Web Science Stream

friendshomeopathInternet and Web Development

Dec 4, 2013 (3 years and 8 months ago)

100 views

1

Dr Alexiei Dingli

Web Science Stream

Search Engine Optimisation

2


60% of consumers use the web as their first
-
line
to search for items (source comScore)



60% of those consumers make a purchase



73% of users find search engines as important
source of information (source AOL)



62% of users click on results displayed in first
page of search results (source iProspect)

Some stats ...

3


Helps searchers get what

they are looking for!

Why SEO?

4


Step 1
-

Stocktaking



What are your goals


Primary Goal


Additional Goals



Write them down

How to SEO?

5


Step 2


Evaluating what we have



Rate each and every goal with


Poor


Good


Excellent


Future Goal



How good does your site fare?

How to SEO?

6


Your SEO campaign must support the
overall business goals and not just your
website!

Important

7


Start one page at a time



Spring
-
clean (Remove outdated stuff, etc)



Check what your competitors are doing



Work on getting traffic


Some quick fixes ...

8


Step 3


Finding my target audience



For each Primary Goal and Additional goal,
write down who is your Primary Audience

How to SEO?

9


Step 4


For each person in the target audience, identify what
would you like them to be doing in your site? Let’s call them
conversion pages




Purchase a product


Fill out a form


View a certain page


Subscribe to a mailing list


Comment on a blog


Phone a number


Contribute


Persuade them


Find information

...

How to SEO?

10


Step 5


Identify the entry pages



Generally each conversion page should also
be an entry page with direct access from the
search engine


However, it should also have a path back to
the home page

How to SEO?

11


If the information is more than 3 clicks away
then people will just abandon your site


A good entry page has just the right
information that your target audience is
looking for


Important

12


Step 6


What cannot be measured, cannot be
evaluated



Without clear goals we cannot measure
accomplishments


Different departments working on the same site
might have different goals


Tracking might not be that easy but ...


It helps to justify your work


Helps you stay up
-
to
-
date and tune your site

How to SEO?

13


Niche Target Audience


More conversions = more entry points (long tail approach)


Text
-
Heavy Content (which is relevant)


User generated content (reviews, etc)


Identify the value of each conversion


Making news where possible


Friendlier personal touch


If you start from Zero, you can only move up


Your own name (domain names, etc)


Make use of blogs properly (mind your manners, optimize every
post, provide links but don’t spam, add that personal touch, don’t sell
but gain their trust, etc)


If you’re in a community, exploit the cross links to drive traffic


Keep websites simple (flash, etc are not understood by search
engines so keep them to a minimum plus they might confuse users)

Some advantages to look for

14


Gain quality links


SEO life cycle can be slow


Less
-
Web
-
Savvy Audience


Unexpected Search Competition (who is featuring in search
engines with your keywords? a book, a website, a product,
etc)


Page views conversions and algorithmic changes (a slight
change might effect you badly!)


Internal Bureaucracy (Deploy rapid features)


Brand maintenance


Paid search pitfalls (what matters are the clicks?)


Lack of time (as popularity increases so does its
maintenance)


Budget


Don’t believe the quick and dirty SEO schemes

Some challenges to overcome

15


But they’re very useful


Their work is to crawl and index
WebPages


Text


Images, videos and other media



Other results come from


Directories (compiled by humans)


Paid search Ads



Robots, Spiders, Crawlers

Sounds like a horror movie ...

16

How Crawlers works ...

17

How pagerank works today ...

but not tomorrow!

18



Misspellings


Dialects


Punctuation


Pictures, videos, music, are meaningless


However crawlers are

not smart ...

19


What would a crawler see?


http://www.seo
-
browser.com/


http://tools.summitmedia.co.uk/spider/



Statistics


Links


Broken links


Indexed text


Eye of the spider ...

20


Create a publically available robots.txt



Help direct robots on what to index and
what to exclude



Contains (
http://www.robotstxt.org
)


Which robots to exclude or allow


Which directories to exclude from indexing

Working with bots ...

21

Case study: www.jesuite.org.mt

User
-
agent: *

Disallow: /administrator/

Disallow: /cache/

Disallow: /components/

Disallow: /editor/

Disallow: /help/

Disallow: /images/

Disallow: /includes/

Disallow: /language/

Disallow: /mambots/

Disallow: /media/

Disallow: /modules/

Disallow: /templates/

Disallow: /installation/


22


Eternally important


the food of search
crawlers



Can be found in ...


