My Resource for Excellence. Get More Bytes for your Bucks! Workshop #1: Part 1 | What is Search Engine Marketing (SEM) 11:30am-12pm, Friday, September 11 th , 2009
Day 1, Seo Architecture | September 11
Jan 20, 2015
Workshop #1: Introduction to Search Engines
Search engines (Google, Yahoo, etc.) are little hungry monsters that you constantly need to feed with keywords, presented in a logical manner, in order to get their attention! Search engines index Web pages individually. If one of your pages is successful (good positioning) for a given term, this does not mean that all of your website’s pages will fare as well. This workshop will address various techniques to follow in order to be successful with all of your pages. In order to do so, you must first understand how search engines work.
Workshop #2: Your Website’s Architecture
The architecture of a website has a considerable impact on search engine optimization efforts. A poor architecture will limit the number of pages found and indexed by robots, regardless of all the optimization efforts… they will simply be invisible. Robots love, and derive their primary sustenance, from text. The goal of stellar architecture is to provide text in a format that is simple and easy to read by robots. This website is aimed at content creators and will present various aspects of architecture that must be taken into account in order to reach this objective.
Search engines (Google, Yahoo, etc.) are little hungry monsters that you constantly need to feed with keywords, presented in a logical manner, in order to get their attention! Search engines index Web pages individually. If one of your pages is successful (good positioning) for a given term, this does not mean that all of your website’s pages will fare as well. This workshop will address various techniques to follow in order to be successful with all of your pages. In order to do so, you must first understand how search engines work.
Workshop #2: Your Website’s Architecture
The architecture of a website has a considerable impact on search engine optimization efforts. A poor architecture will limit the number of pages found and indexed by robots, regardless of all the optimization efforts… they will simply be invisible. Robots love, and derive their primary sustenance, from text. The goal of stellar architecture is to provide text in a format that is simple and easy to read by robots. This website is aimed at content creators and will present various aspects of architecture that must be taken into account in order to reach this objective.
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My Resource for Excellence.
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Workshop #1: Part 1 | What is Search Engine Marketing (SEM) 11:30am-12pm, Friday, September 11th, 2009
Search Engines are the Most Important Source of Traffic to a Website Virtual exhibit visitors
Navigating to a Website
Search EnginesProspects coming from search engines.
Browser Prospects know your brand (domain name)
BookmarkProspects liked their experience.
ReferralsProspects coming from the same community of Website.
Website Visitors: almost half are from Search Engine
Around 41%
If High Marketing Budget
Mar
ketin
g B
udge
tNavigating to a Website
Website Visitors: are mainly from Search engine
Up to 80%
If Low Marketing Budget
Mar
ketin
g B
udge
tNavigating to a Website
Main Search Engines
MSN9%
Ask2%
AOL3%
Others4%
Google65%
Yahoo17%
Google Yahoo MSNAOL Ask Others
Source: Nielsen Online, Nielsen//NetRatings and Nielsen BuzzMetrics brands.
AOL3%
Ask2%
Others 4%
Google, 65%
Yahoo & MSN (Bing)26%
Google Yahoo MSNAOL Ask Others
Main Search Engines
Search Engine Results page (SERP)
Organic/natural results/Free (SEO)
Copyright Thierry Arsenault
links/Paid (PPC and CPA)Commercial
Copyright Thierry Arsenault
Search Engine Results page (SERP) – Universal
National museum
Search Engine Results page (SERP) – Universal
Museum Ottawa – Local search
Search Engine Results page (SERP) – Local
Search Engine Marketing (SEM)
Search Engine Advertising
Paid inclusion (PI)
Commercial links
- Pay Per Click (PPC)
- Cost Per Action (CPA)
Search Engine Optimisation (SEO)– Web architecture
– Content creation
– Link building
– Community building (Social media optimisation)
Commercial Organic
SEO = Audience Optimisation
SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of paid placement, contextual advertising, paid inclusion and SEO.
