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

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

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

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, Archive.org ,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.

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, Archive.org ,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, Ask.com, Iwon). Live Search does not own anybody and uses its own database (since February, 2005)

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, Ask.com, 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.

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

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

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

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

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

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

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

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