Titles


Content


Frames


Meta Tags

What’s in a keyword?

23

Case study: www.jesuite.org.mt

24


What are the top keywords in the site?


Expected?


Actual?



http://www.webmaster
-
toolkit.com/keyword
-
analysis
-
tool.shtml

Case study: www.jesuite.org.mt

25


Shocking results ...


Case study: www.jesuite.org.mt

Word

Frequency

%

fr

8

1.75

viagra

8

1.75

by

7

1.6

valium

6

1.45

report

5

1.3

phentermine

5

1.3

30pm

5

1.3

president

5

1.3

malta

5

1.3

generic

5

1.3

26


Is this a mistake?


Let’s look in the code ...

Case study: www.jesuite.org.mt

<!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> <meta http
-
equiv="Content
-
Type"
content="text/html; charset=utf
-
8" /> <title>Jesuits in Malta</title> <meta name="description" content="The official site of the

Jesuits in Malta." /> <meta name="keywords" content="jesuit, jesuits, malta, news, events, event, history,
retreat, retreats, inygo, ignatius, loyola, manresa, chaplaincy, st. aloysius college, gizwiti, kumpanija ta' Gesu, ġiżwiti"
/>
<meta name="Generator" content="Joomla!
-

Copyright (C) 2005
-

2007 Open Source Matters. All rights
reserved." /> <meta name="robots" content="index, follow" /> <base href="http://jesuit.org.mt/jml/" /> <link rel="shortcut ic
on"

href="http://jesuit.org.mt/jml/images/favicon.ico" /> <link rel="stylesheet"
href="http://jesuit.org.mt/jml/templates/s5_digital_systems/css/template_css.css" type="text/css"/><link rel="shortcut icon"
hre
f="http://jesuit.org.mt/jml/../images/favicon.ico" /> </head> <body> <div id="s5_wrapper"> <div
id="s5_inner_wrapper"> <!
--
<div id="s5_rightm"></div> <div id="s5_top"> <table cellpadding="0" cellspacing="0" class="moduletabl
e"> <tr> <td> <ul id="mainlevel
-
nav"><li><a href="http://jesuit.org.mt/jml/" class="mainlevel
-
nav"
>Home</a></li><li><a href="http://jesuit.org.mt/jml/component/option,com_contact/Itemid,3/" class="mainlevel
-
nav" >Contact Us</a
></li><li><a href="http://jesuit.org.mt/jml/content/section/1/2/" class="mainlevel
-
nav"
>News</a></li></ul> </td> </tr> </table> </div> <div id="s5_leftm"></div>
--
> <div id="s5_banner"> <table cellpadding="0" cellspa
cing="0" class="moduletable"> <tr> <td> <table class="contentpaneopen"> <tr> <td valign="top"
colspan="2"> <div style="text
-
align: left; vertical
-
align: top; width: 968px; background
-
image: url(http://www.jesuit.org.mt/jml
/images/stories/mainheader2.jpg); background
-
position: right top;"> <img
src="http://www.jesuit.org.mt/jml/images/stories/ihs.png" /> </div> </td> </tr> </table> <span class="article_seperator">&nbs
p;<
/span> </td> </tr> </table> </div> <div id="leftcol"> <div id="s5_user2"> <table
class="contentpaneopen"> <tr> <td valign="top" colspan="2"> <h2>Upcoming events</h2> </td> </tr> </table> <span class="articl
e_s
eperator">&nbsp;</span> <table class="mod_events_latest_table" width="100%" border="0"
cellspacing="0" cellpadding="0" align="center"><tr><td class="mod_events_latest_first">Sat, May 2nd, @7:15pm
-

08:30PM : <span c
lass="mod_events_latest_content"><a
href="http://jesuit.org.mt/jml/component/option,com_events/task,view_detail/agid,83/year,2009/month,05/day,02/Itemid,98/">Sar
ria

Youth mass</a></span></td></tr> <tr><td class="mod_events_latest">Sat, May 2nd, @9:00pm
-

10:30PM : <span class="mod_events_latest_content"><a href="http://jesuit.org.mt/jml/component/option,com_events/task,view_det
ail
/agid,82/year,2009/month,05/day,02/Itemid,98/">Saturday late evening
mass</a></span></td></tr> <tr><td class="mod_events_latest">Fri, May 8th, @7:30pm
-

