E-Commerce: Search Engine Optimization

e-commerce
SEO
Search Engine Optimization
PÚBLICA
Search Engine Optimization
¿Qué es SEO?
SEO es la practica activa de optimizar un sitio web mejorando
aspectos internos y externos con el fin de incrementar el tráfico que el
sitio recibe desde los motores de búsqueda (Google, Yahoo, Bing,
etc.)
Entre las áreas que cubre SEO están:
- Determinar los términos y palabras clave que generarán más
tráfico
- Hacer el sitio más accesible a los motores de búsqueda
- Promocionar el valor único de los productos y/o servicios que
el sitio/compañía ofrece
2
¿Por qué mi compañía/sitio
necesita SEO?
3
¿De qué manera ayuda SEO para que los motores
de búsqueda tomen en cuenta mi sitio?
• Make content available to search engines

• SEO can also help boost rankings
• The online environment is becoming increasingly
competitive
4
How Search Engines Operate
1. Crawling the Web

Search engines run automated programs, called "bots" or
"spiders" that use the hyperlink structure of the web to "crawl"
the pages and documents that make up the World Wide Web
2. Indexing Documents
Once a page has been crawled, it's contents can be "indexed"
- stored in a giant database of documents that makes up a
search engine's "index".
5
How Search Engines Operate
3. Processing Queries
When a request for information comes into the search engine the
engine retrieves from its index all the document that match the
query.
 a search for car and driver magazine at Google returns 8.25 million
results
 a search for the same phrase in quotes ("car and driver magazine
") returns only 166 thousand results.
4. Ranking Results
The engine's algorithm runs calculations on each of the results to
determine which is most relevant to the given query. The engine
sort these on the results pages in order from most relevant to least
6
Speed Bumps & Walls
Possible "Speed Bumps" for SE Spiders:

•URLs with 2+ dynamic parameters; i.e. http://www.url.com/page.php?
id=4&CK=34rr&User=%Tom%
•Pages with more than 100 unique links to other pages on the site
(spiders may not follow each one)
•Pages buried more than 3 clicks/links from the home page of a website
•Pages requiring a "Session ID" or Cookie to enable navigation
•Pages that are split into "frames"
PÚBLICA 7
Speed Bumps & Walls
Possible "Walls" for SE Spiders:

•Pages accessible only via a select form and submit button
•Pages requiring a drop down menu
•Documents accessible only via a search box
•Documents blocked purposefully
•Pages requiring a login
8
Measuring Relevance and
Popularity
Modern commercial search engines rely on the science of

information retrieval (IR).
Relevance - the degree to which the content of the documents

returned in a search matched the user's query intention and
terms
Popularity - the relative importance, measured via citation (the
act of one work referencing another, as often occurs in
academic and business documents) of a given document that
matches the user's query.
Measuring Relevance and
Popularity
In document analysis, search engines look at whether the

search terms are found in important areas of the document -
the title, the meta data, the heading tags and the body of text
content.
In link analysis, search engines measure not only who is linking
to a site or page, but what they are saying about that page/site.
They also have a good grasp on who is affiliated with whom,
who is worthy of being trusted and contextual data about the
site the page is hosted on.
Information Search Engines can
Trust
As search engines index the web's link structure and page

contents, they find two distinct kinds of information about a
given site or page:
• attributes of the page/site itself
• descriptives about that site/page from other pages.
Information Search Engines can
Trust
PageRank :
Google interprets a link from page A to page B as a vote, by page A, for
page B. But, Google looks at more than the sheer volume of votes, or
links a page receives; it also analyzes the page that casts the vote.
Votes cast by pages that are themselves "important" weigh more
heavily and help to make other pages "important."
http://www.prchecker.info/check_page_rank.php
Important factors search engines look
at when attempting to value a link
• The Anchor Text of Link

