Tutorial just for you Prepared by: Murali Venkatesh http://www.prestiva.com/seo/ http://blog.prestiva.com Search Engine Op...
Project Overview <ul><li>Detail for the WOVG a Search Engine Optimisation (SEO) strategy </li></ul><ul><li>This means incr...
Purpose of report <ul><li>The report contains: </li></ul><ul><li>state of the Search Engine industry </li></ul><ul><li>det...
Project dates <ul><li>May/June 2002 </li></ul><ul><li>The industry is rapidly changing </li></ul><ul><ul><li>content of th...
<ul><li>Low level of optimisation of Vic Govt websites.  </li></ul><ul><li>The main challenges are: </li></ul><ul><ul><li>...
Key Recommendations <ul><li>All sites </li></ul><ul><li>Training workshops for key personnel  </li></ul><ul><li>Appoint re...
Key Recommendations
Detailed summary <ul><ul><li>Directory listings </li></ul></ul><ul><li>Important to be listed in the three main directorie...
Detailed summary <ul><li>Multimedia Victoria can: </li></ul><ul><ul><li>Audit which sites are included in the directories,...
Link structure <ul><li>Identify and invite websites to link to Victorian Government websites.  </li></ul><ul><ul><li>Link ...
Measure results and maintenance <ul><li>Measure results </li></ul><ul><li>Implement standard measurement statistics  </li>...
State of the SEO Industry <ul><li>Search engines (SE) help people to find what they are looking for on the WWW </li></ul><...
Major search engines & directories <ul><li>Yahoo  - an International directory of websites </li></ul><ul><li>Google  – a c...
Search engine directories & categories <ul><li>Directories </li></ul><ul><li>a categorised list of websites compiled by hu...
Search engine directories & categories <ul><li>Crawlers </li></ul><ul><li>industry name for software powered SE </li></ul>...
Search engine directories & categories <ul><li>Portals </li></ul><ul><li>Some portals have a web search engine function eg...
Categories & the major players  AltaVista sponsored links  Google adwords  Looksmart  Overture (mainly US)  nine...
example
Search engine networks & partnerships
Free inclusion option SE Web Wombat Zeal (Looksmart owned - non commercial content) Inktomi Open Directory Project (DMOZ) ...
Crawlers <ul><li>AltaVista   </li></ul><ul><li>option of AltaVista.com or AltaVista.com.au </li></ul><ul><li>Express Submi...
Crawlers <ul><li>Inktomi </li></ul><ul><li>supplies Aust SEs that use Looksmart  - if a match is not found in Looksmart </...
Crawlers <ul><li>Web Wombat   </li></ul><ul><li>an Australian search engine that has the ability to filter government and ...
Directories <ul><li>Yahoo </li></ul><ul><li>one listing per website </li></ul><ul><li>can submit to international category...
Directories <ul><li>Looksmart </li></ul><ul><li>Looksmart’s Looklistings are currently offered as an annual fee or cost pe...
Indexing and listing methods <ul><li>Crawlers  </li></ul><ul><li>visit websites and add URLs to their index </li></ul><ul>...
Listing methods <ul><li>Yahoo </li></ul><ul><li>keyword driven - ranks sites according to how many times the keyword appea...
Example search results for ‘online marketing’
Listing methods <ul><li>Looksmart </li></ul><ul><li>When examining best done on main distributor - ninemsn </li></ul><ul><...
Example search results for ‘pay bills online’
Listing methods <ul><li>Google </li></ul><ul><li>over 2 billion pages listed in its index </li></ul><ul><li>ability to ind...
Listing methods <ul><li>AltaVista </li></ul><ul><li>550 million pages in their index </li></ul><ul><li>location and freque...
Listing methods <ul><li>Inktomi </li></ul><ul><li>500 million pages </li></ul><ul><li>distributors inc ninemsn and Go eure...
Link Analysis <ul><li>The greater the number of inbound links pointing to a site from related (or similar) sites, the high...
Spam <ul><li>Anything that attempts to fool the SE to increase ranking: </li></ul><ul><li>Keyword stuffing (same colour te...
Spam cont. <ul><li>Cloaking </li></ul><ul><ul><li>Some search engines do not approve.  Cloaking is a method where a search...
Identifying the right keywords <ul><li>Identifying the right keywords is paramount to the SEO process. </li></ul><ul><li>K...
