Seo For Web Developers Feb2008


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Seo For Web Developers Feb2008

  1. 1. SEO 101
  2. 2. Agenda <ul><li>What is SEO? </li></ul><ul><li>What Effects Rankings? </li></ul><ul><li>What Can You Do? </li></ul><ul><li>Tracking Results </li></ul><ul><li>Resources & Tools </li></ul><ul><li>Q & A </li></ul>
  3. 3. What is SEO? <ul><li>Search Engine Optimization </li></ul><ul><ul><li>A definition: The modification of a web site’s build, content, and inbound linking to better position the site in the natural/organic results of the major search engines. </li></ul></ul><ul><ul><li>Pull vs. push marketing </li></ul></ul><ul><li>Why Search is So Hot </li></ul><ul><li>The SEO Process </li></ul><ul><li>White Hat vs. Black Hat </li></ul><ul><li>Which Engines to Target? </li></ul>
  4. 4. Why so hot? <ul><li>Consumer skepticism towards advertising </li></ul><ul><ul><li>Consumer trust in advertising has plunged 41% in the past 3 years – only 10% of consumers say that they “trust” ads today </li></ul></ul><ul><li>With today’s media choices, the consumer is increasingly in control </li></ul><ul><ul><li>70% of consumers are actively trying to block out, opt-out or eliminate advertising </li></ul></ul><ul><li>iProspect study shows that 61% of internet searchers think natural listings are more relevant </li></ul><ul><li>B2B users have a 63% preference for organic listings </li></ul><ul><li>Organic listings get higher conversion rates than paid </li></ul>Source: “Searchonomics: Search Statistics Made Fun,” by Christine Churchill
  5. 5. SEO Process <ul><li>5 step process: </li></ul><ul><ul><li>Research </li></ul></ul><ul><ul><li>Reporting </li></ul></ul><ul><ul><li>Optimization </li></ul></ul><ul><ul><li>Submission/Re-Crawl </li></ul></ul><ul><ul><li>Follow Up Reporting </li></ul></ul>
  6. 6. White Hat vs. Black Hat <ul><ul><li>White Hat </li></ul></ul><ul><ul><ul><li>Quality content creation </li></ul></ul></ul><ul><ul><ul><li>Light keyword optimization </li></ul></ul></ul><ul><ul><ul><li>Sound website building tactics </li></ul></ul></ul><ul><ul><ul><li>Everything out in the open </li></ul></ul></ul><ul><ul><ul><ul><li>Nothing designed to trick the search engine or the user </li></ul></ul></ul></ul><ul><li>Black Hat </li></ul><ul><ul><li>Cloaking </li></ul></ul><ul><ul><li>Hidden text or tiny text </li></ul></ul><ul><ul><li>Keyword stacking or stuffing </li></ul></ul><ul><ul><li>Use non-related keywords </li></ul></ul><ul><ul><li>Duplicate pages/ duplicate content </li></ul></ul><ul><ul><li>Domain spam / cybersquatting </li></ul></ul><ul><ul><li>Re-directs </li></ul></ul><ul><ul><li>Page swapping </li></ul></ul>
  7. 7. Which Engines? <ul><li>Google and Yahoo (Fall 2007) </li></ul><ul><ul><li>79.8% of total searches for top 2 engines </li></ul></ul><ul><ul><li>Google and Yahoo are critical to SEO success </li></ul></ul>
  8. 8. What effects Rankings? <ul><li>Where does the optimization happen? </li></ul><ul><ul><li>On-Page Factors </li></ul></ul><ul><ul><ul><li>Content is King </li></ul></ul></ul><ul><ul><ul><ul><li>Evaluate existing content </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Develop additional content with targeted keyword phrases in mind </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Prominence of keywords in content </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Regular updates will bring spiders more often >> higher rankings </li></ul></ul></ul></ul><ul><ul><ul><li>Build </li></ul></ul></ul><ul><ul><ul><ul><li>Spiderability or Indexability </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Site Navigation & Site Map </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Stop Characters </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Title, <H1>, meta and alt tags </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Trim down code </li></ul></ul></ul></ul><ul><ul><li>Off-Page Factors </li></ul></ul><ul><ul><ul><li>Link Popularity </li></ul></ul></ul><ul><ul><ul><ul><li>Quality of Incoming Links (backlinks) e.g. PR4+ </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Age of backlinks </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Links in prominent directories (ODP, Yahoo Directory) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Anchor text of inbound links </li></ul></ul></ul></ul><ul><ul><ul><li>Age of Site </li></ul></ul></ul>
  9. 9. Site Build <ul><li>Spiderability </li></ul><ul><ul><li>A measure of if or how well a site can be indexed (or crawled) by a search engine spider </li></ul></ul><ul><ul><ul><li>Site Navigation </li></ul></ul></ul><ul><ul><ul><li>Site Map </li></ul></ul></ul><ul><ul><ul><li>Splash Pages </li></ul></ul></ul><ul><ul><ul><li>Frames </li></ul></ul></ul><ul><ul><ul><li>Flash </li></ul></ul></ul><ul><ul><li>A view from a spiders’ eyes </li></ul></ul><ul><ul><ul><li>SE Spider Simulator: </li></ul></ul></ul><ul><ul><ul><ul><li> </li></ul></ul></ul></ul><ul><ul><ul><li>Live Examples </li></ul></ul></ul>
