Search Engine  OptimizationAn introduction tooptimizing your website for best possiblesearch engineresults.               ...
Search Engine  OptimizationPresented by:NARINDER SINGHMCA 580103218042                 2
Presentation Overview   Search Engine Basics   Why Optimize?   Key Concepts   Optimization   Content Management Syste...
Search Engine Basics   Crawling the web: Search engines run    automated programs, called “robots" or    "spiders", that ...
Search Engine Basics   Indexing documents: Once a page has    been crawled, its contents can be    "indexed" - stored in ...
Search Engine Basics   Processing queries: When a request for    information comes into the search engine,    the engine ...
Search Engine Basics   Ranking results: Once the search    engine has determined which results are    a match for the que...
Search Engine Basics   Directories:    Human edited search indexes    o Yahoo Directory!    o DMOZ = The Open Directory P...
Search Engine Basics   Search Engine Results Pages (SERPs)    o   Organic: Results based on content and        keyword re...
Search Engine ResultsPages             Paid Placement                 Results                   Organic                   ...
Why Optimize?   Web Search as a navigational tool    o   On average, 45% of visitor traffic        through Utah.edu use t...
How much is too much? Competition for keywords Evaluating page rank    o   Baseline    o   Ongoing                      ...
Evaluating page rank   Page rank calculation tools    o   Google Toolbar    o   www.faganfinder.com/urlinfo/    o   www.a...
Key Concepts   Target audience    o   Keyword choices    o   Directory submission                               14
Key Concepts   Conversion       Web site user doing what you intended them        to do         • Sales         • Course...
Key Concepts   Search-friendly Usability    o   Home Page vs. Landing pages    o   Top-down vs. Shallow-wide design      ...
Top-down design          HOME                  17
Shallow-wide designHOME                      18
Key Concepts   Persistent Navigation    o   Orients visitor to site    o   Provides spiders pathway through site         ...
Key Concepts   Accessibility    o   Flash    o   Javascript    o   SSL – authentication    o   Firewalls and closed ports...
Key Concepts Site Maps Non-HTML Documents    o   MS Word, Excel, PowerPoint, PDF                                        ...
Key Concepts   Canonical URLs    o   http://ptu.edu    o   http://www.ptu.edu   Redirects    o   301 server redirect    ...
Key Concepts   Robots.txt file       Decides which robots to allow in and        which to exclude        • Site wide    ...
Optimization   Get indexed    o   Register URL with University        Webmaster    o   Submit URL to directories         ...
Optimization   Meta-data<html> <head>  <title>The University of Utah</title>  <meta name="description" content="Founded o...
Optimization   Meta-data    o   HTML Page Title         Number one optimization factor         Included in results disp...
Optimization   Meta-data    o   Meta-description tag        o 50% weight of HTML Title in Ultraseek        o Included in ...
Optimization   Meta-data    o   Meta-keywords tag         Equal to meta-description tag in Ultraseek         Ignored by...
Optimization   Meta-data    o   Image alt-tags    o   H1 tags    o   Body text                         29
Optimization  Relative weight given HTML tags  by U of U Ultraseek Search Engine                                      30
Optimization   Popularity    o   Inbound links    o   Remote anchor links & text        o Anchor link – http://www.url.co...
Optimization   Popularity    o   Inbound links    o   Remote anchor links & text    o   Googlebombing        When a web p...
How/What to Optimize   Popularity     Inbound links     googlebombing                       33
How/What to Optimize   Popularity     Inbound links     googlebombing                       34
Optimization   Reliability    o   .edu and .gov domains    o   Domain age                                35
Black Hat SEO   Black Hat SEO:    Unscrupulous or deceptive optimization    practices intended to spam users or    compet...
Optimization               Spam Detection Threshold:               The number of repeating               keywords required...
Content ManagementSystems   Dynamic URLs    o   Querystring enabled    o   Consistent, crawl-able URLs   Cookies and ses...
Summary Accessible pages Think landing pages Unique HTML page title for every  landing page Content relevant keywords...
Resources www.seamoz.org www.searchenginewatch.com “The ABC of SEO” David George                                  40
Search Engine Optimization  THANK YOU!            41
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  1. 1. Search Engine OptimizationAn introduction tooptimizing your website for best possiblesearch engineresults. 1
  2. 2. Search Engine OptimizationPresented by:NARINDER SINGHMCA 580103218042 2
  3. 3. Presentation Overview Search Engine Basics Why Optimize? Key Concepts Optimization Content Management Systems Summary Resources 3
  4. 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. 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. 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. 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. 8. Search Engine Basics Directories: Human edited search indexes o Yahoo Directory! o DMOZ = The Open Directory Project www.dmoz.org 8
  9. 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. 10. Search Engine ResultsPages Paid Placement Results Organic Results 10
  11. 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. 12. How much is too much? Competition for keywords Evaluating page rank o Baseline o Ongoing 12
  13. 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. 14. Key Concepts Target audience o Keyword choices o Directory submission 14
  15. 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. 16. Key Concepts Search-friendly Usability o Home Page vs. Landing pages o Top-down vs. Shallow-wide design 16
  17. 17. Top-down design HOME 17
  18. 18. Shallow-wide designHOME 18
  19. 19. Key Concepts Persistent Navigation o Orients visitor to site o Provides spiders pathway through site 19
  20. 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. 21. Key Concepts Site Maps Non-HTML Documents o MS Word, Excel, PowerPoint, PDF 21
  22. 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. 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. 24. Optimization Get indexed o Register URL with University Webmaster o Submit URL to directories 24
  25. 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. 26. Optimization Meta-data o HTML Page Title  Number one optimization factor  Included in results display  Unique title for each landing page 26
  27. 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. 28. Optimization Meta-data o Meta-keywords tag  Equal to meta-description tag in Ultraseek  Ignored by Google  Common misspellings 28
  29. 29. Optimization Meta-data o Image alt-tags o H1 tags o Body text 29
  30. 30. Optimization Relative weight given HTML tags by U of U Ultraseek Search Engine 30
  31. 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. 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. 33. How/What to Optimize Popularity  Inbound links  googlebombing 33
  34. 34. How/What to Optimize Popularity  Inbound links  googlebombing 34
  35. 35. Optimization Reliability o .edu and .gov domains o Domain age 35
  36. 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. 37. Optimization Spam Detection Threshold: The number of repeating keywords required for U of U Ultraseek search engine to penalize for spamming 37
  38. 38. Content ManagementSystems Dynamic URLs o Querystring enabled o Consistent, crawl-able URLs Cookies and session IDs 38
  39. 39. Summary Accessible pages Think landing pages Unique HTML page title for every landing page Content relevant keywords Avoid Black Hat SEO 39
  40. 40. Resources www.seamoz.org www.searchenginewatch.com “The ABC of SEO” David George 40
  41. 41. Search Engine Optimization THANK YOU! 41
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