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  1. 1. Search  Engine  Op.miza.on   UMKC  Web  Liaison  Group   Vishal  Kurup  
  2. 2. Some  Key  Terms  • SEM  • SEO  • SERPs  
  3. 3. What  is  SEM?  •  Search  engine,  or  SEM,  is  a  form  of  Internet  that  seeks  to  promote  websites  by  increasing  their   visibility  in  search  engine  result  pages  (SERPs).  According  to   the  Search  Engine  Professional  Organiza.on,  SEM   methods  include:  search  engine  op.miza.on  (or  SEO),  paid   placement,  contextual  adver.sing,  and  paid  inclusion.  
  4. 4. What  is  SEO?  •  Search  engine  op.miza.on  (SEO)  is  the  process  of   improving  the  volume  and  quality  of  traffic  to  a  web   site  from  search  engines  via  "natural"  ("organic"  or   "algorithmic")  search  results.   Example   SEM   SEO  
  5. 5. SEM  &  SEO  Pre-­‐requisites  •  SEM:  Budget    •  SEO:  Pa.ence!  •  Willingness  to  deal  with  ques.ons  like:     So,  once  we  finish  our  SEO,  my  site  will  be  #1  in  Google  right?     Why  isn’t  my  site  listed  in  all  the  search  engines  yet???    
  6. 6. Types  of  SEO  Black  Hat  SEO   The Dark Side of the ForceWhite  Hat  SEO   Origins?
  7. 7. Black  Hat  SEO  •  Black  hat  SEO  aempts   to  improve  page   rankings  in  ways  that  are   disapproved  of  by  the   search  engines,  dilute   Darth Vader image copyright Lucasfilm. the  quality  of  content  on   the  web  or  involve   decep.on.    
  8. 8. Black  Hat  SEO  •  search  engine  results  via:   –  Hidden  Text   –  Meta  Spam   –  Comment    Spam   –  Content    Scraping   –  Domain  Spamming   –  Parasite   –  Page  Cloaking   –  Link  Spamming  &  Link  Farming   –  Keyword  Overloading   –  Sites  
  9. 9. Black  Hat  SEO:  Hidden  Text  •  Hidden  Text:  Tricking  search  engine  bots  into   ranking  your  site  higher  by  hiding  keywords   within  the  page.        example        *Spider  Food  
  10. 10. Black  Hat  SEO:  Meta  Spam  •  Meta  Spam:  search  engine  results  by  one  or  more  of  the   following  techniques  (among  others):       1.  Using  Mul.ple  Keyword  Meta  Tags   <!DOCTYPE  HTML  PUBLIC  "-­‐//W3C//DTD  HTML  4.01  Transi.onal//EN"     "hp://">       <HTML>     <HEAD>     <TITLE>University    of    Missouri    -­‐    Kansas  City  –  free  tui.on</TITLE>   <META  name="keywords"  content=“tui.on,  fees,  free,  scholarship,  waiver">   <META  name="keywords"  content=“umkc,  university,    college  ...">     2.  Keywords  within  your  meta  tag   <!DOCTYPE  HTML  PUBLIC  "-­‐//W3C//DTD  HTML  4.01  Transi.onal//EN"     "hp://">       <HTML>     <HEAD>     <TITLE></TITLE>   <META  name="keywords"  content=“tui.on,  fees,  free,  scholarship,  waiver,  tui.on,  fees,  pay,  online,  fees,  free">       3.  Using  too  many  characters  within  your  meta  keyword  tag  (>1000  characters    including  spaces)     4.  Using  misleading  words  or  phrases/Using  keywords  that  have  nothing  to  do     with  any  product  or  service  your  website  offers.   <META  name="keywords"  content=“umkc,  university,  missouri,  ku,  jayhawks,  kansas,  metro">      
