Seo Basics Google, Search Engine Basics for Beginners, search engine optimization guideline by Google
Post on 04-Dec-2014
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What is SEO? What Effects SEO?
Live Examples What Can You Do? Tracking Results Resources & Tools Q & A
Search Engine Optimization A definition: The modification of a web site’s
build and content to better position the site in the natural/organic results of the major search engines.
Pull vs. push marketing Why Search is So Hot The SEO Process White Hat vs. Black Hat Which Engines to Target?
Consumer skepticism towards advertising Consumer trust in advertising has plunged 41% in the
past 3 years – only 10% of consumers say that they “trust” ads today
With today’s media choices, the consumer is increasingly in control 70% of consumers are actively trying to block out, opt-
out or eliminate advertising iProspect study shows that 61% of internet
searchers think natural listing are more relevant B2B users have a 63% preference for organic
listings Organic listings get higher conversion rates than
paid
Source: “Searchonomics: Search Statistics Made Fun,” by Christine Churchill
5 step process: Reporting Research Optimization Submission Follow Up Reporting
White Hat Quality content creation Light keyword
optimization Sound website building
tactics Everything out in the
open Nothing designed to trick
the search engine or the user
Black Hat Cloaking Hidden text or tiny text Keyword stacking or
stuffing Use non-related keywords Duplicate pages/ duplicate
content Domain spam /
cybersquatting Re-directs Page swapping
Most the traffic surfing through Google. It around 83.46% of total searches
Yahoo have 7.83% & Bing have 4.85%
Where does the optimization happen? On-Page Factors
Content is King Evaluate existing content Make recommendations for additional content with targeted keyword phrases
in mind Prominence of keywords in content Regular updates will bring spiders more often >> higher rankings
Build Spiderability or Indexability
Site Navigation & Site Map Stop Characters
Title, <H1>, meta and alt tags Trim down code
Off-Page Factors Link Popularity
Quality of Incoming Links (backlinks) e.g. PR4+ Age of backlinks Links in prominent directories (ODP, Yahoo Directory) Anchor text of inbound links
Age of Site
Spiderability A measure of if or how well a site can be
indexed (or crawled) by a search engine spider Site Navigation Site Map Splash Pages Frames
A view from a spiders’ eyes SE Spider Simulator:
http://www.webconfs.com/search-engine-spider-simulator.php
Live Examples Seek out victim(s)
Use keywords only once in each tag Use unique tags for each page – don’t copy and paste
throughout Title
Lead with most important keyword phrase 8-10 words, or shorter Max of 75 characters, including spaces Will be used as the search results listing link Write titles that serve as an ad campaign
Heading Lead with single most important phrase for that page See my site as example
Meta Description Maximum of 150 characters, including spaces Will be used to describe site in some SEs search results
Use to your advantage – treat as an ad Alt
Keep it related to a description of the image Live Examples
Move JavaScript and CSS to external files Moves site content (read keywords) up in the
code, giving them more importance Decreases download time for the user Decreases download time for the SE spiders Makes universal changes easy with edits to only
one document
Encourage your clients to spend time on quality content development
Build sites that have the following: Text-based navigation Site map with a text link to it on every page No splash pages Contact info on every page Design layout that allows for plenty of content Use the page titles and other tags to your advantage Move css and javascript code to external files Don’t build with frames Limit the use of flash In a re-build, keep pages names the same if possible
Site Traffic Log Analysis
Web Trends Tracking Script
Net Applications Information
Tracked Level of traffic Source of traffic Changes over time
Site Rankings Web Position
Specify engines and phrases
Shows rankings and changes over time
Sample Report
Search Engine Watch (and SearchDay newsletter)
www.searchenginewatch.com Link Popularity Checker
http://www.linkpopularity.com/ Yahoo Search Marketing Keyword Tool
http://searchmarketing.yahoo.com/rc/srch/ Search Engine Spider Simulator
http://www.webconfs.com/search-engine-spider-simulator.php SEMPO
www.sempo.com Google Local (now called Google Maps)
http://local.google.com/ Yahoo! Local
http://listings.local.yahoo.com/ Online Web Training (certification programs)
http://www.onlinewebtraining.com/ Search Engine Visibility (by Shari Thurow)
http://www.searchenginesbook.com/
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