SEO According to Google

Transcription

1 SEO According to Google An On-Page Optimization Presentation By Rachel Halfhill Lead Copywriter at CDI

2 Agenda Overview Keywords Page Titles URLs Descriptions Heading Tags Anchor Text Alt Text Resources and Conclusions Goal: By the end of this presentation, you should know the on-page elements, and Google's recommendations for optimization. 1. Covers each topic 2. Provides examples 3. And follows up with Google's BKMs Disclaimer: These are based on Google's guidelines and recommendations, not Intel policies for search engine optimization. 2

3 Optimize for the Visitor Google provides some guidance on what it thinks is most important for search engine optimization (SEO), to encourage the best user experience. Important On-Page Elements Unique page titles accurately announce content. Readable URLs and file names denote structure. Descriptions explain or summarize page content. Heading tags break up page content into digestible chunks. Anchor text and alt text describe images and links for visitors and search bots. 3

4 Avoid Deceptive Tactics Google actively punishes SEO tactics that are intended to deceive search engines or visitors. Google can reduce relevance or ban a site or entire domains from appearing in search results. Tactics include: Automatically generated content Cloaking Hidden text or links Scraped content Loading pages with irrelevant keywords (keyword spamming) 4

5 Example Website To help explain on-page optimization, I'm using an example called "My Dog Is Best Dog" at (not a real link). Page content is focused towards entertainment. My target audience? Dog lovers. My specific webpage for the following examples: An article on how my dog dances for treats. 5

6 Find the Right Keywords Google does not use keyword metadata fields. Instead, the search bots look for a consistent theme and pull keywords from your content. Having a single keyword in mind for the metadata helps focus your writing, and can prevent you from forcing too many topics into one page. Make use of the Keyword Tool from Google Adwords The Keyword Tool provides Search Volume Competition Level (Paid Searches) Keyword Variations Use a good mix throughout your content, but pick one to optimize metadata. 6

7 Example: Create a Keyword Which search terms will visitors use to find a web page? Start by listing any combinations, variations, etc. to describe the page. Best dancing dog, my dog dances, watch dog dancing, dog dances for treats, how to train your dog to dance, dancing dog Use a Google Adwords to find what is most likely to be searched for. Narrow down further to what best fits the content. Select the most appropriate and searched terms. Dog dances for treats Bad Examples: Using all the keywords! Using keywords with millions of hits but little relevance, such as dog or dance. 7

8 Unique, Accurate Page Titles Page/SEO Titles are the quickest way to tell search engines and users what the page is about. Each page should have a unique title. Search results display page titles, and Google highlights parts that match a query. Include a keyword that you expect people to use when searching for your content. Related suggestions Keyword highlighted! Even when it's not exact! Paid Searches 8

9 Example: Create a Page Title What should I call my new product page? Good SEO Title: My Dog Dances for Treats This title may attract visitors searching for dog dances or dances for treats as well. It tells searchers what the page is about, and helps them decide if your page is what they are looking for. Bad SEO Title: My Dog or My Awesome Dog is the Best Dog in the World The first option is too vague, and it doesn't say anything about the product. The second is too generic for the pages while repeating some words while being vague about what the page is about. 9

10 Google s Best Practices: Page Titles Relevant Do: Choose a title that effectively and accurately communicates the topic of the page's content. Don't: Choose a title that has no relation to the content on the page. Don't: Use default or vague titles: "Untitled" or "New Page 1." Unique Do: Create unique titles for each page. It helps Google know how the page is distinct from others on your site. Don't: Use a single title for each page or for a large group of pages. Short Do: Create short AND informative titles. Google does have a character limit (66) and will truncate the title after this. Don't: Use extremely lengthy titles that are unhelpful to users. Don't: Stuff unneeded keywords into titles. 1 0

11 Understandable URLs Simple, descriptive categories and file names keep your site organized and improve search engine crawling. Descriptive URLs are more user-friendly and make it easier to remember and link to your content. Q: Which would you open? \pix\dcs00097%date =7%8%2015%small \pictures\mydog\d og-dances-for-treats 1 1

12 Example: Create a Page URL What makes a good URL? Good: Nodes inform about the site structure Includes the same keywords from the page title Bad: Too many nodes that don't help organize site structure Does not use keywords in filename

13 Google s Best Practices: URLs Relevant Do: Create URLs with words relevant to the page content and a friendly structure. Don't: Use lengthy URLs with unnecessary parameters and session IDs. Don't: Create generic page names like "page1.html". Don't: Use excessive keywords in the URL. Organized Do: Create a directory structure that organizes content well, preferably with an indication of the type of content found at that URL. Don't: Have deep nesting of subdirectories like " /dir1/dir2/dir3/dir4/ dir5/dir6/page.html". Don't: Create directory names that have no relation to the content in them. One URL to One Page Do: Create only one version of a URL to reach a document. Use 301 redirects or canonical URLs to clean up content accessible through multiple URLs. Don't: Have pages from subdomains and root directory access the same content. Don't: Use odd capitalization of URLs. Keep it lower case and users will remember them better. 1 3

14 Descriptions Written for Searchers Good descriptions summarize what the page is about and convince searchers to view your page. Google displays either the relevant portion of your page that matches a search or your description, with search words highlighted. Google's Content Analysis and Sitemap Tool (Webmaster Tools) can help summarize a page. Learn how to improve search snippets with meta descriptions from the Google Blogs. 1 4

