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Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*, Dennis Deacon 2008,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*, 2008 Dennis Deacon,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,SearchEngineOptimization(SEO),May2008,DennisDeacon,deconspray,Agenda,WhatisSEO,Relevancy,Keywords,SearchEngines:Howcontentisobtained,Site/DomainFactors,PageFactors,Links,Otheroptimizationideas,WhatisSearchEngineOptimization?,AsubsetofSearchEngineMarketing,SometimesconsideredtobeuniquetoSEM,Focusesonthenatural,organicrelevancyandrankingofcontentinsearchresults.,SomepracticesextendedintoSearchEngineMarketing(i.e.obtaininglinks),Then,whatisSearchEngineMarketing?,Theactofpromotingcontent.,Theoverallactivityaroundusingsearchenginestomarketasiteoronlineentity.,Includes:,SearchEngineOptimization,PaidInclusion,PayPerClick (PPC),SEOvs.SEM& PPC,SEOvs.SEM& PPC,SEO,SEM/PPC,Pros,Free (not including resources),Searchers click on organic search results more often than paid PPC links,Excellent at creating awareness quickly,Campaigns can be budgeted to fit a businesss needs,Cons,Time consuming,Takes longer to see results,Can be pricey ($25-$100,000 a month),Must be managed constantly (daily/weekly),ROI can be difficult to manage,Clickfraud,SEOEthics,White Hat/Good vs. BlackHat/Evil,White Hat,Followssearch engine guidelines,Strivesforbestpossible searchengineranking;#1rankingif possible,Black Hat,Knowingly breaksmany/most of the searchengineguidelines,Misrepresents content via techniques,Usestechniquesto trickeitherthesearch engine, searcher,orboth,Promises#1ranking,Relevancy,Theoverallgoal:,Search engines:,to deliver the mostrelevantsearchresultspossible,Searchers:,to findthemostrelevant searchresult,SiteOwners:,to optimizetheir site and itscontentforthemostrelevant searcher,Truerelevancy has become hip; itsnota fad,SEOWorkflow,KeywordResearchandAnalysis,AnalyzeSiteforCrawl /Performanceissues,Implement Optimizations,Monitorresults,Repeat as needed,Keywords,ThecoreofSearch Engine Optimization,Keywordsaretheterms usedby searcherstofindinformation,Thegoalisto leverageandimplement the same keywordsthroughout yourcontentin anaturalmanner,tomatch the audience whossearching for yourinformationandyoure looking to attract,Keyworddiscovery and analysis is neverending,KeywordDiscovery,Known keywords,Askthebusinessowner,Askthecustomers,Check the current serverlogs oranalytics tool,Check the site search logs,Competitorskeywords,Lookatthewords inthe,tag/ browser bar,Viewsourceto viewtheir META keywords,Usetools toharvestthekeywords orphrasesprominent on theirsite,KeywordDiscovery &Analysis,Alwaysincludevariations of keywords,Plurals(widgets, churches),Synonyms(cruise, sail,journey,tour),Stems (fish,fishing),International spelling differences (Harbor /Harbour),Online Tools,CreatedforPPC,used for SEO aswell,Tools,Google Adwords KeywordsTool,Trellian(freetrial),WordTracker(free trial),SEOBookSEOToolKeywordSuggestion Tool,Usemultipletools to cross-check &validatefindings inother tools,Google Adwords KeywordsTool,TrellianKeywords Tool,Wordtracker,Which Keywords to Use?,It depends on,thecontext& themesofyourpages,theaudienceyou,retargeting (researchers,buyers),Usekeywords,Thatarebeing searchedon,Thathave mediumtolowcompetition,Thatyoucanbuild quality content thatsitevisitors will appreciate,Usekeywordsthat,Aidthesearch engines in understandingyourcontent,Aidusers and persuade themtoact,OrganizeSite/Content inThemes,Possibledirection of searchenginestodetermine relevancy,Site/folderstructure,Contenttext,Linktext,HowSearch Engines obtain content,Search Engines send,“,“bots,”thatspidertheweb.,Crawls