Search  Engine  Optimization Ali Pour Zahmatkesh [email_address] Dec 2009 Understanding Search Engines & Search Engine Res...
Agenda <ul><li>What is SEO ? </li></ul><ul><li>Why Use SEO ? </li></ul><ul><li>SEO History </li></ul><ul><li>SEO Methods <...
What Is SEO ? <ul><li>Search Engine Optimization </li></ul><ul><li>The process of improving web pages </li></ul><ul><li>Ge...
Where Are The Organic Results ? Organic Pay Per Click Pay Per Click
Why Use SEO ? <ul><li>SEO increases your website traffic </li></ul><ul><li>Take your website to the top without actually h...
SEO History <ul><li>Webmasters began optimizing sites in the mid-1990s </li></ul><ul><li>Phrase SEO probably came into use...
SEO Methods <ul><li>Getting Indexed </li></ul><ul><ul><li>Use crawlers to find pages for their algorithmic search results ...
SEO Methods Getting Indexed <ul><li>Not every page is indexed by the search engines </li></ul><ul><li>Different factors wh...
SEO Methods Preventing Crawling <ul><li>Avoid undesirable content in the search indexes </li></ul><ul><li>Spiders not to c...
SEO Methods Increasing Prominence <ul><li>Cross linking between pages of the same website </li></ul><ul><ul><li>Giving mor...
SEO Techniques White Hat vs. Black Hat <ul><li>White Hat </li></ul><ul><ul><li>Techniques that search engines recommend as...
SEO Process <ul><li>5 step process : </li></ul><ul><ul><li>Research </li></ul></ul><ul><ul><li>Reporting </li></ul></ul><u...
Top 10 SEO Tips   Part 1 <ul><li>Title Tag </li></ul><ul><ul><ul><li><title> Creating Title Tags for Search Engine Optimiz...
Top 10 SEO Tips Part 2 <ul><li>XML Sitemap </li></ul><ul><li>Relevant Content </li></ul><ul><ul><li>Having content relevan...
Top Search Engines for 2008 <ul><li>Ref.[3] http://www.seoconsultants.com/search-engines/ </li></ul>
Top Search Engines for 2009 <ul><li>Ref.[3] http://www.seoconsultants.com/search-engines/ </li></ul>
Summary <ul><li>SEO : Search Engine Optimization </li></ul><ul><li>Why Use ? </li></ul><ul><ul><li>SEO increases your webs...
References <ul><li>&quot;Search Engine Optimization&quot;. Wikipedia.org.  http://www.wikipedia.org/search-engine-optimiza...
Questions & Answers Contact Information : Ali Pour Zahmatkesh www.ali-pourzahmatkesh.com [email_address]
Thank You
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SEO by Ali Pour Zahmatkesh/ AUT University project

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This is my presentation for Seminar lessons of MA in Amir Kabir university of tehran.

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SEO by Ali Pour Zahmatkesh/ AUT University project

  1. 1. Search Engine Optimization Ali Pour Zahmatkesh [email_address] Dec 2009 Understanding Search Engines & Search Engine Results
  2. 2. Agenda <ul><li>What is SEO ? </li></ul><ul><li>Why Use SEO ? </li></ul><ul><li>SEO History </li></ul><ul><li>SEO Methods </li></ul><ul><li>SEO Techniques </li></ul><ul><li>SEO Process </li></ul><ul><li>Top 10 SEO Tips </li></ul><ul><li>Summary </li></ul><ul><li>References </li></ul>
  3. 3. What Is SEO ? <ul><li>Search Engine Optimization </li></ul><ul><li>The process of improving web pages </li></ul><ul><li>Get higher rank in search engines for your targeted keywords </li></ul><ul><li>Which way ? : </li></ul><ul><ul><li>Natural or Un-paid ( &quot;organic&quot; or &quot;algorithmic&quot; ) </li></ul></ul><ul><ul><li>Search Engine Marketing ( SEM ) </li></ul></ul>
  4. 4. Where Are The Organic Results ? Organic Pay Per Click Pay Per Click
