How SEO works

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
Search Engine Basics
Why Optimize?
Key Concepts
Optimization
Content Management Systems
Summary
Resources

Crawling the web : Search engines run automated programs, called “robots" or "spiders", that use the hyperlink structure of the web to "crawl" the pages and documents that make up the World Wide Web.

Indexing documents: Once a page has been crawled, its contents can be "indexed" - stored in a giant database of documents that makes up a search engine's "index".

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.

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.

Directories: Human edited search indexes
Yahoo Directory!
DMOZ = The Open Directory Project www.dmoz.org

Search Engine Results Pages (SERPs)
Organic: Results based on content and keyword relevancy (as per algorithm)
Paid Placement (PPC):
Google AdWords
Yahoo! Search Marketing (YSM)

Search Engine Results Pages Paid Placement Results Organic Results

Why Optimize?
Web Search as a navigational tool
On average, 45% of visitor traffic through Prestiva.com use the search engine to navigate.
72% of searchers stop with the top ten search results, and 90% stop with the top 30 .

How much is too much?
Competition for keywords
Evaluating page rank
Baseline
Ongoing

Evaluating page rank
Page rank calculation tools
Google Toolbar
www.faganfinder.com/urlinfo/
www.alexa.com
Frequent queries
Web traffic analysis
U Web Resources

Key Concepts
Target audience
Keyword choices
Directory submission

Key Concepts
Conversion
Web site user doing what you intended them to do
Sales
Course registration
Forms & downloads
Page views
Conversion paths and funnels

Key Concepts
Search-friendly Usability
Home Page vs. Landing pages
Top-down vs. Shallow-wide design

Top-down design HOME

Shallow-wide design HOME

Key Concepts
Persistent Navigation
Orients visitor to site
Provides spiders pathway through site

Key Concepts
Accessibility
Flash
Javascript
SSL – authentication
Firewalls and closed ports
Databases & query string URLs
Forms

Key Concepts
Site Maps
Non-HTML Documents
MS Word, Excel, PowerPoint, PDF

Key Concepts
Robots.txt file
Decides which robots to allow in and which to exclude
Site wide
Directory-by-directory
Page-by-page
Robots meta-tag

Optimization
Meta-data
HTML Page Title
Number one optimization factor
Included in results display
Unique title for each landing page

Optimization
Meta-data
Meta-description tag
50% weight of HTML Title in Ultraseek
Included in Ultraseek results display
Less weight given by Google
Rarely used in Google results display

Optimization
Meta-data
Meta-keywords tag
Equal to meta-description tag in Ultraseek
Ignored by Google
Common misspellings

Optimization
Meta-data
Image alt-tags
H1 tags
Body text

Optimization Relative weight given HTML tags by U of U Ultraseek Search Engine

Optimization
Popularity
Inbound links
Remote anchor links & text
Anchor link – http://www.url.com
Anchor text – words used in link

Optimization
Popularity
Inbound links
Remote anchor links & text
Googlebombing When a web page places high in search engine results due to frequent anchor links using rude or insulting keywords.

How/What to Optimize
Popularity
Inbound links
googlebombing

Black Hat SEO
Black Hat SEO: Unscrupulous or deceptive optimization practices intended to spam users or compete unfairly
Invisible text
Keyword stuffing
Duplicate pages
Domain cloaking: serving different content to search engine robots than to human visitors
Link farms

Optimization Spam Detection Threshold: The number of repeating keywords required for U of U Ultraseek search engine to penalize for spamming

Content Management Systems
Dynamic URLs
Querystring enabled
Consistent, crawl-able URLs
Cookies and session IDs

Summary
Accessible pages
Think landing pages
Unique HTML page title for every landing page
Content relevant keywords
Avoid Black Hat SEO

Questions? Contact : http://blog.prestiva.com http:// www.prestiva.com/seo /

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How SEO works

by Murali Venkatesh on Jun 09, 2007

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How SEO works — Presentation Transcript