Keyword generation <ul><li>Brainstorm / workshop </li></ul><ul><ul><li>A way to develop keywords eg. </li></ul></ul><ul><u...
Keyword research <ul><li>Once keywords have been developed  </li></ul><ul><ul><li>need to determine how popular they are w...
Content quality is important <ul><li>Search engines are seeking quality content </li></ul><ul><li>A well-written, content ...
Doorway pages <ul><li>A doorway (or gateway) page is a keyword rich html page that acts as an entry point to a site  </li>...
Structure of a web page that influences ranking <ul><li>Frames </li></ul><ul><li>Many Victorian Government websites utiliz...
Structure of a web page that influences ranking <ul><li>HTML </li></ul><ul><li>The html should not contain any unnecessary...
Submission process <ul><li>Each search engine (crawlers and directories) has different submission (and removal) processes....
Analysing statistics <ul><li>Referring search engines </li></ul><ul><ul><li>Provides a break up of which search engines de...
Analysing statistics <ul><li>Unique monthly visits </li></ul><ul><ul><li>The purpose of SEO is to increase the number of u...
Maintenance <ul><li>Search engines are dynamic, they are constantly refreshing information.  </li></ul><ul><li>They consta...
Maintenance <ul><li>Improving positioning </li></ul><ul><ul><ul><li>Inbound Links </li></ul></ul></ul><ul><ul><ul><ul><li>...
SEO Tools <ul><li>Keyword tools </li></ul><ul><li>Keyword Density Analyzer </li></ul><ul><ul><li>Measures the density of y...
SEO Tools <ul><li>Submission software </li></ul><ul><li>SubmitWolf Pro </li></ul><ul><ul><li>A submission tool that also i...
SEO Tools <ul><li>Ranking software </li></ul><ul><ul><li>WebRank This is an online-based ranking service </li></ul></ul><u...
SEO Tools <ul><li>Link analysis software </li></ul><ul><ul><li>Optilink </li></ul></ul><ul><ul><li>This will analyse the c...
Current status of Vic Gov Websites <ul><li>Majority have identified keywords </li></ul><ul><ul><li>but will accept guidanc...
Current status of Vic Gov Websites <ul><li>Inbound links low </li></ul><ul><li>Opportunity for many more internal links ac...
Charges by search engines
Key Recommendations
Detailed summary <ul><ul><li>Directory listings </li></ul></ul><ul><li>Important to be listed in the three main directorie...
Detailed summary <ul><li>Multimedia Victoria can: </li></ul><ul><li>Audit which sites are included in the directories, </l...
Link structure <ul><li>Identify and invite websites to link to Victorian Government websites.  </li></ul><ul><ul><li>Link ...
Measure results and maintenance <ul><li>Measure results </li></ul><ul><li>Implement standard measurement statistics  </li>...
Estimated effort (cost) <ul><li>Next Steps – All Sites WOVG </li></ul><ul><li>Link analysis   </li></ul><ul><li>Estimated ...
Estimated effort (cost) <ul><li>Extra Steps – Channels / Portals </li></ul><ul><li>Optimisation </li></ul><ul><li>Identify...
Estimated effort (cost) <ul><li>Extra Steps – Department sites </li></ul><ul><li>Submission </li></ul><ul><li>Submit each ...
