An introduction to optimizing your web site for best possible search engine
results.
1
Presented by:
Chris Pfeiffer,
University of Utah
Office of Information
Technology
2
 Search Engine Basics
 Why Optimize?
 Key Concepts
 Optimization
 Content Management Systems
 Summary
 Resources
3
 Crawling the web: Search engines run automated
programs, called “robots" or "spiders", that use the
hyperlink structure ...
 Indexing documents: Once a page has been
crawled, its contents can be "indexed" - stored in a
giant database of document...
 Processing queries: When a request for information
comes into the search engine, the engine retrieves
from its index all...
 Ranking results: Once the search engine has
determined which results are a match for the query,
the engine's algorithm (...
 Directories:
Human edited search indexes
o Yahoo Directory!
o DMOZ = The Open Directory Project
www.dmoz.org
8
 Search Engine Results Pages (SERPs)
o Organic: Results based on content and keyword
relevancy (as per algorithm)
o Paid ...
10
Paid Placement
Results
Organic
Results
 Web Search as a navigational tool
o On average, 45% of visitor traffic
through Utah.edu use the search engine to
navigat...
 Competition for keywords
 Evaluating page rank
o Baseline
o Ongoing
12
 Page rank calculation tools
o Google Toolbar
o www.faganfinder.com/urlinfo/
o www.alexa.com
 Frequent queries
o Web tra...
 Target audience
o Keyword choices
o Directory submission
14
 Conversion
 Web site user doing what you intended them to do
▪ Sales
▪ Course registration
▪ Forms & downloads
▪ Page v...
 Search-friendly Usability
o Home Page vs. Landing pages
o Top-down vs. Shallow-wide design
16
17
HOME
18
HOME
 Persistent Navigation
o Orients visitor to site
o Provides spiders pathway through site
19
 Accessibility
o Flash
o Javascript
o SSL – authentication
o Firewalls and closed ports
o Databases & query string URLs
o...
 Site Maps
 Non-HTML Documents
o MS Word, Excel, PowerPoint, PDF
21
 Canonical URLs
o http://utah.edu
o http://www.utah.edu
 Redirects
o 301 server redirect
o Meta-refresh page redirect
22
 Robots.txt file
 Decides which robots to allow in and which to
exclude
▪ Site wide
▪ Directory-by-directory
▪ Page-by-p...
 Get indexed
o Register URL with University Webmaster
o Submit URL to directories
24
 Meta-data
<html>
<head>
<title>The University of Utah</title>
<meta name="description" content="Founded on February 28, ...
 Meta-data
o HTML Page Title
 Number one optimization factor
 Included in results display
 Unique title for each landi...
 Meta-data
27
HTML Title Utility in Dreamweaver
 Meta-data
o Meta-description tag
o 50% weight of HTML Title in Ultraseek
o Included in Ultraseek results display
o Less ...
 Meta-data
o Meta-keywords tag
 Equal to meta-description tag in Ultraseek
 Ignored by Google
 Common misspellings
29
 Meta-data
o Image alt-tags
o H1 tags
o Body text
30
31
Relative weight given HTML tags
by U of U Ultraseek Search Engine
 Popularity
o Inbound links
o Remote anchor links & text
o Anchor link – http://www.url.com
o Anchor text – words used in...
 Popularity
 Inbound links
 Example
33Anchor link
Anchor link text
 Popularity
o Inbound links
o Remote anchor links & text
o Googlebombing
When a web page places high in search engine
res...
 Popularity
 Inbound links
 googlebombing
35
 Popularity
 Inbound links
 googlebombing
36
 Reliability
o .edu and .gov domains
o Domain age
37
 Black Hat SEO:
Unscrupulous or deceptive optimization practices
intended to spam users or compete unfairly
o Invisible t...
39
Spam Detection Threshold:
The number of repeating
keywords required for U of U
Ultraseek search engine to
penalize for ...
 Dynamic URLs
o Querystring enabled
o Consistent, crawl-able URLs
 Cookies and session IDs
40
 Accessible pages
 Think landing pages
 Unique HTML page title for every
landing page
 Content relevant keywords
 Avo...
 University Webmaster
o www.utah.edu/uwebresources
o webmaster@utah.edu
o 581-6113
 www.searchenginewatch.com
 “The ABC...
THANKYOU!
43
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Seo biggner guide 2014

