A directory of resources inthe field of technical communication.

Search Engine Optimization

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Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results. Typically, the earlier a site appears in the search results list, the more visitors it will receive from the search engine. SEO may target different kinds of search, including image search, local search, and industry-specific vertical search engines.

 

76.
#35648

Make More Money: Best Practices for Ads in Search Results: Part 2

In this installment of Search Matters, we’ll continue our discussion of ads in search results. Understand what makes a good ad. Limit cannibalization. Provide ads for internal merchandise instead of third-party advertising. Pay special attention to ads on pages that appear if there are no search results.

Nudelman, Greg and Frank Guo. UXmatters (2009). Articles>Web Design>Search Engine Optimization>E Commerce

77.
#27519

The Meta Description Tag

The keywords and phrases you use in your Meta description tag don't affect your page's ranking in the search engines (for the most part), but this tag can still come in handy in your overall SEO campaigns.

Whalen, Jill. High Rankings Advisor (2004). Articles>Web Design>Metadata>Search Engine Optimization

78.
#33035

Metadata: Seven Tips for Writing Better Keywords

The shift in how search engines treat keywords is significant. They tend to ignore the keyword metatag and rather look for keywords in the actual page content. This means that you need to figure out your keywords before you write any content. Then, you include them throughout your content, particularly in headings and summaries.

McGovern, Gerry. New Thinking (2004). Articles>Web Design>Metadata>Search Engine Optimization

79.
#27515

No Quick Fixes Where Search Engine Optimization is Concerned

There are simply no quick fixes regarding search engine optimization. Adding META tags on your site neither a quick fix nor a slow fix. It won't fix anything and it won't have any effect on your search engine traffic.

Whalen, Jill. High Rankings Advisor (2006). Articles>Web Design>Search>Search Engine Optimization

80.
#33406

Optimize Your AdWords Campaigns

Both AdWords and YSM are much more complicated beasts than the old banner networks ever were, and coming to grips with them can be a bit of a headache.

Oxer, Jonathan. Internet Vision Technologies (2008). Articles>Web Design>Marketing>Search Engine Optimization

81.
#37260

Organizing Content 10: Search Engine Optimizing Your Help Content for Google

In my last post, I argued that making content findable in search engines requires you to understand how your search engine algorithm ranks and sorts the content it indexes. Since Google is such an important search engine for content, including help content, I want to dive deeper into strategies for maximizing the visibility of help content on Google.

Johnson, Tom H. I'd Rather Be Writing (2010). Articles>Web Design>Information Design>Search Engine Optimization

82.
#37258

Organizing Content 9: Figuring Out Search Algorithms

In my last post, I argued that navigation systems can’t be entirely discarded in favor of search, because navigation helps users discover the unknown unknown. But now that we’ve covered navigation systems a bit, it’s time to move on to search, because search is undoubtedly a major way that users navigate help content. How can you organize your content so that the topics are findable in search?

Johnson, Tom H. I'd Rather Be Writing (2010). Articles>Web Design>Information Design>Search Engine Optimization

83.
#32762

Overview of User Experience Design Concepts

User experience design has become an essential consideration in the development of websites and technical communications. No longer can we throw together a few headings and numbered lists in CSS and XHTML and hope the result will be worthwhile and meaningful to users. As the web expands and content becomes more accessible, it is necessary to take content and websites to the next level - to provide information that is not just useful or even usable, but enjoyable. If a person has to spend more than a few seconds trying to find what they need they are that much more likely to “Google it” and find a site or help system that provides the answer quicker.

Designing User Experience (2008). Articles>User Experience>Search Engine Optimization

84.
#27607

The Page Title and Meta Description

Never underestimate the importance of the page title and meta description - they're used by both search engines and people to judge your website.

Usborne, Nick. Webcredible (2006). Design>Web Design>Search>Search Engine Optimization

85.
#32755

Places to Promote Your Site   (PDF)

You’ve built a great site-now get the word out! There are plenty of places where you can promote your site for free.

Walter, Aarron. Building Findable Websites (2008). Articles>Web Design>Search Engine Optimization

86.
#38363

Putting SEO in Its Place: An Information Architecture Strategy

In this month’s column, I’ll discuss how to put search engine optimization (SEO) in its proper place in the grand scheme of things, demonstrating its relationship to information architecture.

Davis, Nathaniel. UXmatters (2011). Articles>Web Design>User Experience>Search Engine Optimization

87.
#39087

Real Marketing In SEO: Building Links For Your Audience

You should build links with an audience-first mindset. In other words, every single link you build should be intended for your audience. If you ever find yourself obtaining links you wouldn’t want your audience to find, you’re likely being manipulative — or, at the very, least building worthless links.

Dennis, Andrew. Search Engine Land (2015). Articles>Web Design>Search>Search Engine Optimization

88.
#27516

Realistic Search Engine Optimization Expectations

Even keyword phrases that nobody's searching for can sometimes be difficult to obtain high rankings with unless you really and truly know what you're doing. And even then, those rankings may be here one day, and gone the next.

Whalen, Jill. High Rankings Advisor (2006). Articles>Web Design>Search>Search Engine Optimization

89.
#33750

Right to Reply: SEO's Glory Days Are Not Over

In a recent article on Netimperative, Mike Grehan examined if the traditional role of SEO was becoming outdated, given the rise of social media. In this article, Eliza Dashwood, Director of Sales and Marketing, Ambergreen Internet Marketing offers a counter-point to Mike’s argument.

