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Search Engine Optimization (SEO)

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Title: Search Engine Optimization (SEO)


1
Search Engine Optimization (SEO)
  • Prepared by Larry Stewart

2
Topic Outline
  • Introduction
  • How Search Engines Work
  • SEO Building Blocks
  • Keywords
  • Crawler
  • Links
  • SEO Tools
  • Black Hat Methods
  • Summary and Conclusion

3
Introduction
4
Definition of Search Engine Optimization (SEO)1
  • "Natural," or "organic," search engine
    optimization (SEO) is designing, writing, and
    HTML-coding a Web site to maximize the chance its
    pages will appear at the top of spider-based
    search engine results for selected keywords and
    phrases
  • Organic Listings Listings that search engines do
    not sell (unlike paid listings)

5
SEO
  • Iterative process
  • Dynamic environment
  • Art
  • Science

6
Why is it important?
  • Internet advertising 1H 2006 7.9 Billion2
  • Search ranking ?more site visitors
  • Internet users tend not to click through
  • Depends on webs role in your economic model

7
Variation in Approaches
  • White Hat
  • Abide by terms and conditions set forth by search
    engines
  • Black Hat
  • Breaches search engine terms and conditions
  • May provide short-term gains
  • You run the risk of being penalized by search
    engines

8
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9
Defining Success (Context)
  • Search-Friendly (SEO)
  • High ranking
  • Terms and conditions set by search engines
    (Google, Yahoo, MSN Search)
  • User-Friendly
  • Site must satisfy the needs of visitors
  • Persuasive
  • Profitable for site owner

10
How Search Engines Works
11
Search Engine Operations
  • Gather Content
  • Crawler or spider moves recursively downloading
    content
  • Builds sophisticate index
  • Individual web searches run against index
  • Results are retrieved and ordered
  • PageRank Relevance

12
Google Search Placement4
  • Placement importance and relevance
  • PageRank (importance)
  • Counts links
  • Weights links
  • Query matching (relevance)
  • sophisticated text-matching techniques
  • examines all aspects of the page's content (and
    the content of the pages linking to it)

13
SEO Optimization
14
SEO Optimization Categories
  • Keywords
  • Keyword selection and keyword-rich text
  • Crawler
  • A crawler-friendly site navigation scheme
  • Links
  • Link popularity

15
Keyword Recommendations1
  • Page 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)
  • Be specific
  • Example Apple iPod verses iPod
  • exact phrase should appear generously throughout
    your site copy on every page

16
More Keyword Recommendations5
  • Meta tags use but dont stuff
  • ltmeta name"description" content"Free Web
    tutorials on HTML, CSS, XML, and XHTML"gt
  • Alt tags use for graphics
  • ltIMG src"star.gif" altstar logo"gt
  • Content is king
  • Write good content with relevant and important
    keywords in mind.
  • Geo Targeting
  • Add geocentric terms to target local areas
  • Domain Names
  • Use keywords as part of domain name

17
Crawler-friendly
  • Engine spiders are primitive beings
  • choose simplicity over complexity
  • Goal
  • All your web pages seen by crawlers
  • Google enter in searchbox allinurlutexas.edu

18
Suggestions to be Crawler Friendly5
  • Traditional lta hrefgt tag
  • Keywords in subfolder names
  • Minimize quantity of subfolders
  • Cross link relevant terms and phrases within the
    site
  • Multiple paths to pages to eliminate orphans

19
Avoid or Minimize May Negatively Impact Crawler5
  • Flash (slow to load and difficult to navigate)
  • Frames
  • Java navigation
  • Session ID to track visitors
  • exact same Title tags on every page
  • set to require a cookie when a visitor gets to
    the page

20
Link Development Inbound Links Impact
PageRank
  • PageRank (Popularity, importance)
  • Number and quality of links pointing to a website
  • Measure of usefulness of site

21
Link Development Tradeoffs
  • Advantage
  • it is dynamic, cumulative, and difficult to
    imitate
  • Disadvantage
  • takes time (vs. advertising)

22
Link Development Approaches (White Hat)7
  • Quality content to start with
  • Cultivate quality link (not quantity)
  • Begin with web directories
  • Harness online publicity
  • Use Blogs and forums wisely
  • Investigate competitors
  • Understand their strategy
  • Online publicity, blogs and forums
  • See inbound links ("linkdomain.com" in Google,
    "linkdomaindomain.com" in Yahoo)

23
SEO Tools
24
Search Engine Term and Conditions
  • Google
  • Yahoo
  • MSN Search

25
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26
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27
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28
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29
Vendor Tools Example Seo Administrator 8
  • Ranking monitor site positioning in for
    keywords
  • Link popularity checker checks inbound links
  • Site indexation tool check site indexation
  • Server Log-analyzer Administrator log analyzer
  • PageRank analyzer analyze competitor sites
  • Keywords tool suggestions, associations,
    competitor analysis
  • HTML analyzer dissect html text in the same way
    that a search engine would (syntax, keyword
    density)

30
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31
Black Hat Methods
32
Head of the webspam group at Google
  • Matt Cutts
  • Worked on his Ph.D Computer Science at the
    University of North Carolina at Chapel Hill.
    Undergrad Comp Sci and Math (Graduated with
    M.S.).
  • Moved into information retrieval after classes
    from the university's Information and Library
    Science department

