Introduction to SEO<br />Jenny Schluter, Global Online<br />November 2009<br />
<ul><li>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</li>...
50% of searchers are“Brand Advocates”sharing recommendations with friends and family versus 38% of non-searchers<br />50% ...
4<br />What does SEO mean?<br />Search Engine Optimization (SEO) is a phrase that is applied to many different areas of se...
The Sweet Spot: the SERP “Golden Triangle”<br /><ul><li>People tend to scan online content, not read it—especially search ...
Top rankings for your targeted keywords/phrases is crucial. This is because searchers:</li></ul>Predominantly focus on the...
The Power of Diverse Content<br /><ul><li>Web l News l Images l Video Content l Blogs l PDFs</li></ul>Images<br />News<br ...
<ul><li>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.</li></ul>1  To discover how a s...
8<br />Key SEO Elements to Optimize<br />The most important search elements that we can influence are:<br />
Content<br />9<br />
Customer-facing Onsite Dell Content<br />Hidden HTML Source Code<br />Pulled into Results<br />Browser Title<br />URL<br /...
11<br />Common Best Practices for Search Elements<br />
SERP<br /><ul><li>Results that grab the most attention:</li></ul>Match the searched keywords<br />Are well written and eas...
<ul><li>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 sea...
Try to write the content so that users and search engines can quickly and easily identify the main topic and keywords of t...
Excludes text in navigation, headers and footers.<br />14<br />Main Body Page Content Best Practices<br />
1) Descriptive Filenames<br /><ul><li>Search engines use 3 factors to indirectly determine what an image is about because ...
USE THE RIGHT KEYWORDS<br />16<br />
Use tools to discover or validate local high volume search terms:<br />Determine popularity of keywords, even by region wi...
Link Building<br />18<br />
19<br />
<ul><li>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.</li></ul>The ...
<ul><li>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...
<ul><li>Contextual links lead to supporting information.
Search engine algorithms take into account the text surrounding the links.</li></ul>22<br />Placement of Contextual Links<...
<ul><li>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...
<ul><li>Ensure search engines can access links and destination URLs otherwise provide an alternative navigation path such ...
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....
Behind the Scenes<br />25<br />
26<br />Have the simple and local URLs<br />
27<br />Use redirects wisely<br />Link Juice<br />Link Juice<br />
28<br />Use page tags to your advantage<br />Meta Data included at top of page<br />SEO meta tags<br />Noindex<br />Nofoll...
29<br />No Follow Tags<br />
Robots Meta Tags tell search engines which content they should NOT index. <br />noindex,nofollow<br />Page will not be ind...
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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

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  • “If used as image link, must support linked page”If the image is not used as a link, make sure it supports the page it is onIf the image is used as a link, make sure it supports the page it is linking to
  • S E O Best Practices For Dell Small Business Summit

    1. 1. Introduction to SEO<br />Jenny Schluter, Global Online<br />November 2009<br />
    2. 2. <ul><li>Natural search is our fastest growing and #1 online traffic driver
    3. 3. Fostering an “SEO” culture can ensure that all those who create, maintain or influence online content will contribute</li></ul>From Omniture<br />2<br />The Importance of Search<br />
    4. 4. 50% of searchers are“Brand Advocates”sharing recommendations with friends and family versus 38% of non-searchers<br />50% of these write about their purchases online, 90% writing something positive<br />Source: comScore Digital Shelf Study (Survey), Feb 2007 – Apr 2007, Total U.S. Market<br />3<br />Searchers engage with your brand<br />
    5. 5. 4<br />What does SEO mean?<br />Search Engine Optimization (SEO) is a phrase that is applied to many different areas of search engine marketing. <br />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<br />Google Search Engine Results Page (SERP)<br />
    6. 6. The Sweet Spot: the SERP “Golden Triangle”<br /><ul><li>People tend to scan online content, not read it—especially search engine results.
    7. 7. Top rankings for your targeted keywords/phrases is crucial. This is because searchers:</li></ul>Predominantly focus on the first 3 search results of the first page1<br />Rarely view the second page <br />Almost never browse past the third.<br />10 non-paid listings per page<br />1<br />2<br />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/).<br />5<br />How people search<br />3<br />
    8. 8. The Power of Diverse Content<br /><ul><li>Web l News l Images l Video Content l Blogs l PDFs</li></ul>Images<br />News<br />6<br />
    9. 9. <ul><li>The same principles apply to most internal website search engines although the indexing method is different.
