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Search Engine Optimization
Beyond META Tags
Brian Smith
Web Developer
bsmith2@uamail.albany.edu
Flunky
Objectives
• Move beyond META tags
• SEO in Higher Education
• Define terms
• Establish “The Factors”
• Keyword Research Techniques
• Discuss Google
• Keepin’ it real - practical
• Resources
The Rise of Search
• Search is the 2nd
most popular online
activity, after email.
• Percentage of net users who search
on a typical day grew 70% from 2002
to 2008
Pew Internet and Americal Life Project
The Rise of Search
SEO = Search Engine Optimization
Using targeted keywords and phrases so
a website’s pages will rank high on
SERPs.
Note that SEO also stands for Search Engine Optimizer
SERP = Search Engine Results Page
Definition
SEM = Search Engine Marketing
Definition
All endeavors that utilize search engines to
promote a web site, increase its traffic and/or
stickiness, and ultimately augment return on
investment.
SEM methods include
SEO, paid placement, pay-per-click and paid
inclusion campaigns.
Google on seo
SPAM
"Dear google.com,
I visited your website and noticed that you
are not listed in most of the major search
engines and directories..."
It’s not a quick fix
SEO is a best practice
• Web developers
• Writers
• Editors in various departments
• Application developers
• Administration
• Vendors
Conversions
What is a higher ed conversion?
• Getting a sale = convert a prospective into a
confirmed
• Get students involved in activities
• Building school pride
• Provide audience for experts
• Allow faculty and research to publicize their
findings, discoveries which could lead to more
students, grants, funding, collaboration, tenure
• Job postings
Fountain Day
Google on seo
UGH!
Google on seo
Organic
vs.
Pay Per Click “PPC”
Pay Per Click
Definition
Advertisers submit bids to search-
engine companies for words.
They pay each time the “sponsored link”
is clicked.
PPC Related Terms
Definitions
CPC – Cost-per-click
The cost to advertisers per click by a user.
CTR – Click through rate
The number of users who clicked on an ad divided by
the number of times the ad was delivered
(impressions). Usually seen as a percentage.
Pay Per Click
Competition
Universities and Colleges
Especially the online Universities with a
national/international presence such as Phoenix,
Capella, Walden etc…
Advertising Agencies & Online Directory Companies
Use PPC to draw Web searches to sites they use to find
prospective students, or "leads."
Examples
Petersons, OffToCollege.com, CollegeBoard.com, etc…
Google on seo
PPC
Weekend
MBA
Biology
Major
Google on seo
PPC
Growing in Cost
Prices for popular keywords…
• "associate's degree"
• "master's degree”
• "business program"
…on Yahoo have each about doubled
in the past two years.
Google on seo
Negative Key Word
“Online”
PPC
Growing in Competition
"It's both more expensive and less
effective because more people
are doing it."
Margee Ensign
Dean of the School of International Studies
University of the Pacific
PPC
Bidding Techniques
Start a campaign at the end of the day
or the end of the month
“It’s often possible to find popular keywords available
for lower prices at those times because other groups
have already spent their budgets.”
Greg Jarboe
Co-founder
SEO-PR Inc
PPC
Bidding Techniques
Bid on less popular words/phrases
You’ll get less clicks, so it will cost you less.
Those who actually click will more likely lead
to a conversion = Quality Traffic
SERPs - Organic Listings
The Golden Triangle
Eye Tools Research
Pay Per Click $$$
Organic = Free
Focus on Organic Listings
Conversion Rates
Organic Listings 4.2%
Paid Listings 3.6%
Organic clicked 5x more than PPC
From “Marketing Sherpa” - Search Marketing Benchmark Survey 2005
Metrics
Search Result Page
Average Participant
6.5 seconds to click
Read 4 to 5 listings.
Title Tags
Compelling and
Attractive TITLES
increase click-through!
Golden Triangle Statistics
85% click on organic
72% click the first link of interest
25% read all listings first, then click
Organic Search Results Viewed
0
10
20
30
40
50
60
70
80
90
100
1 2 3 4 5 6 7 8 9 10
Golden Triangle Statistics
Web Search Market Share
August 2008
Google 71%
Yahoo 18%
MSN 5%
Ask 3%
Other 3%
Google
Yahoo
MSN
PageRank
• One of the methods Google uses to determine a
page’s relevance or importance.
• Each web page - not site - has a PageRank
score
• Developed by the founders of Google, Sergey
Brin and Larry Page
• It’s an algorithm which helps rank web pages
based on the probability that a random person
surfing the Internet will find a given page.
• PageRank relies on the uniquely democratic
nature of the web by using its vast link
structure as an indicator of an individual
page's value.
• Google interprets a link from page A to page
B as a vote, by page A, for page B.
• Votes cast by "important" pages weigh more
heavily and help to make other pages
"important."
