My Resource for Excellence.




Get More Bytes for your Bucks!
Workshop #1: Part 1 | What is Search Engine Marketing (SEM)...
Navigating to a Website
Search Engines are the Most Important Source of Traffic to a
Website                              ...
Navigating to a Website
Website Visitors: almost half are from Search Engine


                     If High Marketing Budg...
Navigating to a Website
Website Visitors: are mainly from Search engine
 Marketing Budget




                            ...
Main Search Engines

                              AOL Ask Others
       MSN                    3% 2% 4%
       9%

Yahoo ...
Main Search Engines
Yahoo    AOL Ask Others
& MSN    3% 2%     4%
(Bing)
 26%
                               Google,
     ...
Search Engine Results page (SERP)
                                    Copyright Thierry Arsenault




Commercial
links/Pai...
Search Engine Results page (SERP) – Universal




                          Copyright Thierry Arsenault
Search Engine Results page (SERP) – Universal
National museum
Search Engine Results page (SERP) – Local
Museum Ottawa – Local search
Search Engine Marketing (SEM)
SEM, is a form of Internet marketing that seeks to promote websites by
increasing their visi...
Search Engine Marketing (SEM) - Budget
Search Engine Marketing (SEM) - Advertising
Search Engine Marketing (SEM) - Pay Per Click (PPC)



              •   Audience (age, gender, ethnicity,
               ...
Search Engine Marketing (SEM) - Pay Per Click (PPC)
Search Engine Marketing (SEM) – SEO
Search engine optimization (SEO) is the process of improving the volume or
quality of ...
Search Engine Results page (SERP) – SEO
National museum Canada
It’s works!
2009 case study results for Wetaskiwin keyword



                                                 From positi...
My Resource for Excellence.




Get More Bytes for your Bucks!
My Resource for Excellence.




Get More Bytes for your Bucks!
Workshop #1: Part 2 | Introduction to Search engines
1pm-1:...
The Functioning of a Search Engine
                                                             Enter the search term

 We...
The Functioning of a Search Engine - Algorithm




                  Source: Flickr | tmaemarketing
The Functioning of a Search Engine - Indexation

          YOUR WEB PAGES ON A       SEARCH ENGINE
             SEARCH ENG...
Search Engine Optimisation (SEO) - Three pillars



Web architecture                       Content / Writing              ...
Search Engine Optimisation (SEO) - Responsibility


                Technology
                             Marketing
    ...
Search Engine Optimisation (SEO) - Responsibility

             Have to wear a lot of different hats?




   Source: Flick...
My Resource for Excellence.




Get More Bytes for your Bucks!
My Resource for Excellence.




Get More Bytes for your Bucks!
Workshop #2: Part 1 | Your Website’s Architecture
1:30pm-2:...
Website Architecture - Checklist
          Architecture items                             Status                       Pas...
Website Architecture - Checklist
         Architecture items                          Status                       Pass cr...
Website Architecture - Checklist

         Architecture items                             Status                       Pas...
Website Architecture – Checklist
1- Server response time


 • Optimized HTML file size > max
   150k
 • Small size images ...
Website Architecture – Checklist
1- Server response time




                                   Downloading time
         ...
Website Architecture – Checklist
2- Server response time




  Source: 81solutions.com
Website Architecture – Checklist
4- Unique Title element

 Top of browser window




 Result page on Google




 Source co...
Website Architecture – Checklist
5- Unique Meta description element
Website Architecture – Checklist
7- Linked CSS
Website Architecture – Checklist
6,8- HTML and CSS code




    end tag omitted                 Property that doesn’t exis...
Website Architecture – Checklist
9- Main content proximity
Website Architecture – Checklist
10,11- No table or frame to design a webpage
| Less than 3 levels depth table
Website Architecture – Checklist
12- HTML sitemap
Website Architecture – Checklist
13- Search engine sitemap file
XML file containing all the URLs of your Website pages int...
Website Architecture – Checklist
13- Search engine sitemap file
Website Architecture – Checklist
14- Robots.txt file
Website Architecture – Checklist
15- Optimized navigation
31- No text in Javascript




 Not visible…hide behind
 Javascri...
Website Architecture – Checklist
16- Less than 3 Parameters in URL



                                    1   2 3   4
Website Architecture – Checklist
17- Keyword rich URL (mod-rewrite)
                                                      ...
Website Architecture – Checklist
18- No session ID in URL
Website Architecture – Checklist
19- 3 levels and less URL



 This URL:

 http://nature.ca/education/mus/ws/wded_e.cfm
  ...
Website Architecture – Checklist
20- Only one H1 per page


                           No   1
                           N...
Website Architecture – Checklist
21, 22- No empty Header element
Website Architecture – Checklist
23- contextual linking
Website Architecture – Checklist
24- No broken link
Website Architecture – Checklist
26- Optimized link structure (pagerank sculpting)

              A logic, fluid and keywo...
Website Architecture – Checklist
27, 28 - meaningful image folder and file name



                     Src=images/botany/...
Website Architecture – Checklist
29 - meaningful image Alt text element
Website Architecture – Checklist
30 – Optimized image file size
Website Architecture – Checklist
34 – Customized 404 page




Create a custom 404 error page
Website Architecture – Checklist
35 – No content duplication

                              •    Same content, different U...
Also recommend…
Add bottom page navigation to your Web site
 • Main navigation




• Bottom page navigation
Also recommend…
Add breadcrumb navigation
Website Architecture – Checklist
Tool: Web Developer by Chris Pederick
http://chrispederick.com/work/web-developer/
My Resource for Excellence.




