搜索引擎优化互联网技术_第1页
搜索引擎优化互联网技术_第2页
搜索引擎优化互联网技术_第3页
搜索引擎优化互联网技术_第4页
搜索引擎优化互联网技术_第5页
已阅读5页，还剩56页未读， 继续免费阅读

下载本文档

版权说明：本文档由用户提供并上传，收益归属内容提供方，若内容存在侵权，请进行举报或认领

文档简介

SearchEngineOptimization(SEO)May2008DennisDeacon–deconspray@AgendaWhatisSEORelevancyKeywordsSearchEngines:HowcontentisobtainedSite/DomainFactorsPageFactorsLinksOtheroptimizationideasWhatisSearchEngineOptimization?AsubsetofSearchEngineMarketingSometimesconsideredtobeuniquetoSEMFocusesonthenatural,organicrelevancyandrankingofcontentinsearchresults.SomepracticesextendedintoSearchEngineMarketing(i.e.obtaininglinks)Then,whatisSearchEngineMarketing?Theactofpromotingcontent.Theoverallactivityaroundusingsearchenginestomarketasiteoronlineentity.Includes:SearchEngineOptimizationPaidInclusionPayPerClick(PPC)SEOvs.SEM&PPCSEOvs.SEM&PPCSEOSEM/PPCProsFree(notincludingresources)SearchersclickonorganicsearchresultsmoreoftenthanpaidPPClinksExcellentatcreatingawarenessquicklyCampaignscanbebudgetedtofitabusiness’sneedsConsTimeconsumingTakeslongertoseeresultsCanbepricey($25-$100,000amonth)Mustbemanagedconstantly(daily/weekly)ROIcanbedifficulttomanageClickfraudSEOEthicsWhiteHat/Goodvs.BlackHat/EvilWhiteHatFollowssearchengineguidelinesStrivesforbestpossiblesearchengineranking;#1rankingifpossibleBlackHatKnowinglybreaksmany/mostofthesearchengineguidelinesMisrepresentscontentviatechniquesUsestechniquestotrickeitherthesearchengine,searcher,orbothPromises#1rankingRelevancyTheoverallgoal:Searchengines:todeliverthemostrelevantsearchresultspossibleSearchers:tofindthemostrelevantsearchresultSiteOwners:tooptimizetheirsiteandit’scontentforthemostrelevantsearcherTruerelevancyhasbecomehip;it’snotafadSEOWorkflowKeywordResearchandAnalysisAnalyzeSiteforCrawl/PerformanceissuesImplementOptimizationsMonitorresultsRepeatasneededKeywordsThecoreofSearchEngineOptimizationKeywordsarethetermsusedbysearcherstofindinformationThegoalistoleverageandimplementthesamekeywordsthroughoutyourcontentinanaturalmanner,tomatchtheaudiencewho’’ssearchingforyourinformationandyou’relookingtoattractKeyworddiscoveryandanalysisisneverendingKeywordDiscoveryKnownkeywordsAskthebusinessownerAskthecustomersCheckthecurrentserverlogsoranalyticstoolCheckthesitesearchlogsCompetitor’skeywordsLookatthewordsinthe<title>tag/browserbarViewsourcetoviewtheirMETAkeywordsUsetoolstoharvestthekeywordsorphrasesprominentontheirsiteKeywordDiscovery&AnalysisAlwaysincludevariationsofkeywordsPlurals(widgets,churches)Synonyms(cruise,sail,journey,tour)Stems(fish,fishing)Internationalspellingdifferences(Harbor/Harbour)OnlineToolsCreatedforPPC,usedforSEOaswellToolsGoogleAdwordsKeywordsToolTrellian(freetrial)WordTracker(freetrial)SEOBookSEOToolKeywordSuggestionToolUsemultipletoolstocross-check&validatefindingsinothertoolsGoogleAdwordsKeywordsToolTrellianKeywordsToolWordtrackerWhichKeywordstoUse?Itdependsonthecontext&themesofyourpagestheaudienceyou’retargeting(researchers,buyers)UsekeywordsThatarebeingsearchedonThathavemediumtolowcompetitionThatyoucanbuildqualitycontentthatsitevisitorswillappreciateUsekeywordsthatAidthesearchenginesinunderstandingyourcontentAidusersandpersuadethemtoactOrganizeSite/ContentinThemesPossibledirectionofsearchenginestodeterminerelevancySite/folderstructureContenttextLinktextHowSearchEnginesobtaincontentSearchEnginessend“bots,”thatspidertheweb.CrawlsviahyperlinksThe““PacMan”MetaphorContentMetaDataLinksThemeSearchEngineBotSowhathappenswhenasearchenginebotvisitsyoursite?First,itchecksfortherobots.txtfileforanyinstructionsSecond,itbeginstocrawl,followinglinksinyoursitefromthecurrentpage.Italsopaysattentiontoanypagelevelrobotsinstructions(noindex/nofollow).Itgrabsthecontentandmetadata(title,description,linklabels,text,attributes)Addstoit’sindexControllingRobots-Robots.txtControllingRobots-RobotsMetaTagPagelevelcontrolPlacedasametataginthe<head>portionofyourpagesControlswhothesearchbotcrawlsthroughthepageVariations:<metaname=“robots"content=“index,follow"/><metaname=“robots"content=“noindex,nofollow"/><metaname=“robots"content=“noindex,follow"/><metaname=“robots"content=“index,nofollow"/>SearchEngineCrawlingIssuesRobots.txt/MetaRobotsconflictsOnesetofinstructionsinrobot.txt,differentinstructionsinmetarobotServerperformanceIfsevernotavailablewhensearchbotvisits,willrevisit,butlearnsanddecreasesthefrequencyofvisitsIfserverslow,botwillcrawlwhatitcan,thenmoveon(incompletecrawl)JavaScriptCannotfollowhyperlinksembeddedorgeneratedbyJavaScriptPop-upsDHTMLpull-downmenusSearchEngineCrawlingIssuesSearchEngineCrawlingIssuesCookiesRequiredtonavigateyoursiteForms-basednavigationSearchbotsdon’’tdoforms;eliminateformsmenu–basednavigationRedirectsSearchengineviewmeta&JavaScriptredirectsas.Onlyuseserver––sidepermanent301redirectsSearchbotwilllearn,updateit’’sinformationGoogleSearchEngineCrawlingIssuesFlashFlashsitesUseFlashasanembellishmentyoursite&contentMethodsavailabletoimproveFlashaccessibilitySee/2008/04/16/seo-comments-from-a-flash-developer/FramesAvoidatallcostCSStechniquescanprovidesimilarcapabilitiesSearchEngineCrawlingIssuesContent-to-CodeRatio(example203kb)Codeusedtodisplaypagevs.Contentthatisdisplayed(X)HTML+attributes&CSS(embedded&inline)&JavaScriptvs.Text&Imagesvs.Inbrowser,viewsourcetoviewcodebloatSearchEngineIndexingHowto:ObtainlinkstoyoursitefromauthoritativesourcesWillgetcrawled/indexedorganicallySubmityoursitetothesearchenginesGoogleYahooMSNAsk(?)Whatabouttheothers?MonitoryourindexedpagesBruceClaySearchEngineRelationshipChartGoogleWebmasterCentralGoogleWebmasterCentralGoogleSitemapsImplementingOptimizationDomain/SitePageElementsLinksDomain/SiteOptimizationAgeofsiteBuildsprominence,credentialsInboundlinkpopularityintositeTopicalinboundlinkrelevancyintositeLink/ContenttopicalthemeFrequencyofnewinboundlinksNumberofqueriesovertimewheresiteappearsinresultsKeywordsinDomainKeywordsinfolderstructurePageOptimizationAgeofdocumentFreshnessofdocumentPagefilename(usekeywords,hyphensasseparators)#/Quality/Relevanceofinbound/outboundlinksPagetheme(contentfocusedonasingletopic,nottopicallyscattered)LeverageCSSlayoutswithexternalstylesheetsandexternalJavaScripttoincreaseContent-to-CoderatioPage<title>Oneofthemostimportantthingsyoucando––fastUniquetitleforeverypageonyoursiteShouldcontainoneortwokeywords,specifictothecontentonthepageMostimportantkeyword/phraseatbeginningof<title>Repeatkeyword/phraseupto2timesLimittoapprox.65charactersWillappearasbrowserwindowtitle,linklabelinsearchresultsWritethetitletobepersuasivetohumansPage<title>Codeexample:<title>RubberWidgets–LargestSelectionofRubberWidgets</title>Dreamweaverexample:Page<title>Whataboutdynamicpages?Usevariablesinthe<title>tointerjectkeywordsforthecontentofthatpage/recordExample:<title><%Prod_Name%>-BestSelectof<%