Search Engine Optimization Dr. Abdalghani Mushtaha      Mushtaha@gmail.com
Agenda        •    The Search Landscape        •    How Search Engines Work        •    Building Accessible Sites        •...
The Search LandscapeSearch Engine Optimization - SEO6/03/2013 | page. 3
SEO Definition        • It is the process of getting traffic from the          “free,” “organic,” “editorial” or “natural”...
Organic vs. Paid Search                 Paid                           OrganicSearch Engine Optimization - SEO6/03/2013 | ...
Click-Through Rates    #1: Gets 30% of    traffic and sales    #2: Gets 12% of    traffic and sales     #3: Gets 7% of    ...
Vertical Search   36% of search engine   users click News   31% of search engine   users click Images   17% search engine ...
Local Search Results   Completely different    ranking algorithm      than standard      search results     Probably doesn...
Different Types of Search                                   Results        •    Image results        •    Video results   ...
How Search Engines Work?Search Engine Optimization - SEO6/03/2013 | page. 10
Crawling & Indexing     Without links,       the engines      might never     find this pageSearch Engine Optimization - S...
Page RankSearch Engine Optimization - SEO6/03/2013 | page. 12
PageRank is Split Evenly                                   Between the Links on a                                   PageSe...
PageRank is an Iterative                                   AlgorithmSearch Engine Optimization - SEO6/03/2013 | page. 14
Nofollowing or Removing                                   Links Can Alter the Flow of                                   Pa...
The concept of TrustRankSearch Engine Optimization - SEO6/03/2013 | page. 16
Building Accessible SitesSearch Engine Optimization - SEO6/03/2013 | page. 17
Crawlability / Link                                   ArchitectureSearch Engine Optimization - SEO6/03/2013 | page. 18
Requirements        • Content duplication!        • Duplicate Titles & Meta Descriptions!        • URL structure:         ...
Search UN-Friendly URLs        • http://Xyz3.nationalgeographic.com/a/?q=3          1z&mg=vv7z&sd=8                       ...
Search Engine Optimization - SEO6/03/2013 | page. 21
Search Engine Optimization - SEO6/03/2013 | page. 22
Search Engine Optimization - SEO6/03/2013 | page. 23
Google SEOSearch Engine Optimization - SEO6/03/2013 | page. 24
Search Building StrategiesSearch Engine Optimization - SEO6/03/2013 | page. 25
In Practice        • Tools (Demo)!               – Predict the Effort Required to Rank Well.               – Choose the “B...
Salespeople & Customers        • Campaign Data        • Add KeywordSearch Engine Optimization - SEO6/03/2013 | page. 27
Strategic Tips for SEO        • Know Today’s Customers.               – Know Your Future Customers.        • Create the Co...
Strategic Tips for SEOSearch Engine Optimization - SEO6/03/2013 | page. 29
Demo!Search Engine Optimization - SEO6/03/2013 | page. 30
ProjectSearch Engine Optimization - SEO6/03/2013 | page. 31
Task 1Search Engine Optimization - SEO6/03/2013 | page. 32
Task 2Search Engine Optimization - SEO6/03/2013 | page. 33
Gift for 2 Best ProposalsSearch Engine Optimization - SEO6/03/2013 | page. 34
Thank You All!Search Engine Optimization - SEO6/03/2013 | page. 35
Click to edit Master title style
References        • http://www.seomoz.org/blog/the-          responsibilities-of-seo-have-been-          upgraded        •...
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Search Engine Optimization - SEO

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This presentation gives an overview about the search engine optimization, which also called SEO. It covers the search engine landscape, how the search engines work, building accessible sites, and building search strategies.

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Search Engine Optimization - SEO

