Search Engine Optimization


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Search Engine Optimization

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Search Engine Optimization

  1. 1. • Sunawar Khan Ahsan
  2. 2. Topics:• Search Engine • SEO & SEM • Paid Listings • O.Links & S.Links • White & Black SEO • Search Engine • Web Directory • SERP • Spider & Crawler • SEO Algorithm • Ranking Factors • Developers Sheet • Canonical URLs • SEO Process • Redirects • SEO Techniques • KeyWords • Page Ranking • SEO Tools
  3. 3. Search Engine Search Engine is a tool that enables users to locate information on the World Wide Web. Search engines use keywords entered by users to find Web sites which contain the information sought.
  4. 4. • What is SEO? SEO is the act of modifying a website to increase its ranking in organic (vs paid), crawler-based listings of search engines • What is SEM? SEM is the act of marketing a website via search engines by purchasing paid listings.
  5. 5. Key internet marketing strategies • Search engine optimization (SEO) - no cost per click • Search engine marketing (SEM) - cost per click
  6. 6. What are paid listings? • These are listings that search engines sell to advertisers, usually through paid placement or paid inclusion programs. In contrast, organic listings are not sold.
  7. 7. Paid placements
  8. 8. Paid Placement Results Organic Results
  9. 9. • Organic Links Free Of Cost • Sponsored Links Paid Cost
  10. 10. Spider “Spiders read only text, nothing else”
  11. 11. Crawler • It's a program that has been designed to automatically follow all the links embedded in a web page
  12. 12. Which Engines? • Google and Yahoo – 79.8% of total searches for top 2 engines – Google and Yahoo are critical to SEO success
  13. 13. • Sunawar Khan Ahsan
  14. 14. What is a SEO Algorithm? • Top Secret! Only select employees of a search engines company know for certain • Varies by Search Engine – some give more weight to on-page factors, some to link popularity • The SEO algorithm is constantly changed, tweaked & updated • Websites and documents being searched are also constantly changing
  15. 15. Ranking Factors • On-Page Factors (Code & Content) • Title tags <title> #3 • Header tags <h1> #5 • ALT image tags #4 • Content, Content, Content (Body text) <body> #1 • Hyperlink text #6 • Keyword frequency & density #2 • Off-Page Factors • Link Popularity (“votes” for your site) – adds credibility #2 • Anchor text #1
  16. 16. The Web Developer’s SEO Cheat Sheet
  17. 17. 1. Important SEO HTML tags 1.1 Title Tag <head> <title>Keyword</title> </head>
  18. 18. 1.2 H1,H2,H3 • <h1>Most Important</h1> • <h2>Second Most Important</h2> • <h3>Third Most Important</h3>
  19. 19. 1.3 Bold, Strong(Same Worth) •<b>Keyword</b> •<strong>Keyword</strong>
  20. 20. 1.4 Hyperlink <ahref=” ” title=”keyword”>Keywordin Anchor Text</a>
  21. 21. 2 Recommended Title Tag Syntax • Keyword < Category | Website Title
  22. 22. 3. Search Engine Indexing Limits
  23. 23. 3.1 Page File Size • No more than 150 kilobytes (Before Images, CSS and other Attachments)
  24. 24. 3.2 Amount of links No more than 100 unique links per page
  25. 25. 3.3 Title Tag No more than 70 characters
  26. 26. 3.4 Meta Description No more than 155 characters
  27. 27. 3.5 Parameters in URL No more than 2 Bad Example: • • object=1&type=2&kind=3&node=5&arg=6 Good Example: •
  28. 28. Canonical simply means relating to or belonging. o o 4. Canonical URLs
  29. 29. o 301 server redirect o Meta-refresh page redirect 5. Redirects
  30. 30. 6. SEO Process
  31. 31. 7.SEO Techniques
  32. 32. 7.1. Avoid Flash, but if you must use Flash, use SWF_Object() and have a text-only, keyword-centric and fully functional backup site loading behind it. This is only compliance, anyhow. 7.2 Use meaningful filenames such as "turtle-food.jpg" instead of "image1.jpg" for all files including graphics, sound, scripts, etc...
  33. 33. 7.3 Use hyphens in filenames instead of underscores 7.4 Use the meta description and meta keywords tags and put them immediately after the page title, as high on the page as possible - and make different titles as well as meta tags for each page.
  34. 34. 7.5 Get a list of keywords for EACH PAGE and work them into the tags in number four. Also, use them in the page titles. Put keywords ahead of the company name in page titles, such as in: "Turtle Food Experts ¦ ACME Turtleworld!" 7.6 Try to use header tags where possible, around keywords. If using css, use css to define the size and characteristics of your header tags. Validate CSS, just like the HTML and XML on the site.
  35. 35. 7.7 Put bold or italics around keywords where possible, and name links using keywords. 7.8 Link internally, even to anchor text, using keywords 7.9 Do not put text in graphics. Use text. 7.10 Use the ALT tag and combine ALT text with keywords
  36. 36. 7.11 Use the ALT tag and combine ALT text with keywords 7.12 Sites with private content should try to have public pages as well 7.15 Use a sitemap, ideally sitemap.xml (registered with Google and at the root of your site), but at the least a header/footer/menu that includes text links
