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![Separate URLs: Serves different code to each
device, and on separate URLs. This configuration
tries to detect the users’ device, then redirects to
the appropriate page using HTTP redirects] along
with the Vary HTTP header.](https://image.slidesharecdn.com/seoattendeesonly-150521033633-lva1-app6891/85/SEO-45-320.jpg)
Uploaded byJenn Mathews Marketing Consulting
SEO
This document discusses search engine optimization (SEO) best practices. It covers keyword research, on-page optimization including keyword placement in titles, meta descriptions and content. It also discusses internal linking, external links, social actions and mobile SEO. The document provides checklists for on-page and off-page SEO factors and explains Google algorithm updates like Panda and Penguin that target low-quality content and unnatural links.
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SEO
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- 3. • What isSEO? • How people use Search Engines • Keyword Research • Keyword Placement • Checklist – • Internal SEO Checklist • External SEO • SEO & Social Media • What not to do • Panda and Penguin • Mobile 2015
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- 5. User searches withkey word Database of information about web pages collected by robots, crawlers, and spiders User Interface Results Search Engine World Wide Web Web robots, crawlers, and spiders
- 6. User Types: 1. KeyWord 2. 2 Word Phrase 3. “Long Tail” Key Term Computers As the user is researching they will type more specific words and phrases to find exactly what they are looking for. Search
- 7. User Types: 1. KeyWord 2. 2 Word Phrase 3. “Long Tail” Key Term Laptop Computers As the user is researching they will type more specific words and phrases to find exactly what they are looking for. Search
- 8. User Types: 1. KeyWord 2. 2 Word Phrase 3. “Long Tail” Key Term 2TB Laptop Computer As the user is researching they will type more specific words and phrases to find exactly what they are looking for. Search
- 10. Based on thesearch query, Google thinks the user is trying to find a product. These are usually paid for by the advertiser. Advertisements – Pay Per Click Advertiser bids on term to obtain a desired position and pays when the user clicks the result.
- 11. Based on thesearch query, Google thinks the user is trying to find a product. These are usually paid for by the advertiser. Advertisements – Pay Per Click Advertiser bids on term to obtain a desired position and pays when the user clicks the result.
- 12. We see styles,fancy fonts, images, interactivity, and general user experience.
- 13. Search engines seeletters (symbols), words (symbols grouped together parted by spaces), punctuation, and limited html tags like <a href=“link”> and <img src=“picture” alt=“text for image”>
- 14. User stays withinthe first couple of results then scans the rest of the page briefly Robert Stevens – February 25, 2013
- 15. • Google KeywordPlanner
- 16. • Type inyour general word and/or phrase • Add your website (optional)
- 17. • Type inyour general word and/or phrase • Add your website (optional) • Select Category • Type Location • Click “Get Ideas”
- 19. • Selecting Terms •Choose the terms that are closest to your target. • Average Monthly Searches • Number of times that term is searched in a month • Competition • Other advertisers bidding for the term • Suggested Bid • Google recommends a bid price for advertisers
- 20. • Add yourterms into categories (Google Adgroups) that make sense. • Example: • Laptop Computers • Desktop Computers • Monitors • Accessories • Keyboards • Mice
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- 22. Broad Terms Categorical Terms Longtail Terms • Broad Terms •Select few broad terms that represent the whole website • Categorical Terms • 2-3 word phrases describing each section of the website (directory or microsite) • Specific Terms (or longtail) • 4-5 word phrases for specific pages (or files)
- 23. • The 2-3broad words you chose that “describes” your entire website 1. Homepage Title and within every title of every page within the website. 2. Within the Meta Description of the Homepage, and on every page of the entire website (somehow) 3. Within the body of the homepage (preferably within a 200-300 word description of your business, website, product, etc that if for the user to quickly understand what your website is about) 4. Within the body of every page of the entire website at least once – preferable once at the beginning of the content on each individual page, and again towards the bottom. (Do not just place the terms in commas, with periods, or standalone in the same spot on every page. They MUST be within the content and naturally flow with the rest of the copy) 5. Within Image alt tags (in a way that still describes the image if possible, if not possible don’t do it)
- 24. • The 2-3word phrases (terms) that describes a section of the website. 1. Within the Title of the main page and the supporting pages in that section. 2. Within the Meta Description of the main page and the supporting pages in that section. 3. Within the body content of the main page and the supporting pages in that section. (preferably at least once and up to 3 times – beginning, middle, and end of the unique content.)
