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Seo search engine_optimisation

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A tutorial on SEO for the rest of us!

A tutorial on SEO for the rest of us!

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    Seo search engine_optimisation Seo search engine_optimisation Presentation Transcript

    • Search Engine Optimisation
      Pradeep Yuvaraj
    • Today’s Agenda
      Search Engines
      How they Work
      Why we need them
      SEO- What?
      SEO-How?
      SEO and your career
      Discussions
    • Search Engine
      An internet-based tool that
      searches an index of
      documents for a particular
      term, phrase or text
      specified by the user.
    • The anatomy of a search engine
      Query Interface
      Crawlers, Spiders and Robots
      Databases
      Search Algorithms
      Retrieval and ranking
    • Query Interface
      The visible face of a search engine
      Simpler to start with
      Gadgets/widgets, fancier today
    • Crawlers/Spiders/Robots
    • Names, names and names
      Google: Googlebot
      MSN: MSNbot
      Yahoo! Web Search: Yahoo SLURP or just SLURP
      Ask: Teoma
      AltaVista: Scooter
      LookSmart: MantraAgent
      WebCrawler: WebCrawler
      SearchHippo: Fluffy the Spider
    • Search Algorithm
      List search
      Tree Search
      SQL Search
      Informed Search
      Constraint Satisfaction
    • Retrieval and ranking
      Location
      Frequency
      Links
      Click-through
    • Types of Search Engines
      Primary
      Secondary
      Targeted
      Crawler based
      Directory based
      Meta-search
    • Agenda- Part 2
      What is SEO
      SEO Process
      Technical aspects of SEO
    • What is SEO ( Search Engine Optimization )?
      The process of improving web pages so they rank higher in search engines for your targeted keywords.
      The modification of a web site’s build, content, and inbound linking to better position the site in the natural/organic results of the major search engines.
    • Pay Per Click SEO
      PPC ads appear as “sponsored listings”
      Companies bid on price they are willing to pay “per click”
      Typically have very good tracking tools and statistics
      Ability to control ad text
      Can set budgets and spending limits
      Google AdWords and Overture are the two leaders
    • Results?
      Pay Per Click
      Pay Per Click
      Organic
    • SEO Process
      5 step process:
      Research
      Reporting
      Optimization
      Submission/Re-Crawl
      Follow Up Reporting
    • SEO Optimization Categories
      Keywords
      Keyword selection and keyword-rich text
      Crawler
      A crawler-friendly site navigation scheme
      Links
      Link popularity
      18
    • Keyword Recommendations
      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)
      19
    • Keywords…
      Be specific
      Example: “Apple iPod” verses “iPod”
      exact phrase should appear generously throughout your site copy on every page
    • Technical SEO - Example of Page Elements
      Site-Side Optimization
      Page Title
      Alt-Tags
      Anchor Text
      Navigation
      Link Title Tags
    • More Keyword Recommendations
      Meta tags: use but don’t stuff
      <meta name="description" content="Free Web tutorials on HTML, CSS, XML, and XHTML">
      Alt tags: use for graphics
      <IMG src="star.gif" alt=“star logo">
      Domain Names
      Use keywords as part of domain name
      22
    • Title Tag
      Meta data
      Javascript
    • Crawler-friendly
      Engine spiders are primitive beings
      choose simplicity over complexity
      Goal
      All your web pages seen by crawlers
      Google: enter in searchbox “allinurl:utexas.edu”
      24
    • Avoid or Minimize:May Negatively Impact Crawler
      Flash (slow to load and difficult to navigate)
      Frames
      Java navigation
      Session ID to track visitors
      exact same Title tags on every page
      set to require a cookie when a visitor gets to the page
      25
    • Link Development Approaches
      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 ("link:domain.com" in Google, "linkdomain:domain.com" in Yahoo)
      26
    • White Hat vs.BlackHat
      White Hat
      Quality content creation
      Light keyword optimization
      Sound website building tactics
      Everything out in the open
      Nothing designed to trick the search engine or the user
      • Black Hat
      • Cloaking
      • Hidden text or tiny text
      • Keyword stacking or stuffing
      • Use non-related keywords
      • Duplicate pages/ duplicate content
      • Domain spam / cyber squatting
      • Re-directs
      • Page swapping
    • Resources
    • Discussions…
    • Thank You!
      +91-97-87- 55- 55- 44
      • training@edventures1.com
      • www.edventures1.com