Seo search engine_optimisation

www.edventures1.com | training@edventures1.com | +91-9787-55-55-44
Search Engine
Optimisation
Pradeep Yuvaraj

Today’s Agenda
• Search Engines
• How they Work
• Why we need them
• SEO- What?
• SEO-How?
• SEO and your career
• Discussions

Search Engine
An internet-based tool that
searches an index of
documents for a particular
term, phrase or text
specified by the user.

The anatomy of a search engine
• Query Interface
• Crawlers, Spiders and Robots
• Databases
• Search Algorithms
• Retrieval and ranking

Query Interface
• The visible face of a
search engine
• Simpler to start with
• Gadgets/widgets,
fancier today

Crawlers/Spiders/Robots

Names, names and names
• Google: Googlebot
• MSN: MSNbot
• Yahoo! Web Search: Yahoo SLURP or just SLURP
• Ask: Teoma
• AltaVista: Scooter
• LookSmart: MantraAgent
• WebCrawler: WebCrawler
• SearchHippo: Fluffy the Spider

Search Algorithm
• List search
• Tree Search
• SQL Search
• Informed Search
• Constraint Satisfaction

Retrieval and ranking
• Location
• Frequency
• Links
• Click-through

Types of Search
Engines
• Primary
• Secondary
• Targeted
• Crawler based
• Directory based
• Meta-search

Agenda- Part 2
• What is SEO
• SEO Process
• Technical aspects
of SEO

What is SEO
( Search Engine Optimization )?
• The process of improving web pages so they rank
higher in search engines for your targeted keywords.
• The modification of a web site’s build, content, and
inbound linking to better position the site in the
natural/organic results of the major search engines.

Pay Per Click SEO
• PPC ads appear as “sponsored listings”
• Companies bid on price they are willing to pay “per
click”
• Typically have very good tracking tools and statistics
• Ability to control ad text
• Can set budgets and spending limits
• Google AdWords and Overture are the two leaders

Results?
Pay Per Clic
Pay Per Click
Organic

Pay-Per-Click “Organic” SEO
1. RESULTS IN 1-2 DAYS
2. EASIER FOR A NOVICE OR ONE WITHOUT
MUCH KNOWLEDGE OF SEO
3. ABILITY TO TURN ON AND OFF AT ANY
MOMENT
4. GENERALLY MORE COSTLY PER VISITOR
AND PER CONVERSION
5. FEWER IMPRESSIONS AND EXPOSURE
6. EASY TO COMPETE IN HIGHLY
COMPETITIVE MARKET SPACE (BUT IT WILL
COST YOU)
7. CAN GENERATE EXPOSURE ON RELATED
SITES (ADSENSE)
8. ABILITY TO TARGET “LOCAL” MARKETS
9. BETTER FOR SHORT-TERM AND HIGH-
MARGIN CAMPAIGNS
1. RESULTS TAKE 2 WEEKS TO 4 MONTHS
2. REQUIRES ONGOING LEARNING AND
EXPERIENCE TO REAP RESULTS
3. VERY DIFFICULT TO CONTROL FLOW OF
TRAFFIC
4. GENERALLY MORE COST-EFFECTIVE,
DOESN’T PENALIZE FOR MORE TRAFFIC
5. SERPS ARE MORE POPULAR THAN
SPONSORED ADS
6. VERY DIFFICULT TO COMPETE IN HIGHLY
COMPETITIVE MARKET SPACE
7. CAN GENERATE EXPOSURE ON RELATED
WEBSITES AND DIRECTORIES
8. MORE DIFFICULT TO TARGET LOCAL
MARKETS
9. BETTER FOR LONG-TERM AND LOWER
MARGIN CAMPAIGNS

SEO Process
• 5 step process:
– Research
– Reporting
– Optimization
– Submission/Re-
Crawl
– Follow Up Reporting

SEO Optimization Categories
• Keywords
– Keyword selection and
keyword-rich text
• Crawler
– A crawler-friendly site
navigation scheme
• Links
– Link popularity
18

Keyword Recommendations
• 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)
19

Keywords…
• Be specific
• Example: “Apple iPod”
verses “iPod”
– exact phrase should appear
generously throughout
your site copy on every
page

Page Title
Alt-Tags
Link Title Tags
Site-Side Optimization
Technical SEO - Example of Page Elements
Anchor Text
Navigation

More Keyword Recommendations
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">
Domain Names
• Use keywords as part of domain name
22

Title Tag
Javascript
Meta data

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”
24

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
25

Link Development Approaches
• 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)
26

White Hat vs.Black Hat
• White Hat
– Quality content creation
– Light keyword optimization
– Sound website building
tactics
– Everything out in the open
• Nothing designed to trick the
search engine or the user
 Black Hat
 Cloaking
 Hidden text or tiny text
 Keyword stacking or stuffing
 Use non-related keywords
 Duplicate pages/ duplicate content
 Domain spam / cyber squatting
 Re-directs
 Page swapping

Resources

Discussions…

• +91-97-87- 55- 55- 44
• training@edventures1.com
• www.edventures1.com

Seo search engine_optimisation

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