This book is for those who already know the basics of SEO and are looking to take their skills to the next level. Before diving in, try reading the following list:
• robots.txt
• sitemap
• nofollow
• 301 redirect
• canonicalization
If you are not sure what any of the items in this list are, you should go
over to the nearest computer and read the article "The Beginner's Guide to SEO" at
http://www.seomoz.ora/article/beainners-auide-to-search-enaine- optimization
This free article can teach you everything you need to know to use this book to its fullest. Done with that? Great, now we can begin.
The Secrets of Popularity
Once upon a time there were two nerds at Stanford working on their PhDs. (Now that I think about it, there were probably a lot more than two nerds at Stanford.) Two of the nerds at Stanford were not satisfied with the current options for searching online, so they attempted to develop a better way.
Being long-time academics, they eventually decided to take the way academic papers were organized and apply that to webpages. A quick and fairly objective way to judge the quality of an academic paper is to see how many times other academic papers have cited it. This concept was easy to replicate online because the original purpose of the Internet was to share academic resources between universities. The citations manifested themselves as hyperlinks once they went online. One of the nerds came up with an algorithm for calculating these values on a global scale, and they both lived happily ever after.
Of course, these two nerds were Larry Page and Sergey Brin, the founders of Google, and the algorithm that Larry invented that day was what eventually became PageRank. Long story short, Google ended up becoming a big deal and now the two founders rent an airstrip from NASA so they have somewhere to land their private jets. (Think I am kidding? See http://searchenaineland.com/vour-auide-to-the-aooale-iet-12161.)
Relevance, Speed, and Scalability
Hypothetically the most relevant search engine would have a team of experts on every subject in the entire world—a staff large enough to read, study and evaluate every document published on the web so they could return the most accurate results for each querysubmitted by users.
The fastest search engine, on the other hand, would crawl a new URL the very second it's published and introduce it into the general index immediately available to appear in query results only seconds after it goes live.
The challenge for Google and all other engines is to find the balance between those two scenarios: "lb combine rapid crawling and indexing with a relevance algorithm that can be instantly applied to new content. In other words, they're trying to build scalable relevance. With very few exceptions, Google is uninterested in hand-removing (or hand-promoting) specific content. Instead, its model is built around identifying characteristics in web content that indicate the content is especially relevant or irrelevant, so that content all across the web with those same characteristics can be similarly promoted or demoted.
This book frequently discusses the benefits of content created with the user in mind, "lb some hardcore SEOs, Google's "think about the user" mantra is corny they'd much prefer to know a secret line of code or server technique that bypasses the intent of creating engaging content.
While it maybe corny Google's focus on creating relevant, user-focused content really is the key to its algorithm of scalable relevance. Google is constantly trying to find ways to reward content that truly answers users' questions and ways to minimize or filter out content built for content's sake. While this book discusses techniques for making your content visible and accessible to engines, remember that means talking about content constructed with users in mind, designed to be innovative, helpful, and to serve the query intent of human users. It might be corny, but if s effective.
That fateful day, the Google Guys capitalized on the mysterious power of links. Although a webmaster can easily manipulate everything (word choice, keyword placement, internal links, and so on) on his or her own website, it is much more difficult to influence inbound links. This natural link profile acts as an extremely good metric for identifying legitimately popular pages.
NOTE Google's PageRank was actually named after its creator, Larry Page. Originally the algorithm was named BackRub after its emphasis on backlinks. Later, its name was changed to PageRank because of its connections to Larry Page's last name and the ability for the algorithm to rank pages.
Larry Page's original paper on PageRank, "The Anatomy of a Large- Scale Hypertextual Web Search Engine," is still available online. If you are interested in reading it, it is available on Stanford's website at
http://infolab.stanford.edu/-backrub/google.html. it is highly
technical, and I have used it on more than one occasion as a sleep aid. It's worth noting that the original PageRank as described in this paper is onlya tiny part of Google's modern-day search algorithm.
Now wait a second—isn't this supposed to be a book for advanced SEOs? Then why am I explaining to you the value of links? Relax, there is a method to my madness. Before I am able to explain the more advanced secrets, I need to make sure we are on the same page.
As modern search engines evolved, they started to take into account the link profile of both a given page and its domain. They found out that the relationship between these two indicators was itself a very useful metric for ranking webpages.
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