Search Engine Optimization

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Search Engine Optimization. Continuing Education UCC Fall 2010. Overview. What is SEO? What Effects Rankings? What Can You Do? Tracking Results Resources & Tools Q & A. What is SEO?. Search Engine Optimization
Search Engine OptimizationContinuing EducationUCC Fall 2010Overview
  • What is SEO?
  • What Effects Rankings?
  • What Can You Do?
  • Tracking Results
  • Resources & Tools
  • Q & A
  • What is SEO?
  • Search Engine Optimization
  • A definition: The modification of a web site’s build, content, and inbound linking to better position the site in the natural/organic results of the major search engines.
  • Pull vs. push marketing
  • Why Search is So Popular
  • The SEO Process
  • White Hat vs. Black Hat
  • Which Engines to Target?
  • Why is SEO So Popular?
  • 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 listings are more relevant
  • B2B users have a 63% preference for organic listings
  • Organic listings get higher conversion rates than paid
  • SEO Process
  • 5-step process:
  • Research
  • Reporting
  • Optimization
  • Submission/Re-Crawl
  • Follow Up Reporting
  • White Hat vs. Black Hat
  • 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
  • Which Engines?
  • Google and Yahoo
  • 79.8% of total searches for top 2 engines
  • Google and Yahoo are critical to SEO success
  • What Affects Rankings?
  • Where does the optimization happen?
  • On-Page Factors
  • Content is King
  • Evaluate existing content
  • Develop 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
  • Site Build
  • 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
  • Flash
  • A view from a spiders’ eyes
  • SE Spider Simulator:
  • Live Examples
  • Title, <h1>, Meta, and Alt Tags
  • 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
  • Headings <h1>
  • 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
  • What Can You Do?
  • Spend time on quality content development
  • Build sites that have the following:
  • Text-based navigation
  • Anchor text that contains keywords
  • 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
  • Slim Down CodeMove 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
  • Universal Search
  • Beyond Ten Blue Links
  • May 16, 2007: Google begins delivering blended results – Universal Search
  • Digital content that used to be in separate search verticals is now delivered together (images, news, blogs, video, books)
  • Everyone else has followed
  • Yahoo: Launched The New Yahoo! Search in October
  • Ask: Launched Ask 3D in June
  • Microsoft: Announced upgrades to Live Search in late September
  • Bottom line: The competition for valuable real estate on the results page is steeper
  • Tracking Results
  • Site Traffic
  • Log Analysis
  • Web Trends
  • Tracking Script
  • Google Analytics
  • Net Applications
  • Information Tracked
  • Level of traffic
  • Source of traffic
  • Keywords Used
  • Changes over time
  • Conversions
  • Bounce Rates
  • Site Rankings
  • Web Position
  • Specify engines and phrases
  • Shows rankings and changes over time
  • Resources & Tools
  • Search Engine Watch (and SearchDay newsletter)
  • Link Popularity Checker
  • Worktracker Keyword Research Tool
  • Search Engine Spider Simulator
  • Google Maps
  • Yahoo! Local
  • Online Web Training (certification programs)
  • Search Engine Visibility(by Shari Thurow)
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