Assignment 3: Search Query Plural

DME-Chapter-3-On-Site-SEO-Slides.pptx

Home >Business & Finance homework help >Marketing homework help >Assignment 3: Search Query Plural

Chapter Objectives

Identify the keywords that would be most worthwhile for a website to target in its search engine optimization efforts.

Improve a webpage’s relevance for a target keyword by suggesting specific changes to the webpage.

Improve a website’s likelihood of ranking for a set of keywords by suggesting changes that will improve the website’s quality signals to search engines.

Identify possible technical issues that could be impeding a website’s rankings.

Chapter 4: On-Site SEO

History

Tim Berners-Lee, a British scientist, invented the World Wide Web (WWW) in 1989, while working at CERN. The web was originally conceived and developed to meet the demand for automated information-sharing between scientists in universities and institutes around the world.

First Website

HTML

Head

Title

Meta Description

Collectively known as meta data

Body

H1, H2, H3

<em>

How a Webpage Ranks Well in Search Engines

Links

Popularity

Trust

Authority

Similar Content

Relevance

LATIMES

NYTIMES

CNN

PERSONAL PROFILES

SMALL WEBSITES

LOCAL BLOGS

On-Page

Off- Page

URL

Link Text

Popularity

AUTHORITY

RELEVANCE

The Key SEO Ranking Factors

What We Know and Don’t Know

Popularity

Authority

Relevance

(k )

x(k 1)

j Bi

On-Page

Off- Page

URL

Link Text

RELEVANCE

BEWARE OF NOFOLLOW

Search Engine Functions

Crawling

Caching

Indexing

Ranking

Search Engine Parts

From Google’s white paper

Indexer-Barrels-Sorter portion is key

PageRank no longer used, but this structure is still relatively accurate

Crawling

Find new and updated web content

URL Server tracks pages

Crawler explores all links to find new pages

URL Server must prioritize crawling

Crawlers are fast, but with limits

Frequently updated content will be crawled more often

Can be problematic

Caching

HTML code of webpage sent to repository

Google has cached copy of entire world wide web

Cache = temporary storage

Indexing

Recodes each web page as a “hit list”

A “hit” is a word occurrence (not to be confused with a web hit, when someone views a web page)

Each page indexed as a series of words

docID:2058795	wordID:21548	nhits: 5	hit1	hit2	hit3	hit4	hit5
	wordID:18975	nhits: 5	hit1	hit2	hit3	hit4	hit5
	wordID:87916	nhits: 3	hit1	hit2	hit3
	.
	.
	.
	wordID: 48985	nhits: 1	hit1

Cap: 0, font: 3, position: 173

The Psychology of Googlebot

Googlebot doesn’t understand puns

Googlebot doesn’t get jokes

Googlebot is a robot not a buddy of yours

Literal

Googlebot only understands what you tell him

Metromix ‘Get Lucky!’ headline

Laptop ‘case’ versus laptop ‘bag’

Context

Googlebot can’t read iFramed content

Googlebot can’t read images (needs ALT text)

Googlebot can’t read javascript

Googlebot barely understands flash files

Blind spots

01100111 01101111

01101111 01100111

01101100 01100101

01100010 01101111

01110100

Analyzing Links

Links used for multiple purposes

Crawling

Creating list of webpages (docIDs)

Calculating relevance

Calculating PageRank

No longer used

Many link metrics still used

Searching on Google

Searcher types “metamorphosis” into Google

All docIDs containing wordID 21548 found

Relevance score for each docID calculated

PageRank of each webpage (docID) found

Relevance and PageRank combined to determine final rankings

Calculating Relevance

Hit Type	Type Weight
URL	100
Anchor Text	90
Title Tag	100
Plain text large font	60
Plain text medium font	30
Plain text small font	10

Calculating Relevance – http://en.wikipedia.org/wiki/Metamorphosis

Hit Type	Type Weight	No. of Hits
URL	100	1
Anchor Text	90	52
Title Tag	100	1
Plain text large font	60	1
Plain text medium font	30	7
Plain text small font	10	37

100*1 + 90*52 + 100*1 + 60*1 + 30*7 + 10*37 = 5520

Calculating Relevance – http://en.wikipedia.org/wiki/The_Metamorphosis

Hit Type	Type Weight	No. of Hits
URL	100	1
Anchor Text	90	36
Title Tag	100	1
Plain text large font	60	1
Plain text medium font	30	2
Plain text small font	10	25

100*1 + 90*36 + 100*1 + 60*1 + 30*2 + 10*25 = 3810

Count-Weights

To inflate score, a webmaster could repeat “metamorphosis” 100 times at the bottom of the page (in white font to make it invisible to users—keyword stuffing)

Count-weights prevent high scores from repeated use

Count	Hit 1	Hit 2	Hit 3	Hit 4	Hit 5	Hit 6	Hit 7	Hit 8	Hit 9+
Weight	1	1	.9	.7	.45	.2	.05	.01	0

Count-Weight Adjusted Relevance Score
Metamorphosis	820
The_Metamorphosis	751

Multi-Word Searches

Butterfly metamorphosis

“butterfly”

“metamorphosis”

“butterfly metamorphosis”

Much easier to earn good rankings for multiple-word searches

Google Evolution

PageRank

Panda

Penguin

Pigeon

Hummingbird

Knowledge Graph

RankBrain

Keyword Usage

URL

Title Tag

Header Tags

Main Content

Alt Text

Anchor Text

Relevance

Code Your Pages Properly First!

The most important SEO field

Communicate loudly but don’t spam

Must be unique!

