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SearchEngineOptimization(SEO)May2008DennisDeacon–deconspray@AgendaWhatisSEORelevancyKeywordsSearchEngines:HowcontentisobtainedSite/DomainFactorsPageFactorsLinksOtheroptimizationideasWhatisSearchEngineOptimization?AsubsetofSearchEngineMarketingSometimesconsideredtobeuniquetoSEMFocusesonthenatural,organicrelevancyandrankingofcontentinsearchresults.SomepracticesextendedintoSearchEngineMarketing(i.e.obtaininglinks)Then,whatisSearchEngineMarketing?Theactofpromotingcontent.Theoverallactivityaroundusingsearchenginestomarketasiteoronlineentity.Includes:SearchEngineOptimizationPaidInclusionPayPerClick(PPC)SEOvs.SEM&PPCSEOvs.SEM&PPCSEOSEM/PPCProsFree(notincludingresources)SearchersclickonorganicsearchresultsmoreoftenthanpaidPPClinksExcellentatcreatingawarenessquicklyCampaignscanbebudgetedtofitabusiness’sneedsConsTimeconsumingTakeslongertoseeresultsCanbepricey($25-$100,000amonth)Mustbemanagedconstantly(daily/weekly)ROIcanbedifficulttomanageClickfraudSEOEthicsWhiteHat/Goodvs.BlackHat/EvilWhiteHatFollowssearchengineguidelinesStrivesforbestpossiblesearchengineranking;#1rankingifpossibleBlackHatKnowinglybreaksmany/mostofthesearchengineguidelinesMisrepresentscontentviatechniquesUsestechniquestotrickeitherthesearchengine,searcher,orbothPromises#1rankingRelevancyTheoverallgoal:Searchengines:todeliverthemostrelevantsearchresultspossibleSearchers:tofindthemostrelevantsearchresultSiteOwners:tooptimizetheirsiteandit’scontentforthemostrelevantsearcherTruerelevancyhasbecomehip;it’snotafadSEOWorkflowKeywordResearchandAnalysisAnalyzeSiteforCrawl/PerformanceissuesImplementOptimizationsMonitorresultsRepeatasneededKeywordsThecoreofSearchEngineOptimizationKeywordsarethetermsusedbysearcherstofindinformationThegoalistoleverageandimplementthesamekeywordsthroughoutyourcontentinanaturalmanner,tomatchtheaudiencewho’’ssearchingforyourinformationandyou’relookingtoattractKeyworddiscoveryandanalysisisneverendingKeywordDiscoveryKnownkeywordsAskthebusinessownerAskthecustomersCheckthecurrentserverlogsoranalyticstoolCheckthesitesearchlogsCompetitor’skeywordsLookatthewordsinthe<title>tag/browserbarViewsourcetoviewtheirMETAkeywordsUsetoolstoharvestthekeywordsorphrasesprominentontheirsiteKeywordDiscovery&AnalysisAlwaysincludevariationsofkeywordsPlurals(widgets,churches)Synonyms(cruise,sail,journey,tour)Stems(fish,fishing)Internationalspellingdifferences(Harbor/Harbour)OnlineToolsCreatedforPPC,usedforSEOaswellToolsGoogleAdwordsKeywordsToolTrellian(freetrial)WordTracker(freetrial)SEOBookSEOToolKeywordSuggestionToolUsemultipletoolstocross-check&validatefindingsinothertoolsGoogleAdwordsKeywordsToolTrellianKeywordsToolWordtrackerWhichKeywordstoUse?Itdependsonthecontext&themesofyourpagestheaudienceyou’retargeting(researchers,buyers)UsekeywordsThatarebeingsearchedonThathavemediumtolowcompetitionThatyoucanbuildqualitycontentthatsitevisitorswillappreciateUsekeywordsthatAidthesearchenginesinunderstandingyourcontentAidusersandpersuadethemtoactOrganizeSite/ContentinThemesPossibledirectionofsearchenginestodeterminerelevancySite/folderstructureContenttextLinktextHowSearchEnginesobtaincontentSearchEnginessend“bots,”thatspidertheweb.CrawlsviahyperlinksThe““PacMan”MetaphorContentMetaDataLinksThemeSearchEngineBotSowhathappenswhenasearchenginebotvisitsyoursite?First,itchecksfortherobots.txtfileforanyinstructionsSecond,itbeginstocrawl,followinglinksinyoursitefromthecurrentpage.Italsopaysattentiontoanypagelevelrobotsinstructions(noindex/nofollow).Itgrabsthecontentandmetadata(title,description,linklabels,text,attributes)Addstoit’sindexControllingRobots-Robots.txtControllingRobots-RobotsMetaTagPagelevelcontrolPlacedasametataginthe<head>portionofyourpagesControlswhothesearchbotcrawlsthroughthepageVariations:<metaname=“robots"content=“index,follow"/><metaname=“robots"content=“noindex,nofollow"/><metaname=“robots"content=“noindex,follow"/><metaname=“robots"content=“index,nofollow"/>SearchEngineCrawlingIssuesRobots.txt/MetaRobotsconflictsOnesetofinstructionsinrobot.txt,differentinstructionsinmetarobotServerperformanceIfsevernotavailablewhensearchbotvisits,willrevisit,butlearnsanddecreasesthefrequencyofvisitsIfserverslow,botwillcrawlwhatitcan,thenmoveon(incompletecrawl)JavaScriptCannotfollowhyperlinksembeddedorgeneratedbyJavaScriptPop-upsDHTMLpull-downmenusSearchEngineCrawlingIssuesSearchEngineCrawlingIssuesCookiesRequiredtonavigateyoursiteForms-basednavigationSearchbotsdon’’tdoforms;eliminateformsmenu–basednavigationRedirectsSearchengineviewmeta&JavaScriptredirectsas.Onlyuseserver––sidepermanent301redirectsSearchbotwilllearn,updateit’’sinformationGoogleSearchEngineCrawlingIssuesFlashFlashsitesUseFlashasanembellishmentyoursite&contentMethodsavailabletoimproveFlashaccessibilitySee/2008/04/16/seo-comments-from-a-flash-developer/FramesAvoidatallcostCSStechniquescanprovidesimilarcapabilitiesSearchEngineCrawlingIssuesContent-to-CodeRatio(example203kb)Codeusedtodisplaypagevs.Contentthatisdisplayed(X)HTML+attributes&CSS(embedded&inline)&JavaScriptvs.Text&Imagesvs.Inbrowser,viewsourcetoviewcodebloatSearchEngineIndexingHowto:ObtainlinkstoyoursitefromauthoritativesourcesWillgetcrawled/indexedorganicallySubmityoursitetothesearchenginesGoogleYahooMSNAsk(?)Whatabouttheothers?MonitoryourindexedpagesBruceClaySearchEngineRelationshipChartGoogleWebmasterCentralGoogleWebmasterCentralGoogleSitemapsImplementingOptimizationDomain/SitePageElementsLinksDomain/SiteOptimizationAgeofsiteBuildsprominence,credentialsInboundlinkpopularityintositeTopicalinboundlinkrelevancyintositeLink/ContenttopicalthemeFrequencyofnewinboundlinksNumberofqueriesovertimewheresiteappearsinresultsKeywordsinDomainKeywordsinfolderstructurePageOptimizationAgeofdocumentFreshnessofdocumentPagefilename(usekeywords,hyphensasseparators)#/Quality/Relevanceofinbound/outboundlinksPagetheme(contentfocusedonasingletopic,nottopicallyscattered)LeverageCSSlayoutswithexternalstylesheetsandexternalJavaScripttoincreaseContent-to-CoderatioPage<title>Oneofthemostimportantthingsyoucando––fastUniquetitleforeverypageonyoursiteShouldcontainoneortwokeywords,specifictothecontentonthepageMostimportantkeyword/phraseatbeginningof<title>Repeatkeyword/phraseupto2timesLimittoapprox.65charactersWillappearasbrowserwindowtitle,linklabelinsearchresultsWritethetitletobepersuasivetohumansPage<title>Codeexample:<title>RubberWidgets–LargestSelectionofRubberWidgets</title>Dreamweaverexample:Page<title>Whataboutdynamicpages?Usevariablesinthe<title>tointerjectkeywordsforthecontentofthatpage/recordExample:<title><%Prod_Name%>-BestSelectof<%Prod_Name%></title>PageMETADescription&KeywordsMetatagsplacedin<head>portionofpageExample/Syntax:<metaname=“description”content=“Descriptioninfogoeshere””/><metaname=““keywords”content=“keywords,seperatedby,commas,go,here””/>Description:Notusedbysearchenginesforrelevancy;displayedasresultsnippetunderlinklabel&aboveURL.Limitto100-200charactersKeywords:Banishedlongagobysearchenginesduetospamming.NovalueUsetheDescriptiontopersuade<title>GlacierBayHighlights-AlaskanGlacierBayCruise</title><metaname="description"content="Saveupto$300percabin-ends3/31/08!ThisAlaskanGlacierBaycruiseitineraryisaperfectshortergetawaycruiseinthebeautifulremotewildernessofAlaska'sInsidePassage.ExperiencethetruemeaningofwonderinthesoaringsanctuaryofGlacierBayNationalPark."><metaname="keywords"content="glacierbay,shortcruises,glacierbayalaska,glacierbaycruise,glacierbaynationalpark,cruisewestcruises,cruisewestalaska">=Content/BodyTextEverythingvisibleinawebbrowserKeywordsimplementedshouldsupporttheoverallthemeofthepageFactorsKeywordprominence:whereonthepageitappearsMainkeywordsatbeginningofcontent,supportingkeywordsthroughoutthemiddle,thentheprimaryrepeatedagainneartheendofthecontentKeyworddensity:howoftenyourkeywordsappearinrelationtoallotherwordsonthepage(goal:5-7%)Keywordfrequency:numberofoccurrencesonthepageSearchenginesalsolookatcontentaroundthekeywords;checkforthemerelevancyHTMLHeadings<h#>Includeprimaryorsupportingkeywordsinyourhighestheadingtag(<h1>)Placesupportingkeywordsintheseheadingtags<h2>……<h6>MakesureitmakessensetohumansUseCSStoformatthelookofstandardHTMLheadingsIfgraphicaltextdesiredforheadings,considerimagereplacementmethodsEmphasizingKeywordsEmphasizetext&keywordstoshowsearchengines&usersthat“thisisimportant””tothethemeofthepage.Use<strong>forboldUse<em>foremphasizeDonotuse<b>or<i>(outdated/obsolete)Onlyemphasizeshortsegmentsofwords(1-4words).Anymorelosesimpact&valueofemphasis;everythingisemphasized;diluteskeywordmeaningImagesGiveyourimagesdescriptivefilenameIncludekeywordswhereitmakessenseUsethealtattributetoprovideinformationabouttheimageShortdescriptionofimageIncludekeywordswhereitmakessenseMakesureitmakessensetohumansAidsinusabilityDon’tstuffkeywordshere;consideredDon’tuseimagesinplaceoftext.Ifrequired,considerimagereplacementtechniquesLinksImportantpartofoverallsearchalgorithmHowever,notasimportantasitoncewas……Linkswithinyoursitetopageswithinyoursite(internallinks)havesomevalueInboundlinkstoyoursite/pages/contentfromquality,authoritativesources(externallinks)consideredunbiased,proofthatyourcontentisqualityThelink’’sanchortextisveryimportantShouldcontainrelevantkeywordsRaisesthelink’svalueInboundLinkBestPracticesObtainlinksonlyfromquality,authoritativesourcesrelatedorrelevanttoyoursiteStrivefortopsites(example:CNN,Wikipedia)TopsiteshavegoodPageRankGoogletermforthequalityofinboundlinksCanviewPageRanklevelsfromGoogleToolbarTopsiteshavebeenaroundawhileLinkstoanypageonyoursite;notjusthomepageDeeplinkinggoodDonotobtainlinksfrom““shady”sourcesLinkfarms,ringsLinkexchangesfromsourcesoflittle/noPageRankDonotpurchaselinksfromothersLinkBuildingIdeasBlogscreateabloglinktoyoursitecommentonothersubjectrelated,relevantblogsRSSFeedSyndicationSyndicateinformationfromyoursite/blogtobedisplayedonotherwebsitesControltheanchortextPressReleasessubmittedtoonlinePRdistributorsLinkbacktoyoursiteArticlestopicsofexpertise,syndicatedonthewebLinkbacktoyoursiteIndustrySources/SubjectAuthorityWebsitesWho’slinkingtoyouGoogle–WebmasterCentralInternal&External(inbound)linksYahoo–link:[URL]OtherOptimizationIdeasGoogleBase/ProductSearch/OneBoxGoogleBase:Onlinedatabaseofproducts.OriginallycreatedforclassifiedsCanuploadinformationaboutyourproductsGoogleProductSearch(formerlyFroogle)ShoppingsearchengineprovidingsearchableindexofproductsforpurchaseGoogleOneBoxForcertainkeywords,displayscontentabovetheorganicsearchresultsGoogleBase/ProductsSearch/OneBoxGoogleBase/ProductsSearch/OneBoxGoogleBase/ProductsSearch/OneBoxAnalyze/MonitoryoursiteUseanAnalyticstooltomonitoryoursiteVisitsConversionsReferralsSites,URLS,KeywordsUseaMonitoringtooltomonitoryoursite’srankingRanking(basedonkeyword)ResearchcompetitorsAgeInboundlinksKeywordsusedContentisKing!SummaryPerformdetailedkeywordanalysisMakesureyoursiteiscrawlableUseWebStandardstocreateclean,lightpagesImplementkeywordsonappropriatepageelementsObtainlinksfromquality,authoritativesourcesDesign/implementwiththeuserfirst,thenthesearchengineinmindResourcesSearchEngineRelationshipsBruceClay’sSearchEngineRelationshipChartKeywordTools(online)GoogleAdWords:KeywordToolTrellianKeywordDiscoveryWordtrackerSEOBookSEOToolsKeywordSuggestionToolKeywordTools(client-based)WebCEOResourcesAnalyticsGoogleAnalytics(Web-based-Free)StatCounter(Web-based-Free)Mint(Web-based-Fee)Omniture(Web-based-Fee)Webtrends(Web-based–Fee)MonitoringWebCEO(Client-based–Trial/Fee)SEOToolRankChecker(Web-based–Free/Fee)SEOforFirefox(Browser-based)GoogleToolbar(Browser-based)ResourcesBooksSearchEngineMarketing––MikeMoran&BillHuntSearchEngineOptimizationforDummies–PeterKentBuildingFindableWebsites–AaronWalterSearchMarketingStrategies––JamesColbornWebAnalyticsDemystified–EricPetersonWebMetrics––JimSterneTheOnlineCopywriter’sHandbook––RobertBlyResourcesWebSitesSearchEngineLandSEOmozWebEngineWatchPodcasts(searchfortheseiniTunesorGoogle)DailySearchCastSEO101OnlineCoursesL–SearchEngineOptimizationQuestions?DennisDeacon–deconspray@Blog:9、靜靜夜夜四四無無鄰鄰，，荒荒居居舊舊業(yè)業(yè)貧貧。。。。12月月-2212月月-22Thursday,December29,202210、雨中黃葉樹樹，燈下白頭頭人。。13:51:2213:51:2213:5112/29/20221:51:23PM11、以我我獨(dú)沈沈久，，愧君君相見見頻。。。12月月-2213:51:2313:51Dec-2229-Dec-2212、故人江海海別，幾度度隔山川。。。13:51:2313:51:2313:51Thursday,December29,202213、乍見翻翻疑夢(mèng)，，相悲各各問年。。。12月-2212月-2213:51:2313:51:23December29,202214、他他鄉(xiāng)鄉(xiāng)生生白白發(fā)發(fā)，，舊舊國國見見青青山山。。。。29十十二二月月20221:51:23下下午午13:51:2312月月-2215、比不不了得得就不不比，，得不不到的的就不不要。。。。十二月月221:51下下午午12月月-2213:51December29,202216、行動(dòng)出出成果，，工作出出財(cái)富。。。2022/12/2913:51:2313:51:2329December202217、做前，能夠夠環(huán)視四周；；做時(shí)，你只只能或者最好好沿著以腳為為起點(diǎn)的射線線向前。。1:51:23下午1:51下下午13:51:2312月-229、沒沒有有失失敗敗，，只只有有暫暫時(shí)時(shí)停停止止成成功功！！。。12月月-2212月月-22Thursday,December29,202210、很多事情努努力了未必有有結(jié)果，但是是不努力卻什什么改變也沒沒有。。13:51:2313:51:2313:5112/29/20221:51:23PM11、成功就是是日復(fù)一日日那一點(diǎn)點(diǎn)點(diǎn)小小努力力的積累。。。12月-2213:51:2313:51Dec-2229-Dec-2212、世間成成事

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