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  • 1. WEB DESIGN APPLICATIONS SEO Search engine optimization
  • 2.  What is a Search Engine?  Examples of popular Search Engines  Why is Search Engine marketing important?  What is a SEO/SEM?  SEO strategy  Ranking factors
  • 3.  Refers to the process of “optimizing” both the on-page and off-page ranking factors in order to achieve high search engine  what you see on the web page  complete URL, the domain name, the page name, the page name extension  SEO is the act of modifying a website to increase its ranking in organic (vs paid), crawler-based listings of search engines
  • 4.  Optimization generally refers to the work you can do for Search Engines  Directories, like Yahoo operate under very different guidelines
  • 5.  SEM is the act of marketing a website via search engines by purchasing paid listings  Paid lisitng [google > ipl]
  • 6.  These are listings that search engines sell to advertisers, usually through paid placement  In contrast, organic listings are not sold  Paid placement allows you to pay for special placement  Recommended: Yahoo Sponsored Link, Google AdWords
  • 7.  Includes:  Search Engine Optimization  Search engine optimization (SEO) - no cost per click  Paid Inclusion  Pay Per Click (PPC)
  • 8. SEO SEM/PPC Pros • Free (not including resources) • Searchers click on organic search results more often than paid PPC links • Excellent at creating awareness quickly • quick search Cons • Time consuming • Takes longer to see results • Can be pricey ($25-$100,000 a month) • Must be managed constantly (daily/weekly)
  • 9.  Drive customers to your website  Increase sales leads from customers looking for their products and services  Build your brand online  Increase profile against your competitors  Target a global audience via international search engines
  • 10.  A spider or crawler which is a component of a SE gathers listings by automatically "crawling" the web  The spider follows links to web pages, makes copies of the pages and stores them in the SE’s index  Based on this data, the SE then indexes the pages and ranks the websites  Major SEs that index pages using spiders: Google, Altavista, Msn, Aol, lycos
  • 11.  Choose a domain name that will increase your search engine ranking. How?  Simple, short, no hyphens, no numbers
  • 12.  How to increase links:  good content  good outbound/inbound links  target a list of sites from which you can request inbound links  The link’s anchor text is very important  Should contain relevant keywords
  • 13. Glacier Bay Highlights - Alaskan Glacier Bay Cruise Save up to $300 per cabin - ends 3/31/08! This Alaskan Glacier Bay cruise itinerary is a perfect shorter getaway cruise in the beautiful remote wilderness of Alaska's ... www.sunstonetours.com/alaska/itins/cw_GlacierBayHighlights.asp - 32k - Cached - Similar pages <title>Glacier Bay Highlights - Alaskan Glacier Bay Cruise</title> <meta name="description" content="Save up to $300 per cabin - ends 3/31/08! This Alaskan Glacier Bay cruise itinerary is a perfect shorter getaway cruise in the beautiful remote wilderness of Alaska's Inside Passage. Experience the true meaning of wonder in the soaring sanctuary of Glacier Bay National Park."> =
  • 14.  Include primary or supporting keywords in your highest heading tag (<h1>)  Place supporting keywords in these heading tags  <h2> … <h6>  Use CSS to format the look of standard HTML headings
  • 15.  Emphasize text & keywords to show search engines & users that “this is important” to the theme of the page.  Use <strong> for bold  Use <em> for emphasize  Do not use <b> or <i> (outdated/obsolete)  Only emphasize short segments of words (1-4 words)
  • 16.  Give your images descriptive filename  Use the alt attribute to provide information about the image  Short description of image  Include keywords where it makes sense
  • 17.  keywords are words that appear the most in a page used by searchers to find information  Best don’t use comma to separate  at least 100 words
