Search Engine Optimization

Topics:• Search Engine
• SEO & SEM
• Paid Listings
• O.Links & S.Links
• White & Black SEO
• Search Engine
• Web Directory
• SERP
• Spider & Crawler
• SEO Algorithm
• Ranking Factors
• Developers Sheet
• Canonical URLs
• SEO Process
• Redirects
• SEO Techniques
• KeyWords
• Page Ranking
• SEO Tools

Search Engine
Search Engine is a tool that enables users to
locate information on the World Wide Web.
Search engines use keywords entered by users
to find Web sites which contain the information
sought.

• What is SEO?
SEO is the act of modifying a website to
increase its ranking in organic (vs paid),
crawler-based listings of search engines
• What is SEM?
SEM is the act of marketing a website via
search engines by purchasing paid
listings.

Key internet marketing strategies
• Search engine optimization (SEO)
- no cost per click
• Search engine marketing (SEM)
- cost per click

What are paid listings?
• These are listings that search engines sell to
advertisers, usually through paid placement or
paid inclusion programs. In contrast, organic
listings are not sold.

Paid Placement
Results
Organic
Results

• Organic Links
Free Of Cost
• Sponsored Links
Paid Cost

Spider
“Spiders read only text,
nothing else”

Crawler
• It's a program that has been designed to
automatically follow all the links embedded in
a web page

Which Engines?
• Google and Yahoo
– 79.8% of total searches for top 2 engines
– Google and Yahoo are critical to SEO success

What is a SEO Algorithm?
• Top Secret! Only select employees of a
search engines company know for certain
• Varies by Search Engine – some give more
weight to on-page factors, some to link
popularity
• The SEO algorithm is constantly changed,
tweaked & updated
• Websites and documents being searched
are also constantly changing

Ranking Factors
• On-Page Factors (Code & Content)
• Title tags <title> #3
• Header tags <h1> #5
• ALT image tags #4
• Content, Content, Content (Body text) <body> #1
• Hyperlink text #6
• Keyword frequency & density #2
• Off-Page Factors
• Link Popularity (“votes” for your site) – adds credibility #2
• Anchor text #1

The Web Developer’s SEO Cheat Sheet

1. Important SEO HTML tags
1.1 Title Tag
<head>
<title>Keyword</title>
</head>

1.2 H1,H2,H3
• <h1>Most Important</h1>
• <h2>Second Most Important</h2>
• <h3>Third Most Important</h3>

1.3 Bold, Strong(Same Worth)
•<b>Keyword</b>
•<strong>Keyword</strong>

1.4 Hyperlink
<ahref=”http://www.mysite.com/webpage.html
” title=”keyword”>Keywordin Anchor Text</a>

2 Recommended Title Tag Syntax
• Keyword < Category | Website Title

3. Search Engine Indexing Limits

3.1 Page File Size
• No more than 150 kilobytes (Before Images, CSS and
other Attachments)

3.2 Amount of links
No more than 100 unique links per page

3.3 Title Tag
No more than 70 characters

3.4 Meta Description
No more than 155 characters

3.5 Parameters in URL
No more than 2
Bad Example:
• http://www.mysite.com/brands.php?
• object=1&type=2&kind=3&node=5&arg=6
Good Example:
• http://www.mysite.com/brands.php?nike

Canonical simply means relating to or belonging.
o http://utah.edu
o http://www.utah.edu
4. Canonical URLs

o 301 server redirect
o Meta-refresh page redirect
5. Redirects

7.1. Avoid Flash, but if you must use
Flash, use SWF_Object() and have a
text-only, keyword-centric and fully
functional backup site loading behind
it. This is only compliance, anyhow.
7.2 Use meaningful filenames such
as "turtle-food.jpg" instead of
"image1.jpg" for all files including
graphics, sound, scripts, etc...

7.3 Use hyphens in filenames instead of
underscores
7.4 Use the meta description and meta
keywords tags and put them immediately
after the page title, as high on the page as
possible - and make different titles as well
as meta tags for each page.

7.5 Get a list of keywords for EACH PAGE and
work them into the tags in number four. Also,
use them in the page titles. Put keywords ahead
of the company name in page titles, such as in:
"Turtle Food Experts ¦ ACME Turtleworld!"
7.6 Try to use header tags where possible,
around keywords. If using css, use css to define
the size and characteristics of your header tags.
Validate CSS, just like the HTML and XML on the
site.