Dashwood, Eliza. NetImperative (2009). Articles>Web Design>Search Engine Optimization>Search

90.
#24198

The "Right" Keywords   (PDF)

Last fall, one of the people I mentor, Andrew White, e-mailed me, asking how to get his site ranking higher on Google. He is the webmaster for a church Web site and was not happy that another church site with the same name outranked his site. I looked over his keywords and site text: He did not have very strong keywords. His primary keyword phrase was the name of his church. I wondered about this: How many people search for the name of a church? If you want your efforts at search engine optimization (SEO) to bear fruit, be it an organic campaign, a paid sponsorship, or Google Adwords, you must choose the keywords that your target audience is using to find your site or product. Otherwise all your efforts are in vain.

Leonard-Wilkinson, Theresa A. Intercom (2004). Design>Web Design>Search>Search Engine Optimization

91.
#31396

RSS, Search Engine Visibility and Brand Perception

Branding has been called the most powerful idea in business, yet few companies consciously craft and promote their brand. Making a brand visible to an online audience can be an additional challenge. Studies show that searchers regard the companies that are placed on the first page of search engine results as the major players in the field. So how do you get the coveted page-one positioning? New technologies like RSS feeds are one way to accomplish this and make your brand more visible in the process.

Falkow, Sally. Communication World Bulletin (2005). Articles>Web Design>XML>Search Engine Optimization

92.
#28297

Sales Without Search Engines

Search engines may be crucial to your internet marketing strategy but it can be dangerous to rely on them. Find out why and what other marketing options are available to you and your website.

Bliss, Paul. Webcredible (2006). Design>Web Design>Search>Search Engine Optimization

93.
#27504

Search Engine Copywriting: Comprehensive Guide for Beginners to Content Writing for Search Engine Optimization

This article will try to tell you about the basics of copywriting and its advanced application on the SEO aspect. This article aims to provide the beginners in the Search Engine Optimization industry, an in-depth but friendly guide to seo content writing, as well as providing the more advanced copywriters with a guide to remind them of the several tricks they might have forgotten about the craft.

Anthony, Liam. SEO Global Pro. Articles>Web Design>Search>Search Engine Optimization

94.
#25402

Search Engine Copywriting: Get Past Lumpy

As a writer of copy or content online, knowledge of search engine optimization is fast becoming a basic requirement.

Usborne, Nick. Excess Voice (2005). Design>Web Design>Search>Search Engine Optimization

95.
#26350

Search Engine Marketing

A concise history of search engine optimisation and online marketing all the way to the present. The article covers the evolution of search and describes search engine algorithms and the use of correct semantic mark-up to gain better search engine rankings.

Search and Go (2005). Reference>Web Design>Search>Search Engine Optimization

96.
#19285

Search Engine Optimisation

Search engine position is an important element of online marketing. Obviously your company is at a significant advantage if you come top of a search for ‘cheese’ (assuming you are a cheesemonger that is – if you aren’t you have a problem). Not only will this drive traffic to the site, but this traffic is also highly targeted, being people who have already expressed an interest in your product or service. Given that this is the case, a whole industry has developed around ‘optimising’ a site’s position on these search rankings. In the past, most search engines have referred to the HTML itself in order to judge how relevant a site is to any particular search. So our hypothetical cheesemonger would be advised to include the word ‘cheese’ in the Title, meta tags, content and header of his or her homepage, whilst avoiding elements such as frames and splash pages which may confuse the automatic 'spiders' which collect this information.

Farrell, Tom. Frontend Infocentre (2001). Design>Web Design>Search>Search Engine Optimization

97.
#22718

Search Engine Optimisation (SEO): the Basics

SEO is about making your website in such a way that it will appear higher in the search rankings. A website that's optimised for search engines can reap huge benefits on to your website and your business.

Moss, Trenton. Webcredible (2004). Design>Web Design>Search>Search Engine Optimization

98.
#23807

Search Engine Optimization and Non-HTML Sites

Think about all the PDF, sound and other rich media files out there. Can this content be indexed by search engines? The answer is yes and no.

K'necht, Alan. Digital Web Magazine (2004). Design>Web Design>Search>Search Engine Optimization

99.
#27522

Search Engine Optimization and the Bottom-Line

A question on many Webmaster's minds these days is whether or not they should bother with optimizing their site to rank high in the search engines. We've discussed this in previous articles, and it always seemed to come down to a big 'it depends.' However, I'm starting to realize that for many clients, good search engine rankings can actually make or break a business.

High Rankings Advisor (2004). Design>Web Design>Search>Search Engine Optimization

100.
#26886

Search Engine Optimization Basics, Part 1: Improve Your Standing in Search Engines

Making your Web site attractive to search engines is a key factor for your success as a Web site developer. Get the basic information you need to organically optimize your Web site in this four-part series. In Part 1, you'll receive a foundation in search engine optimization so you can organically optimize your Web site and create Web pages that are usable, accessible, and friendly to search engines.

Banks, L. Jeannette. IBM (2006). Articles>Web Design>Search>Search Engine Optimization

 
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