Description
Search Engine Optimization
SEM is a form of internet marketting that seeks to promote websites by increasing their visibility in the search engine result pages (SERPs). According to the Search Engine Marketting Professionals Organisation, SEM methods include:
? ? ?
Paid inclusion Paid placement Search Engine Optimization
?A definition: The modification of a web site’s build and content to better position the site in the natural/organic results of the major search engines. ?Search engine optimization aims to index and improve rankings for the web pages which are most relevant to the keywords searched for according to the algorithm of each search engine .The relevant pages are returned in search engine result pages (SERPS). ?In order to optimize a webpage, one needs to include the keyword phrase in question, as well as relevant variations, in the ad copy of the webpage as well as in appropriate places within the HTML code
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5 step process:
? ? ? ? ? Reporting Research Optimization Submission Follow Up Reporting
?
The first step in any effective SEO campaign is understanding what the subject site's starting position is within the search engines .
A program like Web Position can be used to analyze the site's starting position. In addition, access to site traffic information is very important. It can show how searchers are finding the subject site, e.g., which search engines and what keyword phrases are being used.
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?
?
? ?
Identifying a group of keyword phrases
Requires a considerable amount of time to A balanced combination of two important factors: (1).high usage by searchers (2.)relatively low competition within the search engines.
For example, assume you own a business that leases apartments in a particular metropolitan area, “Big City.” Your apartments are only located in one metro area, so you are not going to select general terms such as “apartments;” You may find that the most used phrase is “big city apartments
? ? ? ? ? ? ? ?
Content is king in search engine optimization Page Titles Text-Based Navigation Prominence of Targeted Keyword Phrases Site Map ALT and META data Clean up the Code Maximize Quality Link Popularity
?
Submit your site manually to a few select web sites (Yahoo and Google, for example).
?
The best way, however, to get indexed by the major search engines is for them to find a link to your site in their routine spidering of other sites. If there is a link to your web site on another site that Google visits regularly, it will grab your site link in the process.
?
?
The same reporting done in the first step is done again at 1 month, 3 months and 4 months intervals, post-optimization. Rankings and site traffic can then be compared to preoptimization levels, giving measurable results to the SEO campaign.
Black Hat search engine optimization is customarily defined as techniques that are used to get higher search rankings in an unethical manner .
These usually include one or more of the following characteristics:
? ?
Breaks search engine rules and regulations Creates a poor user experience directly because of the black hat SEO techniques utilized on the Web site unethically presents content in a different visual or non-visual way These black hat SEO practices will actually provide short-term gains in terms of rankings, but if you are discovered utilizing these spammy techniques on your Web site, you run the risk of being penalized by search engines.
?
?
Keyword stuffing: Packing long lists of keywords and nothing else onto your site will get you penalized eventually by search engines. Invisible text: This is putting lists of keywords in white text on a white background in hopes of attracting more search engine spiders. Again, not a good way to attract searchers or search engine crawlers. Doorway Pages: A doorway page is basically a “fake” page that the user will never see. It is purely for search engine spiders, and attempts to trick them into indexing the site higher.
?
?
? White Hat
? Quality content creation ? Light keyword optimization ? Sound website building tactics ? Everything out in the open
? Nothing designed to trick the search engine or the user
?
Black Hat
Cloaking Hidden text or tiny text Keyword stacking or stuffing Duplicate pages/ duplicate content ? Re-directs ? ? ? ?
?
Google and Yahoo
? 69.3% of total searches for top 2 engines ? Rankings in other SEs will follow
?
? ? ? ? ? ?
?
?
Keyword density Keyword stuffing Anchor text Link campaign Meta element Cloaking PR0 Spamdexing Link spam
?
?
?
?
?
Keyword density is the percentage of words on a web page that match a specified set of keywords. In the context of search engine optimization keyword density can be used as a factor in determining whether a web page is relevant to a specified keyword Keyword density is important because search engines use this information to categorize a site's theme, and to determine which terms the site is relevant to The perfect keyword density will help achieve higher search engine positions. Keyword density needs to be balanced correctly (too low and you will not get the optimum benefit, too high and your page might get flagged for “keyword spamming”).
