seo presentation revised(2)
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SOME SEO BASICS
Malcolm Coles, 1/9/2010
WHY SEO IS IMPORTANT
Why SEO matters
What SEO isn’t
http://powazek.com/posts/2090
What SEO isn’t
What SEO isn’t
What SEO isn’t
SEO is about
Working out what people search for Optimising your site and its pages for
those terms Getting attention for your website Converting the resulting traffic into
customers
Why SEO matters
Source: http://www.redcardinal.ie/search-engine-optimisation/12-08-2006/clickthrough-analysis-of-aol-datatgz/Based on some data AOL accidentally released two years ago.
Why SEO matters
http://research.microsoft.com/~ryenw/papers/ClarkeSIGIR2007.pdf
What search results look like
Anatomy of a search page
An individual result
You can control thisYou can
control this
You can control this
How you’re doing
How do you look in Google?
How do you look in Google?
How does Google see your site?
I’m so pretty …
WHAT YOU NEED TO THINK ABOUT ON YOUR SITE
Html titles
Make your page titles
There’s a bit of HTML called <title>. It’s not the on-page headline, and you
can’t actually see it on a webpage. Most web publishing software defaults to
“page headline – site name” But it doesn’t always … and you may not
want it to. Google pays A LOT of attention to it
Celebrity Big Brother
Set them!
Make your page titles
Make your page titles: descriptive, compelling, uniquePut the keywords you want to rank
for in the title – preferably at the front
This is all good for search engines AND for users.
Don’t get carried away …
X Factor Dermot O'Leary Jedward death threats Louis Walsh sexuality Britney Spears miming Never Mind The Buzzcocks: 3am
Think about what people search for
Meta descriptions
Make meta descriptions compelling There’s a bit of HTML called the meta
description. You can’t actually see it on a webpage. It doesn’t help your site rank. It affects
clickthrough rates.
Make your descriptions
Make them: Unique Compelling DescriptiveInclude the keywords you want to rank
for – google will make them bold
Or else don’t bother and let Google decide …
Images
Help Google out
Give the image a descriptive file name Use alt text Use a caption
Google can’t understand images
Don’t be naughty …
URLs
URLs: how Google organises the web
Don’t have the same content on multiple URLs
Don’t delete URLs without directing them
… not as Google does
Google’s SEO report card
Don’t be too helpful
These all work: http://www.nhs.uk/Conditions/HPV-vaccin
ation/Pages/Introduction.aspx http://www.nhs.uk/conditions/HPV-vaccin
ation/Pages/Introduction.aspx http://www.nhs.uk/CoNdiTioNs/HPV-
vaCciNatiOn/PaGes/Introduction.aspx
Redirect broken URLs
Internal linking
What words do you link with?
How important is a page?
Content
Technologies
Beware of Flash Beware of javascript
WHAT NOT TO DO
Don’t do any of these things … Hidden text Cloaking Keyword stuffing Irrelevant keywords Get hacked
Welcome to our church!
We welcome all worshipers.
Daily Mass, 8 am, Monday to Thursday.Communion service at 8 am on Friday.Weekend Masses: Saturday, 5:30 pm; Sunday, 10:30 am
101 Main Street, 555-4242
Welcome to our church!
We welcome all worshipers.
Daily Mass, 8 am, Monday to Thursday.Communion service at 8 am on Friday.Weekend Masses: Saturday, 5:30 pm; Sunday, 10:30 am
101 Main Street, 555-4242
CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM CATHOLICISM
OFF SITE
Links, links, links
Links, links, links
Links, links, links
X
Never mention toolbar pagerank
Don’t cheat
You can cheat by …Adding links to other people’s sites (EG blog comments). That usually doesn’t work.You can buy links. That sometimes works –but long-term penalties can be ruinous.You can set up fake websites to get links.You can do all sorts of things!
Or you could have a quality website withcontent people want to link to andpromote that to get links …
TOOLS YOU CAN USE
Two easy Google ones
NEARLY THE END
To sum up
Have the content people are searching for
Focus pages on individual search terms. Make it clear what pages are about – to
search engines and to searchers Make sure Google can find your content Don’t cheat Then do your off-site SEO
Any volunteers …?
For a quick site review?
@malcolmcoleswww.malcolmcoles.co.uk
Me
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