbanspoon Spoonbacks• Foodista Widgets

These don’t help:• Site with “Nofollow” links (Wikipedia, Twitter, Facebook)• Spam Sites (Can actually hurt)

Quick Demos

• Google Webmaster• Foodista Widgets

Making Money Through Advertising

It Takes a Lot of Traffic to Make Money

• Assume • 100,000 Monthly Unique Visitors• 2 Visits per Month • Average 2.5 Page Views per Visit

• Equals 500,000 Pageviews/Month

Ad Type RPM/eCPM Monthly Income Annual Income

Adsense $1 $500 $6,000

Targeted Network $3 $1,500 $18,000

Direct Sales $10 5,000 $60,000