Search Engine Optimization courses in ghaziabad, Search engine Optimization training in Ghaziabad
Search Engine Optimization
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Jenn Mathews (SEOGoddess) Search Engine Optimization
description
Search Engine Optimization. Jenn Mathews ( SEOGoddess ). Who am I?. Twitter.com/ SEOGoddess Facebook.com/ theSEOGoddess SEOGoddess.me. What We Will Be Covering:. ?. What is SEO? Why SEO? How Search Engines work How people use Search Engines Keyword Research Keyword Placement - PowerPoint PPT Presentation
Transcript of Search Engine Optimization
Jenn Mathews (SEOGoddess)
Search Engine Optimization
Who am I?
Twitter.com/SEOGoddess
Facebook.com/theSEOGoddess
SEOGoddess.me
What We Will Be Covering:• What is SEO?• Why SEO?• How Search Engines work• How people use Search Engines• Keyword Research• Keyword Placement• Checklist –
• Internal SEO Checklist• External SEO
• SEO & Social Media• What not to do• Advanced SEO
• -Getting buy in -Analytics• -SEO in an Org -Maximizing ROI• -Projects
?
What is SEO?
Rankings
linking
websitekeywords
Keywords+ User types in key
word+ User types in 2 word
phrase+ User types “long tail”
key term
Search EngineSearch
ComputerLaptop Computer500GB Laptop Computer
As the user is researching they will type more specific words and phrases to find exactly what they are looking for.
The Results
Why SEO?+ Roughly 9 Billion
searches each month on Google alone
+ Conversion rates 120%-180% more than banner advertising, social media, or traditional marketing
How Search Engines Work+ Computer program
called “spiders” find websites, look through the websites for words, store those words on a server.
+ User types in a word, computer program (search engine) find the matching word on the server, shows the results.
User searches with key 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
What We See+ We see styles, fancy
fonts, images, interactivity, and general user experience.
+ Search engines see letters (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”>
What a Search Engine Sees
Database
Search
What Happens?+ User enters key term
and clicks “search”500GB Laptop Computer
Search
What Happens?+ The program (Search
Engine) looks through the database and pulls up the results that have the most relevence
Blah Blah Blah Blah Blah 500GB Laptop Computer Blah Blah
Blah Blah Blah Blah Blah Blah Blah Blah
500GB Laptop Computer
500GB Laptop Computer
How People Use Search Engines
#1 Paid Results
#2 Special ResultsVideos, Products, Images, etc
#3 Standard Natural ResultsTitle, Description
#4 Paid
Heatmap – Eye Tracking 2005= click + In 2001-2004 the first
position was the most coveted as users would click the first result without reading the title and description, or simply click “I’m feeling lucky”.
+ In 2005-2009 users began spending more time reading the title and description, clicking multiple results, and coming back again with longer more precise search terms.
User stays within the first couple of results then scans the rest of the page briefly
Heatmap – Eye Tracking 2011+ Google and other
search engines (more specifically Bing) have performed extensive research to proved their users with more relative results and interactivity.
+ In 2010-2011 users are now spending more time browsing around the results page and access features provided by the search engines.
User still stays within the first couple of results, but spends less time at the top portion
and more time looking at the first 5-7 results.
Get to know Search Engine Features
+ Google+ Language+ Number of results+ Personalized
results (Google Account)
+ Location+ Search History+ Social (friends su
ggestions +1)+ Suggestions+ Google Instant
http://www.google.com/help/features.html
Get to know Search Engine Features
+ Bing (Microsoft)+ Suggestions
+ Blue=popular+ Purple=your
history
+ Answers+ Social
+ Facebook+ Likes+ Friends
Get to know Search Engine Features
Specific Searches+ Websites+ Video+ Images+ Maps+ Travel+ Shopping+ Location (brick and mortar)
Keyword Research+ Wordtracker+ Wordstream+ Google Keyword Tool
How to Select the Right Keywords+ Type in your general
word or phrase (one or more)
+ Add your website (or leave blank if you don’t have one yet)
+ Choose advanced options (desktop systems, mobile, local, etc)
+ Click “search”
Your Suggested Key Terms+ Selecting Terms
+ Choose the terms that are closest to your target.
