0
Search Engine
Optimization (SEO)
Prepared by: Larry Stewart
2
Topic Outline
 Introduction
 How Search Engines Work
 SEO Building Blocks
• Keywords
• Crawler
• Links
 SEO Tools
 ...
3
Introduction
4
Definition of Search Engine
Optimization (SEO)1
"Natural," or "organic," search engine
optimization (SEO) is designing, ...
5
SEO
 Iterative process
 Dynamic environment
 Art
 Science
6
Why is it important?
 Internet advertising 1H 2006 : $7.9
Billion2
 Search ranking more site visitors
 Internet user...
7
Variation in Approaches
White Hat
 Abide by terms and conditions set forth by
search engines
Black Hat
 Breaches searc...
8
9
Defining Success (Context)
Search-Friendly (SEO)
• High ranking
• Terms and conditions set by search engines
(Google, Ya...
10
How Search Engines Works
11
Search Engine Operations
1. Gather Content
• Crawler or spider moves recursively
downloading content
2. Builds sophisti...
12
Google Search Placement4
Placement: importance and relevance
 PageRank (importance)
• Counts links
• Weights links
 Q...
13
SEO Optimization
14
SEO Optimization Categories
 Keywords
• Keyword selection and keyword-rich text
 Crawler
• A crawler-friendly site na...
15
Keyword Recommendations1
 Page title: visible HTML text ,“Above the fold”
 Page Size: "100 KB" limit is still is stil...
16
More Keyword
Recommendations5
Meta tags: use but don’t stuff
 <meta name="description" content="Free Web tutorials on ...
17
Crawler-friendly
 Engine spiders are primitive beings
• choose simplicity over complexity
 Goal
• All your web pages ...
18
Suggestions to be Crawler
Friendly5
 Traditional <a href> tag
 Keywords in subfolder names
 Minimize quantity of sub...
19
Avoid or Minimize: May
Negatively Impact Crawler5
 Flash (slow to load and difficult to
navigate)
 Frames
 Java navi...
20
Link Development
Inbound Links Impact PageRank
PageRank (Popularity, importance)
 Number and quality of links pointing...
21
Link Development Tradeoffs
 Advantage
• it is dynamic, cumulative, and difficult to
imitate
 Disadvantage
• takes tim...
22
Link Development Approaches
(White Hat)7
 Quality content to start with
 Cultivate quality link (not quantity)
 Begi...
23
SEO Tools
24
Search Engine Term and
Conditions
 Google
 Yahoo
 MSN Search
25
26
27
28
29
Vendor Tools Example:
Seo Administrator 8
 Ranking monitor: site positioning in for keywords
 Link popularity checker...
30
Black Hat Methods
32
Head of the webspam group at
Google
 Matt Cutts
 Worked on his Ph.D Computer Science
at the University of North Carol...
33
http://www.searchenginegenie.com/seo-blog/images/matt.gif
http://www.searchenginegenie.com
34
Link Exchange Advertisement
35
Keyword Consulting Advertisement
36
Black Hat Terms
 Link Farming: exchanging reciprocal links
 Keyword Stuffing: Hidden text, Stuffing text in every noo...
37
Online Resources
38
Search Engine Standards
Google
http://www.google.com/support/webmasters/bin/answer.py?answer=35769
http://www.google.co...
39
Keyword Tools
Overture tool
http://inventory.overture.com/d/searchinventory/suggestion
Wordtracker tool [recommended]
h...
40
Conclusion and Summary
Website Success
 Search-friendly
 User-friendly
 Persuasive
Search-friendly Optimization comp...
41
Bibliography
1
Thulow, Shari. “What Search Engine Marketing Does Your Site Need?”
Clickz. 15 Nov. 2006 <
http://www.cli...
42
Bibliography
5
Laratro, Joe. “Dos and Don’ts of Search Engine Optimization.”
MoreVisibility. 15 Nov. 2006
<http://www.m...
43
Backup
44
Vendor Tools Example:
Seo Administrator 8
Ranking monitor: monitor web site positioning in the major search
engines for...
45
Black Hat Terms
 Link Farming: exchanging reciprocal links with Web sites in order to
increase search engine optimizat...
