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Modern view of what has SEO/SEM become today.

Concepts behind new media presentations and marketing as well as an overview on social media services.

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  1. 1. SEO/SEM<br />Miloš Žikić &lt;;<br />
  2. 2. SEO?<br />Sitemap<br />Page Rank<br />Crawlers<br />SEM<br />Inbound Link<br />Feed<br />CMS<br />Site Rank<br />Spiders<br />Outbound Link<br />Google<br />PPC<br />Metadata<br />Bing<br />Yahoo<br />Robots<br />REST<br />Keywords<br />AdWords<br />SEO/SEM -<br />2<br />
  3. 3. Search Engines<br />Excite — 1993<br />Yahoo! — 1994<br />Web Crawler — 1994<br />Lycos — 1994<br />Infoseek — 1995<br />AltaVista — 1995<br />Inktomi — 1996<br />Ask Jeeves — 1997<br />Google — 1997<br />MSN Search — 1998<br />SEO/SEM -<br />3<br />
  4. 4. Search Engine Basics<br />Crawling<br />process by which bot discovers new and updated pages to be added to the index<br />Process:<br />List of URLs from previous crawl<br />Augment with sitemaps provided by webmasters<br />Add in site links to this list<br />Indexing<br />Serving<br />SEO/SEM -<br />4<br />
  5. 5. SEO Plan<br />Target audience<br />Prioritize pages<br />Site assesment – document current and what is desired<br />Site/page tagging<br />Meta<br />Title<br />Description tags<br />Page content<br />Site links<br />Site map<br />SEO/SEM -<br />5<br />
  6. 6. Criteria rank<br />Anchor text<br />Site popularity<br />Link context<br />Topical links<br />Title tags<br />Keywords<br />Site language<br />Content<br />Site maturity<br />SEO/SEM -<br />6<br />
  7. 7. Organic SEO<br />Bad things<br />Duplicate data<br />Hidden data<br />Site downtimes<br />Cloaking, Gateways, and Doorways<br />Keyword Stuffing<br />Good<br />Good text<br />Focused keywords<br />Dynamic titles<br />Good code<br />SEO/SEM -<br />7<br />
  8. 8. Optimization<br />Domain name – keywords, simplicity<br />Keyword research – popular words<br />Google keyword tool<br />Digital Point Keyword Suggestion Tool<br /> Search Term Difficulty Checker<br />Keyword Density Analysis - frequency<br />SEO/SEM -<br />8<br />
  9. 9. Optimization<br />Optimizing Web Page <br />Page Title – each page<br />Meta Tags – description<br />Anchor text – should contain keywords<br />Page Header tags – h1, h2 etc..<br />Folder Name – page folder name (domain/keyword)<br />Page Content <br />Page URL – good name (domain/category/productname.html)<br />Table summary<br />&lt;caption&gt;&lt;em&gt;Characteristics of Geeks&lt;/em&gt;&lt;/caption&gt;<br />Acronym and abbreviation tags<br />&lt;acronym title=”Search Engine Optimization”&gt;SEO&lt;/acronym&gt;<br />&lt;abbr title=”United States of America”&gt;USA&lt;/abbr&gt;<br />Optimizing Your Images Image &quot;alt&quot; Text <br />Image File Name <br />Image Folder Name <br />Alt tags<br />&lt;img width=”100”height=”100”src=”monalisa.jpg”alt=”Mona Lisa”&gt;<br />SEO/SEM -<br />9<br />
  10. 10. Optimization<br />URL Rewriting <br />Mod_Rewrite<br />Bad:<br /><br />Better:<br /><br />Handling Session IDs <br />Problems with SIDs <br />SEO/SEM -<br />10<br />
  11. 11. Page Redirects<br />301<br />Permanent redirect<br />Original page removed within few weeks<br />302<br />Temporary redirect<br />Doesn’t update original urls<br />404<br />Error page<br />SEO/SEM -<br />11<br />
