Library Websites: Are YouMeeting Your SEO Goals?               Jennifer Grappone                   @jengrappone           ...
About UsJennifer Grappone & Gradiva CouzinPartners, Gravity Search Marketing LLCCoauthors, Search Engine Optimization: An ...
What We’ll Cover• Defining Goals• Measuring Goals with Google Analytics• What’s Getting in the Way of Your Goals?    www.s...
Know Your GoalsWhat do you want yourwebsite to accomplish?                         ALA 2012
Ranks Are Not Goals“We’re on the third page”                            “We’re number one!”“We aren’t anywhere”           ...
Ranks Are Not Goals      But…               ALA 2012
Search Engine                Ranking FactorsSearch engines can find your pages      Site Structure                        ...
Clarify Your SEO GoalsI want               to                 on my site         Separate goals for separate audiences    ...
Clarify Your SEO Goals         students        find itemsI want     at my    to    from our       on my site          scho...
Clarify Your SEO Goals          local          sign up forI want   school-    to   homework      on my site           age ...
Clarify Your SEO GoalsI want   researchers   to      find      on my site                             scholarly           ...
Clarify Your SEO Goals                         find our          mobileI want    users                   to   locations   ...
Clarify Your SEO Goals                             find         students        documentsI want     at my    to    from ou...
Clarify Your SEO Goals                             find         students        documentsI want     at my    to    from ou...
Clarify Your SEO GoalsFor each of your conversions:• What page/type of page on your website will  this person enter? These...
Measure Your Success with         Google AnalyticsGoogle Analytics:• Free• Works great for SEO• Can be used as a  suppleme...
Measure Your Success with         Google AnalyticsCommon conversions• Page views• Time on site/# of pages viewed• % of tot...
Measure Your Success with         Google AnalyticsGoals that are hard or impossible to measure• Offline conversions (walk-...
Measure Your Success with         Google AnalyticsAnalyze and Interpret!• Exit pages: exit may mean success• Time on site:...
Measure Your Success with         Google Analytics Segment your audience Average time on site: 50 seconds                 ...
Measure Your Success with         Google Analytics Segment your audience Average time on site: 50 seconds • For visitors a...
Measure Your Success with         Google Analytics Segment your audience Average time on site: 50 seconds • For visitors a...
Measure Your Success with         Google Analytics Segment your audience Average time on site: 50 seconds • For visitors a...
Measure Your Success with          Google AnalyticsCase Study              the          find digital  I want     public   ...
Measure Your Success with         Google Analytics • How many people are coming to the   Cuneiform collection via organic ...
Measure Your Success with           Google AnalyticsNo search entries                       ALA 2012
Measure Your Success with           Google AnalyticsOnly a few relevant referring keywords                                ...
Measure Your Success with           Google AnalyticsLow time per visit                       ALA 2012
Measure Your Success with           Google AnalyticsHigh bounce rate                       ALA 2012
Measure Your Success with           Google AnalyticsAll the traffic using the keyword “cuneiform” is landing onthe same UR...
Measure Your Success with          Google AnalyticsThis landingpage is aterribledestination!                      ALA 2012
Measure Your Success with         Google AnalyticsWhy?• The cuneiform collection pages are blocked  from search engine cra...
Structure Your Site for         Search-FriendlinessWhat do search engines see on your site?• Access to pages (find)• Keywo...
Structure Your Site for         Search-FriendlinessAccess to pagesAre there pages on yoursite that search enginerobots can...
Structure Your Site for         Search-FriendlinessBarriers to Access: Form input / Search                                ...
Structure Your Site for         Search-FriendlinessBarriers to Access: Form input / Search Possible Solutions: • XML sitem...
Structure Your Site for         Search-FriendlinessBarriers to Access: Content behindauthorization                        ...
Structure Your Site for          Search-FriendlinessBarriers to Access: Content behindauthorization Possible Solutions: • ...
Structure Your Site for          Search-FriendlinessSite Structure Diagnostic Tools • Your own analytics • Google Webmaste...
Structure Your Site for         Search-FriendlinessWhat do search engines see on your site?• Access to pages (find) ✔✔• Ke...
On Page Optimization     Example: Huffington Post                                                            (understand)T...
