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With content from David Hurd.

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IS1500: Introduction to Web Development
Search Engine Optimization
Martin Schedlbauer, Ph.D.
[email protected]
With content from David Hurd.
Contents
In-page Optimizations
<head>
…
</head>
<body>
…
</body>
• Title
• Keywords
• Meta Description
Out-of-page Optimizations
• Robots.txt
• Sitemap
• File Names
• Folder Structure
• URL Rewriting
• Headings
• Links
• Image Alts
Search Engine Optimization – Devin Hurd
<head>
<title>
<meta name=“keywords”
content=“…”>
<meta name=“description”
content=“…”>
• Description of page including important
keywords
• List of keywords relevant to your page
• A short paragraph describing the page
Search Engine Optimization – Devin Hurd
<head>
<title>
<meta name=“keywords”
content=“…”>
<meta name=“description”
content=“…”>
<title>
Northeastern University Daily News Home Page
</title>
<meta name=“keywords”
content=“Northeastern University,
Northeastern, Huskies, News,
Updates, Home”>
<meta name=“description”
content=“Home page for
Northeastern University’s Daily
News Updates. We provide around
the clock updates on NEU related
topics.”>
Search Engine Optimization – Devin Hurd
<body>
Headings <h1>, <h2>, …
• Section titles within the webpage
• Highlights important words/topics
<a href=“…”
rel=“nofollow”> … </a>
• A link to another page on your site, or to
an outside site
<img src=“…” alt=“…” />
• Text explaining the image
Search Engine Optimization – Devin Hurd
<body>
Headings <h1>, <h2>, …
<h1>Northeastern University News</h1>
…
<h2>Strange man found in Columbus lot,
reported to NUPD</h2>
<a href=“…”
rel=“nofollow”> … </a>
Check out <a href=“dining.html”>NU
Dining’s latest achievements</a>!
<img src=“…” alt=“…” />
<img src=“logo.png” alt=“Northeastern
University News Logo” />
Search Engine Optimization – Devin Hurd
Out-of-page pt.1
Robots.txt
- Tells search engine robots how to crawl & index pages
User-Agent: *
Disallow:
Disallow: /css
User-Agent: Googlebot
Disallow: /images
Sitemap: http://www.neu-news.com/sitemap.xml
Sitemap.xml
- A list of a website’s pages accessible to robots and users
<?xml version="1.0" encoding="UTF-8"?>
<urlset
xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"
xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance"
xsi:schemaLocation="http://www.sitemaps.org/schemas/sitemap/0.9
http://www.sitemaps.org/schemas/sitemap/0.9/sitemap.xsd">
<url>
<loc>http://www.new-news.com/index.html</loc>
<lastmod>2013-02-25T23:33:39+00:00</lastmod>
<changefreq>hourly</changefreq>
</url>
</urlset>
Search Engine Optimization – Devin Hurd
Out-of-page pt.2
File Names and Folder Structure
root
root
images
imaguz
css/js
stuff
about
about_us.html
our_mission.html
a
index1203.html
i123i52.html
news
tuition_increase.html
baseball_wins.html
n
news5481.html
n.html
Search Engine Optimization – Devin Hurd
Out-of-page pt.3
URL Rewriting
Article: “Northeastern Wins Beanpot!”
http://www.neu-news.com/news.php?id=5&date=15022015&tag=beanpot
http://www.neu-news.com/news/2015/02/15/beanpot
Search Engine Optimization – Devin Hurd
Summary, Review, & Questions…
IS1500
Dynamic Websites
10
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