Introduction To Seo
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Introduction To Seo

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Introduction To Seo Introduction To Seo Presentation Transcript

  • Introduction to SEO Steve Adolph Worthington Industries, Inc. February 22, 2005
  • Websites – A Marketing Tool
    • Can be a powerful communication tool along with traditional print & broadcast media
    • Used to promote or sell products & services, or to inform target audiences
    • Sites are only beneficial if the audience is aware of it or can easily find it
      • About 50% of browsers use search engines, the other half type in the URL directly
  • Marketing Approach
    • “Organic” search engine listings
        • Free listings provided by Google, Yahoo!, MSN
        • Utilize “spider” or “crawler” to index page content
    • Search directory listings
        • Doesn’t use crawlers. Humans categorize and index your site URL and a short description
        • Yahoo! is fee-based, Open Directory Project is free
    • Paid listings - $$$
        • Called “pay-per-click” campaigns
        • Buy your way to the top of the search results page
        • Unlike organic, results are guaranteed
  • Marketing Approach
    • Recommendation is to follow a diversified approach by using a combination of all three areas for the best results.
    • This is known as Search Engine Marketing (SEM)
  • Search Engine Introduction
    • No guarantees with search engines
    • Best practices and guidelines will help
    • There are no specific details since they could be exploited
    • The process of analyzing and making changes to a website to improve search rankings is called Search Engine Optimization, or SEO.
  • Search Engine Introduction
    • Consider search engines design BEFORE building site.
    • But remember, a website is intended for HUMAN audiences, not search engines.
  • Organic Best Practices
    • Research & select keywords/phrases
      • What people type into engines
      • One study shows 56% of searchers use 2-3 word keyword phrases
    • Keyword research tools:
        • Log analyzer software (e.g. WebTrends)
        • WordTracker.com ($)
        • Overture.com (free)
        • Google AdWords (free with account)
    • Place keywords prominently in page copy, titles, <META> description tags.
  • Organic Best Practices
    • Design a user-friendly site that is searchable
    • Use with caution: Javascript, flash, DHTML, frames, cookies, session IDs, more than 3 URL parameters
    • Always have 2 forms of navigation: user and search engine
    • Avoid excessive URL depth: more than 3 to 4 levels
    • Tailor search terms and web pages for your audience
    • Site should have: Home, FAQ/Help, About Us, Contact Us, Site Map, Links/Resources, Products/Services (when appropriate)
    • Each page needs a unique, focused title relevant to the content and incorporates keywords. Don’t use company name.
    • Get links to your site on other RELEVANT sites.
  • Organic Best Practices
    • Do NOT spam the search engines or you could be banned!
    • Keyword stacking or stuffing, unrelated keywords
    • Hidden text and links, tiny text (under 10pt)
    • Duplicating pages and sites (same content, different URLs)
    • Doorway/Gateway/Ghost pages – overly optimized, well-ranked pages that redirect to “real” site.
    • Page redirects (with Refresh Meta tag)
    • “ Link farms” used to increase link popularity scores
  • Directory Listings Intro
    • Before search engines, Yahoo! search directory was the only game in town
    • A “directory” differs from an “engine” in that it doesn’t index web pages or content.
    • Human editors review submitted site & put it in a category/subcategory structure
    • Only the URL and short description is recorded
    • Yahoo! is $300/year, Open Directory Project is free (ODP feeds Google).
  • Directory Best Practices
    • Choose a very specific category and subcategory in the directory
    • Locate your competitors in the directory
    • Register with “second tier” directories. They offer specialty or niche listings.
  • Paid Advertising Intro
    • With pay-per-click (PPC), you pay each time someone clicks on your ads
    • Two major (& most expensive) players are Overture (owned by Yahoo!) and Google AdWords
    • Smaller players are FindWhat, Espotting
    • Start an account w/credit card, create word ad, bid on ad keywords in auction
    • Lots of ads? Mgmt tools available
  • PPC Best Practices
    • Calculate what a “click” is worth to your company before PPC campaign
    • Be aware: about 20% of browsers don’t trust ads and won’t click on them
    • Review & follow PPC guidelines
      • Do not use superlatives (such as greatest, largest, best, etc.), all capital letters, or exclamation points.
      • Do not put contact information such as phone numbers or e-mail addresses in the ad.
      • Make sure the ad matches the site content.
  • Sample Site Analysis
  • Sample Site Analysis
  • Sample Site Analysis This company contact information is important, but it isn’t indexed since it is a graphic. This should be changed to plain text. Section D This is the site navigation menu. All items are graphics (rather than text) and are ignored by the crawlers. Include a second, text navigation system at the bottom of the page for the crawlers. Section C This is the only text on the home page that the crawler can read. Unfortunately it is a 9 point font. Some search engines consider very small fonts (below 10 point) to be spam and will ignore it. The font should be increased to 10 or 11 point. Section B These navigation buttons are graphics and will not be read by the crawlers. Include a second, text navigation system at the bottom of the page for the crawlers. Section A All page titles are “Aegis Metal Framing.” Each page should have a unique, focused title relevant to the content and should incorporate specific keywords. Make the title read like a newspaper headline. Don’t target your company name. Page Title Description / Recommendation Page Area
  • Resources
    • Search engine syntax and extras
      • “ site:www.yoursite.com”. Shows what the engine has in the index for the site.
      • “ define:your_word”. Searches web for definitions.
      • Built-in calculator. Type in your calculation on the search bar and press Enter. (e.g. 7*25+33)
      • Package tracker. Enter your package tracking number (FedEx, UPS, USPS) for a status.
      • Stock price check. Enter stock symbol.
      • Street maps. Type in US address w/ city or zip.
      • For a list of Google operators see: http://www. google .com/help/operators.html
  • Resources
    • Search engine guidelines
      • Google: http://www.google.com/webmasters/guidelines.html
      • Yahoo!: http://help.yahoo.com/help/us/ysearch/basics/basics-18.html
      • MSN: http://search.msn.com/docs/siteowner.aspx?t=SEARCH_WEBMASTER_REF_GuidelinesforOptimizingSite.htm
    • Open Directory Project
      • http://www.dmoz.org/
    • Search Engine Watch – tips, articles, news
      • http://www.searchenginewatch.com/