Google I/O 2010 – SEO site advice from the experts

all right so we're gonna spend the next hour doing site reviews the week before we put up a forum just on my personal blog and did one tweet and said hey submit your sites if you'd like to get your site reviewed I was thinking maybe 2025 people would sign up put their sites up there we got 500 sites so we're gonna spend about six seconds per site no not really so we went through and I pulled out some fun ones and we're just gonna look at them and by the way all of us are gonna stay around a little bit afterwards so if you get want to get you know like a little bit of one-on-one advice stuff like that we'll all stick around a little while let me introduce my colleagues we have Greg grote house who's also on my team Tiffany Lane also on my team and Vanessa Fox former Googler not I met Steve but author of marketing in the age of Google which is a very good book okay so let's go ahead and start jumping into it the very first site that we got submitted was this one Phoenician stone since 1943 okay the main reason I wanted to show this site was because so many people submitted Oh tear us down we're awful our SEO is horrible right this site has no text on it okay it looks like it has text on it it has no text Oh each resurrected piece of null that's not text resonates with over a thousand years of humanity hit no that's not text where's the text there's like Phoenician stone that's it yeah there is text on the page it's in the title tag yes and he wants to rank for antique fireplaces yes and his title tag says Phoenician stone right so so here's the tricky bit literally the only text on this page is in what are called meta keywords that's all just about the only place that Google doesn't index that text okay we even did a video because people will tend to sue each other and say like oh you copy the name of my business I'm Grecian stone and how dare you put Grecian stone in my Phoenician stone website and so people get really up in arms about this and what we discovered is believe it or not some people will keywords on a webpage hard to believe I know I know your eyes will be opened by the end of this session and so we don't trust the meta keywords tag now if you look at the rest of the text on this page you'll find that there is none all right so that's that's a little bit of a problem so the simple advice is put some text on your page that's you know so we'll start out and we'll build on that first off you gotta have some text on your page now you know I'm being a little bit harsh but there's a lot of stuff that this guy can do for example his title tag as Vanessa mentioned is Phoenician stone if you're looking to buy an antique fireplace or reclaimed biblical stone has anybody ever searched for this stuff any of these words antique terracotta jars maybe not no no no antique oh yeah you're we have one antique terracotta jar specialist over here she's a real fan it's your site yeah in mine the other site since 1943 so the trick is we have a free tool called the Adwords Keyword tool there's a ton of free tools out there if you search for keyword tool just click number one you can type in like antique fireplace and you'll get related words that people type so tip number one put text on your page tip number two think about what users will type when searching for your services and put those words on the page because I guarantee you it's okay I've pre-loaded everything by the way this this Wi-Fi is powered by bluetooth so we have a keyboard over here and I I can't imagine anything would go wrong with that right these are loaded great right here yeah yeah I'll just switch it to the other box it's totally fine that's why I pre-loaded all my tabs on the end again people did get free phones today so you know that kind of balance is out that's use that for good not for evil okay so I think we've made enough fun of Phoenician stone and and really there's not fun to be made of Phoenician stone so much as there's some education here which is number one quit text on the page number two think about the words that users are really going to type okay another one Rod's baat calm first off if you just heard the word rods baat calm what do you think they specialize in what kind of a website do you think rods bought calm is it sounds like robotic sex toys to me I don't know but in fact rods bought calm is weird sites on Google Earth that's kind of cool in fact it's kind of addictive you know twenty hours ago this guy's marking where some marijuana was so maybe all the sheriff's are keeping an eye on this here's this face evidently it's somewhere in Turkey here's a ghost plane Wow oceanic flight 814 or whatever so the question is how do we make this site rank higher well I'll put the question to you guys what what's wrong with this page I'll give you a hint we it sort of relates to the last site there's not a lot of text on this page and in fact the person who asked about it understood that they said I'm having problems getting textual content so how do we solve this descriptions yes you can write the content yourself now let's do the jujitsu where you try to make other people do the work for you all texts yes yes but you're still doing the work yourself use the reviews and comments thank you user-generated content why do the work when you can get someone else to do the work for you right so when in some cases all you have to do is add the ability to add comments and people will you know they'll show up and they'll leave the comments for you so they'll say wow that's a weird face in Turkey that plane looks like it's not even real and suddenly you'll get all these sort of keywords and you haven't done the work so that's one simple way to do it so level one of understanding is okay I'll type it in level two is I'll open it up so that other people can type it in for me and then probably you want to think about throwing it up on Twitter Facebook something like that promote it a little bit because what are people searching for where they would get to this site yeah that's tough like he may want to even have a blog where he talks about thinks about things people are searching for that would care about interesting geological phenomenon or something cuz I don't think anyone's gonna be searching for turkey face I mean maybe they're probably gonna search for rods BOTS either so or if they are you don't you know they want something different than what this guy's offering yeah I was really disappointed like I was looking for a different kind of Rods bot so so yeah you want to probably you know you can see a little bit of text down here and in fact it's a little weird as fast as a rods rods bot calm I don't think of rods like cheetahs you know Turtles with Rockets on greased lightning rods I don't think of rods is like wow they're super fast oh my gosh so it's not like the domain is so great that you couldn't come up with a slightly different you know domain name or branded a little bit differently now I'm being a little bit rough but that's partly because this guy has multiple sites he's actually got like five or six sites and one piece of advice I would like to leave you with is if you can put more work into a single site as opposed to not very much work into 50 sites that can make a really big difference because sometimes you can build up one really good site instead of like five or six that are not quite as finished as they could be that make sense okay what do you think of the friends page I can't actually get it to load yeah friends page I believe this is a couple of these might be his sites yeah you want to always think about your linking strategy you know these things don't especially see it like news websites about internet TV movies and game scene from France don't seem to have a whole lot to do with Google Earth weird places on the other hand weird face in Turkey you know that's kind of cool okay so next up Android and me.

