What’s Search Engine? How it works. What do SE Spiders See. What’s Search Engine Optimization? Why do you need SEO. What does SEO Need. How to work? SEO Process. Structure strategy. Content strategy. Link stategy. SEO Tools. Q&A.

1. SEARCH ENGINE
OPTIMIZATION
What’s It About?

2. Agenda
• What’s Search Engine? • How to work?
• How it works. • SEO Process.
• What do SE Spiders See. • Structure strategy
• What’s Search Engine • Content strategy.
Optimization?
• Link stategy.
• Why do you need SEO.
• What does SEO Need. • SEO Tools.
• Q&A.

3. Search Engine?
›
What’s
A search engine is designed to search for
information on the World Wide Web and
FTP servers. The search results are generally
›
presented in a list of results.
The very first tool used for searching on the
Internet was Archie. It was created in 1990
by computer science students at McGill
University in Montreal.

4. What’s Search Engine?
• Finding the document will be based on the
keywords that users type and returns
alist of Web pages that contain the keywords
that it finds.

5. Search Engine Result Page
• The result may consist of web pages, images,
information and other types of files

6. How Search Engines Work
HOW IT WORKS?

7. Search Engines use software called
Bots or Spiders to scour the web

8. These Bots and Spiders find new
websites and web pages by following
links on a web page

9. Once they find a web page, they
“read” the text-based content

10. … And the Search Engine stores this
data into a huge library called an
Index.

11. When you search for something on

12. …the Search Engine reaches into its gigantic Index…

13. …And before displaying a list of
web pages it uses its
Algorithm to
calculate which
ones best match
your search
query…

14. Presents you with search results

15. Now You Know
How Search Engines Work!

16. What’s SE Spiders see?

17. You see

18. Spider only sees the text-based content

19. …And they don’t see
JavaScript, cookies, session IDs,
frames, DHTML & CSS

20. Now You Know
What you need for Search bots!

21. What’s
Search Engine
Optimization?

22. SEO?
›
What’s
Search engine optimization (SEO) is the
process of improving the visibility of a
website or a web page in search engines via
the "natural" or un-paid ("organic" or
"algorithmic") search results.
› … And why do you need SEO…

23. Perspective (Global / Regional)
› Selecting your keywords or phrases to
target your audience, search engine
optimisation ensures that you and your
company are found globally or regionally by
those who require exactly what you offer

24. Targeted Traffic
Essentially more targeted
traffic equal more sales

25. Increase Visibility
More people will visit your website and it will give
international recognition to your
products/services.

26. High ROI (Return on Investment)
An effective SEO campaign can bring a higher return on your investment
than any other type of marketing for your company.

27. Long term positioning
SEO is a cheaper and long term solution than any other search
engine marketing strategy.

28. Cost-effective
One of the great benefits of search engine optimisation is that it is cost
effective and requires the minimum amount of capital for the maximum
exposure of your website.

29. Flexibility
You can get traffic
according to the
organisational
strategy to meet the
needs and
requirements of your
choice.

30. It is a unique quality of seo campaigns
Results you can measure
that you can quantify the results of seo
by positioning reports of search
engines, visitor conversion and the
other factors of this nature.

31. What does SEO Need?

32. Googlers recommend
• Make pages primarily for users, not for search
engines. Don't deceive your users or present
different content to search engines than you
display to users, which is commonly referred
to as cloaking.

33. Googlers recommend
• Make a site with a clear hierarchy and text
links. Every page should be reachable from at
least one static text link.

34. Googlers recommend
• Create a useful, information-rich site, and
write pages that clearly and accurately
describe your content. Make sure that your
<title> elements and ALT attributes are
descriptive and accurate.

35. Googlers recommend
• Keep the links on a given page to a reasonable
number (fewer than 100).

36. How Long Should It Take for SEO to
Show Results

37. So, You Want to Be an
SEO Expert?

38. Start with 5 phase
SEO PROCESS

39. Preliminary phase
Website analysis Keyword research Keywords are
begin begin finalized

40. Phase 1: Site architecture
Website Structure URL Rewrite Image, Alt text
(HTML) Internal Link
Optimization Optimization

41. Phase 2: Content development
Optimization for old Content writing
content with keyword

42. Phase 3: Link building
Search engine & Blog/ Articles Link Exchange or Social network
Dicrectory submission Online Advertising submission
submission

43. Phase 4: Analytics & Reporting
Search Engine Traffic Tracking & Re-optimization of
ranking update Conversion Pages as Needed

44. How to optimization your website?
STRUCTURE STRATEGY

45. At least you need to remember
› Title tag. › Internal link (dofollow and
› Meta tags. nofollow).
› Header tags (H1, H2 … H6). › URL.
› Image (filename, Alt text). › Robots.txt
› XML Sitemap.

46. Title Tag

47. Title Tag
› Short unique and good sales pitch (65characters - around 15 words)
› Accurately describe the page's content.
› Avoid using default or vague titles like "Untitled”.
› Avoid keyword stuffing.
› Create unique title tags for every page on your site.
› Avoid using a single title tag across all of your site's pages or a large group
of pages.

