Search Engine Optimization Overview

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