Lesson 4 - Search Engine Optimization
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Lesson 4 - Search Engine Optimization
- 1. Effective Basic SEO Search Engine Optimization Techniques Fernando Loizides 2015 - Information Architecture SEO
- 2. What is SEO? • Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's search results. • Usually this is registered as a ‘free’ activity in that paying money to the search engine does not effect the ranking of your page. • Simply speaking, it answers the question: ‘How do I get higher on a search engine?’ Fernando Loizides 2015 - Information Architecture SEO
- 3. Monitor your search standings Use tools such as - Pagerank - Alexa - Many others. To monitor your ranking. Fernando Loizides 2015 - Information Architecture SEO
- 4. Choose your keywords wisely • Think about the keywords that should be important to you and add them to your webpages. • Think about what the user would search for to find information that your site contains. • Think about similar terms to yours (use a thesaurus) and use those terms also. • Use these keywords on headings, titles, URLs, plain text Fernando Loizides 2015 - Information Architecture SEO
- 5. Take Care of your Word – Keyword Ratio • TFxIDF formula. • Too many terms will negate the others. • Too many of the same term can also be dangerous but is less risky • Focus on search phrases, not single keywords Fernando Loizides 2015 - Information Architecture SEO
- 6. Links • Link to yourself. Try to link different pages within your site to each other. • THE MOST RELIABLE WAY TO BOOST VISIBILITY ON SEARCH: GET OTHERS (reliable sites) TO LINK TO YOU. THE HIGHER THE RATINGS OF THESE STES THE BETTER. (REMEMBER TO RETURN THE FAVOUR) • Be sure you have a unique, keyword focused Title tag on every page of your site • Check the link to your home page throughout your site • Use your keywords as anchor text when linking internally (not ‘click here’) Fernando Loizides 2015 - Information Architecture SEO
- 7. Create a sitemap • An effective sitemap (and generally just any sitemap) will help a crawler / spider to find the contents of your webpage. Fernando Loizides 2015 - Information Architecture SEO
- 8. Create user and computer friendly URLs • Use words for URLs, even for subcategories. E.g : www.hotels.com/spain/bungallows/ Not www.htls.com/sp/bn/ Fernando Loizides 2015 - Information Architecture SEO
- 9. Avoid FLASH Enough said… Fernando Loizides 2015 - Information Architecture SEO
- 10. Up to date • New content helps your site. • Keep content up to date always! • Add material using a blog really helps boost traffic • Keep all your antispam and virus checks up to date Fernando Loizides 2015 - Information Architecture SEO
- 11. Use social Media • Osting links to your site and promoting it on social meda really helps and these act as links! Fernando Loizides 2015 - Information Architecture SEO
- 12. Pay attention to your images • Use Alt text to also describe your images. They will also be searched • Use the surrounding text close to an image to describe the context Fernando Loizides 2015 - Information Architecture SEO
- 13. Avoid • Keyword Stuffing • Hidden Text • Cloaking (content presented to the search engine spider is different from that presented to the user's browser) • Paid Links • Link Spam • Link Farms • Piracy / DMCA Takedowns Fernando Loizides 2015 - Information Architecture SEO
- 14. Use meta data in your HTML <head> <meta charset="UTF-8"> <meta name="description" content="Free Web tutorials"> <meta name="keywords" content="HTML,CSS,XML,JavaScript"> <meta name="author" content="Hege Refsnes"> </head> Fernando Loizides 2015 - Information Architecture SEO
- 15. Also remember • Design with SEO in mind • Submit through Google’s regular submission form (this is online) • Open up a PPC account (AdWords etc) and pay [using the right way] for traffic. Fernando Loizides 2015 - Information Architecture SEO