Search Engine Marketing (SEM) - Budget
Search Engine Marketing (SEM) - Advertising
• Audience (age, gender, ethnicity, geography)
• Objectives (conversion)• Search Engine• Network• Keyword (long tail approach)• Creative • Timing • Budgets (daily max, campaign max)• Monitoring• Optimization
Search Engine Marketing (SEM) - Pay Per Click (PPC)
Search Engine Marketing (SEM) - Pay Per Click (PPC)
Search Engine Marketing (SEM) – SEO
Search Engine Optimisation (SEO)– Web architecture
– Content creation
– Link building
– Community building (Social media optimisation)
Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results.
National museum Canada
Search Engine Results page (SERP) – SEO
It’s works!
2009 case study results for Wetaskiwin keyword
From position 32 to 12
My Resource for Excellence.
Get More Bytes for your Bucks!
My Resource for Excellence.
Get More Bytes for your Bucks!
Workshop #1: Part 2 | Introduction to Search engines
1pm-1:30pm, Friday, September 11th, 2009
The Functioning of a Search Engine
Enter the search term
Search results pageGoogle database (Index)
Web site 1
Web site 2
Web site 3…
Algorithm
Source: Flickr | tmaemarketing
The Functioning of a Search Engine - Algorithm
75%
25%
SEARCH ENGINE RESULTS SELECTED
Web pages on your website
Top 5
Top 30 results
Top 10 results
Web pages indexed on SE
YOUR WEB PAGES ON A SEARCH ENGINE
The Functioning of a Search Engine - Indexation
Source: Flickr, Linda CroninSource: Flickr, Pichenette Source: Flickr, Gavatron
PopularityContent / WritingWeb architecture
+ +
Search Engine Optimisation (SEO) - Three pillars
TechnologyContent
+
Marketing
Search Engine Optimisation (SEO) - Responsibility
Have to wear a lot of different hats?
Source: FlickR: The many hats of Billy Childish
Focus on most important keyword/phrase
Search Engine Optimisation (SEO) - Responsibility
My Resource for Excellence.
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My Resource for Excellence.
Get More Bytes for your Bucks!
Workshop #2: Part 1 | Your Website’s Architecture
1:30pm-2:30pm, Friday, September 11th, 2009
Pass Fail Caution
1 Response time < 250ms Google Webmaster2 Server location Same city or province IP Address Geolocation free service3 Page File size is less than 100k TRUE Manual (page property)4 Unique Title element No duplication Google Webmaster5 Unique Meta description element No duplication Google Webmaster6 HTML code 0 errors Web developer tool7 Linked CSS TRUE Web developer tool8 CSS code 0 errors Web developer tool (W3C)9 Main content proximity On top Web developer tool (W3C)10 No Table or Frame to design a webpage TRUE Web developer tool (W3C)11 Less than 3 levels depth table TRUE Web developer tool (W3C)12 HTML sitemap TRUE Manual13 Search engine sitemap file TRUE + Descriptive Manual14 Robots.txt file TRUE + Descriptive Manual15 Optimized Navigation Keyword rich Manual16 Less than 3 Parameters in URL TRUE Manual17 Keyword rich URL (mod‐rewrite) TRUE Manual18 No session ID in URL TRUE Manual19 3 levels and less URL TRUE Manual20 Only one H1 per page TRUE Web developer tool (W3C)21 No empty Header elements TRUE Web developer tool (W3C)22 Structured headers (H1, H2, H3...) TRUE Web developer tool (W3C)23 Contextual linking TRUE Manual24 No broken link TRUE Xenu free link checker and Google Webmaster25 Less than 100 links/page TRUE Xenu and Manual26 Optimized link structure (Page sculpting) Important page = higher page rank Manual27 Meaningful image folder name TRUE Web developer tool (W3C)28 Meaningful Image file name TRUE Web developer tool (W3C)29 Meaningful Image Alt text element TRUE Web developer tool (W3C)30 Optimized image file size TRUE Web developer tool (W3C)31 No text in Javascript TRUE Web developer tool (W3C)32 Majority pages are indexed TRUE Web developer tool (W3C)33 If Redirection, use 301 TRUE Web developer tool (W3C)34 Customized 404 page TRUE Manual35 No Content duplication TRUE Manual (canonicalization + copyscape.com)
