SEO presentation By Dang HA - ECM team


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This presentation has come from eXo Platform SEA about SEO by Dang Viet Ha ECM Team.

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  • SEO considers how search engines work, what people search for, the actual search terms typed into search engines and which search engines are preferred by their targeted audience. SEM: Search engine marketing, (SEM), is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of paid placement, contextual advertising, and paid inclusion. The acronym "SEOs" can refer to "search engine optimizers," a term adopted by an industry of consultants who carry out optimization projects on behalf of clients, and by employees who perform SEO services in-house
  • First, search engines crawl the Web to see what is there. This task is performed by a piece of software, called a crawler or a spider (or Googlebot, as is the case with Google). Spiders follow links from one page to another and index everything they find on their way. Having in mind the number of pages on the Web (over 20 billion), it is impossible for a spider to visit a site daily just to see if a new page has appeared or if an existing page has been modified, sometimes crawlers may not end up visiting your site for a month or two. What you can do is to check what a crawler sees from your site. As already mentioned, crawlers are not humans and they do not see images, Flash movies, JavaScript, frames, password-protected pages and directories, so if you have tons of these on your site, you'd better run the Spider Simulator below to see if these goodies are viewable by the spider. If they are not viewable, they will not be spidered, not indexed, not processed, etc. - in a word they will be non-existent for search engines. After a page is crawled, the next step is to index its content. The indexed page is stored in a giant database, from where it can later be retrieved. Essentially, the process of indexing is identifying the words and expressions that best describe the page and assigning the page to particular keywords. For a human it will not be possible to process such amounts of information but generally search engines deal just fine with this task. Sometimes they might not get the meaning of a page right but if you help them by optimizing it, it will be easier for them to classify your pages correctly and for you – to get higher rankings. When a search request comes, the search engine processes it – i.e. it compares the search string in the search request with the indexed pages in the database. Since it is likely that more than one page (practically it is millions of pages) contains the search string, the search engine starts calculating the relevancy of each of the pages in its index with the search string.
  • SEO presentation By Dang HA - ECM team

    1. 1. Search Engine Optimization Dang Viet Ha ECM Team
    2. 2. Agenda <ul><li>Introduction – What is SEO? </li></ul><ul><li>SEO Techniques </li></ul><ul><li>SEO Support in eXo's products </li></ul><ul><li>What's Next </li></ul>
    3. 3. What is SEO?
    4. 4. Introduction to SEO <ul><li>What is SEO? </li></ul><ul><li>Why SEO? </li></ul><ul><li>How Search Engine Work </li></ul><ul><li>Differences Between the Major Search Engines </li></ul>
    5. 5. What Is SEO? <ul><li>SEO is a technique which helps search engines find and rank your site higher than the millions of other sites in response to a search query. </li></ul><ul><li>SEO may target different kinds of search </li></ul><ul><ul><li>Image </li></ul></ul><ul><ul><li>Location </li></ul></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Academic </li></ul></ul><ul><ul><li>News </li></ul></ul><ul><ul><li>Industry-specific search engines. </li></ul></ul><ul><ul><li>… . </li></ul></ul><ul><li>SEO as an Internet marketing strategy </li></ul><ul><li>Some related terms with SEO </li></ul><ul><ul><li>SEM: Search Engine Marketing </li></ul></ul><ul><ul><li>SEOs: SEO Consultant </li></ul></ul>
