SEO voor Webprofessionals - Inhoud Inhoud 0 Inleiding ......................................................................... 1 0.1 De Google zoekmachine .......................................................................................... 1 Statistieken ...................................................................................................................................1 De zoekresultaten .........................................................................................................................2 Personalisering van de zoekresultaten ............................................................................................4 Rol van de zoekintentie..................................................................................................................8 Werking van het Google algoritme .................................................................................................9 Google’s Richtlijnen voor Webmasters .........................................................................................10 0.2 Belangrijke, recente ontwikkelingen Google ......................................................... 11 Penguin.......................................................................................................................................11 De Knowledge Graph ...................................................................................................................12 Hummingbird ..............................................................................................................................14 0.3 De SEO specialist ................................................................................................... 16 Wat doet hij/zij? ..........................................................................................................................16 Correlatie vs causatie...................................................................................................................17 SEO als vakgebied ........................................................................................................................17 SEO in een notendop ...................................................................................................................18 De SEOguru methode ..................................................................................................................20 1 Zoekwoord selectie ................................................... 21 1.1 Selectie op basis van zoekvolume........................................................................ 22 De zoekwoordplanner .................................................................................................................22 Speel met de Zoekwoordplanner..................................................................................................24 Wees alert en creatief! ................................................................................................................25 Zoekwoordsuggesties downloaden naar Excel ..............................................................................25 Zoekwoordsuggesties bewerken in Excel ......................................................................................26 Long- versus shorttail zoekwoorden .............................................................................................26 Reken je niet te rijk! ....................................................................................................................27 1.2 Selectie op basis van conversie............................................................................ 28 Rendement bepalen via AdWords ................................................................................................29 Rendement bepalen via Google Analytics: Einde verhaal? .............................................................30 1.3 Resultaat selectie en Nulmeting .......................................................................... 30 xi SEO voor Webprofessionals - Inhoud 2 Concurrentie analyse................................................ 33 2.1 Google Index......................................................................................................... 34 2.2 PageRank en MozRank ......................................................................................... 35 2.3 Trust...................................................................................................................... 36 2.4 Harde en zachte verwijzingen .............................................................................. 39 Aantal harde verwijzingen (hyperlinks) naar de site ...................................................................... 39 Aantal zachte verwijzingen .......................................................................................................... 40 2.5 Overige graadmeters ............................................................................................ 42 2.6 Quick scan............................................................................................................. 42 3 Website architectuur................................................ 45 3.1 PageRank .............................................................................................................. 45 PageRank theorie ........................................................................................................................ 47 Moderne verfijningen op het PageRank algoritme ........................................................................ 52 Toolbar PageRank (TBPR) ............................................................................................................ 55 3.2 De ankerteksten ................................................................................................... 56 Tekstuele ankerteksten ............................................................................................................... 56 Afbeelding als ankertekst ............................................................................................................ 56 Co-occurence.............................................................................................................................. 57 3.3 Top Down structuur.............................................................................................. 57 3.4 Bottom Up Structuur ............................................................................................ 62 3.5 URL’s ..................................................................................................................... 65 3.6 De rel=”nofollow”................................................................................................. 70 xii SEO voor Webprofessionals - Inhoud 4 Technisch ontwerp.................................................... 73 4.1 Sitemaps............................................................................................................... 73 Inleiding ......................................................................................................................................73 Techniek van XML Sitemaps .........................................................................................................73 Voordelen XML Sitemaps voor SEO ..............................................................................................75 4.2 Programmeertechnieken ..................................................................................... 75 Javascript ....................................................................................................................................76 Ajax ............................................................................................................................................78 iFrames en Frames ......................................................................................................................80 Flash ...........................................................................................................................................81 Session ID’s en Cookies ................................................................................................................82 Anchor links en Named anchors ...................................................................................................83 HTTPS / SSL .................................................................................................................................85 Base href.....................................................................................................................................85 4.3 Redirects .............................................................................................................. 87 client en server side redirects.......................................................................................................87 301 redirect ................................................................................................................................88 302 redirects ...............................................................................................................................90 4.4 Multi regionale en meertalige sites ..................................................................... 91 4.5 Google Hulpprogramma’s voor webmasters ....................................................... 96 Siteberichten...............................................................................................................................97 Uiterlijk van Site Search ...............................................................................................................97 Zoekverkeer ................................................................................................................................98 Google-index............................................................................................................................. 