WEB DESIGN APPLICATIONS Ahsan uddin Shan School of Film & Media Studies Ngee Ann Polytechnic Week 7: SEO Search engine optimization


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School of Film & Media StudiesNgee Ann Polytechnic

Week 7: SEOSearch engine optimization

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What is a Search Engine?

Examples of popular Search Engines

Why is Search Engine marketing important?

What is a SEO/SEM?

SEO strategy

Ranking factors

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What’s an SEO?

Refers to the process of “optimizing” both the on-page and off-page ranking factors in order to achieve high search engine what you see on the web page complete URL, the domain name, the page

name, the page name extension SEO is the act of modifying a website to

increase its ranking in organic (vs paid), crawler-based listings of search engines

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Optimization generally refers to the work you can do for Search Engines

Directories, like Yahoo operate under very different guidelines

What’s an SEO?

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What is search engine marketing (SEM)?

SEM is the act of marketing a website via search engines by purchasing paid listings

Paid lisitng [google > ipl]

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What are paid listings?

These are listings that search engines sell to advertisers, usually through paid placement

In contrast, organic listings are not sold Paid placement allows you to pay for special

placement Recommended: Yahoo Sponsored Link, Google


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Search Engine Marketing?

Includes: Search Engine Optimization

Search engine optimization (SEO) - no cost per click

Paid Inclusion Pay Per Click (PPC)

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Pros • Free (not including resources) • Searchers click on organic search results more often than paid PPC links

• Excellent at creating awareness quickly• quick search

Cons • Time consuming• Takes longer to see results

• Can be pricey ($25-$100,000 a month)• Must be managed constantly (daily/weekly)

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Why SEO is important?

Drive customers to your website Increase sales leads from customers looking for

their products and services Build your brand online Increase profile against your competitors Target a global audience via international

search engines

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How do organic search listings work?

A spider or crawler which is a component of a SE gathers listings by automatically "crawling" the web

The spider follows links to web pages, makes copies of the pages and stores them in the SE’s index

Based on this data, the SE then indexes the pages and ranks the websites

Major SEs that index pages using spiders: Google, Altavista, Msn, Aol, lycos

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SEO strategies/techniques

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SEO strategies/techniques: Domain name strategies

Choose a domain name that will increase your search engine ranking. How? Simple, short, no hyphens, no numbers

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How to increase links: good content good outbound/inbound links target a list of sites from which you can

request inbound links The link’s anchor text is very important

Should contain relevant keywords

SEO strategies/techniques: links

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SEO strategies/techniques: Use the Description

Glacier Bay Highlights - Alaskan Glacier Bay CruiseSave up to $300 per cabin - ends 3/31/08! This Alaskan Glacier Bay cruise itinerary is a perfect shorter getaway cruise in the beautiful remote wilderness of Alaska's ...www.sunstonetours.com/alaska/itins/cw_GlacierBayHighlights.asp - 32k - Cached - Similar pages

<title>Glacier Bay Highlights - Alaskan Glacier Bay Cruise</title>

<meta name="description" content="Save up to $300 per cabin - ends 3/31/08! This Alaskan Glacier Bay cruise itinerary is a perfect shorter getaway cruise in the beautiful remote wilderness of Alaska's Inside Passage. Experience the true meaning of wonder in the soaring sanctuary of Glacier Bay National Park.">


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SEO strategies/techniques: Content / Body Text

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SEO strategies/techniques: HTML Headings <h#>

Include primary or supporting keywords in your highest heading tag (<h1>)

Place supporting keywords in these heading tags <h2> … <h6>

Use CSS to format the look of standard HTML headings

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SEO strategies/techniques: Emphasizing Keywords

Emphasize text & keywords to show search engines & users that “this is important” to the theme of the page.

