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SEO for Web Developers

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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SEO for Web Developers

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  1. SEO for Web Developers

  2. Agenda • What is SEO? • What Effects SEO? • Live Examples • What Can You Do? • Tracking Results • Resources & Tools • Q & A

  3. 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?

  4. 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

  5. SEO Process • 5 step process: • Reporting • Research • Optimization • Submission • Follow Up Reporting

  6. 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

  7. Which Engines? • Google and Yahoo • 69.3% of total searches for top 2 engines • Rankings in other SEs will follow

  8. 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

  9. 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)

  10. 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

  11. 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

  12. 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

  13. 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

  14. 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/

  15. Questions & Answers

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