The art of higher visibilityBy Neil O’ReillySeo Consultant

Key internet marketing strategiesKey internet marketing strategies

Search engine Optimisation (SEO) - no cost Search engine Optimisation (SEO) - no cost per clickper click

Search engine marketing (SEM) - cost per Search engine marketing (SEM) - cost per clickclick

Deliver brand awareness through organic search

Increase R.O.I with minimal spendCreating long term visibility for web sites

lifetimeDecrease monthly spend on PPC.CPC,CPA

ROI From SeROI From Semm

Source : ICAN Ireland SEM report Source : ICAN Ireland SEM report 20082008

Which are the biggest problems preventing you from being as successful at SEO as you would like?

Source : ICAN Ireland SEM report 2008Source : ICAN Ireland SEM report 2008

SEOSEO styles styles

•White Hat = Good SeoWhite Hat = Good Seo•Grey Hat = Shady SeoGrey Hat = Shady Seo•Black hat =Black hat = can get you banned if used can get you banned if used incorrectlyincorrectly

SEO Cycle

Search engine start dates Archie - 1990 Alan Emtage Gopher -1991 by Mark McCahill ~spawn offs=veronica and jughead they

searched file systems and stored them in Gopher Wandex – 1993 Matthew grey from MIT Aliweb-1993 used a crawler to find web pages for searching, limited to title

pages only WebCrawler-1994 , first search engine to let users search for any word in any

webpage Lycos – 1994 first popular commercial Endeavour Yahoo-1994- founded by Jerry Yang and David Filo MSN-1995 (Microsoft service network) collection of Internet services –

concept created by nathan myravold Other 1996 “SE” Excite,MetaCrawler and infoseek, AltaVista Excite Inktomi Backrub –1996 Aka first version of Google LookSmart, Archive.org ,HotBot ,Alexa all in 1996 Ask Jeeves- 1997- David Warthen,Jeeves was removed in 2006 and returned

in 2008 1997 Yahoo Web Search re-launched this time powered by Inktomi Google- 1998- founded by Larry Page and Sergey Brin became the first SE to

analyze the relationships between websites.

Who owns WhoYahoo owns AllTheWeb, Lycos and AltaVista.

also owns and uses Inktomi's technology and database for all the partnering engines

Google partners with AOL, it is also a major result provider for many large engines (Netscape, Ask.com, Iwon).

Live Search does not own anybody and uses its own database (since February, 2005)

Who owns who

Classification of Search Enginescrawler-based (traditional, common) search engines

o Crawler based Ses, use Special software “bot” to automatically and regularly visit sites and create and supplement their web repositories(where data is stored and maintained for future retrieval).

o When Crawlers have found a page to scan, it retrieves this page via HTTP (like any ordinary Web surfer who types an URL into a browser's address field and presses "enter")

o Crawlers give more value to text that's closest to the beginning and end of the page, and the text wrapped in links.

Classification of Search Engines 2directories (mostly human-edited catalogs);Pages that are stored in their repository are

added solely By manual submissionrequire manual submission and use Captcha

images to protect from robot spam and verify Human entrys

When directory editors visit and read your site, the only decision they make is to accept or reject the page

Directories do not have Ranking systemsBest Knon directoires - Yahoo and DMOZ

Classification of Search Engines 3hybrid engines (META engines and those

using other engines' results); Have integrated directory linking to

them(Dmoz,Yahoo directory)directory generally depends on a mixture of

luck and content quality. Sometimes you may "apply" for a discussion of your website, but there's no guarantee that it will be done Or you may need to Seo your site

Yahoo and Google are in fact hybrid engines

Classification of Search Engines 4Meta Search Enginescombines results from a number of search

engines at the same time lays them out in a formatted result page’sallows the user to cover a great deal of

material in a very efficient wayMetacrawler uses seven of the most popular

search engines including “Altavista and Lycos”

Dogpiles is also a meta SE

Classification of Search Engines 5pay-per-performance and paid inclusion

enginesno way other than to pay a recurring or one-

time fee to keep your site either listed, re spidered

most major search engines offer a paid listing option(yahoo directory)

Search networks are often set up in an auction environment where keywords and phrases are associated with a cost-per-click or PCP

What you need to knowSearch engines (SEs) are classified into crawlers,

directories, META engines and paid-inclusion engines. Crawler-based SEs use software called robots, spiders, or

crawlers to add new pages to its database which is called an index. Directories use humans to manually fill their databases.

After your site has been included in an index of a crawler-based search engine, you will appear in its results, and your position for a certain search query depends on how relevant the spider finds your page for this query.

Your directory listings are quite influential to your positions in crawling search engines.

Know your search engines

Keyword Use in Title Tag H1,H2,H3 tagsUse keywords in alt tagsBreadcrumb trails Content and Natural FlowKeyword Use in Body Text Age of SiteLink Popularity of SiteTopical Relevance of Inbound

Links,topics,neigbourhoodGlobal Link Popularity of Linking sites

Overuse of graphics Stuffing keywords in meta tags301 redirects with meta refresh tagDynamic pages Linking to a bad neighborhood’s (adult,link

farms,banned sites)Using framesInvisable text

Links

Content

pics pics

Flash menu

pics

pics

pics

NAV/static text

tContent

Content

RSS

Booking Ajax

Anchor links/crum links

The art of higher visibilityBy Neil O’ReillySeo Consultant