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Bogor Agricultural University
Search Engine Optimization
Why is Search Important
Total Internet users in Indonesia [2014]
71M+EVERYONE
GOOGLING
SEO / Organic Listings
Display Network Listings
Paid / Sponsored
Listings
The Search Marketing Trifecta
Website Results
Adwords/Paid Search Images
PlacesMaps
A few words about Universal Search
The Path to Purchase in Education Industry (US)
Google Click Thru Rate (CTR)
+50% of Google users click on an organic search result on page 1
Search Engine Optimization
S E O
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]
Organic (SEO) Vs. Paid Search
Organic Results
Google Place
Paid Results
SEO is Cost-Effective
No top line media cost
Cost Per Click declines over time
Key phrase analysis and content optimization only costs
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
How Search Engine Works
The Basic Search Engine Works
CRAWLING
INDEXING
RANKING
The Basic Search Engine Works
Without links, the engines might never find
this page
1. Website is created
2. Website gets links
3. Bots/spiders discover links
4. Bots/spiders crawl website
5. Website is indexed
6. User searches
7. SE matches query and ranks
results
8. Search results are displayed to
user
CrawlingIndexingRanking & Searching
Query
Deserves
Freshness
(QDF)
QDF
Normal Result
Query
Deserves
Diversity
(QDD)
Search Engine Ranking Factors
Search Engine Optimization Factors
On-Site
Technical
Content
Off-Site Popularity
On-site
TechnicalWeb design and development aspects
ContentUnique and keyword-rich information
Off-Site
PopularityQuantity and quality of links or mentions to a site
Technical On-Site Factors
✓ Website Performance▪ Server & Website Issue
• Google Webmaster Tools
• W3C Validator
▪ Website Speed & Compatibility
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
Technical On-Site Factors
✓ Directory Structure▪ Use a directory structure that organizes your content well.
Home
Kategori-1
Post-1
Post-2
Kategori-2
Post-3
Post-4
Post-5
Kategori-3
Post-6
Post-7
Post-8
Post-9
Kategori-4
Post-10
About Me
Project
Akademi
Contact
Technical On-Site Factors
✓ Internal Linking✓Related Anchor Text
Technical On-Site Factors
✓ Website Sitemap
C o n t e n t
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 resultsWords in the title are bolded if they appear in the user's search query.
Google Search Engine Result
Page
Page Title Tags
http://mutia_daya12t.student.ipb.ac.id/2014/09/20/android/
http://ryanditya.student.ipb.ac.id/2014/09/21/pengenalan-sistem-operasi-pada-android/
Pengenalan Sistem Operasi Pada Android | Adventure LifeMutia dayarti’s blog >> Android
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 pageEach 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 titlesTitles 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
Meta Description Tags
Summaries can be defined for each pageWrite 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
Meta Description Tags: Best Practices
✓ Use unique descriptions for each pageChoose a Description that effectively communicates the topic of the page's content.
▪ AvoidUsing 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
Content
✓ Content Quality (Original)
✓ Content Rich Keywords (Searchable)
✓ Content Engagement (For Reader)
Good Webpage
Page Title
Meta Description
Website Content
Meta Description Tags: Best Practices
✓ Use unique descriptions for each pageChoose a Description that effectively communicates the topic of the page's content.
▪ AvoidUsing 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
Keywords Analysis
High Volume(many searches/month)
Low Competition(weak sites/pages in the top 10)
High Value(large % of visitors convert)
Ideal Keywords!
Choosing a Good Keywords
Keywords Search TrendsGoogle.com/trends
Think about KeywordGoogle
SuggestionsGoogle Trends
Classroom Exercise on Keyword Research [I]
Lets Find a Good Keywords & see its Trends
Google Keyword Planner
Adwords Tools Keyword Planner
adwords.google.com
Google Keyword Planner
A keyword is not a target until you assign it to a page and begin optimizing for it
Keyword Research Process Map
Think about Keyword Google SuggestionsKeyword Planner
Classroom Exercise on Keyword Research [I]
Lets Find a Good Keywords & Get the Volume
Off Page Optimization
Link Building
Your Website
Other Website Forum
Online
Link from other website address pointing to your website
Other Website
Link Building
Link Building – Let’s Social
Quality Backlinks
AUTOMATIC
SPAMMY
LOW AUTHORITY
SEO Foundation
Optimization Process
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
Terima Kasih
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.
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)
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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