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Seo lessons.

Seo lessons.

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  • SEO is a process aimed at refining your website so as to secure a strong online presence, improved traffic, increased sales and profit. It are important to the success of any business. For more information visit:- https://www.youtube.com/watch?v=64N6VirxFiY
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    Seo-ppt Seo-ppt Presentation Transcript

    • Friday, September 02, 2011Overview Introduction to SEO  Short description of SEO in general Basic overview of HTML and CSS  This will only serve to highlight the uses of these languages for SEO SEO techniques  Ways in which we implement SEO BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Introduction to SEO SEO (Search Engine Optimisation) involves altering website code, content, and presence in order to increase rankings in search engines At least half a billion searches are made worldwide on a daily basis  If you are ranked at the top of a search engine, you are essentially running a free marketing campaign. BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Introduction to SEOWhich search engine?  There are some main players which you must always consider optimising for, namely Google, Yahoo, Bing, Baidu,  Although Google makes up for almost half of worldwide searches, it is not always a good tactic to relate your site prominence only on Google  If half a billion searches are made per day, this means that over 250,000,000 are made on other Search Engines  Each search engine searches the web and ranks sites differently, so when you may be at the top of one search engine, you might not even be listed on another one BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Introduction to SEOSearch Engine Statistics Search engine market shares in 2009 for searches Google – 74% Yahoo! – 16% Bing (formerly Live Search, formerly MSN) – 5% Ask – 3%  Data from Hitwise (4 wks ending July 27, 2009) By search volume, actually #2 is YouTube, not Yahoo BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Introduction to SEOHow a search engine works Search engines use programs called spiders, or bots, to search the internet and document their findings. Spiders firstly go to a webpage and analyse it  Goes through the HTML code and categorises the most important words (keywords) in the document. It then moves on to any pages that linked from the current page.  This is one way how search engines find new pages.  It also visits pages that may not be linked by other pages, but were submitted by search engines. BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Introduction to SEOWhat a search engine sees Spiders do not see a page like humans do, as it cannot describe an image, or tell you how pretty a site looks  Instead, it looks at the HTML code and structures it to make sense.  Using a text browser, or disabling images and CSS are a good way of seeing your site through a search engines eyes. BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Introduction to SEOWhat a search engine sees (cont.) www.ialc.org without CSS and Images BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Introduction to SEOWhat a visitor sees (cont.) www.ialc.org WITH CSS and Images BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Crash Course in HTML/CSS (X)HTML is used to describe the data that is on your page CSS is used to format HTML and make it look more presentable. Web standards are continuously trying to separate content from presentation  Previously, HTML was used for both content and presentation. Latest Versions of the languages  XHTML 1.1  CSS 3 BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Crash Course in HTML/CSSHTML Basics HTML uses <tags> to describe data  Data is usually enclosed in these tags  <tag>Data</tag>  <tag attribute=“data” />  Tags can be images, paragraphs, titles, tables, and more  Browsers render these tags differently on your screen.  There is a tendency to depend on these tags also for formatting, e.g. using tables to keep non-tabular data  Not Good! BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Crash Course in HTML/CSSHTML Basics (cont.) Every HTML document has some mandatory elements :<!DOCTYPE html PUBLIC "-//W3C ... ml1-transitional.dtd"><html xmlns="http://www.w3.org/1999/xhtml"> <head> <meta … /> Extra information about the document <title>Document Title</title> </head> <body> Page Content </body></html> BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Crash Course in HTML/CSSHTML Basics (cont.) Here are some basic tags important to SEO  <h1></h1> , <h2></h2> , <h3></h3> , …  Header tags – Makes text large and bold  <img src=“location of pic” alt=“alternate text”>  Image tags – note the alternate text for SEs  <a href=“link URL” title=“link title”>link</a>  Link tags - Browsers makes the text inside a link  <b>Bold Text</b>  Not recommended, but