via hyperlinks,The,“,“PacMan”Metaphor,Content,Meta Data,Links,Theme,Search Engine Bot,So whathappenswhena search enginebotvisitsyoursite?,First, it checksfortherobots.txtfileforanyinstructions,Second,it begins tocrawl,following linksin yoursitefrom the current page.It alsopaysattention to any page levelrobotsinstructions(noindex/nofollow).,It grabsthecontentandmeta data (title, description,linklabels,text, attributes),Adds to itsindex,ControllingRobots-Robots.txt,ControllingRobots-RobotsMetaTag,Page level control,Placedasameta taginthe portionofyourpages,Controlswhothe searchbotcrawls throughthe page,Variations:,SearchEngine Crawling Issues,Robots.txt/MetaRobots conflicts,Oneset of instructionsinrobot.txt, differentinstructionsinmetarobot,Serverperformance,Ifsevernotavailable whensearch botvisits, willrevisit,but learnsanddecreases thefrequencyofvisits,Ifserverslow,bot willcrawlwhatitcan, thenmoveon(incompletecrawl),JavaScript,Cannotfollow hyperlinksembeddedorgenerated by JavaScript,Pop-ups,DHTMLpull-downmenus,SearchEngine Crawling Issues,SearchEngine Crawling Issues,Cookies,Requiredtonavigateyour site,Forms-basednavigation,Searchbotsdon,tdoforms,; eliminateformsmenu basednavigation,Redirects,Searchengine viewmeta& JavaScriptredirects as.,Only useserver,sidepermanent 301redirects,Searchbotwill learn,updateit,sinformation,Google,SearchEngine Crawling Issues,Flash,Flashsites,UseFlashasanembellishmentyour site&content,Methods availabletoimprove Flash accessibility,See, capabilities,SearchEngine Crawling Issues,Content-to-CodeRatio(example203kb),Code used to display page,vs.,Content that is displayed,(X)HTML + attributes & CSS (embedded & inline) & JavaScript,vs.,Text & Images,vs.,Inbrowser,view sourcetoview codebloat,SearchEngine Indexing,Howto:,Obtainlinkstoyoursite fromauthoritativesources,Will getcrawled/indexedorganically,Submityoursite to thesearchengines,Google,Yahoo,MSN,Ask(?),Whatabout the others?,Monitoryourindexedpages,Bruce Clay Search EngineRelationship Chart,Google WebmasterCentral,Google WebmasterCentral,Google Sitemaps,ImplementingOptimization,Domain /Site,PageElements,Links,Domain /Site Optimization,Ageof site,Builds prominence, credentials,Inboundlinkpopularityintosite,Topicalinboundlinkrelevancy intosite,Link/Contenttopicaltheme,Frequency ofnewinboundlinks,Number of queries over timewhere site appears in results,KeywordsinDomain,Keywordsinfolder structure,PageOptimization,Ageof document,Freshness ofdocument,Pagefilename (use keywords,hyphensasseparators),#/Quality/Relevanceof inbound/outboundlinks,Pagetheme (contentfocusedon asingletopic, not topicallyscattered),LeverageCSSlayoutswith external stylesheets and externalJavaScript to increase Content-to-Code ratio,Page,Oneof the mostimportant thingsyoucando, fast,Unique titleforevery pageon yoursite,Should contain one or two keywords,specifictothecontenton the page,Mostimportant keyword/phrase atbeginning of,Repeat keyword/phrase upto2 times,Limit toapprox.65characters,Willappearas browser window title,link labelin search results,Write the titleto be persuasivetohumans,Page,Codeexample:,Rubber Widgets, Largest Selectionof,Rubber Widgets,Dreamweaverexample:,Page,Whataboutdynamicpages?,Usevariablesinthe,tointerjectkeywordsforthecontentofthatpage/recordExample:,-BestSelectof,Page,META,Description&Keywords,Metatagsplacedin,portionofpageExample/Syntax:,Description:Notusedbysearchenginesforrelevancy;displayedasresultsnippetunderlinklabel&aboveURL.,Limitto100-200characters,Keywords:Banishedlongagobysearchenginesduetospamming.Novalue,UsetheDescriptiontopersuade,GlacierBayHighlights-AlaskanGlacierBayCruise,=,Content/BodyText,Everythingvisibleinawebbrowser,Keywordsimplementedshouldsupporttheoverallthemeofthepage,Factors,Keywordprominence:whereonthepageitappears,Mainkeywordsatbeginningofcontent,supportingkeywordsthroughoutthemiddle,thentheprimaryrepeatedagainneartheendofthecontent,Keyword