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Search Engine Secrets: Build a Search-Engine Friendly Web Site Samsunshine Levy

Search Engine Secrets: Build a Search-Engine Friendly Web Site Samsunshine Levy. www.thenetcave.com. Search Engines – Who Needs ‘em?. Ever heard of these…. If you do this…. You can get this. Great!. Where do I sign? How much do I pay? Who do I trust? How is it done?.

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Search Engine Secrets: Build a Search-Engine Friendly Web Site Samsunshine Levy

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  1. Search Engine Secrets:Build a Search-Engine Friendly Web SiteSamsunshine Levy NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site www.thenetcave.com

  2. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Search Engines – Who Needs ‘em? • Ever heard of these…

  3. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site If you do this…

  4. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site You can get this

  5. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Great! • Where do I sign? • How much do I pay? • Who do I trust? • How is it done?

  6. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site The Secret Questions • Who Wants You? • What To Cultivate? • When To Change? • Where Does It All Go? • Why No No-Nos? • How is Your House Built?

  7. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Who Wants You? • You want people… • But Who Wants You? • You want people who: • need you; but • don’t yet know that you exist (Yes, that would be new customer acquisition) (Don’t use jargon in a presentation)

  8. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Keyword Research • Wordtracker : www.wordtracker.com • Free Trial (unlimited uses) • Uses MSN daily data • Google Adwords adwords.google.com • Pretend to want to sign up as a new advertiser, and research keywords for your campaigns Non-Targeted Marketing:

  9. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site ROI, KEI, SEO & KWP (Don’t use acronyms in PowerPoint presentations) • To target a niche market, and achieve best SEO potential: • Maximize Searches & • Minimize Competition • Content of site will address normal, more competive keywords and keyword phrases • Narrow down to 15-20 w/ best potential

  10. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site What To Cultivate? Factors to raising your search engine rankings and relevancy are: • Useful TITLE & META tags on each page • Keyword-rich, sole-source, expanding, plain HTML textual content • Footer, Site Map & Linked Text • Longevity of site & domain name Plus…

  11. Happy Unhappy NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Search Engine Friendly URLs www.greatskin.com/loccitane/shaving-cream.html www.nmipa.org/members/join Query Strings / database generated pages: www.skin.com/store/pr.asp?cID=42B&pID=6x5Q&14=z Unfriendly Spaces: www.skin.com/online%40store/my_great_product.html Abbreviated or too-long pages/directories: www.skin.com/s/c/d/g/areallygreatpagetolookatnowforyou.htm Domain Parks: www.skin.com / www.myskin.com / skin.com / myskin.com

  12. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site If you have unhappy URLs • Subdirectories are nice • Hyphens for spaces, 25 chars • 301 redirects on domains • Map old pages to new pages with • Symbolic links • URL rewriting (mod_rewrite) • XML / RSS feeds • GoogleBase / Product data feeds One more thing to cultivate…

  13. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Inbound Links • Keyword-rich • Textual • To authorized domain • Deep-Linking OK • Accompanying description • Reciprocate • Only from “respected” sites • Check originating domain

  14. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site When To Change? Change What? Change The King! Do You Know The King?

  15. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site When To - Be The King • The C Word (and linking is Queen) • Nothing rankshigher at Search Enginesthan a lot of contentabout a term thatsomeone issearching for

  16. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site With Content, Just Like With: • Health • Wealth • Happiness • Hedonism • Time • Brains • Brawn

  17. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site More (and more often)Is Always Better

  18. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site When Writing, who are you writing for? • Primarily Humans, not search engines • Who are the search engines working for? • Use keywords (more to come) • Keep pages a minimum length • Use tools to make it readable • Lists, columns, headers • Write about what you do • Related terms will come up naturally, and in context

  19. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Unhappy Content

  20. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Happy Content

  21. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site OK, So back to the Question Q: When To Change (content)? A: As often as you can Frequent new content additions: • Create visitor “stickiness” • Make search engines happy • Creates valuable depth of content

  22. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Deep Content

  23. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Frequent Content

  24. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site And Now… • For the slide you’ve all been waiting for

  25. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site But First • A word from our sponsor? • A dance break? • Cowgirl ribs? • More caffeine?

  26. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Make It Easy with CMS A Content Management System (CMS): • Let’s you add, edit and delete pages without special knowledge • Can automatically create META tags • Can automatically update site maps • Is built to be fool-proof • Can auto-create SEO friendly URLs • Auto-adjusts site-wide navigation

  27. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site CMS User Admin Backend

  28. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site CMS Front End Page

  29. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site And Now, Really… • For the slide you’ve all been waiting for

  30. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Where Does It All Go? 3 Rules of 3 • Choose about 6-8 main, friendly-URL pages • Choose 3 unique keywords/phrases to use on each page • Use each phrase 3 times in the page • Have at least 250 (normal HTML text) words on each page • Use the 3 terms in TITLE and META tags • Link from footer and site map

  31. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Example Optimized Content Keyword Research revealed that we wanted to optimize home page of holstengalleries.com for were: • glass sculpture • art glass sculpture • contemporary art glass