    10. 10. In most markets, we focus on optimizing for Google as it has the most advanced algorithm.</li></ul>1  To discover how a search engine “reads” a page, refer to the Tools section.<br />7<br />How Search Engines Work<br />
    11. 11. 8<br />Key SEO Elements to Optimize<br />The most important search elements that we can influence are:<br />
    12. 12. Content<br />9<br />
    13. 13. Customer-facing Onsite Dell Content<br />Hidden HTML Source Code<br />Pulled into Results<br />Browser Title<br />URL<br />Meta Keywords<br />Page Title<br />Meta Description<br />Content<br />Multimedia & Image Filenames, Alt Tags<br />Anchor Text <br />Links<br />10<br />Search Elements on Pages and in Source Code<br />
    14. 14. 11<br />Common Best Practices for Search Elements<br />
    15. 15. SERP<br /><ul><li>Results that grab the most attention:</li></ul>Match the searched keywords<br />Are well written and easily skimmed<br />Include descriptions with compelling soft calls to action.<br />Listing (or Browser) Title<br />Meta Description<br />SERP<br /> 160 characters displayed <br />HTML Source Code<br />12<br />Titles & Descriptions are seen first<br />
    16. 16. <ul><li>A Web page’s main content1 is obviously a key factor in search engine ranking algorithms.
    17. 17. 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.
    18. 18. Try to write the content so that users and search engines can quickly and easily identify the main topic and keywords of the page.</li></ul>Main Body Page Content<br />13<br />Main Content<br />1 Excludes text in navigation, headers and footers.<br />
    19. 19. Excludes text in navigation, headers and footers.<br />14<br />Main Body Page Content Best Practices<br />
    20. 20. 1) Descriptive Filenames<br /><ul><li>Search engines use 3 factors to indirectly determine what an image is about because they cannot “see”</li></ul>dell-inspiron-laptops.jpg<br />2) Descriptive Alt Attributes<br />3) Content Surrounding Images<br />15<br />Images make a impact<br />
    21. 21. USE THE RIGHT KEYWORDS<br />16<br />
    22. 22. Use tools to discover or validate local high volume search terms:<br />Determine popularity of keywords, even by region with Google’s Trendswww.google.com/trends<br />Example 2: Popularity of wi-fi, wifi, wireless in Australia (EN)<br />Discover keyword ideas and gauge popularity with Google Adwords Keyword Tool https://adwords.google.com/select/KeywordToolExternal<br />Example 1: Search volume for keywords related to wifiin Australia (EN)<br />See the Tools section for more details.<br />17<br />Find Popular Terms<br />
    23. 23. Link Building<br />18<br />
    24. 24. 19<br />
    25. 25. <ul><li>Links are “word of mouth” on the Internet.
    26. 26. A link is a “vote”, telling search engines that this is an important page.
    27. 27. These votes are known as “link juice” that flow from linked page to linked page.
    28. 28. Tracking the relationship of the Web’s interlinked pages is a key component of Google’s “secret sauce”.
    29. 29. This is scored as “PageRank” which values the quantity of inbound links to a site and their trustworthiness.</li></ul>The Flow of “Link Juice”<br />20<br />The Importance Links<br />
    30. 30. <ul><li>Sites linking may pass on their link juice, boosting rankings.
    31. 31. Quality over quantity: a link from an “authoritative” trustworthy site may be worth a lot more than many links from lesser sites.</li></ul>Passing the “Link Juice”<br />“PageRank” authority derives from a page’s:<br />Popularity<br />Subject matter<br />Update frequency<br />Types of Websites:<br />Educational Institutions & Organizations<br />Industry Topical<br />News<br />Ratings & Reviews<br />Partners<br />Social Media<br />Blogs<br />Other Company Domains<br />very authoritative<br />somewhat authoritative<br />Link Juice<br />local site<br />low influence<br />21<br />Inbound Links Boost Ranking<br />
    32. 32. <ul><li>Contextual links lead to supporting information.
    33. 33. Search engine algorithms take into account the text surrounding the links.</li></ul>22<br />Placement of Contextual Links<br />
    34. 34. <ul><li>The Anchor Text (or link label) is the visible, clickable text in a hyperlink like:
    35. 35. Hyperlinked text is regarded by search engines as more important than normal content.
    36. 36. It usually gives both the users and search engines relevant descriptive or contextual information about the content of the link's destination.</li></ul>Example: Inbound Anchor Text Links for “Inspiron Laptops”<br />Search engine: “Must be a page about Inspiron Laptops”<br />Inspiron Laptops<br />Inspiron Laptops<br />Inspiron Laptops<br />23<br />Link Building: Use Descriptive Anchor Text<br />
    37. 37. <ul><li>Ensure search engines can access links and destination URLs otherwise provide an alternative navigation path such as basic HTML text-based links.
