ebay devcon: search engine optimization seo
TRANSCRIPT
Search Engine Optimization
Dennis Goedegebuure
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A dAgenda
• What is SEOS h t d• Search trends
• How do search engines workg• Ranking factors
F T l• Free Tools
What is SEOWhat is SEO
Wh t i SEOWhat is SEOSearch Engine Optimization
• Is Free traffic• More visitors
But…No person will • Link to you• More visitors
• More downloadsM t ti
• Link to you, • Want to visit your site
or• More transactions• More successful
or • Install your application
if d t i t…if your product is not worthy to talk about!
Wh t i SEOWhat is SEO
• When successful, SEO can get you significant more trafficsignificant more traffic
Wh t i SEOWhat is SEO
• All major search
Webmaster Guidelines
All major search engines have documentation
Bi h l li /h l ? kt & j t l b tBing: help.live.com/help.aspx?mkt=en-us&project=wl_webmasters
Google: www.google.com/support/webmasters
Yahoo: help.yahoo.com/l/us/yahoo/search/basics/basics-18.html
Search TrendsSearch Trends
U i l S hUniversal Search
• Search engines are blending differentblending different results into the text version of searchversion of search
• Images• VideoVideo• News
• Less real estate for textLess real estate for text results on the first page
S i l t P t tiSniplets Presentation
• Through structured meta data the presentation of your site can be enhancedyour site can be enhanced
Yahoo Search Monkey• Yahoo Search Monkey• Google Rich Sniplets
Y! Search Monkey: developer.yahoo.com/searchmonkey/
Google Rich Sniplets: microformats.org/wiki/google-search
How Do Search Engines Work
Sit C liSite Crawling
• Search Engine robots crawl the web to discover new content
• Crawlers follow linksCrawlers follow links• Sitemaps can help to
discover pagesdiscover pages• XML sitemap• HTML sitemap• HTML sitemap
Sit I d iSite Indexing
• Search engines download html content of the page and store in their database
• You can check the cached version of your site
• Only extractableOnly extractablecontent is found
Sit R kiSite Ranking• Search engines rank• Search engines rank
websites according to relevance factorsrelevance factors
• Important ranking factors:factors:
• Keyword in anchor tag to the pageto the page
• links to the page/site• Page Titleg• H1 tag• Quality of the contenty
Ranking FactorsRanking Factors
R ki F tRanking Factors
• Links• URL structureURL structure• Meta Content
P C t t & El t• Page Content & Elements• Sitemap $lumps = array ( ‘L’ => ‘Links’,p $lumps array ( L > Links ,
‘U’ => ‘URL’,‘M’ => ‘Meta Tags’,‘P’ => ‘Page content’,‘S’ => ‘Sitemaps’);
LinksLinks
Discovery• Links to your site help the
Relevance• Keywords in Links help
search engines discoveryour content
search engines determine relevance of a website to the query of the userthe query of the user
CORRECT: Find greatCORRECT: Find great deals on computers!
INCORRECT: Find greatINCORRECT: Find great deals on computers!
Mysite.com
Li kLinks
• Quality of links to a page
• External Links: majority to homepagep g
• Quantity of links to a page
p g• Internal Links: through
site structurepage• Keyword used in the
anchor tag
site structure
anchor tag
About Page Rank: www.google.com/corporate/tech.html
URL St tURL Structure
• Keyword rich domain
Considerations for url
• Keyword rich domain• Keywords in url
• Avoid big number of parameters
URL St tURL StructureAvoid Canonical URL Problems
• www.mysite.com/index.phpit /
Avoid Canonical URL Problems
• www.mysite.com/• mysite.com/index.phpy p p• mysite.com/C i l T i b d id tCanonical Tag is a band aid to
solve this problem<head><link rel=“canonical”
// /href=“http://www.mysite.com” /> </head>
M t TMeta Tags
Meta tags are HTML elements used to provide structured metadata about a web pagestructured metadata about a web page<head><title>eBay Daily Deal: Great items, deep discounts, and free
shipping</title>shipping</title><meta name=“description” content=“Attention dealhunters: Save
money on eBay with the Daily Deal. Check back every day for great items, deep discounts, and free shipping.”>
<meta name=“keywords” content=“deal, deals”></head>
M t TMeta TagsDoes the result inspire to click?
P C t t & El tPage Content & Elements
• Build pages for two user agents:g
• Users• Crawlers
• Content in HTML• Prevent usage of flash• Prevent usage of flash
or other rich media
P C t t & El tPage Content & Elements
• File name containing
Image search optimization
File name containing the keyword
• Supply an ALT text• Supply an ALT text• Relevant text around
the imagethe image
P C t t & El tPage Content & Elements
Use Semantic HTML
<h1>My Article Title</h1><p>Scientist reported
Wednesday…</p>
<span class=“heading1”>My Article Title</span>
<p>Scientist reported y p p pWednesday…</p>
SitSitemapsXML Sitemap
• Submit a XML sitemap to all major search i f di f
XML Sitemap
engines for easy discovery of your pages• Add sitemap location to Robots.txt filep<?xml version="1.0" encoding="UTF-8" ?> - <sitemapindex
xmlns="http://www sitemaps org/schemas/sitemap/0 9">xmlns= http://www.sitemaps.org/schemas/sitemap/0.9 >- <sitemap>
<loc>http://listing-index.ebay.com/sitemap_google_auction_intl_AU_2009060315_672001_1001.xml.gz</loc>
</sitemap></sitemapindex>
SitSitemaps
• Build a HTML sitemap HTML Sitemap
pwith all links on your site
• For users AND for search enginesg
• No more than 50 links
Free ToolsFree Tools
F T lFree Tools
• Submit sitemaps
Search Engine Web Tools
• Submit sitemaps• See incoming links
G t l t bl• Get alerts on problems• See how search
i l itengines crawl your site
Google webmaster Tools: www.google.com/webmasters/
Yahoo Site Explorer: siteexplorer.search.yahoo.com
Bing Webmaster Center: www.bing.com/webmaster
F T lFree ToolsWeb Developer Toolbar
• Free Firefox plug in toolbar
p
• Free Firefox plug-in toolbar
Web developer toolbar: chrispederick.com/work/web-developer
F T lFree Tools
G l I i ht f
Keyword Research Tools
• Google Insight for SearchF k d t l• Free keyword tool
Google Search Insights: www.google.com/insights/search/
F T lFree Tools
S h ti
Keyword Research Tools
• Search suggestions
F T lFree Tools
F E l 2007 Pl I
Microsoft Excel Ad Intelligence Plug-In
• Free Excel 2007 Plug-In• Real data from Bing
Microsoft Ad Intelligence: advertising.microsoft.com/search-advertising/advertising-intelligence
Q ti ?Thank you! Questions?To learn more, visitwww ebay com/devcon
Thank you!www.ebay.com/devcon