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prestiva, SEO, Knowledge, murali, venkatesh

http://www.prestiva.com/seo/
http://blog.prestiva.com

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    prestiva SEO Knowledge prestiva SEO Knowledge Presentation Transcript

    • Tutorial just for you Prepared by: Murali Venkatesh http://www.prestiva.com/seo/ http://blog.prestiva.com Search Engine Optimization: Knowledge
    • Project Overview
      • Detail for the WOVG a Search Engine Optimisation (SEO) strategy
      • This means increasing the discoverability and ranking of Victorian Govt websites by external search engines, so that the content can be easily found by the wider community.
    • Purpose of report
      • The report contains:
      • state of the Search Engine industry
      • detail of the major players
      • an overview of how to conduct SEO
      • a broad strategy for the 200 plus Victorian Government departments and agency websites including a phased approach to implementation
    • Project dates
      • May/June 2002
      • The industry is rapidly changing
        • content of the report was correct at time of writing
        • report contains many links to ensure longevity of information
      • Low level of optimisation of Vic Govt websites.
      • The main challenges are:
        • Increasing the number & quality of links between Vic Govt sites & relevant 3rd parties.
        • Keyword research – knowing what keywords are appropriate & the projected amount of traffic each keyword can generate.
        • Writing appropriate meta data & knowing which search engines use it.
        • Listings in free search engines.
        • Monitoring & measuring results.
      High Level Findings
    • Key Recommendations
      • All sites
      • Training workshops for key personnel
      • Appoint responsibility for link analysis across all sites
      • Channel / Portal sites
      • Appoint SEO consultants for a fully managed solution
      • Department / Major Agency websites
      • Appoint SEO Consultants to work with staff on a partially managed solution
      • Online support website – SEO Toolkit and checklist
      • Agency sites
      • Online support website – SEO Toolkit and checklist
    • Key Recommendations
    • Detailed summary
        • Directory listings
      • Important to be listed in the three main directories (Yahoo, Looksmart and DMOZ) before the crawlers,
      • Then free inclusion crawlers,
      • Finally the paid crawlers.
    • Detailed summary
      • Multimedia Victoria can:
        • Audit which sites are included in the directories,
        • Contact Yahoo and Looksmart to arrange for bulk submission rates,
        • DMOZ via Cheryl Hardy.
      • Site Managers can:
        • Identify keywords - start with Web Wombat,
        • Conduct a competitive analysis for each of the keywords in each of the directories.
    • Link structure
      • Identify and invite websites to link to Victorian Government websites.
        • Link sites across the WOVG.
        • Invite other local, state and federal government sites to link to the relevant Victorian Government sites.
        • Invite other commercial and non-government relevant sites to link.
    • Measure results and maintenance
      • Measure results
      • Implement standard measurement statistics
      • Calculate the current ROI
      • Maintenance
      • Record of inbound links,
      • Follow up on link invitations
      • Record monthly statistics and look for:
        • New keyword opportunities
        • Performance of the main keywords
      • Optimise and resubmit as required.
    • State of the SEO Industry
      • Search engines (SE) help people to find what they are looking for on the WWW
      • Websites have to be submitted for inclusion in most SE
      • SE compete for market share - do so by having relevant content
      • Purpose of SEO is to identify keywords used by the end user that are most relevant to the content of the website & present it to the SE in a way that meets its criteria. Adds value to all parties - SE, web manager, end user.
    • Major search engines & directories
      • Yahoo - an International directory of websites
      • Google – a crawler based search engine
      • AltaVista - a crawler based search engine
      • MSN - Microsoft’s internet portal
      • AOL – International Internet service provider
      • Anzwers – Australian search engine
      • Web Wombat – Australian search engine
      • Looksmart - Australian owned International directory
      • Go eureka – Part of the Telstra network
      • DMOZ – Open Directory Project – international directory
    • Search engine directories & categories
      • Directories
      • a categorised list of websites compiled by humans not software.
      • an editor will review each site to ensure it meets guidelines then place it in appropriate category.
      • human powered directories are searchable but do not read metadata. They rely solely on the information provided by the person that submits the site and their editors.
    • Search engine directories & categories
      • Crawlers
      • industry name for software powered SE
      • use automated processes to find & index web pages.
      • read content & some metadata fields
      • have the ability to index every page
      • use a unique algorithm to index pages & are constantly updating & refining methods for competitive advantage.