com what's the very first thing you notice whenever you're looking at this page Tiffany's saying where's the content content right so on a lot of browsers the actual content is gonna be below the fold right and that's okay it's okay to show a banner ad that's not in the world hey I hear this as a pretty good product it's not bad to show cool things that are being you know showing up but maybe you don't need this username and password maybe you don't need two levels of these things because if you think about if you have to start clicking down below to get to the content not everybody's going to click through now let me give a little bit of love whenever you view source I don't know if you guys can see it but they are running WordPress version two point nine point two does anybody know what the current version of WordPress is at last I checked it was two point nine point two now it may have been updated you know in the last 36 hours or something like that but this means that they're running a current version of WordPress if you run WordPress and I do and I love it you have to keep it up-to-date in fact I would recommend using an HT Access file to whitelist the IP addresses that can access your WP admin directory and not too harsh on WordPress because it also applies to Drupal Joomla Joomla all this sort of stuff if you run a content management system which is a stock content management system and that's usually a good idea because it comes built in with relatively good SEO WordPress is great as far as SEO goes but you have to keep it patched otherwise you'll get hacked so by using WordPress Android and me has actually done a fairly good job of making sure that SEO is in good shape for example look at this particular thing Froyo is now officially Android 2.

2 highlights right good keyword text it's not spammy its not stuffing it's right there in the URL that also applies in the title little things like you were all keywords in the title and the URL can make a big difference and WordPress is just built to handle that naturally so that's really really good now here's one thing that's kind of strange if in chrome I hover over something I'll see the title so the title of Android and me is Android and me is that the optimal title no no so what you know if you view source on Android in me and ruin me covers all the latest Android news phone launches app reviews software updates Android hacks and phone accessories great perfect put a little bit of that in the title right and you don't if you don't want to put all of that in the title but you can say the latest Android news and reviews write stuff like that can make an actual difference on how stuff rings so I have to give a little bit of hard time for the title just because in most ways Android and me is actually in pretty good shape and it was sort of fun because they were like yeah meet us up give us a hard time and I was like you know you're actually doing pretty well there's not that much to beat you up for now one thing I would say is how many people just at the drop of a hat know the difference between Android and me Phandroid andronica andro-lube at brain how many people know the difference between all this okay a lot more of you actually know the difference between all of those but they have the tendency to blend together a little bit think about I think about a site like TechCrunch mg Siegler writes these crazy headlines I can pretty much read a headline and know mg Siegler wrote it so you want to think about branding you want to think about how can you differentiate yourself how can I stand out from the crowd a little bit and if everybody's got Android communities or Android Central or Android whatever that's a little harder to do now it's good for people who are searching for Android but you don't have to have Android in the name of your side boy genius report people heard a boy genius report it's a pretty known mobile site nothing to doesn't say mobile phone anywhere in there but it's actually a little more brandable because it stands out from the crowd it doesn't just have the same kind of name as everybody else so when you're thinking about buying a new book domain name it doesn't have to be you know Android whatever or cheapest car online rentals discount stuff like that it can be something brandable so that's something to think about oh yeah somebody submitted google.

com and their comment was I would like to know the backlinks of it okay they want to know the backlinks of google.

com well luckily I prepared in one point font I printed out the backlinks of google.

com these are the links from all the sites to begin with aaaa now I'm kind of I'm kind of joking right it turns out Adobe and Google and Apple these are some of the most linked to sites on the web but the reason for that is because they offer something of compelling value so again just in distinguishing or differentiating yourself from the crowd what can you do that is so excellent that it's so cool that people want to link to your site then you get this kind of level of Link's you don't have to fight for each individual one you know you're not swimming upstream you're sort of coasting downhill with the wind behind you so joking on Google com but now if people wanted to follow along the next site we're going to look at is surprises galore do not go to this site stop I see I see you I see you you're gonna type in or don't do it don't go in there he's doing no why why would you not want to go to surprises galore well I saw this by the way whoever submitted a bondage site for a public URL review funny but I'm not gonna show that right so I saw the URL surprises galore and oh my god is this another bondage site let's find out so I click on surprises galore and it's a completely normal gourmet gift basket all this sort of stuff so why do I want to highlight this site well if you view source on surprises galore there's this right here and it's a little hard to see but its own a Seon Webb /oo dot PHP and apologize that I can't scroll it up further but it's a very bottom of the page but I can click on that and that will bring up this page this is a script written in PHP sort of stuff all the way at the bottom of one page and it's sitting and doing cookies and then it's doing this thing Rubin room on 64 TLD anybody guess what's going on with surprises galore you all got it surprises galore has been hacked ok it's built such that the first time you visit the site you get one of these scary fake malware warnings like your computer has been infected with a virus here pay us 99 95 and we'll take it off for you and click here to disinfect and in fact when you click to disinfect you're actually installing the virus and then you will have to pay 99 95 or reformat your hard drive to get rid of it so this goes back to the fact that out of the 500 I didn't look at all 500 sites I looked at about 40 that you know rough odds would mean like 1 or 2 percent of all web sites are hacked now I'm not gonna give any names but there are two Google employees none of these people but actual Google speakers at Google i/o who the very first time I met them I google them I said oh type in their name and they were selling viagra it's like that's kind of weird I mean that's a strange side business for a Googler you don't want to sell viagra right and it turned out they were hacked and they didn't know it so a really scary trend that's happening I'll just give you like the projection when you're out personal computers are getting better about security right vista windows 7 actually pretty good about making sure you don't get hacked don't get infected so where the hackers gonna go they're gonna go to your web server right so if you haven't done security audits if you use stock software if you haven't patched it they will hack it and they'll do stuff like this I've seen Donald Trump's site hacked I've seen al gore's sigh hacked all sorts of stuff and they get sneakier and sneakier they do things like they only show the hack site when you come from a Google search results page or they'll only show you the malware warning once all sorts of stuff like that yeah the best one was when I got hacked yeah a couple years ago because I had an updated WordPress and when I went to the site it looked fine but when the Googlebot went to the site it was full of Viagra yes to help you with that Vanessa do you want to tell about any of the tools the tools available how many of you have heard of a tool called Google Webmaster central even if you haven't please raise your hand everyone should just for join you were literally negligent if you have not registered your site so this is this is available as many of you know at google.

