how to search engine optimize - seo - your website

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SEOHow to create content that ranks well,and factors to consider in this process…

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SEARCH ENGINE OPTIMIZATION

Todays example… kea.dk/e-concept

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kea.dk/e-concept has following pages:

• E-concept development (BA) :: kea.dk• Facts :: kea.dk• Study form :: kea.dk• Career opportunities :: kea.dk• Further education :: kea.dk


The Keyword spreadsheet

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Agenda

09.00 - How does Google Pagerank work’ish (Slide 7-18)

09.10 - How to ensure a technical correct site (Slide 19-34)

09.25 - How to research for keywords to pages (Slide 35- 52)

09.55 – Break

10.05 - How to optimize the elements of content (Slide 53-

72)

10.35 - How to build External links (Slide 73-80)

10.40 - Todays hands on task(Slide 81)

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Which elements does SEO consist of?

Please share you thoughts and ideas!


What is SEO?

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“Ask yourself what creates value for you users”

Google

Se Also Google SEO Starter guide: http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/da//webmasters/docs/search-engine-optimization-starter-guide.pdf


SEO According to Google

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http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/da//webmasters/docs/search-engine-optimization-starter-guide.pdf



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Google and other Search engines tries to make algorithms, that

presents the most valuable content in the SERP to the users. Google

does this based on the knowledge the users gives Google…

This knowledge could be:

- Search keyword(s)

- Geographical placement

- Previous search history

- Other?

A big part of being able to present the most valuable content is the

possibility for the Google-bot to understand the content, and thereby

value of the page(this takes a SEO page in many ways)..


What is Google’s goal?

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Technically correct site – Applying W3C standards, good usability, applying SEO technically principles

Link building

Content optimization – Usage of keywords in content and well written content

Keyword Research – Identify what the most relevant and obtainable keywords for your sites pages are


Elements of SEO

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Adwords (PPC, SEM)

Adwords (PPC, SEM)Organic results

SEO


Google SERP (Search engine result page)

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• Users read Google as an F

• The lower the screen resolution the users have, the higher your result has to be placed in order to be seen..


Google SERP (Search engine result page)

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Where users click

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Page rank - http://www.prchecker.info/

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Number of links to your site and the importance/ Authority of these links

Based on:Relevance - the relevance of the inbound linksTrust - the importance / Authority of the links

Check your (and your competitors) page rank at: http://www.prchecker.info/

Check the back links to your site in Google Webmaster tools:https://www.google.com/webmasters/tools/home


Page Rank – a definition’ish

http://www.prchecker.info/

https://www.google.com/webmasters/tools/home

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Page Rank – In smileys ;-)

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The higher the rank, the more often, the page will be crawled / indexedAnd the deeper the site will be crawled

Rank

• High

• Middle

• Low

Indexati

on

Rank• 10• 5• 1


Page Rank – and crawling frequency

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On site’ish15% On-Page Keyword Usage 7% Registration + Hosting data

Off site’ish23% Trust/authority of the host domain (mainly due to quality incoming links)22% Link popularity of the referring page (Quality content – useful to others)20% Anchor Text of External links to page (Other Peoples way of telling Google what your site is about)


Page Rank – The components..

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- Technically correct site: http://validator.w3.org/

- Webmaster tools - https://www.google.com/webmasters/tools/home

(Use: [email protected] - password: 1Monster1)

- Google Analytics - http://www.google.dk/intl/da/analytics/

(Use: [email protected] - password: 1Monster1)

- Google Keyword tool: https://adwords.google.com/o/KeywordTool

- Google trends for searches: http://www.google.dk/trends/

- Page rank checker http://www.prchecker.info/

- Analyzing pages for keywords and more; http://www.ranks.nl/

- Keyword difficulty tool: http://pro.seomoz.org/tools/keyword-difficulty


Tools to help SEO

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http://validator.w3.org/

http://validator.w3.org/



mailto:[email protected]

http://www.google.dk/intl/da/analytics/

http://www.google.dk/intl/da/analytics/

mailto:[email protected]

https://adwords.google.com/o/KeywordTool

https://adwords.google.com/o/KeywordTool

http://www.google.dk/trends/

http://www.google.dk/trends/



http://www.ranks.nl/


http://pro.seomoz.org/tools/keyword-difficulty

http://pro.seomoz.org/tools/keyword-difficulty

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Link building




Elements of SEO

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• Abides W3C standards• No HTML errors• No Css errors• Avoid all unnecessary code• Menu built as list view <li>• No Javascript menu’s• No Flash elements• Avoid frames• ..


