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SEO


GCMW177 Search Engine Optimization




                       GCMW177 Search Engine Optimization
SEO
What is SEO?
Search Engine Optimization is a way of streamlining the
content of your website to improve it’s position in the
search results.

Not easy. Not exact science.

If its a race car, you build it, get it out on the track, then
fine tune it until it wins the race.



                                     GCMW177 Search Engine Optimization
SEO
How do search engines work?

1. Robots
2. Looks for RELEVANT content
3. Looks for fresh content
3. Looks for popular sites
4. Really, really smart




                                GCMW177 Search Engine Optimization
SEO
Search Engines - Who are the biggies?

Google 70%
Yahoo! 15%
Bing 10%
Ask 3%
The rest 2%



                                                THE REST




                       GCMW177 Search Engine Optimization
SEO
Why is SEO important?

Because 70% of Users Don’t Go Beyond
the 1st Page of Search Engines!

Remember these?




                        GCMW177 Search Engine Optimization
SEO
Let’s Start a Website -

www.coolsoccershirts.com




                          GCMW177 Search Engine Optimization
SEO
Part 1: On-site SEO

1. Keywords
2. URL
3. Title tags
4. Meta Description
5. h1 tags
6. Anchor tags or internal links
7. Images
8. Content Content Content


                                   GCMW177 Search Engine Optimization
SEO
Keywords

1. Brainstorm - What would I search for?
2. Research - Google Insights
3. R & D - Ripoff and Duplicate
                                    world cup
                                    women’s soccer
                                    USA
                                    t-shirts
                                    commerative
                                    apparel

                                GCMW177 Search Engine Optimization
SEO
URLs

What I Got:
www.coolsoccershirts.com

Best:
www.usworldcuptshirts.com

Better:
www.coolsoccershirts.com/women-world-cup-tshirts.html


                               GCMW177 Search Engine Optimization
SEO
Title Tags

1. The most important relevant tag
2. Add keywords, but don’t stuff
3. 66 characters or less




<head>
<title>US Women’s World Cup T-shirts - 2011 World Cup commerative soccer
apparel</title>
</head>

                                               GCMW177 Search Engine Optimization
SEO
Meta Description

1. Entice people to click
2. Don’t tell them everything
3. Use keyword at least once
4. Don’t stuff and draw attention




<meta name=”description” content=” Collectible t-shirts celebrating the US wom-
en’s soccer World Cup final with Japan. />


                                              GCMW177 Search Engine Optimization
SEO
H1 Tags

1. Headlines - search engines love these
2. Don’t over do it.
3. Don’t duplicate title tag
4. h2, h3 tags work too

<h1>US Women’s World Cup Shirts</h1>




                                       GCMW177 Search Engine Optimization
SEO
Image Tags

1. Search engines can index images
2. Name with keyword
3. Use “alt” tag
4. Works for video search too




                                GCMW177 Search Engine Optimization
SEO
Internal Links and Anchor Tags

1. Search engines look for links
2. Name with keyword if possible
3. Use text nav buttons instead of images

Bad:
<a href =”kp12_X45.html” /> or <a href =”tshirts2.html” />

Better:
<a href =”women-world-cup-tshirts.html” />

Best:
<a href =”http://www.coolsoccershirts.com/women-world-cup-tshirts.html” />

                                               GCMW177 Search Engine Optimization
SEO
Content Content Content

1. Relevant content with keywords
2. Keywords sprinkled not splattered
3. Keep it coming




                                GCMW177 Search Engine Optimization
SEO
Don’t Do it!

1. Hidden text
2. Keyword stuffing
3. Duplicate content
4. Flash
5. Overdo the images
6. Links to bad sites
7. iframes or javascript




                           GCMW177 Search Engine Optimization
SEO
Part 2: Off-site SEO

1.   Inbound links
2.   Link Bait
3.   Blogging
4.   Social Media
5.   Sponsored links (Google AdSense)




                                 GCMW177 Search Engine Optimization
SEO
Link Bait

1. Go viral
2. Entice people to share
3. Place Facebook “Like” or “Share” buttons
4. YouTube videos
5. Twitter
6. Digg / Stumble Upon




                                  GCMW177 Search Engine Optimization
SEO
Blogging

1. Get active in Blogosphere
2. Scratch backs / trade links
3. Provide an RSS feed
4. Leave comments in forums
4. Wordpress or Blogspot




                                 GCMW177 Search Engine Optimization
SEO
Social Media

1. Facebook Fan Page
2. Twitter account
3. YouTube channel
4. Wordpress or Blogspot




                           GCMW177 Search Engine Optimization
SEO
Free Search Engine Tools:

1. Google Analytics
2. Google Webmaster Tools
2. Yahoo! Site Explorer
3. Bing Webmaster Tools
4. Alexa - tracks ranking




                            GCMW177 Search Engine Optimization
SEO
Google Analytics and Webmaster Tools




<script type=”text/javascript”>
 var _gaq = _gaq || [];
 _gaq.push([‘_setAccount’, ‘UA-22056732-4’]);
 _gaq.push([‘_trackPageview’]);

 (function() {
  var ga = document.createElement(‘script’); ga.type = ‘text/javascript’; ga.async = true;
  ga.src = (‘https:’ == document.location.protocol ? ‘https://ssl’ : ‘http://www’) + ‘.google-analytics.com/ga.js’;
  var s = document.getElementsByTagName(‘script’)[0]; s.parentNode.insertBefore(ga, s);
 })();
</script>


                                                                                                                      GCMW177 Search Engine Optimization
SEO
Fall 2011
GCMW177 #74023
Search Engine Optimization (SEO)
T & Th 6pm-8:50pm
MD-134.

