Search Engine Optimization
HOW AND WHY
Introduction to SEO
• SEO stands for “Search Engine Optimization” and often refers to the
ability to easily locate your site via search engines.
• You should know that search engines rank your site based on
relevance.
• Help yourself by writing rich content for your site in the Pages,
Titles, and Metadata!
http://moz.com/beginners-guide-to-seo
How Does Google Work?
Google is the leader for search
engine algorithms and it works in
a three step process.
Crawling
• Step 1: Crawling
• Step 2: Indexing
• Step 3: Serving
Indexing
Serving
https://support.google.com/webmasters/answer/70897?hl=en
Crawling
• Googlebots follow relevance
algorithms at random
• These bots “crawl” the pages,
links, and content
• You want to construct your site
so Googlebots and other
search engine spiders can
easily crawl through the links
and return few pathway errors
Crawling
Indexing
Serving
https://support.google.com/webmasters/answer/70897?hl=en
Indexing
• Googlebots return crawling
data to be indexed
• Information like Title, Meta,
and Alt tags inform Google
about your site
• Indexed data helps make
Google even smarter, it
essentially learns your content!
Crawling
Indexing
Serving
https://support.google.com/webmasters/answer/70897?hl=en
Serving
• When a user inputs a query
into a search engine, the hard
works of the Googlebots shine!
• Search queries are served
answers based on the
relevance of the data indexed
• Ensure Googlebots can crawl
and index your site properly so
you can increase your
relevance and page rank!
Crawling
Indexing
Serving
https://support.google.com/webmasters/answer/70897?hl=en
How Do Search Engines Measure Relevance?
BRAND SIGNAL
• Domain Names
RELEVANCE SIGNAL
• Page Titles
• Search Frequency
• Metadata
• External Link Traffic
• Keyword Search
When your site is crawled by bots, brand and relevance signals are
indexed. Google’s goal is to understand the correlation between
YOUR brand signals and their relevance to the USER’S search query.
http://moz.com/blog/google-keyword-relevance-whiteboard-friday
Page Rank Factors
• Algorithms: the mathematical equations that makes predictions
based on logical properties and continually improved analytical data
• Keyword Use: insert your keywords where Googlebots can read
them – Titles, Alt tags, Metadata, URL, Domain
• External Links: keywords in your linked content, trusted partners to
share quality information, increased traffic for both parties
http://www.performancemediaplacement.com/Google-Ranking-Factors.asp
So many different
variables go into
calculating Google
Pagerank. Click the
image to see an
article outlining
these factors!
http://www.searchmetrics.com/knowledge-base/ranking-factors/
KEYWORDS
Expand and Update Keyword List and then confer with Analytics. Continual Improvement
and Refinement is the Goal!
Keyword
Database
• Talk like your audience does (y’all)
• Develop your keywords based on your
target demographic
• The pathways of buyers and their
choices also inform your analytics
http://www.wordstream.com/seo-keyword
Analytics
Buyer
Behavior
Metadata:
The Language of the Googlebots
• Author Name: seems self explanatory, but this adds to the
reputation of the writer and links their fan base to your site
• Alt Tag: HTML gives you an option to give pages an Alternate name
or identifier than the Title tag
• Publication Dates: copyright information, dates, and locations of
publication helps to individualize your content
http://www.entrepreneur.com/article/174368
What Analytics Tell Us
• Changes in search patterns are important for marketing, sales
forecasting, and trend spotting.
• When various new search engine tools are updated or algorithms
are enhanced, you can understand new data.
• Buyer behavior indicates consistent demographic trends. Consider
the movement of different audiences and use this tracking
information to better construct pathways to retain audiences.
http://www.smartinsights.com/search-engine-optimisation-seo/seoanalytics/seo-planning/
How Do We Measure Analytics:
Data and Tools
• Webmaster Tools
• SEO Moz
• Majestic SEO
• Google Analytics
Data
Component
Site Crawl
Errors
Sitemap
Indexed
Pages
External
Links
Keyword
Traffic
http://www.smartinsights.com/search-engine-optimisation-seo/seoanalytics/seo-planning/
Frequency
Tool
Daily
Webmaster
Tools
Daily
Webmaster
Tools
Weekly
SEOMoz /
MajesticSEO
Weekly
Google
Analytics
Information Architecture
• How does the site structure and organization affect its mission and
goals?
• Usability of a site is key. Audiences are likely to distrust a source
when it is difficult to use or functions outside of its nature. And if
your audiences loses trust in you, so will Google!
http://searchengineland.com/how-website-structure-information-architectureshould-mirror-your-business-goals-128138
Increase Your Search Engine Visibility
• Write fresh content for your site through blogs, newsletters, status
updates, etc. Google loves seeing brand new activity – it means
you’re trying and Google likes that!
• Titles, Headings, Meta, Alt, and Categories tags are crucial to
successful SEO practices. Understand the importance of your
Headings and Metadata, as these are the language foundations of
the bots crawling and indexing your site.
http://www.entrepreneur.com/article/174368