SEO 101: Tips and Tricks for Search

SEO 101: TIPS AND TRICKS FOR SEARCH Dennis Goedegebuure, Natural Search Marketing Specialist

AGENDA
What is SEO?
Search Trends
How Search Engines Work
Ranking Factors
Free Tools

WHAT IS SEO?
Free traffic
More visitors
More downloads
More transactions
More successful
S earch E ngine O ptimization

WHAT IS SEO? (CONT’D)

WHAT IS SEO? (CONT’D)
All major search engines have documentation
Webmaster Guidelines Bing: help.live.com/help.aspx?mkt= en-us&project=wl_webmasters Google: www.google.com/support/webmasters Yahoo: help.yahoo.com/l/us/yahoo/search/basics/basics-18.html

AGENDA
What is SEO?
Search Trends
Ranking Factors
Free Tools

UNIVERSAL SEARCH
Search engines are blending different results
Less real estate for text results on first page

SNIPLETS PRESENTATION
Enhance your site presentation through structured metadata
Yahoo Search Monkey
Google Rich Sniplets
Y! Search Monkey: developer.yahoo.com/searchmonkey/ Google Rich Sniplets: microformats.org/wiki/google-search

AGENDA
What is SEO?
Search Trends
Ranking Factors
Free Tools

SITE CRAWLING
Search engine robots crawl the web to discover new content.
Crawlers follow extractable links .
Sitemaps can help pages get discovered.
XML sitemap
HTML sitemap

SITE INDEXING
Search engines download and store HTML content.
Only extractable
content is indexed.

SITE RANKING
Search engines rank websites according to relevance factors.
Important ranking factors:
Keyword in anchor tag to the page
Links to the page and site
Page title
H1 tag
Quality of the content

AGENDA
What is SEO?
Search Trends
Ranking Factors
Free Tools

Ranking Factors
Links
URL structure
Meta content
Page content and elements
Sitemap
$lumps = array ( ‘L’ => ‘Links’ , ‘ U’ => ‘URL’ , ‘ M’ => ‘Meta Tags’ , ‘ P’ => ‘Page content’ , ‘ S’ => ‘Sitemaps’ ) ;

Discovery
LINKS
Relevance
CORRECT : Find great deals on computers !
INCORRECT: Find great deals on computers!
mysite.com

LINKS (CONT’D)
Quality of links to a page
Quantity of links to a page
Keyword used in the anchor tag
External links: majority to home page
Internal links: through site structure
About page rank: www.google.com/corporate/tech.html

URL STRUCTURE
Keyword rich domain
Considerations for URL Avoid big number of parameters Keywords in URL

URL STRUCTURE
Avoid canonical URL problems
www.mysite.com/index.php
www.mysite.com/
mysite.com/index.php
mysite.com/
Canonical tag is a band aid to solve this problem:
<head> <link rel=“canonical” href=“http://www.mysite.com” /> </head>

META TAGS
Meta tags are HTML elements used to provide structured metadata about a web page
<head> <title>eBay Daily Deal: Great items, deep discounts, and free shipping</title> <meta name=“description” content=“Attention dealhunters: Save money on eBay with the Daily Deal. Check back every day for great items, deep discounts, and free shipping.”> <meta name=“keywords” content=“deal, deals”> </head>

TITLE TAG FORMULAS
Keep SERP listings consistent across site
Reinforces branding
Informational Action Words: Learn, Discover, Find, Read, See
Transactional Action Words: Buy, Try, Get, Download
Informative Page Tag: [Primary Keyword] – [Action Words] [Secondary Keyword or Keyword Variation] [Brand or Company Name] Product Page Tag: [Product Name] – [Action Words] [Secondary Keywords or Keyword Variation] [Brand or Company Name] Example: Nintendo Wii – Buy Wii Game Console on eBay

META TAGS Does the result inspire a click?

PAGE CONTENT & ELEMENTS
Build pages for two user agents:
Users
Crawlers
Content in HTML
Prevent usage of flash or other rich media

PAGE CONTENT & ELEMENTS (CONT’D) Use semantic HTML <h1>My Article Title</h1> <p>Scientist reported Wednesday…</p> <span class=“heading1”>My Article Title</span> <p>Scientist reported Wednesday…</p>

SITEMAPS
Submit a XML sitemap to all major search engines for easy discovery of your pages.
Add sitemap location to Robots.txt file.
XML Sitemap <?xml version="1.0" encoding="UTF-8" ?> - <sitemapindex xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"> - <sitemap> <loc>http://listing-index.ebay.com/sitemap_google_auction_intl_AU_2009060315_672001_1001.xml.gz</loc> </sitemap> </sitemapindex>

SITEMAPS (CONT’D)
HTML sitemap
Build an HTML sitemap with all links on your site
For users and for search engines
No more than 50 links

AGENDA
What is SEO?
Search Trends
Ranking Factors
Free Tools

Free Tools Search engine web tools Google webmaster Tools: www.google.com/webmasters/ Yahoo Site Explorer: siteexplorer.search.yahoo.com Bing Webmaster Center: www.bing.com/webmaster

FREE TOOLS (CONT’D)
Free Firefox plug-in toolbar
Web developer toolbar Web developer toolbar: chrispederick.com/work/web-developer

Free Tools (CONT’D) Keyword research tools Google Search Insights: www.google.com/insights/search/

FREE TOOLS (CONT’D) Keyword research tools

FREE TOOLS (CONT’D) Microsoft excel ad intelligence plug-in Microsoft Ad Intelligence: advertising.microsoft.com/search-advertising/advertising-intelligence

CONCLUDING THOUGHTS
Natural search is “free” traffic.
Natural search does not require rocket science.
Good rankings start with good site architecture.
Natural search can make YOU more successful.

MORE INFORMATION
Webmaster guidelines
Bing: help.live.com/help.aspx?mkt=en-us&project=wl_webmasters
Google: www.google.com/support/webmasters
Yahoo: help.yahoo.com/l/us/yahoo/search/basics/basics-18.html
Free tools
Web developer toolbar: chrispederick.com/work/web-developer
Google Search Insights: www.google.com/insights/search
Microsoft Ad Intelligence: http://advertising.microsoft.com/search-advertising/advertising-intelligence
Search engine webmaster tools
Google webmaster Tools: www.google.com/webmasters/
Yahoo Site Explorer: siteexplorer.search.yahoo.com
Bing Webmaster Center: www.bing.com/webmaster

LEARN AND SHARE
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Innovate 09 hashtag: #ppxi09
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SEO 101: Tips and Tricks for Search

by PayPalX Developer Network on Nov 10, 2009

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SEO 101: Tips and Tricks for Search — Presentation Transcript

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