  5. 5. Why Use SEO ? <ul><li>SEO increases your website traffic </li></ul><ul><li>Take your website to the top without actually having to pay for it </li></ul><ul><li>76% of Web users primary activity online is search </li></ul><ul><li>( National Statistics Internet Access Report, July 2008 ) </li></ul><ul><li>70% of all e-commerce transactions originate from a search ( Forrester / IAB ) </li></ul><ul><li>60% of Web users visit search sites every month </li></ul><ul><li>( NOP June 2008 ) </li></ul><ul><li>Over 75% of web users rely on search engines to find Information </li></ul><ul><li>( Realnames survey / IAB, 2008 ) </li></ul>
  6. 6. SEO History <ul><li>Webmasters began optimizing sites in the mid-1990s </li></ul><ul><li>Phrase SEO probably came into use in 1997 </li></ul><ul><li>Larry Page and Sergey Brin, developed &quot;backrub“ </li></ul><ul><li>Page and Brin founded Google in 1998 </li></ul><ul><li>Wide range of factors in ranking algorithms in 2004 </li></ul><ul><li>Google began personalizing search results for each user in 2005 </li></ul><ul><li>Google using the web search history of all its users in order to populate search results in Dec 2009 </li></ul>
  7. 7. SEO Methods <ul><li>Getting Indexed </li></ul><ul><ul><li>Use crawlers to find pages for their algorithmic search results </li></ul></ul><ul><li>Preventing Crawling </li></ul><ul><ul><li>To avoid undesirable content in the search indexes </li></ul></ul><ul><li>Increasing Prominence </li></ul><ul><ul><li>A variety of other methods to get a webpage shown up at the search results </li></ul></ul>
  8. 8. SEO Methods Getting Indexed <ul><li>Not every page is indexed by the search engines </li></ul><ul><li>Different factors when crawling a site </li></ul><ul><ul><li>Distance of pages from the root directory </li></ul></ul><ul><li>Generate XML Sitemap </li></ul><ul><ul><li>Google Webmaster Tools </li></ul></ul><ul><li>Directories </li></ul><ul><ul><li>Yahoo Directory </li></ul></ul><ul><ul><li>Open Directory Project ( DMOZ ) </li></ul></ul>
  9. 9. SEO Methods Preventing Crawling <ul><li>Avoid undesirable content in the search indexes </li></ul><ul><li>Spiders not to crawl certain files or directories </li></ul><ul><ul><li>Use robots.txt file in the root directory of the domain </li></ul></ul>Tells all crawlers not to enter four directories of a website: User-agent : * Disallow : /cgi-bin/ Disallow : /images/ Disallow : /tmp/ Disallow : /private/
  10. 10. SEO Methods Increasing Prominence <ul><li>Cross linking between pages of the same website </li></ul><ul><ul><li>Giving more links to main pages of the website ( Increase PageRank ) </li></ul></ul><ul><li>Writing content that includes frequently searched keyword phrase </li></ul><ul><ul><li>Adding relevant keywords to a web page meta tags ( Keyword Stuffing ) </li></ul></ul><ul><li>URL normalization </li></ul><ul><ul><li>Converting the scheme and host to lower case </li></ul></ul><ul><ul><li>Removing directory index </li></ul></ul><ul><ul><li>Removing the default port </li></ul></ul><ul><ul><li>Removing “www” as the first domain label </li></ul></ul><ul><ul><li>Sorting the variables of active pages </li></ul></ul>
  11. 11. SEO Techniques White Hat vs. Black Hat <ul><li>White Hat </li></ul><ul><ul><li>Techniques that search engines recommend as part of good design </li></ul></ul><ul><ul><li>Long time to produce results </li></ul></ul><ul><li>Black Hat </li></ul><ul><ul><li>Techniques that search engines do not approve </li></ul></ul><ul><ul><li>Maybe banned by search engines </li></ul></ul><ul><ul><li>Some techniques they use for improve rankings : </li></ul></ul><ul><ul><ul><li>Use text that is hidden </li></ul></ul></ul><ul><ul><ul><li>Use text colored similar to the background </li></ul></ul></ul><ul><ul><ul><li>Use test in an invisible Div or positioned off screen </li></ul></ul></ul><ul><ul><ul><li>Cloaking : gives a different page depending on whether the page is being requested </li></ul></ul></ul><ul><li>Gray Hat </li></ul><ul><ul><li>Neither really white nor black hat </li></ul></ul><ul><ul><ul><li>Purchasing links </li></ul></ul></ul>
