This document provides an overview of search engine optimization (SEO). It discusses what search engines are and how they work by using crawlers to index websites and search algorithms to retrieve and rank pages. The document then defines SEO as improving websites to rank higher for targeted keywords. It outlines the SEO process, including research, optimization, submission, and reporting. Key on-page optimization techniques are covered such as keywords, titles, meta descriptions, and crawler-friendly design. Link development approaches like quality content, directories, blogs and forums are also discussed. The document distinguishes between white hat and black hat SEO tactics.

1. Search Engine OptimisationPradeep Yuvaraj

2. Today’s AgendaSearch EnginesHow they WorkWhy we need themSEO- What?SEO-How?SEO and your careerDiscussions

3. Search EngineAn internet-based tool that searches an index of documents for a particular term, phrase or text specified by the user.

4. The anatomy of a search engineQuery InterfaceCrawlers, Spiders and RobotsDatabasesSearch AlgorithmsRetrieval and ranking

5. Query InterfaceThe visible face of a search engineSimpler to start withGadgets/widgets, fancier today

6. Crawlers/Spiders/Robots

7. Names, names and namesGoogle: Googlebot MSN: MSNbot Yahoo! Web Search: Yahoo SLURP or just SLURP Ask: Teoma AltaVista: ScooterLookSmart: MantraAgent WebCrawler: WebCrawlerSearchHippo: Fluffy the Spider

8. Search AlgorithmList searchTree SearchSQL SearchInformed SearchConstraint Satisfaction

9. Retrieval and rankingLocationFrequencyLinksClick-through

10. Types of Search EnginesPrimarySecondaryTargetedCrawler basedDirectory basedMeta-search

12. Agenda- Part 2What is SEOSEO ProcessTechnical aspects of SEO

13. What is SEO ( Search Engine Optimization )?The process of improving web pages so they rank higher in search engines for your targeted keywords. The modification of a web site’s build, content, and inbound linking to better position the site in the natural/organic results of the major search engines.

14. Pay Per Click SEOPPC ads appear as “sponsored listings”Companies bid on price they are willing to pay “per click”Typically have very good tracking tools and statisticsAbility to control ad textCan set budgets and spending limitsGoogle AdWords and Overture are the two leaders

15. Results?Pay Per ClickPay Per ClickOrganic

17. SEO Process5 step process:ResearchReportingOptimizationSubmission/Re-CrawlFollow Up Reporting

18. SEO Optimization CategoriesKeywordsKeyword selection and keyword-rich textCrawlerA crawler-friendly site navigation schemeLinksLink popularity18

19. Keyword RecommendationsPage title: visible HTML text ,“Above the fold”Page Size: "100 KB" limit is still is still widely held. The optimum page size is 500-3000 words (or 2000 to 20,000 characters)19

20. Keywords…Be specificExample: “Apple iPod” verses “iPod”exact phrase should appear generously throughout your site copy on every page

21. Technical SEO - Example of Page ElementsSite-Side OptimizationPage TitleAlt-TagsAnchor TextNavigationLink Title Tags

22. More Keyword RecommendationsMeta tags: use but don’t stuff<meta name="description" content="Free Web tutorials on HTML, CSS, XML, and XHTML">Alt tags: use for graphics<IMG src="star.gif" alt=“star logo">Domain NamesUse keywords as part of domain name22

23. Title TagMeta dataJavascript

24. Crawler-friendlyEngine spiders are primitive beings choose simplicity over complexity GoalAll your web pages seen by crawlers Google: enter in searchbox “allinurl:utexas.edu”24

25. Avoid or Minimize:May Negatively Impact CrawlerFlash (slow to load and difficult to navigate)FramesJava navigationSession ID to track visitors exact same Title tags on every pageset to require a cookie when a visitor gets to the page25

26. Link Development ApproachesQuality content to start withCultivate quality link (not quantity)Begin with web directoriesHarness online publicityUse Blogs and forums wiselyInvestigate competitorsUnderstand their strategyOnline publicity, blogs and forumsSee inbound links ("link:domain.com" in Google, "linkdomain:domain.com" in Yahoo) 26

27. White Hat vs.BlackHatWhite HatQuality content creationLight keyword optimizationSound website building tacticsEverything out in the openNothing designed to trick the search engine or the userBlack Hat

28. Cloaking

29. Hidden text or tiny text

30. Keyword stacking or stuffing