PageRank
PageRank
View a page’s PageRank with Google Toolbar
PageRank
Most Higher Ed Rank 5-8
MIT, Harvard, Stanford = 9
Maria College = 5
PageRank
Google PageRank
• No longer the primary ranking factor
• PageRank is no longer recalculated on
a 30 day cycle
• Used to determine crawl frequency,
crawl depth, and database selection.
Page Rank Today
Authority & Reputation
Links are Key
Link Popularity / Authority
•Links = “Votes”
•Links from many pages signify an important page
•Links from important pages carry more ‘weight’
•Important pages rank higher
Link Reputation
•Links from related pages enforce the theme
•Links from related words pass on that theme
•Strongly themed pages rank well for related queries
Links - Best Practices
Bad
• http://mysite.com
• http://www.mysite.com/index.html
• http://mysite.com/index.html
Good
• http://www.mysite.com/
• Use redirects and make all internal links point to
your domain using the “http://www.mysite.com/”
• Always include trailing “/” on folders.
Link Best Practices
Search engines treat…
http://measuring-up.com/
and
http://www.measuring-up.com/
…as two different sites.
Link Text
SEO: Link nouns not verbs
Avoid “click here”
View the course catalog.
View the course catalog.
4.4 Anchor Text of Inbound Link
3.1 Text Surrounding the Link
Google Webmaster Help Center
• http://www.google.com/support/webmasters/
• http://www.google.com/support/webmasters/bin/answer.py?answer=4034
Google on SEO
• http://www.google.com/support/webmasters/bin/answer.
py?answer=35291
How can I create a
Google-friendly site?
“Department of Biology”
Off-The-Page SEO
AKA Link Building
• Reciprocal linking
• RSS news feeds
• Linkbait = good topical content
• Digg, YouTube, Facebook
• Forums
Off page optimizations consist entirely
of link building strategies.
The Factors
SEOmoz.org
Google on seo
Search Engine Ranking Factors V2
4.9 Keyword Use in Title Tag
4.4 Global Link Popularity of Site – “Weight” or “Authority”
4.4 Anchor Text of Inbound Link
4.1 Age of Site
4.0 Link Popularity within Internal Site Structure
3.7 Keyword Use in Body Text
3.5 Links to Quality/Relevant External Sites
3.4 Age of Document
3.3 Keyword Use in H1
3.2 Age of Link
3.1 Text Surrounding the Link
Factor 1: Page Title
The #1 important on-the-page ranking factor!
Length: 70 characters or less
Google description uses 70 characters.
Use Keyphrases or Keywords
Also use it in beginning of page text.
The title is your search results link. It should
be clear, sensible, and encourage a click.
Page Title Strategy
Page titles are for more than just SEO
•Bookmark text
•Answers question “Where am I”
Google on seo
Search Engine Ranking Factors V2
4.9 Keyword Use in Title Tag
4.4 Global Link Popularity of Site – “Weight” or “Authority”
4.4 Anchor Text of Inbound Link
4.1 Age of Site
4.0 Link Popularity within Internal Site Structure
3.7 Keyword Use in Body Text
3.5 Links to Quality/Relevant External Sites
3.4 Age of Document
3.3 Keyword Use in H1
3.2 Age of Link
3.1 Text Surrounding the Link
Google on seo
Search Engine Ranking Factors V2
4.9 Keyword Use in Title Tag
4.4 Global Link Popularity of Site – “Weight” or “Authority”
4.4 Anchor Text of Inbound Link
4.1 Age of Site
4.0 Link Popularity within Internal Site Structure
3.7 Keyword Use in Body Text
3.5 Links to Quality/Relevant External Sites
3.4 Age of Document
3.3 Keyword Use in H1
3.2 Age of Link
3.1 Text Surrounding the Link
Search Engine Ranking Factors V2
2.8 Keyword Use in H2, H3 etc…
2.8 Keyword Use in Page URL
2.6 Keyword Use in ALT Tags
2.4 Frequency of Page Updates
2.0 Keyword Use in Meta Description Tag
1.4 HTML Validation
1.2 Keyword Use in Meta Keywords Tag
META Description
• 70 words
• Sometimes shows up in Google SERP
• Page specific
• Includes main page keyphrases
Keyword Use in Meta Description Tag
Search Engine Ranking Factors V2
2.8 Keyword Use in H2, H3 etc…
2.8 Keyword Use in Page URL
2.6 Keyword Use in ALT Tags
2.4 Frequency of Page Updates
2.0 Keyword Use in Meta Description Tag
1.4 HTML Validation
1.2 Keyword Use in Meta Keywords Tag
Google on seo
Search Engine Ranking Factors V2
2.8 Keyword Use in H2, H3 etc…Semantic markup
2.8 Keyword Use in Page URL
2.6 Keyword Use in ALT Tags
2.4 Frequency of Page Updates
2.0 Keyword Use in Meta Description Tag
1.4 HTML Validation
1.2 Keyword Use in Meta Keywords Tag
META Keywords
• Abused and discredited
• Stuff you don’t want in page text
• Misspellings
• Keyword “forks” – SUNY Albany
• 5 to 10 phrases
• Do not repeat too much
1.2 Keyword Use in Meta Keywords Tag
Search Engine Indexing Limits
Page File Size
No more than 150 kilobytes
Before Images, CSS and other Attachments
Links Per Page
No more than 100 unique links per page
Title Tag
No more than 70 characters
Meta Description
No more than 155 characters
Search Engine Indexing Limits
Parameters in URL: No more than 2
Depth of URL: No more than 4
Bad Example
http://www.mysite.com/people/places/things/noun/danny/car
Best Practice
http://www.mysite.com/people/danny/
Avoid
Image Text
Iframes for displaying content
Flash, Silverlight or video for
content without text equivalents
AJAX – Avoid navigation that
relies on javascript
onClick="navigate('ajax.html#)
Keywords
Keywords are the foundation of SEO
Your institution, departments, offices etc…
should determine critical keywords
Research their potential value and
effectiveness
Keyphrase Research
1. Brainstorm
2. Bust out the tools
3. Finalize list
4. Implement
5. Rinse and repeat
Brain Storm
• What words would prospective students use?