is said to help in SEO BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Crash Course in HTML/CSSCSS Basics CSS can make a simple HTML page look completely different. CSS has little or no impact on SEO  You can make a site look like whatever you want without losing SE rankings CSS code can be placed within an HTML document, or in a separate file  If you use a separate file, you can use it for every page  This makes updating the way your site looks very easily, because you only need to update one file. BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011SEO TechniquesKeywords Keywords are the words on a webpage that best describe that page Keyword selection is the most important step to effective SEO  The keywords you use will be the phrases where you want to be highly ranked on SEs  Time and research should go into selecting the appropriate keywords before doing any SEO  What are the words one would use to find your site? BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011SEO TechniquesKeywords (cont.) Continuation on how search engines work…  When a spider goes through a webpage, it determines the weight of frequently used words in the document, and considers them the most important in the document.  The more you use a word in important places, the more search engines give importance to it.  The words with highest weight are more likely to bring up your web page when used as a search term. BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011SEO TechniquesKeywords (cont.)  You must decide whether to focus on less frequently used keywords (niche) or compete for the commonly used ones.  Here are some tools you can use to see which keywords are searched for frequently  Google Suggest (beta) (free)  http://www.google.com/webhp?complete=1&hl=en  Google adwords  Offers a free keyword tool with its adwords services  WordTracker (paid)  www.wordtracker.com BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011SEO TechniquesMeta Tags Meta tags are used to provide a description of the page, and a list of main keywords it uses. There is a debate over whether to cram loads of keywords into these tags, or just select the most important ones.  Search engines are getting smarter everyday, so they may penalise you for cramming  Some search engines reportedly don’t even look at the meta tags (e.g. Google) BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011SEO TechniquesTitle Tag The text in this tag shows up on the top of your browser window. Quite important to include keywords here, as the title will give a general summary for what your page is about. Most search engines see this tag as an important tag for categorising what type of site you have. BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011SEO TechniquesAnchor Tags  One of the most important tags you must use for SEO.  Spiders use these to crawl your site, so you must have links to pages throughout your site.  Other sites that link to yours will send spiders your way also.  Google (and others) use anchor tags to rank your site in many ways:  Firstly, text in anchor tags are given a lot of importance.  If other sites link to you, this must mean your site is popular, and so you increase in rankings.  The most popular sites would, in theory, be linked to by many websites throughout the internet. BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011SEO TechniquesAnchor Tags (cont.) Since anchor tags are so important, it is vital that you include keywords in these tags  SEs think the words to describe a link should give a good indication of what that page is about. This is one reason why it is good to have a navigation bar that uses links to all your sites.  Better that you use words, not images  Try and use <a> tags, and not image maps, flash, etc. A sitemap is also an effective way of tying your site up if you link all your pages to this site map. BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011SEO TechniquesAnchor Tags (cont.)  Here is an example of why a sitemap is effective This is a website with a site map. Sitemap This is a website without a site map. Page 4 Page 1Page 1 and 2 Page 1 and 2 cancan only now reach page 3reach page 3 Page 2 in many waysvia page 4 Page 3 BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011SEO TechniquesText and Content  Throughout your page you will need to use keywords in order to rank well for that word  The most important places of your content to put keywords are in the headers, at the beginning, and the end of paragraphs.  It is importance to balance the overuse of keywords for the sake of SEO and keeping the text relevant, readable, and informative  There is no point in having a highly ranked page if it provides no information to a user, as they will leave your site immediately BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011SEO TechniquesH1, H2, H3, etc. Tags  These tags are considered by search engines to be a description of your page.  