How to Search Engine Optimize - SEO - your website

  • 1,946 views
Uploaded on

 

More in: Education
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
1,946
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
8
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. SEOHow to create content that ranks well,and factors to consider in this process…UXSTORIES.DK | 82
  • 2. SEARCH ENGINE OPTIMIZATIONTodays example… kea.dk/e-conceptUXSTORIES.DK 2 | 82
  • 3. SEARCH ENGINE OPTIMIZATIONThe Keyword spreadsheetkea.dk/e-concept has following pages:• E-concept development (BA) :: kea.dk• Facts :: kea.dk• Study form :: kea.dk• Career opportunities :: kea.dk• Further education :: kea.dkUXSTORIES.DK 3 | 82
  • 4. SEARCH ENGINE OPTIMIZATIONAgenda09.00 - How does Google Pagerank work’ish (Slide 7-18)09.10 - How to ensure a technical correct site (Slide 19-34)09.25 - How to research for keywords to pages (Slide 35- 52)09.55 – Break10.05 - How to optimize the elements of content (Slide 53- 72)10.35 - How to build External links (Slide 73-80)10.40 - Todays hands on task(Slide 81)UXSTORIES.DK 4 | 82
  • 5. SEARCH ENGINE OPTIMIZATIONWhat is SEO?Which elements does SEO consist of?Please share you thoughts and ideas!UXSTORIES.DK 5 | 82
  • 6. SEARCH ENGINE OPTIMIZATIONSEO According to Google“Ask yourself what creates value for you users” GoogleSe Also Google SEO Starter guide: http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/da//webmasters/docs/search-engine-optimization-starter-guide.pdfUXSTORIES.DK 6 | 82 6
  • 7. SEARCH ENGINE OPTIMIZATIONWhat is Google’s goal?Google and other Search engines tries to make algorithms, that presents themost valuable content in the SERP to the users. Google does this based on theknowledge the users gives Google…This knowledge could be:- Search keyword(s)- Geographical placement- Previous search history- Other?A big part of being able to present the most valuable content is the possibility forthe Google-bot to understand the content, and thereby value of the page(thistakes a SEO page in many ways)..UXSTORIES.DK 7 | 82
  • 8. SEARCH ENGINE OPTIMIZATIONElements of SEO Link building Content optimization – Usage of keywords in content and well written content Keyword Research – Identify what the most relevant and obtainable keywords for your sites pages are Technically correct site – Applying W3C standards, good usability, applying SEO technically principlesUXSTORIES.DK 8 | 82
  • 9. SEARCH ENGINE OPTIMIZATIONGoogle SERP (Search engine result page) Adwords (PPC, SEM) Adwords (PPC, Organic results SEM) SEOUXSTORIES.DK 9 | 82
  • 10. SEARCH ENGINE OPTIMIZATIONGoogle SERP (Search engine result page) • Users read Google as an F • The lower the screen resolution the users have, the higher your result has to be placed in order to be seen..UXSTORIES.DK 10 | 82
  • 11. SEARCH ENGINE OPTIMIZATIONWhere users clickUXSTORIES.DK | 82
  • 12. SEARCH ENGINE OPTIMIZATIONPage rank - http://www.prchecker.info/UXSTORIES.DK 12 | 82
  • 13. SEARCH ENGINE OPTIMIZATIONPage Rank – a definition’ish Number of links to your site and the importance/ Authority of these links Based on: Relevance - the relevance of the inbound links Trust - the importance / Authority of the links Check your (and your competitors) page rank at: http://www.prchecker.info/ Check the back links to your site in Google Webmaster tools: https://www.google.com/webmasters/tools/homeUXSTORIES.DK | 82
  • 14. SEARCH ENGINE OPTIMIZATIONPage Rank – In smileys ;-)UXSTORIES.DK | 82
