Introduction To Seo

SEARCH ENGINE OPTIMIZATION
Introduction to Search Engine Optimization
By: Cheryl Estorgio

A. Introduction to SEO
What is Search Engine Optimization?
According to Webopedia, Search Engine Optimization , the process of increasing the amount of visitors to a Web site by ranking high in the search results of a search engine. The higher a Web site ranks in the results of a search, the greater the chance that that site will be visited by a user.

Introduction to SEO
Goal of Search Engine Optimization
To increase your web site’s traffic by obtaining higher rankings in search engines for keyword searches related to your web site. Increased traffic- increase sales

Introduction to SEO
Why Search Engine Optimization?
According to the recent study by Forrester Research that most of the internet users in United Kingdom found that search engines remain the leading way to find what they want, the type of product and services. If your site is not listed by search engines then you are missing out on huge amount of potential customers.

Introduction to SEO
Types of Search Engine Optimization
1) On- page Optimization 2) Off- page Optimization

Types of SEO
On-Page Optimization
Onpage optimization is the process by which various elements on an individual web page are structured so that the web page can be found by the search engines for specific keyword(s) or keyword phrases.

Types of SEO
On-Page Optimization Checklist
Always start with keyword selection, research and testing Title tags Meta tags Keyword density ALT tags Site maps H1 tags Usability URL structure Track target keywords Internal Linking Expect results in 12 months Content

Types of SEO
Off-Page Optimization
Off-page optimization is what can be done Off-the pages of a website to maximize its performance in the search engines for target keywords related to the On-the-page content and keywords in off-page direct-links.

Types of SEO
Off-Page Optimization Checklist
Always start with keyword research, testing and selection. Keywords in links Links from high ranking publisher sites One-way inbound links (not link exchange) Different keywords in your link-ads from the same site Gradual link building technology (no growth spikes) Relevant keywords near your inbound link

Types of SEO
Off-Page Optimization Checklist
Deep linking (from multiple pages to multiple pages) Target a large list of keywords (5-500+) Link from sites with a variety of Link Ranks Track active link-ad keywords Discontinue campaigns if ranking does not improve Expect results in 30 days (MSN) 1-9 months (Google, Yahoo)

B. Understanding Search Engines
SEO for Google
SEO for Yahoo!
SEO for MSN

SEO for Google
To optimize and rank highly on Google, as with any of the major engines, specific areas need to be addressed. On Google the most important of these factors are: Backlinks Age Content How it fares in the results

SEO for Google
Backlinks
The age of the links The location of the link The anchor text and formatting Relevancy PageRank

SEO for Google
Age
The older your domain is the more legitimate Google sees it and thus the more likely they are to rank it. Additionally, domains that are registered for longer periods of time are also seen as more legitimate and thus will tend to rank higher.

SEO for Google
Content
The more content you have on your site the more likely someone is to find what they're looking for when they get there. Thus, the more content you have on your site the more likely Google is to believe a searcher will find what they're looking for there.

SEO for Google
How it fares in the results
If your website appears in the results for a specific phrase yet no one clicks on is your website will drop out of the rankings? Arguably worse, if your website is clicked however after a few seconds Google detects that the searcher has returned to the results to find a new site your site will drop. It is for this reason that it is important to insure that the titles you write for your website are both search engine and human friendly.

SEO for Yahoo!
To optimize and rank highly on Yahoo!, as with any of the major engines, specific areas need to be addressed. On Yahoo! the major areas are as follows: Keyword density Site structure Backlinks Aging

SEO for Yahoo!
Keyword Density
Is the percentage of words on a web page that match a specified set of keywords. In the context of search engine optimization keyword density can be used as a factor in determining whether a web page is relevant to a specified keyword or keyword phrase.

SEO for Yahoo!
Site Structure
a) First, the site structure determines the order in which your page content gets seen by the search engines and thus, which content will be given the highest priority. Content that occurs higher up in the code of your page (not necessarily in your browser) is given a higher weight than content lower down in the code.

SEO for Yahoo!
Site Structure
b) Second, a properly structured site will be lower in code through the use of CSS, reduced or eliminated table use, etc. The reduction in code will push the content higher up the page as far as a search engine is concerned and thus, it will be given more weight.

SEO for Yahoo!
Backlinks
a) Position of link - A link at or near the bottom of the page is less valuable than a link nearer to the top. Also, if your link is on a page with other links, the effect that link will have on your rankings decreases respective to the number of links on the linking page.

SEO for Yahoo!
Backlinks
b) Anchor text - the text used to link to your site will help reinforce that the keywords in that anchor text are associated with your site/page. Also, if that anchor text in the midst of the content it will hold greater weight than if that anchor text is in a directory-style format above a description (i.e. link a standard links page)

SEO for Yahoo!
Backlinks
c) Non-reciprocal links - reciprocal links are certainly still valuable on Yahoo! however it is important to supplement these links with non-reciprocal links in the form of directory listings and other one-way links

SEO for Yahoo!
Aging
New sites and links are not given the same weight as sites and links that have been around for a while. The aging delay on sites has been extended over the past couple years however it isn't as severe as that imposed by Google

SEO for MSN
Onsite SEO Factors: - The content of the page including keyword density - The internal linking structure of the site (how the pages of your site are linked together) - The number of pages in your site and the relevancy of those pages to your main topic and phrases - The use of titles, heading tags and special formats

End of Introduction CHERYL ESTORGIO www.cherylestorgio.com July 10, 2007

Introduction To Seo

by Cheryl Estorgio

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