• Avoid overly generic terms are difficult to rank for
and won't provide qualified traffic
• Check out competition and their Keywords META
tags if they use them
• Add location!
• Misspellings
• Break out sessions by category – department,
school, organization etc…
Number of keywords used
1 Word Query – 15% Admissions
2 Word Query – 32% UAlbany Admissions
3 Word Query – 27% SUNY Albany Admissions
4 Word Query – 15% UAlbany Admissions Campus Tour
5 Word Query – 11% University at Albany Admissions Tour
85% of searches online
are with 2 or more keywords
Source: Search Engine Watch 2007 Search Engine Watch 2007
Keyphrase Combos
1. Create as complete a sentence as possible
2. Specifically describe page content
3. Using strongest keywords and phrases
4. Avoid highly competitive phrases
Word Game: Create a 3 or 4-Term Combo
Are visitors looking for
“Prospective Students”?
Use keywords in the navigation that
visitors use to find your site.
– Easier for visitors to navigate the site
– Improved rankings, search engines better understand
how your site is related to searches.
Search Volumes
“Prospective Students”=
6,500/month
“University Admissions”=
135,000/month
Keyword “Stemming”
Swim = Swimming = Swims
It’s all the same to the major
search engines
Keyphrase Brainstorm
Fountain Day
School Spirit
Celebration
Community
Campus Tradition
University Tradition
Alumni Memories
College Fountain
University Fountain
Fountain Celebration
World Record
SUNY Albany Fountain
Spring Celebration
Guinness World Record
Pillow Fight
Beach Balls
Fountain Countdown
Campus Party
Campus Unity
Fountain Party
College Rite of Spring
Food fun and fountain
Jump in Fountain
Non-alcoholic event
Student Party
College Student Party
Fountain Day Drunk
Fountain Day Drinking
Fountain Day Mayhem
Party School
SUNY Albany Party School
Keyphrase Research
Determine the value of
keywords/phrases to increase
traffic to a page or site.
Keyphrase Tools
Utilize Internal Search Results
What are visitors using
Find out what words your visitors use
to get to your site.
Consult web analytics or Google
Webmaster Tools – Top Search
Queries
What’s the difference?
Keyword Research
“Head” vs. “Tail” Terms
Step 2 – Keyphrase Research
Brand
Key Phrases
65%
of our queries
Head Terms
– Dominated by Brand key phrases
– Drive most of your traffic
– Most expensive for PPC
– Most competitive
– Less relevant
– Shorter
Keyword Research
“Head” vs. “Tail” Terms
Long Tail
– Dominated by generic category key phrases
– Drives least amount of traffic per search
– Least expensive for PPC
– Less competitive and easier to win
– Drives less but more qualified traffic to website
Keyword Research
“Head” vs. “Tail” Terms
Long Tail
Keyword Research
“Head” vs. “Tail” Terms
The combined effect of optimizing for many
longer search terms will be to bring in a great
deal of highly qualified traffic
Optimization for the general terms will occur
naturally by their inclusion in these more
specific phrases
Keyphrase Research Tools
• Assists with keyword/phrase
brainstorming
• Show how often search terms
are used
• Quantifies the effectiveness
of keywords/phrases
“Competition”
Less competition for a keyword/phrase
mean that it will be easier to reach the
top of SERPs.
Keyword/phrase Tools
1. Google AdWords
is the best free keyphrase tool
https://adwords.google.com/select/KeywordToolExternal
2. WordTracker
The industry standard, a subscription is
required – also has a free tool
3. Overture Database Search
No longer consistently available
4. Microsoft AdCenter
Not for Mac/Safari
Other Keyword Search Tools
• Trellian – Keyword Discovery
• Spyfu
• Nichebot
• Hitwise
• Trends
• Yahoo suggestion on search
Wordtracker
Metacrawler Search Engines
Queries several of the main search engines to
compile its own results - Google, Yahoo and
MSN
175 million searches each month
Wordtracker keeps the last two months of search
results in its database
Uses Metacrawler Search Engines
Metacrawler and Dogpile
KEI
Keyword Effectiveness Index
1. Popularity
Number of times a term is searched
2. Competition
Number of pages returned by search for a term
Ratio of Two crucial variables
Higher the KEI, better the keyword
Wordtracker
Example
Find a baseball card that is searched many times,
but has few page results.
