SEO/SEM
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SEO/SEM

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Modern view of what has SEO/SEM become today. ...

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. SEO/SEM
    Miloš Žikić <milos.zikic@gmail.com>
  • 2. SEO?
    Sitemap
    Page Rank
    Crawlers
    SEM
    Inbound Link
    Feed
    CMS
    Site Rank
    Spiders
    Outbound Link
    Google
    PPC
    Metadata
    Bing
    Yahoo
    Robots
    REST
    Keywords
    AdWords
    SEO/SEM - milos.zikic@gmail.com
    2
  • 3. Search Engines
    Excite — 1993
    Yahoo! — 1994
    Web Crawler — 1994
    Lycos — 1994
    Infoseek — 1995
    AltaVista — 1995
    Inktomi — 1996
    Ask Jeeves — 1997
    Google — 1997
    MSN Search — 1998
    SEO/SEM - milos.zikic@gmail.com
    3
  • 4. Search Engine Basics
    Crawling
    process by which bot discovers new and updated pages to be added to the index
    Process:
    List of URLs from previous crawl
    Augment with sitemaps provided by webmasters
    Add in site links to this list
    Indexing
    Serving
    SEO/SEM - milos.zikic@gmail.com
    4
  • 5. SEO Plan
    Target audience
    Prioritize pages
    Site assesment – document current and what is desired
    Site/page tagging
    Meta
    Title
    Description tags
    Page content
    Site links
    Site map
    SEO/SEM - milos.zikic@gmail.com
    5
  • 6. Criteria rank
    Anchor text
    Site popularity
    Link context
    Topical links
    Title tags
    Keywords
    Site language
    Content
    Site maturity
    SEO/SEM - milos.zikic@gmail.com
    6
  • 7. Organic SEO
    Bad things
    Duplicate data
    Hidden data
    Site downtimes
    Cloaking, Gateways, and Doorways
    Keyword Stuffing
    Good
    Good text
    Focused keywords
    Dynamic titles
    Good code
    SEO/SEM - milos.zikic@gmail.com
    7
  • 8. Optimization
    Domain name – keywords, simplicity
    Keyword research – popular words
    Google keyword tool
    Digital Point Keyword Suggestion Tool
    SearchGuild.com Search Term Difficulty Checker
    Keyword Density Analysis - frequency
    SEO/SEM - milos.zikic@gmail.com
    8
  • 9. Optimization
    Optimizing Web Page
    Page Title – each page
    Meta Tags – description
    Anchor text – should contain keywords
    Page Header tags – h1, h2 etc..
    Folder Name – page folder name (domain/keyword)
    Page Content
    Page URL – good name (domain/category/productname.html)
    Table summary
    <caption><em>Characteristics of Geeks</em></caption>
    Acronym and abbreviation tags
    <acronym title=”Search Engine Optimization”>SEO</acronym>
    <abbr title=”United States of America”>USA</abbr>
    Optimizing Your Images Image "alt" Text
    Image File Name
    Image Folder Name
    Alt tags
    <img width=”100”height=”100”src=”monalisa.jpg”alt=”Mona Lisa”>
    SEO/SEM - milos.zikic@gmail.com
    9
  • 10. Optimization
    URL Rewriting
    Mod_Rewrite
    Bad:
    http://www.yoursite.com/o/ASIN/B00023K9TC/ref=s9_asin_title_1-1966_p/102-8946296-020168?pf_rd_m=ATVPDKIKX0DER&pf_rd_s=center-1&pf_rd_r=1A562KV3VPEPKDF3Z65D&pf_rd_t=101&pfrd_p=291577501&pf_rd_i=507846
    Better:
    http://www.yoursite.com/products/necklace/shells/id=507846_red_scallop
    Handling Session IDs
    Problems with SIDs
    SEO/SEM - milos.zikic@gmail.com
    10
  • 11. Page Redirects
    301
    Permanent redirect
    Original page removed within few weeks
    302
    Temporary redirect
    Doesn’t update original urls
    404
    Error page
    SEO/SEM - milos.zikic@gmail.com
