Site improvement Past META Labels

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Move past META labels. SEO in Higher Education. Characterize terms. Build up

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Website streamlining Beyond META Tags Brian Smith Web Developer bsmith2@uamail.albany.edu Flunky

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Objectives 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

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The 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

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The Rise of Search

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SEO = 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

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SEM = 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.

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SPAM "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..."

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It's not a brisk settle SEO is a best practice Web engineers Writers Editors in different offices Application designers Administration Vendors

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Conversions 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

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Fountain Day

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UGH!

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Organic versus Pay Per Click "PPC"

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Pay Per Click Definition Advertisers submit offers to web crawler organizations for words. They pay every time the "supported connection" is clicked.

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PPC 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.

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Pay 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…

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PPC Weekend MBA Biology Major

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PPC 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.

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Negative Key Word "On the web"

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PPC 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

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PPC 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

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PPC 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

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SERPs - Organic Listings

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The Golden Triangle Eye Tools Research Pay Per Click $$$ Organic = Free

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Focus 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

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Search Result Page Average Participant 6.5 seconds to snap Read 4 to 5 postings. Title Tags Compelling and Attractive TITLES increment navigate!

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Golden Triangle Statistics 85% tap on natural 72% tap the main connection of premium 25% read all postings in the first place, then snap

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Golden Triangle Statistics Organic Search Results Viewed

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Web Search Market Share August 2008 MSN Google 71% Yahoo 18% MSN 5% Ask 3% Other 3% Yahoo Google

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PageRank 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.

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PageRank 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."

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PageRank View a page's PageRank with Google Toolbar

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PageRank Most Higher Ed Rank 5-8 MIT, Harvard, Stanford = 9 Maria College = 5

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PageRank

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Google 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.

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Authority & 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

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Links - 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.

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Link Best Practices Search motors treat… http://measuring-up.com/and http://www.measuring-up.com/… as two distinct destinations.

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Link 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 .

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How 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

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"Division of Biology"

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Reciprocal 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.

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The Factors

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SEOmoz.org

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Search 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

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Factor 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.

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Page Title Strategy Page titles are for more than just SEO Bookmark content Answers address "Where am I"

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Search 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

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Search 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

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Search 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

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META Description Keyword Use in Meta Description Tag 70 words Sometimes appears in Google SERP Page particular Includes principle page keyphrases

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Search 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

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Search 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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