SEO Tools


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By now everyone knows the value of Search Engine Optimization (SEO).

There are a lot of optimization tools out there and free optimization tools are a dime a dozen. Knowing exactly what free tools are the best is the real challenge.

What is important in optimization of a college websites is actually different than most websites.

In this session, James talks through what is important in optimizing college websites so that when you evaluate SEO tools you will be better able to pick the right one. After that he covers some of the best free tools for you and how to use them.

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  • You want to make sure that you are jumping through the hoop and not missing out.
  • Not going to go into the On-Page Elements too deeply, but you should know all these and how to use them.
  • You can use analytics to get an idea of what page titles you are using.
  • Use tools like Google Adwords Keyword Tool.
  • You can use Google Analytics to see what keywords you are already getting found for.
  • Search engines have a nice built in assistant tool that provides some tips about what people look for.
  • Don’t overlook something as fundamental as the thesaurus every now and then.
  • Google cares about the speed of a website in it’s ranking formula.
  • When you are talking about billions of pages crawled and indexed it takes major energy to pull this off. Google wants to do things as efficiently as cheap as possible… so speed matters.
  • A good free tool to try
  • Three Blind Mice: Photo credit
  • Remember what your website looks like to Google.
  • There are ways to build custom 404 page reports for Google Analytics so you can get an idea of where your website is failing visitors.
  • Interal site search is also another great way to do keyword research.
  • So we have looked at a ton of ways to make your website more usable so let’s talk about accessible.
  • Understanding the big pie of SEO and why Off-Page is so important.
  • Three parts of Off-Page SEO
  • Google Analytics is a great way to understand your inbound links based on the traffic that they are sending you. Unforunately without some additional custom reports you can’t get a better idea about the specific URL that has the inbound link on it.
  • An important tool for knowing all the pages on your website and telling search engines about all these pages.
  • There are a lot of great tools that will generate a sitemap.xml file for you. This is one of the better and easier to start with.
  • Robots help you block access to specific pages
  • Each of these tools tell the search engines about your site. They aren’t the only tools though.
  • Each major search engine has their own webmaster tools. You can provide the sitemap and the robots files to the search engines and it will help you get into the index and control what is indexed.
  • Big also has one
  • And so does Yahoo although it is slowly being pushed out as you can tell from the message at the bottom of the screen.
  • The one really valuable part that Yahoo still has in their site explorer is a great tool to see a bunch of the inbound links of your website.
  • A great tool that you can use to get your RSS feeds pinged when new content is rolled out. Most all major blogging platforms do this by default for you.
  • Now that you have all the tools hooked up it’s time to feed the engines.
  • SEO Tools

