Developing and Maintaining a Serach Engine Friendly Website (2011)
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This was a presentation I gave at college in 2011 as the HE Toolkit module of my Access to HE course.
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Developing and Maintaining a Serach Engine Friendly Website (2011)
- 1. On-Site SEO Developing and Maintaining a Search Engine Friendly Website by Jacob Ward
- 2. What is Search Engine Optimisation (SEO)? Search Engine Optimisation is the process of optimising a webpage or website to appear higher in the Search Engine Results Pages (SERPs) for specific search terms.
- 3. What is On-Site SEO? The optimisation of on-site or on-page factors in an attempt to help Google more easily crawl and identify the content of your website to have it rank for your chosen keywords.
- 4. Domain Name First opportunity to let Google know what your site is about. http://www.samsbikes.com http://www.birminghambicycles.com
- 5. WWW vs. Non-WWW http://www.birminghambicycles.com and http://birminghambicycles.com are two different websites.
- 6. URL Structure and File Naming Example of a badly structured URL: http://www.birminghambicycles.com/display.php? cat=2&man=5&prod=174 Example of a well structured URL: http://www.birminghambicycles.com/mountain- bikes/kona/cinder-cone.php
- 7. Content Accessible from Multiple URLs Having the same content accessible from multiple URLs can cause duplicate content issues http://www.birminghambicycles.com/display.php? cat=2&man=5&prod=174 http://www.birminghambicycles.com/mountain-bikes/kona/cinder- cone.php http://www.birminghambicycles.com/mens-bikes/off-road/cinder- cone.php
- 8. Meta Tags There are many meta tags available, the two main ones to be aware of are:
- 9. Meta Tags There are many meta tags available, the two main ones to be aware of are: Description <meta name=”description” content=”Description of page content” /> Used for giving a description of the page's content.
- 10. Meta Tags There are many meta tags available, the two main ones to be aware of are: Robots <meta name=”robots” content=”instructions, for, robots” /> Used for giving a instructions to search engine bots. index / noindex follow / nofollow
- 11. Meta Tags Keywords <meta name=”keywords” content=”first keyword, second keyword, etc” /> Despite what many people think, 'Google does not use the keywords meta tag in our web search' (Cutts, 2011). Useful for keeping track of keywords being targeted.
- 12. Title Tag Title tag is used to determine the title of a page <title>Title of Page</title> Keywords should be at the beginning Good: <title>Keyword for Page – My Great Website</title> Bad: <title>My Great Website</title>
- 13. Heading Tags <h1>Primary Keyword</h1> <h2>Second Level Keyword</h2> <h3>Third Level Keyword</h3> <h3>Third Level Keyword</h3> <h2>Second Level Keyword</h2> <h3>Third Level Keyword</h3> <h3>Third Level Keyword</h3>
- 14. Images Google cannot read the content of an image! Tell Google what the picture is of using a relevant file name and a description of the image in the alt attribute. <img src=”kona-cinder-cone.jpg” alt=”Kona Cinder Cone Bike Picture” />
- 15. Essential Pages Contact Page Privacy Policy Terms of Use Sitemap (sitemap.xml)
- 16. In Closing...
- 17. References Cutts, M. (2009) “Google doesn't use the keywords meta tag in web search”, Matt Cutts: Gadgets, Google, and SEO, [Online]. Available at: http://www.mattcutts.com/blog/keywords-meta-tag-in-web-search/ [Accessed 27 December 2011]. Dover, D., Dafforn, E. (2011) Search Engine Optimisation Secrets. John Wiley & Sons. Enge, E., Spencer, S., Fishkin, R., Stricchiola, J. (2010) The Art of SEO. O'Reilly Media. Fishkin, R. (2011) “SEO: The Free Beginner's Guide”, SEOmoz, [Online]. Available at: http://www.seomoz.org/beginners-guide-to-seo [Accessed 27 December 2011]. Vincent, L., Et al (2008) Recognizing text in images. U.S. Pat. 20080002893
Hinweis der Redaktion
- Hi, I&apos;m Jacob and the presentation I&apos;m going to be giving today is on the topic of on-site search engine optimisation, or SEO. I hope that by the end of the presentation you will have gained at least a very basic insight into on-site SEO and learned some techniques that you can apply to your own websites.
- Search engines, such as Google, which, being the most popular, is the example I&apos;ll be using for the duration of this presentation, show results for a search query in the order they believe pages are the most relevant. There are a number of factors Google takes into account when ranking a webpage for a specific search term. SEO is the process of optimising a webpage or website to appear higher in the Search Engine Results Pages (SERPs) for specific search terms.
- As I said, there are a number of factors Google takes into account when ranking your site. On-site SEO – which is what I&apos;ll be covering today - deals specifically with the optimisation of on-site or on-page factors in an attempt to help Google more easily crawl and identify the content of your website and therefore rank it for the keywords you would like it to be ranked for.