    6. 6. Why SEO? <ul><li>Search engine optimization is one of the most effective mediums of promoting your website on-line on search engines. </li></ul><ul><li>The need of SEO is to increase the amount of visitors to a web site by ranking high in the search results of a search engine. The higher a web site ranks in the results of a search, the greater the chance that site will be visited by a user. </li></ul>
    7. 7. How Search Engine Work <ul><li>Search engines are not humans. Unlike humans, search engines are text-driven. </li></ul><ul><li>Search engines perform several activities in order to deliver search results: </li></ul><ul><ul><li>Crawling </li></ul></ul><ul><ul><li>Indexing </li></ul></ul><ul><ul><li>Processing </li></ul></ul><ul><ul><li>Calculating relevancy </li></ul></ul><ul><ul><li>Retrieving </li></ul></ul>
    8. 8. How Search Engine Work (cont.) <ul><li>The robots.txt </li></ul><ul><ul><li>When a search engine crawler comes to your site, it will look for a special file on your site. That file is called robots.txt </li></ul></ul><ul><ul><li>Tells the search engine spider, which Web pages of your site should be indexed and which Web pages should be ignored. </li></ul></ul><ul><ul><li>The robots.txt file is a simple text file (no HTML), that MUST BE placed in your root directory: Ex: </li></ul></ul><ul><ul><li>Main content of robots.txt file: </li></ul></ul><ul><ul><ul><li>User-agent: allow which spider to crawl your site, * for all </li></ul></ul></ul><ul><ul><ul><li>Allow: </li></ul></ul></ul><ul><ul><ul><li>Disallow: </li></ul></ul></ul><ul><ul><ul><li>Sitemap: URI to the sitemap file of your site </li></ul></ul></ul>
    9. 9. How Search Engine Work (cont.) <ul><li>The robots.txt </li></ul><ul><ul><li>When a search engine crawler comes to your site, it will look for a special file on your site. That file is called robots.txt </li></ul></ul><ul><ul><li>Tells the search engine spider, which Web pages of your site should be indexed and which Web pages should be ignored. </li></ul></ul><ul><ul><li>The robots.txt file is a simple text file (no HTML), that MUST BE placed in your root directory: Ex: </li></ul></ul><ul><ul><li>Main content of robots.txt file: </li></ul></ul><ul><ul><ul><li>User-agent: allow which spider to crawl your site, * for all </li></ul></ul></ul><ul><ul><ul><li>Allow: </li></ul></ul></ul><ul><ul><ul><li>Disallow: </li></ul></ul></ul><ul><ul><ul><li>Sitemap: URI to the sitemap file of your site </li></ul></ul></ul>
    10. 10. How Search Engine Work (cont.) <ul><li>Site-maps </li></ul><ul><ul><li>The Site-maps protocol allows a webmaster to inform search engines about URLs on a website that are available for crawling. </li></ul></ul><ul><ul><li>A Site-map is an XML file that lists the URLs for a site. It allows webmasters to include additional information about each URL: </li></ul></ul><ul><ul><ul><li>when it was last updated </li></ul></ul></ul><ul><ul><ul><li>how often it changes </li></ul></ul></ul><ul><ul><ul><li>how important it is in relation to other URLs in the site. </li></ul></ul></ul><ul><ul><li>File format: </li></ul></ul><ul><ul><ul><li>XML: </li></ul></ul></ul><ul><ul><ul><li>Text File: </li></ul></ul></ul><ul><ul><ul><li>Site-maps file also can be a compressed file. </li></ul></ul></ul><ul><ul><li>Search engine submission: </li></ul></ul><ul><ul><ul><li> = </li></ul></ul></ul><ul><ul><ul><li> = </li></ul></ul></ul><ul><ul><ul><li> = </li></ul></ul></ul><ul><ul><ul><li> = </li></ul></ul></ul>
