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Understanding & Using
Search Engine Optimization
                  Barrett Michael
            bmichael@ifpeople.net
     ...
What exactly is
search engine
optimization?
SEO means improving the
volume or quality of traffic
 to a website from search
      engine results.
When someone searches for you
or something relevant to your org...




        ...you appear in the results.
So what?
30% of web traffic delivered
   by search engines.

80% of that traffic delivered
        By Google.
SEO has three separate parts...

              technical



    content               links
-b a lanced
                  e we   ll
           us t b
      ree m lts.
All th t resu
for  be s
Let's start with...


               technical



     content               links
A Word on Flash
 Flash sites look pretty...




            ...but text in Flash isn't
            readable by searches.
A Word on Flash




                  Indexible content
                  is more important
                  than design.
Code: Overview
 With SEO, code quality matters.



                  Clean, correct
                  code is indexed
    ...
Code: Best Practices
Use a validator to check code.




             http://validator.w3.org/
Code: Best Practices
 Google reads pages from top to
 bottom.




 Keep important content near top.
Code: Best Practices
 Excessive code makes crawling
 your site difficult.

                           code

              ...
Code: Best Practices
 Reduce code by moving
 javascript and CSS to external
 files.




 Multiple lines of code become
 on...
Descriptive Names: Overview
Give your pages names that
describe specific content.
                         page title

   ...
Descriptive Names Overview
            Names:




 This associates your page with
 relevant search engine queries.
Descriptive Names: URLs
Include descriptive words in
your URLs...


    www.healthpartners.com/fight-for-
    healthcare-r...
Descriptive Names URLs
            Names:
Use hyphens, not underscores...
 www.healthpartners.com/fight-for-
 healthcare-r...
Descriptive Names URLs
            Names:
Avoid really long URLs...
  www.healthpartners.com/fight-for-
  healthcare-refor...
Descriptive Names Page Titles
            Names:
Give descriptive titles to each
unique page.
Metadata: Overview

Metadata is invisible to web
visitors.


It includes bits of
descriptive info
picked up by
search engi...
Metadata:
Meta Data Keywords
Meta keywords...
                     • Usually seen in
                      source code

  ...
Sitemaps: Overview

A sitemap gives search engines
an overview of your content.



It makes relevant
results easier
to fin...
Sitemaps: Big Sites
Big websites need...




                  full map of site
Sitemaps: Small Sites
Small websites need...




                navigation bar
Sitemaps: Creation
 Sitemap Generator




        http://www.xml-sitemaps.com/
Now, let's talk about...


               technical



     content               links
Keywords: Overview




•   People find websites based on keywords
•   Including relevant keywords in copy can
    improve ...
Keywords: Selection
Step 1:
Use Google Analytics to see what words
people search for before landing on your site.




 sea...
Keywords: Selection
Step 2:
Brainstorm other related keywords



              education advocacy      universal healthcar...
Keywords: Selection
Step 3:
Use a keyword tool to evaluate the search
volume of your keywords.

    free                  ...
Keywords: Selection
Step 4:
Take note of “search volume,” competition,
and relevant synonyms.
Keywords: Selection
Step 5:
Choose identifying keywords and include
them in web copy, page titles, metadata.

         d
 ...
Update Content: Overview
Search engines love new content.



    events              stories

              news

For high...
Update Content: How To
Easiest if you have a CMS.
Update Content: How To
Also easy if you have a blog
connected to your URL.
Finally, there's...


               technical



     content               links
Links: Overview
Links are like academic references.


                  More links to and
                  from more
    ...
Links: Two Types

Links on your site   Links on other sites
  to other sites.       to your site.
Links: Your Site
Make your links descriptive.




 This connects your text to key
 search terms.
Links: Your Site
Don't write, “click here.”


    Get info about the 2009 Race for the
    Cure in Indianapolis.


    For...
Links: Other Sites
 Appear on other sites by...




...submitting to relevant directories.
Links: Other Sites
 Appear on other sites by...




...leaving blog comments w/ links.
Links: Other Sites
As you develop online relationships,




ask clients and partners to link to
your site.
But how can I make
sure my SEO is continually
refined?
Monitoring: Overview
 SEO is a process, not a one time
 deal.

            benchmark


     evaluate           SEO
      r...
Monitoring: Overview
Benchmark Questions:

What do I want out of SEO?

How many new hits do I want to
achieve?

How many o...
Monitoring: Tools
Google Analytics




 Observe what keywords are associated
 with your site and increases in traffic.
Monitoring: Tools
Website Grader
                    Analyzes:

                    • Web traffic

                    • S...
Monitoring: Tools
SEO Toolbar


• Firefox toolbar

• Competitive research

• Keyword research

• Comparative linking

• Pa...
Questions?
 Click to edit Master subtitle style
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Understanding & Using Search Engine Optimization

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ifPeople's webinar exploring the three main elements of SEO: coding, content, and linking.

