Lec08 Search Engine Optimization

SEO Objectives

• Want your website found easily by all
Search Engine potential customers
• Want your site to rank above the competition
Optimization in web searches
• Want customers to stay within your web site,
once they find it

ITCS426 Internet Technology and Applications, Faculty of ICT, Semester 2/2010 ITCS426 Internet Technology and Applications, Faculty of ICT, Semester 2/2010 2

SEO Example SEO Example

• You and me both are having there own • The question is , if my traveling website comes
website on “Traveling” on first page of Google, then what benefit I
• When “Traveling” this word is searched in will have ?
search engine e.g. Google
• My website comes at first page
• Your website comes at 10th page Advertising Income & Visibility
• I’ll get a huge amount of traffic on my website
• And you will not ..
ITCS426 Internet Technology and Applications, Faculty of ICT, Semester 2/2010 3 ITCS426 Internet Technology and Applications, Faculty of ICT, Semester 2/2010 4

Benefits - Advertising Income Benefit – Visibility
http://www.onlinegoogleseo.com
Avg. earning: $20,000 per day • How could people find
stuffs on the Internet?
http://songs.pk Search Engine
Avg. earning: $120 M per day
• More visible (search
http://way2sms.com engine friendly)
Avg. earning: $180 M per day
– Brand visibility
• more potential
customers
– Stickiness
– Competitive advantages

Search Engine Search Engine

• A web search engine is designed to search for
information on the World Wide Web and FTP
servers. Inverted Search Engine
Index

Keywords
Result
The Internet


How Search Engine Works 1. Crawling

1. Crawling • Crawling - is the process of fetching all the
2. Indexing web pages linked to a web site. This task is
3. Calculating Relevancy performed by a software, called a crawler or
a spider
4. Retrieving Results


2. Indexing 3. Calculating Relevancy

• Indexing - is the process of creating index for • Calculating Relevancy - When a search
all the fetched web pages and keeping them request comes, the search engine processes it .
into a giant database from where it can later i.e. it compares the search string in the search
be retrieved. Essentially, the process of request with the indexed pages in the
indexing is identifying the words and database. It is likely that more than one pages
expressions that best describe the page and contains the search string, so the search
assigning the page to particular keywords. engine starts calculating the relevancy of each
of the pages in its index to the search string.


4. Retrieving Results Example – Vector Model

• Retrieving Results - The last step in search • Definitions of document and query vectors,
engines’ activities is retrieving the best where wj = jth word, and c(wj,di) = count the
matched results. Basically, it is nothing more occurrences of wi in document dj
than simply displaying them in the browser.
Vocabulary = {wi , w2 ,...wn }
r
d i = [c( w1 , d i ), c( w2 , d i ),..., c( wn , d i )]
r
qi = [c( w1 , qi ), c( w2 , qi ),..., c( wn , qi )]


Example Sim(q1,d1)
r r
w1 w2 w3 r r q•d q1 = [ 1, 0, 1 ]
Sim(q , d ) = r r d1 = [ 15, 2, 6 ]
cheap ticket flight q×d
d1 Expedia.com 15 2 6
q1 ● d1 = (1x15)+(0x2)+(1x6)
d2 Priceline.com 10 4 4 = 21
d3 Kayak.com 5 10 2 Where: |q1| = 1 2 + 02 + 12
= 2
J
J 0 |d1| = 152+ 22 + 62
w1 w2 w3
r = 265
cheap ticket flight
q1 cheap flight 1 0 1
d = ∑d i
2

i =1,...n sim(q1,d1) = 21 / (2 x 265)
q2 cheap ticket 1 1 0 = 0.039622642


Ranking and result retrieval Researching Keyword
query: cheap flight query: cheap ticket
• What is a keyword?
result: result:
1. Priceline.com 1. Kayak.com
2. Expedia.com 2. Priceline.com • “cheap camera” search for 200 time and
3. Kayak.com 3. Expedia.com having a high competitive keyword
sim(q1,d1) 0.039622642 sim(q2,d1) 0.032075472 • “buy camera” search for 400 time and having
sim(q1,d2) 0.053030303 sim(q2,d2) 0.053030303 a less competitive keyword
sim(q1,d3) 0.027131783 sim(q2,d3) 0.058139535 • Which one you should target?