Technical SEO

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Technical SEO

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Webmaster tools and SEO

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Java script will generally not be read by search engines

Do not use java script to define links / menu

Don't use FlashMinimize JavaScript


Javascript and SEO

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Valu

e o

f X

ML

Sit

em

ap

URL's at web site

• Low

• Middle

• High

• 100 • 10.000 • 1.000.000

Google

Bing

• 1.000 • 100.000


XML Sitemaps and SEO – Tell the bot how to crawl your site

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Avoid duplicate content

1. Google discovers duplicate content..

1. Google Decides which one is the original, and throws the other out of the index..

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Location of server – (has to be as local as possible)

Robots.txt – makes It possible to exclude chosen parts of the site from being indexed in one place –

Eg. If you have static print-friendly pages, it is a must that they are not crawlable - or you'll get problems with duplicate content.

.htaccessMore complicated file, that lets you control how yor site is

being indexed..


Server issues and SEO

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Nofollow - <a href="http://webpage.com" rel="nofollow">link to web page</a>

Googlebot doesn’t follow the link! (Affiliates, and linking to places you are not sure are best neighbourhood)

Noindex - <head><meta name="robots" content="noindex"></head>

Googlebot doesn’t index the page! (If you have pages that you want to keep out of the Google index)

Rel=”canonical” place link on the pages that are non canonical..

By similar content, Googlebot know which page is the “right” page!


Nofollow and SEO – Avoid duplicate content and bad linking

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URL’s and SEO

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Vision, Mission og Værdier

http://www.teknos.fi/page/?name=om %20teknos_navi&t=left_navi&open=vision,_mission,_vaerdier

Kurser om akustik og ekstern støj

http://old.delta.dk/web/dk/doc dk.nsf/6b0201744cf26453c1256ff6003dc987/db4404d51abb1a2ac1256fa9002f0328?OpenDocument


Bad URL’s and SEO

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http://old.delta.dk/web/dk/doc

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Consider buying related domains • Typos• Nearby domain names• Product names• Promo Domains

Redirect domain names correctly

Extend the domain name for as long as possible - domain's life shows seriousness

Sub domains Vs. Main domain - blog.domæne.dk Vs. Domain.com / blog


Domain management and SEO

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200 OK301 Moved Permanently302 Found304 Not Modified307 Temporary Redirect400 Bad Request401 Unauthorized403 Forbidden404 Not Found410 Gone500 Internal Server Error501 Not Implemented

301

302


Redirects and SEO – retain the juice!

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Local search and SEO

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40% of all search terms show local interestLocal search devaluates ordinary SERPs



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Sign up under Google PlacesGet into Local Yellow pagesAddress(es) placed on every page of your site



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Link building




Elements of SEO

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Keyword research

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• Users often are looking for a need / problem - not the solution or products? Eg. Seeking "diabetes" not "insulin”

• Users read the first title with keyword thereafter description and URL


Common user behaviour when searching

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Keyword research

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The goal here is to come up with keywords that

address customer needs – AND are low competitive!

Look into Google Webmaster Tools and Google

Analytics to se what keywords users use..

Analyse your competitors website for keywords

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• Only guessing keywords and search phrases

• Focusing on only one keyword instead of phrases of more keywords

• Choosing the same keywords as your competitors without analyzing them first

• Choosing too “cold - general” keywords

• Choosing too “ warm – high competition” keywords


Keyword research – Common mistakes

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Keyword research – Best keywords

(taken from slide 37 of SEOmoz’s Presentation)

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http://www.slideshare.net/randfish/10-steps-to-great-seo-infusioncon-2011

http://www.slideshare.net/randfish/10-steps-to-great-seo-infusioncon-2011

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Open a spreadsheet an make a sheet for the different landing pages on your site

kea.dk/e-concept has following pages:

• E-concept development (BA) :: kea.dk• Facts :: kea.dk• Study form :: kea.dk• Career opportunities :: kea.dk• Further education :: kea.dk

This Keyword-spreadsheet can be used, or consider making your own system for understanding keywords…


The Keyword spreadsheet

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http://www.gettingmoreawesome.com/wp-content/uploads/2011/04/GMA-Keyword-Template.xls

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Go to - Ranks.nl page analyzer

Analyze your pages for the keywords they are optimized for at the momentAre they the keywords you want to use?