+ Competition+ Number of
websites that show up for the term
+ Monthly Searches+ Number of times
that term is search in a month
+ Local – number of times a local search is performed
Sets of Terms+ Blanket 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)
Blanket Terms
Categorical Terms
Longtail Terms
Keyword Placement+ The 2-3 broad words
you chose that “describes” your entire website
BLANKET TERMS1. 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)
Keyword Placement+ The 2-3 word
phrases (terms) that describes a section of the website.
CATEGORICAL TERMS1. 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.)
Keyword Placement+ 4-5 word phrases
that an individual page is about.
LONGTAIL TERMS1. 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 file5. In the heading of the file6. 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
Keyword Densities
+ Spread the keywords throughout the page evenly.
+ For Example: + Don’t place 10
key terms within the first 300 words of the page, distribute them through all 600-900+ words.
Simple Right?+ Keyword Placement
+ Title+ Description+ Body content+ URL (domain, directory,
filename)
+ Keyword Densities+ Internal Linking+ External Links+ Age (Domain/files)
Not Really…
KeywordsKeyword in URLKeyword in Domain nameKeywords - HeaderKeyword in Title tagKeyword in Description meta tagKeyword in Keyword metatagKeywords - BodyKeyword density in body textIndividual keyword densityKeyword in H1, H2 and H3Keyword font sizeKeyword proximity (for 2+ keywords)Keyword phrase orderKeyword prominence (how early in page/tag)Keywords - OtherKeyword in alt textKeyword in links to site pages (anchor text)NAVIGATION - INTERNAL LINKSTo internal pages- keywords?All Internal links valid?Efficient - tree-like structureIntra-site linkingNAVIGATION - OUTGOING LINKSTo external pages- keywords?Outgoing link Anchor TextLink stability over timeAll External links valid?Less than 100 links out totalLinking to AuthorityOTHER ON-Page FactorsDomain Name ExtensionTop Level Domain - TLDFile SizeHyphens in URLFreshness of PagesFreshness - Amount of Content ChangeFreshness of LinksFrequency of UpdatesPage ThemingKeyword stemmingApplied SemanticsLSIURL lengthOTHER ON-SITE FactorsSite Size - Google likes big sitesSite AgeAge of page vs. age of siteNEGATIVEON-Page SEO FactorsText presented in graphics form onlyNo ACTUAL body text on the pageAffiliate site?Over optimization penalty (OOP)Link to a bad neighborhoodRedirect thru refresh metatagsVile language - ethnic slurPoison wordsExcessive cross-linkingStealing images/ text blocks from another domainKeyword stuffing thresholdKeyword dilutionPage edit - can reduce consistencyFrequency of Content ChangeFreshness of Anchor TextDynamic PagesExcessive JavascriptFlash page - NOTUse of FramesRobot exclusion "no index" tagSingle pixel linksInvisible textGateway, doorway pageDuplicate content HTML code violationsPOSITIVEOFF-Page SEO FactorsINCOMING LINKS :Page RankTotal incoming links ("backlinks")Incoming links from high-ranking pagesAcceleration of link popularityFOR EACH INCOMING LINK :Page rank of the referring pageAnchor text ofinbound link to youAge of linkFrequency of change of anchor textPopularity of referring page# of outgoing links on referrer pagePosition of link on referrer pageKeyword density on referring pageHTML title of referrer pageLink from "Expert" site?Referrer page - Same themeReferrer page - Different themeImage map link?Javascript link?DIRECTORIES :Site listed in DMOZ Directory?Site listed in Yahoo Directory?Site listed in LookSmart Directory?Site listed in inktomi?Site listed in other directories (About, BOTW, etc.)Expert site? (Hilltop or Condensed Hilltop)Site Age - Old shows stability Site Age - Very New BoostSite Directory - Tree StructureSite Map and more site mapSite SizeSite ThemingPAGE METRICS - USER BEHAVIOR:Page trafficPage Selection Rate - CTRTime spent on pageDid user Bookmark page?Bookmark add/ removal frequencyHow they left, where they wentSITE METRICS - USER BEHAVIOR :Site TrafficReferrerKeywordTime spent on domainDOMAIN OWNER BEHAVIOR :Domain Registration TimeAre associated sites legitimate?NEGATIVEOFF-Page SEO FactorsTraffic BuyingTemporal Link AnalysisChange of MeaningsZero links to youLink-buyingPrior Site RankingCloakingLinks from bad neighborhoods,affiliatesPenalties - resulting fromDomain Hijacking(work with Google to fix)Penalty - Google TOS violationServer Reliability - S/B >99.9%Pages being dropped from large sitesRank Manipulation byCompetitor Attack
