Tutorial – SEO Intranet – Your One-Stop Resource Prepared by: Murali Venkatesh http://www.prestiva.com/seo/ http://blog.pr...
Know the Difference <ul><li>Search Engines and Directories are different </li></ul><ul><li>Optimization generally refers t...
Separating the Two: <ul><li>Directories: </li></ul><ul><li>Yahoo  (likes high quality description, sites that load fast, l...
What Directories Like: <ul><li>Doorway pages or GIPs will not help </li></ul><ul><li>Meta tags will not help </li></ul><ul...
Optimizing For Search Engines Step One <ul><li>Keyword Research: </li></ul><ul><li>Single most important step in the proce...
Optimizing For Search Engines Step Two <ul><li>Research Your Competition: </li></ul><ul><li>If you’ve selected your keywor...
Optimizing For Search Engines Step Three <ul><li>Content is Everything: </li></ul><ul><li>Every page must have a carefully...
Optimizing For Search Engines Step Four <ul><li>Developing the Actual Strategies: </li></ul><ul><li>Most clients will not ...
Optimizing For Search Engines Step Four <ul><li>Doorway Pages </li></ul><ul><li>“ Orphan” pages designed to rank well in s...
Optimizing For Search Engines Step Four <ul><li>GIPs </li></ul><ul><li>Pages designed as part of a site, visible through n...
Optimizing For Search Engines Step Four <ul><li>Submitting GIPs for Development: </li></ul><ul><li>Remember you are respon...
Optimizing For Search Engines Step Five <ul><li>Do Your Submissions Manually </li></ul><ul><li>Don’t rely on automated sof...
Optimizing For Search Engines Step Five <ul><li>Submission Order (Personal Recommendations) </li></ul><ul><li>Yahoo (40%) ...
Optimizing For Search Engines Step Six <ul><li>Monthly Monitoring: </li></ul><ul><li>Positioning Reports (WebPosition Pro)...
Optimizing For Search Engines Step Seven <ul><li>Link Popularity: </li></ul><ul><li>Search engines placing more importance...
Don’t Forget The Costs: <ul><li>Keep mandatory costs in mind (like Yahoo) </li></ul><ul><li>Consider optional costs (like ...
Buying the Top Spots: <ul><li>Clients with larger budgets, who need quick results should consider paid placement </li></ul...
Final Thoughts: <ul><li>Don’t do anything questionable – it’s just not worth it </li></ul><ul><li>Phantom Scripting/Cloaki...
“ Buying a  website without search engine optimization is like spending your entire budget on a commercial without buying ...
Questions? Contact : http://blog.prestiva.com http://www.prestiva.com/seo/
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Search Engine Optimization - 7 Steps to Top Ranking

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Search Engine Optimization - 7 Steps to Top Ranking

