Search Engine Optimization : 1 Search Engine Optimization An introduction to optimizing your web site for best possible search engine results.
Search Engine Optimization : 2 Search Engine Optimization
Presentation Overview : 3 Presentation Overview Search Engine Basics
Why Optimize?
Key Concepts
Optimization
Content Management Systems
Summary
Resources
Search Engine Basics : 4 Search Engine Basics Crawling the web: Search engines run automated programs, called “robots" or "spiders", that use the hyperlink structure of the web to "crawl" the pages and documents that make up the World Wide Web.
Search Engine Basics : 5 Search Engine Basics Indexing documents: Once a page has been crawled, its contents can be "indexed" - stored in a giant database of documents that makes up a search engine's "index".
Search Engine Basics : 6 Search Engine Basics Processing queries: When a request for information comes into the search engine, the engine retrieves from its index all the document that match the query.
Search Engine Basics : 7 Search Engine Basics Ranking results: Once the search engine has determined which results are a match for the query, the engine's algorithm (a mathematical equation commonly used for sorting) runs calculations on each of the results to determine which is most relevant to the given query.
Search Engine Basics : 8 Search Engine Basics Directories: Human edited search indexes
Yahoo Directory!
DMOZ = The Open Directory Projectwww.dmoz.org
Search Engine Basics : 9 Search Engine Basics Search Engine Results Pages (SERPs)
Organic: Results based on content and keyword relevancy (as per algorithm)
Paid Placement (PPC):
Google AdWords
Yahoo! Search Marketing (YSM)
Search Engine Results Pages : 10 Search Engine Results Pages Paid Placement
Results Organic
Results
Why Optimize? : 11 Why Optimize? Web Search as a navigational tool
On average, 45% of visitor trafficthrough Utah.edu use the search engine to navigate.
72% of searchers stop with the top ten search results, and 90% stop with the top 30.
How much is too much? : 12 How much is too much? Competition for keywords
Evaluating page rank
Baseline
Ongoing
Evaluating page rank : 13 Evaluating page rank Page rank calculation tools
Google Toolbar
www.faganfinder.com/urlinfo/
www.alexa.com
Frequent queries
Web traffic analysis
U Web Resources
Key Concepts : 14 Key Concepts Target audience
Keyword choices
Directory submission
Key Concepts : 15 Key Concepts Conversion
Web site user doing what you intended them to do
Sales
Course registration
Forms & downloads
Page views
Conversion paths and funnels
Key Concepts : 16 Key Concepts Search-friendly Usability
Home Page vs. Landing pages
Top-down vs. Shallow-wide design
Top-down design : 17 Top-down design HOME
Shallow-wide design : 18 Shallow-wide design HOME
Key Concepts : 19 Key Concepts Persistent Navigation
Orients visitor to site
Provides spiders pathway through site
Key Concepts : 20 Key Concepts Accessibility
Flash
Javascript
SSL – authentication
Firewalls and closed ports
Databases & query string URLs
Forms
Key Concepts : 21 Key Concepts Site Maps
Non-HTML Documents
MS Word, Excel, PowerPoint, PDF
Key Concepts : 22 Key Concepts Canonical URLs
http://utah.edu
http://www.utah.edu
Redirects
301 server redirect
Meta-refresh page redirect
Key Concepts : 23 Key Concepts Robots.txt file
Decides which robots to allow in and which to exclude
Site wide
Directory-by-directory
Page-by-page
Robots meta-tag
Optimization : 24 Optimization Get indexed
Register URL with University Webmaster
Submit URL to directories
Optimization : 25 Optimization Meta-data
<html>
<head>
<title>The University of Utah</title>
<meta name="description" content="Founded on February 28, 1850, The University of Utah offers 75 undergraduate degree programs, more than 50 teaching majors and minors, and 96 graduate majors.">
<meta name="keywords" content="University of Utah, UU, Utes, Utah, Salt Lake City, university, universities, colleges, higher education, academic, research, admissions">
Optimization : 26 Optimization Meta-data
HTML Page Title
Number one optimization factor
Included in results display
Unique title for each landing page
Optimization : 27 Optimization Meta-data HTML Title Utility in Dreamweaver
Optimization : 28 Optimization Meta-data
Meta-description tag
50% weight of HTML Title in Ultraseek
Included in Ultraseek results display
Less weight given by Google
Rarely used in Google results display
Optimization : 29 Optimization Meta-data
Meta-keywords tag
Equal to meta-description tag in Ultraseek
Ignored by Google
Common misspellings
Optimization : 30 Optimization Meta-data
Image alt-tags
H1 tags
Body text
Optimization : 31 Optimization Relative weight given HTML tags
by U of U Ultraseek Search Engine
Optimization : 32 Optimization Popularity
Inbound links
Remote anchor links & text
Anchor link – http://www.url.com
Anchor text – words used in link
How/What to Optimize : 33 How/What to Optimize Popularity
Inbound links
Example Anchor link Anchor link text
Optimization : 34 Optimization Popularity
Inbound links
Remote anchor links & text
GooglebombingWhen a web page places high in search engine results due to frequent anchor links using rude or insulting keywords.
How/What to Optimize : 35 How/What to Optimize Popularity
Inbound links
googlebombing
How/What to Optimize : 36 How/What to Optimize Popularity
Inbound links
googlebombing
Optimization : 37 Optimization Reliability
.edu and .gov domains
Domain age
Black Hat SEO : 38 Black Hat SEO Black Hat SEO:Unscrupulous or deceptive optimization practices intended to spam users or compete unfairly
Invisible text
Keyword stuffing
Duplicate pages
Domain cloaking: serving different content to search engine robots than to human visitors
Link farms
Optimization : 39 Optimization Spam Detection Threshold:The number of repeating keywords required for U of UUltraseek search engine to penalize for spamming
Content Management Systems : 40 Content Management Systems Dynamic URLs
Querystring enabled
Consistent, crawl-able URLs
Cookies and session IDs
Summary : 41 Summary Accessible pages
Think landing pages
Unique HTML page title for every landing page
Content relevant keywords
Avoid Black Hat SEO
Resources : 42 Resources
Search Engine Optimization : 43 Search Engine Optimization THANK YOU!