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Search engines

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    Search engines Search engines Presentation Transcript

    •  
      • 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
    •  
      • 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
      • 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 means of increasing relevant traffic to a website
      • 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
      • Research desirable keywords and search phrases ( WordTracker , Overture , Google AdWords )
      • Identify search phrases to target (should be relevant to business/market, obtainable and profitable)
      • “ Clean” and optimize a website’s HTML code for appropriate keyword density, title tag optimization, internal linking structure, headings and subheadings, etc.
      • Help in writing copy to appeal to both search engines and actual website visitors
      • Study competitors (competing websites) and search engines
      • Implement a quality link building campaign
      • Add Quality content
      • Constant monitoring of rankings for targeted search terms
      • 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
      • View > Source (HTML code)
    •  
      • PPC ads appear as “sponsored listings”
      • Companies bid on price they are willing to pay “per click”
      • Typically have very good tracking tools and statistics
      • Ability to control ad text
      • Can set budgets and spending limits
      • Google AdWords and Overture are the two leaders
    •  
      • 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
    •