Search engine optimization

RAM TYAGI
RAMTYAGINS@GMAIL.COM

CONTENT
Search engines
SE Indexing
SEO
SEO Definition, Impostance
Natural listing.
SEO Techniques
10 Essentials SEO Practice

is a tool that enables users to locate information on the World
Wide Web. Search engines use keywords entered by users to find Web
sites which contain the information sought.

• SEO is a process of trying to get
higher ranking from the Search
Engine.
• Focused exclusively on attracting the
natural or organic listing.

The process of structuring a web page so that it is found,
read, and indexed by search engines in the most effective
manner possible.

The process of modifying a website to increase its ranking
in organic / crawler-based listings of search engines.

This process improved webpage so their rank higher in
search engines for our target keyword.

Successful search helps this site gain top positioning in
the search engines results pages of search engines such as
Google,Yahoo and MSN for relevant words and phrases.

 > 90% online user uses search engine to find products and
info (iprospect.com).

 Your website will constantly feature on page one of the
search results for terms that best describe your business.

 Natural search receives 250% more traffic than paid
search.

 1st page of SE result get atleast 80% clicks.

 If your website is not found within top 30 result (page 1, 2
and 3) no one will find it.

A spider or crawler which is a component of a SE gathers
listings by automatically "crawling" the web
The spider follows links to web pages, makes copies of the
pages and stores them in the SE’s index
Based on this data, the SE then indexes the pages and
ranks the websites
Major SEs that index pages using spiders: Google, Yahoo,
AltaVista, MSN, AOL, Lycos

Organic searcher
A search performed by a search engine that displays the links on
the results page in order of relevancy.
Also called a "natural search," the ranking order is based on some
algorithm such as Google's notable method that uses
"backlinks."

Contrast with "paid ads," which appear up front on the first page
because they were paid for by their advertisers.
See search engine and vertical search engine.

URL SUBMISSION
Google - http://www.google.com/addurl/
Yahoo! - http://siteexplorer.search.yahoo.com/submit
Bing - http://www.bing.com/docs/submit.aspx
http://www.google.com/support/scholar/bin/request.py

DOMAIN NAME STRATEGIES

• domain names are traffic magnets
> 63 million domain names registered
• choose a domain name that will increase your search engine ranking.
• Register for >5 years – registered longer is more serious business.
• use keywords, location, advertising terms, product names.
• choose a keyword that is important for your business.

PUT KEYWORD TAG
<html>
<head>
<title>Pengenalan Kepada PECAMP</title>
<meta name="keywords" content="PECAMP, Persatuan Capaian
Maklumat dan Pengurusan Pengetahuan, capaian maklumat,
information retrieval, pengurusan pengetahuan, knowledge
management" />
<meta name="description" content="PECAMP - Persatuan Capaian
Maklumat dan Pengurusan Pengetahuan" />
…

- the most important in optimizing rankings

- research what keywords are people searching for using tools e.g.
Wordtracker (www.wordtracker.com)

- keywords are words that appear the most in a page

- the spider chooses the appropriate keywords for each page, then sends
them back to its SE

- your web site will then be indexed based on your keywords

- can be key phrases or a single keyword

- do not use common words eg ‘the’ ‘and’ ‘of’: spiders ignore them

- write keyword-rich text

- balance keyword-rich and readability

- always have text in your page: at least 100 words

GENERATE CONTENT
Content is the king
This is to generate more traffic from the search engine, because if
there’re more content than there will be more keywords. More
keywords indexed in the search engine, surely more traffic to the
website.

Linking strategies (Backlink)
- the text in the links should include keywords

- the more inbound links the higher the SE ranking

- if the site linking to you is already indexed, spiders will also receive your
site

- quality of inbound links is critical

- how to increase links:
a) creative content / copywriting
b) good outbound links
c) target a list of sites from which you can request inbound links

- links for the sake of links can damage your search rankings

USE SEARCH ENGINE FRIENDLY URL
Good URL
http://www.pecamp.org/web/senarai-ahli.html

Bad URL
http://www.kuis.edu.my/v2/index.php?
option=com_content&task=blogsection&id=12&Itemid=72

USE SEARCH ENGINE FRIENDLY URL
Joomla
In Global Configuration, set this SEO settings

TRACK USER REFERENCE/KEYWORD
Use Google Analytics http://www.google.com/analytics/

10 ESSENTIALS SEO STRATEGIES
Excerpt from http://www.elated.com/articles/10-essential-seo-
strategies/

1. WRITE GOOD CONTENT
This is maybe the most important strategy of all. If your pages contain
good, relevant, useful content, search engines will be more likely to
rank your page higher for relevant searches. As an added benefit,
good content will encourage more sites to link to your pages,
thereby further increasing your search engine ranking.
It's also good to update your content regularly. Visitors like fresh
content, so they will visit your site more often. More visits lead to
more links to your content, which ultimately results in more traffic.

2. DO YOUR KEYWORD RESEARCH

Don't target a keyphrase just because it sounds right to you, or because
it gets a lot of searches.
Think about what you ultimately want visitors to do on your site (your
conversion goals), then find out what keywords people search for
when they want to achieve those goals. Use tools such as Google
Analytics to see which keyphrases result in the most goal
conversions.
Stay away from 1-word (or possibly even 2-word) keyphrases that have
thousands of competitive sites in the search results. Instead, use
tools such as Wordtracker and the AdWords Keyword Suggestion tool
to find relevant niche keyphrases with high search volume and low
competition.

