1 / 28

On-Site Search Engine Optimization (SEO)

On-Site Search Engine Optimization (SEO). Google Algorithm. PageRank Proxy for website quality Based on others’ votes Off-site SEO IR Score What’s the website about? Controlled by webmaster (mostly) On-site SEO. Human Audience. Bot Audience.

mostyn
Download Presentation

On-Site Search Engine Optimization (SEO)

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. On-Site Search Engine Optimization (SEO)

  2. Google Algorithm • PageRank • Proxy for website quality • Based on others’ votes • Off-site SEO • IR Score • What’s the website about? • Controlled by webmaster (mostly) • On-site SEO

  3. Human Audience

  4. Bot Audience • <!DOCTYPE HTML PUBLIC "-//W3C//DTD HTML 4.01//EN" "http://www.w3.org/TR/html4/strict.dtd"> • <!-- end SITE-DOCYTPE --> • <html> • <head> • <meta http-equiv="Content-Type" content="text/html; charset=iso-8859-1"> • <title>Overstock.com: Online Shopping - Bedding, Furniture, Electronics, Jewelry, Clothing & more</title> • <meta name="description" content="Purchase name brands at clearance prices at Overstock.com! Buy discounted name brand Bedding, Furniture, Jewelry, Watches, Electronics, Clothing, Books, Movies, and Music for the lowest prices every day."> • <meta name="keywords" content="best price, cheap, wholesale, discounts, deals, cheap, online store, online shopping, name brand, merchandise, liquidate, liquidator, sale, lowest prices, low prices, savings, free, bargains, values, bedding, furniture, electronics, jewelry, watches, apparel, overstock, overstock.com"> • <meta property="fb:app_id" content="176130092402347" /> • <meta property="fb:page_id" content="8625520535" /> • <!--Begin Element SITE_HEAD_S (contains Site-wide meta data, stylesheets, and javascript) --> • <SCRIPT LANGUAGE="JavaScript"> • <!-- • vargomez = { • gs: new Date().getTime(), • acctId:'83E7A0', • pgId:'HomePage', • grpId:'', • wrate:'1' • }; • //--> • </SCRIPT> • <SCRIPT LANGUAGE="JavaScript" type="text/javascript" rel="nofollow" src="http://ak1.ostkcdn.com/js/thirdparty/gomez/gtab.js"></script> • <meta http-equiv="content-type" content="text/html; charset=UTF-8"> • <meta name="author" content="Overstock.com"> • <meta HTTP-EQUIV="pics-label" content='(pics-1.1 "http://www.icra.org/ratingsv02.html" l gen true for "http://www.overstock.com/" r (cz 1 lz 1 nz 1 oz 1 vz 1) "http://www.rsac.org/ratingsv01.html" l gen true for "http://www.overstock.com/" r (n 0 s 0 v 0 l 0))'> • <meta property="og:title" content="Overstock.com, save up to 80% every day!"/> • <meta property="og:url" content="http://www.overstock.com/"/> • <meta property="og:image" content="http://ak1.ostkcdn.com/img/mxc/20101215_fbog_ostk.png"/> • <meta property="og:type" content="product"/> • <meta property="og:site_name" content="overstock.com"/> • <meta property="fb:app_id" content="176130092402347"/> • <link rel="shortcut icon" href="http://ak1.ostkcdn.com/favicon.ico"> • <link rel="stylesheet" href="http://ak1.ostkcdn.com/css/os-master.1.2.2.min.css"> • <!--[if IE]><![endif]--> • <!--[if IE 6 ]><link rel="stylesheet" type="text/css" href="http://ak1.ostkcdn.com/css/os-master-ie.1.0.0.min.css"><![endif]--> • <style type="text/css"> • /* Fixing hover for sprite adding new image */ • .holiday-icon, .icon-banner {background-image: url(http://ak1.ostkcdn.com/img/mxc/holiday-icon-sprite-6.png);} • .a1, .and-a1:hover {background-position: 0 0;} • .a2, .and-a2:hover {background-position: 0 -100%;} • .a3, .and-a3:hover {background-position: 0 -200%;} • .a4, .and-a4:hover {background-position: 0 -300%;} • .b1, .and-b1:hover {background-position: -100% 0;} • .b2, .and-b2:hover {background-position: -100% -100%;} • .b3, .and-b3:hover {background-position: -100% -200%;} • .b4, .and-b4:hover {background-position: -100% -300%;} • .c1, .and-c1:hover {background-position: -200% 0;} • .c2, .and-c2:hover {background-position: -200% -100%;} • .c3, .and-c3:hover {background-position: -200% -200%;} • .c4, .and-c4:hover {background-position: -200% -100%;} • .d1, .and-d1:hover {background-position: -300% 0;} • .d2, .and-d2:hover {background-position: -300% -100%;} • .d3, .and-d3:hover {background-position: -300% -200%;} • .d4, .and-d4:hover {background-position: -300% -300%;} • /* Adding icon css for Hook Logic landing pages and featured products */ • .holiday-icon-x, .holiday-icon-y, .holiday-icon-z { • background-image: url(http://ak1.ostkcdn.com/img/mxc/holiday-icon-sprite-6.png); • background-position: 0 0; • } • .holiday-icon-x:hover {background-position: 0 -100%;} • .holiday-icon-y:hover {background-position: 0 -200%;} • .holiday-icon-z:hover {background-position: 0 -300%;} • /* Last Day X*/ • .holiday-icon-x {background-position: -100% 0; display:none !important;} • .holiday-icon-x:hover {background-position: -100% -100%