  • 15. SEARCH ENGINE OPTIMIZATION Page Rank – and crawling frequency The higher the rank, the more often, the page will be crawled / indexed And the deeper the site will be crawled •HighIndexation Rank •Middle •Low •1 •5 •10 Rank UXSTORIES.DK 15 | 82
  • 16. SEARCH ENGINE OPTIMIZATIONPage Rank – The components.. On site’ish 15% On-Page Keyword Usage 7% Registration + Hosting data Off site’ish 23% Trust/authority of the host domain (mainly due to quality incoming links) 22% Link popularity of the referring page (Quality content – useful to others) 20% Anchor Text of External links to page (Other Peoples way of telling Google what your site is about)UXSTORIES.DK 16 | 82
  • 17. SEARCH ENGINE OPTIMIZATIONTools to help SEO- Technically correct site: http://validator.w3.org/- Webmaster tools - https://www.google.com/webmasters/tools/home (Use: BI5KEA@gmail.com - password: 1Monster1)- Google Analytics - http://www.google.dk/intl/da/analytics/ (Use: BI5KEA@gmail.com - password: 1Monster1)- Google Keyword tool: https://adwords.google.com/o/KeywordTool- Google trends for searches: http://www.google.dk/trends/- Page rank checker http://www.prchecker.info/- Analyzing pages for keywords and more; http://www.ranks.nl/- Keyword difficulty tool: http://pro.seomoz.org/tools/keyword-difficultyUXSTORIES.DK 17 | 82
  • 18. SEARCH ENGINE OPTIMIZATIONElements of SEO Link building Content optimization – Usage of keywords in content and well written content Keyword Research – Identify what the most relevant and obtainable keywords for your sites pages are Technically correct site – Applying W3C standards, good usability, applying SEO technically principlesUXSTORIES.DK 18 | 82
  • 19. SEARCH ENGINE OPTIMIZATIONTechnical SEO• Abides W3C standards• No HTML errors• No Css errors• Avoid all unnecessary code• Menu built as list view <li>• No Javascript menu’s• No Flash elements• Avoid frames• ..UXSTORIES.DK 19 | 82
  • 20. SEARCH ENGINE OPTIMIZATIONTechnical SEOUXSTORIES.DK 20 | 82
  • 21. SEARCH ENGINE OPTIMIZATIONWebmaster tools and SEOUXSTORIES.DK 21 | 82
  • 22. SEARCH ENGINE OPTIMIZATIONJavascript and SEO Java script will generally not be read by search engines Do not use java script to define links / menu Dont use Flash Minimize JavaScriptUXSTORIES.DK 22 | 82
  • 23. SEARCH ENGINE OPTIMIZATIONXML Sitemaps and SEO – Tell the bot how to crawl your site Value of XML Sitemap Google •High Bing •Middle •Low •100 •1.000 •10.000 •100.000 •1.000.000 URLs at web siteUXSTORIES.DK 23 | 82
  • 24. SEARCH ENGINE OPTIMIZATIONAvoid duplicate content 1. Google discovers duplicate 1. Google Decides which one is the content.. original, and throws the other out of the index..UXSTORIES.DK 24 | 82
  • 25. SEARCH ENGINE OPTIMIZATIONServer issues and SEO Location of server – (has to be as local as possible) Robots.txt – makes It possible to exclude chosen parts of the site from being indexed in one place – Eg. If you have static print-friendly pages, it is a must that they are not crawlable - or youll get problems with duplicate content. .htaccess More complicated file, that lets you control how yor site is being indexed..UXSTORIES.DK 25 | 82
  • 26. SEARCH ENGINE OPTIMIZATIONNofollow and SEO – Avoid duplicate content and bad linking Nofollow - <a href="http://webpage.com" rel="nofollow">link to web page</a> Googlebot doesn’t follow the link! (Affiliates, and linking to places you are not sure are best neighbourhood) Noindex - <head> <meta name="robots" content="noindex"> </head> Googlebot doesn’t index the page! (If you have pages that you want to keep out of the Google index) Rel=”canonical” place link on the pages that are non canonical.. By similar content, Googlebot know which page is the “right” page!UXSTORIES.DK 26 | 82
