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S E O  Best  Practices For  Dell  Small  Business  Summit
 

S E O Best Practices For Dell Small Business Summit

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Dell Small Business Excellence Award 'Day at Dell' Presentations. Nov. 2009

Dell Small Business Excellence Award 'Day at Dell' Presentations. Nov. 2009

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S E O  Best  Practices For  Dell  Small  Business  Summit S E O Best Practices For Dell Small Business Summit Presentation Transcript

  • Introduction to SEO
    Jenny Schluter, Global Online
    November 2009
    • 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)
  • The Sweet Spot: the SERP “Golden Triangle”
    • 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
  • The Power of Diverse Content
    • Web l News l Images l Video Content l Blogs l PDFs
    Images
    News
    6
    • The same principles apply to most internal website search engines although the indexing method is different.
    • In most markets, we focus on optimizing for Google as it has the most advanced algorithm.
    1  To discover how a search engine “reads” a page, refer to the Tools section.
    7
    How Search Engines Work
  • 8
    Key SEO Elements to Optimize
    The most important search elements that we can influence are:
  • Content
    9
  • 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
  • 11
    Common Best Practices for Search Elements
  • SERP
    • Results that grab the most attention:
    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
    • A Web page’s main content1 is obviously a key factor in search engine ranking algorithms.
    • When writing for the Web, it is important that the content is written for the site’s user first and foremost, with the search engine spiders as a secondary priority.
    • Try to write the content so that users and search engines can quickly and easily identify the main topic and keywords of the page.
    Main Body Page Content
    13
    Main Content
    1 Excludes text in navigation, headers and footers.
  • Excludes text in navigation, headers and footers.
    14
    Main Body Page Content Best Practices
  • 1) Descriptive Filenames
    • Search engines use 3 factors to indirectly determine what an image is about because they cannot “see”
    dell-inspiron-laptops.jpg
    2) Descriptive Alt Attributes
    3) Content Surrounding Images
    15
    Images make a impact
  • USE THE RIGHT KEYWORDS
    16
  • 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
  • Link Building
    18
  • 19
    • Links are “word of mouth” on the Internet.
    • A link is a “vote”, telling search engines that this is an important page.
    • These votes are known as “link juice” that flow from linked page to linked page.
    • Tracking the relationship of the Web’s interlinked pages is a key component of Google’s “secret sauce”.
    • This is scored as “PageRank” which values the quantity of inbound links to a site and their trustworthiness.
    The Flow of “Link Juice”
    20
    The Importance Links
    • 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
    • Contextual links lead to supporting information.
    • Search engine algorithms take into account the text surrounding the links.
    22
    Placement of Contextual Links
    • 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.
    • If the link opens in a pop-up, and you want the pop-up indexed, confirm that the content is recognized by a Web spider (e.g. avoid unreadable Javascript pop-ups that lack proper navigational elements like tool bars and back-buttons).
    Example of inaccessible Links: Javascript masthead not visible to search engines
    Top Javascript Masthead links not readable
    Footer navigation is visible to search engines with good anchor text
    24
    Link Building: Ensure Search Engines Can Crawl Links
  • Behind the Scenes
    25
  • 26
    Have the simple and local URLs
  • 27
    Use redirects wisely
    Link Juice
    Link Juice
  • 28
    Use page tags to your advantage
    Meta Data included at top of page
    SEO meta tags
    Noindex
    Nofollow
    Use all H tags
    H1 is #1!
    H2, H3 also very important
    Navigation
    No script tagging for all Javascript navigation
    Include detailed link names in no script
    Avoid Javascript where possible
  • 29
    No Follow Tags
  • 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
  • <xdb:image class="products:flash" name="xpsnb_m1730">
    <xdb:imgloc>/images/global/siab/swf/index</xdb:imgloc>
    <xdb:flashseotitle>XPS m1730</xdb:flashseotitle>
    <xdb:flashseodescription>Customize your new <ahref="http://www.dell.com" >XPS m1730</a></xdb:flashseodescription>
    <xdb:flashseodisplay>false</xdb:flashseodisplay>
    <xdb:imgtype>swf</xdb:imgtype>
    <xdb:altimg>global:products:xpsnb:flash:xpsnb_m1730_alternate</xdb:altimg>
    <xdb:version>8</xdb:version>
    <xdb:width>725</xdb:width>
    <xdb:height>200</xdb:height>
    <xdb:expandheight>380</xdb:expandheight>
    <xdb:link />
    <xdb:param0>basePath|images/global/products/flash/xpsnb_m1730/</xdb:param0>
    </xdb:image>
     
