A tutorial on SEO for the rest of us!

1. Search Engine Optimisation Pradeep Yuvaraj

2. Today’s Agenda Search Engines How they Work Why we need them SEO- What? SEO-How? SEO and your career Discussions

3. Search Engine An internet-based tool that searches an index of documents for a particular term, phrase or text specified by the user.

4. The anatomy of a search engine Query Interface Crawlers, Spiders and Robots Databases Search Algorithms Retrieval and ranking

5. Query Interface The visible face of a search engine Simpler to start with Gadgets/widgets, fancier today

6. Crawlers/Spiders/Robots

7. Names, names and names Google: Googlebot MSN: MSNbot Yahoo! Web Search: Yahoo SLURP or just SLURP Ask: Teoma AltaVista: Scooter LookSmart: MantraAgent WebCrawler: WebCrawler SearchHippo: Fluffy the Spider

8. Search Algorithm List search Tree Search SQL Search Informed Search Constraint Satisfaction

9. Retrieval and ranking Location Frequency Links Click-through

10. Types of Search Engines Primary Secondary Targeted Crawler based Directory based Meta-search

12. Agenda- Part 2 What is SEO SEO Process Technical aspects of SEO

13. What is SEO ( Search Engine Optimization )? The process of improving web pages so they rank higher in search engines for your targeted keywords. The modification of a web site’s build, content, and inbound linking to better position the site in the natural/organic results of the major search engines.

14. Pay Per Click SEO PPC ads appear as “sponsored listings” Companies bid on price they are willing to pay “per click” Typically have very good tracking tools and statistics Ability to control ad text Can set budgets and spending limits Google AdWords and Overture are the two leaders

15. Results? Pay Per Click Pay Per Click Organic

17. SEO Process 5 step process: Research Reporting Optimization Submission/Re-Crawl Follow Up Reporting

18. SEO Optimization Categories Keywords Keyword selection and keyword-rich text Crawler A crawler-friendly site navigation scheme Links Link popularity 18

19. Keyword Recommendations Page title: visible HTML text ,“Above the fold” Page Size: "100 KB" limit is still is still widely held. The optimum page size is 500-3000 words (or 2000 to 20,000 characters) 19

20. Keywords… Be specific Example: “Apple iPod” verses “iPod” exact phrase should appear generously throughout your site copy on every page

21. Technical SEO - Example of Page Elements Site-Side Optimization Page Title Alt-Tags Anchor Text Navigation Link Title Tags

22. More Keyword Recommendations Meta tags: use but don’t stuff <meta name="description" content="Free Web tutorials on HTML, CSS, XML, and XHTML"> Alt tags: use for graphics <IMG src="star.gif" alt=“star logo"> Domain Names Use keywords as part of domain name 22

23. Title Tag Meta data Javascript

24. Crawler-friendly Engine spiders are primitive beings choose simplicity over complexity Goal All your web pages seen by crawlers Google: enter in searchbox “allinurl:utexas.edu” 24

25. Avoid or Minimize:May Negatively Impact Crawler Flash (slow to load and difficult to navigate) Frames Java navigation Session ID to track visitors exact same Title tags on every page set to require a cookie when a visitor gets to the page 25

26. Link Development Approaches Quality content to start with Cultivate quality link (not quantity) Begin with web directories Harness online publicity Use Blogs and forums wisely Investigate competitors Understand their strategy Online publicity, blogs and forums See inbound links ("link:domain.com" in Google, "linkdomain:domain.com" in Yahoo) 26

28. Cloaking

29. Hidden text or tiny text

30. Keyword stacking or stuffing

31. Use non-related keywords

32. Duplicate pages/ duplicate content

33. Domain spam / cyber squatting

34. Re-directs

36. Discussions…

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