  • 27. SEARCH ENGINE OPTIMIZATIONURL’s and SEOUXSTORIES.DK 27 | 82
  • 28. SEARCH ENGINE OPTIMIZATIONBad URL’s and SEO Vision, Mission og Værdier http://www.teknos.fi/page/?name=om %20teknos_navi&t=left_navi&open=vision,_mission,_vaerdier Kurser om akustik og ekstern støj http://old.delta.dk/web/dk/doc dk.nsf/6b0201744cf26453c1256ff6003dc987/db4404d51abb1a2ac1256f a9002f0328?OpenDocumentUXSTORIES.DK 28 | 82
  • 29. SEARCH ENGINE OPTIMIZATIONDomain management and SEO Consider buying related domains • Typos • Nearby domain names • Product names • Promo Domains Redirect domain names correctly Extend the domain name for as long as possible - domains life shows seriousness Sub domains Vs. Main domain - blog.domæne.dk Vs. Domain.com / blogUXSTORIES.DK 29 | 82
  • 30. SEARCH ENGINE OPTIMIZATIONRedirects and SEO – retain the juice! 301 200 OK 301 Moved Permanently 302 Found 304 Not Modified 307 Temporary Redirect 400 Bad Request 401 Unauthorized 403 Forbidden 302 404 Not Found 410 Gone 500 Internal Server Error 501 Not ImplementedUXSTORIES.DK 30 | 82
  • 31. SEARCH ENGINE OPTIMIZATIONLocal search and SEOUXSTORIES.DK 31 | 82
  • 32. SEARCH ENGINE OPTIMIZATIONLocal search and SEO 40% of all search terms show local interest Local search devaluates ordinary SERPsUXSTORIES.DK 32 | 82
  • 33. SEARCH ENGINE OPTIMIZATIONLocal search and SEO Sign up under Google Places Get into Local Yellow pages Address(es) placed on every page of your siteUXSTORIES.DK 33 | 82
  • 34. SEARCH ENGINE OPTIMIZATIONElements of SEO Link building Content optimization – Usage of keywords in content and well written content Keyword Research – Identify what the most relevant and obtainable keywords for your sites pages are Technically correct site – Applying W3C standards, good usability, applying SEO technically principlesUXSTORIES.DK 34 | 82
  • 35. SEARCH ENGINE OPTIMIZATIONKeyword researchUXSTORIES.DK 35 | 82
  • 36. SEARCH ENGINE OPTIMIZATIONCommon user behaviour when searching • Users often are looking for a need / problem - not the solution or products? Eg. Seeking "diabetes" not "insulin” • Users read the first title with keyword thereafter description and URLUXSTORIES.DK 36 | 82
  • 37. SEARCH ENGINE OPTIMIZATIONKeyword research The goal here is to come up with keywords that address customer needs – AND are low competitive! Look into Google Webmaster Tools and Google Analytics to se what keywords users use.. Analyse your competitors website for keywordsUXSTORIES.DK 37 | 82
  • 38. SEARCH ENGINE OPTIMIZATIONKeyword research – Common mistakes• Only guessing keywords and search phrases• Focusing on only one keyword instead of phrases of more keywords• Choosing the same keywords as your competitors without analyzing them first• Choosing too “cold - general” keywords• Choosing too “ warm – high competition” keywordsUXSTORIES.DK 38 | 82
  • 39. SEARCH ENGINE OPTIMIZATIONKeyword research – Best keywords (taken from slide 37 of SEOmoz’s Presentation)UXSTORIES.DK 39 | 82
  • 40. SEARCH ENGINE OPTIMIZATIONThe Keyword spreadsheetOpen a spreadsheet an make a sheet forthe different landing pages on your sitekea.dk/e-concept has following pages:• E-concept development (BA) :: kea.dk• Facts :: kea.dk• Study form :: kea.dk• Career opportunities :: kea.dk• Further education :: kea.dkThis Keyword-spreadsheet can be used,or consider making your own system forunderstanding keywords…UXSTORIES.DK 40 | 82
