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SEO Fundamentals

SEO Fundamentals. Presented by: Michael Black Owner, SEOMike Consulting. The Fundamentals. Browser testing Site speed SEO for Flash Videos Site Redesign Considerations Google Patents SEO Tools. Keyword research Title and meta optimization Copywriting Image and link optimization

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SEO Fundamentals

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  1. SEO Fundamentals Presented by: Michael BlackOwner, SEOMike Consulting

  2. The Fundamentals • Browser testing • Site speed • SEO for Flash Videos • Site Redesign Considerations • Google Patents • SEO Tools • Keyword research • Title and meta optimization • Copywriting • Image and link optimization • Navigation optimization • HTML Validation

  3. Keyword Research • Resources • Client Input • Analytics • Google Webmaster Tools • Google Adwords Keyword Tool • Google Trends • Ubersuggest.org, soovle.com • Site Search • Competitors

  4. Keyword Research Google Site Search Your users are telling you want they want to find on your site. Listen to them!

  5. Keyword Research • Significant spelling changes

  6. Keyword Research • School Supplyvs. • School Supplies

  7. Keyword Research • School Supplyvs. • School Supplies

  8. Keyword Research • School Supplyvs. • School Supplies

  9. Title and Description Optimization • Title Optimization • When properly formatted and optimized, the title tag will likely display as the blue link in Google. • About 70 characters including spaces, but comes down to pixel width.

  10. Title and Description Optimization • Title Optimization • When properly formatted and optimized, the title tag will likely display as the blue link in Google. • About 70 characters including spaces, but comes down to pixel width. • Description Optimization • When properly formatted and optimized, the description tag will likely display as the text blurb in Google. • About 155 characters including spaces, but comes down to pixel width.

  11. Title and Description Optimization • For some queries, only five out of 41 links above the fold are non-Google.

  12. Copywriting • Write for the users, not the search engines. • Incorporate keywords without being spammy. • Write content with the user’s intent in mind. • Spell Check! • Check Google Webmaster Tools and gently skew.

  13. Copywriting • Google already has an opinion of the content on your site. • If your target keywords aren’t at the top of your relevance list, gently adjust content over time to help them improve in importance.

  14. Image and Link Optimization • Links need title tags • Best used on image-based links • Offers more information to screenreaders • 1024 character limit but IE will only display 512 characters • Screentip only displays for a short time, keep your message short

  15. Image and Link Optimization • Links need title tags • Best used on image-based links • Offers more information to screenreaders • 1024 character limit but IE will only display 512 characters • Screentip only displays for a short time, keep your message short • Images need ALT and title tags • ALT tag offers alternate text for screenreaders • Title tag offers text for browser screentip • Offers alternate text for search engines • 1024 character limit but IE will only display 512 characters • Screentip only displays for a short time, keep your message short

  16. Image and Link Optimization • Links need title tags • Best used on image-based links • Offers more information to screenreaders • 1024 character limit but IE will only display 512 characters • Screentip only displays for a short time, keep your message short • Images need ALT and title tags • ALT tag offers alternate text for screenreaders • Title tag offers text for browser screentip • Offers alternate text for search engines • 1024 character limit but IE will only display 512 characters • Screentip only displays for a short time, keep your message short • Use Google’s text cache or Lynx Browser to test the site

  17. Image and Link Optimization • Check Google’s Cache • Allows you to see what the robot sees • Shows your image alt tags • In Google’s search box, or in Google Chrome type cache:www.example.com

  18. Image and Link Optimization • The only place “Organic SEO by SEOMike” exists on my site is as the ALT tag for the image on the right side of the screenshot below.

  19. Image and Link Optimization • My site ranks for an exact-match of the text contained in the image ALT tag.

  20. Navigation Optimization • Avoid image based navigation. • Search engines can’t read text inside an image. • Rollover effects can be recreated using CSS. • Use the shortest URL possible. • http://www.example.com/cgi-bin/u.sh/2.0/dept.htm?dept_id=Safari&product_id=32231 • http://www.example.com/safari/boots.html • Watch for invalid paths. • Local computer paths (E:\directory\file…) • Invalid relative paths (../image/image.jpg)

  21. Valid HTML • Valid code is important for proper indexing and ranking of your website. • Web browsers correct code on the fly. • Search engine robots have gotten significantly better. • Valid code reduces a browser’s “paint” and speeds your page load times. • W3C Validator: http://validator.w3.org • Don’t forget your CSS! http://jigsaw.w3.org/css-validator/

  22. Valid HTML • Confirm your doctype! • Home Depot’s doctype is XHTML 1.0 Transitional • This causes over 8,000 errors & over 5,000 warnings!