  12. 12. SEO Process <ul><li>5 step process : </li></ul><ul><ul><li>Research </li></ul></ul><ul><ul><li>Reporting </li></ul></ul><ul><ul><li>Optimization </li></ul></ul><ul><ul><li>Submission / Re-Crawl </li></ul></ul><ul><ul><li>Follow up reporting </li></ul></ul>
  13. 13. Top 10 SEO Tips Part 1 <ul><li>Title Tag </li></ul><ul><ul><ul><li><title> Creating Title Tags for Search Engine Optimization </title> </li></ul></ul></ul><ul><li>Meta Tags </li></ul><ul><ul><li><meta name=&quot;DESCRIPTION&quot; content=&quot;meta description&quot;> <meta name =&quot;KEYWORDS&quot; content=&quot;your keywords&quot;> </li></ul></ul><ul><li>Proper Use of Heading Tags </li></ul><ul><ul><ul><li><h1> Important Title </h1> </li></ul></ul></ul><ul><li>Alt Attributes on Images </li></ul><ul><ul><ul><li><img src=&quot;searching.jpg&quot; alt=&quot;SEO, web programming&quot; /> </li></ul></ul></ul><ul><li>Title Attributes on Links </li></ul><ul><ul><ul><li><a href=“about_seo.htm“ title=“About SEO Page&quot;> About SEO </a> </li></ul></ul></ul>
  14. 14. Top 10 SEO Tips Part 2 <ul><li>XML Sitemap </li></ul><ul><li>Relevant Content </li></ul><ul><ul><li>Having content relevant to site topic and keywords </li></ul></ul><ul><li>Link Building </li></ul><ul><ul><li>Inbound and Outbound links </li></ul></ul><ul><li>Social Media </li></ul><ul><ul><ul><li>Social networks like Twitter, Facebook </li></ul></ul></ul><ul><ul><ul><li>Social bookmarking sites such as Delicious, Digg, StumbleUpon </li></ul></ul></ul><ul><li>A Few SEO Don’ts — Flash and Splash </li></ul><ul><ul><li>Good alternative to both issues : Use flash header </li></ul></ul>
  15. 15. Top Search Engines for 2008 <ul><li>Ref.[3] http://www.seoconsultants.com/search-engines/ </li></ul>
  16. 16. Top Search Engines for 2009 <ul><li>Ref.[3] http://www.seoconsultants.com/search-engines/ </li></ul>
  17. 17. Summary <ul><li>SEO : Search Engine Optimization </li></ul><ul><li>Why Use ? </li></ul><ul><ul><li>SEO increases your website traffic </li></ul></ul><ul><li>Organic vs. Marketing SEO </li></ul><ul><li>SEO Methods : </li></ul><ul><ul><li>Getting Indexed </li></ul></ul><ul><ul><li>Preventing Crawling </li></ul></ul><ul><ul><li>Increasing Prominence </li></ul></ul><ul><li>SEO Techniques : </li></ul><ul><ul><li>White Hat </li></ul></ul><ul><ul><li>Black Hat </li></ul></ul><ul><ul><li>Gray Hat </li></ul></ul><ul><li>SEO Process </li></ul>
  18. 18. References <ul><li>&quot;Search Engine Optimization&quot;. Wikipedia.org. http://www.wikipedia.org/search-engine-optimization. Retrieved 2009-12-22 </li></ul><ul><li>“ Bing - Partnering to help solve duplicate content issues - Webmaster Blog - Bing Community&quot;. bing.com. Retrieved 2009-10-30 </li></ul><ul><li>&quot;Top Ten Search Engines&quot;. seoconsultants.com. http://www.seoconsultants.com/search-engines/. Retrieved 2009-02-22 </li></ul><ul><li>Brian Pinkerton. &quot;Finding What People Want: Experiences with the WebCrawler&quot;. The Second International WWW Conference Chicago, USA, October 17–20, 1994 </li></ul><ul><li>Pringle, G., Allison, L., and Dowe, D. (April 1998). &quot;What is a tall poppy among web pages?&quot;. Proc. 7th Int. World Wide Web Conference. Retrieved 2007-05-08 </li></ul><ul><li>Brin, Sergey and Page, Larry (1998). &quot;The Anatomy of a Large-Scale Hypertextual Web Search Engine&quot;. Proceedings of the seventh international conference on World Wide Web. p. 107–117. Retrieved 2007-05-08 </li></ul>
  19. 19. Questions & Answers Contact Information : Ali Pour Zahmatkesh www.ali-pourzahmatkesh.com [email_address]
  20. 20. Thank You

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