Seo search engine_optimisation

www.edventures1.com | [email protected] | +91-9787-55-55-44

Search Engine Optimisation

Pradeep Yuvaraj


Today’s Agenda

• Search Engines• How they Work• Why we need them• SEO- What?• SEO-How?• SEO and your career• Discussions


Search Engine

An internet-based tool that

searches an index of

documents for a particular

term, phrase or text

specified by the user.


The anatomy of a search engine

• Query Interface

• Crawlers, Spiders and Robots

• Databases

• Search Algorithms

• Retrieval and ranking


Query Interface

• The visible face of a

search engine

• Simpler to start with

• Gadgets/widgets,

fancier today


Crawlers/Spiders/Robots


Names, names and names

• Google: Googlebot• MSN: MSNbot• Yahoo! Web Search: Yahoo SLURP or just SLURP• Ask: Teoma• AltaVista: Scooter• LookSmart: MantraAgent• WebCrawler: WebCrawler• SearchHippo: Fluffy the Spider


Search Algorithm

• List search

• Tree Search

• SQL Search

• Informed Search

• Constraint Satisfaction


Retrieval and ranking

• Location

• Frequency

• Links

• Click-through


Types of Search Engines

• Primary• Secondary• Targeted• Crawler based• Directory based• Meta-search


Agenda- Part 2

• What is SEO• SEO Process• Technical aspects

of SEO


What is SEO ( Search Engine Optimization )?

• The process of improving web pages so they rank

higher in search engines for your targeted keywords.

• The modification of a web site’s build, content, and

inbound linking to better position the site in the

natural/organic results of the major search engines.


Pay Per Click SEO

• PPC ads appear as “sponsored listings”• Companies bid on price they are willing to pay “per click”• Typically have very good tracking tools and statistics• Ability to control ad text• Can set budgets and spending limits• Google AdWords and Overture are the two leaders

http://www.google.com/ads

http://www.google.com/ads

http://www.overture.com/


Results?

Pay Per Click

Pay Per Click

Organic


Pay-Per-Click “Organic” SEO

1. RESULTS IN 1-2 DAYS2. EASIER FOR A NOVICE OR ONE

WITHOUT MUCH KNOWLEDGE OF SEO

3. ABILITY TO TURN ON AND OFF AT ANY MOMENT

4. GENERALLY MORE COSTLY PER VISITOR AND PER CONVERSION

5. FEWER IMPRESSIONS AND EXPOSURE

6. EASY TO COMPETE IN HIGHLY COMPETITIVE MARKET SPACE (BUT IT WILL COST YOU)

7. CAN GENERATE EXPOSURE ON RELATED SITES (ADSENSE)

8. ABILITY TO TARGET “LOCAL” MARKETS

9. BETTER FOR SHORT-TERM AND HIGH-MARGIN CAMPAIGNS

1. RESULTS TAKE 2 WEEKS TO 4 MONTHS

2. REQUIRES ONGOING LEARNING AND EXPERIENCE TO REAP RESULTS

3. VERY DIFFICULT TO CONTROL FLOW OF TRAFFIC

4. GENERALLY MORE COST-EFFECTIVE, DOESN’T PENALIZE FOR MORE TRAFFIC

5. SERPS ARE MORE POPULAR THAN SPONSORED ADS

6. VERY DIFFICULT TO COMPETE IN HIGHLY COMPETITIVE MARKET SPACE

7. CAN GENERATE EXPOSURE ON RELATED WEBSITES AND DIRECTORIES

8. MORE DIFFICULT TO TARGET LOCAL MARKETS

9. BETTER FOR LONG-TERM AND LOWER MARGIN CAMPAIGNS


SEO Process

• 5 step process:– Research– Reporting– Optimization– Submission/Re-

Crawl– Follow Up Reporting


SEO Optimization Categories

• Keywords– Keyword selection and

keyword-rich text• Crawler

– A crawler-friendly site navigation scheme

• Links– Link popularity


Keyword Recommendations

• Page title: visible HTML

text ,“Above the fold”

• Page Size: "100 KB" limit is

still is still widely held. The

optimum page size is 500-

3000 words (or 2000 to

20,000 characters)


Keywords…• Be specific

• Example: “Apple iPod”

verses “iPod”

– exact phrase should appear

generously throughout

your site copy on every

page


Page Title

Alt-Tags

Link Title Tags

Site-Side Optimization

Technical SEO - Example of Page Elements

Anchor Text

Navigation


More Keyword Recommendations

Meta tags: use but don’t stuff• <meta name="description" content="Free Web tutorials on HTML, CSS, XML, and XHTML">

Alt tags: use for graphics

• <IMG src="star.gif" alt=“star logo">

Domain Names

• Use keywords as part of domain name


Title Tag

Javascript

Meta data


Crawler-friendly• Engine spiders are

primitive beings – choose simplicity over

complexity • Goal

– All your web pages seen by crawlers

– Google: enter in searchbox “allinurl:utexas.edu”


Avoid or Minimize: May Negatively Impact Crawler

• Flash (slow to load and difficult to navigate)

• Frames• Java navigation• Session ID to track visitors • exact same Title tags on every

page• set to require a cookie when a

visitor gets to the page


Link Development Approaches• Quality content to start with• Cultivate quality link (not quantity)• Begin with web directories• Harness online publicity• Use Blogs and forums wisely• Investigate competitors

– Understand their strategy– Online publicity, blogs and forums– See inbound links ("link:domain.com" in Google,

"linkdomain:domain.com" in Yahoo)


White Hat vs.Black Hat

• White Hat

– Quality content creation

– Light keyword optimization

– Sound website building tactics

– Everything out in the open

• Nothing designed to trick the

search engine or the user

Black Hat

Cloaking

Hidden text or tiny text

Keyword stacking or stuffing

Use non-related keywords

Duplicate pages/ duplicate content

Domain spam / cyber squatting

Re-directs

Page swapping


Resources


Discussions…


• +91-97-87- 55- 55- 44

• [email protected]

• www.edventures1.com

Thank You!

Seo search engine_optimisation

Technology

Transcript of Seo search engine_optimisation