SEO Matters
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Presentation at Archives Hub Development and Innovations Day, Jisc Manchester, 3rd Sept, 2015
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SEO Matters
- 1. Adrian Stevenson, Senior Technical Coordinator, Jisc Archives Hub Development and Innovations Day, Jisc Manchester, 3rd Sept, 2015 SEO Matters
- 2. What is SEO? »Search Engine Optimisation »Wikipedia: › “.. the process of affecting the visibility of a website or a web page in a search engine's unpaid results” »Considers: › how search engines work › search terms typed into search engines › what searcher intention is »includes image, local, video, academic and vertical search engines SEO Matters 2
- 3. SEO Matters 3 ‘The Art of SEO’ (3rd Edition preview), E. Enge et al, O’Reilly Publications,Aug 2015
- 4. SEO Factors »On the page › Entirely within publishers control › Includes site content, HTML, site architecture … »Off the page › Publishers don’t directly control › Used because engines can’t rely on publisher signals alone »Violations › Tactics to deceive and manipulate engines »Remember:We don’t know everything about how search engines work SEO Matters 4
- 6. SEO Matters 6 “The weighting is based on a combination of what search engines have said, surveys of the SEO community, as well as our own expertise and experience in watching the space over time.We don’t expect them to be perfect.” http://searchengineland.com/s eotable
- 7. On the Page SEO - Content »Quality content › Search engines perform detailed analysis to build a semantic map that defines relationships between concepts › Offer quality content, ideally unique, useful and that isn’t found elsewhere »Keywords research › Complex area – searcher intention important › Write using keywords in a natural way if want to be found for searches on those words »Content freshness › Search engines love new content. Not necessarily a problem for archives, but news, updates all help SEO Matters 8
- 8. On the Page SEO - Site Architecture »Crawlability › Sensible site structure, breadcrumbs, robots.txt all help › Use HTML and XML sitemaps »Duplication of content not good »Single domain URL important – › e.g. www.archiveshub.ac.uk redirects to archiveshub.ac.uk › Avoid unnecessary sub-domains - e.g. news.archiveshub.ac.uk »Use HTTP 301 ‘permanently moved’ redirects »Manage session ids, parameters and pagination e.g. http://archiveshub.ac.uk/data/gb1837-des/ico.html?page=7 SEO Matters 9
- 9. On the Page SEO - Site Architecture (cont.) »Mobile Friendly › More google searches on mobile than desktop › Responsive design best › Test at https://www.google.com/webmasters/tools/mobile-friendly/ »Descriptive URLs – use words in URL if possible › http://archiveshub.ac.uk/usingarchives/ good › http://archiveshub.ac.uk/data/gb1837-des/ico probably not so good »Site Speed › small factor for desktop, but very important for mobile › Insights at https://developers.google.com/speed/pagespeed/insights/ SEO Matters 10
- 10. On the Page SEO - HTML »HTML title most important signal for search engines › Accurate, brief and unique <title>UsingArchives:A Guide for the Inexperienced - Archives Hub</title> <title>Display :: Brief - Archives Hub</title> › Order of words relevant <title>gb3184-sk - Stanley KubrickArchive - Archives Hub</title> »Meta description not ranking factor but important for display. Auto-populate? »Header tags <h1>Using Archives: A Guide for the Inexperienced</h1> SEO Matters 11
- 12. On the Page SEO – Structured Data »Structured Data increasingly important »Provides semantically meaningful markup »Local SEO ranking benefits based on name, address, phone number information »Possible approaches: › Rich snippets › Schema.org › JSON-LD – isolates schema.org data from HTML › Linked Data SEO Matters 13
- 13. On the Page SEO – Schema.org SEO Matters 14 From ‘The Art of SEO’ (3rd Edition preview)
- 14. Off the Page SEO –Trust and Authority »Authority is whether your site recognised as important in its field »Little has been made public about how engines calculate authority »Likely factors: › Established history › Links from respected ‘neighborhood’ sites › Engagement metrics: – How long users stay on your pages – low bounce rate – Comments, shares and likes SEO Matters 15
- 15. Off the Page SEO – Link Building and Ranking »Links are the most important external signal »More weight given to better quality links › E.g. from large authoritative sites »Link / anchor text › Helps if important sites link from keywords relevant to your site. E.g ‘archives’, ‘books’ etc. › Number of links has decreased in importance SEO Matters 16
- 16. Off the Page SEO – Additional Factors »Personalisation › We all get personalised results, even if not logged into Google › Google+ social connections can influence search results »Social Media – Facebook,Twitter etc. seen as ‘crucial’ › Represents a way of voting for sites › Reputation – References from accounts with good reputation important › Shares – Quality helps, but all good SEO Matters 17
- 18. § SEO Matters 19
