How to Optimize Your Website for Search Engines
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The document discusses search engine optimization (SEO) strategies for websites. It emphasizes the importance of being ranked highly in search engines like Google, explaining that if a business is not ranked #1, it will not get found online. It provides tips for SEO, including optimizing content with keywords, linking strategies, and social media engagement. The document cautions against poor SEO practices like duplicate content, keyword stuffing, and reciprocal linking schemes.
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How to Optimize Your Website for Search Engines
- 1. If You're Not #1 on Google, You Don't Exist! Bhupesh Shah, B.Sc., MBA | ethnicomm inc. March 27th, 2012
- 2. About.Me Consultant – ethnicomm inc. 2005+ marketing, sales, web strategy Professor – Seneca College marketing, digital media, general business Kärcher - Director of Marketing 1990- 2005 Clorox - Group Product Manager Canadian Tire - Buyer and Marketing Manager
- 3. What is SEO, SEM, and PPC Advertising? How To’s, Do’s and Don’ts of Website SEO Selecting the best keywords for your site Non-website tactics to help people find your site easier http://www.flickr.com/photos/swanky-hsiao/
- 4. Search Engine Marketing (SEM) Search Engine Pay Per Click (PPC) Optimization (SEO) Advertising
- 5. Search Engine Optimization (SEO) Helps more people who are looking for your product or service find you! SEO is NOT a magic bullet – it takes time for the search engines to go through your site and the criteria is always changing so your site has to be continually updated. Source: http://www.amazon.com
- 6. Pay Per Click (PPC) advertising internet advertising model: advertiser only pays if a user clicks on the ad Source: http://www.logitech.com
- 11. Why SEO matters Page 1 98.70% Other Page 2 0.19% Page 4 Page 3 0.76% 0.11% 0.24% “SERP Traffic Analysis.” Web. 7 Mar. 2012.
- 12. Google.ca: Highest Volume of Search google.ca 68% bing.com 16% ask.com 5% Volume of searches for the 12 weeks ca.search.yahoo.com 5% ending 03/03/2012 google.com 3% “Hitwise Canada » - the Power of Competitive Intelligence.” Web. 7 Mar. 2012.
- 13. Why submit your URL to Bing? Source: http://www.flickr.com/photos/cabron/
- 14. Optimize for local and mobile search Source: http://www.flickr.com/photos/goincase/ “Introducing a New Local Search Experience Across Your Devices - Inside Search.” Web. 7 Mar. 2012.
- 15. Making it easy for Search Engines lots of relevant, nicely organized content abundance of keywords/key phrases appropriate website structure fresh content ...a search engine optimized website
- 16. Robots.txt file Googlebot will only read the first 500kB http://code.google.com/web/controlcrawlindex/docs/robots_txt.html Sources: http://www.flickr.com/photos/donsolo/; http://wowfunniestposts.tumblr.com/
- 17. Domain Names - http://ethicomm.com/blogs
- 18. Meta Elements - help search engines categorize your pages <Head><br> <Title>Title Text</title><br> <Meta name=”description” content=”descriptive text”><br> </Head>
- 19. Title Tags: <Title>Title Text</title> Use unique keywords specific to the content on the page make it descriptive make it compelling no longer than 69 characters (including spaces)
- 20. Which would you click on?