com/webmasters and one of the awesome things that it does is if you log in and you verify your site it will let you know if your site has malware on it so and it gives you all the steps to what to do about it because Google well if they if they see that your site has malware although you know they'll block it in the search results so that they're not sending searchers there as well and so yeah so this is a great tool for a variety of reasons but certainly the malware detection is one of them Anna I don't know who did that tool though gosh Vanessa was the product manager on webmaster central I also I also think that Webmaster Tools has is it tells you your most common keywords on your site so under normal circumstances when I look at webmaster tools they see photos photography Tiffany these are good words then when I was hacked I was checking webmaster tools and I see Viagra and Cialis that is not supposed to be in my content so yeah so that's one way another way that that report is helpful is I've been in site reviews like this where people get really mad right they're like the tool is totally wrong I looked at this report it said my site's about bi agar I don't have my viagra my site at all and it's because they have you know a guestbook or they have comments that they don't moderate and so there's been so much spam that's been added and they have no idea and they just let it go when was this guy that had this guest that it must have been I mean it was like five miles long one page I guess book just full of hours so that I I think that's a great report for this kind of thing in addition of that prior to getting hacked one of the things you can do is Google release this tool if you wants back called skip fish and skip fish is something you can point your development server before you launch it on the real world and let it run and crawl your website and look for vulnerability release that you even you've created by as a developer our via third-party apps anything like that so check it out it's all one word skip fish and if you haven't heard of google.

com slash webmasters it's at google.

com slash webmasters pretty easy to remember one more tool in that tool set that I'll mention is called fetch as Googlebot and what that does is you prove that you own your site you have to like you know either edit a meta tag or make it the NS entry something to show that yeah you really do own that site that way you can't claim whitehouse.

gov and start doing weird stuff with whitehouse.

