Post on 19-May-2015
transcript
Search Engine Optimization Proven methods of increasing website traffic
your instructor: matthew wyllyamzm.wyllyamz@gmail.com
SearchEngineOptimization
Getting started today
Quick introductionsQuick introductions
» Customizing this courseCustomizing this course
AdministriviaAdministrivia
How to have a great classHow to have a great class
Menu of possible topicsMenu of possible topics
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Quick introductions» customizing this course
Who are you and what do you do?Who are you and what do you do?
What is your experience with …What is your experience with …
» MS Windows, the Internet, and the WebMS Windows, the Internet, and the Web
» Search Engines and SEOSearch Engines and SEO
» Website development and HTMLWebsite development and HTML
What do you hope to accomplishWhat do you hope to accomplishby learning more about SEO?by learning more about SEO?
What is something interesting about you?What is something interesting about you?
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» matthew wyllyamzSoftware instructor since 1993, with an emphasis on multimedia,
graphic design, and Internet development.
Have created courses for Jefferson County Adult Ed,Colorado Christian University, Productivity Point,Colorado Free University, and the Department of Defense.
Taught Apple Macintosh classes exclusively for five years,and have been active on the Internet since 1994.
Corporate graphic designer / webmaster for two years ('97-'99).Took that site from 10,000 visits/month to 70,000 visits/month.
Blogmaster for seven years. ('99-'05)Developed an audience of 800,000.
TODAY: Independent contractor: technical and creative instructor and consultant, artist, amateur photographer, and author.BA in English writing, and have sold three books.
» http://www.mouselink.biz
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Administrivia
Workshop scheduleWorkshop schedule
» Two daysTwo days
» 12:00pm – 4:00pm12:00pm – 4:00pm
» Two sessions per day Two sessions per day
» Short break (20 mins)Short break (20 mins)around 2pmaround 2pm
Facilities …Facilities …
» Bathrooms, vending, Starbucks …Bathrooms, vending, Starbucks …
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Please set cell phones to silent or turn off.Please set cell phones to silent or turn off.
Understand Understand concentrated computer training:concentrated computer training:
» Class is part discussion, part lecture, part hands-on.
» PARTICIPATE! Ask questions. Answer questions. Take notes.
» Watch the screen, then try it yourself.
» This is a cooperative learning environment:
We are here to learn from each other.
Keep in mind that this class was designed for aKeep in mind that this class was designed for aspecific level of student:specific level of student:
How to have a great class
SearchEngineOptimization
Keep in mind that this course was designed for a Keep in mind that this course was designed for a specific level of student:specific level of student:
Created for
» a semi-experienced computer user with a comfortable working knowledge of Windows and the Web
» The beginning SEO who knows little or nothing about search engine optimization
NOT created for
» the beginning computer user
» the more intermediate or advanced SEO
most importantly …most importantly …
How to have a great class
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Make it fun! Make it fun!
most importantly …most importantly …
How to have a great class
SearchEngineOptimization
Menu of possible topics
DAY TWOUsing your keyword list,and getting traffic
Understanding Page Rank
HTML concerns
The importance of links
So, how do you get links?
Third-party gimmicks
Pay–per-click and other fee methods
Methods to Avoid
Do you needa “robots.txt” file?
Conclusions…
… and a word about your CD
DAY ONEUnderstanding SEs, and creating a keyword list
What is a Search Engine and how does it work?
Survey of the Search Engine landscape
What is Search Engine Optimization?
Defining your Niche(s)
Tips for creatinga keyword list
Choosing domain names
Moving on …Moving on …
DAY1
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Be careful what you wish for.http://news.bbc.co.uk/1/hi/technology/2995343.stm
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How do *you* find whatyou’re searching for on the Web?
What is a Search Engineand how does it work?
Spiders or Web-Crawler bots
Search sites vs. Human directories
What is a meta search engine?
Survey of the Search Engine landscapeWhich search sites really matter?*
Google 66%
Yahoo 21%
MSN 07%
ask.com 04%
AOL
search.com
altavista
netscape
go.com
lycos.com more? …
* Market share data Fall 2007 by seoconsultants.com
http://www.ihelpyou.com/search-engine-chart.html
http://www.kottke.org/02/06/top-ten-search-engines
http://www.webpronews.com/topnews/2005/02/14/what-are-the-top-search-engines
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What is Search Engine Optimization?
Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a website from search engine results for targeted keywords. Usually, the earlier a site is presented in the search results or the higher it "ranks," the more searchers will visit that site.
SEO is often thought of as “the most cost-effective” method of bringing additional visitors to your web.
http://en.wikipedia.org/wiki/Search_engine_optimization
Defining your Niche(s)
Define who are you and what you do.
How do you create a proper list of keywords?» Brainstorming
» HOT vs. competitive keywords
» Generators
» Researching your peers
» Be broad … and then narrow
» Be open to change, and expect the unexpected
Optimizing your keyword density in …» Page content
» Code
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Tips for creating a keyword list
Ideally you should not even begin designing or creating a site until you have done your keyword research.
If your site already exists, the first step should be to take a look at which keywords people are already using to find your pages.
Ask everyone you know what keywords they think they would type into a search engine to find your type of site.
Remember to be geographically specific.
Use misspellings and multiple versions of the same words or phrases.*
Prefer to use phrases as opposed to single keywords.
Beware of using others’ trade-marked company or product names, particularly if it is misleading in any way.
Utilize industry-specific jargon for savvy searchers.
Understand the searching process: researching, shopping, and buying.
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Choosing domain names
Look at what’s already out there.
Use your most critical keywords in your domain names.*
Don’t rule out the use of hyphens to separate words.
Understand the difference betweenhuman-friendly vs. SE-friendly
Check the registry for the domains that interest you.
Register as many names as you can afford.
*Studies show that internet searchers are more likely to click on results when the search term appears in the domain name.
Moving on …Moving on …
DAY2
Understanding Page Rank
Does your rank matter?
What about your peers?
What factors provide your rank?
How can you see rankings?
The first page and the “Fold”
Utilizing the Google toolbar
HTML concernsUnderstanding the basic structure of website code
Title» Writing descriptive titles
Description» Selling the search engine browser
Meta tag keywordshttp://www.searchengineyearbook.com/meta-tags.shtml
Using <head>, <strong>, and <em> tags
Alt image tags
» Also beware of using imagesin lieu of real text characters
File names and directory structure
Links …
… within and to your sitemust be worded properly
The actual content of the pages!
The importance of inbound links
The #1 thing search engines look at?
Each link to your site is a vote of confidence in your content.
Links make it easier for the SE spiders to find your pages.
Every link is a doorway to your web that may bring visitors.
However, link QUALITY is key:
» The page rank of the pages linking to yours
» The “relevance” of those pages
» The “anchor text” of incoming links
So, how do you get links?
PRIMARY METHODS
Search engines
Directories and Listings
“Links pages” and …
Reciprocal links from peers
Web rings and Link farms
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Third-party (and other) gimmicks
Twitter, FaceBook, MySpace
YouTube
about.com
Second Life
Wikipedia
Blogs or Message boards
Web articles
Digg (et al)
Podcasting and RSS
Create a web-based service as asite “back door”
Avoid spamming
Pay-per-clickand other fee methods
Methods to AvoidHow to get your site penalized or banned
Black Hat SEORemember that SEs have it in their best interest that your pages are accurately indexed.
Keyword stuffing (spamdexing)
Invisible text
Redirects and Cloaking
http://websitehelpers.com/seo/blackhat.html
Do you need a “robots.txt” file?
This file,created by the webmaster, and placed in the root level of the website,may direct cooperating SEsto NOT index certain pagesin your web.
http://en.wikipedia.org/wiki/Robots.txt
http://www.dwfaq.com/tutorials/Miscellaneous/robot_txt.asp
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Conclusions …You cannot learn the violin in a day or two.
Search engine optimization is a skill – like any other – that requires gradual & continual practice & improvement.
Consider SEO to be an ongoing process. Monitor your results regularly. Work on it regularly.
Stay upbeat!… but if you get frustrated, remember:
You can always turn off the machine and walk away. :)
Good luck. Best wishes.And get in touch if you need more help!
m.wyllyamz@gmail.com
© 2008 by m.wyllyamz