Structure Your Site for         Search-FriendlinessOn-Page Optimization Basics • Unique content at every URL • Unique, des...
On-page KeywordsCase Study: Berkeley Public Library – Kindle                                know we   I want    patrons   ...
Google Search SuggestionsSearch suggest                           ALA 2012
Google Insights for Search            google.com/insights/search                               ALA 2012
Google AdWords Keyword                     Toolhttps://adwords.google.com/select/KeywordToolExternal                      ...
Google AdWords Keyword                     Toolhttps://adwords.google.com/select/KeywordToolExternal                      ...
On-page Keywords                   “Kindle”                   appears                   once on                   this pag...
On-page KeywordsBerkeley Public Library – Kindle keywords   Solutions:   • There should be a page on this site     dedicat...
Resources forFurther Learning            ALA 2012
Search Engine Ranking Factors: Resources• LOCAL RANKING FACTORS 2012  http://www.davidmihm.com/local-search-ranking-factor...
Tools For Checking Ranks• SEOMOZ RANK TRACKER (paid) http://www.seomoz.org/rank-tracker• ADVANCED WEB RANKING (paid) http:...
Tools for Site Diagnostics• GOOGLE WEBMASTER TOOLS  http://www.google.com/webmasters• SEO BROWSER (spider emulator)  http:...
Untapped Possibilities•   Social signals•   Authorship•   Mobile search•   Semantic tagging•   Local search               ...
Untapped Possibilities       Social Signals          One student clicks “Like” or “+1”          on your site.             ...
Untapped Possibilities                Social SignalsSocial sharing links Recommended at a minimum: • Google+ • Tweet this ...
Like vs. Recommend              ALA 2012
Untapped Possibilities                  AuthorshipIdentify page author in search listings:                                ...
Untapped Possibilities      Mobile Search                         Mobile search to                         exceed desktop ...
Untapped Possibilities                 Semantic Tagging    Schema Tags - http://schema.org/Library•    Conveys meaning to ...
Untapped Possibilities                Local SearchLocal Results More & More Prominent                             • Google...
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Library Websites: Are You Meeting Your SEO Goals?

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Library Websites: Are You Meeting Your SEO Goals?

  1. 1. Library Websites: Are YouMeeting Your SEO Goals? Jennifer Grappone @jengrappone Gradiva Couzin @gradiva ALA 2012
  2. 2. About UsJennifer Grappone & Gradiva CouzinPartners, Gravity Search Marketing LLCCoauthors, Search Engine Optimization: An Hour a Day (Wiley, 2011)Find out more about us:www.yourseoplan.comTwitter: @jengrappone, @gradiva ALA 2012
  3. 3. What We’ll Cover• Defining Goals• Measuring Goals with Google Analytics• What’s Getting in the Way of Your Goals? www.slideshare.net/gravitysearch/ ALA 2012
  4. 4. Know Your GoalsWhat do you want yourwebsite to accomplish? ALA 2012
  5. 5. Ranks Are Not Goals“We’re on the third page” “We’re number one!”“We aren’t anywhere” “We should be ranking ahead of that site” ALA 2012
  6. 6. Ranks Are Not Goals But… ALA 2012
  7. 7. Search Engine Ranking FactorsSearch engines can find your pages Site Structure XML SitemapsSearch engines have reason to Inbound Linkstrust your pagesSearch engines can understand Keywordsyour pages Semantic tagging ALA 2012
  8. 8. Clarify Your SEO GoalsI want to on my site Separate goals for separate audiences ALA 2012
  9. 9. Clarify Your SEO Goals students find itemsI want at my to from our on my site school catalog ALA 2012
  10. 10. Clarify Your SEO Goals local sign up forI want school- to homework on my site age help children ALA 2012
  11. 11. Clarify Your SEO GoalsI want researchers to find on my site scholarly resources ALA 2012
  12. 12. Clarify Your SEO Goals find our mobileI want users to locations on my site and hours ALA 2012
  13. 13. Clarify Your SEO Goals find students documentsI want at my to from our on my site school catalog These are your target audiences ALA 2012