Use <strong> for bold Use <em> for emphasize Do not use <b> or <i> (outdated/obsolete) Only emphasize short segments of words (1-4


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SEO strategies/techniques: Images

Give your images descriptive filename Use the alt attribute to provide information

about the image Short description of image Include keywords where it makes sense

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keywords are words that appear the most in a page used by searchers to find information

Best don’t use comma to separate at least 100 words

SEO strategies/techniques: Key words

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Keyword Discovery

Known keywords Ask the client Ask the customers Check the current server logs or analytics tool Check the site search logs

Competitor’s keywords Look at the words in the <title> tag / browser

bar View source to view their META keywords

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Keyword Discovery & Analysis

Always include variations of keywords Plurals (widgets, churches) Synonyms (cruise, sail, journey, tour) Stems (fish, fishing) International spelling differences (Harbor


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Keyword Discovery & Analysis

Online Tools Created for PPC, used for SEO as well Tools

Google Adwords Keywords Tool Trellian (free trial) WordTracker (free trial) SEOBook SEOTool Keyword Suggestion

Tool Use multiple tools to cross-check & validate

findings in other tools

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The first thing that a search engine displays on a search return

Every single web page should have its own title tag - you can use up to 65 characters eg Ebayhttp://www.ebay.com/

SEO strategies/techniques: title page

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Code example:

<title>Rubber Widgets – Largest Selection of Rubber Widgets</title>

Dreamweaver :

SEO strategies/techniques: title

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Meta tags placed in <head> portion of page Meta description tags

SEO strategies/techniques: meta tags


• <meta name=“robots" content=“index,follow" />

• <meta name=“robots" content=“noindex,nofollow" />

• <meta name=“robots" content=“noindex,follow" />

• <meta name=“robots" content=“index,nofollow" />

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A short description Include keywords in your alt tags

SEO strategies/techniques: alt tag

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Submit your website to SEs for indexing Submit your site to search engine directories,

directory sites and portal sites indexing takes 1 wk to 3 months

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Major SEs to submit to:

Altavista http://addurl.altavista.com/sites/addurl/newurl (Search engines that also use this database - Looksmart)

The Open Directory Project (DMOZ) http://dmoz.org/add.html(Search engines that also use this database - Ask Jeeves, Lycos, Netscape )

Fast http://www.alltheweb.com/add_url.php(Search engines that also use this database - Lycos)

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Google http://www.google.com/addurl.html(Search engines that also use this database - Yahoo)

Inktomi http://submitit.bcentral.com/msnsubmit.htm

(Search engines that also use this database - AOL, Excite, MSN, Overture)

MSN http://submitit.bcentral.com/msnsubmit.htm

Yahoo http://docs.yahoo.com/info/suggest

Major SEs to submit to:

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SEO - what is NOT recommended

Flash and shockwave - spiders do not pick up these files

Image only sites - spiders do not pick up images

Image maps - spiders cannot read image maps.

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SEO - what is NOT recommended

Frames - only one page can be titled (titling is critical in search rankings)

If the spider cannot read the complete page (because of the frames), it will not be indexed properly.

Some spiders may not even read a frames web site

Password protected pages – spiders cannot enter password protected pages

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PDF files - can be problematic for spiders. Dynamic pages - spiders cannot index

some content on pages using ASP, CGI or other dynamic languages.

Drop down menus – spiders cannot read them

SEO - what is NOT recommended

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Search Engine Relationships Bruce Clay’s Search Engine Relationship Char

tKeyword Tools (online)

Google AdWords: Keyword Tool Trellian Keyword Discovery Wordtracker SEOBook SEOTools Keyword Suggestion Tool

Keyword Tools (client-based) Web CEO

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AnalyticsGoogle Analytics (Web-based - Free)Stat Counter (Web-based - Free)Mint (Web-based - Fee)Omniture (Web-based - Fee)Webtrends (Web-based – Fee)

MonitoringWeb CEO (Client-based – Trial/Fee)SEO Tool Rank Checker (Web-based – Free/Fee)SEO for Firefox (Browser-based)Google Toolbar (Browser-based)

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Books Search Engine Marketing – Mike Moran & Bill

Hunt Search Engine Optimization for Dummies –

Peter Kent Building Findable Websites – Aaron Walter Search Marketing Strategies – James Colborn Web Analytics Demystified – Eric Peterson Web Metrics – Jim Sterne The Online Copywriter’s Handbook – Robert Bly

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Web SitesSearch Engine LandSEOmozWeb Engine Watch

Podcasts (search for these in iTunes or Google)Daily SearchCastSEO 101

Online CoursesLynda.com – Search Engine Optimization