- Your domain name is your first opportunity to let Google know what your site is about. While it may seem tempting to use your company or brand name for your domain – such as Sam&apos;s Bikes - in terms of SEO it&apos;s much more desirable to have your main keyword as your domain name. For example, if your website is selling bicycles in birmingham. It is also always best to go for a .com Top Level Domain (TLD). The only other TLDs that should ever be considered are .org if your business is an organisation, or country specific codes, such as .co.uk, if you only ever intend to rank in the SERPs for country specific searches.
- As I&apos;m sure you&apos;ve all seen before, it&apos;s often possible to access a website using either the www or non-www version of it&apos;s URL. These will almost always display the same website. However, technically www.birminghambicycles.com is actually a subdomain of birminghambicycles.com and Google sees them as two different websites. This can cause issues with duplicate content as Google sees the same content being used across multiple websites leading to potential ranking issues for one, or both, of the websites. The easiest way around this is to decide which of the two you would like to use and 301 one to the other.
- Your URLs and file/folder naming should be indicative of the content it contains. As you can see from the example of a badly structured URL, there is no information there as to what that page will contain. Compare that to the example of a well structured URL and you can see that the URL clearly defines the content of the page – A mountain bike, made by Kona, called a Cinder Cone. The file extension of your page is generally ignored when it comes to ranking. For example: page.htm, page.php, page.asx, etc, will all be treated the same. I usually opt for re-writing the URL and having no file extension, but that&apos;s just personal preference.
- As was discussed briefly earlier when talking about www vs. Non-www, having the same content accessible from multiple URLs can cause issues with duplicate content. Many content management systems are notorious for this. In this example all three URLs would contain the same content. In this instance you would choose which of the pages it is you would like to rank and use the canonical tag to inform Google of this. Having done that, all ranking benefits would be passed to that single page, rather than being distributed between the three.
- While the content of the description you choose is not directly used in ranking the page, it is the default &apos;snippet&apos; that Google displays in the SERPs underneath the pages title. I should essentially contain a description of the page&apos;s content that should entice searchers to click through from the SERPs to your page. It is important that your description accurately describes the content of your page. If a visitor lands on your page expecting to see something that isn&apos;t there, they will usually bounce back. Bounce rate has become a major ranking factor for Google, so ensuring you keep it as low as possible is essential.
- The content of the robots meta tag is used to instruct search engine bots on how they should treat the content of the page. The two most common and useful robots instructions are: index / noindex – Instructing the search engine whether or not to index the page. follow / nofollow – Instructing the search engine whether or not to follow any links on the page.
- Another meta tag that is worth mentioning is the keywords tag. Despite what many people think, it should be noted that Google, along with all of the other major search engines, no longer supports this tag and it has absolutely no effect on rankings or how a page is treated by Google. It can, however, be useful for you to keep track of what keywords a particular page is targeting.
- The title tag is used to determine the title of a page. This is what is displayed as a link in the SERPs and is a contributing factor in Google&apos;s determining of the relevancy of the content of your page to a particular search term. The title tag is your first opportunity to let Google know what your page is about. It should always contain the keywords your page is targeting. Google reads the title tag as a human would – from left to right – and assigns weight in that direction. For that reason, if your title contains text other than your keywords, such as the name of your website, it is best to have your keywords at the beginning of the title.
- Heading tags are the &apos;H&apos; tags used to define a pages headings and sub-headings. The &lt;h1&gt; tag is your page&apos;s primary heading. It should only be used once on a page and should contain the keywords your page is targeting, much like the title tag. The &lt;h2&gt; tag is used for secondary headings. It should be used to identify secondary level headings and keywords. The &lt;h3&gt; tag is used for tertiary headings. It should be used to identify tertiary level headings and keywords. Beyond &lt;h3&gt;, e.g. &lt;h4&gt;, &lt;h5&gt;, not much weight is given. So while they are fine to use, as far as Google is concerned, they provide little SEO benefits.
- While there is some data to support the idea that Google is now using Optical Character Recognition (OCR) to identify text inside images, such as their patent application covering &apos;a computer-implemented method for recognizing text in an image&apos; (Vincent, 2008), this does little to inform Google as to the content of an image of, say, a bicycle. Google needs to be told what the content of an image is using the two available elements. The file name of the image and the alt attribute of the img tag. This is also the perfect opportunity to reinforce the keyword targeting of your page by including your keywords.
- There are four essential pages that your site must always have and these should be linked to from every other page of your website. Contact A contact page which should have a working contact form, an email address and ideally a physical address and telephone number. Privacy Policy A privacy policy page which should outline your privacy policy. Terms of Use A terms of use page which should outline the terms of use or service of your website. Sitemap A sitemap page. This is usually an XML file called sitemap.xml located in the root folder of your website. Though it can also be an html page on your website. This page contains a link to every page on your website along with information on how frequently they are updated and should be crawled.
- Hopefully that has given a very basic understanding of a few of the fundamentals of on-site SEO. While what has been outlined won&apos;t get you ranking for any pharma keywords, it should provide a foundation on which to build a search engine friendly website. If anybody has any questions feel free to ask them now.