Search Engine Optimization


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  • Why bother with SEO at all? Site structure - a byproduct of SEO and something that should be done regardless Site maps and Sitemaps are two different things, see when and how they're useful Trick for optimizing single articles, since that is often what people are after
  • A certain type of visitor is what you're after. A visitor that wants to engage with your site. A visitor that is interested. Maybe hosting an event, and your visitors are interested in the event details. SEO today is simply about making your content discoverable.
  • Difficult for humans to figure out what is going on Some of these pages shouldn't even be public, shouldn't be on the web server at all
  • Generally a static page that shows where everything is. XML Sitemap is often generated with software. Submit it to a search engine, or in robots file. Can have all sorts of parameters in the XML sitemap, but search engines could ignore it. Sitemaps are important for dynamic websites and dynamic content. Show example of Filmetrics sitemap and breadcrumbs
  • Show example of Filmetrics sitemap and breadcrumbs
  • Don't do this! Don't just use synonyms of important keywords. Keyword density is out!
  • Used to be about affiliates and link farms. Used to trade links back and forth with each other. These are important because this is what a visitor sees in the search engine results
  • These are important because this is what a visitor sees in the search engine results
  • Search Engine Optimization

    1. 1. Search Engine Optimization brown bag for nonprofits proudly presents the
    2. 2. Road Map <ul><ul><li>Setting the context </li></ul></ul><ul><ul><li>Site structure </li></ul></ul><ul><ul><li>Site maps and Sitemaps </li></ul></ul><ul><ul><li>Optimize articles </li></ul></ul><ul><ul><li>Common mistakes </li></ul></ul>
    3. 3. NPower Northwest <ul><ul><li>Vision </li></ul></ul><ul><ul><ul><li>A thriving community with high performing nonprofits. </li></ul></ul></ul><ul><ul><li>Mission </li></ul></ul><ul><ul><ul><li>To strengthen the nonprofit sector by catalyzing innovation and driving adoption of technology solutions. </li></ul></ul></ul>
    4. 4. Introductions Stephen Eggers HandsOn Tech AmeriCorp VISTA Serving at NPower NW [email_address]
    5. 5. Setting the context Why bother with SEO? <ul><ul><li>To get more visitors </li></ul></ul><ul><ul><li>To get more visitors that have mutual interests </li></ul></ul><ul><ul><li>A cleaner, more structured site </li></ul></ul><ul><ul><li>A more accessible site </li></ul></ul>By-products of SEO:
    6. 6. Site structure How is your site organized? or...
    7. 7. Site structure <ul><ul><li>Visitors and search engines like to have a sense of what role a page plays in the bigger picture of the site </li></ul></ul><ul><ul><li>An organized directory structure is reflected in the URL </li></ul></ul><ul><ul><li>Allow for the possibility of a part of the URL being removed  </li></ul></ul> <ul><ul><li>The site structure can also visualized with breadcrumbs </li></ul></ul>Home >> Blog >> 5 Simple SEO Tips
    8. 8. Site maps and Sitemaps A site map is a human readable layout of the site An XML Sitemap is designed for search engines to get a sense of the website
    9. 9. Site maps and Sitemaps Example 1 Example 2
    10. 10. The trick to SEO for articles <ul><ul><li>Write meaningful, useful, and unique content </li></ul></ul><ul><ul><li>Compose helpful, exclusive articles  </li></ul></ul><ul><ul><li>Express the purpose of your intent </li></ul></ul><ul><ul><li>Use language to convey meaning </li></ul></ul><ul><ul><li>Make impactful statements </li></ul></ul><ul><ul><li>Communicate your ideas effectively  </li></ul></ul>Be honest. Write useful and unique content.
    11. 11. The trick to SEO for articles SEO used to be all about keyword density SEO used to be all about getting people to link to your site Today's search engines are smart, and there are hundreds of factors that all go into play each time a user searches Design your website and articles for your visitors, not for search engines
    12. 12. Optimizing your articles <ul><ul><li><title> Create unique, accurate page titles </title> </li></ul></ul><ul><ul><li><h1> The   header is very important! </h1> </li></ul></ul><ul><ul><li><p> The first paragraph should contain relevant keywords and explain why visitors would want to continue reading </p> </li></ul></ul><ul><ul><li><meta name=&quot;description&quot; content=&quot; Alternatively you can use the meta tag to write a description and explain why visitors would want to continue reading &quot;> </li></ul></ul>Example:
    13. 13. From a visitor's perspective Keywords: how-to, program, which language, first language, beginner, learn
    14. 14. Recap: What is important for single pages? <ul><ul><li>The title </li></ul></ul><ul><ul><li>The initial header </li></ul></ul><ul><ul><li>The initial summary paragraph </li></ul></ul><ul><ul><li>Useful and unique content </li></ul></ul>
    15. 15. Common mistakes Using images instead of text in critical locations, such as <h1>tags Examples:      Cafe Royal       Google Cache       Jackson Place       Vision y Compromiso Using images without alt text, descriptions, or appropriate file names <img src=&quot;DSC_4280.jpg&quot; alt=&quot;&quot; /> <img src=&quot;saving-whales-puget-sound-8-8-2010.jpg&quot; alt=&quot;A whale is found swimming around the Puget Sound in August 2010&quot; /> <img src=&quot;savingwhalespugetsound1.jpg&quot; alt=&quot;&quot; />
    16. 16. Common mistakes Relying solely on Adobe Flash, videos, images, .PDF's*, or other media to convey your message Can be difficult for search engines to find and discover your content Can be hard to view and access on mobile devices, tablets, screen readers. Some require plugins or additional software or steps
    17. 17. Helpful resources <ul><ul><li>Technical info and techniques to make sure your content is discoverable </li></ul></ul><ul><ul><li>Evolution of search engines, an overview of how/why they work the way they do </li></ul></ul><ul><ul><li>Lots of stats and numbers </li></ul></ul><ul><ul><li>To diagnose and repair any crawl or index errors  </li></ul></ul><ul><ul><li>To spot problems with your site </li></ul></ul><ul><ul><li>View keyword impressions/clicks </li></ul></ul>
    18. 18. Any questions? Is that it?! photo by