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Maximising Online Resource Effectiveness Workshop: SEO (session 2/8)

Maximising Online Resource Effectiveness Workshop: SEO (session 2/8)

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SEO: SCAmore SEO: SCAmore Presentation Transcript

  • SEO overview
  • Conventional SEO overview Session 2/8
  • The challenge ‣ You have (or will have) an online resource (web site) ‣ To which you want to attract visitors ‣ The right kind of visitors ‣ Who will find all that's relevant to them on your site ‣ And get real value from what they find ‣ Then tell others, who will do the same ‣ And you will obtain evidence of this ‣ So that you can secure funding to keep things going ‣ And improve the site ‣ And maybe make it something more important ‣ By being the definitive source of something ‣ In a bigger picture
  • The real challenge http://www.youtube.com/watch?v=6ILQrUrEWe8
  • Search engines—signposts or advertising billboards?
  • Advertising? http://www.youtube.com/watch?v=6ILQrUrEWe8
  • Advertising? http://www.youtube.com/watch?v=6ILQrUrEWe8
  • Advertising? http://www.youtube.com/watch?v=6ILQrUrEWe8
  • Search engine use February US search engine market share numbers are in, more of the same Andrew Munchbach, 10 March 2010 ‣ Google and Bing both gained a little ground: Google’s market share rose from 65.4% to 65.5% while Bing’s share rose from 11.3% to 11.5%. ‣ Yahoo and Ask both gave up a little bit of the search pie: Yahoo declined from 17% to 16.8% and Ask fell slightly from 3.8% to 3.7% market share. ‣ AOL’s slice of search remained unchanged at around 2.5%. http://www.boygeniusreport.com/2010/03/10/
  • Search engine use Global search engine market, Q1 2010 http://marketshare.hitslink.com/search-engine-market-share.aspx?qprid=4
  • Google search engine operation overview http://docs.google.com/present/view?id=dc5x7mrn_245gf8kjwfx
  • Google search results—basics
  • Google search results—basics Title
  • Google search results—basics Title Description
  • <head> <title>Strategic Content Alliance MORE: About us</title> <meta name="Description" content="The aim of this web site to create a useful resource for all participants of the SCA MORE 2010 workshops." />
  • Appropriate content management system
  • Getting started with Google Google's webmaster guidelines When your site is ready ‣ Submit it to Google at http://www.google.com/addurl.html. ‣ Submit a sitemap using Google Webmaster Tools. Google uses your sitemap to learn about the structure of your site and to increase coverage of your web pages. ‣ Make sure all the sites that should know about your pages are aware your site is online. http://www.google.com/support/webmasters/bin/answer.py?&answer=35769
  • Getting started with Google Google's webmaster guidelines When your site is ready ‣ Submit it to Google at http://www.google.com/addurl.html. ‣ Submit a sitemap using Google Webmaster Tools. Google uses your sitemap to learn about the structure of your site and to increase coverage of your web pages. ‣ Make sure all the sites that should know about your pages are aware your site is online. http://www.google.com/support/webmasters/bin/answer.py?&answer=35769
  • XML sitemaps Confirming what should be indexed ‣ sitemaps are an easy way to inform search engines about pages to be indexed, submitted to Google when a site is added via Webmaster Tools ‣ a sitemap is an XML file that lists URLs for a site along with additional metadata about each URL—when last updated, how often it is likely to change, how important it is compared to all others <url> <loc>http://www.example.com/section.html</loc> <lastmod>2007-10-08T10:28:56+00:00</lastmod> <changefreq>daily</changefreq> <priority>0.64</priority> </url> ‣ sitemaps can link discrete sections of a site together that may not have any direct links between them ‣ sitemaps can be “hand written” or generated using a “tool” (and edited as appropriate) ‣ search engines can index the site more intelligently using a sitemap ‣ the sitemap 0.90 protocol is offered under the terms of the Attribution- ShareAlike Creative Commons License and has wide adoption, including support from Google and Microsoft http://www.xml-sitemaps.com/ http://www.sitemaps.org/protocol.php
  • Design and content guidelines ‣ Make a site with a clear hierarchy and text links. ‣ Offer a sitemap to your users. ‣ Create a useful, information-rich site, with accurate pages. ‣ Think about keywords and make sure that your site actually includes them. ‣ Use text instead of images to display important names, content, or links. ‣ Make sure that <title> elements and ALT attributes are descriptive. ‣ Check for broken links and correct HTML. ‣ Be aware that not every search engine spider crawls dynamic pages. ‣ Keep the links on a given page to a reasonable number (fewer than 100). ‣ Review image guidelines for best practices on publishing images. http://www.google.com/support/webmasters/bin/answer.py?&answer=35769