Very important to put in some keywords there.  It is always a good idea to structure your content so that it contains these tags at beginning of paragraphs, tables, sections, etc.  It is quite logical that a search engine gets the overview of a paragraph from a header tag  We know what this slide is about by looking at the title of the slide BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011SEO TechniquesImages Images are not read by search engines, and so you should avoid using too many images on your site  Many sites use images for fancy fonts, when they contain keywords that are never read by a search engine Always use an alt attribute when including an image  This gives a spider a description of the image, and also doubles as making your site accessible to blind people. BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011SEO TechniquesCode Structure  It is important to look at your HTML code and see the structure of it.  Some pages have too much code, and too little content  Some code makes it so that content is found at the bottom of the page.  Pages that use tables for layout are notorious for doing this.  Make sure that keywords are found at the top of your source code as well as on the actual web page  Remember, SEs don’t see pages like we do, they only see our HTML code. BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011SEO TechniquesUpdate your site regularly  Sites that are updated regularly are spidered and indexed more frequently by SEs  Sites that change often are considered by SEs as sites that provide current information, and must therefore (although not always) provide up to date information  This would provide a more relevant set of results than providing a user with pages that were made 10 years ago  News Items are a great way of including a regular changing page. BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011SEO TechniquesDynamic Code  Dynamic code can make updating your site very easy  Also useful for creating pages on the fly  E.g. A shopping cart with items you want to buy  SEs do not always look favourably on pages with dynamic data  These pages usually have a ? after the page name and are followed by data  You have to regularly update your site if you want to do well with dynamic pages  E.g. Forums BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011SEO TechniquesInbound Links  As said before, links from other sites are very important.  Google will no list your site if its not found on an other webpage listed by them  Methods to get links on other pages  Link Exchange (free)  Paid Advertising  Google Adwords  Overture  Specific Websites BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Measuring Results Once you have started your SEO campaign, you need to measure your results and make sure you are improving on SE Rankings When you first make changes, SEs may take up to about four weeks to scan your site for changes.  There are millions of web pages for them to crawl, and so it takes time for them to get to you. BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Measuring ResultsReasons for no improvements Sometimes, you may not notice an improvement in your rankings  This can be due to many reasons as many factors affect your SE rankings  Competition may be doing better  Marketing  More linking from other sites  Better SEO  Bad choice of keywords  Too much competition  Etc. BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Measuring ResultsStatistics Monitoring You can view statistics of visitors to your site.  Onestat (paid)  Google Analytics (free)  StatCounter (free) You can see what engines are used more to find your site  You can also see which keywords are used to find your site, which helps with keyword research  This can help you target particular search engines and accommodate their searching methods. BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Measuring ResultsSEO software SEO software can be used to scan many SEs for phrases of your choice and produce visual results of how your website is doing.  Much faster than doing this manually  You can run regular searches and monitor your positioning easily and efficiently Some SEO software can also help you scan you pages and make suggestions for improvements. BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Measuring ResultsSEO software (cont.) SEO tools :  WebPosition Gold  Advanced Web Ranking BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011SEO is NOT Paid Advertising Highly competitive Can’t buy your way in … earn it Requires an investment  Time  Education  Resources BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Search Engine Optimization 86% of clicks on Google are from organic search, 14% from paid search. (Source: beussery.com, 2/1/2008) Delivers qualified leads  Fundamentally different than traditional marketing / advertising  Searchers are looking for you  More & more offline sales carry an online element BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Natural vs. Paid Paid Paid NaturalFriday, September 02, 201137
