Search Engine Optimization (SEO) Prepared by: Larry Stewart
Topic Outline <ul><li>Introduction </li></ul><ul><li>How Search Engines Work </li></ul><ul><li>SEO Building Blocks </li></...
Introduction
Definition of Search Engine Optimization (SEO) 1 <ul><li>&quot;Natural,&quot; or &quot;organic,&quot; search engine optimi...
SEO  <ul><li>Iterative process </li></ul><ul><li>Dynamic environment </li></ul><ul><li>Art </li></ul><ul><li>Science </li>...
Why is it important? <ul><li>Internet advertising 1H 2006 : $ 7.9 Billion 2   </li></ul><ul><li>Search ranking   more sit...
Variation in Approaches  <ul><li>White Hat </li></ul><ul><li>Abide by terms and conditions set forth by search engines </l...
 
Defining Success (Context) <ul><li>Search-Friendly  (SEO) </li></ul><ul><ul><li>High ranking  </li></ul></ul><ul><ul><li>T...
How Search Engines Works
Search Engine Operations <ul><li>Gather Content  </li></ul><ul><ul><li>Crawler or spider moves recursively downloading con...
Google Search Placement 4 <ul><li>Placement : importance and relevance </li></ul><ul><li>PageRank (importance) </li></ul><...
SEO Optimization
SEO Optimization Categories <ul><li>Keywords </li></ul><ul><ul><li>Keyword selection and keyword-rich text </li></ul></ul>...
Keyword Recommendations 1 <ul><li>Page title: visible HTML text ,“Above the fold” </li></ul><ul><li>Page Size: &quot;100 K...
More Keyword Recommendations 5 <ul><li>Meta tags: use but don’t stuff </li></ul><ul><li><meta name=&quot;description&quot;...
Crawler-friendly <ul><li>Engine spiders are primitive beings  </li></ul><ul><ul><li>choose simplicity over complexity  </l...
Suggestions to be Crawler Friendly 5 <ul><li>Traditional <a href> tag  </li></ul><ul><li>Keywords in subfolder names </li>...
Avoid or Minimize: May Negatively Impact Crawler 5 <ul><li>Flash (slow to load and difficult to navigate) </li></ul><ul><l...
Link Development  Inbound Links Impact PageRank <ul><li>PageRank (Popularity, importance) </li></ul><ul><li>Number and qua...
Link Development Tradeoffs <ul><li>Advantage </li></ul><ul><ul><li>it is dynamic, cumulative, and difficult to imitate  </...
Link Development Approaches (White Hat) 7 <ul><li>Quality content to start with </li></ul><ul><li>Cultivate quality link (...
SEO Tools
Search Engine Term and Conditions <ul><li>Google </li></ul><ul><li>Yahoo </li></ul><ul><li>MSN Search </li></ul>
 
 
 
 
Vendor Tools Example:  Seo Administrator   8 <ul><li>Ranking monitor :  site positioning in for keywords  </li></ul><ul><l...
 
Black Hat Methods
Head of the  webspam  group at Google <ul><li>Matt Cutts  </li></ul><ul><li>Worked on his Ph.D Computer Science at the Uni...
http://www.searchenginegenie.com/seo-blog/images/matt.gif http://www.searchenginegenie.com
Link Exchange Advertisement
Keyword Consulting Advertisement
Black Hat Terms <ul><li>Link Farming:  exchanging reciprocal links  </li></ul><ul><li>Keyword Stuffing :  Hidden text , St...
Online Resources
Search Engine Standards <ul><li>Google </li></ul><ul><li>http://www.google.com/support/webmasters/bin/answer.py?answer=357...
Keyword Tools <ul><li>Overture tool  </li></ul><ul><li>http://inventory.overture.com/d/searchinventory/suggestion </li></u...
Conclusion and Summary <ul><li>Website Success </li></ul><ul><li>Search-friendly  </li></ul><ul><li>User-friendly </li></u...
Bibliography <ul><li>1   Thulow, Shari. “What Search Engine Marketing Does Your Site Need?”  Clickz . 15 Nov. 2006  <  htt...
Bibliography <ul><li>5 Laratro, Joe. “Dos and Don’ts of Search Engine Optimization.”  MoreVisibility . 15 Nov. 2006 < http...
Backup
Vendor Tools Example:  Seo Administrator   8 <ul><li>Ranking monitor : monitor web site positioning in the major search en...
Black Hat Terms <ul><li>Link Farming:  exchanging reciprocal links with Web sites in order to increase search engine optim...
