DESIGN FOR SEO GV: ThS Nguyễn Công Hoan Sinh viên thực hiện: 13520862 – Tô Thành Thương 13520628 – Lê Văn Phú 13520704 – Châu Ngọc Thái Sơn 13520429 – Ngô Sơn Lâm 9/17/17 Giao tiếp người máy - SE215.H12 OVERVIEW WHAT IS SEO? SITE ORGANIZATION AND STRUCTURE FLASH – THE GOOD, THE BAD AND THE UGLY USABILITY AND CONVERSION OPTIMIZATION IMAGE VS CONTENT ALL THINGS TECHNICAL 9/17/17 Giao tiếp người máy - SE215.H12 Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the “natural” or un-paid (“organic” or “algorithmic”) search results 9/17/17 - Wikipedia Giao tiếp người máy - SE215.H12 SITE ORGANIZATION AND STRUCTURE 9/17/17 Giao tiếp người máy - SE215.H12 9/17/17 Giao tiếp người máy - SE215.H12 9/17/17 Giao tiếp người máy - SE215.H12 STRUCTURE 9/17/17 Giao tiếp người máy - SE215.H12 PYRAMID STRUCTURE 9/17/17 Giao tiếp người máy - SE215.H12 SILO  STRUCTURE 9/17/17 Giao tiếp người máy - SE215.H12 DOMAIN AND SUBDOMAIN 9/17/17 Giao tiếp người máy - SE215.H12 10 Usability and conversion optimization 9/17/17 Giao tiếp người máy - SE215.H12 http://www.flickr.com/photos/regi_a 21 How usability and conversions relate to SEO • Goal of SEO is to gain ranking to increase qualified traffic to the site and gain conversions / leads • Bounce rates affect SEO 9/17/17 Giao tiếp người máy - SE215.H12 22 Usability • Don’t assume that visitors will enter the site from the homepage • Conduct usability testing where possible 9/17/17 Giao tiếp người máy - SE215.H12 23 Conversions • Define what the conversion points will be on the site • Set up measureable goals for these conversions on the site if possible • Ensure that the CTAs for these conversions are prominent on every page of the site 9/17/17 Giao tiếp người máy - SE215.H12 24 Conversions Example of a good CTA westland-insurance.com 9/17/17 Giao tiếp người máy - SE215.H12 25 Conversions Example of a bad CTA blanchemacdonald.com 9/17/17 Giao tiếp người máy - SE215.H12 26 Images vs Content http://www.flickr.com/photos/regi_a Images vs Content • • Where not to use images • • Navigation Headers Structure • Alt tags / image file naming / etc All Things Technical http://www.flickr.com/photos/regi_a Clean Code • Always use the most up-to-date web standards • Keep all formatting, scripting, etc code out of the page • Use W3C tools and information regularly Order Matters • Keep text content to the top • Keep title and meta tags to the top • Move scripts to the bottom • Use CSS to bridge the gap Site Speed • Every page should load as fast as possible • Use the Google Page Speed tool https://developers.google.com/speed/pagespeed/insight s/ • What items help improve site speed? 301 Redirects 301 Redirects • • • Redirects should be implemented when: • • Changing domain name or merging domains Changing URL names Must be a 301 redirect • Not mirroring, not using any other 3xx redirect status code Implement 301 redirects with the htaccess file ... usability and conversions relate to SEO • Goal of SEO is to gain ranking to increase qualified traffic to the site and gain conversions / leads • Bounce rates affect SEO 9/17/17 Giao tiếp người máy... does this fit in with SEO? 9/17/17 Giao tiếp người máy - SE215.H12 14 Flash: The Bad • Can’t view Flash elements on most mobile devices • Users need to keep Flash up-to-date for it to work properly... conversion points will be on the site • Set up measureable goals for these conversions on the site if possible • Ensure that the CTAs for these conversions are prominent on every page of the site