    11. 11. Differences Between the Major Search Engines <ul><li>The minor differences between them lead to major changes in results relevancy </li></ul><ul><li>For different search engines different factors are important. </li></ul><ul><li>Yahoo! and Bing </li></ul><ul><li>on-page keyword factors are of primary importance </li></ul><ul><li>has no expressed preference towards sites and domains with tradition. </li></ul><ul><li>Google </li></ul><ul><li>links are very, very important. </li></ul><ul><li>sites are like wine – the older, the better. </li></ul>
    12. 12. SEO Techniques
    13. 13. SEO Techniques <ul><li>Keywords – the Most Important Item in SEO </li></ul><ul><li>Links – Another Important SEO Item </li></ul><ul><li>Meta tags </li></ul><ul><li>Content Is King </li></ul><ul><li>Visual Extras and SEO </li></ul><ul><li>Domains, URLs, Web Mastery </li></ul>
    14. 14. Keywords <ul><li>The Most Important Item in SEO </li></ul><ul><li>Choosing the Right Keywords to Optimize For </li></ul><ul><li>Keyword Density </li></ul><ul><ul><li>3-7 % for major keywords is best, 1-2 for minor </li></ul></ul><ul><ul><li>Keyword density is over 10% -> Spam </li></ul></ul><ul><li>Keywords in Special Places </li></ul><ul><ul><li>Keywords in URLs and File Names </li></ul></ul><ul><ul><li>Keywords in Page Titles: 65-70 </li></ul></ul><ul><ul><li>Keywords in Headings, Bold, Italic </li></ul></ul><ul><ul><li>Keywords in anchor text </li></ul></ul><ul><ul><li>Keywords in <alt> tags </li></ul></ul>
    15. 15. Links <ul><li>There are two types of links </li></ul><ul><ul><li>Inbound link (back-link) </li></ul></ul><ul><ul><li>Outbound link </li></ul></ul><ul><li>Why Back-links Are Important? </li></ul><ul><ul><li>Web-sites with large number of quality back-links: more relevance </li></ul></ul><ul><ul><li>Links from similar sites </li></ul></ul><ul><li>Anchor text of inbound links </li></ul><ul><li>Ways to Build Back-links </li></ul><ul><ul><li>Posting in forums and blogs </li></ul></ul><ul><ul><li>Offer RSS feeds to interested sites for free </li></ul></ul><ul><ul><li>News Announcements and Press Releases </li></ul></ul>
    16. 16. Links (cont.) <ul><li>Link Practices That Are To Be Avoided </li></ul><ul><ul><li>Inbound links from link farms and other suspicious sites </li></ul></ul><ul><ul><li>Many outgoing links: you'd better keep them under 100 per page </li></ul></ul><ul><ul><li>Cross-linking looks like disguised reciprocal link trading and is penalized. </li></ul></ul><ul><ul><li>Single pixel links </li></ul></ul>
    17. 17. Meta tags <ul><li>Meta tags are used to summarize information of a page for search engine crawlers </li></ul><ul><li>Meta Description </li></ul><ul><ul><li>pointing search engines to what themes and topics your Web site is relevant to </li></ul></ul><ul><ul><li>Some search engines (including Google) use these meta description display a summary of the listings on the search results page </li></ul></ul><ul><li>Meta Keywords </li></ul><ul><ul><li>Keep the metatag reasonably long – 10 to 20 </li></ul></ul><ul><ul><li>Don't stuff the <Keywords> tag </li></ul></ul><ul><li>Meta Robots </li></ul><ul><ul><li>Specify the pages that you do NOT want crawled and indexed </li></ul></ul>
    18. 18. Content Is King <ul><li>Good SEO content has three primary characteristics </li></ul><ul><ul><li>Offers useful information to human readers </li></ul></ul><ul><ul><li>Boosts search engine rankings </li></ul></ul><ul><ul><li>Attracts plenty of links from other sites </li></ul></ul><ul><li>If you write for readers, the search engines will follow. </li></ul><ul><li>SEO Killers </li></ul><ul><ul><li>Duplicate Content </li></ul></ul><ul><ul><li>Spam and Filler </li></ul></ul><ul><ul><li>Illegal Content </li></ul></ul><ul><ul><li>Invisible text </li></ul></ul>
