apostila - otimização - site - iniciante

apostila - otimização - site - iniciante

(Parte 1 de 4)

Search Engine Optimization Starter Guide

Welcome to Google's Search Engine Optimization Starter Guide. This document first began as an effort to help teams within Google, but we thought it'd be just as useful to webmasters that are new to the topic of search engine optimization and wish to improve their sites' interaction with both users and search engines. Although this guide won't tel you any secrets that'l automaticaly rank your site first for queries in Google (sorry!), following the best practices outlined below will make it easier for search engines to both crawl and index your content.

Search engine optimization is often about making small modifications to parts of your website. When viewed individually, these changes might seem like incremental improvements, but when combined with other optimizations, they could have a noticeable impact on your site's user experience and performance in organic search results. You're likely already familiar with many of the topics in this guide, because they'reessential ingredients for any webpage, but you may not be making the most out of them.

Search engine optimization affects only organic search results, not paid or "sponsored" results, such asGoogle AdWords

Even though this guide's title contains the words "search engine", we'd like to say that you should base your optimization decisions first and foremost on what's best for the visitors of your site. They're the main consumers of your content and are using search engines to find your work. Focusing too hard on specific tweaks to gain ranking in the organic results of search engines may not deliver the desired results. Search engine optimization is about putting your site's best foot forward when it comes to visibility in search engines.

An example may help our explanations, so we've created a fictitious website to follow throughout the guide. For each topic, we've fleshed out enough information about the site to illustrate the point being covered. Here's some background information about the site we'l use:

•Website/business name: "Brandon's Baseball Cards" •Domain name: brandonsbaseballcards.com

•Focus: Online-only baseball card sales, price guides, articles, and news content

•Size: Small, ~250 pages

Your site may be smaller or larger than this and offer vastly different content, but the optimization topics we discussed below should apply to sites of all sizes and types.

We hope our guide gives you some fresh ideas on how to improve your website, and we'd love to hear your questions, feedback, and success stories in theGoogle Webmaster Help Group.

Create unique, accurate page titles

A title tag tells both users and search engines what the topic of a particular page is. The <title> tag should be placed within the <head> tag of the HTML document. Ideally, you should create a unique title for each page on your site.

The title of the homepage for our baseball card site, which lists the business name and three main focus areas

If your document appears in a search results page, the contents of the title tag will usually appear in the first line of the results(If you're unfamiliar with the different parts of a Google search result, you might want to check out theanatomy of a search resultvideo by Google engineer Matt Cutts, and this helpfuldiagram of a Google search results page.) Words in the title are bolded if they appear in the user's search query. This can help users recognize if the page is likely to be relevant to their search.

The title for your homepage can list the name of your website/business and could include other bits of important information like the physical location of the business or maybe a few of its main focuses or offerings.

A user performs the query [baseball cards]

Our homepage shows up as a result, with the title listed on the first line (notice that the query terms the user searched for appear in bold)

If the user clicks the result and visits the page, the page's title will appear at the top of the browser

Titles for deeper pages on your site should accurately describe the focus of that particular page and also might include your site or business name.

A user performs the query [rarest baseball cards]

A relevant, deeper page (its title is unique to the content of the page) on our site appears as a result

Good practices for page title tags

•Accurately describe the page's content- Choose a title that effectively communicates the topic of the page's content.

Avoid: •choosing a title that has no relation to the content on the page

•using default or vague titles like "Untitled" or "New Page 1"

•Create unique title tags for each page-Each of your pages should ideally have a unique title tag, which helps Google know how the page is distinct from the others on your site.

Avoid: •using a single title tag across all of your site's pages or a large group of pages

•Use brief, but descriptive titles -Titles can be both short and informative. If the title is too long, Google will show only a portion of it in the search result.

Avoid: •using extremely lengthy titles that are unhelpful to users

•stuffing unneeded keywords in your title tags

Make use of the "description" meta tag

A page's description meta tag gives Google and other search engines a summary of what the page is about.Whereas a page's title may be a few words or a phrase, a page's description meta tag might be a sentence or two or a short paragraph. Google Webmaster Tools provides a handycontent analysis sectionthat'l tel you about any description meta tags that are either too short, long, or duplicated too many times (the same information is also shown for <title> tags). Like the <title> tag, the description meta tag is placed within the <head> tag of your HTML document.

The beginning of the description meta tag for our homepage, which gives a brief overview of the site's offerings

Description meta tags are important becauseGoogle might use them as snippets for your pages. Note that we say "might" because Google may choose to use a relevant section of your page's visible text if it does a good job of matching up with a user's query. Alternatively, Google might use your site's description in theOpen Directory Projectif your site is listed there (learn how toprevent search engines from displaying ODP data). Adding description meta tags to each of your pages is always a good practice in case Google cannot find a good selection of text to use in the snippet.The Webmaster Central Blog has an informative post onimproving snippets with better description meta tags.

Snippets appear under a page's title and above a page's URL in a search result.

A user performs the query [baseball cards]

Our homepage appears as a result, with part of its description meta tag used as the snippet

Words in the snippet are bolded when they appear in the user's query. This gives the user clues about whetherthe content on the page matches with what he or she is looking for. Below is another example, this time showing a snippet from a description meta tag on a deeper page(which ideally has its own unique description meta tag) containing an article.

A user performs the query [rarest baseball cards]

One of our deeper pages, with its unique description meta tag used as the snippet, appears as a result

Good practices for description meta tags

•Accurately summarize the page's content- Write a description that would both inform and interest users if they saw your description meta tag as a snippet in a search result.

Avoid: •writing a description meta tag that has no relation to the content on the page

•using generic descriptions like "This is a webpage" or "Page about baseball cards" •filling the description with only keywords

•copy and pasting the entire content of the document into the description meta tag

•Use unique descriptionsfor each page -Having a different description meta tag for each page helps both users and Google, especially in searches where users may bring up multiple pages on your domain (e.g. searches using thesite: operator). If your site has thousands or even millions of pages, hand-crafting description meta tags probably isn't feasible.In this case, you could automatically generate description meta tags based on each page's content.

Avoid: •using a single description meta tag across all of your site's pages or a large group of pages

Improve the structure of your URLs

Creating descriptive categories and filenames for the documents on your website can not only help you keep your site better organized, but it could also lead to better crawling of your documents by search engines. Also, it cancreate easier, "friendlier" URLs for those that want to link to your content. Visitors may be intimidated by extremely long and cryptic URLs that contain few recognizable words.

(Parte 1 de 4)

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