Introduction to SEO

Views:
 
Category: Entertainment
     
 

Presentation Description

Serch Engine Optimization

Comments

By: cute.neha (117 month(s) ago)

very nice ppt....so need to download it for my presentation....thnx

By: rarcntv (123 month(s) ago)

Hello. I need to download. Thanks

By: jayshah_26 (125 month(s) ago)

verry good ppt

Presentation Transcript

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!

authorStream Live Help