gov but once you've proven that you own that site you can tell Googlebot and it's something like 50 times a week come fetch any page on my site and show me exactly what you saw including any redirects any server headers anything like that so if you've been hacked you can say okay google fetch the page show it to me am I still hack dang it I still am okay fix it up patch the servers again fetch as Googlebot okay now I'm clean so it's a very handy tool I would recommend everybody check that out it's free all that sort of stuff okay not to dwell on hack stuff too much so I'll let surprises galore off the hook now okay so now the next site that I wanted to look at is called the hook up all right I love these URLs and the URL is I believe it's the hook-up site yes the hook-up site com anybody want to guess what the hook-up site does it gives you the hook up on the best car audio wait a second what were you guys thinking it's your head out of the gutter oh my gosh okay so this is an interesting site it's a local site in Kansas but the problem of being on the web spam team is once you see spam and you learn how to recognize it you can't unsee it right so here's what it looks like a pretty good CD mp3 player and then it's got a list of parts stuff and the owner's manual and then it's got white marine speakers what's going on here and then it's got car component speakers this seems a little strange it is this sort of stuff that regular people normally write on their blog not not so much so what this guy is actually doing is he's taking press releases and just syndicating on him on his site the problem is that's not really original content so you won't tend to rank very highly so you can put up a website right props to anybody who wants to put up a website but if you don't have something original to show it usually tends not to rank as highly now there is some original content on this site he has a photo gallery and I have to say this is a really Ling doubt 83 Chevy 24-inch tubs or it's 24-inch dub-dub Zoar just dubs I always get that mixed up I don't know so it's kind of neat they say submit your site and we'll pimp it out and stuff like that so this this is a real site there's a real person you know Shawnee Kansas who's looking at this the problem is you're not putting enough core attention on just the basic stuff of building up original content original content can make a huge difference people don't get in love with a site like this right there's no loyalty people don't come back to it think about the things that make people come back to a site it's typically not a press release that's just thrown up on the web okay next up is Kathy Toth who is a real estate agent in Ann Arbor Michigan now there's some interesting stuff going on here this is she has original content in fact quite a lot of original content but she's also part of a sort of real estate Network Pro step marketing and they basically step out from the ordinary you know will make your real realtor sites step out you know and look different than anybody else's the problem is it doesn't really look all that different in fact if you look here and view sample analysis it goes to Market Snapshot info and you look here you guys see yesterday Google announced the Google font API and Google font directory really it's it's a good idea to put text in actual text not in images because here's the text and Arbor real estate experts and there's no way for Google to see it because it's embedded in an image so we have joked about we have said why don't we crawl the entire web and run OCR on all images on the entire web right and be like that says Ann Arbor real estate expert so we'll help Kathy Toph we will add that text to the page but we haven't done that yet and the web is pretty big so I don't expect us to do that anytime soon so in the meantime that's the kind of thing that you can just put right on your page you don't have to have it embedded in an image there was also this is a little bit strange if you click on blog it goes to Ann Arbor talks calm and I just want to drill this point home again okay so here's a listing of a real estate site this is supposedly a blog Ann Arbor foodies want to get fresh at the produce station it turns out this content is not original it appeared someone else somewhere else first this one I love I don't know if you guys can see it it's an application to marry my daughter in Ann Arbor okay and it starts out pretty simple like Boy Scout rank and badges tattoos earrings it gets down to in 50 words or less what it don't touch my daughter mean to you in 50 words or less what does abstinance mean to you alright so I swear all of this is truthful otherwise water torture red-hot poker and the Hillary Clinton kiss torture okay I kind of missed that until now okay so number one this is amusing you want your blog to show your human side but there's such a thing as too much information right if you happen to be in a blue state the Hillary Clinton kiss torture that might be a little offensive right so it's a it's a delicate sort of needle to thread you want to show a little bit of your human face but you don't want to be like I think Hillary Clinton sucks and then you fall off the edge right so ask yourself is this the right place for my professional blog maybe you want to have a personal blog maybe you want to do this on Facebook somewhere a little more private something like that I have a minor point that you I don't know if you noticed about the site is she had said that she has a web design firm that's good at SEO but I noticed that at the bottom of the page her web design firm links to themselves for different time times with keyword rich anchor text so they perhaps are good at SEO for their own site but I mean you really want to watch for that is you don't want whoever does your website to use your site as a link farm back to their site with a bunch of different sets of keywords and not that this is a link farm but for links to them in the same little block of text seems a little bit it's a little bit overboard to say powered by post step Marketing Pro step marketing real estate Web Design real estate marketing services what are you really doing you're really giving your anchor text your page rank to the person who made your site and it should be your site and so to the extent that if some of this is a little bit cookie cutter you have to be a little careful about that if they end up just making a ton of sites and by the way a lot of these individual resources whenever you click through and do searches and stuff they tend to be other sites so that's the sort of thing to be a little bit careful about a lot of this is like MLS finder comm so you want the value on your site you don't just want to be framing someone else's site if that makes sense so Matt can I point out one thing those persons doing really well yeah if you go to maps like google.

