How to Enhance Findability of Library Web Content via SEO
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In 2013, an article by Daniel Onaifo and Diane Rasmussen from University of Western Ontario discussed a study they conducted related to findability of library web content and search engine optimization (SEO). Based on findings of the study, the authors suggested libraries to adopt effective SEO strategies in order to increase visibility and findability of library content on the web. In this section, the presenters will provide an overview of Google’s latest search algorithm, Hummingbird, and its impact on content creators of websites. In addition, the latest trend of SEO will be examined and their applicability to library websites will be discussed.
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How to Enhance Findability of Library Web Content via SEO
- 1. Vincci Kwong Gary Browning 2015 LITA Forum #litaforum How to Enhance Findability of Library Web Content via SEO
- 2. How is your library being listed?
- 3. Google’s Algorithm PageRank • Google’s 1st algorithm Panda • Feb. 2012 Penguin • Apr. 2012 Hummingbird • Sept. 2013
- 6. How does Hummingbird help? • Conversational search!
- 8. Before & after Search phrase examples 1. “acid reflux prescription” 2. “pay your bills through citizens bank and trust bank” 3. “pizza hut calories per slice”
- 9. Equip your site for Hummingbird 1.Content • High quality • Original • Write for your intended audience/reader
- 10. Equip your site for Hummingbird 2. Links • Link to relevant sites only • Avoid paid links, spam links or link-building schemes • Link to other Google products
- 12. Equip your site for Hummingbird 3. Keywords • Provide a few keywords, don’t over kill it • Use synonyms or related words
- 13. What is SEO?
- 14. Why care about SEO?
- 15. SEO Tools • Google Search Console • PageSpeed Insights • Screaming Frog SEO Spider
- 17. Add a property
- 21. Search Traffic / Analytics
- 22. Search Traffic / Analytics
- 23. Links to Your Site
- 24. Mobile Usability
- 25. Crawl
- 26. How do I access it, again? • https://www.google.com/webmasters/
- 27. Your ranking is affected by • Slow loading pages • JavaScript errors • Not user-friendly pages • TIP: The speed of information above the fold is critical.
- 29. Screaming Frog • http://www.screamingfrog.co.uk/seo-spider/ • The standard ‘Lite’ version of the tool is completely free to download and use. However, this version is restricted to crawling a maximum of 500 URLs in a single crawl and it does not give you full access to the configuration, saving of crawls, the custom source search or extraction features and Google Analytics integration. You can crawl 500 URLs from the same website, or as many websites as you like as many times as you like though!
- 30. Question • Now that you are aware of SEO, how do you see SEO affecting you in your work at the library?
- 31. References • Getting Found: SEO Cookbook http://www.clir.org/pubs/reports/pub165 • Library Success: SEO http://www.libsuccess.org/Search_Engin e_Optimization_%28SEO%29
- 32. Questions? Feel free to contact us at Vincci Kwong • vkwong@iusb.edu • 574-520-4444 Gary Browning • gary@iu.edu • 574-520-5516
Editor's Notes
- According to research by Dr. Jim Jansen from Penn State, 80% of internet searches are informational, 10% are transactional, and the other 10% are navigational. - See more at: https://paysimple.com/blog/why-small-businesses-should-target-informational-search-queries/#sthash.aXtTFIF9.dpuf Targeted at answering informational search queries more efficiently Focus on intent of search query, not keywords used in search query Long-tail keywords: Long tail keywords are longer and more specific keywords, “more descriptive phrases”. Examples of Long tail keywords may be “long tail keyword tools for beginners”, “laptop selling tips in Europe”, “beauty care tips for women” etc. used to target niche demographics rather than mass audiences High quality, original, creative, dynamic content Better results for voice/conversation searches
- - Conversational search has natural language, semantic search and more built into it. - When you speak a search, Google will get an answer read back to you! You can even continue your search “conversation” by asking further questions in a way you could never do with regular search, i.e. by making use of pronouns and other shortcuts that reference things in your previous query. - For example, you asked "how old is Barack Obama?" Google showed a card with the answer but also pulled Obama’s age out of the card in order to speak an answer to you: “Barack Obama is 51 years old.” After knowing how old is Barack Obama, you might be interested in how tall he is, so you asked “how tall is he?” Google will then come back the spoken responses, along with a text answer, “Barack Obama is six feet one inch tall.” Even though you hadn’t asked how tall Barack Obama was. You’d asked, “How tall is he.” Google smartly figured out the “he” I was talking about was Barack Obama.