    38. 38. 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).</li></ul>Example of inaccessible Links: Javascript masthead not visible to search engines<br />Top Javascript Masthead links not readable <br />Footer navigation is visible to search engines with good anchor text<br />24<br />Link Building: Ensure Search Engines Can Crawl Links<br />
    39. 39. Behind the Scenes<br />25<br />
    40. 40. 26<br />Have the simple and local URLs<br />
    41. 41. 27<br />Use redirects wisely<br />Link Juice<br />Link Juice<br />
    42. 42. 28<br />Use page tags to your advantage<br />Meta Data included at top of page<br />SEO meta tags<br />Noindex<br />Nofollow<br />Use all H tags<br />H1 is #1!<br />H2, H3 also very important<br />Navigation<br />No script tagging for all Javascript navigation<br />Include detailed link names in no script<br />Avoid Javascript where possible<br />
    43. 43. 29<br />No Follow Tags<br />
    44. 44. Robots Meta Tags tell search engines which content they should NOT index. <br />noindex,nofollow<br />Page will not be indexed (noindex) and all links on page become not followed (nofollow). <br />Global Default Level: <br />&lt;xsp:string ID=&quot;meta_robots&quot;&gt;noindex,nofollow&lt;/xsp:string&gt;<br />Page Level: <br />&lt;meta:robot value=&quot;noindex,nofollow&quot; /&gt;<br />noodp,noydir<br />Stops description and title tag overwrite by DMOZ (noodp); stops description and title tag overwrite by Yahoo Directory (noydir)<br />&lt;meta:robot value=&quot;noodp, noydir&quot; /&gt;<br />30<br />Robots Meta Tags<br />
    45. 45. 31<br />Flash & Ajax<br />Search Engines cannot easily recognize Flash & Ajax<br />These applications are difficult for the search engines to index. Pretend the site was built in 1993<br />How to ensure the content is recognized:<br />Balance the pages that have Flash/Ajax images with HTML content & links<br />Have an HTML version (with active links available at the time of page launch)<br />When possible, ensure Flash/Ajax has Anchor Text links and Alt Text<br />Ensure that the flash movies accept the new flash parameters<br />
    46. 46. &lt;xdb:image class=&quot;products:flash&quot; name=&quot;xpsnb_m1730&quot;&gt;<br />&lt;xdb:imgloc&gt;/images/global/siab/swf/index&lt;/xdb:imgloc&gt;<br /> &lt;xdb:flashseotitle&gt;XPS m1730&lt;/xdb:flashseotitle&gt;<br /> &lt;xdb:flashseodescription&gt;Customize your new &lt;ahref=&quot;http://www.dell.com&quot; &gt;XPS m1730&lt;/a&gt;&lt;/xdb:flashseodescription&gt;<br />&lt;xdb:flashseodisplay&gt;false&lt;/xdb:flashseodisplay&gt;<br /> &lt;xdb:imgtype&gt;swf&lt;/xdb:imgtype&gt;<br /> &lt;xdb:altimg&gt;global:products:xpsnb:flash:xpsnb_m1730_alternate&lt;/xdb:altimg&gt;<br /> &lt;xdb:version&gt;8&lt;/xdb:version&gt;<br /> &lt;xdb:width&gt;725&lt;/xdb:width&gt;<br /> &lt;xdb:height&gt;200&lt;/xdb:height&gt;<br /> &lt;xdb:expandheight&gt;380&lt;/xdb:expandheight&gt;<br /> &lt;xdb:link /&gt;<br /> &lt;xdb:param0&gt;basePath|images/global/products/flash/xpsnb_m1730/&lt;/xdb:param0&gt;<br />&lt;/xdb:image&gt;<br /> <br />This is an example on how to set alternate content for Flash pieces inside xdb (image reference) files.<br />Flashseotitle: a title written to an H2 tag.<br />Flashseodescription: any additional content about the flash file including links using &lt; and &gt; for writing html tags.<br />Flashseodisplay: allows you to view this content while writing it (true|false).<br />32<br />Alternate Content for Flash Pieces<br />
    47. 47. Backup: Tools, Cheatsheets & Checklist<br />33<br />
    48. 48. Key Search Elements<br />Browser/Page Title<br />URL<br />Meta Description<br />Content<br />Images/Multimedia<br />Internal Links & Anchor Text<br />External Inbound Links<br />Dell Content<br />Meta<br />Googlebot<br />External Inbound Links<br />Google SERP<br />34<br />
    49. 49. Natural Search Checklist<br /><ul><li>CONTENT:
    50. 50. Focused internal jargon-free, popular customer language
    51. 51. Sprinkle with 1-3 targeted keywords/phrases
    52. 52. Target 5% keyword density
    53. 53. Can emphasize keywords (bold, headers, link label anchor text)
    54. 54. Can include multimedia
    55. 55. LINKS:
    56. 56. Clear popular customer language
    57. 57. Hyperlink 1-2 keywords descriptive of linked page
    58. 58. Link to within Main Navigation/Purchase Path
    59. 59. Avoid excessively repeating the same link
    60. 60. IMAGES:
    61. 61. Descriptive and concise popular customer language in image filenames
    62. 62. Dash or underscore separators for keywords
    63. 63. Relevant to the surrounding content
    64. 64. If image is a link, must support linked page
    65. 65. IMAGE ALT TAGS:
    66. 66. Concise accurate description of images
    67. 67. If image is a link, descriptive keywords relevant to linked page
    68. 68. BROWSER & PAGE TITLES:
    69. 69. Headline for the page
    70. 70. Limit to 70 char.
