Search Engine Optimization with Electos - Data Access Worldwide

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18 Νοε 2013 (πριν από 3 χρόνια και 9 μήνες)

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Data Access Worldwide

May 16


18, 2007

Copyright 2007, Data Access Worldwide


May 16


18, 2007

Copyright 2007, Data Access Worldwide


Search Engine Optimization
with Electos


Randall Rutherford

May 16


18, 2007

Copyright 2007, Data Access Worldwide


What is Search Engine Optimization (SEO)?

A subset of Search Engine Marketing

Is the process of improving the volume and
quality of traffic to a web site from search
engines via "natural" ("organic" or "algorithmic")
search results;

Can also target specialized searches such as
image search, local search, and industry
-
specific
vertical search engines.

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Search Engine Results Page (SERP)

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Copyright 2007, Data Access Worldwide


SEO as a Marketing Strategy

Considers how search algorithms work and what people
search for in order

SEO efforts may involve:

A site's coding, presentation, and structure;

Fixing problems that could prevent search engine
indexing programs from fully spidering a site.

Also may involve:


adding unique content to a site;


making sure that the content is easily indexed by
search engines;


Making sure content appeals to human visitors.

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18, 2007

Copyright 2007, Data Access Worldwide


Why do Search Engine Optimization (SEO)?

Because effective SEO depends upon the source
code of a site, SEO tactics should be incorporated
into web site development and design.

The term "search engine friendly" describes
designs, menus, content management systems
and shopping carts that are easy to optimize.

IT staff that are involved with any of these duties
are by default involved with SEO

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18, 2007

Copyright 2007, Data Access Worldwide


Why SEO?

Internet connectivity worldwide continues to expand at a
rapid rate:

“More than 90 percent of businesses used the Internet
in 2006, up 15 percent from 2001”

“Over three
-
quarters of businesses had a broadband
Internet connection.”

“Over a third of businesses used the Internet to receive
orders for goods or services.”

Almost one in 10 New Zealand businesses generated
over 10 percent of their sales through Internet orders.

Statistics New Zealand, April 2007


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Copyright 2007, Data Access Worldwide


Why SEO?

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Copyright 2007, Data Access Worldwide


Why SEO?

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18, 2007

Copyright 2007, Data Access Worldwide


Why SEO?

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18, 2007

Copyright 2007, Data Access Worldwide


Why SEO?

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18, 2007

Copyright 2007, Data Access Worldwide


Why SEO?

Broadband connections enable a better user
experience;

Especially with Web 2.0


AJAX based web
applications.


Efficiencies gained via web
-
based exchanges for
both content providers and their users means…

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Copyright 2007, Data Access Worldwide


Why SEO?

More and more, people expect to be able to find
what they’re looking for on the Internet.


Search Engines are the way things are found.


For Search Engines to rank your website, it must
be optimized for their crawlers.

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Copyright 2007, Data Access Worldwide


SEO Considerations

Google has admitted to as many as 200 different factors
that are factored into their algorithms.


Major factors include:

Logical Website structure

Unique HTML Page Titles & Meta Tags

Friendly URLs & 301 Redirects

Site Maps

Relevant content

Quality Inbound Links

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18, 2007

Copyright 2007, Data Access Worldwide


SEO Considerations

Optimize for Google first…

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Copyright 2007, Data Access Worldwide


Optimizing Electos Websites

Review of major factors:

Logical Website structure

Unique HTML Page Titles & Meta Tags

Friendly URLs & 301 Redirects

Site Maps

Relevant content

Quality Inbound Links


Google rank order: quality, relevance, title
keyword, anchor keyword, quantity.


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18, 2007

Copyright 2007, Data Access Worldwide


Optimizing Electos Websites

Electos Administrator Concerns:

Logical Website structure

Unique HTML Page Titles & Meta Tags

Friendly URLs & 301 Redirects

Site Maps

Relevant content

Quality Inbound Links

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Logical Website Structure

Logical menus and navigation

Relevant categories

Keyword rich

No duplicate content

Relevant page names, image names, image Alt
tags…


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Copyright 2007, Data Access Worldwide


Unique HTML Page Titles & Meta Tags

Requires custom Electos .ASP templates

Electos provides for the ability to add any number of
custom .ASP template pages to your website.

Each template page can contain customized Title, Meta
Tags, Header/Footer content, etc.

Create custom pages by:

Create a new .ASP template in your website’s AppHTML
directory

Add the new .ASP template in Electos Studio

Apply the new .ASP template to the Electos directory
and/or pages(s) as required

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18, 2007

Copyright 2007, Data Access Worldwide


Creating Custom Electos .ASP Templates

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Copyright 2007, Data Access Worldwide


Creating Custom Electos .ASP Templates

May 16


18, 2007

Copyright 2007, Data Access Worldwide


Creating Custom Electos .ASP Templates

May 16


18, 2007

Copyright 2007, Data Access Worldwide


Creating Custom Electos .ASP Templates

May 16


18, 2007

Copyright 2007, Data Access Worldwide


Creating Custom Electos .ASP Templates

May 16


18, 2007

Copyright 2007, Data Access Worldwide


Creating Custom Electos .ASP Templates

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18, 2007

Copyright 2007, Data Access Worldwide


Unique HTML Page Titles & Meta Tags

Default Title and Meta Tag attributes in the
Electos normal.asp template:

