Understanding & Using Search Engine Optimization

67 %
33 %
Information about Understanding & Using Search Engine Optimization
Technology

Published on July 29, 2009

Author: ifPeople

Source: slideshare.net

Description

ifPeople's webinar exploring the three main elements of SEO: coding, content, and linking.

Understanding & Using Search Engine Optimization Barrett Michael bmichael@ifpeople.net 678 608 3408 www.ifpeople.net

What exactly is search engine optimization?

SEO means improving the volume or quality of traffic to a website from search engine results.

When someone searches for you or something relevant to your org... ...you appear in the results.

So what?

30% of web traffic delivered by search engines. 80% of that traffic delivered By Google.

SEO has three separate parts... technical content links

-b a lanced e we ll us t b ree m lts. All th t resu for be s

Let's start with... technical content links

A Word on Flash Flash sites look pretty... ...but text in Flash isn't readable by searches.

A Word on Flash Indexible content is more important than design.

Code: Overview With SEO, code quality matters. Clean, correct code is indexed faster by search engines.

Code: Best Practices Use a validator to check code. http://validator.w3.org/

Code: Best Practices Google reads pages from top to bottom. Keep important content near top.

Code: Best Practices Excessive code makes crawling your site difficult. code copy code Keep a low code to copy ratio.

Code: Best Practices Reduce code by moving javascript and CSS to external files. Multiple lines of code become one line of code.

Descriptive Names: Overview Give your pages names that describe specific content. page title URL

Descriptive Names Overview Names: This associates your page with relevant search engine queries.

Descriptive Names: URLs Include descriptive words in your URLs... www.healthpartners.com/fight-for- healthcare-reform www.healthpartners.com/0001b274cdn

Descriptive Names URLs Names: Use hyphens, not underscores... www.healthpartners.com/fight-for- healthcare-reform See as separate words

Descriptive Names URLs Names: Avoid really long URLs... www.healthpartners.com/fight-for- healthcare-reform-sign-petition-get- bill-through-congress-for-universal- healthcare Viewed as disingenuous and “spammy”

Descriptive Names Page Titles Names: Give descriptive titles to each unique page.

Metadata: Overview Metadata is invisible to web visitors. It includes bits of descriptive info picked up by search engines.

Metadata: Meta Data Keywords Meta keywords... • Usually seen in source code • Still found by search engines • In Plone, called “categories” meta data in Plone

Sitemaps: Overview A sitemap gives search engines an overview of your content. It makes relevant results easier to find.

Sitemaps: Big Sites Big websites need... full map of site

Sitemaps: Small Sites Small websites need... navigation bar

Sitemaps: Creation Sitemap Generator http://www.xml-sitemaps.com/

Now, let's talk about... technical content links

Keywords: Overview • People find websites based on keywords • Including relevant keywords in copy can improve your SEO

Keywords: Selection Step 1: Use Google Analytics to see what words people search for before landing on your site. search term listings

Keywords: Selection Step 2: Brainstorm other related keywords education advocacy universal healthcare health advocacy local volunteer opportunities employment help healthcare for all middle school success live united graduate high school uninsured programs education support low-income family help

Keywords: Selection Step 3: Use a keyword tool to evaluate the search volume of your keywords. free paid https://adwords.google.com/ www.wordtracker.com select/KeywordToolExternal

Keywords: Selection Step 4: Take note of “search volume,” competition, and relevant synonyms.

Keywords: Selection Step 5: Choose identifying keywords and include them in web copy, page titles, metadata. d s ure s nin ram u g pro edu c sup ation port te d liv e uni

Update Content: Overview Search engines love new content. events stories news For higher rankings, update content regularly.

Update Content: How To Easiest if you have a CMS.

Update Content: How To Also easy if you have a blog connected to your URL.

Finally, there's... technical content links

Links: Overview Links are like academic references. More links to and from more credible sources = better SEO.

Links: Two Types Links on your site Links on other sites to other sites. to your site.

Links: Your Site Make your links descriptive. This connects your text to key search terms.

Links: Your Site Don't write, “click here.” Get info about the 2009 Race for the Cure in Indianapolis. For info about the 2009 Race for the Cure in Indianapolis, click here.

Links: Other Sites Appear on other sites by... ...submitting to relevant directories.

Links: Other Sites Appear on other sites by... ...leaving blog comments w/ links.

Links: Other Sites As you develop online relationships, ask clients and partners to link to your site.

But how can I make sure my SEO is continually refined?

Monitoring: Overview SEO is a process, not a one time deal. benchmark evaluate SEO results

Monitoring: Overview Benchmark Questions: What do I want out of SEO? How many new hits do I want to achieve? How many of those hits should turn into reputable leads?

Monitoring: Tools Google Analytics Observe what keywords are associated with your site and increases in traffic.

Monitoring: Tools Website Grader Analyzes: • Web traffic • Social popularity • Technical factors Includes basic advice on improving site.

Monitoring: Tools SEO Toolbar • Firefox toolbar • Competitive research • Keyword research • Comparative linking • Page rank

Questions? Click to edit Master subtitle style

Add a comment

Related presentations

Presentación que realice en el Evento Nacional de Gobierno Abierto, realizado los ...

In this presentation we will describe our experience developing with a highly dyna...

Presentation to the LITA Forum 7th November 2014 Albuquerque, NM

Un recorrido por los cambios que nos generará el wearabletech en el futuro

Um paralelo entre as novidades & mercado em Wearable Computing e Tecnologias Assis...

Microsoft finally joins the smartwatch and fitness tracker game by introducing the...

Related pages

SEO: The Beginner's Guide to Search Engine Optimization ...

SEO isn't just about building search engine ... important to understanding the most effective ... to Search Engine Optimization ...
Read more

Understanding & Using Search Engine Optimization - Hashdoc

Understanding & Using Search Engine Optimization Edit. Hash: ifPeople; Barrett Michael; Web Development; Search Engine Optimization (SEO)
Read more

Search engine optimization - Wikipedia, the free encyclopedia

Search engine optimization ... would be using the web search history of all its ... natural language processing and semantic understanding of ...
Read more

SEO Basics: 8 Essentials When Optimizing Your Site ...

Basic search engine optimization ... and stressed the importance of basic SEO using the following ... Why understanding frequency is key to success with ...
Read more

Understanding search engine optimization - Lynda.com

Understanding search engine optimization ... In addition to the guilt that you may feel from using unethical SEO, search ... Understanding the ...
Read more

Search Engine Optimization (SEO) - Google Support

SEO is an acronym for "search engine optimization" or "search engine optimizer." Deciding to hire an SEO is a big decision ... users to a site by using ...
Read more

What Is SEO? Understanding Search Engine Optimization ...

Understanding Search Engine Optimization. ... The most popular search engine optimization ... Optimizing using search engine optimization methods ...
Read more

Understanding Search Engine Optimization - Newfangled

Search engine optimization is the ... “Understanding Search ... I’d find it hard to believe that those who know enough about how SEO works ...
Read more

What Is SEO / Search Engine Optimization?

Search Engine Land is the leading industry source for daily, ... Review basics of search engine optimization, ranking factors & more. Sections. SEO; SEM ...
Read more