Prod_Name%></title>PageMETADescription&KeywordsMetatagsplacedin<head>portionofpageExample/Syntax:<metaname=“description”content=“Descriptioninfogoeshere””/><metaname=““keywords”content=“keywords,seperatedby,commas,go,here””/>Description:Notusedbysearchenginesforrelevancy;displayedasresultsnippetunderlinklabel&aboveURL.Limitto100-200charactersKeywords:Banishedlongagobysearchenginesduetospamming.NovalueUsetheDescriptiontopersuade<title>GlacierBayHighlights-AlaskanGlacierBayCruise</title><metaname="description"content="Saveupto$300percabin-ends3/31/08!ThisAlaskanGlacierBaycruiseitineraryisaperfectshortergetawaycruiseinthebeautifulremotewildernessofAlaska'sInsidePassage.ExperiencethetruemeaningofwonderinthesoaringsanctuaryofGlacierBayNationalPark."><metaname="keywords"content="glacierbay,shortcruises,glacierbayalaska,glacierbaycruise,glacierbaynationalpark,cruisewestcruises,cruisewestalaska">=Content/BodyTextEverythingvisibleinawebbrowserKeywordsimplementedshouldsupporttheoverallthemeofthepageFactorsKeywordprominence:whereonthepageitappearsMainkeywordsatbeginningofcontent,supportingkeywordsthroughoutthemiddle,thentheprimaryrepeatedagainneartheendofthecontentKeyworddensity:howoftenyourkeywordsappearinrelationtoallotherwordsonthepage(goal:5-7%)Keywordfrequency:numberofoccurrencesonthepageSearchenginesalsolookatcontentaroundthekeywords;checkforthemerelevancyHTMLHeadings<h#>Includeprimaryorsupportingkeywordsinyourhighestheadingtag(<h1>)Placesupportingkeywordsintheseheadingtags<h2>……<h6>MakesureitmakessensetohumansUseCSStoformatthelookofstandardHTMLheadingsIfgraphicaltextdesiredforheadings,considerimagereplacementmethodsEmphasizingKeywordsEmphasizetext&keywordstoshowsearchengines&usersthat“thisisimportant””tothethemeofthepage.Use<strong>forboldUse<em>foremphasizeDonotuse<b>or<i>(outdated/obsolete)Onlyemphasizeshortsegmentsofwords(1-4words).Anymorelosesimpact&valueofemphasis;everythingisemphasized;diluteskeywordmeaningImagesGiveyourimagesdescriptivefilenameIncludekeywordswhereitmakessenseUsethealtattributetoprovideinformationabouttheimageShortdescriptionofimageIncludekeywordswhereitmakessenseMakesureitmakessensetohumansAidsinusabilityDon’tstuffkeywordshere;consideredDon’tuseimagesinplaceoftext.Ifrequired,considerimagereplacementtechniquesLinksImportantpartofoverallsearchalgorithmHowever,notasimportantasitoncewas……Linkswithinyoursitetopageswithinyoursite(internallinks)havesomevalueInboundlinkstoyoursite/pages/contentfromquality,authoritativesources(externallinks)consideredunbiased,proofthatyourcontentisqualityThelink’’sanchortextisveryimportantShouldcontainrelevantkeywordsRaisesthelink’svalueInboundLinkBestPracticesObtainlinksonlyfromquality,authoritativesourcesrelatedorrelevanttoyoursiteStrivefortopsites(example:CNN,Wikipedia)TopsiteshavegoodPageRankGoogletermforthequalityofinboundlinksCanviewPageRanklevelsfromGoogleToolbarTopsiteshavebeenaroundawhileLinkstoanypageonyoursite;notjusthomepageDeeplinkinggoodDonotobtainlinksfrom““shady”sourcesLinkfarms,ringsLinkexchangesfromsourcesoflittle/noPageRankDonotpurchaselinksfromothersLinkBuildingIdeasBlogscreateabloglinktoyoursitecommentonothersubjectrelated,relevantblogsRSSFeedSyndicationSyndicateinformationfromyoursite/blogtobedisplayedonotherwebsitesControltheanchortextPressReleasessubmittedtoonlinePRdistributorsLinkbacktoyoursiteArticlestopicsofexpertise,syndicatedonthewebLinkbacktoyoursiteIndustrySources/SubjectAuthorityWebsitesWho’slinkingtoyouGoogle–WebmasterCentralInternal&External(inbound)linksYahoo–link:[URL]OtherOptimizationIdeasGoogleBase/ProductSearch/OneBoxGoogleBase:Onlinedatabaseofproducts.OriginallycreatedforclassifiedsCanuploadinformationaboutyourproductsGoogleProductSearch(formerlyFroogle)ShoppingsearchengineprovidingsearchableindexofproductsforpurchaseGoogleOneBoxForcertainkeywords,displayscontentabovetheorganicsearchresultsGoogleBase/ProductsSearch/OneBoxGoogleBase/ProductsSearch/OneBoxGoogleBase/ProductsSearch/OneBoxAnalyze/MonitoryoursiteUseanAnalyticstooltomonitoryoursiteVisitsConversionsReferralsSites,URLS,KeywordsUseaMonitoringtooltomonitoryoursite’srankingRanking(basedonkeyword)ResearchcompetitorsAgeInboundlinksKeywordsusedContentisKing!SummaryPerformdetailedkeywordanalysisMakesureyoursiteiscrawlableUseWebStandardstocreateclean,lightpagesImplementkeywordsonappropriatepageelementsObtainlinksfromquality,authoritativesourcesDesign/implementwiththeuserfirst,thenthesearchengineinmindResourcesSearchEngineRelationshipsBruceClay’sSearchEngineRelationshipChartKeywordTools(online)GoogleAdWords:KeywordToolTrellianKeywordDiscoveryWordtrackerSEOBookSEOToolsKeywordSuggestionToolKeywordTools(client-based)WebCEOResourcesAnalyticsGoogleAnalytics(Web-based-Free)StatCounter(Web-based-Free)Mint(Web-based-Fee)Omniture(Web-based-Fee)Webtrends(Web-based–Fee)MonitoringWebCEO(Client-based–Trial/Fee)SEOToolRankChecker(Web-based–Free/Fee)SEOforFirefox(Browser-based)GoogleToolbar(Browser-based)ResourcesBooksSearchEngineMarketing––MikeMoran&BillHuntSearchEngineOptimizationforDummies–PeterKentBuildingFindableWebsites–AaronWalterSearchMarketingStrategies––JamesColbornWebAnalyticsDemystified–EricPetersonWebMetrics––JimSterneTheOnlineCopywriter’sHandbook––RobertBlyResourcesWebSitesSearchEngineLandSEOmozWebEngineWatchPodcasts(searchfortheseiniTunesorGoogle)DailySearchCastSEO101OnlineCoursesL–SearchEngineOptimizationQuestions?DennisDeacon–deconspray@Blog:9、静静夜夜四四无无邻邻，，荒荒居居旧旧业业贫贫。。。。12月月-2212月月-22Thursday,December29,202210、雨中黄叶树树，灯下白头头人。。13:51:2213:51:2213:5112/29/20221:51:23PM11、以我我独沈沈久，，愧君君相见见频。。。12月月-2213:51:2313:51Dec-2229-Dec-2212、故人江海海别，几度度隔山川。。。13:51:2313:51:2313:51Thursday,December29,202213、乍见翻翻疑梦，，相悲各各问年。。。12月-2212月-2213:51:2313:51:23December29,202214、他他乡乡生生白白发发，，旧旧国国见见青青山山。。。。29十十二二月月20221:51:23下下午午13:51:2312月月-2215、比不不了得得就不不比，，得不不到的的就不不要。。。。十二月月221:51下下午午12月月-2213:51December29,202216、行动出出成果，，工作出出财富。。。2022/12/2913:51:2313:51:2329December202217、做前，能够够环视四周；；做时，你只只能或者最好好沿着以脚为为起点的射线线向前。。1:51:23下午1:51下下午13:51:2312月-229、没没有有失失败败，，只只有有暂暂时时停停止止成成功功！！。。12月月-2212月月-22Thursday,December29,202210、很多事情努努力了未必有有结果，但是是不努力却什什么改变也没没有。。13:51:2313:51:2313:5112/29/20221:51:23PM11、成功就是是日复一日日那一点点点小小努力力的积累。。。12月-2213:51:2313:51Dec-2229-Dec-2212、世间成成事

人人文库> 全部分类> 行业资料 > 管理策划

温馨提示

  • 1. 本站所有资源如无特殊说明，都需要本地电脑安装OFFICE2007和PDF阅读器。图纸软件为CAD,CAXA,PROE,UG,SolidWorks等.压缩文件请下载最新的WinRAR软件解压。
  • 2. 本站的文档不包含任何第三方提供的附件图纸等，如果需要附件，请联系上传者。文件的所有权益归上传用户所有。
  • 3. 本站RAR压缩包中若带图纸，网页内容里面会有图纸预览，若没有图纸预览就没有图纸。
  • 4. 未经权益所有人同意不得将文件中的内容挪作商业或盈利用途。
  • 5. 人人文库网仅提供信息存储空间，仅对用户上传内容的表现方式做保护处理，对用户上传分享的文档内容本身不做任何修改或编辑，并不能对任何下载内容负责。
  • 6. 下载文件中如有侵权或不适当内容，请与我们联系，我们立即纠正。
  • 7. 本站不保证下载资源的准确性、安全性和完整性, 同时也不承担用户因使用这些下载资源对自己和他人造成任何形式的伤害或损失。

最新文档

评论

0/150

提交评论