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搜索引擎优化互联网技术AgendaWhatisSEORelevancyKeywordsSearchEngines:HowcontentisobtainedSite/DomainFactorsPageFactorsLinksOtheroptimizationideasWhatisSearchEngineOptimization?AsubsetofSearchEngineMarketingSometimesconsideredtobeuniquetoSEMFocusesonthenatural,organicrelevancyandrankingofcontentinsearchresults.SomepracticesextendedintoSearchEngineMarketing(i.e.obtaininglinks)Then,whatisSearchEngineMarketing?Theactofpromotingcontent.Theoverallactivityaroundusingsearchenginestomarketasiteoronlineentity.Includes:SearchEngineOptimizationPaidInclusionPayPerClick(PPC)SEOvs.SEM&PPCSEOvs.SEM&PPCSEOSEM/PPCProsFree(notincludingresources)SearchersclickonorganicsearchresultsmoreoftenthanpaidPPClinksExcellentatcreatingawarenessquicklyCampaignscanbebudgetedtofitabusiness’sneedsConsTimeconsumingTakeslongertoseeresultsCanbepricey($25-$100,000amonth)Mustbemanagedconstantly(daily/weekly)ROIcanbedifficulttomanageClickfraudSEOEthicsWhiteHat/Goodvs.BlackHat/EvilWhiteHatFollowssearchengineguidelinesStrivesforbestpossiblesearchengineranking;#1rankingifpossibleBlackHatKnowinglybreaksmany/mostofthesearchengineguidelinesMisrepresentscontentviatechniquesUsestechniquestotrickeitherthesearchengine,searcher,orbothPromises#1rankingRelevancyTheoverallgoal:Searchengines:todeliverthemostrelevantsearchresultspossibleSearchers:tofindthemostrelevantsearchresultSiteOwners:tooptimizetheirsiteandit’scontentforthemostrelevantsearcherTruerelevancyhasbecomehip;it’snotafadSEOWorkflowKeywordResearchandAnalysisAnalyzeSiteforCrawl/PerformanceissuesImplementOptimizationsMonitorresultsRepeatasneededKeywordsThecoreofSearchEngineOptimizationKeywordsarethetermsusedbysearcherstofindinformationThegoalistoleverageandimplementthesamekeywordsthroughoutyourcontentinanaturalmanner,tomatchtheaudiencewho’ssearchingforyourinformationandyou’relookingtoattractKeyworddiscoveryandanalysisisneverendingKeywordDiscoveryKnownkeywordsAskthebusinessownerAskthecustomersCheckthecurrentserverlogsoranalyticstoolCheckthesitesearchlogsCompetitor’skeywordsLookatthewordsinthe<title>tag/browserbarViewsourcetoviewtheirMETAkeywordsUsetoolstoharvestthekeywordsorphrasesprominentontheirsiteKeywordDiscovery&AnalysisAlwaysincludevariationsofkeywordsPlurals(widgets,churches)Synonyms(cruise,sail,journey,tour)Stems(fish,fishing)Internationalspellingdifferences(Harbor/Harbour)OnlineToolsCreatedforPPC,usedforSEOaswellToolsGoogleAdwordsKeywordsToolTrellian(freetrial)WordTracker(freetrial)SEOBookSEOToolKeywordSuggestionToolUsemultipletoolstocross-check&validatefindingsinothertoolsGoogleAdwordsKeywordsToolTrellianKeywordsToolWordtrackerWhichKeywordstoUse?Itdependsonthecontext&themesofyourpagestheaudienceyou’retargeting(researchers,buyers)UsekeywordsThatarebeingsearchedonThathavemediumtolowcompetitionThatyoucanbuildqualitycontentthatsitevisitorswillappreciateUsekeywordsthatAidthesearchenginesinunderstandingyourcontentAidusersandpersuadethemtoactOrganizeSite/ContentinThemesPossibledirectionofsearchenginestodeterminerelevancySite/folderstructureContenttextLinktextHowSearchEnginesobtaincontentSearchEnginessend“bots,”thatspidertheweb.CrawlsviahyperlinksThe“PacMan”MetaphorContentMetaDataLinksThemeSearchEngineBotSowhathappenswhenasearchenginebotvisitsyoursite?First,itchecksfortherobots.txtfileforanyinstructionsSecond,itbeginstocrawl,followinglinksinyoursitefromthecurrentpage.Italsopaysattentiontoanypagelevelrobotsinstructions(noindex/nofollow).Itgrabsthecontentandmetadata(title,description,linklabels,text,attributes)Addstoit’sindexControllingRobots-Robots.txtControllingRobots-RobotsMetaTagPagelevelcontrolPlacedasametataginthe<head>portionofyourpagesControlswhothesearchbotcrawlsthroughthepageVariations:

<metaname=“robots"content=“index,follow"/>

<metaname=“robots"content=“noindex,nofollow"/>

<metaname=“robots"content=“noindex,follow"/>

<metaname=“robots"content=“index,nofollow"/>

SearchEngineCrawlingIssuesRobots.txt/MetaRobotsconflictsOnesetofinstructionsinrobot.txt,differentinstructionsinmetarobotServerperformanceIfsevernotavailablewhensearchbotvisits,willrevisit,butlearnsanddecreasesthefrequencyofvisitsIfserverslow,botwillcrawlwhatitcan,thenmoveon(incompletecrawl)JavaScriptCannotfollowhyperlinksembeddedorgeneratedbyJavaScriptPop-upsDHTMLpull-downmenusSearchEngineCrawlingIssuesSearchEngineCrawlingIssuesCookiesRequiredtonavigateyoursiteForms-basednavigationSearchbotsdon’tdoforms;eliminateformsmenu–basednavigationRedirectsSearchengineviewmeta&JavaScriptredirectsas.Onlyuseserver–sidepermanent301redirectsSearchbotwilllearn,updateit’sinformationGoogle

SearchEngineCrawlingIssuesFlashFlashsitesUseFlashasanembellishmentyoursite&contentMethodsavailabletoimproveFlashaccessibilitySee

FramesAvoidatallcostCSStechniquescanprovidesimilarcapabilitiesSearchEngineCrawlingIssuesContent-to-CodeRatio(example

203kb)Codeusedtodisplaypagevs.Contentthatisdisplayed(X)HTML+attributes&CSS(embedded&inline)&JavaScriptvs.Text&Imagesvs.Inbrowser,viewsourcetoviewcodebloatSearchEngineIndexingHowto:ObtainlinkstoyoursitefromauthoritativesourcesWillgetcrawled/indexedorganicallySubmityoursitetothesearchenginesGoogleYahooMSNAsk(?)Whatabouttheothers?MonitoryourindexedpagesBruceClaySearchEngineRelationshipChartGoogleWebmasterCentralGoogleWebmasterCentralGoogleSitemapsImplementingOptimizationDomain/SitePageElementsLinksDomain/SiteOptimizationAgeofsiteBuildsprominence,credentialsInboundlinkpopularityintositeTopicalinboundlinkrelevancyintositeLink/ContenttopicalthemeFrequencyofnewinboundlinksNumberofqueriesovertimewheresiteappearsinresultsKeywordsinDomainKeywordsinfolderstructurePageOptimizationAgeofdocumentFreshnessofdocumentPagefilename(usekeywords,hyphensasseparators)#/Quality/Relevanceofinbound/outboundlinksPagetheme(contentfocusedonasingletopic,nottopicallyscattered)LeverageCSSlayoutswithexternalstylesheetsandexternalJavaScripttoincreaseContent-to-CoderatioPage<title>Oneofthemostimportantthingsyoucando–fastUniquetitleforeverypageonyoursiteShouldcontainoneortwokeywords,specifictothecontentonthepageMostimportantkeyword/phraseatbeginningof<title>Repeatkeyword/phraseupto2timesLimittoapprox.65charactersWillappearasbrowserwindowtitle,linklabelinsearchresultsWritethetitletobepersuasivetohumansPage<title>Codeexample:<title>RubberWidgets–LargestSelectionofRubberWidgets</title>Dreamweaverexample:Page<title>Whataboutdynamicpages?Usevariablesinthe<title>tointerjectkeywordsforthecontentofthatpage/record

Example:

<title><%Prod_Name%>-BestSelectof<%Prod_Name%></title>PageMETADescription&KeywordsMetatagsplacedin<head>portionofpage

Example/Syntax:

<metaname=“description”content=“Descriptioninfogoeshere”/>

<metaname=“keywords”content=“keywords,seperatedby,commas,go,here”/>Description:Notusedbysearch

enginesforrelevancy;displayedas

resultsnippetunderlinklabel&

aboveURL.Limitto100-200charactersKeywords:Banishedlongagoby

searchenginesduetospamming.