com and search for Kelly Toth or Kathy Toth sorry in in Michigan Cathy is a very local business basically a realtor so she's got a owner verified listing in Google Maps which gets her some extra points for certain kind of queries that show up for people locally and also gets a lot more information than there's actually some good content there that isn't even on the website so that's a big plus I just did a blog post maybe a month ago about local business SEO and I talked a lot about ways you can optimize Google Places so if you do have a local business that might be something to check out so many people get focused on I have to be number one for Ann Arbor real estate right they have a trophy phrase they have one thing they want to rank for I want to rank number one for Android apps I want to rank number one for Viagra online whatever you want to rank for and the problem is people don't type that in they type in thousands of different phrases so instead of paying attention to the one trophy phrase that's the most contested the most competitive the hardest to rank for look at what is in your server logs look at what people are already typing a lot of times you might check those keywords in your own page too and if you put the phrases just once or twice more in a natural way you can move up to page one and the point that these guys are making which is a very good point is that it's not just the web you can make videos you can make business listings you can submit stuff to Picasa Web and Flickr and all this sort of stuff you can participate on Twitter and Facebook where a lot of traffic is these days so it's not all about getting number one on a particular phrase it's about looking at where all the people are online and trying to go to them that make sense hey Matt yeah you're saying you could check your server logs to see stuff you may rank on page two or three four but I feel like there's a tool that shows you when you're ranking on page two or three and shows you the click-through rates on the search results and and I think we might have mentioned it even earlier I don't want to oversell it but yes you can find out the kinds of that you rank for Google Analytics is also especially great though when you're sure when you're ranking on like the third page or the fourth place because you probably would never know that you might not even see that in your analytics but it's really interesting information I think to see those you know that those reports that show you that stuff and that was launched well after I left so so another person submitted the site called 4chan I don't know if anybody's been to that the comment was how can i optimize this site which has fresh content I hear 4chan does have fresh content and keeps changing frequently also true or is it a moot point dude come on you think we don't know about mood routes a cool guy we're not going to look at 4chan because I don't want to get sued so moving on ok ok this one's great SEO packages net so we have a search engine optimizer so we're gonna give the secret to search engine optimization number one get a good hosting plan do not let your bandwidth be exceeded I was all set to try to give constructive advice to this guy right and he's just sorry I'm not alive on the net anymore so ok we'll move on so make sure that have a good uptime oh ok do people want to do fun evil sort of spammy sites or more constructive positive advice more constructive positive advice ok good deal and I'll check the wave we'll get to a few of these questions too there's not that many there's only five questions on the wave right now so if people want to submit just to Google i/o sessions go to the session click on the wave submit a question and we'll do it start a little questions tour the end as well ok so here's a question from app brain it's really two one is they make extensive use of the google web toolkit and and does that hurt their search results and number two how do you get Google to recognize their sort of breadcrumb structure because you want that to show in the search results so this is actually a really good question let's take shoot you light at brain is a very cool site if you guys haven't tried it I recommend it so a brain has 15, 000 results indexed what does that mean that means quit the Google web toolkit is not really hurting them in fact if you look at the sort of URLs that they generate they're perfectly natural good looking URLs you can use a period as a separator you can use a dash as a separator I would prefer a dash over an underscore because whenever you have two terms like you know a underscore B Google tends to index those as one term if you have a dash B will index them as two different terms and most people tend to type a space B not a underscore B so I wouldn't change your site if you've got something that already works for you but if you're breaking a brand new site I would use separators that are like dashes or periods or something like that so the URLs are actually pretty good here shoot you might quit is not hurting you in this case as far as I can tell now there is a little bit of design advice for this site if I'm interested in this app am I going to be more interested in changelogs or am I going to be interested in user reviews user reviews obviously so why are the changelogs above the user reviews there's no good reason for that right so just swap the order of those think about the layout a little bit this while interesting is not really all that useful to people so I put that more towards the bottom of the page but it is doing a good job it's having some normal text it's got images so app brain is doing a relatively good job of having all this sort of content useful stuff right up front related Android apps critical Y is related Android apps critical how are people finding this site you're probably searching for one specific Android app right you land on it and you're done and you close the window and you go off and you start work or you see related Android apps and suddenly you've lost half an hour because your spaceflight I've never heard about that okay bazooka wait a second bazooka rabid demo and suddenly you've lost 40 minutes sort of surfing through all this kind of stuff YouTube gets an incredible amount of traffic from its related videos it might be more than from the homepage so people come in on a specific video and then you know what if they had the time to watch a five-minute video of a cute kitten maybe they have time to watch another two-minute video of a dog on skateboard and then maybe they have time to watch another seven-minute video of something else and before you know what the whole afternoon is gone now you as the developer want that whole afternoon to be gone on your site so show these related contents show these related apps did you look at their Meta Description tag because the Meta Description tag unlike the keywords tag that not was mentioning earlier can be really valuable particularly in the search results and when someone's skimming the search results to figure out which one to unclick on and for this one I would think if you're looking for a particular Android app and you're looking through the search results you might use the meta description to really figure that out and they're just populating it based on the first part of the text from the page which is good and then it gives them something that's unique for every page but it causes everything to be sort of cut off oddly because it only takes a certain number of characters so that meta description that shows up in the search result tends to be very awkward for users because it just randomly and cuts off in the middle of a sentence so as a developer if