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  2. What is SEO? Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results. Wikipedia • Search engine optimization is often about making small modifications to • parts of your website. When viewed individually, these changes might • seem like incremental improvements, but when combined with other • optimizations, they could have a noticeable impact on your site's user • experience and performance in organic search results. “performance” = getting seen and getting clicked on

  3. What is most important to search engines? • Title tag • Describes the content • Relevant to searcher’s query • Content • Relevancy…fulfilling searcher’s need? • Crawlability • Accessible • Understandable • Backlinks (votes) • Quality/authority

  4. What “turns on” search engines? • Layout of content, images, applications • clean, coherent • Usability/navigation • easy-to-use, makes sense • Internal/external linking • lots of it, relevant • Time/activity on site • longer the better, engagement, satisfaction • Click-through rate (CTR) • high, BUT… • Bounce rate • low

  5. What “turns off” search engines? • Layout of content, images, applications • unclear, disorganized • Usability/navigation • poor, unintelligible • Internal/external linking • little to none • Time/activity on site • low • Click-through rate (CTR) • low • Bounce rate • high

  6. How search engines retrieve and deliver your content

  7. How does Google’s search engine work?

  8. C’mon, it can’t be that simple. You’re right, it can’t! • We use more than 200 signals, including our patented PageRank™ • algorithm, to examine the entire link structure of the web and • determine which pages are most important. • We then conduct hypertext-matching analysis to determine which • pages are relevant to the specific search being conducted. • By combining overall importance and query-specific relevance, • we're able to put the most relevant and reliable results first.

  9. What the heck is PageRank? • PageRank reflects our view of the importance of web pages by • considering more than 500 million variables and 2 billion terms. Pages • that we believe are important pages receive a higher PageRank and are • more likely to appear at the top of the search results. • PageRank also considers the importance of each page that casts a vote, • as votes from some pages are considered to have greater value, thus • giving the linked page greater value.

  10. And what about that hypertext-matching analysis thingy? • Our search engine also analyzes page content. However, instead of • simply scanning for page-based text (which can be manipulated by site • publishers through meta-tags)… • …our technology analyzes the full content of a page and factors in fonts, • subdivisions and the precise location of each word. • We also analyze the content of neighboring web pages to ensure the • results returned are the most relevant to a user's query.

  11. …our technology usesthe collective intelligence of the web to determine a • page's importance. • ONLINE ACTIVITY • Relevance • Value • FINDING • USING • LINKING • SHARING

  12. Okay, let’s get down to the nitty-gritty. • Title tags • Metadata • URLs (slugs) • Content • Images • Links

  13. Title tags

  14. Title tags • Make sure that your TITLE tags are descriptive and accurate. <TITLE> &gt; News &gt; Metro -- Angler injured in fall after he's stung by fish</TITLE> 65 characters <TITLE> San Diego man injured in fall after being stung by fish -- Union-Tribune, Metro News </TITLE>

  15. Title tags Possible keywords: Padres, San Diego, baseball, sliding into first, Union-Tribune

  16. Title tags

  17. Metadata: Description tags • We use the meta description for the snippet sometimes, but not always • (for example, we may choose a snippet from the text on the page). • It depends on what's most relevant for a user's query. <META NAME="description" CONTENT="MISSION BEACH: A 19-year-old San Diego fisherman was seriously injured about 6 a.m. yesterday when he was apparently stung by a rockfish and then fell between large boulders on a jetty."> AND??! 150 characters

  18. Metadata: Description tags

  19. Metadata: Keyword tags • We generally ignore the contents of the "keywords" meta tag. As with • other possible meta tags, feel free to place it on your pages if you can • use it for other purposes - it won't count against you. What other purposes? Use a "keyword" meta-tag to list keywords for the document. Use a distinct list of keywords that relate to the specific page on your site instead of using one broad set of keywords for every page. • Typos, misspellings • Zip codes <META NAME="keywords" CONTENT="San Diego Union-Tribune, San Diego metro news, South Bay, Imperial Beach, East County, downtown, Chula Vista, Hillcrest, North Park, Pacific Beach, Mission Beach, Mission Hills, Ocean Beach, Point Loma, National City, La Jolla, Scripps Ranch, University City, Mira Mesa, Otay Mesa, San Ysidro, border, Kearny Mesa, South Park, Balboa Park, Golden Hill, Bankers Hill, Lindbergh, airport, Logan Heights, Lemon Grove, breaking news, local news, sports, newspaper, union trib, U-T, uniontrib, San Diego Union-Tribune, business, el cajon, santee, mira mesa, la jolla, pacific beach, san carlos">

