class26_SEO_and_Web_Analyticsx - ART340 Graphic Design ...

nostrilshumorousInternet και Εφαρμογές Web

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

82 εμφανίσεις

SEO &

WEB ANALYTICS

ART340

SEO

SEO


SEO stands for
Search Engine
Optimization
.


SEO is the practice of getting your
site to appear higher in the search
engine results.


The
idea behind it
is that there are
certain

keywords

that people search
for, and by including them in a
certain way on your site, you will
appear higher in the results.


Top 5 Search Engines


Google (#1)


Bing


Yahoo!


Ask


Aol Search

November 2012: www.ebizma.com/articles/search
-
engines

How Search Engines Work


To understand how SEO works, it is first important to
understand how search engines work.


Search engines have two main purposes:
to crawl
and to
build an index
.

Search

If you were trying to crawl the web, how might you get to your destination?

Spiders


Through

links
, search engines crawl sites using
automate robots called “
spiders
.”


Spiders crawl billions of links documents including
web pages, PDFs, jpegs, etc.


Once found, the info is stored in massive hard drives,
to be later retrieved in a fraction
of a second.

Search Results


Once a person does a search, the search engine
works as quickly as possible to return results that are
both:


Relevant
: Hundreds of factors determine what results
are most relevant.


Useful
: Mostly determined by popularity.



To do so, search engines use complicated
algorithms
, or mathematical equations to calculate
these responses.


Search Engine Ranking


When ranking your site, search engines include both:


On
-
page techniques
:



Keywords in text and HTML code


Appropriate text in image’s alt text


Off
-
page techniques
:


Getting other pages to link to your site

Keyword Placement


There are
7 key places
where keywords should
appear in order to improve your site’s rank:


Page title <title>


The
url

(include keywords in filenames)



Headings <h1>


Text (repeat keywords 2
-
3 times in content)


Link text


Image alt text


Meta description tags

Keyword Research


Determining the keywords/phrases to use on your
site is the bread and butter of SEO.


Here is a helpful six
-
step process
:

1.
Brainstorm:
What words do people use to find your
site? Ask others.

2.
Organize:
Create lists for different pages.

3.
Research:
(select “exact match”)


www.adwords.google.co.uk/select/KeywordToolExternal


www.wordtracker.com


www.keyworddiscovery.com




Keyword Research

4.
Compare:
Assess the competition in the search
results.

5.
Refine:
Decide which keywords/phrases are the
winners. Above all else, they should be relevant to
your site.

6.
Map:
Create your plan
-
of
-
action. You should have 3
-
5 keywords/phrases for each page of your site.



What Not to
Wear

Do


Pages that are all images that do not have text


Too much Flash or a full
-
Flash site


Frames


Link farms


Excessive keywords (spamming)

For More Info…


Visit:
http://seomoz.org


Here you will find a comprehensive resource on
anything Search Engine Optimization.


WEB ANALYTICS

Web Analytics


A means to analyze the visitors coming to your site,
including:


Demographics


How they arrived


What they were looking at


Where they left


The most popular, free service to analyze the
statistics on your site is
Google Analytics
.

Google Analytics


To sign up, visit:
www.google.com/analytics


The site will provide to you a
tracking code
that you
will insert into each page of your site
(before the
closing </head> tag)
.


Every time someone visits a page of your site,
Google Analytics tracks their behaviors and stores in
a web
-
based interface.


Analytics Terms


Visits
: The number of times people have come to
your site.


Unique Visits
: The number of people who have
visited your site over a period of time.


Page Views
: The number of pages visitors have
viewed on your site.


Landing Pages
: The pages that people arrive on
when first visiting your site.


On pgs. 483
-
486 in HTML & CSS: Design and Build Websites

Analytics Terms


Exit Pages
: The pages people most commonly leave
from.


Bounce Rate
: The number of people who left on the
same page that they arrived on.


Referrers
: Sites that have linked to you, and the
number of people who have come via those sites.


Direct
: Shows how users arrived to your site, if they
did not come from another site (type URL,
bookmark, link in email, etc.)


On pgs. 483
-
486 in HTML & CSS: Design and Build Websites

Analytics Terms


Search Terms
:
Extremely useful
. Shows the terms
entered into a search engine to find your site. Can
help you fine tune the keyword verbiage you are
using on your site.


On pgs. 483
-
486 in HTML & CSS: Design and Build Websites

References

Duckett, Jon.

HTML & CSS: Design and Build
Websites.

Indianapolis, IN : Chichester: Wiley, 2011. Print.

“The Beginner’s Guide to SEO.“

SEOmoz
. Web. 27 Nov
2012.<http://www.seomoz.org/beginners
-
guide
-
to
-
seo>.