Seo search engine_optimisation


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A tutorial on SEO for the rest of us!

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Seo search engine_optimisation

  1. 1. Search Engine Optimisation<br />Pradeep Yuvaraj<br />
  2. 2. Today’s Agenda<br />Search Engines<br />How they Work<br />Why we need them<br />SEO- What?<br />SEO-How?<br />SEO and your career<br />Discussions<br />
  3. 3. Search Engine<br />An internet-based tool that <br />searches an index of <br />documents for a particular <br />term, phrase or text <br />specified by the user. <br />
  4. 4. The anatomy of a search engine<br />Query Interface<br />Crawlers, Spiders and Robots<br />Databases<br />Search Algorithms<br />Retrieval and ranking<br />
  5. 5. Query Interface<br />The visible face of a search engine<br />Simpler to start with<br />Gadgets/widgets, fancier today<br />
  6. 6. Crawlers/Spiders/Robots<br />
  7. 7. Names, names and names<br />Google: Googlebot<br /> MSN: MSNbot<br /> Yahoo! Web Search: Yahoo SLURP or just SLURP<br /> Ask: Teoma<br /> AltaVista: Scooter<br />LookSmart: MantraAgent<br /> WebCrawler: WebCrawler<br />SearchHippo: Fluffy the Spider<br />
  8. 8. Search Algorithm<br />List search<br />Tree Search<br />SQL Search<br />Informed Search<br />Constraint Satisfaction<br />
  9. 9. Retrieval and ranking<br />Location<br />Frequency<br />Links<br />Click-through<br />
  10. 10. Types of Search Engines<br />Primary<br />Secondary<br />Targeted<br />Crawler based<br />Directory based<br />Meta-search <br />
  11. 11.
  12. 12. Agenda- Part 2<br />What is SEO<br />SEO Process<br />Technical aspects of SEO<br />
  13. 13. What is SEO ( Search Engine Optimization )?<br />The process of improving web pages so they rank higher in search engines for your targeted keywords. <br />The modification of a web site’s build, content, and inbound linking to better position the site in the natural/organic results of the major search engines.<br />
  14. 14. Pay Per Click SEO<br />PPC ads appear as “sponsored listings”<br />Companies bid on price they are willing to pay “per click”<br />Typically have very good tracking tools and statistics<br />Ability to control ad text<br />Can set budgets and spending limits<br />Google AdWords and Overture are the two leaders<br />
  15. 15. Results?<br />Pay Per Click<br />Pay Per Click<br />Organic<br />
  16. 16.
  17. 17. SEO Process<br />5 step process:<br />Research<br />Reporting<br />Optimization<br />Submission/Re-Crawl<br />Follow Up Reporting<br />
  18. 18. SEO Optimization Categories<br />Keywords<br />Keyword selection and keyword-rich text<br />Crawler<br />A crawler-friendly site navigation scheme<br />Links<br />Link popularity<br />18<br />
  19. 19. Keyword Recommendations<br />Page title: visible HTML text ,“Above the fold”<br />Page Size: "100 KB" limit is still is still widely held. The optimum page size is 500-3000 words (or 2000 to 20,000 characters)<br />19<br />
  20. 20. Keywords…<br />Be specific<br />Example: “Apple iPod” verses “iPod”<br />exact phrase should appear generously throughout your site copy on every page <br />
  21. 21. Technical SEO - Example of Page Elements<br />Site-Side Optimization<br />Page Title<br />Alt-Tags<br />Anchor Text<br />Navigation<br />Link Title Tags<br />
  22. 22. More Keyword Recommendations<br />Meta tags: use but don’t stuff<br /><meta name="description" content="Free Web tutorials on HTML, CSS, XML, and XHTML"><br />Alt tags: use for graphics<br /><IMG src="star.gif" alt=“star logo"><br />Domain Names<br />Use keywords as part of domain name<br />22<br />
  23. 23. Title Tag<br />Meta data<br />Javascript<br />
  24. 24. Crawler-friendly<br />Engine spiders are primitive beings <br />choose simplicity over complexity <br />Goal<br />All your web pages seen by crawlers <br />Google: enter in searchbox “”<br />24<br />
  25. 25. Avoid or Minimize:May Negatively Impact Crawler<br />Flash (slow to load and difficult to navigate)<br />Frames<br />Java navigation<br />Session ID to track visitors <br />exact same Title tags on every page<br />set to require a cookie when a visitor gets to the page<br />25<br />
  26. 26. Link Development Approaches<br />Quality content to start with<br />Cultivate quality link (not quantity)<br />Begin with web directories<br />Harness online publicity<br />Use Blogs and forums wisely<br />Investigate competitors<br />Understand their strategy<br />Online publicity, blogs and forums<br />See inbound links ("" in Google, "" in Yahoo) <br />26<br />
  27. 27. White Hat vs.BlackHat<br />White Hat<br />Quality content creation<br />Light keyword optimization<br />Sound website building tactics<br />Everything out in the open<br />Nothing designed to trick the search engine or the user<br /><ul><li>Black Hat
  28. 28. Cloaking
  29. 29. Hidden text or tiny text
  30. 30. Keyword stacking or stuffing
  31. 31. Use non-related keywords
  32. 32. Duplicate pages/ duplicate content
  33. 33. Domain spam / cyber squatting
  34. 34. Re-directs
  35. 35. Page swapping</li></li></ul><li>Resources<br />
  36. 36. Discussions…<br />
  37. 37. Thank You!<br />+91-97-87- 55- 55- 44<br /><ul><li>
  38. 38.</li>