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- 1. Search Engine Optimization An introduction to optimizing your web site for best possible search engine results. 1
- 2. Search Engine Optimization Presented by: NARINDER SINGH MCA 5 80103218042 2
- 3. Presentation Overview Search Engine Basics Why Optimize? Key Concepts Optimization Content Management Systems Summary Resources 3
- 4. Search Engine Basics Crawling the web: Search engines run automated programs, called “robots" or "spiders", that use the hyperlink structure of the web to "crawl" the pages and documents that make up the World Wide Web. 4
- 5. Search Engine Basics Indexing documents: Once a page has been crawled, its contents can be "indexed" - stored in a giant database of documents that makes up a search engine's "index". 5
- 6. Search Engine Basics Processing queries: When a request for information comes into the search engine, the engine retrieves from its index all the document that match the query. 6
- 7. Search Engine Basics Ranking results: Once the search engine has determined which results are a match for the query, the engine's algorithm (a mathematical equation commonly used for sorting) runs calculations on each of the results to determine which is most relevant to the given query. 7
- 8. Search Engine Basics Directories: Human edited search indexes o Yahoo Directory! o DMOZ = The Open Directory Project www.dmoz.org 8
- 9. Search Engine Basics Search Engine Results Pages (SERPs) o Organic: Results based on content and keyword relevancy (as per algorithm) o Paid Placement (PPC): Google AdWords Yahoo! Search Marketing (YSM) 9
- 10. Search Engine Results Pages Paid Placement Results Organic Results 10
- 11. Why Optimize? Web Search as a navigational tool o On average, 45% of visitor traffic through Utah.edu use the search engine to navigate. o 72% of searchers stop with the top ten search results, and 90% stop with the top 30. 11
- 12. How much is too much? Competition for keywords Evaluating page rank o Baseline o Ongoing 12
- 13. Evaluating page rank Page rank calculation tools o Google Toolbar o www.faganfinder.com/urlinfo/ o www.alexa.com Frequent queries o Web traffic analysis o U Web Resources 13
- 14. Key Concepts Target audience o Keyword choices o Directory submission 14
- 15. Key Concepts Conversion Web site user doing what you intended them to do • Sales • Course registration • Forms & downloads • Page views Conversion paths and funnels 15
- 16. Key Concepts Search-friendly Usability o Home Page vs. Landing pages o Top-down vs. Shallow-wide design 16
- 17. Top-down design HOME 17
- 18. Shallow-wide design HOME 18
- 19. Key Concepts Persistent Navigation o Orients visitor to site o Provides spiders pathway through site 19
- 20. Key Concepts Accessibility o Flash o Javascript o SSL – authentication o Firewalls and closed ports o Databases & query string URLs o Forms 20
- 21. Key Concepts Site Maps Non-HTML Documents o MS Word, Excel, PowerPoint, PDF 21
- 22. Key Concepts Canonical URLs o http://ptu.edu o http://www.ptu.edu Redirects o 301 server redirect o Meta-refresh page redirect 22
- 23. Key Concepts Robots.txt file Decides which robots to allow in and which to exclude • Site wide • Directory-by-directory • Page-by-page Robots meta-tag 23
- 24. Optimization Get indexed o Register URL with University Webmaster o Submit URL to directories 24
- 25. Optimization Meta-data <html> <head> <title>The University of Utah</title> <meta name="description" content="Founded on February 28, 1850, The University of Utah offers 75 undergraduate degree programs, more than 50 teaching majors and minors, and 96 graduate majors."> <meta name="keywords" content="University of Utah, UU, Utes, Utah, Salt Lake City, university, universities, colleges, higher education, academic, research, admissions"> 25
- 26. Optimization Meta-data o HTML Page Title Number one optimization factor Included in results display Unique title for each landing page 26
- 27. Optimization Meta-data o Meta-description tag o 50% weight of HTML Title in Ultraseek o Included in Ultraseek results display o Less weight given by Google o Rarely used in Google results display 27
- 28. Optimization Meta-data o Meta-keywords tag Equal to meta-description tag in Ultraseek Ignored by Google Common misspellings 28
- 29. Optimization Meta-data o Image alt-tags o H1 tags o Body text 29
- 30. Optimization Relative weight given HTML tags by U of U Ultraseek Search Engine 30
- 31. Optimization Popularity o Inbound links o Remote anchor links & text o Anchor link – http://www.url.com o Anchor text – words used in link 31
- 32. Optimization Popularity o Inbound links o Remote anchor links & text o Googlebombing When a web page places high in search engine results due to frequent anchor links using rude or insulting keywords. 32
- 33. How/What to Optimize Popularity Inbound links googlebombing 33
- 34. How/What to Optimize Popularity Inbound links googlebombing 34
- 35. Optimization Reliability o .edu and .gov domains o Domain age 35
- 36. Black Hat SEO Black Hat SEO: Unscrupulous or deceptive optimization practices intended to spam users or compete unfairly o Invisible text o Keyword stuffing o Duplicate pages o Domain cloaking: serving different content to search engine robots than to human visitors o Link farms 36
- 37. Optimization Spam Detection Threshold: The number of repeating keywords required for U of U Ultraseek search engine to penalize for spamming 37
- 38. Content Management Systems Dynamic URLs o Querystring enabled o Consistent, crawl-able URLs Cookies and session IDs 38
- 39. Summary Accessible pages Think landing pages Unique HTML page title for every landing page Content relevant keywords Avoid Black Hat SEO 39
- 40. Resources www.seamoz.org www.searchenginewatch.com “The ABC of SEO” David George 40
- 41. Search Engine Optimization THANK YOU! 41