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Search Engine Optimization

2. Search Engine Optimization. Presented by:Chris Pfeiffer,University of UtahOffice of Information Technology. 3. Presentation Overview. Search Engine BasicsWhy Optimize?Key ConceptsOptimizationContent Management SystemsSummaryResources. 4. Search Engine Basics. Crawling the web

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Search Engine Optimization

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    1. 1 Search Engine Optimization An introduction to optimizing your web site for best possible search engine results.

    2. 2 Search Engine Optimization Presented by: Chris Pfeiffer, University of Utah Office of Information Technology

    3. 3 Presentation Overview Search Engine Basics Why Optimize? Key Concepts Optimization Content Management Systems Summary Resources

    4. 4 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.

    5. 5 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".

    6. 6 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.

    7. 7 Search Engine Basics 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.

    8. 8 Search Engine Basics Directories: Human edited search indexes Yahoo Directory! DMOZ = The Open Directory Project www.dmoz.org

    9. 9 Search Engine Basics Search Engine Results Pages (SERPs) Organic: Results based on content and keyword relevancy (as per algorithm) Paid Placement (PPC): Google AdWords Yahoo! Search Marketing (YSM)

    10. 10 Search Engine Results Pages

    11. 11 Why Optimize? Web Search as a navigational tool On average, 45% of visitor traffic through Utah.edu use the search engine to navigate. 72% of searchers stop with the top ten search results, and 90% stop with the top 30.

    12. 12 How much is too much? Competition for keywords Evaluating page rank Baseline Ongoing

    13. 13 Evaluating page rank Page rank calculation tools Google Toolbar www.faganfinder.com/urlinfo/ www.alexa.com Frequent queries Web traffic analysis U Web Resources

    14. 14 Key Concepts Target audience Keyword choices Directory submission

    15. 15 Key Concepts Conversion Web site user doing what you intended them to do Sales Course registration Forms & downloads Page views Conversion paths and funnels

    16. 16 Key Concepts Search-friendly Usability Home Page vs. Landing pages Top-down vs. Shallow-wide design

    17. 17 Top-down design

    18. 18 Shallow-wide design

    19. 19 Key Concepts Persistent Navigation Orients visitor to site Provides spiders pathway through site

    20. 20 Key Concepts Accessibility Flash Javascript SSL authentication Firewalls and closed ports Databases & query string URLs Forms

    21. 21 Key Concepts Site Maps Non-HTML Documents MS Word, Excel, PowerPoint, PDF

    22. 22 Key Concepts Canonical URLs http://utah.edu http://www.utah.edu Redirects 301 server redirect Meta-refresh page redirect

    23. 23 Key Concepts Robots.txt file Decides which robots to allow in and which to exclude Site wide Directory-by-directory Page-by-page Robots meta-tag

    24. 24 Optimization Get indexed Register URL with University Webmaster Submit URL to directories

    25. 25 Optimization 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">

    26. 26 Optimization Meta-data HTML Page Title Number one optimization factor Included in results display Unique title for each landing page

    27. 27 Optimization Meta-data

    28. 28 Optimization Meta-data Meta-description tag 50% weight of HTML Title in Ultraseek Included in Ultraseek results display Less weight given by Google Rarely used in Google results display

    29. 29 Optimization Meta-data Meta-keywords tag Equal to meta-description tag in Ultraseek Ignored by Google Common misspellings

    30. 30 Optimization Meta-data Image alt-tags H1 tags Body text

    31. 31 Optimization

    32. 32 Optimization Popularity Inbound links Remote anchor links & text Anchor link http://www.url.com Anchor text words used in link

    33. 33 How/What to Optimize Popularity Inbound links Example

    34. 34 Optimization Popularity Inbound links Remote anchor links & text Googlebombing When a web page places high in search engine results due to frequent anchor links using rude or insulting keywords.

    35. 35 How/What to Optimize Popularity Inbound links googlebombing

    36. 36 How/What to Optimize Popularity Inbound links googlebombing

    37. 37 Optimization Reliability .edu and .gov domains Domain age

    38. 38 Black Hat SEO Black Hat SEO: Unscrupulous or deceptive optimization practices intended to spam users or compete unfairly Invisible text Keyword stuffing Duplicate pages Domain cloaking: serving different content to search engine robots than to human visitors Link farms

    39. 39 Optimization

    40. 40 Content Management Systems Dynamic URLs Querystring enabled Consistent, crawl-able URLs Cookies and session IDs

    41. 41 Summary Accessible pages Think landing pages Unique HTML page title for every landing page Content relevant keywords Avoid Black Hat SEO

    42. 42 Resources University Webmaster www.utah.edu/uwebresources webmaster@utah.edu 581-6113 www.seamoz.org www.searchenginewatch.com The ABC of SEO David George

    43. 43 Search Engine Optimization THANK YOU!

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