Yoast’s small seo guide to optimize your website small seo-guide
Seo biggner guide 2014
43
An introduction to optimizing your web site for best possible search engine results. 1
-
Upload
afzal-hameed -
Category
Internet
-
view
195 -
download
2
description
There are a lot of definitions of SEO biggner guide 2014.(spelled Search engine optimisation in the UK,SEO tutorial ppt, Google has now released a search engine optimisation starter guide for webmasters, which they use internally. This beginners' guide to Powerpoint explains not only how to use Powerpoint but how to make Digital marketing, content strategy and SEO.
Transcript of Seo biggner guide 2014
An introduction to optimizing your web site for best possible search engine results.
1
Presented by:Chris Pfeiffer,University of UtahOffice of Information Technology
2
Search Engine Basics Why Optimize? Key Concepts Optimization Content Management Systems Summary Resources
3
Crawling the web: Search engines run automated programs, called “robots" or "spiders", that use the hyperlink structure of the web to "crawl" the pages and documents that make up the World Wide Web.
4
Indexing documents: Once a page has been crawled, its contents can be "indexed" - stored in a giant database of documents that makes up a search engine's "index".
5
Processing queries: When a request for information comes into the search engine, the engine retrieves from its index all the document that match the query.
6
Ranking results: Once the search engine has determined which results are a match for the query, the engine's algorithm (a mathematical equation commonly used for sorting) runs calculations on each of the results to determine which is most relevant to the given query.
7
Directories: Human edited search indexes o Yahoo Directory!o DMOZ = The Open Directory Project
www.dmoz.org
8
Search Engine Results Pages (SERPs) o Organic: Results based on content and
keyword relevancy (as per algorithm)o Paid Placement (PPC):
Google AdWords Yahoo! Search Marketing (YSM)
9
10
Paid PlacementResults
OrganicResults
Web Search as a navigational toolo On average, 45% of visitor traffic
through Utah.edu use the search engine to navigate.
o 72% of searchers stop with the top ten search results, and 90% stop with the top 30.
11
Competition for keywordsEvaluating page rank
o Baselineo Ongoing
12
Page rank calculation toolso Google Toolbaro www.faganfinder.com/urlinfo/o www.alexa.com
Frequent querieso Web traffic analysiso U Web Resources
13
Target audienceo Keyword choiceso Directory submission
14
Conversion Web site user doing what you intended them to
do▪ Sales▪ Course registration▪ Forms & downloads▪ Page views
Conversion paths and funnels
15
Search-friendly Usabilityo Home Page vs. Landing pageso Top-down vs. Shallow-wide design
16
17
HOME
18
HOME
Persistent Navigationo Orients visitor to siteo Provides spiders pathway through site
19
Accessibilityo Flasho Javascripto SSL – authenticationo Firewalls and closed portso Databases & query string URLso Forms
20
Site MapsNon-HTML Documents
o MS Word, Excel, PowerPoint, PDF
21
Canonical URLso http://utah.eduo http://www.utah.edu
Redirectso 301 server redirecto Meta-refresh page redirect
22
Robots.txt file Decides which robots to allow in and
which to exclude▪ Site wide▪ Directory-by-directory▪ Page-by-page
Robots meta-tag
23
Get indexedo Register URL with University Webmastero Submit URL to directories
24
Meta-data<html> <head> <title>The University of Utah</title> <meta name="description" content="Founded on
February 28, 1850, The University of Utah offers 75 undergraduate degree programs, more than 50 teaching majors and minors, and 96 graduate majors.">
<meta name="keywords" content="University of Utah, UU, Utes, Utah, Salt Lake City, university, universities, colleges, higher education, academic, research, admissions">
25
Meta-datao HTML Page Title
Number one optimization factor Included in results display Unique title for each landing page
26
Meta-data
27
HTML Title Utility in Dreamweaver
Meta-datao Meta-description tag
o50% weight of HTML Title in Ultraseeko Included in Ultraseek results displayoLess weight given by GoogleoRarely used in Google results display
28
Meta-datao Meta-keywords tag
Equal to meta-description tag in Ultraseek Ignored by Google Common misspellings
29
Meta-datao Image alt-tagso H1 tagso Body text
30
31
Relative weight given HTML tags by U of U Ultraseek Search Engine
Popularityo Inbound linkso Remote anchor links & text
oAnchor link – http://www.url.comoAnchor text – words used in link
32
Popularity Inbound links Example
33Anchor link
Anchor link text
Popularityo Inbound linkso Remote anchor links & texto Googlebombing
When a web page places high in search engine results due to frequent anchor links using rude or insulting keywords.
34
Popularity Inbound links googlebombing
35
Popularity Inbound links googlebombing
36
Reliabilityo .edu and .gov domainso Domain age
37
Black Hat SEO:Unscrupulous or deceptive optimization practices intended to spam users or compete unfairlyo Invisible texto Keyword stuffingo Duplicate pageso Domain cloaking: serving different content to
search engine robots than to human visitorso Link farms
38
39
Spam Detection Threshold:The number of repeating keywords required for U of UUltraseek search engine to penalize for spamming
Dynamic URLso Querystring enabledo Consistent, crawl-able URLs
Cookies and session IDs
40
Accessible pagesThink landing pagesUnique HTML page title for every
landing pageContent relevant keywordsAvoid Black Hat SEO
41
University Webmastero www.utah.edu/uwebresourceso [email protected] 581-6113
www.searchenginewatch.com“The ABC of SEO” David George
42
THANK YOU!
43
