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SEO & WEB ANALYTICS

SEO & WEB ANALYTICS. ART340. SEO. SEO. SEO stands for Search Engine Optimization . SEO is the practice of getting your site to appear higher in the search engine results.

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SEO & WEB ANALYTICS

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  1. SEO & WEB ANALYTICS ART340

  2. SEO

  3. SEO • SEO stands for Search Engine Optimization. • SEO is the practice of getting your site to appear higher in the search engine results. • The idea behind it is that there are certain keywords that people search for, and by including them in a certain way on your site, you will appear higher in the results.

  4. Top 5 Search Engines • Google (#1) • Bing • Yahoo! • Ask • Aol Search November 2012: www.ebizma.com/articles/search-engines

  5. How Search Engines Work • To understand how SEO works, it is first important to understand how search engines work. • Search engines have two main purposes: to crawl and to build an index. If you were trying to crawl the web, how might you get to your destination? Search

  6. Spiders • Through links, search engines crawl sites using automate robots called “spiders.” • Spiders crawl billions of links documents including web pages, PDFs, jpegs, etc. • Once found, the info is stored in massive hard drives, to be later retrieved in a fraction of a second.

  7. Search Results • Once a person does a search, the search engine works as quickly as possible to return results that are both: • Relevant: Hundreds of factors determine what results are most relevant. • Useful: Mostly determined by popularity. • To do so, search engines use complicated algorithms, or mathematical equations to calculate these responses.

  8. Search Engine Ranking • When ranking your site, search engines include both: • On-page techniques: • Keywords in text and HTML code • Appropriate text in image’s alt text • Off-page techniques: • Getting other pages to link to your site

  9. Keyword Placement • There are 7 key places where keywords should appear in order to improve your site’s rank: • Page title <title> • The url (include keywords in filenames) • Headings <h1> • Text (repeat keywords 2-3 times in content) • Link text • Image alt text • Meta description tags

  10. Keyword Research • Determining the keywords/phrases to use on your site is the bread and butter of SEO. • Here is a helpful six-step process: • Brainstorm: What words do people use to find your site? Ask others. • Organize: Create lists for different pages. • Research: (select “exact match”) • www.adwords.google.co.uk/select/KeywordToolExternal • www.wordtracker.com • www.keyworddiscovery.com

  11. Keyword Research • Compare: Assess the competition in the search results. • Refine: Decide which keywords/phrases are the winners. Above all else, they should be relevant to your site. • Map: Create your plan-of-action. You should have 3-5 keywords/phrases for each page of your site.

  12. What Not to Wear Do • Pages that are all images that do not have text. • Too much Flash. • Frames

  13. For More Info… • Visit: http://seomoz.org • Here you will find a comprehensive resource on anything Search Engine Optimization.

  14. WEB ANALYTICS

  15. Web Analytics • A means to analyze the visitors coming to your site, including: • Demographics • How they arrived • What they were looking at • Where they left • The most popular, free service to analyze the statistics on your site is Google Analytics.

  16. Google Analytics • To sign up, visit: www.google.com/analytics • The site will provide to you a tracking code that you will insert into each page of your site (before the closing </head> tag). • Every time someone visits a page of your site, Google Analytics tracks their behaviors and stores in a web-based interface.

  17. Analytics Terms • Visits: The number of times people have come to your site. • Unique Visits: The number of people who have visited your site over a period of time. • Page Views: The number of pages visitors have viewed on your site. • Landing Pages: The pages that people arrive on when first visiting your site. On pgs. 483-486 in HTML & CSS: Design and Build Websites

  18. Analytics Terms • Exit Pages: The pages people most commonly leave from. • Bounce Rate: The number of people who left on the same page that they arrived on. • Referrers: Sites that have linked to you, and the number of people who have come via those sites. • Direct: Shows how users arrived to your site, if they did not come from another site (type URL, bookmark, link in email, etc.) On pgs. 483-486 in HTML & CSS: Design and Build Websites

  19. Analytics Terms • Search Terms: Extremely useful. Shows the terms entered into a search engine to find your site. Can help you fine tune the keyword verbiage you are using on your site. On pgs. 483-486 in HTML & CSS: Design and Build Websites

  20. References Duckett, Jon. HTML & CSS: Design and Build Websites. Indianapolis, IN : Chichester: Wiley, 2011. Print. “The Beginner’s Guide to SEO.“ SEOmoz. Web. 27 Nov 2012.<http://www.seomoz.org/beginners-guide-to-seo>. Niederst Robbins, Jennifer. Learning Web Design: A Beginner's Guide to (X)HTML, Style Sheets and Web Graphics. 3rd ed. Beijing ; Sebastopol, CA: O'Reilly, 2007. Print.

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