Search engine optimization seo, smo by sushen jamwal

Search Engine Optimization
Confidential © 2012 Foetron Inc.

Agenda
What are Search Engines

How Search Engines work

What is SEO

Search Engine key terms & terminologies

Search Engine optimization strategies

Search Engine’s limitations

Recommendations by Search kings

Good and poor practives in SEO

Sources and references

What is a Search Engine?
Definition: An internet-based tool that searches an index of documents for a
particular term, phrase or text specified by the user. Commonly used to refer to
large web-based search engines that search through billions of pages on the
internet.
• Common Characteristics:
• Spider, Indexer, Database, Algorithm
• Find matching documents and display them according to relevance
• Frequent updates to documents searched and ranking algorithm
• Strive to produce “better”, more relevant results than competitors

How do Search Engines Work ?
• Spider “crawls” the web to find new documents (web pages, other documents)
typically by following hyperlinks from websites already in their database

• Search engines indexes the content (text, code) in these documents by adding it
to their databases and then periodically updates this content

• Search engines search their own databases when a user enters in a search to find
related documents (not searching web pages in real-time)

• Search engines rank the resulting documents using an algorithm (mathematical
formula) by assigning various weights and ranking factors

What is a SE Algorithm?
• Top Secret! Only select employees of a search engines company know for
certain

• Reverse engineering, research and experiments gives SEOs (search engine
optimization professionals) a “pretty good” idea of the major factors and
approximate weight assignments

• The Search Engine algorithm is constantly changed, tweaked & updated

• Websites and documents being searched are also constantly changing

• Varies by Search Engine – some give more weight to on-page factors, some to
link popularity

Search Engine’s major tasks
• Search engines have two major functions - crawling & building an index, and
providing answers by calculating relevancy & serving results.

• Crawling and Indexing

• Providing results

Crawling and indexing :
• The search engines need a way to “crawl” the entire city and find all the stops
along the way, so they use the best path available – links.
• Through links, search engines’ automated robots, called “crawlers,” or “spiders”
can reach the many billions of interconnected documents.
• To accomplish the monumental task of holding billions of pages that can be
accessed in a fraction of a second, the search engines have constructed
datacenters all over the world.

Providing Answers
• Search engines are answer machines.
• It is both “relevance” and “importance” that the process of SEO is meant to
influence.
• To a search engine, relevance means more than simply finding a page with the
right words. In the early days of the web, search engines didn’t go much further
than this simplistic step, and their results suffered as a consequence.
• Today, 100s of factors influence relevance.

Search Engine Optimization Basics
• What is SEO?

• Why does my website need SEO?

• Why can't the search engines figure out my
site without SEO?

What is SEO?
• Definition - SEO is the act of modifying a website to increase its ranking in organic (vs
paid), crawler-based listings of search engines.

• How do organic search listings work?
• A spider or crawler which is a component of a SE gathers listings by automatically
"crawling" the web
• The spider follows links to web pages, makes copies of the pages and stores them in the
SE’s index
• Based on this data, the SE then indexes the pages and ranks the websites
• Major SEs that index pages using spiders: Google, Altavista, Msn, Aol, lycos.

“Spiders read only text, nothing else”

What is SEO? (Cond.)
• SEO is the practice of improving and promoting a web site in order to increase the
number of visitors the site receives from search engines.

• There are many aspects to SEO, from the words on your page to the way other sites link
to you on the web. Sometimes SEO is simply a matter of making sure your site is
structured in a way that search engines understand.

• Search Engine Optimization isn't just about "engines." It's about making your site better
for people too.

Why does any website need SEO?
(Cond.)
• Although social media and other types of traffic can generate
visits to your website , search engines are the primary method
of navigation for most Internet users.
• This is true whether your site provides content, services, products, information or just
about anything else.
• Search engines are unique in that they provided targeted traffic - people looking for what
you offer.
• Search engines are the roadways that makes this happen. If your site cannot be found by
search engines or your content cannot be put into their databases, you miss out on
incredible opportunities available to websites provided via search.

