Lecture #12

Search Engine Optimization

Web and user interface design

slides.com/jkohlin/web12/live

The goal of SEO

Get on the first page of the

Search Engine Result Page

How many clicks a link on the first page

Click rate on Page 1

32,5%

17,6%

11,4%

8,1%

4,4%

6,1%

What makes your page rank high?

Your Content
Links
HTML Markup
Click through rate
Social media

Keyword analysis

Each page's content can be described with keywords

...what people type here to find your web site

Why people google things

Inspiration

Information

Purchase intent

Picking the right keywords

What else are people searching for?

scroll to the bottom of the results page

Get more accurate keyword suggestions on Google's keyword planner

Google search console

Find out how people found your website so far

Google analytics

Use your keywords wisely

The URL matters

Build a logical URL structure

<title>keywords first | sitename last</title>

The <title> matters a lot

<meta name="description" content="your text here">

A description matters

Headings matters

Your text matters

The keywords should be visible early on in the text. Feel free to use synonyms and varied forms of the keywords and the key concepts. But do not spam the text, think primarily that it should be worth reading for your visitors. They do not want to see your keywords in every other sentence.

Google likes a lot of text, preferably more than 500 words. But keep in mind that it is not just Google that will like the text. On a product page manages, 150 words is enough. Write well and write for the web. Do not copy!

Keyword density

Keyword density

We sell custom cigar humidors. Our custom cigar humidors are handmade. If you’re thinking of buying a custom cigar humidor, please contact our custom cigar humidor specialists at custom.cigar.humidors@example.com.

keyword stuffing is bad

The long tail

Images matters

Images matters

<img src="images/krypronic-longboard.jpg" alt="Man standing on a Kryptonics longboard" >

Links matters a lot

Internal links
External links

Internal links

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