1.
by martha gabriel
by martha
B f t ti the ti i ti is to k li i l i b t hi h t be ti i d d
Before starting th optimization, it i necessary t make a preliminary analysis about which pages must b optimized and
1.
1 Strategic Analysis
1. Strategic Analysis
l also about the need of creating ad
dditional specific pages with relevant content to your website business
business.
a) Determine the objectives for the optimization (traffic subscriptions sells downloads etc )
(traffic, subscriptions, sells, downloads, etc.)
b)
) Check your pages context, bu
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, usiness area, determining your competitors websites rank in the search engines
c) Check your pages and your coompetitors relevance
d) Make comparative analysis
)
e) Check Landing Pages – m k ti and d i analysis f
Ch k your L di P marketing d design l i focusing i th b i
i in the business objectives
bj ti
Keywords are the most important part of a SEO strategy (in
O Keywords x Ranking:
2. d
2 Keywords
2. Keywords p d links gy ll)
sponsored li k strategy as well). •
•
Ke ord freq enc
Keyword frequency
h
Where the k
h keywords appear in the page ( d URL, b d
domain name) )
d h (code, body,
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Search always starts with a person typing a keywor
y rd! • Which tags use them (title, h1, img/alt, etc.)
• How they are positioned on the page compared with other
words (top middle bottom)
(top, middle,
Marketing + Business + IT need to research to fin out which
nd
keywords are really used b th t
k d ll d by the target audience t fi d you.
t di to find Keywords x Conversion:
• Generic Keywords tend to attract more traffic
traffic.
Quality keywords = quality traffic
Q li y k y d q li y ffi • S ifi K
Specific Keywords
d i
t d t attract conversion.
tend to tt t
3. On‐page Opt i at o
3. On‐page Optimization (si ulta eously ith off page opti i atio
3 O page Optimization ((simultaneously with off‐page optimization))
O ti ti
P g C d
Page Code I t
‐Internal Links
l Li k ‐Dynamic Content
y
• the anchor text must c ude t e ey o d e ated to t e
t e a c o te t ust t include the keyword related to the
t • dynamic pages, created on the fly, usually can not be
dynamic pages created on the fly usually can not be
linked page.
linked page searchable by search engines
by search engines.
‐ URL ‐K
Keyword Frequency
dF • i h i d ’
create strategies where important pages don’t get
each page must be created with the main keywords appearing
each page must be created with the main keywords appearing lost inside the databases.
• very important criter
y p ria for page ranking.
p g g
i it URL
in its URL.
• keywords must be re
keywords must be re epeated the most possible, WITHOUT
epeated the most possible WITHOUT ‐ CMS
‐ Meta Tags
Meta Tags spamming the search
spamming the search engines and GUARATEEING the text
h engines and GUARATEEING the text
h • CMS th t t h i f i dl URL
use CMSs that creates search engine friendly URLs,
meta‐tags are considered by several search engines specially:
meta‐tags are considered by several search engines, specially: meaning.
i individual pages meta‐tags, compiles pages (instead
• meta tag Keywords – the more words in the tag the less
meta‐tag Keywords the more words in the tag, the less • frequencies betweenn 3% and 8% are relatively safe. of creating them on the fly), allows creating internal
g y), g
each word is worthy.
h di h
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• meta‐tag Description – determine the text that is shown
Scripts in the Page
‐ Scripts in the Page links and template pages manually.
links and template pages manually.
• use external script files ( js for example)
use external script files (.js, for example)
for your page in the search results.
for your page in the search results.
‐ Title Tag
Title Tag ‐ Navigation Menus
g Website Structure
Website Structure
• avoid javascript or o
avoid javascript or oother code for creating navigation that
other code for creating navigation that
• must BE the keyword or at least contain the main
can not be understoo
can not be understoo by the search engine crawlers
od by the search engine crawlers.
od
important keyword of the page.
p y p g
• the keyword must be in the beginning of the title text.
the keyword must be in the beginning of the title text ‐ D i & St t
Design & Structure
• page depth isolated pages are less worthy than
page depth ‐ isolated pages are less worthy than
‐ S b titl T
Sub‐title Tags: <h1><h2><h3>…
<h1><h2><h3> Page Content
Page Content pages that link to other pages (outbound links)
pages that link to other pages (outbound links).
• y g
the keywords must be in the sub‐title tags and as near of • navigation between pages must favor crawlers visit.
navigation between pages must favor crawlers visit
the beginning of the phrase as possible.
the beginning of the phrase as possible. • heavy images must be avoided.
h i tb id d
• Keywords in the tag <h1> is more worthy than in <h2>,
Keywords in the tag <h1> is more worthy than in <h2> ‐ Relevance
Relevance • configure properly the robots.txt file.
that orth more than in <h3> and so on
that worth more than in <h3>, and so on. • To be relevant, be re
elevant! • y p g
submit your sitemap to the search engines.