Why can't the search engines figure
out my site without SEO?
• The major engines are always working towards improving their technology to crawl the
web more deeply and return better results to users. However, there is a limit to how
search engines can operate.

• In addition to making content available to search engines, SEO also helps boost rankings
so that content will be placed where searchers will more readily find it.

• The Internet is becoming increasingly competitive, and those companies who perform
SEO will have a decided advantage in visitors and customers.

Search Engine key terms &
terminologies
• There are a few technical term which must be understood to learn search engine
optimization.
• Here are a few important items of SEO:

Search Destination
Keyword Display URL
Queries URL

PR – Priority PPR – Pay Per CTR- Click
Ranking Click Through Rate

Search Queries
• Search queries, the words that users type into the search box, carry extraordinary
value.
• Experience has shown that search engine traffic can make (or break) an
organization's success.
• Targeted visitors to a website can provide publicity, revenue, and exposure like no
other channel of marketing.
• Investing in SEO, whether through time or finances, can have an exceptional rate
of return compared to other types of marketing and promotion.

Keyword Types:
• When it comes to SEM, it is crucial to evaluate keyword type or keyword
matching options.
• There are four keyword match options that Google searches use to trigger your
ads to appear including broad match, phrase match, exact match and negative
match.
• Broad Match Keywords
• Phrase Match Keywords
• Exact Match
• Negative Match

Broad Match Keywords
• Broad match keywords allow your online ad to appear on similar and relevant
variations of the search terms. This is crucial because every searcher is different.
Each individual searcher uses a vast assortment of keywords and variations in their
search terms. Using broad match is sure way to make sure you effectively reach all
of your search audiences.
Eg.
• Keyword: buy flowers
• May show for these queries:
• buy flower
• buy red flowers
• flowers buy
• new york buy flowers
• buy tulips

Phrase Match Keywords
• Phrase match is much more targeted than broad match.
• Phrase match keywords only allow your ad copy to show if the searcher types in
keywords that are located within the phrase . This is very effective because it
ensures that only a specific target audience is reached. This is vital in generating
quality leads to your website.
Eg. For Keyword: “buy flowers”
May show for these queries:
• where can I buy flowers
• buy flowers in new delhi
But not for these queries:
• buy red flowers (there is an extra word in between)
• flowers buy (the words are reversed)
• buy flower (this is the singular)
• Buy tulips (the words are different)

Exact Match
• Exact match keyword options are perfect for narrowing down your search target
audiences. An exact match keyword only allows your advertisement to reach
searches that match the exact keyword or phrase exclusively.
Eg.
• Keyword: [buy flowers]
• May only show for the query:
• buy flowers
• Buy Flowers (capitalization doesn’t matter)

Negative Match
• A negative match keyword option is used when you don’t want searchers to find
your site if they are searching a specific keyword or phrase.
• Using negative match keywords are useful when people are searching terms or
phrases that are irrelevant. There is no reason to pay for misleading traffic. This is
especially important when the words give a negative connotation to your site.
Eg. Keyword: -cheap, flowers
• Your ad will never show for these queries:
• Buy cheap flowers
• Cheap flowers in New York

More advanced match type
• Single word phrase match
• Only show my ad when the query contains my keyword
• E.g. “flowers” may show for “buy flowers” but NOT “floral arrangements” or
“tulips”
• Negative exact match + Broad match
• Only show the ad for variations of my keyword
• E.g. “flowers” and –[flowers] may show for
“flowers delivered” but not “flowers”

Some SEO terminologies
• PR = Page Rank a system for ranking web pages developed by Google -
http://toolbar.google.com
• PPC = Pay Per Click online advertising payment model in which payment is based
solely on qualifying click-through.
• CTR = Click Through Rate advertising term indicating the percentage of viewers
who click on a banner advertisement and follow the link
• BLOGS = a frequent, chronological publication of personal thoughts and Web
links
• RSS = Real Simple Syndication

Display URL vs Destination URL

The Display URL is the URL that The Destination URL, is the
appears below your ad text when specific location within your site
your ad is shown. The Display URL where you’d like to take a user
should be no longer than 35 that has clicked on your ad.
characters and is often the same It does not have to match the
URL as a site’s homepage. display URL, but should be in the
same domain.
(e.g. www.foetron.com). (e.g. www.foetron.com/cloud).

