The Basics of…Search Engine Optimization Search Engine Marketing    Search Marketing   www.seocertification.org.in
Search Engine Optimization   Search Engine Optimization (SEO) -    Increase volume and quality of Web site    traffic fro...
Robots Deliver Listings   A robot or spider gathers text on your site to be    analyzed by a search engine.       Often ...
How Are Results Generated?   Search engines include Google, Yahoo,    MSN, and others.       Search engine is the softwa...
Pay-Per-Click (PPC)   How it works…       Open an account with a PPC (e.g., Google).       Decide on search words for w...
Site Feeds   Site feeds are becoming more popular as    a means of search engines to receive    information without the u...
Meta Search Engines   Meta search engines compile and display    results from several search engines and    rank them acc...
Algorithms Change   The algorithm of how a listing is ranked is    unknown and constantly changing.   The algorithm uses...
Algorithms Change (cont.)   The impact of changing and keeping secret the    algorithms is significant.   Traditional ma...
Why The Secrecy?   MSN, Google, Yahoo and others keep the    algorithm a secret to prevent manipulation of    rankings. ...
What is Best for the User   The objective of search engines is to    maximize value to the end user.   Your objective is...
What Can Be Done?   What can be done even when the algorithm    is unknown?       Meaningful HTML titles       Quality ...
Searching Isn’t That Simple“Take a look at your file cabinet, multiply it  by about a billion, and imagine someone  throwi...
The Search   Search engines must deal with ambiguity,    misspellings, acronyms, and punctuation, among    other factors....
Some Ideas   Count inbound links- Links from other Web    sites can be counted as votes.   Count click throughs on searc...
It is All About the Text   Web searches are totally text-based.   This is why it is important to have meaningful    text...
Keyword Placement Opportunities   Visible – Text that appears on your Web site.       Content       Page title       T...
It’s All About The Text   Text needs to be clearly written, well-    focused, and targeted towards customers.   Text nee...
HTML Title Page   <title> Susan’s Apple Pies, Melbourne, Florida    </title>   Title appears in the results displayed by...
Meta Description Tag    The meta description tag is invisible text.    HTML code appears as:    <Meta name = “descripti...
Meta Description Tag   The meta tag description may be passed    over and only a piece of it displayed in the    search r...
Meta Keywords Tag   Meta Keywords Tag is also invisible text.      Include both correct and incorrect spellings.   HTML...
Links From Other Sites   Human help in ranking comes in the form of links put    on a site to other sites.       The sea...
(Organic) Ranking   Many companies are focused on the ranking of their    site.   Keep in mind, high ranking doesn’t nec...
(Organic) Ranking   One thing for certain is that ranks change.   What might cause a nose dive in your ranking?      Co...
Holistic Approach   SEO requires more than focusing only on    organic rank.       Get others to link to your site.    ...
Search Engines Don’t Like Tricks   Your rank may be downgraded or the site    banned if you do the following:       Cloa...
Cloaking   A robot expects to see what a human would    see on a Web site.   Cloaking is a method of identifying a robot...
Duplicate Content   Search engines don’t like duplication of    content because it reduces diversity of    results.   If...
Keyword Stuffing   Keywords belong in the meta keywords    tag.   Repeating the same word or words (a lot)    may cause ...
Invisible Text   This refers to “invisible” text made the    same color as the background.   Sites that use a ton of key...
Source: Alexa The Web Information Company: http://www.alexa.com/                                         www.seocertificat...