15 Example: Create a Description What makes a good description? Good SEO Description: Because my dog dances for treats, he s one of the best dogs ever: see why with this collection of photos and a video of him performing the trick. Includes the keyword, explains why it s on the site, and what you can find on the page. Bad SEO Description: Watch this dog dance for treats, this dancing dog is the best dog who will do anything for treats. Repetitive, repeats the wrong keywords. Imagine it paired with a bad title! Fails to say anything else about the page. 1 5

16 Google s Best Practices: Descriptions Relevant Do: Write an informative, interesting description to help users evaluate your page in a search result. Don't: Write descriptions that have no relation to the page content. Don't: Use generic descriptions like "This is a web page" or "Page about baseball cards." Don't: Fill descriptions with only keywords. Don't: Copy and paste the entire page content into the description. Unique Do: Write unique descriptions for each page in your site. Your site may have several pages relevant to a search, and users will want to know the difference between them. Don't: Use a single description across every page or large groups of pages on your site. 1 6

17 Add Structure with Heading Tags Use the h1 and other headers to present the page structure to visitors and search bots. Heading tags separate blocks of text into different topics. Users can quickly find the content they are looking for on a page. H1 may be used for determining relevancy of a page.

18 Example: Create a Heading For when re-using the title isn't enough Good H1: Reason 3: dances for treats H2: This dog will do anything for treats Includes related keywords Introduces page content and themes Bad H1: Best dog ever, this dog is the best, dancing dog Keyword stuffing Fails to set up the page content it introduces. 1 8

19 Google s Best Practices: Heading Tags Sort and Define Do: Pull out main points and sub points of the content and decide where to use the heading tags appropriately, like an outline. Don't: Place text in heading tags that doesn't define the page structure. Don't: Use heading tags where formatting tags are more appropriate. Don't: Erratically move from one heading tag size to another. Make Sense Do: Use headings only where it makes sense. Too many make it harder for the user to scan content and find new topics. Don't: Use excessive heading tags. Don't: Put all the text into a heading tag. Don't: Use heading tags for style, they should be used for structure. Tip: If you have too many heading tags and topics, create a new page to break up the different topics. 1 9

20 Relevant Anchor Text Anchor text should tell users and search engines what the page is linking to, and links to your page should do the same. Descriptive text is better than a long filename string. Using a keyword in the anchor text can help build relevancy. Having a long stream of keywords looks spammy, so keep anchor text relevant and helpful. 2 0

21 Example: Write Anchor Text How would you link to a page? Good Anchor Text: "Find out why my dog is the best." Anchor Text: "Learn more about how to train your dog to dance." Anchor Text: This dog expert has some great advice on training with treats." Bad Anchor Text: "Find out more." 2 1

22 Google s Best Practices: Anchor Text Informative Do: Write anchor text that provides a basic idea of what the linked page is about. Don't: Write generic anchor text like "page," "article," or "click here." Don't: Use off-topic or irrelevant text. Don't: Use the URL as the anchor text unless you are promoting or referencing a web site's address, i.e., " Short Do: Keep anchor text short but descriptive, usually a few words or a short phrase. Don't: Write a lengthy sentence or short paragraph of text for the anchor text. Visible Do: Make anchor text distinguishable from regular text, so users won't miss the links or accidentally click on them. Don't: Use CSS or text styling that makes links look like regular text. Quality Do: Write good anchor text for internal links as well. It will help Google and users navigate your site better. Don't: Use excessively keyword-filled or lengthy anchor text just for search engines. Don't: Create unnecessary links that don't help with your site s navigation. 2 2

23 Image "Alt" Text Search engines use "Alt" text to determine if images are relevant to a topic. Google Crawler can't read the text in images, including links, and relies on "Alt" attributes to read the text. Optimizing image filenames and "Alt" text improves image searching and can add to a page's relevance. "Alt" text appears when an image can't, such as for: Javascript issues or image loading issues Screen readers that describe images for the disabled Example: Man worries about sick computer because its images won't load. 2 3

24 Google s Best Practices: "Alt" Text Descriptive Do: Create short but descriptive "alt" text for images. Don't: Use generic file names like "image1.jpg," "pic.gif," "1.jpg." Don't: Write extremely lengthy file names. Don't: Stuff keywords into "alt" text or copy and paste entire sentences. Link Properly Do: Fill out "alt" text for images when you use them as a link. It helps Google. Don't: Write excessively long "alt" text that could be considered spammy. Don't: Use only image links for site navigation. The Google crawler can't read the text in images.

25 Google Resources Google's How Search Works Explains how Google updates search algorithms, search steps, "spam" page identification, why sites are removed from search results, and how to get a reconsideration. Google's Search Engine Optimization Starter Guide Explains in great detail how Google uses keywords to validate content. Google's Webmaster Tools Includes Webmaster FAQ, Guidelines, Site Health check, and more help for Webmasters looking to improve web crawling and ranking of their site. Google Analytics Get insight into how users reach your site, find the most popular content, and measure the impact of optimizations. Google Website Optimizer Run experiments to find what changes produce the best visitor conversion rates. Google's Content Analysis and Sitemap Tool Can help summarize what a page is about. Google Blog: Improve Snippets with Meta Description Blog entry on how to improve snippets. Google Blog: Google Does Not Use the Keywords Meta Tag in Web Ranking - Explains why Google stopped using the keyword meta tag. Or watch Google's Search Friendly Development video!

26 Conclusions Key Points SEO should support the searcher. Don't spam, mislead, or engage in other dishonest tactics. Short, meaningful, and clear titles and descriptions speak for themselves. Anticipate the needs of visitors to your site, and better visibility in searches will follow! Questions? Ideas? Are there any topics you want to know more about?