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Seo Beginners Slide Show

  1. 1. Search Engine Optimization (SEO) Prepared by: Larry Stewart
  2. 2. Topic Outline <ul><li>Introduction </li></ul><ul><li>How Search Engines Work </li></ul><ul><li>SEO Building Blocks </li></ul><ul><ul><li>Keywords </li></ul></ul><ul><ul><li>Crawler </li></ul></ul><ul><ul><li>Links </li></ul></ul><ul><li>SEO Tools </li></ul><ul><li>Black Hat Methods </li></ul><ul><li>Summary and Conclusion </li></ul>
  3. 3. Introduction
  4. 4. Definition of Search Engine Optimization (SEO) 1 <ul><li>&quot;Natural,&quot; or &quot;organic,&quot; 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 </li></ul><ul><li>Organic Listings : Listings that search engines do not sell (unlike paid listings) </li></ul>
  5. 5. SEO <ul><li>Iterative process </li></ul><ul><li>Dynamic environment </li></ul><ul><li>Art </li></ul><ul><li>Science </li></ul>
  6. 6. Why is it important? <ul><li>Internet advertising 1H 2006 : $ 7.9 Billion 2 </li></ul><ul><li>Search ranking  more site visitors </li></ul><ul><li>Internet users tend not to click through </li></ul><ul><li>Depends on webs role in your economic model </li></ul>
  7. 7. Variation in Approaches <ul><li>White Hat </li></ul><ul><li>Abide by terms and conditions set forth by search engines </li></ul><ul><li>Black Hat </li></ul><ul><li>Breaches search engine terms and conditions </li></ul><ul><li>May provide short-term gains </li></ul><ul><li>You run the risk of being penalized by search engines </li></ul>
  8. 9. Defining Success (Context) <ul><li>Search-Friendly (SEO) </li></ul><ul><ul><li>High ranking </li></ul></ul><ul><ul><li>Terms and conditions set by search engines (Google, Yahoo, MSN Search) </li></ul></ul><ul><li>User-Friendly </li></ul><ul><ul><li>Site must satisfy the needs of visitors </li></ul></ul><ul><li>Persuasive </li></ul><ul><ul><li>Profitable for site owner </li></ul></ul>
  9. 10. How Search Engines Works
  10. 11. Search Engine Operations <ul><li>Gather Content </li></ul><ul><ul><li>Crawler or spider moves recursively downloading content </li></ul></ul><ul><li>Builds sophisticate index </li></ul><ul><li>Individual web searches run against index </li></ul><ul><ul><li>Results are retrieved and ordered </li></ul></ul><ul><ul><ul><li>PageRank & Relevance </li></ul></ul></ul>
  11. 12. Google Search Placement 4 <ul><li>Placement : importance and relevance </li></ul><ul><li>PageRank (importance) </li></ul><ul><ul><li>Counts links </li></ul></ul><ul><ul><li>Weights links </li></ul></ul><ul><li>Query matching (relevance) </li></ul><ul><ul><li>sophisticated text-matching techniques </li></ul></ul><ul><ul><li>examines all aspects of the page's content (and the content of the pages linking to it) </li></ul></ul>
  12. 13. SEO Optimization
  13. 14. SEO Optimization Categories <ul><li>Keywords </li></ul><ul><ul><li>Keyword selection and keyword-rich text </li></ul></ul><ul><li>Crawler </li></ul><ul><ul><li>A crawler-friendly site navigation scheme </li></ul></ul><ul><li>Links </li></ul><ul><ul><li>Link popularity </li></ul></ul>
  14. 15. Keyword Recommendations 1 <ul><li>Page title: visible HTML text ,“Above the fold” </li></ul><ul><li>Page Size: &quot;100 KB&quot; limit is still is still widely held. The optimum page size is 500-3000 words (or 2000 to 20,000 characters) </li></ul><ul><li>Be specific </li></ul><ul><li>Example: “Apple iPod” verses “iPod” </li></ul><ul><ul><li>exact phrase should appear generously throughout your site copy on every page </li></ul></ul>
  15. 16. More Keyword Recommendations 5 <ul><li>Meta tags: use but don’t stuff </li></ul><ul><li><meta name=&quot;description&quot; content=&quot;Free Web tutorials on HTML, CSS, XML, and XHTML&quot;> </li></ul><ul><li>Alt tags: use for graphics </li></ul><ul><li><IMG src=&quot;star.gif&quot; alt=“star logo&quot;> </li></ul><ul><li>Content is king </li></ul><ul><li>Write good content with relevant and important keywords in mind. </li></ul><ul><li>Geo Targeting </li></ul><ul><li>Add geocentric terms to target local areas </li></ul><ul><li>Domain Names </li></ul><ul><li>Use keywords as part of domain name </li></ul>
  16. 17. Crawler-friendly <ul><li>Engine spiders are primitive beings </li></ul><ul><ul><li>choose simplicity over complexity </li></ul></ul><ul><li>Goal </li></ul><ul><ul><li>All your web pages seen by crawlers </li></ul></ul><ul><ul><li>Google: enter in searchbox “allinurl:utexas.edu” </li></ul></ul>
  17. 18. Suggestions to be Crawler Friendly 5 <ul><li>Traditional <a href> tag </li></ul><ul><li>Keywords in subfolder names </li></ul><ul><li>Minimize quantity of subfolders </li></ul><ul><li>Cross link relevant terms and phrases within the site </li></ul><ul><li>Multiple paths to pages to eliminate orphans </li></ul>
  18. 19. Avoid or Minimize: May Negatively Impact Crawler 5 <ul><li>Flash (slow to load and difficult to navigate) </li></ul><ul><li>Frames </li></ul><ul><li>Java navigation </li></ul><ul><li>Session ID to track visitors </li></ul><ul><li>exact same Title tags on every page </li></ul><ul><li>set to require a cookie when a visitor gets to the page </li></ul>
  19. 20. Link Development Inbound Links Impact PageRank <ul><li>PageRank (Popularity, importance) </li></ul><ul><li>Number and quality of links pointing to a website </li></ul><ul><li>Measure of usefulness of site </li></ul>
  20. 21. Link Development Tradeoffs <ul><li>Advantage </li></ul><ul><ul><li>it is dynamic, cumulative, and difficult to imitate </li></ul></ul><ul><li>Disadvantage </li></ul><ul><ul><li>takes time (vs. advertising) </li></ul></ul>
  21. 22. Link Development Approaches (White Hat) 7 <ul><li>Quality content to start with </li></ul><ul><li>Cultivate quality link (not quantity) </li></ul><ul><li>Begin with web directories </li></ul><ul><li>Harness online publicity </li></ul><ul><li>Use Blogs and forums wisely </li></ul><ul><li>Investigate competitors </li></ul><ul><ul><li>Understand their strategy </li></ul></ul><ul><ul><li>Online publicity, blogs and forums </li></ul></ul><ul><ul><li>See inbound links (&quot;link:domain.com&quot; in Google, &quot;linkdomain:domain.com&quot; in Yahoo) </li></ul></ul>
  22. 23. SEO Tools
  23. 24. Search Engine Term and Conditions <ul><li>Google </li></ul><ul><li>Yahoo </li></ul><ul><li>MSN Search </li></ul>
  24. 29. Vendor Tools Example: Seo Administrator 8 <ul><li>Ranking monitor : site positioning in for keywords </li></ul><ul><li>Link popularity checker : checks inbound links </li></ul><ul><li>Site indexation tool : check site indexation </li></ul><ul><li>Server Log-analyzer : Administrator log analyzer </li></ul><ul><li>PageRank analyzer : analyze competitor sites </li></ul><ul><li>Keywords tool : suggestions, associations, competitor analysis </li></ul><ul><li>HTML analyzer : dissect html text in the same way that a search engine would (syntax, keyword density) </li></ul>
  25. 31. Black Hat Methods
  26. 32. Head of the webspam group at Google <ul><li>Matt Cutts </li></ul><ul><li>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. ). </li></ul><ul><li>Moved into information retrieval after classes from the university's Information and Library Science department </li></ul>
  27. 33. http://www.searchenginegenie.com/seo-blog/images/matt.gif http://www.searchenginegenie.com
  28. 34. Link Exchange Advertisement
  29. 35. Keyword Consulting Advertisement
  30. 36. Black Hat Terms <ul><li>Link Farming: exchanging reciprocal links </li></ul><ul><li>Keyword Stuffing : Hidden text , Stuffing text in every nook and cranny </li></ul><ul><li>Cloaking : stealth , deliver different page to a search engine for indexing </li></ul><ul><li>Doorway Pages : bridge, jump page , designed to appeal to search engine spiders </li></ul><ul><li>Fast meta refresh : used to quickly switch doorway pages to the page the user is supposed to see </li></ul><ul><li>Code swapping : swap it on the server with the &quot;real&quot; page once a position has been achieved. also sometimes done to keep others from learning exactly how the page ranked well. </li></ul><ul><li>Bait and Switch : loads the page with a popular search words such as sex, travel or antivirus when is irrelevant to site </li></ul>
  31. 37. Online Resources
  32. 38. Search Engine Standards <ul><li>Google </li></ul><ul><li>http://www.google.com/support/webmasters/bin/answer.py?answer=35769 </li></ul><ul><li>http://www.google.com/support/webmasters/bin/answer.py?answer=40349&ctx=related </li></ul><ul><li>Yahoo </li></ul><ul><li>http://help.yahoo.com/help/us/ysearch/basics/basics-18.html </li></ul><ul><li>http://help.yahoo.com/help/us/ysearch/basics/basics-17.html </li></ul><ul><li>http://help.yahoo.com/help/us/ysearch/basics/index.html </li></ul><ul><li>MSN </li></ul><ul><li>http://search.msn.com/docs/siteowner.aspx?t=SEARCH_WEBMASTER_REF_GuidelinesforOptimizingSite.htm </li></ul><ul><li>Web Robots </li></ul><ul><li>http://www.robotstxt.org/wc/robots.html </li></ul><ul><li>http://help.yahoo.com/help/us/ysearch/slurp/index.html </li></ul><ul><li>http://www.google.com/support/webmasters/bin/topic.py?topic=8843 </li></ul>