In order to rank well(page 1) on keyword your keyword density should be around 5% (No more no less – and be careful only to use this measure!)

Consider whether your Keyword density on prime keywords should be raised on some of the pages..(after the keyword research)


Analysing the page for keywords

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Analysing your homepage

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Analysing competitors homepages

Competitors to: http://www.kea.dk/da/uddannelser/e-concept-development-ba/

Competitors would be:

http://www.eaaa.dk/videreg%C3%A5ende+uddannelser/web,+medier+og+kommunikation/pba+i+e-konceptudvikling

http://www.dmjx.dk/kurser-og-videreuddannelse/akademiuddannelser/kreativitet-design

http://www.ucn.dk/Forside/Uddannelser/E-konceptudvikling.aspx

Other Competitors?

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http://www.kea.dk/da/uddannelser/e-concept-development-ba/

http://www.kea.dk/da/uddannelser/e-concept-development-ba/









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Run your competitors site through Ranks.nl

Search Google for the different Keywords/ phrases that to your landing pages

Click the first 3-5 links that’s first on the Google search result page

Check the source code for the keywords in the<Title><Meta name=“ Description”><Meta name=“ Keywords”>

Write the keywords into the spreadsheet


Analysing competitors homepages

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Look in Google Analytics for keywords that lead to your site..

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Now your spreadsheet should be full of keywords..

Se this URL on how to understand the spreadsheet in depth…

http://www.gettingmoreawesome.com/2011/04/06/how-to-find-keywords-that-will-get-you-customers/


The keyword Spreadsheet

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Use Google analytics keyword tool to get new ideas, and determine search volume on the words in your spreadsheet –

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Keyword value analysis – needs a goal in Google Analytics!

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Open the http://www.google.com/trends/ for searchPound in the keywords and get a picture of their seasonality(set location) and usage

Make a choice if it is ok or not whether they are seasonal

Have a look at which region the keywords are used, and what the forecast for their usage is..

Pick the best Keywords based on your analysis


Keywords usage fluctuation over time

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http://www.google.com/trends/

http://www.google.com/trends/

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Keyword tendency usage over time

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Now your spreadsheet should be full of keywords and analysis of these!


The Keyword Spreadsheet

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Link building




Elements of SEO

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It’s the “ last mile” to good search rankings…

AND relevant, accessible, well written content will be usable to a lot of people -> and therefor it will create good links -> resulting in a better page rank ->more people will see the content thus creating more links -> better page rank ->…..


SEO Copywriting

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Write easy to read textAvoid: • Writing Sloppy texts with many spelling and grammatical mistakes• Embeding text in images for textual content

Stay organized around the topicAvoid:• Dumping large amounts of text on varying topics onto a page, without

paragraph, subheading or layout separation

Create fresh, unique contentAvoid: • Rehashing(or copying) existing content• Having duplicate, og near duplicate content versions across your site


SEO Content optimization

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!Great interesting content that’s valuable for your users!

Content optimization should consider:Page titleMeta descriptionMeta keywordsHeadlinesBodyKeywords in body text and in:<b> Bold </b><i> Italic </i><li> Lists </li>

PicturesAlt tags


SEO Content optimization

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Very important in SEO copywriting

Maximum 65 characters

6-10 words

Always unique for every page


Title and SEO

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Titles on page and SEO

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Keywords in title and SEO

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• When Unknown brand: keyword - (benefits) secondary keyword - call to action – (Brand)

• If known Brand: Brand- keyword-(benefits) secondary keyword - call to action


Title on every page and SEO

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Max 158 charactersPrimary keyword - secondary keywordBenefits, "in business since ..." "our clients include ..."Call to action


Meta description on every page and SEO

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Always write unique texts - not copied from other content

Avoid:

• Generic terms: "This page is about .." "welcome to..”• A long list of keywords


Meta description SEO

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The headline of every page should describe what the content is all about!

