Bogor Agricultural University. Search Engine Optimization

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1 Bogor Agricultural University Search Engine Optimization

2 Why is Search Important

3 Total Internet users in Indonesia [2014] 71M+ EVERYONE GOOGLING

4

5 The Search Marketing Trifecta Paid / Sponsored Listings Display Network Listings SEO / Organic Listings

6 A few words about Universal Search Website Results Adwords/Paid Search Maps Images Places

7 The Path to Purchase in Education Industry (US)

8 Google Click Thru Rate (CTR) +50% of Google users click on an organic search result on page 1

9 Search Engine Optimization SEO

10 What Search Engine Optimization (SEO) Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results. [Wikipedia]

11 SEO Introduction [VIDEO]

12 Organic (SEO) Vs. Paid Search Google Place Paid Results Organic Results

13 SEO is Cost-Effective No top line media cost Cost Per Click declines over time Key phrase analysis and content optimization only costs

14 Disadvantages of SEO Long Term Result High Competition Visibility challenge Billion pages being indexed by search engines everyday SE position depends on constantly changing algorithm Staying on top of results requires Specialist knowledge Constant monitoring Ability to respond Impossible to predict or guarantee Positions Click volumes Future changes to algorithm Competitor actions

15 How Search Engine Works

16 How Search Engine Works [VIDEO]

17 The Basic Search Engine Works INDEXING CRAWLING RANKING

18 The Basic Search Engine Works Without links, the engines might never find this page

19 Crawling Indexing Ranking & Searching 1. Website is created 2. Website gets links 3. Bots/spiders discover links 6. User searches 5. Website is indexed 4. Bots/spiders crawl website 7. SE matches query and ranks results 8. Search results are displayed to user

20 Query Deserves Freshness (QDF) Normal Result QDF

21 Query Deserves Diversity (QDD)

22 Search Engine Ranking Factors

23 Search Engine Optimization Factors Technical On-site Technical Web design and development aspects On-Site Off-Site Popularity Content Unique and keyword-rich information Off-Site Popularity Quantity and quality of links or mentions to a site Content

24 Technical On-Site Factors Website Performance Server & Website Issue Google Webmaster Tools W3C Validator Website Speed & Compatibility

25 Technical On-Site Factors URL Structure Use word in URL, e.g.: Good URL - domain.com/kategori-umum/kategori-khusus/detail-page.html - domain.com/28/3/judul-halaman - domain.com/judul-halaman Bad URL - domain.com/kategori-umum/kategori-khusus/282.html - Domain.com/123/124/2213.html - Domain.com/2342

26 Technical On-Site Factors Directory Structure Use a directory structure that organizes your content well. Home Kategori-1 Kategori-2 Kategori-3 Post-1 Post-3 Post-6 Post-2 Post-4 Post-7 Post-5 Post-8 Post-9 Kategori-4 Post-10 About Me Project Akademi Contact

27 Technical On-Site Factors Internal Linking Related Anchor Text

28 Technical On-Site Factors Website Sitemap

29 Content

30

31 Page Title Tags A title tag tells both users and search engines what the topic of a particular page is. The <title> tag should be placed within the <head> tag of the HTML document Ideally, you should create a unique title for each page on your site. Page title contents are displayed in search results Words in the title are bolded if they appear in the user's search query. Google Search Engine Result Page

32 Page Title Tags Mutia dayarti s blog >> Android id/2014/09/20/android/ Pengenalan Sistem Operasi Pada Android Adventure Life

33 Page Title Tags: Best Practices Accurately describe the page's content Choose a title that effectively communicates the topic of the page's content. Avoid: - Choosing a title that has no relation to the content on the page - Using a default or vague titles like Untitled or New Page 1 Create unique title tags for each page Each of your pages should ideally have a unique title tag, which helps Google know how the page is distinct from the others on your site. Avoid: Using a single title tag across all of your site's pages or a large group of pages Use brief, but descriptive titles Titles can be both short and informative. If the title is too long, Google will show only a portion of it in the search result. Avoid: - Using extremely lengthy titles that are unhelpful to users - Stuffing unneeded keywords in your title tags

34 Meta Description Tags Summaries can be defined for each page Write a description that would both inform and interest users if they saw your description meta tag as a snippet in a search result. Description meta tags are important because Google might use them as snippets for your pages. commonly used by search engines on search result pages to display preview snippets for a given page

35 Meta Description Tags: Best Practices Use unique descriptions for each page Choose a Description that effectively communicates the topic of the page's content. Avoid Using a single description meta tag across all of your site's pages or a large group of pages Used Optimal Length for Search Engines Roughly 155 Characters Avoid - Writing a description meta tag that has no relation to the content on the page - Using generic descriptions like "This is a web page" or "Page about faperta IPB" - Filling the description with only keywords - Copying and pasting the entire content of the document into the description meta tag

36 Content Content Quality (Original) Content Rich Keywords (Searchable) Content Engagement (For Reader)

37 Page Title Good Webpage Website Content Meta Description

38 Meta Description Tags: Best Practices Use unique descriptions for each page Choose a Description that effectively communicates the topic of the page's content. Avoid Using a single description meta tag across all of your site's pages or a large group of pages Used Optimal Length for Search Engines Roughly 155 Characters Avoid - Writing a description meta tag that has no relation to the content on the page - Using generic descriptions like "This is a web page" or "Page about faperta IPB" - Filling the description with only keywords - Copying and pasting the entire content of the document into the description meta tag

39 Keywords Analysis

40 Choosing a Good Keywords High Volume (many searches/month) Low Competition (weak sites/pages in the top 10) High Value (large % of visitors convert) Ideal Keywords!

41 Keywords Search Trends Google.com/trends

42 Classroom Exercise on Keyword Research [I] Think about Keyword Google Suggestions Google Trends Lets Find a Good Keywords & see its Trends

43 Google Keyword Planner Adwords Tools Keyword Planner adwords.google.com

44 Google Keyword Planner

45 A keyword is not a target until you assign it to a page and begin optimizing for it

46 Keyword Research Process Map

47 Classroom Exercise on Keyword Research [I] Think about Keyword Google Suggestions Keyword Planner Lets Find a Good Keywords & Get the Volume

48 Off Page Optimization

49 Link Building Link from other website address pointing to your website Other Website Your Website Other Website Forum Online

50 Link Building

51 Link Building Let s Social

52 Quality Backlinks AUTOMATIC SPAMMY LOW AUTHORITY

53 SEO Foundation Optimization Process

54 Digital Training - SEO Summary Why Is Search Important SEO Definition How Search Engine Work SEO Factors Keyword Research Keyword Research Exercise On-Page Optimization Off-Page Optimization The Optimization Process

55 Terima Kasih

56 Why Web Presence Best showcase for universities Reach larger audiences Offering access to scientific knowledge to researchers and institutions located in developing countries and third parties (economic, industrial, political and cultural) in their own community.

57 The Challenge Highly dependent on search engines algorithm Dynamic websites Search engine bias (the most popular results will always be at top ranking and least favorite results get less exposure) Lower visibility rank (Crawl issue)

58 The Approach Web Impact Factor Visibility is measured by number of external links from other websites. Size refers to the number of pages, determined by search engines: Google, Bing Rich files are the tally of academic activities, all in the following formats: Adobe Acrobat (.pdf), Adobe PostScript (.ps), Microsoft Word (.doc) and Microsoft PowerPoint (.ppt). Scholar is the number of citations and papers for each academic domain, tallied by Google Scholar.

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