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SEO & WEB ANALYTICS. ART340. SEO. SEO. SEO stands for Search Engine Optimization . SEO is the practice of getting your site to appear higher in the search engine results.

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slide3
SEO
  • SEO stands for Search Engine Optimization.
  • SEO is the practice of getting your site to appear higher in the search engine results.
  • The idea behind it is that there are certain keywords that people search for, and by including them in a certain way on your site, you will appear higher in the results.
top 5 search engines
Top 5 Search Engines
  • Google (#1)
  • Bing
  • Yahoo!
  • Ask
  • Aol Search

November 2012: www.ebizma.com/articles/search-engines

how search engines work
How Search Engines Work
  • To understand how SEO works, it is first important to understand how search engines work.
  • Search engines have two main purposes: to crawl and to build an index.

If you were trying to crawl the web, how might you get to your destination?

Search

spiders
Spiders
  • Through links, search engines crawl sites using automate robots called “spiders.”
  • Spiders crawl billions of links documents including web pages, PDFs, jpegs, etc.
  • Once found, the info is stored in massive hard drives, to be later retrieved in a fraction of a second.
search results
Search Results
  • Once a person does a search, the search engine works as quickly as possible to return results that are both:
    • Relevant: Hundreds of factors determine what results are most relevant.
    • Useful: Mostly determined by popularity.
  • To do so, search engines use complicated algorithms, or mathematical equations to calculate these responses.
search engine ranking
Search Engine Ranking
  • When ranking your site, search engines include both:
    • On-page techniques:
      • Keywords in text and HTML code
      • Appropriate text in image’s alt text
    • Off-page techniques:
      • Getting other pages to link to your site
keyword placement
Keyword Placement
  • There are 7 key places where keywords should appear in order to improve your site’s rank:
    • Page title <title>
    • The url (include keywords in filenames)
    • Headings <h1>
    • Text (repeat keywords 2-3 times in content)
    • Link text
    • Image alt text
    • Meta description tags
keyword research
Keyword Research
  • Determining the keywords/phrases to use on your site is the bread and butter of SEO.
  • Here is a helpful six-step process:
    • Brainstorm: What words do people use to find your site? Ask others.
    • Organize: Create lists for different pages.
    • Research: (select “exact match”)
      • www.adwords.google.co.uk/select/KeywordToolExternal
      • www.wordtracker.com
      • www.keyworddiscovery.com
keyword research1
Keyword Research
  • Compare: Assess the competition in the search results.
  • Refine: Decide which keywords/phrases are the winners. Above all else, they should be relevant to your site.
  • Map: Create your plan-of-action. You should have 3-5 keywords/phrases for each page of your site.
what not to wear do
What Not to Wear Do
  • Pages that are all images that do not have text.
  • Too much Flash.
  • Frames
for more info
For More Info…
  • Visit: http://seomoz.org
  • Here you will find a comprehensive resource on anything Search Engine Optimization.
web analytics1
Web Analytics
  • A means to analyze the visitors coming to your site, including:
    • Demographics
    • How they arrived
    • What they were looking at
    • Where they left
  • The most popular, free service to analyze the statistics on your site is Google Analytics.
google analytics
Google Analytics
  • To sign up, visit: www.google.com/analytics
  • The site will provide to you a tracking code that you will insert into each page of your site (before the closing </head> tag).
  • Every time someone visits a page of your site, Google Analytics tracks their behaviors and stores in a web-based interface.
analytics terms
Analytics Terms
  • Visits: The number of times people have come to your site.
  • Unique Visits: The number of people who have visited your site over a period of time.
  • Page Views: The number of pages visitors have viewed on your site.
  • Landing Pages: The pages that people arrive on when first visiting your site.

On pgs. 483-486 in HTML & CSS: Design and Build Websites

analytics terms1
Analytics Terms
  • Exit Pages: The pages people most commonly leave from.
  • Bounce Rate: The number of people who left on the same page that they arrived on.
  • Referrers: Sites that have linked to you, and the number of people who have come via those sites.
  • Direct: Shows how users arrived to your site, if they did not come from another site (type URL, bookmark, link in email, etc.)

On pgs. 483-486 in HTML & CSS: Design and Build Websites

analytics terms2
Analytics Terms
  • Search Terms: Extremely useful. Shows the terms entered into a search engine to find your site. Can help you fine tune the keyword verbiage you are using on your site.

On pgs. 483-486 in HTML & CSS: Design and Build Websites

references
References

Duckett, Jon. HTML & CSS: Design and Build Websites. Indianapolis, IN : Chichester: Wiley, 2011. Print.

“The Beginner’s Guide to SEO.“ SEOmoz. Web. 27 Nov 2012.<http://www.seomoz.org/beginners-guide-to-seo>.

Niederst Robbins, Jennifer. Learning Web Design: A Beginner's Guide to (X)HTML, Style Sheets and Web Graphics. 3rd ed. Beijing ; Sebastopol, CA: O'Reilly, 2007. Print.