    • Friday, September 02, 2011Google Listings –Your Virtual SalesForce Savvy retailers making 6-7 figures a month from natural listings. Savvy MFA (Made for AdSense) site owners making 5-6 figures per month. Most sites are not SE-friendly Google friendliness = friendly to other engines First calculate your missed opportunities BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Not doing SEO? You’re LeavingMoney on the Table Calculate the missed opportunity cost of not ranking well for products & services that you offer?# of people engine share expected click- average averagesearching for (Google = through rate conversion rate transactionyour keywords x 70%) x x x amount E.g.10,000/day x 70% x 10% x 5% x $100 = $3,500/day BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011What Are Searchers Looking For? Keyword Research  “Target the wrong keywords & all your efforts will be in vain.” The “right” keywords are …  Relevant to your business  Popular with searchers BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Keyword Research Tools for brainstorming a seed list  Quintura  Google Suggest (now integrated into Google search)  Yahoo Assist Tools to check popularity of keyword searches  Wordtracker  Trellian’s Keyword Discovery  Google’s Keyword Suggestion Tool  Google Trends  Google Insights for Search BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Wordtracker Enter in keywords & search phrases to be expound upon. Build out a project with relevant terms. Use for brainstorming as well as drilling down into specific phrases. Obtain quantifiable search numbers. Free version: freekeywords.wordtracker.com BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Wordtracker Pros  Based on last 130 days worth of searches  Singular vs. plural, misspellings, verb tenses all separated out  Advanced functionality: keyword “projects”, import data into Excel, synonyms, … Cons  Requires subscription fee ($59/month or $329/year)  Data is from a small sample of Internet searches (from the minor search engines Dogpile and MetaCrawler).  Contains bogus data from automated searches  No historical archives BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Keyword Discovery Similar features as Wordtracker. Trend graphs provide a visual that goes beyond total searches. Various settings to refine data. Note: plural setting only pluralizes the last word. BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Keyword Discovery Pros  Full year of historical archives  Data is from a larger sample of Internet searches  Singular vs. plural, misspellings, verb tenses all separated out  Can segment by country  Advanced functionality: keyword “projects”, import data into Excel, synonyms, … Cons  Access to the historical data requires subscription fee ($69.95/month or $599.40/year).  Contains bogus data from automated searches BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Google AdWords Keyword Tool Enter in lists of terms. Pull terms from a web page. Search volume  Switch to Exact match  Show Search Volume Trends column. Free version: adwords.google.com/select/KeywordToolExternal BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Google AdWords Keyword Tool Pros  Free!  Accessing within Google AdWords yields more features  Data is from a large sample of Internet searches (from Google)  Singular vs. plural, misspellings, verb tenses  Can segment by country (within AdWords)  Synonyms  Monthly & average search volumes Cons  Numbers are approximations BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Google Trends Provides a graphical, relative search volume comparison. Enter in up to 5 search terms. Shows related news. Sign-in to get relative ranking. www.google.com/trends BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Google Trends Pros  Free!  Signing into Google account provides additional detail & features  Data is from a large sample of Internet searches (from Google)  Shows related news searches  Can segment by region or subregion  Filter by time frame  Can run against websites as well Cons  Numbers are purely relational to the query set  No way to export  Only preset data filtering  Limited to broad, popular search phrases BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Google Insights Friday, September 02, 2011for Search Similar to Google Trends Additional unique features  Compare against a category  Geographic search volume maps  Provides a relative index measure against all searches performed on Google over time. www.google.com/insights/search/ BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Google Insights for Search Pros  Free!  