  14. 14. Clarify Your SEO Goals find students documentsI want at my to from our on my site school catalog These are your conversions ALA 2012
  15. 15. Clarify Your SEO GoalsFor each of your conversions:• What page/type of page on your website will this person enter? These need to be accessible to robots and optimized for search• How are you going to measure success? Know your way around your analytics program ALA 2012
  16. 16. Measure Your Success with Google AnalyticsGoogle Analytics:• Free• Works great for SEO• Can be used as a supplement to another analytics system ALA 2012
  17. 17. Measure Your Success with Google AnalyticsCommon conversions• Page views• Time on site/# of pages viewed• % of total site traffic that comes from organic search• A visit to a "thank you"/"success" page ALA 2012
  18. 18. Measure Your Success with Google AnalyticsGoals that are hard or impossible to measure• Offline conversions (walk-in visitors, phone calls)• Awareness• Word-of-mouth referrals ALA 2012
  19. 19. Measure Your Success with Google AnalyticsAnalyze and Interpret!• Exit pages: exit may mean success• Time on site: are your users engaged or lost?• Low-frequency conversions: find proxy conversions• Bounce rate: view by audience segment ALA 2012
  20. 20. Measure Your Success with Google Analytics Segment your audience Average time on site: 50 seconds ALA 2012
  21. 21. Measure Your Success with Google Analytics Segment your audience Average time on site: 50 seconds • For visitors arriving via keywords containing [name of special collection]: 4 minutes ALA 2012
  22. 22. Measure Your Success with Google Analytics Segment your audience Average time on site: 50 seconds • For visitors arriving via keywords containing [name of special collection]: 4 minutes • For visitors landing on your “hours and location” page: 32 seconds ALA 2012
  23. 23. Measure Your Success with Google Analytics Segment your audience Average time on site: 50 seconds • For visitors arriving via keywords containing [name of special collection]: 4 minutes • For visitors landing on your “hours and location” page: 32 seconds • For visitors in Germany: all bounce out ALA 2012
  24. 24. Measure Your Success with Google AnalyticsCase Study the find digital I want public to collections on my site ALA 2012
  25. 25. Measure Your Success with Google Analytics • How many people are coming to the Cuneiform collection via organic search? • What keywords are they using? • Are they finding it useful? ALA 2012
  26. 26. Measure Your Success with Google AnalyticsNo search entries ALA 2012
  27. 27. Measure Your Success with Google AnalyticsOnly a few relevant referring keywords ALA 2012
  28. 28. Measure Your Success with Google AnalyticsLow time per visit ALA 2012
  29. 29. Measure Your Success with Google AnalyticsHigh bounce rate ALA 2012
  30. 30. Measure Your Success with Google AnalyticsAll the traffic using the keyword “cuneiform” is landing onthe same URL. ALA 2012
  31. 31. Measure Your Success with Google AnalyticsThis landingpage is aterribledestination! ALA 2012
  32. 32. Measure Your Success with Google AnalyticsWhy?• The cuneiform collection pages are blocked from search engine crawling• The terrible landing page is findable by search engines• The terrible landing page has keywords on it ALA 2012
  33. 33. Structure Your Site for Search-FriendlinessWhat do search engines see on your site?• Access to pages (find)• Keywords on page (understand) ALA 2012
  34. 34. Structure Your Site for Search-FriendlinessAccess to pagesAre there pages on yoursite that search enginerobots can’t reach? ALA 2012
  35. 35. Structure Your Site for Search-FriendlinessBarriers to Access: Form input / Search ALA 2012
  36. 36. Structure Your Site for Search-FriendlinessBarriers to Access: Form input / Search Possible Solutions: • XML sitemap – Webmaster Tools • Navigable (clickable) path ALA 2012
  37. 37. Structure Your Site for Search-FriendlinessBarriers to Access: Content behindauthorization ALA 2012
