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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.