How SEO works

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Information about How SEO works

Published on June 9, 2007

Author: prestiva

Source: slideshare.net

Description

http://www.prestiva.com/seo/

How Prestiva team can help you to get good rating in Google organic seach

An introduction to optimizing your web site for best possible search engine results. Seach Engine Optimization

Presented by: Murali Venkatesh http://www.prestiva.com/seo/ http://blog.prestiva.com Seach Engine Optimization

Presentation Overview Search Engine Basics Why Optimize? Key Concepts Optimization Content Management Systems Summary Resources

Search Engine Basics

Why Optimize?

Key Concepts

Optimization

Content Management Systems

Summary

Resources

Search Engine Basics Crawling the web : Search engines run automated programs, called “robots" or "spiders", that use the hyperlink structure of the web to "crawl" the pages and documents that make up the World Wide Web.

Crawling the web : Search engines run automated programs, called “robots" or "spiders", that use the hyperlink structure of the web to "crawl" the pages and documents that make up the World Wide Web.

Search Engine Basics Indexing documents: Once a page has been crawled, its contents can be "indexed" - stored in a giant database of documents that makes up a search engine's "index".

Indexing documents: Once a page has been crawled, its contents can be "indexed" - stored in a giant database of documents that makes up a search engine's "index".

Search Engine Basics Processing queries: When a request for information comes into the search engine, the engine retrieves from its index all the document that match the query.

Processing queries: When a request for information comes into the search engine, the engine retrieves from its index all the document that match the query.

Search Engine Basics Ranking results: Once the search engine has determined which results are a match for the query, the engine's algorithm (a mathematical equation commonly used for sorting) runs calculations on each of the results to determine which is most relevant to the given query.

Ranking results: Once the search engine has determined which results are a match for the query, the engine's algorithm (a mathematical equation commonly used for sorting) runs calculations on each of the results to determine which is most relevant to the given query.

Search Engine Basics Directories: Human edited search indexes Yahoo Directory! DMOZ = The Open Directory Project www.dmoz.org

Directories: Human edited search indexes

Yahoo Directory!

DMOZ = The Open Directory Project www.dmoz.org

Search Engine Basics Search Engine Results Pages (SERPs) Organic: Results based on content and keyword relevancy (as per algorithm) Paid Placement (PPC): Google AdWords Yahoo! Search Marketing (YSM)

Search Engine Results Pages (SERPs)

Organic: Results based on content and keyword relevancy (as per algorithm)

Paid Placement (PPC):

Google AdWords

Yahoo! Search Marketing (YSM)

Search Engine Results Pages Paid Placement Results Organic Results

Why Optimize? Web Search as a navigational tool On average, 45% of visitor traffic through Prestiva.com use the search engine to navigate. 72% of searchers stop with the top ten search results, and 90% stop with the top 30 .

Web Search as a navigational tool

On average, 45% of visitor traffic through Prestiva.com use the search engine to navigate.

72% of searchers stop with the top ten search results, and 90% stop with the top 30 .

How much is too much? Competition for keywords Evaluating page rank Baseline Ongoing

Competition for keywords

Evaluating page rank

Baseline

Ongoing

Evaluating page rank Page rank calculation tools Google Toolbar www.faganfinder.com/urlinfo/ www.alexa.com Frequent queries Web traffic analysis U Web Resources

Page rank calculation tools

Google Toolbar

www.faganfinder.com/urlinfo/

www.alexa.com

Frequent queries

Web traffic analysis

U Web Resources

Key Concepts Target audience Keyword choices Directory submission

Target audience

Keyword choices

Directory submission

Key Concepts Conversion Web site user doing what you intended them to do Sales Course registration Forms & downloads Page views Conversion paths and funnels

Conversion

Web site user doing what you intended them to do

Sales

Course registration

Forms & downloads

Page views

Conversion paths and funnels

Key Concepts Search-friendly Usability Home Page vs. Landing pages Top-down vs. Shallow-wide design

