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E business intro_toseo
This document provides an introduction to search engine optimization (SEO) by discussing search engine basics, popular search engines and their market shares, and why optimizing a website is important. It explains how search engines work by crawling websites, indexing documents, processing queries, and ranking results. The document also outlines ways to optimize a website through metadata, keywords, links, social media, and following best practices instead of black hat techniques. The goal of SEO is to improve a website's visibility in organic search results.
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E business intro_toseo
- 1. Search Engine Optimization An introduction to optimizing your web site for best possible search engine results. 1
- 2. Presentation Overview Search Engine Basics Market Share Why Optimize? Ways to Optimize 2
- 3. What is SearchEngine It is a program that searches documents for specified keywords and returns a list of the documents where the keywords were found. 3
- 4. Search Engine Basics Crawling the web: Search engines run automated programs, called “robots" or "spiders", that use the hyperlink structure of the web to "crawl" the pages and documents that make up the World Wide Web. 4
- 5. Search Engine Basics Indexing documents: Once a page has been crawled, its contents can be "indexed" - stored in a giant database of documents that makes up a search engine's "index". 5
- 6. Search Engine Basics Processing queries: When a request for information comes into the search engine, the engine retrieves from its index all the document that match the query. 6
- 7. Search Engine Basics Ranking results: Once the search engine has determined which results are a match for the query, the engine's algorithm runs calculations on each of the results to determine which is most relevant to the given query. 7
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- 9. 100 Billion Searches Each Month! 9
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- 12. Search Engine Statistics Google – 41.6% Yahoo – 31.5% MSN – 27.4% AOL – 13.6% Ask Jeeves – 7.0% 12
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- 14. Search Engine Basics Search Engine Results Pages (SERPs) o Organic: Results based on content and keyword relevancy (as per algorithm) o Paid Placement (PPC): Google AdWords Yahoo! Search Marketing (YSM) 14
- 15. Search Engine Results Pages Paid Placement Results Organic Results 15
- 16. Organic vs. PaidSearch 10% of Clicks 90% of Clicks 16
- 17. Why Optimize? Web Search as a navigational tool o 72% of searchers stop with the top ten search results, and 90% stop with the top 30. 17
- 18. Optimization Meta-data <html> <head> <title>The University of Utah</title> <meta name="description" content="Founded on February 28, 1850, The University of Utah offers 75 undergraduate degree programs, more than 50 teaching majors and minors, and 96 graduate majors."> <meta name="keywords" content="University of Utah, UU, Utes, Utah, Salt Lake City, university, universities, colleges, higher education, academic, research, admissions"> 18
- 19. Optimization Relativeweight given HTML tags by U of U Ultraseek Search Engine 19
- 20. Optimization Popularity o Inbound links o Social Media 20
- 21. Optimization Contents Keywords Title Links & Back links Social Media Video Domain Name 21
- 22. Optimization Keywords included in your title (preferably first two words), and tagged <h1> included in other title tags (<h2> – <h6>) are linked (anchor text) to other pages within your site relevant to that post included in your images using the <alt=””> tag 22
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- 25. Black Hat SEO Black Hat SEO: Deceptive optimization practices intended to spam users or compete unfairly o Invisible text o Keyword stuffing o Duplicate pages o Link farms 25
- 26. Search Engine Optimization THANK YOU! 26