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Search Engine Optimisation

Search Engine OptimisationPradeep Yuvaraj

www.edventures1.com | training@edventures1.com | +91-9787-55-55-44Todays AgendaSearch EnginesHow they WorkWhy we need themSEO- What?SEO-How?SEO and your careerDiscussions

www.edventures1.com | training@edventures1.com | +91-9787-55-55-44Search EngineAn internet-based tool that searches an index of documents for a particular term, phrase or text specified by the user.

www.edventures1.com | training@edventures1.com | +91-9787-55-55-44The anatomy of a search engineQuery InterfaceCrawlers, Spiders and RobotsDatabasesSearch AlgorithmsRetrieval and ranking

www.edventures1.com | training@edventures1.com | +91-9787-55-55-44Query InterfaceThe visible face of a search engineSimpler to start withGadgets/widgets, fancier today

www.edventures1.com | training@edventures1.com | +91-9787-55-55-44Crawlers/Spiders/Robots

www.edventures1.com | training@edventures1.com | +91-9787-55-55-44Names, names and namesGoogle: Googlebot MSN: MSNbot Yahoo! Web Search: Yahoo SLURP or just SLURP Ask: Teoma AltaVista: Scooter LookSmart: MantraAgent WebCrawler: WebCrawler SearchHippo: Fluffy the Spider

www.edventures1.com | training@edventures1.com | +91-9787-55-55-44Search Algorithm

List searchTree SearchSQL SearchInformed SearchConstraint Satisfaction

www.edventures1.com | training@edventures1.com | +91-9787-55-55-44Retrieval and rankingLocationFrequencyLinksClick-through

www.edventures1.com | training@edventures1.com | +91-9787-55-55-44Types of Search Engines

PrimarySecondaryTargetedCrawler basedDirectory basedMeta-search

www.edventures1.com | training@edventures1.com | +91-9787-55-55-44

www.edventures1.com | training@edventures1.com | +91-9787-55-55-44Agenda- Part 2What is SEOSEO ProcessTechnical aspects of SEO

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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 sites build, content, and inbound linking to better position the site in the natural/organic results of the major search engines.

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Pay Per Click SEOPPC ads appear as sponsored listingsCompanies bid on price they are willing to pay per clickTypically have very good tracking tools and statisticsAbility to control ad textCan set budgets and spending limitsGoogle AdWords and Overture are the two leaders

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Results?Pay Per Click

Pay Per Click

Organic

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Pay-Per-ClickOrganic SEO results in 1-2 days easier for a novice or one without much knowledge of SEO ability to turn on and off at any moment generally more costly per visitor and per conversion fewer impressions and exposure easy to compete in highly competitive market space (but it will cost you) can generate exposure on related sites (AdSense) ability to target local markets better for short-term and high-margin campaigns results take 2 weeks to 4 months requires ongoing learning and experience to reap results very difficult to control flow of traffic generally more cost-effective, doesnt penalize for more traffic SERPs are more popular than sponsored ads very difficult to compete in highly competitive market space can generate exposure on related websites and directories more difficult to target local markets better for long-term and lower margin campaigns

www.edventures1.com | training@edventures1.com | +91-9787-55-55-44SEO Process5 step process:ResearchReportingOptimizationSubmission/Re-CrawlFollow Up Reporting

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SEO Optimization CategoriesKeywordsKeyword selection and keyword-rich textCrawlerA crawler-friendly site navigation schemeLinksLink popularity

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www.edventures1.com | training@edventures1.com | +91-9787-55-55-44Keyword RecommendationsPage title: visible HTML text ,Above the foldPage Size: "100 KB" limit is still is still widely held. The optimum page size is 500-3000 words (or 2000 to 20,000 characters)19

www.edventures1.com | training@edventures1.com | +91-9787-55-55-44KeywordsBe specificExample: Apple iPod verses iPodexact phrase should appear generously throughout your site copy on every page

www.edventures1.com | training@edventures1.com | +91-9787-55-55-44Page TitleAlt-TagsLink Title TagsSite-Side OptimizationTechnical SEO - Example of Page Elements

Anchor Text

Navigation

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More Keyword RecommendationsMeta tags: use but dont stuff

Alt tags: use for graphics