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Search Engine Optimization:

Search Engine Optimization: . Science or. Magic. WEB PROMOTION TECHNIQUES FOR THE WEB. Web Advertising Pop ups and similar ads Email advertising Search Engine Advertisement. WEB PROMOTION TECHNIQUES FOR THE WEB. Banners (text, images, animation, interactive) Banner Swapping

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Search Engine Optimization:

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  1. Search Engine Optimization: Science or Magic

  2. WEB PROMOTION TECHNIQUES FOR THE WEB • Web Advertising • Pop ups and similar ads • Email advertising • Search Engine Advertisement

  3. WEB PROMOTION TECHNIQUES FOR THE WEB • Banners (text, images, animation, interactive) • Banner Swapping • Banner Exchanges • Web Sites Ads • Website Intro Headers Web Advertising

  4. WEB PROMOTION TECHNIQUES FOR THE WEB Pop ups and similar ads

  5. WEB PROMOTION TECHNIQUESFOR THE WEB Email advertising

  6. WEB PROMOTION TECHNIQUES FOR THE WEB Search Engine Advertisement

  7. HOW SEARCH ENGINES WORK AND METHODS TO MAKE THEM WORK FOR YOU Search Engines work by archiving web sites in a database by content and ranking them according to keywords and link popularity. Search Engines frequently change their algorithms, or ranking criteria, in order to maintain quality listings. Keywords are found throughout a web site. They can be located in the title, the page description, the actual page content, the metatags and even the URL. Some search engines have 'robots' or 'spiders' that will go to newly registered web sites, check out the content and then report back to the search engine with results for archiving.

  8. HOW SEARCH ENGINES WORK AND METHODS TO MAKE THEM WORK FOR YOU GOPHER ( http://en.wikipedia.org/wiki/Gopher_protocol ) 1991 A file-like hierarchical arrangement that would be familiar to users A simple syntax A system that can be created quickly and inexpensively Extending the file system metaphor to include things like searches

  9. HOW SEARCH ENGINES WORK AND METHODS TO MAKE THEM WORK FOR YOU Metatags - are tags in the HTML of a web page that provide information about a site to search engines, they are not visible, but some search engines use them to rank sites. All metatags appear between the <head> and </head> tags. Link popularity - Link popularity includes the number of times a site is linked by others. Also impacted by the ranking of the site that is linking (ie; Yahoo, CNN = very good for link popularity) Sponsored Links - Yahoo/Overture's sponsored ad results are listed in the order of who paid the most money for the top rankings.

  10. HOW SEARCH ENGINES WORK AND METHODS TO MAKE THEM WORK FOR YOU The first "full text" crawler-based search engine was WebCrawler, which came out in 1994. Unlike its predecessors, it let users search for any word in any webpage. Soon after, many search engines appeared and vied for popularity. These included Excite, Infoseek, Inktomi, Northern Light, and AltaVista. In some ways, they competed with popular directories such as Yahoo!. Later, the directories integrated or added on search engine technology for greater functionality.

  11. HOW SEARCH ENGINES WORK AND METHODS TO MAKE THEM WORK FOR YOU General Web Directories General Web directories are a good starting place when you have a very general question (museums in Paris, dyslexia), or when you don't quite know where to go with a broad topic and would like to browse down through a category to get some guidance.

  12. HOW SEARCH ENGINES WORK AND METHODS TO MAKE THEM WORK FOR YOU When to Use Search Engines If your topic is very specific or you expect that very little is written on it, a search engine will be a much better starting place than a directory. When a user searches the Web, the results come from the archived database Create keywords the target audience is most likely to use - focus group could be useful to determine keywords describing site's content/offerings Whereas a directory is a good start when you want to be directed to just a few selected items on a fairly general topic, search engines are the place to go when you want something on a fairly specific topic these services allow you to search virtually every word from 2 to 3 billion Web pages.

  13. HOW SEARCH ENGINES WORK AND METHODS TO MAKE THEM WORK FOR YOU • when a user searches the Web, the results come from the archived database • create keywords the target audience is most likely to use - focus group could be useful to determine keywords describing site's content/offerings • use specific phrases, not general keywords • optimize the title • avoid spider-hostile features (frames, dynamic URLs, Flash, image maps, java script) • TIPS TO INCREASE LINK POPULARITY • Create content that promotes linking • seek reciprocal links • determine what sites already link to the target site • visit competitors • seek highly placed links (placing links in 1st or 2nd level of a site, so "spiders" will find it) • seek links from well-known sites ( a link from Yahoo or CNN is very valuable )

  14. HOW SEARCH ENGINES WORK AND METHODS TO MAKE THEM WORK FOR YOU http://www.portentinteractive.com/seo_3.htm

  15. WHAT IS METASEARCH? How Metasearch Works What is a metasearch? Metasearch searches multiple engines - This means that instead of getting the best results one search engine has to offer, you'll be getting the best combined results from a variety of engines, and not just any engines, but industry leading engines like: + +

  16. WHAT IS METASEARCH? Metasearch covers more of the Web - Using more search engines means a better overall coverage of the Web. Does it sound too obvious? In fact, an independent search engine expert has agreed, stating that our metasearch technology can search 50% more of the Web than any single search engine.* Metasearch is easy to use - Better results and more coverage of the Web is great - but not if you need an advanced degree to make it work. WebCrawler metasearch is easy. All you do is enter your search and click Fetch. The great results will take care of themselves!