For example in the phrase, "CNN is a good source of news, but I
actually prefer the BBC's take on events,"
• Global Popularity of the Site - More popular sites, as denoted by
the number and power of the links pointing to them, provide more
powerful links.
• Popularity of Site in Relevant Communities Sites in “topical
communities” provide more value when they link to a site/page on a
relevant subject rather than a site that is largely irrelevant to their
topic.
• Text Directly Surrounding the Link A link from inside an on-topic
paragraph may carry greater weight than a link in the sidebar or
footer.
• Subject Matter of the Linking Page - It will be more valuable to
have links from pages that are related to the site/pages subject
matter than those that have little to do with the topic.
http://www.seomoz.org/article/search-
ranking-factors#ranking-factors
Keywords and Queries
Search engines use their knowledge of semantics (the science of

language) to construct intelligent matching for queries
casas de empeño  prestamistas
Mining semantic data through the incredible corpus that is the
Internet has given search engines some of the most accurate
data about word ontologies and the connections between
words ever assembled artificially
Search engines' growing artificial intelligence on the subject of
language means that queries will increasingly return more
intelligent, evolved results
How to Conduct Keyword
Research
1. Brainstorming - Thinking of what your customers/potential

visitors would be likely to type in to search engines in an attempt
to find the information/services your site offers (including alternate
spellings, wordings, synonyms, etc).
2. Surveying Customers - Surveying past or potential customers is a
great way to expand your keyword list to include as many terms and
phrases as possible. It can also give you a good idea of what's
likely to be the biggest traffic drivers and produce the highest
conversion rates.
3. Applying Data from KW Research Tools - Several tools online
(including Wordtracker & Overture - both described below) offer
information about the number of times users perform specific
searches. Using these tools can offer concrete data about trends in
kw selection.
How to Conduct Keyword
Research
4. Term Selection - The next step is to create a matrix or chart

that analyzes the terms you believe are valuable and
compares traffic, relevancy and the likelihood of conversions
for each. This will allow you to make the best informed
decisions about which terms to target.
5. Performance Testing and Analytics - After keyword selection
and implementation of targeting, analytics programs (like
Indextools and ClickTracks) that measure web traffic, activity
and conversions can be used to further refine keyword
selection.
Temas adicionales
• Targeting the Right Terms (Conversion Rate -

Predicted Traffic - Value per Customer - Keyword
Competition)
• The Long Tail of Search
• Sample Keyword Research Chart
Critical Components of
Optimizing a Site
• Accessibility
 Broken Links
 Valid HTML & CSS
 Functionality of Forms and Applications
 File Size
 Downtime & Server Speed
• URLs, Title Tags & Meta Data
• Examples and Recommendations for Title Tags
• Meta Tag Recommendations
• Information Architecture
• Canonical Issues & Duplicate Content
Building a Traffic-Worthy Site
• Usability
 Design
 Information Architecture
 Navigation
 Functionality
 Accessibility
 Content
 Professional Design
 Authoring High Quality Content
 Link Bait
Growing a Site's Popularity
• Community Building
• Press Releases and Public Relations
• Link Building Based on Competitive Analysis
• Building Personality & Reputation
• Highly Competitive Terms & Phrases
Conclusion: Implementing an
SEO Strategy
1. Unique Content - Something that has never before been offered on the web in
terms of depth, quality or presentation (i.e. a unique value proposition)
2. Access to an Adoptive Community - Connections or alliances with
people/websites in an existing online community that is ready to accept, visit
and promote your offering
3. Link-Friendly Formatting - Even the best content may be unlikely to be linked
to if it displays ads, particularly those that break up the page content or pop-up
when a visitor comes to the site. Use discretion in presenting your material and
remember that links are one of the most valuable commodities a site/page can
get and they'll last far longer than a pop-up ad's revenue.
4. Monetization Plan - Intelligent systems for monetizing powerful content must
exist, or bandwidth, hosting and development costs will eventually overrun your
budget.
5. Market Awareness - If your site is targeting highly competitive terms you
should make available, an online marketing budget, including funds for link
buying, and hire or consult with someone experienced in bringing newer sites to
the top of the SERPs.

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e-commerce

• Make content available to search engines

1. Crawling the Web

Possible "Speed Bumps" for SE Spiders:

Possible "Walls" for SE Spiders:

Modern commercial search engines rely on the science of

Relevance - the degree to which the content of the documents

In document analysis, search engines look at whether the

As search engines index the web's link structure and page

• The Anchor Text of Link

Search engines use their knowledge of semantics (the science of

1. Brainstorming - Thinking of what your customers/potential

4. Term Selection - The next step is to create a matrix or chart

• Targeting the Right Terms (Conversion Rate -

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