  • Design and content guidelines ‣ Make a site with a clear hierarchy and text links. ‣ Offer a sitemap to your users. ‣ Create a useful, information-rich site, with accurate pages. ‣ Think about keywords and make sure that your site actually includes them. ‣ Use text instead of images to display important names, content, or links. ‣ Make sure that <title> elements and ALT attributes are descriptive. ‣ Check for broken links and correct HTML. ‣ Be aware that not every search engine spider crawls dynamic pages. ‣ Keep the links on a given page to a reasonable number (fewer than 100). ‣ Review image guidelines for best practices on publishing images. http://www.google.com/support/webmasters/bin/answer.py?&answer=35769
  • Design and content guidelines ‣ Make a site with a clear hierarchy and text links. ‣ Offer a sitemap to your users. ‣ Create a useful, information-rich site, with accurate pages. ‣ Think about keywords and make sure that your site actually includes them. ‣ Use text instead of images to display important names, content, or links. ‣ Make sure that <title> elements and ALT attributes are descriptive. ‣ Check for broken links and correct HTML. ‣ Be aware that not every search engine spider crawls dynamic pages. ‣ Keep the links on a given page to a reasonable number (fewer than 100). ‣ Review image guidelines for best practices on publishing images. http://www.google.com/support/webmasters/bin/answer.py?&answer=35769
  • Design and content guidelines ‣ Make a site with a clear hierarchy and text links. ‣ Offer a sitemap to your users. ‣ Create a useful, information-rich site, with accurate pages. ‣ Think about keywords and make sure that your site actually includes them. ‣ Use text instead of images to display important names, content, or links. ‣ Make sure that <title> elements and ALT attributes are descriptive. ‣ Check for broken links and correct HTML. ‣ Be aware that not every search engine spider crawls dynamic pages. ‣ Keep the links on a given page to a reasonable number (fewer than 100). ‣ Review image guidelines for best practices on publishing images. http://www.google.com/support/webmasters/bin/answer.py?&answer=35769
  • Technical guidelines ‣ Use a text browser such as Lynx to examine your site and check that JavaScript, cookies, session IDs, frames, DHTML, or Flash don't prevent access to essential content. ‣ Allow search bots to crawl your sites without session IDs or arguments that track their path through the site. Otherwise possible incomplete indexing, as bots may not eliminate URLs that look different but point to the same page. ‣ Make sure your web server supports the If-Modified-Since HTTP header. This feature allows your web server to tell Google when content last changed. ‣ Make use of the robots.txt file on your web server. ‣ If your company buys a content management system, make sure that the system creates pages and links that search engines can crawl. ‣ Use robots.txt to prevent crawling of pages that don't add much value. ‣ Test your site to make sure that it appears correctly in different browsers. http://www.google.com/support/webmasters/bin/answer.py?&answer=35769
  • Technical guidelines ‣ Use a text browser such as Lynx to examine your site and check that JavaScript, cookies, session IDs, frames, DHTML, or Flash don't prevent access to essential content. ‣ Allow search bots to crawl your sites without session IDs or arguments that track their path through the site. Otherwise possible incomplete indexing, as bots may not eliminate URLs that look different but point to the same page. ‣ Make sure your web server supports the If-Modified-Since HTTP header. This feature allows your web server to tell Google when content last changed. ‣ Make use of the robots.txt file on your web server. ‣ If your company buys a content management system, make sure that the system creates pages and links that search engines can crawl. ‣ Use robots.txt to prevent crawling of pages that don't add much value. ‣ Test your site to make sure that it appears correctly in different browsers. http://www.google.com/support/webmasters/bin/answer.py?&answer=35769
  • Technical guidelines ‣ Use a text browser such as Lynx to examine your site and check that JavaScript, cookies, session IDs, frames, DHTML, or Flash don't prevent access to essential content. ‣ Allow search bots to crawl your sites without session IDs or arguments that track their path through the site. Otherwise possible incomplete indexing, as bots may not eliminate URLs that look different but point to the same page. ‣ Make sure your web server supports the If-Modified-Since HTTP header. This feature allows your web server to tell Google when content last changed. ‣ Make use of the robots.txt file on your web server. ‣ If your company buys a content management system, make sure that the system creates pages and links that search engines can crawl. ‣ Use robots.txt to prevent crawling of pages that don't add much value. ‣ Test your site to make sure that it appears correctly in different browsers. http://www.google.com/support/webmasters/bin/answer.py?&answer=35769
