SEO Objectives                                                                                                   • Want yo...
Benefits - Advertising Income                                                                                  Benefit – V...
How Search Engine Works                                                                                          1. Crawli...
4. Retrieving Results                                                                                        Example – Vec...
Ranking and result retrieval                                                                              Researching Keyw...
Optimizing Keyword                                                                                   Optimizing Keyword• K...
Optimizing Keyword                                                                                       Optimizing Keywor...
SEO Project                                                                                             SEO Project• Tasks...
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Lec08 Search Engine Optimization

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Lec08 Search Engine Optimization

  1. 1. SEO Objectives • Want your website found easily by all Search Engine potential customers • Want your site to rank above the competition Optimization in web searches • Want customers to stay within your web site, once they find it ITCS426 Internet Technology and Applications, Faculty of ICT, Semester 2/2010 ITCS426 Internet Technology and Applications, Faculty of ICT, Semester 2/2010 2 SEO Example SEO Example• You and me both are having there own • The question is , if my traveling website comes website on “Traveling” on first page of Google, then what benefit I• When “Traveling” this word is searched in will have ? search engine e.g. Google• My website comes at first page• Your website comes at 10th page Advertising Income & Visibility• I’ll get a huge amount of traffic on my website• And you will not .. ITCS426 Internet Technology and Applications, Faculty of ICT, Semester 2/2010 3 ITCS426 Internet Technology and Applications, Faculty of ICT, Semester 2/2010 4
  2. 2. Benefits - Advertising Income Benefit – Visibility http://www.onlinegoogleseo.com Avg. earning: $20,000 per day • How could people find stuffs on the Internet? http://songs.pk Search Engine Avg. earning: $120 M per day • More visible (search http://way2sms.com engine friendly) Avg. earning: $180 M per day – Brand visibility • more potential customers – Stickiness – Competitive advantages ITCS426 Internet Technology and Applications, Faculty of ICT, Semester 2/2010 5 ITCS426 Internet Technology and Applications, Faculty of ICT, Semester 2/2010 6 Search Engine Search Engine• A web search engine is designed to search for information on the World Wide Web and FTP servers. Inverted Search Engine Index Keywords Result The Internet ITCS426 Internet Technology and Applications, Faculty of ICT, Semester 2/2010 7 ITCS426 Internet Technology and Applications, Faculty of ICT, Semester 2/2010 8
  3. 3. How Search Engine Works 1. Crawling1. Crawling • Crawling - is the process of fetching all the2. Indexing web pages linked to a web site. This task is3. Calculating Relevancy performed by a software, called a crawler or a spider4. Retrieving Results ITCS426 Internet Technology and Applications, Faculty of ICT, Semester 2/2010 9 ITCS426 Internet Technology and Applications, Faculty of ICT, Semester 2/2010 10 2. Indexing 3. Calculating Relevancy• Indexing - is the process of creating index for • Calculating Relevancy - When a search all the fetched web pages and keeping them request comes, the search engine processes it . into a giant database from where it can later i.e. it compares the search string in the search be retrieved. Essentially, the process of request with the indexed pages in the indexing is identifying the words and database. It is likely that more than one pages expressions that best describe the page and contains the search string, so the search assigning the page to particular keywords. engine starts calculating the relevancy of each of the pages in its index to the search string. ITCS426 Internet Technology and Applications, Faculty of ICT, Semester 2/2010 11 ITCS426 Internet Technology and Applications, Faculty of ICT, Semester 2/2010 12
  4. 4. 4. Retrieving Results Example – Vector Model• Retrieving Results - The last step in search • Definitions of document and query vectors, engines’ activities is retrieving the best where wj = jth word, and c(wj,di) = count the matched results. Basically, it is nothing more occurrences of wi in document dj than simply displaying them in the browser. Vocabulary = {wi , w2 ,...wn } r d i = [c( w1 , d i ), c( w2 , d i ),..., c( wn , d i )] r qi = [c( w1 , qi ), c( w2 , qi ),..., c( wn , qi )] ITCS426 Internet Technology and Applications, Faculty of ICT, Semester 2/2010 13 ITCS426 Internet Technology and Applications, Faculty of ICT, Semester 2/2010 14 Example Sim(q1,d1) r r w1 w2 w3 r r q•d q1 = [ 1, 0, 1 ] Sim(q , d ) = r r d1 = [ 15, 2, 6 ] cheap ticket flight q×dd1 Expedia.com 15 2 6 q1 ● d1 = (1x15)+(0x2)+(1x6)d2 Priceline.com 10 4 4 = 21d3 Kayak.com 5 10 2 Where: |q1| = 1 2 + 02 + 12 = 2 J J 0 |d1| = 152+ 22 + 62 w1 w2 w3 r = 265 cheap ticket flightq1 cheap flight 1 0 1 d = ∑d i 2 i =1,...n sim(q1,d1) = 21 / (2 x 265)q2 cheap ticket 1 1 0 = 0.039622642 ITCS426 Internet Technology and Applications, Faculty of ICT, Semester 2/2010 15 ITCS426 Internet Technology and Applications, Faculty of ICT, Semester 2/2010 16
