How Search Works


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Learn a new definition for spiders and crawling in this in-depth webinar explaining the inner workings of search engines. Learn why SEO best practices work by understanding how search engines index web pages and use their secret algorithms to determine results. More importantly, we tie this all back into your business, and discuss how an understanding of the web and search translates into an effective web site for your company.

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How Search Works

  1. 1. How Search Works Hall Web Services
  2. 2. Who We Are Kasi Gajtkowski Organic Search Manager [email_address] <ul><li>Hall Web Services </li></ul><ul><li> </li></ul><ul><li>11 Years in Business </li></ul><ul><li>Over 80 Search Marketing Clients </li></ul><ul><li>98% of Customers &quot;Very Satisfied&quot; </li></ul>
  3. 3. Got Questions? <ul><li>Use GoToWebinar “Chat” or “Ask a Question” </li></ul><ul><li>Twitter with #SEOvision tag </li></ul>
  4. 4. It Starts With the Internet.
  5. 5. How Web Pages Work Gimme! Okay!
  6. 6. How Search Changes Things “ Accountingsoftware” “ Accounting software ” -- I think I've heard of that before! Would one of these help? Let me see...
  7. 7. Here come... Spiders! I'm not as scary as I look...
  8. 8. Links Are Important I've got my work cut out for me...
  9. 9. How Does It Rank?
  10. 10. Relevance What's on your site (content) Popularity What people say about you (links)‏ Thanks to Rand Fishkin:
  11. 11. The Big Picture You are here
  12. 12. You don't need to be #1 for everything. You need to be #1 for what matters.
  13. 13. A Review of SEO Best Practices <ul><ul><li>Keyword Research </li></ul></ul><ul><ul><li>Text Based Navigation Links </li></ul></ul><ul><ul><li>Unique and Descriptive Title Tags </li></ul></ul><ul><ul><li>Descriptive Heading (h1) Tags </li></ul></ul><ul><ul><li>Meta Information with Keywords in Them </li></ul></ul><ul><ul><li>Descriptive image alt text </li></ul></ul><ul><ul><li>Linking to other Documents </li></ul></ul>
  14. 14. Why? <ul><li>So Search Engines Can Easily: </li></ul><ul><li>Figure out what your site is about </li></ul><ul><li>Determine what content is more important </li></ul><ul><li>Understand how documents relate to another </li></ul><ul><li>See how you relate to other sites on the 'net </li></ul>
  15. 15. Speed Bumps and Road Blocks Argh! Again, thanks to Rand Fishkin:
  16. 16. <ul><li>Javascript </li></ul><ul><li>Unneeded code </li></ul><ul><li>Bad SEO best practices </li></ul><ul><li>Image based links </li></ul><ul><li>Variables in Links (dynamic URLs) </li></ul>Speed Bumps
  17. 17. <ul><li>Flash </li></ul><ul><li>Links Behind Forms </li></ul><ul><li>Robots Block All </li></ul><ul><li>No Follows </li></ul>Road Blocks
  18. 18. Other Bad Stuff <ul><ul><li>White text/white background </li></ul></ul><ul><ul><li>Cloaking (showing one thing to spiders, another to users) </li></ul></ul><ul><ul><li>Duplicate content </li></ul></ul><ul><ul><li>Abusive use of keywords </li></ul></ul><ul><ul><li>Linking to “bad” sites </li></ul></ul><ul><ul><li>Spyware and malware </li></ul></ul>
  19. 19. Re-cap Photo: <ul><li>Describe what you are </li></ul><ul><li>Be unique </li></ul><ul><li>Follow the rules </li></ul><ul><li>Link and link alike </li></ul><ul><li>Get professional help </li></ul><ul><li>Don't panic! </li></ul>
  20. 20. Weekly Webinars <ul><li>Next week: </li></ul><ul><li>Amanda – Does Your Business Need to Use Social Media? </li></ul><ul><li>Two Weeks: </li></ul><ul><li>Alayna – How to Create Quality Web Content and Why it is Important </li></ul>
  21. 21. Learn More! Web Vision Blog - Webinars – http:// /webinars Follow Hall on Twitter - @ Hall_Web Call us! 1-877-425-5932 (HALL-WEB)‏ Email me: [email_address] QUESTIONS?