emarketing : seo aj.metinee adam. 2 topics exploring search engine optimization tactics and...
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2
Topics
Exploring search engine optimization tactics and techniques to achieve high rankings On-Page optimization Off-Page optimization Understand how web search
engines handle your content Understand web design
methodologies aimed at improving ranking of web pages on search results
Integrating search engine optimization and social media into your marketing spend
Gaining the competitive edge by ensuring your brand is number one
Activity: Google
Activity #1: Playground Please visit www.google.com and
enter your core business keyword
SEO = Search Engine Optimization
Definition:
The process of enhancing both the content and reputation of a webpage in order to improve search engine rankings and meet your top prospects at their immediate point of need.
Keywords: Use text that targets your audience; and attracts search engines and links from other sites
Navigation: Give users and crawlers easy access to content
Design Elements: Make sure bells and whistles don’t undermine SEO efforts
Page Rank: Develop a linking strategy to improve your site’s “popularity”
Basic SEO Concepts
Researching Search Terms
WordTracker.com (see handout) Overture suggestion tool
http://inventory.overture.com/d/searchinventory/suggestion/
Google AdWords https://adwords.google.com/select/main?cmd=KeywordSandbox
Things Search Engines Like
Text (Keyword) Words and phrases that match what your target
audience types into search engines Site Navigation
Site navigation and URL structure that search crawlers can easily follow
Links to Your Site How “popular” are you?
Search engines place “weight” on terms according to where they are used
Keyword Prominence
Primary Text Title tag Body text Anchor text Text near the top of the page Headings and Emphasized
Text
Secondary Text Alt text Description tag Domain name and URL
elements
Keywords in Text
Choose one or two keywords or phases to optimize for each page
Use language of your audience Do not over use - avoid keyword stuffing Keywords in links influence relevancy of the
pages your linking to No “click here” links
Site’s Search Metrics
Online Advertising Tools Yahoo!/Overture: http://inventory.overture.com/ Google: https://adwords.google.com/select/KeywordSandbox
Keyword Density http://www.webjectives.com/keyword.htm http://www.keyworddensity.com/
Google Webmaster Tools
Keyword Selection Tools
Plan how pages link to each other Pages will not rank well if your site does
not have a navigation scheme Navigation scheme must please users
and search engines Create a crawler-friendly site map Avoid dangling pages
Linking Basics
Make a site with a clear hierarchy
Text Links The most search engine friendly Use for primary or secondary navigation Every page should be reachable from a text link
If using graphic navigation, use alt text
Avoid JavaScript, unless you provide a secondary text navigation scheme
Site Navigation Schemes
Create a Site Map HTML page on your site with text links
Create a Sitemap An XML file that lists your site’s URLs Allows crawlers to analyzes information about
your site’s architecture to improve crawling Google: http://www.google.com/webmasters/ Yahoo: http://siteexplorer.search.yahoo.com/ Site Maps Protocol: http://www.sitemaps.org/
Help Crawlers Navigate
One repetition of the page’s primary keyword phrase per 30–40 words of copy
Repeat the primary keyword phrase in the URL, title tag, meta data, image ALT tag, body copy, and links from other pages
Use the keyword phrase intact; Other nouns or keyword phrases should not be more prominent
On-Page Optimization
A calculation assigned to a page based on the number of links into the page
The more popular pages that link to you, the higher your popularity rank An inbound link is a vote for a page An outbound link is a vote for a page you’re linking to
All search engines have different popularity algorithms Google’s algorithm is called Page Rank Based on a scale from 0-10
What is Popularity?
Number and Popularity of Inbound Links Anchor Text
Others’ use of keywords in a link to your site Popularity is assigned per page, not for the entire
site Popularity is not inherited Need to deliberately link internal pages to pass on PR
Popularity Factors
Link Popularity / PageRank
Google score of page’s link popularity
http://toolbar.google.com easy way to see this
Each link on a particular page gets aportion of that page’s overall score
10 links, each gets 1/10; 100 links, each gets 1/100…
Do you see what I see?
๏ Major General Directories, i.e. Yahoo! Directory, Open Directory (DMOZ), GoGuides, Best of the Web, JoeAnt, Business.com, etc.
๏ Major Thai Directories, i.e. Sanook, mThai, Hunsa, etc.
๏ Niche & Topical Directories, i.e. TourismThailand.org, ThailandTourismDirectory.com, etc.
๏ Blog
๏ Forum
๏ Linkbaiting via Social News and Bookmarking, i.e. Digg, Reddit, StumbleUpon, del.icio.us, etc.
๏ Social Media Profiles, i.e. Flickr, LinkedIn, MySpace, Friendster, Technorati, etc.
๏ Article Directories, i.e. EzineArticles, GoArticles, etc.
๏ Press Release, i.e. Yahoo! News, etc.
๏ Relationship Building
๏ Reciprocal Links
Traffic Building
Case Study: Business.gov
Term: Advertising Regulations #6 on Google #8 on Yahoo #2 on MSN #1 on USA.gov
Page created March ‘07 Submitted to crawlers, listed in DMOZ 0-78 inbound links
Case Study: Business.gov
Text Component: page is well-optimized for “advertising” and “regulations”
Link Component: All text links Popularity Component: Inbound links are
using title submitted to DMOZ – “advertising” and “regulations”
Case Study: NOAA Fisheries
Term: Fisheries #1 on USA.gov #2 on MSN #2 on Yahoo #3 on Google
Term: Fish Doesn’t show up on the
first page or subsequent pages
Case Study: NOAA Fisheries
Text Component: page is well-optimized for “fisheries” but not “fish”
Link Component: “pull-down” menu may be a problem for some crawlers. Add search friendly navigation (e.g., site map)
Popularity Component: Lots of inbound links using “fisheries” (not “fish”) in anchor text
Battelle, John. The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed our Culture. New York. Penguin, 2005.
Kent, Peter. Search Engine Optimization for Dummies. Hoboken, NJ. Wiley, 2004.
Moran, Mike, Hunt, Bill. Search Engine Marketing, Inc. Upper Saddle River, NJ. IBM Press, 2006.
Thurow, Shari. Search Engine Visibility. Indianapolis, IN: New Riders, 2003.
Recommended Reading
SEO Forums & Events
Industry ForumsWebmaster World: http://www.webmasterworld.com/
Search Engine Watch: http://www.searchenginewatch.com/
Digital Point Forums: http://forums.digitalpoint.com/
High Rankings: http://www.highrankings.com/forum/
Industry EventsSearch Engine Strategies: http://www.searchenginestrategies.com/