Architecture items Pass criteria Tools ObservationsStatus
Website Architecture - Checklist
Pass Fail Caution
1 Response time < 250ms Google Webmaster2 Server location Same city or province IP Address Geolocation free service3 Page File size is less than 100k TRUE Manual (page property)4 Unique Title element No duplication Google Webmaster5 Unique Meta description element No duplication Google Webmaster6 HTML code 0 errors Web developer tool7 Linked CSS TRUE Web developer tool8 CSS code 0 errors Web developer tool (W3C)9 Main content proximity On top Web developer tool (W3C)10 No Table or Frame to design a webpage TRUE Web developer tool (W3C)11 Less than 3 levels depth table TRUE Web developer tool (W3C)12 HTML sitemap TRUE Manual13 Search engine sitemap file TRUE + Descriptive Manual14 Robots.txt file TRUE + Descriptive Manual15 Optimized Navigation Keyword rich Manual16 Less than 3 Parameters in URL TRUE Manual17 Keyword rich URL (mod‐rewrite) TRUE Manual
Architecture items Pass criteria ToolsStatus
Website Architecture - Checklist
18 No session ID in URL TRUE Manual19 3 levels and less URL TRUE Manual20 Only one H1 per page TRUE Web developer tool (W3C)21 No empty Header elements TRUE Web developer tool (W3C)22 Structured headers (H1, H2, H3...) TRUE Web developer tool (W3C)23 Contextual linking TRUE Manual24 No broken link TRUE Xenu free link checker and Google Webmaster25 Less than 100 links/page TRUE Xenu and Manual26 Optimized link structure (Page sculpting) Important page = higher page rank Manual27 Meaningful image folder name TRUE Web developer tool (W3C)28 Meaningful Image file name TRUE Web developer tool (W3C)29 Meaningful Image Alt text element TRUE Web developer tool (W3C)30 Optimized image file size TRUE Web developer tool (W3C)31 No text in Javascript TRUE Web developer tool (W3C)32 Majority pages are indexed TRUE Web developer tool (W3C)33 If Redirection, use 301 TRUE Web developer tool (W3C)34 Customized 404 page TRUE Manual35 No Content duplication TRUE Manual (canonicalization + copyscape.com)
Pass Fail CautionArchitecture items Pass criteria ToolsStatus
Website Architecture - Checklist
• Optimized HTML file size > max 150k
• Small size images > 5k• Limited number of images >10
Source: netmechanic.com
Website Architecture – Checklist 1- Server response time
Source: Google Webmaster
Downloading time
Pages crawled=
Website Architecture – Checklist 1- Server response time
Website Architecture – Checklist 2- Server response time
Source: 81solutions.com
Top of browser window
<!DOCTYPE HTML PUBLIC "-//W3C//DTD HTML 4.01 Transitional//EN"><html><!-- InstanceBegin template="/Templates/f_vmcPageLM.dwt" codeOutsideHTMLIsLocked="false" --><head><!-- InstanceBeginEditable name="doctitle" --><title>@Boutiques du Musée virtuel du Canada - Magasinez dans les boutiques des musées canadiens</title><!-- InstanceEndEditable -->
Source code
Result page on Google
Website Architecture – Checklist 4- Unique Title element
Website Architecture – Checklist 5- Unique Meta description element
Website Architecture – Checklist 7- Linked CSS
end tag omittedattribute "alt" not specified...
Property that doesn’t exist ...