  • 41. SEARCH ENGINE OPTIMIZATIONAnalysing the page for keywordsGo to - Ranks.nl page analyzerAnalyze your pages for the keywords they are optimized for at the momentAre they the keywords you want to use?In order to rank well(page 1) on keyword your keyword density should be around 5%(No more no less – and be careful only to use this measure!)Consider whether your Keyword density on prime keywords should be raised on some ofthe pages..(after the keyword research)UXSTORIES.DK 41 | 82
  • 42. SEARCH ENGINE OPTIMIZATIONAnalysing your homepageUXSTORIES.DK 42 | 82
  • 43. SEARCH ENGINE OPTIMIZATIONAnalysing competitors homepagesCompetitors to: http://www.kea.dk/da/uddannelser/e-concept-development-ba/Competitors would be:http://www.eaaa.dk/videreg%C3%A5ende+uddannelser/web,+medier+og+kommunikation/pba+i+e-konceptudviklinghttp://www.dmjx.dk/kurser-og-videreuddannelse/akademiuddannelser/kreativitet-designhttp://www.ucn.dk/Forside/Uddannelser/E-konceptudvikling.aspxOther Competitors?UXSTORIES.DK 43 | 82
  • 44. SEARCH ENGINE OPTIMIZATIONAnalysing competitors homepagesRun your competitors site through Ranks.nlSearch Google for the different Keywords/ phrases that to your landingpagesClick the first 3-5 links that’s first on the Google search result pageCheck the source code for the keywords in the <Title> <Meta name=“ Description”> <Meta name=“ Keywords”>Write the keywords into the spreadsheetUXSTORIES.DK 44 | 82
  • 45. SEARCH ENGINE OPTIMIZATIONLook in Google Analytics for keywords that lead to your site..UXSTORIES.DK 45 | 82
  • 46. SEARCH ENGINE OPTIMIZATIONThe keyword SpreadsheetNow your spreadsheet should be full ofkeywords..Se this URL on how to understand thespreadsheet in depth…http://www.gettingmoreawesome.com/2011/04/06/how-to-find-keywords-that-will-get-you-customers/UXSTORIES.DK 46 | 82
  • 47. SEARCH ENGINE OPTIMIZATIONUse Google analytics keyword tool to get new ideas, and determine searchvolume on the words in your spreadsheet –UXSTORIES.DK 47 | 82
  • 48. SEARCH ENGINE OPTIMIZATIONKeyword value analysis – needs a goal in Google Analytics!UXSTORIES.DK 48 | 82
  • 49. SEARCH ENGINE OPTIMIZATIONKeywords usage fluctuation over timeOpen the http://www.google.com/trends/ for searchPound in the keywords and get a picture of their seasonality(setlocation) and usageMake a choice if it is ok or not whether they are seasonalHave a look at which region the keywords are used, and what theforecast for their usage is..Pick the best Keywords based on your analysisUXSTORIES.DK 49 | 82
  • 50. SEARCH ENGINE OPTIMIZATIONKeyword tendency usage over timeUXSTORIES.DK 50 | 82
  • 51. SEARCH ENGINE OPTIMIZATIONThe Keyword SpreadsheetNow your spreadsheet should be full of keywords and analysis of these!UXSTORIES.DK 51 | 82
  • 52. SEARCH ENGINE OPTIMIZATIONElements of SEO Link building Content optimization – Usage of keywords in content and well written content Keyword Research – Identify what the most relevant and obtainable keywords for your sites pages are Technically correct site – Applying W3C standards, good usability, applying SEO technically principlesUXSTORIES.DK 52 | 82
  • 53. SEARCH ENGINE OPTIMIZATIONSEO CopywritingIt’s the “ last mile” to good search rankings…AND relevant, accessible, well written content will beusable to a lot of people -> and therefor it will create goodlinks -> resulting in a better page rank ->more people willsee the content thus creating more links -> better page rank->…..UXSTORIES.DK 53 | 82
