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SEO…From Past to Present
Brent D. PayneTRIBUNE INTERACTIVE
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Let’s Journey Back, Nearly Two
Decades Ago When . . .
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…There Were No Search Engines
Launched
Circa: 1992
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Then… There Were Lots of Search
Engines
Launched
Circa: 1993
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Then… There Were Lots of Search
Engines
Launched
Circa: 1994
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Then… There Were Lots of Search
Engines
Launched
Circa: 1994
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Then… There Were Lots of Search
Engines
Launched
Circa: 1994
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Then… There Were Lots of Search
Engines
Launched
Circa: 1994
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Then… There Were Lots of Search
Engines
Launched
Circa: 1994
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Then… There Were Lots of Search
Engines
Launched
Circa: 1995
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Then… There Were Lots of Search
Engines
Launched
Circa: 1995
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Then… There Were Lots of Search
Engines
Launched
Circa: 1996
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Then… There Were Lots of Search
Engines
Launched
Circa: 1996
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Then… There Were Lots of Search
Engines
Launched
Circa: 1996
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Then… There Were Lots of Search
Engines
Launched
Circa: 1996
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Then… There Were Lots of Search
Engines
Launched
Circa: 1998
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Then… There Were Lots of Search
Engines
Launched
Circa: 1999
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Back Then… Yahoo! Dominated
55.81%
11.81%
11.18%
8.91%
5.05%
2.76%
1.58%
1.25% 0.85%0.80%
Yahoo! Excite Altavista Infoseek Lycos Go To Snap MSN Northern Light Google
I had less than
1% of the
market in ‘99.
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But Now… There are Just a Few
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And Google Dominates Market Share
72%
Yahoo!
15%
Bing
8%
Ask
3%
All Others
2%
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So How Did Google Do It?
Because I am
just the coolest
of all the
robots…of
course!
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Well…First Let’s Learn More About
How Google Works
Well, okay but in
the end… you’lldiscover it’s
because I’m the
coolest robot.
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How Does Google Find Content?
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How Does Google Store and Index a
Page’s Content?
Can you discoverwhich pages contain
“civil” and “war” and
“reconstruction”?
[Answer: Only documents 35, 48, and 91 contain all three words "civil" and "war" and "reconstruction."]
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The Google Differentiator That
Changed Search Engines Forever
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Popularity
LATIMES
NYTIMES
CNN
PERSONAL
PROFILES
SMALLWEBSITES
LOCAL BLOGS
Popularity
On-Page
Off-
Page
URL
Link
Text
Popularity AUTHORITY RELEVANCE
Okay…But How Does PageRank Work?
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But…We Don’t Know EVERYTHING!
PageRank
Popularity
Authority
Relevance
)()1( 1 k
j
B j j
k
i x N
xi
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SEO Is Important If You Want People to
Find Your Content… Did you know
that people
having me
search for stuff
over 2,000 times
per second?
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So What Can We Do to Get Our
Content to the Top of Google?
This is a great piece
of content. I can’t
wait to share it
with the world!
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First…Googlebot Psych 101
•Googlebot doesn’t understand puns
•Googlebot doesn’t get jokes
•Googlebot is a robot not a buddy of yoursLiteral
•Googlebot only understands what you tell him
•Metromix ‘Get Lucky!’ headline
•Laptop ‘case’ versus laptop ‘bag’ Context
•Googlebot can’t read iFramed content
•Googlebot can’t read images (needs ALT text)
•Googlebot can’t read javascript
•Googlebot barely understands flash files
Blindspots
01100111 01101111
01101111 01100111
01101100 0110010101100010 01101111
01110100
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On-Page
Off-
Page
URL
Link
Text
RELEVANCE
Title Tag
H1 Tag
H2 Tag
Bold, Italics
Utilize Keywords
Link to Related Content
NoFollow Competition Similar Sites
Similar Pages
Toolbar PageRankBeware of NoFollow
Structured
Minimal Folders
Minimal Parameters
Keyphrase Focused
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It Starts With Keyword Research
Weather What arepeople
searching for?
How can I find
out?
Sports
Local
News Movies
PoliticsFashion
Food
Horoscopes
Travel
<Relevance>
G l K d R h
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https://adwords.google.com/select/KeywordToolExternal
Google Keyword ResearchTool
Provides long list of related terms (exports)
Shows approx. searchvolume
Shows advertiser
competition for terms
Shows keywords by URL
G l H t T d
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Google Hot Trends:Introduction
Top 40 Search Terms• Shows highest volume
search terms by percentageof increase
• Updated every hour on thehour
Powerful for . . .
• Breaking news• Historical top terms by date
Google Trends Michael
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http://www.google.com/trends
Google Trends: MichaelJackson’s Death
G l H T d A I di i
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http://www.google.com/trends
Google Hot Trends: An Indicationof Hourly Search Trends
• Volcanic – Extreme volume, usually high competition
• On Fire – High volume, considerably less competition
• Spicy – Strong volume, not worth chasing unless it’s a
hyperlocal term or you’re a small site though
• Medium – Medium volume, not worth chasing after
Hotness Factor
• Graph – Watch it and catch terms while they’re still peaking
• Related Searches – Use them in your body text,subheadlines, etc.