Website Architecture – Checklist 6,8- HTML and CSS code
Website Architecture – Checklist 9- Main content proximity
Website Architecture – Checklist 10,11- No table or frame to design a webpage | Less than 3 levels depth table
Website Architecture – Checklist 12- HTML sitemap
Explanation of codes:• <?xml version="1.0" encoding="UTF-8"?>:
Indicates XML version and the code for the characters used.
• <urlset>: Indicates the protocol used in creating the XML file. <url>: Indicates that information on a particular Web page follows.
• <loc>: Indicates the Web page’s URL address.• <lastmod>: Indicates the date of the last update of
the Web page in question. The date should be in this format: - YYYY-MM-DD
• <changefreq>: Indicates the frequency of updates to the Web page. The frequency can be expressed as follows - always, hourly, daily, weekly, monthly, yearly, never.
• <priority>: Indicates the Web page’s level of importance on a scale of 0 to 1 (1 being the highest level).
NB: Items in bold are mandatory.
Copyright Thierry Arsenault
XML file containing all the URLs of your Website pages intended for the public, along with information on each URL
Vertical Sitemaps•Video Sitemaps •Mobile Sitemaps •News Sitemaps
The University of Huddersfield
Source: ---.--/sitemap.xml
Website Architecture – Checklist 13- Search engine sitemap file
Website Architecture – Checklist 13- Search engine sitemap file
Website Architecture – Checklist 14- Robots.txt file
Not visible…hide behind Javascript
Website Architecture – Checklist 15- Optimized navigation 31- No text in Javascript
1 2 3 4
Website Architecture – Checklist 16- Less than 3 Parameters in URL
http://www.gallery.ca/english/584.htm
http://www.gallery.ca/english/indigenous‐art .htm
Use Mod‐rewrite to change this URL:
For this:
Keyword rich
No meaning
http://www.virtualmuseum.ca/community/Peterborough‐history
http://www.virtualmuseum.ca/pm_v2.php?id=exhibit_home&fl=0&lg=
English&ex=00000503
Or this:
For this:
No meaning
Keyword rich
Website Architecture – Checklist 17- Keyword rich URL (mod-rewrite)
Website Architecture – Checklist 18- No session ID in URL
http://nature.ca/education/mus/ws/wded_e.cfm
1 2 3 4 5
Could be:
http://nature.ca/education/dinosaurs-challenge.cfm
This URL:
1 2 3
Website Architecture – Checklist 19- 3 levels and less URL
123
Website Architecture – Checklist 20- Only one H1 per page
Ok
NoNo
Website Architecture – Checklist 21, 22- No empty Header element
Website Architecture – Checklist 23- contextual linking
Website Architecture – Checklist 24- No broken link
A logic, fluid and keyword rich structure
• Page levelRobots won’t index the page…still follow<meta name=“robots” content=“noindex”/>
• Link levelRobots won’t follow this link<a href=“www.link” rel=“no follow”> blabla</a>
Website Architecture – Checklist 26- Optimized link structure (pagerank sculpting)
• Robots.txt file levelNoindex: /---.---
Website Architecture – Checklist 27, 28 - meaningful image folder and file name
Src=images/botany/plants/showy lady slipper
Keyword rich folder name
Keyword rich file name
Website Architecture – Checklist 29 - meaningful image Alt text element
Website Architecture – Checklist 30 – Optimized image file size
Create a custom 404 error page
Website Architecture – Checklist 34 – Customized 404 page
• Same content, different URLs
Website Architecture – Checklist 35 – No content duplication
• www vs none www version
• …
Also recommend… Add bottom page navigation to your Web site
• Main navigation
• Bottom page navigation
Also recommend…Add breadcrumb navigation
http://chrispederick.com/work/web-developer/
Website Architecture – Checklist Tool: Web Developer by Chris Pederick
My Resource for Excellence.
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Workshop #2: Part 2 | Site Diagnostics
2:45pm-4:00pm, Friday, September 11th, 2009
Website Architecture – Checklist Site Diagnostics
http://www.canadianmuseumforhumanrights.com
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