SEO strategies & techniques
There are many SEO strategies, that are popular in helping your site show better
in search results. Few of them are :

1. Domain name strategies

- domain names are traffic magnets
> 63 million domain names registered
> 4.7 million domain names registered 1st quar
- choose a domain name that will increase your search engine ranking. How?
- simple, short, no hyphens, no numbers
- use keywords, common words, advertising terms, product names
- choose a keyword that is important for your business

2. Linking strategies
- the more inbound links the higher the SE ranking
- if the site linking to you is already indexed, spiders will also receive your site

- quality of inbound links is critical
- how to increase links: a) good content b) good outbound links c) target a list
of sites from which you can request inbound links
- links for the sake of links can damage your search rankings

“Link relevancy is critical in getting your site indexed by search engines”

“A small number of inbound links from high-quality, relevant sites is more
valuable than many links from low-traffic, irrelevant sites.”

3. Keywords
- important in optimising rankings
- keywords are words that appear the most in a page
- the spider chooses the appropriate keywords for each page, then sends them
back to its SE
- your web site will then be indexed based on your keywords
- can be key phrases or a single keyword
- do not use common words eg ‘the’ ‘and’ ‘of’: spiders ignore them
- write keyword-rich text
- balance keyword-rich and readability
- always have text in your page: at least 100 words

4. Title tags
- important in optimising rankings
- the first thing that a search engine displays on a search return
- must keywords in title to be ranked no. 1
- should have the exact keyword you use for the page
- every single web page must have its own title tag
- you can use up to 65 characters eg Ebay
http://www.ebay.com/ (title is littered with keywords)

5. Meta description tags
- the next important
- displayed below the title in search results
- use dynamic, promotional language
- use keywords

Meta keywords tags
- no longer carry weight with major SEs
- a myth that meta keywords alone affect rankings

6. Alt tags
- include keywords in your alt tags

7. Submit your website to SEs for indexing
- submit your site to search engine directories, directory sites and portal sites
- indexing takes 1 wk to 3 months

SEO - what is NOT recommended

• Flash and shockwave - spiders do not pick up these files
• Image only sites - spiders do not pick up images
• Image maps - spiders cannot read image maps.
Do not use them on your home page or critical pages.
• Frames - only one page can be titled (titling is critical in search rankings)
- If the spider cannot read the complete page (because of the frames),
- it will not be indexed properly.
- Some spiders may not even read a frames web site
• Password protected pages – spiders cannot enter password protected pages

• PDF files - can be problematic for spiders. Although some search engines can
index them, the pages must be interpreted into HTML and can lose much of their
content.
- place PDFs lower down in your site
• Dynamic pages - spiders cannot index some content on pages using ASP, CGI or
other dynamic languages.
- Make sure important pages are HTML, no dynamically generated content.
• Drop down menus – spiders cannot read them

Site submission to Search Engine
• Major SEs to submit to:
• Google http://www.google.com/addurl.html
(Search engines that also use this database - Yahoo)
• Altavista http://addurl.altavista.com/sites/addurl/newurl
(Search engines that also use this database - Looksmart)
• The Open Directory Project (DMOZ) http://dmoz.org/add.html
(Search engines that also use this database - Ask Jeeves, Lycos, Netscape )
• Fast http://www.alltheweb.com/add_url.php
(Search engines that also use this database - Lycos)
• Inktomi http://submitit.bcentral.com/msnsubmit.htm
(Search engines that also use this database - AOL, Excite, MSN, Overture)
• MSN http://submitit.bcentral.com/msnsubmit.htm
• Yahoo http://docs.yahoo.com/info/suggest

Limitations of Search Engines
• The major search engines all operate on the same principles - Automated search bots
crawl the web, follow links and index content in massive databases.
• They accomplish this with a type of dazzling artificial intelligence that is nothing short of
amazing.
• There are technical limitations of all kinds that cause immense problems in both inclusion
and rankings.
• The most common are listed below:
• Spidering and Indexing Problems
• Content to Query Matching
• Interpreting Non-Text Content

Limitations (Contd.)

