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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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    SEO/SEM SEO/SEM Presentation Transcript

    • SEO/SEM
      Miloš Žikić <milos.zikic@gmail.com>
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • Robots, spiders, crawlers
      Robots.txt
      User-agent: *
      Disallow: /tmp/
      Meta tag:
      <meta name=”robots” content=”index,nofollow”>
      SEO/SEM - milos.zikic@gmail.com
      15
    • 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
    • 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
    • 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
    • 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
    • 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
    • Questions
      ?
      SEO/SEM - milos.zikic@gmail.com
      21