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Seo biggner guide 2014

  1. 1. An introduction to optimizing your web site for best possible search engine results. 1
  2. 2. Presented by: Chris Pfeiffer, University of Utah Office of Information Technology 2
  3. 3.  Search Engine Basics  Why Optimize?  Key Concepts  Optimization  Content Management Systems  Summary  Resources 3
  4. 4.  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.  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 engine's "index". 5
  6. 6.  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.  Ranking results: Once the search engine has determined which results are a match for the query, the engine's algorithm (a mathematical equation commonly used for sorting) runs calculations on each of the results to determine which is most relevant to the given query. 7
  8. 8.  Directories: Human edited search indexes o Yahoo Directory! o DMOZ = The Open Directory Project www.dmoz.org 8
  9. 9.  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) 9
  10. 10. 10 Paid Placement Results Organic Results
  11. 11.  Web Search as a navigational tool o On average, 45% of visitor traffic through Utah.edu use the search engine to navigate. o 72% of searchers stop with the top ten search results, and 90% stop with the top 30. 11
  12. 12.  Competition for keywords  Evaluating page rank o Baseline o Ongoing 12
  13. 13.  Page rank calculation tools o Google Toolbar o www.faganfinder.com/urlinfo/ o www.alexa.com  Frequent queries o Web traffic analysis o U Web Resources 13
  14. 14.  Target audience o Keyword choices o Directory submission 14
  15. 15.  Conversion  Web site user doing what you intended them to do ▪ Sales ▪ Course registration ▪ Forms & downloads ▪ Page views  Conversion paths and funnels 15
  16. 16.  Search-friendly Usability o Home Page vs. Landing pages o Top-down vs. Shallow-wide design 16
  17. 17. 17 HOME
  18. 18. 18 HOME
  19. 19.  Persistent Navigation o Orients visitor to site o Provides spiders pathway through site 19
  20. 20.  Accessibility o Flash o Javascript o SSL – authentication o Firewalls and closed ports o Databases & query string URLs o Forms 20
  21. 21.  Site Maps  Non-HTML Documents o MS Word, Excel, PowerPoint, PDF 21
  22. 22.  Canonical URLs o http://utah.edu o http://www.utah.edu  Redirects o 301 server redirect o Meta-refresh page redirect 22
  23. 23.  Robots.txt file  Decides which robots to allow in and which to exclude ▪ Site wide ▪ Directory-by-directory ▪ Page-by-page  Robots meta-tag 23
  24. 24.  Get indexed o Register URL with University Webmaster o Submit URL to directories 24
  25. 25.  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"> 25
  26. 26.  Meta-data o HTML Page Title  Number one optimization factor  Included in results display  Unique title for each landing page 26
  27. 27.  Meta-data 27 HTML Title Utility in Dreamweaver
  28. 28.  Meta-data o Meta-description tag o 50% weight of HTML Title in Ultraseek o Included in Ultraseek results display o Less weight given by Google o Rarely used in Google results display 28
  29. 29.  Meta-data o Meta-keywords tag  Equal to meta-description tag in Ultraseek  Ignored by Google  Common misspellings 29
  30. 30.  Meta-data o Image alt-tags o H1 tags o Body text 30
  31. 31. 31 Relative weight given HTML tags by U of U Ultraseek Search Engine
  32. 32.  Popularity o Inbound links o Remote anchor links & text o Anchor link – http://www.url.com o Anchor text – words used in link 32
  33. 33.  Popularity  Inbound links  Example 33Anchor link Anchor link text
  34. 34.  Popularity o Inbound links o Remote anchor links & text o Googlebombing When a web page places high in search engine results due to frequent anchor links using rude or insulting keywords. 34
  35. 35.  Popularity  Inbound links  googlebombing 35
  36. 36.  Popularity  Inbound links  googlebombing 36
  37. 37.  Reliability o .edu and .gov domains o Domain age 37
  38. 38.  Black Hat SEO: Unscrupulous or deceptive optimization practices intended to spam users or compete unfairly o Invisible text o Keyword stuffing o Duplicate pages o Domain cloaking: serving different content to search engine robots than to human visitors o Link farms 38
  39. 39. 39 Spam Detection Threshold: The number of repeating keywords required for U of U Ultraseek search engine to penalize for spamming
  40. 40.  Dynamic URLs o Querystring enabled o Consistent, crawl-able URLs  Cookies and session IDs 40
  41. 41.  Accessible pages  Think landing pages  Unique HTML page title for every landing page  Content relevant keywords  Avoid Black Hat SEO 41
  42. 42.  University Webmaster o www.utah.edu/uwebresources o webmaster@utah.edu o 581-6113  www.searchenginewatch.com  “The ABC of SEO” David George 42
  43. 43. THANKYOU! 43

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