Website streamlining Beyond META Tags Brian Smith Web Developer bsmith2@uamail.albany.edu Flunky
Slide 2Objectives Move past META labels SEO in Higher Education Define terms Establish "The Factors" Keyword Research Techniques Discuss Google Keepin' it genuine - down to earth Resources
Slide 3The Rise of Search is the 2 nd most well known online action, after email. Rate of net clients who look on an average day grew 70% from 2002 to 2008 Pew Internet and Americal Life Project
Slide 4The Rise of Search
Slide 5SEO = Search Engine Optimization Definition Using focused on catchphrases and expressions so a site's pages will rank high on SERPs. SERP = S earch E ngine R esults P age Note that SEO likewise remains for Search Engine Optimizer
Slide 6SEM = Search Engine Marketing Definition All attempts that use web search tools to advance a site, increment its activity or potentially stickiness, and at last enlarge degree of profitability. SEM techniques incorporate SEO, paid arrangement, pay-per-click and paid consideration crusades.
Slide 8SPAM "Dear google.com, I went to your site and saw that you are not recorded in the majority of the significant web crawlers and directories..."
Slide 9It's not a brisk settle SEO is a best practice Web engineers Writers Editors in different offices Application designers Administration Vendors
Slide 10Conversions What is a higher ed transformation? Getting a deal = change over an imminent into an affirmed Get understudies required in exercises Building school pride Provide gathering of people for specialists Allow workforce and research to broadcast their discoveries, revelations which could prompt to more understudies, stipends, subsidizing, coordinated effort, residency Job postings
Slide 11Fountain Day
Slide 13UGH!
Slide 15Organic versus Pay Per Click "PPC"
Slide 16Pay Per Click Definition Advertisers submit offers to web crawler organizations for words. They pay every time the "supported connection" is clicked.
Slide 17PPC Related Terms Definitions CPC – Cost-per-tap The cost to sponsors per click by a client. CTR – Click through rate The quantity of clients who tapped on a promotion isolated by the quantity of times the advertisement was conveyed (impressions). Generally observed as a rate.
Slide 18Pay Per Click Competition Universities and Colleges Especially the online Universities with a national/worldwide nearness, for example, Phoenix, Capella, Walden and so on… Advertising Agencies & Online Directory Companies Use PPC to attract Web inquiries to destinations they use to discover forthcoming understudies, or "leads." Examples Petersons, OffToCollege.com, CollegeBoard.com, and so on…
Slide 20PPC Weekend MBA Biology Major
Slide 22PPC Growing in Cost Prices for famous watchwords… "associate's degree" "master's degree" "business program" … on Yahoo have each about multiplied in the previous two years.
Slide 24Negative Key Word "On the web"
Slide 25PPC Growing in Competition "It's both more costly and less powerful on the grounds that more individuals are doing it." Margee Ensign Dean of the School of International Studies University of the Pacific
Slide 26PPC Bidding Techniques Start a battle toward the day's end or the end of the month "It's frequently conceivable to discover prevalent watchwords accessible at lower costs at those times on the grounds that different gatherings have officially spent their financial plans." Greg Jarboe Co-originator SEO-PR Inc
Slide 27PPC Bidding Techniques Bid on less prominent words/phrases You'll get less snaps, so it will cost you less. The individuals who really snap will more probable prompt to a transformation = Quality Traffic
Slide 28SERPs - Organic Listings
Slide 29The Golden Triangle Eye Tools Research Pay Per Click $$$ Organic = Free
Slide 30Focus on Organic Listings Conversion Rates Organic Listings 4.2% Paid Listings 3.6% Organic clicked 5x more than PPC From "Promoting Sherpa" - Search Marketing Benchmark Survey 2005 Metrics
Slide 31Search Result Page Average Participant 6.5 seconds to snap Read 4 to 5 postings. Title Tags Compelling and Attractive TITLES increment navigate!
Slide 32Golden Triangle Statistics 85% tap on natural 72% tap the main connection of premium 25% read all postings in the first place, then snap
Slide 33Golden Triangle Statistics Organic Search Results Viewed
Slide 34Web Search Market Share August 2008 MSN Google 71% Yahoo 18% MSN 5% Ask 3% Other 3% Yahoo Google
Slide 35PageRank One of the strategies Google uses to decide a page's pertinence or significance. Every website page - not webpage - has a PageRank score Developed by the authors of Google, Sergey Brin and Larry Page It's a calculation which positions pages in light of the likelihood that an irregular individual surfing the Internet will locate a given page.
Slide 36PageRank depends on the particularly majority rule nature of the web by utilizing its incomprehensible connection structure as a marker of an individual page's esteem. Google translates a connection from page A to page B as a vote, by page A, for page B. Votes cast by "important" pages measure all the more intensely and make different pages "important."