  32. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Example – Content – 270 words Holsten Galleries is an internationally recognized gallery representing leading contemporary glass artists. Our gallery works with private collectors, museums and corporations in building collections of art glass sculpture and installations. Among our world renowned glass artists are Dale Chihuly, Lino Tagliapietra, William Morris, Christopher Ries, Dante Marioni, Kreg Kallenberger, Steven Weinberg and Marvin Lipofsky. Holsten Galleries was established in Stockbridge, Massachusetts, in 1978 and was one of the first studio glass galleries in the U.S. to show contemporary art glass. The gallery is open seven days a week, year round. Each of our artists has glass sculpture in the gallery on an ongoing basis. Our glass artists are listed on the "Artists" page and most of them have images on this site. Images of other available pieces can be e-mailed upon request. Many of our glass artists, including Dale Chihuly and Lino Tagliapietra, can be commissioned to create glass sculpture for private, corporate or public art collections. As an online glass gallery, we invite you to explore our site and view the glass art of some of the world's most creative and talented artists. Please contact us if you would like more information on any of the art glass sculpture you see here. We also look forward to meeting many of you in person in the gallery. Visit our "Resources" page for information on cultural and tourist attractions in the Berkshires (such as Tanglewood and the Norman Rockwell Museum) or to learn more about contemporary art glass. Holsten Galleries specializes in the glass sculpture of Dale Chihuly. Glass objects and glass chandeliers by Chihuly can be seen by clicking here.

  33. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Example - Tags • http://www.holstengalleries.com/ • Title:Art Glass Sculpture-Contemporary Art Glass-Fine Art Glass • META Description:Our online glass gallery features fine art glass sculpture by contemporary artists such as Dale Chihuly and Lino Tagliapietra. Contemporary art glass sculpture by world renouned artists. • META Keywords: glass, sculpture, art, contemporary, dale, chihuly, lino tagliapietra, holsten, fine

  34. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Results = 20% Month-to- Month Increase In traffic

  35. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site The Page

  36. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Keep In Mind • Use “reasonably-natural” language • You will enjoy our unique, authentic Adobe homes and the finest in vacation rentals, especially southwestern homes, in New Mexico. • Real Estate New Mexico vacation rentals Santa Fe shown on website with villas for rent. Santa Fe New Mexico rental properties and New Mexico Real Estate.

  37. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Also Keep In Mind • Human usability and readability are still the most important: • Bulleted lists • Fixed width text columns • Section headers • Easily readable paragraphs

  38. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Why No No-Nos? What Not To Do • or – How to quickly and easily get blacklisted by search engines

  39. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Black Hat SEO • Keyword Stuffing • Invisible Text • Doorway Pages • Non-linked Pages • Cloaking (Browser detectionand/or redirection) • Scraping • Off-domain Redirects

  40. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site How Is Your House Built? No-No Tools & Technology(if you want to be found in search engines. or linked to - from anywhere) • Flash Animation (Intros or Whole Site) • Alternative: Use Flash as an accent • Frames or iFrames • Alternative: Use CSS (see next slide) • Non-text Text (Flash or images) • Javascript or DHTML drop-down menus • Alternative: Use CSS nested list drop-downs • META REFRESH

  41. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site CSS Frame Function

  42. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site CSS Nested List Drop Down • Simpler, Spiderable Code:<div id="topnav"><ul id=nav><li><a href="http://www.kidsfirst.org/kidsfirst/fabout.htm">About Us</a> • <ul><li><a href="http://www.kidsfirst.org/kidsfirst/fwhatcq.htm">Mission</a></li> • <li><a href="http://www.kidsfirst.org/our-programs/">Our Programs</a></li> • <li><a href="http://www.kidsfirst.org/kidsfirst/fwhatkf.htm">KIDS FIRST!</a></li> • <li><a href="http://www.kidsfirst.org/kidsfirst/fwhoju.htm">Staff &amp; Board</a></li> • </ul> • </li> • <li><a href="http://www.kidsfirst.org/cgibin/sites/search_engine.cgi">Search Website</a></li> • <li><a href="http://www.kidsfirst.org/">Home</a></li> • </ul></div>

  43. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Good Tools For House Building • Use URL Rewriting for important or content-rich pages of database generated sites • Also use XML / RSS Feeds • For ecommerce sites, send product datafeeds to GoogleBase • And consider Amazon merchant or your own affiliate program – but that’s another show

  44. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Example XML / RSS feed

  45. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site GoogleBase Example

  46. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site In addition to 3 keywords Title Tag Guidelines • Use a short page title (in addition to keywords) • Limit to 65 characters META Description Tag Guidelines (Honest 90s) • some search engines display in results • Limit to 25-30 words META Keyword Tag Guidelines (why not) • Do not repeat words • Limit to 10-12 words

  47. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Remember This? • http://www.holstengalleries.com/ • Title:Art Glass Sculpture-Contemporary Art Glass-Fine Art Glass • META Description:Our online glass gallery features fine art glass sculpture by contemporary artists such as Dale Chihuly and Lino Tagliapietra. Contemporary art glass sculpture by world renouned artists. • META Keywords: glass, sculpture, art, contemporary, dale, chihuly, lino tagliapietra, holsten, fine

  48. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Footer and Site Map • Replicate page titles as linked pages in site-wide footer (Server Side Includes) • Link to a Site Map page in Footer • Do not use Google’s Site Map creator • The Site Map page should replicate the titles, linked to pages, with the META descriptions next to the titles • Use “qualified” URLs for linking(always start with http://www.domain.com/…)

  49. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Footer Example

  50. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Site Map Example

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