Website Optimization -SEO - Step By Step


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Website Optimization -SEO - Step By Step

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Website Optimization -SEO - Step By Step

  1. 1. Website Optimization and Search Engine Optimization BEGINNING SEO STEP BY STEP
  2. 2. Why SEO?  Most (approximately 80%) people searching online will click the ‘natural’ results before a paid placement or advertisement.  You want to be listed on the first page when they “Google” you.  You want them to end up on your website, find what they want quickly, leave happy and come back again.  You want them to tell others about you.  This slideshow is about the various components that can lead to a better ranking for search engines and a better experience for your website visitors.
  3. 3. Google’s Secret  “Google conducts a series of simultaneous calculations requiring only a fraction of a second, using more than 200 signals, including patented PageRank™ algorithm, which is determined by considering more than 500 million variables and 2 billion terms.”  The PageRank algorithm is patented. And it’s their secret.  There’s even more to it.
  4. 4. Why Isn’t This Easy?  Can’t be done overnight – it’s time consuming.  The process never ends.  You don’t have the time.  It’s not a simple fix.  Multitude of components and variables to determining how you rank.  But this is something you have to do.  All items in this presentation can be used to incrementally help improve the optimization of your site for search engine and your site users.
  5. 5. Establish a Baseline  To help with the challenge of better optimizing your website and track the success of this program, create an initial report establishing your baseline.  Google Analytics  Self Evaluation/reporting  Where are you compared to your competitors in the SERPs?
  6. 6. Page Rank  Do you know your PageRank? What about the PageRank of your customers?  There are many applications, widgets and third party tools to determine Google PageRank. You can also install a Google toolbar telling you the PageRank of any site.
  7. 7. View Source of ANY page Descriptive Meta Data
  8. 8. Meta Tags <title> Important, but not magic solution.</title> Free metatag generators:   
  9. 9. Title tag <title> Website Optimization Workshop</title>  A page title for the page appears in the browser itself, at the very top. The title tag is located in the <head> section of each page. The format is:  <title> Website Optimization Workshop</title>  The page’s title tag tells users and search engines the topic for the web page. The title will usually appear in the first line of the search engine results.
  10. 10. Title tag
  11. 11. Title tag
  12. 12. Keywords  Use tools to generate keywords and find out how they relate to searches performed  What keywords do your competitors use? View their source code to find out.  Include misspellings  The Long Tail
  13. 13. Heading Tags  Heading tags are used to define content of page and for proper document layout.  <H1> <H2> <H3> <H4> <H5> <H6>  <H1> is the most important, <H6> the least  The default font style can be modified with CSS  You should use <H1> at the top of your page for the main headline
  14. 14. Image Tags Image information should show up when moving the mouse over the image
  15. 15. Image Tags  Use brief descriptions in the <alt> tag  Use brief descriptions in the image <title> tag  Use supported web formats  GIF, JPG, PNG  Test your images by right clicking and going to properties or by mousing over an image
  16. 16. Link Tags  Links can have titles? <P>You'll find a lot more in <A href=quot;chapter2.htmlquot; title=quot;Go to chapter twoquot;>chapter two</A>.
  17. 17. Anchor Text  Anchor text is the clickable text that users see on your web page. We hope you will find everything you are looking for and we invite you into one of our several locations serving <a href=quot;/contact.html“ title =“Wichita location”>Wichita</a>
  18. 18. FavIcon A small, 16x16 image that is shown inside the browser's location bar and the bookmark menu when your site is visited. It is a way to brand your site and increase it's prominence in your visitor's bookmark menu.
  19. 19. FavIcon  You can create your FavIcon with a graphics program such as Photoshop.  Free FavIcon generators:  Photoshop Tutorial to create a FavIcon:
  20. 20. Link Building  Internal linking structure  Link popularity – who links to you (the more relevant links the better SEO) Google using  Link to other sites  Give back to the community  Incorporate social media
  21. 21. Site Architecture  Site Navigation – menu structure  Organized File Structure  Sitemap  Search option  Directory searching (some users truncate URL to search)  Useful 404 page
  22. 22. HTML Sitemap  Do you have an organized map to easily locate and navigate content on your site?  Manually create or use sitemap generator tools.
  23. 23. Content Strategy  Compelling, useful and quality content could be one of the most important aspects of SEO.  Write easy-to-read and follow text.  Stay organized and on topic.  Use relevant language.  Keep content fresh.  Consider allowing user-generated content.
  24. 24. Using a CMS  Some Content Management Systems are not easily optimized for SEO.  If you use a CMS, check for CMS specific SEO plugins.  Configure the CMS to allow for friendly URLs.  CMS are becoming more popular, so there are many resources available.
  25. 25. URL Structure
  26. 26. Robots.txt  File that tells search engines to access or not  Search engine will first look for robots.txt file  What parts of site wouldn’t you want found? User-Agent: Googlebot Disallow: /private/privatefile.htm User-Agent: * Disallow: /newsection/  More information 
  27. 27. Nofollow  Placed inside of link tag: <a href= rel=“nofollow”>Black Hat SEO</a>  Use it if you don’t want to pass on your reputation  You can also place this inside the <head> tag to ‘nofollow’ all links on a page.
  28. 28. 404 Pages  Create custom error pages, don’t lose a user  Suggestions for creating clever and helpful “Page Not Found” errors: 
  29. 29. Business Directories and Maps Creating a Mapquest Search On Your Site
  30. 30. Google Webmaster Tools   Creating an XML Sitemap
  31. 31. Accessibility  Web Accessibility Initiative (WAI) - home page  Guidelines and resources from the World Wide Web Consortium (W3C).  WaSP Assessibility Task Force 
  32. 32. Validation  Do You Validate?  The W3C Markup Validation Service 
  33. 33. User Testing  Please don’t overlook the need for user testing.  You know what you think is best for you, but let your customers show you what they think.  Google Optimizer is a great way to test versions of your web page. 
  34. 34. Next Steps  Promoting Your Site  Social Media Integration  Testing, Measuring, Optimizing  Start Over!
  35. 35. Thanks  Presented by Mia Lee  @webbiegirl on Twitter  Teaching eMarketing workshops at Wichita Area Technical College
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