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An intorduction to optimize your web (fil eminimizer)


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An intorduction to optimize your web (fil eminimizer)

  1. 1. EngineOptimizationAn introduction to optimizing your web site for bestpossible search engine results. LOGO
  2. 2. Presentation Overview  Search Engine Basics  Why Optimize?  Key Concepts  Optimization  Content Management Systems  Summary 
  3. 3. 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
  4. 4. 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. 5. 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
  6. 6. Search Engine Basics • Ranking results: Once the search engine has determined which results are a match for the query, the engines algorithm (a mathematical equation commonly used for sorting) runs calculations on each of the results to determine which is most relevant to the given
  7. 7. Search Engine Basics • Directories: Human edited search indexes o Yahoo Directory! o DMOZ = The Open Directory Project
  8. 8. 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)
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  10. 10. Why Optimize • Web Search as a navigational tool  On average, 45% of visitor traffic through use the search engine to navigate.  72% of searchers stop with the top ten search results, and 90% stop with the top
  11. 11. How much is too much? • Competition for keywords • Evaluating page rank  Baseline 
  12. 12. Evaluating page rank • Page rank calculation tools o Google Toolbar o o • Frequent queries o Web traffic analysis o U Web
  13. 13. Key Concepts • Target audience o Keyword choices o Directory
  14. 14. Key Concepts • Conversion – Web site user doing what you intended them to do • Sales • Course registration • Forms & downloads • Page views • Conversion paths and
  15. 15. Key Concepts • Search-friendly Usability o Home Page vs. Landing pages o Top-down vs. Shallow-wide
  16. 16. Top-down design
  17. 17. Shallow-wide design
  18. 18. Key Concepts • Persistent Navigation o Orients visitor to site o Provides spiders pathway through
  19. 19. Key Concepts • Accessibility o Flash o Javascript o SSL – authentication o Firewalls and closed ports o Databases & query string URLs o
  20. 20. Key Concepts • Site Maps • Non-HTML Documents o MS Word, Excel, PowerPoint,
  21. 21. Key Concepts • Canonical URLs o o • Redirects o 301 server redirect o Meta-refresh page
  22. 22. Key Concepts • Robots.txt file – Decides which robots to allow in and which to exclude • Site wide • Directory-by-directory • Page-by-page – Robots
  23. 23. Optimization • Get indexed o Register URL with University Webmaster o Submit URL to
  24. 24. Optimization • Meta-data o HTML Page Title  Number one optimization factor  Included in results display  Unique title for each landing
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  26. 26. Optimization • 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
  27. 27. Optimization • Meta-data o Meta-keywords tag  Equal to meta-description tag in Ultraseek  Ignored by Google  Common
  28. 28. Optimization • Meta-data o Image alt-tags o H1 tags o Body
  29. 29. Optimization Relative weight given HTML tags by U of U Ultraseek Search
  30. 30. Optimization • Popularity o Inbound links o Remote anchor links & text o Anchor link – o Anchor text – words used in
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  32. 32. Optimization • Popularity o Inbound links o Remote anchor links & text o Google Boombing When a web page places high in search engine results due to frequent anchor links using rude or insulting
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  35. 35. Black Hat SEO • Black Hat SEO: Unscrupulous or deceptive optimization practices intended to spam users or compete unfairly  Invisible text  Keyword stuffing  Duplicate pages  Domain cloaking: serving different content to search engine robots than to human visitors  Link
  36. 36. Optimization Spam Detection Threshold: The number of repeating keywords required for U of U Ultraseek search engine to penalize for
  37. 37. Content Management Systems • Dynamic URLs  Querystring enabled  Consistent, crawl-able URLs • Cookies and session
  38. 38. Summary • Accessible pages • Think landing pages • Unique HTML page title for every landing page • Content relevant keywords • Avoid Black Hat
  39. 39. Resources • University Webmaster    581-6113 • • • “The ABC of SEO” David
  40. 40. Thank LOGO