PBA Front-End Programming Search Engine Optimisation
Search Engine Optimisation • Search Engine Optimisation (SEO) • Making your website visible to search engines (Google) • Get your website to the top of the result list!
Search Engine Optimisation • SEO is an obvious way to make users aware of your website • Technical aspect: Making sure the proper words can be found on your website by search robots • Marketing aspect: Making sure your website contains the words a typical user will use when searching for a website in your category. Getting other sites to link to your site.
Search Engine Optimisation • How is a page found by a Search Engine? • Web Crawlers follow links – so make sure there are links to all your pages • How is a page ranked by a Search Engine? • Secret…!
Search Engine Optimisation • Page rankings • Internal factors – title, headings, body text, alter-native text, keyword distribution, domain name • External factors – links from other pages. The higher ranked the linking page is, the more the link will count. How often users click on the page in a search result list
Search Engine Optimisation • How can I know which keywords a typical user will use when searching for a similar website? • Ask them! • A job for the Usability Lead • Google Adwords – suggestions for keywords
Search Engine Optimisation • A Search Engine cannot see text in • Graphics (logos, banners, etc.) • Flash animations • Video • Audio (oh, really…) • Graphic links • Links depending on dynamic code
Search Engine Optimisation • So, I’m about to write material for my website… • …what should I actually do…?
Search Engine Optimisation • Avoid writing consciously for SEO • Write for the readers, not for the engines • External factors are given more importance than internal by modern search engines (Google)… • …so the material must be interesting and relevant for actual human readers!
Search Engine Optimisation • Still, you can often hit two birds with one stone • Review titles, headers, page bodies, etc – do they actually contain relevant words • Take the user’s point-of-view – what would the typical user be looking for?
Search Engine Optimisation The Global Catastrophe Bla bla bla bla bla…
Search Engine Optimisation World War II : The Global Catastrophe Bla bla bla bla bla…
Search Engine Optimisation • Where to put keyword/phrases: • Page titles • Major headings • First content paragraphs • Text for links to other pages • Alternative text for images • HTML file names and directory names
Search Engine Optimisation • Grammatical form matters (Tiger <> Tigers) • Case does not matter (Tiger == tiger) • Context does not come automatically! • A Tiger is also a • Carnivore • Large cat • Panthera • Threatened species
Search Engine Optimisation • Enough is enough! • Delicate balance between plentiful mentioning of keywords and ”keyword spamming” • Exact limit unknown… • Rule of thumb, at most 5-8 % of total word count
Search Engine Optimisation • We can also ”optimise” the use of keywords with regards to humans • Users do not divide their attention uniformly over a web page (eye-tracking studies) • Golden triangle • F pattern Cat
Search Engine Optimisation • Most important in page rankings – other pages that link to your page! • How to achieve that…?
Search Engine Optimisation • If the site is part of a large company • Request that main (often visited) company pages link to your pages • Get included in site maps, etc. • Get featured in a ”what’s new” section on the company home page
Search Engine Optimisation • If the site is a stand-alone site • Find link partners: You link to the partner, the partner links to you (link building) • Potential link partner could be a ”complemen-tary” company, not a competitor • Example: you sell swimsuits, the partner sells sunglasses • Should be worthwhile for both sides
Search Engine Optimisation • Create links from other websites yourself • Find popular (and preferably relevant…) blogs, forums, etc, and leave comments including links to your own website • Sign up your website to link catalogs • A delicate balance…