KEI - Find a Niche - Opportunities
Pete Rose baseball card
Searched 100 times daily found on 1,000 pages
Ratio is 1/10
Derek Jeter baseball card
Searched 1000 times daily found on 100,000
Ratio is 1/100
We are looking for opportunity.
Google AdWords Keyword Tool
https://adwords.google.com/select/KeywordToolExternal
Best free keyphrase tool
Helps with brainstorming
Displays keyword/phrase effectiveness
Finds opportunities
AdWords vs. Wordtracker
AdWords is a better free tool than the free
Wordtracker tool.
Full Wordtracker has more sophisticated tool
set and is the industry standard.
Wordtracker service keeps track of multiple
projects.
Wordtracker provides more precise
measurements for word/phrase effectiveness.
AdWords integrates well with Google Analytics.
• Begin with one general keyword
• Be sure to check the “Use synonyms” box
• Let the tool build a large list of keywords
Source: Google External Keyword Tool
Using AdWords for Keyphrase Research
The Process
Keyword Research
Building Lists
• Scroll through the results list and add all terms appropriate to the
School of Business site.
• When complete, download list into Excel or other tool.
• Repeat the process as other terms become apparent and expand
those as well with the “Get more related keywords” button.
• Continue building the list using all free tools available
– Don’t worry about adding duplicates at this point
– Keep looking for new terms that have been missed and expand those
Repeat the process using the “website content” tool
on Google.
– Select the option “Include other pages on my site linked from
this URL”
Keyword Strategy
Building Lists
Keyword Strategy
Organizing and grouping lists
Create a full list
of your keywords
management school business school businee college mba
management school best business school business college mba degree
management schools best business schools business college course mba program
business management schools business college degree mba programs
business school business college degrees executive mba
business school rankings business college university
business schools business colleges
business schools mba top business college
business schools rank
graduate business school
graduate business schools
international business schools
rankings business schools
top business school
top business schools
undergraduate business schools
university business schools
Keywords
best business school
best business schools
business college
business education
business management schools
business school
business school rankings
business schools
business schools mba
business schools rank
executive mba
graduate business school
graduate business schools
international business schools
management school
management schools
mba degree
mba program
mba programs
rankings business schools
top business school
top business schools
undergraduate business schools
university business schools
Break out the list into categories
Web Writing
• Write for the “inverted pyramid”.
• Make the visible text on a page "search-
friendly"
• Embed links in body copy
• Add <strong>tags</strong>
• Add captions with strong keywords/phrases
frequently
Optimizing Body Copy
YUCK!
Large blocks of text
without headlines
and subheadings
Bad for SEO
Bad for Visitors
Web Writing
Use keywords – a few times per page
Create AZ indexes for Department,
Organizations, College and Schools
Write more - at least 250 words per page
Add extra pages
Never sacrifice tone, feel or usability
Poynter Institute
Eye Tracking Studies Nov 2007
600 subjects in 4 cities
We have not lost our ability to read in depth
F Pattern
Eye Tracking Studies
Poynter Institute
Inverted Pyramid
Poynter Institute
Eye Tracking Studies Nov 2007
Attention spans have not shortened dramatically.
Readers are more selective about what they read.
We are more dependent on navigation, headings and
bulleted text
It helps us find info or identify what not to read
Poynter Institute
Eye Tracking Studies Nov 2007
“Most surprising, they read further into stories
online than in print. That was true for stories
of all lengths.”
Metrics
Measuring Success
• Track ranking in SERPs – screenshots,
or excel files
• Follow traffic through web analytics
Black
Hat
SEO
Black Hat SEO
• Evil trickery
• Breaks search engine rules
• Poor user experience
• Google hacks
Black Hat SEO
Techniques To Avoid
Keyword stuffing
Packing long lists of keywords.
Invisible text
White text on white background.
Doorway Pages
Redirects packed with keywords.
It can get you banished from search results!
Social Media Optimization
Potential for organic traffic and quality backlinks
“Linkbait”
Google News Sitemap
• News releases and other campus related
stories are packed with keywords
• But they may be getting lost and not
recognized by Google in a timely way
• Search for “Google News Sitemap”
Resources: Books
Search Engine Optimization: Your visual
blueprint for effective Internet marketing
Resources: Books
Search Engine Optimization:
How to Optimize Your Website
for Internet Search Engines
Resources: On the Web
SEOmoz.org
Especially see SEOmoz Beginner’s Guide
SearchEngineWatch.com
http://blog.searchenginewatch.com/blog/
Google Webmaster Tools
http://www.google.com/support/webmasters/
http://www.google.com/support/webmasters/bin/answer.py?answer=40349
SEOBook.com
http://tools.seobook.com/keyword-tools/seobook/
Don’t let the tail wag the dog.
