Search Engine Optimization (SEO)

panicyfewInternet και Εφαρμογές Web

18 Νοε 2013 (πριν από 3 χρόνια και 8 μήνες)

104 εμφανίσεις

Search Engine
Optimization (SEO)

Prepared by: Larry Stewart


2

Topic Outline


Introduction


How Search Engines Work


SEO Building Blocks


Keywords


Crawler


Links


SEO Tools


Black Hat Methods


Summary and Conclusion

3

Introduction

4

Definition of Search Engine
Optimization (SEO)
1

"Natural," or "organic," search engine
optimization (SEO) is designing, writing, and
HTML
-
coding a Web site to maximize the
chance its pages will appear at the top of
spider
-
based search engine results for
selected keywords and phrases


Organic Listings
:

Listings that search engines
do not sell (unlike paid listings)



5

SEO


Iterative process


Dynamic environment


Art


Science

6

Why is it important?


Internet advertising 1H 2006 : $
7.9
Billion
2



Search ranking

more site visitors



Internet users tend not to click through


Depends on webs role in your
economic model


7

Variation in Approaches

White Hat


Abide by terms and conditions set forth by
search engines

Black Hat


Breaches search engine terms and conditions


May provide short
-
term gains


You run the risk of being penalized by search
engines

8

9

Defining Success (Context)

Search
-
Friendly (SEO)


High ranking


Terms and conditions set by search engines
(Google, Yahoo, MSN Search)

User
-
Friendly


Site must satisfy the needs of visitors

Persuasive


Profitable for site owner

10

How Search Engines Works

11

Search Engine Operations

1.
Gather Content


Crawler or spider moves recursively
downloading content

2.
Builds sophisticate index

3.
Individual web searches run against
index


Results are retrieved and ordered


PageRank & Relevance

12

Google Search Placement
4

Placement
: importance and relevance


PageRank (importance)


Counts links


Weights links


Query matching (relevance)


sophisticated text
-
matching techniques


examines all aspects of the page's content
(and the content of the pages linking to it)

13

SEO Optimization

14

SEO Optimization Categories


Keywords


Keyword selection and keyword
-
rich text


Crawler


A crawler
-
friendly site navigation scheme


Links


Link popularity


15

Keyword Recommendations
1


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)


Be specific


Example: “Apple iPod” verses “iPod”


exact phrase should appear generously throughout
your site copy on every page

16

More Keyword
Recommendations
5

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">


Content is king


Write good content
with

relevant and important keywords in
mind.

Geo Targeting


Add geocentric terms to target local areas

Domain Names


Use keywords as part of domain name

17

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”

18

Suggestions to be Crawler
Friendly
5


Traditional <a href> tag


Keywords in subfolder names


Minimize quantity of subfolders


Cross link relevant terms and phrases
within the site


Multiple paths to pages to eliminate
orphans

19

Avoid or Minimize: May
Negatively Impact Crawler
5


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

20

Link Development
Inbound Links Impact PageRank

PageRank (Popularity, importance)


Number and quality of links pointing to a
website


Measure of usefulness of site





21

Link Development Tradeoffs


Advantage


it is dynamic, cumulative, and difficult to
imitate


Disadvantage


takes time (vs. advertising)

22

Link Development Approaches
(White Hat)
7


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)

23

SEO Tools

24

Search Engine Term and
Conditions


Google


Yahoo


MSN Search

25

26

27

28

29

Vendor Tools Example:

Seo Administrator


8


Ranking monitor
: site positioning in for keywords



Link popularity checker
: checks inbound links



Site indexation tool
: check site indexation



Server Log
-
analyzer
: Administrator log analyzer



PageRank analyzer
: analyze competitor sites



Keywords tool
: suggestions, associations, competitor analysis



HTML analyzer
: dissect html text in the same way that a search
engine would (syntax, keyword density)

30

Black Hat Methods

32

Head of the
webspam

group at
Google


Matt Cutts


Worked on his Ph.D Computer Science
at the University of North Carolina at
Chapel Hill. Undergrad Comp Sci and
Math (Graduated with M.S.).


Moved into information retrieval after
classes from the university's
Information
and Library Science

department

33

http://www.searchenginegenie.com/seo
-
blog/images/matt.gif

http://www.searchenginegenie.com



34

Link Exchange Advertisement

35

Keyword Consulting Advertisement

36

Black Hat Terms


Link Farming:
exchanging reciprocal links



Keyword Stuffing
:
Hidden text
, Stuffing text in every nook and cranny



Cloaking
:
stealth
, deliver different page to a search engine for indexing



Doorway Pages
:
bridge, jump page
, designed to appeal to search engine spiders



Fast meta refresh
: used to quickly switch doorway pages to the page the user is
supposed to see



Code swapping
: swap it on the server with the "real" page once a position has
been achieved. also sometimes done to keep others from learning exactly how
the page ranked well.



