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What is SEO | Basics of SEO | Why Seo is important | why seo as a carrier …


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An important aspect of Search Engine Optimization is making your website easy for both users and search engine robots to understand. Although search engines have become increasingly sophisticated, in …

An important aspect of Search Engine Optimization is making your website easy for both users and search engine robots to understand. Although search engines have become increasingly sophisticated, in many ways they still can't see and understand a web page the same way a human does. SEO helps the engines figure out what each page is about, and how it may be useful for users

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  • 1. New Web
  • 2.  Can be a powerful communication tool along with traditional print & broadcast media Used to promote or sell products & services, or to inform target audiences Sites are only beneficial if the audience is aware of it or can easily find it  About 50% of browsers use search engines, the other half type in the URL directly
  • 3.  “Organic” search engine listings  Free listings provided by Google, Yahoo!, MSN  Utilize “spider” or “crawler” to index page content Search directory listings  Doesn’t use crawlers. Humans categorize and index your site URL and a short description  Yahoo! is fee-based, Open Directory Project is free Paid listings  Called “pay-per-click” campaigns  Buy your way to the top of the search results page  Unlike organic, results are guaranteed
  • 4.  Recommendation is to follow a diversified approach by using a combination of all three areas for the best results. This is known as Search Engine Marketing (SEM)
  • 5.  No guarantees with search engines Best practices and guidelines will help There are no specific details since they could be exploited The process of analyzing and making changes to a website to improve search rankings is called Search Engine Optimization, or SEO.
  • 6.  Consider search engines design BEFORE building site. But remember, a website is intended for HUMAN audiences, not search engines.
  • 7.  Research & select keywords/phrases  What people type into engines  One study shows 56% of searchers use 2-3 word keyword phrases Keyword research tools:  Log analyzer software (e.g. Web Trends)  (paid)  (free)  Google Ad Words (free with account) Place keywords prominently in page copy, titles, <META> description tags.
  • 8.  Design a user-friendly site that is searchable • Use with caution: JavaScript, flash, DHTML, frames, cookies, session IDs, more than 3 URL parameters • Always have 2 forms of navigation: user and search engine • Avoid excessive URL depth: more than 3 to 4 levels • Tailor search terms and web pages for your audience • Site should have: Home, FAQ/Help, About Us, Contact Us, Site Map, Links/Resources, Products/Services (when appropriate) • Each page needs a unique, focused title relevant to the content and incorporates keywords. Don’t use company name. • Get links to your site on other RELEVANT sites.
  • 9.  Do NOT spam the search engines or you could be banned! • Keyword stacking or stuffing, unrelated keywords • Hidden text and links, tiny text (under 10pt) • Duplicating pages and sites (same content, different URLs) • Doorway/Gateway/Ghost pages – overly optimized, well- ranked pages that redirect to “real” site. • Page redirects (with Refresh Meta tag) • “Link farms” used to increase link popularity scores
  • 10.  Before search engines, Yahoo! search directory was the only game in town A “directory” differs from an “engine” in that it doesn’t index web pages or content. Human editors review submitted site & put it in a category/subcategory structure Only the URL and short description is recorded Yahoo! is $300/year, Open Directory Project is free (ODP feeds Google).
  • 11.  Choose a very specific category and subcategory in the directory Locate your competitors in the directory Register with “second tier” directories. They offer specialty or niche listings.
  • 12.  With pay-per-click (PPC), you pay each time someone clicks on your ads Two major (& most expensive) players are Overture (owned by Yahoo!) and Google Ad Words Smaller players are Find What, Espotting Start an account w/credit card, create word ad, bid on ad keywords in auction Lots of ads? Mgmt tools available
  • 13.  Calculate what a “click” is worth to your company before PPC campaign Be aware: about 20% of browsers don’t trust ads and won’t click on them Review & follow PPC guidelines  Do not use superlatives (such as greatest, largest, best, etc.), all capital letters, or exclamation points.  Do not put contact information such as phone numbers or e-mail addresses in the add  Make sure the ad matches the site content.
  • 14.  Search engine syntax and extras  “site:”. Shows what the engine has in the index for the site.  “define: your word”. Searches web for definitions.  Built-in calculator. Type in your calculation on the search bar and press Enter. (e.g. 7*25+33)  Package tracker. Enter your package tracking number (FedEx, UPS, USPS) for a status.  Stock price check. Enter stock symbol.  Street maps. Type in US address w/ city or zip.
  • 15.  Search engine guidelines  Google:  Yahoo!:  MSN: t=SEARCH_WEBMASTER_REF_GuidelinesforOptimizingSite.htm Search Engine Watch – tips, articles, news 