• SEO is a best practice
• Write good content
• Get everyone involved
• Know the factors
• Try out key phase research tools

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Google on seo

  • 1. Search Engine Optimization Beyond META Tags Brian Smith Web Developer bsmith2@uamail.albany.edu Flunky
  • 2. Objectives • Move beyond META tags • SEO in Higher Education • Define terms • Establish “The Factors” • Keyword Research Techniques • Discuss Google • Keepin’ it real - practical • Resources
  • 3. The Rise of Search • Search is the 2nd most popular online activity, after email. • Percentage of net users who search on a typical day grew 70% from 2002 to 2008 Pew Internet and Americal Life Project
  • 4. The Rise of Search
  • 5. SEO = Search Engine Optimization Using targeted keywords and phrases so a website’s pages will rank high on SERPs. Note that SEO also stands for Search Engine Optimizer SERP = Search Engine Results Page Definition
  • 6. SEM = Search Engine Marketing Definition All endeavors that utilize search engines to promote a web site, increase its traffic and/or stickiness, and ultimately augment return on investment. SEM methods include SEO, paid placement, pay-per-click and paid inclusion campaigns.
  • 8. SPAM "Dear google.com, I visited your website and noticed that you are not listed in most of the major search engines and directories..."
  • 9. It’s not a quick fix SEO is a best practice • Web developers • Writers • Editors in various departments • Application developers • Administration • Vendors
  • 10. Conversions What is a higher ed conversion? • Getting a sale = convert a prospective into a confirmed • Get students involved in activities • Building school pride • Provide audience for experts • Allow faculty and research to publicize their findings, discoveries which could lead to more students, grants, funding, collaboration, tenure • Job postings
  • 13. UGH!
  • 16. Pay Per Click Definition Advertisers submit bids to search- engine companies for words. They pay each time the “sponsored link” is clicked.
  • 17. PPC Related Terms Definitions CPC – Cost-per-click The cost to advertisers per click by a user. CTR – Click through rate The number of users who clicked on an ad divided by the number of times the ad was delivered (impressions). Usually seen as a percentage.
  • 18. Pay Per Click Competition Universities and Colleges Especially the online Universities with a national/international presence such as Phoenix, Capella, Walden etc… Advertising Agencies & Online Directory Companies Use PPC to draw Web searches to sites they use to find prospective students, or "leads." Examples Petersons, OffToCollege.com, CollegeBoard.com, etc…
  • 22. PPC Growing in Cost Prices for popular keywords… • "associate's degree" • "master's degree” • "business program" …on Yahoo have each about doubled in the past two years.
  • 25. PPC Growing in Competition "It's both more expensive and less effective because more people are doing it." Margee Ensign Dean of the School of International Studies University of the Pacific
  • 26. PPC Bidding Techniques Start a campaign at the end of the day or the end of the month “It’s often possible to find popular keywords available for lower prices at those times because other groups have already spent their budgets.” Greg Jarboe Co-founder SEO-PR Inc
  • 27. PPC Bidding Techniques Bid on less popular words/phrases You’ll get less clicks, so it will cost you less. Those who actually click will more likely lead to a conversion = Quality Traffic
  • 28. SERPs - Organic Listings
  • 29. The Golden Triangle Eye Tools Research Pay Per Click $$$ Organic = Free
  • 30. Focus on Organic Listings Conversion Rates Organic Listings 4.2% Paid Listings 3.6% Organic clicked 5x more than PPC From “Marketing Sherpa” - Search Marketing Benchmark Survey 2005 Metrics
  • 31. Search Result Page Average Participant 6.5 seconds to click Read 4 to 5 listings. Title Tags Compelling and Attractive TITLES increase click-through!
  • 32. Golden Triangle Statistics 85% click on organic 72% click the first link of interest 25% read all listings first, then click
  • 33. Organic Search Results Viewed 0 10 20 30 40 50 60 70 80 90 100 1 2 3 4 5 6 7 8 9 10 Golden Triangle Statistics
  • 34. Web Search Market Share August 2008 Google 71% Yahoo 18% MSN 5% Ask 3% Other 3% Google Yahoo MSN
  • 35. PageRank • One of the methods Google uses to determine a page’s relevance or importance. • Each web page - not site - has a PageRank score • Developed by the founders of Google, Sergey Brin and Larry Page • It’s an algorithm which helps rank web pages based on the probability that a random person surfing the Internet will find a given page.