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Transcript of "Seo beginners-slide-show"

  1. 1. Search Engine Optimization (SEO) Prepared by: Larry Stewart
  2. 2. 2 Topic Outline  Introduction  How Search Engines Work  SEO Building Blocks • Keywords • Crawler • Links  SEO Tools  Black Hat Methods  Summary and Conclusion
  3. 3. 3 Introduction
  4. 4. 4 Definition of Search Engine Optimization (SEO)1 "Natural," or "organic," search engine optimization (SEO) is designing, writing, and HTML-coding a Web site to maximize the chance its pages will appear at the top of spider-based search engine results for selected keywords and phrases Organic Listings: Listings that search engines do not sell (unlike paid listings)
  5. 5. 5 SEO  Iterative process  Dynamic environment  Art  Science
  6. 6. 6 Why is it important?  Internet advertising 1H 2006 : $7.9 Billion2  Search ranking more site visitors  Internet users tend not to click through  Depends on webs role in your economic model
  7. 7. 7 Variation in Approaches White Hat  Abide by terms and conditions set forth by search engines Black Hat  Breaches search engine terms and conditions  May provide short-term gains  You run the risk of being penalized by search engines
  8. 8. 8
  9. 9. 9 Defining Success (Context) Search-Friendly (SEO) • High ranking • Terms and conditions set by search engines (Google, Yahoo, MSN Search) User-Friendly • Site must satisfy the needs of visitors Persuasive • Profitable for site owner
  10. 10. 10 How Search Engines Works
  11. 11. 11 Search Engine Operations 1. Gather Content • Crawler or spider moves recursively downloading content 2. Builds sophisticate index 3. Individual web searches run against index • Results are retrieved and ordered • PageRank & Relevance
  12. 12. 12 Google Search Placement4 Placement: importance and relevance  PageRank (importance) • Counts links • Weights links  Query matching (relevance) • sophisticated text-matching techniques • examines all aspects of the page's content (and the content of the pages linking to it)
  13. 13. 13 SEO Optimization
  14. 14. 14 SEO Optimization Categories  Keywords • Keyword selection and keyword-rich text  Crawler • A crawler-friendly site navigation scheme  Links • Link popularity
  15. 15. 15 Keyword Recommendations1  Page title: visible HTML text ,“Above the fold”  Page Size: "100 KB" limit is still is still widely held. The optimum page size is 500-3000 words (or 2000 to 20,000 characters)  Be specific  Example: “Apple iPod” verses “iPod” • exact phrase should appear generously throughout your site copy on every page
  16. 16. 16 More Keyword Recommendations5 Meta tags: use but don’t stuff  <meta name="description" content="Free Web tutorials on HTML, CSS, XML, and XHTML"> Alt tags: use for graphics  <IMG src="star.gif" alt=“star logo"> Content is king  Write good content with relevant and important keywords in mind. Geo Targeting  Add geocentric terms to target local areas Domain Names  Use keywords as part of domain name
  17. 17. 17 Crawler-friendly  Engine spiders are primitive beings • choose simplicity over complexity  Goal • All your web pages seen by crawlers • Google: enter in searchbox “allinurl:utexas.edu”
  18. 18. 18 Suggestions to be Crawler Friendly5  Traditional <a href> tag  Keywords in subfolder names  Minimize quantity of subfolders  Cross link relevant terms and phrases within the site  Multiple paths to pages to eliminate orphans
  19. 19. 19 Avoid or Minimize: May Negatively Impact Crawler5  Flash (slow to load and difficult to navigate)  Frames  Java navigation  Session ID to track visitors  exact same Title tags on every page  set to require a cookie when a visitor gets to the page
  20. 20. 20 Link Development Inbound Links Impact PageRank PageRank (Popularity, importance)  Number and quality of links pointing to a website  Measure of usefulness of site
  21. 21. 21 Link Development Tradeoffs  Advantage • it is dynamic, cumulative, and difficult to imitate  Disadvantage • takes time (vs. advertising)
  22. 22. 22 Link Development Approaches (White Hat)7  Quality content to start with  Cultivate quality link (not quantity)  Begin with web directories  Harness online publicity  Use Blogs and forums wisely  Investigate competitors • Understand their strategy • Online publicity, blogs and forums • See inbound links ("link:domain.com" in Google, "linkdomain:domain.com" in Yahoo)
  23. 23. 23 SEO Tools
  24. 24. 24 Search Engine Term and Conditions  Google  Yahoo  MSN Search
  25. 25. 25
  26. 26. 26
  27. 27. 27
  28. 28. 28
  29. 29. 29 Vendor Tools Example: Seo Administrator 8  Ranking monitor: site positioning in for keywords  Link popularity checker: checks inbound links  Site indexation tool: check site indexation  Server Log-analyzer: Administrator log analyzer  PageRank analyzer: analyze competitor sites  Keywords tool: suggestions, associations, competitor analysis  HTML analyzer: dissect html text in the same way that a search engine would (syntax, keyword density)
  30. 30. 30
  31. 31. Black Hat Methods