For example, if your online store sells Mega Widgets in the Boston area,
target the keyphrase "mega widgets boston", rather than just
"widgets".

3. USE YOUR KEYWORDS WISELY

Once you have a good list of keyphrases, deploy them sensibly throughout your
site pages. Make sure you've used your keywords in the following text blocks
(these are in rough order of importance, most important first):
The title tag
The h1 and h2 headings in the page
Link text (in links within the page, and in links from other pages)
The page URL
Image alt text
Bold and italicised text
Also make sure your keywords have a reasonable density (i.e. they appear fairly
often in the above text blocks — but not too often) and prominence (place
them near the start of each text block).
Make sure you use text rather than images in the page where possible. This is
particularly true of navigation menus. If you must use an image, make sure it
has keyword-rich alt text.

4. GET OTHER SITES LINKING TO YOURS

Most search engines rank sites more highly if they're linked to by other,
well-respected sites.
The key here is "well-respected". Just getting linked to from hundreds of
reciprocal link pages is not going to do much for your ranking.
Target a few relevant, good-quality sites and directories that are full
of useful info and rank well on the search engines, and try to get a
link back from them.
Free or Pay.
Getting links from other high-quality sites can be a challenge. Here are
some tips:
A "link to this page" function on each page of your site makes it easy for
other webmasters and bloggers to link.
Get in touch with the site owner and strike up a friendship. You're much
more likely to get a link back from someone who knows you.

5. STRUCTURE YOUR SITE FOR SEO

Your site structure can play an important part in optimizing your pages.
Make sure your pages contain plenty of links to other important
pages in your site, and that it's easy to get to all sections of your
site via your homepage or navigation menu.

Not only does this make it easier for visitors and search engines to find
your content, but it also helps to spread your site's authority score
(such as Google PageRank) more evenly throughout your site pages.

A sitemap can really help here, as it lists all your site content on one,
easy-to-use page — great for visitors and search engine spiders
alike.

6. ANALYZE YOUR SITE

It's important to track your site's SEO performance so that you can see if
your efforts are paying off.
Use many free analysis tools out there, including:
Yahoo! Site Explorer — Lets you find out detailed search-engine-related info
on each page of your site, including the most popular pages and the
inbound links to each page.
Google Webmaster Tools — Gives you all sorts of details about how Google
sees your site, such as problems crawling your pages and suggestions for
how to improve your HTML.
Google Analytics — Reports on vital traffic data such as visitors, pageviews,
traffic sources, keywords, and lots more. Also lets you set up goals so
you can see how well your SEO campaigns are performing.
SEO Book and SEO Chat — these 2 sites offer a large range of free, Web-
based SEO tools, many of which give you useful information about how
your site is faring in the search results.

7. KEEP ABREAST OF THE LATEST SEO
NEWS
Search engine algorithms change constantly, and it pays to keep up to date
with the latest changes and SEO strategies. The following SEO sites are
well worth bookmarking or subscribing to:
Search Engine Watch is a huge SEO resource, including articles and white
papers on SEO and SEM (search engine marketing), as well as some busy
SEO forums.
Matt Cutts' blog — Matt is a Google engineer, and in his blog he frequently
discusses the latest changes at Google that can affect SEO.
Sphinn is a social bookmarking site for SEO topics. Great for finding out
what's new and hot in the world of SEO.
SEO Book features a comprehensive, paid SEO training program, a regularly-
updated blog, and some handy free SEO tools such as keyword
suggesters and rank checkers.
SEO Chat contains a large number of SEO articles, a huge range of free
online SEO tools, and a big forum community.

8. AVOID BLACK HAT TECHNIQUES

SEO techniques come in 2 forms:

White hat techniques play by the rules of the search engines, and aim
to create high-quality, relevant content.
Black hat techniques attempt to "game" the search engines by using
techniques such as keyword stuffing (overusing keywords in a page),
hidden text, and cloaking (presenting different versions of a page to
real visitors and search engines).
Black hat SEO techniques can sometimes produce a short-term hike in
traffic; however such sites invariably get weeded out — or, worse,
banned altogether — by the search engines. Black hat SEO simply
isn't worth the risk if you want to build a long-term stream of traffic
from search engines.

9. WATCH OUT FOR DUPLICATE CONTENT

Search engines dislike pages that basically contain the same content, and will
give such pages a lower ranking. Therefore, avoid duplicate content URLs
on your site.
Many factors can result in a search engine seeing 2 URLs as duplicates of each
other — for example:
Articles republished from other websites
Print-friendly versions of pages (make sure you exclude such pages from search
engines with a robots.txt file)
Similar product info pages that contain very little changing content apart from
the product name and image
Session IDs in URLs, or other URL parameters that result in different URLs for
the same page
Displaying your site at multiple domains — for example, www.example.com and
example.com. Choose one domain or the other, then use 301 redirects to
ensure that everyone (including search engines) is looking at just the one
domain.

10. DESCRIPTION AND KEYWORDS

Many webmasters overlook the description and keywords meta tags, but
they can give your site the edge over your competitors. Pay attention
to these 2 tags in each page.
The description tag should be a useful, compelling summary of your
page content. This tag is often used to display a summary of your
page in the search results, so it's worth making it keyword-rich and
including a call to action.
Most search engines ignore the keywords tag these days; however it
doesn't hurt to create one (if nothing else it's another chance to
insert your keywords in the page). Some directories also use the
keywords tag to classify sites.
Ensure that each page has unique description and keywords tags. If a
search engine finds many pages with the same description and
keywords, it can see those pages as less important.

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