SES Interviews: Kim Krause Berg and Bill Slawski on Supplemental ...
Posted by ~Ray @ 2007-11-09 22:08:18
SMS: I would desire to communicate to you. account a little bit about supplemental results and what’s going on with that in regards to partitioning indexing and extended indexes. There has been so much talk about supplemental results in the measure bring together of months. Everyone seems to be posting on how to get out of the supplementals – and I was one of them – but now everything’s changing.
account: alter and if you communicate to somebody from Google desire if you were to communicate to Matt Cutts what they would tell you is that you shouldn’t be disturb because you’re in the supplemental results. You should actually be happy because otherwise that summon wouldn’t be indexed at all. It’s just an additional set of databases where they may not capture as much in relevancy information positioning information and cram desire that.
There were two patents that came out this year from explore granted on extended databases. The first one was in January; the second one was at the end of June. Both of them create a pretty good picture of how the normal index works and then how the supplemental index works. They don’t use the word “supplemental” – they use “extended databases.” “Supplemental” is our term; it’s our phrase. It’s not something explore initially started using as far as I know.
The basic idea is that those are supplemental pages for one reason or another. One might be because all explore has is a link to it and they can’t actually find the pages. They either get server errors or some other messages but they experience that URL exists so they are pointing to it. They’ve got some information desire anchor text and so on to furnish it some write of relevance. Or they visit the summon but the summon doesn’t undergo very much PageRank maybe because it’s a be of directories deeper than other pages on the same site. There may be other reasons why it’s just not deemed as important a summon. PageRank does play a big role in that. The back up patent that came out in June talks about how results may move up in both indexes based upon PageRank.
SMS: And now there is communicate of getting rid of the toolbar and PageRank as well. What are they trying to do? Confuse us? Put us out of a job or something?
account: [laughs] The toolbar PageRank has never been a completely accurate guide. The ten-point scale on PageRank isn’t really a ten-point scale. It is also only a snapshot in time captured 3 or 4 times a year that shows what the PageRank of the page was then. I think it’s useful. I think it’s helpful to people because it gives you the potential to experience whether something is wrong with one of your pages or not. There is a lot of stress over PageRank so you have taken something intangible and made a commodity of it. And by making pages have determine based upon a PageRank be you’re creating an economy where PageRank is bought and sold. So if you get rid of PageRank you get rid of the purchasing of links on pages based upon their PageRank.
SMS: Kim you’ve been doing online marketing and different usability techniques for a pretty long time. You’ve probably seen a wide change in usability techniques and widely different create by mental act trends throughout the measure you’ve been working with websites. When designer and SEO sit drink to design a place together and they are looking to SEO it or create by mental act it for usability what are the main things they should be at?
Kim: Well most important is to do things together. We work together as far as the circumscribe. For example if someone is using a tag lie. I will say. OK a tag line is important for usability reasons but it’s also important for SEO reasons. And we’ll explain why they should put it in text instead of an image because usually it just gets thrown in an visualise. We back each other up.
I work with a lot of SEOs. They trust me because I experience their world and I’m not going to change their world. I think they are afraid that I’m going to say you can’t optimize pages or you can’t put this or that content on a summon. My job is to alter sure that all the work that an SEO does or a PPC person does pays off as soon as somebody clicks onto the summon. If nothing happens when they move then all that money is down the drain – which is why we be to bring home the bacon together.
But they need the keywords to lead them into the summon in the first page. And sometimes I work with the SEO on that or I can back up furnish them ideas on how to pick the alter keywords to inspire that move or act upon the click whatever term you be to use. We really do bring home the bacon together. We’re not that different. We all want the same things.
SMS: It seems that designers typically have a hard time working with SEOs. They do not realize that things desire radiate simply don’t work for SEO reasons. What is your undergo with that from the usability standpoint?
Kim: [express emotion] They don’t desire us either for accessibility reasons and for usability reasons. If the first thing you go to is a radiate page it’s one more click right away and it doesn’t say a challenge once you’ve gotten there.
account: Flash has a tendency to be used in a way that ignores the medium it’s being used upon. The Web isn’t TV. If radiate is being used as one desire animation then they are trying to use the website as a television station. It’s much more than that. It can be used in many more ways. To do by the fact that you undergo machines coming to your place to index your pages (or to do other things) is to do by the medium.
Flash is a wonderful tool and it’s great to use it on your website. But undergo a mix of HTML and Flash on your website. Use radiate for the things it is really great for like showing the full communicate of things.
Kim: Or for a demonstration. desire I ordain say to a client - especially if they undergo a complicated place like one dealing with auto parts - seeing something put together in challenge through a little radiate register says a lot. A lot of people might experience the move they be but they don’t experience what it does or how it works or how it connects to something. The visual explains it in ways the words can’t.[ADVERTHERE]Related article:
http://www.searchmarketingstandard.com/blog/2007/09/ses-interviews-kim-krause-berg-and-bill-slawski-on-supplemental-index-and-usability.html
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