Search Engine Optimization

1
Search Engine Optimization

• Foundation and Principles

2
Whats the Goal?

• Natural rankings
• Top 10 results
• In Yahoo, MSN or Google

3

• Google, Yahoo, and MSN control about 90 of all
  search traffic

4
How do you do it?

• Think like a search engine.

5
How does a search engine work?

• Three parts of a search engine
• Crawler
• Index
• Ranking Algorithm

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How does a search work?
8 Billion Pages in the Index
2 Million Relevant Results
10 Results Displayed
7
What Matters to SEs?
1. Visibility
3. Prominence
2. Relevance
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Visibility

• Ensure the entire site is crawlable
• HTML navigation
• Shallow structure
• Clean URLs
• http//site.com/category/page_name
• http//site.com/index.php?id123
• Site Map

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Relevance

• On-page Factors
• Filename
• lttitlegt
• ltmeta descriptiongt, ltmeta keywordsgt
• lth1gt
• ltpgt
• Off-page Factors
• Backward links

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Prominence

• Backward links!
• From high-quality sites
• Avoid excessive reciprocal links
• Avoid link farms
• Use keywords in anchor text (for relevance)

11
Awesome tricks!

• Hidden text
• Keyword stuffing
• Cloaking
• Automated submissions
• Automated page generation
• Bribery
• Murder

12
Consequences

• Automated flags
• Manual review
• Bannination

13
The Right Way

• Good content
• Relevant content
• Meaningful links

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The End

• Questions?