  23. Valid HTML • Confirm your doctype! • Manual doctype selection makes it much better! • Google must know what to do.

  24. Valid HTML • Before fixing code a client’s site had 9 pages indexed and 19 links.

  25. Valid HTML • Before fixing code a client’s site had 9 pages indexed and 19 links. • One month after fixing code the client’s site had 12,000+ pages indexed and 2.3 million links.

  26. Browser Testing • Check analytics to see what browsers people use to visit your site. • Use traffic data and conversion rate to justify expense of making a site work in a particular web browser. • Check a Mac – Just because you have Safari on your PC doesn’t mean it renders the same as it does on a Mac.

  27. Browser Testing • Google Analytics >Audience > Technology >Browser and OS • Look for significantly lower performance

  28. Browser Testing • Do some research on which versions aren’t converting and then test them on your own to identify potential major problems.

  29. Browser Testing • Case Study 1 • 4,365 visitors (3% of traffic) came to the site on an iPhone and not a single one converted because the site didn’t work on the iPhone.

  30. Browser Testing • Case Study 1 • 4,365 visitors (3% of traffic) came to the site on an iPhone and not a single one converted because the site didn’t work on the iPhone. • After a mobile version of the website was created, 1.5% of iPhone users converted to sales adding $27,500 of revenue in the first year.

  31. Browser Testing • Case Study 1 • 4,365 visitors (3% of traffic) came to the site on an iPhone and not a single one converted because the site didn’t work on the iPhone. • After a mobile version of the website was created, 1.5% of iPhone users converted to sales adding $27,500 of revenue in the first year. • Other mobile devices added an additional $15,750 in revenue.

  32. Browser Testing Case Study 1 Mobile site development cost: $3,200. New mobile revenue: $43,250. First Year ROI: 1,125%!!

  33. Site Speed • Using multiple hostnames can reduce page load time. • Call external resources at the top of your code and position with CSS. • Don’t use too many badges on your site that call external resources. • If mobile visits are ruining your load times, consider making a mobile version of your site. • Google Analytics has a great built-in tool to see how your site performs in detail. • webpagetest.org give great info on individual element load times.

  34. Use Flash Effectively • Offer transcripts of your video for search engines. • As long as the transcripts presented reflect the spoken word in the video you’ll be fine with Google. • Provide alternate content using SWFObject for screenreaders and non-Flash [iOS] devices. • “Googlebot cannot crawl the content of video files, so it's important that you provide information about videos you include. Consider creating a transcript of the video you want to include, or provide a detailed description of the video inside your HTML.” • - Google Wembaster Tools Help Article

  35. Site Redesign Considerations • Search Engine friendly navigation. • Directory structure change? 301! • Content Transition • Browser test! • Plan for future growth! • 410 removed pages, not 404! • Spell Check!

  36. Google Patents • Patent Application 20050071741- Information Retrieval Based On Historical Data • Patent Application 20060200478A1 – Generating Structured Information (Local Search) • Patent Application 20070088692 – Document Scoring Based on Query Analysis • Patent Application 20070094255 – Document Scoring Based on Link-Based Criteria • Patent 7,451,130 – System and Method for Providing Preferred Country Biasing of Search Results

  37. SEO Tools • Lynx Browser: http://lynx.isc.org • W3C Validator: http://validator.w3.org • W3C CSS Validator: http://jigsaw.w3.org/css-validator • IP Neighbors: http://www.dnsqueries.com • Screaming Frog: http://www.screamingfrog.co.uk/seo-spider/ • Sawmill Raw Log Analyzer: http://www.sawmill.net • Inspyder: http://www.inspyder.com • SEO Tools for Excel: http://nielsbosma.se/projects/seotools • ahrefs: http://ahrefs.com

  38. Michael Black • SEOMike Consulting • 11835 Roe Ave. #236 • Leawood, KS 66211 • 913-660-9532 • SEOMike.com • customblogging.com/SEOMike • @SEOMike

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