Search-friendly Usability

Home Page vs. Landing pages

Top-down vs. Shallow-wide design

Top-down design HOME

Shallow-wide design HOME

Key Concepts Persistent Navigation Orients visitor to site Provides spiders pathway through site

Persistent Navigation

Orients visitor to site

Provides spiders pathway through site

Key Concepts Accessibility Flash Javascript SSL – authentication Firewalls and closed ports Databases & query string URLs Forms

Accessibility

Flash

Javascript

SSL – authentication

Firewalls and closed ports

Databases & query string URLs

Forms

Key Concepts Site Maps Non-HTML Documents MS Word, Excel, PowerPoint, PDF

Site Maps

Non-HTML Documents

MS Word, Excel, PowerPoint, PDF

Key Concepts Robots.txt file Decides which robots to allow in and which to exclude Site wide Directory-by-directory Page-by-page Robots meta-tag

Robots.txt file

Decides which robots to allow in and which to exclude

Site wide

Directory-by-directory

Page-by-page

Robots meta-tag

Optimization Meta-data HTML Page Title Number one optimization factor Included in results display Unique title for each landing page

Meta-data

HTML Page Title

Number one optimization factor

Included in results display

Unique title for each landing page

Optimization Meta-data Meta-description tag 50% weight of HTML Title in Ultraseek Included in Ultraseek results display Less weight given by Google Rarely used in Google results display

Meta-data

Meta-description tag

50% weight of HTML Title in Ultraseek

Included in Ultraseek results display

Less weight given by Google

Rarely used in Google results display

Optimization Meta-data Meta-keywords tag Equal to meta-description tag in Ultraseek Ignored by Google Common misspellings

Meta-data

Meta-keywords tag

Equal to meta-description tag in Ultraseek

Ignored by Google

Common misspellings

Optimization Meta-data Image alt-tags H1 tags Body text

Meta-data

Image alt-tags

H1 tags

Body text

Optimization Relative weight given HTML tags by U of U Ultraseek Search Engine

Optimization Popularity Inbound links Remote anchor links & text Anchor link – http://www.url.com Anchor text – words used in link

Popularity

Inbound links

Remote anchor links & text

Anchor link – http://www.url.com

Anchor text – words used in link

Optimization Popularity Inbound links Remote anchor links & text Googlebombing When a web page places high in search engine results due to frequent anchor links using rude or insulting keywords.

Popularity

Inbound links

Remote anchor links & text

Googlebombing When a web page places high in search engine results due to frequent anchor links using rude or insulting keywords.

How/What to Optimize Popularity Inbound links googlebombing

Popularity

Inbound links

googlebombing

How/What to Optimize Popularity Inbound links googlebombing

Popularity

Inbound links

googlebombing

Black Hat SEO Black Hat SEO: Unscrupulous or deceptive optimization practices intended to spam users or compete unfairly Invisible text Keyword stuffing Duplicate pages Domain cloaking: serving different content to search engine robots than to human visitors Link farms

Black Hat SEO: Unscrupulous or deceptive optimization practices intended to spam users or compete unfairly

Invisible text

Keyword stuffing

Duplicate pages

Domain cloaking: serving different content to search engine robots than to human visitors

Link farms

Optimization Spam Detection Threshold: The number of repeating keywords required for U of U Ultraseek search engine to penalize for spamming

Content Management Systems Dynamic URLs Querystring enabled Consistent, crawl-able URLs Cookies and session IDs

Dynamic URLs

Querystring enabled

Consistent, crawl-able URLs

Cookies and session IDs

Summary Accessible pages Think landing pages Unique HTML page title for every landing page Content relevant keywords Avoid Black Hat SEO

Accessible pages

Think landing pages

Unique HTML page title for every landing page

Content relevant keywords

Avoid Black Hat SEO

Questions? Contact : http://blog.prestiva.com http:// www.prestiva.com/seo /

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