  • 54. SEARCH ENGINE OPTIMIZATIONSEO Content optimizationWrite easy to read textAvoid:• Writing Sloppy texts with many spelling and grammatical mistakes• Embeding text in images for textual contentStay organized around the topicAvoid:• Dumping large amounts of text on varying topics onto a page, without paragraph, subheading or layout separationCreate fresh, unique contentAvoid:• Rehashing(or copying) existing content• Having duplicate, og near duplicate content versions across your siteUXSTORIES.DK 54 | 82
  • 55. SEARCH ENGINE OPTIMIZATIONSEO Content optimization!Great interesting content that’s valuable for your users!Content optimization should consider: Page title Meta description Meta keywords Headlines Body Keywords in body text and in: <b> Bold </b> <i> Italic </i> <li> Lists </li> Pictures Alt tagsUXSTORIES.DK 55 | 82
  • 56. SEARCH ENGINE OPTIMIZATIONTitle and SEO Very important in SEO copywriting Maximum 65 characters 6-10 words Always unique for every pageUXSTORIES.DK 56 | 82
  • 57. SEARCH ENGINE OPTIMIZATIONTitles on page and SEOUXSTORIES.DK 57 | 82
  • 58. SEARCH ENGINE OPTIMIZATIONKeywords in title and SEOUXSTORIES.DK 58 | 82
  • 59. SEARCH ENGINE OPTIMIZATIONTitle on every page and SEO • When Unknown brand: keyword - (benefits) secondary keyword - call to action – (Brand) • If known Brand: Brand- keyword-(benefits) secondary keyword - call to actionUXSTORIES.DK 59 | 82
  • 60. SEARCH ENGINE OPTIMIZATIONMeta description on every page and SEO Max 158 characters Primary keyword - secondary keyword Benefits, "in business since ..." "our clients include ..." Call to actionUXSTORIES.DK 60 | 82
  • 61. SEARCH ENGINE OPTIMIZATIONMeta description SEO Always write unique texts - not copied from other content Avoid: • Generic terms: "This page is about .." "welcome to..” • A long list of keywordsUXSTORIES.DK 61 | 82
  • 62. SEARCH ENGINE OPTIMIZATIONHeadline and SEO The headline of every page should describe what the content is all about! Use <h1> only once ! </h1> H2 can be used several times for subheadings H3 can be used several times for sub sub headings – But under H2 The <h> tags should be used hierarchically Use the keywords you researched for the page in the headerUXSTORIES.DK 62 | 82
  • 63. SEARCH ENGINE OPTIMIZATIONText body and SEO Use small short paragraphs A line should contain no more than 7 words Use subheads for structuring content Text Formatting use: <b> Bold </b> Phone numbers, email addresses or links.. <i> Italic </i> Provide emphasis or denote titles <li> Lists </li> For content ordered in a list…UXSTORIES.DK 63 | 82
  • 64. SEARCH ENGINE OPTIMIZATIONInternal linkbuilding and SEO Link to other parts of your website as reference in your text Avoid general anchor text like "Read more .." "product information", "click here” Avoid sites that ends blindly - guide users on Give users a reason to click on the linkUXSTORIES.DK 64 | 82
  • 65. SEARCH ENGINE OPTIMIZATIONText body and SEO Always write your copy for your reader first and foremost (Not for the Search engines). Don’t put to much weight onto keyword density Create original content Its being rewarded (and copying content are being severely punished!) Googles concern regarding ranking is Whether your keywords are in your title tags meta description, header etc., and that they are aligned with your content Don’t forget to link out Linking out to authoritative articles not only adds to your reader experience and keeps Google happy; it could also help you attract inbound linksUXSTORIES.DK 65 | 82
