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Natural search is our fastest growing and #1 online traffic driver
Fostering an “SEO” culture can ensure that all those who create, maintain or influence online content will contribute
From Omniture 2 The Importance of Search
50% of searchers are“Brand Advocates”sharing recommendations with friends and family versus 38% of non-searchers 50% of these write about their purchases online, 90% writing something positive Source: comScore Digital Shelf Study (Survey), Feb 2007 – Apr 2007, Total U.S. Market 3 Searchers engage with your brand
4 What does SEO mean? Search Engine Optimization (SEO) is a phrase that is applied to many different areas of search engine marketing. For our purpose, we will focus on optimizing Web pages so they are easily recognized to be highly ranked by the major search engines. This is referred to as Natural Search orOrganic Searchas opposed to the paid advertising placement called Paid Search Google Search Engine Results Page (SERP)
People tend to scan online content, not read it—especially search engine results.
Top rankings for your targeted keywords/phrases is crucial. This is because searchers:
Predominantly focus on the first 3 search results of the first page1 Rarely view the second page Almost never browse past the third. 10 non-paid listings per page 1 2 1 Over 40% of users will try a new search rather than go to the second page of search results (http://www.accuracast.com/search-daily-news/seo-7471/first-page-listings-on-google-even-more-important/). 5 How people search 3
Customer-facing Onsite Dell Content Hidden HTML Source Code Pulled into Results Browser Title URL Meta Keywords Page Title Meta Description Content Multimedia & Image Filenames, Alt Tags Anchor Text Links 10 Search Elements on Pages and in Source Code
Match the searched keywords Are well written and easily skimmed Include descriptions with compelling soft calls to action. Listing (or Browser) Title Meta Description SERP 160 characters displayed HTML Source Code 12 Titles & Descriptions are seen first
Use tools to discover or validate local high volume search terms: Determine popularity of keywords, even by region with Google’s Trendswww.google.com/trends Example 2: Popularity of wi-fi, wifi, wireless in Australia (EN) Discover keyword ideas and gauge popularity with Google Adwords Keyword Tool https://adwords.google.com/select/KeywordToolExternal Example 1: Search volume for keywords related to wifiin Australia (EN) See the Tools section for more details. 17 Find Popular Terms
Sites linking may pass on their link juice, boosting rankings.
Quality over quantity: a link from an “authoritative” trustworthy site may be worth a lot more than many links from lesser sites.
Passing the “Link Juice” “PageRank” authority derives from a page’s: Popularity Subject matter Update frequency Types of Websites: Educational Institutions & Organizations Industry Topical News Ratings & Reviews Partners Social Media Blogs Other Company Domains very authoritative somewhat authoritative Link Juice local site low influence 21 Inbound Links Boost Ranking
The Anchor Text (or link label) is the visible, clickable text in a hyperlink like:
Hyperlinked text is regarded by search engines as more important than normal content.
It usually gives both the users and search engines relevant descriptive or contextual information about the content of the link's destination.
Example: Inbound Anchor Text Links for “Inspiron Laptops” Search engine: “Must be a page about Inspiron Laptops” Inspiron Laptops Inspiron Laptops Inspiron Laptops 23 Link Building: Use Descriptive Anchor Text
Ensure search engines can access links and destination URLs otherwise provide an alternative navigation path such as basic HTML text-based links.
Robots Meta Tags tell search engines which content they should NOT index. noindex,nofollow Page will not be indexed (noindex) and all links on page become not followed (nofollow). Global Default Level: <xsp:string ID="meta_robots">noindex,nofollow</xsp:string> Page Level: <meta:robot value="noindex,nofollow" /> noodp,noydir Stops description and title tag overwrite by DMOZ (noodp); stops description and title tag overwrite by Yahoo Directory (noydir) <meta:robot value="noodp, noydir" /> 30 Robots Meta Tags
31 Flash & Ajax Search Engines cannot easily recognize Flash & Ajax These applications are difficult for the search engines to index. Pretend the site was built in 1993 How to ensure the content is recognized: Balance the pages that have Flash/Ajax images with HTML content & links Have an HTML version (with active links available at the time of page launch) When possible, ensure Flash/Ajax has Anchor Text links and Alt Text Ensure that the flash movies accept the new flash parameters
This is an example on how to set alternate content for Flash pieces inside xdb (image reference) files. Flashseotitle: a title written to an H2 tag. Flashseodescription: any additional content about the flash file including links using < and > for writing html tags. Flashseodisplay: allows you to view this content while writing it (true|false). 32 Alternate Content for Flash Pieces
Key Search Elements Browser/Page Title URL Meta Description Content Images/Multimedia Internal Links & Anchor Text External Inbound Links Dell Content Meta Googlebot External Inbound Links Google SERP 34
tools.seobook.com/general/keyword-density www.searchengineoptimization.jp/tools/keyword_density_analyzer.html 36 Calculating Keyword Density
37 Keyword Discovery: Gauging Popularity Google Adwords Keyword Tool to Gauge Keyword PopularityExample 3: For UK English, determine exact match popularity for: electronics, peripherals, accessories using “exact” match type (minimizes searches for fashion accessories)
Beyond getting suggestions for more keywords, can gauge popularity by search volume.
44 Search Engines SEO Commands Guide Search engines utilize their own set of commands which can be of great assistance for better understanding a site’s SEO levels. Below is a summary of key search commands and search assistance features. Note: Replace <term> and <complete URL > with search criteria, do not include the arrows < and >.