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Seo search engine_optimisation

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  • 1. Search Engine Optimisation
    Pradeep Yuvaraj
  • 2. Today’s Agenda
    Search Engines
    How they Work
    Why we need them
    SEO- What?
    SEO-How?
    SEO and your career
    Discussions
  • 3. Search Engine
    An internet-based tool that
    searches an index of
    documents for a particular
    term, phrase or text
    specified by the user.
  • 4. The anatomy of a search engine
    Query Interface
    Crawlers, Spiders and Robots
    Databases
    Search Algorithms
    Retrieval and ranking
  • 5. Query Interface
    The visible face of a search engine
    Simpler to start with
    Gadgets/widgets, fancier today
  • 6. Crawlers/Spiders/Robots
  • 7. 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. Search Algorithm
    List search
    Tree Search
    SQL Search
    Informed Search
    Constraint Satisfaction
  • 9. Retrieval and ranking
    Location
    Frequency
    Links
    Click-through
  • 10. Types of Search Engines
    Primary
    Secondary
    Targeted
    Crawler based
    Directory based
    Meta-search
  • 11.
  • 12. Agenda- Part 2
    What is SEO
    SEO Process
    Technical aspects of SEO
  • 13. 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. 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. Results?
    Pay Per Click
    Pay Per Click
    Organic
  • 16.
  • 17. SEO Process
    5 step process:
    Research
    Reporting
    Optimization
    Submission/Re-Crawl
    Follow Up Reporting
  • 18. SEO Optimization Categories
    Keywords
    Keyword selection and keyword-rich text
    Crawler
    A crawler-friendly site navigation scheme
    Links
    Link popularity
    18
  • 19. 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. Keywords…
    Be specific
    Example: “Apple iPod” verses “iPod”
    exact phrase should appear generously throughout your site copy on every page
  • 21. Technical SEO - Example of Page Elements
    Site-Side Optimization
    Page Title
    Alt-Tags
    Anchor Text
    Navigation
    Link Title Tags
  • 22. 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. Title Tag
    Meta data
    Javascript
  • 24. 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. 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. 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. White Hat vs.BlackHat
    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
    • 28. Cloaking
    • 29. Hidden text or tiny text
    • 30. Keyword stacking or stuffing
    • 31. Use non-related keywords
    • 32. Duplicate pages/ duplicate content
    • 33. Domain spam / cyber squatting
    • 34. Re-directs
    • 35. Page swapping
  • Resources
  • 36. Discussions…
  • 37. Thank You!
    +91-97-87- 55- 55- 44
    • training@edventures1.com
    • 38. www.edventures1.com