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Search Engine Secrets: Build a Search-Engine Friendly Web Site Samsunshine Levy

Search Engine Secrets: Build a Search-Engine Friendly Web Site Samsunshine Levy. www.thenetcave.com. Search Engines – Who Needs ‘em?. Ever heard of these…. If you do this…. You can get this. Great!. Where do I sign? How much do I pay? Who do I trust? How is it done?.

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Search Engine Secrets: Build a Search-Engine Friendly Web Site Samsunshine Levy

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  1. Search Engine Secrets:Build a Search-Engine Friendly Web SiteSamsunshine Levy NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site www.thenetcave.com

  2. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Search Engines – Who Needs ‘em? • Ever heard of these…

  3. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site If you do this…

  4. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site You can get this

  5. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Great! • Where do I sign? • How much do I pay? • Who do I trust? • How is it done?

  6. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site The Secret Questions • Who Wants You? • What To Cultivate? • When To Change? • Where Does It All Go? • Why No No-Nos? • How is Your House Built?

  7. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Who Wants You? • You want people… • But Who Wants You? • You want people who: • need you; but • don’t yet know that you exist (Yes, that would be new customer acquisition) (Don’t use jargon in a presentation)

  8. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Keyword Research • Wordtracker : www.wordtracker.com • Free Trial (unlimited uses) • Uses MSN daily data • Google Adwords adwords.google.com • Pretend to want to sign up as a new advertiser, and research keywords for your campaigns Non-Targeted Marketing:

  9. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site ROI, KEI, SEO & KWP (Don’t use acronyms in PowerPoint presentations) • To target a niche market, and achieve best SEO potential: • Maximize Searches & • Minimize Competition • Content of site will address normal, more competive keywords and keyword phrases • Narrow down to 15-20 w/ best potential

  10. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site What To Cultivate? Factors to raising your search engine rankings and relevancy are: • Useful TITLE & META tags on each page • Keyword-rich, sole-source, expanding, plain HTML textual content • Footer, Site Map & Linked Text • Longevity of site & domain name Plus…

  11. Happy Unhappy NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Search Engine Friendly URLs www.greatskin.com/loccitane/shaving-cream.html www.nmipa.org/members/join Query Strings / database generated pages: www.skin.com/store/pr.asp?cID=42B&pID=6x5Q&14=z Unfriendly Spaces: www.skin.com/online%40store/my_great_product.html Abbreviated or too-long pages/directories: www.skin.com/s/c/d/g/areallygreatpagetolookatnowforyou.htm Domain Parks: www.skin.com / www.myskin.com / skin.com / myskin.com

  12. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site If you have unhappy URLs • Subdirectories are nice • Hyphens for spaces, 25 chars • 301 redirects on domains • Map old pages to new pages with • Symbolic links • URL rewriting (mod_rewrite) • XML / RSS feeds • GoogleBase / Product data feeds One more thing to cultivate…

  13. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Inbound Links • Keyword-rich • Textual • To authorized domain • Deep-Linking OK • Accompanying description • Reciprocate • Only from “respected” sites • Check originating domain

  14. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site When To Change? Change What? Change The King! Do You Know The King?

  15. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site When To - Be The King • The C Word (and linking is Queen) • Nothing rankshigher at Search Enginesthan a lot of contentabout a term thatsomeone issearching for

  16. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site With Content, Just Like With: • Health • Wealth • Happiness • Hedonism • Time • Brains • Brawn

  17. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site More (and more often)Is Always Better

  18. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site When Writing, who are you writing for? • Primarily Humans, not search engines • Who are the search engines working for? • Use keywords (more to come) • Keep pages a minimum length • Use tools to make it readable • Lists, columns, headers • Write about what you do • Related terms will come up naturally, and in context

  19. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Unhappy Content • Petrogroup?

  20. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Happy Content • Joan?

  21. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site OK, So back to the Question Q: When To Change (content)? A: As often as you can Frequent new content additions: • Create visitor “stickiness” • Make search engines happy • Creates valuable depth of content

  22. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Deep Content • KF articles?

