Search engine optimization simplified


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Understanding Search Engine Optimization

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Search engine optimization simplified

  1. 1. At the end of this presentation you will know • Why is search important? • What is search engine, and how does it work? • How to optimize website for the search engines? • What is Black Hat SEO and why should we avoid it?
  2. 2. Search Engine Marketing
  3. 3. What’s in it for marketers • They give website owners a prime opportunity to put their offerings in front of a vast number of prospective customers exactly when they are looking for it • 80% of internet users find new websites is by typing a query into one of the major search engines ~ Jupiter Research
  4. 4. How do search engines work? • Putting users first makes SE richer • Objective: deliver timely, relevant, high quality search results • Rationale: better search experience  better reputation of the SE  more users it will attract  more ad revenues • Sourcing the web: SEs need to gather detailed information about billions of pages from the web, using automated programs called Bots or Spiders • The internet is a like a book with millions of pages. SEs’ goal is to index these pages
  5. 5. Crawling & Indexing How do search engines work?
  6. 6. How do search engines work? • The list of result is run through a ranking algorithm • The output is then sorted in order of relevance and presented to the users in the SERPs • There are some 200 criteria to pick out the most relevant results from millions of others • Each year Google introduces over 500 improvements into its search algorithm
  7. 7. Google has one over-riding criteria in determining search rank: Relevance!
  8. 8. How to determine Relevance? • Content (relevance and quality) • Link popularity and relevance ( includes social media) • Tech Factors and Usability • Trust Rank (Site age and credibility) • Geo-targeting (Domain, hosting, etc.)
  9. 9. Optimizing your Website • Follow SE’s own guidelines, tips and resources Eg: Webmaster Central by Google at • Make your site easy to crawl: more text, less graphics, animation and flash • Words are the key: know what people, looking for your product are typing into that little box • Keywords form the foundation of your SEO efforts • Choosing effective keywords: Put yourself in your prospect’s shoes Keywords
  10. 10. Optimizing your Website • Examine the sites that are ranking highly for your chosen keywords • Additionally there are wide range of automated keyword suggestion tools like, the free tool provided by Google AdWords or Wordtracker • These tools provide insight into search traffic volumes for the most popular phrases relating to keyword phrases you provide • Analyze the competition: there are tools that can provide you with insight into how your leading competitors are doing in terms of traffic for a particular keyword Eg: Toolset and compete
  11. 11. Finding the right keywords Google Keyword tool
  12. 12. Optimizing your Website • Start small: optimize a few pages for your main keywords and monitor the results on ranking, traffic and conversions • Eliminate words or phrases that are much too general • Find elusive balance between keywords search volume and keywords specificity that drives the maximum volume of targeted traffic • Your target keywords should be more than two, three or more words long • Find right mixture of short -tail keywords and long-tail keywords • Focus on one page at a time • Each page in your website will have different target keywords that reflect the page’s content • The more individual pages you have the more opportunities you have to get your business in front of your prospects
  13. 13. Optimizing your Website • Choose your page title (clickable blue link) carefully • Weaving your primary keywords into the title tag whenever possible • Give each page a unique meta description tag: it can help you to boost your CTR • Remember you are writing content for human audience first and then for SE spiders • Keywords in content: your chosen keywords are contained in the title tag and URL and make sure your content is on topic • Links: quantity and quality of references or links to a page from other web pages
  14. 14. Optimizing your Website • Generate truly valuable content that other sites will want to link to • Let people know your site is out there • Create your own blog • Use your network • Ask the people who link to your competitors to link to you • Encourage links within content and with descriptive anchor text • Submit your site to high quality directories • Use link bait • Offer to swap links with a select few relevant high quality sites Link-building tips
  15. 15. SEO myths • You should submit your URLs to search engines • You need a Google sitemap • You need to update your site frequently • PPC ads will help/hurt you rankings • Your site will be banned if you buy links
  16. 16. Black Hat SEO Less ethical practitioners attempt to exploit every trick and loophole they can find to game the engines, increase their rankings and drive traffic to their sites
  17. 17. Some common Black Hat SEO techniques • Keyword stuffing: Repeating keywords over and over again on a given web page • Cloacking: Technique that uses code to show one search-engine- friendly page to the spider and a completely different page to a human visitor • Invisible text: Text that is the same colour as the background of the page • Interlinking: Setting up multiple website on a given topic and linking backwards and forwards between them • Selling links to help ranking: If you have high ranking website, you sell links from your site to another Thumb Rule If what you are doing to your website adds genuine value to the end users you generally have nothing to worry about
  18. 18. Negative SEO Damaging the ranking of competitors or even get them banned Types • DOS and 404 errors: The attacker initiates a denial-of service attack (DOS) to swamp the target domain • Redirection: The attacker redirects to the targeted pages from the bad websites
  19. 19. Universal Search Integrates search results from other specialized search engines
  20. 20. The impact of Universal Search • Google organic - can have multiple placements • Google places (maps) - use when relevant • Google Ad words - will increase exposure for targeted keywords • Google News, shopping, etc. Be as visible as possible!