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HTML 5 and CSS 3, Illustrated Complete Unit N: Optimizing Your Web Site for Search Engines
HTML 5 and CSS 3,
Illustrated Complete
Unit N:
Optimizing Your Web Site for Search Engines
Objectives Understand search engine optimization (SEO) Write indexable content Add a description with the meta element
Objectives
Understand search engine
optimization (SEO)
Write indexable content
Add a description with the meta
element
Incorporate microdata

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Objectives (continued) Create a Sitemap file Create a robots.txt file Preview and finalize your site Submit
Objectives (continued)
Create a Sitemap file
Create a robots.txt file
Preview and finalize your site
Submit your site

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Understanding Search Engine Optimization (SEO) Search engine optimization: process of tailoring the structure and content of
Understanding Search Engine
Optimization (SEO)
Search engine optimization: process
of tailoring the structure and content of
a Web page with search engines in
mind
Two main benefits:
 Increasing site’s priority in search results
 Giving Web applications useful semantic
information about your site
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Understanding Search Engine

Optimization (SEO) (continued)
Optimization (SEO) (continued)

Algorithm: factors that search engines balance to decide the priority of search

results combined into a set of instructions Microdata: used to mark up Web page elements 
results combined into a set of
instructions
Microdata: used to mark up Web page
elements
 Covered in a working draft created by
W3C for adding more types of semantic
data to Web page content

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Understanding Search Engine

Optimization (SEO) (continued) Sample effects of SEO techniques on an events page
Optimization (SEO) (continued)
Sample effects of SEO techniques on
an events page

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Writing Indexable Content To make Web site search engine friendly depends on the content  Even
Writing Indexable Content
To make Web site search engine
friendly depends on the content
 Even small adjustments can improve
accuracy of indexing
 Title, heading, image, and linked text
elements play important roles
Table N-1 outlines guidelines for
increasing effectiveness of elements
for SEO

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Writing Indexable Content

(continued)
(continued)
Completed code for indexable text
Completed code for indexable text

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Adding a Description with the

meta Element Code added to provide information specifically for search engines
meta Element
Code added to provide information
specifically for search engines
Page summary using meta element
Page summary using meta element
 Easy implementation  Specified various information to indicate character encoding of Web documents  Charset
Easy implementation
Specified various information to indicate
character encoding of Web documents
Charset attributes
New meta data with description
attribute

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Adding a Description with the

meta Element (continued) Code for description meta element
meta Element (continued)
Code for description meta element
Adding a Description with the meta Element (continued) Code for description meta element HTML 5 and

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Incorporating Microdata Vocabularies: define keyword values for specific types of information  Serve as common language
Incorporating Microdata
Vocabularies: define keyword values
for specific types of information
Serve as common language for
referencing data
Anyone can define and use custom
vocabulary
Reference in code using URI
Data-vocabulary.org contains popular,
widely used vocabularies

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Incorporating Microdata

(continued)
(continued)
Code for microdata in footer section
Code for microdata in footer section

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Creating a Sitemap File Relationships between pages on site and their understandability is important  Site
Creating a Sitemap File
Relationships between pages on site
and their understandability is important
Site needs to be usable
Links should be organized and clear
Search indexes should search all pages
on the site
Sitemap: file in a specific format that
lists all the pages in a Web site
May include information about content

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Creating a Sitemap File

(continued) Social bookmarking icons added to Web page
(continued)
Social
bookmarking
icons added
to Web page

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Creating a robots.txt File Bots: also known as crawlers, bots are programs that search engines use
Creating a robots.txt File
Bots: also known as crawlers, bots are
programs that search engines use to
index Web pages
Look for files named robots.txt
Cannot rely on this file to keep a
document hidden
• May use password-based system
Influences which pages are indexed

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Creating a robots.txt File

(continued) Code for robots.txt file
(continued)
Code for robots.txt file
Creating a robots.txt File (continued) Code for robots.txt file HTML 5 and CSS 3 – Illustrated

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Previewing and Finalizing

Your Site Useful to give documents final check from bot point of view
Your Site
Useful to give documents final check
from bot point of view
 Helps identify missing or hidden content  Ensures that pages are ready for indexing 
Helps identify missing or hidden content
Ensures that pages are ready for
indexing
Can install free programs to view only
text
Can approximate view by changing
browser settings
Previewing and Finalizing Your Site Useful to give documents final check from bot point of view

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Previewing and Finalizing

Your Site (continued)
Your Site (continued)
Part of rooms.html displayed without images or styles
Part of
rooms.html
displayed
without images
or styles

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Submitting Your Site Webmasters: people in charge of Web sites Web site can be simply published
Submitting Your Site
Webmasters: people in charge of Web
sites
Web site can be simply published to
make it available to potential users
and bots
Other measures can be taken to
increase page popularity
 Submit page directly to search engines

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Submitting Your Site

(continued)
(continued)
Site submission page at google.com
Site submission page at google.com

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Summary SEO tailors your Web site with search engines in mind to increase site popularity and
Summary
SEO tailors your Web site with search
engines in mind to increase site
popularity and give applications useful
information about your site
 Algorithms and microdata are SEO tools
It does not take much to make site
more SEO friendly
 Indexable content element changes are
easy

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Summary (continued) Vocabularies define keyword values for specific information groupings Creation of Sitemap file contains list
Summary (continued)
Vocabularies define keyword values
for specific information groupings
Creation of Sitemap file contains list of
information in all pages of a Web site
Bots are used by search engines to
target indexable information
View site in bot point of view to finalize
Submit site directly to search engines
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