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Day 1, Seo Architecture | September 11

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    Day 1, Seo Architecture | September 11 - Presentation Transcript

    1. My Resource for Excellence. Get More Bytes for your Bucks! Workshop #1: Part 1 | What is Search Engine Marketing (SEM) 11:30am-12pm, Friday, September 11th, 2009
    2. Navigating to a Website Search Engines are the Most Important Source of Traffic to a Website Virtual exhibit visitors Search Engines Prospects coming from search engines. Browser Prospects know your brand (domain name) Bookmark Prospects liked their experience. Referrals Prospects coming from the same community of Website.
    3. Navigating to a Website Website Visitors: almost half are from Search Engine If High Marketing Budget Marketing Budget Around 41%
    4. Navigating to a Website Website Visitors: are mainly from Search engine Marketing Budget Up to 80% If Low Marketing Budget
    5. Main Search Engines AOL Ask Others MSN 3% 2% 4% 9% Yahoo Google 17% 65% Google Yahoo MSN AOL Ask Others Source: Nielsen Online, Nielsen//NetRatings and Nielsen BuzzMetrics brands.
    6. Main Search Engines Yahoo AOL Ask Others & MSN 3% 2% 4% (Bing) 26% Google, 65% Google Yahoo MSN AOL Ask Others
    7. Search Engine Results page (SERP) Copyright Thierry Arsenault Commercial links/Paid (PPC and CPA) Organic/natural results/Free (SEO)
    8. Search Engine Results page (SERP) – Universal Copyright Thierry Arsenault
    9. Search Engine Results page (SERP) – Universal National museum
    10. Search Engine Results page (SERP) – Local Museum Ottawa – Local search
    11. Search Engine Marketing (SEM) SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of paid placement, contextual advertising, paid inclusion and SEO. Search Engine Advertising Search Engine Optimisation (SEO) Paid inclusion (PI) – Web architecture – Content creation Commercial links – Link building - Pay Per Click (PPC) – Community building (Social media - Cost Per Action (CPA) optimisation) Commercial Organic SEO = Audience Optimisation
    12. Search Engine Marketing (SEM) - Budget
    13. Search Engine Marketing (SEM) - Advertising
    14. Search Engine Marketing (SEM) - Pay Per Click (PPC) • Audience (age, gender, ethnicity, geography) • Objectives (conversion) • Search Engine • Network • Keyword (long tail approach) • Creative • Timing • Budgets (daily max, campaign max) • Monitoring • Optimization
    15. Search Engine Marketing (SEM) - Pay Per Click (PPC)
    16. Search Engine Marketing (SEM) – SEO Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results. Search Engine Optimisation (SEO) – Web architecture – Content creation – Link building – Community building (Social media optimisation)
    17. Search Engine Results page (SERP) – SEO National museum Canada
    18. It’s works! 2009 case study results for Wetaskiwin keyword From position 32 to 12
    19. My Resource for Excellence. Get More Bytes for your Bucks!
    20. My Resource for Excellence. Get More Bytes for your Bucks! Workshop #1: Part 2 | Introduction to Search engines 1pm-1:30pm, Friday, September 11th, 2009
    21. The Functioning of a Search Engine Enter the search term Web site 1 Algorithm Google database (Index) Search results page Web site 2 Web site 3…
    22. The Functioning of a Search Engine - Algorithm Source: Flickr | tmaemarketing
    23. The Functioning of a Search Engine - Indexation YOUR WEB PAGES ON A SEARCH ENGINE SEARCH ENGINE RESULTS SELECTED Top 5 75% Top 10 results Top 30 results 25% Web pages indexed on SE Web pages on your website
    24. Search Engine Optimisation (SEO) - Three pillars Web architecture Content / Writing Popularity + + Source: Flickr, Pichenette Source: Flickr, Linda Cronin Source: Flickr, Gavatron
    25. Search Engine Optimisation (SEO) - Responsibility Technology Marketing Content +
    26. Search Engine Optimisation (SEO) - Responsibility Have to wear a lot of different hats? Source: FlickR: The many hats of Billy Childish Focus on most important keyword/phrase
