SEO: search Engine Optimization

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  • Search Engine Optimization (SEO)

  • Topic OutlineIntroductionHow Search Engines WorkSEO Building BlocksKeywordsCrawlerLinksSEO ToolsBlack Hat MethodsSummary and Conclusion

  • Introduction

  • 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)

  • SEO Iterative processDynamic environmentArtScience

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

  • Variation in Approaches White HatAbide by terms and conditions set forth by search engines

    Black HatBreaches search engine terms and conditionsMay provide short-term gainsYou run the risk of being penalized by search engines

  • 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

  • How Search Engines Works

  • Search Engine OperationsGather Content Crawler or spider moves recursively downloading content Builds sophisticate indexIndividual web searches run against indexResults are retrieved and ordered PageRank & Relevance

  • Google Search Placement4Placement: importance and relevancePageRank (importance)Counts linksWeights linksQuery matching (relevance)sophisticated text-matching techniques examines all aspects of the page's content (and the content of the pages linking to it)

  • SEO Optimization

  • SEO Optimization CategoriesKeywordsKeyword selection and keyword-rich textCrawlerA crawler-friendly site navigation schemeLinksLink popularity

  • Keyword Recommendations1Page title: visible HTML text ,Above the foldPage 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 specificExample: Apple iPod verses iPodexact phrase should appear generously throughout your site copy on every page

  • More Keyword Recommendations5Meta tags: use but dont stuff

    Alt tags: use for graphics

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

  • Suggestions to be Crawler Friendly5Traditional tag Keywords in subfolder namesMinimize quantity of subfoldersCross link relevant terms and phrases within the siteMultiple paths to pages to eliminate orphans

  • Avoid or Minimize: May Negatively Impact Crawler5Flash (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 page

  • Link Development Inbound Links Impact PageRankPageRank (Popularity, importance)Number and quality of links pointing to a websiteMeasure of usefulness of site

  • Link Development TradeoffsAdvantageit is dynamic, cumulative, and difficult to imitate Disadvantagetakes time (vs. advertising)

  • Link Development Approaches (White Hat)7Quality 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)

  • SEO Tools

  • Search Engine Term and ConditionsGoogleYahooMSN Search

  • Vendor Tools Example: Seo Administrator 8Ranking 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)

  • Black Hat Methods

  • Head of the webspam group at GoogleMatt 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

  • http://www.searchenginegenie.com/seo-blog/images/matt.gifhttp://www.searchenginegenie.com

  • Link Exchange Advertisement

  • Keyword Consulting Advertisement

  • Black Hat TermsLink 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

  • Online Resources

  • Search Engine StandardsGooglehttp://www.google.com/support/webmasters/bin/answer.py?answer=35769http://www.google.com/support/webmasters/bin/answer.py?answer=40349&ctx=related

    Yahoohttp://help.yahoo.com/help/us/ysearch/basics/basics-18.htmlhttp://help.yahoo.com/help/us/ysearch/basics/basics-17.htmlhttp://help.yahoo.com/help/us/ysearch/basics/index.html

    MSNhttp://search.msn.com/docs/siteowner.aspx?t=SEARCH_WEBMASTER_REF_GuidelinesforOptimizingSite.htm

    Web Robots http://www.robotstxt.org/wc/robots.htmlhttp://help.yahoo.com/help/us/ysearch/slurp/index.htmlhttp://www.google.com/support/webmasters/bin/topic.py?topic=8843

  • Conclusion and SummaryWebsite SuccessSearch-friendly User-friendlyPersuasive

    Search-friendly Optimization componentsKeywordsCrawlerLinks

  • Bibliography1 Thulow, Shari. What Search Engine Marketing Does Your Site Need? Clickz. 15 Nov. 2006 < http://www.clickz.com/showPage.html?page=3105241 >. 2 2006 Second Quarter Results (October 4, 2006) . Interactive Advertising Bureau. 15 Nov. 2006 < http://www.iab.net/resources/ad_revenue.asp >. 3 Event Homepage. Search Engine Strategies 2006 Conference and Exposition. 15 Nov. 2006 . 4 OurSearch:Google Technology. Google Website. 15 Nov. 2006 < http://www.google.com/technology/index.html >.

  • Bibliography5Laratro, Joe. Dos and Donts of Search Engine Optimization. MoreVisibility. 15 Nov. 2006 6 Thulow, Shari. Link Development: The Key to Successful SEO Clickz. 15 Nov. 2006 . 7 link farming. webopedia. 15 Nov. 2006 .8 SSEO Tools. SEO Administrator.

  • Backup

  • Vendor Tools Example: Seo Administrator 8Ranking 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 sitesKeywords 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)

  • Black Hat TermsLink Farming: exchanging reciprocal links with Web sites in order to increase search engine optimizationKeyword Stuffing: Hidden text, Stuffing text in every nook and crannyCloaking: 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.