Search Engine Optimisation and Web Analytics

Transcription

1 E-Cmmerce Applicatins Prmting yur Site: Search Engine Optimisatin and Web Analytics Sessin 6 1

2 Next steps Prmting yur Business Having develped website/e-shp shp next step is t prmte the business Marketing items: Business cards, flyers, URL n statinery, car, pens, etc Web Prmtin: Search Engine Optimisatin (h-12) and Web Analytics (h-13) Target ptential custmers: HTML , prmtin(s), membership Develp web links scial netwrking sites, ther sites/web rings Sessin 6 2

3 SEO and Web Analytics SEO is the prcess f trying t imprve a site s ranking in web search engine results fr specific search queries. Basic premise is that imprving the SEO f yur website will: imprve the page's search engine rankings increase the verall number f visitrs t yur web page increase the number f site visitrs wh are genuinely interested in the prducts r services yu're selling. Search Engine Optimizatin: Sessin 6 3

4 Web Analytics and SEO Web Analytics is the prcess f cllecting data abut the activities f visitrs t website: hw they fund yu, where they are lcated, when they visited, what pages they lked at, what they bught r dwnladed, etc AND analysing that data fr infrmatin that can be used t imprve/ptimise yur website. Web Analytics: / / / / / / Sessin 6 4

5 Searching the Web Hw it Wrks Search engines, such as yah, bing, ggle, etc, are all cnstantly crawling the web: indexing cntent: analysing each page, the tags and keywrds assciated with the cntent, etc recrding which sites are linked t ther sites Aim is t determine Relevance, i.e. hw relevant a given page is t a given query. References: Hw Internet Search Engines Wrk: The SEO Business Guide, K. Hlden and M. Hudsn, Sitepint, 2010, See the fllwing link t dwnlad sample chapters: Sessin 6 5

6 Searching the Web Hw it Wrks The indexing prcess starts with the search spider: A search engine spider r bt (rbt) refers t ne r mre dedicated cmputers that have been prgrammed t search the Web and cllect all the infrmatin they can find, and stre hw that infrmatin is related t varius search terms. Search engine spiders have tw distinct tasks: Crawling frm ne site t anther, and frm page t page, discvering cntent and links. Indexing f keywrds and phrases, the sites and pages that are relevant t them, and the links between thse sites in rder t build a database (r index) f relevant sites. Sessin 6 6

7 Search Engine Spiders A search engine spider wrks by crawling within each site, fllwing internal links frm the tp-level index page dwn thrugh all f the site s pages. Once the spider has trawled a site, infrmatin abut the pages are stred in the search engine s database (index), including: the cntent and structure f each page a recrd f all ther pages, bth internal and external t the site, that are linked t/frm the page a recrd f all the pages that link t the page key HTML tags such as the page title, headings, and images. Sessin 6 7

8 Search Engine Algrithms Once infrmatin abut a website has been cllected and stred in the search engines database (index), special algrithms (unique t each search engine) are used t calculate the relevance f a site s cntent t a particular search term. Key factrs in this prcess are: the number and authrity f related websites that link t the page. the relevance f the cntent n the page t the query. the lcatin and frequency f keywrds n a web page. Sessin 6 8

9 Search Engine Optimizatin i - Issues External factrs, utside yur cntrl, play a majr part in any SEO campaign. External factrs ften have bigger impact n determining relevance than yur cntent des. Yu can build the best site in the wrld, but it will be pintless unless yu pay attentin t external ranking factrs. As nted abve the tw key issues yu need t fcus n in building yur website are: the relevance f the page cntent (and its structure) The number f related websites that link t yur pages. Sessin 6 9

10 Frmulating a SEO Strategy t As yu frmulate a best practice SEO strategy, the methds yu use shuld fllw the guidelines set ut by the search engines themselves. Fcus shuld be n relevance, frequency and links Invlves: cnducting thrugh keywrd research and targeting creating high-quality, unique cntent imprving internal linking and site structure building links frm relevant, quality sites Nte: SEO is a lng term activity Sessin 6 10

11 Frmulating a SEO strategy t Main aspects f a SEO Strategy: Search Engine Optimisatin (HO-12) Web Analytics (HO-13) Ggle Adwrds Campaign Develping Site Links: scial netwrking sites, prmtinal s (HTML ), ther relevant sites Sessin 6 11

12 Implementing yur SEO Strategy t Dmain name can play an imprtant part in the search rank yur site achieves fr particular keywrds. Try t chse a dmain name that includes a few f the keywrds frm yur chsen tpic. Dmain name examples fr the Yum Juices include: YumJuices.c.uk YumFruitJuices.c.uk YumNaturalJuices.c.uk All f these include keywrds that relate directly t the sites cntent. t Shuld g with the shrtest available dmain that matches yur requirements. Sessin 6 12

13 Implementing yur SEO Strategy t Setting Up Yur Website - critical step, and ne ften verlked, is hw and where yur website is hsted. Mst small businesses start ff by having their site hsted as part f a larger shared system. This can result in limitatins ver the technical aspects f yur site; fr example, cntrlling search engine access, r managing hw yur URLs are cnstructed, e.g. with ur.atspace sub-dmains. Lng-term need t lk t use a custmised dmain hsting service (as discussed in earlier sessins). Sessin 6 13

14 Implementing yur SEO Strategy t Main elements in an effective SEO strategy: 1. Keywrd research 2. Web cntent and structure 3. Link building Sessin 6 14

