Modern view of what has SEO/SEM become today. Concepts behind new media presentations and marketing as well as an overview on social media services.

1. SEO/SEM Miloš Žikić <milos.zikic@gmail.com>

2. SEO? Sitemap Page Rank Crawlers SEM Inbound Link Feed CMS Site Rank Spiders Outbound Link Google PPC Metadata Bing Yahoo Robots REST Keywords AdWords SEO/SEM - milos.zikic@gmail.com 2

3. Search Engines Excite — 1993 Yahoo! — 1994 Web Crawler — 1994 Lycos — 1994 Infoseek — 1995 AltaVista — 1995 Inktomi — 1996 Ask Jeeves — 1997 Google — 1997 MSN Search — 1998 SEO/SEM - milos.zikic@gmail.com 3

4. Search Engine Basics Crawling process by which bot discovers new and updated pages to be added to the index Process: List of URLs from previous crawl Augment with sitemaps provided by webmasters Add in site links to this list Indexing Serving SEO/SEM - milos.zikic@gmail.com 4

5. SEO Plan Target audience Prioritize pages Site assesment – document current and what is desired Site/page tagging Meta Title Description tags Page content Site links Site map SEO/SEM - milos.zikic@gmail.com 5

6. Criteria rank Anchor text Site popularity Link context Topical links Title tags Keywords Site language Content Site maturity SEO/SEM - milos.zikic@gmail.com 6

7. Organic SEO Bad things Duplicate data Hidden data Site downtimes Cloaking, Gateways, and Doorways Keyword Stuffing Good Good text Focused keywords Dynamic titles Good code SEO/SEM - milos.zikic@gmail.com 7

8. Optimization Domain name – keywords, simplicity Keyword research – popular words Google keyword tool Digital Point Keyword Suggestion Tool SearchGuild.com Search Term Difficulty Checker Keyword Density Analysis - frequency SEO/SEM - milos.zikic@gmail.com 8

9. Optimization Optimizing Web Page Page Title – each page Meta Tags – description Anchor text – should contain keywords Page Header tags – h1, h2 etc.. Folder Name – page folder name (domain/keyword) Page Content Page URL – good name (domain/category/productname.html) Table summary <caption><em>Characteristics of Geeks</em></caption> Acronym and abbreviation tags <acronym title=”Search Engine Optimization”>SEO</acronym> <abbr title=”United States of America”>USA</abbr> Optimizing Your Images Image "alt" Text Image File Name Image Folder Name Alt tags <img width=”100”height=”100”src=”monalisa.jpg”alt=”Mona Lisa”> SEO/SEM - milos.zikic@gmail.com 9

10. Optimization URL Rewriting Mod_Rewrite Bad: http://www.yoursite.com/o/ASIN/B00023K9TC/ref=s9_asin_title_1-1966_p/102-8946296-020168?pf_rd_m=ATVPDKIKX0DER&pf_rd_s=center-1&pf_rd_r=1A562KV3VPEPKDF3Z65D&pf_rd_t=101&pfrd_p=291577501&pf_rd_i=507846 Better: http://www.yoursite.com/products/necklace/shells/id=507846_red_scallop Handling Session IDs Problems with SIDs SEO/SEM - milos.zikic@gmail.com 10

11. Page Redirects 301 Permanent redirect Original page removed within few weeks 302 Temporary redirect Doesn’t update original urls 404 Error page SEO/SEM - milos.zikic@gmail.com 11

12. Links Inbound links Acquired by: Requests Writing articles Blogging Press releases Affiliate PPC and Paid links Linking to yourself Link management services (eg. http://www.linkmachine.net) Outbound links Relevant links No overuse Keyword links Watch what are you linking No pages with just links Monitor links and remove broken ones Cross-linking Link farms – should be avoided Internal linking, breadcrumbs SEO/SEM - milos.zikic@gmail.com 12

13. Further on XHTML validation - http://validator.w3.org/ Make clean XHTML output Include JS <script type="text/javascript" src="abc.js"></script> Use CSS Do not use deprecated tags Check page with Lynx SEO/SEM - milos.zikic@gmail.com 13

14. PageRank & SiteRank Scale 0-10 Not linear Difference between 5-6 much bigger then 4-5 PageRank != SiteRank Make sites for humans not search bots SEO/SEM - milos.zikic@gmail.com 14

15. Robots, spiders, crawlers Robots.txt User-agent: * Disallow: /tmp/ Meta tag: <meta name=”robots” content=”index,nofollow”> SEO/SEM - milos.zikic@gmail.com 15

16. XML SiteMap <?xml version=”1.0” encoding=”UTF-8”?> <urlset xmlns=”http://www.sitemaps.org/schemas/sitemap/0.9”> <url> <loc>http://www.example.com/</loc> <lastmod>2005-01-01</lastmod> <changefreq>monthly</changefreq> <priority>0.8</priority> </url> <url> <loc>http://www.example.com/catalog?item=12&desc=vacation_hawaii</loc> <changefreq>weekly</changefreq> </url> <url> <loc>http://www.example.com/catalog?item=73&desc=vacation_new_zealand</loc> <lastmod>2004-12-23</lastmod> <changefreq>weekly</changefreq> </url> <url> <loc>http://www.example.com/catalog?item=74&desc=vacation_newfoundland</loc> <lastmod>2004-12-23T18:00:15+00:00</lastmod> <priority>0.3</priority> </url> </urlset> Add to robots.txt: Sitemap: <sitemap_http://www.example.com/sitemap.xml> SEO/SEM - milos.zikic@gmail.com 16

17. Multiple SiteMaps <?xml version=”1.0” encoding=”UTF-8”?> <sitemapindex xmlns=”http://www.sitemaps.org/schemas/sitemap/0.9”> <sitemap> <loc>http://www.example.com/sitemap1.xml.gz</loc> <lastmod>2008-10-01T18:23:17+00:00</lastmod> </sitemap> <sitemap> <loc>http://www.example.com/sitemap2.xml.gz</loc> <lastmod>2009-01-01</lastmod> </sitemap> </sitemapindex> Limits: 50,000 URLs and 10 MB per map no more than 1,000 site maps SEO/SEM - milos.zikic@gmail.com 17

18. Social Media Strategies Increase likability Make tagging and bookmarking easy Reward inbound links (eg. blogroll) Make content travel (eg. pdf, video) Encourage mashups Be a user resource Reward helpful Create content Participate Be real SEO/SEM - milos.zikic@gmail.com 18

19. SEO Timeline Can not happen overnight Analyze analyzeanalyze Change strategy if required Monitor the competition Process never ends :) SEO/SEM - milos.zikic@gmail.com 19

20. Services Webmaster Google Webmaster Tools Yahoo Site Explorer Bing Webmaster Center 4 developers Firebug YSlow IE Dev Toolbar Cross-Browser testing (eg. http://browsershots.org/) SEO/SEM - milos.zikic@gmail.com 20

21. Questions ? SEO/SEM - milos.zikic@gmail.com 21