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Introduction to Search Engine Optimization - Lecture Prepared for the American University in Dubai

Introduction to Search Engine Optimization - Lecture Prepared for the American University in Dubai.
#SEO #SearchEngineOptimization #Marketing #Dubai #UAE

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Introduction to Search Engine Optimization - Lecture Prepared for the American University in Dubai

  2. 2. About the Speaker  Mais AbuSalah is a passionate marketer who’s been living and breathing the online media for more than 10 years.  Ex-Maktoob Marketing Manager and Ex-Yahoo! MENA Marketing Manager.  Certified Site Usability, Search engine optimizer and marketing from Google and Search Engine College of Australia.  Social Media Club member – UAE Chapter.  Speaker and Social Media Forum for Entrepreneurs – SMMF2015 Bahrain.  Turjuman Consultancy Trainer.  She’s currently the Co-founder of Promosteer, a company that creates and promotes sites/systems to meet business needs. It also does the marketing setup and training for clients. @maisabusalah
  3. 3. Outline Measuring results, refining and redoing Google Webmaster Tools Competitor Analysis Link Building On-Page Optimization Keywords Research What is SEO
  4. 4. What is SEO? Making modifications to your site, and links sending to your site, in order to get good rankings on SERPs for certain targeted keywords.
  5. 5. What are your audience looking for? What keywords do they use? How to find out? Keywords Research
  6. 6. Keywords Research: Before you start Define your audience Define your market Define your goals
  7. 7. Keywords Research: Brainstorm Research Google Analytics Site Search Box Google insights for search & Adwords Keyword Planner
  8. 8. Keywords Research: Break Down the Keywords General Focused Laser Focused
  9. 9. Keywords Research:
  10. 10. Keywords Research Examples General - Plates - Blue Plates - Dinner Plate Focused - Buy Dinner Plates - Set of Dinner Plates - Cost of Dinner Plates Laser Focused - Buy Dinner Place Settings - Replacement Dinner Plates for Sale
  11. 11. What can we do on our own site, to improve its search engine ranking and visibility? On-Page Optimization
  12. 12. On-Page Optimization URLs Text Links Alt Image Tags Header Tags Descriptions Titles
  13. 13. <Title>Page Title</Title> Do • include the most important keywords for each page. • Unique Title. • Avg of 65 chars. (Keep it short & descriptive). • Keep it relevant. • <title>Targeted Keywords 1st</title> Don’t • Irrelevant Title • Default of Vague Title “Untitled” • Duplicate Title • Very Long Title • Keywords Stuffing
  14. 14. Description • Why is it important? • It gives the user and the search engine an idea whether or not this page is relevant to what they’re looking for.
  15. 15. Description Do • Have your keywords. • Descriptive text • Unique description • 150 – 200 character. • Keep it relevant. Don’t • Use general description “web page”. • Duplicate Description. • Very Long description • Keywords Stuffing
  16. 16. Keywords Tag  It’s not very important, but if we have to have it we need to have keywords that are relevant to the content in the page.  Don’t repeat or stuff keywords. Ex: <meta content="Maktoob, Business, Press Release" name="Keywords" />
  17. 17. <H1>Header Tags</H2> Header Tags H1 – H6 Highlight important areas Turn text in headline (bigger). Important for SE & users H1 is the largest font Can be used for important images (logo), or links
  18. 18. Header Tags Don’t Use it for irrelevant text. Over user it. Put all of your text in it
  19. 19. Alt Image Tag Alt Image Tag Alternative text that the browser displays when a Web surfer is unable (or unwilling) to see the images in a web page. All images should have alt image attribute to provide alternative text for the image. Provides additional information about images. Was initially utilized to help those with visual disabilities
  20. 20. Alt Image Tag Don’t Using generic text Writing very long text Stuffing alt tag with keywords
  21. 21. Text Links Tag (Anchor Text) Format <a href=“link”title=“Title”></a> Tool tip that shows up when the mouse is over the link Crawlers use links to navigate sites, and they depend on the text or title tag of those links to tell them about their destination pages. If so many trusted pages linked to a certain page with “Mais”, search engines will assume it’s about Mais, and will give it a higher rank on SERP on “Mais”. Text links pass PR (heat) to destination pages.
  22. 22. Text Links Tag (Anchor Text) Do • Use descriptive anchor text. • Write concise text (short but descriptive). • Use your keywords Don’t • Generic anchor text, like “more”. • Use irrelevant text. • Use the url as the anchor text. • Long anchor text. • Keyword-stuffed text • Create unnecessary links.