    19. 19. Visual Extras and SEO <ul><li>Images: </li></ul><ul><ul><li>Always provide in the <alt> tag a meaningful description of an image but don't stuff it with keywords or irrelevant information. </li></ul></ul><ul><ul><li>Using images instead of text links is bad </li></ul></ul><ul><li>Animation and Movies </li></ul><ul><ul><li>if you don't have the tapescript of the podcast or the video it is as if the podcast or movie is not there because it will not be indexed by search engines. </li></ul></ul><ul><ul><li>Spiders don't index the content of Flash movies, so if you use Flash on your site, don't forget to give it an alternative textual description. </li></ul></ul><ul><ul><li>Having a Flash home page (and sometimes whole sections of your site) and no HTML version, is a SEO suicide. </li></ul></ul>
    20. 20. Visual Extras and SEO (cont.) <ul><li>Frames </li></ul><ul><ul><li>Frames are very, very bad for SEO. Avoid using them unless really necessary. </li></ul></ul><ul><ul><li>Same URL for multi-pages </li></ul></ul><ul><li>JavaScript </li></ul><ul><ul><li>if your main content is displayed through JavaScript, this makes it more difficult for spiders to follow and if JavaScript code is a mess and spiders can't follow it, this will definitely hurt your ratings. </li></ul></ul><ul><ul><li>If used wisely, it will not hurt. </li></ul></ul>
    21. 21. Domains, URLs, Web Mastery <ul><li>Keyword-rich URLs and filenames </li></ul><ul><li>Site Accessibility </li></ul><ul><li>Sitemaps.xml and robots.txt </li></ul><ul><li>Hyphens in URLs </li></ul><ul><li>Domains vs. subdomains, separate domains </li></ul><ul><li>URL length: avoid having more than 10 words in the URL </li></ul><ul><li>Dynamic URLs: </li></ul><ul><ul><li>Spiders prefer static URLs, Long dynamic URLs (over 100 characters) are really bad </li></ul></ul><ul><ul><li>Use a tool to rewrite dynamic URLs in something more human- and SEO-friendly. </li></ul></ul><ul><li>Bans in robots.txt </li></ul>
    22. 22. SEO Support by eXo
    23. 23. SEO Support by eXo <ul><li>Auto-generate robots.txt and sitemaps.xml for each site </li></ul><ul><li>Embed meta tags on page: </li></ul><ul><ul><li>Description meta-tag </li></ul></ul><ul><ul><li>Keywords meta-tag </li></ul></ul><ul><ul><li>Robots meta-tag </li></ul></ul>
    24. 24. SEO Support by eXo <ul><li>For ease-of-use to manage SEO information for each page; we provide 4 status to indicate the relevant level of SEO information as below: </li></ul>
    25. 25. SEO Support by eXo – Under The Hood <ul><li>We develop a SEOPorlet to manage SEO's information for each page in Front-Office </li></ul><ul><li>The SEO's information of each page is store in related mop:page jcr node in portal-system workspace </li></ul><ul><li>We also create two equivalent node files for robots.txt and sitemaps.xml in SEO folder node for each site. User can modify these files directly by using SE. </li></ul><ul><li>Because the robots.txt file MUST BE store in the root of the site; so we use route of new portal's controller to handle this (similar to URL re-writing). And the same for sitemaps.xml file </li></ul><ul><ul><li><route path=&quot;/{gtn:sitename}/sitemaps.xml&quot;> </li></ul></ul><ul><ul><li><route-param qname=&quot;gtn:handler&quot;> </li></ul></ul><ul><ul><li><value>sitemap</value> </li></ul></ul><ul><ul><li></route-param> </li></ul></ul><ul><ul><li></route> </li></ul></ul><ul><ul><li><route path=&quot;/{gtn:sitename}/robots.txt&quot;> </li></ul></ul><ul><ul><li><route-param qname=&quot;gtn:handler&quot;> </li></ul></ul><ul><ul><li><value>robots</value> </li></ul></ul><ul><ul><li></route-param> </li></ul></ul><ul><ul><li></route> </li></ul></ul>
    26. 26. References <ul><li>SEO Tutorial: </li></ul><ul><li>All about Robots.txt: </li></ul>
    27. 27. Thank you!