Questions? Contact : http://blog.prestiva.com http://www.prestiva.com/seo/
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prestiva SEO Knowledge

  1. 1. Tutorial just for you Prepared by: Murali Venkatesh http://www.prestiva.com/seo/ http://blog.prestiva.com Search Engine Optimization: Knowledge
  2. 2. Project Overview <ul><li>Detail for the WOVG a Search Engine Optimisation (SEO) strategy </li></ul><ul><li>This means increasing the discoverability and ranking of Victorian Govt websites by external search engines, so that the content can be easily found by the wider community. </li></ul>
  3. 3. Purpose of report <ul><li>The report contains: </li></ul><ul><li>state of the Search Engine industry </li></ul><ul><li>detail of the major players </li></ul><ul><li>an overview of how to conduct SEO </li></ul><ul><li>a broad strategy for the 200 plus Victorian Government departments and agency websites including a phased approach to implementation </li></ul>
  4. 4. Project dates <ul><li>May/June 2002 </li></ul><ul><li>The industry is rapidly changing </li></ul><ul><ul><li>content of the report was correct at time of writing </li></ul></ul><ul><ul><li>report contains many links to ensure longevity of information </li></ul></ul>
  5. 5. <ul><li>Low level of optimisation of Vic Govt websites. </li></ul><ul><li>The main challenges are: </li></ul><ul><ul><li>Increasing the number & quality of links between Vic Govt sites & relevant 3rd parties. </li></ul></ul><ul><ul><li>Keyword research – knowing what keywords are appropriate & the projected amount of traffic each keyword can generate. </li></ul></ul><ul><ul><li>Writing appropriate meta data & knowing which search engines use it. </li></ul></ul><ul><ul><li>Listings in free search engines. </li></ul></ul><ul><ul><li>Monitoring & measuring results. </li></ul></ul>High Level Findings
  6. 6. Key Recommendations <ul><li>All sites </li></ul><ul><li>Training workshops for key personnel </li></ul><ul><li>Appoint responsibility for link analysis across all sites </li></ul><ul><li>Channel / Portal sites </li></ul><ul><li>Appoint SEO consultants for a fully managed solution </li></ul><ul><li>Department / Major Agency websites </li></ul><ul><li>Appoint SEO Consultants to work with staff on a partially managed solution </li></ul><ul><li>Online support website – SEO Toolkit and checklist </li></ul><ul><li>Agency sites </li></ul><ul><li>Online support website – SEO Toolkit and checklist </li></ul>
  7. 7. Key Recommendations
  8. 8. Detailed summary <ul><ul><li>Directory listings </li></ul></ul><ul><li>Important to be listed in the three main directories (Yahoo, Looksmart and DMOZ) before the crawlers, </li></ul><ul><li>Then free inclusion crawlers, </li></ul><ul><li>Finally the paid crawlers. </li></ul>
  9. 9. Detailed summary <ul><li>Multimedia Victoria can: </li></ul><ul><ul><li>Audit which sites are included in the directories, </li></ul></ul><ul><ul><li>Contact Yahoo and Looksmart to arrange for bulk submission rates, </li></ul></ul><ul><ul><li>DMOZ via Cheryl Hardy. </li></ul></ul><ul><li>Site Managers can: </li></ul><ul><ul><li>Identify keywords - start with Web Wombat, </li></ul></ul><ul><ul><li>Conduct a competitive analysis for each of the keywords in each of the directories. </li></ul></ul>
  10. 10. Link structure <ul><li>Identify and invite websites to link to Victorian Government websites. </li></ul><ul><ul><li>Link sites across the WOVG. </li></ul></ul><ul><ul><li>Invite other local, state and federal government sites to link to the relevant Victorian Government sites. </li></ul></ul><ul><ul><li>Invite other commercial and non-government relevant sites to link. </li></ul></ul>
  11. 11. Measure results and maintenance <ul><li>Measure results </li></ul><ul><li>Implement standard measurement statistics </li></ul><ul><li>Calculate the current ROI </li></ul><ul><li>Maintenance </li></ul><ul><li>Record of inbound links, </li></ul><ul><li>Follow up on link invitations </li></ul><ul><li>Record monthly statistics and look for: </li></ul><ul><ul><li>New keyword opportunities </li></ul></ul><ul><ul><li>Performance of the main keywords </li></ul></ul><ul><li>Optimise and resubmit as required. </li></ul>