?
Keyword stuffing is considered to be an unethical search engine optimization (SEO) technique.
Keyword stuffing occurs when a web page is loaded with keywords in the meta tags or in content. Keyword stuffing is used to obtain maximum search engine ranking. A word that is repeated too often may raise a red flag to search engines. Hiding text out of view of the visitor is done in many different ways. Text colored to blend with the background.
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?
?
?
The anchor text or link label is the visible, clickable text in a hyperlink. Anchor text is the text a user clicks when clicking a link on a web page. Keywords in links tell crawlers about the pages to which you are linking Keywords in links influence relevancy of the page to which you are linking Avoid “click here” links, instead create links like: Bad: Click here for more info on famous admirals. Good: Visit our naval history site for more info on famous admirals.
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?
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?
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Link campaigns are a form of online marketing and is also a method for search engine optimization
Based on the number of pages that link to you The more popular pages that link to you, the higher your popularity All search engines have different popularity algorithms ? Google’s algorithm is called Page Rank
?
?
?
?
Cloaking is a black hat SEO technique in which the content presented to the search engine spider is different from that presented to the users' browser. When a user is identified as a search engine spider, a server-side script delivers a different version of the web page, one that contains content not present on the visible page. The purpose of cloaking is to deceive search engines so they display the page when it would not otherwise be displayed.
?
Cloaking is often used as a spamdexing technique, to try to trick search engines into giving the relevant site a higher ranking; it can also be used to trick search engine users into visiting a site based on the search engine description which site turns out to have substantially different, or even pornographic content. For this reason, major search engines consider cloaking for deception to be a violation of their guidelines, and therefore, they delist sites when deceptive cloaking is reported.
?
?
? ?
All search engines assign a value to your site based on inbound links Google calls this relevancy factor “Page Rank” (PR) synonymous with popularity ranking An inbound link is a vote for your page An outbound link is a vote for the page you’re linking to
?
?
?
?
Do not create pages with mostly outbound links Link to quality, related sites – helps to establish you as an authority or hub If a page contains several outgoing links, also include links to other pages on your site Don’t be afraid to link to sites with low page rank, but quality content
?
Spamdexing is any of various methods to manipulate the relevancy or prominence of resources indexed by a search engine, usually in a manner inconsistent with the purpose of the indexing system. It is a form of search engine optimization. Search engines use a variety of algorithms to determine relevancy ranking. Some of these include determining whether the search term appears in the META keywords tag, others whether the search term appears in the body text or URL of a web page. Many search engines check for instances of spamdexing and will remove suspect pages from their indexes.
?
Hidden or invisible text
Keyword stuffing
?
?
Meta tag stuffing
"Gateway" or doorway pages
?
?
Link farms
Sybil attack Page hijacking
?
?
?
?
Where does the optimization happen?
? On-Page Factors ? Content is King
? Evaluate existing content ? Make recommendations for additional content with targeted keyword phrases in mind ? Prominence of keywords in content ? Regular updates will bring spiders more often >> higher rankings
? Off-Page Factors ? Link Popularity
? Quality of Incoming Links (backlinks) e.g. PR4+ ? Links in prominent directories (ODP, Yahoo Directory) ? Age of Site
Term: Fisheries ? #1 on FirstGov ? #1 on MSN ? #2 on Google ? #3 on Yahoo
Term: Fish ? Doesn’t show up on the first page or subsequent pages
?
?
?
Battelle, John. The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed our Culture. New York. Penguin, 2005. Kent, Peter. Search Engine Optimization for Dummies. Hoboken, NJ. Wiley, 2004. Webmaster World: http://www.webmasterworld.com/
?
?
?
