Seo biggner guide 2014

An introduction to optimizing your web site for best possible search engine
results.
1

Presented by:
Chris Pfeiffer,
University of Utah
Office of Information
Technology
2

 Search Engine Basics
 Why Optimize?
 Key Concepts
 Optimization
 Content Management Systems
 Summary
 Resources
3

 Crawling the web: Search engines run automated
programs, called “robots" or "spiders", that use the
hyperlink structure of the web to "crawl" the pages
and documents that make up the World Wide Web.
4

 Indexing documents: Once a page has been
crawled, its contents can be "indexed" - stored in a
giant database of documents that makes up a
search engine's "index".
5

 Processing queries: When a request for information
comes into the search engine, the engine retrieves
from its index all the document that match the
query.
6

 Ranking results: Once the search engine has
determined which results are a match for the query,
the engine's algorithm (a mathematical equation
commonly used for sorting) runs calculations on
each of the results to determine which is most
relevant to the given query.
7

 Directories:
Human edited search indexes
o Yahoo Directory!
o DMOZ = The Open Directory Project
www.dmoz.org
8

 Search Engine Results Pages (SERPs)
o Organic: Results based on content and keyword
relevancy (as per algorithm)
o Paid Placement (PPC):
 Google AdWords
 Yahoo! Search Marketing (YSM)
9

10
Paid Placement
Results
Organic
Results

 Web Search as a navigational tool
o On average, 45% of visitor traffic
through Utah.edu use the search engine to
navigate.
o 72% of searchers stop with the top ten search
results, and 90% stop with the top 30.
11

 Competition for keywords
 Evaluating page rank
o Baseline
o Ongoing
12

 Page rank calculation tools
o Google Toolbar
o www.faganfinder.com/urlinfo/
o www.alexa.com
 Frequent queries
o Web traffic analysis
o U Web Resources
13

 Target audience
o Keyword choices
o Directory submission
14

 Conversion
 Web site user doing what you intended them to do
▪ Sales
▪ Course registration
▪ Forms & downloads
▪ Page views
 Conversion paths and funnels
15

 Search-friendly Usability
o Home Page vs. Landing pages
o Top-down vs. Shallow-wide design
16

 Persistent Navigation
o Orients visitor to site
o Provides spiders pathway through site
19

 Accessibility
o Flash
o Javascript
o SSL – authentication
o Firewalls and closed ports
o Databases & query string URLs
o Forms
20

 Site Maps
 Non-HTML Documents
o MS Word, Excel, PowerPoint, PDF
21

 Canonical URLs
o http://utah.edu
o http://www.utah.edu
 Redirects
o 301 server redirect
o Meta-refresh page redirect
22

 Robots.txt file
 Decides which robots to allow in and which to
exclude
▪ Site wide
▪ Directory-by-directory
▪ Page-by-page
 Robots meta-tag
23

 Get indexed
o Register URL with University Webmaster
o Submit URL to directories
24

 Meta-data
<html>
<head>
<title>The University of Utah</title>
<meta name="description" content="Founded on February 28, 1850, The
University of Utah offers 75 undergraduate degree programs, more than
50 teaching majors and minors, and 96 graduate majors.">
<meta name="keywords" content="University of Utah, UU, Utes, Utah,
Salt Lake City, university, universities, colleges, higher education,
academic, research, admissions">
25

 Meta-data
o HTML Page Title
 Number one optimization factor
 Included in results display
 Unique title for each landing page
26

 Meta-data
27
HTML Title Utility in Dreamweaver

 Meta-data
o Meta-description tag
o 50% weight of HTML Title in Ultraseek
o Included in Ultraseek results display
o Less weight given by Google
o Rarely used in Google results display
28

 Meta-data
o Meta-keywords tag
 Equal to meta-description tag in Ultraseek
 Ignored by Google
 Common misspellings
29

 Meta-data
o Image alt-tags
o H1 tags
o Body text
30

31
Relative weight given HTML tags
by U of U Ultraseek Search Engine

 Popularity
o Inbound links
o Remote anchor links & text
o Anchor link – http://www.url.com
o Anchor text – words used in link
32

 Popularity
 Inbound links
 Example
33Anchor link
Anchor link text

 Popularity
o Inbound links
o Remote anchor links & text
o Googlebombing
When a web page places high in search engine
results due to frequent anchor links using rude or
insulting keywords.
34

 Popularity
 Inbound links
 googlebombing
35

 Popularity
 Inbound links
 googlebombing
36

 Reliability
o .edu and .gov domains
o Domain age
37

 Black Hat SEO:
Unscrupulous or deceptive optimization practices
intended to spam users or compete unfairly
o Invisible text
o Keyword stuffing
o Duplicate pages
o Domain cloaking: serving different content to search
engine robots than to human visitors
o Link farms
38

39
Spam Detection Threshold:
The number of repeating
keywords required for U of U
Ultraseek search engine to
penalize for spamming

 Dynamic URLs
o Querystring enabled
o Consistent, crawl-able URLs
 Cookies and session IDs
40

 Accessible pages
 Think landing pages
 Unique HTML page title for every
landing page
 Content relevant keywords
 Avoid Black Hat SEO
41

 University Webmaster
o www.utah.edu/uwebresources
o webmaster@utah.edu
o 581-6113
 www.searchenginewatch.com
 “The ABC of SEO” David George
42

Seo biggner guide 2014

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