  17. META-TAGS IN THE PROCESS Optimizing Your Meta Tags (http://www.submit-it.com/subopt.htm?tipq=5&sell_page=1) Meta tags were originally created to help search engines find out important information about your page that they might have had difficulty determining otherwise. For example: related keywords or a description of the page itself. Many people incorrectly believe that good meta tags are all that is needed to achieve good listings in the search engines, which is entirely incorrect. Increasing competition for good search engine listings eventually led to many people spamming the search engines with keyword stuffed meta tags. Search Engines have changed what they look at when they rank a web page. The search engines look at a combination of other factors to determine your listings, not just your metas - some don't even look at them at all! What this means is that your page should have a combination of search optimization implemented on your page - not just meta tags. That being said, there are two meta tags that can help your search engine listings - meta keywords & meta description.

  18. META-TAGS IN THE PROCESS What they look like: Description Meta:<META NAME="description" content="This would be your description of what is on your page. Your most important keyword phrases should appear in this description."> Keywords Meta:<META NAME="keywords" content="keywords phrase 1, keyword phrase 2, keyword phrase 3, etc."> Where they belong:  The correct placement for both meta tags is between the <HEAD> and </HEAD> tags within the HTML the makes up your page. Their order does not really matter, but most people usually place the description first then the keywords meta.

  19. META-TAGS IN THE PROCESS Tag limits: We recommend that your Keywords Meta not exceed 1024 characters including spaces. We recommend that  your Description Meta tag not exceed 250 characters including spaces.  Meta description tips: Make sure you accurately describe the content of your page while trying to entice visitors to click on your listing. Include 3-4 of your most important keyword phrases. Especially those used in your title tag and page copy. Try to have your most important keywords appear at the beginning of your description. This often brings better results, and will help avoid having any search engine cut off your keywords if they limit the length of your description.

  20. META-TAGS IN THE PROCESS Meta keywords tips: Any keywords phrases that you use that do not appear in your other tags or page copy are likely to not have enough prominence to help your listings for that phrase. Don't forget plurals. "caribbean vacation" and "caribbean vacations" in their keyword meta tag to make sure they show up in both searches. Common misspelling of a popular keyword that could be used to find your site you should enter it in your keywords meta tag. Watch out for repeats! You want to include your most important phrases, but when doing so it can be difficult not to repeat one word many times.

  21. META-TAGS IN THE PROCESS Unwritten Rules when Creating Metatags "There are some general Meta tag rules for the title, keywords and description. For example, you should not have more than 100 characters in the title, 1,000 characters in the key words and 200 characters in the description. You should not repeat key words more than 6 times. You should not have invisible key words on a page (words that are the same color as your background.) However, since each search engine ranks differently and many shuffle their algorithms, results vary." If you do not follow the "rules" you risk being blacklisted by search engines, who view this excessive 'keyword-ing' as a form of spam. http://www.promotewebs.com/

  22. WEB PROMOTION TOOLS http://www.promotionworld.com/tools/ Keyword Ranking Tool (Google, Yahoo, MSN Search, etc.) What is it? The Keyword Ranking Tool is a powerful tool that allows anyone to track a websites placement in keyword searches on a Search Engine. This is a great way to see how your website compares to others and how important certain keyword may be to bringing in new visitors.

  23. WEB PROMOTION TOOLS Keyword Ranking Tool • What does it do? • For every keyword and website combination, the Keyword Ranking Tool will monitor: • The website's rank on a site for that keyword • Any changes in the past day, week and month • How many searches are run on Google each month for that keyword • The keyword's relative importance compared to other keyword in the list • How do I use it? • Using the website Keyword Ranking Tool is a relatively simple process. • The first thing you will need as a free account. Sign in with your existing account or create a new one for free. • Second you will need a Search Engine Web APIs license key. This key is required by some search engines to access the keyword information, but it is free and easy to get. The third and final step is to start entering the keywords and URLs you would like to track.

  24. WEB PROMOTION TOOLS A web counter or hit counter is a computer software program that indicates the number of visitors, or hits, a particular webpage has received. Once set up, these counters will be incremented by one every time the web page is accessed in a web browser. Metatag generators Meta elements provide information about a given webpage, most often to help search engines catagorize them correctly, and are inserted into the HTML code in the format illustrated above, but are not visible to a user looking at the site.

  25. WEB PROMOTION TOOLS Search Tools Your site will be more user friendly if you provide your users with the option to search through your site. Site Finders Help you identify where the servers are located for any particular site. Backlink Tracker Tool This free tool helps you find out how many pages link to your website. To find it all you need to do is to fill in the URL you want to check. You can fill in as many URLs as you would like to monitor. To view the result for any of the added URLs, just click on the check box and click on "check selected". Your account information will be stored and you will be able to monitor your search engine optimization results. The graphs show the changes and trends.

  26. Participants: Introduction to Internet Business Systems – INBS 510DFA Kevin Green Erick Ramos

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