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Getting found - Search Engine Optimizaton


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Getting found - Search Engine Optimizaton

  1. 1. Purdue Agricultural CommunicationThe Basics of Search Getting FoundEngine Optimization Wright Frazier Web Team Lead
  2. 2. ObligatoryIntroduction
  3. 3. IntroductionWho am I? Wright Frazier Web Team Lead Purdue Agricultural CommunicationWhat do I do? – Communications Consulting – Web Design – Technical Training – Site Architecture – Statistical & Traffic Analysis – Guest Lecturing – Search Engine Optimization 3
  4. 4. What is Search Engine Optimization? Search Engine Optimization (SEO)The, often laborious, processof improving the volume oftraffic to a website fromSearch Engines. Preferably through legitimate, and unpaid, means. 4
  5. 5. Why Search Engine Optimize?You are a snowflake in a blizzardAs of July, 2008• Google estimates 1 Trillion unique URLs in all of the web. – knew-web-was-big.htmThe Indexed web in Jan 2012• Google Index: ~47 Billion pages.• Bing Index: ~3.7 Billion pages.• Yahoo Index: ~3.4 Billion pages – 5
  6. 6. Need more reasons?Searchers are annoying and lazyNot in the top 10 results?• Then 86% of all searchers never see you.Not in the top 3 results?• Then 79% of all searchers never see you.Why?• We don’t scroll down when searching.• We don’t hit the next button.• We have faith in Google to give us what we want in the top 3. 6
  7. 7. Okay, but how? 3 Types of SEO What’s the difference?Black Hat SEO One WILL get you in trouble.Grey Hat SEO One MIGHT get you in trouble.White hat SEO One gets you a successful website. 7
  8. 8. What not to doTypes of SEO – Black Hat• Hiding text – White on White, hiding behind images, positioning it off the page, etc…• Single Pixel Links• Linking to Link Farms• Duplicating Content• Loading unrelated Meta tags• Using automatically generated content• Establishing Door Way pages – Highly SEO’d pages that redirect to your site• Setting up Spoof sites – SEO’d sites used in bulk that only link to your content 8
  9. 9. But what if we really want to…The Wages of Black Hat SEOBlack Hat SEO WILL work for awhile butthen Google notices and…• You get Blacklisted – BMW • • 2006, BMW set up multitudes of Doorway pages that redirected to BMW. • They eventually got back in.• Or you get Demoted – J.C. Penny • • 2010, J.C. Penny setup thousands of sites minor sites that linked to J.C. Penny products and kept their products at #1 for months. • The demotions were by ~80 ranks and also not permanent. 9
  10. 10. Don’t do this eitherTypes of SEO – Grey Hat• Buying linkage from other sites• Keyword Stuffing with overzealous repetition of important keywords• Weaseling in anything that’s Black Hat under a technicality 10
  11. 11. But that takes out all the easy stuff!Types of SEO – White Hat• White Hat SEO is not… – Easy. • It takes a lot of work. – Fast. • It’s the long game.• White Hat SEO is… – Effective. • It always works. – Sustainable. • Once you achieve organizational momentum, it’s relatively easy to keep going. 11
  12. 12. Search EngineOptimizationThe Basics
  13. 13. Basics: The Easy StuffContentYour content should be…• Relevant: Keep it related to the purpose of the site/page.• Well written: Use proper spelling, grammar, and sentence structure.• Verbose: More is better.Why?• Google looks at the totality of your site.• Google punishes poor writing.• Google needs keywords to pick up on.• Make them ~5% of your total content. 13
  14. 14. Basics: The Easy StuffContentYour content should also be…• Understandable: Avoid the use of “inside baseball” terminology.• Readable: Write to your audience.Why?• Inside baseball terms are searched for FAR less.• Worse, inside baseball terms confuse the uninitiated.• Sites that require a PhD to read frustrate the average visitor. – Average Americans have a 9th grade reading level.• Confused and frustrated visitors do NOT come back to a site.• Google notices when people do not go back to a site and gives it a net demotion. 14
  15. 15. Basics: The Easy StuffImages & VideosImages & Videos look great and can providea big SEO boostInclude an Alt Attribute in any imageInclude a Title Attribute in the embed of avideoFurther, Caption both videos and imagesWhy?• More opportunity for keyword placement• Opens up new Search Engines – Google Image Search – Google Video Search 15
  16. 16. Basics: The Tedious StuffPage TitlesTitle every page. Use a Generic title to the site AND a Unique title to the page in a single page title. Note: If your CMS (Content Management System) does not allow you to set Unique page titles, get it changed.Why?• Page Titles are what show up in bookmarks, shares, AND in Google’s search results.• More opportunity to use your keywords. 16
  17. 17. Basics: The Hard StuffMeta Tags Meta Tags TypesMeta tags are free content • Author: Who/what group isthat does not clutter up your producing the content ofsite. your site. • Description: What is yourThey describe your site/pages site search engines, bothinternal and external. • Keywords: What terms are relevant to your site. • Include them ALL! 17
  18. 18. Basics: The Hard and Tedious Stuff Site MapThis is a list of all the pages onyour site.Build one and submit it toGoogle.•• It will keep your site organized.• It will help Google find and index your site more effectively. 18
  19. 19. Basics: The Big One Links Don’t be a Link FarmGet linked from other relevant sitesOffer links to relevant sites.ALWAYS provide context and editorialization on alink.Why?Getting linked is the #1 SEO technique. A link is a vote of confidence in Google’s eyes.Offering relevant links tells Google you’re a goodneighbor.Editorialization tells Google that you’re not just alink farm.Link farms get punished by Google. 19
