Search Engine Optimization - SEO
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Transcript of Search Engine Optimization - SEO
Search Engine Optimization
Dr. Abdalghani [email protected]
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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