SEO - Search Engine Optimization.
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Search engine optimization (SEO) is the process of affecting the ranking of a website or a web page in a search engine's "natural" or un-paid ("organic") search results. SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience.
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SEO - Search Engine Optimization.
- 1. Search Engines & Search Engine Optimization (SEO) Presentation by Sohil Shah
- 2. Agenda • What is a Search Engine? • Examples of popular Search Engines • Search Engines statistics • Why is Search Engine marketing important? • What is a SEO Algorithm? • Steps to developing a good SEO strategy • Ranking factors • Basic tips for optimization
- 3. What is a Search Engine? • Definition: An internet-based tool that searches an index of documents for a particular term, phrase or text specified by the user. Commonly used to refer to large web-based search engines that search through billions of pages on the internet. • Different than a Directory • Common Characteristics: Spider, Indexer, Database, Algorithm Find matching documents and display them according to relevance Frequent updates to documents searched and ranking algorithm Strive to produce “better”, more relevant results than competitors
- 4. Examples popular Search Engines
- 5. 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 their database • Search engines indexes the content (text, code) in these documents by adding it to their databases and then periodically updates this content • Search engines search their own databases when a user enters in a search to find related documents (not searching web pages in real-time) • Search engines rank the resulting documents using an algorithm (mathematical formula) by assigning various weights and ranking factors
- 6. Search Engines Statistics 1. Google – 81.6% 2. Yahoo – 11.5% 3. MSN – 7.4% 4. AOL – 3.6% 5. Ask Jeeves – 2.0% % bases on usage
- 7. Why is Search Engine Marketing important? • 85% of all traffic on the internet is referred to by search engines • 90% of all users don’t look past the first 30 results (most only view top 10) • Search engine traffic is low and websites aren’t indexed because they are generally poorly optimized • Cost-effective advertising • Clear and measurable ROI • Operates under this assumption: More (relevant) traffic + Good Conversions Rate = More Sales/Leads
- 8. What is Search Engine Optimization? • SEO : Search Engine Optimization ▫ Refers to the process of “optimizing” both the on-page and off-page ranking factors in order to achieve high search engine rankings for targeted search terms. ▫ Refers to the “industry” that has been created regarding using keyword searching a a means of increasing relevant traffic to a website
- 9. What is a SEO Algorithm? • Top Secret! Only select employees of a search engines company know for certain • Reverse engineering, research and experiments gives SEOs (search engine optimization professionals) a “pretty good” idea of the major factors and approximate weight assignments • The SEO algorithm is constantly changed, tweaked & updated • 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
- 10. Ranking factors • On-Page Factors (Code & Content) Title tags <title> #3 Header tags <h1> #5 ALT image tags #4 Content, Content, Content (Body text) <body> #1 Hyperlink text #6 Keyword frequency & density #2 • Off-Page Factors Link Popularity (“votes” for your site) – adds credibility #2 Anchor text #1
- 11. Basic Tips & Optimization Techniques • Research keywords related to your business • Identify competitors, utilize benchmarking techniques and identify level of competition • Utilize descriptive title tags for each page • Ensure that your text is HTML-text and not image text • Use text links when ever possible • Use appropriate keywords in your content and internal hyperlinks (don’t overdo!) • Obtain inbound links from related websites • Monitor your search engine rankings and more importantly your website traffic statistics and sales/leads produced • Educate yourself about search engine marketing
- 12. 1. Quality Content When we first started looking at SEO as a separate entity to website build there was one phrase that we would continually hear, “content is King”, and it’s true. There is nothing more valuable you can do to optimise your site for search engines than offer unique well written content. A search engines aim is to serve up what it believes to be the most appropriate website for any given search to the end user. White Hat SEO Techniques
- 13. 2. Titles and Meta Data Providing pages with proper titles and meta data is essential. As discussed in the top 5 black hat SEO techniques section the meta description and meta keywords elements have been so misused in the past that Search 3. Keyword Research and Effective Keyword Use Create your website with keywords and key phrases in mind. Research keywords and key phrases you think people might use to find your site. Single words are not always the most effective target, try multi-word phrases that are much more specific to your product/service Use the keywords and key phrases you’ve identified effectively throughout your website. Assign each page 2-3 of the keywords you’ve identified and use the keywords throughout all the important elements of the page. Those are, Title Meta Description Meta Keywords Heading Elements <H1> <H2> <H2> Text Alt Tag Title Tag
- 14. 4. Quality Inbound Links Having inbound links to your website can be likened to having a vote for the good but there are good links and bad links so therefore votes for the good and votes that are bad. Good links are links from other web pages that are regarded highly by the search engines and are contextually relevant to the content of your page. Bad links are links from web pages that aren’t regarded highly or potentially banned by search engines and have no relevance to the content of your page. For example; Imagine we have a website that sells telephones. Link A: Link on the homepage of the British Telecoms website. = Good Link B: Link on John Smiths Beer and Ale appreciation links page = Bad
