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SEO Toolsfor a College Web Rockstar
Kyle [email protected]
twitter.com/kylejameslinkedin.com/in/jameskm03
kyle-james.com
doteduguru.comnuCloud.comhubspot.com
Why Am I Talking to You?
?
If people can’t find it,does it matter?
SEO is Usability and Accessibility
Two Parts of SEO
On-PageUsability
Off-PageAccessibility
Usability
Keys to Usability
• On-Page SEO Elements• Right Keywords• Fast Pages• Catering to the Search Bots• Managing URL Redirects• Fix Broken Links• Handing Non-Existent Pages• Finding Something
PageTitle
MetaDescription
MetaKeywords
URL
Headers
On-Page Optimization
Web Analytics Helps SEO
Quickly make sure your page titles are
optimized
The Right Keywords
What are those buildings called?
What are people looking for?
https://adwords.google.com/select/KeywordToolExternal
What are people looking for?
Getting Ranked
Search Call To Actions
Page Title and Meta Description are all you get in search results. Make sure that they count.
Page Title
Meta Description
Keyword Matter
Describing things based on what people are looking is important
Visits By Keywords
Know what keywords you are already getting
search traffic from
Keyword Research
Adwords Keyword Tool
https://adwords.google.com/select/KeywordToolExternal
How Fast Is Your Website?
Time is Money
• Bottom line optimizedwebsites are ranked better.After all it’s a better userexperience right?
Website Speed Tester
http://www.websiteoptimization.com/services/analyze/
Things You Can Optimize
• Images• CSS• JavaScript• Compression
Understanding Search Crawlers
Search Engine Crawlers are your blindest users
GoogleYahoo Microsoft
The Lynx Browser
http://bit.ly/lynx
Managing URL Redirects
Xenu – Find Broken Links
http://home.snafu.de/tilman/xenulink.html
404 Pages
404 Reporting tells you where you are
failing to better optimize your site
301 Redirects
• (Almost) Always use 301 Redirects because they pass search authority
http://delicious.com/jameskm03/301redirects
URL Canonicalization
• Avoid “Double Vision”• Every page on your site becomes duplicate
Finding Something
Come on… Go Search Me!
Internal Site Search
SEO also helps with your Internal Site Searchand good for Keyword Research
Accessibility
Keys to Accessibility
• Off-Page Elements• Discovering All Your Pages• Blocked Pages• Tell the Engines• Feeding the Engines
An SEO Breakdown
http://www.seomoz.org/article/search-ranking-factors
• The first three are allOff-Page Elementsand total 66%.
Off-Page Optimization
1. Site Authority2. Inbound Links3. Anchor Text
1. Site AuthorityThis isn’t something a College or
University should worry about as these are some of the oldest and most trusted
sites on the web.
3. Anchor Text
The Title Anchor Text
3. Anchor Text Count!
Understand Your Inbound Links
Scan referral sources to see where you are
getting links from
Sitemap.xml
• URL• Priority• Frequency• LastChange
http://sitemaps.org/
Sitemap.xml Generator
http://www.xml-sitemaps.com/
Robots.txt
• Disallow pages and directoriesfrom being crawled by search engines
• There are also RobotsMeta tags and Robots http headers that you canuse to block content too
http://www.robotstxt.org/
Telling The Engines
Google Webmaster Tools
http://www.google.com/webmasters/
Bing Webmaster Tools
http://www.bing.com/webmaster
Yahoo Site Explorer
http://siteexplorer.search.yahoo.com/
Yahoo Site Explorer - Links
http://siteexplorer.search.yahoo.com/
PING-O-MATIC Spreads Content
Google Analytics
• Google Analytics also tells Google about all your pages and the traffic they get. The more information they know about your website the better they rank you.
Feedburner
• Just like Google Analytics, Google owns Feedburner so feeds you push through them not only provide analytics but also help Google find your content.
Feeding The Engines
Publish Content Worth Sharing
Tell Great Stories
Additional Reading
• www.seomoz.org/blog
• sphinn.com• searchengineguide.com• searchengineland.com
SEO Tools for a College Web Rockstar
Kyle [email protected]/kylejames
linkedin.com/in/jameskm03
kyle-james.comdoteduguru.com
hubspot.comnuCloud.com
Questions?