Signing into Google account provides additional detail & features  Data is from a large sample of Internet searches (from Google)  Shows related news searches  Shows top searches  Show rising search phrases  Can segment by region & subregion  Filter by time frame, even custom date ranges  Export as CSV Cons  Numbers are a normalized index  Limited to broad, popular search phrases BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Seven Steps to High Rankings1) Get Your Site Fully Indexed2) Get Your Pages Visible3) Build Links & PageRank4) Leverage Your PageRank4) Encourage Clickthrough6) Track the Right Metrics7) Follow Best Practices BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 20111) Get Your Site Fully Indexed Pages can’t rank if they aren’t indexed The better your PageRank, the deeper & more often your site will be crawled by Google. Indexation challenges typically stem from:  Overly-complex URLs  Content duplication  Cannibalization  Non-canonicalization (www vs. non-www) Indexation … too much, or not enough? BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Control What Should & Shouldn’t Friday, September 02, 2011Be Page # estimates are wildly inaccurate, & include non- indexed pages (e.g. ones with no title or snippet). Misconfigurations (in robots.txt, in the type of redirects used, requiring cookies, etc.) can kill indexation. Utilize XML sitemaps to help indexation & overcome crawling hurdles. Make sure your “404 File Not Found” page returns a hard 404 header status code. Keep duplicate pages out of the index by standardizing your URLs, eliminating unnecessary variables, using 301 redirects when needed, & CSS styling for printer friendly. BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Complexities Can Kill the Crawl Search engines are wary of “dynamic” pages - they fear “spider traps.” Avoid:  stop characters (?, &, =), ‘cgi-bin’ Tips:  session IDs or long numerical strings that might -Pass parameters via cookies appear like a session ID. -Append tracking parameters as a  unnecessary variables in your URLs, tracking parameters. named anchor using “#” instead of  frames “?” E.g., rather than tracking like  redirects ?nav=footer use #nav=footer.  pop-ups -Use CSS & HTML for dropdown  navigation in Flash/Java/JavaScript/pulldown menus, only relying on JavaScript for boxes the interactivity.  If not feasible due to platform constraints, can be - Use hyphens to separate words easily handled through proxy technology (e.g., Netconcepts’ GravityStream). instead of underscores. BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Avoid Complex URLs May inhibit or even prevent crawling. Watch PageRank, check cache & indexation of URLs to determine where issues may lie. One click in and cached: www.cdw.com/shop/search/hub.aspx?wclss=C Two clicks, not cached: www.cdw.com/shop/search/hub.aspx?wclss=C3&cm_re=HubPA-_-Computers-_-notebook+computers+hub BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Canonicalization One source – one destination At its simplest, refers to the homepage. Example:  qvc.com  www.qvc.com Relates to any content duplication. “Canonical” tag can help BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Robots.txt Protocol for blocking bots  Keep them out of specific sections  Help avoid duplicate content  Auto-discovery of XML sitemap  Done wrong, can block bots from entire site  Unfortunately, too often, implemented incorrectly Tip: This will block all bots from your entire site User-agent: * Disallow: / Are you sure that’s what you want? BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Infinite URL Bloat  Infinite URL combinations due to:  Pagination  Sorting  Filtering  Display optionshttp://www.circuitcity.com/ssm/LCD-Plasma-TVs/sem/rpsm/catOid/-12869/N/20012866+20012867+20012869+4589+40001426/link/ref/Ns/accm_num_unts_sld|1/link/ref/rpem/ccd/categorylist.dohttp://www.circuitcity.com/ssm/LCD-Plasma-TVs/sem/rpsm/catOid/-12869/N/20012866+20012867+20012869+40001426+4589/link/ref/Ns/accm_num_unts_sld|1/link/ref/rpem/ccd/categorylist.do BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011XML Sitemaps Inform the search engines of your pages.  Auto-discovery through robots.txt.  Google Webmaster Central  Yahoo Site Explorer  Bing Webmaster Center Not a solution for bad URLs Google’s reporting of indexed URLs compared to total URLs submitted may be an indicator of URL or content quality. BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 20112) Get Your Pages Visible 100+ “signals” that influence ranking “Title tag” is the most important copy “on the page” Home page is the most important page of a site Every page of a site has a “song” (keyword theme) Incorporate keywords into title tags, hyperlink text, headings (H1 & H2 tags), alt attributes, & high up in the page (where they’re given more “weight”). Eliminate extraneous HTML code “Meta tags” are not a magic bullet Have text for navigation, not graphics Don’t let whizz-bang, oh-ah bring you down BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Meaningful Titles Digital Camera Reviews and News: Digital Photography Review: Forums, Glossary, FAQ Keyword-rich, without being spammy. Lead with most important keywords. Looks good to humans & bots. DPReview.com  #1 for: digital camera  #1 for: digital cameras  Page-1 in Google for all phrase variations within title. BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Not So Meaningful Titles Not changing titles is a wasted opportunity. Check your own site for this costly mistake. site:www.domain.com intitle:“Untitled Document” BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Duplicate Title Tags Check for duplication  Use special queries with Google to find duplication.  