help the search engines help your audience

thumpinsplishInternet και Εφαρμογές Web

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

90 εμφανίσεις

help the search engines help your audience

MKTG470


strategic internet marketing

search engine optimization

1

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generating search phrases


Search engine marketing starts with
generating search phrases.


Use
phrases
, not single words.


2
-
4 words


Single words are too ambiguous and may
mean too many different things.

MKTG470


strategic internet marketing

search engine optimization

2

of 25

key search phrases: like a keystone in an arch

Keystones

Keystones

MKTG470


strategic internet marketing

search engine optimization

3

of 25

generating search phrases


Brainstorm with management.


List the top 10 phrases for your
entire site.


Each phrase should be at least two words long.


Talk with customers as they have a vocabulary
different from management’s.


Examine web logs: What are consumers already
using to search for our site?


Research:
WordTracker.com

MKTG470


strategic internet marketing

search engine optimization

4

of 25

directory or search engine?


Does ‘submit page’ ask for a site description?


If so, it may be a directory.


Also true if submission must be within a category.


Does submit page ask for only

your URL and maybe email address?


Almost certainly a search engine.

MKTG470


strategic internet marketing

search engine optimization

5

of 25

how to get listed


Search engine optimization (SEO) means
getting our site listed highly in both search
engines and directories. Search engine
marketing (SEM) is frequently used to refer to
both SEM and SEO, SEM being the
‘umbrella’ term.


It begins with development of search
phrases.


Our site requires different strategies for
listings in search engines on the one hand
and directories on the other.

MKTG470


strategic internet marketing

search engine optimization

6

of 25

how search engines work


o
Read pages they find on the web.

o
Store text in an ‘index’.

o
When we search, they look for pages with
matching text.

MKTG470


strategic internet marketing

search engine optimization

7

of 25

how to rank highly in search engines


Carefully select important search terms.


Create good, relevant page content.


Optimize page titles.


Add appropriate HTML to our pages.


Pay attention to design.


Build links.

MKTG470


strategic internet marketing

search engine optimization

8

of 25

page content


incorporate our 2 or 3 most important search
phrases into


title


meta tags


headlines


body text


links


alt text in images


other areas


CAUTION: Our site must make sense to a human being.

MKTG470


strategic internet marketing

search engine optimization

9

of 25

title tag: our ‘secret’ weapon


The <title></title> tag is arguably the single most
important piece of html code on our pages.


It’s the first item in most search algorithms.


Every

page should have a unique title.


The title is built around target phrase for that page;
e.g., ‘The Nike Running Shoes Collection’.


Keep it short and relevant.

MKTG470


strategic internet marketing

search engine optimization

10

of 25

title tag up close

<html>

<head>

<title>How To Buy Running Shoes</title>

</head>

MKTG470


strategic internet marketing

search engine optimization

11

of 25

meta tags,
not

magic tags


description and keywords meta tags


not magic bullets


can sometimes help


always use them

MKTG470


strategic internet marketing

search engine optimization

12

of 25

meta description tag


Use it to describe pages our way, not the
search engine's way.


We want to sell our site, but not mislead.


Incorporate the page's target phrases.


200
-
250 characters in length

MKTG470


strategic internet marketing

search engine optimization

13

of 25

meta keywords tag

o
Carefully select important key phrases.

o
More is not necessarily better.

o
Don’t repeat too much; combine words.

o
max: 1,000 characters in length (about 150
words; anything longer will be ignored)

MKTG470


strategic internet marketing

search engine optimization

14

of 25

meta tags up close

<html>

<head>

<title>How To Buy Running Shoes</title>

<meta name=“description” content=“
Learn

how to select the best pair of running shoes,

plus purchase from top athletic footwear

makers online!
”>

<meta name=“keywords” content=“
running

shoes, athletic footwear, jogging shoes, shoe

reviews, buying tips
”>

</head>

MKTG470


strategic internet marketing

search engine optimization

15

of 25

how directories work
-

CSP


We submit a description for our entire site to
a particular category and
maybe

get listed.


Editors may also list us on their own.


think
CSP



C
ategory


S
ubjects


P
ages

Results are typically listed this way.

MKTG470


strategic internet marketing

search engine optimization

16

of 25

C
SP


categories

first

Search for your most important phrase, then submit to
appropriate

first category.

categories

from the directory as

selected by human editors

MKTG470


strategic internet marketing

search engine optimization

17

of 25

C
S
P >
subjects

second

o
ranking

o
alphabetically

o
popularity

o
human review
may

be used

MKTG470


strategic internet marketing

search engine optimization

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of 25

C
S
P
-

sites

title

description

MKTG470


strategic internet marketing

search engine optimization

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CSP > refining the search

MKTG470


strategic internet marketing

search engine optimization

category

20

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CSP > refining the search further

MKTG470


strategic internet marketing

search engine optimization

21

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compare the

directory
with the

engine
search

MKTG470


strategic internet marketing

search engine optimization

22

of 25

CS
P



pages

last


Human powered directories use crawler
based results as backup.


Crawler based are secondary results.


Being listed in primary results is better


you’ll get more traffic.

MKTG470


strategic internet marketing

search engine optimization

23

of 25

necessary steps: directories


Always

the first step: Carefully select search
phrases.


Write a description of 15 to 25 words incorporating
important search phrases.


no puffery or exaggerated claims


must accurately reflect site content


EXTREME CAUTION
:

We’ll live with this description for a
long time.


Consider the title of the site.


Select appropriate category and submit.

MKTG470


strategic internet marketing

search engine optimization

24

of 25

SEO according to Google
: rules to live by


Make pages primarily for users, not for search engines
.

Don't deceive your
users or present different content to search engines than you display to users,
which is commonly referred to as "cloaking."



Avoid tricks intended to improve search engine rankings.

A good rule of
thumb is whether you'd feel comfortable explaining what you've done to a website
that competes with you. Another useful test is to ask, "Does this help my users?
Would I do this if search engines didn't exist?"



Don't participate in link schemes designed to increase your site's ranking
or PageRank.

In particular, avoid links to web spammers or "bad neighborhoods"
on the web, as your own ranking may be affected adversely by those links.



Don't use unauthorized computer programs to submit pages, check
rankings, etc.

Such programs consume computing resources and violate our
Terms of Service. Google does not recommend the use of products such as
WebPosition Gold™

that send automatic or programmatic queries to Google.

search engine optimization

MKTG470


strategic internet marketing

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