SEO Workshop - St. Edward's University Instructional Technology

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This is the slide deck for the SEO workshop taught at St. Edward's University by Megan Ura (@Megan_Ura), Computer Training Coordinator. Sponsored by Instructional Technology. This material was …

This is the slide deck for the SEO workshop taught at St. Edward's University by Megan Ura (@Megan_Ura), Computer Training Coordinator. Sponsored by Instructional Technology. This material was developed from past work experience and from Google's Search Engine Optimization Started Guide and SEOMoz's Beginner's Guide to SEO.

UPDATED: Jan 18, 2012 - Added slide on Google's SPYW.
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  • Added 1/18/2012

Transcript

  • 1. Building Your Site for SEOOn-site traffic-driving strategies.Megan Ura (@Megan_Ura)St. Edward’s University Instructional Technology
  • 2. What is SEO?“the practice of improving and promoting a web site inorder to increase the number of visitors the site receivesfrom search engines” – SEOmoz’s Beginner’s Guide to SEO
  • 3. Why?1. Conversion:Better visibility =More customers,on and offline2. Trust:Worthiness and relevance image via usercentric.com
  • 4. How Crawler-based Search Engines Work 1.Crawling 2.Indexing 3.Calculating Relevancy & Rankings 4.Serving Results Your mission: Make your site easily consumable for humans and search engines.
  • 5. Search Engine Robot Limitations 1. Crawling and Indexing: HTML text rules • Forget forms, login fields • Poor link structures • Uneven support for plug-in content/media 1. Content to Query Matching: Language, slang • “fridges” vs. “refrigerators” 1. Is your tree falling in a forest? • Content must be marketed for visibility • Generating popularity
  • 6. Planning it OutOn-site • what you can control • “content is king” • site design, structure Off-site • What you try to affect • “link building” image via SEOmoz
  • 7. Search Plus Your World January 2012 Algorithm Update• Google+ Bias• Related Google+ pages from people and brands• A must-have for businesses, writers, any content makers image via www.google.com/insidesearch/plus.html
  • 8. Keyword Research 101What motivates your customers? 1.List most essential aspects of your site • Review your own copy • Niche vocabulary and jargon or not? 1. What do you customers want to see, learn about? 2. Learn what your competitors use 3. Use a mix of “popular” and “long tail” keywords
  • 9. Site structure and navigation • Simple directory structure • Help visitors find desired content • Naturally flowing hierarchy • Create a sitemap • Why it matters • Usability and crawl-ability • Ease of use • Watch for orphan pages! image via Google SEO Starter Guide
  • 10. Semantic URL Structure“friendly” URLs • short, descriptive file names • avoid symbols, numbers, capitalizations • have only one URL per page of content!Better: brandonsbaseballcards.com/cards/majorleague image via Google SEO Starter Guide
  • 11. Rules for Choosing your Domain Namehttp://www.seomoz.org/blog/how-to-choose-the-right-domain-name • Get inspired by keywords. • Make the domain unique. • Just Say NO to hyphens and numbers. • Only choose .com available names. • Make it easy to type and remember. Keep it short! • Create and fulfill expectations. • Set yourself apart with a brand. Don’t follow the latest naming trends. (flickr.com)
  • 12. <title>The Title Element</title> Unique, Accurate, Brief • Site Name/Company Name/Your Name • Page-specific keyword(s) • Less than 65 characters, including spaces • Seen at top of browser, browser tabs and search results • Users rely on good titles! Keyword(s) | (Location) | Company Name
  • 13. “Description” Meta Elementpage-specific summaries to encourage clicksOn your site:On a SERP: images © Google SEO Starter Guide
  • 14. Quality Content Unique and fresh – people first, SE’s second • Easy-to-read, concise, appropriate • HTML text equivalent for media • “keyword density” – frequency of use • “keyword stuffing” – overdoing it! Why it matters: • Keeps visitors coming back! • Visitors will want to share Image via pchackz.in
  • 15. rel=“canonical” distinguishing copies from an original To the <head> element, add: <link rel=“canonical” href=“http://www.site.com” />• the page is treated as a copy of the canon URL• all of the SE link & content metrics flows back to the canon URL Image via SEOmoz
  • 16. Organize content with headings• Headings present structure on the page to users.• 6 sizes: <h1>to <h6>, largest to smallest. • Use sparingly; only one <h1> per page. • Serves as an outline for content image via Google SEO Starter Guide
  • 17. Meaningful Anchor Text Anchor Text: clickable, hyperlinked text <a href="...">Anchor Text</a>. • convey the content linked • Descriptive, not generic “click here” or URL itself • Stands out visually • Use for external and internal linking image via Google SEO Starter Guide
  • 18. Use “nofollow” when needed• rel=“nofollow” is a link attribute• tells search engines certain links on your site shouldnt pass your pages reputation to the page linked • sites you can’t vouch for, “bad sites” • business competitors A link on the web = a vote, vouch of quality image via Google SEO Starter Guide
  • 19. Image filenames & alternate text • Accessibility and search engine relevance • Used in image search results • Short, literally descriptive • Place the image near relevant text content <img src=“image001.jpg” /><img src=“SEUlogo.jpg” alt=“St. Edward’s University Logo” />
  • 20. Analytics• Record and understand traffic trends.• Google Analytics is free!
  • 21. MaintenanceAn SEOer’s work is never done. • Evaluate keyword rankings monthly. • Watch out for broken links. • Update your content frequently! • Integrate social media/blogging. The Unchanging Core: 1.User Experience 2.On-page SEO and Internal Linking 3.Backlinks: make citation-worthy material
  • 22. SEO as a Career • Agency, in-house, consulting • Work with a variety clients and businesses • HTML and social media literacy skills
  • 23. Where to go from here?• “Resources” handout• Books & Blogs• Consider SEM companies carefully.• Promote your site appropriately.• Humans first, search engines second. image via Google SEO Starter Guide