Published in: Technology, Business
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Understanding & Using Search Engine Optimization

  1. 1. Understanding & Using Search Engine Optimization Barrett Michael bmichael@ifpeople.net 678 608 3408 www.ifpeople.net
  2. 2. What exactly is search engine optimization?
  3. 3. SEO means improving the volume or quality of traffic to a website from search engine results.
  4. 4. When someone searches for you or something relevant to your org... ...you appear in the results.
  5. 5. So what?
  6. 6. 30% of web traffic delivered by search engines. 80% of that traffic delivered By Google.
  7. 7. SEO has three separate parts... technical content links
  8. 8. -b a lanced e we ll us t b ree m lts. All th t resu for be s
  9. 9. Let's start with... technical content links
  10. 10. A Word on Flash Flash sites look pretty... ...but text in Flash isn't readable by searches.
  11. 11. A Word on Flash Indexible content is more important than design.
  12. 12. Code: Overview With SEO, code quality matters. Clean, correct code is indexed faster by search engines.
  13. 13. Code: Best Practices Use a validator to check code. http://validator.w3.org/
  14. 14. Code: Best Practices Google reads pages from top to bottom. Keep important content near top.
  15. 15. Code: Best Practices Excessive code makes crawling your site difficult. code copy code Keep a low code to copy ratio.
  16. 16. Code: Best Practices Reduce code by moving javascript and CSS to external files. Multiple lines of code become one line of code.
  17. 17. Descriptive Names: Overview Give your pages names that describe specific content. page title URL
  18. 18. Descriptive Names Overview Names: This associates your page with relevant search engine queries.
  19. 19. Descriptive Names: URLs Include descriptive words in your URLs... www.healthpartners.com/fight-for- healthcare-reform www.healthpartners.com/0001b274cdn
  20. 20. Descriptive Names URLs Names: Use hyphens, not underscores... www.healthpartners.com/fight-for- healthcare-reform See as separate words
  21. 21. Descriptive Names URLs Names: Avoid really long URLs... www.healthpartners.com/fight-for- healthcare-reform-sign-petition-get- bill-through-congress-for-universal- healthcare Viewed as disingenuous and “spammy”
  22. 22. Descriptive Names Page Titles Names: Give descriptive titles to each unique page.
  23. 23. Metadata: Overview Metadata is invisible to web visitors. It includes bits of descriptive info picked up by search engines.
  24. 24. Metadata: Meta Data Keywords Meta keywords... • Usually seen in source code • Still found by search engines • In Plone, called “categories” meta data in Plone
  25. 25. Sitemaps: Overview A sitemap gives search engines an overview of your content. It makes relevant results easier to find.
  26. 26. Sitemaps: Big Sites Big websites need... full map of site
  27. 27. Sitemaps: Small Sites Small websites need... navigation bar
  28. 28. Sitemaps: Creation Sitemap Generator http://www.xml-sitemaps.com/
  29. 29. Now, let's talk about... technical content links
  30. 30. Keywords: Overview • People find websites based on keywords • Including relevant keywords in copy can improve your SEO
  31. 31. Keywords: Selection Step 1: Use Google Analytics to see what words people search for before landing on your site. search term listings
  32. 32. Keywords: Selection Step 2: Brainstorm other related keywords education advocacy universal healthcare health advocacy local volunteer opportunities employment help healthcare for all middle school success live united graduate high school uninsured programs education support low-income family help
  33. 33. Keywords: Selection Step 3: Use a keyword tool to evaluate the search volume of your keywords. free paid https://adwords.google.com/ www.wordtracker.com select/KeywordToolExternal
  34. 34. Keywords: Selection Step 4: Take note of “search volume,” competition, and relevant synonyms.
  35. 35. Keywords: Selection Step 5: Choose identifying keywords and include them in web copy, page titles, metadata. d s ure s nin ram u g pro edu c sup ation port te d liv e uni
  36. 36. Update Content: Overview Search engines love new content. events stories news For higher rankings, update content regularly.
  37. 37. Update Content: How To Easiest if you have a CMS.
  38. 38. Update Content: How To Also easy if you have a blog connected to your URL.
  39. 39. Finally, there's... technical content links
  40. 40. Links: Overview Links are like academic references. More links to and from more credible sources = better SEO.
  41. 41. Links: Two Types Links on your site Links on other sites to other sites. to your site.
  42. 42. Links: Your Site Make your links descriptive. This connects your text to key search terms.
  43. 43. Links: Your Site Don't write, “click here.” Get info about the 2009 Race for the Cure in Indianapolis. For info about the 2009 Race for the Cure in Indianapolis, click here.
  44. 44. Links: Other Sites Appear on other sites by... ...submitting to relevant directories.
  45. 45. Links: Other Sites Appear on other sites by... ...leaving blog comments w/ links.
  46. 46. Links: Other Sites As you develop online relationships, ask clients and partners to link to your site.
  47. 47. But how can I make sure my SEO is continually refined?
  48. 48. Monitoring: Overview SEO is a process, not a one time deal. benchmark evaluate SEO results
  49. 49. Monitoring: Overview Benchmark Questions: What do I want out of SEO? How many new hits do I want to achieve? How many of those hits should turn into reputable leads?
  50. 50. Monitoring: Tools Google Analytics Observe what keywords are associated with your site and increases in traffic.
  51. 51. Monitoring: Tools Website Grader Analyzes: • Web traffic • Social popularity • Technical factors Includes basic advice on improving site.
  52. 52. Monitoring: Tools SEO Toolbar • Firefox toolbar • Competitive research • Keyword research • Comparative linking • Page rank
  53. 53. Questions? Click to edit Master subtitle style

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