  12. 12. State of the SEO Industry <ul><li>Search engines (SE) help people to find what they are looking for on the WWW </li></ul><ul><li>Websites have to be submitted for inclusion in most SE </li></ul><ul><li>SE compete for market share - do so by having relevant content </li></ul><ul><li>Purpose of SEO is to identify keywords used by the end user that are most relevant to the content of the website & present it to the SE in a way that meets its criteria. Adds value to all parties - SE, web manager, end user. </li></ul>
  13. 13. Major search engines & directories <ul><li>Yahoo - an International directory of websites </li></ul><ul><li>Google – a crawler based search engine </li></ul><ul><li>AltaVista - a crawler based search engine </li></ul><ul><li>MSN - Microsoft’s internet portal </li></ul><ul><li>AOL – International Internet service provider </li></ul><ul><li>Anzwers – Australian search engine </li></ul><ul><li>Web Wombat – Australian search engine </li></ul><ul><li>Looksmart - Australian owned International directory </li></ul><ul><li>Go eureka – Part of the Telstra network </li></ul><ul><li>DMOZ – Open Directory Project – international directory </li></ul>
  14. 14. Search engine directories & categories <ul><li>Directories </li></ul><ul><li>a categorised list of websites compiled by humans not software. </li></ul><ul><li>an editor will review each site to ensure it meets guidelines then place it in appropriate category. </li></ul><ul><li>human powered directories are searchable but do not read metadata. They rely solely on the information provided by the person that submits the site and their editors. </li></ul>
  15. 15. Search engine directories & categories <ul><li>Crawlers </li></ul><ul><li>industry name for software powered SE </li></ul><ul><li>use automated processes to find & index web pages. </li></ul><ul><li>read content & some metadata fields </li></ul><ul><li>have the ability to index every page </li></ul><ul><li>use a unique algorithm to index pages & are constantly updating & refining methods for competitive advantage. </li></ul><ul><ul><li>submission process varies: </li></ul></ul><ul><ul><li>some charge a fee & others crawl the web by following hyperlinks to find new content </li></ul></ul>
  16. 16. Search engine directories & categories <ul><li>Portals </li></ul><ul><li>Some portals have a web search engine function eg. MSN network & ISPs such as AOL and Ozemail. </li></ul><ul><li>Most portals rely on business partnerships with other search engines. </li></ul>
  17. 17. Categories & the major players  AltaVista sponsored links  Google adwords  Looksmart  Overture (mainly US)  ninemsn  AOL  OPTUS  Google  AltaVista  Inktomi  Web Wombat  Yahoo  Looksmart / Zeal  Open directory project (DMOZ) Pay Per Click (PPC) Portals Crawlers Directories
  18. 18. example
  19. 19. Search engine networks & partnerships
  20. 20. Free inclusion option SE Web Wombat Zeal (Looksmart owned - non commercial content) Inktomi Open Directory Project (DMOZ) AltaVista Yahoo Australia Google Directories Crawlers
  21. 21. Crawlers <ul><li>AltaVista </li></ul><ul><li>option of AltaVista.com or AltaVista.com.au </li></ul><ul><li>Express Submit </li></ul><ul><ul><li>up to 500 URLs, useful for a small number of pages </li></ul></ul><ul><ul><li>fee per URL for 6 months inclusion </li></ul></ul><ul><ul><li>revisit each URL every 7 days </li></ul></ul><ul><li>Trusted Feed </li></ul><ul><ul><li>500+ unique URLs, useful for sites that want to list every page </li></ul></ul><ul><ul><li>XML data feed </li></ul></ul><ul><ul><li>charged at a cost per click </li></ul></ul>
  22. 22. Crawlers <ul><li>Inktomi </li></ul><ul><li>supplies Aust SEs that use Looksmart - if a match is not found in Looksmart </li></ul><ul><li>Search Submit </li></ul><ul><ul><li>up to 1,000 URLs, useful for a small number of pages </li></ul></ul><ul><ul><li>A fee per URL is charged for 12 months inclusion </li></ul></ul><ul><ul><li>revisit each URL every 48 hours </li></ul></ul><ul><li>Index Connect </li></ul><ul><ul><li>1000+ unique URLs, useful for sites that want to list every page </li></ul></ul><ul><ul><li>XML data feed </li></ul></ul><ul><ul><li>charged at a cost per click </li></ul></ul>
  23. 23. Crawlers <ul><li>Web Wombat </li></ul><ul><li>an Australian search engine that has the ability to filter government and education websites. </li></ul><ul><ul><li>Paid express submission </li></ul></ul><ul><ul><li>Websites pay a fee per URL and the site is guaranteed to be included within two weeks. </li></ul></ul><ul><li>Note: All Victorian Government sites are listed in Web Wombat. </li></ul>
