Search Engine Optimization

Search Engines & Search Engine Optimization (SEO) Presentation by Abhilash Sahoo Computer Science

Agenda
What is a Search Engine?
Examples of popular Search Engines
Search Engines statistics
Why is Search Engine marketing important?
What is a SEO Algorithm?
Steps to developing a good SEO strategy
Ranking factors
Basic tips for optimization

What is a Search Engine?
Definition: An internet-based tool that searches an index of documents for a particular term, phrase or text specified by the user. Commonly used to refer to large web-based search engines that search through billions of pages on the internet.
Different than a Directory
Common Characteristics:
Spider, Indexer, Database, Algorithm
Find matching documents and display them according to relevance
Frequent updates to documents searched and ranking algorithm
Strive to produce “better”, more relevant results than competitors

Examples popular Search Engines

How Do Search Engines Work?
Spider “crawls” the web to find new documents (web pages, other documents) typically by following hyperlinks from websites already in their database
Search engines indexes the content (text, code) in these documents by adding it to their databases and then periodically updates this content
Search engines search their own databases when a user enters in a search to find related documents (not searching web pages in real-time)
Search engines rank the resulting documents using an algorithm (mathematical formula) by assigning various weights and ranking factors

Search Engines Statistics
Google – 41.6%
Yahoo – 31.5%
MSN – 27.4%
AOL – 13.6%
Ask Jeeves – 7.0%
% bases on usage

Why is Search Engine Marketing important?
85% of all traffic on the internet is referred to by search engines
90% of all users don’t look past the first 30 results (most only view top 10)
Search engine traffic is low and websites aren’t indexed because they are generally poorly optimized
Cost-effective advertising
Clear and measurable ROI
Operates under this assumption:
More (relevant) traffic + Good Conversions Rate = More Sales/Leads

What is Search Engine Optimization?
SEO : Search Engine Optimization
Refers to the process of “optimizing” both the on-page and off-page ranking factors in order to achieve high search engine rankings for targeted search terms.
Refers to the “industry” that has been created regarding using keyword searching a a means of increasing relevant traffic to a website

What is a SEO Algorithm?
Top Secret! Only select employees of a search engines company know for certain
Reverse engineering, research and experiments gives SEOs (search engine optimization professionals) a “pretty good” idea of the major factors and approximate weight assignments
The SEO algorithm is constantly changed, tweaked & updated
Websites and documents being searched are also constantly changing
Varies by Search Engine – some give more weight to on-page factors, some to link popularity

Ranking factors
On-Page Factors (Code & Content)
Title tags <title> #3
Header tags <h1> #5
ALT image tags #4
Content, Content, Content (Body text) <body> #1
Hyperlink text #6
Keyword frequency & density #2
Off-Page Factors
Link Popularity (“votes” for your site) – adds credibility #2
Anchor text #1

Basic Tips & Optimization Techniques
Research keywords related to your business
Identify competitors, utilize benchmarking techniques and identify level of competition
Utilize descriptive title tags for each page
Ensure that your text is HTML-text and not image text
Use text links when ever possible
Use appropriate keywords in your content and internal hyperlinks (don’t overdo!)
Obtain inbound links from related websites
Monitor your search engine rankings and more importantly your website traffic statistics and sales/leads produced
Educate yourself about search engine marketing

Questions
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Search Engine Optimization

by abhilashsahoo on Apr 03, 2010

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Search Engine Optimization Presentation Transcript