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Agenda- Part 2 What is SEO SEO Process Technical aspects of SEO
What is SEO ( Search Engine Optimization )? The process of improving web pages so they rank higher in search engines for your targeted keywords. 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.
Pay Per Click SEO PPC ads appear as “sponsored listings” Companies bid on price they are willing to pay “per click” Typically have very good tracking tools and statistics Ability to control ad text Can set budgets and spending limits Google AdWords and Overture are the two leaders
SEO Process 5 step process: Research Reporting Optimization Submission/Re-Crawl Follow Up Reporting
SEO Optimization Categories Keywords Keyword selection and keyword-rich text Crawler A crawler-friendly site navigation scheme Links Link popularity 18
Keyword Recommendations Page title: visible HTML text ,“Above the fold” Page Size: "100 KB" limit is still is still widely held. The optimum page size is 500-3000 words (or 2000 to 20,000 characters) 19
Keywords… Be specific Example: “Apple iPod” verses “iPod” exact phrase should appear generously throughout your site copy on every page
Technical SEO - Example of Page Elements Site-Side Optimization Page Title Alt-Tags Anchor Text Navigation Link Title Tags
More Keyword Recommendations Meta tags: use but don’t stuff <meta name="description" content="Free Web tutorials on HTML, CSS, XML, and XHTML"> Alt tags: use for graphics <IMG src="star.gif" alt=“star logo"> Domain Names Use keywords as part of domain name 22
Crawler-friendly Engine spiders are primitive beings choose simplicity over complexity Goal All your web pages seen by crawlers Google: enter in searchbox “allinurl:utexas.edu” 24
Avoid or Minimize:May Negatively Impact Crawler Flash (slow to load and difficult to navigate) Frames Java navigation Session ID to track visitors exact same Title tags on every page set to require a cookie when a visitor gets to the page 25
Link Development Approaches Quality content to start with Cultivate quality link (not quantity) Begin with web directories Harness online publicity Use Blogs and forums wisely Investigate competitors Understand their strategy Online publicity, blogs and forums See inbound links ("link:domain.com" in Google, "linkdomain:domain.com" in Yahoo) 26
White Hat vs.BlackHat 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