  32. 32. 32 Head of the webspam group at Google  Matt Cutts  Worked on his Ph.D Computer Science at the University of North Carolina at Chapel Hill. Undergrad Comp Sci and Math (Graduated with M.S.).  Moved into information retrieval after classes from the university's Information and Library Science department
  33. 33. 33 http://www.searchenginegenie.com/seo-blog/images/matt.gif http://www.searchenginegenie.com
  34. 34. 34 Link Exchange Advertisement
  35. 35. 35 Keyword Consulting Advertisement
  36. 36. 36 Black Hat Terms  Link Farming: exchanging reciprocal links  Keyword Stuffing: Hidden text, Stuffing text in every nook and cranny  Cloaking: stealth, deliver different page to a search engine for indexing  Doorway Pages: bridge, jump page, designed to appeal to search engine spiders  Fast meta refresh: used to quickly switch doorway pages to the page the user is supposed to see  Code swapping: swap it on the server with the "real" page once a position has been achieved. also sometimes done to keep others from learning exactly how the page ranked well.  Bait and Switch: loads the page with a popular search words such as sex, travel or antivirus when is irrelevant to site
  37. 37. 37 Online Resources
  38. 38. 38 Search Engine Standards Google http://www.google.com/support/webmasters/bin/answer.py?answer=35769 http://www.google.com/support/webmasters/bin/answer.py?answer=40349&ctx=related Yahoo http://help.yahoo.com/help/us/ysearch/basics/basics-18.html http://help.yahoo.com/help/us/ysearch/basics/basics-17.html http://help.yahoo.com/help/us/ysearch/basics/index.html MSN http://search.msn.com/docs/siteowner.aspx?t=SEARCH_WEBMASTER_REF_GuidelinesforOptimizingSit Web Robots http://www.robotstxt.org/wc/robots.html http://help.yahoo.com/help/us/ysearch/slurp/index.html http://www.google.com/support/webmasters/bin/topic.py?topic=8843
  39. 39. 39 Keyword Tools Overture tool http://inventory.overture.com/d/searchinventory/suggestion Wordtracker tool [recommended] http://our.affiliatetracking.net/wordtracker/a/12246 Google Sandbox Tool https://adwords.google.com/select/main?cmd=KeywordSandbox Espotting Tool http://www.espotting.com/popups/keywordgenbox.asp Related Pages http://www.related-pages.com/adwordskeywords.aspx
  40. 40. 40 Conclusion and Summary Website Success  Search-friendly  User-friendly  Persuasive Search-friendly Optimization components  Keywords  Crawler  Links
  41. 41. 41 Bibliography 1 Thulow, Shari. “What Search Engine Marketing Does Your Site Need?” Clickz. 15 Nov. 2006 < http://www.clickz.com/showPage.html?page=3105241 >. 2 “2006 Second Quarter Results (October 4, 2006) .” Interactive Advertising Bureau. 15 Nov. 2006 < http://www.iab.net/resources/ad_revenue.asp >. 3 “Event Homepage.” Search Engine Strategies 2006 Conference and Exposition. 15 Nov. 2006 <http://www.searchenginestrategies.com/sew/winter06/index.html >. 4 “Our Search: Google Technology.” Google Website. 15 Nov. 2006 < http://www.google.com/technology/index.html >.
  42. 42. 42 Bibliography 5 Laratro, Joe. “Dos and Don’ts of Search Engine Optimization.” MoreVisibility. 15 Nov. 2006 <http://www.morevisibility.com/whitepaper/2006/SEO_Do_and_ Donts_WP.pdf> 6 Thulow, Shari. “Link Development: The Key to Successful SEO ” Clickz. 15 Nov. 2006 <http://www.clickz.com/showPage.html? page=3431741 >. 7 link farming. webopedia. 15 Nov. 2006 <http://www.webopedia.com/TERM/l/link_farming.html>. 8 SSEO Tools. SEO Administrator. <http://www.seoadministrator.com/seo-tools.html> <http://seo-tutorial.seoadministrator.com/>
  43. 43. 43 Backup
  44. 44. 44 Vendor Tools Example: Seo Administrator 8 Ranking monitor: monitor web site positioning in the major search engines for keywords Link popularity checker: checks inbound links across a number of search engines Site indexation tool: check site indexation in Google, Yahoo, MSN and other search engines Server Log-analyzer: Administrator log analyzer automates (Number of unique IP addresses, Number of visitors… ) PageRank analyzer: analyze competitor sites Keywords suggestion tool: Keyword suggestion services, Keyword Associations, search query suggestions, Competitor analysis HTML analyzer: dissect html text in the same way that a search engine would (syntax, keyword density)
  45. 45. 45 Black Hat Terms  Link Farming: exchanging reciprocal links with Web sites in order to increase search engine optimization  Keyword Stuffing: Hidden text, Stuffing text in every nook and cranny  Cloaking: stealth, deliver one page to a search engine for indexing while serving a different page to everyone else.  Doorway Pages: A Web page that is designed to appeal to search engine spiders.  Fast meta refresh: used to quickly switch doorway pages to the page the user is supposed to see  Code swapping: swap it on the server with the "real" page once a position has been achieved. also sometimes done to keep others from learning exactly how the page ranked well.  Bait and Switch: Another technique combines word stuffing with "bait- and-switch," which loads the page with a popular search word such as sex, travel or antivirus, even though the word has nothing to do with the site content.
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