<head>


<title>Electos Website</title>


<meta name="description" content="" />


<meta name="keywords" content="" />


<meta name="author" content="Data Access
Europe B.V." />



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Unique HTML Page Titles & Meta Tags

Search Engine Optimized Title & Meta Tags:

<head>

<title>AJAX Library for Visual DataFlex: Build rich, next
generation AJAX
-
based Web Business Solutions fast
&amp; easy!</title>

<meta name="description" content="The AJAX Library
for Visual DataFlex helps developers build rich, next
generation Web business solutions fast &amp; easy…">

<meta name="keywords" content="AJAX, Visual
DataFlex, Web database application, Web 2.0…">

<meta name="author" content="Data Access Worldwide,
Miami, FL, USA">

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Unique HTML Page Titles & Meta Tags

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Friendly URLs & 301 Redirects

Which URL do you prefer?


http://www.visualdataflex.com/ajax.asp?pageid=877


-
vs.
-


www.VisualDataFlex.com/AJAX

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Friendly URLs & 301 Redirects

A 301 response code tells the requester that the
web page he’s looking for has permanently
moved to a new location or URL.


A 404 response code tells the requester that the
content for which he is looking can’t be found.


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Friendly URLs & 301 Redirects

301 ASP response code:


<%@ Language=VBScript %>


<%


Response.Status="301 Moved Permanently"


Response.AddHeader "Location","http://www.new
-
url.com/"


%>

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Copyright 2007, Data Access Worldwide


Friendly URLs & 301 Redirects

Do NOT use HTTP Refresh


<html>

<head>

<title>Redirect to VDF Web Page</title>

<meta HTTP
-
EQUIV="refresh" CONTENT="0;
url=http://www.VisualDataFlex.com">

</head>

<body></body>

</html>

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Robots.txt

Used to EXCLUDE certain URLs from being
crawled/indexed.

Text file that resides in Electos’ AppHTML folder (or the
root directory of your website).

user
-
agent: *

Disallow: /_test

Disallow: /css/

Disallow: /images/

Disallow: /include/

Disallow: /scripts/

Disallow: /copy of ajax.asp


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Copyright 2007, Data Access Worldwide


Sitemaps

Valuable tool for thoroughly index your website.

Requires that robots.txt file be in place first.

Two types:

Search engine submitted sitemaps

Hosted sitemaps


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Copyright 2007, Data Access Worldwide


Sitemaps

A Search Engine Submitted sitemap is a special
file submitted to a search engine in the hope that
the engine will process it and index all of the
pages in the map.

Google, Yahoo, and MSN h
ave joined forces
in an open sitemap initiative:

http://sitemaps.org

A Hosted Sitemap is an HTML page on your web
site that links to all the content that you would
like to have indexed by the search engines.

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GSiteCrawler

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Copyright 2007, Data Access Worldwide


Google Sitemap


sitemap.xml

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

<urlset
xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"
xmlns:xsi="http://www.w3.org/2001/XMLSchema
-
instance"
xsi:schemaLocation="http://www.google.com/schemas/sit
emap/0.84
http://www.sitemaps.org/schemas/sitemap/0.9/sitemap.x
sd">

<url><loc>http://www.visualdataflex.com/GetVDF</loc><la
stmod>2006
-
12
-
31T19:00:00+00:00</lastmod><changefreq>monthly</c
hangefreq><priority>0.50</priority></url>

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Google Sitemap Tool

http://www.google.com/webmasters/

Comprehensive info about how Google crawls
and indexes websites.

Site Status Wizard

Webmaster Tools


Sitemaps

Blogs/Discussion

Requires Google account

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18, 2007

Copyright 2007, Data Access Worldwide


Google Webmaster Tools

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Copyright 2007, Data Access Worldwide


Google Analytics

Free service


requires Google account.

Add custom code to all Electos .asp templates and HTML
pages you want tracked:


<!
--
Start Google Analytics Code
--
>

<script src="http://www.google
-
analytics.com/urchin.js"
type="text/javascript">

</script>

<script type="text/javascript">

_uacct = "UA
-
278816
-
2";

urchinTracker();

</script>

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18, 2007

Copyright 2007, Data Access Worldwide


Google Analytics

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Copyright 2007, Data Access Worldwide


Google Analytics

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Copyright 2007, Data Access Worldwide


Google Analytics
-

Pageviews

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Copyright 2007, Data Access Worldwide


Google Analytics


Map Overlay

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Copyright 2007, Data Access Worldwide


Google AdWords

Google’s sponsored advertisement program.


Works in conjunction with Analytics.

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18, 2007

Copyright 2007, Data Access Worldwide


Google AdWords

In combination with SEO, provides best Search
Engine ROI.

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18, 2007

Copyright 2007, Data Access Worldwide


White Hat vs. Black Hat SEO

Avoid the temptation to participate in link farms,
or link exchanges with other sites that aren’t
relevant to your site’s content.


Black Hat = “Google Hell”

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18, 2007

Copyright 2007, Data Access Worldwide


Thank you!

www.VisualDataFlex.com/ShareVDF

Links to:


www.VisualDataFlex.com


www.DataAccess.com

For more info:


Marketing@DataAccess.com


Q & A