www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
Search Engine
Optimisation
Pradeep Yuvaraj
www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
Today’s Agenda
• Search Engines
• How they Work
• Why w...
www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
Search Engine
An internet-based tool that
searches an i...
www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
The anatomy of a search engine
• Query Interface
• Craw...
www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
Query Interface
• The visible face of a
search engine
•...
www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
Crawlers/Spiders/Robots
www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
Names, names and names
• Google: Googlebot
• MSN: MSNbo...
www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
Search Algorithm
• List search
• Tree Search
• SQL Sear...
www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
Retrieval and ranking
• Location
• Frequency
• Links
• ...
www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
Types of Search
Engines
• Primary
• Secondary
• Targete...
www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
Agenda- Part 2
• What is SEO
• SEO Process
• Technical ...
www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
What is SEO
( Search Engine Optimization )?
• The proce...
www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
Pay Per Click SEO
• PPC ads appear as “sponsored listin...
www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
Results?
Pay Per Clic
Pay Per Click
Organic
www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
Pay-Per-Click “Organic” SEO
1. RESULTS IN 1-2 DAYS
2. E...
www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
SEO Process
• 5 step process:
– Research
– Reporting
– ...
www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
SEO Optimization Categories
• Keywords
– Keyword select...
www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
Keyword Recommendations
• Page title: visible HTML text...
www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
Keywords…
• Be specific
• Example: “Apple iPod”
verses ...
www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
Page Title
Alt-Tags
Link Title Tags
Site-Side Optimizat...
www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
More Keyword Recommendations
Meta tags: use but don’t s...
www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
Title Tag
Javascript
Meta data
www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
Crawler-friendly
• Engine spiders are
primitive beings
...
www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
Avoid or Minimize:
May Negatively Impact Crawler
• Flas...
www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
Link Development Approaches
• Quality content to start ...
www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
White Hat vs.Black Hat
• White Hat
– Quality content cr...
www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
Resources
www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
Discussions…
www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
• +91-97-87- 55- 55- 44
• training@edventures1.com
• ww...
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Seo search engine_optimisation

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Seo search engine_optimisation

  1. 1. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 Search Engine Optimisation Pradeep Yuvaraj
  2. 2. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 Today’s Agenda • Search Engines • How they Work • Why we need them • SEO- What? • SEO-How? • SEO and your career • Discussions
  3. 3. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 Search Engine An internet-based tool that searches an index of documents for a particular term, phrase or text specified by the user.
  4. 4. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 The anatomy of a search engine • Query Interface • Crawlers, Spiders and Robots • Databases • Search Algorithms • Retrieval and ranking
  5. 5. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 Query Interface • The visible face of a search engine • Simpler to start with • Gadgets/widgets, fancier today
  6. 6. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 Crawlers/Spiders/Robots
  7. 7. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 Names, names and names • Google: Googlebot • MSN: MSNbot • Yahoo! Web Search: Yahoo SLURP or just SLURP • Ask: Teoma • AltaVista: Scooter • LookSmart: MantraAgent • WebCrawler: WebCrawler • SearchHippo: Fluffy the Spider
  8. 8. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 Search Algorithm • List search • Tree Search • SQL Search • Informed Search • Constraint Satisfaction
  9. 9. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 Retrieval and ranking • Location • Frequency • Links • Click-through
  10. 10. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 Types of Search Engines • Primary • Secondary • Targeted • Crawler based • Directory based • Meta-search
  11. 11. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
  12. 12. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 Agenda- Part 2 • What is SEO • SEO Process • Technical aspects of SEO
  13. 13. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 What is SEO ( Search Engine Optimization )? • The process of improving web pages so they rank higher in search engines for your targeted keywords. • The modification of a web site’s build, content, and inbound linking to better position the site in the natural/organic results of the major search engines.
