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Seminar OnSearch Engine Optimization

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.

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".

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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.

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.

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Search Engine Results Pages (SERPs) o Organic: Results based on content and keyword

relevancy (as per algorithm)o Paid Placement (PPC):

Google AdWords Yahoo! Search Marketing (YSM)

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Web Search as a navigational toolo On average, 45% of visitor traffic

through Utah.edu use the search engine to navigate.

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

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Competition for keywords

Evaluating page ranko Baselineo Ongoing

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Page rank calculation toolso Google Toolbaro www.faganfinder.com/urlinfo/o www.alexa.com

Frequent querieso Web traffic analysiso U Web Resources

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Target audienceo Keyword choiceso Directory submission

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Accessibilityo Flasho Javascripto SSL – authenticationo Firewalls and closed portso Databases & query string URLso Forms

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Get indexedo Register URL with University Webmastero Submit URL to directories

Meta-datao HTML Page Title

Number one optimization factor Included in results display Unique title for each landing page.

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Popularityo Inbound linkso Remote anchor links & text

o Anchor link – http://www.url.como Anchor text – words used in link

Reliabilityo .edu and .gov domainso Domain age

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Dynamic URLso Querystring enabledo Consistent, crawl-able URLs

Cookies and session IDs

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Accessible pages

Think landing pages

Unique HTML page title for every landing page

Content relevant keywords

Avoid Black Hat SEO

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