Bogor Agricultural University
Total Internet users in Indonesia [2014]
71M+
EVERYONE
SEO / Organic Listings Display Network Listings Paid / Sponsored Listings
Website Results
Adwords/Paid Search
Images
Places
Maps
Google Click Thru Rate (CTR)
+50% of Google users
Search Engine Optimization
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")
Organic (SEO)
Vs. Paid Search
Organic Results Google Place
SEO is Cost-Effective
No top line media cost
Cost Per Click declines over time
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
The Basic Search Engine Works
CRAWLING
INDEXING
The Basic Search Engine Works
Without links, the engines might never find
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
Crawling
Indexing
Ranking
Query
Deserves
Freshness
(QDF)
QDF
Query
Search Engine Optimization Factors
On-Site
Technical ContentOff-Site
PopularityOn-site
TechnicalWeb design and development aspects
Content
Unique and keyword-rich information
Off-Site
Popularity
Technical On-Site Factors
✓
Website Performance
▪
Server & Website Issue
•
Google Webmaster Tools
•
W3C Validator
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
Technical On-Site Factors
✓
Directory Structure
▪
Use a directory structure that organizes your content well.
Technical On-Site Factors
✓
Internal Linking
Technical On-Site Factors
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 results Words in the title are bolded if they appear in the user's search query.
Google Search Engine Result
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/
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 page
Each 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 titles
Titles 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:
Meta Description Tags
Summaries can be defined for
each page
Write 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.
Meta Description Tags: Best Practices
✓
Use unique descriptions for each page
Choose a Description that effectively communicates the topic of the page's content. ▪ Avoid
Using 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
Content
✓
Content Quality (Original)
✓
Content Rich Keywords (Searchable)
Good
Webpage
Page Title
Meta Description Website
Meta Description Tags: Best Practices
✓
Use unique descriptions for each page
Choose a Description that effectively communicates the topic of the page's content. ▪ Avoid
Using 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
High Volume
(many searches/month)
Low Competition
(weak sites/pages in the top 10)
High Value
(large % of visitors convert)
Ideal Keywords!
Keywords Search Trends
Think about Keyword
Suggestions
Google Trends
Classroom Exercise on Keyword Research [I]
Google Keyword Planner
Adwords Tools Keyword Planner
A keyword is not a target
Think about Keyword
Google Suggestions
Keyword
Planner
Classroom Exercise on Keyword Research [I]
Link Building
Your Website Other
Website Forum
Online
Link from other website address pointing to your website
Quality Backlinks
AUTOMATIC
SPAMMY
SEO Foundation
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
Why Web Presence
✓
Best showcase for universities
✓
Reach larger audiences
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)
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).