  • 36. • PageRank relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual page's value. • Google interprets a link from page A to page B as a vote, by page A, for page B. • Votes cast by "important" pages weigh more heavily and help to make other pages "important." PageRank
  • 37. PageRank View a page’s PageRank with Google Toolbar
  • 38. PageRank Most Higher Ed Rank 5-8 MIT, Harvard, Stanford = 9 Maria College = 5
  • 40. Google PageRank • No longer the primary ranking factor • PageRank is no longer recalculated on a 30 day cycle • Used to determine crawl frequency, crawl depth, and database selection. Page Rank Today
  • 41. Authority & Reputation Links are Key Link Popularity / Authority •Links = “Votes” •Links from many pages signify an important page •Links from important pages carry more ‘weight’ •Important pages rank higher Link Reputation •Links from related pages enforce the theme •Links from related words pass on that theme •Strongly themed pages rank well for related queries
  • 42. Links - Best Practices Bad • http://mysite.com • http://www.mysite.com/index.html • http://mysite.com/index.html Good • http://www.mysite.com/ • Use redirects and make all internal links point to your domain using the “http://www.mysite.com/” • Always include trailing “/” on folders.
  • 43. Link Best Practices Search engines treat… http://measuring-up.com/ and http://www.measuring-up.com/ …as two different sites.
  • 44. Link Text SEO: Link nouns not verbs Avoid “click here” View the course catalog. View the course catalog. 4.4 Anchor Text of Inbound Link 3.1 Text Surrounding the Link
  • 45. Google Webmaster Help Center • http://www.google.com/support/webmasters/ • http://www.google.com/support/webmasters/bin/answer.py?answer=4034 Google on SEO • http://www.google.com/support/webmasters/bin/answer. py?answer=35291 How can I create a Google-friendly site?
  • 47. Off-The-Page SEO AKA Link Building • Reciprocal linking • RSS news feeds • Linkbait = good topical content • Digg, YouTube, Facebook • Forums Off page optimizations consist entirely of link building strategies.
  • 51. Search Engine Ranking Factors V2 4.9 Keyword Use in Title Tag 4.4 Global Link Popularity of Site – “Weight” or “Authority” 4.4 Anchor Text of Inbound Link 4.1 Age of Site 4.0 Link Popularity within Internal Site Structure 3.7 Keyword Use in Body Text 3.5 Links to Quality/Relevant External Sites 3.4 Age of Document 3.3 Keyword Use in H1 3.2 Age of Link 3.1 Text Surrounding the Link
  • 52. Factor 1: Page Title The #1 important on-the-page ranking factor! Length: 70 characters or less Google description uses 70 characters. Use Keyphrases or Keywords Also use it in beginning of page text. The title is your search results link. It should be clear, sensible, and encourage a click.
  • 53. Page Title Strategy Page titles are for more than just SEO •Bookmark text •Answers question “Where am I”
  • 55. Search Engine Ranking Factors V2 4.9 Keyword Use in Title Tag 4.4 Global Link Popularity of Site – “Weight” or “Authority” 4.4 Anchor Text of Inbound Link 4.1 Age of Site 4.0 Link Popularity within Internal Site Structure 3.7 Keyword Use in Body Text 3.5 Links to Quality/Relevant External Sites 3.4 Age of Document 3.3 Keyword Use in H1 3.2 Age of Link 3.1 Text Surrounding the Link
  • 57. Search Engine Ranking Factors V2 4.9 Keyword Use in Title Tag 4.4 Global Link Popularity of Site – “Weight” or “Authority” 4.4 Anchor Text of Inbound Link 4.1 Age of Site 4.0 Link Popularity within Internal Site Structure 3.7 Keyword Use in Body Text 3.5 Links to Quality/Relevant External Sites 3.4 Age of Document 3.3 Keyword Use in H1 3.2 Age of Link 3.1 Text Surrounding the Link
  • 58. Search Engine Ranking Factors V2 2.8 Keyword Use in H2, H3 etc… 2.8 Keyword Use in Page URL 2.6 Keyword Use in ALT Tags 2.4 Frequency of Page Updates 2.0 Keyword Use in Meta Description Tag 1.4 HTML Validation 1.2 Keyword Use in Meta Keywords Tag
  • 59. META Description • 70 words • Sometimes shows up in Google SERP • Page specific • Includes main page keyphrases Keyword Use in Meta Description Tag
  • 60. Search Engine Ranking Factors V2 2.8 Keyword Use in H2, H3 etc… 2.8 Keyword Use in Page URL 2.6 Keyword Use in ALT Tags 2.4 Frequency of Page Updates 2.0 Keyword Use in Meta Description Tag 1.4 HTML Validation 1.2 Keyword Use in Meta Keywords Tag
  • 62. Search Engine Ranking Factors V2 2.8 Keyword Use in H2, H3 etc…Semantic markup 2.8 Keyword Use in Page URL 2.6 Keyword Use in ALT Tags 2.4 Frequency of Page Updates 2.0 Keyword Use in Meta Description Tag 1.4 HTML Validation 1.2 Keyword Use in Meta Keywords Tag
  • 63. META Keywords • Abused and discredited • Stuff you don’t want in page text • Misspellings • Keyword “forks” – SUNY Albany • 5 to 10 phrases • Do not repeat too much 1.2 Keyword Use in Meta Keywords Tag
  • 64. Search Engine Indexing Limits Page File Size No more than 150 kilobytes Before Images, CSS and other Attachments Links Per Page No more than 100 unique links per page Title Tag No more than 70 characters Meta Description No more than 155 characters
  • 65. Search Engine Indexing Limits Parameters in URL: No more than 2 Depth of URL: No more than 4 Bad Example http://www.mysite.com/people/places/things/noun/danny/car Best Practice http://www.mysite.com/people/danny/
