Promoting Your Web Site and Search Engine Optimization

gulliblesquishInternet και Εφαρμογές Web

18 Νοε 2013 (πριν από 3 χρόνια και 11 μήνες)

122 εμφανίσεις

5/12/2011
1
Promoting Your Web Site
and Search Engine
Optimization
Roger Lipera
Interactive Media Center
http://libraryalbany.edu
rlipera@uamail.albany.edu
Define the Goals for Your Web site
Questions that Web designers ask
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
Define the Goals for Your Web site
What is the purpose of the site?
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
Define the Goals for Your Web site
What is the purpose of the site?
Who is the intended audience?
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
Define the Goals for Your Web site
What is the purpose of the site?
Who is the intended audience?
What do you want the site to do?
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
Define the Goals for Your Web site
What is the purpose of the site?
Who is the intended audience?
What do you want the site to do?
How does the site fit into your
strategy and goals?
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
5/12/2011
2
Results Tell You If Your Strategy is Working
Increase in sales?
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
Increase in sales?
Increase in walk-in traffic?
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
Results Tell You If Your Strategy is Working
Increase in sales?
Increase in walk-in traffic?
Decrease in time-wasting phone calls?
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
Results Tell You If Your Strategy is Working
Increase in sales?
Increase in walk-in traffic?
Decrease in time-wasting phone calls?
Increase in membership of
your organization?
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
Results Tell You If Your Strategy is Working
Increase in sales?
Increase in walk-in traffic?
Decrease in time-wasting phone calls?
Increase in membership of
your organization?
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
More “friends” on Twitter
Results Tell You If Your Strategy is Working
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
Why We Care
You must know your goals
You must know the route
You must know the endgame
You can’t operate in the dark
5/12/2011
3
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
www.thebrainshow.com
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
Hits
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
Hits
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
Hits
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
Hits
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
5/12/2011
4
Hits
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
Number of Hits
Months of the Year
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
Unique Visitors
Number of Hits
Months of the Year
Visits
IP Addresses
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
Unique Visitors
Lots of visits from
many different computers
Lots of visits from
a few computers
Few repeat visitors
Many repeat visitors
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
Unique Visitors
5/12/2011
5
Number of Page Views
Pages Visited
Time on Site
Referring Site
Exit Page
Bounce Rate
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
Other Terms
Number of Page Views
Pages Visited
Time on Site
Referring Site
Exit Page
Bounce Rate
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
Other Terms
The number of pages each visitor looks at
Number of Page Views
Pages Visited
Time on Site
Referring Site
Exit Page
Bounce Rate
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
Other Terms
The number of pages each visitor looks at
Number of Page Views
Pages Visited
Time on Site
Referring Site
Exit Page
Bounce Rate
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
Other Terms
The site visitors were are previously
Number of Page Views
Pages Visited
Time on Site
Referring Site
Exit Page
Bounce Rate
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
Other Terms
The last page visitors looked at before they left the site
5/12/2011
6
Number of Page Views
Pages Visited
Time on Site
Referring Site
Exit Page
Bounce Rate
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
Other Terms
The rate of quick ins-and-outs
5/12/2011
7
Getting on the Search Engines
You may have heard, “For $99.99 we can get you on 4500 search engines!”
Guess how many search engines are really important. Is it:
300 search engines?100 search engines?10 search engines?3 search engines?
Interactive Media Center
Roger Lipera
rlipera@uamail.albany.edu
Getting on the Search Engines
Recent statistics
52.7%
20.2% 13.3%
Interactive Media Center
Roger Lipera
rlipera@uamail.albany.edu
800 pound gorilla
Interactive Media Center
Roger Lipera
rlipera@uamail.albany.edu
Search “Submit to Google”
Interactive Media Center
Roger Lipera
rlipera@uamail.albany.edu
Getting on the Search Engines
Interactive Media Center
Roger Lipera
rlipera@uamail.albany.edu
Getting on the Search Engines
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
5/12/2011
8
Getting on the Search Engines
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
How Do Search Engines Work?
Your Web site
Search Engine
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Keywords, alt
tags, meta tags
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
How Do Search Engines Work?
Lorem ipsum dolor sit amet,
