It is an information retrieval system designed to help find information stored in a computer system search en·gine intro

It is an information retrieval system designed to help find information stored in a computer system

search en·gine

intro

The grandfather of all search engines was Archie, created in 1990 by Alan Emtage, Bill Heelan and J. Peter Deutsch, students at McGill University in Montreal.

the birth of a search engine

intro

ArchieVeronica and JugheadVLibExciteWorld Wide Web WandererALIWEBPrimitive Web SearchInfoseekAltavistaGalaxyYAHOO!WebCrawlerLycos

LookSmartInktomi:HotbotGOOGLEAsk.com / Ask JeevesMSNOpen Directory ProjectOvertureallthewebSnapLivesearchCuilbing

19961990

1999

1994

1993

2009

• Web Crawling• Indexing• Searching

how search engines operate?

intro

A Web crawler is an Internet bot that systematically browses the World Wide Web, typically for the purpose of Web indexing.

A Web crawler may also be called a Web spider, an ant, an automatic indexer, or a Web scutter.


webcrawling

web crawling


webcrawling

web crawling

webcrawling

how search engines operate?web crawlingPanda and Penguin

Panda updates are designed to target pages that aren’t

necessarily spam but aren’t great quality.

Penguin is an important algorithm change targeted at webspam. The change will decrease rankings for sites that are violating Google’s existing quality guidelines.

: collects, parses, and stores data (keywords or keyphrases) to facilitate fast and accurate information retrieval.


indexing

indexing

: is the activity of obtaining information resources relevant to an information needed from a collection of information resources.


searching

searching

webcrawling

how search engines operate?searchingSERPSERP or Search Engine Results Page is the listing of results returned by a search engine in response to a keyword query.

webcrawling

how search engines operate?searchingSERP

Organic Search Results

Paid Search Results

You have a website, but are you SEARCHABLE?

or SEO is the process of affecting the visibility of a website or a web page in the search engine.

search engine optimization

seo


purpose

purpose of seo

• Visibility• Traffic• Sales


purpose

purpose of seo

VisibilityIncreasing your visibility online will increase

the chances of someone actually coming across your site and using it.


purpose

purpose of seo

TrafficSearch engine optimization brings customers

to your door step as they enter your websites by using relevant keywords/phrases into the search engines.


purpose

purpose of seo

SalesWith better visibility & increased traffic, you

have an increased chance of getting more sales leads.

is traditionally divided into two major parts.

• On-page Optimization• Off-page Optimization


seo

is traditionally divided into two major parts.



seo


on-page

on-page optimization

The title tag tells search engines what the page is about and that the page on your website is relevant for that keyword or keyword phrase. Title tags should be unique for every page.

In search results, search engines will highlight your keyword phrases if a user has searched for those terms. This increases visibility and click-through rate.

Example of a Page Title in SERP

title tags


on-pageOn-page

on-page optimization

Best Practices• Your title tag should be written like this: Primary Keyword –

Secondary Keyword | Brand Name• Use a DASH in between your keyword phrases and a PIPE at the

end before your brand name• Avoid duplicate title tags• Keep title tags at 66 characters or less in length, including spaces

title tags


on-pageOn-page

on-page optimizationmeta descriptionsMeta descriptions should include a compelling description on which a user would want to click on. Much like title tags, the SERPs will highlight keywords that the user searched for, increasing the likelihood of the user clicking through to your website.

Example of a Meta Description in SERP


on-pageOn-page

on-page optimizationmeta descriptionsBest Practices• Write compelling meta descriptions• 150 to 160 characters is the recommended length• Avoid duplicate meta descriptions• Do not use quotes or any non-alpha characters (Google, cuts

them out of the meta description)


on-pageOn-page

on-page optimizationmeta keywordsKeywords or key phrases are the search terms someone types into a search engine, when they are looking for certain information.

Why do KEYWORDS matter?People are constantly using keywords whether they are in search of a specific product or just browsing to conduct personal research.


on-pageOn-page

on-page optimizationmeta keywordsSample META data tags


on-pageOn-page

on-page optimizationheader tags & keyword phrasesA header tag, also known as an H1 tag, is much like the subject line of your web page. You should only use your keyword phrase once in the H1 tag.

