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  • 1. Search Engine OptimizationAn introduction tooptimizing your website for best possiblesearch engineresults. 1
  • 2. Search Engine OptimizationPresented by:NARINDER SINGHMCA 580103218042 2
  • 3. Presentation Overview Search Engine Basics Why Optimize? Key Concepts Optimization Content Management Systems Summary Resources 3
  • 4. Search Engine Basics 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. 4
  • 5. Search Engine Basics 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 engines "index". 5
  • 6. Search Engine Basics 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. 6
  • 7. Search Engine Basics Ranking results: Once the search engine has determined which results are a match for the query, the engines 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. 7
  • 8. Search Engine Basics Directories: Human edited search indexes o Yahoo Directory! o DMOZ = The Open Directory Project www.dmoz.org 8
  • 9. Search Engine Basics Search Engine Results Pages (SERPs) o Organic: Results based on content and keyword relevancy (as per algorithm) o Paid Placement (PPC):  Google AdWords  Yahoo! Search Marketing (YSM) 9
  • 10. Search Engine ResultsPages Paid Placement Results Organic Results 10
  • 11. Why Optimize? Web Search as a navigational tool o On average, 45% of visitor traffic through Utah.edu use the search engine to navigate. o 72% of searchers stop with the top ten search results, and 90% stop with the top 30. 11
  • 12. How much is too much? Competition for keywords Evaluating page rank o Baseline o Ongoing 12
  • 13. Evaluating page rank Page rank calculation tools o Google Toolbar o www.faganfinder.com/urlinfo/ o www.alexa.com Frequent queries o Web traffic analysis o U Web Resources 13
  • 14. Key Concepts Target audience o Keyword choices o Directory submission 14
  • 15. Key Concepts Conversion  Web site user doing what you intended them to do • Sales • Course registration • Forms & downloads • Page views Conversion paths and funnels 15
  • 16. Key Concepts Search-friendly Usability o Home Page vs. Landing pages o Top-down vs. Shallow-wide design 16
  • 17. Top-down design HOME 17
  • 18. Shallow-wide designHOME 18
  • 19. Key Concepts Persistent Navigation o Orients visitor to site o Provides spiders pathway through site 19
  • 20. Key Concepts Accessibility o Flash o Javascript o SSL – authentication o Firewalls and closed ports o Databases & query string URLs o Forms 20
  • 21. Key Concepts Site Maps Non-HTML Documents o MS Word, Excel, PowerPoint, PDF 21
  • 22. Key Concepts Canonical URLs o http://ptu.edu o http://www.ptu.edu Redirects o 301 server redirect o Meta-refresh page redirect 22
  • 23. 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 23
  • 24. Optimization Get indexed o Register URL with University Webmaster o Submit URL to directories 24
  • 25. Optimization Meta-data<html> <head> <title>The University of Utah</title> <meta name="description" content="Founded on February 28, 1850, The University of Utah offers 75 undergraduate degree programs, more than 50 teaching majors and minors, and 96 graduate majors."> <meta name="keywords" content="University of Utah, UU, Utes, Utah, Salt Lake City, university, universities, colleges, higher education, academic, research, admissions"> 25
  • 26. Optimization Meta-data o HTML Page Title  Number one optimization factor  Included in results display  Unique title for each landing page 26
  • 27. Optimization Meta-data o Meta-description tag o 50% weight of HTML Title in Ultraseek o Included in Ultraseek results display o Less weight given by Google o Rarely used in Google results display 27
  • 28. Optimization Meta-data o Meta-keywords tag  Equal to meta-description tag in Ultraseek  Ignored by Google  Common misspellings 28
  • 29. Optimization Meta-data o Image alt-tags o H1 tags o Body text 29
  • 30. Optimization Relative weight given HTML tags by U of U Ultraseek Search Engine 30
  • 31. Optimization Popularity o Inbound links o Remote anchor links & text o Anchor link – http://www.url.com o Anchor text – words used in link 31
  • 32. Optimization Popularity o Inbound links o Remote anchor links & text o Googlebombing When a web page places high in search engine results due to frequent anchor links using rude or insulting keywords. 32
  • 33. How/What to Optimize Popularity  Inbound links  googlebombing 33
  • 34. How/What to Optimize Popularity  Inbound links  googlebombing 34
  • 35. Optimization Reliability o .edu and .gov domains o Domain age 35
  • 36. Black Hat SEO Black Hat SEO: Unscrupulous or deceptive optimization practices intended to spam users or compete unfairly o Invisible text o Keyword stuffing o Duplicate pages o Domain cloaking: serving different content to search engine robots than to human visitors o Link farms 36
  • 37. Optimization Spam Detection Threshold: The number of repeating keywords required for U of U Ultraseek search engine to penalize for spamming 37
  • 38. Content ManagementSystems Dynamic URLs o Querystring enabled o Consistent, crawl-able URLs Cookies and session IDs 38
  • 39. Summary Accessible pages Think landing pages Unique HTML page title for every landing page Content relevant keywords Avoid Black Hat SEO 39
  • 40. Resources www.seamoz.org www.searchenginewatch.com “The ABC of SEO” David George 40
  • 41. Search Engine Optimization THANK YOU! 41