density: howoften your keywordsappear inrelationto all other words on thepage(goal: 5-7%),Keyword frequency: numberof occurrenceson the page,Search enginesalsolookat contentaround the keywords; check for theme relevancy,HTMLHeadings ,Include primaryor supportingkeywords in your highestheading tag (),Placesupporting keywordsin theseheading tags, ,Makesureit makes senseto humans,Use CSS toformat the look ofstandard HTML headings,If graphical text desiredforheadings,consider imagereplacement methods,Emphasizing Keywords,Emphasizetext& keywordsto show searchengines &users that “this isimportant,”,” tothe themeof the page.,Use for bold,Use for emphasize,Do not useor (outdated/obsolete),Onlyemphasizeshortsegmentsof words (1-4 words).,Any more losesimpact dilutes keywordmeaning,Images,Giveyourimages descriptive filename,Include keywords where itmakes sense,Use the alt attribute toprovide informationabouttheimage,Shortdescription ofimage,Include keywords where itmakes sense,Makesureit makes senseto humans,Aidsin usability,Dontstuff keywordshere; considered,Dontuseimages inplaceof text.If required, consider image replacementtechniques,Links,Importantpartof overallsearch algorithm,However, not asimportantas it once was,Linkswithin your site topages within your site (internal links)havesomevalue,Inbound links to your site/pages/contentfromquality,authoritative sources (external links) consideredunbiased,proofthatyourcontent is quality,The linksanchor text isveryimportant,Should containrelevant keywords,Raises thelink,s value,Inbound Link Best Practices,Obtain links only from quality, authoritativesources related orrelevant to your site,Strive fortopsites(example:CNN,Wikipedia),Top siteshavegoodPageRank,Google term forthequality ofinbound links,Can view PageRank levelsfromGoogle Toolbar,Top siteshavebeenaround a while,Linksto any page onyoursite; notjusthomepage,Deeplinking good,Do not obtain linksfrom,“,“shady” sources,Linkfarms, rings,Linkexchangesfromsources oflittle/noPageRank,Do not purchaselinks from others,LinkBuilding Ideas,Blogs,create a blog,linkto your site,comment onother subjectrelated, relevant blogs,RSS Feed Syndication,Syndicateinformation from your site / blog to bedisplayedon other websites,Control the anchor text,PressReleases,submittedto onlinePR distributors,Linkbackto your site,Articles,topics ofexpertise,syndicated onthe web,Linkbackto your site,Industry Sources / Subject Authority Websites,Whoslinking to you,Google Webmaster Central,Internal &External(inbound)links,Yahoo, link:URL,OtherOptimization Ideas,Google Base / Product Search /OneBox,Google Base: Onlinedatabase of products.,Originallycreated for classifieds,Can uploadinformation about your products,Google ProductSearch (formerly Froogle),Shopping searchengine providing searchable indexof products forpurchase,Google OneBox,For certain keywords, displayscontent abovethe organic search results,Google Base / Products Search/ OneBox,Google Base / Products Search/ OneBox,Google Base / Products Search/ OneBox,Analyze/Monitoryoursite,Use an Analytics tool tomonitor your site,Visits,Conversions,Referrals,Sites, URLS, Keywords,Use aMonitoring tool tomonitor your sitesranking,Ranking (basedon keyword),Research competitors,Age,Inbound links,Keywords used,Content isKing!,Summary,Perform detailed keywordanalysis,Makesureyoursiteis crawlable,Use Web Standards tocreate clean,lightpages,Implementkeywords on appropriate page