100 Crawlen .................................................................................................................................... 102 Overige instellingen ................................................................................................................... 104 4.6 Semantische markup ......................................................................................... 104 Microdata en schema.org .......................................................................................................... 106 Authorship ................................................................................................................................ 108 Site ownership .......................................................................................................................... 112 Pagination ................................................................................................................................. 114 4.7 Mobile SEO......................................................................................................... 115 xiii SEO voor Webprofessionals - Inhoud 5 Realisatie content ................................................... 117 5.1 IR-begrippen en -modellen ................................................................................. 118 Keyword count ......................................................................................................................... 119 Keyword density ....................................................................................................................... 120 Keyword weight (tf-idf) ............................................................................................................. 121 Keyword prominence ................................................................................................................ 123 Keyword proximity .................................................................................................................... 124 Vector Space Modellen ............................................................................................................. 124 5.2 Google Panda...................................................................................................... 127 5.3 De praktijk van het schrijven van goede content ............................................... 129 5.4 Gebruikersgedrag ............................................................................................... 133 5.5 Meta content ...................................................................................................... 134 Lengtes van Title en Description ................................................................................................ 134 Title.......................................................................................................................................... 137 Description ............................................................................................................................... 137 Keywords.................................................................................................................................. 138 Robots...................................................................................................................................... 138 5.6 Dubbele content ................................................................................................. 139 Dubbele content binnen de eigen site ........................................................................................ 140 Dubbele content over sites heen ............................................................................................... 144 5.7 Uitgaande verwijzingen en TRUST ...................................................................... 144 5.8 AuthorRank......................................................................................................... 147 xiv SEO voor Webprofessionals - Inhoud 6 Linkearning .............................................................. 151 6.1 De beste verwijzingen ........................................................................................ 153 De verwijzende pagina ............................................................................................................... 153 Het verwijzende domein ............................................................................................................ 154 De verwijzing zelf ...................................................................................................................... 155 6.2 Google Penguin .................................................................................................. 155 6.3 Linkbuilding ........................................................................................................ 158 Webdirectories.......................................................................................................................... 159 Kennisdeling.............................................................................................................................. 159 Backlinks concurrenten .............................................................................................................. 162 RSS feeds .................................................................................................................................. 162 6.4 Social SEO........................................................................................................... 163 Verwijzingen vanuit sociale media .............................................................................................. 163 Social sharing ............................................................................................................................ 167 7 Onderhoud .............................................................. 169 7.1 Meten van scoringsposities ............................................................................... 169 Meten met rank checkers .......................................................................................................... 169 Verdere optimalisatie van de pagina’s ........................................................................................ 171 Verbeteren posities via Cornerstone content .............................................................................. 173 7.2 Meten van inkomende verwijzingen.................................................................. 174 In kaart brengen van inkomende verwijzingen ............................................................................ 174 Optimaliseren van inkomende verwijzingen................................................................................ 176 7.3 Meten sociale signalen ...................................................................................... 177 7.4 Meten verkeer en rendement ........................................................................... 178 Google Hulpprogramma’s voor webmasters ............................................................................... 179 Google Zoekwoordplanner......................................................................................................... 180 Google Analytics ........................................................................................................................ 181 Samenvatting en bespreking ...................................................................................................... 182 7.5 Meten kwaliteit content .................................................................................... 184 7.6 Onderhoud aan de website ............................................................................... 185 Site/Server down ....................................................................................................................... 185 xv SEO voor Webprofessionals - Inhoud Hosting/Server migratie ............................................................................................................ 186 Snelheid website....................................................................................................................... 187 7.7 Google ’s richtlijnen voor webmasters ............................................................... 189 Penalties: handmatig versus algoritmisch ................................................................................... 193 Reconsideration Requests ......................................................................................................... 195 8 Vindbaarheid overige belangrijke formaten .......... 197 8.1 Afbeeldingen ...................................................................................................... 198 8.2 Video’s ................................................................................................................ 200 8.3 Maps (Local SEO) ................................................................................................ 203 Betekenis en ontwikkelingen ..................................................................................................... 203 Opname bedrijf in Google Maps ................................................................................................ 205 Zo hoog mogelijk scoren in Google Maps ................................................................................... 206 8.4 PDF’s ................................................................................................................... 208 8.5 Google+ Profielen en Berichten.......................................................................... 209 8.6 Google+ Communities ........................................................................................ 209 8.7 Apps .................................................................................................................... 210 INDEX ............................................................................ 213 xvi