Search  Engine Optimization Overview
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Search Engine Optimization Overview

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boost dose for a beginner in SEO

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    Search  Engine Optimization Overview Search Engine Optimization Overview Presentation Transcript

    • Prepared by: Gautam Vagh Mehta Inc.
      • 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)
    • Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
      • "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)
    • Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
    • Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
      • 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)
      • 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)
    • Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
      • 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)
      • 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)
    • Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
      • 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)
      • 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)
      • 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)
      • 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)
    • 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)
      • Advantage
        • it is dynamic, cumulative, and difficult to imitate
      • Disadvantage
        • takes time (vs. advertising)
      Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
      • 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)
    • Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
      • 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)
    • 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)
      • 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)
    • Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
    •  
      • 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)
    • Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
      • 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)
      • 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)
      • Website Success
      • Search-friendly
      • User-friendly
      • Persuasive
      • Search-friendly Optimization components
      • Keywords
      • Crawler
      • Links
      Date: 11.14.2006 Introduction to Search Engine Optimization (SEO)
      • 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)