  14. 14. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 Pay Per Click SEO • 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
  15. 15. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 Results? Pay Per Clic Pay Per Click Organic
  16. 16. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 Pay-Per-Click “Organic” SEO 1. RESULTS IN 1-2 DAYS 2. EASIER FOR A NOVICE OR ONE WITHOUT MUCH KNOWLEDGE OF SEO 3. ABILITY TO TURN ON AND OFF AT ANY MOMENT 4. GENERALLY MORE COSTLY PER VISITOR AND PER CONVERSION 5. FEWER IMPRESSIONS AND EXPOSURE 6. EASY TO COMPETE IN HIGHLY COMPETITIVE MARKET SPACE (BUT IT WILL COST YOU) 7. CAN GENERATE EXPOSURE ON RELATED SITES (ADSENSE) 8. ABILITY TO TARGET “LOCAL” MARKETS 9. BETTER FOR SHORT-TERM AND HIGH- MARGIN CAMPAIGNS 1. RESULTS TAKE 2 WEEKS TO 4 MONTHS 2. REQUIRES ONGOING LEARNING AND EXPERIENCE TO REAP RESULTS 3. VERY DIFFICULT TO CONTROL FLOW OF TRAFFIC 4. GENERALLY MORE COST-EFFECTIVE, DOESN’T PENALIZE FOR MORE TRAFFIC 5. SERPS ARE MORE POPULAR THAN SPONSORED ADS 6. VERY DIFFICULT TO COMPETE IN HIGHLY COMPETITIVE MARKET SPACE 7. CAN GENERATE EXPOSURE ON RELATED WEBSITES AND DIRECTORIES 8. MORE DIFFICULT TO TARGET LOCAL MARKETS 9. BETTER FOR LONG-TERM AND LOWER MARGIN CAMPAIGNS
  17. 17. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 SEO Process • 5 step process: – Research – Reporting – Optimization – Submission/Re- Crawl – Follow Up Reporting
  18. 18. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 SEO Optimization Categories • Keywords – Keyword selection and keyword-rich text • Crawler – A crawler-friendly site navigation scheme • Links – Link popularity 18
  19. 19. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 Keyword Recommendations • Page title: visible HTML text ,“Above the fold” • Page Size: "100 KB" limit is still is still widely held. The optimum page size is 500- 3000 words (or 2000 to 20,000 characters) 19
  20. 20. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 Keywords… • Be specific • Example: “Apple iPod” verses “iPod” – exact phrase should appear generously throughout your site copy on every page
  21. 21. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 Page Title Alt-Tags Link Title Tags Site-Side Optimization Technical SEO - Example of Page Elements Anchor Text Navigation
  22. 22. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 More Keyword Recommendations Meta tags: use but don’t stuff • <meta name="description" content="Free Web tutorials on HTML, CSS, XML, and XHTML"> Alt tags: use for graphics • <IMG src="star.gif" alt=“star logo"> Domain Names • Use keywords as part of domain name 22
  23. 23. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 Title Tag Javascript Meta data
  24. 24. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 Crawler-friendly • Engine spiders are primitive beings – choose simplicity over complexity • Goal – All your web pages seen by crawlers – Google: enter in searchbox “allinurl:utexas.edu” 24
  25. 25. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 Avoid or Minimize: May Negatively Impact Crawler • Flash (slow to load and difficult to navigate) • Frames • Java navigation • Session ID to track visitors • exact same Title tags on every page • set to require a cookie when a visitor gets to the page 25
  26. 26. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 Link Development Approaches • Quality content to start with • Cultivate quality link (not quantity) • Begin with web directories • Harness online publicity • Use Blogs and forums wisely • Investigate competitors – Understand their strategy – Online publicity, blogs and forums – See inbound links ("link:domain.com" in Google, "linkdomain:domain.com" in Yahoo) 26
  27. 27. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 White Hat vs.Black Hat • White Hat – Quality content creation – Light keyword optimization – Sound website building tactics – Everything out in the open • Nothing designed to trick the search engine or the user  Black Hat  Cloaking  Hidden text or tiny text  Keyword stacking or stuffing  Use non-related keywords  Duplicate pages/ duplicate content  Domain spam / cyber squatting  Re-directs  Page swapping
  28. 28. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 Resources
  29. 29. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 Discussions…
  30. 30. www.edventures1.com | training@edventures1.com | +91-9787-55-55-44 • +91-97-87- 55- 55- 44 • training@edventures1.com • www.edventures1.com
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