11:00PM : <span class="mod_events_latest_con
tent"><a
href="http://jesuit.org.mt/jml/component/option,com_events/task,view_detail/agid,87/year,2009/month,05/day,08/Itemid,98/">Iny
go
Pasta Night</a></span></td></tr> <tr><td class="mod_events_latest">Fri, May 8th, @7:30pm
-

02:30PM : <span class="mod_events_latest_content"><a href="http://jesuit.org.mt/jml/component/option,com_events/task,view_det
ail
/agid,75/year,2009/month,05/day,08/Itemid,98/">Irtir fil
-
Kampanja: Wiċċ imb'wiċċ ma' Ġesù
Rxoxt</a></span></td></tr> </table> </div> <div id="s5_main"> <table class="blog" cellpadding="0" cellspacing="0"><tr><td val
ign
="top"><div> <table class="contentpaneopen"> <tr> <td class="contentheading" width="100%">
</td> </tr> </table> <table class="contentpaneopen"> <tr> <td valign="top" colspan="2"> The Society of Jesus is a religious o
rde
r serving in the Catholic Church, founded by St. Ignatius of Loyola in 1540. From the very beginning
the Jesuit priests and brothers were always on the move, ready to go where they could advance the faith in Jesus Christ and h
is
Good News with all its radical and practical implications for the world and for every human person.<br
/><br /> </td> </tr> </table> <span class="article_seperator">&nbsp;</span> </div><div> <table class="contentpaneopen"> <tr>
<td

class="contentheading" width="100%"> The President of Malta visits College </td> </tr> </table>
<table class="contentpaneopen"> <tr> <td valign="top" colspan="2"> <img src="http://jesuit.org.mt/jml/images/stories/EddieatS
AC.
jpg" width="450" height="277" style="float: right;" hspace="6" alt="The president at College"
title="The president at College" border="0" /> H.E. the President of Malta, Dr E. Fenech Adami, on 3rd March, during his offi
cia
l visit to Birkirkara, called on the College, In the theatre hall, Fr Rector Patrick Magro welcomed the
President. Then Dr Fenech Adami delivered a moving address to the students in which he recalled his student days at the Colle
ge
and highlighted the values he received from Jesuit education. </td> </tr> </table> <span

27


Cases in the code ...


Right click on the web page, press page
source and search for the keyword


<a href="http://www.kmxt.org/?86943"
title="non prescription viagra in uk">non
prescription viagra in uk</a>

Case study: www.jesuite.org.mt

28


How did it get there?



“Free” tools from the net?


“Free” components which we copy and
paste?


A virus on the pc?


Site has been hacked?

Case study: www.jesuite.org.mt

29


Ask co
-
workers


Ask customers


Check other websites, magazines, ezines, etc


Check website statistics


Check what people are looking for


www.alexa.com


Get suggestions from online tools


http://freekeywords.wordtracker.com


https://adwords.google.com/select/KeywordToolExternal






What are the best keywords?

30


According to Alexa.com people are
searching for ...



Case study: www.jesuite.org.mt

31


Imagine you own a high
-
quality baby shop called
BabyZ, how would you rate the following keywords?



Infants


Baby clothes


Unique baby clothes


Cheap baby clothes


Unique baby shower gifts


BabyZ




Keyword quiz

32


Imagine you own a high
-
quality baby shop called
BabyZ, how would you rate the following keywords?



Infants


poor, too generic


Baby clothes


good, close to what clients search


Unique baby clothes


excellent, very specific


Cheap baby clothes


very poor, no match to quality


Unique baby shower gifts


excellent, very specific


BabyZ


excellent, the company’s name




Keyword quiz

33


Nice title


But the crawler does not understand
pictures!!


So this title is meaningless to search
engines!

Case study: www.jesuite.org.mt

34


Anything which is not text is hard to parse



Flash, Images, Ajax or whatever
technology makes the site wonderful to
view but a pain for agents to parse



In fact, most agents just skip through

Flashes, Images and Ajax?