  10. 10. Title, <h1>, Meta and ALT tags <ul><li>Use keywords only once in each tag </li></ul><ul><li>Use unique tags for each page – don’t copy and paste throughout </li></ul><ul><ul><li>Title </li></ul></ul><ul><ul><ul><li>Lead with most important keyword phrase </li></ul></ul></ul><ul><ul><ul><li>8-10 words, or shorter </li></ul></ul></ul><ul><ul><ul><li>Max of 75 characters, including spaces </li></ul></ul></ul><ul><ul><ul><li>Will be used as the search results listing link </li></ul></ul></ul><ul><ul><ul><li>Write titles that serve as an ad campaign </li></ul></ul></ul><ul><ul><li>Headings <h1> </li></ul></ul><ul><ul><ul><li>Lead with single most important phrase for that page </li></ul></ul></ul><ul><ul><ul><li>See my site as example </li></ul></ul></ul><ul><ul><li>Meta Description </li></ul></ul><ul><ul><ul><li>Maximum of 150 characters, including spaces </li></ul></ul></ul><ul><ul><ul><li>Will be used to describe site in some SEs search results </li></ul></ul></ul><ul><ul><ul><ul><li>Use to your advantage – treat as an ad </li></ul></ul></ul></ul><ul><ul><li>Alt </li></ul></ul><ul><ul><ul><li>Keep it related to a description of the image </li></ul></ul></ul><ul><ul><li>Live Examples </li></ul></ul>
  11. 11. What Can You Do? <ul><li>Spend time on quality content development </li></ul><ul><li>Build sites that have the following : </li></ul><ul><ul><li>Text-based navigation </li></ul></ul><ul><ul><ul><li>Anchor text that contains keywords </li></ul></ul></ul><ul><ul><li>Site map with a text link to it on every page </li></ul></ul><ul><ul><li>No splash pages </li></ul></ul><ul><ul><li>Contact info on every page </li></ul></ul><ul><ul><li>Design layout that allows for plenty of content </li></ul></ul><ul><ul><li>Use the page titles and other tags to your advantage </li></ul></ul><ul><ul><li>Move css and javascript code to external files </li></ul></ul><ul><ul><li>Don’t build with frames </li></ul></ul><ul><ul><li>Limit the use of flash </li></ul></ul><ul><ul><li>In a re-build, keep pages names the same if possible </li></ul></ul>
  12. 12. Put Code on a Diet <ul><li>Move JavaScript and CSS to external files </li></ul><ul><ul><ul><li>Moves site content (read keywords) up in the code, giving them more importance </li></ul></ul></ul><ul><ul><ul><li>Decreases download time for the user </li></ul></ul></ul><ul><ul><ul><li>Decreases download time for the SE spiders </li></ul></ul></ul><ul><ul><ul><li>Makes universal changes easy with edits to only one document </li></ul></ul></ul>
  13. 13. Universal Search <ul><li>Beyond Ten Blue Links </li></ul><ul><ul><li>May 16, 2007: Google begins delivering blended results – Universal Search </li></ul></ul><ul><ul><li>Digital content that used to be in separate search verticals is now delivered together (images, news, blogs, video, books) </li></ul></ul><ul><ul><li>Everyone else has followed </li></ul></ul><ul><ul><ul><li>Yahoo: Launched The New Yahoo! Search in October </li></ul></ul></ul><ul><ul><ul><li>Ask: Launched Ask 3D in June </li></ul></ul></ul><ul><ul><ul><li>Microsoft: Announced upgrades to Live Search in late September </li></ul></ul></ul><ul><li>Bottom line: The competition for valuable real estate on the results page is steeper </li></ul>
  14. 14. Tracking Results <ul><li>Site Traffic </li></ul><ul><ul><li>Log Analysis </li></ul></ul><ul><ul><ul><li>Web Trends </li></ul></ul></ul><ul><ul><li>Tracking Script </li></ul></ul><ul><ul><ul><li>Google Analytics </li></ul></ul></ul><ul><ul><ul><li>Net Applications </li></ul></ul></ul><ul><ul><li>Information Tracked </li></ul></ul><ul><ul><ul><li>Level of traffic </li></ul></ul></ul><ul><ul><ul><li>Source of traffic </li></ul></ul></ul><ul><ul><ul><li>Keywords Used </li></ul></ul></ul><ul><ul><ul><li>Changes over time </li></ul></ul></ul><ul><ul><ul><li>Conversions </li></ul></ul></ul><ul><ul><ul><li>Bounce Rates </li></ul></ul></ul><ul><li>Site Rankings </li></ul><ul><ul><li>Web Position </li></ul></ul><ul><ul><ul><li>Specify engines and phrases </li></ul></ul></ul><ul><ul><ul><li>Shows rankings and changes over time </li></ul></ul></ul>
  15. 15. Resources & Tools <ul><li>Search Engine Watch (and SearchDay newsletter) </li></ul><ul><ul><li> </li></ul></ul><ul><li>Link Popularity Checker </li></ul><ul><ul><li> </li></ul></ul><ul><li>Worktracker Keyword Research Tool </li></ul><ul><ul><li> </li></ul></ul><ul><li>Search Engine Spider Simulator </li></ul><ul><ul><li> </li></ul></ul><ul><li>SEMPO </li></ul><ul><ul><li> </li></ul></ul><ul><li>Google Maps </li></ul><ul><ul><li> </li></ul></ul><ul><li>Yahoo! Local </li></ul><ul><ul><li> </li></ul></ul><ul><li>Online Web Training (certification programs) </li></ul><ul><ul><li> </li></ul></ul><ul><li>Search Engine Visibility (by Shari Thurow) </li></ul><ul><ul><li> </li></ul></ul>
  16. 16. Questions & Answers