Presentation
Human Level Communications, a leading international SEO consulting firm Since 2005, Human Level Communications has been offering its services as an international SEO consultant as well as the implementation of international search engine optimization campaigns in up to ten languages and 38 different countries. We have consultants who combine a deep knowledge of the language and the idiosyncrasies of each market with a great experience as SEOs.Alt tags (with and without link), URL (great because it’s justified that there are no accents or accents. – Does not work: include the incorrectly spelled word in meta tags keywords, dc, object tag, code comments. 127 . 128. Relevance: accents, ñ and special characters Recommendations 1. It is neither professional nor advisable to include incorrect text in areas visible to the user, but other areas can be used: alt text, URLs, inbound links, , etc. (with care). 2. Avoid using areas that can trigger cloaking detection alarms: do not add many more keywords, just the possibilities of error. 3. Watch out for the use of the wrong words in the anchor text: they will be visible on the pages containing the links. 128 . 129. Indexability: accents, ñ and special characters Specify to the search engine the language of your page: 129 . 130. Where is my server geolocated? Website hosting: effective and geolocated hosting in the country where I want to do business 130 http://oy-oy.eu/google/world/ . 131. Where is my server geolocated? ccTLD – ccTLD: .es, .co.uk, etc. – TLD: .com, .net, .info, etc. Hosting IP Incoming links 131 http://ekstreme.com/domain-geolocation/ . 132. Geolocation: problems arising from the use of Akamai servers: network of servers scattered in various parts of the world to improve the response to the user: – We do not control the server IP that the search engine spider will “see” – We lose an important geolocation parameter because of the IP – Make sure to structure the international versions in subdirectories or subdomains that we can geolocate from GWT 132 . 133. Geolocation: domain history analysis 133 . 134. International sites: domains, subdomains, subdirectories The decision between second domains, subdomains or subdirectories is related to: – Popularity juice transmission – Subdirectory – Subdomain – Subdomain – Geolocated domain – Number of pages to index – Domain – Subdomain – Subdirectory – Need for geolocation in a given country 134 . 135. International sites: domains, subdomains, subdirectories When should we use a subdomain, a subdirectory or a second domain? – Subdirectory: www.susitio.com/uk/ – Subdomain: uk.susitio.com – Domain: susitio.co.uk Tip: choose according to the inbound links we can get and the number of pages for each language/country/market. Ex. – Subdirectory: if we have few inbound links and few pages – Subdomain: if we have a good number of inbound links and a good number of content pages – Domain: if we have a lot of inbound links and a high number of pages 135 . 136. International sites: domains, subdomains, subdirectories – Best practices Separate countries into separate domains, separate languages into subdomains, separate topics into subdirectories: – www.susitio.co.uk (Country) – english.susitio.com (Language) – www.susitio.com/tema (Theme) 136 . 137. Multiple domains with redirect http://www.haagen- dazs.com/ http:// www.haagendazs.com/ http://www.hagendazs.com/ http:// www.haagendasz.com/ http://www.haagendazs.es/ http://www.haagen-dazs.es/ 137 . 138. Satellite domains mydomain.co.jp mydomain.fr mydomain.com mydomain.co.uk 138 mydomain.cn . 139. Satellite domains: Phase 1 – ccTLD domains without content 301 permanent Redirect mydomain.co.jp mydomain.fr mydomain.com mydomain.co.uk 139 mydomain.cn . 140. Satellite domains: Phase 2 – ccTLD domains with microsites mydomain.co.jp mydomain.fr mydomain.com mydomain.co.uk 140 mydomain.cn . 141. Satellite domains: Phase 4 – Second autonomous ccTLD domains mydomain.co.jp mydomain.fr mydomain.com mydomain.co.uk 141 mydomain.cn . 142. Web Popularity 142 . 143. Search Engine Optimization: Web Popularity Web Popularity is the quantity and quality of external links pointing to our site. – Web popularity is the equivalent of public relations in the offline world. We must show search engines that many web pages talk about us and reference us through a link to our website. – Popularity building is done by searching for other websites that can link to us. 143 . 144. Search Engine Positioning: Web Popularity The higher the number of links received, the better the popularity www.elpais.es www.labolsa.com www.rankia.com www.rankia.com www.finanzas.com www.abc.es www.finanzaspersonales.com www.elblogdepepe.com 144 . 145. Search Engine Optimization: Web Popularity PageRank as an indicator of web popularity http://toolbar.google.com/T4/intl/es/index_pack.html http://www.mipagerank.com/ 145 . 146. Search Engine Optimization: Web Popularity PageRank as an indicator of web popularity Web Portal PageRank www.adobe.com 10 www.google.com 10 www.yahoo.com 10 www.youtubecom 10 www.elpais.com 6 www.el-nacional.com 6 www.paginasamarillascantv. 5 com.ve www.softonic.com 7 www.auyantepuy.com 5 www.con-cafe.com 4 www.mequieroir.com 4 www.formacioncc.com 4 wwww.clinicaleopoldoaguerr 3 evere.com www.hipicosenaccion.com 1 146 . 147. Search Engine Optimization: Web Popularity Popularity Juice Transmission Page Rank B = Page Rank A X 0.85 / Number of outgoing links from A 147 . 148. Search Engine Optimization: Web Popularity The perfect page to be positioned Youth Furniture Youth Furniture Youth Furniture Youth Furniture Youth Furniture Youth Furniture 148 . 149. Search Engine Optimization: Web Popularity NoFollow Links: Tienda Informática The “rel=nofollow” attribute on links was created by Google to control spam. It is an attribute that tells Google not to add popularity to the page to which the link is pointing 149 . 150. Search Engine Optimization: Web Popularity Sources of quality links: where should the links come from? – Websites with high levels of popularity (high pagerank) – Websites whose links do not have the No Follow attribute – Websites that are frequently visited by search engines – Websites with a significant level of visitor web traffic – Websites hosted on different servers than ours – Websites with authority for search engines (Trust Rank) – Websites with similar subject matter – Do not abuse link exchanges and link buying – Do not use link exchanges and link buying 150 . 