  1. 1. Tutorial – SEO Intranet – Your One-Stop Resource Prepared by: Murali Venkatesh http://www.prestiva.com/seo/ http://blog.prestiva.com Search Engine Optimization: 7 Steps to Top Ranking
  2. 2. Know the Difference <ul><li>Search Engines and Directories are different </li></ul><ul><li>Optimization generally refers to the work you can do for Search Engines </li></ul><ul><li>Directories, like Yahoo operate under very different guidelines </li></ul>
  3. 3. Separating the Two: <ul><li>Directories: </li></ul><ul><li>Yahoo (likes high quality description, sites that load fast, link popularity and unique functionality) </li></ul><ul><li>ODP (Open Directory Project) www.dmoz.org </li></ul><ul><li>LookSmart </li></ul><ul><li>Search Engines: </li></ul><ul><li>(slow to register) </li></ul><ul><li>Google </li></ul><ul><li>Alta Vista </li></ul><ul><li>Inktomi </li></ul><ul><li>AOL </li></ul><ul><li>Excite </li></ul>
  4. 4. What Directories Like: <ul><li>Doorway pages or GIPs will not help </li></ul><ul><li>Meta tags will not help </li></ul><ul><li>All sites reviewed by actual people (do not forget to add comments-be polite) </li></ul><ul><li>Pick the right category to submit to (dig deep into category) </li></ul><ul><li>Fill in the application carefully (write a good description that is keyword rich and relevant) </li></ul><ul><li>Make sure your site is “perfect” </li></ul>
  5. 5. Optimizing For Search Engines Step One <ul><li>Keyword Research: </li></ul><ul><li>Single most important step in the process </li></ul><ul><li>Use tools available ( GoTo free or paid options like www.wordtracker.com ) </li></ul><ul><li>Start very generic (example: furniture) </li></ul><ul><li>Only optimize for keywords that are applicable and worth your time and effort </li></ul><ul><li>See “The Art of Keyword Analysis” article on SEO </li></ul>
  6. 6. Optimizing For Search Engines Step Two <ul><li>Research Your Competition: </li></ul><ul><li>If you’ve selected your keywords you know who your competitors for the top spots are </li></ul><ul><li>Go over their pages to see what they’re doing right </li></ul><ul><li>Use existing tools like KDA if possible (Keyword Density Analysis) </li></ul><ul><li>If you can’t figure out how they did it, they’re likely cloaking (more about that later…) </li></ul>
  7. 7. Optimizing For Search Engines Step Three <ul><li>Content is Everything: </li></ul><ul><li>Every page must have a carefully written title </li></ul><ul><li>Every keyword should get it’s own page of content </li></ul><ul><li>One or two paragraphs will not cut it </li></ul><ul><li>Use FAQs or article style to develop keyword rich text </li></ul><ul><li>Make it compelling – motivate the surfer to do something </li></ul>
  8. 8. Optimizing For Search Engines Step Four <ul><li>Developing the Actual Strategies: </li></ul><ul><li>Most clients will not sacrifice aesthetics for positioning </li></ul><ul><li>Search engines cannot “read” Flash, java, and other advanced technologies </li></ul><ul><li>They also penalize tables, intensive graphics, etc </li></ul><ul><li>If your client’s site uses these you will likely have to use a “work-around” like doorway pages or GIPs </li></ul>
  9. 9. Optimizing For Search Engines Step Four <ul><li>Doorway Pages </li></ul><ul><li>“ Orphan” pages designed to rank well in search engines </li></ul><ul><li>Each page optimized for it’s own keyword, and in some cases, it’s own search engine </li></ul><ul><li>Use invisible links from the site so they are not part of the site </li></ul><ul><li>Be very careful to use different layouts for each doorway page </li></ul>
  10. 10. Optimizing For Search Engines Step Four <ul><li>GIPs </li></ul><ul><li>Pages designed as part of a site, visible through navigation </li></ul><ul><li>Each page has keyword rich content that adds to the users experience </li></ul><ul><li>Each page is still optimized for only one main keyword </li></ul><ul><li>Takes more effort but worth it – search engines much prefer GIPs </li></ul>
  11. 11. Optimizing For Search Engines Step Four <ul><li>Submitting GIPs for Development: </li></ul><ul><li>Remember you are responsible for developing the strategy on each page – production centres only create what you tell them to </li></ul><ul><li>Consider using an SEO, who will do this for you </li></ul><ul><li>Search engines read more than just the text on the page – instruct developer how you would like keywords incorporated into headline tags, ALT tags, comment tags, style tags, text links, etc </li></ul><ul><li>Use the Search Engine Spreadsheet in the SEO Intranet for more ideas on how to incorporate keywords into the different tags </li></ul><ul><li>Won’t have huge impact, but certainly doesn’t hurt </li></ul>
  12. 12. Optimizing For Search Engines Step Five <ul><li>Do Your Submissions Manually </li></ul><ul><li>Don’t rely on automated software </li></ul><ul><li>Search engines have “spam trappers” for this </li></ul><ul><li>Pay attention to how often and how many you submit </li></ul><ul><li>Note: Submit 1 page per URL a day. </li></ul><ul><li>Pay attention to which engines will allow you to submit more than one page per site </li></ul><ul><li>Use the Search Engine Spreadsheet in the SEO Intranet to map out your strategy </li></ul>
  13. 13. Optimizing For Search Engines Step Five <ul><li>Submission Order (Personal Recommendations) </li></ul><ul><li>Yahoo (40%) </li></ul><ul><li>ODP (free) </li></ul><ul><li>LookSmart </li></ul><ul><li>Inktomi** </li></ul><ul><li>Google (16%) </li></ul><ul><li>MSN (12%) </li></ul><ul><li>AOL (9%) </li></ul><ul><li>Excite (2.8%) </li></ul><ul><li>Lycos (2.1%) </li></ul><ul><li>All other majors including Alta Vista, HotBot, etc </li></ul>
  14. 14. Optimizing For Search Engines Step Six <ul><li>Monthly Monitoring: </li></ul><ul><li>Positioning Reports (WebPosition Pro) </li></ul><ul><li>Traffic Reports (Urchin) </li></ul><ul><li>Analyse results </li></ul><ul><li>Be prepared to tweak your strategy </li></ul><ul><li>Up-sell based on trends and results </li></ul>
  15. 15. Optimizing For Search Engines Step Seven <ul><li>Link Popularity: </li></ul><ul><li>Search engines placing more importance on the popularity of sites based on their links </li></ul><ul><li>Links must be relevant in order to help </li></ul><ul><li>Use link request tools in SEO Intranet </li></ul>
  16. 16. Don’t Forget The Costs: <ul><li>Keep mandatory costs in mind (like Yahoo) </li></ul><ul><li>Consider optional costs (like Express services) </li></ul><ul><li>Make sure you charge for your time </li></ul><ul><ul><li>Up front fee </li></ul></ul><ul><ul><li>Monthly maintenance fees </li></ul></ul>
  17. 17. Buying the Top Spots: <ul><li>Clients with larger budgets, who need quick results should consider paid placement </li></ul><ul><li>Paid placement allows you to pay for special placement </li></ul><ul><li>Almost all search engines offer different paid options </li></ul><ul><li>Recommended: GoTo, Yahoo Sponsored Link, Google AdWords </li></ul>
  18. 18. Final Thoughts: <ul><li>Don’t do anything questionable – it’s just not worth it </li></ul><ul><li>Phantom Scripting/Cloaking – what it is and what are the dangers </li></ul><ul><li>Things will continue to change – be prepared to dedicate time to self learning </li></ul>
  19. 19. “ Buying a website without search engine optimization is like spending your entire budget on a commercial without buying any air time to show it to the world”
  20. 20. Questions? Contact : http://blog.prestiva.com http://www.prestiva.com/seo/

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