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simple guide to search engine optimization.

simple guide to search engine optimization.

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    Seo Seo Presentation Transcript

    • WEB DESIGN APPLICATIONS Ahsan uddin Shan School of Film & Media Studies Ngee Ann Polytechnic Week 7: SEO Search engine optimization
    • Objectives
      • What is a Search Engine?
      • Examples of popular Search Engines
      • Why is Search Engine marketing important?
      • What is a SEO/SEM?
      • SEO strategy
      • Ranking factors
    • What’s an SEO?
      • Refers to the process of “optimizing” both the on-page and off-page ranking factors in order to achieve high search engine
        • what you see on the web page
        • complete URL, the domain name, the page name, the page name extension
      • SEO is t he act of modifying a website to increase its ranking in organic (vs paid), crawler-based listings of search engines
      • Optimization generally refers to the work you can do for Search Engines
      • Directories, like Yahoo operate under very different guidelines
      What’s an SEO?
    • What is search engine marketing ( SEM )?
      • SEM is t he act of marketing a website via search engines by purchasing paid listings
      • Paid lisitng [google > ipl]
    • What are paid listings?
      • These are listings that search engines sell to advertisers, usually through paid placement
      • In contrast, organic listings are not sold
      • Paid placement allows you to pay for special placement
      • Recommended: Yahoo Sponsored Link, Google AdWords
    • Search Engine Marketing?
      • Includes:
        • Search Engine Optimization
          • Search engine optimization (SEO) - no cost per click
        • Paid Inclusion
        • Pay Per Click (PPC)
    • SEO vs. SEM & PPC
    • SEO vs. SEM & PPC SEO SEM/PPC Pros
      • Free (not including resources)
      • Searchers click on organic search results more often than paid PPC links
      • Excellent at creating awareness quickly
      • quick search
      Cons
      • Time consuming
      • Takes longer to see results
      • Can be pricey ($25-$100,000 a month)
      • Must be managed constantly (daily/weekly)
    • Why SEO is important?
      • Drive customers to your website
      • Increase sales leads from customers looking for their products and services
      • Build your brand online
      • Increase profile against your competitors
      • Target a global audience via international search engines
    • How do organic search listings work?
      • A spider or crawler which is a component of a SE gathers listings by automatically "crawling" the web
      • The spider follows links to web pages, makes copies of the pages and stores them in the SE’s index
      • Based on this data, the SE then indexes the pages and ranks the websites
      • Major SEs that index pages using spiders: Google, Altavista, Msn, Aol, lycos
    • SEO strategies/techniques
    • SEO strategies/techniques: Domain name strategies
      • Choose a domain name that will increase your search engine ranking. How?
        • Simple, short, no hyphens, no numbers
      • How to increase links:
        • good content
        • good outbound/inbound links
        • target a list of sites from which you can request inbound links
      • The link’s anchor text is very important
        • Should contain relevant keywords
      SEO strategies/techniques: links
    • SEO strategies/techniques: Use the Description Glacier Bay Highlights - Alaskan Glacier Bay Cruise Save up to $300 per cabin - ends 3/31/08! This Alaskan Glacier Bay cruise itinerary is a perfect shorter getaway cruise in the beautiful remote wilderness of Alaska's ... www.sunstonetours.com/alaska/itins/cw_ GlacierBay Highlights.asp - 32k - Cached - Similar pages <title>Glacier Bay Highlights - Alaskan Glacier Bay Cruise</title> <meta name=&quot;description&quot; content=&quot;Save up to $300 per cabin - ends 3/31/08! This Alaskan Glacier Bay cruise itinerary is a perfect shorter getaway cruise in the beautiful remote wilderness of Alaska's Inside Passage. Experience the true meaning of wonder in the soaring sanctuary of Glacier Bay National Park.&quot;> =
    • SEO strategies/techniques: Content / Body Text
    • SEO strategies/techniques: HTML Headings <h#>
      • Include primary or supporting keywords in your highest heading tag (<h1>)
      • Place supporting keywords in these heading tags
        • <h2> … <h6>
      • Use CSS to format the look of standard HTML headings
    • SEO strategies/techniques: Emphasizing Keywords
      • Emphasize text & keywords to show search engines & users that “this is important” to the theme of the page.
      • Use <strong> for bold
      • Use <em> for emphasize
      • Do not use <b> or <i> (outdated/obsolete)
      • Only emphasize short segments of words (1-4 words)
    • SEO strategies/techniques: Images
      • Give your images descriptive filename
      • Use the alt attribute to provide information about the image
        • Short description of image
        • Include keywords where it makes sense
      • keywords are words that appear the most in a page used by searchers to find information