    11
  • 12. Links
    Inbound links
    Acquired by:
    Requests
    Writing articles
    Blogging
    Press releases
    Affiliate
    PPC and Paid links
    Linking to yourself
    Link management services (eg. http://www.linkmachine.net)
    Outbound links
    Relevant links
    No overuse
    Keyword links
    Watch what are you linking
    No pages with just links
    Monitor links and remove broken ones
    Cross-linking
    Link farms – should be avoided
    Internal linking, breadcrumbs
    SEO/SEM - milos.zikic@gmail.com
    12
  • 13. Further on
    XHTML validation - http://validator.w3.org/
    Make clean XHTML output
    Include JS
    <script type="text/javascript" src="abc.js"></script>
    Use CSS
    Do not use deprecated tags
    Check page with Lynx
    SEO/SEM - milos.zikic@gmail.com
    13
  • 14. PageRank & SiteRank
    Scale 0-10
    Not linear
    Difference between 5-6 much bigger then 4-5
    PageRank != SiteRank
    Make sites for humans not search bots
    SEO/SEM - milos.zikic@gmail.com
    14
  • 15. Robots, spiders, crawlers
    Robots.txt
    User-agent: *
    Disallow: /tmp/
    Meta tag:
    <meta name=”robots” content=”index,nofollow”>
    SEO/SEM - milos.zikic@gmail.com
    15
  • 16. XML SiteMap
    <?xml version=”1.0” encoding=”UTF-8”?>
    <urlset xmlns=”http://www.sitemaps.org/schemas/sitemap/0.9”>
    <url>
    <loc>http://www.example.com/</loc>
    <lastmod>2005-01-01</lastmod>
    <changefreq>monthly</changefreq>
    <priority>0.8</priority>
    </url>
    <url>
    <loc>http://www.example.com/catalog?item=12&desc=vacation_hawaii</loc>
    <changefreq>weekly</changefreq>
    </url>
    <url>
    <loc>http://www.example.com/catalog?item=73&desc=vacation_new_zealand</loc>
    <lastmod>2004-12-23</lastmod>
    <changefreq>weekly</changefreq>
    </url>
    <url>
    <loc>http://www.example.com/catalog?item=74&desc=vacation_newfoundland</loc>
    <lastmod>2004-12-23T18:00:15+00:00</lastmod>
    <priority>0.3</priority>
    </url>
    </urlset>
    Add to robots.txt:
    Sitemap: <sitemap_http://www.example.com/sitemap.xml>
    SEO/SEM - milos.zikic@gmail.com
    16
  • 17. Multiple SiteMaps
    <?xml version=”1.0” encoding=”UTF-8”?>
    <sitemapindex xmlns=”http://www.sitemaps.org/schemas/sitemap/0.9”>
    <sitemap>
    <loc>http://www.example.com/sitemap1.xml.gz</loc>
    <lastmod>2008-10-01T18:23:17+00:00</lastmod>
    </sitemap>
    <sitemap>
    <loc>http://www.example.com/sitemap2.xml.gz</loc>
    <lastmod>2009-01-01</lastmod>
    </sitemap>
    </sitemapindex>
    Limits:
    50,000 URLs and 10 MB per map
    no more than 1,000 site maps
    SEO/SEM - milos.zikic@gmail.com
    17
  • 18. Social Media Strategies
    Increase likability
    Make tagging and bookmarking easy
    Reward inbound links (eg. blogroll)
    Make content travel (eg. pdf, video)
    Encourage mashups
    Be a user resource
    Reward helpful
    Create content
    Participate
    Be real
    SEO/SEM - milos.zikic@gmail.com
    18
  • 19. SEO Timeline
    Can not happen overnight
    Analyze analyzeanalyze
    Change strategy if required
    Monitor the competition
    Process never ends :)
    SEO/SEM - milos.zikic@gmail.com
    19
  • 20. Services
    Webmaster
    Google Webmaster Tools
    Yahoo Site Explorer
    Bing Webmaster Center
    4 developers
    Firebug
    YSlow
    IE Dev Toolbar
    Cross-Browser testing (eg. http://browsershots.org/)
    SEO/SEM - milos.zikic@gmail.com
    20
  • 21. Questions
    ?
    SEO/SEM - milos.zikic@gmail.com
    21