The document discusses search engine optimization (SEO) best practices. It covers how search engines work by crawling the web, indexing documents, processing queries, and ranking results. It then discusses the three key areas of SEO - technical, content, and links. It provides tips for on-site SEO factors like keywords, title tags, meta descriptions and URLs. It also discusses off-site SEO through link building and competitions analysis. Throughout, it emphasizes good practices like unique, accurate and descriptive content and links while avoiding duplicate content or keyword stuffing.

1. Working with Search Engines

2. How it work?
Crawling the Web
Indexing Documents
Processing Queries
Ranking Results
Remember – Search Engines index, process and present pages not sites

3. How it work?

4. 3 KEYS of SEO
Technical
Content Links

5. Basic Onsite SEO Factors
 Contextual Keywords
 Title Tag ( with Keyword)
 Meta Description ( Consistent with Title Tag)
 URL’s
 Keyword Density in body text
 H1/h2/h3 Tags ( with Keyword)
 Graphic Alt Text ( with Keyword)
 Keyword Hyperlinks (anchor Texts)

6. Google categorise pages in 3 levels
Navigational mực in
Informational mực in thay thế, mực in tương thích
Transactional mua bán mực in, giá bán mực in

8. Good practice
 Short unique and good sales pitch (65characters -
around 15 words)
 Accurately describe the page's content
 Avoid using default or vague titles like "Untitled”
 Avoid keyword stuffing
 Create unique title tags for every page on your site
 Avoid using a single title tag across all of your site's pages or
a large group of pages

10. Good practice
 Short unique and good sales argument (Google
allows around 160 characters)
 Accurately describe the page's content
 For humans and for search engines
 Connected to the Title
 Use unique descriptions for each page

13. Good practice
 Words rather than numbers.
 Provide one version of a URL to reach a document redirect
www or non-www (canonical) to concentrate all reputation
301 Redirections

14. These URLs are all different:
 www.example.com
 example.com
301 redirect
 www.example.com/
www.example.com
 example.com/ Or
 www.example.com/index.html example.com
 example.com/index.html
 www.example.com/Home.aspx
 example.com/Home.aspx

15. Good practice
 http://www.domain.com/sitemap.xml
 Should follow Google's XML standard
http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=183668

16. Good practice
 http://www.domain.com/robot s.txt
 Structure:
User-agent: *
Disallow:

17. Good practice
 Offer exclusive content.
 Create content primarily for your users, not search
engines
 Create fresh, unique content
Don’t do
 Duplicate Content.
 Stuffing
 Cloaking
 Having blocks of text like "frequent misspellings used
to reach this page" that add little value for users

18. Good practice
 Use Only One H1 Element on any page
 Use <h1> for top-level heading
 Accurately describe the page's content
 Unlike the title, this element can include links,
emphasis and other HTML phrase elements

19. Good practice
 Choose a logical file name that reinforces the keywords.
 Label the file extension.
 Make sure that the text nearby the image that is relevant to
that image.
<img src=”http://www.domain.com/images/good_image.jpg”
alt=“these are the keywords I’m targeting” width=”75″
height=”100″/>
Don’t do
 You can use hyphens in the file name to isolate the keyword,
but avoid to exceeding two hyphens.
 Avoid using underscores as a word separator

20. Good practice
 Descriptive text
 Think about anchor text for internal links too
Tìm hiểu về mực in tương thích
 Instead of
Tìm hiểu về mực in tương thích ở đây, hoặc nhấp vào liên
kết sau: http://www.vmaxtoner.com

21. Basic Basic Offsite SEO Factors
Competition Analysis
Link Building

22. Good practice
 Blogging about new content or services
 Social Media
 Online PR
 Promotions
 Add your business to the local council or association
 Add your business to Google Maps / Google Local / Google
Base
 Exchange IDEAS (not links) with your peers

23. Remember
 SEO is not free (but it can deliver a high ROI)
 SEO is a tactic but it requires a strategy
 SEO is an asset - building it takes time
 SEO changes constantly (keep updated)
 No one can guarantee a #1 ranking on Google.

24. Who wants to ask the second question?
vu.le@goldendigital.com.vn
Or
http://www.linkedin.com/in/vulhoang