Introduction to the Search Engine Optimization
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This document provides an overview of search engine optimization (SEO). It defines SEO as designing webpages to maximize the likelihood they appear at the top of search engine results for selected keywords. It discusses how search engines work by gathering content with crawlers and building indexes. Key SEO categories include optimizing for keywords, making sites crawler-friendly, and developing quality links. Both white hat and black hat SEO methods are covered, along with tools that can help with optimization and potential risks of black hat techniques.
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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](https://image.slidesharecdn.com/introductiontothesearchengineoptimization-161225204154/85/Introduction-to-the-Search-Engine-Optimization-19-320.jpg)
Introduction to the Search Engine Optimization
- 1. Search Engine Optimization (SEO) Prepared by: Mario Prisciandaro
- 2. 2 Topic Outline Introduction How Search Engines Work SEO Building Blocks • Keywords • Crawler • Links SEO Tools Black Hat Methods Summary and Conclusion
- 3. 3 Definition of Search Engine Optimization (SEO) "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)
- 4. 4 Why is it important? Internet advertising 1H 2006 : $7.9 Billion2 Search ranking more site visitors Internet users tend not to click through Depends on webs role in your economic model
- 5. 5 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
- 6. 6 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
- 7. 7 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
- 8. 8 Google Search Placement 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)
- 9. 9 SEO Optimization Categories Keywords • Keyword selection and keyword-rich text Crawler • A crawler-friendly site navigation scheme Links • Link popularity
- 10. 10 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”
- 11. 11 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
- 12. 12 Link Development Inbound Links Impact PageRank PageRank (Popularity, importance) Number and quality of links pointing to a website Measure of usefulness of site
- 13. 13 Link Development Tradeoffs Advantage • it is dynamic, cumulative, and difficult to imitate Disadvantage • takes time (vs. advertising)
- 14. 14 Search Engine Term and Conditions Google Yahoo MSN Search
- 15. 15 Vendor Tools Example: Seo Administrator 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)
- 18. 18 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
- 19. 19 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
- 20. 20 Thank You - Mario Prisciandaro