This should be included on a page to which you are trying to drive unique traffic to. You can also use H2 tags (second header) if there are multiple sections.

on-page

Example of Web Content with highlighted keywords

search engine optimizationon-page optimizationheader tags & keyword phrases

on-page

Example of an H1 tag being optimized for ‘nfc reader’:


on-page

Best Practices• Use your keyword phrase once in your H1 tag• Use H1 tags on pages you are trying to drive unique traffic to

(SEO page)• Use H2 tags if there are multiple sections


on-page

Internal linking refers to a link on a page that points to another page on the same website. Internal linking is important because it helps strengthen those keywords internally for those pages, it allows users (and search engine robots) to navigate through the website, and it tells the search engines that the page is relevant for that keyword phrase.

This should be included on a page to which you are trying to drive unique traffic to. You can also use H2 tags (second header) if there are multiple sections.

search engine optimizationon-page optimizationinternal page linking with anchor text

on-page

Example of how to use anchor text in your internal links:


on-page

Best Practices• When linking to another page on the same site from within

content, select good anchor text (keywords) to use in the actual link and do this often.


on-page

An alt tag is essentially the name of an image. All images should use appropriate alt tags. Not only are alt tags good for search engines; they are also good for accessibility.

search engine optimizationon-page optimizationalt tags, filenames and image optimization

on-page

How to optimize images• Use the most relevant and high- quality image.

Using a keyword-rich filename helps search engines determine relevance.Use descriptive text.<img src="/img/contactless_acr122_big.png" alt="ACR122U USB NFC Reader" border="0">

Making an image smaller or bigger by using height and width different from the image size is bad for website performance (and image quality). Create separate files for different image sizes instead.


on-page

Best Practices• Name all of your images in a way that describes what they are• Use dashes between the words, rather than underscores

( purple-hat.jpg rather than purple_hat.jpg)• Do not use non-alpha characters in your image or file names (so

no %, &, $, etc…)


on-page

is an xml page on your website that incorporates a list of links in every single page on your site.

It can also detail the hierarchy of pages on your site.

http://www.acs.com.hk/sitemap.xml

search engine optimizationon-page optimizationxml sitemaps

on-page

Note:Without a quality sitemap, pages that are buried more than a couple of clicks from the home page will take longer to get indexed and in some instances, Google (and other search engines) may not index them at all.

search engine optimizationon-page optimizationxml sitemaps

A Robots.txt file complements your XML sitemap by providing search engine crawlers with instructions on how to read and index your website.

Robots.txt tells search engines which pages to index and which to skip, so that private information stays protected.

search engine optimizationon-page optimizationrobots.txt

on-page


Example:

on-page optimizationrobots.txt

Inside ACS’ robots.txt file…

on-page


Not indexed by Google

on-page optimizationrobots.txt

on-page

SEO-friendly URLs are purely structural URLs that do not contain a query string: [e.g., www.example.com/?p=578544]

but use keyword-rich naming conventions instead: [e.g., www.example.com/products/smartcardreader]

search engine optimizationon-page optimizationseo friendly url

on-page

With the latest Google Panda updates, it is extremely important that your content is unique and relevant.

If you have multiple pages with the same content (or if you have your content on other people’s websites), you will run the risk of getting penalized by Google and your search rankings will suffer.

Best Practices:• Create content that is extremely relevant for that keyword phrase• Use your keyword phrase 4 times within your content• Use multiple variations of that keyword phrase – singular and plural versions,

abbreviations, acronyms (SEO vs. search engine optimization) and synonyms• Include links from other pages within your website that point back to this page• Create unique content for every medium (press releases, blogs, guest blog

posts, etc…).

search engine optimizationon-page optimizationcontent with targeted keywords

on-page

This is not a huge factor in search engine rankings, but will help your users easily scan your content and find the keywords they are looking for.

You should use bolding and bullet points to set apart words in the text, and this further tells the engines what is important on the page.