  24. 24. Directories <ul><li>Yahoo </li></ul><ul><li>one listing per website </li></ul><ul><li>can submit to international category but may lose local listing </li></ul><ul><li>some regions (inc Aust) offer a free submission as well as a paid express submission option. </li></ul><ul><li>annual fee in US Dollars for international category </li></ul><ul><li>Yahoo Express </li></ul><ul><ul><li>site reviewed in 7 days </li></ul></ul><ul><ul><li>annually reoccurring fee but will allow website managers to modify the listing each year </li></ul></ul>
  25. 25. Directories <ul><li>Looksmart </li></ul><ul><li>Looksmart’s Looklistings are currently offered as an annual fee or cost per click. Non commercial content can be submitted through Zeal. </li></ul><ul><ul><li>Looklistings - For Small Business </li></ul></ul><ul><ul><li>submit up to 3 URL’s per domain </li></ul></ul><ul><ul><li>recurring annual fee </li></ul></ul><ul><ul><li>useful to target competitive keywords </li></ul></ul><ul><ul><li>Looklistings - For Medium to Large Business </li></ul></ul><ul><ul><li>unlimited number of URL’s but sold on a cost per click basis </li></ul></ul><ul><ul><li>minimum monthly spend applies </li></ul></ul>
  26. 26. Indexing and listing methods <ul><li>Crawlers </li></ul><ul><li>visit websites and add URLs to their index </li></ul><ul><li>read metadata & rank according to location and frequency of keywords </li></ul><ul><li>only metadata read: title, keyword and description </li></ul><ul><li>crawlers may use directories to find new web pages </li></ul><ul><li>Directories </li></ul><ul><li>manual editors </li></ul><ul><li>do not read metadata </li></ul>
  27. 27. Listing methods <ul><li>Yahoo </li></ul><ul><li>keyword driven - ranks sites according to how many times the keyword appears in the title, description and category - info provided by the site but reviewed by Yahoo editors. </li></ul><ul><li>Yahoo reads </li></ul><ul><li>Title most important </li></ul><ul><li>titles that are ‘keyword rich’ will rank higher, title must be either the official name of the site or the business name. </li></ul><ul><li>Description keywords in descriptions influences the ranking. </li></ul><ul><li>Category </li></ul><ul><li>Keywords in category add weight to the keyword count. </li></ul>
  28. 28. Example search results for ‘online marketing’
  29. 29. Listing methods <ul><li>Looksmart </li></ul><ul><li>When examining best done on main distributor - ninemsn </li></ul><ul><li>Title and description provided by website but reviewed by editors </li></ul><ul><ul><li>Looksmart reads </li></ul></ul><ul><ul><ul><li>Title This is the most important element, titles that are keyword rich will rank higher in the search listings. The title must reflect the content of the URL submitted. </li></ul></ul></ul><ul><ul><ul><li>Description Keywords that appear in the description influences the ranking but will have more impact if they are closer to the beginning. </li></ul></ul></ul>
  30. 30. Example search results for ‘pay bills online’
  31. 31. Listing methods <ul><li>Google </li></ul><ul><li>over 2 billion pages listed in its index </li></ul><ul><li>ability to index & crawl HTML, PDF, ASP, JSP, CFM, and PHP </li></ul><ul><li>Metadata </li></ul><ul><ul><li>Title tag – Very important. This is one of the key elements for Google. </li></ul></ul><ul><ul><li>Keywords and description not supported </li></ul></ul><ul><li>Google analyses the location and frequency in which search terms appear on a web page. </li></ul><ul><li>Keywords in the headings, bold or italics, hyperlinks and URL will boost relevancy. </li></ul><ul><li>Google also uses link analysis to determine the importance of a page. </li></ul>
  32. 32. Listing methods <ul><li>AltaVista </li></ul><ul><li>550 million pages in their index </li></ul><ul><li>location and frequency of the keyword is important </li></ul><ul><li>prefer keywords in the Title as well as the start of the document. </li></ul><ul><li>uses link analysis to determine the importance of a page </li></ul><ul><ul><li>Metadata </li></ul></ul><ul><ul><li>Title tag – Very Important, include keyword. </li></ul></ul><ul><ul><li>Keywords – AltaVista supports keywords but considers a repetition of more that 3 times spam. </li></ul></ul><ul><ul><li>Description – Supported. This is what shows up on a search result. </li></ul></ul>
