Search Engine Optimization

malteseyardInternet και Εφαρμογές Web

18 Νοε 2013 (πριν από 4 χρόνια και 1 μήνα)

447 εμφανίσεις

SEARCH ENGINE
OPTIMIZATION

Donna Habersaat

WHAT IS SEARCH ENGINE OPTIMIZATION
(SEO)


Search Engine Optimization (SEO) is the
process

of setting up your web site so that
it ranks well for particular keywords within
the organic search results of major search
engines such as Google, Yahoo and Bing.


WHY WE NEED
SEO?


In order for users to find your web site


It needs to be more than just a great web site


W
eb sites need to be “search
engine
friendly”


Help search engines with
spidering

and indexing


Help match queries with web site content


S
earch engines do not generate popularity but promote
links to an
already
popular web site, so SEOs need to
work on making your web site popular through
marketing.

THE LAYOUT OF A SEARCH RESULTS PAGE

HOW SEARCH ENGINES WORK


Crawling


Building an Index


Calculating Relevancy and Importance


Ranking

WHAT SEARCH ENGINES ARE ABLE TO
“SEE” ON A WEB PAGE

WHAT SEARCH ENGINES ARE NOT ABLE
TO ”SEE” ON A WEB
PAGE


Images


Flash files


Audio and Video files


AJAX and Java applets


iFrames


Web pages only accessible after a form



nofollow
” attribute of a link

SEO SKILL SETS


HTML writing


Knowledge of CSS


Data analysis


Graphic design


Server administration


Copywriting


Link building


Blogging


Social
media

MAIN SEO TACTICS


Keyword
Generation


SEO for each web page


Web site structure (basic and advance)


Content creation


Create communities


Build Links


Google Webmasters Tools and
Analytics


Social Media Optimization


Pay
-
per
-
Click Campaigns


Measuring

KEYWORDS


Unique keywords


Each page optimized for 1 or 2 essential keywords


Keyword placement in the title, meta keywords and meta description
tags as well as text of the page


Keyword generation tools:
Keyword Discovery,
Wordtracker
, Rapid
Keyword, Term Extractor, (all paid services) and Google’s Keyword
Suggestion Tool


Continuous keyword research

SEO FOR EACH PAGE

WEB SITE STRUCTURE

<?xml version="1.0" encoding="UTF
-
8"?>

<
urlset

xmlns
="http://
www.sitemaps.org
/schemas/sitemap/0.9"


xmlns:image
="http://
www.sitemaps.org
/schemas/sitemap
-
image/1.1"


xmlns:video
="http://
www.sitemaps.org
/schemas/sitemap
-
video/1.1">


<
url
>


<
loc
>http://
www.example.com
/
foo.html
</
loc
>


<
image:image
>


<
image:loc
>http://
example.com
/
image.jpg
</
image:loc
>


</
image:image
>


<
video:video
>


<
video:content_loc
>http://
www.example.com
/video123.flv</
video:content_loc
>


<
video:player_loc

allow_embed
="yes"
autoplay
="
ap
=1">http://
www.example.com
/
videoplayer.swf?video
=123</
video:player_loc
>


<
video:thumbnail_loc
>http://
www.example.com
/thumbs/123.jpg</
video:thumbnail_loc
>


<
video:title
>Grilling steaks for summer</
video:title
>


<
video:description
>Get perfectly done steaks every time</
video:description
>


</
video:video
>


</
url
>

</
urlset
>

WEB SITE STRUCTURE


Advanced techniques



Friendly URLS


http://
www.example.com
/green
-
dress.html

not


http
://
www.example.com
/
index.php?id_sezione
=360&sid=3a5ebc944f41daa6f849f730
f1

CONTENT CREATION


Unique, well
-
written content


Use keywords at least 3 times within text content


Latent Semantic Indexing


Each unique piece of content has its own URL


User generated content to keep content fresh


Any text in an image needs appear in text as well

CREATE COMMUNITIES


Blog or forum


Establishes you as an authority or expert others will link back to your site


Promotes interaction and activity on the site


When syndicating with RSS feeds be sure use absolute links, so all referrals come
back to your site

BUILD LINKS TO YOUR SITE


Search engines prefer quality links:


Links from local or topic
-
specific popular web sites


Links from global popular sites who are trusted sources


The use of keywords as anchor text links


Methods to recruit links:


Directory listings


Business or partnership badges


Company blog


Build content that can be shared through citation
-
based licensing
ageement


Link Broker or pay
-
per
-
post network


Participate in other blogs or forums with links back to content on your site


Press releases through
PRWeb

SEARCH ENGINE TOOLS


Google webmasters tools


Geographical Target


Google Image labeler


Web Crawl


Mobile Crawl


Content Analysis


Google Analytics


Top search
queries


Top keywords that
are sending you traffic


Goal tracking of target keywords


Identify where traffic is dropping off


SOCIAL MEDIA OPTIMIZATION (SMO)


Participating on various social media web sites to generate traffic, buzz and links back to
your site.


PAY
-
PER
-
CLICK (PPC) CAMPAIGNS



MEASURING
& TRACKING SUCCESS



Referring visits from
users


Direct Navigation


Referral
Traffic


Search
Engine


Compare performance


Terms and phrases that generate traffic


Learn depth of search engine indexing

ITERATIVE PROCESS

STAYING UP TO DATE WITH SEO
PRACTICES


Blogs:
SearchEngineLand.com
,
Seroundtable.com
,
SEOmoz.com


Websites:
DMNews.com
,
ClickZ.com
,
WebProNews.com


Industry conferences: Search Engine Strategies, Search Marketing Expo,
WedMaster

World,
SEOmoz’s

SEO Training Seminars


RESOURCES


SEOmoz
. (March 14, 2011). The Beginners Guide to SEO. Retrieved
from
http://
www.seomoz.org
/beginners
-
guide
-
to
-
seo


Kristopher
B.
Jones (2010)
. Search
Engine Optimization: Your visual
blueprint for effective Internet
marketing,
Indianapolis, IN: Wiley Publishing.


Enge
, E., Spencer, S.,
Fishkin
, R.,
Stricchiola
, J.C, (2010).
The
Art of SEO:
Marketing Search Engine
Optimization
. Sebastopol, CA: O’Reilly Media.