35


<meta name="description" content="The
official site of the Jesuits in Malta." />




<meta name="keywords" content="jesuit,
jesuits, malta, news, events, event, history,
retreat, retreats, inygo, ignatius, loyola,
manresa, chaplaincy, st. aloysius college,
gizwiti, kumpanija ta' Gesu, ġiżwiti" />

Case study: www.jesuite.org.mt

36

Case study: www.jesuite.org.mt

37



High ranking is not a guarantee of success


Ranks change frequently because


Search engines change their ranking
algorithm


Competitors might produce a better site


Server performance might disrupt crawler
visits

Common pitfalls

38


A lot of traffic is a guarantee of high
ranking

-

Search engine do not calculate
traffic but links to your site



A site has a ranking

-

Its the keywords and
links in it that do



Promoting just the homepage is good
enough

-

a guarantee of failure

Common misconceptions

39


Add links all over your site in order to
ensure a smooth navigation for both bots
and humans


Ensure that a large portion of these links
go to landing pages


Give meaningful textual descriptions to


Links


And other media (images, etc)

Links, links, everywhere ...

40


Buzz Generation


links from other sites out of


Admiration (what a good product)


Recommendation (I think you should visit ...)


Reciprocity


Niche Directories


Paid Search Campaign


Good writing and usability

Take a holistic approach

41


What sites link to your competitors? Can you get a link too?


What sites with similar keywords are high ranking? Can you
get a link from them?


Do you provide a service? Maybe your good clients can link to
you?


What about partners? Do you have their link?


Local and Regional directories? Are you there?


Are you associated in any organisation? Any link from there?


Ask related sites? (
www.alexa.com
)


What about sympathetic sites? Youth groups, etc

Guerrilla approaches

42


If you trick you won’t get the treat!



Cloaking


Method of identifying robots and showing them special content to
fool them


Duplicate Content


If a paragraph works to get a good ranking, why not include it in
every page?


Keyword Stuffing


Repeating the same word over and over again


Invisible Text

Trick or treat?

43


Google


58.4% of search traffic


Source


Robot Crawlers


Open Directory (
http://www.dmoz.org/
)


XML Sitemap


http://www.sitemapbuilder.net/Default.aspx


http://www.xml
-
sitemaps.com/


Knowing your search engine ...

44


XML Sitemap


No links!!



Why?


Some components might prevent crawlers
from venturing further into the site


Be careful on what to use

Case study: www.jesuite.org.mt

45

Name

Traffic

Primary
results

Secondary

results

Yahoo

22%

Crawler

Yahoo! Directory

MSN/Live.com

9.8%

Crawler

Open Directory

AOL

4.6%

Crawler

None

Knowing your other search
engines

46


Check



HTML page title


Visible HTML text on the page


Inbound links (quality + quantity)

SEO a page at a time

47

URL

Product

Yahoo

Searchmarketing.yahoo.com

Sponsored Search

Google

adwords.google.com

AdWords

Microsoft

adcenter.microsoft.com

adCenter

Paying your way to the top

48


Go to Google or Live.com


Type


Site:jesuite.org.mt



Result


4,700 pages indexed with Google within the
domain jesuite.org.mt


608 pages indexed with Live.com within the
domain jesuite.org.mt


Check the rankings ...

49



By simply typing the full URL, if its
reutrned, then the site is indexed

Check that the landing pages
are there ...

50


Type your site in


Blogs search engine


http://technorati.com/search?advanced


Social sites engine


http://www.socialmeter.com


Forum search engine


http://www.omgili.com


Stay informed when your site is mentioned
using
http://www.google.com/alerts



How social is my site?

51

Case study: www.jesuite.org.mt

52


Social Bookmarking Buttons


Add microblogs and incentivise top
commentators


Feature them on home page


Give them a label “Power User”


Photo or Widgets Giveaways


“E
-
mail this page” link

Make people work for you ...

53


The Google Toolbar


Google Analytics



Firefox extensions


SEOQuake


SEO for Firefox


Web Developer

More tools to the rescue ..

54


Unique Visitors


based on IP address so be careful


Page Views


how many times a single page was
downloaded


Referrers


Keywords


Entry Pages


Exit Pages


Bounce


entry in one page and out again

Analysing pages ...

55



No of conversions vrs Paid searches



No of conversions vrs keywords



No of conversions vrs sales

Tracking the converts

56


Contact details


Phone


Mobile


Email


Address


Unique campaigns which feature the site


Include coupons or promotions on your
site


Making offline conversion easier

57


Mobile computing


Android


Netbooks



Grid computing


Cloud computing


Semantic Web


Ubiquitous computing

Future challenges ...

58

Questions?