Search Engine Watch: http://www.searchenginewatch.com/ Digital Point Forums: http://forums.digitalpoint.com/ High Rankings: http://www.highrankings.com/forum/
doc_484594416.pptx
Search Engine Optimization
SEM is a form of internet marketting that seeks to promote websites by increasing their visibility in the search engine result pages (SERPs). According to the Search Engine Marketting Professionals Organisation, SEM methods include:
? ? ?
Paid inclusion Paid placement Search Engine Optimization
?A definition: The modification of a web site’s build and content to better position the site in the natural/organic results of the major search engines. ?Search engine optimization aims to index and improve rankings for the web pages which are most relevant to the keywords searched for according to the algorithm of each search engine .The relevant pages are returned in search engine result pages (SERPS). ?In order to optimize a webpage, one needs to include the keyword phrase in question, as well as relevant variations, in the ad copy of the webpage as well as in appropriate places within the HTML code
?
5 step process:
? ? ? ? ? Reporting Research Optimization Submission Follow Up Reporting
?
The first step in any effective SEO campaign is understanding what the subject site's starting position is within the search engines .
A program like Web Position can be used to analyze the site's starting position. In addition, access to site traffic information is very important. It can show how searchers are finding the subject site, e.g., which search engines and what keyword phrases are being used.
?
?
?
? ?
Identifying a group of keyword phrases
Requires a considerable amount of time to A balanced combination of two important factors: (1).high usage by searchers (2.)relatively low competition within the search engines.
For example, assume you own a business that leases apartments in a particular metropolitan area, “Big City.” Your apartments are only located in one metro area, so you are not going to select general terms such as “apartments;” You may find that the most used phrase is “big city apartments
? ? ? ? ? ? ? ?
Content is king in search engine optimization Page Titles Text-Based Navigation Prominence of Targeted Keyword Phrases Site Map ALT and META data Clean up the Code Maximize Quality Link Popularity
?
Submit your site manually to a few select web sites (Yahoo and Google, for example).
?
The best way, however, to get indexed by the major search engines is for them to find a link to your site in their routine spidering of other sites. If there is a link to your web site on another site that Google visits regularly, it will grab your site link in the process.
?
?
The same reporting done in the first step is done again at 1 month, 3 months and 4 months intervals, post-optimization. Rankings and site traffic can then be compared to preoptimization levels, giving measurable results to the SEO campaign.
Black Hat search engine optimization is customarily defined as techniques that are used to get higher search rankings in an unethical manner .
These usually include one or more of the following characteristics:
? ?
Breaks search engine rules and regulations Creates a poor user experience directly because of the black hat SEO techniques utilized on the Web site unethically presents content in a different visual or non-visual way These black hat SEO practices will actually provide short-term gains in terms of rankings, but if you are discovered utilizing these spammy techniques on your Web site, you run the risk of being penalized by search engines.
?
?
Keyword stuffing: Packing long lists of keywords and nothing else onto your site will get you penalized eventually by search engines. Invisible text: This is putting lists of keywords in white text on a white background in hopes of attracting more search engine spiders. Again, not a good way to attract searchers or search engine crawlers. Doorway Pages: A doorway page is basically a “fake” page that the user will never see. It is purely for search engine spiders, and attempts to trick them into indexing the site higher.
?
?
? White Hat
? Quality content creation ? Light keyword optimization ? Sound website building tactics ? Everything out in the open
? Nothing designed to trick the search engine or the user
?
Black Hat
Cloaking Hidden text or tiny text Keyword stacking or stuffing Duplicate pages/ duplicate content ? Re-directs ? ? ? ?
?
Google and Yahoo
? 69.3% of total searches for top 2 engines ? Rankings in other SEs will follow
?
? ? ? ? ? ?
?
?
Keyword density Keyword stuffing Anchor text Link campaign Meta element Cloaking PR0 Spamdexing Link spam
?
?
?
?
?
Keyword density is the percentage of words on a web page that match a specified set of keywords. In the context of search engine optimization keyword density can be used as a factor in determining whether a web page is relevant to a specified keyword Keyword density is important because search engines use this information to categorize a site's theme, and to determine which terms the site is relevant to The perfect keyword density will help achieve higher search engine positions. Keyword density needs to be balanced correctly (too low and you will not get the optimum benefit, too high and your page might get flagged for “keyword spamming”).