  11. 11. Black  Hat  SEO:  Comment  Spam  •  Comment  Spam:  Adding  un-­‐related  informa.on/marginally  relevant   informa.on  (keywords  +  links)  to  a  website’s  mechanism  in   an  effort  to  increase  page  rank  on  the  external  site  prac.cing  Black  Hat   SEO.       Image sourced from
  12. 12. Black  Hat  SEO:  Content  Scraping  •  Content  Scraping:  Using  bots/programs  to   ‘scrape’  content  from  various  sites  (   to  a  given  keyword)  with  the  inten.on  of   claiming  it  as  an  original  ar.cle.    •  Why  do  people  do  it?   •  To  develop  a  splog  (spamblog)  through  which  they  feed  ads   •  Gain  page  rank  for  their  site   Image sourced from
  13. 13. Black  Hat  SEO:  Domain  Spamming  •  Domain  Spamming:  Trying  to  own  more  than  one  of   the  first  page  SERPs  on  different  domains  for  the  same   search  term.  •  Some.mes  known  as  ‘reputa.on  management’ J  •  Based  on  the  idea  –  ‘Why  sele  for  being  the  first  link   in  the  SERP  when  you  can  have  all  ten?’  •  The  Black  Hat  SEO  may  accomplish  this  via  parasite  plus  mul.ple  ‘legi.mate’  looking  sites  (which   may  have  different  looks,  be  on  different  servers  and   have  some  content  and  links)   Image sourced from
  14. 14. Black  Hat  SEO:  Parasite  •  Parasite  Onen  used  as  part  of  Domain  Spamming.  Black   Hat  SEO’s  will  use  providers  such  as  MySpace,  Blogger  and   university    services  to  develop  keyword  targeted  pages  to  their  sites.   Exploits the search engine vulnerability of trusting older domains! Image sourced from
  15. 15. Black  Hat  SEO:  Page  Cloaking  •  Build  web  pages  that  show  different  content  to   humans  and  search  engine  bots.  •  Used  in  bait  and  switch  schemes.  •  Page  Cloaking  Defense:  Why  to  cloak?   Ø It  allows  the  site  admin  to  present  a  more  visually   appealing  and  well  wrien  site  to  actual  users  as  opposed   to  a  plain  and  keyword  overloaded  site  to  the  search   engine  bots.     Ø How  does  this  work?  –  User  Agent  Info  &  IP  based.   Ø How  Search  Engines  defend  against  this?     Image sourced from  
  16. 16. Black  Hat  SEO:  Link  Spamming  •  Seeks  to  exploit  weaknesses  in  link-­‐based   algorithms  such  as  Google’s  PageRank   algorithm.  •  Link  based  algorithms  onen  use  the  ‘it’s  not  who   you  know,  it’s  who  knows  you  principle’  •  This  implies  that  >>  the  more  sites  that  link  to  you,   the  more  important  your  page  is  and  (in  theory)  the   higher  your  page  rank.  •  Used  in  Link  Farming  •  Doesn’t  always  work!  •  Can  lead  to  your  domain  being  banned  by  Google.  
  17. 17. Black  Hat  SEO:  Keyword  Overloading  •  Keyword  Density:    Keyword  density  is  a  measure   of  the  number  of  .mes  your  keyword  appears  on   a  page  expressed  as  a  percentage  of  the  total   word  count  of  that  page.      •  Keyword  Overloading  relates  to  having  an   abnormally  high  keyword  density  on  your  page.  •  Includes  informa.on  within  meta,  alt  and  .tle   tags  and  page  content.  
  18. 18. Black  Hat  SEO:  Sites  Example  •  XYZ  company  sells  an.que  ornaments  under   their  domain  •  Wants  to  improve  their  ranking  and  is  thinking   of  a  second  domain/site  to  sell  these   ornaments.  •  Ethical/Unethical?  
