Acwa seo

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Acwa seo

  1. 1. SEO for Public Agencies Matt Williams Communications Specialist ACWA mattw@acwa.com 1
  2. 2. What Is SEO?Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engines "natural" or unpaid ("organic") search results. (Wikipedia)Search engine optimization is a multidisciplinary activity that seeks to generate productive organic traffic from search engines via technically sound and connected sites by matching query intent with relevance and value.SEO refers to search engine optimization, or the process of optimizing a website so that people can easily find it via search engines like Google.My definition: SEO is both a science and an art. 2
  3. 3. Why the Public Sector Should Pay Attention to SEO• To protect your authority• To keep up with changing citizen and customer behavior.• It can result in a better website experience for the user. 3
  4. 4. Domain Authority http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.htmlhttp://www.seomoz.org/blog/whiteboard-friday-domain-authority-page-authority-metrics 4
  5. 5. People are searching• 90% of web traffic comes from outside of the homepage. Much off this traffic comes from Google search queries or, increasingly, a website’s internal search capability.http://www.govtech.com/e-government/Utahgov-Puts-Search-Front-and-Center.html 5
  6. 6. • This trend toward search is backed up by an increasing reliance on website analytics.• http://www.govtech.com/e-government/States-Website-Analytics.html 6
  7. 7. The Basics• Effective SEO utilizes keywords, links and page design. Keywords are words that are most important to the business you’re in. (e.g., Department of Water Resources, wastewater, drinking water, etc.) Links and anchor text to outside, reputable sources. 7
  8. 8. Diversity of External Link Sources http://www.seomoz.org/blog/10-illustrations-on-search-engines-valuation-of-links 8
  9. 9. The ‘Perfect’ pageA Title Packed With Keywords Right: “Facebook stock jumps with Zuckerberg endorsement” Wrong: CEO finds out Fb doing better A URL with keywords in them Right: money.cnn.com/2012/11/14/technology/social/facebook-shares-jump/ Wrong: money.cnn.com/2012/11/14/technology/social/4657578 9
  10. 10. Tools for Finding Keywords• Google AdWords (keyword tool) – Google account required example No. 1: Los Angeles department of Water and Power 60,000 local searches Competition: low example No. 2: wastewater 450,000 searches Competition: medium Quandary: The tradeoff between competition vs. search volume. 10
  11. 11. • Topic headers in the body of your pages. Make them bold. Roseville Water Agency Fast Facts• Keyword density on the page and the body text …. Water, water, water, etc. 11
  12. 12. 12
  13. 13. Stuff to Avoid• Obscure acronyms. Very few people search for these.• Overkill on keywords … it will hurt your page rank and put off website visitors.• Be aware of what your page looks like. Google is becoming more intelligent about this.• Webpages that are very difficult to find or hidden away. 13
  14. 14. Don’t “Look” Like a Content Farm http://www.suite101.com/content/canada-awarded-fifa-2015-womens-world-cup-of-soccerfootball-a356303 14
  15. 15. Watch Out for “Classic” SEO Tactics Directory Link Building Keyword-Variant Abuse Reciprocal Link Pages Paid Links w/ Manipulative Anchor Text Sitewide, Footer Links Navigation for Engines, Not HumansLow Cost/Quality, Outsourced Content Generic Design and Layout Anonymous Contact Forms Anchor-Text Rich Internal Links Ad Blocks Dominating the Page Keyword Stuffed Titles + Pages It’s great to do good SEO, just don’t look like the only reason the site exists is to draw Google traffic 15
  16. 16. http://www.seomoz.org/article/search-ranking-factors 16
  17. 17. New data will be available on SEOmoz in April, 2011 17
  18. 18. Big Changes from 2009 to 2011• Link-Based Factors are no longer 60%+ of the equation!• Social Data is perceived to be a significant player• Page-Level Link Metrics Fell the Most (43% - 22%)• Keyword-Level Domain Metrics, Brand Data + Social Rose• The Survey itself asked for more detail/specificity(which may be responsible for some of these shifts) The new version of the ranking factors will be online in April, 2011 18
  19. 19. Twitter Data Page A Page B646 links from 36 root domains 1 link from 1 root domain 2 tweets 522 tweets http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause 19
  20. 20. Twitter Clearly Influencing Google Page B – the tweeted version – ranks #1! Page A Page B646 links from 36 root domains 1 link from 1 root domain 2 tweets 522 tweets http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html http://www.seomoz.org/blog/how-do-tweets-influence-search-rankings-an-experiment-for-a-cause 20
  21. 21. Search Quality Ratershttp://www.seobook.com/archives/000915.shtml 21
  22. 22. How Google’s Interface Has Evolved 22
  23. 23. Old Google SERPs 23
  24. 24. Google SERPs Today 24
  25. 25. Google SERPs Tomorrow 25
  26. 26. Questions to Consider• Should SEO be something my agency / organization invests time and resources in?• If I were a user looking for information on my agency’s website, which keywords would I look for?• Is my organization’s website designed to maximize the benefits of SEO? (Does it have easy access to social media integration, etc.?) 26

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