  • 66. SEARCH ENGINE OPTIMIZATIONPictures and SEO Of course – Optimize image size for web ALT Tags Describe the image content to users Use keywords Search engines read only ALT text and picture namingUXSTORIES.DK 66 | 82
  • 67. SEARCH ENGINE OPTIMIZATIONPictures and SEO http://www.fotoagent.dk/single_picture/10649/138/medium/ 499341_1.jpg http://www2.viauc.dk/PublishingImages/Laerer/image/Forsi de/Godhistorie_efterskole.jpgUXSTORIES.DK 67 | 82
  • 68. SEARCH ENGINE OPTIMIZATIONPictures and SEO Naming and location: Wrong: / filer/images/sep/09/100928837.jpg Right: / kamera/sony/digital/sony-DSC-W90.jpgUXSTORIES.DK 68 | 82
  • 69. SEARCH ENGINE OPTIMIZATIONVideos and SEOUXSTORIES.DK 69 | 82
  • 70. SEARCH ENGINE OPTIMIZATIONVideos and SEO • Understandable naming of video file • Title, Description and Keywords – metadata • Subtitles as pure text • Thumbnail of video • Upload to video search enginesUXSTORIES.DK 70 | 82
  • 71. SEARCH ENGINE OPTIMIZATIONGood content and SEOUXSTORIES.DK 71 | 82
  • 72. SEARCH ENGINE OPTIMIZATIONGood content and SEO Following these guidelines should create a website with easy to find pages, and valuable content that users would want to link to as a resource.. This again create a better SERP, which makes the pages easier to find….UXSTORIES.DK 72 | 82
  • 73. SEARCH ENGINE OPTIMIZATIONElements of SEO Link building Content optimization – Usage of keywords in content and well written content Keyword Research – Identify what the most relevant and obtainable keywords for your sites pages are Technically correct site – Applying W3C standards, good usability, applying SEO technically principlesUXSTORIES.DK 73 | 82
  • 74. SEARCH ENGINE OPTIMIZATIONLinkbuilding and SEOUXSTORIES.DK 74 | 82
  • 75. SEARCH ENGINE OPTIMIZATIONExternal linkbuilding and SEO Relevance Authority Links from sites with high authority Links from many different domains Deep links - links to pages beyond the TLD Local links from the geographical local area Links with good anchor textUXSTORIES.DK 75 | 82
  • 76. SEARCH ENGINE OPTIMIZATIONExternal linkbuilding and SEOUXSTORIES.DK 76 | 82
  • 77. SEARCH ENGINE OPTIMIZATIONExternal linkbuilding and SEOUXSTORIES.DK 77 | 82
  • 78. SEARCH ENGINE OPTIMIZATIONExternal linkbuilding and SEO • Request a link from a partner • Develop tools or content and give it away • Create widgets (e.g. Loan Calculators) • Publish on social networks • Create PR - press releases with links to your content • Partners, suppliers, subsidiaries • Comment on blogs, Insert link to material from your site as a reference • Run a Blog related to your site, and be an expert in your field..link to your content and services in the blogsUXSTORIES.DK 78 | 82
  • 79. SEARCH ENGINE OPTIMIZATIONAvoid linkfarmsUXSTORIES.DK 79 | 82
  • 80. SEARCH ENGINE OPTIMIZATIONBad neighbourhoods and SEOLinks from bad neighborhoods candammage your SEOLinks to bad neighborhoods candammage your SEOBeing on the same server as badneighborhoods can damage yourSEOHow to find out about badneighborhoods..UXSTORIES.DK 80 | 82
  • 81. SEARCH ENGINE OPTIMIZATIONElements of SEOTask: look at the pages on kea.dk/e-concept- Research for appropriate keywords for the pages- Consider whether the page titles are right- Consider whether the page content has the right structure- Create a Meta description to the pages- Consider suggestions for improved content, that will beusefull to users, and help the ranking..UXSTORIES.DK 81 | 82