SXSW 2012: Dear Google & Bing: Help Me Rank Better!

Danny Sullivan
Search Engine Land, Editor In Chief

Duane Forrester
Bing, Sr Product Marketing Manager

Matt Cutts
Google Inc, Distinguished Engineer

Presentation Description

If you build it, they might not come, if you haven’t thought about how search engines view your web site. Forget testing for Internet Explorer, Firefox, Chrome and Safari. Search engines are the common browser that everyone uses. The good news is that search engine optimization (SEO) doesn’t mean terrible design or some type of black-magic trickery. Rather, there are good, sensible things that everyone should do that pleases both search engines and human visitors. In this session, representatives from Google and Bing provide this type of advice. They’ll even get you up to speed on the impact that social media is playing on search results. Even better, it’s all Q&A. Bring your top questions about how they rank sites and get answers directly from the source.

Presentation Notes

The “Deep Links” or “Site Links”, which are the links that are listed under popular webites in search results, are determined based on what content on that particular website is accessed the most by relevance and value. You can go into Google’s Webmaster tools, or Bing’s version, to remove any if you don’t want them… but you cannot add them. See: searchengineland.com/seotable

Google is working on leveling the playing field to make people who SEO a website without relative content not be as high in the search results as they are now. These changes should be rolling out within the next couple months. The best way for a mom-and-pop website to get ahead in SEO is just for them to have awesome products and be engaged socially. Rather you’re involved or not is your choice, but those signals still exist by others.

Don’t buy links. This is one of the worst things you can do, and this will hurt you in one of two ways: 1. you’ll waist your companies money, or 2. you’ll hurt your domain in search rankings forever.

Infographic: The Google Panda Update

If you have a website page that no longer exists, you should do a 301 redirect. If your IT personnel wont grant you that, then tell them both Google and Bing say they’re stupid. See: rel=”canonical”

So why does one website who posts after me get a higher search ranking? Well, typically it’s because users are more comfortable with that bigger company. But that’s not to say there isn’t other things you can do. See: http://schema.org/

Posted in SXSW 2012.

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