Search Engine Optimization


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Presentation about Search Engine Optimization, performed for ITWorx Colleagues in Alexandria, with coordination with the Wizards Team.

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Search Engine Optimization

  1. 1. Search Engine Optimization<br />by Michel Habib<br />
  2. 2. Agenda<br /><ul><li>SEO, What? Why? And Who?
  3. 3. Search Engines Magic, How do they do it?
  4. 4. Google Page Rank Secret Formula.
  5. 5. Optimization Techniques to Rank #1 in Search Engines.
  6. 6. Picking Powerful Keywords.
  7. 7. Getting your pages into the Search Engines.
  8. 8. Create Pages That Search Engines Love.
  9. 9. Avoid Things that Search Engines Hate.
  10. 10. Using Link Popularity to boost Page Position.
  11. 11. Tools You can never SEO without.
  12. 12. References
  13. 13. Questions</li></li></ul><li>What is SEO?<br /><ul><li>Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via "natural“ search results.
  14. 14. Typically, the earlier a site appears in the search results list, the more visitors it will receive from the search engine.
  15. 15. If the site appears in the first search results page, it has a greater chance to be visited, since few people make it to the second page, and rarely make it to the third page
  16. 16. Note: Google can show only up to 1000 results in any search query.</li></li></ul><li>Whyis SEO Important?<br /><ul><li>2008 – Internet users in the United States carry out almost 10 billion searches a month at the major search engines.
  17. 17. About 50% of all web site visitors reach the site through a search engine.
  18. 18. August 2007 – 750 million people carried out 61 billion searches on the world’s top search sites.
  19. 19. Search Engines are the single most important source of new visitors to web sites.
  20. 20. Search Engines represent an inexpensive way to reach people.</li></li></ul><li>Whoneeds to know about SEO?<br /><ul><li>Marketing Team
  21. 21. Development Team
  22. 22. Graphic Designers
  23. 23. Webmasters
  24. 24. Actually Everyone need to know about SEO</li></li></ul><li>SearchEngines Magic<br /><ul><li>Search Directory, Search Engine and Search Site,.
  25. 25. The Big 5 – Google [60%], Yahoo, MSN Live [Bing],, Open Directory Project []
  26. 26. Search Engines use applications called spiders [or bots] that crawl the web and index every single useful page
  27. 27. In 2008, Google Claimed to index 1 Trillion pages.
  28. 28. In 2006, analysts expected that Google has 450K Machines, scattered in 72 data centers.</li></li></ul><li>Google Page Rank Secret Formula<br />PR (A) = (1 – d) + d (PR (t1) / C (t1) + ... + PR (tn) / C (tn))<br />PR = PageRank, A = Web page A, d = A damping factor, usually set to 0.85, = Pages linking to Web page A, C = The number of outbound links from page tn<br />Page Rank is a page ranking system.<br />Page Rank is created by Larry Page and Sergey Brin, founders of Google. The algorithm was presented in a paper while at Standford University.<br />When doing a Search Query, Page Rank is only one part of the equation, Page Relevance is also an important factor.<br />How to increase Page Rank?<br />Get many links from High Rank Pages.<br />Have many pages in your site.<br />
  29. 29. Case Study<br /><ul><li>Atef Owns a Travel Agency for Egypt Destinations.
  30. 30. Someone told him he can get many customers from the Internet
  31. 31. Atef Created a web site and put all his Agency’s Programs online.
  32. 32. He waited for 3 months, but didn’t get a single contact from the web site.
  33. 33. What went wrong?</li></li></ul><li>Optimization Techniques to Rank #1 on Search Engines<br />
  34. 34. Getting your pages into the Search Engines.<br />Find out how many of your pages are indexed:<br /><br />Submit your site to major search engines.<br />Put links to your site from external sites.<br />Submit an XML Sitemap.<br />Submit to Search Directories – Yahoo and Open Directory.<br />
  35. 35. Picking powerful Keywords<br />Thinklikeyourprey.<br />Identify the obvious keywords.<br />Look atyoursite’saccess logs.<br />Examine competitor’s keywords.<br />Spellingmistakes, calender or calendaror calandaror calander?<br />Synonyms.<br />Use Keyword tools, such as Google Keyword AnalysisTool, Wordtracker [no arabic support]<br />Tip: Pickingverygeneric keywords willincreasecompetition over them, narrow down your keywords, findyour niche.<br />
  36. 36. Create Pages that Search Engines Love<br />Pick a domain name that has some of your keywords in it.<br />Pick one or two keyword phrases per page.<br />Use the <Title> tag to optimize your page’s Keywords.<br />Watch for Keyword density, don’t overdo it.<br />Have a clean URL structure, avoid meaningless parameters.<br /> – Really Bad !!!<br /> - Good!<br />Create a good Description and Keyword Meta Tags<br />Use H1,H2,H3 Tags in your main titles.<br />Use ALT Tags to define your images.<br />Use descriptive Keywords in Anchors – <br />Click Here - BAD<br />Luxor Travel Packages - GOOD.<br />Create a good navigation structure and sitemap.<br />
  37. 37. Avoid Things that Search Engines Hate.<br />Frames are Trouble, avoid them.<br />Stay away from Flash and Java Menus<br />Do not embed text in Images<br />Do not Use inline Javascript<br />Do not Use inline Styles<br />Too many parameters in your URL<br /><br />Keyword Stuffing<br />Hiding Keywords and links<br />Duplicating sites to appear multiple times in search results.<br />
  38. 38. Using Link Popularity to boost Page Position.<br />Find out how many ranked pages link to your site:<br /><br />The more Sites that link to your pages, the more Search Engines will trust your pages and rank them higher.<br />Make sure that Link Text contains relevant keywords to your pages.<br />How Powerful is that?<br />Type in yahoo: miserable failure<br />how does it link to George Bush Biography page on the White House Site?<br />Type in Google: click here<br />Why is that linking Adobe Acrobat Reader download page?<br />What is a Google Bomb?<br />
  39. 39. Tools You cannever SEO without.<br />Webmaster Tools for the major searchengines:<br />Google<br />Yahoo<br />Bing<br />Google Keyword ExternalTool<br /><br />Alexa Toolbar – Site Analysis and Ranking<br />Google Toolbar – Page Rank<br />WordTracker – but not for Arabic Keywords.<br />Firebug – AnalyzePage’s Structure and keywords.<br />Google Analytics<br />Sawmill<br />
  40. 40. References<br />SEO for Dummies by Peter Kent – third edition<br />Adsense Secrets 4 – Joel Comm<br />Internet Articles about SEO<br />Google Webmaster Help<br />
  41. 41. Questions?<br />
  42. 42. Thank You<br />