- 15. 1. Hidden Content Top of our list of black hat SEO techniques is hidden content. Hidden content comes in many guises but the basic principle is that within the code for the site there will be content stuffed with keywords, this content will not be visible to the end user of the site. One way of doing this is by using comment tags. Comment tags look like this; <!– Comment Tag –> 2. Meta Keyword Stuffing There are two Meta tags that are generally used to inform search engines of the content on the page. They reside between the <head> tag of a page and when used incorrectly they can alert a search engine that a site is using spam techniques in an attempt to improve its ranking. Meta Description The meta description should be used to describe the content of your page honestly and concisely and be 1 or 2 sentences, 3 at most. Here’s an example of the meta description being used in the correct manner, <meta name=”description” content=”PushON are an Online Marketing agency providing a full range of digital marketing services throughout Greater Manchester and the North West UK. If you need Search Engine marketing (SEM), Search Engine Optimisation (SEO) or Pay per Click (PPC), we can help you. Contact us now.” /> Here’s an example of the meta description tag being used incorrectly for a page promoting a restaurant called “MadeUp”, <meta name=”description” content=”MadeUp restaurant website is the best MadeUp restaurant website, our restaurant is better than any restaurant,great restaurant,best food restaurant,visit our restaurant” /> Black Hat SEO Techniques
- 16. 3. Meta Keywords Meta Keywords should be a short list of words that inform of the main focus of the page. Meta keywords have been so misused in the past that there are few if any search engines that take any heed of them. Here’s an example of the meta keywords being used in the correct manner, <meta name=”Keywords” content=”Online marketing, digital marketing, search marketing, search engine marketing, e-mail marketing, SEO” /> Here’s an example of the meta keywords tag being used incorrectly for a page promoting a restaurant called “MadeUp”, <meta name=”keywords” content=”Restaurant,restaurants,food,feed,take away food,fast food,junk food,eat,eating out,dinner,dining,meal,eating,MadeUp,steak and chips,chicken and chips,pie and chips,pudding,desert,big restaurant,small restaurant,best restaurant,great restaurant, exclusive restaurant,cocktails,wine,drink,pizza,sandwhiches”> - See more at: http://www.pushon.co.uk/articles/top-5-white-hat-and-black-hat-search- optimisation-techniques/#sthash.1MZSYnLk.dpuf
- 17. 4. Doorway or Gateway Pages Doorway or Gateway pages are pages designed for search engines and not for the end user. They are basically fake pages that are stuffed with content and highly optimised for 1 or 2 keywords that link to a target or landing page. The end user never sees these pages because they are automatically redirected to the target page. Off-the-shelf SEO software often encourages the use of gateway pages as do SEO firms that don’t know what they’re talking about. Search engine spiders are being enhanced continually to detect these pages and will get ignored or worse still, flag your site up as being spam and ban you all together. 5. Link Farming In the real world if you were to build your house in a bad neighbour hood then your house would be affected by its surroundings. The same is true of the virtual world. Link farms or free for all (FFA) pages have no other purposes than to list links of unrelated websites. They won’t provide you with any traffic and you run the risk of having your site banned for participating. Don’t participate in link farming.
- 18. Questions ?Sohil Shah 9867 283 708 www.facebook.com/sohilshah7
Editor's Notes
- Most of the techniques I will be sharing with you today will be all common sense … but the secret for a good search engine marketing strategy is the integration of all the common sense techniques to result in the most fruitful results possible, Today I will speak about some of those techniques on a high level…. To warn you further…. I will only be scratching the surface about search engines and search engine optimization but this will allow anyone in the audience to understand the basic elements of this exciting techniques to increase sales, traffic, and conversions by 100,200 and even 500% based on the industry they are in. This will be relevant to anyone and everyone that currently hosts a website, from universities, non-profit, government etc.
- My agenda for today will encompass the following high level topics and I have allocated 4-8 minutes for Q&A session. I will also email list of resources if you are interested in exploring SEO and other internet marketing techniques such as email marketing, PPC ads, in-line text, etc.
- Directory are listing of static information that are usually inputted manually and not CRAWLED. Some of the common characteristics of today’s search engines are as follows: * A search engine component usually contain the following components… I would like you to take a mental note of the Spider … since this will be a important topic we will discuss later on today. In early day’s for you who remember this WebCrawler was one of the many crawler based directory search engines …. another common one that still exists today is AltaVista search engine.
- Today the undisputed leader in search engine usage is Google. Yahoo Claims to have the largest index of all search engines ranking over 5 Billion pages. MSN is the leading third, they have done a tremendous job at catching up to Google and yahoo but they still have a long time to catch up…. This a true example of the first mover advantage I don’t usually talk about Ask Jeeves but I have been seeing an increased level of traffic from Ask.com and according to recent statistics, Ask is now representative of approximately 7-8% of all searches. Every search engine has a different algorithm and ranking…. Our main focus today will be to look at the common and basic elements that every search engine company uses to rank and index pages.
- If you were not take anything away from this session today… and only understand how Spider or crawlers work you would have understood 40% of Search engines.
- According to Nielsen/Net rating
- Anchor text is the visible hyperlinked text on the page. anchor text is usually used to indicate the subject matter of the page that it links to. For example, the text “7th world congress ebusiness&quot; indicates to visitors that they can expect to see content about conference pertaining to ebusiness if they visit the link. This pattern of usage has been applied in search engine algorithms to enhance the relevance of the &quot;target&quot; or the &quot;landing page&quot; URL for the keywords appearing within the anchor text.