- The document discusses search engine optimization (SEO) and how to get websites found through organic searches on search engines like Google.
- It explains that the HTML code on pages, especially the title, description and keywords in the <head> section, are important for communicating with search engines. It also discusses optimizing on-page content and keywords.
- As an example, it analyzes the HTML and page content of a restaurant website that has not been optimized for SEO, and compares it to an optimized profile page on Twin Cities Dining Guide, which ranks highly in Google searches for that restaurant.
2. Search Engine Optimization Getting Found on the Internet Through Organic Searches of a Trillion Other Websites
3. My Name is Jim Byrd. My partner and I own and operate Twin Cities Dining Guide, an online directory of restaurants in the Twin Cities.
4. Here’s the ideal scenario: Someone types in a phrase looking for what you have to offer and you show up at the top. This doesn’t happen by accident!
5. Research shows that 70% of people using search engines regard the organic results of the search to be much more relevant to their inquiry than paid search items.
6. Research shows that 70% of people using search engines regard the organic results of the search to be much more relevant to their inquiry than paid search items.
7. Not only that, research has also shown that websites found through organic search results produce 17% more sales conversions than do paid listings.
8. So how DO you rise to the top of the search engine listings when your potential customer goes online to look for a product or service like yours? This presentation is not exhaustive by any means, but it will attempt to answer some basic questions about SEO and how to think about it.
9. Let’s start by looking at the HTML code that produces the page on the web.
11. If you get a dialogue box that has choices like “Save Picture As” you have right-clicked over an image. Just move your mouse and try again.
12. The dialogue box should include a choice that says “View Source.” Click on it.
13. A new window should pop up in Notepad with the actual HTML code that produces the page.
14. Let’s take a closer look, especially the section between <head> and </head>
15. It is clear that this site has not been optimized at all. How can I tell? Let’s start with the title.
16. Now imagine that you are a computer looking for “Fine Dining” or “Steak restaurants” in Lino Lakes, MN. Would you look at a home page called “Red Oak?” No I think you would breeze right by it!
17. At least this site’s home page has a title that is the partial name of the restaurant. You would be amazed how many sites have a home page entitled “Home” or “Index”
18. There are other issues too besides the title. The title should be listed first, then the description, then key words, with nothing in between them. A great deal of communication is possible with the search engines in just this little section of the HTML.
19. The truth is that most web designers and even web developers know little or nothing about search engine optimization. SEO is a completely different skill set, so even the easiest SEO practices are totally omitted.
20. Now let’s look at the home page content. Don’t forget, search engines are trying very hard to find websites that are relevant to people’s searches!
22. Notice that there is very little text on the page. Ideally, descriptive copy should echo the meta tag description found in the source code. This tells the search engine that this site has a lot of content relevant to the search.
23. Actually, there are optimal word counts and key word density percentages that vary from one arena to another. This is the advanced SEO practice that requires an expert to get good positioning in a highly competitive field.
24. Now let’s look at this restaurant’s profile page on Twin Cities Dining Guide
25. Here is the full Profile Page excluding the TCDG banner and the six photos at the bottom of the page.
26. Let’s look at the HTML code in the “head” section for this page.
27. Notice how the HTML title, description, and keywords are reinforced by the title and text on the page
28. This coordination of the HTML code and the page content is literally the tip of the iceberg in the SEO game. It is the first step in optimizing your chances for good placement in search engine results.
29. Now let’s go to Google with our keyword phrase: “ Fine Dining Lino Lakes”
30. Notice who has Positions #1 and #2 for this keyword phrase.
31. The first link goes to Red Oak’s Profile Page, and the second goes to Bob McClain’s review.
32. Optimizing every Profile Page on our site is just one way that TCDG is able to increase our client’s visibility on the Internet.