  23. 23. URLs Do • Use Friendly URLs. • Use your keywords. • If in Arabic, encode it. • Keywords in the url are highlighted in SERP. • Provide only one version of the URL. • 301 redirect for changes. • Use (-) instead of (_). Don’t • Use lengthy urls • Use unnecessary parameters and session ids. • Choosing general page names: “untitled1.html”. • Keyword-Suffing: “business-site- business-site- business.html”. • Deep nesting of subdirectories like: “…dir1/dir2/…/dir6/ ml • Using directory names that are irrelevant to the content of the page.
  24. 24. site’s navigation, look and feel of site(Design), layout and structure of various elements on page. Site Structure
  25. 25. Good site structure Helps users and Search Engines get to know what this site is about. Site Structure
  26. 26. Site Structure *Image from: the professionals guide to page rank optimization - SEOmoz
  27. 27. Site Structure *Image from: the professionals guide to page rank optimization - SEOmoz
  28. 28. Site Structure *Image from: the professionals guide to page rank optimization – SEOmoz
  29. 29. Site Structure *Image from: the professionals guide to page rank optimization – SEOmoz
  30. 30. Site Structure *Image from: the professionals guide to page rank optimization – SEOmoz
  31. 31. Site Structure BackEnd Error Free Code CSS & JS in an external file Use Breadcru mbs & HTML sitemap Use XML sitemap No Frames, Flash or JS in navigati onText in page < Code Accessib ility of pages from HP Proper Pages’ interlinki ng Use keyword s in links Pages are > 3 clicks away from HP Use useful 404 pages
  32. 32. Content (on going content addition) Front End Quality Content Easy-to- read text Proper text layout Unique content Keywor ds-rich content 2-3 keyword s per page Fresh & Updated Content Content for Users & SE Use keyword s in 1st paragra ph Page length: 200-600 word Call to action Site Structure
  33. 33. Content (on going content addition) DON’T Spelling Mistakes Embed Text in images Duplicate Content Stuff Keywords in text Hidden Text Image- based pages Flash Pages Site Structure
  34. 34. Now that you have selected your targeted keywords and finished optimizing your site, you can start working on your “online” PR campaign. Off-Page Optimization
  35. 35. Links and Link Building Links show search engine that other sites think that you provide worthy information. Each link is like a vote for your site. Links are not only for search engines; they can also be good for referring visits. The higher the PR of the site/page linking to you, the more heat you’ll get to your page. Check your back links: check Ex: <a href="">My Relevant Title</a> is better than <a href="">Bla Bla Bla</a>
  36. 36. Links and Link Building Do • Focus on relevant sites. • Link bait (Give something for Free and ask people to link back to you with certain keywords) • Connect your site pages properly. • Write posts in Blogs and link back the site with the targeted keywords. • Use Social Media Platforms to promote your site Don’t • Sell and buy links. • Use Link Farm sites. • Add more than 50 links per page. • ask for links from a page that has more than 50 links. • use the same keyword for all links
  37. 37. What are your competitors doing right? Competitor Analysis
  38. 38. Competitor Analysis: What keywords are they using? What is their foundation (site structure)? What on-page optimization do they have in place? How many back links do they have? Who’s linking back to them?
  39. 39. Competitor Analysis Tools - SeoDigger: - - Who is: - Quantcast:
  40. 40. Very helpful tool provided from Google to assist webmasters and owners. Google Webmaster Tools
  41. 41. Google Webmaster Tools:
  42. 42. Google Webmaster Tools: Diagnostic Tool: shows the errors Google found in your site Statistics Tool: Top search queries and top pages Google Index Tool: How many pages are indexed? Sitemap Tool: Submit and verify your sitemap Other Tools
  43. 43. What’s next? Measuring results, refining and redoing
  44. 44. Maintenance, Measure Results and Tracking SEO is an on-going process that never stops. You need to keep monitoring your rankings, and follow up on the results of your SEO campaign. Keep monitoring your search engine traffic through analytics. Check PV/V, Bounce rate, average time on site, search engine referrals, keywords and any other metric you think is necessary for you. Keep Experimenting and testing
  45. 45. Q & A Questions and Answers

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Introduction to Search Engine Optimization - Lecture Prepared for the American University in Dubai. #SEO #SearchEngineOptimization #Marketing #Dubai #UAE


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