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SEO for Web Developers. Agenda. What is SEO? What Effects SEO? Live Examples What Can You Do? Tracking Results Resources & Tools Q & A. What is SEO?. Search Engine Optimization

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Presentation Transcript

Agenda l.jpg
Agenda

  • What is SEO?

  • What Effects SEO?

    • Live Examples

  • What Can You Do?

  • Tracking Results

  • Resources & Tools

  • Q & A


What is seo l.jpg
What is SEO?

  • Search Engine Optimization

    • A definition: The modification of a web site’s build and content to better position the site in the natural/organic results of the major search engines.

    • Pull vs. push marketing

  • Why Search is So Hot

  • The SEO Process

  • White Hat vs. Black Hat

  • Which Engines to Target?


Why so hot l.jpg
Why so hot?

  • Consumer skepticism towards advertising

    • Consumer trust in advertising has plunged 41% in the past 3 years – only 10% of consumers say that they “trust” ads today

  • With today’s media choices, the consumer is increasingly in control

    • 70% of consumers are actively trying to block out, opt-out or eliminate advertising

  • iProspect study shows that 61% of internet searchers think natural listing are more relevant

  • B2B users have a 63% preference for organic listings

  • Organic listings get higher conversion rates than paid

Source: “Searchonomics: Search Statistics Made Fun,” by Christine Churchill


Seo process l.jpg
SEO Process

  • 5 step process:

    • Reporting

    • Research

    • Optimization

    • Submission

    • Follow Up Reporting


White hat vs black hat l.jpg

White Hat

Quality content creation

Light keyword optimization

Sound website building tactics

Everything out in the open

Nothing designed to trick the search engine or the user

Black Hat

Cloaking

Hidden text or tiny text

Keyword stacking or stuffing

Use non-related keywords

Duplicate pages/ duplicate content

Domain spam / cybersquatting

Re-directs

Page swapping

White Hat vs. Black Hat


Which engines l.jpg
Which Engines?

  • Google and Yahoo

    • 69.3% of total searches for top 2 engines

    • Rankings in other SEs will follow


What effects seo l.jpg
What effects SEO?

  • Where does the optimization happen?

    • On-Page Factors

      • Content is King

        • Evaluate existing content

        • Make recommendations for additional content with targeted keyword phrases in mind

        • Prominence of keywords in content

        • Regular updates will bring spiders more often >> higher rankings

      • Build

        • Spiderability or Indexability

          • Site Navigation & Site Map

          • Stop Characters

        • Title, <H1>, meta and alt tags

        • Trim down code

    • Off-Page Factors

      • Link Popularity

        • Quality of Incoming Links (backlinks) e.g. PR4+

        • Age of backlinks

        • Links in prominent directories (ODP, Yahoo Directory)

        • Anchor text of inbound links

      • Age of Site


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Site Build

  • Spiderability

    • A measure of if or how well a site can be indexed (or crawled) by a search engine spider

      • Site Navigation

      • Site Map

      • Splash Pages

      • Frames

    • A view from a spiders’ eyes

      • SE Spider Simulator:

        • http://www.webconfs.com/search-engine-spider-simulator.php

      • Live Examples

        • Seek out victim(s)


Title h1 meta and alt tags l.jpg
Title, <h1>, Meta and ALT tags

  • Use keywords only once in each tag

  • Use unique tags for each page – don’t copy and paste throughout

    • Title

      • Lead with most important keyword phrase

      • 8-10 words, or shorter

      • Max of 75 characters, including spaces

      • Will be used as the search results listing link

      • Write titles that serve as an ad campaign

    • Heading

      • Lead with single most important phrase for that page

      • See my site as example

    • Meta Description

      • Maximum of 150 characters, including spaces

      • Will be used to describe site in some SEs search results

        • Use to your advantage – treat as an ad

    • Alt

      • Keep it related to a description of the image

    • Live Examples


Put code on a diet l.jpg
Put Code on a Diet

Move JavaScript and CSS to external files

  • Moves site content (read keywords) up in the code, giving them more importance

  • Decreases download time for the user

  • Decreases download time for the SE spiders

  • Makes universal changes easy with edits to only one document


What can you do l.jpg
What Can You Do?

  • Encourage your clients to spend time on quality content development

  • Build sites that have the following:

    • Text-based navigation

    • Site map with a text link to it on every page

    • No splash pages

    • Contact info on every page

    • Design layout that allows for plenty of content

    • Use the page titles and other tags to your advantage

    • Move css and javascript code to external files

    • Don’t build with frames

    • Limit the use of flash

    • In a re-build, keep pages names the same if possible


Tracking results l.jpg

Site Traffic

Log Analysis

Web Trends

Tracking Script

Net Applications

Information Tracked

Level of traffic

Source of traffic

Changes over time

Site Rankings

Web Position

Specify engines and phrases

Shows rankings and changes over time

Sample Report

Tracking Results


Resources tools l.jpg
Resources & Tools

  • Search Engine Watch (and SearchDay newsletter)

    • www.searchenginewatch.com

  • Link Popularity Checker

    • http://www.linkpopularity.com/

  • Yahoo Search Marketing Keyword Tool

    • http://searchmarketing.yahoo.com/rc/srch/

  • Search Engine Spider Simulator

    • http://www.webconfs.com/search-engine-spider-simulator.php

  • SEMPO

    • www.sempo.com

  • Google Local (now called Google Maps)

    • http://local.google.com/

  • Yahoo! Local

    • http://listings.local.yahoo.com/

  • Online Web Training (certification programs)

    • http://www.onlinewebtraining.com/

  • Search Engine Visibility(by Shari Thurow)

    • http://www.searchenginesbook.com/