Homepage/Content

HTML Title Tag

Important mainly due to click through

The goal is to entice the human click to your link

Write a unique description for each page on your site

Meta Description

Beat up your designers that use if tor ‘style’ instead of SEO emphasis

Should be used for the main heading of the page (i.e. headline)

H1 Tag/Headline

Keep the first paragraph close to the H1 tag in the HTML code

Do not break up the code within the paragraph with other HTML

All pages MUST have at least a paragraph of text

First Paragraph

Use Google News categories for increased visibility

Bold/italics puts heavier SEO emphasis on k

eywords

URL is important for relevance with inbound links

G’ News Categories, Bold/Italics, URL

Relevance

Keyword Usage: HTML Title Tags

Page HTML Title Tag

Use keyword, followed by colon, followed by

a typical headline

Insert keyphrase twice if possible

Speak to a national audience

Don’t look too spammy but draw attention

MOST POWERFUL FIELD FOR SEO

RELEVANCE!

Put keywords first in the title tag

Work the keywords into a phrase

Use keywords that occur routinely across the entire blog

Don’t look too spammy but draw attention

Homepage HTML Title Tag

Keyword Usage: Meta Description

This is where it appears in Google.

Entice humans to click

Don’t tell them everything

Use keyword at least once

Speak to national audience

Don’t look too spammy but draw attention

Remember the Meta Description does little good to get you to the front page of Google but does a lot to get humans to click on your content!

Relevance

Keyword Usage – Category Page

URL

Title Tag

Header Tags

Main Content

Alt Text

Anchor Text

Keyword Usage – Category Page

URL

Title Tag

Header Tags

Main Content

Alt Text

Anchor Text

<title>Jewelry & Watches | Overstock.com Shopping - Top Rated Jewelry & Watches</title>

Keyword Usage – Category Page

URL

Title Tag

Header Tags

Main Content

Alt Text

Anchor Text

<h1>Jewelry & Watches Store</h1>

Keyword Usage – Category Page

URL

Title Tag

Header Tags

Main Content

Alt Text

Anchor Text

Virtually no written content

Keywords in <h3> tags

Keyword Usage – Category Page

URL

Title Tag

Header Tags

Main Content

Alt Text

Anchor Text

Keyword Usage – Category Page

URL

Title Tag

Header Tags

Main Content

Alt Text

Anchor Text

Keyword Usage – Category Page

URL

Title Tag

Header Tags

Main Content

Alt Text

Anchor Text

Keyword Usage – Sub-Category Page

URL

Title Tag

Header Tags

Main Content

Alt Text

Anchor Text

Keyword Usage – Sub-Category Page

URL

Title Tag

Header Tags

Main Content

Alt Text

Anchor Text

Keyword Usage – Sub-Category Page

URL

Title Tag

Header Tags

Main Content

Alt Text

Anchor Text

Keyword Usage – Sub-Category Page

URL

Title Tag

Header Tags

Main Content

Alt Text

Anchor Text

Slightly more written content

“Wedding Band”, “Bridal Ring Set”, “Diamond Ring”

Keyword Usage – Sub-Category Page

URL

Title Tag

Header Tags

Main Content

Alt Text

Anchor Text

<img src='http://ak1.ostkcdn.com/images/products/7900399/7900399/18k-14k-Gold-2-1-3ct-TDW-Diamond-Halo-

Bridal-Ring-Set-F-G-SI1-SI2-P15280528.jpg' alt="18k/14k Gold 2 1/3ct TDW Diamond Halo Bridal Ring Set (F-G, SI1-SI2)“>

Keyword Usage – Sub-Category Page

URL

Title Tag

Header Tags

Main Content

Alt Text

Anchor Text

<a class="pro-thumb" href='http://www.overstock.com/Jewelry-Watches/18k-14k-Gold-2-1-3ct-TDW-Diamond-

Halo-Bridal-Ring-Set-F-G-SI1-SI2/7900399/product.html?refccid=J57CBJMBGISLO7CEYSKYXIGAUE&searchidx=0'

title="18k/14k Gold 2 1/3ct TDW Diamond Halo Bridal Ring Set (F-G, SI1-SI2)">

Keyword Usage – Sub-Category Page

URL

Title Tag

Header Tags

Main Content

Alt Text

Anchor Text

Keyword Usage – Product Page

URL

Title Tag

Header Tags

Main Content

Alt Text

Anchor Text

URL

Title Tag

Header Tags

Main Content

Alt Text

Anchor Text

Keyword Usage – Product Page

URL

Title Tag

Header Tags

Main Content

Alt Text

Anchor Text

Keyword Usage – Product Page

URL

Title Tag

Header Tags

Main Content

Alt Text

Anchor Text

Keyword Usage – Product Page

No unnatural keyword insertion

“diamond”, “engagement ring”, “wedding band”

URL

Title Tag

Header Tags

Main Content

Alt Text

Anchor Text

Keyword Usage – Product Page

URL

Title Tag

Header Tags

Main Content

Alt Text

Anchor Text

Keyword Usage – Product Page

Supplementary articles useful for shoppers

Potential to attract additional traffic

URL

Title Tag

Header Tags

Main Content

Alt Text

Anchor Text

Keyword Usage – Product Page

Click-Through Rates from SERP

Title Tag

Meta Description

URL

Overstock

Bounce Rate

Load Time

Overstock pages are data intensive

Could cause slow loading

Technically up to date

Grammar and Spelling

Fresh Content

New products available

Sales and promotions

Articles

Reviews

Q&A

Quantity Content

Original Content

Set-F-G-SI1-SI2/7900399/product.html" />

Ad Space

Most online retailers have little incentive to show ads

Organizational Structure

Home page

For the home

Furniture

Bed & Bath

Women

Men

Jewelry & Watches

Health & Beauty

Electronics

Worldstock

Sale

Home Decor

Housewares

Kitchen & Dining

Garden & Patio

Home Improvement

Bath

Shop By Room

Featured Sales