    27. My Resource for Excellence. Get More Bytes for your Bucks!
    28. My Resource for Excellence. Get More Bytes for your Bucks! Workshop #2: Part 1 | Your Website’s Architecture 1:30pm-2:30pm, Friday, September 11th, 2009
    29. Website Architecture - Checklist Architecture items Status Pass criteria Tools Observations Pass Fail Caution 1 Response time < 250ms Google Webmaster 2 Server location Same city or province IP Address Geolocation free service 3 Page File size is less than 100k TRUE Manual (page property) 4 Unique Title element No duplication Google Webmaster 5 Unique Meta description element No duplication Google Webmaster 6 HTML code 0 errors Web developer tool 7 Linked CSS TRUE Web developer tool 8 CSS code 0 errors Web developer tool (W3C) 9 Main content proximity On top Web developer tool (W3C) 10 No Table or Frame to design a webpage TRUE Web developer tool (W3C) 11 Less than 3 levels depth table TRUE Web developer tool (W3C) 12 HTML sitemap TRUE Manual 13 Search engine sitemap file TRUE + Descriptive Manual 14 Robots.txt file TRUE + Descriptive Manual 15 Optimized Navigation Keyword rich Manual 16 Less than 3 Parameters in URL TRUE Manual 17 Keyword rich URL (mod‐rewrite) TRUE Manual 18 No session ID in URL TRUE Manual 19 3 levels and less URL TRUE Manual 20 Only one H1 per page TRUE Web developer tool (W3C) 21 No empty Header elements TRUE Web developer tool (W3C) 22 Structured headers (H1, H2, H3...) TRUE Web developer tool (W3C) 23 Contextual linking TRUE Manual 24 No broken link TRUE Xenu free link checker and Google Webmaster 25 Less than 100 links/page TRUE Xenu and Manual 26 Optimized link structure (Page sculpting) Important page = higher page rank Manual 27 Meaningful image folder name TRUE Web developer tool (W3C) 28 Meaningful Image file name TRUE Web developer tool (W3C) 29 Meaningful Image Alt text element TRUE Web developer tool (W3C) 30 Optimized image file size TRUE Web developer tool (W3C) 31 No text in Javascript TRUE Web developer tool (W3C) 32 Majority pages are indexed TRUE Web developer tool (W3C) 33 If Redirection, use 301 TRUE Web developer tool (W3C) 34 Customized 404 page TRUE Manual 35 No Content duplication TRUE Manual (canonicalization + copyscape.com)
    30. Website Architecture - Checklist Architecture items Status Pass criteria Tools Pass Fail Caution 1 Response time < 250ms Google Webmaster 2 Server location Same city or province IP Address Geolocation free service 3 Page File size is less than 100k TRUE Manual (page property) 4 Unique Title element No duplication Google Webmaster 5 Unique Meta description element No duplication Google Webmaster 6 HTML code 0 errors Web developer tool 7 Linked CSS TRUE Web developer tool 8 CSS code 0 errors Web developer tool (W3C) 9 Main content proximity On top Web developer tool (W3C) 10 No Table or Frame to design a webpage TRUE Web developer tool (W3C) 11 Less than 3 levels depth table TRUE Web developer tool (W3C) 12 HTML sitemap TRUE Manual 13 Search engine sitemap file TRUE + Descriptive Manual 14 Robots.txt file TRUE + Descriptive Manual 15 Optimized Navigation Keyword rich Manual 16 Less than 3 Parameters in URL TRUE Manual 17 Keyword rich URL (mod‐rewrite) TRUE Manual
    31. Website Architecture - Checklist Architecture items Status Pass criteria Tools Pass Fail Caution 18 No session ID in URL TRUE Manual 19 3 levels and less URL TRUE Manual 20 Only one H1 per page TRUE Web developer tool (W3C) 21 No empty Header elements TRUE Web developer tool (W3C) 22 Structured headers (H1, H2, H3...) TRUE Web developer tool (W3C) 23 Contextual linking TRUE Manual 24 No broken link TRUE Xenu free link checker and Google Webmaster 25 Less than 100 links/page TRUE Xenu and Manual 26 Optimized link structure (Page sculpting) Important page = higher page rank Manual 27 Meaningful image folder name TRUE Web developer tool (W3C) 28 Meaningful Image file name TRUE Web developer tool (W3C) 29 Meaningful Image Alt text element TRUE Web developer tool (W3C) 30 Optimized image file size TRUE Web developer tool (W3C) 31 No text in Javascript TRUE Web developer tool (W3C) 32 Majority pages are indexed TRUE Web developer tool (W3C) 33 If Redirection, use 301 TRUE Web developer tool (W3C) 34 Customized 404 page TRUE Manual 35 No Content duplication TRUE Manual (canonicalization + copyscape.com)
    32. Website Architecture – Checklist 1- Server response time • Optimized HTML file size > max 150k • Small size images > 5k • Limited number of images >10 Source: netmechanic.com
    33. Website Architecture – Checklist 1- Server response time Downloading time = Pages crawled Source: Google Webmaster
    34. Website Architecture – Checklist 2- Server response time Source: 81solutions.com
    35. Website Architecture – Checklist 4- Unique Title element Top of browser window Result page on Google Source code <!DOCTYPE HTML PUBLIC "-//W3C//DTD HTML 4.01 Transitional//EN"> <html><!-- InstanceBegin template="/Templates/f_vmcPageLM.dwt" codeOutsideHTMLIsLocked="false" --> <head> <!-- InstanceBeginEditable name="doctitle" --> <title>@Boutiques du Mus&eacute;e virtuel du Canada - Magasinez dans les boutiques des mus&eacute;es canadiens</title> <!-- InstanceEndEditable -->
    36. Website Architecture – Checklist 5- Unique Meta description element
    37. Website Architecture – Checklist 7- Linked CSS
    38. Website Architecture – Checklist 6,8- HTML and CSS code end tag omitted Property that doesn’t exist  attribute "alt" not specified ... ...
