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Search Engine Optimisation


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a few slides on basic search engine optimisation

a few slides on basic search engine optimisation

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