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Wikipedia: Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results.
Getting more relevant traffic to websites via search engines' organic results.
Generic SEO Tools Slide 22 Google Analytics Free world-class web analytics Know what is happening on your website SEO purposes: discover which keywords drive the most traffic & sales Will help you identify your strengths and weaknesses http://google.com/analytics/ Rankchecker (Firefox plugin) Free tool to check where your website ranks in Google for a given set of keywords Not 100% accurate: rankings are fluid (personalised results, local results, etc.) http://tools.seobook.com/firefox/rank-checker/
Slide 23 SEO is about two things: Keywords Links
One sub-page about white gold engagement rings
Don’t stuff a webpage full of keywords – moderation is key
Always keep the end user in mind – don’t write for search engines, write for users!
Slide 37 On-Page Optimisation Elements to be optimised: Title tag + Meta Description tag + Headlines and paragraph structure + Body text + Image alt attribute + URLs + Internal links + Sitemap (HTML and XML) +
On-Page Optimisation <title>Digital Marketing Training Courses from the Digital Marketing Institute</title> Start with your focus keyword, end with your brand name (you can use separators like – and | ) Keep it short – 65-70 characters Unique title for every page on your website Usually shown on SERPs (but not always) Slide 38 Title tag +
On-Page Optimisation <meta name=‘description’ content=‘The Digital Marketing Institute (DMI) provides online marketing training courses on a range of digital marketing throughout Ireland: Dublin, Cork and’> Not a ranking factor – but a very important click-through factor SERPs only show 150 characters – but no guarantee they’ll actually show your description. Try to include the focus keyword once Slide 39 Meta Description tag +
On-Page Optimisation Slide 40 Headlines and paragraph structure + <H1> headline <H2> subheader <H3> subheaders <p> paragraphs Allows SEs to understand the content and its context
On-Page Optimisation Slide 41 Body text + Write for users, not for search engines More content = better for search engines Less content = better for users Minimum 200 words (rough guideline) Include your focus keyword(s) and synonyms Write naturally and make it readable Don’t stuff it full of keywords Find the right balance
On-Page Optimisation Make images relevant to the content Include a relevant alt attribute – preferably containing (part of) the focus keyword Can you think of a better alt attribute than the one above? Slide 42 Image alt attribute + <imgsrc="http://digitalmarketinginstitute.ie/files/2008/11/ireland-map.jpg" alt="Ireland Map with pins">
On-Page Optimisation Bad URL:http://domain.com/default.aspx?p=43351&s=abx&ref=ps-2301-g&… Good URL:http:// domain.com/wedding-rings/platinum-wedding-band.html Don’t overdo it – no keyword stuffing Use a logical structure that makes sense to humans Slide 43 + URLs
On-Page Optimisation Link from top to bottom Link sideways & diagonally Use keywords in the linkWrong:To read more about wedding rings, click here.Right: Read more about wedding rings. Use breadcrumb links Slide 44 + Internal links
On-Page Optimisation Slide 45 + Sitemap (HTML and XML) HTML Sitemap: Webpage listing all (relevant) pages on the website Allows users to quickly find the page they’re looking for Allows search engines to index all pages on your website XML Sitemap: XML file containing all webpages on a website that you want to get indexed Can also include images and videos Gives more information to search engines: update frequency, importance, preferred URL, date of last change. Never a replacement for a good indexable website!
On-Page Optimisation Tools Slide 47 XENU Link Sleuth http://home.snafu.de/tilman/xenulink.html Indexes all pages of a website - data is exportable to Excel Use to create XML sitemap & diagnose title tags, meta descriptions, internal linking, and indexation issues Firebug (Firefox plugin) http://getfirebug.com/ Use to diagnose header tags, image alt attributes Google Webmaster Tools http://www.google.com/webmasters/tools/ Representation of how Google sees your website Great data! Pay attention to the warnings
Build links to the website to increase its authority
Linkbuilding Slide 50 Links determine a page’s authority Higher authority = higher ranking on SERPs More links = higher authority Not all links are equal 1 valuable link from a high authority website > 100 links from low-quality sites Link text is very important Branded link: Pierce Communications Keyword-rich link: Web Design Belfast a website needs both
Linkbuilding Slide 51 How to see if a link is valuable or not? PageRank A measure of how important Google believes the page is Not an accurate measure but gives a general idea 0 = bad, 10 = awesome mozRank Developed by SEOmoz and a little bit more accurate than PageRank Not ‘nofollowed’ rel=nofollow attribute means a link will not pass any value Common Sense Spammy websites = low quality link Popular site = high quality link Relevant site = valuable link
Linkbuilding Slide 52 Different types of links: Reciprocal links Site A links to site B, and site B links back to site A Not very valuable – avoid if you can Link wheel Site A links to site B, site B links to site C, site C links to site A Not very valuable and a spam signal – avoid if you can One-way link Site A links to site B. The end. Most valuable type of link – get lots of these!
