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Seo For Web Developers Feb2008
 

Seo For Web Developers Feb2008

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Tin180.com là trang tin tức văn hóa lành mạnh. Các nội dung chính: xã hội, thế giới, thể thao, văn hóa, nghệ thuật, khoa học, thế giới số, đời sống, sức ...

Tin180.com là trang tin tức văn hóa lành mạnh. Các nội dung chính: xã hội, thế giới, thể thao, văn hóa, nghệ thuật, khoa học, thế giới số, đời sống, sức khỏe, cư dân mạng, kinh doanh, ô tô, xe máy, chuyện lạ, giải trí

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    Seo For Web Developers Feb2008 Seo For Web Developers Feb2008 Presentation Transcript

    • SEO 101
    • Agenda
      • What is SEO?
      • What Effects Rankings?
      • What Can You Do?
      • Tracking Results
      • Resources & Tools
      • Q & A
    • What is SEO?
      • Search Engine Optimization
        • A definition: The modification of a web site’s build, content, and inbound linking to better position the site in the natural/organic results of the major search engines.
        • Pull vs. push marketing
      • Why Search is So Hot
      • The SEO Process
      • White Hat vs. Black Hat
      • Which Engines to Target?
    • Why so hot?
      • Consumer skepticism towards advertising
        • Consumer trust in advertising has plunged 41% in the past 3 years – only 10% of consumers say that they “trust” ads today
      • With today’s media choices, the consumer is increasingly in control
        • 70% of consumers are actively trying to block out, opt-out or eliminate advertising
      • iProspect study shows that 61% of internet searchers think natural listings are more relevant
      • B2B users have a 63% preference for organic listings
      • Organic listings get higher conversion rates than paid
      Source: “Searchonomics: Search Statistics Made Fun,” by Christine Churchill
    • SEO Process
      • 5 step process:
        • Research
        • Reporting
        • Optimization
        • Submission/Re-Crawl
        • Follow Up Reporting
    • White Hat vs. Black Hat
        • White Hat
          • Quality content creation
          • Light keyword optimization
          • Sound website building tactics
          • Everything out in the open
            • Nothing designed to trick the search engine or the user
      • Black Hat
        • Cloaking
        • Hidden text or tiny text
        • Keyword stacking or stuffing
        • Use non-related keywords
        • Duplicate pages/ duplicate content
        • Domain spam / cybersquatting
        • Re-directs
        • Page swapping
    • Which Engines?
      • Google and Yahoo (Fall 2007)
        • 79.8% of total searches for top 2 engines
        • Google and Yahoo are critical to SEO success
    • What effects Rankings?
      • Where does the optimization happen?
        • On-Page Factors
          • Content is King
            • Evaluate existing content
            • Develop additional content with targeted keyword phrases in mind
            • Prominence of keywords in content
            • Regular updates will bring spiders more often >> higher rankings
          • Build
            • Spiderability or Indexability
              • Site Navigation & Site Map
              • Stop Characters
            • Title, <H1>, meta and alt tags
            • Trim down code
        • Off-Page Factors
          • Link Popularity
            • Quality of Incoming Links (backlinks) e.g. PR4+
            • Age of backlinks
            • Links in prominent directories (ODP, Yahoo Directory)
            • Anchor text of inbound links
          • Age of Site
    • Site Build
      • Spiderability
        • A measure of if or how well a site can be indexed (or crawled) by a search engine spider
          • Site Navigation
          • Site Map
          • Splash Pages
          • Frames
          • Flash
        • A view from a spiders’ eyes
          • SE Spider Simulator:
            • http://www.webconfs.com/search-engine-spider-simulator.php
          • Live Examples
    • Title, <h1>, Meta and ALT tags
      • Use keywords only once in each tag
      • Use unique tags for each page – don’t copy and paste throughout
        • Title
          • Lead with most important keyword phrase
          • 8-10 words, or shorter
          • Max of 75 characters, including spaces
          • Will be used as the search results listing link
          • Write titles that serve as an ad campaign
        • Headings <h1>
          • Lead with single most important phrase for that page
          • See my site as example
        • Meta Description
          • Maximum of 150 characters, including spaces
          • Will be used to describe site in some SEs search results
            • Use to your advantage – treat as an ad
        • Alt
          • Keep it related to a description of the image
        • Live Examples
    • What Can You Do?
      • Spend time on quality content development
      • Build sites that have the following :
        • Text-based navigation
          • Anchor text that contains keywords
        • Site map with a text link to it on every page
        • No splash pages
        • Contact info on every page
        • Design layout that allows for plenty of content
        • Use the page titles and other tags to your advantage
        • Move css and javascript code to external files
        • Don’t build with frames
        • Limit the use of flash
        • In a re-build, keep pages names the same if possible
    • Put Code on a Diet
      • Move JavaScript and CSS to external files
          • Moves site content (read keywords) up in the code, giving them more importance
          • Decreases download time for the user
          • Decreases download time for the SE spiders
          • Makes universal changes easy with edits to only one document
    • Universal Search
      • Beyond Ten Blue Links
        • May 16, 2007: Google begins delivering blended results – Universal Search
        • Digital content that used to be in separate search verticals is now delivered together (images, news, blogs, video, books)
        • Everyone else has followed
          • Yahoo: Launched The New Yahoo! Search in October
          • Ask: Launched Ask 3D in June
          • Microsoft: Announced upgrades to Live Search in late September
      • Bottom line: The competition for valuable real estate on the results page is steeper
    • Tracking Results
      • Site Traffic
        • Log Analysis
          • Web Trends
        • Tracking Script
          • Google Analytics
          • Net Applications
        • Information Tracked
          • Level of traffic
          • Source of traffic
          • Keywords Used
          • Changes over time
          • Conversions
          • Bounce Rates
      • Site Rankings
        • Web Position
          • Specify engines and phrases
          • Shows rankings and changes over time
    • Resources & Tools
      • Search Engine Watch (and SearchDay newsletter)
        • www.searchenginewatch.com
      • Link Popularity Checker
        • http://www.linkpopularity.com/
      • Worktracker Keyword Research Tool
        • http://www.wordtracker.com
      • Search Engine Spider Simulator
        • http://www.webconfs.com/search-engine-spider-simulator.php
      • SEMPO
        • www.sempo.com
      • Google Maps
        • http://local.google.com/
      • Yahoo! Local
        • http://listings.local.yahoo.com/
      • Online Web Training (certification programs)
        • http://www.onlinewebtraining.com/
      • Search Engine Visibility (by Shari Thurow)
        • http://www.searchenginesbook.com/
    • Questions & Answers