elements,Obtainlinksfromquality,authoritativesources,Design/implementwiththeuserfirst,thenthesearchengineinmind,Resources,SearchEngineRelationships,BruceClay,sSearchEngineRelationshipChart,KeywordTools(online),GoogleAdWords:KeywordTool,TrellianKeywordDiscovery,Wordtracker,SEOBookSEOToolsKeywordSuggestionTool,KeywordTools(client-based),WebCEO,Resources,Analytics,GoogleAnalytics(Web-based-Free),StatCounter(Web-based-Free),Mint(Web-based-Fee),Omniture(Web-based-Fee),Webtrends(Web-based,Fee),Monitoring,WebCEO(Client-based,Trial/Fee),SEOToolRankChecker(Web-based,Free/Fee),SEOforFirefox(Browser-based),GoogleToolbar(Browser-based),Resources,Books,SearchEngineMarketing,MikeMoran&BillHunt,SearchEngineOptimizationforDummies,PeterKent,BuildingFindableWebsites,AaronWalter,SearchMarketingStrategies,JamesColborn,WebAnalyticsDemystified,EricPeterson,WebMetrics,JimSterne,TheOnlineCopywritersHandbook,RobertBly,Resources,WebSites,SearchEngineLand,SEOmoz,WebEngineWatch,Podcasts(searchfortheseiniTunesorGoogle),DailySearchCast,SEO101,OnlineCourses,L,SearchEngineOptimization,Questions?,DennisDeacon,deconspray,Blog:,9,、静夜,四,四无邻,，,，荒居,旧,旧业贫,。,。11月-2211月-22,Friday, November 4, 2022,10,、雨中,黄,黄叶树,，,，灯下,白,白头人,。,。23:28:2023:28:2023:28,11/4/202211:28:20PM,11,、以我独,沈,沈久，愧,君,君相见频,。,。11月-2223:28:2023:28,Nov-2204-Nov-22,12,、故人江,海,海别，几,度,度隔山川,。,。23:28:2023:28:2023:28,Friday,November4,2022,13,、乍,见,见翻,疑,疑梦,，,，相,悲,悲各,问,问年,。,。11,月,月-2211,月,月-2223:28:2023:28:20,November4,2022,14,、,他,他,乡,乡,生,生,白,白,发,发,，,，,旧,旧,国,国,见,见,青,青,山,山,。,。,。,。04,十,十,一,一,月,月202211:28:20,下,下,午,午23:28:2011,月,月-22,15,、比不,了,了得就,不,不比，,得,得不到,的,的就不,要,要。十一月2211:28,下,下午11月-2223:28,November4,2022,16,、行,动,动出,成,成果,，,，工,作,作出,财,财富,。,。2022/11/423:28:2023:28:20,04November2022,17,、做前，,能,能够环视,四,四周；做,时,时，你只,能,能或者最,好,好沿着以,脚,脚为起点,的,的射线向,前,前。11:28:20,下,下午11:28 下午23:28:2011月-22,9,、,没,没,有,有,失,失,败,败,，,，,只,只,有,有,暂,暂,时,时,停,停,止,止,成,成,功,功,！,！,。,。11,月,月-2211,月,月-22,Friday,November4,2022,10,、很多事情,努,努力了未必,有,有结果，但,是,是不努力却,什,什么改变也,没,没有。23:28:2023:28:2023:28,11/4/202211:28:20 PM,11,、成,功,功就,是,是日,复,复一,日,日那,一,一点,点,点小,小,小努,力,力的,积,积累,。,。11,月,月-2223:28:2023:28,Nov-2204-Nov-22,12,、世,间,间成,事,事，,不,不求,其,其绝,对,对圆,满,满，,留,留一,份,份不,足,足，,可,可得,无,无限,完,完美,。,。23:28:2023:28:2023:28,Friday,November4,2022,13,、不知香,积,积寺，数,里,里入云峰,。,。11月-2211月-2223:28:2023:28:20,November4,2022,14,、意志坚强,的,的人能把世,界,界放在手中,像,像泥块一样,任,任意揉捏。04 十一,月,月 202211:28:20 下,午,午23:28:2011月-22,15,、楚塞三,湘,湘接，荆,门,门九派通,。,。十一月2211:28 下午11月-2223:28,November4,2022,16,、少年十,五,五二十时,，,，步行夺,得,得胡马骑,。,。2022/11/4 23:28:2023:28:20,04 November2022,17,、,空,空,山,山,新,新,雨,雨,后,后,，,，,天,天,气,气,晚,晚,来,来,秋,秋,。,。,。,。11:28:20,下,下,午,午11:28,下,下,午,午23:28:2011,月,月-22,9,、杨,柳,柳散,和,和风,，,，青,山,山澹,吾,吾虑,。,。11,月,月-2211,月,月-22,Friday,November4,2022,10,、阅,读,读一,切,切好,书,书如,同,同和,过,过去,最,最杰,出,出的,人,人谈,话,话。23:28:2023:28:2023:28,11/4/202211:28:20PM,11,、越是,没,没有本,领,领的就,越,越加自,命,命不凡,。,。11月-2223:28:2023:28,Nov-2204-Nov-22,12,、越是无能,的,的人，越喜,欢,欢挑剔别人,的,的错儿。23:28:2023:28:2023:28,Friday, November 4,2022,13,、知人者,智,智，自知,者,者明。胜,人,人者有力,，,，自胜者,强,强。11月-2211月-2223:28:2023:28:20,November4,2022,14,、,意,意,志,志,坚,坚,强,强,的,的,人,人,能,能,把,把,世,世,界,界,放,放,在,在,手,手,中,中,像,像,泥,泥,块,块,一,一,样,样,任,任,意,意,揉,揉,捏,捏,。,。04,十,十,一,一,月,月202211:28:20,下,下,午,午23:28:2011,月,月-22,15,、,最,最,具,具,挑,挑,战,战,性,性,的,的,挑,挑,战,战,莫,莫,过,过,于,于,提,提,升,升,自,自,我,我,。,。,。,。十一月 2211:28,下,下午11月-2223:28,November 4, 2022,16,、业余生活,要,要有意义，,不,不要越轨。2022/11/423:28:2023:28:20,04 November 2022,17,、一,个,个人,即,即使,已,已登,上,上顶,峰,峰，,也,也仍,要,要自,强,强不,息,息。11:28:20,下,下,午,午11:28,下,下午23:28:2011,月,月-22,MOMODA POWERPOINT,Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce id urna blandit, eleifend nulla ac, fringilla purus. Nulla iaculis tempor felis ut cursus.,感谢,您,您的,下,下载,观,观看,专家,告,告诉,
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