Bait and Switch
: loads the page with a popular search words such as sex, travel
or antivirus when is irrelevant to site


37

Online Resources

38

Search Engine Standards

Google

http://www.google.com/support/webmasters/bin/answer.py?answer=35769

http://www.google.com/support/webmasters/bin/answer.py?answer=40349&ctx=related


Yahoo

http://help.yahoo.com/help/us/ysearch/basics/basics
-
18.html

http://help.yahoo.com/help/us/ysearch/basics/basics
-
17.html

http://help.yahoo.com/help/us/ysearch/basics/index.html


MSN

http://search.msn.com/docs/siteowner.aspx?t=SEARCH_WEBMASTER_REF_GuidelinesforOp
timizingSite.htm


Web Robots

http://www.robotstxt.org/wc/robots.html

http://help.yahoo.com/help/us/ysearch/slurp/index.html

http://www.google.com/support/webmasters/bin/topic.py?topic=8843


39

Keyword Tools

Overture tool

http://inventory.overture.com/d/searchinventory/suggestion

Wordtracker

tool [recommended]

http://our.affiliatetracking.net/wordtracker/a/12246

Google Sandbox Tool

https://adwords.google.com/select/main?cmd=KeywordSandbox

Espotting Tool

http://www.espotting.com/popups/keywordgenbox.asp

Related Pages

http://www.related
-
pages.com/adwordskeywords.aspx


40

Conclusion and Summary

Website Success


Search
-
friendly


User
-
friendly


Persuasive


Search
-
friendly Optimization components


Keywords


Crawler


Links

41

Bibliography

1

Thulow, Shari. “What Search Engine Marketing Does Your Site Need?”
Clickz
. 15 Nov. 2006 <
http://www.clickz.com/showPage.html?page=3105241

>.

2
“2006 Second Quarter Results (October 4, 2006) .”
Interactive
Advertising Bureau
. 15 Nov. 2006 <
http://www.iab.net/resources/ad_revenue.asp

>.

3

“Event Homepage.”
Search Engine Strategies 2006 Conference and
Exposition
. 15 Nov. 2006
<
http://www.searchenginestrategies.com/sew/winter06/index.html

>.

4
“Our

Search:

Google Technology.”
Google Website
. 15 Nov. 2006

<
http://www.google.com/technology/index.html

>.


42

Bibliography

5
Laratro, Joe. “Dos and Don’ts of Search Engine Optimization.”
MoreVisibility
. 15 Nov. 2006
<
http://www.morevisibility.com/whitepaper/2006/SEO_Do_and_
Donts_WP.pdf
>

6
Thulow, Shari. “Link Development: The Key to Successful SEO ”
Clickz
. 15 Nov. 2006
<
http://www.clickz.com/showPage.html?page=3431741

>.

7

link farming.
webopedia
. 15 Nov. 2006
<
http://www.webopedia.com/TERM/l/link_farming.html
>.

8
SSEO Tools. SEO Administrator.

<
http://www.seoadministrator.com/seo
-
tools.html
>

<
http://seo
-
tutorial.seoadministrator.com/
>

43

Backup

44

Vendor Tools Example:

Seo Administrator


8

Ranking monitor
: monitor web site positioning in the major search
engines for keywords

Link popularity checker
: checks inbound links across a number of
search engines

Site indexation tool
: check site indexation in Google, Yahoo, MSN
and other search engines

Server Log
-
analyzer
: Administrator log analyzer automates
(Number of unique IP addresses, Number of visitors… )

PageRank analyzer
: analyze competitor sites

Keywords suggestion tool
: Keyword suggestion services, Keyword
Associations, search query suggestions, Competitor analysis

HTML analyzer
: dissect html text in the same way that a search
engine would (syntax, keyword density)

45

Black Hat Terms


Link Farming:
exchanging reciprocal links with Web sites in order to
increase search engine optimization


Keyword Stuffing
:
Hidden text
, Stuffing text in every nook and cranny


Cloaking
:
stealth
, deliver one page to a search engine for indexing
while serving a different page to everyone else.


Doorway Pages
: A Web page that is designed to appeal to search
engine spiders.


Fast meta refresh
: used to quickly switch doorway pages to the page
the user is supposed to see


Code swapping
: swap it on the server with the "real" page once a
position has been achieved. also sometimes done to keep others from
learning exactly how the page ranked well.


Bait and Switch
: Another technique combines word stuffing with "bait
-
and
-
switch," which loads the page with a popular search word such as
sex, travel or antivirus, even though the word has nothing to do with
the site content.