Over 9,000 duplicates of this title alone … what does it say to Google?  Purely duplicate titles  Canonicalization  Parameters & URL bloat site:www.officedepot.com intitle:"Office Supplies: Office Products and Office Furniture: Office Depot" BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Visually Appealing to Humans Textual body copy Textual navigation & links. Doesn’t mean a site can’t be visually appealing. BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Textually Appealing to Bots (&humans) Check for text vs. images:  Select individual text  Ctrl-A to select all  View “text only” version in Google cache. BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Meta Tags No Magic Bullet Meta descriptions are somewhat important, but only for clickthrough. Meta keywords – ignored by Google & Bing, no discernable value in Yahoo or Ask. BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Code Bloat – More Code Than Copy Tables-based layouts vs. table- less & CSS. Inline & embedded CSS vs. external. Embedded JavaScript vs. external. BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Beware the Whizz Bang Further you move from pure HTML, the greater the risks of stopping the bots, or even turning away the humans.  JavaScript powered dropdown navigations.  AJAX interactivity  Flash Progressive enhancement – start with the lowest common denominator, This Nokia page may still be loading … then layer on the effects. I couldn’t stand waiting to find out. BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 20113) Build Links & PageRank “Link popularity” affects search engine rankings PageRank – Links from “important” sites have more impact on your Google rankings (weighted link popularity). Google offers a window into your PageRank  PageRank meter in the Google Toolbar (toolbar.google.com)  Google Directory (directory.google.com) category pages  3rd party tools like SEOChat.com’s “PageRank Lookup” & “PageRank Search.” Bing and Yahoo have similar measures to PageRank BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011PageRank 101 10 Google Sampling of Homepage Logarithmic scale from 0 to PageRank Ratings 10 9 Amazon Assigned to web pages, not sites Based on inbound links to 8 E pages ebay F Heavily weighted on link quality 7 F Disney Passed through internal & O external links. 6 Gap R Higher PageRank may lead Googlebot to: 5 T Culligan  Crawl more frequently 4 Boston  Crawl faster 3 Store  Crawl deeper Relative number of pages with PR rating 2 1 0 BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Google Toolbar View PageRank of current page, once turned on. Available for:  Firefox  Internet Explorer BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Building High Quality Links Develop great content Submit to authoritative, topical, & local directories Work with your business partners Link bait Tap into social media Blogging Press releases Syndicate through RSS BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 20114) Leverage Your PageRank Your homepage’s PageRank gets distributed to your deep pages by virtue of your hierarchical internal linking structure (e.g. breadcrumb navigation). Pay attention to the text used within the hyperlink (“Google bombing”). Utilize rel=“nofollow” internally, but with care Don’t hoard your PageRank Don’t link to “bad neighborhoods” BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Avoid PageRank Dilution Many of the structural issues that impact indexation, can impact PageRank.  Canonicalization (www.domain.com vs. domain.com)  Duplicate pages: (session IDs, tracking codes, superfluous parameters).  In general, search engines are cautious of dynamic URLs (with ?, &, and = characters) because of “spider traps.”  Rewrite your URLs (using a server module/plug-in) or use a hosted proxy service (e.g., GravityStream). Read: catalogagemag.com/mag/marketing_right_page_web/ BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Even You Know Who Struggles 1 product 5 different URLs  Diluting PageRank  Duplicated content  Self-competing, cannibalizing  Diluted crawl equity BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 20115) Encourage Clickthrough Being on top of search results commands attention. It’s an implied endorsement. Synergistic effect of being at the top of the natural results & paid results. Entice the user with a compelling call-to-action & value proposition in your descriptions. Your title tag is critical Snippet gets built automatically, but you CAN influence what’s displayed here. BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Power of Position Where do searchers look?  