  19. 19. Black  Hat  SEO:  Dangers  •  Can  lead  to  revenue  loss  (for  sites  that  have   legi.mate  rank)  •  Dilutes  overall  content  quality  on  the  web  •  Can  be  used  for  iden.ty  then  •  Could  get  your  site  BANNED  
  20. 20. White  Hat  SEO  •  Achieving  great  page  rank  via  ethical  SEO  techniques   and  by  following  search  engine  guidelines.   –  Google  Guidelines  for  submission.   –  MSN  Guidelines  for  submission.   –  Yahoo  Guidelines  for  submission.  
  21. 21. White  Hat  SEO  Techniques  •  Preface  to  White  Hat  SEO:  We  have  no   control  of  the  user  or  the  search  engines.  •  What  do  we  have  control  of?  •  Snippets/Site  Descrip.on   –  Example:  Search  for  ‘Fitness  Center  Kansas  City’  
  22. 22. White  Hat  SEO  Techniques:  Basics  •  Page  Names  •  Flash  usage  •  Text  in  images  •  Domain  Names  –  picking  the  right  one  •  Dis.nct  page  .tles  &  Ordering    
  23. 23. White  Hat  SEO  Techniques:  Page  Names  •  Page  Names:  Use  relevant  names  when  pages.     Ø about_umkc_informa.on_access.html  is  beer   from  an  SEO  standpoint  than  aboutus.html    
  24. 24. White  Hat  SEO  Techniques:  Flash  •  Limit  flash  usage  on  websites.  •  Avoid  full-­‐flash  websites.  •  Update:  Google  and  Yahoo  are  working   with  Adobe  to  incorporate  technology   that  will  allow  their  bots  to  search  swf   files  and  retrieve  both  links  and  content.  
  25. 25. White  Hat  SEO  Techniques:  Text  in  Image  Files  •  DO  NOT  post  text  content  in  the  form  of   image  files.  Your  pages  will  likely  never   be  indexed  by  the  search  engines.  
  26. 26. White  Hat  SEO  Techniques:  Picking  a  good  domain  •  SEO  experts  recommend  picking  domain  names  that  contain  a   related  keyword.   –  E.g.  is  beer  than  •  Side  Note:  When  picking  domain  names,  be  aware  of  how   your  domains  may  be  interpreted/read:  •  Experts  Exchange  >  •  Mole  Sta.on  Nursery  >    
  27. 27. White  Hat  SEO  Techniques:  Dis.nct  page  .tles  and  ordering  •  Always  give  your  pages  meaningful  .tles.   –  Remember  to  change  <.tle>Un.tled  Page  2</.tle>  •  Carefully  choose  keywords  for  inclusion  in  the  .tle  of   your  page.  •  Ordering    is  of    importance  in  page  .tles:  len  to  right   –  <.tle>Kansas  City’s  best  jewelry  retailer</.tle>   –  <.tle>The  best  jewelry  retailer  in  Kansas  City</.tle>  •  Page  .tles  should  be  no  more  than  12  words  long.    
  28. 28. White  Hat  SEO  Techniques:  Meta  Tags  •  Meta  Descrip.on:  •  <meta  name="Descrip.on"  content="The  University  of  Missouri-­‐Kansas  City  (UMKC),  one  of   four  University  of  Missouri  campuses,  is  a  public  university  serving  more  than  14,000   undergraduate,  graduate  and  professional  students.  UMKC  engages  with  the  community  and   economy  based  on  a  three-­‐part  mission:  visual  and  performing  arts,  health  sciences,  and   urban  affairs.  “>  •  How  many  words  can  I  use  in  the  meta  descrip.on?  –  Somewhere  in  the  150  –  160   character  range.  •  Meta  Keywords:  •  <meta  name="Keywords"  content="UMKC,Campus,Missouri  System,kansas  city   colleges,missouri  colleges,missouri,colleges  in  kansas  citycolleges  in   missouri,kansas  city  colleges,life  sciences,  theatre,  music,  arts  &  sciences,  engineering,   biology,  pharmacy,  den.stry,  nursing,  research,  educa.on,  business,  law,  medicine">  •  Posi.oning    of  more  important  keywords  •  Inclusion  of  misspellings  and  synonyms  •  How  many  keywords  should  one  use  –  popular  opinion  is  at  most  20  
  29. 29. White  Hat  SEO  Techniques:  Content  •  Key  to  Content:  Don’t  write  content  for  bots.  •  Pages  should  have  a  sprinkling  of  keywords.  •  Include  keywords  in  the  first  paragraph  and  bold  them.  •  Make  use  of  the  H1  and  H2  tags  in  conjunc.on  with   keywords.  •  Give  relevant  names  to  your  images.  •  Be  sure  to  include  informa.on  in  the  ALT  tags  for  images.  •  Image  tag  lines.    