7.7 Put bold or italics around keywords
where possible, and name links using
keywords.
7.8 Link internally, even to anchor text,
using keywords
7.9 Do not put text in graphics. Use text.
7.10 Use the ALT tag and combine ALT text
with keywords

7.11 Use the ALT tag and combine ALT text
with keywords
7.12 Sites with private content should try
to have public pages as well
7.15 Use a sitemap, ideally sitemap.xml
(registered with Google and at the root of
your site), but at the least a
header/footer/menu that includes text
links

7.16 Be sure that WebTrends or similar
program is installed on the server
7.17 If using a CMS, try to install a "search-
engine-friengly URL" component or
mod_rewrite for Apache (is there an IIS
equivalent?)
7.18 Avoid using frames. If you must use
frames, use <NOFRAMES> tags

7.19 Manually submit site to at least
Google, Yahoo, DMOZ
7.20 Try to ensure that at least some page
content is static and keyword-relevant
7.21 Make sure that links are not "click
here" but instead consist of keywords and
keyword phrases. Shorter is not necessarily
better.

7.24. If the site is geared towards a specific
geographic area, try to find hosting in that area
• #) Use lowercase file names. It seems to matter
to some search engine systems.
• #) Follow The First Letter Capital, Every Other
Letter Lowercase naming convention in links with
keywords (where it isnt painful or displeasing to
do so)
• #. Don't use a new technology just because it is
"cool". Check for seo implications before
implementing.
• #. If AJAX is creating any of your page content,
know that it is probably not being indexed.

8.1 KEYWORD Research
• A good start would be to choose 3 or 4
keywords you would like your website to
rank well for.

8.2 Broad Keyword
• Broad keywords tend to be very short
and aren't very specific (e.g. "shoes" or
"sports").

8.3 Specific Keywords
• A specific keyword is something that
contains many adjectives or words that
make the search very targeted.

8.4 Unique or Branded Keywords
• These are the words that are specific to
only your company.

8.5 Keywords Density
• How many times is your keyword
mentioned on your site?

8.6 Keyword Variation
• Altering versions of your keywords will
help you capture hidden search engine
traffic.

8.9 Similar Keywords
• If you're making a page to target "big hats,"
consider changing up the adjective "big" to its
synonyms, like "huge," "giant," "large,"
"humongous," or "oversized." You can also use
the names of specific words that relate to "big
hats," like "cowboy hat" and "sombrero."

8.10 Targeted Keywords
• If you want a page to rank for a keyword
that is particularly difficult, be sure to
focus on getting the keyword in your
anchor text.

8.11 Plurals
• The easiest way to optimize your site is
to include the plural version of your
keyword

8.12 Misspellings
• including a very common misspelling of
your keyword is one of the easiest ways
to rank #1 for that exact spelling and get
some free traffic.

8.13 Keyword Research Tools
• Keyword research tools are 2 parts
voodoo magic and 1 part hard statistic

What is Page ranking?
• PageRank is a ranking system that
previously was the foundation of the
infamous search engine, Google.

What's my PageRank?
• If you would like to see what PageRank
your site has or other sites have, install
Google's Toolbar.

Who Uses PageRank?
• When PageRank first came out, only
Google was using the technology, but as
other search engines have seen how
much it improved Google's accuracy,
nearly every search engine has added the
PageRank system in to be at least part of
their algorithm.

How Important is PageRank?
• When Google was in its childhood,
PageRank was the single most important
factor for ranking well. However, as soon
as the SEO community caught on to this,
there was a great deal of people who
found ways to artificially boost their
clients' PageRank.

Where do I Get PageRank for my Site?
• The only way to get PageRank is to get a
link from a site that already has
PageRank.

• There are a lot of repetitive tasks to be
done when optimizing your site for the
search engines. To make your life easier,
we've compiled a list of the most popular
SEO Tools (nearly all 100% free) and
categorized them into the following:

• Keyword Discovery - Find popular keywords
that your site should be targeting.
• Keyword Volume - Estimate how much search
traffic a specific keyword receives each month.
• Keyword Density - Analyze how well a specific
webpage is targeting a keyword.
• Backlink Trackers - Keep track of how many
sites are linking to you.

• Site Popularity - Determine how popular
your site is on the internet.
• Keyword Rankings - Track of your site's
rankings for a keyword in the search
engines.
• Firefox Addons - Install these addons to
turn your browser into an SEO research
powerhouse.

• Google Adwords
• AdCenter Keyword Group Detection
• Term Extractor
• KeyCompete
• Popular Searches

Keyword Volume
• Google Adwords External Tool
• SEO Book Keyword Suggestion Tool

Keyword Density
•Term Target

Keyword Rankings
• Rank Checker
• Keyword Rankings
• Rank Checker

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