15 SEO Keywrd Research Cnducting keywrd research is the first step t getting things right: need t identify the right keywrds and phrases fr yur site based n bjective evidence. Shuldn t be based n guesses f what yu think are the mst ppular wrds and phrases. Keywrd research allws yu t see which keywrds users actually emply t find prducts and services within the market (and als thse used by yur cmpetitrs t try and reach the market). Sessin 6 15

16 HO-12: Yum Juices Keywrds First task in develping an nline business is t identify the main keywrds and phrases Secnd task is t build n these phrases ensuring they are prperly included within the cntent f yur site (page title, header and meta tags). Need t ask yurself a simple questin: What are the three mst distinctive keywrds yu d use t describe this site if yu were explaining it t a friend r clleague? HO-12: SEO, uses Yum Juices and fruit juices as a key phrase t highlight the prcess invlved. Sessin 6 16

17 HO-12: SEO Fllw the instructins in h-12 Identify Keywrds Add <meta> and <title> tags fr: Page Title Keywrds Descriptin Optimise header tags <h1>, <h2>, etc Update yur pages and republish Sessin 6 17

18 Web Analytics is a key part f SEO Web Analytics Invlves cllecting data abut the activities f visitrs t yur website: hw they fund yu, where they are lcated, when they visited, what pages they lked at, what they bught r dwnladed, etc AND analysing that data fr infrmatin that can be used t imprve/ptimise p yur website. Number f tls available: Sessin 6 18

19 HO-13: Web Analytics Fllw the instructins in h-13 Cmplete the exercises t add web analytics t yur website (StatCunter) Share yur website URL with class and analyse the statistics Cnsider hw web analytics can be used t mnitr web traffic and develp pyur SEO and business strategies Sessin 6 19

20 Using Web Analytics fr SEO Tw schls f thught when it cmes t SEO: Optimize fr the Mst Searched Terms Get t Number 1 Fr a Smaller Term Sessin 6 20

21 SEO: Optimize i fr the Mst Searched Terms Trying t get a small slice f the pie. Based n idea that if the pie is really big (i.e. there are lts f searches fr the term) even if yu nly get a small percentage f the page views, yu're still ging t get a lt f hits (and hpefully a lt f business). Keywrds/phrases with large number f searches are very cmpetitive, i.e. if yu plan t ptimize n that term, then s are 100s r 1,000s f ther businesses. Sessin 6 21

22 SEO: Get t Number 1 Fr a Smaller Term This is where yu wrk n getting yur site t the number 1 slt fr a keywrd/phrase that has a smaller number f searches. Aim wuld be t get at least t the tp 10 f search engines fr the keywrd/phrase yu have chsen t ptimise n. Based n the idea that yu get a large slice f a small pie. Nt as cmpetitive, because there isn't as much t get (i.e. a smaller pie r niche) Sessin 6 22

23 SEO: Ggle AdWrdsd With Ggle AdWrds, yu can create and run ads fr yur business, quickly and simply. AdWrdsd ads are displayed d (as spnsred links ) alng with search results when smene searches Ggle using ne f yur keywrds. Yu can chse frm a variety f ad frmats, including text, image, and vide ads, and easily track yur ad perfrmance using the reprts available in yur accunt Yu nly pay when peple click yur ads, see: g (+ activatin fee). Sessin 6 23

24 SEO: Ggle AdWrdsd Sessin 6 24

25 SEO: Ggle AdWrdsd Sessin 6 25

26 Ggle AdWrds d Pay per Click Sessin 6 26

27 SEO: Ggle AdWrdsd Ggle has a shrt, nline curse, which prvides step-by-step instructins n hw t create an AdWrds accunt: See als: py?hl=en&answer= ge=guide.cs Sessin 6 27

28 SEO: Develping Web Links Link building is ne f the mst imprtant aspects f SEO because quality links create a psitive link ppularity fr yur website. Increasing the link ppularity f yur website helps increase yur page rank resulting in higher ranks in the search engines fr yur targeted keywrds. Ref: See als: it / h i ti i ti /b t building-guides-techniques-and-tls-f-2010/ Sessin 6 28

29 SEO: Develping Web Links Tp Ten SEO Link Building Strategies: 1. Write quality articles that ther websites will want t pst n their websites and link t. 2. Start a WrdPress blg and pst articles t it nce per week. 3. Syndicate yur articles t nline directries, such as Ezine Articles, s ther businesses can pst them n their websites. 4. Submit yur website t free nline, SEO friendly website directries. Prvide a quick way t start building ne-way links t yur website. 5. Submit yur blg t directries. Ref: Sessin 6 29

30 SEO: Develping Web Links Tp Ten SEO Link Building Strategies: 6. Exchange links with high quality, relevant websites in yur field. But be selective! 7. Use scial bkmarking: submit yur blg psts and ther high value cntent t scial bkmarking sites. 8. Syndicate press releases: write newswrthy press releases and syndicate them nline at syndicatin sites such as PRWeb. 9. Pst cmments n industry blgs pst high value cmments n ther blgs in yur industry t spark discussin i (i.e. Internet t Marketing). 10. Link between yur web pages. Ref: strategies/ Sessin 6 30

31 References: Hw Search Engines Wrk Hw Search Engines Wrk: p neswrk.asp ca/web-crawler-search-enginecrawler engine.htm Keywrd Links: Sessin 6 31

32 References - SEO g g_ g Prmting_Web_Pages.htm p g yah cm/ b t / d/l l i / / website.html Sessin 6 32

33 Develping Web Links: References: Develping Web Links fi dl / h i ptimisatin/submit-search-engines.shtml HTML p p p design-resurces.html Meta Tag Generatr: Sessin 6 33