Search engine optimization


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Tools and techniques for Search Engine Optimization

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Search engine optimization

  1. 1. Ashima Wadhwa Assistant Professor (IT) Amity University, Noida
  2. 2. Topic Outline Definition(SEO) How Search Engines Work SEO Building Blocks Keywords Crawler Links SEO Tools SEO Techniques Summary and Conclusion 2
  3. 3. 3 Definition of Search Engine Optimization (SEO) SEO is Search Engine is the process of making a site and its content highly relevant for both search engines and searchers. OR SEO is the act of modifying a website to increase its ranking in organic (vs paid), crawler-based listings of search engines
  4. 4. 4 How Search Engines Works
  5. 5. How do organic search listings work? A spider or crawler which is a component of a SE gathers listings by automatically "crawling" the web The spider follows links to web pages, makes copies of the pages and stores them in the SE’s index Based on this data, the SE then indexes the pages and ranks the websites Major SEs that index pages using spiders: Google, Altavista, Msn, Aol, lycos “Spiders read only text, nothing else”
  6. 6. Search Engine Operations 1. Gather Content  Crawler or spider moves recursively downloading content 1. Builds sophisticate index 2. Individual web searches run against index  Results are retrieved and ordered 6
  7. 7. 7 SEO Techniques
  8. 8. SEO strategies/techniques 1. Domain name strategies - domain names are traffic magnets > 63 million domain names registered > 4.7 million domain names registered 1st quarter 2004 - choose a domain name that will increase your search engine ranking. How? - use keywords, location, advertising terms, product names - choose a keyword that is important for your business
  9. 9. SEO strategies/techniques 2. Linking strategies - the text in the links should include keywords - the more inbound links the higher the SE ranking - links for the sake of links can damage your search rankings
  10. 10. Search engine optimization/cont’d 3. Keywords - keywords are words that appear the most in a page. - the spider chooses the appropriate keywords for each page, then sends them back to its SE . - your web site will then be indexed based on your keywords . - do not use common words eg ‘the’ ‘and’ ‘of’: spiders ignore them. - write keyword-rich text - balance keyword-rich and readability
  11. 11. Keywords / Phrases Suggestion Choose your Keywords: - Theme Related - Popular - Low Competition / Find Your Niche Market
  12. 12. SEO strategies/techniques 4. Title tags - important in optimizing rankings - the first thing that a search engine displays on a search return - should have the exact keyword you use for the page - every single web page must have its own title tag - you can use up to 65 characters - example (title is littered with keywords)
  13. 13. SEO strategies/techniques 5. Meta description tags - displayed below the title in search results - use dynamic, promotional language - use keywords 13
  14. 14. 14 SEO Tools
  15. 15. Search Engine Term and Conditions Google Yahoo MSN Search 15
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  20. 20. Vendor Tools Example: Seo Administrator Ranking monitor: site positioning in for keywords Link popularity checker: checks inbound links Site indexation tool: check site indexation Server Log-analyzer: Administrator log analyzer PageRank analyzer: analyze competitor sites Keywords tool: suggestions, associations, competitor analysis HTML analyzer: dissect html text in the same way that a search engine would (syntax, keyword density) 20
  21. 21. Black Hat Terms  Link Farming: exchanging reciprocal links  Keyword Stuffing: Hidden text, Stuffing text in every nook and cranny  Cloaking: stealth, deliver different page to a search engine for indexing  Doorway Pages: bridge, jump page, designed to appeal to search engine spiders  Fast meta refresh: used to quickly switch doorway pages to the page the user is supposed to see  Bait and Switch: loads the page with a popular search words such as sex, travel or antivirus when is irrelevant to site 22
  22. 22. SEO - what is NOT recommended Flash and shockwave – s piders do not pick up these files. Image only sites - spiders do not pick up images. Image maps - spiders cannot read image maps. Do not use them on your home page or critical pages. Frames - - Some spiders may not even read a frames web site. Password protected pages – spiders cannot enter password protected pages
  23. 23. SEO - what is NOT recommended PDF files - can be problematic for spiders. Although some search engines can index them, the pages must be interpreted into HTML and can lose much of their content. - place PDFs lower down in your site Dynamic pages - spiders cannot index some content on pages using ASP, CGI or other dynamic languages. - Make sure important pages are HTML, no dynamically generated content. Drop down menus – spiders cannot read them
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