SEARCH ENGINE OPTIMIZATION WHAT MATTERS?

Transcription

1 SEARCH ENGINE OPTIMIZATION WHAT MATTERS?

2 1 What do we want? We want our target group to visit our website and to be able to efficiently use it. 2 How does our target group find our website? Links on blogs, news portals and websites with similar topics Recommendations on social media sites like Facebook, Twitter Links in search engine result pages 3 How can I improve the search engine ranking of my website? With great content tailored to the target group, accessible to both users and search engine crawlers in a structured and readable form.

3 Content is King By delivering great content, we re also increasing the potential number of backlinks* from other websites. The number of backlinks - especially those from sites with similar topics - is an important ranking factor for search engines. Additionally, great content almost automatically contains the relevant keywords - food for search engines. *Backlinks Backlinks are links from external websites to our website. How do I create great content? A good example are Wikipedia articles, which often appear in top results for many keywords, as they deliver great quality content: the requested information structured detailed clear Links to additional resources Wiki Hauptseite Über Wikipedia Themenportale Von A bis Z Zufälliger Artikel Mitmachen Drucken/exportieren Werkzeuge In anderen Sprachen Octopoda Octopoda Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem. Nulla Inhaltsverzeichnis 1 Lebensraum 2 Quellen 3 Weblinks 4 Literatur Lebensraum aliquet nec (pretium quis) Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem. Nulla quam felis, ultricies nec, pellentesque eu, pretium quis, sem. Quellen Cum sociis natoque penatibus et magnis dis parturient montes, nascetur Great content doesn t have to be in encyclopedic form and doesn t have to consist mainly of text. Great content can be detailed product descriptions, upto-date news, entertaining or useful services.

4 What are keywords? Keywords* are the terms that users enter in search engines to search for the desired topic. It s beneficial for the search engine ranking to have these keywords at relevant positions. *Keywords Keywords are the terms that users enter in search engines to search for the desired topic. Google-Suche Auf gut Glück! Which are the relevant keyword positions? the website title headlines in the website content the domain and directory path of the website the meta description tag* the anchor text of links pointing to our website More important than simply displaying the keywords is to use meaningful titles and headlines. As general rule: What is good for the users of my website is good for search engine indexing. What is good for the users of my website is good for search engine indexing. *META description The meta description is an abstract of the website content in a few sentences, explicitly targeted at search engine indexing and not displayed on the website itself. How do I achieve a good structure for my content? It s counter-effective for search engine optimization to stuff all keywords on every page. Every page should ideally treat only one topic. Those pages should be linked to each other in a reasonable link hierarchy, leading from overviews to more detailed pages.

5 How do I find relevant keywords? As a general rule: Don t put too much emphasis on keywords, simply try to create great content. On the other hand, it s useful to know what our target group is searching for, when they want to find results like our website. A helpful tool for this task is the Google AdWords* Keyword-Tool (usable without AdWord account), that displays keyword combinations, similar terms and the average number of searches for those terms. *AdWords AdWords is a web advertisement product of Google. What do I have to consider for optimal search engine indexing? Search engines have difficulties to interpret media like images and videos as well as abstract relationships. Therefore a good recommendation is to attribute those content types with additional information, e.g.: alt -attributes of images as well as image captions Video captions Semantic attributes* Lorem ipsum Dolor sit amet, consectetuer adipiscing elit Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Header <H1>Headline</H1> <H2>Subheadline</H2> <H3>Italics</H3> <p>text Text Text Text Text Text Text Text Text Text Text Text Text Text Text Text Text Text Text Text Text Text Text Text Text Text Text Text Text Text Text Text </p> Semantic attributes Semantic attributes are additional HTML attributes giving search engines the means to interpret relationships and abstract meanings of website contents. aliquet nec aliquet nec (pretium quis) <a>link 1</a> aliquet nec (pretium quis) Copyright <a>link 2</a> Footer

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