How to build links? Slide 54 Directory Submissions 1 Online (business) directories such as: Dmoz.org Business.com Best of the Web (botw.org.uk) The best directories are usually paid Always check if a directory link is valuable What is the PageRank of where your link will end up? Is that page/category even indexed by Google? Is the link nofollowed? Usually good for building a base of branded links Try to find vertical directories relevant to your industry
How to build links? Slide 55 Press Releases 2 Great way to build valuable links Make sure your press release…: Is newsworthy, relevant, and interesting enough to be worth reading Contains a link back to your site (preferably with a keyword-rich link text) Use professional PR distributors PR Web: £40 to £200 per press release PR Newswire UK: pricing per article BusinessWire: pricing per article MyNewsDesk: £0 to £590 per month No guarantee it will be picked up by news outlets But generally more money spent translates to more & better links
How to build links? Slide 56 Article Marketing & Guest Blogging 3 Write relevant articles / blog posts (or hire a copywriter) Links in article & in author bio Article sites: www.ezinearticles.com www.goarticles.com www.articledashboard.com www.articlecity.com www.articlesbase.com Guest blogging: www.myblogguest.com www.bloggerlinkup.com Approach blogs & websites directly and offer content
How to build links? Slide 57 Linkbait 4 Linkbait is: Content (published on your website) that is so interesting / funny / newsworthy / controversial that people will link to it without having to be asked Types of linkbait: Great articles with valuable insights Infographics Breaking news stories Top 10 lists Spread via social media Share on Twitter & Facebook Submit to social news sites such as Reddit
Linkbuilding Tools Slide 58 SearchStatus Firefox plugin http://www.quirk.biz/searchstatus/ Shows a webpage’s PageRank & mozRank and highlights nofollowed links SEOmoz Open Site Explorer http://www.opensiteexplorer.org/ Free version shows you a good overview of links pointing to a site Analyse your competitor’s links and see if you can get some of them as well Don’t just copy, but let yourself be inspired Google Webmaster Tools See some of the links that Google actually counts
What’s next? Slide 60 Reading Material & Advanced SEO
Reading Material Slide 61 SEO is not static, so keeping up to date is crucial Search Engine Land http://www.searchengineland.com/ SEOmoz http://www.seomoz.org/blog/ State of Search http://www.stateofsearch.com/ Search News Central http://www.searchnewscentral.com/ Search Engine Journal http://www.searchenginejournal.com/
Advanced SEO Slide 62 Search Intent Informational / Navigational / Transactional queries Matching user intent to your SEO goals http://www.seomoz.org/blog/segmenting-search-intent Search Patents & Research Papers Insight in to how search engines operate Technically challenging so leave the interpretations to the experts! http://www.seobythesea.com http://www.huomah.com/Search-Engines/Algorithm-Matters/SEO-Higher-learning.html
Advanced SEO Slide 63 Information Retrieval (IR) A discipline of Computer Science IR is what search engines do: retrieve information from the web with the highest possible levels of precision and recall http://nlp.stanford.edu/IR-book/information-retrieval-book.html Information Architecture (IA) Making information accessible to humans Websites built using good IA are nearly always SEO-friendly http://oreilly.com/catalog/9780596527341
Advanced SEO Slide 64 Microformats / Microdata / RDFa Also known as ‘structured data’ Meta information – information about information http://microformats.org/ HTML5 Next-generation HTML code containing new markup Very SEO-proof, makes life for search engines much easier http://diveintohtml5.org/