Other Things to Consider
Google Trends: Compare
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Google Trends: CompareSearch Volume by Terms
http://www.google.com/trends
Compare multiple terms todetermine which termreceives the highest volume of search traffic.
Use the drop down menus tochange the date range andregional data sets.
Export the data to a CSV(Opens in Excel, must belogged into Google Account).
Find Top Vol me Search Terms
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http://www.google.com/insights/search
Find Top Volume Search Termsby Category (3 Day Lag)
Discover the top volume search terms bycategory
Discover fastest rising search terms by category
Microsoft’s xRank: Celebrity
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Microsoft s xRank: CelebrityKeyword Research
•Updates multiple times perday
•Graph of trend history
Trends Data
•Celebrities•Musicians
•Politicians
Categories
•News
• Images•Videos
Related Articles
http://www.bing.com/xrank
Hmm.
Gates, got
xRank
right at
least.
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Relevance
Put The Keywords People Are
Searching for In the Content• The most important SEO field• Communicate loudly but don’t spam
• Must be unique!
Homepage/ContentHTML Title Tag
• Important mainly due to click through
• The goal is to entice the human click to your link
• Write a unique description for each page on your siteMeta Description
• Beat up your designers that use if tor ‘style’ instead of SEO
emphasis
• Should be used for the main heading of the page (i.e. headline)H1 Tag/Headline
• Keep the first paragraph close to the H1 tag in the HTML code• Do not break up the code within the paragraph with other HTML
• All pages MUST have at least a paragraph of textFirst Paragraph
• Use Google News categories for increased visibility
• Bold/italics puts heavier SEO emphasis on keywords
• URL is important for relevance with inbound links
G’ News Categories,
Bold/Italics, URL
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PopularityAUTHORITY
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Links for‘Topic X’
Article2
Article3
Blog 1
Blog 2
Blog 3Section
A
Section
B
SectionC
Article1
Linking Structure: Unorganized
None of this
content is that
popular. I’m not
going to rank it
well.
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Story 1
Story 3
Story 2
Blog 1 Blog 2
Blog 3
The competitor is
really popular for
‘Topic X’. I’m going to
rank the competitor
really well.
Competitor
. . . and why it’s bad for SEO.
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Pre-determinedlanding page
for ‘Topic X’
Story 1
Story 2
Story 3
Blog 1Blog 2
Blog 3
SectionA
SectionB
Section
C
Now this is popular
content. I’m going to
rank it well.
Linking Structure: Organized
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CNN
FOX News
MSNBC
Reuters NY Times
NPR
Your site has some
really popular and
relevant content. I’m
going to rank it
better than CNN,
MSNBC, etc.
Your site!
. . . And why it’s good for SEO.
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Popularity
LATIMES
NYTIMES
CNN
PERSONAL
PROFILES
SMALLWEBSITES
LOCAL BLOGS
Popularity
i i l di h
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Popularity
Using Social Media to Improve the
Popularity Aspect of the Google Algo
S i l M di & S h S i l M di
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Social Media & Search: Social Media
Vastly Increases Inbound Links
Popularity
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Formula: The Social Media Title
The Viral Content Formula:
• [Number] [Adjective/Superlative] [Key Phrase] [MediaType]
Examples:
• 10 Movies that teach you how to commit crimes.
• 10 iPhone finance apps that count.
• 16 Drinks named for authors and their books.
• 25 Reasons it’s great to be an IT guy (or girl).
• Morgan Freeman’s 5 most memorable movie moments.
Popularity
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Other Ways to Affect Popularity
Content
• Quality,TimelyContent!
• It Creates
Inbound LinksAutomatically
Link Building
• Make It Easyfor Sites toLink to You
• Utilize Social
Media
Research
• Know WhatPeople areSearching for
Trends• Google
Insights
Popularity
Th M W t R k I G l
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The Many Ways to Rank In Google
Universal Search
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I am actually
quite acomplicated
robot.
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I serve content
from many
different verticals
on a single page.
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I am launchingmore and more
One-Box items, like
the Music One-Box
and Real-Time
One-Box.
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• Search Engines Use Links to Determine Where a PageShould Rank In Search Results
• Google is the Dominant Search Engine Today
• Popularity = Number of Inbound Links
• Authority = Quality of Inbound Links
• Relevance = How Your Content Relates to the User’s
Query• There Are Many Ways to Rank Well in Google Via Their
Many ‘One-Box’ Inclusions
Summary
Closing Comments
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Contact Info
• Director, Search Engine Optimization
• Tribune Company, 435 N. Michigan, Chicago, IL 60611
• Office: 312.527.8387• Cell: 312.324.3344
• Email: [email protected]
• Instant Messenger/Personal Email:
[email protected] • Twitter: @BrentDPayne (follow w/ caution)
• Driver’s License Number: BDP24456U8
• Passport Number: 443876284
Brent D. Payne
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