search engine optimisation - ma journalism - week three
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MA Project DevelopmentWeek Three | Search Engine Optimisation (SEO)
Week ThreeSearch Engine Optimisation (SEO)
Overview
● How Search Engines Work● SEO
○ Technical○ Content / On-Page○ Off-Page
● Further Reading
1. How Search Engines Work
How Search Engines Work
Googlebot
Googlebot is Google's web crawling bot (sometimes also called a "spider"). Crawling is the process by which Googlebot discovers new and updated pages to be added to the Google index.
https://support.google.com/webmasters/answer/182072?hl=en
Follows links
User agent
Reads HTML
Begins with list of URLs
How Search Engines Work
Googlebot
The Web
Link
Google’s Index
How Search Engines Work
#2
#1
How Search Engines Work
Google’s IndexUser’s Computer Explicit SearchImplicit Search
Search Results
How Search Engines Work
Explicit Search
What the user has searched for.
● Keyword
Implicit Search
What Google knows about the user - ie. the explicit search plus:
● Location● Device (laptop / mobile…)● Browser● Search history● Likes● Dislikes● Age● Name● Hair colour● favourite meal● Pet’s name● Everything else
How Search Engines Work
Google knows I am a geek, so when I search for ‘ruby’ it shows me the programming language instead of the stone.
How Search Engines Work
What? So what?
Google shows people things they like Make sure they like you
Results are tailored to the user Connect directly with them (authorship & social)
Results are localised Write for your audience
Results biased towards fresh content Stay up to date
Why should I care about all of this?
2. Search Engine Optimisation
Elements of SEO
SEO
Technical Off-Page
On-Page
Technical SEO
Technical
Status Code Description
200 OK Page works
404 Not Found Page not found (broken link)
301 Moved Permanently URL has permanently to another location
302 Found URL moved temporarily to an alternative
HTTP Status Codes
XML Sitemap
Robots.txt
Allows you to tell search engines about pages on your site that they
may not otherwise discover.
Use to guide crawlers / robots around parts of your website. Can be used to stop robots accessing
unnecessary parts of your website
On-Page SEO
On-Page Page provides genuinely unique and valuable content
Technical SEO
Website is easy to use
Content is created to be shared and social sharing is
a feature of the page
Page targets one clear ‘theme’
Content can be viewed on various devices
Context added by including authorship
information / Schema.org markup etc
Source: Moz.com
Off-Page SEO
Off-PageLink building Trust Social
Links from trustworthy, related websites.
Factors include:- Number of links- Quality of links- Anchor text
Negative factors:- Paid for links- Spam
Verify who is behind a website and where it is based.
Local factors include:- How old site / domain is- Has site been flagged for spam?- Local SEO factors
Social media can become primary source of traffic to your website.
Social factors include:- Reputation- Shares- Authors
3. Further Reading
Further Reading
Websites:
Search Engine LandDaily search engine news website
Moz blogDaily updated SEO / marketing blog
White.net blogRegularly updated award winning online marketing blog by the company I work for!
Books:
Search Engine Optimisation SecretsDanny Dover & Erik Dafforn
The Art of SEOEric Enge, Rand Fishkin et al
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