  • Technical guidelines ‣ Use a text browser such as Lynx to examine your site and check that JavaScript, cookies, session IDs, frames, DHTML, or Flash don't prevent access to essential content. ‣ Allow search bots to crawl your sites without session IDs or arguments that track their path through the site. Otherwise possible incomplete indexing, as bots may not eliminate URLs that look different but point to the same page. ‣ Make sure your web server supports the If-Modified-Since HTTP header. This feature allows your web server to tell Google when content last changed. ‣ Make use of the robots.txt file on your web server. ‣ If your company buys a content management system, make sure that the system creates pages and links that search engines can crawl. ‣ Use robots.txt to prevent crawling of pages that don't add much value. ‣ Test your site to make sure that it appears correctly in different browsers. http://www.google.com/support/webmasters/bin/answer.py?&answer=35769
  • Preventing search engine indexing Common use of robots exclusion protocol Most web sites have a file in the document root called robots.txt ‣ informs all “robot” software (spiders, crawlers, indexers) what files or directories should not be indexed ‣ very unhelpful if configured wrongly ‣ easily checked by viewing http://website/robots.txt The same objective can be achieved using a <META> tag ‣ applies to only the single web page containing the tag in document head ‣ <META name=”ROBOTS” content=”NOINDEX”> Useful for preventing inappropriate indexing of parts of a site ‣ e.g. files relating to administration of the site or similar Can also be used to identify where a sitemap.xml is located ‣ include line as follows Sitemap: http://www.mysite.com/sitemap.xml http://www.robotstxt.org/ http://scamore.eforum.org/robots.txt
  • Quality guidelines—basic principles ‣ Make pages primarily for users, not for search engines. Don't deceive your users or present different content to search engines than you display to users, which is commonly referred to as “cloaking”. ‣ Avoid tricks intended to improve search engine rankings. A good rule of thumb is whether you'd feel comfortable explaining what you've done to a website that competes with you. Another useful test is to ask, “Does this help my users? Would I do this if search engines didn't exist?” ‣ Don't participate in link schemes designed to increase your site's ranking. In particular, avoid links to web spammers or “bad neighbourhoods” on the web, as your own ranking may be affected adversely by those links. ‣ Don't use unauthorised computer programs to submit pages, check rankings, etc. Such programs consume computing resources and violate our Terms of Service. Google does not recommend the use of products such as WebPosition Gold that send automatic or programmatic queries to Google. http://www.google.com/support/webmasters/bin/answer.py?&answer=35769
  • Quality guidelines—basic principles ‣ Make pages primarily for users, not for search engines. Don't deceive your users or present different content to search engines than you display to users, which is commonly referred to as “cloaking”. ‣ Avoid tricks intended to improve search engine rankings. A good rule of thumb is whether you'd feel comfortable explaining what you've done to a website that competes with you. Another useful test is to ask, “Does this help my users? Would I do this if search engines didn't exist?” ‣ Don't participate in link schemes designed to increase your site's ranking. In particular, avoid links to web spammers or “bad neighbourhoods” on the web, as your own ranking may be affected adversely by those links. ‣ Don't use unauthorised computer programs to submit pages, check rankings, etc. Such programs consume computing resources and violate our Terms of Service. Google does not recommend the use of products such as WebPosition Gold that send automatic or programmatic queries to Google. http://www.google.com/support/webmasters/bin/answer.py?&answer=35769
  • Specific quality guidelines ‣ Avoid hidden text or hidden links. ‣ Don't use cloaking or sneaky redirects. ‣ Don't send automated queries to Google. ‣ Don't load pages with irrelevant keywords. ‣ Don't create multiple pages, subdomains, or domains with substantially duplicate content. ‣ Don't create pages with malicious behavior, such as phishing or installing viruses, trojans, or other “badware”. ‣ Avoid "doorway" pages created just for search engines, or other "cookie cutter" approaches such as affiliate programs with little or no original content. ‣ If your site participates in an affiliate program, make sure that your site adds value. Provide unique and relevant content that gives users a reason to visit your site first. http://www.google.com/support/webmasters/bin/answer.py?&answer=35769
  • Specific quality guidelines ‣ Avoid hidden text or hidden links. ‣ Don't use cloaking or sneaky redirects. ‣ Don't send automated queries to Google. ‣ Don't load pages with irrelevant keywords. ‣ Don't create multiple pages, subdomains, or domains with substantially duplicate content. ‣ Don't create pages with malicious behavior, such as phishing or installing viruses, trojans, or other “badware”. ‣ Avoid "doorway" pages created just for search engines, or other "cookie cutter" approaches such as affiliate programs with little or no original content. ‣ If your site participates in an affiliate program, make sure that your site adds value. Provide unique and relevant content that gives users a reason to visit your site first. http://www.google.com/support/webmasters/bin/answer.py?&answer=35769
