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Search Engine Optimisation
Which SERPs get most clicks
Google Eye Tracking Testing
To Rank Well Sites Must:• Create optimised websites using researched  keywords configured according to best practice  SEO ...
Tools
Keyword Research
Traffic Estimator
Google Insights
Open Site Explorer
Yahoo Site Explorer
SEOMOZ.com Toolset
Commercial SEO Tools
Walk through of Organic Search Examples
Search: Flowers for newborn baby
Newborn Flowers
Womes Cashmere Cardigan
Cashmere Cardigan
Title & Desc Tags
Kids tshirts
Hairybaby
Title & Desc Tags
Portable External Hard Drive
Portable External Hard Drives
Title & Desc Tags
Trips to Eygpt
Sunway.ie - Egypt
Title & Desc Tags
Local SearchRegister with Google Places
Hotels in Dublin
Places Page
Travel Agents Dublin
Skytours – Google Places
SEO Key Factorswww.seomoz.org/article/search-       ranking-factors
Top 5 Ranking Factors• Keyword Focused Anchor Text from External Links   – 73% very high importance• External Link Popular...
Next 5 Important Factors• Keyword Use in Internal Link Anchor Text on the Page   – 47% moderate importance• Keyword Use in...
On Page : Keyword Specific Factors
On Page Considerations• Keyword Use Anywhere in the Title Tag    – 66% very high importance• Keyword Use as the First Word...
On Page Considerations• Keyword Use in the Subdomain Name (e.g.  keyword.seomoz.org)   – 42% low importance• Keyword Use i...
On Page Considerations• Keyword Use / Number of Repetitions in the HTML Text on the  Page   – 33% minimal importance• Keyw...
On-Page (Non-keyword factors)
On Page: Non-Keyword• Existence of Substantive, Unique Content on the Page   – 65% very high importance• Recency (freshnes...
On Page: Non-Keyword• Query Parameters in the URL vs. Static URL Format   – 33% minimal importance• Ratio of Code to Text ...
Page-Specific Link Popularity Ranking Factors
Links• Keyword-Focused Anchor Text from External Links   – 73% very high importance• External Link Popularity (quantity/qu...
Links• Topic-Specificity/Focus of External Link Sources (whether  external links to this page come from topically relevant...
Site Wide : Non-Link Based
Site Wide: Non-Link• Site Architecture of the Domain (whether intelligent, useful  hierarchies are employed)   – 52% moder...
Site Wide: Non-Link• Length of Domain Registration   – 37% low importance• Domain Registration History (how long it’s been...
Social Media
Social Media Related• Delicious Data About the Domain or Page   – 21% very minimal importance• StumbleUpon Data About the ...
SEO Best Practices
Best Practices Explanations• Are the keywords that you are targeting not only relevant but also  popular with searchers?• ...
Best Practices• Does your site have an optimized internal linking structure?• Do your pages have keyword-rich meta descrip...
Search Engine Land - Worst Practices
Worst Practices• Does your primary navigation require Flash, Java or Javascript to  function?• Is your web site done entir...
Worst Practices• Do you have pop-ups on your site?• Do you use “click here” or any other superfluous copy for your  hyperl...
