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Training Google to Love Your Website


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This presentation was delivered at the 2010 Springbrook Web Conference and provides an introduction to Search Engine Optimization (SEO).

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Training Google to Love Your Website

  1. 1. TRAINING GOOGLE TO LOVE YOUR WEBSITE<br />An Brief Introduction to SEO<br />4/9/2010<br />
  2. 2. About Me<br />Jeanne Kramer-Smyth<br />MLS, University of Maryland<br />
  3. 3. What is SEO?<br />SEO = Search Engine Optimization<br />Fancy way to say “making your web content findable by search engines”<br />
  4. 4. Building Blocks of SEO<br />Analytics<br />Page Construction<br />Site Organization<br />Topic & Keyword Research<br />
  5. 5. What are people looking for?<br />Analytics<br />Page Construction<br />Site Organization<br />Topic & Keyword Research<br />
  6. 6. World War II or World War 2?<br />Keyword research can show you how people actually search – official vs popular version.<br />Google Insight into Search:<br />world war 2<br />world war ii<br />
  7. 7. Tools for Keyword Research<br />Google Insight for Search<br />Google Trends<br />Google AdWords Keyword Tool<br />Google Search-based Keyword Tool<br />SEO Book Keyword Suggestion Tool<br />KeywordDiscovery ($)<br />WordTracker ($) and Free Version<br />SEO Book’s Keyword Tools Page<br />
  8. 8. This site was built for crawling!<br />Analytics<br />Page Construction<br />Site Organization<br />Topic & Keyword Research<br />
  9. 9. Tree Gives Content Clear Home<br />
  10. 10. Gain Authority Via Internal Links<br />
  11. 11. XML Sitemaps<br />A list of pages available to be indexed by search engines – an index for robots that crawl your site.<br />Types of Sitemaps:<br />General Sitemap<br />News Sitemap<br />Video Sitemap<br />
  12. 12. SEO Checklist: Site Level<br />All content can be found via crawling<br />Current XML sitemaps submitted to search engines <br />Leaf pages point to hubs<br />Child pages point to their parents<br />Good anchor text, usually matches target page title<br />
  13. 13. Target each page!<br />Analytics<br />Page Construction<br />Site Organization<br />Topic & Keyword Research<br />
  14. 14. Before you start building a page<br /> Physical home & URL<br /> Primary keyword target<br />
  15. 15. Title & Description<br />TiITLE<br /><title>Macmillan: Robot Dreams: Sara Varon: Books</title><br /><meta name="description" content="Macmillan: Robot Dreams: Sara Varon: Bonus Publisher Materials: Praise, Author Biography, Awards" /><br />META DESCRIPTION<br />SERP<br />
  16. 16. Example: Many Pages – One Title<br />
  17. 17. SEO Checklist: Page Level<br />Clear primary keyword target phrase<br />One URL per page<br />Unique page title, less than 65 characters<br /><H1> tag containing keyword target<br />Unique meta description, less than 164 characters<br />Content rich text<br />Images have alt text<br />
  18. 18. After the launch<br />Analytics<br />Page Construction<br />Site Organization<br />Topic & Keyword Research<br />
  19. 19. Questions to ask after launch<br /> Traffic Sources<br /> Bounce Rates<br /> SERP position for target keywords<br />
  20. 20. Free Tools<br />Google Webmaster Tools: Register your sitemap<br />Google Analytics: Traffic sources & statistics<br />Google Feedburner: Tracking RSS subscriptions<br />Google Website Optimizer: A/B testing<br />
  21. 21. Next Steps for YOU!<br />Look at sites you like – could you improve their SEO?<br />Bake SEO into your web site design and development process<br />Follow some SEO blogs (RSS is your friend!)<br />SEOmoz Daily SEO Blog<br />SEO Book<br />Search Engine Land<br />Google Webmaster Central Blog<br />
  22. 22. Questions?<br />Looking for me? Google Jeanne Kramer-Smyth!<br />LinkedIn:<br />Blog:<br />Portfolio:<br />Audio Book Reviews:<br />