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Search Engine Optimization

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Title: Search Engine Optimization


1
Search Engine Optimization
2
Google this
  • In real estate, the key is location, location,
    location
  • In the web-space, the key is content, content,
    content

3
What is a Search Engine?
Software that lets users search the Internet
using keywords.
4
What is Search?
  • Query Box
  • Where you type your keywords
  • 4-6 keywords now the norm instead of 1-2
  • Search Results are listed on the left-hand side
    of the page
  • Paid Ad Results are listed on the right-hand side
    of the page

5
Major Search Engines
  • Google feeds AOL, Netscape, Earthlink others
  • Yahoo owns Overture, AltaVista, AlltheWeb, FAST
    others
  • Google, Yahoo MSN results account for 80-90 of
    all search traffic (rough estimate)

Ephricon Web Marketing
6
Search Engine Relationship Chart
http//www.bruceclay.com/searchenginerelationshipc
hart.htm
7
Anatomy of a Search Result
Search box
Sponsored Listingsaka PPC
Organic Resultsaka SERPs
Ephricon Web Marketing
8
Google Search Results
9
Yahoo Search Results
10
MSN Search Results
11
Who are the players
  • Market Share according to www.Businessweek.com
  • Google reached 52 in June of US
  • Yahoo reached 25
  • MSN reached 10
  • Everyone else 13
  • Ask Jeeves
  • Dogpile
  • AOL et al

12
Share of Searches July 2005
http//searchenginewatch.com/reports/article.php/2
156451
13
A Search Engines Goals Objectives
  • Accumulate large index (database) of web
    documents to search
  • Provide highly-relevant results to users (better
    than competitors)
  • Generate revenue via paid advertising and related
    business ventures that typically leverage large
    amount of traffic

14
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 the
    database
  • Search engine indexes the content (text, code) in
    these documents by adding it to their huge
    databases and periodically updates this content
  • Search engine searches its own database when user
    enters in a search to find related documents (not
    searching web pages in real-time)
  • Search engine ranks resulting documents using an
    algorithm (mathematical formula) that assigns
    various weights to various ranking factors

15
What is a Algorithm?
  • A set of rules that a search engine uses to rank
    the listings contained within its index, in
    response to a search.
  • Uses an algorithm to identify preferred links
  • Algorithms may involve
  • Usage of keywords
  • Popularity (number of links pointing inward)
  • Other criteriaoften proprietary

16
So What is the Algorithm?
  • Top Secret! Only select employees of the actual
    search engines know for certain
  • Reverse engineering, research and experiments
    gives SEOs (search engine optimization
    professionals) a pretty good idea of major
    factors and approximate weight assignments

Ephricon Web Marketing
17
So What is the Algorithm?
  • Constantly changing, tweaking, updating is done
    to the algorithm.
  • 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

Ephricon Web Marketing
18
What a Search Engine Sees
  • View gt Source (HTML code)
  • http//www.delorie.com/web/lynxview.html (HTML
    text, no images and little formatting)
  • http//cgi.w3.org/cgi-bin/html2txt

Ephricon Web Marketing
19
What is Search Engine Optimization?
  • The act of designing (or re-designing) your site
    to be more search engine friendly.

20
Why Search Engine Optimization?
  • 85 of all traffic on the internet is referred
    from a search engine
  • 90 of all users dont look past the first 30
    results (most only view top 10)
  • Many websites arent even indexed, most are
    poorly optimized and get very little traffic from
    the search engines

21
Basic Search Engine Optimization
  • Create usable, readable pages for people because
    search engine algorithms calculate relevance from
    a human perspective.
  • Ensure navigation allows crawlers to reach all
    parts of your site.
  • Include title, description, and keywords meta
    tags in the HTML header.
  • Use keywords in meaningful headings.
  • Use keywords at the beginning of the page in
    text.
  • Use keywords in the URL or filename, and dont
    change either unnecessarily.

22
Basic Search Engine Optimization
  • Create alt tags for graphics containing keywords.
  • Dont try to spam a search engine by overuse or
    hidden use of keywords.
  • Validate all HTML to ensure it can be seen by
    the search engine.
  • Use robots.txt and robots meta tags to keep
    search engines from indexing what they shouldnt.
  • Avoid using frames.
  • Avoid putting content and links within script
    code.

23
Ranking Factors
  • On-Page Factors (Code Content)
  • Title tags lttitlegt
  • Header tags lth1gt
  • ALT image tags
  • Content, Content, Content (Body text) ltbodygt
  • Hyperlink text
  • Keyword frequency density
  • Off-Page Factors
  • Link Popularity (votes for your site) adds
    credibility
  • Anchor text

Ephricon Web Marketing
24
Meta Tags
  • Self-describing text at the beginning of a web
    page that is not visible to the user but can be
    read by the search engine
  • Title
  • Key-words
  • Description
  • Appear not to be significant for most search
    engines today

25
Search Engine Optimization Text
  • Credible repetition of key words
  • Frequently greater credit for
  • Bolded words
  • Words early in the document
  • Identification of desirable key words
  • Analysis of competing sites
  • Customer interviews
  • Misspellings

26
Anti-Spam Detection Algorithms
  • Excessive repetition of key words in meta tags
  • Use of redirection
  • Use of hidden text
  • Excessive use of keywords or bolding may be
    detected

27
Search Engine Optimization Reciprocal Linking
  • Linking from highly rated web sites greatly
    increases the ranking of a site
  • Linking from low rated sites does not appear to
    help much
  • The weight of a link may be determined by the
    number of links at that pageone link among many
    is worth less
  • Linking to spamming sites may be penalized

28
Visibility (link popularity)
  • Some search engines rank your site higher if many
    other sites link to yours
  • Your goal is to get as many sites as possible to
    link to you
  • Make a list of every Web site thats in your
    space but not a direct competitor
  • Find their email address and write a brief,
    friendly letter suggesting a link exchange
  • Get your partners, vendors, friends and relatives
    to link to your site
  • Submit those pages that link to you to Google

29
Search Engine Optimization Other
  • Domain names
  • If the domain name features the keyword, more
    weight is given
  • Google considers the underscore a spacee.g.,
    Marketing_Tips.com .
  • Listing in the Open Directory Project
    (http//www.DMOZ.org) .