Best practices:• Paragraphs should be roughly three sentences long. Extremely long sentences will lose

the users’ attention• Use bullet points and bolding to break up large blocks of content. Users tend to scan

content looking for keywords• Do not overuse bullets and bolding

search engine optimizationon-page optimizationmake content easy to read

on-page



seo

Off-page SEO is all about building online authority – trust and reputation – for your website.

It has been defined by the quantity, quality, and relevance of links to your website that establish your SEO authority and ultimately influence your search results ranking.

search engine optimizationoff-page optimization

off-page

off-page optimizationlink buildingIs the practice of building inbound links to help give your website authority.


off-page

Why do search engines care about links?

off-page optimizationlink buildingsearch engine optimization

off-page

The number of backlinks is one indication of the popularity or importance of that website or page.

Search engines’ major ranking factors that is put into consideration :


off-page

The Wrong Way to Build Links

• Spamming• Buying a massive number of links• Publishing low-quality article• Over-using one article


off-page

is a new platform presenting an opportunity to connect and have real conversations with your audience.

Social media signals are search engines’ signals asnatural ranking factors.

off-page optimizationsocial mediasearch engine optimization

off-page

SERP Ranking

Search Engine Signals


off-page

Bookmarking


A social bookmarking service is a centralized online service which enables users to add, annotate, edit, and share bookmarks of web documents.

off-page

Sharing


Sharing represents the extent to which users exchange, distribute, and receive content.

off-page

Interaction


Visitors spend the most time on websites where they can voice and share their opinions. If you can engage with visitors to your site, they will hang around for longer. And the longer they hang around, the better exposed they are to your brand.

Example of ACS’ social media account enhancing customer engagement by interaction:off-page

off-page optimizationPRsearch engine optimization

Press Releases boost exposure online and are usually recognized and indexed by all major search engines.

Press release is a good tool for reputation management and search engines’ ranking factor.

off-page

off-page optimizationbloggingsearch engine optimization

Content marketing, article writing or blogging is critical to your online visibility. It generates search engine traffic by providing inbound links and can get you leads for your business.

Example of ACS’ blog with inbound links to acs.com.hkoff-page

off-page optimizationvisual contentsearch engine optimization

Information graphics or infographics are visual representations of information, data or knowledge intended to present complex information quickly and clearly.

Example of a top ranking infographic from visual.ly with inbound link to the author’s blogoff-page

seo metrics

seo metris

seo metricspagerank

Is a scoring system that Google uses to determine the importance of a web page.

PageRank is scored on a logarithmic scale between 1 and 10.

seo metris

seo metricspagerank

PR checker

http://www.prchecker.info

seo metris

twitter.comaddthis.comleru.orgunesco.orgmiibeian.gov.cnhhs.gov

google.comipod.comfacebook.comyoutube.comyahoo.combaidu.com

Example of High Ranking Websites

seo metricspagerank

seo metris

This is a ranking system set by alexa.com (a subsidiary of amazon.com) that basically audits and makes public the frequency of visits on various Web sites.

The global traffic rank is a measure of how a website is doing relative to all other sites on the web over the past 3 months.

The rank is calculated using a combination of the estimated average daily unique visitors to the site and the estimated number of pageviews.

The site with the highest combination of unique visitors and pageviews is ranked #1.

seo metricsalexa ranking

Example Alexa Traffic Rankseo metris

The rank where your website appears on the Search Engine Results Page (SERP).

1st page is usually every website’s target as it gets 75-95% click-through rate.

seo metricsSERP ranking

seo metris

• Relevancy• Authority• Quality

key drivers of good seo to note

seo metris

• Wikipedia.com• Advancedhtml.co.uk/robots-sitemaps.htm• Htmlbasictutor.ca• searchengineland.com• seo-creare.co.uk• Hubspot.com• w3schools.com• googleblog.blogspot.com• alexa.com• managewp.com/the-importance-of-social-media

sources

seo metris

thanks!

marcomm

Documents

It is an information retrieval system designed to help find information stored in a computer system search en·gine intro