‐ Img Tag
g g • Bad content is poorly
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y written, with no keywords, no
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‐ Age and Updating
Age and Updating
• texts in the alt parameter is considered page content
texts in the “alt” parameter is considered page content. update, no relevance
update, no relevancee.
• the older a page, the more trustable it tends to be
• the keywords must appear in the “alt” text when possible
the keywords must appear in the “alt” text when possible. ‐W3C Standards
W3C Standards time favors ranking.
g
‐ Top of the Page
p g • p g p y g W3C standards usually are search
pages complying to W y • the page updating pace affects the search engine
page updating pace affects the search engine
• it is a privileged place and considered important by the
it is a privileged place and considered important by the engine friendly
engine friendly crawlers visit pace
crawlers visit pace.
search engines.
search engines ‐ Flash Content
Flash Content ‐ W b it I di id l P
Website versus Individual Pages
• ti t tk d t t th t
most important keywords must appear as near to the top • Google “sees” all flas
sh content, therefore Flash files must • search engines classify each page individually but
search engines classify each page individually but
of the page as possible. be optimized too.
p also use their internal links and keywords to classify
use their internal links and keywords to classify
and categorize the whole website
and categorize the whole website.
4. Off page Optimization i lt neously with off page optimization)
4. Off‐page O i i i
4 Off page Optimization ((simultaneously with off‐page optimization))
l ith ff ti i ti
‐ Sponsored Links
Sponsored Links Link Baits are based on 5 types of hooks: a) news; b) opposition; c) attack; d) resources; e) humor.
Link Baits are based on 5 types of hooks: a) news; b) opposition; c) attack; d) resources; e) humor
• sponsored links go where SEO can not:
l k h
o Testing the best keywords before SEO optimization Ideas for Link Baits
Ideas for Link Baits
o Optimizing for Mistyping and Misspelling • (
Make a valuable resource (lists, special reports, history
, p p , y • Make an interesting picture
gp
o Temporary Advertisement / Campaigns of, how ,
, w to, etc.) ) • Be the first to research and document something g
o Optimizing for many keywords at once (millions) • view (e‐mail/phone) prominent people and
)p
Interv p p
( /p • Make a theme, plug‐in or piece of software
p
,p g
o Quickness – the results start just after starting the campaign p
publissh it. • Make a tool that others can put on their sites but that
p
o Highly demanded keywords • Build aan useful tool y
links to you
‐ Link Building
Link Building • Write an interesting article
g • j p
Make a joke about a known person
• Run a newsworthy ‘event’ such as a contest
y • Make a resource that is just in time for a major event
j j
• The more high ranked inbound links are, the better.
The more high ranked inbound links are the better
• Test soomething new that has not been done before
g • g
Write an outrageous theory and back it up with logics
y p g
• Legal methods for getting links PONTING to your page :
L l th d f tti li k PONTING t • Be the g g
e first in doing something on the internet • Write useful comments on something that is happening
pp
g g
o Press Releases • Write something controversial
g • Give something valuable for free
o Affiliated Programs • Be thee first to write the latest news in your niche
y • Coin a new acronym in your niche and get people to talk
o l d h dd f
Be listed in human managed directories‐ Dmoz.org, for example l • Be thee first to expose a scammer about it
o WOMM ( d f h k)
(Word of Mouth Mkt), SMM ( l d k )&
(Social Media Mkt) & SMO • Disagr ree with an authority • Become an expert in your niche and write valuable
( i l di
(Social Media Optimization) – i i i
i i i ) increasing presence in social i l • Write some funny humor information
networks links Del.icio.us, Digg, YouTube, etc.
k li k D l i i Di Y T b
o Link Baits (see frame on the right)
Li k B i ( f h i h) (http://www.jimwestergren.com/link bait/
Source: Jim Westergren (http://www jimwestergren com/link‐bait/
Source: Jim
5. Measurement M i i , Control & Adjustments
5. Measurement, Monitoring, Control & Adjustments
5 MMeasurement, Monitoring C l Adj
Measurement and monitoring of the f ll i g f
d i l for rolling h p i i i p
i i g f h following factors are essential f contr lli g the optimization process to get the d i d results and also f
g h desired l d l for
adjusting the plan when needed The main parameters for measuring are: a) page views x unique visits; b) rejection rate; c)which crawlers
needed.
visited the pages and when; d) how many visits each search engine drove to your pages; e) which keywords brought access to your pages.
by Martha Carrer Cruz Gabriel
by
b Martha Carrer Cruz Gabriel
h bi l
martha@martha.com.br / www.martha.com.br
th @ th b / th b Copyright 2008 Martha Carrer Cruz Gabriel All Rights Reserved Get this poster!