MIT ITPartners: S.E.O. and Y-O-U

moonlightmidgeInternet και Εφαρμογές Web

18 Νοε 2013 (πριν από 3 χρόνια και 4 μήνες)

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MIT
ITPartners
:

S.E.O. and Y
-
O
-
U

Best Practices for Search Engine Optimization

Dave Conlon & Lisa Mayer

Web & Database Consultants


Departmental Consulting & Application Development (DCAD)

Information Services & Technology (IS&T)

Massachusetts Institute of Technology

What is SEO and why is it important?


Internet searching has entered our lexicon

Google (
v
)
-

To use the Google search engine to
find information on the Internet. (OED)



Search Engine Optimization (SEO) is a strategy for
increasing the
volume
and
quality
of traffic to a
website

What is SEO and why is it important?


Need to use Web Analytics

not just interested in
number of hits


Length of time on site/number of bounces


User Feedback


Success Criteria
: the end user finds what they
were looking for (may or may not be a “conversion”


Usability Testing


Accessibility Testing

Planning for your users.


Two types of internet users:


Time Rich: The Curious Explorer


Time Poor: The Task Master


A well planned, designed, and implemented site can
satisfy both users


Beyond Google: Bing, Yahoo, Internal CMS Searches
(Drupal,
Wordpress
,
Joomla
, etc), and many many
others


How Search Engines Work


Five Different Types of Search Engines:


Crawler (e.g. Google)


Vertical (e.g. CMS search)


Directory (e.g. Open Directory Project)


Sponsored (e.g.
Kanoodle
)


Hybrid (e.g. Yahoo)

How Search Engine Crawlers Work


Crawlers like Google “crawl” the web, moving from
page to page via links, indexing web pages and their
content.


Essentially toned
-
down web browsers that are not
concerned with display but with
only
content


Crawlers page
-
ranking algorithms are proprietary and
change frequently

How Vertical Search Engines Work


Vertical Search engines are search engines that you,
the site maintainer, have more control over (if you have
them)


CMS like Drupal,
WordPress
,
Joomla
, contain their
own database and search engine


If you have control over the engine, you can adjust
your page ranking search results

SEO: What do I need to think about?


Site Organization


Content


Code


Site Organization


Sitemaps


Site Flow

Site Organization: Sitemaps


Sitemaps are html pages that list all the pages in your
site


Can be cumbersome to create/maintain but worth it


Most Content Management Systems can provide one

Site Organization: Site Flow


Organize your content


Make the site intuitive for the user AND the crawler!


Categorize and name appropriately


Avoid buzz words



Content


Site & Page Generals


Keyword use


Links


Freshness


Metadata


Tags

Site & Page Generals


Site Age: older the better


Age of page vs. age of site


Newer pages on an older site will get faster
recognition


The newer the better, either pages or copy


Try creating your own RSS newsfeeds


Pages should contain at least 300 words





Keyword Use


Lean on keyword research BEFORE writing content
and page titles.


Google Search Based Keyword Tool


Google
Adwords


Keyword Difficulty (
SEOMoz
)



Keyword Use: Start watching your site


Figure out the keywords that are driving traffic.


Google Webmaster Tools, Yahoo Site Explorer,
Bing Webmaster Center


Monitor your rankings:


Google Analytics


RockinSEO.com


Free Monitor for Google


ZoomRank.com


WebPosition.com


Keyword Use


Keywords, Keywords, Keywords


In URL


In content


In domain name


In page title



Keyword Use


Have you used a keyword suggestion tool?


Google Keyword Tool


WordStream

Free Keyword Tool



A thesaurus?



Keyword Use


Keyword proximity (for 2+ keywords)


Directly adjacent is best


Keyword phrase order


In URL, first word is best, second is second best,
etc.


Does word order in the page match word order in
the query?


Try to anticipate query, and match word order


Keyword Use


Keyword prominence (how early in page/tag)


Can be important at top of page, in bold, in large
font


Keyword font size:


"Strong is treated the same as bold, italic is treated
the same as emphasis" . . . Matt
Cutts

July 2006


The keyword is present in a link, bold or bullet list


Links


URL Length


No more than 3
-
5 words in your URL


Dashes, not underscores


Engines “sees” each hyphened word as an
individual


Keep it to one or two (4 or more looks like spam)





Links


Use lower case for URLs


Others will most likely link to the standard lower case, don’t lose
link juice by complicating the
url
.


Link Juice:

the number of people that provide links to your pages.

The more links you have, especially from well
-
linked places, the
greater your visibility and web page rankings become.



Links


Focus on the names of your in
-
content links (anchor
text)


Use keywords in links to site pages or other sites


If you use "click here" as the words people are
going to click on, you're telling people the page is
about the subject "click here".


Should be on topic, descriptive


Avoid Duplicate Content


Similar content at more than one or URL



No guarantee as to which version of a page will show in results
and which versions won’t.


Engines don’t want to show the same pages in their search
results.




Metadata


Title metadata


Keyword close to beginning


[ keyword, modifier, brand statement or website
name ]


10
-

60 characters, no special characters



Description metadata


Google no longer "relies" upon keywords in this
tag, but will often use it.


Should be 150 chars or less.