Slide 37PageRank View a page's PageRank with Google Toolbar
Slide 38PageRank Most Higher Ed Rank 5-8 MIT, Harvard, Stanford = 9 Maria College = 5
Slide 39PageRank
Slide 40Google PageRank Page Rank Today No more extended the essential positioning variable PageRank is no longer recalculated on a 30 day cycle Used to decide creep recurrence, slither profundity, and database choice.
Slide 41Authority & Reputation Links are Key Link Popularity/Authority Links = "Votes" Links from numerous pages mean a critical page Links from vital pages convey more "weight" Important pages rank higher Link Reputation Links from related pages implement the subject Links from related words pass on that topic Strongly themed pages rank well for related inquiries
Slide 42Links - Best Practices Bad http://mysite.com http://www.mysite.com/index.html http://mysite.com/index.html Good http://www.mysite.com/Use diverts and make every interior connection indicate your space utilizing the "http://www.mysite.com/" Always incorporate trailing "/" on envelopes.
Slide 43Link Best Practices Search motors treat… http://measuring-up.com/and http://www.measuring-up.com/… as two distinct destinations.
Slide 44Link Text 4.4 Anchor Text of Inbound Link 3.1 Text Surrounding the Link Avoid " click here " SEO: Link things not verbs View the course list. See the course list .
Slide 45How would I be able to make a Google-accommodating site? Google Webmaster Help Center http://www.google.com/bolster/website admins/http://www.google.com/bolster/website admins/canister/answer.py?answer=40349 Google on SEO http://www.google.com/bolster/website admins/container/answer.py?answer=35291
Slide 46"Division of Biology"
Slide 47Reciprocal connecting RSS news encourages Linkbait = great topical substance Digg, YouTube, Facebook Forums Off-The-Page SEO AKA Link Building Off page improvements comprise completely of third party referencing systems.
Slide 48The Factors
Slide 49SEOmoz.org
Slide 51Search Engine Ranking Factors V2 4.9 Keyword Use in Title Tag 4.4 Global Link Popularity of Site – "Weight" or "Power" 4.4 Anchor Text of Inbound Link 4.1 Age of Site 4.0 Link Popularity inside Internal Site Structure 3.7 Keyword Use in Body Text 3.5 Links to Quality/Relevant External Sites 3.4 Age of Document 3.3 Keyword Use in H1 3.2 Age of Link 3.1 Text Surrounding the Link
Slide 52Factor 1: Page Title The #1 vital on-the-page positioning element! Length: 70 characters or less Google depiction utilizes 70 characters. Utilize Keyphrases or Keywords Also utilize it in start of page content. The title is your indexed lists interface. It ought to be clear, sensible, and energize a tick.
Slide 53Page Title Strategy Page titles are for more than just SEO Bookmark content Answers address "Where am I"
Slide 55Search Engine Ranking Factors V2 4.9 Keyword Use in Title Tag 4.4 Global Link Popularity of Site – "Weight" or "Power" 4.4 Anchor Text of Inbound Link 4.1 Age of Site 4.0 Link Popularity inside Internal Site Structure 3.7 Keyword Use in Body Text 3.5 Links to Quality/Relevant External Sites 3.4 Age of Document 3.3 Keyword Use in H1 3.2 Age of Link 3.1 Text Surrounding the Link
Slide 57Search Engine Ranking Factors V2 4.9 Keyword Use in Title Tag 4.4 Global Link Popularity of Site – "Weight" or "Power" 4.4 Anchor Text of Inbound Link 4.1 Age of Site 4.0 Link Popularity inside Internal Site Structure 3.7 Keyword Use in Body Text 3.5 Links to Quality/Relevant External Sites 3.4 Age of Document 3.3 Keyword Use in H1 3.2 Age of Link 3.1 Text Surrounding the Link
Slide 58Search Engine Ranking Factors V2 2.8 Keyword Use in H2, H3 and so forth… 2.8 Keyword Use in Page URL 2.6 Keyword Use in ALT Tags 2.4 Frequency of Page Updates 2.0 Keyword Use in Meta Description Tag 1.4 HTML Validation 1.2 Keyword Use in Meta Keywords Tag
Slide 59META Description Keyword Use in Meta Description Tag 70 words Sometimes appears in Google SERP Page particular Includes principle page keyphrases
Slide 60Search Engine Ranking Factors V2 2.8 Keyword Use in H2, H3 and so forth… 2.8 Keyword Use in Page URL 2.6 Keyword Use in ALT Tags 2.4 Frequency of Page Updates 2.0 Keyword Use in Meta Description Tag 1.4 HTML Validation 1.2 Keyword Use in Meta Keywords Tag
Slide 62Search Engine Ranking Factors V2 2.8 Keyword Use in H2, H3 and so on… Semantic markup 2.8 Keyword Use in Page URL 2.6 Keyword Use in ALT Tags 2.4 Freque
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