Search Engine Optimization

Dr. Abdalghani MushtahaMushtaha@gmail.com

Agenda

• The Search Landscape• How Search Engines Work• Building Accessible Sites• Search - Building Strategies• Demo• Project

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The Search Landscape

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SEO Definition

• It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” listings on search engines.

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Organic vs. Paid Search

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Organic

Paid

Click-Through Rates

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#1: Gets 30% of traffic and sales

#2: Gets 12% of traffic and sales

#3: Gets 7% of traffic and sales

#4: Gets 5% of traffic and sales

#5: Gets 4% of traffic and sales

Vertical Search

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17% search engine users click Videos

31% of search engine users click Images

36% of search engine users click News

Local Search Results

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Probably doesn’t get traffic like most

“#1” results

Completely different ranking algorithm

than standard search results

Different Types of Search Results

• Image results• Video results• News & Blog results• Shopping results• Instant answers results

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How Search Engines Work?

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Crawling & Indexing

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Without links, the engines might never

find this page

Page Rank

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PageRank is Split Evenly Between the Links on a Page

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PageRank is an Iterative Algorithm

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Nofollowing or Removing Links Can Alter the Flow of PageRank

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The concept of TrustRank

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Building Accessible Sites

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Crawlability / Link Architecture

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Requirements

• Content duplication!• Duplicate Titles & Meta Descriptions!• URL structure:

– http://www.sony.be/lang/nl/hub/handycam-camcorders

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Single domain

Shallow folder structurewith relevant words

Keywords in page name,separated by hyphen

Language

Search UN-Friendly URLs

• http://Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8

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UnnecessarySubdomain Dynamic URLs don’t perform as

well as static and engines recommend against more than

two parameters

No keywords in the URL string

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Google SEO

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Search Building Strategies

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In Practice

• Tools (Demo)!– Predict the Effort Required to Rank Well.– Choose the “Best” Words/Phrases to Target.– Keywords!

• Search Engine Guidelines (Demo)!– AdWords Tools.

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Salespeople & Customers

• Campaign Data• Add Keyword

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Strategic Tips for SEO

• Know Today’s Customers.– Know Your Future Customers.

• Create the Content Both Desire.– Making Content Easy to Share.

• Measure, Optimize & Improve.– Tools for Quick Analysis.

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Strategic Tips for SEO

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Demo!

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Project

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Task 1

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Task 2

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Gift for 2 Best Proposals

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Thank You All!

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Click to edit Master title style

References

• http://www.seomoz.org/blog/the-responsibilities-of-seo-have-been-upgraded

• http://www.slideshare.net/randfish/introduction-to-seo-5003433

• Rand Fishkin

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