Search Engine Optimization - Kristin D. Williams

bivalvegrainInternet and Web Development

Nov 18, 2013 (3 years and 11 months ago)

281 views

THE ESSENTIAL MANUAL TO
Search Engine Optimization
A Beginner’s Guide to Climbing

Search Engine’s Rankings
fpg
A publication of
www.fame-production.com
Table of

Contents
About the Author & Introduction
/
1
Understanding Google’s Job
/
2
Where to Start
/
3
Page Titles
Page Description
Page Content
URL Structure
Copyright Date
The Next Step
/
6
Utilizing Social Media
Optimizing Images
Connect With Google
/
8
Webmaster Tools
Analytics
fpg
www.fame-production.com
About the

Author
Robert C. Bowman III is the Senior
Web Developer for FPG. Based in
New York City, Robert leads the web
development and SEO team. His
adventure with websites began when
AOL mailed a CD to his parent’s
house with 1,000 hours of free
internet. Nearly two decades later he
still cannot believe we’re looking at
websites on cellular telephones.
1
Introduction
When thinking about a website the best comparison is a fancy
business card. It has a logo, contact information and a bit of
information about the company. It also is an awesome design,
but the problem is that no one will see your business card
unless you go around handing it out.
Fortunately for websites you don't have to physically walk
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getting noticed is to prepare and optimize your website for the
search engines, like Google, Yahoo! and Bing.
Search Engine Optimization (SEO) is the the art and skill of
optimizing a website so the search engines can better under
-
stand what your company is all about. This SEO guide will help
you understand where to start to optimize your web presence.
2
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“Today our algorithms rely on more than 200 unique signals, some of
which you’d expect, like how often the search terms occur on the web
-
page, if they appear in the title or whether synonyms of the search terms
occur on the page. Google has invented many innovations in search to
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works by counting the number and quality of links to a page to deter
-
mine a rough estimate of how important the website is. The underlying
assumption is that more important websites are likely to receive more
links from other websites.” - Source, Google
Understanding

Google’s
Job
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Where to
Start

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blue.
The Basics:
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Page Title – Best Practices:
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for.
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Page titles are shown in Blue on
Search Engines
4
PAGE DESCRIPTION
While not technically part of Google’s search engine metric, it is important to spend
time on the page description.
Writing a great page description is very similar to writing a great page title. It will
only be shown on SERPs as black text for each link listed, and is important there as a
sales tool.
.
The Basics:
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one of their own.
PAGE CONTENT
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The More the Better:
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have to type the city they’re in to look for services.The keen website owner will
recognize these variations and write additional pages, blog posts and content on
their site that targets these potential keywords.
5
Blog Postings:
If you already have all of your service & speciality pages written, there isn’t much
need to add more pages - it’s time to begin writing blog postings.
A blog is like a diary for your business. Each blog posting should focus on a single
topic, and it is a bonus if you can incorporate one or more of the search terms you’re
looking to target as well, while keeping the content naturally readable.
Do’s:
Make your content original and compelling. Why would people want to read (and
share) what you’ve written? Are you showcasing a new technique or have special
services or prices to offer?
Dont’s
Writing for the search engine is a bad idea. Unnaturally repeating keywords 50 times
will likely get your content banned from SERPs. We would also recommend checking
your spelling & grammar.
PAGE CONTENT (
cont.)
If you have a website that allows you to easily log in and add, edit or delete content,
chances are it’s connected to a database. When a user clicks on a different page of
your website, let’s say your “About Us” page, it tells the browser to visit the database
and grab all the text and images in the row marked “About Us.”
This is particularly troublesome if your web developer doesn’t use a better script to
rewrite your URLs as SEO friendly. For example:
BAD
- http://www.example.com/?page_id=47
GOOD
- http://www.example.com/about-us/
In reality, 47 is the database row that should be displayed, but it doesn’t have to be
listed like that in the URL. They are in fact the same page, but the second one looks a
lot better for search engines and gives them another idea what is on that page.
Imagine if you were a plastic surgeon in Denver. You have created a great website,
but want to enhance it with better SEO. Let’s look at the page devoted to nose jobs.
BAD
- http://www.smithassociates.com/?p=32
GREAT
- http://www.smithassociates.com/plastic-surgery/nose-job-rhinoplasty/
Without even looking at any of the content on that page Google already knows that
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ty (which is a similar search term). And even though they link to the same page, why
not dress it up with a sharp looking, descriptive URL?
URL STRUCTURE
6
COPYRIGHT DATE
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The Next
Step
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7
CONNECT WITH GOOGLE
One problem is that the spiders each search engine sends around don’t have very
good eyes. They can only read code, so if you have a photo on your website with the
skyline of Atlanta overlayed by text that reads, “Atlanta’s Best Divorce Lawyers” -
the spiders cannot read that text, nor do they know it’s the skyline of Atlanta. The
spiders just know that it’s an image.
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identify and categorize your images.
<img src=”http://www.example.com/images/atlanta-divorce-attorney.jpg” alt=”At
-
lanta Divorce Lawyer” title=”Divorce Attorney in Atlanta” />
Alt Tag
The best way to let search engines know what your photo is about is to use the alt
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tag.
File Name
If you have taken pictures with a digital camera and uploaded those images to your
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Before you upload these to your website, its important to change the default images
to best-dentist-in-tampa.jpg.
Title
An image’s title is what visitors to your website see if they hover their mouse over
the image. It pops up in a yellow box.
File Size
When it comes to the world of web, the main unit of measurement are pixels. Pixels
are tiny squares that hold display information. Put a billion pixels together with sepa
-
rate colors and you have your display screen!
When you upload the amazing photos you took of your Hawaiian vacation from your
digital camera, not only are they large visually, but also digitally. Photos taken by
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experience as it affects the load time of the page.
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8
CONNECT WITH GOOGLE
WEBMASTER TOOLS
Using webmaster tools you will be able to submit a detailed map of all your website's
pages, set a geographic target and preferred domain name, view if there are any
errors when Google's robots crawl through your site, review search queries, what
websites are linking to yours and which pages, suggested SEO improvements, key
-
word density reporting, and much more.
We recommend keeping a relatively close eye on Google’s Webmaster Tools to
ensure that their robots aren’t having any trouble combing through your website and
monitor any other issues.
http://www.google.com/webmasters/tools/
Connect with
Google
ANALYTICS
Google Analytics offers detailed reporting on your site’s visitor statistics. This free
tool offers a small bit of code to copy/paste into your website. Add it to every page
that you want tracked (we recommend all of them) and wait for people to visit your
site.
With Analytics installed you’ll be able to view where in the world visitors are coming
from, what browsers and devices they are using, what pages they looked at and for
how long. Analytics will be able to tell you if users typed in your website directly,
used a search engine or clicked on a link from somewhere else. There are dozens of
other stats you can track and custom reporting.
No doubt we’re huge fans of Google Analytics and use it for all of our clients, but
how does it help with SEO? A website that does well in search engines is geared to
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well on where it should be placed in SERPs.
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visitor statistics. If your average “on page” time is 50 seconds, but you have one
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multiple pages. Or if the top search terms are variations on your company’s name
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http://www.google.com/analytics
fpg
A publication of
www.fame-production.com
www.fame-production.com