Get More Bytes for your Bucks!
Workshop #2: Part 2 | Site Diagnostics
2:45pm-4:00pm, Frida...
Website Architecture – Checklist
Site Diagnostics

 http://www.canadianmuseumforhumanrights.com
My Resource for Excellence.




Get More Bytes for your Bucks!
Day 1, Seo Architecture | September 11
Day 1, Seo Architecture | September 11
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Day 1, Seo Architecture | September 11

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Workshop #1: Introduction to Search Engines

Search engines (Google, Yahoo, etc.) are little hungry monsters that you constantly need to feed with keywords, presented in a logical manner, in order to get their attention! Search engines index Web pages individually. If one of your pages is successful (good positioning) for a given term, this does not mean that all of your website’s pages will fare as well. This workshop will address various techniques to follow in order to be successful with all of your pages. In order to do so, you must first understand how search engines work.



Workshop #2: Your Website’s Architecture

The architecture of a website has a considerable impact on search engine optimization efforts. A poor architecture will limit the number of pages found and indexed by robots, regardless of all the optimization efforts… they will simply be invisible. Robots love, and derive their primary sustenance, from text. The goal of stellar architecture is to provide text in a format that is simple and easy to read by robots. This website is aimed at content creators and will present various aspects of architecture that must be taken into account in order to reach this objective.

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Day 1, Seo Architecture | September 11

  1. 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. 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. 3. Navigating to a Website Website Visitors: almost half are from Search Engine If High Marketing Budget Marketing Budget Around 41%
  4. 4. Navigating to a Website Website Visitors: are mainly from Search engine Marketing Budget Up to 80% If Low Marketing Budget
  5. 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. 6. Main Search Engines Yahoo AOL Ask Others & MSN 3% 2% 4% (Bing) 26% Google, 65% Google Yahoo MSN AOL Ask Others
  7. 7. Search Engine Results page (SERP) Copyright Thierry Arsenault Commercial links/Paid (PPC and CPA) Organic/natural results/Free (SEO)
  8. 8. Search Engine Results page (SERP) – Universal Copyright Thierry Arsenault
  9. 9. Search Engine Results page (SERP) – Universal National museum
  10. 10. Search Engine Results page (SERP) – Local Museum Ottawa – Local search
  11. 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. 12. Search Engine Marketing (SEM) - Budget
  13. 13. Search Engine Marketing (SEM) - Advertising
  14. 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. 15. Search Engine Marketing (SEM) - Pay Per Click (PPC)
  16. 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. 17. Search Engine Results page (SERP) – SEO National museum Canada
  18. 18. It’s works! 2009 case study results for Wetaskiwin keyword From position 32 to 12
  19. 19. My Resource for Excellence. Get More Bytes for your Bucks!
  20. 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. 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. 22. The Functioning of a Search Engine - Algorithm Source: Flickr | tmaemarketing
  23. 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. 24. Search Engine Optimisation (SEO) - Three pillars Web architecture Content / Writing Popularity + + Source: Flickr, Pichenette Source: Flickr, Linda Cronin Source: Flickr, Gavatron
  25. 25. Search Engine Optimisation (SEO) - Responsibility Technology Marketing Content +
  26. 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. 27. My Resource for Excellence. Get More Bytes for your Bucks!
  28. 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. 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. 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. 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. 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. 33. Website Architecture – Checklist 1- Server response time Downloading time = Pages crawled Source: Google Webmaster
  34. 34. Website Architecture – Checklist 2- Server response time Source: 81solutions.com
  35. 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. 36. Website Architecture – Checklist 5- Unique Meta description element
  37. 37. Website Architecture – Checklist 7- Linked CSS
  38. 38. Website Architecture – Checklist 6,8- HTML and CSS code end tag omitted Property that doesn’t exist  attribute "alt" not specified ... ...
  39. 39. Website Architecture – Checklist 9- Main content proximity
  40. 40. Website Architecture – Checklist 10,11- No table or frame to design a webpage | Less than 3 levels depth table
  41. 41. Website Architecture – Checklist 12- HTML sitemap
  42. 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. 43. Website Architecture – Checklist 13- Search engine sitemap file
  44. 44. Website Architecture – Checklist 14- Robots.txt file
  45. 45. Website Architecture – Checklist 15- Optimized navigation 31- No text in Javascript Not visible…hide behind Javascript
  46. 46. Website Architecture – Checklist 16- Less than 3 Parameters in URL 1 2 3 4
  47. 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. 48. Website Architecture – Checklist 18- No session ID in URL
  49. 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. 50. Website Architecture – Checklist 20- Only one H1 per page No 1 No 2 Ok 3
  51. 51. Website Architecture – Checklist 21, 22- No empty Header element
  52. 52. Website Architecture – Checklist 23- contextual linking
  53. 53. Website Architecture – Checklist 24- No broken link
  54. 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. 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. 56. Website Architecture – Checklist 29 - meaningful image Alt text element
  57. 57. Website Architecture – Checklist 30 – Optimized image file size
  58. 58. Website Architecture – Checklist 34 – Customized 404 page Create a custom 404 error page
  59. 59. Website Architecture – Checklist 35 – No content duplication • Same content, different URLs • www vs none www version •…
  60. 60. Also recommend… Add bottom page navigation to your Web site • Main navigation • Bottom page navigation
  61. 61. Also recommend… Add breadcrumb navigation
  62. 62. Website Architecture – Checklist Tool: Web Developer by Chris Pederick http://chrispederick.com/work/web-developer/
  63. 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. 64. Website Architecture – Checklist Site Diagnostics http://www.canadianmuseumforhumanrights.com
  65. 65. My Resource for Excellence. Get More Bytes for your Bucks!

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