Researching Keyword Optimizing Keyword

• How do you find out these information? • Keyword Frequency
• Keyword Weight
• Target Audient • Keyword Proximity
• Competitor Website Analysis • Keyword Prominence
– Keyword tags, visible page on competitors • Keyword Placement
websites
• Word Stemming
• Keyword Analysis tools
– Google AdWords
– Commercial Software

Optimizing Keyword Optimizing Keyword

• Keyword Frequency: • Keyword Weight:
– This is calculated as how often does a keyword – This refers to the number of keywords appearing on your
appear in a site's title or description. You don't Web page compared to the total number of words
appearing on that same page. Some search engines
want to go overboard with frequency, however,
consider this when determining the rank of your Web site
since on some engines if you repeat a word too for a particular keyword search.
many times, you'll be penalized for spamming or – One technique that often works well is to create some
keyword stuffing. smaller pages, generally just a paragraph long, which
– In general though, repeat your keyword in the emphasize a particular keyword. By keeping the overall
document as many times as you can get away number of words to a minimum, you will increase the
weight of the keyword you are emphasizing.
with, and up to 3-7 times in your META tags.


• Keyword Proximity: • Keyword Prominence:
– This refers to the placement of keywords on a – A measure of how early or high up on a page the
Web page in relation to each other or, in some keywords are found. Having keywords in the first
cases, in relation to other words with a similar heading and in the first paragraph (first 20 words
meaning as the queried keyword. or so) on a page are best.
– For search engines that grade a keyword match by – Prominent tags: h1, title, a
keyword proximity, the connected phrase .home
loans. will outrank a citation that mentions .home
mortgage loans. assuming that you are searching
only for the phrase home loans.


• Keyword Placement: • Word Stemming
– WHERE your keywords are placed on a page is – Google uses word stemming. Word stemming
very important. For example, in most engines, allows all forms of the word - singular, plural, verb
placing the keywords: form as well as similar words to be returned for a
• As part of the url (html page name) given search query.
• In the Title of the page – So if someone types in house plans, not only will
• In the Heading tags will give it more relevancy. pages that are optimized for that phrase be
– On some engines, placing keywords in the link returned, but so will pages that contain all
text, the part that is underlined on the screen in a variations of that phrase, for example: house
browser, can add more relevancy to those words. plan, house planning, house planer.

References SEO Project
• Group of 4-5 people
• http://www.onlinegoogleseo.com/2010/11/2
• Will be given
7/seo-tutorial-step-by-step/
– Startup website (CFS – Carnegie Financial Services)
• http://www.tutorialspoint.com/seo/ – Competitors’ website (Financial institutions)
– Lemur search engine
developed by University of Massachusetts Amherst and Carnegie Mellon University

• Domain
– Online financial services: online bank account,
loan, credit card, mortgage, etc.
• Due date: Last week of the class (before final)

SEO Project SEO Project
• Tasks • During the presentation
– Do keyword research for 2 types of customer – 10 minutes sharp (not every member required to
• Modest-wealth consumer speak)
• Wealthy customers – 3-5 minutes for QA (every member will be asked)
– Come up with at least 15 keywords • Presentation outline
– Optimize the given website so that it is ranked in – Your keyword research process (see a sample in the
top 3 for all keywords next slide) and your keywords
– Prepare the presentation – Keyword optimization techniques
– Submit an optimized website with a list of – Ranking test result with website screenshots
keywords via email • Before optimization: your website average ranking
mailto: muitcs426@gmail.com • After optimization: your website rank for each keyword +
average ranking


SEO Project SEO Project
• Grading
• Sample keyword research process – Keyword analysis process
• must be competitive (many search hits) and popular (use Google
AdWords keyword tool to check its popularity)
• cover all products of CFS
– Keyword optimization techniques
• use all techniques listed in slide 20 and explain not only what but
also how did you optimize e.g. Use keyword prominence technique
put keywords in h1 and title tag
– Presentation and English skill
• must be engaging, persuasive and well-prepared (no slide reading
presentation !!!)
• must be conducted in English (decent English)
– QA
• Each member will be asked and graded individually
• And I do expect a constructive answer


Lec08 Search Engine Optimization

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