  • 66. Avoid Image Text Iframes for displaying content Flash, Silverlight or video for content without text equivalents AJAX – Avoid navigation that relies on javascript onClick="navigate('ajax.html#)
  • 67. Keywords Keywords are the foundation of SEO Your institution, departments, offices etc… should determine critical keywords Research their potential value and effectiveness
  • 68. Keyphrase Research 1. Brainstorm 2. Bust out the tools 3. Finalize list 4. Implement 5. Rinse and repeat
  • 69. Brain Storm • What words would prospective students use? • Avoid overly generic terms are difficult to rank for and won't provide qualified traffic • Check out competition and their Keywords META tags if they use them • Add location! • Misspellings • Break out sessions by category – department, school, organization etc…
  • 70. Number of keywords used 1 Word Query – 15% Admissions 2 Word Query – 32% UAlbany Admissions 3 Word Query – 27% SUNY Albany Admissions 4 Word Query – 15% UAlbany Admissions Campus Tour 5 Word Query – 11% University at Albany Admissions Tour 85% of searches online are with 2 or more keywords Source: Search Engine Watch 2007 Search Engine Watch 2007
  • 71. Keyphrase Combos 1. Create as complete a sentence as possible 2. Specifically describe page content 3. Using strongest keywords and phrases 4. Avoid highly competitive phrases Word Game: Create a 3 or 4-Term Combo
  • 72. Are visitors looking for “Prospective Students”? Use keywords in the navigation that visitors use to find your site. – Easier for visitors to navigate the site – Improved rankings, search engines better understand how your site is related to searches. Search Volumes “Prospective Students”= 6,500/month “University Admissions”= 135,000/month
  • 73. Keyword “Stemming” Swim = Swimming = Swims It’s all the same to the major search engines
  • 74. Keyphrase Brainstorm Fountain Day School Spirit Celebration Community Campus Tradition University Tradition Alumni Memories College Fountain University Fountain Fountain Celebration World Record SUNY Albany Fountain Spring Celebration Guinness World Record Pillow Fight Beach Balls Fountain Countdown Campus Party Campus Unity Fountain Party College Rite of Spring Food fun and fountain Jump in Fountain Non-alcoholic event Student Party College Student Party Fountain Day Drunk Fountain Day Drinking Fountain Day Mayhem Party School SUNY Albany Party School
  • 75. Keyphrase Research Determine the value of keywords/phrases to increase traffic to a page or site.
  • 77. Utilize Internal Search Results What are visitors using Find out what words your visitors use to get to your site. Consult web analytics or Google Webmaster Tools – Top Search Queries
  • 78. What’s the difference? Keyword Research “Head” vs. “Tail” Terms
  • 79. Step 2 – Keyphrase Research Brand Key Phrases 65% of our queries
  • 80. Head Terms – Dominated by Brand key phrases – Drive most of your traffic – Most expensive for PPC – Most competitive – Less relevant – Shorter Keyword Research “Head” vs. “Tail” Terms
  • 81. Long Tail – Dominated by generic category key phrases – Drives least amount of traffic per search – Least expensive for PPC – Less competitive and easier to win – Drives less but more qualified traffic to website Keyword Research “Head” vs. “Tail” Terms
  • 82. Long Tail Keyword Research “Head” vs. “Tail” Terms The combined effect of optimizing for many longer search terms will be to bring in a great deal of highly qualified traffic Optimization for the general terms will occur naturally by their inclusion in these more specific phrases
  • 83. Keyphrase Research Tools • Assists with keyword/phrase brainstorming • Show how often search terms are used • Quantifies the effectiveness of keywords/phrases
  • 84. “Competition” Less competition for a keyword/phrase mean that it will be easier to reach the top of SERPs.
  • 85. Keyword/phrase Tools 1. Google AdWords is the best free keyphrase tool https://adwords.google.com/select/KeywordToolExternal 2. WordTracker The industry standard, a subscription is required – also has a free tool 3. Overture Database Search No longer consistently available 4. Microsoft AdCenter Not for Mac/Safari
  • 86. Other Keyword Search Tools • Trellian – Keyword Discovery • Spyfu • Nichebot • Hitwise • Trends • Yahoo suggestion on search
  • 87. Wordtracker Metacrawler Search Engines Queries several of the main search engines to compile its own results - Google, Yahoo and MSN 175 million searches each month Wordtracker keeps the last two months of search results in its database Uses Metacrawler Search Engines Metacrawler and Dogpile
  • 88. KEI Keyword Effectiveness Index 1. Popularity Number of times a term is searched 2. Competition Number of pages returned by search for a term Ratio of Two crucial variables Higher the KEI, better the keyword
  • 89. Wordtracker Example Find a baseball card that is searched many times, but has few page results. KEI - Find a Niche - Opportunities Pete Rose baseball card Searched 100 times daily found on 1,000 pages Ratio is 1/10 Derek Jeter baseball card Searched 1000 times daily found on 100,000 Ratio is 1/100
  • 90. We are looking for opportunity.