- 19. Conclusions »SEO matters! »It’s a complex and multi-faceted area »Can be expensive and time consuming »Very important for visibility and viability »Archives Hub made many improvements but still needs to address some areas › Some not viable to fix with existing system › Some we can fix if can find time/resource › New Hub system will give us opportunity to make more improvements to SEO SEO Matters 20
- 20. Contact SEO Matters 21 Adrian Stevenson SeniorTechnical Coordinator Jisc Manchester http://www.jisc.ac.uk adrian.stevenson@jisc.ac.uk http://www.twitter.com/adrianstevenson https://www.linkedin.com/in/adrianstevenson
- 21. SEO Matters 22 CC License This presentation available under creative commons Non Commercial-Share Alike: http://creativecommons.org/licenses/by-nc/2.0/uk/
Notas do Editor
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- A vertical search engine, as distinct from a general web search engine, focuses on a specific segment of online content. They are also called specialty or topical search engines. The vertical content area may be based on topicality, media type, or genre of content. Common verticals include shopping, the automotive industry, legal information, medical information, scholarly literature, and travel. Examples of vertical search engines include; Mocavo, Nuroa, Trulia and Yelp.
- For us this is still Google
- Has periodic table with weighted importance. The weighting is based on a combination of what search engines have said, surveys of the SEO community, as well as our own expertise and experience in watching the space over time. We don’t expect them to be perfect.
- Google also runs specialized search engines that focus on images or news or local content. These are called vertical search engines because rather than covering a broad range of interests, they’re focused on one segment, a vertical slice of the overall interest spectrum.
- Content and Keyword Search v important. “You want to create content using those keywords, the actual search terms people are using, so you can produce content that effectively “answers” that query.” – Page about ‘Avoiding Melanoma’ may not be found by someone searching for “skin cancer prevention tips”. Your content needs to be written in the right ‘language’ – the language your customer or user is using when searching. Art of SEO - “You can think of .. the search engine [as] performing a detailed analysis of all the words and phrases that appear on a web page, and then building a map of that data for it to consider showing your page in the results when a user enters a related search query. This map, often referred to as a semantic map, seeks to define the relationships between those concepts so that the search engine can better understand how to match the right web pages with user search queries. If there is no semantic match of the content of a web page to the query, the page has a much lower possibility of showing up. Therefore, the words you put on the page, and the “theme” of that page, play a huge role in ranking” “Determining the unique content on a page is an important part of what the search engine does. It is this understanding of the unique content on a page that the search engine uses to determine the types of search queries for which the web page might be relevant.”
- Content and Keyword Search v important. “You want to create content using those keywords, the actual search terms people are using, so you can produce content that effectively “answers” that query.” – Page about ‘Avoiding Melanoma’ may not be found by someone searching for “skin cancer prevention tips”. Your content needs to be written in the right ‘language’ – the language your customer or user is using when searching. Art of SEO – since Google Hummingbird Sept 2013 engine rewrite, the exact query a user may be searching for is less important than the intent behind it. While keyword research is still crucial, creating pages highly optimized to a specific keyword is less important than creating extremely high quality unique content which answers the need or question which lies behind the keyword query. Consider each page more holistically and how you might improve the page to better answer your users’ needs. Rather than trying to over-optimize for the exact right number or combination of phrases, write naturally and for your users, using a wide variety of related terms and synonyms which you uncover during the keyword research process. Art of SEO - “You can think of .. the search engine [as] performing a detailed analysis of all the words and phrases that appear on a web page, and then building a map of that data for it to consider showing your page in the results when a user enters a related search query. This map, often referred to as a semantic map, seeks to define the relationships between those concepts so that the search engine can better understand how to match the right web pages with user search queries. If there is no semantic match of the content of a web page to the query, the page has a much lower possibility of showing up. Therefore, the words you put on the page, and the “theme” of that page, play a huge role in ranking” “Determining the unique content on a page is an important part of what the search engine does. It is this understanding of the unique content on a page that the search engine uses to determine the types of search queries for which the web page might be relevant.”
