Post on 28-Jan-2015
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Search Engine OptimizationRussell Jones, CTO, 08-21-2008
Search Engine Optimization
Introduction to Search EnginesGlossary
• SERP(s): Search Engine Results Page(s)• Anchor Text: the highlighted text in a link• CPC / PPC / Paid Search: Purchased Advertising on SERPs• Organic / Natural: Non Paid Search Results• DC(s): Datacenters; ie: Google’s has several datacenters which deliver
results, which can cause the appearance of inconsistent, constantly changing rankings.
• SEO: Search Engine Optimization• SEM: Search Engine Marketing: SEO, PPC, et al.• Index: The corpus of documents (web pages) in a search engine's database
Search Engine Optimization
Introduction to Search EnginesBasic concepts
1. Why are they important?• Everything begins with a search.1. Right time, right place, right mindset2. Case in Point – top searched keywords on Google? Yahoo and Google!
Search Engine Optimization
Introduction to Search EnginesBasic concepts
•How do they work•“Bots” : Googlebot, Slurp, etc.1.Primitive Search Engines: britney spears brittney spers brtney speers2.Modern Search Engines
• “Democracy Engines”1. Relevance: Off-Site and On-Site Factors2. Importance: PageRank and Off-Site Factors
Search Engine Optimization
Introduction to Search EnginesBasic concepts
Organic vs. Paid Search: The Difference between Owning and Renting
Search Engine Optimization
Introduction to Search EnginesBasic concepts
Organic vs. Paid Search: The Difference between Owning and Renting
Search Engine Optimization
Introduction to Search EnginesBasic concepts
Organic vs. Paid Search: The Difference between Owning and Renting
Introduction to Search Engine OptimizationBasic Concepts of On-Site Optimization: Writing for SEO
• Avoid He, She, It: Be Specific
• Use Synonymous Phrases• How many ways can you say “Get a degree”
• Use shorter paragraphs with regular headers• Find Keywords: https://adwords.google.com/select/KeywordToolExternal• Be on theme: http://www.virante.com/seo-tools/keyword-finder.php
Search Engine Optimization
Introduction to Search Engine OptimizationBasic Concepts of On-Site Optimization: Relevant Page Tags
1. Title2. Meta
• Description• Keywords• Robots
• H1-H3 tags• Bold, Strong, Italics, etc.• Alt Text
Do these things really matter? Aren’t changes like these negligible?
Search Engine Optimization
Introduction to Search Engine Optimization
Search Engine Optimization
Introduction to Search Engine OptimizationBasic Concepts of On-Site Optimization: Keyword Discovery
1. Popularity vs. Competitiveness2. Simple Tools:
A. https://adwords.google.com/select/KeywordToolExternalB. http://freekeywords.wordtracker.com/C. * http://www.keyworddiscovery.com/search.html
3. Collocation / Theme ToolsA. http://www.virante.com/seo-tools/keyword-finder.phpB: ~keyword search on Google.
Search Engine Optimization
Introduction to Search Engine OptimizationBasic Concepts of Off-Site Optimization: What is PageRank
• “Page”Rank = Larry Page, Co-founder of Google.1. PageRank is Google’s patented and trademarked algorithm which assigns “a
numerical weighting to each element of a hyperlinked set of documents”
Search Engine Optimization
Introduction to Search Engine OptimizationBasic Concepts of Off-Site Optimization: What is TrustRank
• TrustRank essentially begins with a set of trusted websites and diminishes the rank dependent upon the distance between the original trusted sources and the analyzed page.
http://www.vldb.org/conf/2004/RS15P3.PDFhttp://pagerank.suchmaschinen-doktor.de/trustrank.html
Search Engine Optimization
Introduction to Search Engine OptimizationBasic Concepts of On-Site Optimization: What PageRank is Not
1. Sites with higher PageRank do not necessarily out-rank other sites.2. Sites with higher PageRank are not necessarily included in Google’s displayed index.3. The displayed PageRank is not necessarily indicative of the actual spam-corrected
measurement of importance used by Google. 4. PageRank is susceptible to the same Datacenter Fluctuations as the SERPs5. http://www.seologs.com/pr-check/pagerank-dc.html
Search Engine Optimization
Introduction to Search Engine OptimizationBasic Concepts of Off-Site Optimization: Qualities of Good links
1. High PageRank2. Inner-textual3. Relevant Anchor Text4. Low number of links per-page5. New link on domain
Search Engine Optimization
Introduction to Search Engine OptimizationBasic Concepts of Off-Site Optimization: Simple Link Building Techniques
1. Directories• http://www.botw.com• http://www.yahoo.com• http://www.dmoz.org
2. Partner Organizations3. Press Releases / News4. Presentations / Sponsors / Conferences5. Students! (myspace, blogs, etc.)
Search Engine Optimization
Advanced TopicsAdvanced Topics: Canonicalization
1. What is URL Canonicalization?• Using different names for the same content• Duplicate Content Penalties• PR Dispersion• Perception Matters
• www vs. non-www• Default pages• Query strings and pagination• Trailing Slashes• Fake 404s
Search Engine Optimization
Advanced TopicsAdvanced Topics: PageRank Flow
1. What is PageRank Flow?• Intricate maze• Close doors behind you
2. Using No-Follow Effectively1.What is No-Follow?2.Meta or Link Level?
1. <a rel=‘nofollow’ href=‘…’></a>2. <meta name=‘robots’ content=‘nofollow’ />
3. Silo Linking4. Ball Linking5. Deciding what is best for your site or sub-site.
Search Engine Optimization
Search Engine Optimization
Advanced TopicsAdvanced Topics: Keyword Discovery
1. What is Advanced Keyword Discovery• Looking at myriad competitiveness indicators• Constructing an algorithm• Interpreting Results
2. Tools1. http://www.keyata.com2. http://www.wordze.com
Search Engine Optimization
Advanced TopicsAdvanced Topics: Social Media Marketing
1. What is Social Media Marketing• Viral Traffic• Natural Link Building
2. Viral Brain Storm Session3. Sites
1. http://www.digg.com2. http://www.reddit.com3. http://buzz.yahoo.com4. http://del.icio.us