www.seocertification.org.in
Check Out Popularity of Site                  www.seocertification.org.in
Thank You!www.seocertification.org.in
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Eternal truths of seo

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Eternal truths of seo

  1. 1. The Basics of…Search Engine Optimization Search Engine Marketing Search Marketing www.seocertification.org.in
  2. 2. Search Engine Optimization Search Engine Optimization (SEO) - Increase volume and quality of Web site traffic from search engine results. This is important because most users click on the links that are shown at the top of the search results list. The links in the top of the search results list have a “higher” rank than other links that appear lower in the search results list. www.seocertification.org.in
  3. 3. Robots Deliver Listings A robot or spider gathers text on your site to be analyzed by a search engine.  Often referred to as “crawling” or “spidering”.  Stored in a database for future reference.  There are millions of pieces of text being searched at any point in time. What sets a search engine in motion?  A user enters a search criteria.  Search engine goes through text looking for matches. www.seocertification.org.in
  4. 4. How Are Results Generated? Search engines include Google, Yahoo, MSN, and others.  Search engine is the software  Search site displays results. HTML text is what feeds the search engines. HTML links are the paths to the text. www.seocertification.org.in
  5. 5. Pay-Per-Click (PPC) How it works…  Open an account with a PPC (e.g., Google).  Decide on search words for which your site will be displayed.  Write your own listing (or listings) to correspond with selected terms.  When a user clicks on a listing, you pay the PPC engine a fee.  You will determine how much to spend on each click (bid).  The amount spend is a big factor in the placement of your listing. www.seocertification.org.in
  6. 6. Site Feeds Site feeds are becoming more popular as a means of search engines to receive information without the use of spiders.  You may be familiar with site feeds when you are notified of blogs or Web site postings.  A site can use site feeds to put content out there for both end users and search engines. www.seocertification.org.in
  7. 7. Meta Search Engines Meta search engines compile and display results from several search engines and rank them according to their own algorithms. Examples include Dogpile.com and Mamma.com. Higher rankings of your site or blog by Google typically means higher rankings on meta search engines. www.seocertification.org.in
  8. 8. Algorithms Change The algorithm of how a listing is ranked is unknown and constantly changing. The algorithm uses multiple factors to determine a ranking.  Keyword repetition  Age of the site  Inbound links  Page titles  Other www.seocertification.org.in
  9. 9. Algorithms Change (cont.) The impact of changing and keeping secret the algorithms is significant. Traditional marketing:  Phone book rank order is by alphabetical listing.  Billboards are permanently placed in geographic location.  TV and radio ads are aired during specific times. The paradigm has changed making it very important to keep up with changes to the algorithm. www.seocertification.org.in
  10. 10. Why The Secrecy? MSN, Google, Yahoo and others keep the algorithm a secret to prevent manipulation of rankings. If everyone knew how to rank #1, then all sites would be ranked #1.This would defeat the purpose of search engine listings. In fact, parts of the algorithm that become known are typically changed or dropped to prevent manipulation by one or more sites. www.seocertification.org.in
  11. 11. What is Best for the User The objective of search engines is to maximize value to the end user. Your objective is to identify your users and target them in terms of rank order of search engine listings. If your site sells vanilla bubble gum, then you would want to rank high when searches are done on “bubble gum”, “vanilla gum”, “vanilla flavored gum” and related terms. www.seocertification.org.in
  12. 12. What Can Be Done? What can be done even when the algorithm is unknown?  Meaningful HTML titles  Quality body copy  Targeted content  No roadblocks to crawling Successful Web sites have been relying on these strategies since the beginning of search engine capability. www.seocertification.org.in
  13. 13. Searching Isn’t That Simple“Take a look at your file cabinet, multiply it by about a billion, and imagine someone throwing you a couple of words and then hovering impatiently behind you, tapping a toe, expecting you to find exactly the right document in the blink of an eye” (Grappone and Couzin, 2007; p. 45). www.seocertification.org.in
  14. 14. The Search Search engines must deal with ambiguity, misspellings, acronyms, and punctuation, among other factors. There is a trade-off on speed and accuracy of search results. What can be done?  Combinations of results from multiple sources both machine (Google) and human (Dogpile.com).  Ranking algorithms include “votes” from humans. This is still in an experimental stage in improving search engine results. www.seocertification.org.in
  15. 15. Some Ideas Count inbound links- Links from other Web sites can be counted as votes. Count click throughs on search engine results – User clicks on search results can be counted as votes. Social bookmarking and collaborative tagging- Show interest in sites. www.seocertification.org.in
  16. 16. It is All About the Text Web searches are totally text-based. This is why it is important to have meaningful text on your site. Keyword selection becomes critical.  Keywords are repeated throughout site.  Site is checked regularly for relevance of keywords.  Keywords updated as products or services change.  Check competitors site for keyword opportunities. www.seocertification.org.in