  1. 1. Search Engine Optimization Dr. Abdalghani Mushtaha Mushtaha@gmail.com
  2. 2. Agenda • The Search Landscape • How Search Engines Work • Building Accessible Sites • Search - Building Strategies • Demo • ProjectSearch Engine Optimization - SEO6/03/2013 | page. 2
  3. 3. The Search LandscapeSearch Engine Optimization - SEO6/03/2013 | page. 3
  4. 4. SEO Definition • It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” listings on search engines.Search Engine Optimization - SEO6/03/2013 | page. 4
  5. 5. Organic vs. Paid Search Paid OrganicSearch Engine Optimization - SEO6/03/2013 | page. 5
  6. 6. Click-Through Rates #1: Gets 30% of traffic and sales #2: Gets 12% of traffic and sales #3: Gets 7% of traffic and sales #4: Gets 5% of traffic and sales #5: Gets 4% of traffic and salesSearch Engine Optimization - SEO6/03/2013 | page. 6
  7. 7. Vertical Search 36% of search engine users click News 31% of search engine users click Images 17% search engine users click VideosSearch Engine Optimization - SEO6/03/2013 | page. 7
  8. 8. Local Search Results Completely different ranking algorithm than standard search results Probably doesn’t get traffic like most “#1” resultsSearch Engine Optimization - SEO6/03/2013 | page. 8
  9. 9. Different Types of Search Results • Image results • Video results • News & Blog results • Shopping results • Instant answers resultsSearch Engine Optimization - SEO6/03/2013 | page. 9
  10. 10. How Search Engines Work?Search Engine Optimization - SEO6/03/2013 | page. 10
  11. 11. Crawling & Indexing Without links, the engines might never find this pageSearch Engine Optimization - SEO6/03/2013 | page. 11
  12. 12. Page RankSearch Engine Optimization - SEO6/03/2013 | page. 12
  13. 13. PageRank is Split Evenly Between the Links on a PageSearch Engine Optimization - SEO6/03/2013 | page. 13
  14. 14. PageRank is an Iterative AlgorithmSearch Engine Optimization - SEO6/03/2013 | page. 14
  15. 15. Nofollowing or Removing Links Can Alter the Flow of PageRankSearch Engine Optimization - SEO6/03/2013 | page. 15
  16. 16. The concept of TrustRankSearch Engine Optimization - SEO6/03/2013 | page. 16
  17. 17. Building Accessible SitesSearch Engine Optimization - SEO6/03/2013 | page. 17
  18. 18. Crawlability / Link ArchitectureSearch Engine Optimization - SEO6/03/2013 | page. 18
  19. 19. Requirements • Content duplication! • Duplicate Titles & Meta Descriptions! • URL structure: – http://www.sony.be/lang/nl/hub/handycam- camcorders Language Keywords in page name, Single domain separated by hyphen Shallow folder structure with relevant wordsSearch Engine Optimization - SEO6/03/2013 | page. 19
  20. 20. Search UN-Friendly URLs • http://Xyz3.nationalgeographic.com/a/?q=3 1z&mg=vv7z&sd=8 No keywords in the URL string Unnecessary Subdomain Dynamic URLs don’t perform as well as static and engines recommend against more than two parametersSearch Engine Optimization - SEO6/03/2013 | page. 20
  21. 21. Search Engine Optimization - SEO6/03/2013 | page. 21
  22. 22. Search Engine Optimization - SEO6/03/2013 | page. 22
  23. 23. Search Engine Optimization - SEO6/03/2013 | page. 23
  24. 24. Google SEOSearch Engine Optimization - SEO6/03/2013 | page. 24
  25. 25. Search Building StrategiesSearch Engine Optimization - SEO6/03/2013 | page. 25
  26. 26. In Practice • Tools (Demo)! – Predict the Effort Required to Rank Well. – Choose the “Best” Words/Phrases to Target. – Keywords! • Search Engine Guidelines (Demo)! – AdWords Tools.Search Engine Optimization - SEO6/03/2013 | page. 26
  27. 27. Salespeople & Customers • Campaign Data • Add KeywordSearch Engine Optimization - SEO6/03/2013 | page. 27
  28. 28. Strategic Tips for SEO • Know Today’s Customers. – Know Your Future Customers. • Create the Content Both Desire. – Making Content Easy to Share. • Measure, Optimize & Improve. – Tools for Quick Analysis.Search Engine Optimization - SEO6/03/2013 | page. 28
  29. 29. Strategic Tips for SEOSearch Engine Optimization - SEO6/03/2013 | page. 29
  30. 30. Demo!Search Engine Optimization - SEO6/03/2013 | page. 30
  31. 31. ProjectSearch Engine Optimization - SEO6/03/2013 | page. 31
  32. 32. Task 1Search Engine Optimization - SEO6/03/2013 | page. 32
  33. 33. Task 2Search Engine Optimization - SEO6/03/2013 | page. 33
  34. 34. Gift for 2 Best ProposalsSearch Engine Optimization - SEO6/03/2013 | page. 34
  35. 35. Thank You All!Search Engine Optimization - SEO6/03/2013 | page. 35
  36. 36. Click to edit Master title style
  37. 37. References • http://www.seomoz.org/blog/the- responsibilities-of-seo-have-been- upgraded • http://www.slideshare.net/randfish/introduc tion-to-seo-5003433 • Rand FishkinSearch Engine Optimization - SEO6/03/2013 | page. 37

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