  33. 33. Listing methods <ul><li>Inktomi </li></ul><ul><li>500 million pages </li></ul><ul><li>distributors inc ninemsn and Go eureka. </li></ul><ul><li>Inktomi results generally show up in the Australian market secondary to Looksmart directory results </li></ul><ul><li>better suited to non-competitive keyword phrases </li></ul><ul><ul><li>Metadata </li></ul></ul><ul><ul><li>Title tag – Very Important, include keyword. </li></ul></ul><ul><ul><li>Keywords – Supports keywords but considers a repetition of more that 3 times spam. </li></ul></ul><ul><ul><li>Description – Supported. This is what shows up on a search result. </li></ul></ul>
  34. 34. Link Analysis <ul><li>The greater the number of inbound links pointing to a site from related (or similar) sites, the higher the site will rank. </li></ul><ul><li>Link analysis is the final screening process a search engine uses to determine which webpage deserves the highest position. </li></ul><ul><li>Search engines examine the words in and around the link as well as the content of the site that contains the link and score it for relevancy. </li></ul>
  35. 35. Spam <ul><li>Anything that attempts to fool the SE to increase ranking: </li></ul><ul><li>Keyword stuffing (same colour text) </li></ul><ul><ul><li>when keywords are inserted into body text or source code in the same colour (eg white text on white background) </li></ul></ul><ul><li>Tiny text </li></ul><ul><ul><li>Text in very small font that is illegible under normal conditions. </li></ul></ul><ul><li>Redirect pages </li></ul><ul><ul><li>Pages that have no purpose but to rank highly for a particular search term and then redirect to another page as soon as a user clicks through. </li></ul></ul>
  36. 36. Spam cont. <ul><li>Cloaking </li></ul><ul><ul><li>Some search engines do not approve. Cloaking is a method where a search engine sees one page, where a visitor sees another page. </li></ul></ul><ul><li>Link farming </li></ul><ul><ul><li>Producing large number of links pointing to a site for the sole purpose of boosting link popularity. </li></ul></ul>
  37. 37. Identifying the right keywords <ul><li>Identifying the right keywords is paramount to the SEO process. </li></ul><ul><li>Keywords should be: </li></ul><ul><ul><li>Relevant to websites' content, products or services. </li></ul></ul><ul><ul><li>Used by potential customers in search engines. </li></ul></ul><ul><ul><li>Convert to sales or enquiries, provide relevant information, downloads etc. for your services. </li></ul></ul>
  38. 38. Keyword generation <ul><li>Brainstorm / workshop </li></ul><ul><ul><li>A way to develop keywords eg. </li></ul></ul><ul><ul><li>workshop to develop phrases that describe the unit’s / agency’s offerings </li></ul></ul><ul><ul><li>review all off-line promotional material </li></ul></ul><ul><ul><li>review and analyse the existing content of the Web site </li></ul></ul><ul><ul><li>use website’s search function to capture and record each search </li></ul></ul><ul><ul><li>analyse the log file / statistics to see which keywords people have used </li></ul></ul>
  39. 39. Keyword research <ul><li>Once keywords have been developed </li></ul><ul><ul><li>need to determine how popular they are with users </li></ul></ul><ul><ul><li>and how many websites are competing on these keywords. </li></ul></ul><ul><li>There are keyword research tools: wordtracker.com wordspot.com goodkeywords.com A source for Australian Government searches is Web Wombat </li></ul><ul><ul><li>http://www.webwombat.com.au/aus?ix </li></ul></ul>
  40. 40. Content quality is important <ul><li>Search engines are seeking quality content </li></ul><ul><li>A well-written, content rich web page can out-rank a poorly written and graphic heavy page with highly tuned metadata. </li></ul>
  41. 41. Doorway pages <ul><li>A doorway (or gateway) page is a keyword rich html page that acts as an entry point to a site </li></ul><ul><li>The purpose of a doorway page is to target a specific keyword phrase in the crawler search engines </li></ul>
  42. 42. Structure of a web page that influences ranking <ul><li>Frames </li></ul><ul><li>Many Victorian Government websites utilize a Content Management System / Distributed Authoring product in managing their online content. </li></ul><ul><ul><li>Common for these software products to use frames to display the web pages. </li></ul></ul><ul><li>Can cause problems: </li></ul><ul><ul><li>Framed sites have pages that are stand-alone and have poor link popularity. </li></ul></ul><ul><ul><li>Also may not include important navigational information. </li></ul></ul>