there's a way if you're gonna automate that try to automate it in a way that's a little bit more easy to read I'm suitable so what do you really want you don't want search rankings you want traffic and you don't really want traffic you want conversions so you really want interested users who are kind of pre-qualified you have already said this is what my site's about and they still chose it so here's Android lib for example the the snippet is shoot you was developed by camel games package name com camel games shoot you that's not that handy right whereas go down to app brain and they're saying hand drawing style physics game that's pretty good all you need to do is shooting the little guy to hit the star simple we'll see who it cuts off in the middle putting a little bit of work into trying to craft the right Meta Description and you clearly have the text because it's on the main part of the page can entice users to click more often it is really worth the time to try to get a good Meta Description especially if it's automatically generated like this and it's not spammy it's just it's relevant for each page there's a different Meta Description if you don't have a Meta Description or you have the same medicine on every single page we'll try to pick out the best part of the page to summarize the users query and we don't always get it right a bunch of webmasters used to call them the ransom note style snippets so we do a pretty good job of highlighting where the words are on the page but if you give us a good Meta Description we'd often prefer to show the good Meta Description now the second part of the question from from app brain was how do I get the breadcrumbs this is what they're talking about this is breadcrumbs and I went ahead and I asked the team that worked on this and the short answer is make sure that you have the same sort of markup as everybody else and then you have to be a little bit patient typically it might take a month or more before a site gets processed and we realize that you have something that's amenable to breadcrumbs and we're showing breadcrumbs so that's something to be aware of they're working on making that faster they hope that by about the end of this quarter they'll be able to make that much much faster so if you can come up with something that's a relatively clear structure then you might get a couple extra links and sometimes this attracts more click-through than something like slash AB slash comma games stuff like that okay let's move on okay airport car park Skoda UK I'm just gonna be really kind of snippy real quick because I think a few people like the schadenfreude and some people like the constructive advice if you have good text don't hide it under a bushel check out this text for users no written for users right okay so right here is where I can tell you're scraping content right because you didn't escape Britons correctly somebody typed Britons in Microsoft Word which used a non-standard apostrophe which went up on a webpage which someone copied it showed up here and now it's a question mark character I know it's not the original content because they didn't put it up the right way and in fact if you search for this phrase it appears on some other webpage so scrapers there are lots of ways that you can spot them and usually you tell whether something is inorganic did these comments look organic to you I don't know if you can read them I'll read a few F atoms are Rushworth D Anderson T Quigley and G foils do most people sign their comments with G foils usually they use either some weird handle like hacker leet or their full name right not D Anderson and it's it's a little strange you know Airport air parks for garden work airport jet parks for Manchester Airport and did you notice they use six stars instead of five you don't understand five stars wasn't enough to convey how great these sites are you need six stars to get across how this one goes to 11 okay so don't just reuse content Joe's just you know make up sort of things that look inorganic okay back to constructive a little bit although that is okay I know that was a scraper site but the thing with the text scrolling at the bottom now that I don't work at Google anymore people sometimes are a little more honest with me than they were when I worked there and I'll talk to people and I'll ask them why do you have a bunch of text at the bottom of the page do you really think that this is useful for people and they say to me and they don't mean it in a bad way at all they go no that's for search engines because I heard that search engines like a lot of text on the page and you know people really think that this is a good strategy and they're not trying to spam necessarily they just think that's the way to get enough content on the page for search engines to like it so of course what I always go back and tell them is what search engines want is the same thing that users want and so that content has to be useful for the visitors to your site for the search engines to value it as well so you know absolutely absolutely okay here's a quick one grow in style calm the question is they have unfriendly URLs how much is that going to hurt their SEO so the URL is item dot aspx item id equals 67 the fact is if everything else on your site is pretty good don't get that worried about your URLs if you're making a brand new site and you can make it have keywords in the URL not crazy stuff but like three or four keywords like WordPress does go ahead and do that but don't beat yourself up or like do an 8 month project to completely change your content management system if you can't get exactly the URL that you want search engines work with the web as it is and Google Microsoft Yahoo asked all the big search engines try to cope with syntax errors people that don't have keywords you know sprinkled all over their page all that sort of stuff so I wouldn't I wouldn't worry about that at all you know if you can put a URL and put a keyword in the URL that's good but you don't have to go overboard and you don't have to worry about it if you can't do it it's a relatively quick one okay Jim dantana dot-com this one's interesting because it's a little bit savvy and a little bit naive on one hand Jim dantana is fighting for Ventura County on the other hand does anybody know where Ventura County is okay a few people do you're probably from Southern California as I understand it Ventura County is like near Bakersfield or something like that well okay hold on Maps oh hold on okay the mere fact that we can disagree about this is interesting okay so the area code is 805 so if you do this query 805 area code Bakersfield that's why I was saying Bakersfield I apologize so okay so maybe the mere fact that we can disagree about this means put the address on the page right nowhere on here does it have the address it has a phone number so that's the sort of thing you need to have on your page because some people are going to type County Clerk California County Clerk Santa Barbara County Clerk Bakersfield wherever you are and this happens a lot with restaurants in particular where they only put the address but they don't put the city or the state because they just of course I'm in Seattle but you're not gonna be found when people do restaurant in Seattle yep here's here's one more trick now this is this text is again not text if I click on this check out the URL it becomes default dot HTM the easiest links you can possibly get to your website are your own links making sure that your internal links point to the same place that you want to is one of the easiest things to do if you shoot yourself in the foot by saying okay I have default dot HTM I have index.