Robots.txt


Search engines use them to index the site content



Provides a map for what they can, and cannot index


Draft pages


Private directories

Metadata


Keyword density in body text


5
-

20%
-

(all keywords/ total words)


keyword spamming threshold ( “keyword stuffing”)


% varies with the topic



Keyword stemming


Taking a basic & popular keyword and add a prefix,
suffix, or pluralize


avoids keyword stuffing and repetitions that might
get the website blacklisted by search engines.

Quick Quiz: Which page has better SEO?

Both of these pages have the same content, but have been coded
differently. Can you tell which one will provide better Search
Results?

What a Search Engine Sees

<?xml version="1.0" encoding="iso
-
8859
-
1"?><!DOCTYPE html PUBLIC "
-
//W3C//DTD XHTML 1.0 Transitional//EN"
"http://www.w3.org/TR/xhtml1/DTD/xhtml1
-
transitional.dtd"><html
xmlns
="http://www.w3.org/1999/xhtml"><head><title>Norwell High School Class of 1995 Reunion Website</title><meta
http
-
equiv="Content
-
Type" content="text/html;
charset
=iso
-
8859
-
1" /> <meta name="description" content="Reunion
Website for Norwell High School Class of 1995, Norwell, MA"/> <meta name="keywords" content="Norwell High
School,Norwell,High,School,Massachusetts,MA,02061,Class of 95,Class of 1995,Reunion,Conlon,Dave,Dave
Conlon,David

Conlon"/><link
href
="styles/
main.css
"
rel
="
stylesheet
" type="text/
css
" /><link
href
="styles/
index.css
"
rel
="
stylesheet
" type="text/
css
" /></head><body><table border="0"
cellpadding
="0"
cellspacing
="0" width="100%"
id="
thepage
"><
tr

valign
="top"><td width="175" background="images/navigation
-
slice.jpg
" id="
nav
”><div id="nav1”><div
class="
navelement
"> <a
href
="
index.html
" id="index">Home</a> <a
href
="
reunion.html
" id="reunion">Reunion Info</a>
<a
href
="
classlist.html
" id="
classlist
">Class List</a> <a
href
="
memories.html
" id="memories">Memories</a> <a
href
="
photos.html
" id="photos">Photos</a> <a
href
="http://
www.norwellschools.org/hs/index.html
"> Norwell High
School</a> <a
href
="http://
www.quia.com/pages/norwellalumni.html
">Alumni Association</a> <a
href
="
messageboard.html
" id="
messageboard
">Message Board</a> <a
href
="
slideshow.html
" id="slideshow">Senior
Slide Show</a> <a
href
="
contact.html
" id="contact">Contact</a> </div> </div></td><td><div id="
maincontent
”><
img

src
="images/
reunion_header.jpg
" id="
imageheader
" alt="10th Year Reunion"/><script
src
="js/image1.js"></script><script
src
="js/image2.js"></script><script
src
="js/image3.js"></script> <div id="content"> <h1>&
gt
; Welcome</h1> <div
align="center"><a
href
="images/
classphoto_large.jpg
"><
img

src
="images/
class_photo_outside.jpg
" alt="Norwell High
School Class of 1995 class photo" border="0" /></a> </div><h2 align="center">Norwell High School class of 1995 </h2>
<
p
>Thank you all who joined us for such a fantastic 10th reunion. It was wonderful seeing so many people come to the
reunion, and we're looking forward to planning the 15th! Please stay in touch and continue to help us find our <a
href
="
classlist.html
">missing classmates</a>! </
p
><hr/> </div></div></td><td width="155"
background="images/
filmstrip.gif
”><div id="filmstrip”><table width="100%"
cellpadding
="0"
cellspacing
="0"
border="0”><
tr
><td><script
src
="js/filmstrip1.js"></script></td></
tr
><
tr
><td><script
src
="js/filmstrip2.js"></script></td></
tr
><
tr
><td><script
src
="js/filmstrip3.js"></script></td></
tr
>/table></div></td></
tr
></table></body>

</html>

How does code influence SEO?


Search engines read the code so the cleaner the code,
the easier it is for the engine to catalog the site


Crawlers parse your page for all relevant content

bad
code may make some of that content invisible


How can I improve my code?


Search engines only index text


Organize your code


important content first or use
skiplinks


Hierarchical use of tags (<h1><h2><h3> etc)


Metatags


Alt tags


W3C Code Compliance


Cross
-
browser compatibility


Where do I start?


Create a game plan:


Web Analytics
-
get your baseline


Goals


Usability & Accessibility Testing



Monitor your rankings:


RockinSEO.com


Free Monitor for Google


ZoomRank.com


WebPosition.com


Where do I start?


Start watching your site:


Continue using analytics to monitor progress


Figure out the keywords that are driving traffic.


Google Webmaster Tools, Yahoo Site Explorer,
Bing Webmaster Center

What else should I do?


Backlinks


Especially from high ranking sites


Create fresh content and update existing content


List your site


Yahoo Directory,
LookSmart

Directory


Social Media (LinkedIn,
Facebook
, Twitter etc)


Blog Commenting & Trackbacks


Sponsor events

Where can I get help?


W3C guidelines


Usability Reviews


ATIC Reviews


MIT Web Reference Guide


WebPub Presentations on SEO and Web Analytics



And, of course, DCAD


(shameless plug)

Questions?