  43. 43. Structure of a web page that influences ranking <ul><li>HTML </li></ul><ul><li>The html should not contain any unnecessary source code or tags as it will dilute the keyword density of a page. This includes: </li></ul><ul><ul><ul><ul><li>Comment tags </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Unnecessary Meta tags. Eg: revisit tags – few external search support. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>JavaScript should be placed in an external (JS) file </li></ul></ul></ul></ul>
  44. 44. Submission process <ul><li>Each search engine (crawlers and directories) has different submission (and removal) processes. </li></ul><ul><li>The links are detailed in the report. </li></ul>
  45. 45. Analysing statistics <ul><li>Referring search engines </li></ul><ul><ul><li>Provides a break up of which search engines delivered the traffic. This is useful when measuring the return on investment on the paid inclusion programs. </li></ul></ul><ul><li>Referring keywords </li></ul><ul><ul><li>This information provides two important pieces of information. </li></ul></ul><ul><ul><ul><li>1. The performance of existing targeted keyword phrases. How much actual traffic they delivered. </li></ul></ul></ul><ul><ul><ul><li>2. Identifying new keyword opportunities. Look for new keywords phrases that relate to the sites offerings and manually check the positioning in the major search engines. </li></ul></ul></ul>
  46. 46. Analysing statistics <ul><li>Unique monthly visits </li></ul><ul><ul><li>The purpose of SEO is to increase the number of unique monthly visitors. It is good practice to monitor this on a monthly basis and measure it against the number of search engine referrals. This gives an overall picture on the Return on Investment. </li></ul></ul><ul><li>Site Paths (Entry and Exit Pages) </li></ul><ul><ul><li>This shows how many users entered a site per page and how many left per page. This is useful to check the effectiveness of high ranking webpages. </li></ul></ul>
  47. 47. Maintenance <ul><li>Search engines are dynamic, they are constantly refreshing information. </li></ul><ul><li>They constantly tune their algorithm to keep their results fresh. </li></ul><ul><li>New sites are submitted daily, new search engines enter the market and keyword search patterns change. </li></ul><ul><li>The maintenance process is simply an ongoing search engine optimisation process. </li></ul><ul><li>Analysing and recording the website statistics will provide the knowledge required to maintain and improve existing levels of traffic. </li></ul>
  48. 48. Maintenance <ul><li>Improving positioning </li></ul><ul><ul><ul><li>Inbound Links </li></ul></ul></ul><ul><ul><ul><ul><li>Keep an accurate record of inbound links </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Increase inbound links - from internal and external sources </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Google has a link tool </li></ul></ul></ul></ul><ul><ul><ul><li>Competitor Checks </li></ul></ul></ul><ul><ul><ul><li>Keyword Density </li></ul></ul></ul><ul><ul><ul><li>Meta Tags </li></ul></ul></ul>
  49. 49. SEO Tools <ul><li>Keyword tools </li></ul><ul><li>Keyword Density Analyzer </li></ul><ul><ul><li>Measures the density of your sites’ pages and compares them to competitors </li></ul></ul><ul><li>Keyword Count </li></ul><ul><ul><li>Free web-based service </li></ul></ul><ul><li>Keyword Density Analyzer </li></ul><ul><ul><li>Web based keyword density and word depth calculator </li></ul></ul>
  50. 50. SEO Tools <ul><li>Submission software </li></ul><ul><li>SubmitWolf Pro </li></ul><ul><ul><li>A submission tool that also incorporates some of the paid inclusion engines. It is country specific. </li></ul></ul><ul><li>WebPosition </li></ul><ul><ul><li>Submits to the major search engines (mainly US specific). Optimisation tips and ranking. </li></ul></ul><ul><li>Dynamic Submission 2000 </li></ul><ul><ul><li>Submission tool with optimization tips and ranking – it also allows submission to different countries. </li></ul></ul>
  51. 51. SEO Tools <ul><li>Ranking software </li></ul><ul><ul><li>WebRank This is an online-based ranking service </li></ul></ul><ul><ul><li>AgentWebRanking </li></ul></ul><ul><ul><li>This ranks a variety of major US and European and Australian search engines. </li></ul></ul>