48. Meta Description Tag

49. Meta Description Tag
› Short unique and good sales argument (Google allows around 160
characters)
› Accurately describe the page's content
› For humans and for search engines
› Connected to the Title
› Use unique descriptions for each page

50. Header Tags
› Use Only One H1 Element on any page
› Use <h1> for top-level heading
› Accurately describe the page's content
› Unlike the title, this element can include links, emphasis and other HTML
phrase elements
HTML Browser

51. Image Optimize & Graphic Alt Text
› Choose a logical file name that reinforces the keywords.
› Label the file extension.
› Make sure that the text nearby the image that is relevant to that image.
<img src=“http://www.domain.com/images/good_image.jpg” alt=“these are
the keywords I’m targeting” width=”75″ height=”100″/>
Don’t do
› You can use hyphens in the file name to isolate the keyword, but avoid to
exceeding two hyphens.
› Avoid using underscores as a word separator.

52. Anchor Text / Anchor Links
› Good practice.
› Descriptive text.
› Think about anchor text for internal links too.
Download Opera for PC, Mac & Linux
› Instead of
Download Opera for PC, Mac & Linux Click Here or Link:
http://www.opera.com/download/

53. Dofollow/Nofollow Link
› When creating a link on a webpage using HTML, the standard code for
that link is:
<a href="http://www.inlineseo.com">Search Engine Optimization</a>
› To tell the spiders to NOT crawl a link, you need to add the following code
to the HTML code above: rel=“nofollow”.
<a rel="nofollow" href="http://www.seoman.vn">Search Engine Optimization</a>

54. URL’s

55. URL’s
› Words rather than numbers.
› Provide one version of a URL to reach a document redirect www or non-
www (canonical) to concentrate all reputation 301 Redirections

56. Canonical Redirection
These URLs are all different:
› www.example.com
› example.com
› www.example.com/
301 redirect
› example.com/ www.example.com
› www.example.com/index.html Or
example.com
› example.com/index.html
› www.example.com/Home.aspx
› example.com/Home.aspx

57. Robots.txt
› http://www.domain.com/robot s.txt
› Use Structure:
User-agent: *
Disallow:

58. Sitemap.xml
› http://www.domain.com/sitemap.xml
› Should follow Google's XML standard
http://bit.ly/q9Ylsl

59. How to optimization your content?
CONTENT STRATEGY

60. Quality Content
› Offer exclusive content.
› New content gets attention.
› Create content primarily for your users, not search engines.
› Create fresh, unique content.
› Place target phrases toward the front of sentences & paragraphs.
› Embed links with-in your content to relevant pages – establishes relevancy
for spiders & users.
› Avoid presenting your content in certain dynamic methods (ie Flash,
JavaScript, image headers).

61. Limitations and Keyword Density
› Content relevance in relation to keyword Intent.
› No specific character limit. But, You should create a text 1000 characters in
length.
› Although it’s best practice to achieve around 3-5% keyword density, there
really is no magic target density, since it varies from time to time and from
phrase to phrase.
› Note that when writing content, the keywords are extracted from single
word.

62. Don’t do
› Duplicate Content.
› Stuffing.
› Cloaking.
› Having blocks of text like "frequent misspellings used to reach this page"
that add little value for users.

63. Example Download http://bit.ly/oSU5J0

64. How to optimization link to your website?
LINK STRATEGY

65. › Building links is an art. It's almost certainly
the most challenging part of an SEO's job,
and, for many sites, the one most critical
›
to achieving long term success.
Many companies can afford to hire SEOs to
help make their websites search friendly
and search optimized, but a robust backlink
profile is an extremely high barrier to
competition.

66. Many sites offer directories and
listings of relevant resources

67. › You can find hundreds of these on SEOmoz's
Directory List or use the search engines
themselves to find lists of pages that offer
outbound links in this fashion (for example, try
searching for allintitle:directory at Google and
notice the millions of results).

68. Get your customers to link to you
• If you have partners you work with regularly or loyal customers that love
your brand, you can use this to your advantage by sending out partnership
badges - graphic icons that link back to your site (like Microsoft often does
with their partner certification program).

69. Build a company blog and make it a
valuable, informative and entertaining resource

70. Create content that inspires viral
sharing and natural linking

71. Use Social Network
› Google Plus
› Facebook
› Twitter
› Linkedin
› … And more

72. SEO TOOLS

73. Keyword Research
https://adwords.google.com/select/KeywordToolExternal

74. Link & Website Structure
www.google.com/webmasters/tools/

75. Generate Robots.txt
(Google Webmaster Tools)

76. Link to your site
(Google Webmaster Tools)

77. Tracking & Report
www.google.com/analytics/

78. SEO Extension for FIREFOX
FIREFOX

79. SENSEO on Firefox
http://bit.ly/nThwrn

80. SEO Doctor
http://bit.ly/ohighv

81. Question & Answer
Please contact
vu.le@digitalmedia.vn
http://www.digitalmedia.vn