Training Google to Love Your Website
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Training Google to Love Your Website

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This presentation was delivered at the 2010 Springbrook Web Conference and provides an introduction to Search Engine Optimization (SEO).

This presentation was delivered at the 2010 Springbrook Web Conference and provides an introduction to Search Engine Optimization (SEO).

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  • Search Engine OptimizationFancy way to say “making your web content findable by search engines”Most beautiful site in the world that can’t be found via Google is as good as invisibleTwo keys:Think about how users look for your contentUnderstand how Google interprets what it finds
  • Each of theses flower pages may include the phrase ‘red flowers’, but by pointing many pages to the central ‘Red Flowers’ hub page we help Google figure out which is our BEST page on this subject.

Training Google to Love Your Website Presentation Transcript

  • 1. TRAINING GOOGLE TO LOVE YOUR WEBSITE
    An Brief Introduction to SEO
    4/9/2010
  • 2. About Me
    Jeanne Kramer-Smyth
    MLS, University of Maryland
  • 3. What is SEO?
    SEO = Search Engine Optimization
    Fancy way to say “making your web content findable by search engines”
  • 4. Building Blocks of SEO
    Analytics
    Page Construction
    Site Organization
    Topic & Keyword Research
  • 5. What are people looking for?
    Analytics
    Page Construction
    Site Organization
    Topic & Keyword Research
  • 6. World War II or World War 2?
    Keyword research can show you how people actually search – official vs popular version.
    Google Insight into Search:
    world war 2
    world war ii
  • 7. Tools for Keyword Research
    Google Insight for Search
    Google Trends
    Google AdWords Keyword Tool
    Google Search-based Keyword Tool
    SEO Book Keyword Suggestion Tool
    KeywordDiscovery ($)
    WordTracker ($) and Free Version
    SEO Book’s Keyword Tools Page
  • 8. This site was built for crawling!
    Analytics
    Page Construction
    Site Organization
    Topic & Keyword Research
  • 9. Tree Gives Content Clear Home
  • 10. Gain Authority Via Internal Links
  • 11. XML Sitemaps
    A list of pages available to be indexed by search engines – an index for robots that crawl your site.
    Types of Sitemaps:
    General Sitemap
    News Sitemap
    Video Sitemap
  • 12. SEO Checklist: Site Level
    All content can be found via crawling
    Current XML sitemaps submitted to search engines
    Leaf pages point to hubs
    Child pages point to their parents
    Good anchor text, usually matches target page title
  • 13. Target each page!
    Analytics
    Page Construction
    Site Organization
    Topic & Keyword Research
  • 14. Before you start building a page
    Physical home & URL
    Primary keyword target
  • 15. Title & Description
    TiITLE
    <title>Macmillan: Robot Dreams: Sara Varon: Books</title>
    <meta name="description" content="Macmillan: Robot Dreams: Sara Varon: Bonus Publisher Materials: Praise, Author Biography, Awards" />
    META DESCRIPTION
    SERP
  • 16. Example: Many Pages – One Title
  • 17. SEO Checklist: Page Level
    Clear primary keyword target phrase
    One URL per page
    Unique page title, less than 65 characters
    <H1> tag containing keyword target
    Unique meta description, less than 164 characters
    Content rich text
    Images have alt text
  • 18. After the launch
    Analytics
    Page Construction
    Site Organization
    Topic & Keyword Research
  • 19. Questions to ask after launch
    Traffic Sources
    Bounce Rates
    SERP position for target keywords
  • 20. Free Tools
    Google Webmaster Tools: Register your sitemap
    Google Analytics: Traffic sources & statistics
    Google Feedburner: Tracking RSS subscriptions
    Google Website Optimizer: A/B testing
  • 21. Next Steps for YOU!
    Look at sites you like – could you improve their SEO?
    Bake SEO into your web site design and development process
    Follow some SEO blogs (RSS is your friend!)
    SEOmoz Daily SEO Blog
    SEO Book
    Search Engine Land
    Google Webmaster Central Blog
  • 22. Questions?
    Looking for me? Google Jeanne Kramer-Smyth!
    LinkedIn: http://www.linkedin.com/in/jkramersmyth
    Blog: SpellboundBlog.com
    Portfolio: SpellboundProjects.com
    Audio Book Reviews: BooksForEars.com