seo4every1 fundamentals online media today
DESCRIPTION
Outstanding Search Engine Optimization tutorial presented at Online Media Todays Los Angeles workshop by Eric Wu of AT&T Interactive. To learn more about Online Media Todays monthly workshops, visit: www.onlinemediatoday.com/workshops.html or join us at: www.meetup.com/online-media-today-internet-marketing-workshopsTRANSCRIPT
Incoming Links
Internal Links
Content
HTTP Header
HTML / Markup
URLs
Domain (TLD)
Links
Content
Site
Architecture
KE
YW
OR
DS
S⋅E⋅O [n. es-ee-oh]: the process of improving the volume and quality of
traffic to a web site from search engines via "natural" ("organic" or
"algorithmic") search results.
Organic Traffic Acquisition+ Branding
High Conversions Direct Traffic
66%
17%
11%
4%
3%
Yahoo
Microsoft
Ask
Other
Search Result Pages (SeRPs)
Listings 1-10
Listings 1-4
..... bold ...... bold bold.......
bold .... .......... ............. bold bold .........
...... bold ....... ........... bold ............
www ..... bold bold .........
0
25
50
75
100
1 2 3 4 5 6 7 8 9 10
6862
48
3428
9 11 10 8 6
42
128 6 5 4 3 3 3 3
% Viewed
% of Clicks
max: 65 - 70 Characters
<title>Auto Repair Shops in Pittsfield, Massachusetts | example.com</title>
Keywords
Location
Relevant
< 65 Characters
max displayed: 160-170 Characters
<meta name=”description” content=”Find a trustworthy auto repair mechanic in the Pittsfield Massachusetts area. Get
phone numbers, reviews, maps, and directions for automotive repair shops to solve your car problems from
transmission problems to the check engine light in Pittsfield, MA” />
Keywords
Location
Relevant
Call to Action
the shorter the better
example.com/auto-repair-pittsfield-ma/
Keywords
Location
Short
Top Level
Directory
Diversity Low subsequent searches Unique Content
Relevancy Low return (bounce) rate
Determine User Intent Head vs Long Tail Commercial Navigational Transactional Informational
Crawling OnSite SEO
Indexing Ranking 200+ search signals OnPage Factors OffPage Factors Unique Content
Ux Principles The Algorithm
Diversity Low subsequent searches Unique Content
Relevancy Low return (bounce) rate
Determine User Intent Head vs Long Tail Commercial Navigational Transactional Informational
Crawling OnSite SEO
Indexing Ranking 200+ search signals OnPage Factors OffPage Factors Unique Content
Ux Principles The Algorithm
Bots: Dont’s
Don’t execute JavaScript*
Don’t execute Flash
Don’t accept cookies
Don’t read images
Don’t fill out forms*
• Do like text
• Do like links (clean urls)
• Do like patterns (regEx)
• Do like semantic tags
• Do like clean code
Bots: Do’s
per / page
• Links: < 100*
• Bandwidth: 600 kb
Diversity Low subsequent searches Unique Content
Relevancy Low return (bounce) rate
Determine User Intent Head vs Long Tail Commercial Navigational Transactional Informational
Crawling OnSite SEO
Indexing Ranking 200+ search signals OnPage Factors OffPage Factors Unique Content
Ux Principles The Algorithm
=
1. Title Tag2. Header Tags (h1...h6)3. Body / <p>4. Anchor (<a>)5. Alt attribute in <img>6. Bold / <strong>7. Lists (<ul>, <ol>, <dl>)8. Page Weight9. RDF, MicroFormats*10. Meta Tags (description, keyword, robots)
Use h1...h6 tags to show hierarchy
Use <p> for content Use semantic tags when it makes
sense to:
<address>
<cite>
<quote>
<caption>
<code>
<fieldset>
<label>
<legend>
RDF / OWL / MicroFormats
keyword rich anchor text
<a href=“”>Anchor Text</a>
rel=”nofollow” for links in:
reviews
untrusted sources
PageRank sculpting* absolute URLs
http://example.com/my-link/
avoid href=”javascript:”
onclick attribute preferred
Use alt attributes to describe the text within an image
Use caption tag to add relevancy to image
code proximity matters Use <no script> to
describe Flash, AJAX, or Java Applet content
avoid inline JavaScript avoid inline CSS
use separate .js and .css files host separate .js, .css, and nav
imgs on separate CNAME robots.txt: disallow: / for
entire CNAME JS Frameworks (e.g. jQuery, Y!UI, prototype)
CSS Frameworks (e.g. blueprint, 960 Grids, etc.)
Frames suck
That goes for iframes too
Who’s still using frames in 2009?
Avoid Hiding content
Flash
Excessive AJAX-iness
JavaScript doc.write
Java Applets (really?)
Hidden Text color: #fffff
font-size: 1pt
display: none
position: so far left / right no one can see it
z-index: 0 // hide under another layer
height: 1px
visibility: hidden
source ordering
place content first in code
place navigation at the bottom
keep content together
tables vs divs
HTML SiteMap via <dl>
1. URL structure2. http headers
301 vs 302 redirects
custom 404 / 503
Last modified / ETag
content-encoding: gzip3. robots.txt4. performance for SEO5. feeds (sitemap.xml, rss, mRSS)
301 = permanent redirect
302 = temporary redirect
avoid other: javascript redirects meta refresh
Los Angeles, California: Online Media Today Hosts Internet Marketing Workshops for Business Owners
This presentation was part of a regular
monthly workshop hosted by Online
Media Today.
If you are interested in learning more about Online Media Today’s Internet
Marketing Workshops, please visit us at:
www.onlinemediatoday.com/workshops.html
To attend our Los Angeles workshops, RSVP at:
www.meetup.com/online-media-today-internet-marketing-workshops