Search_Engine_Optimization
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  • We’re focusing on the fundamentals in this workshop, because this is where the biggest opportunities for improvement can be made. But there are over 200 factors involved in our ranking algorithm and our engineers make constant improvements to understand what users want and what constitutes high-quality content. So while these tips can help you improve your ranking significantly, your most important task is still creating interesting, high-quality, and compelling content.
  • Find these tools by looking their names up in Google – they’ll all be the first result.
  • “ Financial security” as a term isn’t very popular compared to related terms.
  • “ Financial security” as a term isn’t very popular compared to related terms.
  • URL anchor text is the link text users click on (avoid “click here”) Google tries to get at the content of image and video files – but why not help it out? Googlebot understands text best. URL pathways (use dashes between words, except in part of URL that precedes the “.com” or “.org”)
  • •  Over-using keywords can degrade the quality of your content and result in a bad experience for users. Keep in mind quality. • Inaccessible content may include interactive graphics, flash animations, and search tools where your content is hiding behind the search box. Make sure you present your most important information in text on the page in addition to using the interactive graphic or tool. • Duplicate content: Don’t confuse users, consolidate interest in that specific content (and PageRank) into one page.  
  • Often your community will be more likely to link to a blog post explaining your new content than they will be to link directly to your content. Either way, both are helpful ways to build community, increase traffic – and build your authority.
  • Use a blog service that inserts “nofollow” tags in your comment links to avoid lending your authority to links in comments. <a href="“URL">

Search_Engine_Optimization Search_Engine_Optimization Presentation Transcript

  • Easier than you think Improving your ranking in online search
  • Search is fundamentally simple
    • To find the best results for a user, Google matches:
      • What users want; with
      • Content offered online
    • … and ranks your page based on:
      • How well it matches what they want; and
      • Your site’s reputation
    • … relative to everyone else’s pages
  • Computers are fundamentally literal
    • At the most basic level, Google matches:
      • What users want— What they type ; and
      • What’s offered online— Text on pages
    • … and ranks your page based on:
      • How well it matches— How often keywords appear ; and
      • Your site’s reputation— How many other sites link to you
    • … relative to everyone else’s pages
  • Your goal Improving your ranking in search results is not about rising to the top of any one search. It’s about being relevant to the whole search picture on your issue and thus maximizing the traffic of people interested in your content. Your goal is to be the authority on your issue.
  • Your tasks
      • Understand what users are looking for in your issue area based on the keywords they’re typing
      • Increase your use of these keywords (without going off the deep end) and fill in content gaps
      • Increase the number and quality of links to your site
  • The Googlebot cares most about quality content Focus on creating great content, keeping in mind the fundamentals.
  • Understand what users want Improving your ranking in online search
  • Search is fundamentally demand-driven Focus on your role as the supplier.
  • Tools can help you understand what users want
    • … and the keywords they use to describe what they want.
      • Keyword Tool
      • Insights for Search
      • Hot Trends
      • Google Analytics
      • Custom Search
      • Website Optimizer
  • Keyword Tool What terms do users search for on my issue?
  • Insights for Search Is interest in my issue increasing or waning?
  • Insights for Search Is interest in my issue increasing or waning?
  • Insights for Search Is interest in my issue increasing or waning?
  • Hot Trends What do users care about today across the web?
  • More tools for understanding what users want
    • Google Analytics, Custom Search and Website Optimizer can help you answer questions like:
      • What terms do people use to find my site?
      • What pages on my site are popular?
      • What do people search for on my site?
      • What’s the best way to present my content?
  • Case study: Do people want “financial security”? Explore gaps in your content. Speak their language.
  • Case study: Do people want “financial security”? Explore gaps in your content. Speak their language.
  • Case study: Do people want “financial security”? Explore gaps in your content. Speak their language.
  • Case study: Do people want “financial security”? Explore gaps in your content. Speak their language.
  • Is it a “death tax” or an “estate tax”? Explore gaps in your content. Speak their language.
  • Is it a “climate crisis” or “climate change”? Explore gaps in your content. Speak their language.
  • Is it a “climate crisis” or “climate change”? Explore gaps in your content. Speak their language.
  • Develop content using keywords Improving your ranking in online search
  • Develop content using what you learned
    • Once you understand what users want, you can then:
      • Fill in content gaps where appropriate with new pages or sections
      • Use popular keywords to describe your content (accurately)
  • Describe your content using popular keywords
    • With an understanding of the popular keywords in your issue area, you can make sure to include them in your content where appropriate.
    • Targets for optimization:
      • Titles
      • Page content and section headings
      • URL anchor text
      • Video tags and descriptions
      • Page meta descriptions
      • Image ALT tags and filenames
      • URL pathways and “vanity” URLs
  • Avoid pitfalls
      • Don’t overdo it on keywords
      • Be careful about inaccessible content
      • Avoid duplicate content
  • Become the authority Improving your ranking in online search
  • PageRank Determined by the number and importance of links pointing to you. You
  • What do people like to link to?
    • People link to:
      • Interesting and useful content
      • How-to guides and tutorials
      • Lists (“Top 10 best…”)
      • Thought-provoking or unexpected content
      • Sites that update frequently
    • Research your issue community and reach out. Encourage linking.
  • Use social media to generate links
    • Use blogs and Twitter as focal points for users looking for the latest.
      • By telling users what’s new on your site, they’ll be more likely to link to it
      • By building community, you generate a constant flow of traffic
      • Links from your blog to your site count, too
  • Mind your reputation
    • Your links convey authority.
      • Watch out for comment link spam
      • Your site’s reputation can be affected by who you link to