Search Engine Optimization (SEO)
Prepared by: omsa
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Topic Outline
• Introduction
• How Search Engines Work
• SEO Building Blocks
– Keywords
– Crawler
– Links
• SEO Tools
• Black Hat Methods
• Summary and Conclusion
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Introduction
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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)
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SEO
• Iterative process
• Dynamic environment
• Art
• Science
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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
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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
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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
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How Search Engines Works
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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
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Google Search Placement4
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)
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SEO Optimization
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SEO Optimization Categories
• Keywords
– Keyword selection and keyword-rich text
• Crawler
– A crawler-friendly site navigation scheme
• Links
– Link popularity
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Keyword Recommendations1
• 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
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More Keyword Recommendations5
Meta tags: use but don’t stuff
•
Alt tags: use for graphics
• <img alt="“star" logo="" src="star.gif" />
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
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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”
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Suggestions to be Crawler Friendly5
• Traditional
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
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Avoid or Minimize: May Negatively
Impact Crawler5
• 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
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Link Development Inbound Links
Impact PageRank
PageRank (Popularity, importance)
• Number and quality of links pointing to a
website
• Measure of usefulness of site
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Link Development Tradeoffs
• Advantage
– it is dynamic, cumulative, and difficult to imitate
• Disadvantage
– takes time (vs. advertising)
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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)
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SEO Tools
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Search Engine Term and Conditions
• Yahoo
• MSN Search
Black Hat Methods
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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
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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
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Online Resources
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Conclusion and Summary
Website Success
• Search-friendly
• User-friendly
• Persuasive
Search-friendly Optimization components
• Keywords
• Crawler
• Links
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Backup
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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)
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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-andswitch,"
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.
Engine Optimization (SEO)
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