    71. 71. 1-3 targeted keywords/phrases
    72. 72. Clear, concise, popular customer language
    73. 73. Unique
    74. 74. Displayed as search engine clickable link
    75. 75. DESCRIPTION:
    76. 76. Describes content and benefits of page
    77. 77. Minimum 50 char.
    78. 78. 1-3 targeted keywords/phrases within first 160 char.
    79. 79. Should be not exceed 200 char. for English, 300 for translated text
    80. 80. Clear, concise, popular customer language
    81. 81. Unique
    82. 82. Compelling
    83. 83. Can include soft call-to-action
    84. 84. URL NAME:
    85. 85. Include 1-3 targeted keywords/phrases
    86. 86. Unique</li></ul>35<br />
    87. 87. tools.seobook.com/general/keyword-density<br />www.searchengineoptimization.jp/tools/keyword_density_analyzer.html<br />36<br />Calculating Keyword Density<br />
    88. 88. 37<br />Keyword Discovery: Gauging Popularity<br />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)<br /><ul><li>Beyond getting suggestions for more keywords, can gauge popularity by search volume.
    89. 89. Can filter by country and language (1).
    90. 90. Tip: Use “Exact” as Match Type (4):
    91. 91. Exact match:match the exact phrase.
    92. 92. Broad match:similar phrases and relevant variations.
    93. 93. Phrase match:the exact phrase exclusively.</li></ul>1<br />2<br />3<br />4<br />https://adwords.google.com/select/KeywordToolExternal<br />
    94. 94. 38<br />Keyword Discovery: Popularity by Time, Location & Language<br /><ul><li>Track multiple keyword usage volume through time by location and language.
    95. 95. Based upon “broad match” of terms (e.g. WiFi card, WiFi hotspots).</li></ul>Regional and language popularity trending through timeExample 4: Popularity of wi-fi, wifi, wireless<br /><ul><li>Other search engines offer similar tools</li></ul>China’s Baidu search volumeExample 5: Popularity of 笔记本电脑, 笔记本, PC<br />index.baidu.com<br />www.google.com/trends<br />
    96. 96. <ul><li>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.</li></ul>Text Version Read by Search Engines<br />Full Multimedia Version<br />www.seo-browser.com<br />39<br />View How Search Engines See Pages: seo-browser.com<br />
    97. 97. 40<br />Tool to Check Redirect Type<br />Check URLs here:http://www.seoconsultants.com/tools/headers.asp<br />
    98. 98. <ul><li>http://www.seo-browser.com/ </li></ul>41<br />View How Google Sees Pages: Cached Text<br /><ul><li>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.</li></ul>Google SERP<br />Google Cached Version<br />Google Cached Version (Text-only)<br />
    99. 99. 42<br />How to View Pages without Images Displayed<br /><ul><li>In Internet Explorer:
    100. 100. Menu = Tools  Internet Option
    101. 101. Deselect “Show pictures”</li></li></ul><li>43<br />How to View HTML Source Code<br /><ul><li>In Internet Explorer:
    102. 102. Menu = View  Source</li></li></ul><li>44<br />Search Engines SEO Commands Guide<br />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. <br />Note: Replace &lt;term&gt; and &lt;complete URL &gt; with search criteria, do not include the arrows &lt; and &gt;.<br />
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