An introduction to optimizing your web site for best possible search engine results. Seach Engine Optimization
Presented by: Murali Venkatesh http://www.prestiva.com/seo/ http://blog.prestiva.com Seach Engine Optimization
Presentation Overview <ul><li>Search Engine Basics </li></ul><ul><li>Why Optimize? </li></ul><ul><li>Key Concepts </li></u...
Search Engine Basics <ul><li>Crawling the web : Search engines run automated programs, called “robots&quot; or &quot;spide...
Search Engine Basics <ul><li>Indexing documents:  Once a page has been crawled, its contents can be &quot;indexed&quot; - ...
Search Engine Basics <ul><li>Processing queries:  When a request for information comes into the search engine, the engine ...
Search Engine Basics <ul><li>Ranking results:  Once the search engine has determined which results are a match for the que...
Search Engine Basics <ul><li>Directories:  Human edited search indexes  </li></ul><ul><ul><li>Yahoo Directory! </li></ul><...
Search Engine Basics <ul><li>Search Engine Results Pages (SERPs)  </li></ul><ul><ul><li>Organic: Results based on content ...
Search Engine Results Pages Paid Placement Results Organic Results
Why Optimize? <ul><li>Web Search as a navigational tool </li></ul><ul><ul><li>On average, 45% of visitor traffic through  ...
How much is too much? <ul><li>Competition for keywords </li></ul><ul><li>Evaluating page rank </li></ul><ul><ul><li>Baseli...
Evaluating page rank <ul><li>Page rank calculation tools </li></ul><ul><ul><li>Google Toolbar </li></ul></ul><ul><ul><li>w...
Key Concepts <ul><li>Target audience </li></ul><ul><ul><li>Keyword choices </li></ul></ul><ul><ul><li>Directory submission...
Key Concepts <ul><li>Conversion </li></ul><ul><ul><li>Web site user doing what you intended them to do </li></ul></ul><ul>...
Key Concepts <ul><li>Search-friendly Usability </li></ul><ul><ul><li>Home Page vs. Landing pages </li></ul></ul><ul><ul><l...
Top-down design HOME
Shallow-wide design HOME
Key Concepts <ul><li>Persistent Navigation </li></ul><ul><ul><li>Orients visitor to site </li></ul></ul><ul><ul><li>Provid...
Key Concepts <ul><li>Accessibility </li></ul><ul><ul><li>Flash </li></ul></ul><ul><ul><li>Javascript </li></ul></ul><ul><u...
Key Concepts <ul><li>Site Maps </li></ul><ul><li>Non-HTML Documents </li></ul><ul><ul><li>MS Word, Excel, PowerPoint, PDF ...
Key Concepts <ul><li>Robots.txt file </li></ul><ul><ul><li>Decides which robots to allow in and which to exclude </li></ul...
Optimization <ul><li>Meta-data </li></ul><ul><ul><li>HTML Page Title </li></ul></ul><ul><ul><ul><li>Number one optimizatio...
Optimization <ul><li>Meta-data </li></ul><ul><ul><li>Meta-description tag </li></ul></ul><ul><ul><ul><li>50% weight of HTM...
Optimization <ul><li>Meta-data </li></ul><ul><ul><li>Meta-keywords tag </li></ul></ul><ul><ul><ul><li>Equal to meta-descri...
Optimization <ul><li>Meta-data </li></ul><ul><ul><li>Image alt-tags </li></ul></ul><ul><ul><li>H1 tags </li></ul></ul><ul>...
Optimization  Relative weight given HTML tags  by U of U Ultraseek Search Engine
Optimization <ul><li>Popularity </li></ul><ul><ul><li>Inbound links </li></ul></ul><ul><ul><li>Remote anchor links & text ...
Optimization <ul><li>Popularity </li></ul><ul><ul><li>Inbound links </li></ul></ul><ul><ul><li>Remote anchor links & text ...
How/What to Optimize <ul><li>Popularity </li></ul><ul><ul><li>Inbound links </li></ul></ul><ul><ul><li>googlebombing </li>...
How/What to Optimize <ul><li>Popularity </li></ul><ul><ul><li>Inbound links </li></ul></ul><ul><ul><li>googlebombing </li>...
Black Hat SEO <ul><li>Black Hat SEO: Unscrupulous or deceptive optimization practices intended to spam users or compete un...
Optimization Spam Detection Threshold: The number of repeating  keywords required for U of U Ultraseek search engine to  p...
Content Management  Systems <ul><li>Dynamic URLs </li></ul><ul><ul><li>Querystring enabled </li></ul></ul><ul><ul><li>Cons...
Summary <ul><li>Accessible pages </li></ul><ul><li>Think landing pages </li></ul><ul><li>Unique HTML page title for every ...
