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Search Engine Optimization: A Survey of Current Best Practices

Search Engine Optimization: A Survey of Current Best Practices . Author - Niko Solihin Resource -Grand Valley State University April , 2013 Professor - Soe-Tsyr Yuan Presenter – Wayne Yang. Agenda. Background Anatomy of a search engine Optimization method

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Search Engine Optimization: A Survey of Current Best Practices

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  1. Search Engine Optimization: A Survey of Current Best Practices Author-NikoSolihin Resource -Grand Valley State University April, 2013 Professor - Soe-TsyrYuan Presenter – Wayne Yang

  2. Agenda • Background • Anatomy of a search engine • Optimizationmethod • Manipulativeoptimizationmethods • FutureofSearch

  3. Background • In late 2012, Google claimed to have indexed over 30 trillion unique individual live URLs on the web • According to comScore,in2011,approximately 5.2 billion searches performed every day, and 61,000 searches performed every single second every day. =>The way we work, play, shop, and interact have changed, and the high demand for search will continue to escalate.

  4. Background–SearchEngine • 1.Crawling • 2. Indexing • 3.Searching

  5. Background–Motivation for Higher Ranking

  6. Anatomyofasearchengine-High-Level Google Architecture

  7. Anatomyofasearchengine-High-Level Google Architecture

  8. Anatomyofasearchengine-PageRankAlgorithm

  9. Anatomyofasearchengine-ConceptualFramework

  10. Optimizationmethod-Keyword Research • 1.Google AdWords • 2. Google Trends

  11. Optimizationmethod-Indexing • 1. Crawlable Content and Link Structure • 2. Index Optimization • 3. Inspecting Indexed Pages • ex:site:example.com/directory

  12. Optimizationmethod-On-page Optimization • 1. Title tags • 2. Meta description tags • 3. Headingtags • Other On-Page Optimization Techniques • readable URLs with targeted keywords included • Redirection:301 Moved Permanently and 302 Moved Temporarily

  13. Optimizationmethod-Off-page Optimization • 1. Link Building • Anchortext • Relevance • Authority • Trust • 2. Social Signals

  14. Manipulativeoptimizationmethods-Content Spam • 1. Keyword Stuffing • 2. Doorway Pages • 3. Cloaking

  15. ContentSpam-Doorway Pages

  16. ContentSpam-Cloaking

  17. Manipulativeoptimizationmethods-LinkSpam • 1. Link Farms • 2. Comment Spam

  18. Future of Search • 1.Semanticweb • 2.Semanticsearch • 3.Googleknowledgegraph

  19. Q&A

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