  5. White Hat vs. Black Hat Keyword Stuffing Screen Scraping Link Farms Purchasing Links And anything else that seems like ‘cheating’ • Keyword Density • Site Tags Optimization • Canonical URL Design • Internal Linking • Header Tags • Image Optimization White Hat = Website designed with both audiences in mind Black Hat = Website designed specifically for search engines

  6. What should we optimize? • Optimize all main entry points for the website • Home Page • Category Pages • Marketing-Specific Landing Pages • Optimize on the most popular keyword phrases for each of those pages • Use keyword research template used for Paid Search • We will practice this next time

  7. Keyword Phrase Reminders • 3 Types of phrases (Site, Category, Page Specific) • Keyword Research Tools: • Google AdWords • Keyword Discovery • Keyword Difficulty • Things to Consider: • You want to look for ‘high’ searched terms, relative to others • Don’t compare one tool to another • Each tool utilizes a different database, different search algorithm, and normalizes data differently • 3-5 word keyword phrases are easier to rank for, and convert better

  8. Keyword Phrase Tips • Keyword Spy – KeywordSpy • Research top competitors for keyword phrases • Look for gaps in strategy that can be exploited • Keyword Nesting

  9. Keyword Nesting • How many keyword phrases? • How many keyword phrases? • WARNING: Verbiage on site must make sense– DON’T NEST JUST TO NEST 1 “Armoire” 4 “Antique French Glazed Armoire” “Antique French Glazed Armoire” “French Glazed Armoire” “Glazed Armoire” “Armoire”

  10. On-Site Optimization Components • URLs • Site Structure Optimization • Keyword Density • Site Tags • Image Names & Alt Text • Headline Tags • Internal Linking • GOAL: Provide search engine robots with clues about the page

  11. URLs • Short – 256 Characters, <4 Directories Deep • Define page type (.html, .php, .aspx, etc) • Words separated by hyphens • Keyword Use in URLs – Very Important • Domain Name • Category Pages • Individual Pages • Example • www.KeywordPhrase.com/keyword-category/keyword.html

  12. Site Structure Optimization • The content of a website should be logically organized and have a hierarchy • This hierarchy should be demonstrated through: • Clear site navigation • Breadcrumbs • Canonical URL structures

