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Prepared by: Gautam Vagh Mehta Inc.
<ul><li>Introduction </li></ul><ul><li>How Search Engines Work </li></ul><ul><li>SEO Building Blocks </li></ul><ul><ul><li...
Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
<ul><li>&quot;Natural,&quot; or &quot;organic,&quot;  </li></ul><ul><li>Natural Listing: Search engine optimization (SEO) ...
Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
<ul><li>White Hat </li></ul><ul><li>Abide by terms and conditions set forth by search engines </li></ul><ul><li>Black Hat ...
<ul><li>Search-Friendly  (SEO) </li></ul><ul><ul><li>High ranking  </li></ul></ul><ul><ul><li>Terms and conditions set by ...
Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
<ul><li>Fetch Content  </li></ul><ul><ul><li>Crawler or spider moves recursively downloading content  </li></ul></ul><ul><...
<ul><li>Placement : importance and relevance </li></ul><ul><li>Page Rank (importance) </li></ul><ul><ul><li>Counts links <...
Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
<ul><li>Basic criteria and ways to do SEO through obeying all terms and conditions set by different search engines are as ...
<ul><li>Page title: visible HTML text ,“Above the fold” </li></ul><ul><li>Page Size: &quot;100 KB&quot; limit is still is ...
<ul><li>Meta tags: use but don’t stuff </li></ul><ul><li><meta name=&quot;description&quot; content=&quot;Free Web tutoria...
<ul><li>Engine spiders are primitive beings  </li></ul><ul><ul><li>choose simplicity over complexity  </li></ul></ul><ul><...
Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
<ul><li>Advantage </li></ul><ul><ul><li>it is dynamic, cumulative, and difficult to imitate  </li></ul></ul><ul><li>Disadv...
<ul><li>Quality content to start with </li></ul><ul><li>Cultivate quality link (not quantity) </li></ul><ul><li>Begin with...
Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
<ul><li>There are three most important search engines. </li></ul><ul><li>So we will take these three in a consideration. <...
Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
<ul><li>Ranking monitor :  site positioning in for keywords  </li></ul><ul><li>Link popularity checker : checks inbound li...
Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
 
<ul><li>Link Farming:  exchanging reciprocal links  </li></ul><ul><li>Keyword Stuffing :  Hidden text , Stuffing text in e...
Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
<ul><li>Google </li></ul><ul><li>http://www.google.com/support/webmasters/bin/answer.py?answer=35769 </li></ul><ul><li>htt...
<ul><li>Overture tool  </li></ul><ul><li>http://inventory.overture.com/d/searchinventory/suggestion </li></ul><ul><li>Word...
<ul><li>Website Success </li></ul><ul><li>Search-friendly  </li></ul><ul><li>User-friendly </li></ul><ul><li>Persuasive </...
<ul><li>1   Thulow, Shari. “What Search Engine Marketing Does Your Site Need?”  Clickz . 15 Nov. 2006  <  http://www.click...
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Search Engine Optimization Overview

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Basic idea about SEO for the beginners

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Transcript of "Search Engine Optimization Overview"

  1. 1. Prepared by: Gautam Vagh Mehta Inc.
  2. 2. <ul><li>Introduction </li></ul><ul><li>How Search Engines Work </li></ul><ul><li>SEO Building Blocks </li></ul><ul><ul><li>Keywords </li></ul></ul><ul><ul><li>Crawler </li></ul></ul><ul><ul><li>Links </li></ul></ul><ul><li>SEO Tools </li></ul><ul><li>Black Hat Methods </li></ul><ul><li>Summary and Conclusion </li></ul><ul><li>Bibliography </li></ul>Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
  3. 3. Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
  4. 4. <ul><li>&quot;Natural,&quot; or &quot;organic,&quot; </li></ul><ul><li>Natural Listing: Search engine optimization (SEO) is designing, writing, and HTML-coding a Web site to maximize the chance its pages will appear at the top of spider-based search engine results for selected keywords and phrases </li></ul><ul><li>Organic Listings : Listings that search engines do not sell (unlike paid listings) </li></ul>Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
  5. 5. Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
  6. 6. Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
  7. 7. <ul><li>White Hat </li></ul><ul><li>Abide by terms and conditions set forth by search engines </li></ul><ul><li>Black Hat </li></ul><ul><li>Breaches search engine terms and conditions </li></ul><ul><li>May provide short-term gains </li></ul><ul><li>You run the risk of being penalized by search engines </li></ul>Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