Questions? Contact : http://blog.prestiva.com   http:// www.prestiva.com/seo /
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How SEO works

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How Prestiva team can help you to get good rating in Google organic seach

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How SEO works

  1. 1. An introduction to optimizing your web site for best possible search engine results. Seach Engine Optimization
  2. 2. Presented by: Murali Venkatesh http://www.prestiva.com/seo/ http://blog.prestiva.com Seach Engine Optimization
  3. 3. Presentation Overview <ul><li>Search Engine Basics </li></ul><ul><li>Why Optimize? </li></ul><ul><li>Key Concepts </li></ul><ul><li>Optimization </li></ul><ul><li>Content Management Systems </li></ul><ul><li>Summary </li></ul><ul><li>Resources </li></ul>
  4. 4. Search Engine Basics <ul><li>Crawling the web : Search engines run automated programs, called “robots&quot; or &quot;spiders&quot;, that use the hyperlink structure of the web to &quot;crawl&quot; the pages and documents that make up the World Wide Web. </li></ul>
  5. 5. Search Engine Basics <ul><li>Indexing documents: Once a page has been crawled, its contents can be &quot;indexed&quot; - stored in a giant database of documents that makes up a search engine's &quot;index&quot;. </li></ul>
  6. 6. Search Engine Basics <ul><li>Processing queries: When a request for information comes into the search engine, the engine retrieves from its index all the document that match the query. </li></ul>
  7. 7. Search Engine Basics <ul><li>Ranking results: Once the search engine has determined which results are a match for the query, the engine's algorithm (a mathematical equation commonly used for sorting) runs calculations on each of the results to determine which is most relevant to the given query. </li></ul>
  8. 8. Search Engine Basics <ul><li>Directories: Human edited search indexes </li></ul><ul><ul><li>Yahoo Directory! </li></ul></ul><ul><ul><li>DMOZ = The Open Directory Project www.dmoz.org </li></ul></ul>
  9. 9. Search Engine Basics <ul><li>Search Engine Results Pages (SERPs) </li></ul><ul><ul><li>Organic: Results based on content and keyword relevancy (as per algorithm) </li></ul></ul><ul><ul><li>Paid Placement (PPC): </li></ul></ul><ul><ul><ul><li>Google AdWords </li></ul></ul></ul><ul><ul><ul><li>Yahoo! Search Marketing (YSM) </li></ul></ul></ul>
  10. 10. Search Engine Results Pages Paid Placement Results Organic Results
  11. 11. Why Optimize? <ul><li>Web Search as a navigational tool </li></ul><ul><ul><li>On average, 45% of visitor traffic through Prestiva.com use the search engine to navigate. </li></ul></ul><ul><ul><li>72% of searchers stop with the top ten search results, and 90% stop with the top 30 . </li></ul></ul>
  12. 12. How much is too much? <ul><li>Competition for keywords </li></ul><ul><li>Evaluating page rank </li></ul><ul><ul><li>Baseline </li></ul></ul><ul><ul><li>Ongoing </li></ul></ul>
  13. 13. Evaluating page rank <ul><li>Page rank calculation tools </li></ul><ul><ul><li>Google Toolbar </li></ul></ul><ul><ul><li>www.faganfinder.com/urlinfo/ </li></ul></ul><ul><ul><li>www.alexa.com </li></ul></ul><ul><li>Frequent queries </li></ul><ul><ul><li>Web traffic analysis </li></ul></ul><ul><ul><li>U Web Resources </li></ul></ul>
  14. 14. Key Concepts <ul><li>Target audience </li></ul><ul><ul><li>Keyword choices </li></ul></ul><ul><ul><li>Directory submission </li></ul></ul>
  15. 15. Key Concepts <ul><li>Conversion </li></ul><ul><ul><li>Web site user doing what you intended them to do </li></ul></ul><ul><ul><ul><li>Sales </li></ul></ul></ul><ul><ul><ul><li>Course registration </li></ul></ul></ul><ul><ul><ul><li>Forms & downloads </li></ul></ul></ul><ul><ul><ul><li>Page views </li></ul></ul></ul><ul><li>Conversion paths and funnels </li></ul>
  16. 16. Key Concepts <ul><li>Search-friendly Usability </li></ul><ul><ul><li>Home Page vs. Landing pages </li></ul></ul><ul><ul><li>Top-down vs. Shallow-wide design </li></ul></ul>
  17. 17. Top-down design HOME
  18. 18. Shallow-wide design HOME