ECM-SEO-Session-Week9
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ECM-SEO-Session-Week9

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Transcript of "ECM-SEO-Session-Week9"

  1. 1. Search Engine Optimisation
  2. 2. Which SERPs get most clicks
  3. 3. Google Eye Tracking Testing
  4. 4. To Rank Well Sites Must:• Create optimised websites using researched keywords configured according to best practice SEO standards• Ensure site is being crawled and indexed correctly by Google (and other SEs) – Use Tools such as Google Webmaster Console• Develop a rich ecosystem of Links to your site – Use SEOMOZs opensite explorer• Generally, create content that people need
  5. 5. Tools
  6. 6. Keyword Research
  7. 7. Traffic Estimator
  8. 8. Google Insights
  9. 9. Open Site Explorer
  10. 10. Yahoo Site Explorer
  11. 11. SEOMOZ.com Toolset
  12. 12. Commercial SEO Tools
  13. 13. Walk through of Organic Search Examples
  14. 14. Search: Flowers for newborn baby
  15. 15. Newborn Flowers
  16. 16. Womes Cashmere Cardigan
  17. 17. Cashmere Cardigan
  18. 18. Title & Desc Tags
  19. 19. Kids tshirts
  20. 20. Hairybaby
  21. 21. Title & Desc Tags
  22. 22. Portable External Hard Drive
  23. 23. Portable External Hard Drives
  24. 24. Title & Desc Tags
  25. 25. Trips to Eygpt
  26. 26. Sunway.ie - Egypt
  27. 27. Title & Desc Tags
  28. 28. Local SearchRegister with Google Places
  29. 29. Hotels in Dublin
  30. 30. Places Page
  31. 31. Travel Agents Dublin
  32. 32. Skytours – Google Places
  33. 33. SEO Key Factorswww.seomoz.org/article/search- ranking-factors
  34. 34. Top 5 Ranking Factors• Keyword Focused Anchor Text from External Links – 73% very high importance• External Link Popularity (quantity/quality of links) – 71% very high importance• Diversity of Link Sources (links from many unique root domains) – 67% very high importance• Keyword Use Anywhere in the Title Tag – 66% very high importance• Trustworthiness of the Domain Based on Link Distance from Trusted Domains – 66% very high importance
  35. 35. Next 5 Important Factors• Keyword Use in Internal Link Anchor Text on the Page – 47% moderate importance• Keyword Use in External Link Anchor Text on the Page – 46% moderate importance• Keyword Use as the First Word(s) in the H1 Tag – 45% moderate importance• Keyword Use in the First 50-100 Words on the Page – 45% moderate importance• Keyword Use in the Subdomain Name – 42% low importance• Keyword Use in the Page Name URL – 38% low importance
  36. 36. On Page : Keyword Specific Factors
  37. 37. On Page Considerations• Keyword Use Anywhere in the Title Tag – 66% very high importance• Keyword Use as the First Word(s) of the Title Tag – 63% high importance• Keyword Use in the Root Domain Name (e.g. keyword.com) – 60% high importance• Keyword Use Anywhere in the H1 Headline Tag – 49% moderate importance• Keyword Use in Internal Link Anchor Text on the Page – 47% moderate importance• Keyword Use in External Link Anchor Text on the Page – 46% moderate importance• Keyword Use as the First Word(s) in the H1 Tag – 45% moderate importance• Keyword Use in the First 50-100 Words in HTML on the Page – 45% moderate importance
  38. 38. On Page Considerations• Keyword Use in the Subdomain Name (e.g. keyword.seomoz.org) – 42% low importance• Keyword Use in the Page Name URL (e.g. seomoz.org/folder/keyword.html) – 38% low importance• Keyword Use in the Page Folder URL (e.g. seomoz.org/keyword/page.html)• 37% low importance• Keyword Use in other Headline Tags (<h2> – <h6>)• 35% low importance• Keyword Use in Image Alt Text• 33% minimal importance
  39. 39. On Page Considerations• Keyword Use / Number of Repetitions in the HTML Text on the Page – 33% minimal importance• Keyword Use in Image Names Included on the Page (e.g. keyword.jpg) – 33% minimal importance• Keyword Use in <b> or <strong> Tags – 26% minimal importance• Keyword Density Formula (# of Keyword Uses ÷ Total # of Terms on the Page) – 25% minimal importance
  40. 40. On-Page (Non-keyword factors)
  41. 41. On Page: Non-Keyword• Existence of Substantive, Unique Content on the Page – 65% very high importance• Recency (freshness) of Page Creation – 50% moderate importance• Use of Links on the Page that Point to Other URLs on this Domain – 41% low importance• Historical Content Changes (how often the page content has been updated) – 39% low importance• Use of External-Pointing Links on the Page – 37% low importance
