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simple guide to search engine optimization.

simple guide to search engine optimization.

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  • 1. WEB DESIGN APPLICATIONS Ahsan uddin Shan School of Film & Media Studies Ngee Ann Polytechnic Week 7: SEO Search engine optimization
  • 2. 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
  • 3. 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
  • 4.
    • Optimization generally refers to the work you can do for Search Engines
    • Directories, like Yahoo operate under very different guidelines
    What’s an SEO?
  • 5. 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]
  • 6. 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
  • 7. Search Engine Marketing?
    • Includes:
      • Search Engine Optimization
        • Search engine optimization (SEO) - no cost per click
      • Paid Inclusion
      • Pay Per Click (PPC)
  • 8. SEO vs. SEM & PPC
  • 9. 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
    • Time consuming
    • Takes longer to see results
    • Can be pricey ($25-$100,000 a month)
    • Must be managed constantly (daily/weekly)
  • 10. 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
  • 11. 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
  • 12. SEO strategies/techniques
  • 13. SEO strategies/techniques: Domain name strategies
    • Choose a domain name that will increase your search engine ranking. How?
      • Simple, short, no hyphens, no numbers
  • 14.
    • 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
  • 15. 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 ... 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;> =
  • 16. SEO strategies/techniques: Content / Body Text
  • 17. 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
  • 18. 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)
  • 19. 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
  • 20.
    • 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
  • 21. 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
  • 22. Keyword Discovery & Analysis
    • Always include variations of keywords
      • Plurals (widgets, churches)
      • Synonyms (cruise, sail, journey, tour)
      • Stems (fish, fishing)
      • International spelling differences (Harbor /Harbour)
  • 23. 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
  • 24.
    • 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
    SEO strategies/techniques: title page
  • 25.
    • Code example:
    • <title> Rubber Widgets – Largest Selection of Rubber Widgets </title>
    • Dreamweaver :
    SEO strategies/techniques: title
  • 26.
    • 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; />
  • 27.
    • A short description
    • Include keywords in your alt tags
    SEO strategies/techniques: alt tag
  • 28. 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
  • 29. Major SEs to submit to:
    • Altavista (Search engines that also use this database - Looksmart)
    • The Open Directory Project (DMOZ) (Search engines that also use this database - Ask Jeeves, Lycos, Netscape )
    • Fast (Search engines that also use this database - Lycos)
  • 30.
    • Google (Search engines that also use this database - Yahoo)
    • Inktomi (Search engines that also use this database - AOL, Excite, MSN, Overture)
    • MSN
    • Yahoo
    Major SEs to submit to:
  • 31. 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.
  • 32. 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
  • 33.
    • 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
  • 34. 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
  • 35. 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)
  • 36. 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
  • 37. Resources
    • Web Sites
      • Search Engine Land
      • SEOmoz
      • Web Engine Watch
    • Podcasts (search for these in iTunes or Google)
      • Daily SearchCast
      • SEO 101
    • Online Courses
    • – Search Engine Optimization