  33. 39. Keyword Tools <ul><li>Overture tool </li></ul><ul><li>http://inventory.overture.com/d/searchinventory/suggestion </li></ul><ul><li>Wordtracker tool [recommended] </li></ul><ul><li>http://our.affiliatetracking.net/wordtracker/a/12246 </li></ul><ul><li>Google Sandbox Tool </li></ul><ul><li>https://adwords.google.com/select/main?cmd=KeywordSandbox </li></ul><ul><li>Espotting Tool </li></ul><ul><li>http://www.espotting.com/popups/keywordgenbox.asp </li></ul><ul><li>Related Pages </li></ul><ul><li>http://www.related-pages.com/adwordskeywords.aspx </li></ul>
  34. 40. Conclusion and Summary <ul><li>Website Success </li></ul><ul><li>Search-friendly </li></ul><ul><li>User-friendly </li></ul><ul><li>Persuasive </li></ul><ul><li>Search-friendly Optimization components </li></ul><ul><li>Keywords </li></ul><ul><li>Crawler </li></ul><ul><li>Links </li></ul>
  35. 41. Bibliography <ul><li>1 Thulow, Shari. “What Search Engine Marketing Does Your Site Need?” Clickz . 15 Nov. 2006 < http://www.clickz.com/showPage.html?page=3105241 >. </li></ul><ul><li>2 “2006 Second Quarter Results (October 4, 2006) .” Interactive Advertising Bureau . 15 Nov. 2006 < http://www.iab.net/resources/ad_revenue.asp >. </li></ul><ul><li>3 “Event Homepage.” Search Engine Strategies 2006 Conference and Exposition . 15 Nov. 2006 < http://www.searchenginestrategies.com/sew/winter06/index.html >. </li></ul><ul><li>4 “Our Search: Google Technology.” Google Website . 15 Nov. 2006 </li></ul><ul><li>< http://www.google.com/technology/index.html >. </li></ul>
  36. 42. Bibliography <ul><li>5 Laratro, 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 > </li></ul><ul><li>6 Thulow, Shari. “Link Development: The Key to Successful SEO ” Clickz . 15 Nov. 2006 < http://www.clickz.com/showPage.html?page=3431741 >. </li></ul><ul><li>7 link farming. webopedia . 15 Nov. 2006 < http://www.webopedia.com/TERM/l/link_farming.html >. </li></ul><ul><li>8 SSEO Tools. SEO Administrator. </li></ul><ul><li>< http://www.seoadministrator.com/seo-tools.html > </li></ul><ul><li>< http://seo-tutorial.seoadministrator.com/ > </li></ul>
  37. 43. Backup
  38. 44. Vendor Tools Example: Seo Administrator 8 <ul><li>Ranking monitor : monitor web site positioning in the major search engines for keywords </li></ul><ul><li>Link popularity checker : checks inbound links across a number of search engines </li></ul><ul><li>Site indexation tool : check site indexation in Google, Yahoo, MSN and other search engines </li></ul><ul><li>Server Log-analyzer : Administrator log analyzer automates (Number of unique IP addresses, Number of visitors… ) </li></ul><ul><li>PageRank analyzer : analyze competitor sites </li></ul><ul><li>Keywords suggestion tool : Keyword suggestion services, Keyword Associations, search query suggestions, Competitor analysis </li></ul><ul><li>HTML analyzer : dissect html text in the same way that a search engine would (syntax, keyword density) </li></ul>
  39. 45. Black Hat Terms <ul><li>Link Farming: exchanging reciprocal links with Web sites in order to increase search engine optimization </li></ul><ul><li>Keyword Stuffing : Hidden text , Stuffing text in every nook and cranny </li></ul><ul><li>Cloaking : stealth , deliver one page to a search engine for indexing while serving a different page to everyone else. </li></ul><ul><li>Doorway Pages : A Web page that is designed to appeal to search engine spiders. </li></ul><ul><li>Fast meta refresh : used to quickly switch doorway pages to the page the user is supposed to see </li></ul><ul><li>Code swapping : swap it on the server with the &quot;real&quot; page once a position has been achieved. also sometimes done to keep others from learning exactly how the page ranked well. </li></ul><ul><li>Bait and Switch : Another technique combines word stuffing with &quot;bait-and-switch,&quot; 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. </li></ul>
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