    1. 1. SEO Toolsfor a College Web Rockstar<br />Kyle James<br /><br /><br /><br /><br /><br /><br /><br />
    2. 2. Why Am I Talking to You?<br />?<br />
    3. 3. If people can’t find it,does it matter?<br />
    4. 4. SEO is Usability and Accessibility<br />
    5. 5. Two Parts of SEO<br />On-Page<br />Usability<br />Off-Page<br />Accessibility<br />
    6. 6. Usability<br />
    7. 7. Keys to Usability<br />On-Page SEO Elements<br />Right Keywords<br />Fast Pages<br />Catering to the Search Bots<br />Managing URL Redirects<br />Fix Broken Links<br />Handing Non-Existent Pages<br />Finding Something<br />
    8. 8. On-Page Optimization<br />PageTitle<br />URL<br />Meta<br />Description<br />Headers<br />MetaKeywords<br />
    9. 9. Web Analytics Helps SEO<br />Quickly make sure your page titles are optimized<br />
    10. 10. The Right Keywords<br />
    11. 11. What are those buildings called?<br />
    12. 12. What are people looking for?<br /><br />
    13. 13. What are people looking for?<br />
    14. 14. Getting Ranked<br />
    15. 15. Search Call To Actions<br />Page Title<br />Meta Description<br />Page Title and Meta Description are all you get in search results. Make sure that they count.<br />
    16. 16. Keyword Matter<br />Describing things based on what people are looking is important<br />
    17. 17. Visits By Keywords<br />Know what keywords you are already getting search traffic from<br />
    18. 18. Keyword Research<br />
    19. 19. Adwords Keyword Tool<br /><br />
    20. 20. Google Insight<br /><br />
    21. 21. Google Insight<br /><br />
    22. 22. Thesaurus<br /><br />
    23. 23. How Fast Is Your Website?<br />
    24. 24. Time is Money<br />Bottom line optimizedwebsites are ranked better.After all it’s a better userexperience right?<br />
    25. 25. Website Speed Tester<br /><br />
    26. 26. Things You Can Optimize<br />Images<br />CSS<br />JavaScript<br />Compression<br />
    27. 27. Understanding Search Crawlers<br />
    28. 28. Search Engine Crawlers are your blindest users<br />Yahoo<br />Microsoft<br />Google<br />
    29. 29. The Lynx Browser<br /><br />
    30. 30. Managing URL Redirects<br />
    31. 31. 404 - Broken Pages<br /><br />
    32. 32. Xenu – Find Broken Links<br /><br />
    33. 33. 404 Pages<br />404 Reporting tells you where you are failing to better optimize your site <br />
    34. 34. 301 Redirects<br />(Almost) Always use 301 Redirects because they pass search authority<br /><br />
    35. 35. URL Canonicalization<br />Avoid “Double Vision”<br />Every page on your site becomes duplicate<br />
    36. 36. Finding Something<br />Come on… Go Search Me!<br />
    37. 37. Internal Site Search<br />SEO also helps with your Internal Site Searchand good for Keyword Research<br />
    38. 38. Accessibility<br />
    39. 39. Keys to Accessibility<br />Off-Page Elements<br />Discovering All Your Pages<br />Blocked Pages<br />Tell the Engines<br />Feeding the Engines<br />
    40. 40. An SEO Breakdown<br />The first three are allOff-Page Elementsand total 66%.<br /><br />
    41. 41. Off-Page Optimization<br />Site Authority<br />Inbound Links<br />Anchor Text<br />
    42. 42. 1. Site AuthorityThis isn’t something a College or University should worry about as these are some of the oldest and most trusted sites on the web.<br />
    43. 43. 2. Inbound Links<br /><br />
    44. 44. 3. Anchor Text<br />The Title<br />Anchor Text<br />
    45. 45. 3. Anchor Text Count!<br />
    46. 46. Understand Your Inbound Links<br />Scan referral sources to see where you are getting links from<br />
    47. 47. Sitemap.xml<br />URL<br />Priority<br />Frequency<br />LastChange<br /><br />
    48. 48. Sitemap.xml Generator<br /><br />
    49. 49. Robots.txt<br />Disallow pages and directoriesfrom being crawled by search engines<br />There are also RobotsMeta tags and Robots http headers that you canuse to block content too<br /><br />
    50. 50. Telling The Engines<br />
    51. 51. Google Webmaster Tools<br /><br />
    52. 52. Bing Webmaster Tools<br /><br />
    53. 53. Yahoo Site Explorer<br /><br />
    54. 54. Yahoo Site Explorer - Links<br /><br />
    55. 55. PING-O-MATIC Spreads Content<br />
    56. 56. Google Analytics<br />Google Analytics also tells Google about all your pages and the traffic they get. The more information they know about your website the better they rank you.<br />
    57. 57. Feedburner<br />Just like Google Analytics, Google owns Feedburnerso feeds you push through them not only provide analytics but also help Google find your content.<br />
    58. 58. Feeding The Engines<br />
    59. 59. Publish Content Worth Sharing<br />
    60. 60. Tell Great Stories<br />
    61. 61. Additional Reading<br /><br /><br /><br /><br />
    62. 62. SEO Tools for a College Web Rockstar<br />Questions?<br />Kyle James<br /><br /><br /><br /><br /><br /><br /><br />