  5. 5. Ranking and result retrieval Researching Keyword query: cheap flight query: cheap ticket • What is a keyword? result: result: 1. Priceline.com 1. Kayak.com 2. Expedia.com 2. Priceline.com • “cheap camera” search for 200 time and 3. Kayak.com 3. Expedia.com having a high competitive keywordsim(q1,d1) 0.039622642 sim(q2,d1) 0.032075472 • “buy camera” search for 400 time and havingsim(q1,d2) 0.053030303 sim(q2,d2) 0.053030303 a less competitive keywordsim(q1,d3) 0.027131783 sim(q2,d3) 0.058139535 • Which one you should target? ITCS426 Internet Technology and Applications, Faculty of ICT, Semester 2/2010 17 ITCS426 Internet Technology and Applications, Faculty of ICT, Semester 2/2010 18 Researching Keyword Optimizing Keyword • How do you find out these information? • Keyword Frequency • Keyword Weight • Target Audient • Keyword Proximity • Competitor Website Analysis • Keyword Prominence – Keyword tags, visible page on competitors • Keyword Placement websites • Word Stemming • Keyword Analysis tools – Google AdWords – Commercial Software ITCS426 Internet Technology and Applications, Faculty of ICT, Semester 2/2010 19 ITCS426 Internet Technology and Applications, Faculty of ICT, Semester 2/2010 20
  6. 6. Optimizing Keyword Optimizing Keyword• Keyword Frequency: • Keyword Weight: – This is calculated as how often does a keyword – This refers to the number of keywords appearing on your appear in a sites title or description. You dont Web page compared to the total number of words appearing on that same page. Some search engines want to go overboard with frequency, however, consider this when determining the rank of your Web site since on some engines if you repeat a word too for a particular keyword search. many times, youll be penalized for spamming or – One technique that often works well is to create some keyword stuffing. smaller pages, generally just a paragraph long, which – In general though, repeat your keyword in the emphasize a particular keyword. By keeping the overall document as many times as you can get away number of words to a minimum, you will increase the weight of the keyword you are emphasizing. with, and up to 3-7 times in your META tags. ITCS426 Internet Technology and Applications, Faculty of ICT, Semester 2/2010 21 ITCS426 Internet Technology and Applications, Faculty of ICT, Semester 2/2010 22 Optimizing Keyword Optimizing Keyword• Keyword Proximity: • Keyword Prominence: – This refers to the placement of keywords on a – A measure of how early or high up on a page the Web page in relation to each other or, in some keywords are found. Having keywords in the first cases, in relation to other words with a similar heading and in the first paragraph (first 20 words meaning as the queried keyword. or so) on a page are best. – For search engines that grade a keyword match by – Prominent tags: h1, title, a keyword proximity, the connected phrase .home loans. will outrank a citation that mentions .home mortgage loans. assuming that you are searching only for the phrase home loans. ITCS426 Internet Technology and Applications, Faculty of ICT, Semester 2/2010 23 ITCS426 Internet Technology and Applications, Faculty of ICT, Semester 2/2010 24
  7. 7. Optimizing Keyword Optimizing Keyword• Keyword Placement: • Word Stemming – WHERE your keywords are placed on a page is – Google uses word stemming. Word stemming very important. For example, in most engines, allows all forms of the word - singular, plural, verb placing the keywords: form as well as similar words to be returned for a • As part of the url (html page name) given search query. • In the Title of the page – So if someone types in house plans, not only will • In the Heading tags will give it more relevancy. pages that are optimized for that phrase be – On some engines, placing keywords in the link returned, but so will pages that contain all text, the part that is underlined on the screen in a variations of that phrase, for example: house browser, can add more relevancy to those words. plan, house planning, house planer. ITCS426 Internet Technology and Applications, Faculty of ICT, Semester 2/2010 25 ITCS426 Internet Technology and Applications, Faculty of ICT, Semester 2/2010 26 References SEO Project • Group of 4-5 people• http://www.onlinegoogleseo.com/2010/11/2 • Will be given 7/seo-tutorial-step-by-step/ – Startup website (CFS – Carnegie Financial Services)• http://www.tutorialspoint.com/seo/ – Competitors’ website (Financial institutions) – Lemur search engine developed by University of Massachusetts Amherst and Carnegie Mellon University • Domain – Online financial services: online bank account, loan, credit card, mortgage, etc. • Due date: Last week of the class (before final) ITCS426 Internet Technology and Applications, Faculty of ICT, Semester 2/2010 27 ITCS426 Internet Technology and Applications, Faculty of ICT, Semester 2/2010 28
  8. 8. SEO Project SEO Project• Tasks • During the presentation – Do keyword research for 2 types of customer – 10 minutes sharp (not every member required to • Modest-wealth consumer speak) • Wealthy customers – 3-5 minutes for QA (every member will be asked) – Come up with at least 15 keywords • Presentation outline – Optimize the given website so that it is ranked in – Your keyword research process (see a sample in the top 3 for all keywords next slide) and your keywords – Prepare the presentation – Keyword optimization techniques – Submit an optimized website with a list of – Ranking test result with website screenshots keywords via email • Before optimization: your website average ranking mailto: muitcs426@gmail.com • After optimization: your website rank for each keyword + average ranking ITCS426 Internet Technology and Applications, Faculty of ICT, Semester 2/2010 29 ITCS426 Internet Technology and Applications, Faculty of ICT, Semester 2/2010 30 SEO Project SEO Project • Grading• Sample keyword research process – Keyword analysis process • must be competitive (many search hits) and popular (use Google AdWords keyword tool to check its popularity) • cover all products of CFS – Keyword optimization techniques • use all techniques listed in slide 20 and explain not only what but also how did you optimize e.g. Use keyword prominence technique put keywords in h1 and title tag – Presentation and English skill • must be engaging, persuasive and well-prepared (no slide reading presentation !!!) • must be conducted in English (decent English) – QA • Each member will be asked and graded individually • And I do expect a constructive answer ITCS426 Internet Technology and Applications, Faculty of ICT, Semester 2/2010 31 ITCS426 Internet Technology and Applications, Faculty of ICT, Semester 2/2010 32
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