  19. 19. Key Concepts <ul><li>Persistent Navigation </li></ul><ul><ul><li>Orients visitor to site </li></ul></ul><ul><ul><li>Provides spiders pathway through site </li></ul></ul>
  20. 20. Key Concepts <ul><li>Accessibility </li></ul><ul><ul><li>Flash </li></ul></ul><ul><ul><li>Javascript </li></ul></ul><ul><ul><li>SSL – authentication </li></ul></ul><ul><ul><li>Firewalls and closed ports </li></ul></ul><ul><ul><li>Databases & query string URLs </li></ul></ul><ul><ul><li>Forms </li></ul></ul>
  21. 21. Key Concepts <ul><li>Site Maps </li></ul><ul><li>Non-HTML Documents </li></ul><ul><ul><li>MS Word, Excel, PowerPoint, PDF </li></ul></ul>
  22. 22. Key Concepts <ul><li>Robots.txt file </li></ul><ul><ul><li>Decides which robots to allow in and which to exclude </li></ul></ul><ul><ul><ul><li>Site wide </li></ul></ul></ul><ul><ul><ul><li>Directory-by-directory </li></ul></ul></ul><ul><ul><ul><li>Page-by-page </li></ul></ul></ul><ul><ul><li>Robots meta-tag </li></ul></ul>
  23. 23. Optimization <ul><li>Meta-data </li></ul><ul><ul><li>HTML Page Title </li></ul></ul><ul><ul><ul><li>Number one optimization factor </li></ul></ul></ul><ul><ul><ul><li>Included in results display </li></ul></ul></ul><ul><ul><ul><li>Unique title for each landing page </li></ul></ul></ul>
  24. 24. Optimization <ul><li>Meta-data </li></ul><ul><ul><li>Meta-description tag </li></ul></ul><ul><ul><ul><li>50% weight of HTML Title in Ultraseek </li></ul></ul></ul><ul><ul><ul><li>Included in Ultraseek results display </li></ul></ul></ul><ul><ul><ul><li>Less weight given by Google </li></ul></ul></ul><ul><ul><ul><li>Rarely used in Google results display </li></ul></ul></ul>
  25. 25. Optimization <ul><li>Meta-data </li></ul><ul><ul><li>Meta-keywords tag </li></ul></ul><ul><ul><ul><li>Equal to meta-description tag in Ultraseek </li></ul></ul></ul><ul><ul><ul><li>Ignored by Google </li></ul></ul></ul><ul><ul><ul><li>Common misspellings </li></ul></ul></ul>
  26. 26. Optimization <ul><li>Meta-data </li></ul><ul><ul><li>Image alt-tags </li></ul></ul><ul><ul><li>H1 tags </li></ul></ul><ul><ul><li>Body text </li></ul></ul>
  27. 27. Optimization Relative weight given HTML tags by U of U Ultraseek Search Engine
  28. 28. Optimization <ul><li>Popularity </li></ul><ul><ul><li>Inbound links </li></ul></ul><ul><ul><li>Remote anchor links & text </li></ul></ul><ul><ul><ul><li>Anchor link – http://www.url.com </li></ul></ul></ul><ul><ul><ul><li>Anchor text – words used in link </li></ul></ul></ul>
  29. 29. Optimization <ul><li>Popularity </li></ul><ul><ul><li>Inbound links </li></ul></ul><ul><ul><li>Remote anchor links & text </li></ul></ul><ul><ul><li>Googlebombing When a web page places high in search engine results due to frequent anchor links using rude or insulting keywords. </li></ul></ul>
  30. 30. How/What to Optimize <ul><li>Popularity </li></ul><ul><ul><li>Inbound links </li></ul></ul><ul><ul><li>googlebombing </li></ul></ul>
  31. 31. How/What to Optimize <ul><li>Popularity </li></ul><ul><ul><li>Inbound links </li></ul></ul><ul><ul><li>googlebombing </li></ul></ul>
  32. 32. Black Hat SEO <ul><li>Black Hat SEO: Unscrupulous or deceptive optimization practices intended to spam users or compete unfairly </li></ul><ul><ul><li>Invisible text </li></ul></ul><ul><ul><li>Keyword stuffing </li></ul></ul><ul><ul><li>Duplicate pages </li></ul></ul><ul><ul><li>Domain cloaking: serving different content to search engine robots than to human visitors </li></ul></ul><ul><ul><li>Link farms </li></ul></ul>
  33. 33. Optimization Spam Detection Threshold: The number of repeating keywords required for U of U Ultraseek search engine to penalize for spamming
  34. 34. Content Management Systems <ul><li>Dynamic URLs </li></ul><ul><ul><li>Querystring enabled </li></ul></ul><ul><ul><li>Consistent, crawl-able URLs </li></ul></ul><ul><li>Cookies and session IDs </li></ul>
  35. 35. Summary <ul><li>Accessible pages </li></ul><ul><li>Think landing pages </li></ul><ul><li>Unique HTML page title for every landing page </li></ul><ul><li>Content relevant keywords </li></ul><ul><li>Avoid Black Hat SEO </li></ul>
  36. 36. Questions? Contact : http://blog.prestiva.com http:// www.prestiva.com/seo /

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