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SEO by Ali Pour Zahmatkesh/ AUT University project
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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.

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 SEO by Ali Pour Zahmatkesh/ AUT University project Presentation Transcript

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