        • submission process varies:
        • some charge a fee & others crawl the web by following hyperlinks to find new content
    • Search engine directories & categories
      • Portals
      • Some portals have a web search engine function eg. MSN network & ISPs such as AOL and Ozemail.
      • Most portals rely on business partnerships with other search engines.
    • Categories & the major players  AltaVista sponsored links  Google adwords  Looksmart  Overture (mainly US)  ninemsn  AOL  OPTUS  Google  AltaVista  Inktomi  Web Wombat  Yahoo  Looksmart / Zeal  Open directory project (DMOZ) Pay Per Click (PPC) Portals Crawlers Directories
    • example
    • Search engine networks & partnerships
    • Free inclusion option SE Web Wombat Zeal (Looksmart owned - non commercial content) Inktomi Open Directory Project (DMOZ) AltaVista Yahoo Australia Google Directories Crawlers
    • Crawlers
      • AltaVista
      • option of AltaVista.com or AltaVista.com.au
      • Express Submit
        • up to 500 URLs, useful for a small number of pages
        • fee per URL for 6 months inclusion
        • revisit each URL every 7 days
      • Trusted Feed
        • 500+ unique URLs, useful for sites that want to list every page
        • XML data feed
        • charged at a cost per click
    • Crawlers
      • Inktomi
      • supplies Aust SEs that use Looksmart - if a match is not found in Looksmart
      • Search Submit
        • up to 1,000 URLs, useful for a small number of pages
        • A fee per URL is charged for 12 months inclusion
        • revisit each URL every 48 hours
      • Index Connect
        • 1000+ unique URLs, useful for sites that want to list every page
        • XML data feed
        • charged at a cost per click
    • Crawlers
      • Web Wombat
      • an Australian search engine that has the ability to filter government and education websites.
        • Paid express submission
        • Websites pay a fee per URL and the site is guaranteed to be included within two weeks.
      • Note: All Victorian Government sites are listed in Web Wombat.
    • Directories
      • Yahoo
      • one listing per website
      • can submit to international category but may lose local listing
      • some regions (inc Aust) offer a free submission as well as a paid express submission option.
      • annual fee in US Dollars for international category
      • Yahoo Express
        • site reviewed in 7 days
        • annually reoccurring fee but will allow website managers to modify the listing each year
    • Directories
      • Looksmart
      • Looksmart’s Looklistings are currently offered as an annual fee or cost per click. Non commercial content can be submitted through Zeal.
        • Looklistings - For Small Business
        • submit up to 3 URL’s per domain
        • recurring annual fee
        • useful to target competitive keywords
        • Looklistings - For Medium to Large Business
        • unlimited number of URL’s but sold on a cost per click basis
        • minimum monthly spend applies
    • Indexing and listing methods
      • Crawlers
      • visit websites and add URLs to their index
      • read metadata & rank according to location and frequency of keywords
      • only metadata read: title, keyword and description
      • crawlers may use directories to find new web pages
      • Directories
      • manual editors
      • do not read metadata
    • Listing methods
      • Yahoo
      • keyword driven - ranks sites according to how many times the keyword appears in the title, description and category - info provided by the site but reviewed by Yahoo editors.
      • Yahoo reads
      • Title most important
      • titles that are ‘keyword rich’ will rank higher, title must be either the official name of the site or the business name.
      • Description keywords in descriptions influences the ranking.
      • Category
      • Keywords in category add weight to the keyword count.
    • Example search results for ‘online marketing’
    • Listing methods
      • Looksmart
      • When examining best done on main distributor - ninemsn
      • Title and description provided by website but reviewed by editors
        • Looksmart reads
          • Title This is the most important element, titles that are keyword rich will rank higher in the search listings. The title must reflect the content of the URL submitted.
          • Description Keywords that appear in the description influences the ranking but will have more impact if they are closer to the beginning.
    • Example search results for ‘pay bills online’
    • Listing methods
      • Google
      • over 2 billion pages listed in its index
      • ability to index & crawl HTML, PDF, ASP, JSP, CFM, and PHP
      • Metadata
        • Title tag – Very important. This is one of the key elements for Google.
        • Keywords and description not supported
      • Google analyses the location and frequency in which search terms appear on a web page.
      • Keywords in the headings, bold or italics, hyperlinks and URL will boost relevancy.
      • Google also uses link analysis to determine the importance of a page.
    • Listing methods
      • AltaVista
      • 550 million pages in their index
      • location and frequency of the keyword is important
      • prefer keywords in the Title as well as the start of the document.
      • uses link analysis to determine the importance of a page
        • Metadata
        • Title tag – Very Important, include keyword.