  • 91. Google AdWords Keyword Tool https://adwords.google.com/select/KeywordToolExternal Best free keyphrase tool Helps with brainstorming Displays keyword/phrase effectiveness Finds opportunities
  • 92. AdWords vs. Wordtracker AdWords is a better free tool than the free Wordtracker tool. Full Wordtracker has more sophisticated tool set and is the industry standard. Wordtracker service keeps track of multiple projects. Wordtracker provides more precise measurements for word/phrase effectiveness. AdWords integrates well with Google Analytics.
  • 93. • Begin with one general keyword • Be sure to check the “Use synonyms” box • Let the tool build a large list of keywords Source: Google External Keyword Tool Using AdWords for Keyphrase Research The Process
  • 94. Keyword Research Building Lists • Scroll through the results list and add all terms appropriate to the School of Business site. • When complete, download list into Excel or other tool. • Repeat the process as other terms become apparent and expand those as well with the “Get more related keywords” button. • Continue building the list using all free tools available – Don’t worry about adding duplicates at this point – Keep looking for new terms that have been missed and expand those
  • 95. Repeat the process using the “website content” tool on Google. – Select the option “Include other pages on my site linked from this URL” Keyword Strategy Building Lists
  • 96. Keyword Strategy Organizing and grouping lists Create a full list of your keywords management school business school businee college mba management school best business school business college mba degree management schools best business schools business college course mba program business management schools business college degree mba programs business school business college degrees executive mba business school rankings business college university business schools business colleges business schools mba top business college business schools rank graduate business school graduate business schools international business schools rankings business schools top business school top business schools undergraduate business schools university business schools Keywords best business school best business schools business college business education business management schools business school business school rankings business schools business schools mba business schools rank executive mba graduate business school graduate business schools international business schools management school management schools mba degree mba program mba programs rankings business schools top business school top business schools undergraduate business schools university business schools Break out the list into categories
  • 97. Web Writing • Write for the “inverted pyramid”. • Make the visible text on a page "search- friendly" • Embed links in body copy • Add <strong>tags</strong> • Add captions with strong keywords/phrases frequently
  • 98. Optimizing Body Copy YUCK! Large blocks of text without headlines and subheadings Bad for SEO Bad for Visitors
  • 99. Web Writing Use keywords – a few times per page Create AZ indexes for Department, Organizations, College and Schools Write more - at least 250 words per page Add extra pages Never sacrifice tone, feel or usability
  • 100. Poynter Institute Eye Tracking Studies Nov 2007 600 subjects in 4 cities We have not lost our ability to read in depth
  • 101. F Pattern Eye Tracking Studies Poynter Institute Inverted Pyramid
  • 102. Poynter Institute Eye Tracking Studies Nov 2007 Attention spans have not shortened dramatically. Readers are more selective about what they read. We are more dependent on navigation, headings and bulleted text It helps us find info or identify what not to read
  • 103. Poynter Institute Eye Tracking Studies Nov 2007 “Most surprising, they read further into stories online than in print. That was true for stories of all lengths.”
  • 104. Metrics Measuring Success • Track ranking in SERPs – screenshots, or excel files • Follow traffic through web analytics
  • 106. Black Hat SEO • Evil trickery • Breaks search engine rules • Poor user experience • Google hacks
  • 107. Black Hat SEO Techniques To Avoid Keyword stuffing Packing long lists of keywords. Invisible text White text on white background. Doorway Pages Redirects packed with keywords. It can get you banished from search results!
  • 108. Social Media Optimization Potential for organic traffic and quality backlinks “Linkbait”
  • 109. Google News Sitemap • News releases and other campus related stories are packed with keywords • But they may be getting lost and not recognized by Google in a timely way • Search for “Google News Sitemap”
  • 110. Resources: Books Search Engine Optimization: Your visual blueprint for effective Internet marketing
  • 111. Resources: Books Search Engine Optimization: How to Optimize Your Website for Internet Search Engines
  • 112. Resources: On the Web SEOmoz.org Especially see SEOmoz Beginner’s Guide SearchEngineWatch.com http://blog.searchenginewatch.com/blog/ Google Webmaster Tools http://www.google.com/support/webmasters/ http://www.google.com/support/webmasters/bin/answer.py?answer=40349 SEOBook.com http://tools.seobook.com/keyword-tools/seobook/
  • 113. Don’t let the tail wag the dog. • SEO is a best practice • Write good content • Get everyone involved • Know the factors • Try out key phase research tools