Seo For Web Developers Feb2008
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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 Presentation Transcript

  • 1. SEO 101
  • 2. Agenda
    • What is SEO?
    • What Effects Rankings?
    • What Can You Do?
    • Tracking Results
    • Resources & Tools
    • Q & A
  • 3. 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?
  • 4. 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
  • 5. SEO Process
    • 5 step process:
      • Research
      • Reporting
      • Optimization
      • Submission/Re-Crawl
      • Follow Up Reporting
  • 6. 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
  • 7. Which Engines?
    • Google and Yahoo (Fall 2007)
      • 79.8% of total searches for top 2 engines
      • Google and Yahoo are critical to SEO success
  • 8. 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
  • 9. 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
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. 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
  • 15. 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/
  • 16. Questions & Answers