  17. 17. Keyword Placement Opportunities Visible – Text that appears on your Web site.  Content  Page title  Text inside links  Navigational text how to use the site (e.g., “click the thumbnails for a full size image”) Invisible – In the HTML code (gathered and analyzed by robots).  Meta keywords tag  Meta description tag  ALT image tag www.seocertification.org.in
  18. 18. It’s All About The Text Text needs to be clearly written, well- focused, and targeted towards customers. Text needs to be formatted so robots can read it.  HTML text  Not graphical text (robots can’t read it) Some Web sites display text as gif files.  Robot won’t find any text.  It appears as a blank page. www.seocertification.org.in
  19. 19. HTML Title Page <title> Susan’s Apple Pies, Melbourne, Florida </title> Title appears in the results displayed by search engine:Susan’s Apple Pies, Melbourne, FloridaSusan’s Apple Pies, Melbourne, FloridaHomemade apple pies like Mom used to make using quality ingredients and aHomemade apple pies like Mom used to make using quality ingredients and amix of Gala, Delicious, and Granny Smith apples.mix of Gala, Delicious, and Granny Smith apples.www.SusanAppliePies.com / / | |Cached | |Savewww.SusanAppliePies.com Cached Save This text is very important in drawing customers to your site. It compels the customer to click through for more information. www.seocertification.org.in
  20. 20. Meta Description Tag  The meta description tag is invisible text.  HTML code appears as:  <Meta name = “description” content = “Homemade apple pies like Mom used to make using quality ingredients and a mix of Gala, Delicious, and Granny Smith apples.”>Susan’s Apple Pies, Melbourne, FloridaHomemade apple pies like Mom used to make using quality ingredients and amix of Gala, Delicious, and Granny Smith apples.www.SusanAppliePies.com / | Cached | Save www.seocertification.org.in
  21. 21. Meta Description Tag The meta tag description may be passed over and only a piece of it displayed in the search results. The meta tag description should be unique for each page. www.seocertification.org.in
  22. 22. Meta Keywords Tag Meta Keywords Tag is also invisible text.  Include both correct and incorrect spellings. HTML code appears as:  <meta name = “keywords” content = “pies, deserts, desserts, pie, apple pie, appel pie”> Seldom do the keywords appear in search results. Written specifically for the robots not the customers doing the search. Doesn’t carry weight in ranking of results. Grappone, J. & Couzin, G. (2006). Search Engine Optimization An Hour a Day. Wiley Publishing, Indianapolis, IN. www.seocertification.org.in
  23. 23. Links From Other Sites Human help in ranking comes in the form of links put on a site to other sites.  The search engine looks for links to your site.  It also looks at the link text for descriptive words. A site has a link to Susan’s Apple Pies with a link description of “Click here to find the best apple pies ever!”  This tells the search engine that Susan’s site has something to do with pies.  The search engine may also check the site for related words (e.g., deserts, pies) for support that Susan’s site is about pies. www.seocertification.org.in
  24. 24. (Organic) Ranking Many companies are focused on the ranking of their site. Keep in mind, high ranking doesn’t necessarily mean a high conversion rate. A company could rank high with a nonsensical phrase. But, would someone type it in to search for that site?  For example, you could achieve first ranking for the text, ,”dogfrothing turtles”, because no one else is using it.  But, who would search for this phrase?. www.seocertification.org.in
  25. 25. (Organic) Ranking One thing for certain is that ranks change. What might cause a nose dive in your ranking?  Competition – May improve visible and invisible text, get links on other sites.  Server performance – Search engine visits your site and it is down. If the search engine can’t find the site, then there may be no ranking.  Note: search engines repeatedly visit a site. Nothing can be done until another visit occurs.  Different search engine results – There are billions of pieces of data from millions of sites. Chances are that your site rank will fluctuate over time.  Algorithm changes – At any time, a search engine algorithm may change. www.seocertification.org.in
  26. 26. Holistic Approach SEO requires more than focusing only on organic rank.  Get others to link to your site.  Use niche directories. There are directories for just about everything.  A PPC campaign. When a site can’t get a decent ranking, a pay-per-click strategy may be the way to go.  Quality content and usable site. The bottom line is that conversions make a site money. www.seocertification.org.in
  27. 27. Search Engines Don’t Like Tricks Your rank may be downgraded or the site banned if you do the following:  Cloaking  Duplicate content  Keyword stuffing  Invisible text www.seocertification.org.in
  28. 28. Cloaking A robot expects to see what a human would see on a Web site. Cloaking is a method of identifying a robot when it visits and showing custom-made pages different than what a human sees. This tricking the robot could result in a ban. www.seocertification.org.in
  29. 29. Duplicate Content Search engines don’t like duplication of content because it reduces diversity of results. If search engine finds duplication, may drop the site’s ranking. Don’t:  Copy keyword rich content and stick it on each page.  Make duplicate sites with same name. www.seocertification.org.in
  30. 30. Keyword Stuffing Keywords belong in the meta keywords tag. Repeating the same word or words (a lot) may cause the site to be penalized in its ranking. www.seocertification.org.in
  31. 31. Invisible Text This refers to “invisible” text made the same color as the background. Sites that use a ton of keywords that appear invisible to a human would be a flag to the search engine. www.seocertification.org.in
  32. 32. Source: Alexa The Web Information Company: http://www.alexa.com/ www.seocertification.org.in
  33. 33. www.seocertification.org.in
  34. 34. Check Out Popularity of Site www.seocertification.org.in
  35. 35. Thank You!www.seocertification.org.in

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