- Proper implementation of 301 redirects, the use of rel=canonical tags, managing URL parameters and effective pagination strategies can all help ensure you’re running a tight ship. Art of SEO - Session IDs or user IDs in the URL It used to be very common for CMSs to track individual users surfing a site by adding a tracking code to the end of the URL. Although this worked well for this purpose, it was not good for search engines, because they saw each URL as a different page rather than variants of the same page. Make sure your CMS does not ever serve up session IDs. If you are not able to do this, making sure you use rel="canonical" on your URLs If a subfolder will work it is the best choice 99.9% of the time. Keeping content on a single root domain and single subdomain (e.g., http://www.yourdomain.com) gives the maximum SEO benefits, as engines will maintain all of the positive metrics the site earns around links, authority, and trust, and will apply these to every page on the site. Although subdomains are a popular choice for hosting content, they are generally not recommended if SEO is a primary concern. Subdomains may inherit the ranking benefits and positive metrics of the root domain they are hosted underneath, but they do not always do so (and thus, content can underperform in these scenarios).
- Responsive design serves all devices with the same code that adjusts for screen size. Means one URL and less engineering. Is the page load time excessive? Too long a load time may slow down crawling and indexing of the site – and can virtually eliminate your site from competitiveness in mobile search. Art of SEO – On mobile: Fast – pages should ideally load in less than one second Functional – page content displays and functions properly in mobile browsers (no CSS, JavaScript, image, or other resource blocking) Finger-friendly – tap targets (buttons, links, form fields) should be large enough and properly spaced for small touchscreen use Free from redirects and errors – mobile version URL requests should all return 200 (OK) status codes – no 301/302 redirects or errors, if possible
- Art of SEO - If you want to include your company brand name in the title, consider putting it at the end of the title tag, not at the beginning, as placement of keywords at the front of a page title (generally referred to as prominence) brings ranking benefits due to the weighting added to words near the beginning of the title. Also check to ensure the title tag is fewer than 70 characters long, or 512 pixels wide.
- Art of SEO - If you want to include your company brand name in the title, consider putting it at the end of the title tag, not at the beginning, as placement of keywords at the front of a page title (generally referred to as prominence) brings ranking benefits due to the weighting added to words near the beginning of the title. Also check to ensure the title tag is fewer than 70 characters long, or 512 pixels wide.
- Go to ‘View’ menu > ‘Header and Footer…’ to edit the footers on this slide (click ‘Apply’ to change only the currently selected slide, or ‘Apply to All’ to change the footers on all slides).
- Go to ‘View’ menu > ‘Header and Footer…’ to edit the footers on this slide (click ‘Apply’ to change only the currently selected slide, or ‘Apply to All’ to change the footers on all slides).
- Go to ‘View’ menu > ‘Header and Footer…’ to edit the footers on this slide (click ‘Apply’ to change only the currently selected slide, or ‘Apply to All’ to change the footers on all slides).
- Go to ‘View’ menu > ‘Header and Footer…’ to edit the footers on this slide (click ‘Apply’ to change only the currently selected slide, or ‘Apply to All’ to change the footers on all slides).
- Go to ‘View’ menu > ‘Header and Footer…’ to edit the footers on this slide (click ‘Apply’ to change only the currently selected slide, or ‘Apply to All’ to change the footers on all slides).
- Go to ‘View’ menu > ‘Header and Footer…’ to edit the footers on this slide (click ‘Apply’ to change only the currently selected slide, or ‘Apply to All’ to change the footers on all slides).
- Go to ‘View’ menu > ‘Header and Footer…’ to edit the footers on this slide (click ‘Apply’ to change only the currently selected slide, or ‘Apply to All’ to change the footers on all slides).
- Go to ‘View’ menu > ‘Header and Footer…’ to edit the footers on this slide (click ‘Apply’ to change only the currently selected slide, or ‘Apply to All’ to change the footers on all slides).