        • Keywords – AltaVista supports keywords but considers a repetition of more that 3 times spam.
        • Description – Supported. This is what shows up on a search result.
    • Listing methods
      • Inktomi
      • 500 million pages
      • distributors inc ninemsn and Go eureka.
      • Inktomi results generally show up in the Australian market secondary to Looksmart directory results
      • better suited to non-competitive keyword phrases
        • Metadata
        • Title tag – Very Important, include keyword.
        • Keywords – Supports keywords but considers a repetition of more that 3 times spam.
        • Description – Supported. This is what shows up on a search result.
    • Link Analysis
      • The greater the number of inbound links pointing to a site from related (or similar) sites, the higher the site will rank.
      • Link analysis is the final screening process a search engine uses to determine which webpage deserves the highest position.
      • Search engines examine the words in and around the link as well as the content of the site that contains the link and score it for relevancy.
    • Spam
      • Anything that attempts to fool the SE to increase ranking:
      • Keyword stuffing (same colour text)
        • when keywords are inserted into body text or source code in the same colour (eg white text on white background)
      • Tiny text
        • Text in very small font that is illegible under normal conditions.
      • Redirect pages
        • Pages that have no purpose but to rank highly for a particular search term and then redirect to another page as soon as a user clicks through.
    • Spam cont.
      • Cloaking
        • Some search engines do not approve. Cloaking is a method where a search engine sees one page, where a visitor sees another page.
      • Link farming
        • Producing large number of links pointing to a site for the sole purpose of boosting link popularity.
    • Identifying the right keywords
      • Identifying the right keywords is paramount to the SEO process.
      • Keywords should be:
        • Relevant to websites' content, products or services.
        • Used by potential customers in search engines.
        • Convert to sales or enquiries, provide relevant information, downloads etc. for your services.
    • Keyword generation
      • Brainstorm / workshop
        • A way to develop keywords eg.
        • workshop to develop phrases that describe the unit’s / agency’s offerings
        • review all off-line promotional material
        • review and analyse the existing content of the Web site
        • use website’s search function to capture and record each search
        • analyse the log file / statistics to see which keywords people have used
    • Keyword research
      • Once keywords have been developed
        • need to determine how popular they are with users
        • and how many websites are competing on these keywords.
      • There are keyword research tools: wordtracker.com wordspot.com goodkeywords.com A source for Australian Government searches is Web Wombat
        • http://www.webwombat.com.au/aus?ix
    • Content quality is important
      • Search engines are seeking quality content
      • A well-written, content rich web page can out-rank a poorly written and graphic heavy page with highly tuned metadata.
    • Doorway pages
      • A doorway (or gateway) page is a keyword rich html page that acts as an entry point to a site
      • The purpose of a doorway page is to target a specific keyword phrase in the crawler search engines
    • Structure of a web page that influences ranking
      • Frames
      • Many Victorian Government websites utilize a Content Management System / Distributed Authoring product in managing their online content.
        • Common for these software products to use frames to display the web pages.
      • Can cause problems:
        • Framed sites have pages that are stand-alone and have poor link popularity.
        • Also may not include important navigational information.
    • Structure of a web page that influences ranking
      • HTML
      • The html should not contain any unnecessary source code or tags as it will dilute the keyword density of a page. This includes:
            • Comment tags
            • Unnecessary Meta tags. Eg: revisit tags – few external search support.
            • JavaScript should be placed in an external (JS) file
    • Submission process
      • Each search engine (crawlers and directories) has different submission (and removal) processes.
      • The links are detailed in the report.
    • Analysing statistics
      • Referring search engines
        • Provides a break up of which search engines delivered the traffic. This is useful when measuring the return on investment on the paid inclusion programs.
      • Referring keywords
        • This information provides two important pieces of information.
          • 1. The performance of existing targeted keyword phrases. How much actual traffic they delivered.
          • 2. Identifying new keyword opportunities. Look for new keywords phrases that relate to the sites offerings and manually check the positioning in the major search engines.
    • Analysing statistics
      • Unique monthly visits
        • The purpose of SEO is to increase the number of unique monthly visitors. It is good practice to monitor this on a monthly basis and measure it against the number of search engine referrals. This gives an overall picture on the Return on Investment.
      • Site Paths (Entry and Exit Pages)
        • This shows how many users entered a site per page and how many left per page. This is useful to check the effectiveness of high ranking webpages.
    • Maintenance
      • Search engines are dynamic, they are constantly refreshing information.
      • They constantly tune their algorithm to keep their results fresh.