Use <h1> only once ! </h1>H2 can be used several times for subheadingsH3 can be used several times for sub sub headings – But under H2The <h> tags should be used hierarchicallyUse the keywords you researched for the page in the header


Headline and SEO

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Use small short paragraphsA line should contain no more than 7 wordsUse subheads for structuring content

Text Formatting use:

<b> Bold </b> Phone numbers, email addresses or links..<i> Italic </i> Provide emphasis or denote titles <li> Lists </li> For content ordered in a list…


Text body and SEO

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http://desktoppub.about.com/cs/finetypography/ht/bold_type.htm

http://www.wikihow.com/Use-Italics

http://www.plainlanguage.gov/howto/guidelines/FederalPLGuidelines/writeLists.cfm

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Link to other parts of your website as reference in your text

Avoid general anchor text like "Read more .." "product information", "click here”

Avoid sites that ends blindly - guide users on

Give users a reason to click on the link


Internal linkbuilding and SEO

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Always write your copy for your reader first and foremost(Not for the Search engines). Don’t put to much weight onto keyword density

Create original contentIts being rewarded (and copying content are being severely punished!)

Google's concern regarding ranking is Whether your keywords are in your title tags meta description, header etc.,

and that they are aligned with your content

Don’t forget to link outLinking out to authoritative articles not only adds to your reader experience

and keeps Google happy; it could also help you attract inbound links


Text body and SEO

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Of course – Optimize image size for web

ALT TagsDescribe the image content to usersUse keywordsSearch engines read only ALT text and picture naming


Pictures and SEO

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http://www.fotoagent.dk/single_picture/10649/138/medium/499341_1.jpg

http://www2.viauc.dk/PublishingImages/Laerer/image/Forside/Godhistorie_efterskole.jpg


Pictures and SEO

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Naming and location:

Wrong:/ filer/images/sep/09/100928837.jpg

Right:/ kamera/sony/digital/sony-DSC-W90.jpg


Pictures and SEO

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Videos and SEO

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• Understandable naming of video file• Title, Description and Keywords –

metadata• Subtitles as pure text• Thumbnail of video• Upload to video search engines


Videos and SEO

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Good content and SEO

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Good content and SEO

Following these guidelines should create a website with easy to find pages, and valuable content that users would want to link to as a resource.. This again create a better SERP, which makes the pages easier to find….

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Link building




Elements of SEO

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Linkbuilding and SEO

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RelevanceAuthority

Links from sites with high authorityLinks from many different domainsDeep links - links to pages beyond the TLDLocal links from the geographical local areaLinks with good anchor text


External linkbuilding and SEO

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• Request a link from a partner• Develop tools or content and give it away• Create widgets (e.g. Loan Calculators)• Publish on social networks• Create PR - press releases with links to your content• Partners, suppliers, subsidiaries• Comment on blogs, Insert link to material from your

site as a reference • Run a Blog related to your site, and be an expert in

your field..link to your content and services in the blogs



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Avoid linkfarms

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Links from bad neighborhoods can dammage your SEO

Links to bad neighborhoods can dammage your SEO

Being on the same server as bad neighborhoods can damage your SEO

How to find out about bad neighborhoods..


Bad neighbourhoods and SEO

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http://www.huomah.com/Search-Engines/Search-Engine-Optimization/3-free-tools-to-make-sure-your-site-is-in-good-company.html





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Task: look at the pages on kea.dk/e-concept

- Research for appropriate keywords for the pages- Consider whether the page titles are right- Consider whether the page content has the right structure- Create a Meta description to the pages- Consider suggestions for improved content, that will be usefull to users, and help the ranking..


Elements of SEO

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how to search engine optimize - seo - your website

Education

search engine optimizationwhat

search engine optimizationseo

search engines

seo page

page rank checker http

competitors page rank

valuable content

google seo starter guide