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PBA Front-End Programming

PBA Front-End Programming

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PBA Front-End Programming

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  1. PBA Front-End Programming Search Engine Optimisation

  2. 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!

  3. Search Engine Optimisation

  4. 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.

  5. 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…!

  6. 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

  7. 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

  8. 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

  9. Search Engine Optimisation • A Search Engine may bypass a page if it • Has a very complex structure • Is heavily dynamic (CSS, JavaScript) • Contains many broken links • Contains complex/auto-generated links • Is flooded with keyword repetitions • Is created server-side • Loads very slowly

  10. Search Engine Optimisation • So, I’m about to write material for my website… • …what should I actually do…?

  11. 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!

  12. 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?

  13. Search Engine Optimisation The Global Catastrophe Bla bla bla bla bla…

  14. Search Engine Optimisation World War II : The Global Catastrophe Bla bla bla bla bla…

  15. 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

  16. 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

  17. 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

  18. 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

  19. Search Engine Optimisation

  20. Search Engine Optimisation • Most important in page rankings – other pages that link to your page! • How to achieve that…?

  21. 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

  22. 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

  23. 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…

  24. Search Engine Optimisation