PBA Front-End Programming Website Targeting. Where do websites come from…?
PBA Front-End Programming Search Engine Optimisation.
-
Upload
rosalind-short -
Category
Documents
-
view
215 -
download
1
Transcript of PBA Front-End Programming Search Engine Optimisation.
PBA Front-End Programming
Search Engine Optimisation
Search Engine Optimisation
• Search Engine Optimisation (SEO)– Making your website visible
to search engines (Google)– Get your website to the top
of the result list!
Search Engine Optimisation
Search Engine Optimisation
• SEO is an obvious way to make users aware of your website– Technical aspect: Making sure the proper words
can be found on your website by search robots– Marketing aspect: Making sure your website
contains the words a typical user will use when searching for a website in your category. Getting other sites to link to your site.
Search Engine Optimisation
• How is a page found by a Search Engine?
• Web Crawlers follow links – so make sure there are links to all your pages
• How is a page ranked by a Search Engine?
• Secret…!
Search Engine Optimisation
• Page rankings– Internal factors – title, headings, body text, alter-
native text, keyword distribution, domain name– External factors – links from other pages. The
higher ranked the linking page is, the more the link will count. How often users click on the page in a search result list
Search Engine Optimisation
• How can I know which keywords a typical user will use when searching for a similar website?
• Ask them!• A job for the Usability Lead• Google Adwords – suggestions
for keywords
Search Engine Optimisation
• A Search Engine cannot see text in– Graphics (logos, banners, etc.)– Flash animations– Video– Audio (oh, really…)– Graphic links– Links depending on dynamic code
Search Engine Optimisation
• A Search Engine may bypass a page if it– Has a very complex structure– Is heavily dynamic (CSS, JavaScript)– Contains many broken links– Contains complex/auto-generated links– Is flooded with keyword repetitions– Is created server-side– Loads very slowly
Search Engine Optimisation
• So, I’m about to write material for my website…
• …what should I actually do…?
Search Engine Optimisation
• Avoid writing consciously for SEO• Write for the readers, not for the engines• External factors are given more importance
than internal by modern search engines (Google)…
• …so the material must be interesting and relevant for actual human readers!
Search Engine Optimisation
• Still, you can often hit two birds with one stone
• Review titles, headers, page bodies, etc – do they actually contain relevant words
• Take the user’s point-of-view – what would the typical user be looking for?
Search Engine Optimisation
The Global Catastrophe
Bla bla bla bla bla…
Search Engine Optimisation
World War II : The Global Catastrophe
Bla bla bla bla bla…
Search Engine Optimisation
• Where to put keyword/phrases:– Page titles– Major headings– First content paragraphs– Text for links to other pages– Alternative text for images– HTML file names and directory names
Search Engine Optimisation
• Grammatical form matters (Tiger <> Tigers)• Case does not matter (Tiger == tiger)• Context does not come automatically!• A Tiger is also a– Carnivore– Large cat– Panthera– Threatened species
Search Engine Optimisation
• Enough is enough!• Delicate balance between
plentiful mentioning of keywords and ”keyword spamming”
• Exact limit unknown…• Rule of thumb, at most 5-8
% of total word count
Search Engine Optimisation
• We can also ”optimise” the use of keywords with regards to humans
• Users do not divide their attention uniformly over a web page (eye-tracking studies)– Golden triangle– F pattern
Cat
Search Engine Optimisation
Search Engine Optimisation
• Most important in page rankings – other pages that link to your page!
• How to achieve that…?
Search Engine Optimisation
• If the site is part of a large company– Request that main (often visited) company
pages link to your pages– Get included in site maps, etc.– Get featured in a ”what’s new” section on the
company home page
Search Engine Optimisation
• If the site is a stand-alone site– Find link partners: You link to the partner, the
partner links to you (link building)– Potential link partner could be a ”complemen-
tary” company, not a competitor– Example: you sell swimsuits, the partner sells
sunglasses– Should be worthwhile for both sides
Search Engine Optimisation
• Create links from other websites yourself– Find popular (and preferably
relevant…) blogs, forums, etc, and leave comments including links to your own website
– Sign up your website to link catalogs
• A delicate balance…
Search Engine Optimisation