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Search Engine Optimization (SEO). Prepared by: Larry Stewart [email protected] Topic Outline. Introduction How Search Engines Work SEO Building Blocks Keywords Crawler Links SEO Tools Black Hat Methods Summary and Conclusion. Introduction.

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Search engine optimization seo

Search Engine Optimization (SEO)

Prepared by: Larry Stewart

[email protected]


Topic outline

Topic Outline

  • Introduction

  • How Search Engines Work

  • SEO Building Blocks

    • Keywords

    • Crawler

    • Links

  • SEO Tools

  • Black Hat Methods

  • Summary and Conclusion

Prepared by: Larry Stewart [email protected]


Introduction

Introduction

Prepared by: Larry Stewart [email protected]


Definition of search engine optimization seo 1

Definition of Search Engine Optimization (SEO)1

"Natural," or "organic," search engine optimization (SEO) is designing, writing, and HTML-coding a Web site to maximize the chance its pages will appear at the top of spider-based search engine results for selected keywords and phrases

Organic Listings: Listings that search engines do not sell (unlike paid listings)

Prepared by: Larry Stewart [email protected]


Search engine optimization seo

SEO

  • Iterative process

  • Dynamic environment

  • Art

  • Science

Prepared by: Larry Stewart [email protected]


Why is it important

Why is it important?

  • Internet advertising 1H 2006 : $7.9 Billion2

  • Search ranking more site visitors

  • Internet users tend not to click through

  • Depends on webs role in your economic model

Prepared by: Larry Stewart [email protected]


Variation in approaches

Variation in Approaches

White Hat

  • Abide by terms and conditions set forth by search engines

    Black Hat

  • Breaches search engine terms and conditions

  • May provide short-term gains

  • You run the risk of being penalized by search engines

Prepared by: Larry Stewart [email protected]


Search engine optimization seo

Prepared by: Larry Stewart [email protected]


Defining success context

Defining Success (Context)

Search-Friendly (SEO)

  • High ranking

  • Terms and conditions set by search engines (Google, Yahoo, MSN Search)

    User-Friendly

  • Site must satisfy the needs of visitors

    Persuasive

  • Profitable for site owner

Prepared by: Larry Stewart [email protected]


How search engines works

How Search Engines Works

Prepared by: Larry Stewart [email protected]


Search engine operations

Search Engine Operations

  • Gather Content

    • Crawler or spider moves recursively downloading content

  • Builds sophisticate index

  • Individual web searches run against index

    • Results are retrieved and ordered

      • PageRank & Relevance

Prepared by: Larry Stewart [email protected]


Google search placement 4

Google Search Placement4

Placement: importance and relevance

  • PageRank (importance)

    • Counts links

    • Weights links

  • Query matching (relevance)

    • sophisticated text-matching techniques

    • examines all aspects of the page's content (and the content of the pages linking to it)

Prepared by: Larry Stewart [email protected]


Seo optimization

SEO Optimization

Prepared by: Larry Stewart [email protected]


Seo optimization categories

SEO Optimization Categories

  • Keywords

    • Keyword selection and keyword-rich text

  • Crawler

    • A crawler-friendly site navigation scheme

  • Links

    • Link popularity

Prepared by: Larry Stewart [email protected]


Keyword recommendations 1

Keyword Recommendations1

  • Page title: visible HTML text ,“Above the fold”

  • Page Size: "100 KB" limit is still is still widely held. The optimum page size is 500-3000 words (or 2000 to 20,000 characters)

  • Be specific

  • Example: “Apple iPod” verses “iPod”

    • exact phrase should appear generously throughout your site copy on every page

Prepared by: Larry Stewart [email protected]


More keyword recommendations 5

More Keyword Recommendations5

Meta tags: use but don’t stuff

  • <meta name="description" content="Free Web tutorials on HTML, CSS, XML, and XHTML">

    Alt tags: use for graphics

  • <IMG src="star.gif" alt=“star logo">

    Content is king

  • Write good content with relevant and important keywords in mind.

