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Tin180.com là trang tin tức văn hóa lành mạnh. Các nội dung chính: xã hội, thế giới, thể thao, văn hóa, nghệ thuật, khoa học, thế giới số, đời sống, sức ...

Tin180.com là trang tin tức văn hóa lành mạnh. Các nội dung chính: xã hội, thế giới, thể thao, văn hóa, nghệ thuật, khoa học, thế giới số, đời sống, sức khỏe, cư dân mạng, kinh doanh, ô tô, xe máy, chuyện lạ, giải trí

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Seo Beginners Slide Show Presentation Transcript

  • 1. Search Engine Optimization (SEO) Prepared by: Larry Stewart
  • 2. Topic Outline
    • Introduction
    • How Search Engines Work
    • SEO Building Blocks
      • Keywords
      • Crawler
      • Links
    • SEO Tools
    • Black Hat Methods
    • Summary and Conclusion
  • 3. Introduction
  • 4. 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)
  • 5. SEO
    • Iterative process
    • Dynamic environment
    • Art
    • Science
  • 6. Why is it important?
    • Internet advertising 1H 2006 : $ 7.9 Billion 2
    • Search ranking  more site visitors
    • Internet users tend not to click through
    • Depends on webs role in your economic model
  • 7. 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
  • 8.  
  • 9. 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
  • 10. How Search Engines Works
  • 11. 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
  • 12. Google Search Placement 4
    • 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)
  • 13. SEO Optimization
  • 14. SEO Optimization Categories
    • Keywords
      • Keyword selection and keyword-rich text
    • Crawler
      • A crawler-friendly site navigation scheme
    • Links
      • Link popularity
  • 15. Keyword Recommendations 1
    • 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
  • 16. More Keyword Recommendations 5
    • Meta tags: use but don’t stuff
    • <meta name=&quot;description&quot; content=&quot;Free Web tutorials on HTML, CSS, XML, and XHTML&quot;>
    • Alt tags: use for graphics
    • <IMG src=&quot;star.gif&quot; alt=“star logo&quot;>
    • 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
  • 17. 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”
  • 18. Suggestions to be Crawler Friendly 5
    • 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
  • 19. Avoid or Minimize: May Negatively Impact Crawler 5
    • 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
  • 20. Link Development Inbound Links Impact PageRank
    • PageRank (Popularity, importance)
    • Number and quality of links pointing to a website
    • Measure of usefulness of site
  • 21. Link Development Tradeoffs
    • Advantage
      • it is dynamic, cumulative, and difficult to imitate
    • Disadvantage
      • takes time (vs. advertising)
  • 22. 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 (&quot;link:domain.com&quot; in Google, &quot;linkdomain:domain.com&quot; in Yahoo)
  • 23. SEO Tools
  • 24. Search Engine Term and Conditions
    • Google
    • Yahoo
    • MSN Search
  • 25.  
  • 26.  
  • 27.  
  • 28.  
  • 29. Vendor Tools Example: Seo Administrator 8
    • 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)
  • 30.  
  • 31. Black Hat Methods
  • 32. 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
  • 33. http://www.searchenginegenie.com/seo-blog/images/matt.gif http://www.searchenginegenie.com
  • 34. Link Exchange Advertisement
  • 35. Keyword Consulting Advertisement
  • 36. 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 &quot;real&quot; 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
  • 37. Online Resources
  • 38. 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
  • 39. 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
  • 40. Conclusion and Summary
    • Website Success
    • Search-friendly
    • User-friendly
    • Persuasive
    • Search-friendly Optimization components
    • Keywords
    • Crawler
    • Links
  • 41. Bibliography
    • 1 Thulow, 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 >.
  • 42. Bibliography
    • 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 >
    • 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/ >
  • 43. Backup
  • 44. Vendor Tools Example: Seo Administrator 8
    • 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)
  • 45. 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 &quot;real&quot; 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 &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.