Search Engine Optimization Overview

Prepared by: Gautam Vagh

Mehta Inc.

IntroductionHow Search Engines WorkSEO Building Blocks

KeywordsCrawlerLinks

SEO ToolsBlack Hat MethodsSummary and ConclusionBibliography

Date: 11.14.2006 2Introduction to Search Engine Optimization (SEO)

Date: 11.14.2006Introduction to Search Engine Optimization (SEO) 3

"Natural," or "organic,"

Natural Listing: 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)

White HatAbide by terms and conditions set forth by

search enginesBlack HatBreaches search engine terms and

conditionsMay provide short-term gainsYou run the risk of being penalized by

search engines

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 Can give a result on a search engine ranks.

1. Fetch Content Crawler or spider moves recursively

downloading content

2. Builds sophisticate index3. Individual web searches run against index

Results are retrieved and ordered Page Rank & Relevancy of site and its

content

Placement: importance and relevance

Page Rank (importance)Counts linksWeights 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)

Basic criteria and ways to do SEO through obeying all terms and conditions set by different search engines are as given as below.

KeywordsKeyword selection and keyword-rich text

CrawlerA crawler-friendly site navigation scheme

LinksLink popularity

Page title: visible HTML text ,“Above the fold”

Page Size: "100 KB" limit is still is still widely held. The optimum page size is 500-3000 words (or 2000 to 20,000 characters)

Be specificExample: “Apple iPod” verses “iPod”

exact phrase should appear generously throughout your site copy on every page

Meta tags: use but don’t stuff <meta name="description" content="Free Web tutorials on HTML, CSS, XML, and

XHTML">

Alt tags: use for graphics <IMG src="star.gif" alt=“star logo">

Content is most important Write good content with relevant and important keywords in mind.

Geo Targeting Add geocentric terms to target local areas

Domain Names

Use keywords as part of domain name

Headings Use keywords as part of headings

Engine spiders are primitive beings choose simplicity over complexity

GoalAll your web pages seen by crawlers Google: enter in search box

“allinurl:utexas.edu”

Advantageit is dynamic, cumulative, and difficult to

imitate Disadvantage

takes time (vs. advertising)

Quality content to start withCultivate quality link (not quantity)Begin with web directoriesHarness online publicityUse Blogs and forums wiselyInvestigate competitors

Understand their strategyOnline publicity, blogs and forumsSee inbound links ("link:domain.com" in Google,

"linkdomain:domain.com" in Yahoo)

There are three most important search engines.

So we will take these three in a consideration.

GoogleYahooMSN Search

Ranking monitor: site positioning in for keywords

Link popularity checker: checks inbound links

Site indexation tool: check site indexation

Server Log-analyzer: Administrator log analyzer

PageRank analyzer: analyze competitor sites

Keywords tool: suggestions, associations, competitor analysis

HTML analyzer: dissect html text in the same way that a search engine would (syntax, keyword density)

Link Farming: exchanging reciprocal links

Keyword Stuffing: Hidden text, Stuffing text in every nook and cranny

Cloaking: stealth, deliver different page to a search engine for indexing

Doorway Pages: bridge, jump page, designed to appeal to search engine spiders

Fast meta refresh: used to quickly switch doorway pages to the page the user is supposed to see

Code swapping: swap it on the server with the "real" page once a position has been achieved. also sometimes done to keep others from learning exactly how the page ranked well.

Bait and Switch: loads the page with a popular search words such as sex, travel or antivirus when is irrelevant to site

Googlehttp://www.google.com/support/webmasters/bin/answer.py?answer=35769http://www.google.com/support/webmasters/bin/answer.py?answer=40349&ctx=related

Yahoohttp://help.yahoo.com/help/us/ysearch/basics/basics-18.htmlhttp://help.yahoo.com/help/us/ysearch/basics/basics-17.htmlhttp://help.yahoo.com/help/us/ysearch/basics/index.html

MSNhttp://search.msn.com/docs/siteowner.aspx?t=SEARCH_WEBMASTER_REF_GuidelinesforOptimizingSite.htm

Web Robots http://www.robotstxt.org/wc/robots.htmlhttp://help.yahoo.com/help/us/ysearch/slurp/index.htmlhttp://www.google.com/support/webmasters/bin/topic.py?topic=8843

Overture tool http://inventory.overture.com/d/searchinventory/suggestionWordtracker tool [recommended]http://our.affiliatetracking.net/wordtracker/a/12246Google Sandbox Toolhttps://adwords.google.com/select/main?

cmd=KeywordSandboxEspotting Toolhttp://www.espotting.com/popups/keywordgenbox.aspRelated Pageshttp://www.related-pages.com/adwordskeywords.aspx

Website SuccessSearch-friendly User-friendlyPersuasive

Search-friendly Optimization componentsKeywordsCrawlerLinks

1 Thulow, Shari. “What Search Engine Marketing Does Your Site Need?” Clickz. 15 Nov. 2006 < http://www.clickz.com/showPage.html?page=3105241 >.

2 “2006 Second Quarter Results (October 4, 2006) .” Interactive Advertising Bureau. 15 Nov. 2006 < http://www.iab.net/resources/ad_revenue.asp >.

3 “Event Homepage.” Search Engine Strategies 2006 Conference and Exposition. 15 Nov. 2006 <http://www.searchenginestrategies.com/sew/winter06/index.html >.

4 “Our Search: Google Technology.” Google Website. 15 Nov. 2006

< http://www.google.com/technology/index.html >.

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