30
Use Robots.txt Files Wisely
  • Create and maintain a robots.txt
  • Robots.txt Tutorial, http//www.searchengineworld.
    com/robots/robots_tutorial.htm

31
Let Spiders In
  • Have HTML links on your home page for each major
    page within your site
  • Most SEs, like Google, cannot follow image map
    links
  • Search engines can follow lta hrefgt JavaScript
    mouseover links, but not all
  • Have a site map that contains links to all of
    your pages link with lta hrefgt link from home
    page
  • Search engines follow links to more resources -
    so make sure you do not have broken links

32
Using your keywordshtml title
  • The html title of the page is what you see at the
    top of your browser when you are on that page.
  • Its what displays as the link for your listing
    on a search engine.
  • Keep it under 75 characters.
  • Make each title relevant to the page its on.
  • Spend the most time writing the title for your
    home page.
  • Write a title for the starting page of each major
    section of your site.
  • For all other pages, either use the same title as
    the major section, or use breadcrumbs.

33
Using your keywordsmeta description
  • The meta description tag describes in a little
    more detail whats on your page
  • Its what displays below the title in your search
    engine listing
  • Keep it under 150 characters to be sure it
    doesnt get cut off
  • Make each description relevant to the page its
    on
  • Try to entice potential visitors with clever
    copy, so theyll click

34
Using your keywordsmeta description
  • Its not really about ranking, its about
    describing your page to potential visitors
  • Not all search engines use it, but if they do,
    its what shows up on the search results page
    below the title of the page

35
Using your keywordsmeta keywords
  • The meta keywords tag can be the same for all the
    pages on your site
  • Not all search engines use this tag when ranking
    sites but it cant hurt to include it
  • Use a list of words and phrases with no commas in
    between (search engine spiders are programmed to
    read only a certain number of characters in the
    keyword tag if they read it at all commas just
    take up space)

36
Using your keywordsALT tags
  • every image on your Web site should have a
    carefully written ALT tag
  • the ALT text is what visitors see if they move
    their mouse over an image

37
Using your keywordsfile names
  • dont use abbrv.

38
Using your keywordson your home page!
  • Work your keywords into the copy of your home
    page (and on other pages, if you can) as many
    times as you can without making it sound
    ridiculous.
  • This may seem obvious but it aint necessarily
    so.
  • Focusing on your keywords when writing the copy
    for your pages also helps reduce jargon.
  • an example

39
Create Quality Page Content
  • Relevant, authoritative content
  • Current content - will be visited more often by
    crawlers
  • Create keyword rich titles, descriptions, ltH1gt
  • Best to have at least 200 words of visible text
  • Mark content through use of metatags, RDF, and
    XML to allow search tools to understand the
    context, meaning, and relationship of words
  • Create content people want (and that other sites
    like yours will link to)

40
What NOT to do
  • Dont load your meta tags with irrelevant
    keywords just because they get searched for a lot
    (like sex).
  • Dont repeat your keywords several times in a
    row.
  • Dont hide text on your pages by making it the
    same colour as the background.
  • Dont use a string of keywords for the title of
    your page.
  • Dont submit exact copies of pages with different
    file names.
  • Dont use re-directs or other technology that
    will confuse the search engines spider

41
Get Listed in the Directories
  • Get Listed in DMOZ, the Open DirectoryHow to add
    a site to the Open Directory http//dmoz.org/add.h
    tml
  • Get Listed in the Yahoo Directoryhttp//add.yahoo
    .com/fast/add?17051064 How To Suggest Your Site
    on Yahoo http//docs.yahoo.com/info/suggest/

42
Submitting your site to Google(this is the easy
part)
  • Go to http//www.google.com/addurl.html
  • Open a second browser window and go to your home
    page
  • Highlight the URL of your home page, press
    CTRL/C, then go to Googles submission page and
    paste in your URL.
  • If your site is small enough, submit all your
    pages this way. If your site is large, submit the
    first pages of the main sections of your site
    the pages with titles and descriptions.

43
Wait(this is also the hard part)
  • it can take from two weeks to four months for
    your site to be included in the database
  • it can take weeks after that before you see your
    site appear in the search results
  • every time the database is re-indexed, your
    ranking will change
  • re-submit every month and monitor your results

44
Design Issues
  • Search engines prefer big, dumb ugly pages
  • Design issues that can impact ranking (or just
    indexing) especially include
  • Splash pages, frames dynamic delivery
  • Consider these issues when building a site,
    though dont change everything just for search
    engines.

45
Theres No Magic Formula
  • Do not agonise over SEO issues
  • Design it right users and search engines
  • Engines always one step ahead of the tricks

46
Summary
  • Dont design for search engines
  • Design for your audience
  • Know your message / know your keywords
  • Change your content often
  • Quality is most important

47
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