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Search Engine Optimization (SEO). Prepared by: Larry Stewart. Topic Outline. Introduction How Search Engines Work SEO Building Blocks Keywords Crawler Links SEO Tools Black Hat Methods Summary and Conclusion. Introduction. Definition of Search Engine Optimization (SEO) 1.

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search engine optimization seo

Search Engine Optimization (SEO)

Prepared by: Larry Stewart

topic outline
Topic Outline
  • Introduction
  • How Search Engines Work
  • SEO Building Blocks
    • Keywords
    • Crawler
    • Links
  • SEO Tools
  • Black Hat Methods
  • Summary and Conclusion
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)

slide5
SEO
  • Iterative process
  • Dynamic environment
  • Art
  • Science
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
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
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
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
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)
seo optimization categories
SEO Optimization Categories
  • Keywords
    • Keyword selection and keyword-rich text
  • Crawler
    • A crawler-friendly site navigation scheme
  • Links
    • Link popularity
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
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
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”
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
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
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
link development tradeoffs
Link Development Tradeoffs
  • Advantage
    • it is dynamic, cumulative, and difficult to imitate
  • Disadvantage
    • takes time (vs. advertising)
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)
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)
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
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
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

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

conclusion and summary
Conclusion and Summary

Website Success

  • Search-friendly
  • User-friendly
  • Persuasive

Search-friendly Optimization components

  • Keywords
  • Crawler
  • Links
bibliography
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 >.

bibliography42
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/>

vendor tools example seo administrator 844
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)

black hat terms45
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.