  38. 38. Structure Your Site for Search-FriendlinessBarriers to Access: Content behindauthorization Possible Solutions: • Expose preview info (80 words: abstract, description, etc.) • First click free program (Google) http://support.google.com/news/publisher/bin/answer.py?hl=en&ans wer=40543 • Avoid blanket restrictions – use intelligent rules ALA 2012
  39. 39. Structure Your Site for Search-FriendlinessSite Structure Diagnostic Tools • Your own analytics • Google Webmaster Tools • crawl errors • fetch as Googlebot • “site:” search in Google ALA 2012
  40. 40. Structure Your Site for Search-FriendlinessWhat do search engines see on your site?• Access to pages (find) ✔✔• Keywords on page (understand) ALA 2012
  41. 41. On Page Optimization Example: Huffington Post (understand)This page is an attempt to rank well for “egypt protests” HTML title Page URL Text on page Internal links on site (find + understand) ALA 2012
  42. 42. Structure Your Site for Search-FriendlinessOn-Page Optimization Basics • Unique content at every URL • Unique, descriptive HTML titles on every page • Descriptive text (keywords) on page ALA 2012
  43. 43. On-page KeywordsCase Study: Berkeley Public Library – Kindle know we I want patrons to offer Kindle on my site books ALA 2012
  44. 44. Google Search SuggestionsSearch suggest ALA 2012
  45. 45. Google Insights for Search google.com/insights/search ALA 2012
  46. 46. Google AdWords Keyword Toolhttps://adwords.google.com/select/KeywordToolExternal ALA 2012
  47. 47. Google AdWords Keyword Toolhttps://adwords.google.com/select/KeywordToolExternal ALA 2012
  48. 48. On-page Keywords “Kindle” appears once on this page ALA 2012
  49. 49. On-page KeywordsBerkeley Public Library – Kindle keywords Solutions: • There should be a page on this site dedicated to Kindle borrowing. • For each of your website goals, create (at least) a dedicated page or family of pages containing relevant keywords ALA 2012
  50. 50. Resources forFurther Learning ALA 2012
  51. 51. Search Engine Ranking Factors: Resources• LOCAL RANKING FACTORS 2012 http://www.davidmihm.com/local-search-ranking-factors.shtml• SEARCH ENGINE LAND’s Periodic Table of SEO http://searchengineland.com/seotable• WATCH THIS SPACE FOR FUTURE EDITIONS (last was June 2011, may be biannual) http://www.seomoz.org/article/search-ranking-factors ALA 2012
  52. 52. Tools For Checking Ranks• SEOMOZ RANK TRACKER (paid) http://www.seomoz.org/rank-tracker• ADVANCED WEB RANKING (paid) http://www.advancedwebranking.com/• GOOGLE WEBMASTER TOOLS http://www.google.com/webmasters ALA 2012
  53. 53. Tools for Site Diagnostics• GOOGLE WEBMASTER TOOLS http://www.google.com/webmasters• SEO BROWSER (spider emulator) http://www.seo-browser.com• REX SWAIN’S HTTP VIEWER http://www.rexswain.com/httpview.html• WEB DEVELOPER BROWSER EXTENSION http://chrispederick.com/work/web-developer/ ALA 2012
  54. 54. Untapped Possibilities• Social signals• Authorship• Mobile search• Semantic tagging• Local search ALA 2012
  55. 55. Untapped Possibilities Social Signals One student clicks “Like” or “+1” on your site. Original person AND other interconnected members of the community see results biased in your favor ALA 2012
  56. 56. Untapped Possibilities Social SignalsSocial sharing links Recommended at a minimum: • Google+ • Tweet this • Facebook Like/Recommend ALA 2012
  57. 57. Like vs. Recommend ALA 2012
  58. 58. Untapped Possibilities AuthorshipIdentify page author in search listings: • Ties to Google+ or on-site profile page • Adds credibility • Likely to increase clickthrough rate ALA 2012
  59. 59. Untapped Possibilities Mobile Search Mobile search to exceed desktop search circa 2013 ALA 2012
  60. 60. Untapped Possibilities Semantic Tagging Schema Tags - http://schema.org/Library• Conveys meaning to search engines• Supported by Google, Bing. Rank effect unknown if any.• Can be used for basics (location, hours) or more complex• May be problematic if you don’t want your content repurposed by Google ALA 2012
  61. 61. Untapped Possibilities Local SearchLocal Results More & More Prominent • Google will show local results if query deserves • Google Places listing merging with Google+ • Claim your business to manage, edit ALA 2012
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