  42. 42. On Page: Non-Keyword• Query Parameters in the URL vs. Static URL Format – 33% minimal importance• Ratio of Code to Text in HTML – 25% minimal importance• Existence of a Meta Description Tag – 22% very minimal importance• HTML Validation to W3C Standards – 16% very minimal importance• Use of Flash Elements (or other plug-in content) – 13% very minimal importance• Use of Advertising on the Page – 11% very minimal importance
  43. 43. Page-Specific Link Popularity Ranking Factors
  44. 44. Links• Keyword-Focused Anchor Text from External Links – 73% very high importance• External Link Popularity (quantity/quality of external links) – 71% very high importance• Diversity of Link Sources (links from many unique root domains) – 67% very high importance• Page-Specific TrustRank (whether the individual page has earned links from trusted sources) – 65% very high importance• Iterative Algorithm-Based, Global Link Popularity (PageRank) – 63% high importance
  45. 45. Links• Topic-Specificity/Focus of External Link Sources (whether external links to this page come from topically relevant pages/sites) – 58% high importance• Keyword-Focused Anchor Text from Internal Links – 55% high importance
  46. 46. Site Wide : Non-Link Based
  47. 47. Site Wide: Non-Link• Site Architecture of the Domain (whether intelligent, useful hierarchies are employed) – 52% moderate importance• Use of External Links to Reputable, Trustworthy Sites/Pages – 37% low importance• Length of Domain Registration – 37% low importance• Domain Registration History (how long it’s been registered to the same party, number of times renewed)• Server/Hosting Uptime• 32% minimal importance
  48. 48. Site Wide: Non-Link• Length of Domain Registration – 37% low importance• Domain Registration History (how long it’s been registered to the same party, number of times renewed, etc.) – 36% low importance• Server/Hosting Uptime – 32% minimal importance• Hosting Information (what other domains are hosted on the server/c-block of IP addresses) – 31% minimal importance
  49. 49. Social Media
  50. 50. Social Media Related• Delicious Data About the Domain or Page – 21% very minimal importance• StumbleUpon Data About the Domain or Page – 19% very minimal importance• Twitter Data About the Domain or Page – 17% very minimal importance• LinkedIn Data About the Domain or Page – 15% very minimal importance• Facebook Data About the Domain or Page – 12% very minimal importance• MySpace Data About the Domain or Page – 11% very minimal importance
  51. 51. SEO Best Practices
  52. 52. Best Practices Explanations• Are the keywords that you are targeting not only relevant but also popular with searchers?• Do your page titles lead with your targeted keywords?• Is your body copy of sufficient length and keyword-rich?• Does the anchor text pointing to various pages within your site include good keywords?• Do you employ text links from your home page to your most important secondary pages?• Does your Web site have an XML Sitemap, as well as an HTML site map with text links?• Are the URLs of your dynamic (database-driven) pages short, simple and static-looking?
  53. 53. Best Practices• Does your site have an optimized internal linking structure?• Do your pages have keyword-rich meta descriptions with a compelling call to action?• Does your site have a custom error page that returns the correct “status code”?• Do your filenames and directory names include targeted keywords?• Are you actively building links to your site?
  54. 54. Search Engine Land - Worst Practices
  55. 55. Worst Practices• Does your primary navigation require Flash, Java or Javascript to function?• Is your web site done entirely in Flash or overly graphical with very little textural content?• Is your home page a “splash page” or otherwise content-less?• Do the URLs of your pages include “cgi-bin” or numerous ampersands?• Do the URLs of your pages include session IDs or user IDs?• Do you unnecessarily spread your site across multiple domains?• Are your title tags the same on all pages?
  56. 56. Worst Practices• Do you have pop-ups on your site?• Do you use “click here” or any other superfluous copy for your hyperlink text?• Do you have superfluous text like “Welcome to” at the beginning of your title tags?• Do you have any hidden or small text meant only for the search engines?• Do you engage in “keyword stuffing”?• Do you repeatedly submit your site to the search engines?• Do you incorporate your competitors’ brand names in your meta tags?• Do you have duplicate pages with minimal or no changes?• Are you submitting to (“Free For All”) link pages and farms?
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