bestseoservice (1)

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Search Engine Optimization (SEO)
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Topic Outline

• Introduction
• How Search Engines Work
• SEO Building Blocks
• Keywords
• Crawler
• Links
• SEO Tools

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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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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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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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SEO Tools
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Search Engine Term and Conditions

• Google
• Yahoo
• MSN Search