  8. 8. <ul><li>Search-Friendly (SEO) </li></ul><ul><ul><li>High ranking </li></ul></ul><ul><ul><li>Terms and conditions set by search engines (Google, Yahoo, MSN Search) </li></ul></ul><ul><li>User-Friendly </li></ul><ul><ul><li>Site must satisfy the needs of visitors </li></ul></ul><ul><li>Persuasive </li></ul><ul><ul><li>Profitable for site owner </li></ul></ul><ul><ul><li>Can give a result on a search engine ranks. </li></ul></ul>Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
  9. 9. Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
  10. 10. <ul><li>Fetch Content </li></ul><ul><ul><li>Crawler or spider moves recursively downloading content </li></ul></ul><ul><li>Builds sophisticate index </li></ul><ul><li>Individual web searches run against index </li></ul><ul><ul><li>Results are retrieved and ordered </li></ul></ul><ul><ul><ul><li>Page Rank & Relevancy of site and its content </li></ul></ul></ul>Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
  11. 11. <ul><li>Placement : importance and relevance </li></ul><ul><li>Page Rank (importance) </li></ul><ul><ul><li>Counts links </li></ul></ul><ul><ul><li>Weights links </li></ul></ul><ul><li>Query matching (relevance) </li></ul><ul><ul><li>sophisticated text-matching techniques </li></ul></ul><ul><ul><li>examines all aspects of the page's content (and the content of the pages linking to it) </li></ul></ul>Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
  12. 12. Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
  13. 13. <ul><li>Basic criteria and ways to do SEO through obeying all terms and conditions set by different search engines are as given as below. </li></ul><ul><li>Keywords </li></ul><ul><ul><li>Keyword selection and keyword-rich text </li></ul></ul><ul><li>Crawler </li></ul><ul><ul><li>A crawler-friendly site navigation scheme </li></ul></ul><ul><li>Links </li></ul><ul><ul><li>Link popularity </li></ul></ul>Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
  14. 14. <ul><li>Page title: visible HTML text ,“Above the fold” </li></ul><ul><li>Page Size: &quot;100 KB&quot; limit is still is still widely held. The optimum page size is 500-3000 words (or 2000 to 20,000 characters) </li></ul><ul><li>Be specific </li></ul><ul><li>Example: “Apple iPod” verses “iPod” </li></ul><ul><ul><li>exact phrase should appear generously throughout your site copy on every page </li></ul></ul>Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
  15. 15. <ul><li>Meta tags: use but don’t stuff </li></ul><ul><li><meta name=&quot;description&quot; content=&quot;Free Web tutorials on HTML, CSS, XML, and </li></ul><ul><li>XHTML&quot;> </li></ul><ul><li>Alt tags: use for graphics </li></ul><ul><li><IMG src=&quot;star.gif&quot; alt=“star logo&quot;> </li></ul><ul><li>Content is most important </li></ul><ul><li>Write good content with relevant and important keywords in mind. </li></ul><ul><li>Geo Targeting </li></ul><ul><li>Add geocentric terms to target local areas </li></ul><ul><li>Domain Names </li></ul><ul><li>Use keywords as part of domain name </li></ul><ul><li>Headings </li></ul><ul><li>Use keywords as part of headings </li></ul>Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
  16. 16. <ul><li>Engine spiders are primitive beings </li></ul><ul><ul><li>choose simplicity over complexity </li></ul></ul><ul><li>Goal </li></ul><ul><ul><li>All your web pages seen by crawlers </li></ul></ul><ul><ul><li>Google: enter in search box “allinurl:utexas.edu” </li></ul></ul>Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
  17. 17. Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
  18. 18. Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
  19. 19. Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
  20. 20. <ul><li>Advantage </li></ul><ul><ul><li>it is dynamic, cumulative, and difficult to imitate </li></ul></ul><ul><li>Disadvantage </li></ul><ul><ul><li>takes time (vs. advertising) </li></ul></ul>Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
  21. 21. <ul><li>Quality content to start with </li></ul><ul><li>Cultivate quality link (not quantity) </li></ul><ul><li>Begin with web directories </li></ul><ul><li>Harness online publicity </li></ul><ul><li>Use Blogs and forums wisely </li></ul><ul><li>Investigate competitors </li></ul><ul><ul><li>Understand their strategy </li></ul></ul><ul><ul><li>Online publicity, blogs and forums </li></ul></ul><ul><ul><li>See inbound links (&quot;link:domain.com&quot; in Google, &quot;linkdomain:domain.com&quot; in Yahoo) </li></ul></ul>Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
  22. 22. Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