151. Search Engine Optimization: Web Popularity Sources of quality links: where should the links come from? – Link age – Text links better than image links – Better Link from home page than from internal page – Link from main content – Link reciprocity – Link anchor text – Link proximity to keywords 151 . 152. Search Engine Optimization: Web Popularity Where to get links: – Actively – Linkbuilding: by soliciting, exchanging or buying links on: – Web Directories – Portals of yellow pages and business directories – Portals of professional associations – Portals of competitors, suppliers, distributors – Forums and Blogs – Social Networks – Press Release Publication Portals – Article Directories – Passively – Linkbaiting: – Writing quality content that other portals cite in their respective sites 152 . 153. Search Engine Optimization: Relevance Press Release Portals as a means to rank in Google News 153 . 154. Search Engine Optimization: Relevance Content Strategy to improve positioning – News – Tips – Blog – Forums – Frequently Asked Questions – Tutorials – Guides – Videos 154 – Community . 155. Search Engine Optimization: Relevance Reactive Attitude to position Contents – Analyze what is being searched – Growing sense of citizen insecurity – Analyze how people are searching – Are they searching more for “alarms” or “how to protect my home” in search engines? – Generate content that responds to what is being searched for, optimized – Generate articles on “How to protect my home while I’m on vacation search terms” – Next to the content, insert links – Next to the landing pages, place links to the conversion pages into our alarm system – Publish the article on our website and distribute it to others to generate inbound links (popularity) and traffic 155 . 156. Search Engine Optimization: Relevance Proactive Attitude to position Contents – We anticipate in advance the actuality of a certain topic – We develop contents that respond to this topic, long before it “becomes fashionable” – We position our pages in search engines – We actively contribute to feed the interest and the rumorology about this topic so that the number of related searches grows (through participation in blogs, chats, forums, distribution of press releases…) 156 . 157. Case: oficial website of Turismo de España for Japan 157 . 158. Performance Measurement 158 . 159. Search Engine Optimization: Measuring Results Measuring traffic through an efficient statistics system – Measuring visitors, visits, page views – Visits that come from search engines – Visits that come from natural search engines – Keywords that users use to reach the website – Which search engines visitors come from – Visits that convert into customers 159 . 160. Search Engine Optimization: Measuring Results Key Performance Indicators (KPI) of Search Engine Optimization – Number of Indexed Pages: site:www.miurl.com – Ranking of Positions – Keywords that generate visits – Keywords that generate quality visits – CONVERSION!!! – PageRank value – Number of external links received: linkdomain:www.miurl.com from Yahoo 160 . 161. How to manage a Google penalty 1st step: confirm if the site has been penalized or has simply lost positioning compared to other competitors NO The site is penalized. Confirm in GWT. Check and Is the site still indexed? We check with site:mydomain.com to correct all suspicious aspects. Request for review (confession). Sit and wait. It is likely that a penalty or filter is being applied for aggressive linkbuilding, link selling or black hat on the page (too high density, cloaking…). Is the site still positioned to remove all suspicious outbound links, NOT the domain name itself? any link buying campaigns and resolve on-page spamming issues. Apply for reinstatement from GWT acknowledging your sins and YES promising to be good in the future. Many of your inbound links have probably lost their value by searching for unique combinations. Cutts’ vigilantes identify and words present in titles, do NOT remove purchased links in many programs and it still appears in top 20 positions? site networks. Verify in GWT that the suspicious inbound links are no longer listed and request YES a reinclusion, specifying the removed links. You are not penalized. You have only dropped positions. Get into your site and generate relevant, original and quality content. Then, go out there and get hundreds of natural links from sites with a high authority and reputation. SeoMoz 161 . 162. Trends 162 . 163. Objective: the algorithm 163 . 164. Evolution of Google CI 175 150 Link buying 125 Cloaking 100 75 Link farms 50 Doorway pages 25 Hidden text Metatags spamming 1997 1999 1999 2001 2003 2005 2007 2009 2009 Years 164 . 165. Evolution of the weight of factors in the calculation of relevance High relevance Quality links Quality links Aspects Related original content Content intelligence Content intelligence Post-search behavior with the domain Marketing history and content Domain reputation Low relevance On-page aspects Relevance Links in related directories Reciprocal links Paid links TLA with programming Etc. Easily manipulated Difficult to manipulate Necessary but not sufficient condition 165 . 166. Challenges ahead for search engines Flash / Silverlight Images Video Web 2.0 AJAX Language specificities Natural language 166 . 167. Trends: sources to keep up to date A/B testing on controlled domains with previously non-existent words Examination of patent applications and company purchases by search engines Publication of research studies on information retrieval systems Recognized forums: Matt Cutts, SeoMOZ (Rand Fishkin), Danny Sullivan… ITFacts, comScore, HitWise, DoubleClick, Digital Trends, Nielsen… 167 . 168. Trends: sources to keep up to date Specialized bibliography: – Search Engine Optimization ed. 2009, by F. Maciá and J. Gosende, ed. Anaya, 2009, 544 pages. – SEO – How to Succeed in Search Engines, by M. Orense, ed. ESIC, 2008, 326 p. – SEO – Search Engine Optimization, by Leford, ed. Anaya Multimedia, 530 p. 168 . 169. Questions? 169 . 170. Thank you very much fernando@humanlevel.com 170