  • 18.  Known keywords  Ask the client  Ask the customers  Check the current server logs or analytics tool  Check the site search logs  Competitor’s keywords  Look at the words in the <title> tag / browser bar  View source to view their META keywords
  • 19.  Always include variations of keywords  Plurals (widgets, churches)  Synonyms (cruise, sail, journey, tour)  Stems (fish, fishing)  International spelling differences (Harbor /Harbour)
  • 20.  Online Tools  Created for PPC, used for SEO as well  Tools  Google Adwords Keywords Tool  Trellian (free trial)  WordTracker (free trial)  SEOBook SEOTool Keyword Suggestion Tool  Use multiple tools to cross-check & validate findings in other tools
  • 21.  The first thing that a search engine displays on a search return  Every single web page should have its own title tag - you can use up to 65 characters eg Ebay http://www.ebay.com/
  • 22.  Code example: <title>Rubber Widgets – Largest Selection of Rubber Widgets</title> Dreamweaver :
  • 23.  Meta tags placed in <head> portion of page  Meta description tagsVariations: • <meta name=“robots" content=“index,follow" /> • <meta name=“robots" content=“noindex,nofollow" /> • <meta name=“robots" content=“noindex,follow" /> • <meta name=“robots" content=“index,nofollow" />
  • 24.  A short description  Include keywords in your alt tags
  • 25.  Submit your website to SEs for indexing  Submit your site to search engine directories, directory sites and portal sites  indexing takes 1 wk to 3 months
  • 26.  Altavista http://addurl.altavista.com/sites/addurl/newurl (Search engines that also use this database - Looksmart)  The Open Directory Project (DMOZ) http://dmoz.org/add.html (Search engines that also use this database - Ask Jeeves, Lycos, Netscape )  Fast http://www.alltheweb.com/add_url.php (Search engines that also use this database - Lycos)
  • 27.  Google http://www.google.com/addurl.html (Search engines that also use this database - Yahoo)  Inktomi http://submitit.bcentral.com/msnsubmit.htm (Search engines that also use this database - AOL, Excite, MSN, Overture)  MSN http://submitit.bcentral.com/msnsubmit.htm  Yahoo http://docs.yahoo.com/info/suggest
  • 28.  Flash and shockwave - spiders do not pick up these files  Image only sites - spiders do not pick up images  Image maps - spiders cannot read image maps.
  • 29.  Frames - only one page can be titled (titling is critical in search rankings)  If the spider cannot read the complete page (because of the frames), it will not be indexed properly.  Some spiders may not even read a frames web site  Password protected pages – spiders cannot enter password protected pages
  • 30.  PDF files - can be problematic for spiders.  Dynamic pages - spiders cannot index some content on pages using ASP, CGI or other dynamic languages.  Drop down menus – spiders cannot read them
  • 31. Search Engine Relationships  Bruce Clay’s Search Engine Relationship Chart Keyword Tools (online)  Google AdWords: Keyword Tool  Trellian Keyword Discovery  Wordtracker  SEOBook SEOTools Keyword Suggestion Tool Keyword Tools (client-based)  Web CEO
  • 32. Analytics Google Analytics (Web-based - Free) Stat Counter (Web-based - Free) Mint (Web-based - Fee) Omniture (Web-based - Fee) Webtrends (Web-based – Fee) Monitoring Web CEO (Client-based – Trial/Fee) SEO Tool Rank Checker (Web-based – Free/Fee) SEO for Firefox (Browser-based) Google Toolbar (Browser-based)
  • 33. Books  Search Engine Marketing – Mike Moran & Bill Hunt  Search Engine Optimization for Dummies – Peter Kent  Building Findable Websites – Aaron Walter  Search Marketing Strategies – James Colborn  Web Analytics Demystified – Eric Peterson  Web Metrics – Jim Sterne  The Online Copywriter’s Handbook – Robert Bly
  • 34. Web Sites Search Engine Land SEOmoz Web Engine Watch Podcasts (search for these in iTunes or Google) Daily SearchCast SEO 101 Online Courses Lynda.com – Search Engine Optimization