    39. Website Architecture – Checklist 9- Main content proximity
    40. Website Architecture – Checklist 10,11- No table or frame to design a webpage | Less than 3 levels depth table
    41. Website Architecture – Checklist 12- HTML sitemap
    42. Website Architecture – Checklist 13- Search engine sitemap file XML file containing all the URLs of your Website pages intended for the public, along with information on each URL The University of Huddersfield Explanation of codes: • <?xml version="1.0" encoding="UTF-8"?>: Indicates XML version and the code for the characters used. • <urlset>: Indicates the protocol used in creating the XML file. <url>: Indicates that information on a particular Web page follows. • <loc>: Indicates the Web page’s URL address. • <lastmod>: Indicates the date of the last update of the Web page in question. The date should be in this format: - YYYY-MM-DD • <changefreq>: Indicates the frequency of updates to the Web page. The frequency can be expressed as follows - always, hourly, daily, weekly, monthly, yearly, never. • <priority>: Indicates the Web page’s level of Vertical Sitemaps Copyright Thierry Arsenault importance on a scale of 0 to 1 (1 being the highest •Video Sitemaps level). •Mobile Sitemaps •News Sitemaps NB: Items in bold are mandatory. Source: ---.--/sitemap.xml
    43. Website Architecture – Checklist 13- Search engine sitemap file
    44. Website Architecture – Checklist 14- Robots.txt file
    45. Website Architecture – Checklist 15- Optimized navigation 31- No text in Javascript Not visible…hide behind Javascript
    46. Website Architecture – Checklist 16- Less than 3 Parameters in URL 1 2 3 4
    47. Website Architecture – Checklist 17- Keyword rich URL (mod-rewrite) No meaning Use Mod‐rewrite to change this URL:   http://www.gallery.ca/english/584.htm Keyword rich For this: http://www.gallery.ca/english/indigenous‐art  .htm No meaning Or this: http://www.virtualmuseum.ca/pm_v2.php?id=exhibit_home&fl=0&lg= English&ex=00000503 Keyword rich For this: http://www.virtualmuseum.ca/community/Peterborough‐history
    48. Website Architecture – Checklist 18- No session ID in URL
    49. Website Architecture – Checklist 19- 3 levels and less URL This URL: http://nature.ca/education/mus/ws/wded_e.cfm 1 2 3 4 5 Could be: http://nature.ca/education/dinosaurs-challenge.cfm 1 2 3
    50. Website Architecture – Checklist 20- Only one H1 per page No 1 No 2 Ok 3
    51. Website Architecture – Checklist 21, 22- No empty Header element
    52. Website Architecture – Checklist 23- contextual linking
    53. Website Architecture – Checklist 24- No broken link
    54. Website Architecture – Checklist 26- Optimized link structure (pagerank sculpting) A logic, fluid and keyword rich structure • Page level • Link level Robots won’t index the Robots won’t follow this link page…still follow <a href=“www.link” rel=“no <meta name=“robots” follow”> blabla</a> content=“noindex”/> • Robots.txt file level Noindex: /---.---
    55. Website Architecture – Checklist 27, 28 - meaningful image folder and file name Src=images/botany/plants/showy lady slipper Keyword rich Keyword rich folder name file name
    56. Website Architecture – Checklist 29 - meaningful image Alt text element
    57. Website Architecture – Checklist 30 – Optimized image file size
    58. Website Architecture – Checklist 34 – Customized 404 page Create a custom 404 error page
    59. Website Architecture – Checklist 35 – No content duplication • Same content, different URLs • www vs none www version •…
    60. Also recommend… Add bottom page navigation to your Web site • Main navigation • Bottom page navigation
    61. Also recommend… Add breadcrumb navigation
    62. Website Architecture – Checklist Tool: Web Developer by Chris Pederick http://chrispederick.com/work/web-developer/
    63. My Resource for Excellence. Get More Bytes for your Bucks! Workshop #2: Part 2 | Site Diagnostics 2:45pm-4:00pm, Friday, September 11th, 2009
    64. Website Architecture – Checklist Site Diagnostics http://www.canadianmuseumforhumanrights.com
    65. My Resource for Excellence. Get More Bytes for your Bucks!
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