  30. 30. White  Hat  SEO  Techniques:  Links  &  Naviga.on  •  When  linking  to  sites/pages,  help  their  ranking  by  including   relevant  keywords:   –  Click  here  for  info  on  the  power  and  light  district  –  OK   –  Kansas  City’s  best  entertainment  venue  is  the  power  and  light  district.  •  Keep  Naviga.on  vanilla  and  avoid  graphic  links  if  possible.  •  Include  footer  naviga.on  (example)  •  Link  to  other  pages  on  your  site  in  the  content  (if  relevant).  •  Create  a  sitemap  document  for  submission  to  the  search   engines.    
  31. 31. Sitemap  example  <urlset>  −  <url>  <loc>hp://</loc>  <lastmod>2008-­‐06-­‐06</lastmod>  <priority>1.0</priority>  </url>  −  <url>  <loc>hp://www.</loc>  <lastmod>2008-­‐06-­‐06</lastmod>  <priority>0.5</priority>  </url>  −  <url>  <loc>hp://www.</loc>  <lastmod>2008-­‐06-­‐06</lastmod>  <priority>0.6</priority>  </url>    </urlset>  
  32. 32. White  Hat  SEO  Techniques:  Landing  Pages  •  Don’t  use  home  pages  as  landing  pages,   instead  create  a  highly  targeted  landing  page   for  your  ad  campaigns.  •  Gets  the  user  to  the  info  they  want.  •  Can  help  reduce  conversion  drop-­‐out.  •  Maximize  return  on  PPC  campaigns.  •  Can  help  avoid  Home  page  dilu.on.  
  33. 33. White  Hat  SEO  Techniques:  Site  Submission  •  Which  engines  to  submit  to?  •  Directories  •  Local  Sites  
  34. 34. White  Hat  SEO  Techniques:  Site  Submission  •  Which  engines  to  submit  to?   –  Google   –  Yahoo   –  MSN  •  Search  Engine  Rela.onship  Chart    
  35. 35. White  Hat  SEO  Techniques:  Site  Submission  •  The  Open  Directory  •  Uses  an  army  of  volunteers  to  catalog  not   bots.      
  36. 36. White  Hat  SEO  Techniques:  Site  Submission  •  Local  Sites   –  Verizon  Super  Pages   –  Yahoo  Yellow  Pages   –  Google  Local  Business  Center   •  Auto  Repair  example     –  Many  many  more…    
  37. 37. White  Hat  SEO  Techniques:  Checking  Progress  &  Maintenance  •  Backlinking  via  Google  Tools  •  Monitor  page  rank  via  site:   –   example  -­‐  site:umkc  •  Reciprocal  links  •  Add  url  via  ‘add  url’   –  Example  –  ‘add  url’  search  on  Google  
  38. 38. White  Hat  SEO  Techniques:  Example  of  a  Highly  Op.mized  Site  •  Let’s  search  for  ‘Kansas  City  Web  Development’  •  Google  Search  •  MSN  Search  •  Yahoo  Search  •  Dogpile  Search  
  39. 39. Key  Item:    Remember,  it  is  content   and  users  that  drive  Page   Rank!