NovalueUsetheDescriptiontopersuade<title>GlacierBayHighlights-AlaskanGlacierBayCruise</title><metaname="description"content="Saveupto$300percabin-ends3/31/08!ThisAlaskanGlacierBaycruiseitineraryisaperfectshortergetawaycruiseinthebeautifulremotewildernessofAlaska'sInsidePassage.ExperiencethetruemeaningofwonderinthesoaringsanctuaryofGlacierBayNationalPark."><metaname="keywords"content="glacierbay,shortcruises,glacierbayalaska,glacierbaycruise,glacierbaynationalpark,cruisewestcruises,cruisewestalaska">=Content/BodyTextEverythingvisibleinawebbrowserKeywordsimplementedshouldsupporttheoverallthemeofthepageFactorsKeywordprominence:whereonthepageitappearsMainkeywordsatbeginningofcontent,supportingkeywordsthroughoutthemiddle,thentheprimaryrepeatedagainneartheendofthecontentKeyworddensity:howoftenyourkeywordsappearinrelationtoallotherwordsonthepage(goal:5-7%)Keywordfrequency:numberofoccurrencesonthepageSearchenginesalsolookatcontentaroundthekeywords;checkforthemerelevancyHTMLHeadings<h#>Includeprimaryorsupportingkeywordsinyourhighestheadingtag(<h1>)Placesupportingkeywordsintheseheadingtags<h2>…<h6>MakesureitmakessensetohumansUseCSStoformatthelookofstandardHTMLheadingsIfgraphicaltextdesiredforheadings,considerimagereplacementmethodsEmphasizingKeywordsEmphasizetext&keywordstoshowsearchengines&usersthat“thisisimportant”tothethemeofthepage.Use<strong>forboldUse<em>foremphasizeDonotuse<b>or<i>(outdated/obsolete)Onlyemphasizeshortsegmentsofwords(1-4words).Anymorelosesimpact&valueofemphasis;everythingisemphasized;diluteskeywordmeaningImagesGiveyourimagesdescriptivefilenameIncludekeywordswhereitmakessenseUsethealtattributetoprovideinformationabouttheimageShortdescriptionofimageIncludekeywordswhereitmakessenseMakesureitmakessensetohumansAidsinusabilityDon’tstuffkeywordshere;consideredDon’tuseimagesinplaceoftext.Ifrequired,considerimagereplacementtechniquesLinksImportantpartofoverallsearchalgorithmHowever,notasimportantasitoncewas…Linkswithinyoursitetopageswithinyoursite(internallinks)havesomevalueInboundlinkstoyoursite/pages/contentfromquality,authoritativesources(externallinks)consideredunbiased,proofthatyourcontentisqualityThelink’sanchortextisveryimportantShouldcontainrelevantkeywordsRaisesthelink’svalueInboundLinkBestPracticesObtainlinksonlyfromquality,authoritativesourcesrelatedorrelevanttoyoursiteStrivefortopsites(example:CNN,Wikipedia)TopsiteshavegoodPageRankGoogletermforthequalityofinboundlinksCanviewPageRanklevelsfromGoogleToolbarTopsiteshavebeenaroundawhileLinkstoanypageonyoursite;notjusthomepageDeeplinkinggoodDonotobtainlinksfrom“shady”sourcesLinkfarms,ringsLinkexchangesfromsourcesoflittle/noPageRankDonotpurchaselinksfromothersLinkBuildingIdeasBlogs

createabloglinktoyoursitecommentonothersubjectrelated,relevantblogsRSSFeedSyndicationSyndicateinformationfromyoursite/blogtobedisplayedonotherwebsitesControltheanchortextPressReleasessubmittedtoonlinePRdistributorsLinkbacktoyoursiteArticles

topicsofexpertise,syndicatedonthewebLinkbacktoyoursiteIndustrySources/SubjectAuthorityWebsitesWho’slinkingtoyouGoogle–WebmasterCentralInternal&External(inbound)linksYahoo–link:[URL]OtherOptimizationIdeasGoogleBase/ProductSearch/OneBoxGoogleBase:Onlinedatabaseofproducts.OriginallycreatedforclassifiedsCanuploadinformationaboutyourproductsGoogleProductSearch(formerlyFroogle)ShoppingsearchengineprovidingsearchableindexofproductsforpurchaseGoogleOneBoxForcertainkeywords,displayscontentabovetheorganicsearchresultsGoogleBase/ProductsSearch/OneBoxGoogleBase/ProductsSearch/OneBoxGoogleBase/ProductsSearch/OneBoxAnalyze/MonitoryoursiteUseanAnalyticstooltomonitoryoursiteVisitsConversionsReferralsSites,URLS,KeywordsUseaMonitoringtooltomonitoryoursite’srankingRanking(basedonkeyword)ResearchcompetitorsAgeInboundlinksKeywordsusedContentisKing!S

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