    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
  • Backup: Tools, Cheatsheets & Checklist
    33
  • 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
  • Natural Search Checklist
    • CONTENT:
    • Focused internal jargon-free, popular customer language
    • Sprinkle with 1-3 targeted keywords/phrases
    • Target 5% keyword density
    • Can emphasize keywords (bold, headers, link label anchor text)
    • Can include multimedia
    • LINKS:
    • Clear popular customer language
    • Hyperlink 1-2 keywords descriptive of linked page
    • Link to within Main Navigation/Purchase Path
    • Avoid excessively repeating the same link
    • IMAGES:
    • Descriptive and concise popular customer language in image filenames
    • Dash or underscore separators for keywords
    • Relevant to the surrounding content
    • If image is a link, must support linked page
    • IMAGE ALT TAGS:
    • Concise accurate description of images
    • If image is a link, descriptive keywords relevant to linked page
    • BROWSER & PAGE TITLES:
    • Headline for the page
    • Limit to 70 char.
    • 1-3 targeted keywords/phrases
    • Clear, concise, popular customer language
    • Unique
    • Displayed as search engine clickable link
    • DESCRIPTION:
    • Describes content and benefits of page
    • Minimum 50 char.
    • 1-3 targeted keywords/phrases within first 160 char.
    • Should be not exceed 200 char. for English, 300 for translated text
    • Clear, concise, popular customer language
    • Unique
    • Compelling
    • Can include soft call-to-action
    • URL NAME:
    • Include 1-3 targeted keywords/phrases
    • Unique
    35
  • 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.
    • Can filter by country and language (1).
    • Tip: Use “Exact” as Match Type (4):
    • Exact match:match the exact phrase.
    • Broad match:similar phrases and relevant variations.
    • Phrase match:the exact phrase exclusively.
    1
    2
    3
    4
    https://adwords.google.com/select/KeywordToolExternal
  • 38
    Keyword Discovery: Popularity by Time, Location & Language
    • Track multiple keyword usage volume through time by location and language.
    • Based upon “broad match” of terms (e.g. WiFi card, WiFi hotspots).
    Regional and language popularity trending through timeExample 4: Popularity of wi-fi, wifi, wireless
    • Other search engines offer similar tools
    China’s Baidu search volumeExample 5: Popularity of 笔记本电脑, 笔记本, PC
    index.baidu.com
    www.google.com/trends
    • See a page the way a search engine sees it: blind of content embedded in multimedia (images, Flash, Javascript, video) but able to read “Alt” tags describing content and multimedia filenames.
    Text Version Read by Search Engines
    Full Multimedia Version
    www.seo-browser.com
    39
    View How Search Engines See Pages: seo-browser.com
  • 40
    Tool to Check Redirect Type
    Check URLs here:http://www.seoconsultants.com/tools/headers.asp
    • http://www.seo-browser.com/
    41
    View How Google Sees Pages: Cached Text
    • See a page the way a search engine sees it: blind of content embedded in multimedia (images, Flash, Javascript, video) but able to read “Alt” tags describing content and multimedia filenames.
    Google SERP
    Google Cached Version
    Google Cached Version (Text-only)
  • 42
    How to View Pages without Images Displayed
    • In Internet Explorer:
    • Menu = Tools  Internet Option
    • Deselect “Show pictures”
  • 43
    How to View HTML Source Code
    • In Internet Explorer:
    • Menu = View  Source
  • 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 >.