Search Engine Optimisation - MA Journalism - Week Three


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Search Engine Optimisation - MA Journalism - Week Three

  1. 1. MA Project Development Week Three | Search Engine Optimisation (SEO)
  2. 2. Week Three Search Engine Optimisation (SEO) Overview ● How Search Engines Work ● SEO ○ Technical ○ Content / On-Page ○ Off-Page ● Further Reading
  3. 3. 1. How Search Engines Work
  4. 4. How Search Engines Work Googlebot Googlebot is Google's web crawling bot (sometimes also called a "spider"). Crawling is the process by which Googlebot discovers new and updated pages to be added to the Google index. Follows links User agent Reads HTML Begins with list of URLs
  5. 5. How Search Engines Work Googlebot The Web Link Google’s Index
  6. 6. How Search Engines Work #2 #1
  7. 7. How Search Engines Work Google’s IndexUser’s Computer Explicit Search Implicit Search Search Results
  8. 8. How Search Engines Work Explicit Search What the user has searched for. ● Keyword Implicit Search What Google knows about the user - ie. the explicit search plus: ● Location ● Device (laptop / mobile…) ● Browser ● Search history ● Likes ● Dislikes ● Age ● Name ● Hair colour ● favourite meal ● Pet’s name ● Everything else
  9. 9. How Search Engines Work
  10. 10. How Search Engines Work Google knows I am a geek, so when I search for ‘ruby’ it shows me the programming language instead of the stone.
  11. 11. How Search Engines Work What? So what? Google shows people things they like Make sure they like you Results are tailored to the user Connect directly with them (authorship & social) Results are localised Write for your audience Results biased towards fresh content Stay up to date Why should I care about all of this?
  12. 12. 2. Search Engine Optimisation
  13. 13. Elements of SEO SEO Technical Off-Page On-Page
  14. 14. Technical SEO Technical Status Code Description 200 OK Page works 404 Not Found Page not found (broken link) 301 Moved Permanently URL has permanently to another location 302 Found URL moved temporarily to an alternative HTTP Status Codes XML Sitemap Robots.txt Allows you to tell search engines about pages on your site that they may not otherwise discover. Use to guide crawlers / robots around parts of your website. Can be used to stop robots accessing unnecessary parts of your website
  15. 15. On-Page SEO On-Page Page provides genuinely unique and valuable content Technical SEO Website is easy to use Content is created to be shared and social sharing is a feature of the page Page targets one clear ‘theme’ Content can be viewed on various devices Context added by including authorship information / Schema. org markup etc Source:
  16. 16. Off-Page SEO Off-Page Link building Trust Social Links from trustworthy, related websites. Factors include: - Number of links - Quality of links - Anchor text Negative factors: - Paid for links - Spam Verify who is behind a website and where it is based. Local factors include: - How old site / domain is - Has site been flagged for spam? - Local SEO factors Social media can become primary source of traffic to your website. Social factors include: - Reputation - Shares - Authors
  17. 17. Periodic Table of SEO Source: Search Engine Land
  18. 18. 3. Further Reading
  19. 19. Further Reading Websites: Search Engine Land Daily search engine news website Moz blog Daily updated SEO / marketing blog blog Regularly updated award winning online marketing blog by the company I work for! Books: Search Engine Optimisation Secrets Danny Dover & Erik Dafforn The Art of SEO Eric Enge, Rand Fishkin et al
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