  • Specific quality guidelines ‣ Avoid hidden text or hidden links. ‣ Don't use cloaking or sneaky redirects. ‣ Don't send automated queries to Google. ‣ Don't load pages with irrelevant keywords. ‣ Don't create multiple pages, subdomains, or domains with substantially duplicate content. ‣ Don't create pages with malicious behavior, such as phishing or installing viruses, trojans, or other “badware”. ‣ Avoid "doorway" pages created just for search engines, or other "cookie cutter" approaches such as affiliate programs with little or no original content. ‣ If your site participates in an affiliate program, make sure that your site adds value. Provide unique and relevant content that gives users a reason to visit your site first. http://www.google.com/support/webmasters/bin/answer.py?&answer=35769
  • Specific quality guidelines ‣ Avoid hidden text or hidden links. ‣ Don't use cloaking or sneaky redirects. ‣ Don't send automated queries to Google. ‣ Don't load pages with irrelevant keywords. ‣ Don't create multiple pages, subdomains, or domains with substantially duplicate content. ‣ Don't create pages with malicious behavior, such as phishing or installing viruses, trojans, or other “badware”. ‣ Avoid "doorway" pages created just for search engines, or other "cookie cutter" approaches such as affiliate programs with little or no original content. ‣ If your site participates in an affiliate program, make sure that your site adds value. Provide unique and relevant content that gives users a reason to visit your site first. http://www.google.com/support/webmasters/bin/answer.py?&answer=35769
  • Practical exercise—SEO actions for a specific web site This exercise should be done as individuals, with group consultation Consider your web site ‣ identify any actions that you believe you should take to ensure that all basic SEO guidelines are satisfied ‣ for each action identify how urgently it should be addressed ‣ for each action identify anyone you need to discuss the matter with in order to have it resolved properly ‣ estimate when each action is likely to be completed
  • Practical exercise—SEO actions Others who need to be Target date Action Urgency involved for completion
  • Google analytics Getting started with Google Analytics ‣ Create a Google account ‣ Identify your unique web ID ‣ Insert unique ID into Javascript tracking code and add this code to all pages (which links to JavaScript library on the Google servers) ‣ After logging in to your account you may select reports of interest from your Google Analytics dashboard http://services.google.com/analytics/tour/index_en-GB.html
  • Google analytics http://services.google.com/analytics/tour/index_en-GB.html
  • Google analytics http://services.google.com/analytics/tour/index_en-GB.html
  • Google Analytics How Google Analytics works ‣ when a page is accessed the “track page view” script referred to in the tracking code runs ‣ this collects HTTP and browser data, reads and writes a cookie on the user's machine, and sends an update to a Google secure server (via parameters on an ordinary web request) ‣ all parameters relating to the page access are then stored in the logs of the Google secure server and from there used to compile reports on the Google servers Implications ‣ requires Javascript on client machine ‣ must use cookie ‣ results not available immediately ‣ records use of cached and reloaded pages
  • Avoiding SEO mistakes Nine common SEO campaign mistakes Jaamit Durrani, 25 March 2010 1. Obsessing over onsite SEO 2. Forgetting about the foundations 3. Worshipping the false idol: the homepage 4. Fawning over 'BigHead' keywords 5. Ignoring conversion and analytics 6. Obsessing over analytics 7. Tweakophobia 8. The Premier League chairman factor 9. Reading too many SEO blogs! http://econsultancy.com/blog/5530-nine-common-seo-campaign-mistakes
  • “Maximising online resource effectiveness”
  • “Maximising online resource effectiveness” increasing significance improvement sustainability evidence of success measurement of activity visitor satisfaction impression of value total discovery visitor numbers online resource
  • “Maximising online resource effectiveness” Richer semantics Social media increasing significance improvement Metadata sustainability evidence of success Integrity measurement of activity visitor satisfaction Accessibility impression of value total discovery visitor numbers Structure online resource
  • Practical exercise—why do people visit web sites 1. Individually, for 5 minutes, write down the five web sites you visit most 2. Rank these in order of importance 3. Briefly note the reasons for using each 4. Then, appoint a group notetaker and spokesperson and compile a merged list from all the single lists 5. If a web site features more than once, indicate the frequency
  • Practical exercise—why do people visit web sites Web site address Importance Reasons for using