  37. 37. 7.16 Be sure that WebTrends or similar program is installed on the server 7.17 If using a CMS, try to install a "search- engine-friengly URL" component or mod_rewrite for Apache (is there an IIS equivalent?) 7.18 Avoid using frames. If you must use frames, use <NOFRAMES> tags
  38. 38. 7.19 Manually submit site to at least Google, Yahoo, DMOZ 7.20 Try to ensure that at least some page content is static and keyword-relevant 7.21 Make sure that links are not "click here" but instead consist of keywords and keyword phrases. Shorter is not necessarily better.
  39. 39. 7.24. If the site is geared towards a specific geographic area, try to find hosting in that area • #) Use lowercase file names. It seems to matter to some search engine systems. • #) Follow The First Letter Capital, Every Other Letter Lowercase naming convention in links with keywords (where it isnt painful or displeasing to do so) • #. Don't use a new technology just because it is "cool". Check for seo implications before implementing. • #. If AJAX is creating any of your page content, know that it is probably not being indexed.
  40. 40. 8 KEYWORD
  41. 41. 8.1 KEYWORD Research • A good start would be to choose 3 or 4 keywords you would like your website to rank well for.
  42. 42. 8.2 Broad Keyword • Broad keywords tend to be very short and aren't very specific (e.g. "shoes" or "sports").
  43. 43. 8.3 Specific Keywords • A specific keyword is something that contains many adjectives or words that make the search very targeted.
  44. 44. 8.4 Unique or Branded Keywords • These are the words that are specific to only your company.
  45. 45. 8.5 Keywords Density • How many times is your keyword mentioned on your site?
  46. 46. 8.6 Keyword Variation • Altering versions of your keywords will help you capture hidden search engine traffic.
  47. 47. 8.9 Similar Keywords • If you're making a page to target "big hats," consider changing up the adjective "big" to its synonyms, like "huge," "giant," "large," "humongous," or "oversized." You can also use the names of specific words that relate to "big hats," like "cowboy hat" and "sombrero."
  48. 48. 8.10 Targeted Keywords • If you want a page to rank for a keyword that is particularly difficult, be sure to focus on getting the keyword in your anchor text.
  49. 49. 8.11 Plurals • The easiest way to optimize your site is to include the plural version of your keyword
  50. 50. 8.12 Misspellings • including a very common misspelling of your keyword is one of the easiest ways to rank #1 for that exact spelling and get some free traffic.
  51. 51. 8.13 Keyword Research Tools • Keyword research tools are 2 parts voodoo magic and 1 part hard statistic
  52. 52. Page Ranking
  53. 53. What is Page ranking? • PageRank is a ranking system that previously was the foundation of the infamous search engine, Google.
  54. 54. What's my PageRank? • If you would like to see what PageRank your site has or other sites have, install Google's Toolbar.
  55. 55. Who Uses PageRank? • When PageRank first came out, only Google was using the technology, but as other search engines have seen how much it improved Google's accuracy, nearly every search engine has added the PageRank system in to be at least part of their algorithm.
  56. 56. How Important is PageRank? • When Google was in its childhood, PageRank was the single most important factor for ranking well. However, as soon as the SEO community caught on to this, there was a great deal of people who found ways to artificially boost their clients' PageRank.
  57. 57. Where do I Get PageRank for my Site? • The only way to get PageRank is to get a link from a site that already has PageRank.
  58. 58. SEO Tools
  59. 59. • There are a lot of repetitive tasks to be done when optimizing your site for the search engines. To make your life easier, we've compiled a list of the most popular SEO Tools (nearly all 100% free) and categorized them into the following:
  60. 60. • Keyword Discovery - Find popular keywords that your site should be targeting. • Keyword Volume - Estimate how much search traffic a specific keyword receives each month. • Keyword Density - Analyze how well a specific webpage is targeting a keyword. • Backlink Trackers - Keep track of how many sites are linking to you.
  61. 61. • Site Popularity - Determine how popular your site is on the internet. • Keyword Rankings - Track of your site's rankings for a keyword in the search engines. • Firefox Addons - Install these addons to turn your browser into an SEO research powerhouse.
  62. 62. Keyword Discovery
  63. 63. • Google Adwords • AdCenter Keyword Group Detection • Term Extractor • KeyCompete • Popular Searches
  64. 64. Keyword Volume • Google Adwords External Tool • SEO Book Keyword Suggestion Tool
  65. 65. Keyword Density •Term Target
  66. 66. Keyword Rankings • Rank Checker • Keyword Rankings • Rank Checker
  67. 67. Thanks to All