  52. 52. SEO Tools <ul><li>Link analysis software </li></ul><ul><ul><li>Optilink </li></ul></ul><ul><ul><li>This will analyse the current links pointing to a website and suggest changes. </li></ul></ul><ul><ul><li>Maxametric </li></ul></ul>
  53. 53. Current status of Vic Gov Websites <ul><li>Majority have identified keywords </li></ul><ul><ul><li>but will accept guidance, smaller sites will require assistance </li></ul></ul><ul><li>Most websites can be entered from any page </li></ul><ul><li>Most websites have implemented metadata in-line with policy </li></ul><ul><li>Many websites have submitted in the past, most manually, some using software. </li></ul><ul><li>All larger sites have statistics package that track traffic - a range of suppliers are used. </li></ul><ul><li>Most have access to adequate statistics but assistance in what to measure & track is required. </li></ul>
  54. 54. Current status of Vic Gov Websites <ul><li>Inbound links low </li></ul><ul><li>Opportunity for many more internal links across WOVG </li></ul><ul><li>Metadata policy has been enacted however directories now do not read metadata - therefore not as important for SEO. </li></ul>
  55. 55. Charges by search engines
  56. 56. Key Recommendations
  57. 57. Detailed summary <ul><ul><li>Directory listings </li></ul></ul><ul><li>Important to be listed in the three main directories (Yahoo, Looksmart and DMOZ) before the crawlers, </li></ul><ul><li>Then free inclusion crawlers, </li></ul><ul><li>Finally the paid crawlers. </li></ul>
  58. 58. Detailed summary <ul><li>Multimedia Victoria can: </li></ul><ul><li>Audit which sites are included in the directories, </li></ul><ul><li>Contact Yahoo and Looksmart to arrange for bulk submission rates, </li></ul><ul><li>DMOZ via Cheryl Hardy. </li></ul><ul><li>Site Managers can: </li></ul><ul><li>Identify keywords - start with Web Wombat, </li></ul><ul><li>Conduct a competitive analysis for each of the keywords in each of the directories. </li></ul>
  59. 59. Link structure <ul><li>Identify and invite websites to link to Victorian Government websites. </li></ul><ul><ul><li>Link sites across the WOVG. </li></ul></ul><ul><ul><li>Invite other local, state and federal government sites to link to the relevant Victorian Government sites. </li></ul></ul><ul><ul><li>Invite other commercial and non-government relevant sites to link. </li></ul></ul>
  60. 60. Measure results and maintenance <ul><li>Measure results </li></ul><ul><li>Implement standard measurement statistics </li></ul><ul><li>Calculate the current ROI </li></ul><ul><li>Maintenance </li></ul><ul><li>Record of inbound links, </li></ul><ul><li>Follow up on link invitations </li></ul><ul><li>Record monthly statistics and look for: </li></ul><ul><ul><li>New keyword opportunities </li></ul></ul><ul><ul><li>Performance of the main keywords </li></ul></ul><ul><li>Optimise and resubmit as required. </li></ul>
  61. 61. Estimated effort (cost) <ul><li>Next Steps – All Sites WOVG </li></ul><ul><li>Link analysis </li></ul><ul><li>Estimated effort for 200 sites: 45 days </li></ul><ul><li>Training workshops in SEO procedure. </li></ul><ul><li>Three workshops – 2 monthly (July, Sept, Nov) </li></ul><ul><ul><li>July - Keywords </li></ul></ul><ul><ul><li>Sept – Optimisation and Submission </li></ul></ul><ul><ul><li>Nov – Reporting, measuring ROI and maintenance </li></ul></ul><ul><li>Estimated effort: 2 Days per workshop </li></ul>
  62. 62. Estimated effort (cost) <ul><li>Extra Steps – Channels / Portals </li></ul><ul><li>Optimisation </li></ul><ul><li>Identify and categorise keywords for each Channel / Portal site. </li></ul><ul><li>Insert title, description and meta tags on each unique web page. </li></ul><ul><li>Identify other Government sites and non commercial sites to exchange links with. </li></ul><ul><li>Estimated effort for 20 sites: 65 Days </li></ul><ul><li>Paid Submission </li></ul><ul><li>Yahoo and Looksmart to target medium level competitive keywords. </li></ul><ul><li>Approximate Cost: $20,000.00 </li></ul><ul><li>Consider Pay Per Click for Highly competitive keywords </li></ul>
  63. 63. Estimated effort (cost) <ul><li>Extra Steps – Department sites </li></ul><ul><li>Submission </li></ul><ul><li>Submit each site to DMOZ </li></ul><ul><li>Submit to Zeal </li></ul><ul><li>Estimated effort for 9 sites: 4 Days </li></ul>
  64. 64. Questions? Contact : http://blog.prestiva.com http://www.prestiva.com/seo/

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