    Geo Targeting

  • Add geocentric terms to target local areas

    Domain Names

  • Use keywords as part of domain name

Prepared by: Larry Stewart [email protected]


Crawler friendly

Crawler-friendly

  • Engine spiders are primitive beings

    • choose simplicity over complexity

  • Goal

    • All your web pages seen by crawlers

    • Google: enter in searchbox “allinurl:utexas.edu”

Prepared by: Larry Stewart [email protected]


Suggestions to be crawler friendly 5

Suggestions to be Crawler Friendly5

  • Traditional <a href> tag

  • Keywords in subfolder names

  • Minimize quantity of subfolders

  • Cross link relevant terms and phrases within the site

  • Multiple paths to pages to eliminate orphans

Prepared by: Larry Stewart [email protected]


Avoid or minimize may negatively impact crawler 5

Avoid or Minimize: May Negatively Impact Crawler5

  • Flash (slow to load and difficult to navigate)

  • Frames

  • Java navigation

  • Session ID to track visitors

  • exact same Title tags on every page

  • set to require a cookie when a visitor gets to the page

Prepared by: Larry Stewart [email protected]


Link development inbound links impact pagerank

Link Development Inbound Links Impact PageRank

PageRank (Popularity, importance)

  • Number and quality of links pointing to a website

  • Measure of usefulness of site

Prepared by: Larry Stewart [email protected]


Link development tradeoffs

Link Development Tradeoffs

  • Advantage

    • it is dynamic, cumulative, and difficult to imitate

  • Disadvantage

    • takes time (vs. advertising)

Prepared by: Larry Stewart [email protected]


Link development approaches white hat 7

Link Development Approaches (White Hat)7

  • Quality content to start with

  • Cultivate quality link (not quantity)

  • Begin with web directories

  • Harness online publicity

  • Use Blogs and forums wisely

  • Investigate competitors

    • Understand their strategy

    • Online publicity, blogs and forums

    • See inbound links ("link:domain.com" in Google, "linkdomain:domain.com" in Yahoo)

Prepared by: Larry Stewart [email protected]


Seo tools

SEO Tools

Prepared by: Larry Stewart [email protected]


Search engine term and conditions

Search Engine Term and Conditions

  • Google

  • Yahoo

  • MSN Search

Prepared by: Larry Stewart [email protected]


Search engine optimization seo

Prepared by: Larry Stewart [email protected]


Search engine optimization seo

Prepared by: Larry Stewart [email protected]


Search engine optimization seo

Prepared by: Larry Stewart [email protected]


Search engine optimization seo

Prepared by: Larry Stewart [email protected]


Vendor tools example seo administrator 8

Vendor Tools Example: Seo Administrator8

  • Ranking monitor: site positioning in for keywords

  • Link popularity checker: checks inbound links

  • Site indexation tool: check site indexation

  • Server Log-analyzer: Administrator log analyzer

  • PageRank analyzer: analyze competitor sites

  • Keywords tool: suggestions, associations, competitor analysis

  • HTML analyzer: dissect html text in the same way that a search engine would (syntax, keyword density)

Prepared by: Larry Stewart [email protected]


Search engine optimization seo

Prepared by: Larry Stewart [email protected]


Black hat methods

Black Hat Methods


Head of the webspam group at google

Head of the webspam group at Google

  • Matt Cutts

  • Worked on his Ph.D Computer Science at the University of North Carolina at Chapel Hill. Undergrad Comp Sci and Math (Graduated with M.S.).

  • Moved into information retrieval after classes from the university's Information and Library Science department

Prepared by: Larry Stewart [email protected]


Search engine optimization seo

http://www.searchenginegenie.com/seo-blog/images/matt.gif

Prepared by: Larry Stewart [email protected]


Link exchange advertisement

Link Exchange Advertisement

Prepared by: Larry Stewart [email protected]


Keyword consulting advertisement

Keyword Consulting Advertisement

Prepared by: Larry Stewart [email protected]


Black hat terms

Black Hat Terms

  • Link Farming: exchanging reciprocal links

  • Keyword Stuffing: Hidden text, Stuffing text in every nook and cranny

  • Cloaking: stealth, deliver different page to a search engine for indexing

  • Doorway Pages: bridge, jump page, designed to appeal to search engine spiders

  • Fast meta refresh: used to quickly switch doorway pages to the page the user is supposed to see

  • Code swapping: swap it on the server with the "real" page once a position has been achieved. also sometimes done to keep others from learning exactly how the page ranked well.