Spidering and Indexing Problems

• Search engines aren't good at completing online forms and thus any content
contained behind them may remain hidden.
• Websites using a CMS (Content Management System) often create duplicate versions
of the same page - a major problem for search engines looking for completely original
content.
• Errors in a website's crawling directives (robots.txt) may lead to blocking search
engines entirely.

Content to Query Matching
• Text that is not written in common terms that people use to search. For example,
writing about "food cooling units" when people actually search for
"refrigerators".
• Language and internationalization subtleties. For example, color vs colour. When
in doubt, check what people are searching for and use exact matches in your
content.
• Location targeting, such as targeting content in Polish when the majority of the
people who would visit your website are from Japan.
• Mixed contextual signals. For example, the title of your blog post is "Mexico's
Best Coffee" but the post itself is about a vacation resort in Canada which
happens to serve great coffee. These mixed messages send confusing signals to
search engines.

Interpreting Non-Text Content

• Although the engines are getting better at reading non-HTML text, content in rich
media format is traditionally difficult for search engines to parse.
• This includes text in Flash files, images, photos, video, audio & plug-in content.

SEO information from Google
Webmasters Guidelines
Googlers recommend the following to get better rankings in their search
engine:
• Make pages primarily for users, not for search engines. Don't deceive your users or
present different content to search engines than you display to users, which is
commonly referred to as cloaking.
• Make a site with a clear hierarchy and text links. Every page should be reachable
from at least one static text link.
• Create a useful, information-rich site, and write pages that clearly and accurately
describe your content. Make sure that your <title> elements and ALT attributes are
descriptive and accurate.
• Use keywords to create descriptive, human friendly URLs. Provide one version of a
URL to reach a document, using 301 redirects or the rel="canonical" element to
address duplicate content.

SEO information from Bing
Webmasters Guidelines
Bing engineers at Microsoft recommend the following to get better rankings in their
search engine:
• Ensure a clean, keyword rich URL structure is in place
• Make sure content is not buried inside rich media (Adobe Flash Player, JavaScript,
Ajax) and verify that rich media doesn't hide links from crawlers.
• Create keyword-rich content based on research to match what users are searching
for. Produce fresh content regularly.
• Don’t put the text that you want indexed inside images. For example, if you want
your company name or address to be indexed, make sure it is not displayed inside
a company logo.

Good & Poor practices of Search
Optimization
-) Crawlable design =) Flash & shockwave

Poor Search Engine Practices
-) Use of keywords =) Frames
Good Search Engine practices

-) Creating well =)PDF files
structured site =) Dynamic pages
-) Title tagging =) un-parseable
-) Submitting your Javascript
site to SE =) drop down data

Good SEO Practice– Create Crawlable
Structure
• A crawlable link structure - one that lets their spiders browse the pathways of
a website - is vital in order to find all of the pages on a website.
• Hundreds of thousands of sites make the critical mistake of structuring their
navigation in ways that search engines cannot access, thus impacting their ability
to get pages listed in the search engines' indices.

• In the example above, Google's spider has reached page "A" and sees links to
pages "B" and "E". However, even though C and D might be important pages on
the site, the spider has no way to reach them (or even know they exist.)
• This is because no direct, crawlable links point to those pages. As far as Google is
concerned, they might as well not exist - great content, good keyword targeting,
and smart marketing won't make any difference at all if the spiders can't reach
those pages in the first place.

Top signs of poor search optimization
• Submission-required forms
• Robots don't use search forms
• Links in un-parseable JavaScript
• Links in flash, java, or other plug-ins
• Links pointing to pages blocked by the meta robots tag or robots.txt
• Links on pages with many hundreds or thousands of links

Sources and references
• Google.com
• Wikipedia.com
• Stanford.edu
• W3.unisa.edu
• eworldcongress.smu.ca
• coalip.org
• Websterwebdesign.co.uk
• Seomoz.com

Search engine optimization seo, smo by sushen jamwal

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