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Search Engine Optimization

                              Keywords
                          Page Optimization
                          Site Optimization
                             Ninja Toolkit


Cognimatic Limited
cognimatic.com
            Custom websites and web applications to manage your product, team or entire business.
Keywords
      The words or phrases typed into search
      engine:
      
      
      
        Keywords define market and organizes
                      audience


Cognimatic Limited
cognimatic.com
       Custom websites and web applications to manage your product, team or entire business.
Keyword Research
      Market: who is your intended audience,
      and what is the competition.
      
      Purpose: what does your site do?
                Brand – product, organization, pedigree
                Conversion – transactions, leads




Cognimatic Limited
cognimatic.com
           Custom websites and web applications to manage your product, team or entire business.
Finding Keywords
      Look at own site search statistics
      Look at competitors’ sites and keywords
      Monitor trends (Google Trends and Zeitgeist)
      Try out keywords in Google, Yahoo, Bing,
      Wikipedia and real people
      
      …and paid tools and services
      
      
Cognimatic Limited
cognimatic.com
       Custom websites and web applications to manage your product, team or entire business.
Page Optimzation

                         Write
                      interesting
                        content
Cognimatic Limited
cognimatic.com
         Custom websites and web applications to manage your product, team or entire business.
Page Structure
        Semantic URL
                                                                                  My3Great3Page3|3Cognima-c3
                                                                                                   h"p://cognima-c.com/page0-tle3
        Menu system adds context
                                                                  Home3|3About3|3Calendar3|3Maps3

        H1-H6 for titles and sections
                                                             Title!
                                      (only one H1 tag/page)
                                                                                                                             Keywords!!
        Important text first
        Meaningful filenames
        Link to stuff (more juice)
        W3C/508 compliance
        Interesting, fresh content

Cognimatic Limited
cognimatic.com
       Custom websites and web applications to manage your product, team or entire business.
Pages – Technical Stuff
      META:
                Keywords
                Description
                Copyright
                Geo/ICBM
      Robots
      Canonical URL
      <TITLE> tag
      Redirects
      
      
Cognimatic Limited
cognimatic.com
            Custom websites and web applications to manage your product, team or entire business.
Advanced Page Metadata
      Dublin Core – describe digital media and more thorough
      tagging system for each page.
      
      Semantic Markup:
      Relating information and adding semantic value to text.
      •  RDFa (Resource Description Framework)
      •  Microdata – Google’s preferred method
      •  Microformats – Adds attributes to HTML tags
      
      Short URLs <link rel="shorturl" href="http://ucla.in/1234" />

Cognimatic Limited
cognimatic.com
        Custom websites and web applications to manage your product, team or entire business.
Site Optimization
      HTML5 – microdata
      robots.txt - www.robotstxt.org
      sitemap.xml - www.sitemaps.org
      Speed [of page load] - ranking and humans
                Opcode/page caching
                Yslow for other tips
      Redirects – HTTP 301 for page moves
      HTTP 403/404 Error pages – for humans
      Google Analytics
Cognimatic Limited
cognimatic.com
           Custom websites and web applications to manage your product, team or entire business.
Ninja’s Tools of Choice
   Google account and toolbar http://toolbar.google.com
             Yahoo https://siteexplorer.search.yahoo.com/
             Bing www.bing.com/webmaster 
   Google Analytics www.google.com/analytics
   Google Webmaster Tools www.google.com/webmasters/tools
   Google Adwords Keyword Tool
   https://adwords.google.com/select/KeywordToolExternal

   SEO Plugin for Firefox http://tools.seobook.com/firefox/seo-for-firefox.html
   W3C et al validators http://validator.w3.org + Firefox Web Developer toolbar



Cognimatic Limited
cognimatic.com
               Custom websites and web applications to manage your product, team or entire business.

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Gentle Intro to Search Engine Optimisation

  • 1. Search Engine Optimization Keywords Page Optimization Site Optimization Ninja Toolkit Cognimatic Limited cognimatic.com Custom websites and web applications to manage your product, team or entire business.
  • 2. Keywords The words or phrases typed into search engine: Keywords define market and organizes audience Cognimatic Limited cognimatic.com Custom websites and web applications to manage your product, team or entire business.
  • 3. Keyword Research Market: who is your intended audience, and what is the competition. Purpose: what does your site do? Brand – product, organization, pedigree Conversion – transactions, leads Cognimatic Limited cognimatic.com Custom websites and web applications to manage your product, team or entire business.
  • 4. Finding Keywords Look at own site search statistics Look at competitors’ sites and keywords Monitor trends (Google Trends and Zeitgeist) Try out keywords in Google, Yahoo, Bing, Wikipedia and real people …and paid tools and services Cognimatic Limited cognimatic.com Custom websites and web applications to manage your product, team or entire business.
  • 5. Page Optimzation Write interesting content Cognimatic Limited cognimatic.com Custom websites and web applications to manage your product, team or entire business.
  • 6. Page Structure Semantic URL My3Great3Page3|3Cognima-c3 h"p://cognima-c.com/page0-tle3 Menu system adds context Home3|3About3|3Calendar3|3Maps3 H1-H6 for titles and sections Title! (only one H1 tag/page) Keywords!! Important text first Meaningful filenames Link to stuff (more juice) W3C/508 compliance Interesting, fresh content Cognimatic Limited cognimatic.com Custom websites and web applications to manage your product, team or entire business.
  • 7. Pages – Technical Stuff META: Keywords Description Copyright Geo/ICBM Robots Canonical URL <TITLE> tag Redirects Cognimatic Limited cognimatic.com Custom websites and web applications to manage your product, team or entire business.
  • 8. Advanced Page Metadata Dublin Core – describe digital media and more thorough tagging system for each page. Semantic Markup: Relating information and adding semantic value to text. •  RDFa (Resource Description Framework) •  Microdata – Google’s preferred method •  Microformats – Adds attributes to HTML tags Short URLs <link rel="shorturl" href="http://ucla.in/1234" /> Cognimatic Limited cognimatic.com Custom websites and web applications to manage your product, team or entire business.
  • 9. Site Optimization HTML5 – microdata robots.txt - www.robotstxt.org sitemap.xml - www.sitemaps.org Speed [of page load] - ranking and humans Opcode/page caching Yslow for other tips Redirects – HTTP 301 for page moves HTTP 403/404 Error pages – for humans Google Analytics Cognimatic Limited cognimatic.com Custom websites and web applications to manage your product, team or entire business.
  • 10. Ninja’s Tools of Choice Google account and toolbar http://toolbar.google.com Yahoo https://siteexplorer.search.yahoo.com/ Bing www.bing.com/webmaster Google Analytics www.google.com/analytics Google Webmaster Tools www.google.com/webmasters/tools Google Adwords Keyword Tool https://adwords.google.com/select/KeywordToolExternal SEO Plugin for Firefox http://tools.seobook.com/firefox/seo-for-firefox.html W3C et al validators http://validator.w3.org + Firefox Web Developer toolbar Cognimatic Limited cognimatic.com Custom websites and web applications to manage your product, team or entire business.