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An intorduction to optimize your web (fil eminimizer)
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An intorduction to optimize your web (fil eminimizer)

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    An intorduction to optimize your web (fil eminimizer) An intorduction to optimize your web (fil eminimizer) Presentation Transcript

    • www.seocertification.org.inSearch EngineOptimizationAn introduction to optimizing your web site for bestpossible search engine results. LOGO
    • Presentation Overview  Search Engine Basics  Why Optimize?  Key Concepts  Optimization  Content Management Systems  Summary  Resourceswww.seocertification.org.in
    • Search Engine Basics • Crawling the web: Search engines run automated programs, called “robots" or "spiders", that use the hyperlink structure of the web to "crawl" the pages and documents that make up the World Wide Web.www.seocertification.org.in
    • Search Engine Basics • Indexing documents: Once a page has been crawled, its contents can be "indexed" - stored in a giant database of documents that makes up a search engines "index".www.seocertification.org.in
    • Search Engine Basics • Processing queries: When a request for information comes into the search engine, the engine retrieves from its index all the document that match the query.www.seocertification.org.in
    • Search Engine Basics • Ranking results: Once the search engine has determined which results are a match for the query, the engines algorithm (a mathematical equation commonly used for sorting) runs calculations on each of the results to determine which is most relevant to the given query.www.seocertification.org.in
    • Search Engine Basics • Directories: Human edited search indexes o Yahoo Directory! o DMOZ = The Open Directory Project www.dmoz.orgwww.seocertification.org.in
    • Search Engine Basics Search Engine Results Pages (SERPs) o Organic: Results based on content and keyword relevancy (as per algorithm) o Paid Placement (PPC):  Google AdWords  Yahoo! Search Marketing (YSM)www.seocertification.org.in
    • www.seocertification.org.in
    • Why Optimize • Web Search as a navigational tool  On average, 45% of visitor traffic through Utah.edu use the search engine to navigate.  72% of searchers stop with the top ten search results, and 90% stop with the top 30.www.seocertification.org.in
    • How much is too much? • Competition for keywords • Evaluating page rank  Baseline  Ongoingwww.seocertification.org.in
    • Evaluating page rank • Page rank calculation tools o Google Toolbar o www.faganfinder.com/urlinfo/ o www.alexa.com • Frequent queries o Web traffic analysis o U Web Resourceswww.seocertification.org.in
    • Key Concepts • Target audience o Keyword choices o Directory submissionwww.seocertification.org.in
    • Key Concepts • Conversion – Web site user doing what you intended them to do • Sales • Course registration • Forms & downloads • Page views • Conversion paths and funnelswww.seocertification.org.in
    • Key Concepts • Search-friendly Usability o Home Page vs. Landing pages o Top-down vs. Shallow-wide designwww.seocertification.org.in
    • Top-down design HOMEwww.seocertification.org.in
    • Shallow-wide design HOMEwww.seocertification.org.in
    • Key Concepts • Persistent Navigation o Orients visitor to site o Provides spiders pathway through sitewww.seocertification.org.in
    • Key Concepts • Accessibility o Flash o Javascript o SSL – authentication o Firewalls and closed ports o Databases & query string URLs o Formswww.seocertification.org.in
    • Key Concepts • Site Maps • Non-HTML Documents o MS Word, Excel, PowerPoint, PDFwww.seocertification.org.in
    • Key Concepts • Canonical URLs o http://utah.edu o http://www.utah.edu • Redirects o 301 server redirect o Meta-refresh page redirectwww.seocertification.org.in
    • Key Concepts • Robots.txt file – Decides which robots to allow in and which to exclude • Site wide • Directory-by-directory • Page-by-page – Robots meta-tagwww.seocertification.org.in
    • Optimization • Get indexed o Register URL with University Webmaster o Submit URL to directorieswww.seocertification.org.in
    • Optimization • Meta-data o HTML Page Title  Number one optimization factor  Included in results display  Unique title for each landing pagewww.seocertification.org.in
    • www.seocertification.org.in
    • Optimization • Meta-data o Meta-description tag o 50% weight of HTML Title in Ultraseek o Included in Ultraseek results display o Less weight given by Google o Rarely used in Google results displaywww.seocertification.org.in
    • Optimization • Meta-data o Meta-keywords tag  Equal to meta-description tag in Ultraseek  Ignored by Google  Common misspellingswww.seocertification.org.in
    • Optimization • Meta-data o Image alt-tags o H1 tags o Body textwww.seocertification.org.in
    • Optimization Relative weight given HTML tags by U of U Ultraseek Search Enginewww.seocertification.org.in
    • Optimization • Popularity o Inbound links o Remote anchor links & text o Anchor link – http://www.url.com o Anchor text – words used in linkwww.seocertification.org.in
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    • Optimization • Popularity o Inbound links o Remote anchor links & text o Google Boombing When a web page places high in search engine results due to frequent anchor links using rude or insulting keywords.www.seocertification.org.in
    • www.seocertification.org.in
    • www.seocertification.org.in
    • Black Hat SEO • Black Hat SEO: Unscrupulous or deceptive optimization practices intended to spam users or compete unfairly  Invisible text  Keyword stuffing  Duplicate pages  Domain cloaking: serving different content to search engine robots than to human visitors  Link farmswww.seocertification.org.in
    • Optimization Spam Detection Threshold: The number of repeating keywords required for U of U Ultraseek search engine to penalize for spammingwww.seocertification.org.in
    • Content Management Systems • Dynamic URLs  Querystring enabled  Consistent, crawl-able URLs • Cookies and session IDswww.seocertification.org.in
    • Summary • Accessible pages • Think landing pages • Unique HTML page title for every landing page • Content relevant keywords • Avoid Black Hat SEOwww.seocertification.org.in
    • Resources • University Webmaster  www.utah.edu/uwebresources  webmaster@utah.edu  581-6113 • www.seamoz.org • www.searchenginewatch.com • “The ABC of SEO” David Georgewww.seocertification.org.in
    • Thank Youwww.seocertification.org.in LOGO