33
http//www.searchenginegenie.com/seo-blog/images/m
att.gif http//www.searchenginegenie.com
34
Link Exchange Advertisement
35
Keyword Consulting Advertisement
36
Black Hat Terms
  • Link Farming exchanging reciprocal links
  • Keyword Stuffing Hidden text, Stuffing text in
    every nook and cranny
  • Cloaking stealth, deliver different page to a
    search engine for indexing
  • Doorway Pages bridge, jump page, designed to
    appeal to search engine spiders
  • Fast meta refresh used to quickly switch doorway
    pages to the page the user is supposed to see
  • Code swapping swap it on the server with the
    "real" page once a position has been achieved.
    also sometimes done to keep others from learning
    exactly how the page ranked well.
  • Bait and Switch loads the page with a popular
    search words such as sex, travel or antivirus
    when is irrelevant to site

37
Online Resources
38
Search Engine Standards
  • Google
  • http//www.google.com/support/webmasters/bin/answe
    r.py?answer35769
  • http//www.google.com/support/webmasters/bin/answe
    r.py?answer40349ctxrelated
  • Yahoo
  • http//help.yahoo.com/help/us/ysearch/basics/basic
    s-18.html
  • http//help.yahoo.com/help/us/ysearch/basics/basic
    s-17.html
  • http//help.yahoo.com/help/us/ysearch/basics/index
    .html
  • MSN
  • http//search.msn.com/docs/siteowner.aspx?tSEARCH
    _WEBMASTER_REF_GuidelinesforOptimizingSite.htm
  • Web Robots
  • http//www.robotstxt.org/wc/robots.html
  • http//help.yahoo.com/help/us/ysearch/slurp/index.
    html
  • http//www.google.com/support/webmasters/bin/topic
    .py?topic8843

39
Keyword Tools
  • Overture tool
  • http//inventory.overture.com/d/searchinventory/su
    ggestion
  • Wordtracker tool recommended
  • http//our.affiliatetracking.net/wordtracker/a/122
    46
  • Google Sandbox Tool
  • https//adwords.google.com/select/main?cmdKeyword
    Sandbox
  • Espotting Tool
  • http//www.espotting.com/popups/keywordgenbox.asp
  • Related Pages
  • http//www.related-pages.com/adwordskeywords.aspx

40
Conclusion and Summary
  • Website Success
  • Search-friendly
  • User-friendly
  • Persuasive
  • Search-friendly Optimization components
  • Keywords
  • Crawler
  • Links

41
Bibliography
  • 1 Thulow, Shari. What Search Engine Marketing
    Does Your Site Need? Clickz. 15 Nov. 2006
    lt
    http//www.clickz.com/showPage.html?page3105241
    gt.
  • 2 2006 Second Quarter Results (October 4, 2006)
    . Interactive Advertising Bureau. 15 Nov. 2006
    lt http//www.iab.net/res
    ources/ad_revenue.asp gt.
  • 3 Event Homepage. Search Engine Strategies 2006
    Conference and Exposition. 15 Nov. 2006
    lthttp//www.searchenginestrategies.com/sew/winter0
    6/index.html gt.
  • 4 Our Search Google Technology. Google
    Website. 15 Nov. 2006
  • lt http//www.google.com/technology/index.html gt.

42
Bibliography
  • 5Laratro, Joe. Dos and Donts of Search Engine
    Optimization. MoreVisibility. 15 Nov. 2006
    lthttp//www.morevisibility.com/whitepaper/2006/SEO
    _Do_and_Donts_WP.pdfgt
  • 6 Thulow, Shari. Link Development The Key to
    Successful SEO Clickz. 15 Nov. 2006
    lthttp//www.clickz.com/showPage.html?page3431741
    gt.
  • 7 link farming. webopedia. 15 Nov. 2006
    lthttp//www.webopedia.com/TERM/l/link_farming.html
    gt.
  • 8 SSEO Tools. SEO Administrator.
  • lthttp//www.seoadministrator.com/seo-tools.htmlgt
  • lthttp//seo-tutorial.seoadministrator.com/gt

43
Backup
44
Vendor Tools Example Seo Administrator 8
  • Ranking monitor monitor web site positioning in
    the major search engines for keywords
  • Link popularity checker checks inbound links
    across a number of search engines
  • Site indexation tool check site indexation in
    Google, Yahoo, MSN and other search engines
  • Server Log-analyzer Administrator log analyzer
    automates (Number of unique IP addresses, Number
    of visitors )
  • PageRank analyzer analyze competitor sites
  • Keywords suggestion tool Keyword suggestion
    services, Keyword Associations, search query
    suggestions, Competitor analysis
  • HTML analyzer dissect html text in the same way
    that a search engine would (syntax, keyword
    density)

45
Black Hat Terms
  • Link Farming exchanging reciprocal links with
    Web sites in order to increase search engine
    optimization
  • Keyword Stuffing Hidden text, Stuffing text in
    every nook and cranny
  • Cloaking stealth, deliver one page to a search
    engine for indexing while serving a different
    page to everyone else.
  • Doorway Pages A Web page that is designed to
    appeal to search engine spiders.
  • Fast meta refresh used to quickly switch doorway
    pages to the page the user is supposed to see
  • Code swapping swap it on the server with the
    "real" page once a position has been achieved.
    also sometimes done to keep others from learning
    exactly how the page ranked well.
  • Bait and Switch Another technique combines word
    stuffing with "bait-and-switch," which loads the
    page with a popular search word such as sex,
    travel or antivirus, even though the word has
    nothing to do with the site content.
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