consectetur adipisicing elit, sed
do eiusmod tempor incididunt ut
labore et dolore magna aliqua.
Ut enim ad minim veniam, quis
nostrud exercitation ullamco
laboris nisi ut aliquip ex ea
commodo consequat. Duis aute
irure dolor in reprehenderit in
voluptate velit esse cillum dolore
eu fugiat nulla pariatur.
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cupidatat non proident, sunt in
culpa qui officia deserunt mollit
anim id est laborum
Keywords, alt
tags, meta tags
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
How Do Search Engines Work?
Search search
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
How Do Search Engines Work?
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
Getting on the Search Engines
Free Free with registration Free
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
5/12/2011
9
What is this SEO stuff?
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
Search Engine Optimization is preparing your Web site
to be ranked as high as possible on the search engines.
Search Engine Optimization
Meta Tags Importance
Keywords
1
10
1 10
Description
1
10
Title
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
Other Features Importance
Inbound links
1 10
1
10
Outbound links
1 10
Above the fold text
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
Search Engine Optimization
Good!
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
Search Engine Optimization
Not so good!
(Nobody really cares)
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
Search Engine Optimization
5/12/2011
10
5/12/2011
11
Alt tags
Albany Tile installation
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
Keywords in the Alternate Text Attributes
Alt tags
Tile installation
Tile installation from Albany Tile Supply
Kitchen tile installation from Albany Tile Supply
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
Keywords in the Alternate Text Attributes
Friendly inbound links
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
Links
Once You Are On the Search Engines
Keep it “Fresh As A Daisy”
• Regular updates
• Current information
• Make changes as necessary
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
Once You Are On the Search Engines
Case Study #1
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
Once You Are On the Search Engines
Case Study #2
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
5/12/2011
12
Once You Are On the Search Engines
Case Study #3
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
Case Study: Multiple Entry Pages
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
Case Study: Multiple Entry Pages
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
• Each page optimized for the search engines
• Each component specific to the page
5/12/2011
13
Blogs ,Twitter, Linkedin, Facebook
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
Lor em ipsum dolor s it amet, c ons ec tetur adipis ic ing elit, s ed do eius mod tempor
incididunt ut labor e et dolor emagna aliqua. Ut enimad
minim veniam, quis nostrudexercitation
ullamco laboris nisi ut aliquipex ea
commodoconsequat. Duis auteirure
dolor in reprehenderit in voluptatevelit
essecillumdoloreeufugiat nullapariatur.
Excepteur sint occaecat cupidatat non
proident, sunt in culpa qui officiadeserunt
mollit animid est laborum.
Lor em ipsum dolor s it amet, c ons ec tetur adipis ic ing elit, s ed do eius mod tempor incididunt ut labor e et dolor emagna
aliqua. Ut enimad minim veniam, quis nostrudexercitat ion
ullamco laboris nisi ut aliquipex ea commodoconsequat.
Duis aute iruredolor in reprehenderit in voluptateveli t esse
cillumdoloreeufugiat nullapariatur. Excepteur sint occ aecat
cupidatat non proident, sunt in culpa qui officiadese runt mollit
animid est laborum.
Link 1
Link 2
Link 3
Link 4
Your Web Site
Blogs ,Twitter, Linkedin, Facebook
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
Short Form
“Fan Club” Effect
What’s New
Latest Rage
Act Fast
Little Search Engine Effect
Blogs ,Twitter, Linkedin, Facebook
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
Professional Connections
One-on-One to Peers
Specific Targets
Little Search Engine Effect
Blogs ,Twitter, Linkedin, Facebook
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
Wide Distribution
“In the Club” Effect
Almost a mini-Web site
Great for connections
Can help with Search Engines
5/12/2011
14
Blogs ,Twitter, Linkedin, Facebook
Roger Lipera
rlipera@uamail.albany.edu
Interactive Media Center
Lor em ips um dolor s it amet, cons ec tetur adipisic ing elit, s ed do eius mod tempor
incididunt ut labor e et dolor emagna aliqua. Ut enimad
minim veniam, quis nostrudexercitation
ullamco laboris nisi ut aliquipex ea
commodoconsequat. Duis auteirure
dolor in reprehenderit in voluptatevelit
essecillumdoloreeufugiat nullapariatur.
Excepteur sint occaecat cupidatat non
proident, sunt in culpa qui officiadeserunt
mollit animid est laborum.
Lor em ips um dolor s it amet, cons ec tetur adipisic ing elit, s ed do eius mod tempor inc ididunt ut labor e et dolor emagna
aliqua. Ut enimad minim veniam, quis nostrudexercitat ion
ullamco laboris nisi ut aliquipex ea commodoconsequat.
Duis aute iruredolor in reprehenderit in voluptateveli t esse
cillumdoloreeufugiat nullapariatur. Excepteur sint occ aecat
cupidatat non proident, sunt in culpa qui officiadese runt mollit
animid est laborum.
Link 1
Link 2
Link 3
Link 4
Your Web Site