- 21. Meta Description: <Meta name=”description” content=”descriptive text”><br> if it’s blank, the search engines will pick up the content itself
- 22. Heading Tags (H1, H2, Hn…) Source: http://www.teashop168.ca/
- 23. 301 domain name redirect (Permanent redirect) http://www. dog-walker.com vs. http:// dog-walker.com Source: http://www.topnews.in
- 24. Hyperlinks – link in, link out, cross-link internally dog exercises dog first boarding aid dog walker off leash by-laws parks
- 25. A link = an endorsement “trust rank” Reputable 3rd Link from party gov High Page Rank
- 26. Only reputable links Source: http://www.flickr.com/photos/eschipul/
- 27. Page content and SEO copywriting 3 secrets every dog How to owner should train your know new puppy Why does Dog saves your dog senior citizen fart? from killer cat
- 28. In your website domain name: http://Richmond-Hill-dog-walkers.com file name: need-a-dog-walker-in-Richmond-Hill.pdf folder name: http://yourdomain.com/dog-walker/ video title: If you need a dog walker in Richmond Hill you’re barking up the right tree.mp4 (not Video1.mp4) image name: dog-walker.gif (not image1.gif or DSC00003.jpg)
- 29. In your website If you need a dog walker in Richmond Hill, contact us. (not If you need a dog walker in Richmond Hill, contact us) Page Title: Do You Need a Dog Walker? Within the page…If you need a dog walker, Richmond Hill Dog Walkers are right in your neighbourhood!
- 30. How To’s use w3.org’s each page add a quality accessible from robots.txt file assurance tools only one URL fresh content optimize use a sitemap and lots of images pages flat site no “dead” links 1 level below directory
- 31. How To’s fast download of domain names meta tags main content inbound/outbound page content/SEO SEO friendly URLs links, inter-links copywriting keywords
- 33. Selecting keywords... What is the What questions What plurals, compound- typical customer are they asking? words or misspelled words looking for? are used? Are the Which customers local? manufacturers do I carry? What problems do I solve? What model#’s, Are there part#’s, synonyms, colours, related sizes do I words or offer? categories?
- 34. Most use 3-4 word key phrases 4 words 27.44% 3 words 5 words 24.81% 18.06% 2 words 6 words 7.47% 8.94% 1 word 7 words 3.83% 10 words 9 words 8 words 3.80% 2.46% 1.21% 1.97% “Keyword Count / Usage.” Web. 7 Mar. 2012.
- 35. Choosing keywords/key phrases https://adwords.google.com/select/KeywordToolExternal High competition - Large # = lots important of interest keyword
- 36. Choosing keywords/key phrases dog walker in Richmond Hill - is a specific key phrase and uses a local keyword
- 37. Do have lots of content Source: http://www.flickr.com/photos/borghetti/
- 38. What are visitors doing? Researching Shopping Problem Ready to Solving Buy
- 39. Several unique keywords on each page Home page Source: http://www.flickr.com/photos/borghetti/
- 40. SEO don’ts Source: http://hd-wallpapers.eu
- 41. Don’t ignore the experts! I know you love your baby no matter what anyone says!
- 42. Don’t design sites in isolation
- 43. Don’t have the same or similar content across pages. Image source: http://www.hiphipgingin.com/
- 44. Don’t stuff your site with keywords
- 45. Don’t “Set and Forget”
- 46. Mirrored sites and duplicate content
- 47. Link Farms/Reciprocal Links 1 6 2 your site 5 3 4
- 48. Best online resource – Google (PDF file) http://bit.ly/SEO-StarterGuide
- 49. Other resources Microsoft Advertising Intelligence http://advertising.microsoft.com/small-business/adcenter-downloads/microsoft-advertising-intelligence Google Keyword Tool https://adwords.google.com/select/KeywordToolExternal Google Insights for Search http://www.google.com/insights/search/ Google Global Market Finder http://translate.google.com/globalmarketfinder/index.html?locale=en Google Trends http://www.google.com/trends/ Wordtracker - 7 day free trial http://strategizer.wordtracker.com/ thesaurus.com Source: http://www.flickr.com/photos/22297595@N02/
- 50. Social Media driven by relationships ongoing engagement - usually not a one-shot deal users value recommendations “Trust is the new black,” and it never goes out of style. (Craig Newmark, founder Craigslist)
- 51. Optimize your Google+ Profile NOW!
- 52. Google+
- 53. Google+
- 54. Other non-website tactics Local Directories Forum and Blog posting/comments Write articles that others link to (aka link baiting)