  13. Keyword Density • Each page that is optimized should: • Have 250-600 words of content • Keyword phrase optimizing – keyword should be inserted 3-5 times per 100 words (3-5% density) • Repeat Keyword phrase more heavily at the top of the page (above the fold) • Use common sense when inserting the phrase as the ad-copy must still be readable • Use any well-ranked website as an example

  14. Site Tags • Back-end information provided to a search engine about a webpage • 3 Site Tags are used in SEO • Title Tag • Meta Description • Meta Keywords

  15. Title Tag

  16. Title Tag • Why so important? • The title tag is critical in highlighting what is important on this page to a search engine • The title tag is the 1st piece of code read by a search engine crawler or robot • The title tag is included on the Search Engines Results Page (SERP) • Keywords included in the title tag are bolded on the SERP

  17. Title Tag • Optimization Strategies • The title tag should include the keyword phrase 1-2 times • The phrase should be the first words within the title – unless you have a recognized brand • Use a delimiter (pipe, colon or hyphen) to separate the phrase from the rest of the title – a colon and a space is ideal • Be consistent in the format of the title from page to page within the site • Less is more – most search engines truncate at 65 characters (50-60 characters is an ideal length)

  18. Title Tag Examples • Good Examples: • <title>Children’s Bedding | KozyKidDecor.com</title> • <title>Children’s Bedding: Buy Kids Bedding atKozyKidDecor.com</title> • <title>CNN.com | Online News</title> • Bad Examples: • <title>KozyKidDecor.com sells bedroom products</title> • <title>Bedding products and kids at KozyKidDecor.com</title>

  19. Meta Description

  20. Meta Description • Optimization Strategies • 2-3 sentences, proper punctuation • Keyword phrase once per sentence, if possible • 120-160 characters – search engines truncate beyond 160 characters • The first sentence should catch their attention. The second sentence should be a call-to-action. • Contain no more than 5 commas

  21. Meta Description Examples • Good Example: • <meta name=“description" content="Children’s bedding and kids’ bedding is offered at KozyKidDecor.com. Learn more about our children’s bedding selection today."> • Bad Example: • <meta name=“description" content=“KozyKidDecor.com offers a wide selection of bedding products at a great price. You will love the selection of childrens bedding at KozyKidDecor.com. Shop our site today! “>

  22. Meta Keywords • No longer used by Google or Bing • It can’t hurt to use it, but you don’t have to use it • If you do use it, use no more than 1-2 keywords • Good Example • <meta name=“keywords” content=“Children’s Bedding”> • Bad Example • <meta name=“keywords” content=“Children’s Bedding, Children’s Bedding, Children’s Bedding, Children’s Bedding, Children’s Bedding”>

  23. Alt Tags (Image Text) • Alt Tags are descriptions for images • Used for visually impaired - Lynx

  24. Alt Tags (Image Text) • Optimization Strategies • EVERY image should have an alt tag • Insert keyword phrase into 5-10% of alt tags, or as often as it describes what is in the image • Images names should be descriptive, and contain keywords if relevant to the image • Example: <imgsrc=“/home/bedding.jpg” alt=“Children’s Bedding”>

  25. Headline Tags • Headlines indicate Importance – must use keyword • 6 Levels of Headlines (H1, H2, H3, H4, H5, H6) • Should be used to outline content on a page • Only one H1 per page, top of page • SEO Value based on text size • Examples: • <h1>Children’s Bedding</h1> • <h2>Kids Bedding</h2>

  26. Internal Linking • Where possible, link one page to another internally using relevant keyword phrases • Areas to potentially link internally: • Page Content – Most Important Place • Site Navigation – Some SEO Value (use Anchor Title Tags for keywords if space is limited). • Site Footer – Little SEO Value • Sitemap – Little SEO Value

  27. Internal Linking Furniture Page Antiques Tables Home Page … French Armoire Page Antique Furniture French Armoires Antique Furniture Tables … Antique Table Page

  28. Consulting Engagement Deliverable • Optimize all of the following • URLs • Site Structure Optimization • Keyword Density • Site Tags • Alt Text • Headline Tags • Internal Linking

More Related