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Prepared by: Gautam Vagh Mehta Inc.
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)
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"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)
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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
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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.
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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
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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)
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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
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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
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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
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Engine spiders are primitive beings choose simplicity over complexity
GoalAll your web pages seen by crawlers Google: enter in search box
“allinurl:utexas.edu”
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Advantageit is dynamic, cumulative, and difficult to
imitate Disadvantage
takes time (vs. advertising)
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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)
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There are three most important search engines.
So we will take these three in a consideration.
GoogleYahooMSN Search
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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)
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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
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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
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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
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Website SuccessSearch-friendly User-friendlyPersuasive
Search-friendly Optimization componentsKeywordsCrawlerLinks
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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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