  23. 23. <ul><li>There are three most important search engines. </li></ul><ul><li>So we will take these three in a consideration. </li></ul><ul><li>Google </li></ul><ul><li>Yahoo </li></ul><ul><li>MSN Search </li></ul>Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
  24. 24. Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
  25. 25. Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
  26. 26. Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
  27. 27. Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
  28. 28. <ul><li>Ranking monitor : site positioning in for keywords </li></ul><ul><li>Link popularity checker : checks inbound links </li></ul><ul><li>Site indexation tool : check site indexation </li></ul><ul><li>Server Log-analyzer : Administrator log analyzer </li></ul><ul><li>PageRank analyzer : analyze competitor sites </li></ul><ul><li>Keywords tool : suggestions, associations, competitor analysis </li></ul><ul><li>HTML analyzer : dissect html text in the same way that a search engine would (syntax, keyword density) </li></ul>Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
  29. 29. Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
  30. 31. <ul><li>Link Farming: exchanging reciprocal links </li></ul><ul><li>Keyword Stuffing : Hidden text , Stuffing text in every nook and cranny </li></ul><ul><li>Cloaking : stealth , deliver different page to a search engine for indexing </li></ul><ul><li>Doorway Pages : bridge, jump page , designed to appeal to search engine spiders </li></ul><ul><li>Fast meta refresh : used to quickly switch doorway pages to the page the user is supposed to see </li></ul><ul><li>Code swapping : swap it on the server with the &quot;real&quot; page once a position has been achieved. also sometimes done to keep others from learning exactly how the page ranked well. </li></ul><ul><li>Bait and Switch : loads the page with a popular search words such as sex, travel or antivirus when is irrelevant to site </li></ul>Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
  31. 32. Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
  32. 33. <ul><li>Google </li></ul><ul><li>http://www.google.com/support/webmasters/bin/answer.py?answer=35769 </li></ul><ul><li>http://www.google.com/support/webmasters/bin/answer.py?answer=40349&ctx=related </li></ul><ul><li>Yahoo </li></ul><ul><li>http://help.yahoo.com/help/us/ysearch/basics/basics-18.html </li></ul><ul><li>http://help.yahoo.com/help/us/ysearch/basics/basics-17.html </li></ul><ul><li>http://help.yahoo.com/help/us/ysearch/basics/index.html </li></ul><ul><li>MSN </li></ul><ul><li>http://search.msn.com/docs/siteowner.aspx?t=SEARCH_WEBMASTER_REF_GuidelinesforOptimizingSite.htm </li></ul><ul><li>Web Robots </li></ul><ul><li>http://www.robotstxt.org/wc/robots.html </li></ul><ul><li>http://help.yahoo.com/help/us/ysearch/slurp/index.html </li></ul><ul><li>http://www.google.com/support/webmasters/bin/topic.py?topic=8843 </li></ul>Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
  33. 34. <ul><li>Overture tool </li></ul><ul><li>http://inventory.overture.com/d/searchinventory/suggestion </li></ul><ul><li>Wordtracker tool [recommended] </li></ul><ul><li>http://our.affiliatetracking.net/wordtracker/a/12246 </li></ul><ul><li>Google Sandbox Tool </li></ul><ul><li>https://adwords.google.com/select/main?cmd=KeywordSandbox </li></ul><ul><li>Espotting Tool </li></ul><ul><li>http://www.espotting.com/popups/keywordgenbox.asp </li></ul><ul><li>Related Pages </li></ul><ul><li>http://www.related-pages.com/adwordskeywords.aspx </li></ul>Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
  34. 35. <ul><li>Website Success </li></ul><ul><li>Search-friendly </li></ul><ul><li>User-friendly </li></ul><ul><li>Persuasive </li></ul><ul><li>Search-friendly Optimization components </li></ul><ul><li>Keywords </li></ul><ul><li>Crawler </li></ul><ul><li>Links </li></ul>Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
  35. 36. <ul><li>1 Thulow, Shari. “What Search Engine Marketing Does Your Site Need?” Clickz . 15 Nov. 2006 < http://www.clickz.com/showPage.html?page=3105241 >. </li></ul><ul><li>2 “2006 Second Quarter Results (October 4, 2006) .” Interactive Advertising Bureau . 15 Nov. 2006 < http://www.iab.net/resources/ad_revenue.asp >. </li></ul><ul><li>3 “Event Homepage.” Search Engine Strategies 2006 Conference and Exposition . 15 Nov. 2006 < http://www.searchenginestrategies.com/sew/winter06/index.html >. </li></ul><ul><li>4 “Our Search: Google Technology.” Google Website . 15 Nov. 2006 </li></ul><ul><li>< http://www.google.com/technology/index.html >. </li></ul>Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
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