Mike Zinniger
mzinniger@palomar.edu




                         GCMW177 Search Engine Optimization

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SEO Starter Kit

  • 1. SEO GCMW177 Search Engine Optimization GCMW177 Search Engine Optimization
  • 2. SEO What is SEO? Search Engine Optimization is a way of streamlining the content of your website to improve it’s position in the search results. Not easy. Not exact science. If its a race car, you build it, get it out on the track, then fine tune it until it wins the race. GCMW177 Search Engine Optimization
  • 3. SEO How do search engines work? 1. Robots 2. Looks for RELEVANT content 3. Looks for fresh content 3. Looks for popular sites 4. Really, really smart GCMW177 Search Engine Optimization
  • 4. SEO Search Engines - Who are the biggies? Google 70% Yahoo! 15% Bing 10% Ask 3% The rest 2% THE REST GCMW177 Search Engine Optimization
  • 5. SEO Why is SEO important? Because 70% of Users Don’t Go Beyond the 1st Page of Search Engines! Remember these? GCMW177 Search Engine Optimization
  • 6. SEO Let’s Start a Website - www.coolsoccershirts.com GCMW177 Search Engine Optimization
  • 7. SEO Part 1: On-site SEO 1. Keywords 2. URL 3. Title tags 4. Meta Description 5. h1 tags 6. Anchor tags or internal links 7. Images 8. Content Content Content GCMW177 Search Engine Optimization
  • 8. SEO Keywords 1. Brainstorm - What would I search for? 2. Research - Google Insights 3. R & D - Ripoff and Duplicate world cup women’s soccer USA t-shirts commerative apparel GCMW177 Search Engine Optimization
  • 10. SEO Title Tags 1. The most important relevant tag 2. Add keywords, but don’t stuff 3. 66 characters or less <head> <title>US Women’s World Cup T-shirts - 2011 World Cup commerative soccer apparel</title> </head> GCMW177 Search Engine Optimization
  • 11. SEO Meta Description 1. Entice people to click 2. Don’t tell them everything 3. Use keyword at least once 4. Don’t stuff and draw attention <meta name=”description” content=” Collectible t-shirts celebrating the US wom- en’s soccer World Cup final with Japan. /> GCMW177 Search Engine Optimization
  • 12. SEO H1 Tags 1. Headlines - search engines love these 2. Don’t over do it. 3. Don’t duplicate title tag 4. h2, h3 tags work too <h1>US Women’s World Cup Shirts</h1> GCMW177 Search Engine Optimization
  • 13. SEO Image Tags 1. Search engines can index images 2. Name with keyword 3. Use “alt” tag 4. Works for video search too GCMW177 Search Engine Optimization
  • 14. SEO Internal Links and Anchor Tags 1. Search engines look for links 2. Name with keyword if possible 3. Use text nav buttons instead of images Bad: <a href =”kp12_X45.html” /> or <a href =”tshirts2.html” /> Better: <a href =”women-world-cup-tshirts.html” /> Best: <a href =”http://www.coolsoccershirts.com/women-world-cup-tshirts.html” /> GCMW177 Search Engine Optimization
  • 15. SEO Content Content Content 1. Relevant content with keywords 2. Keywords sprinkled not splattered 3. Keep it coming GCMW177 Search Engine Optimization
  • 16. SEO Don’t Do it! 1. Hidden text 2. Keyword stuffing 3. Duplicate content 4. Flash 5. Overdo the images 6. Links to bad sites 7. iframes or javascript GCMW177 Search Engine Optimization
  • 17. SEO Part 2: Off-site SEO 1. Inbound links 2. Link Bait 3. Blogging 4. Social Media 5. Sponsored links (Google AdSense) GCMW177 Search Engine Optimization
  • 18. SEO Link Bait 1. Go viral 2. Entice people to share 3. Place Facebook “Like” or “Share” buttons 4. YouTube videos 5. Twitter 6. Digg / Stumble Upon GCMW177 Search Engine Optimization
  • 19. SEO Blogging 1. Get active in Blogosphere 2. Scratch backs / trade links 3. Provide an RSS feed 4. Leave comments in forums 4. Wordpress or Blogspot GCMW177 Search Engine Optimization
  • 20. SEO Social Media 1. Facebook Fan Page 2. Twitter account 3. YouTube channel 4. Wordpress or Blogspot GCMW177 Search Engine Optimization
  • 21. SEO Free Search Engine Tools: 1. Google Analytics 2. Google Webmaster Tools 2. Yahoo! Site Explorer 3. Bing Webmaster Tools 4. Alexa - tracks ranking GCMW177 Search Engine Optimization
  • 22. SEO Google Analytics and Webmaster Tools <script type=”text/javascript”> var _gaq = _gaq || []; _gaq.push([‘_setAccount’, ‘UA-22056732-4’]); _gaq.push([‘_trackPageview’]); (function() { var ga = document.createElement(‘script’); ga.type = ‘text/javascript’; ga.async = true; ga.src = (‘https:’ == document.location.protocol ? ‘https://ssl’ : ‘http://www’) + ‘.google-analytics.com/ga.js’; var s = document.getElementsByTagName(‘script’)[0]; s.parentNode.insertBefore(ga, s); })(); </script> GCMW177 Search Engine Optimization
  • 23. SEO Fall 2011 GCMW177 #74023 Search Engine Optimization (SEO) T & Th 6pm-8:50pm MD-134. Mike Zinniger mzinniger@palomar.edu GCMW177 Search Engine Optimization