Search Engine  OptimizationAn introduction tooptimizing your website for best possiblesearch engineresults.               ...
Presentation Overview   Search Engine Basics   Market Share   Why Optimize?   Ways to Optimize                        ...
What is Search Engine   It is a program that searches    documents for specified keywords    and returns a list of the do...
Search Engine Basics   Crawling the web: Search engines run    automated programs, called “robots" or    "spiders", that ...
Search Engine Basics   Indexing documents: Once a page has    been crawled, its contents can be    "indexed" - stored in ...
Search Engine Basics   Processing queries: When a request for    information comes into the search engine,    the engine ...
Search Engine Basics   Ranking results: Once the search    engine has determined which results are    a match for the que...
Popular Search Engines                         8
100 Billion Searches   Each Month!                  9
10
11
Search Engine Statistics   Google – 41.6%   Yahoo – 31.5%   MSN – 27.4%   AOL – 13.6%   Ask Jeeves – 7.0%            ...
Click-Through Rates                      13
Search Engine Basics   Search Engine Results Pages (SERPs)    o   Organic: Results based on content and        keyword re...
Search Engine ResultsPages             Paid Placement                 Results                   Organic                   ...
Organic vs. Paid Search10% of Clicks90% of Clicks                                          16
Why Optimize?   Web Search as a navigational tool    o   72% of searchers stop with the top ten        search results, an...
Optimization   Meta-data<html> <head>  <title>The University of Utah</title>  <meta name="description" content="Founded o...
Optimization  Relative weight given HTML tags  by U of U Ultraseek Search Engine                                      19
Optimization   Popularity    o   Inbound links    o   Social Media                        20
Optimization Contents Keywords Title Links & Back links Social Media Video Domain Name                       21
Optimization   Keywords       included in your title (preferably first two        words), and tagged <h1>       include...
Algorithmic Ranking Factors                              23
Algorithmic Ranking Factors                              24
Black Hat SEO   Black Hat SEO:    Deceptive optimization practices    intended to spam users or compete    unfairly    o ...
Search Engine Optimization  THANK YOU!            26
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E business intro_toseo

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E business intro_toseo

  1. 1. Search Engine OptimizationAn introduction tooptimizing your website for best possiblesearch engineresults. 1
  2. 2. Presentation Overview Search Engine Basics Market Share Why Optimize? Ways to Optimize 2
  3. 3. What is Search Engine It is a program that searches documents for specified keywords and returns a list of the documents where the keywords were found. 3
  4. 4. Search Engine Basics Crawling the web: Search engines run automated programs, called “robots" or "spiders", that use the hyperlink structure of the web to "crawl" the pages and documents that make up the World Wide Web. 4
  5. 5. Search Engine Basics Indexing documents: Once a page has been crawled, its contents can be "indexed" - stored in a giant database of documents that makes up a search engines "index". 5
  6. 6. Search Engine Basics Processing queries: When a request for information comes into the search engine, the engine retrieves from its index all the document that match the query. 6
  7. 7. Search Engine Basics Ranking results: Once the search engine has determined which results are a match for the query, the engines algorithm runs calculations on each of the results to determine which is most relevant to the given query. 7
  8. 8. Popular Search Engines 8
  9. 9. 100 Billion Searches Each Month! 9
  10. 10. 10
  11. 11. 11
  12. 12. Search Engine Statistics Google – 41.6% Yahoo – 31.5% MSN – 27.4% AOL – 13.6% Ask Jeeves – 7.0% 12
  13. 13. Click-Through Rates 13
  14. 14. Search Engine Basics Search Engine Results Pages (SERPs) o Organic: Results based on content and keyword relevancy (as per algorithm) o Paid Placement (PPC):  Google AdWords  Yahoo! Search Marketing (YSM) 14
  15. 15. Search Engine ResultsPages Paid Placement Results Organic Results 15
  16. 16. Organic vs. Paid Search10% of Clicks90% of Clicks 16
  17. 17. Why Optimize? Web Search as a navigational tool o 72% of searchers stop with the top ten search results, and 90% stop with the top 30. 17
  18. 18. Optimization Meta-data<html> <head> <title>The University of Utah</title> <meta name="description" content="Founded on February 28, 1850, The University of Utah offers 75 undergraduate degree programs, more than 50 teaching majors and minors, and 96 graduate majors."> <meta name="keywords" content="University of Utah, UU, Utes, Utah, Salt Lake City, university, universities, colleges, higher education, academic, research, admissions"> 18
  19. 19. Optimization Relative weight given HTML tags by U of U Ultraseek Search Engine 19
  20. 20. Optimization Popularity o Inbound links o Social Media 20
  21. 21. Optimization Contents Keywords Title Links & Back links Social Media Video Domain Name 21
  22. 22. Optimization Keywords  included in your title (preferably first two words), and tagged <h1>  included in other title tags (<h2> – <h6>)  are linked (anchor text) to other pages within your site relevant to that post  included in your images using the <alt=””> tag 22
  23. 23. Algorithmic Ranking Factors 23
  24. 24. Algorithmic Ranking Factors 24
  25. 25. Black Hat SEO Black Hat SEO: Deceptive optimization practices intended to spam users or compete unfairly o Invisible text o Keyword stuffing o Duplicate pages o Link farms 25
  26. 26. Search Engine Optimization THANK YOU! 26

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