THE HISTORY & EVOLUTION OF SEARCH

Transcription

1 THE HISTORY & EVOLUTION OF SEARCH Duration : 1 Hour 30 Minutes

2 Let s talk about The History Of Search

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15 Crawling & Indexing Crawlers / Spiders Datacenters

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17 Answer Machine Relevancy (200+ Factors) Importance (Popularity) Search: management school mumbai

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21 google in 1998

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27 2009: United States

28 2015: Global Market Share

29 Over Searches Everyday.

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35 2012: 500 Million Android devices. 1.3 Million added daily.

36 2015: More Google searches take place on mobile devices than on computers in 10 countries including the US, India and Japan.

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41 Search has surely evolved

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43 Being Current.

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46 Processing Natural Language.

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50 Even Bing has revamped its knowledge graph

51 Structured Data : Schema.org

52 Combine Explicit Search Queries with Implicit aspects Personaliza tion Personalization Context

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55 HOMEWORK / EXERCISE

56 Exercise Search for: "digital vidya course "digital Vidya Training" "Digital Vidya Reviews "Digital Vidya" Evaluate how Google is changing search results.

57 More Soul Searching How does Google Instant predict the search queries while we type them in? What are the voice search assistants for Google, Microsoft & Apple called? How do they work? Google has stopped showing Ads on the right of Search results. How has this impacted advertisers. How does it affect SEO? List down some queries where Bing serves better search results than Google

58 UP NEXT: INTRODUCTION TO SEO Duration : 1 Hour 30 Minutes

59 INTRODUCTION TO SEO Duration : 1 Hour 30 Minutes

60 Recap 1994: Excite, Lycos, Infoseek, AltaVista launch Search Engines Google started in 1998 and has pioneered Search since. A Search Engine has two primary functions Indexing & crawling, Answering questions / queries. Page Rank algorithm used to rank pages on the internet Search has evolved Freshness update, Natural language processing, Schema.org, Personalization of mobile search queries

61 Two Primary Functions of Search Engines 1. Crawling & Indexing 2. Answering Machine

62 Crawling & Indexing

63 Answer Machine

64 Two Types of Search Results Search Query Paid Listings Organic Listings

65 What Is SEO? The art and science of optimizing your website (both internally and externally) so that it ranks higher in the natural/organic listings of a search engine.

66 SEO helps you to be found via Search Engines Get Found 1. SEO Get traffic to your website Convert 2. UX design 3. Content 4. Site elements (UI) - CTA s - LP s, Forms - Subscriptions Make people stay Make people give you information

67 Anatomy of a Search Result Search snippets by Matt Cutts -

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69 Search Query Title Description Cache Similar Results Site Links More Results Organization Snippet Search snippets by Matt Cutts -

70 UNDERSTANDING YOUR CUSTOMER

71 Before we optimize our website, we must Understand market trends Know our target audience Determine words/phrases that our audience uses to search for our business

72 1 Understanding Market Trends Google Trends - google.co.in/trends/ Rising demand for credit cards : a signal of economic growth and banking sector development.

73 Exercise Google.co.in/trends See who is more popular Shahrukh Khan or Salman Khan Over the past 10 years In 2015 Worldwide vs. India Different states & cities in India

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75 2 Knowing your target audience Type of devices they use to browse the web Favourite websites Whether they tend to you or call your business phone number Geographical location

76 What devices are potential buyers using to find you?

77 From which locations are your target audiences searching?

78 What is the Demographic profile of our target audience?

79 Which other websites are relevant to our audience?

80 3 Determine words/phrases that our audience uses to search for our business Google Keyword Planner Tool Suggests relevant keywords based on location, website and search volumes.

81 SEO Success Factors On-Page Off-page Content Architecture HTML Trust Links Personal Social Quality Crawl Titles Authority Quality Country Reputation Keyword Research Duplication Description Engagement Text Locality Shares Keyword Usage Mobile Structure History Numbers History Freshness Speed Headers Identity Paid Social Verticals URLs Stuffing Piracy Spam Priority 1 Priority 2 Answers HTTPs Thin Cloaking Hidden Ads Priority 3 Negative SEO Factors

82 ON-PAGE SEO

83 On-page Optimization The art and science of optimizing your website (both internally and externally) so that it ranks higher in the natural/organic listings of a search engine.

84 SEO Success Factors On-Page Off-page Content Architecture HTML Trust Links Personal Social Quality Crawl Titles Authority Quality Country Reputation Keyword Research Duplication Description Engagement Text Locality Shares Keyword Usage Mobile Structure History Numbers History Freshness Speed Headers Identity Paid Social Verticals URLs Stuffing Piracy Spam Priority 1 Priority 2 Answers HTTPs Hidden Ads Priority 3 Thin Cloaking Negative SEO Factors

85 1. Quality Content, which is Indexable Your most important content should be in HTML text format. Images, Flash files, Java applets, and other non-text content are often ignored or devalued by search engine spiders

86 2. Crawlable Link Structures Some reasons why pages may not be reachable: Search forms Content behind forms Links in JavaScript Links pointing to pages blocked by Robots.txt Frames or iframes Links in Flash / Java 100 s of Links on page

87 3. Keyword Usage & Targeting <title> </title> Use the keyword in the title tag at least once. Try to keep the keyword as close to the beginning of the title tag as possible. More detail on title tags follows later in this section. <h1> </h1> Once prominently near the top of the page. <body> </body> At least 2-3 times, including variations, in the body copy on the page - sometimes a few more if there's a lot of text content.

88 3. Keyword Usage & Targeting <img alt= > At least once in the alt attribute of an image on the page. This not only helps with web search, but also image search, which can occasionally bring valuable traffic. <META name="description content= keyword > At least once in the meta description tag. Note that the meta description tag does NOT get used by the engines for rankings, but rather helps to attract clicks by searchers from the results page, as it is the "snippet" of text used by the search engines.

89 4. URL Structure Employ Empathy Shorter is better Keyword use is important (but overuse is dangerous) Go static Use hyphens to separate words

90 OFF-PAGE SEO

91 Off-page Optimization The art and science of optimizing your website (both internally and externally) so that it ranks higher in the natural/organic listings of a search engine.

92 SEO Success Factors On-Page Off-page Content Architecture HTML Trust Links Personal Social Quality Crawl Titles Authority Quality Country Reputation Keyword Research Duplication Description Engagement Text Locality Shares Keyword Usage Mobile Structure History Numbers History Freshness Speed Headers Identity Paid Social Verticals URLs Stuffing Piracy Spam Priority 1 Priority 2 Answers HTTPs Thin Cloaking Hidden Ads Priority 3 Negative SEO Factors

93 Building Inbound Links Getting other high quality websites to link back to you. The more inbound links you have, the more important your site must be.

94 How to Build Inbound Links? Create remarkable content If people like your content, they will link to it Create Local Listings, Submit website to Directories, Social bookmarking sites, article listing sites. Write guest posts on authoritative websites Engage in Online Public Relations Social Media Presence on Key Channels

95 Create remarkable content Remarkable = New Remarkable = Well Researched Remarkable = Educational Remarkable = Share-worthy Remarkable = Regularly posted

96 HOMEWORK / EXERCISE

97 Soul searching Google has more than 200 factors that go into the Page Rank Algorithm. Start compiling a list of those factors by researching online. Let s try and list the ingredients of Google s secret sauce. Exercise : Pick a website of your choice (your company website) and perform a quick On-page SEO audit of it. Make a 5 slide presentation.

98 UP NEXT: KEYWORD RESEARCH & ON-PAGE SEO Duration : 1 Hour 30 Minutes

99 Feedback