html I have index dot PHP I have it without any of those suddenly your page rank and your lengths and your anchor text can be divided four ways and you might not rank so there are simple ways to handle this just make sure that everything is consistent you usually don't want to have extra stuff on the end it just gets in the way of the mind of your users if you can get rid of it there's a tag called rel equal canonical if you just search for rel equal canonical it's incredibly simple to set up all you do is you say in fact I'll use our help page which all you do is you say where you would you like this URL to point for example my canonical might be Jim dantana com slash that's it so even though you might have these different URLs on the web if you can't fix it yourself use rel equal canonical and you can sort of unite the page rank the trust to the anchor text all that stuff into one place and that can make a really big difference just to add to that so the saying they have default they have index multiple versions of the home page um youth they also have the dub-dub-dub version versus non Dom they've done it's a really common thing you can just redirect one to the other they've got eight verses right you you don't really want to be the Octomom with your URLs you don't want to have eight different versions of your URLs out there you want to have an only child all your PageRank all your anchor text should be pointing to one place another thing is there are a lot of good things about this site he's got testimonials he's got text if you click on this it starts to play a really cool video of like you know stuffs flying around and voting and you know all sorts of cool stuff I would argue this video would be a much better thing to show than this tired slideshow right because I just happen to click on this and I watch the video all the way through I'm not going to watch this slideshow all the way through so you know think about your resources in your ass and sometimes you want to match stuff up differently okay good job in the title though in terms of primary election County Clerk Recorder in his name yes so check out the title excellent title this is the sort of title that works really fine vote June 8 2010 right he's managed to get June and 2010 and so if somebody searched for election or June 8th there 2010 he might show for that this is totally fine none of this seems like keyword stuffing it's a little on the long side as titles go but he gets useful keywords in there and nothing in there is it all spamming so yeah good point excellent title okay so we can do a couple things we can start to go into a lightening round we can start to take some questions strong preference either way questions okay let me close these out like super fast this guy also has duplicate content troubles you can build a website on Google Sites it is possible discount plus-size dresses as soon as you click it's a JavaScript link and it goes to a completely different domain name why would I even bother yeah give me the puss and give me the two-in-one dress where is it I can't get it from this site so make sure that you actually have the stuff next Sprocket calm is pretty cool it's a marketplace for open source tools so if you want like an open source tool you can pay $30 $50 is next rocket in the in the room maybe they're shy their question was how can we get more links the answer is come up with a cool idea I think this is a cool idea I might fund a couple Chrome extensions so get the cool idea and then think about marketing it get on Twitter get on facebook submit it for a site review that sort of stuff on that one yeah we'll talk to serious science later okay let's do some oh okay one last one there is a trend where some people think that they need a lot of links and so rather than develop the links out of merit or because your site is excellent they think I'll just take the shortcut I'll just buy a bunch of links that is really not a good idea you tend to get links from sites like this Syria along com you get get term life insurance quotes for free banking freshwater fish and aquariums Nike football kits cheapest hotel rates Himalayan salt lamps to ease asthma these are not really targeted useful links if the user lands on this page they're not going to stay to read about the Himalayan salt lamps so this is the sort of stuff that makes spam fighters see red we want to find every single one of your backlinks we want to go over them with a fine-tooth comb to see what's going on this is the sort of stuff that you definitely want to avoid so if you can I would definitely stay away from this sort of stuff okay questions we'll alternate between questions from the wave and questions from the mic will sort of go back and forth please use one of the mics don't just shout out questions and everyone's going to this mic we have one over there too you were first so go ahead and can you talk a little bit more about quit in SEO yeah absolutely quit the Google web toolkit is a fantastic package because you can do like really fast interfaces you can write your stuff in Java compile it down to JavaScript historically ajaxy type stuff hasn't been that crawlable right which is a real problem now if you're just doing something like Adwords AdWords is written in quit whenever you're using that interface on the web so you can make fantastic applications but it's or eclis hasn't been that crawlable they've introduced a new standard and Google supports it I think Facebook is already adding this to some of the URLs and it's built into quit now it is built into it where basically if you want something to be indexed instead of just having the hash mark you can do hash mark bang an exclamation point and that will tell search engines this URL can be indexed so we're already indexing a lot of content from Facebook that's doing this anybody else that wants to use grid if you–if you there's a little more to it than that yeah do you have to generate the page when you yeah you have to install a headless browser on your server to generate static versions of the pages when Googlebot comes it's all documented and it's actually fairly straightforward but you do have to do a few things for it but that does help your Ajax to get crawled that otherwise wouldn't be if you're using something like so if you search for crawl Ajax you'll find a page like this making your Ajax applications crawlable and the rough idea is you want to introduce this sort of bang character there's a few other things to do but at least now it's possible it used to not really even be possible good question okay so let me take one question from the wave Mayday there were a bunch of people on webmaster forums like webmaster world they saw a somethingö alive that happened right around May 1st so they called it Mayday Mayday is an algorithmic change in Google's search results we were looking for higher quality sites especially more towards long tail queries and it's something that's been through rigorous evaluation every change that we do goes through a ton of evaluation we do over 500 changes a year so it's not a mistake this is something that is going to go forward if you've never heard of Mayday or it doesn't affect you don't worry about it at all but it is an algorithmic change it's working where we're trying to find high quality sites and sort of show those a little bit higher which means unfortunately the some sites show a little bit lower so that's just a few seconds about Mayday yeah question me so I run a popular web site that is currently you know number one for our particular term I I got a lot of feedback for my users that wanted features so I added the new features and I put the links to those new pages in the top level nav and instantly I fell in the rankings you know this happened during the busy time of my company so I had to revert those changes and I instantly went back to number one so what is the the best way to add new features to the site and not fall in the rankings usually that doesn't happen usually just adding a link or two will make a big difference were you adding like 20 or 30 no I added about three links to the top level map okay and I felt even though it sounds like a smoking gun you put it here it went down you take it off it goes back up sometimes that still can be a coincidence because when you've got tens of billions of websites you take stuff on you take stuff down things can't happen the other thing that sometimes happen is sometimes a site is down or down intermittently and they don't realize it whenever they're rolling out a new code feel free to catch us afterwards to sort of show us the site but normally just adding two or three links would not make a big why did they drop two from one two one two three and it was the same URL it was the home page yes yeah it can't be that you're right on the cusp you know and so you might want to make sure that if you're showing up number one for a particular phrase maybe put that phrase once or twice more on the page somewhere else on the page because if you're right at the area edge then having that phrase one more time can make a difference but normally adding just a link or two wouldn't make that much of a difference so we'd be happy to look at the site afterwards if you want to great cool I just like to know the small business blog that was referred to earlier the blog post that I mentioned yes oh so my site is nine by blue comm and I did a blog post a couple weeks ago about local business so you can find it there nine bye blue Thanks yep and in fact Vanessa is very fun to read I like one of her posts microsites a bad idea most of the time it's sort of an under selling way to say don't make 500 different sites concentrate more on making one good site that has branding and stuff like that it can be really handy yeah yeah the question about domain extensions it's tough to get good calm so much as more if you guys have you know give preference over calm versus a dog info for example always go with that info those are awesome no you know I'm office mates with a guy named Amit Singhal I met basically guides the entire search quality team at Google I'm work on web spam so trying to catch the cheaters he deliberately runs add-on info he's at single about info so that we can't say we all we don't know of any good that info sites well here's one you know so we try not to look at the TLD there may be parts you know I'll automatically run parts within our system that say well we think this is a little bit better or that's little bit worse but that's going to be a small factor no matter what until recently there was nothing like that and there's no like super duper hand boost for edu or gov sites or anything like that it's just people tend to link more to edu sites and gov sites and stuff like that so plenty you know Matt Mullenweg the creator of WordPress his domain is ma TT and he still ranks number one format which really annoys me I'm like number eight or something like that so he's just got so much value added to the web are so typically I wouldn't worry about it if you can get the dot-com you can usually get you know all these things I think though that dot info users tend to be a little suspicious because God info sites used to be free right so there's just a lot you know there's more of a percentage of spammy and though sites and so some of your visitors might be a little hesitant maybe so let me take a question from the wave in google.