  • Bait and Switch: loads the page with a popular search words such as sex, travel or antivirus when is irrelevant to site

Prepared by: Larry Stewart [email protected]


Online resources

Online Resources

Prepared by: Larry Stewart [email protected]


Search engine standards

Search Engine Standards

Google

http://www.google.com/support/webmasters/bin/answer.py?answer=35769

http://www.google.com/support/webmasters/bin/answer.py?answer=40349&ctx=related

Yahoo

http://help.yahoo.com/help/us/ysearch/basics/basics-18.html

http://help.yahoo.com/help/us/ysearch/basics/basics-17.html

http://help.yahoo.com/help/us/ysearch/basics/index.html

MSN

http://search.msn.com/docs/siteowner.aspx?t=SEARCH_WEBMASTER_REF_GuidelinesforOptimizingSite.htm

Web Robots

http://www.robotstxt.org/wc/robots.html

http://help.yahoo.com/help/us/ysearch/slurp/index.html

http://www.google.com/support/webmasters/bin/topic.py?topic=8843

Prepared by: Larry Stewart [email protected]


Keyword tools

Keyword Tools

Overture tool

http://inventory.overture.com/d/searchinventory/suggestion

Wordtracker tool [recommended]

http://our.affiliatetracking.net/wordtracker/a/12246

Google Sandbox Tool

https://adwords.google.com/select/main?cmd=KeywordSandbox

Espotting Tool

http://www.espotting.com/popups/keywordgenbox.asp

Related Pages

http://www.related-pages.com/adwordskeywords.aspx

Prepared by: Larry Stewart [email protected]


Conclusion and summary

Conclusion and Summary

Website Success

  • Search-friendly

  • User-friendly

  • Persuasive

    Search-friendly Optimization components

  • Keywords

  • Crawler

  • Links

Prepared by: Larry Stewart [email protected]


Questions

Questions


Bibliography

Bibliography

Prepared by: Larry Stewart [email protected]


Bibliography1

Bibliography

1Thulow, Shari. “What Search Engine Marketing Does Your Site Need?” Clickz. 15 Nov. 2006 < http://www.clickz.com/showPage.html?page=3105241 >.

2 “2006 Second Quarter Results (October 4, 2006) .” Interactive Advertising Bureau. 15 Nov. 2006 < http://www.iab.net/resources/ad_revenue.asp >.

3 “Event Homepage.” Search Engine Strategies 2006 Conference and Exposition. 15 Nov. 2006 <http://www.searchenginestrategies.com/sew/winter06/index.html >.

4 “Our Search: Google Technology.” Google Website. 15 Nov. 2006

< http://www.google.com/technology/index.html >.

Prepared by: Larry Stewart [email protected]


Bibliography2

Bibliography

5Laratro, Joe. “Dos and Don’ts of Search Engine Optimization.” MoreVisibility. 15 Nov. 2006 <http://www.morevisibility.com/whitepaper/2006/SEO_Do_and_Donts_WP.pdf>

6 Thulow, Shari. “Link Development: The Key to Successful SEO ” Clickz. 15 Nov. 2006 <http://www.clickz.com/showPage.html?page=3431741 >.

7 link farming. webopedia. 15 Nov. 2006 <http://www.webopedia.com/TERM/l/link_farming.html>.

8 SSEO Tools. SEO Administrator.

<http://www.seoadministrator.com/seo-tools.html>

<http://seo-tutorial.seoadministrator.com/>

Prepared by: Larry Stewart [email protected]


Backup

Backup

Prepared by: Larry Stewart [email protected]


Vendor tools example seo administrator 81

Vendor Tools Example: Seo Administrator8

Ranking monitor: monitor web site positioning in the major search engines for keywords

Link popularity checker: checks inbound links across a number of search engines

Site indexation tool: check site indexation in Google, Yahoo, MSN and other search engines

Server Log-analyzer: Administrator log analyzer automates (Number of unique IP addresses, Number of visitors… )

PageRank analyzer: analyze competitor sites

Keywords suggestion tool: Keyword suggestion services, Keyword Associations, search query suggestions, Competitor analysis

HTML analyzer: dissect html text in the same way that a search engine would (syntax, keyword density)

Prepared by: Larry Stewart [email protected]


Black hat terms1

Black Hat Terms

  • Link Farming: exchanging reciprocal links with Web sites in order to increase search engine optimization

  • Keyword Stuffing: Hidden text, Stuffing text in every nook and cranny

  • Cloaking: stealth, deliver one page to a search engine for indexing while serving a different page to everyone else.

  • Doorway Pages: A Web page that is designed to appeal to search engine spiders.

  • Fast meta refresh: used to quickly switch doorway pages to the page the user is supposed to see

  • Code swapping: swap it on the server with the "real" page once a position has been achieved. also sometimes done to keep others from learning exactly how the page ranked well.

  • Bait and Switch: Another technique combines word stuffing with "bait-and-switch," which loads the page with a popular search word such as sex, travel or antivirus, even though the word has nothing to do with the site content.

Prepared by: Larry Stewart [email protected]


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