  20. 20. Basics: The 400 lbs FreebieYour DomainIt’s good to be in the public sector .gov, .mil, & .edu > the everything elseWhy?1. Google is changing it’s search algorithm to give increased credence authoritative sites. • E.g. government (.gov), military (.mil), and university (.edu) sites.2. Such sites already had extra “umph”, now they’re getting even more.3. A new .edu will automatically perform better than a new .com, .net, .org, or anything else. 20
  21. 21. Basics: The Marketer TrapChanging DomainsMarketers love to rebrand with a new URL.But only do this if you absolutely must!!If you do…1. Inform Google2. Update & Resubmit your site map3. Use 301 Redirects for permanent ones or JavaScript Redirects for temporary ones.4. Do not use either: 302 Redirects or Meta Refresh redirectsWhy?• Your domain is your organization’s identity on the web.• If you do it wrong, you’ve wasted years of SEO work.• 301’s let you keep your SEO credence.• JavaScript redirects don’t hurt or help.• 302’s & Meta Refreshes hurt because Google doesn’t follow them. 21
  22. 22. Basics: The Death of 1000 CutsLittle Things that Hurt1. Avoid Flash in general. – Search Engines ignore it.2. Avoid Image Links where possible. – Visible Text > Alt attributes.3. Dynamic URLs hurt. – True File Names > Randomly generated file names. 22
  23. 23. Basics: The Death of 1000 CutsWhat REALLY not to doNever use Frames Google knows what page the content comes from and will give the SEO love to the source page. NOTE: YouTube now uses an <iframe> for video embedding, always use the old <embed> for this exact reason.Never have a Flash Home page Flash = no content, and you don’t want a blank home page.Avoid Session IDs unless you’re building a store Great for shopping carts, but they are easily abused and Google punishes sites that aren’t selling. 23
  24. 24. Search EngineOptimizationPutting it into Play
  25. 25. Chaos doesn’t pay, have a planSEO StrategyStep 0: Realize you can always get betterand that you need an SEO Strategy. NOTE: An SEO Strategy can be organization wide OR for a single site.But how?Step 1: Know Thyself• What keywords do you want to work for you? – Pick your battles, you can’t be everything• What keywords actually work for you?• What pages get the most traffic?• How long do people stay on your site?• What keywords produce the best traffic? 25
  26. 26. Step 1: Know Thyself, but how? But what if I don’t have anySearch for yourself analytics?• Find out where you actually are • Get Google Analytics. It’s… – Free. coming up in search results. – Easy to use. – Don’t forget Google’s localization. – It ties into all other Google – Change your location to other products, including: regions. • Google Sites • Google Drive• Find out how many people are • Google AdWords linking to you. • YouTube – An advanced search option in • Picasa Google. • Sign up at: • The downside: – Google Analytics will not tell you about yourLook at your Analytics site before the tracking script was installed. • You need web log analysis software for that. – Google will not pick up everything, but it is• Analyze your site’s performance marvelous for showing trends and patterns. objectively. 26
  27. 27. Step 2: Know Thy CompetitionWhat are the other guys doing?Look at your competition• Determine the keywords that they are using. – Right Click > View Source and look at their meta tags, title tags, alt tags, captions, word repetitions, etc...• Are those keywords working?• What pages of theirs work best and why? 27
  28. 28. Step 3: BenchmarkSet Benchmarks & Objectives• You know where you stand now, but where do you want to be in: – Keywords? – Search rankings? – Traffic types: • Search? • Referral? • Direct? – Time on Site? – Page Views? – Visitors?• Set a time frame for your SEO strategy. 28
  29. 29. Step 4: Get to Work Execute the SEO Basics• Reexamine and clean up your existing content• Create new content in line with your strategy• Implement page titles• Implement meta tags• Construct & submit a sitemap• Add links• GET LINKED 29
  30. 30. Step 5: Get creativeGo beyond the website• Build a YouTube Channel and host all your videos there. NOTE: YouTube is the #2 Search Engine• Spread the word of your site via Social Media• Help people link to you with Content Sharing Features such as &• Every Share is another link to your site and another Vote of Confidence in Google’s eyes. 30
  31. 31. Step 6: Is it working yet? Examine your progress towards your goals• Watch your analytics over time. – Weekly – Monthly – Quarterly – Yearly• Don’t compare apples to oranges.• Make measured adjustments to your strategy.• Always remember that you’re playing the long game. Give it time. 31
  32. 32. Step 7: Start it all over again Never forget that you’re a SEO never ends snowflake in a blizzard of billions of websites.• Reexamine: – Your initial plan You have to work to stand out. – Your competition – Your content – Your goals• Implement a new plan and begin again. 32
  33. 33. Questions? Useful Links Final Takeaways• Google Analytics: • Don’t change your domain unless you have too. –• Google Custom Search: • Always have good content. • • Form an SEO Plan and Pursue it.• Google Sites: – • Educate, Train, and Re-Train people to their roles.• Google Webmaster: – • Don’t use Black Hat Techniques. My information: Wright Frazier 33
  34. 34. Purdue Ag & Extension V. SEOPracticing what we preachedOn the sites we have helped, our yearlystatistics show:• Visitors are up 10-15%• Page Views are up 20-30%• Return visitors are over 70%-80%• Time on Site is up 40%-60%• More focused keyword search results• Fewer pages produced as PDFs• Higher quality content is produced 34