- 25. • 4-5 wordphrases that an individual page is about. 1. Within the Title of the individual page. 2. Within the Meta Description of the individual. 3. Within the body content of the individual page. 4. In the URL of the file 5. In the heading of the file 6. Within the anchor text of the link pointing to the page (either internally or externally) In general, the page should be focused on these terms
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- 27. Domain Bucket 1 Index.html robots.txt Index.html Sub 1.html Bucket2 Index.html Bucket 3 Index.html Blanket Terms
- 28. Domain Bucket 1 Index.html robots.txt Index.html Sub 1.html Bucket2 Index.html Bucket 3 Index.html Blanket TermsCategorical Terms
- 29. Domain Bucket 1 Index.html robots.txt Index.html Sub 1.html Bucket2 Index.html Bucket 3 Index.html Blanket TermsCategorical TermsLongtail Terms
- 30. • Keyword Placement •Title • Description • Body content • URL (domain, directory, filename) • Keyword Densities • Internal Linking • External Links • Age (Domain/files) Keyword in Description meta tag Keyword in Keyword metatag Keywords - Body Keyword density in body text Individual keyword density Keyword in H1, H2 and H3 Keyword font size Keyword proximity (for 2+ keywords) Keyword phrase order Keyword prominence (how early in page/tag) Keywords - Other Keyword in alt text Keyword in links to site pages (anchor text) NAVIGATION - INTERNAL LINKS To internal pages- keywords? All Internal links valid? Efficient - tree-like structure Intra-site linking NAVIGATION - OUTGOING LINKS To external pages- keywords? Outgoing link Anchor Text Link stability over time All External links valid? Less than 100 links out total Linking to Authority OTHER ON-Page Factors Domain Name Extension Top Level Domain - TLD File Size Hyphens in URL Freshness of Pages Freshness - Amount of Content Change Freshness of Links Frequency of Updates Page Theming Keyword stemming Applied Semantics LSI URL length OTHER ON-SITE Factors Site Size - Google likes big sites Site Age Age of page vs. age of site NEGATIVE ON-Page SEO Factors Text presented in graphics form only No ACTUAL body text on the page Affiliate site? Over optimization penalty (OOP) Link to a bad neighborhood Redirect thru refresh metatags Vile language - ethnic slur Poison words Excessive cross-linking Stealing images/ text blocks from another domain Keyword stuffing threshold Keyword dilution Page edit - can reduce consistency Frequency of Content Change Freshness of Anchor Text Dynamic Pages Excessive Javascript Flash page - NOT Use of Frames Robot exclusion "no index" tag Single pixel links Invisible text Gateway, doorway page Duplicate content HTML code violations POSITIVE OFF-Page SEO Factors INCOMING LINKS : Page Rank Total incoming links ("backlinks") Incoming links from high-ranking pages Acceleration of link popularity FOR EACH INCOMING LINK : Page rank of the referring page Anchor text of inbound link to you Age of link Frequency of change of anchor text Popularity of referring page # of outgoing links on referrer page Position of link on referrer page Keyword density on referring page HTML title of referrer page Link from "Expert" site? Referrer page - Same theme Referrer page - Different theme Image map link? Javascript link? DIRECTORIES : Site listed in DMOZ Directory? Site listed in Yahoo Directory? Site listed in LookSmart Directory? Algorithms
- 31. Keywords Keywords in<title> tag Keywords in URL Keyword density in document text Keywords in anchor text Keywords in <alt> tags Keywords in metatags Metatags <Description> metatag <Keywords> metatag Links - Internal Anchor text has key term(s) in links (unless it’s a “click here” or “more” link) Content Around-the-anchor text is relevant Content Unique content Frequency of content change Age of document File size Poor coding and design Duplicating Content = NO Invisible text = NO Domains & URLs URLs and filenames Sitemap Website size Website/Domain age File Location on Site Domains versus subdomains Hyphens in URLs URL length Other robots.txt Redirects (301) Social Actions Google +1 Facebook 'Like' or 'Recommend" Facebook comments Twitter "tweet" OGP - Open Graph Protocol
- 32. Links -External Quality of source of inbound links Links from similar sites Links from .edu and .gov sites Age of inbound links Links from directories = no Links from Social Media Links on pages that include social actions Social Actions Website shared Pages shared +1 in search results (Google) Shared links 'Like'd (Bing and Facebook Graph)
- 33. • Open GraphProtocol • Basics • og:title • og:url • og:image • og:description • og:site_name • Location • Contact Info • Video • Audio • Product
- 34. • Open GraphProtocol • Basics • og:title • og:url • og:image • og:description • og:site_name • Location • Contact Info • Video • Audio • Product <head> <title>website/page title</title> <meta property="og:title" content=“Title of Website/Page" /> <meta property="og:url" content=“http://website.com/page.html" /> <meta property="og:image" content="http://iwebsite.com/images/pic.jpg" /> <meta property="og:tdescription" content=“The description of the website or page." /> ... </head>
- 35. • Profiles/Pages Use socialnetworking websites to establish a solid presence in the search results.
- 36. • Content • SharableContent • Profile Content • Tweets/Updates
- 37. • Hidden text •Hidden links • Keyword stuffing • Artificial traffic • Cloaking scripts • Doorway pages • Duplicate content • Buying links • Link exchanges • Frames • Title stacking • Spam blogs with comments
- 38. • Released February2011 • Push down rank of “lower quality sites” or “thin sites” • More information: • More Guidance on Building High Quality Sites – Google • Testing Google’s Panda Algorithm - CNet
- 39. • Content Farming •Low quality content • Outdated content • Spammy Links • Commenting links • Profile links • Over Advertising
- 40. • Launched April2012 • Decrease rank of sites that violate Webmaster Guidelines • More Information: • Webmaster Guidelines – Google
- 41. • Automatically generatedcontent • Participating in link schemes • Cloaking • Scraped content • Loading pages with irrelevant keywords
- 42. April 21, 2015 •The update: • Affects only search rankings on mobile devices • Affects search results in all languages globally • Applies to individual pages, not entire websites Posted February 26, 2015: http://googlewebmastercentral.blogspot.com/2015/02/finding-more-mobile-friendly-search.html Posted April 21, 2015: http://googlewebmastercentral.blogspot.com/2015/04/rolling-out-mobile-friendly-update.html
- 43. Responsive web design:Serves the same HTML code on the same URL regardless of the users’ device (desktop, tablet, mobile, non-visual browser), but can render the display differently (i.e., “respond”) based on the screen size. Responsive design is Google’s recommended design pattern.
- 44. Dynamic serving: Usesthe same URL regardless of device, but generates a different version of HTML for different device types based on what the server knows about the user’s browser.
- 45. Separate URLs: Servesdifferent code to each device, and on separate URLs. This configuration tries to detect the users’ device, then redirects to the appropriate page using HTTP redirects] along with the Vary HTTP header.