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Search Engine Optimization - 7 Steps to Top Ranking

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    Search Engine Optimization - 7 Steps to Top Ranking Search Engine Optimization - 7 Steps to Top Ranking Presentation Transcript

    • Tutorial – SEO Intranet – Your One-Stop Resource Prepared by: Murali Venkatesh http://www.prestiva.com/seo/ http://blog.prestiva.com Search Engine Optimization: 7 Steps to Top Ranking
    • Know the Difference
      • Search Engines and Directories are different
      • Optimization generally refers to the work you can do for Search Engines
      • Directories, like Yahoo operate under very different guidelines
    • Separating the Two:
      • Directories:
      • Yahoo (likes high quality description, sites that load fast, link popularity and unique functionality)
      • ODP (Open Directory Project) www.dmoz.org
      • LookSmart
      • Search Engines:
      • (slow to register)
      • Google
      • Alta Vista
      • Inktomi
      • AOL
      • Excite
    • What Directories Like:
      • Doorway pages or GIPs will not help
      • Meta tags will not help
      • All sites reviewed by actual people (do not forget to add comments-be polite)
      • Pick the right category to submit to (dig deep into category)
      • Fill in the application carefully (write a good description that is keyword rich and relevant)
      • Make sure your site is “perfect”
    • Optimizing For Search Engines Step One
      • Keyword Research:
      • Single most important step in the process
      • Use tools available ( GoTo free or paid options like www.wordtracker.com )
      • Start very generic (example: furniture)
      • Only optimize for keywords that are applicable and worth your time and effort
      • See “The Art of Keyword Analysis” article on SEO
    • Optimizing For Search Engines Step Two
      • Research Your Competition:
      • If you’ve selected your keywords you know who your competitors for the top spots are
      • Go over their pages to see what they’re doing right
      • Use existing tools like KDA if possible (Keyword Density Analysis)
      • If you can’t figure out how they did it, they’re likely cloaking (more about that later…)
    • Optimizing For Search Engines Step Three
      • Content is Everything:
      • Every page must have a carefully written title
      • Every keyword should get it’s own page of content
      • One or two paragraphs will not cut it
      • Use FAQs or article style to develop keyword rich text
      • Make it compelling – motivate the surfer to do something
    • Optimizing For Search Engines Step Four
      • Developing the Actual Strategies:
      • Most clients will not sacrifice aesthetics for positioning
      • Search engines cannot “read” Flash, java, and other advanced technologies
      • They also penalize tables, intensive graphics, etc
      • If your client’s site uses these you will likely have to use a “work-around” like doorway pages or GIPs
    • Optimizing For Search Engines Step Four
      • Doorway Pages
      • “ Orphan” pages designed to rank well in search engines
      • Each page optimized for it’s own keyword, and in some cases, it’s own search engine
      • Use invisible links from the site so they are not part of the site
      • Be very careful to use different layouts for each doorway page
    • Optimizing For Search Engines Step Four
      • GIPs
      • Pages designed as part of a site, visible through navigation
      • Each page has keyword rich content that adds to the users experience
      • Each page is still optimized for only one main keyword
      • Takes more effort but worth it – search engines much prefer GIPs
    • Optimizing For Search Engines Step Four
      • Submitting GIPs for Development:
      • Remember you are responsible for developing the strategy on each page – production centres only create what you tell them to
      • Consider using an SEO, who will do this for you
      • Search engines read more than just the text on the page – instruct developer how you would like keywords incorporated into headline tags, ALT tags, comment tags, style tags, text links, etc
      • Use the Search Engine Spreadsheet in the SEO Intranet for more ideas on how to incorporate keywords into the different tags
      • Won’t have huge impact, but certainly doesn’t hurt
    • Optimizing For Search Engines Step Five
      • Do Your Submissions Manually
      • Don’t rely on automated software
      • Search engines have “spam trappers” for this
      • Pay attention to how often and how many you submit
      • Note: Submit 1 page per URL a day.
      • Pay attention to which engines will allow you to submit more than one page per site
      • Use the Search Engine Spreadsheet in the SEO Intranet to map out your strategy
    • Optimizing For Search Engines Step Five
      • Submission Order (Personal Recommendations)
      • Yahoo (40%)
      • ODP (free)
      • LookSmart
      • Inktomi**
      • Google (16%)
      • MSN (12%)
      • AOL (9%)
      • Excite (2.8%)
      • Lycos (2.1%)
      • All other majors including Alta Vista, HotBot, etc
    • Optimizing For Search Engines Step Six
      • Monthly Monitoring:
      • Positioning Reports (WebPosition Pro)
      • Traffic Reports (Urchin)
      • Analyse results
      • Be prepared to tweak your strategy
      • Up-sell based on trends and results
    • Optimizing For Search Engines Step Seven
      • Link Popularity:
      • Search engines placing more importance on the popularity of sites based on their links
      • Links must be relevant in order to help
      • Use link request tools in SEO Intranet
    • Don’t Forget The Costs:
      • Keep mandatory costs in mind (like Yahoo)
      • Consider optional costs (like Express services)
      • Make sure you charge for your time
        • Up front fee
        • Monthly maintenance fees
    • Buying the Top Spots:
      • Clients with larger budgets, who need quick results should consider paid placement
      • Paid placement allows you to pay for special placement
      • Almost all search engines offer different paid options
      • Recommended: GoTo, Yahoo Sponsored Link, Google AdWords
    • Final Thoughts:
      • Don’t do anything questionable – it’s just not worth it
      • Phantom Scripting/Cloaking – what it is and what are the dangers
      • Things will continue to change – be prepared to dedicate time to self learning
    • “ Buying a website without search engine optimization is like spending your entire budget on a commercial without buying any air time to show it to the world”
    • Questions? Contact : http://blog.prestiva.com http://www.prestiva.com/seo/