  23. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Frequent Content • BB nls

  24. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site And Now… • For the slide you’ve all been waiting for

  25. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site But First • A word from our sponsor? • A dance break? • Cowgirl ribs? • More caffeine?

  26. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Make It Easy with CMS A Content Management System (CMS): • Let’s you add, edit and delete pages without special knowledge • Can automatically create META tags • Can automatically update site maps • Is built to be fool-proof • Can auto-create SEO friendly URLs • Auto-adjusts site-wide navigation

  27. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site CMS • SFB t3

  28. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site And Now, Really… • For the slide you’ve all been waiting for

  29. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Where Does It All Go? 3 Rules of 3 • Choose about 6-8 main, friendly-URL pages • Choose 3 unique keywords/phrases to use on each page • Use each phrase 3 times in the page • Have at least 250 (normal HTML text) words on each page • Use the 3 terms in TITLE and META tags • Link from footer and site map

  30. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Example Optimized Content • HG – 3 terms are

  31. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Example - Content

  32. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Example - Tags • HG – Title & META

  33. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Keep In Mind • Use “reasonably-natural” language • You will enjoy our unique, authentic Adobe homes and the finest in vacation rentals, especially southwestern homes, in New Mexico. • Real Estate New Mexico vacation rentals Santa Fe shown on website with villas for rent. Santa Fe New Mexico rental properties and New Mexico Real Estate.

  34. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Also Keep In Mind • Human usability and readability are still the most important: • Bulleted lists • Fixed width text columns • Section headers • Easily readable paragraphs

  35. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Why No No-Nos? What Not To Do • or – How to quickly and easily get blacklisted by search engines

  36. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Black Hat SEO • Keyword Stuffing • Invisible Text • Doorway Pages • Non-linked Pages • Cloaking (Browser detection) • Scraping • META REFRESH or off-site Redirects

  37. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site How Is Your House Built? No-No Tools & Technology(if you want to be found in search engines or linked to from anywhere) • Flash Animation (Intros or Whole Site) • Alternative: Use Flash as an accent • Frames or iFrames • Alternative: Use CSS • Non-text Text (Flash or images) • Javascript or DHTML drop-down menus • Alternative: Use CSS nested list drop-downs

  38. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site CSS Frame Function • KF FF page

  39. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site CSS Nested List Drop Down • SFB screenshot

  40. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Good Tools For House Building • Use URL Rewriting for important or content-rich pages of database generated sites • Also use XML / RSS Feeds • For ecommerce sites, send product datafeeds to GoogleBase • And consider Amazon merchant or your own affiliate program – but that’s another show

  41. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Example XML / RSS feed • NMCN Calendar

  42. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site GoogleBase Example • KFM screenshot and GoogleBase Listing

  43. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site In addition to 3 keywords Title Tag Guidelines • Use a short page title (in addition to keywords) • Limit to 65 characters META Description Tag Guidelines (Honest 90s) • some search engines display in results • Limit to 25 words META Keyword Tag Guidelines (why not) • Do not repeat words • Limit to 10-12 words

  44. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Titles and Tags Example • Keli E B-B one page

  45. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Footer and Site Map • Replicate page titles as linked pages in site-wide footer (Server Side Includes) • Link to a Site Map page in Footer • Do not use Google’s Site Map creator • The Site Map page should replicate the titles, linked to pages, with the META descriptions next to the titles

  46. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Footer Example • HG screenshot

  47. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Site Map Example • HG

  48. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Bonus Points Beyond plain content, title and META tags, you should also use these techniques within site content: • Use HTML header (h1, h2, h3…) tags • In-page cross-linked text (link to other site pages, especially where descriptive text appears) • Bold (b, strong) may be given some extra weight when used judiciously

  49. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site Bonus Points Example • A new KF page

  50. NMIPA - Search Engine Secrets: Build a Search-Engine Friendly Web Site In Review PREPARE • Research Keyword Rankings & Relevancy. Choose 15-20 of the best • Assign 3 keywords to each of 6 pages, then write 250+ words each page • Use the copy for title and meta tags for a persistent footer and site map

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