      • Best don’t use comma to separate
      • at least 100 words
      SEO strategies/techniques: Key words
    • Keyword Discovery
      • Known keywords
        • Ask the client
        • Ask the customers
        • Check the current server logs or analytics tool
        • Check the site search logs
      • Competitor’s keywords
        • Look at the words in the <title> tag / browser bar
        • View source to view their META keywords
    • Keyword Discovery & Analysis
      • Always include variations of keywords
        • Plurals (widgets, churches)
        • Synonyms (cruise, sail, journey, tour)
        • Stems (fish, fishing)
        • International spelling differences (Harbor /Harbour)
    • Keyword Discovery & Analysis
      • Online Tools
        • Created for PPC, used for SEO as well
        • Tools
          • Google Adwords Keywords Tool
          • Trellian (free trial)
          • WordTracker (free trial)
          • SEOBook SEOTool Keyword Suggestion Tool
        • Use multiple tools to cross-check & validate findings in other tools
      • The first thing that a search engine displays on a search return
      • Every single web page should have its own title tag - you can use up to 65 characters eg Ebay http://www.ebay.com/
      SEO strategies/techniques: title page
      • Code example:
      • <title> Rubber Widgets – Largest Selection of Rubber Widgets </title>
      • Dreamweaver :
      SEO strategies/techniques: title
      • Meta tags placed in <head> portion of page
      • Meta description tags
      SEO strategies/techniques: meta tags
      • Variations:
      • <meta name=“robots&quot; content=“index,follow&quot; />
      • <meta name=“robots&quot; content=“noindex,nofollow&quot; />
      • <meta name=“robots&quot; content=“noindex,follow&quot; />
      • <meta name=“robots&quot; content=“index,nofollow&quot; />
      • A short description
      • Include keywords in your alt tags
      SEO strategies/techniques: alt tag
    • Submission
      • Submit your website to SEs for indexing
      • S ubmit your site to search engine directories, directory sites and portal sites
      • indexing takes 1 wk to 3 months
    • Major SEs to submit to:
      • Altavista http://addurl.altavista.com/sites/addurl/newurl (Search engines that also use this database - Looksmart)
      • The Open Directory Project (DMOZ) http://dmoz.org/add.html (Search engines that also use this database - Ask Jeeves, Lycos, Netscape )
      • Fast http://www.alltheweb.com/add_url.php (Search engines that also use this database - Lycos)
      • Google http://www.google.com/addurl.html (Search engines that also use this database - Yahoo)
      • Inktomi http://submitit.bcentral.com/msnsubmit.htm (Search engines that also use this database - AOL, Excite, MSN, Overture)
      • MSN http://submitit.bcentral.com/msnsubmit.htm
      • Yahoo http://docs.yahoo.com/info/suggest
      Major SEs to submit to:
    • SEO - what is NOT recommended
      • Flash and shockwave - spiders do not pick up these files
      • Image only sites - spiders do not pick up images
      • Image maps - s piders cannot read image maps.
    • SEO - what is NOT recommended
      • Frames - only one page can be titled (titling is critical in search rankings)
      • If the spider cannot read the complete page (because of the frames), it will not be indexed properly.
      • Some spiders may not even read a frames web site
      • Password protected pages – spiders cannot enter password protected pages
      • PDF files - can be problematic for spiders.
      • Dynamic pages - s piders cannot index some content on pages using ASP, CGI or other dynamic languages.
      • Drop down menus – spiders cannot read them
      SEO - what is NOT recommended
    • Resources
      • Search Engine Relationships
        • Bruce Clay’s Search Engine Relationship Chart
      • Keyword Tools (online)
        • Google AdWords: Keyword Tool
        • Trellian Keyword Discovery
        • Wordtracker
        • SEOBook SEOTools Keyword Suggestion Tool
      • Keyword Tools (client-based)
        • Web CEO
    • Resources
      • Analytics
        • Google Analytics (Web-based - Free)
        • Stat Counter (Web-based - Free)
        • Mint (Web-based - Fee)
        • Omniture (Web-based - Fee)
        • Webtrends (Web-based – Fee)
      • Monitoring
        • Web CEO (Client-based – Trial/Fee)
        • SEO Tool Rank Checker (Web-based – Free/Fee)
        • SEO for Firefox (Browser-based)
        • Google Toolbar (Browser-based)
    • Resources
      • Books
        • Search Engine Marketing – Mike Moran & Bill Hunt
        • Search Engine Optimization for Dummies – Peter Kent
        • Building Findable Websites – Aaron Walter
        • Search Marketing Strategies – James Colborn
        • Web Analytics Demystified – Eric Peterson
        • Web Metrics – Jim Sterne
        • The Online Copywriter’s Handbook – Robert Bly
    • Resources
      • Web Sites
        • Search Engine Land
        • SEOmoz
        • Web Engine Watch
      • Podcasts (search for these in iTunes or Google)
        • Daily SearchCast
        • SEO 101
      • Online Courses
      • Lynda.com – Search Engine Optimization