Search Engine Optimisation


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Search Engine Optimisation

  1. 1. The art of higher visibility By Neil O’Reilly Seo Consultant
  2. 2. Key internet marketing strategies <ul><li>Search engine Optimisation (SEO) - no cost per click </li></ul><ul><li>Search engine marketing (SEM) - cost per click </li></ul>
  3. 3. <ul><li>Deliver brand awareness through organic search </li></ul><ul><li>Increase R.O.I with minimal spend </li></ul><ul><li>Creating long term visibility for web sites lifetime </li></ul><ul><li>Decrease monthly spend on PPC.CPC,CPA </li></ul>
  4. 4. ROI From Se m Source : ICAN Ireland SEM report 2008
  5. 5. Which are the biggest problems preventing you from being as successful at SEO as you would like? Source : ICAN Ireland SEM report 2008
  6. 6. SEO styles <ul><li>White Hat = Good Seo </li></ul><ul><li>Grey Hat = Shady Seo </li></ul><ul><li>Black hat = can get you banned if used incorrectly </li></ul>
  7. 7. SEO Cycle
  8. 8. Search engine start dates <ul><li>Archie - 1990 Alan Emtage </li></ul><ul><li>Gopher -1991 by Mark McCahill ~ spawn offs= veronica and jughead they searched file system s and stored them in Gopher </li></ul><ul><li>Wandex – 1993 Matthew grey from MIT </li></ul><ul><li>Aliweb-1993 used a crawler to find web pages for searching, limited to title pages only </li></ul><ul><li>WebCrawler-1994 , first search engine to let users search for any word in any webpage </li></ul><ul><li>Lycos – 1994 first popular commercial Endeavour </li></ul><ul><li>Yahoo-1994- founded by Jerry Yang and David Filo </li></ul><ul><li>MSN-1995 (Microsoft service network) collection of Internet services –concept created by nathan myravold </li></ul><ul><li>Other 1996 “SE” Excite,MetaCrawler and infoseek, AltaVista Excite Inktomi </li></ul><ul><li>Backrub –1996 Aka first version of Google </li></ul><ul><li>LookSmart, ,HotBot ,Alexa all in 1996 </li></ul><ul><li>Ask Jeeves- 1997- David Warthen , Jeeves was removed in 2006 and returned in 2008 </li></ul><ul><li>1997 Yahoo Web Search re - launched this time powered by Inktomi </li></ul><ul><li>Google- 1998- founded by Larry Page and Sergey Brin became the first SE to analyze the relationships between websites. </li></ul>
  9. 9. Who owns Who <ul><li>Yahoo owns AllTheWeb, Lycos and AltaVista. also owns and uses Inktomi's technology and database for all the partnering engines </li></ul><ul><li>Google partners with AOL, it is also a major result provider for many large engines (Netscape,, Iwon). </li></ul><ul><li>Live Search does not own anybody and uses its own database (since February, 2005) </li></ul>
  10. 10. Who owns who
  11. 11. Classification of Search Engines <ul><li>crawler-based (traditional, common) search engines </li></ul><ul><li>Crawler based Ses, use Special software “bot” to automatically and regularly visit sites and create and supplement their web repositories (where data is stored and maintained for future retrieval ) . </li></ul><ul><li>When Crawlers ha ve found a page to scan, it retrieves this page via HTTP (like any ordinary Web surfer who types an URL into a browser's address field and presses &quot;enter&quot;) </li></ul><ul><li>Crawlers give more value to text that's closest to the beginning and end of the page, and the text wrapped in links. </li></ul>
  12. 12. Classification of Search Engines 2 <ul><li>directories (mostly human-edited catalogs); </li></ul><ul><li>P ages that are stored in their repository are added solely By manual submission </li></ul><ul><li>require manual submission and use Captcha images to protect from robot spam and verify Human entrys </li></ul><ul><li>When directory editors visit and read your site, the only decision they make is to accept or reject the page </li></ul><ul><li>Directories do not have Ranking systems </li></ul><ul><li>Best Knon directoires - Yahoo and DMOZ </li></ul>
  13. 13. Classification of Search Engines 3 <ul><li>hybrid engines (META engines and those using other engines' results); </li></ul><ul><li>H a ve integrated directory linking to them (Dmoz,Yahoo directory) </li></ul><ul><li>directory generally depends on a mixture of luck and content quality. Sometimes you may &quot;apply&quot; for a discussion of your website, but there's no guarantee that it will be done Or you may need to Seo your site </li></ul><ul><li>Yahoo and Google are in fact hybrid engines </li></ul>
  14. 14. Classification of Search Engines 4 <ul><li>Meta Search Engines </li></ul><ul><li>combines results from a number of search engines at the same time </li></ul><ul><li>lays them out in a formatted result page ’s </li></ul><ul><li>allows the user to cover a great deal of material in a very efficient way </li></ul><ul><li>Metacrawler uses seven of the most popular search engines including “Altavista and Lycos” </li></ul><ul><li>Dogpiles is also a meta SE </li></ul>
  15. 15. Classification of Search Engines 5 <ul><li>pay-per-performance and paid inclusion engines </li></ul><ul><li>no way other than to pay a recurring or one-time fee to keep your site either listed, re spidered </li></ul><ul><li>most major search engines offer a paid listing option (yahoo directory) </li></ul><ul><li>Search networks are often set up in an auction environment where keywords and phrases are associated with a cost-per-click or PCP </li></ul>
  16. 16. What you need to know <ul><li>Search engines (SEs) are classified into crawlers, directories, META engines and paid-inclusion engines. </li></ul><ul><li>Crawler-based SEs use software called robots, spiders, or crawlers to add new pages to its database which is called an index. Directories use humans to manually fill their databases. </li></ul><ul><li>After your site has been included in an index of a crawler-based search engine, you will appear in its results, and your position for a certain search query depends on how relevant the spider finds your page for this query. </li></ul><ul><li>Your directory listings are quite influential to your positions in crawling search engines. </li></ul><ul><li>Know your search engines </li></ul>
  17. 17. <ul><li>Keyword Use in Title Tag </li></ul><ul><li>H 1,H2,H3 tags </li></ul><ul><li>Use keywords in alt tags </li></ul><ul><li>Breadcrumb trails </li></ul><ul><li>Content and Natural Flow </li></ul><ul><li>Keyword Use in Body Text </li></ul><ul><li>Age of Site </li></ul><ul><li>Link Popularity of Site </li></ul><ul><li>Topical Relevance of Inbound Lin ks,topics,neigbourhood </li></ul><ul><li>Global Link Popularity of L inking sites </li></ul>
  18. 18. <ul><li>Overuse of graphics </li></ul><ul><li>Stuffing keywords in meta tags </li></ul><ul><li>301 redirects with meta refresh tag </li></ul><ul><li>Dynamic pages </li></ul><ul><li>Link ing to a bad neighborhood ’s (adult,link farms,banned sites) </li></ul><ul><li>Using frames </li></ul><ul><li>Invisable text </li></ul>
  19. 19. Links Content pics pics Flash menu pics pics pics
  20. 20. NAV/static text t Content Content RSS Booking Ajax Anchor links/crum links
  21. 21. The art of higher visibility By Neil O’Reilly Seo Consultant
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