Enquiro, Did-it Eyetools study.  Golden Triangle or “F” shape Focus on  Natural search vs. Paid  Above the fold  Reinforcement based on search term presence. BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Do You Sing in Search? Getting there is only half the battle.  Do titles captivate?  Does the description reinforce the search terms?  Does the description call the searcher to action, leading to clickthrough? BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 20116) Track the Right Metrics Indexation: # of pages indexed, % of site indexed, % of product inventory indexed, # of “fresh pages.” Link popularity: # of links, PageRank score (0 - 10) Rankings: by keyword, “filtered” (penalized) rankings Keyword popularity: # of searches, competition, KEI (Keyword Effectiveness Indicator) scores. Cost/ROI: sales by keyword & by engine, cost per lead BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011SEO Metrics Go beyond rankings, referrals, conversions, and revenue. Also beyond indexation, link popularity, keyword popularity, KEI, PageRank (mozRank & mozTrust!) Go beyond your “web analytics” platform to “search analytics”  Cameraphone vs. digital SLR camera – which would the professional photographer use? BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011SEO Metrics Page yield – % of unique pages yielding search engine- delivered traffic in a given month Keyword yield – ratio of keywords to pages yielding search traffic Brand-to-nonbrand ratio – % of search traffic coming from brand keywords vs. nonbrand keywords Unique pages – non-duplicate pages crawled BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011SEO Metrics  Visitors per keyword – ratio of search engine delivered visitors to search terms  Index-to-crawl ratio – ratio of pages indexed to unique crawled pages  Engine yield – how much traffic the engine delivers for every page it crawls  More on these at http://www.practicalecommerce.com/articles/506/SE O-Metrics-That-Matter/ BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011SEO Metrics From Enquisite...  Top converting/performing page 2 ranked pages  Top converting/performing keywords on one engine that are non-performing on another  Highest potential keywords you’re getting traffic for  Highest potential keywords you’re not getting traffic for, based on potential referrals, revenue, and ROI BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 20117) Follow Best Practices Target relevant keywords Don’t stuff keywords or replicate pages Create useful content Dont conceal, manipulate, or over-optimize content Links should be relevant (no scheming!) Observe copyright/trademark law & Google’s guidelines And sometimes the best practices are just avoiding the worst practices … BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Spamming in Its Many Forms … Hidden or small text Keyword stuffing Targeted to obviously irrelevant keywords Automated submitting, resubmitting, deep submitting Competitor names in meta tags Duplicate pages with minimal or no changes Spamglish Machine generated content BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Spamming in Its Darker Forms … Pagejacking Doorway pages Cloaking Submitting to FFA (“Free For All”) sites & link farms Buying up expired domains with high PageRanks Scraping Splogging (spam blogging) BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Doorway Page Example BMW.de hosted many doorway pages like this one, with lots of keyword stuffed text for search engine spiders … BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Doorway Page Example Which used a sneaky redirect to send human searchers to this page. BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Not Spam, But Bad for Rankings Splash pages, content-less home page, Flash intros Title tags the same across the site Error pages in the search results (e.g., “Session expired”) "Click here" links Superfluous text like “Welcome to” at beginning of titles Spreading site across multiple domains (usually for load balancing). Content too many levels deep BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011In Summary Focus on the right keywords Focus on site architecture Have great keyword-rich content Build links (particularly through link baiting & social media), and thus your PageRank Spend that PageRank wisely within your site Measure the right things Continually monitor, benchmark, & don’t be afraid to test BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH
    • Friday, September 02, 2011Now What? What can you do tomorrow that will improve your site’s SEO? Write down 3 things. Get ‘em done! Remember: you eat an elephant one bite at a time BY JERRY, CHENGDU OFFICE, SUCCESSFULMATCH