de I see more English results in the SERPs SERP stand for search engine result pages why do these same sites rank so high lately is this done to promote the US economy sometimes people in Germany get a little angry at us there are side effects when buying us cards online so it's not good for users so I think Google does a better job than most at localizing the search results so for example if I go to google.

com and I type in Bank I get Bank of America Wikipedia thank com World Bank Wells Fargo if I go to let's say Australia and I type in Bank I get Westpac and Z come back if I go to Google Kota UK and I type in Bank whoop it'll say did you think Bank and I get Bank fashioned Bank of England Bank of Scotland Barclays right so we actually do localize quite a bit and we can localize even knowing that some of this stuff for example Lloyds TSB is a dot-com but we know that it's related to the UK so we try to localize as best we can if you have specific examples feel free to point them out so torval if you want to you know submit the specific site that you think is showing up that shouldn't showing up let us know we'll take a look at it okay question from the audience hi I have two very short questions one of them is regarding axe accentuation in Spanish so we have the issue in Spanish where for example word pronóstico and pronóstico are two completely different words with two completely different connotations and how is and when I put the hyperlink with the accent axe activation mark in it the way that Google reads it I've seen with the fetch part is the ampersand I owe a bunch of code at the end to make the the accentuation mark and I was wondering how we can work with this correct this point yep absolutely punctuation is interesting because for example in Woodside there's something called Kenyatta Road so you have this yes you know those sorts of things and the trouble is you index it as Canada road or Kenyatta Road so typically what Google will do is will try to index it both ways not every search engine does that for example ask for a long time didn't know how to handle anything except for ASCII and I wouldn't claim that we get it right every single time but what we essentially try to do is we index the text and then if we think there are alternatives then we'll index the alternatives as well but with a little bit less weight now I wouldn't claim that's perfect there's ligatures there's you know inter Punk's there's there's weird stuff out there on the web we try to handle it as best we can but I wouldn't say that we're perfect 100% of the time so anytime you see something where you think something should be indexed and it shouldn't those are a great example to tweet my way or show up on the webmaster forum and sort of point us out and we did a post on the Google Webmaster central blog in late 2006 I believe so is it from a really long time ago and I wrote the post and it specifically has Spanish as the example and it talks about the different accents and so if you go find that post it goes through some specific examples of way different accents are handled so you might find that helpful also okay so let me do a couple from the wave – versus underscore we already talked about that how bad is it to have more than one h1 or no h1 on a page we try to react to the web as it exists and index it as best we can there was a study right at the beginning of the web like in it said 40 percent of all web pages had a syntax error let me say that again 40 percent now if Google throws out 40 percent of the web because we say you didn't close your table what's that gonna do to our search quality reap it out throw it away right cuz there goes 40 percent of your potential answers a lot of great people on you know student blogs they're writing stuff by hand they don't do it correctly we still have to try to index that so if you know if you have an h1 great if you don't have an h1 we'll probably handle you just fine if you have all h1 your entire page is h1 then you might have a problem there's no need for your entire page to be a headline that's the equivalent of shouting at the entire audience it's like all caps right so if you can avoid that it's probably a good thing to do so if any comments on link shorteners like bid lee sure my company using a more and more and kind of using them permanently yep absolutely so URL shorteners are fantastic for things like twitter where you really need the extra characters what i would look for in a URL shortener is that it does a 301 or permanent redirect because that tends to pass PageRank there are a few URL shorteners that don't so I think in some cases that's what you wanna watch out for yes there is a great danny sullivan has a site called search engine land he's actually at this conference and i think he wrote URL shorteners he did a review of like 70 different URL shorteners so you can actually see whatever you do please don't use you know tweet burner or whatever whereas the ones that use 301 tend to be a little bit better alright if you play dirty 2 seconds if you can get away from using short urls long URLs are a little better because they don't break the web all that sort of stuff really the only reason to use a short URL if you're worried it might get truncated in an email or in a tweet something like that can you ask go-to question in 15 seconds yes okay what are you your views of changing in webmaster tools the location for different seasons or SEO campaign is that okay changing SEO tools for in the webmaster tools just change the location by physically for different seasons on a campaign no know what company so we have a tool in Google Webmaster Tools where you can say I'm not related to the United States I'm related to Peru Eve naima calm or I'm related to Israel it tends to be more of a do at once kind of thing I would not set at per season like oh it's fall I'm related to Peru wait a second it's spring I'm back to Chile I if you can avoid that I would probably avoid that yeah it's not a good idea okay so we are out of time but we will try to stick around if anybody wants to talk about their sites one on one thanks very much.

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