  12. 12. Links<br />Inbound links<br />Acquired by:<br />Requests<br />Writing articles<br />Blogging<br />Press releases<br />Affiliate<br />PPC and Paid links<br />Linking to yourself<br />Link management services (eg.<br />Outbound links<br />Relevant links<br />No overuse<br />Keyword links<br />Watch what are you linking<br />No pages with just links<br />Monitor links and remove broken ones<br />Cross-linking<br />Link farms – should be avoided<br />Internal linking, breadcrumbs <br />SEO/SEM -<br />12<br />
  13. 13. Further on<br />XHTML validation -<br />Make clean XHTML output<br />Include JS <br />&lt;script type=&quot;text/javascript&quot; src=&quot;abc.js&quot;&gt;&lt;/script&gt;<br />Use CSS<br />Do not use deprecated tags<br />Check page with Lynx<br />SEO/SEM -<br />13<br />
  14. 14. PageRank & SiteRank<br />Scale 0-10 <br />Not linear<br />Difference between 5-6 much bigger then 4-5<br />PageRank != SiteRank<br />Make sites for humans not search bots<br />SEO/SEM -<br />14<br />
  15. 15. Robots, spiders, crawlers<br />Robots.txt<br />User-agent: *<br />Disallow: /tmp/<br />Meta tag:<br /> &lt;meta name=”robots” content=”index,nofollow”&gt;<br />SEO/SEM -<br />15<br />
  16. 16. XML SiteMap<br />&lt;?xml version=”1.0” encoding=”UTF-8”?&gt;<br />&lt;urlset xmlns=””&gt;<br />&lt;url&gt;<br />&lt;loc&gt;;/loc&gt;<br />&lt;lastmod&gt;2005-01-01&lt;/lastmod&gt;<br />&lt;changefreq&gt;monthly&lt;/changefreq&gt;<br />&lt;priority&gt;0.8&lt;/priority&gt;<br />&lt;/url&gt;<br />&lt;url&gt;<br />&lt;loc&gt;;desc=vacation_hawaii&lt;/loc&gt;<br />&lt;changefreq&gt;weekly&lt;/changefreq&gt;<br />&lt;/url&gt;<br />&lt;url&gt;<br />&lt;loc&gt;;desc=vacation_new_zealand&lt;/loc&gt;<br />&lt;lastmod&gt;2004-12-23&lt;/lastmod&gt;<br />&lt;changefreq&gt;weekly&lt;/changefreq&gt;<br />&lt;/url&gt;<br />&lt;url&gt;<br />&lt;loc&gt;;desc=vacation_newfoundland&lt;/loc&gt;<br />&lt;lastmod&gt;2004-12-23T18:00:15+00:00&lt;/lastmod&gt;<br />&lt;priority&gt;0.3&lt;/priority&gt;<br />&lt;/url&gt;<br />&lt;/urlset&gt;<br />Add to robots.txt:<br />Sitemap: &lt;sitemap_;<br />SEO/SEM -<br />16<br />
  17. 17. Multiple SiteMaps<br />&lt;?xml version=”1.0” encoding=”UTF-8”?&gt;<br />&lt;sitemapindex xmlns=””&gt;<br />&lt;sitemap&gt;<br />&lt;loc&gt;;/loc&gt;<br />&lt;lastmod&gt;2008-10-01T18:23:17+00:00&lt;/lastmod&gt;<br />&lt;/sitemap&gt;<br />&lt;sitemap&gt;<br />&lt;loc&gt;;/loc&gt;<br />&lt;lastmod&gt;2009-01-01&lt;/lastmod&gt;<br />&lt;/sitemap&gt;<br />&lt;/sitemapindex&gt;<br />Limits:<br />50,000 URLs and 10 MB per map<br />no more than 1,000 site maps<br />SEO/SEM -<br />17<br />
  18. 18. Social Media Strategies<br />Increase likability<br />Make tagging and bookmarking easy<br />Reward inbound links (eg. blogroll)<br />Make content travel (eg. pdf, video)<br />Encourage mashups<br />Be a user resource<br />Reward helpful<br />Create content<br />Participate<br />Be real<br />SEO/SEM -<br />18<br />
  19. 19. SEO Timeline<br />Can not happen overnight<br />Analyze analyzeanalyze<br />Change strategy if required<br />Monitor the competition<br />Process never ends :)<br />SEO/SEM -<br />19<br />
  20. 20. Services<br />Webmaster<br />Google Webmaster Tools<br />Yahoo Site Explorer<br />Bing Webmaster Center<br />4 developers<br />Firebug<br />YSlow<br />IE Dev Toolbar<br />Cross-Browser testing (eg.<br />SEO/SEM -<br />20<br />
  21. 21. Questions<br />?<br />SEO/SEM -<br />21<br />
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