Search Engine Optimisation
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Search Engine Optimisation



a few slides on basic search engine optimisation

a few slides on basic search engine optimisation



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    Search Engine Optimisation Search Engine Optimisation Presentation Transcript

    • The art of higher visibility By Neil O’Reilly Seo Consultant
    • Key internet marketing strategies
      • Search engine Optimisation (SEO) - no cost per click
      • Search engine marketing (SEM) - cost per click
      • 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
    • ROI From Se m Source : ICAN Ireland SEM report 2008
    • Which are the biggest problems preventing you from being as successful at SEO as you would like? Source : ICAN Ireland SEM report 2008
    • SEO styles
      • White Hat = Good Seo
      • Grey Hat = Shady Seo
      • Black hat = can get you banned if used incorrectly
    • SEO Cycle
    • 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.
    • 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)
    • Who owns who
    • 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.
    • 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
    • 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
    • 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
    • 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
    • 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
      • 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
      • 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
    • Links Content pics pics Flash menu pics pics pics
    • NAV/static text t Content Content RSS Booking Ajax Anchor links/crum links
    • The art of higher visibility By Neil O’Reilly Seo Consultant