?
Keyword stuffing is considered to be an unethical search engine optimization (SEO) technique.
Keyword stuffing occurs when a web page is loaded with keywords in the meta tags or in content. Keyword stuffing is used to obtain maximum search engine ranking. A word that is repeated too often may raise a red flag to search engines. Hiding text out of view of the visitor is done in many different ways. Text colored to blend with the background.
?
?
?
?
The anchor text or link label is the visible, clickable text in a hyperlink. Anchor text is the text a user clicks when clicking a link on a web page. Keywords in links tell crawlers about the pages to which you are linking Keywords in links influence relevancy of the page to which you are linking Avoid “click here” links, instead create links like: Bad: Click here for more info on famous admirals. Good: Visit our naval history site for more info on famous admirals.
?
?
?
?
?
Link campaigns are a form of online marketing and is also a method for search engine optimization
Based on the number of pages that link to you The more popular pages that link to you, the higher your popularity All search engines have different popularity algorithms ? Google’s algorithm is called Page Rank
?
?
?
?
Cloaking is a black hat SEO technique in which the content presented to the search engine spider is different from that presented to the users' browser. When a user is identified as a search engine spider, a server-side script delivers a different version of the web page, one that contains content not present on the visible page. The purpose of cloaking is to deceive search engines so they display the page when it would not otherwise be displayed.
?
Cloaking is often used as a spamdexing technique, to try to trick search engines into giving the relevant site a higher ranking; it can also be used to trick search engine users into visiting a site based on the search engine description which site turns out to have substantially different, or even pornographic content. For this reason, major search engines consider cloaking for deception to be a violation of their guidelines, and therefore, they delist sites when deceptive cloaking is reported.
?
?
? ?
All search engines assign a value to your site based on inbound links Google calls this relevancy factor “Page Rank” (PR) synonymous with popularity ranking An inbound link is a vote for your page An outbound link is a vote for the page you’re linking to
?
?
?
?
Do not create pages with mostly outbound links Link to quality, related sites – helps to establish you as an authority or hub If a page contains several outgoing links, also include links to other pages on your site Don’t be afraid to link to sites with low page rank, but quality content
?
Spamdexing is any of various methods to manipulate the relevancy or prominence of resources indexed by a search engine, usually in a manner inconsistent with the purpose of the indexing system. It is a form of search engine optimization. Search engines use a variety of algorithms to determine relevancy ranking. Some of these include determining whether the search term appears in the META keywords tag, others whether the search term appears in the body text or URL of a web page. Many search engines check for instances of spamdexing and will remove suspect pages from their indexes.
?
Hidden or invisible text
Keyword stuffing
?
?
Meta tag stuffing
"Gateway" or doorway pages
?
?
Link farms
Sybil attack Page hijacking
?
?
?
?
Where does the optimization happen?
? On-Page Factors ? Content is King
? Evaluate existing content ? Make recommendations for additional content with targeted keyword phrases in mind ? Prominence of keywords in content ? Regular updates will bring spiders more often >> higher rankings
? Off-Page Factors ? Link Popularity
? Quality of Incoming Links (backlinks) e.g. PR4+ ? Links in prominent directories (ODP, Yahoo Directory) ? Age of Site
Term: Fisheries ? #1 on FirstGov ? #1 on MSN ? #2 on Google ? #3 on Yahoo
Term: Fish ? Doesn’t show up on the first page or subsequent pages
?
?
?
Battelle, John. The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed our Culture. New York. Penguin, 2005. Kent, Peter. Search Engine Optimization for Dummies. Hoboken, NJ. Wiley, 2004. Webmaster World: http://www.webmasterworld.com/
?
?
?
Search Engine Watch: http://www.searchenginewatch.com/ Digital Point Forums: http://forums.digitalpoint.com/ High Rankings: http://www.highrankings.com/forum/
doc_484594416.pptx