17-03-2011, 03:04 PM
Presented by:
NARINDER SINGH
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Search Engine Optimization
An introduction to optimizing your web site for best possible search engine results.
Search Engine Basics
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.
Search Engine Basics
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".
Search Engine Basics
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.
Directories:
Human edited search indexes
o Yahoo Directory!
o DMOZ = The Open Directory Project
dmoz.org
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)
Search Engine Results Pages
Why Optimize?
Web Search as a navigational tool
o 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.
How much is too much?
Competition for keywords
Evaluating page rank
o Baseline
o Ongoing
Evaluating page rank
Page rank calculation tools
o Google Toolbar
o faganfinderurlinfo/
o alexa.com
Frequent queries
o Web traffic analysis
o U Web Resources
Key Concepts
Target audience
o Keyword choices
o Directory submission
Conversion
o Web site user doing what you intended them to do
Sales
Course registration
Forms & downloads
Page views
Conversion paths and funnels
Search-friendly Usability
o Home Page vs. Landing pages
o Top-down vs. Shallow-wide design
Top-down design
Shallow-wide design
Persistent Navigation
o Orients visitor to site
o Provides spiders pathway through site
Accessibility
o Flash
o Javascript
o SSL – authentication
o Firewalls and closed ports
o Databases & query string URLs
o Forms
Site Maps
Non-HTML Documents
o MS Word, Excel, PowerPoint, PDF
Canonical URLs
o http://ptu.edu
o http://ptu.edu
Redirects
o 301 server redirect
o Meta-refresh page redirect
Robots.txt file
o Decides which robots to allow in and which to exclude
Site wide
Directory-by-directory
Page-by-page
o Robots meta-tag
Optimization
Get indexed
o Register URL with University Webmaster
o Submit URL to directories
Meta-data
<html>
<head>
<title>The University of Utah</title>
<meta name="description" content="Founded on February 28, 1850, The University of Utah offers 75 undergraduate degree programs, more than 50 teaching majors and minors, and 96 graduate majors.">
<meta name="keywords" content="University of Utah, UU, Utes, Utah, Salt Lake City, university, universities, colleges, higher education, academic, research, admissions">
Meta-data
o HTML Page Title
Number one optimization factor
Included in results display
Unique title for each landing page
Meta-data