      • New sites are submitted daily, new search engines enter the market and keyword search patterns change.
      • The maintenance process is simply an ongoing search engine optimisation process.
      • Analysing and recording the website statistics will provide the knowledge required to maintain and improve existing levels of traffic.
    • Maintenance
      • Improving positioning
          • Inbound Links
            • Keep an accurate record of inbound links
            • Increase inbound links - from internal and external sources
            • Google has a link tool
          • Competitor Checks
          • Keyword Density
          • Meta Tags
    • SEO Tools
      • Keyword tools
      • Keyword Density Analyzer
        • Measures the density of your sites’ pages and compares them to competitors
      • Keyword Count
        • Free web-based service
      • Keyword Density Analyzer
        • Web based keyword density and word depth calculator
    • SEO Tools
      • Submission software
      • SubmitWolf Pro
        • A submission tool that also incorporates some of the paid inclusion engines. It is country specific.
      • WebPosition
        • Submits to the major search engines (mainly US specific). Optimisation tips and ranking.
      • Dynamic Submission 2000
        • Submission tool with optimization tips and ranking – it also allows submission to different countries.
    • SEO Tools
      • Ranking software
        • WebRank This is an online-based ranking service
        • AgentWebRanking
        • This ranks a variety of major US and European and Australian search engines.
    • SEO Tools
      • Link analysis software
        • Optilink
        • This will analyse the current links pointing to a website and suggest changes.
        • Maxametric
    • Current status of Vic Gov Websites
      • Majority have identified keywords
        • but will accept guidance, smaller sites will require assistance
      • Most websites can be entered from any page
      • Most websites have implemented metadata in-line with policy
      • Many websites have submitted in the past, most manually, some using software.
      • All larger sites have statistics package that track traffic - a range of suppliers are used.
      • Most have access to adequate statistics but assistance in what to measure & track is required.
    • Current status of Vic Gov Websites
      • Inbound links low
      • Opportunity for many more internal links across WOVG
      • Metadata policy has been enacted however directories now do not read metadata - therefore not as important for SEO.
    • Charges by search engines
    • Key Recommendations
    • Detailed summary
        • Directory listings
      • Important to be listed in the three main directories (Yahoo, Looksmart and DMOZ) before the crawlers,
      • Then free inclusion crawlers,
      • Finally the paid crawlers.
    • Detailed summary
      • Multimedia Victoria can:
      • Audit which sites are included in the directories,
      • Contact Yahoo and Looksmart to arrange for bulk submission rates,
      • DMOZ via Cheryl Hardy.
      • Site Managers can:
      • Identify keywords - start with Web Wombat,
      • Conduct a competitive analysis for each of the keywords in each of the directories.
    • Link structure
      • Identify and invite websites to link to Victorian Government websites.
        • Link sites across the WOVG.
        • Invite other local, state and federal government sites to link to the relevant Victorian Government sites.
        • Invite other commercial and non-government relevant sites to link.
    • Measure results and maintenance
      • Measure results
      • Implement standard measurement statistics
      • Calculate the current ROI
      • Maintenance
      • Record of inbound links,
      • Follow up on link invitations
      • Record monthly statistics and look for:
        • New keyword opportunities
        • Performance of the main keywords
      • Optimise and resubmit as required.
    • Estimated effort (cost)
      • Next Steps – All Sites WOVG
      • Link analysis
      • Estimated effort for 200 sites: 45 days
      • Training workshops in SEO procedure.
      • Three workshops – 2 monthly (July, Sept, Nov)
        • July - Keywords
        • Sept – Optimisation and Submission
        • Nov – Reporting, measuring ROI and maintenance
      • Estimated effort: 2 Days per workshop
    • Estimated effort (cost)
      • Extra Steps – Channels / Portals
      • Optimisation
      • Identify and categorise keywords for each Channel / Portal site.
      • Insert title, description and meta tags on each unique web page.
      • Identify other Government sites and non commercial sites to exchange links with.
      • Estimated effort for 20 sites: 65 Days
      • Paid Submission
      • Yahoo and Looksmart to target medium level competitive keywords.
      • Approximate Cost: $20,000.00
      • Consider Pay Per Click for Highly competitive keywords
    • Estimated effort (cost)
      • Extra Steps – Department sites
      • Submission
      • Submit each site to DMOZ
      • Submit to Zeal
      • Estimated effort for 9 sites: 4 Days
    • Questions? Contact : http://blog.prestiva.com http://www.prestiva.com/seo/