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Search engine optimization
Search engine optimization
Search engine optimization
Search engine optimization
Search engine optimization
Search engine optimization
Search engine optimization
Search engine optimization
Search engine optimization
Search engine optimization
Search engine optimization
Search engine optimization
Search engine optimization
Search engine optimization
Search engine optimization
Search engine optimization
Search engine optimization
Search engine optimization
Search engine optimization
Search engine optimization
Search engine optimization
Search engine optimization
Search engine optimization
Search engine optimization
Search engine optimization
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Search engine optimization

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Tools and techniques for Search Engine Optimization

Tools and techniques for Search Engine Optimization

Published in: Internet
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  • 1. Ashima Wadhwa Assistant Professor (IT) Amity University, Noida
  • 2. Topic Outline Definition(SEO) How Search Engines Work SEO Building Blocks Keywords Crawler Links SEO Tools SEO Techniques Summary and Conclusion 2
  • 3. 3 Definition of Search Engine Optimization (SEO) SEO is Search Engine is the process of making a site and its content highly relevant for both search engines and searchers. OR SEO is the act of modifying a website to increase its ranking in organic (vs paid), crawler-based listings of search engines
  • 4. 4 How Search Engines Works
  • 5. How do organic search listings work? A spider or crawler which is a component of a SE gathers listings by automatically "crawling" the web The spider follows links to web pages, makes copies of the pages and stores them in the SE’s index Based on this data, the SE then indexes the pages and ranks the websites Major SEs that index pages using spiders: Google, Altavista, Msn, Aol, lycos “Spiders read only text, nothing else”
  • 6. Search Engine Operations 1. Gather Content  Crawler or spider moves recursively downloading content 1. Builds sophisticate index 2. Individual web searches run against index  Results are retrieved and ordered 6
  • 7. 7 SEO Techniques
  • 8. SEO strategies/techniques 1. Domain name strategies - domain names are traffic magnets > 63 million domain names registered > 4.7 million domain names registered 1st quarter 2004 - choose a domain name that will increase your search engine ranking. How? - use keywords, location, advertising terms, product names - choose a keyword that is important for your business
  • 9. SEO strategies/techniques 2. Linking strategies - the text in the links should include keywords - the more inbound links the higher the SE ranking - links for the sake of links can damage your search rankings
  • 10. Search engine optimization/cont’d 3. Keywords - keywords are words that appear the most in a page. - the spider chooses the appropriate keywords for each page, then sends them back to its SE . - your web site will then be indexed based on your keywords . - do not use common words eg ‘the’ ‘and’ ‘of’: spiders ignore them. - write keyword-rich text - balance keyword-rich and readability
  • 11. Keywords / Phrases Suggestion Choose your Keywords: - Theme Related - Popular - Low Competition / Find Your Niche Market
  • 12. SEO strategies/techniques 4. Title tags - important in optimizing rankings - the first thing that a search engine displays on a search return - should have the exact keyword you use for the page - every single web page must have its own title tag - you can use up to 65 characters - example http://www.ebay.com/ (title is littered with keywords)
  • 13. SEO strategies/techniques 5. Meta description tags - displayed below the title in search results - use dynamic, promotional language - use keywords 13
  • 14. 14 SEO Tools
  • 15. Search Engine Term and Conditions Google Yahoo MSN Search 15
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  • 20. Vendor Tools Example: Seo Administrator 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) 20
  • 21. 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  Bait and Switch: loads the page with a popular search words such as sex, travel or antivirus when is irrelevant to site 22
  • 22. SEO - what is NOT recommended Flash and shockwave – s piders do not pick up these files. Image only sites - spiders do not pick up images. Image maps - spiders cannot read image maps. Do not use them on your home page or critical pages. Frames - - Some spiders may not even read a frames web site. Password protected pages – spiders cannot enter password protected pages
  • 23. SEO - what is NOT recommended PDF files - can be problematic for spiders. Although some search engines can index them, the pages must be interpreted into HTML and can lose much of their content. - place PDFs lower down in your site Dynamic pages - spiders cannot index some content on pages using ASP, CGI or other dynamic languages. - Make sure important pages are HTML, no dynamically generated content. Drop down menus – spiders cannot read them
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