Search Engine Optimization: A Survey of Current Best Practices

Author - Niko Solihin

Resource -Grand Valley State University April, 2013

Professor - Soe-Tsyr Yuan

Presenter – Wayne Yang

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Agenda

Background Anatomy of a search engine Optimization method Manipulative optimization methods Future of Search

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Background

In late 2012, Google claimed to have indexed over 30 trillion unique individual live URLs on the web

According to comScore, in 2011, approximately 5.2 billion searches performed every day, and 61,000 searches performed every single second every day.

=>The way we work, play, shop, and interact have changed, and the high demand for search will continue to escalate.

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Background – Search Engine

1.Crawling 2. Indexing 3. Searching

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Background – Motivation for Higher Ranking

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Anatomy of a search engine- High-Level Google Architecture

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Anatomy of a search engine- High-Level Google Architecture

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Anatomy of a search engine- PageRank Algorithm

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Anatomy of a search engine- Conceptual Framework

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Optimization method- Keyword Research

1.Google AdWords 2. Google Trends

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Optimization method- Indexing

1. Crawlable Content and Link Structure 2. Index Optimization 3. Inspecting Indexed Pages

ex:site:example.com/directory

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Optimization method- On-page Optimization

1. Title tags 2. Meta description tags 3. Heading tags Other On-Page Optimization Techniques

readable URLs with targeted keywords included Redirection:301 Moved Permanently and 302 Moved Temporarily

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Optimization method- Off-page Optimization

1. Link Building Anchor text Relevance Authority Trust

2. Social Signals

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Manipulative optimization methods - Content Spam

1. Keyword Stuffing 2. Doorway Pages 3. Cloaking

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Content Spam - Doorway Pages

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Content Spam - Cloaking

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Manipulative optimization methods - Link Spam

1. Link Farms 2. Comment Spam

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Future of Search

1.Semantic web 2.Semantic search 3.Google knowledge graph

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Q&A