  20. URLs (slugs) • In general, we break words on punctuation, so if you use punctuation as • separators, you're providing Google a useful signal for parsing your URLs. • Currently, dashes in URLs are consistently treated as separators while • underscores are not. (Jan. 2008) • Keywords in URLs • It's always a good idea to be descriptive across your site, with titles, ALT • attributes, and yes, even URLs, as they can be useful signals for users • and search engines.

  21. Content • Create a useful, information-rich site, and write pages that clearly and • accurately describe your content. • Think about the words users would type to find your pages, and make • sure that your site [page] actually includes those words within it. MISSION BEACH: A 19-year-old San Diego fisherman was seriously injured about 6 a.m. yesterday when he was apparently stung by a rockfish and then fell between large boulders on a jetty. The man, who was not identified, was pulled from where he fell by two friends, who called 911. The man was treated on the Mission Beach jetty by paramedics and taken to a La Jolla hospital, said Lt. Andy Lerum of the San Diego Lifeguard Service. Lerum said the man's injuries were not expected to be life-threatening. Otherwise, 137,000 people visited San Diego beaches yesterday. Lifeguards performed 40 rescues. No other people were seriously injured, officials said. Fisherman stung Mission beach fish sting Fish sting Dude stung by fish Man stinged by fish ?!? Jetty in mission beach San Diego man gets stung Rock fish stinging

  22. Images Padres manager Bud Black with pitcher Cha Seung Baek. <img src="" width="350" /> <img src=" ALT="Padres manager Bud Black with pitcher Cha Seung Baek." width="350" />

  23. Links Barack Obama speaking at the San Diego Convention Center John McCain speaking at the San Diego Convention Center Barack Obama greeting supporters at the San Diego Convention Center

  24. Keyword Tools

  25. Keyword Tools

  26. Keyword Tools

  27. Keyword Tools 4.5 billion searches 180+ search engines 12 months

  28. Keyword Tools 300 million keywords Dogpile & Metacrawler 90 days

  29. Keyword Tools

  30. So how do Google, Yahoo!, and MSN stack up against each other? • announces results from seven-month study of 300 large brand web sites

  31. Deep crawl • once a month • more than a week to complete • how long to rebuild index?? • Fresh crawl • shallow (skimming), more frequent • daily(?), but not all pages • updates *some* indexed pages • new pages not indexed, but will appear • in SERPs almost immediately • - rankings very volatile


  33. How It Works: Stories on the front page Our headlines are selected entirely by computer algorithms, based on factors like how often and where a story appears online. Google News has no human editors selecting stories or deciding which ones deserve top placement. This is very much in the tradition of Google Web Search, which relies on the collective judgment of online publishers to determine which sites offer the most valuable and relevant information. Similarly, Google News relies on the collective judgment of online news organizations to determine which stories are most deserving of inclusion and prominence on the News homepage. • How It Works: Ranking • Sites' positions on the front page of Google News and in our search results are determined based on a number of factors, including: • High-quality original content on your news pages, especially your homepage • Descriptive and accurate TITLE and ALT tags • Relevant keywords users would search for to find your articles • Other relevant sites linking to your site • Articles reachable from at least one static text link

  34. What's a News sitemap? A Google News sitemap is a file that allows you to have more control over the content you submit to Google News. It also helps speed up the discovery of your pages, an important first step in the article crawling and indexing processes. Creating a News sitemap allows you to tell us about all your news articles, their publication date and keywords. We especially recommend using a News sitemap if your site is new, has dynamic content or requires users to follow several links to reach your news content. • Your News sitemap should only contain URLs for all your articles published in the last three days.

  35. Important to YOU… KEYWORDS • Titles (headlines) • Content • Links


  37. Q ? t i u e s o n s Ext. 5238