Algorithms
Checklist – Internal SEOKeywordsKeywords in <title> tagKeywords in URLKeyword density in document textKeywords in anchor textKeywords in <alt> tagsKeywords in metatags
Metatags<Description> metatag<Keywords> metatag<Language> metatag
Links - InternalAnchor text has key term(s) in linksContent Around-the-anchor text is relevant
ContentUnique contentFrequency of content changeAge of documentFile sizeContent separationPoor coding and designDuplicating Content = NOInvisible text = NO
Domains & URLsKeyword-rich URLs and filenamesSite AccessibilitySitemapWebsite sizeWebsite/Domain ageFile Location on SiteDomains versus subdomainsTop-level domains (TLDs)Hyphens in URLsURL lengthIP address
Otherrobots.txtRedirects (301 and 302)
Social ActionsGoogle +1Facebook 'Like' or 'Recomend"Facebook commentsTwitter "tweet"OGP - Open Graph Protocol
Checklist – External SEOLinks - ExternalQuality of source of inbound linksLinks from similar sitesLinks from .edu and .gov sitesAge of inbound linksLinks from directories Links from Social MediaLinks on pages that include social actions
Social ActionsWebsite sharedPages shared+1 in search results (Google)Shared links 'Like'd (Bing only)
SEO and Social Media+ Internal
+ Sharing+ Commenting+ OGP+ Embedding
+ External+ Profiles/Pages+ Content+ Social Actions+ Commenting
+
=
Socially Internal for SEO+ Share Buttons
+ Facebook+ Twitter+ Linkedin+ Google++ StumbleUpon
http://www.stumbleupon.com/badges/
http://developers.facebook.com/docs/reference/plugins/like/
http://twitter.com/about/resources/tweetbutton
https://developer.linkedin.com/plugins/share-button
http://www.google.com/intl/en/webmasters/+1/button/index.html
Socially Internal for SEO+ Commenting
+ CMS + Gadgets+ plugins+ modules+ add-ons
+ Facebook+ External Add-ons
http://developers.facebook.com/docs/reference/plugins/comments/
+ Open Graph Protocol+ Basics
+ og:title+ og:url+ og:image+ og:description+ og:site_name
+ Location+ Contact Info+ Video+ Audio+ Product
Socially Internal for SEO
OGP.me<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>
Socially Internal for SEO+ Embedding
+ Twitter+ Facebook+ Linkedin+ YouTube Videos+ Slideshare
http://developers.facebook.com/docs/reference/plugins/activity/
http://twitter.com/about/resources/widgets
https://developer.linkedin.com/plugins
Activity Feed
http://developers.facebook.com/docs/reference/plugins/recommendations/Recommendations
Widgets
Plugins
Socially External for SEO+ Profiles/Pages
Use social networking websites to establish a solid presence in the search results.
Knowem.com
Socially External for SEO+ Content
+ Sharable Content+ Guest Blog posts+ Profile Content+ Tweets/Updates
Socially External for SEO+ Social Actions
+ Share+ Tweet+ Check in
Socially External for SEO+ Commenting
+ Blogs+ Articles+ Products+ Updates
I like your ……
Don’t+ 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
Black Hat SEO - http://wppw.me/6hjix
Advanced SEO• Getting Buy In• Analytics• SEO within the Org• Maximize ROI• Projects
Getting Buy In+ Boss+ Client+ Designer+ Developer+ CEO+ Legal+ PR+ HR+ Finance
SEO = $
Analytics
Keyword Page(s) on Site Conversion
Within the Organization+ Make friends+ Communicate+ Educate
Maximize ROI+ Monitor+ Tools+ Chase the Longtail+ Use PPC Data+ New terms
Projects+ Question/Answer+ Set Goals+ Support Programs+ Support Promotions+ Ideas+ Test
