What’s Search Engine? How it works. What do SE Spiders See. What’s Search Engine Optimization? Why do you need SEO. What does SEO Need. How to work? SEO Process. Structure strategy. Content strategy. Link stategy. SEO Tools. Q&A.
2. Agenda
• What’s Search Engine? • How to work?
• How it works. • SEO Process.
• What do SE Spiders See. • Structure strategy
• What’s Search Engine • Content strategy.
Optimization?
• Link stategy.
• Why do you need SEO.
• What does SEO Need. • SEO Tools.
• Q&A.
3. Search Engine?
›
What’s
A search engine is designed to search for
information on the World Wide Web and
FTP servers. The search results are generally
›
presented in a list of results.
The very first tool used for searching on the
Internet was Archie. It was created in 1990
by computer science students at McGill
University in Montreal.
4. What’s Search Engine?
• Finding the document will be based on the
keywords that users type and returns
alist of Web pages that contain the keywords
that it finds.
5. Search Engine Result Page
• The result may consist of web pages, images,
information and other types of files
22. SEO?
›
What’s
Search engine optimization (SEO) is the
process of improving the visibility of a
website or a web page in search engines via
the "natural" or un-paid ("organic" or
"algorithmic") search results.
› … And why do you need SEO…
23. Perspective (Global / Regional)
› Selecting your keywords or phrases to
target your audience, search engine
optimisation ensures that you and your
company are found globally or regionally by
those who require exactly what you offer
25. Increase Visibility
More people will visit your website and it will give
international recognition to your
products/services.
26. High ROI (Return on Investment)
An effective SEO campaign can bring a higher return on your investment
than any other type of marketing for your company.
27. Long term positioning
SEO is a cheaper and long term solution than any other search
engine marketing strategy.
28. Cost-effective
One of the great benefits of search engine optimisation is that it is cost
effective and requires the minimum amount of capital for the maximum
exposure of your website.
29. Flexibility
You can get traffic
according to the
organisational
strategy to meet the
needs and
requirements of your
choice.
30. It is a unique quality of seo campaigns
Results you can measure
that you can quantify the results of seo
by positioning reports of search
engines, visitor conversion and the
other factors of this nature.
32. Googlers recommend
• Make pages primarily for users, not for search
engines. Don't deceive your users or present
different content to search engines than you
display to users, which is commonly referred
to as cloaking.
33. Googlers recommend
• Make a site with a clear hierarchy and text
links. Every page should be reachable from at
least one static text link.
34. Googlers recommend
• Create a useful, information-rich site, and
write pages that clearly and accurately
describe your content. Make sure that your
<title> elements and ALT attributes are
descriptive and accurate.
39. Preliminary phase
Website analysis Keyword research Keywords are
begin begin finalized
40. Phase 1: Site architecture
Website Structure URL Rewrite Image, Alt text
(HTML) Internal Link
Optimization Optimization
41. Phase 2: Content development
Optimization for old Content writing
content with keyword
42. Phase 3: Link building
Search engine & Blog/ Articles Link Exchange or Social network
Dicrectory submission Online Advertising submission
submission
43. Phase 4: Analytics & Reporting
Search Engine Traffic Tracking & Re-optimization of
ranking update Conversion Pages as Needed
45. At least you need to remember
› Title tag. › Internal link (dofollow and
› Meta tags. nofollow).
› Header tags (H1, H2 … H6). › URL.
› Image (filename, Alt text). › Robots.txt
› XML Sitemap.
47. Title Tag
› 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.
49. Meta Description Tag
› 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
50. Header Tags
› 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
HTML Browser
51. Image Optimize & Graphic Alt Text
› 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.
52. Anchor Text / Anchor Links
› Good practice.
› Descriptive text.
› Think about anchor text for internal links too.
Download Opera for PC, Mac & Linux
› Instead of
Download Opera for PC, Mac & Linux Click Here or Link:
http://www.opera.com/download/
53. Dofollow/Nofollow Link
› When creating a link on a webpage using HTML, the standard code for
that link is:
<a href="http://www.inlineseo.com">Search Engine Optimization</a>
› To tell the spiders to NOT crawl a link, you need to add the following code
to the HTML code above: rel=“nofollow”.
<a rel="nofollow" href="http://www.seoman.vn">Search Engine Optimization</a>
55. URL’s
› 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
56. Canonical Redirection
These URLs are all different:
› www.example.com
› example.com
› www.example.com/
301 redirect
› example.com/ www.example.com
› www.example.com/index.html Or
example.com
› example.com/index.html
› www.example.com/Home.aspx
› example.com/Home.aspx
60. Quality Content
› Offer exclusive content.
› New content gets attention.
› Create content primarily for your users, not search engines.
› Create fresh, unique content.
› Place target phrases toward the front of sentences & paragraphs.
› Embed links with-in your content to relevant pages – establishes relevancy
for spiders & users.
› Avoid presenting your content in certain dynamic methods (ie Flash,
JavaScript, image headers).
61. Limitations and Keyword Density
› Content relevance in relation to keyword Intent.
› No specific character limit. But, You should create a text 1000 characters in
length.
› Although it’s best practice to achieve around 3-5% keyword density, there
really is no magic target density, since it varies from time to time and from
phrase to phrase.
› Note that when writing content, the keywords are extracted from single
word.
62. 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.
65. › Building links is an art. It's almost certainly
the most challenging part of an SEO's job,
and, for many sites, the one most critical
›
to achieving long term success.
Many companies can afford to hire SEOs to
help make their websites search friendly
and search optimized, but a robust backlink
profile is an extremely high barrier to
competition.
67. › You can find hundreds of these on SEOmoz's
Directory List or use the search engines
themselves to find lists of pages that offer
outbound links in this fashion (for example, try
searching for allintitle:directory at Google and
notice the millions of results).
68. Get your customers to link to you
• If you have partners you work with regularly or loyal customers that love
your brand, you can use this to your advantage by sending out partnership
badges - graphic icons that link back to your site (like Microsoft often does
with their partner certification program).
69. Build a company blog and make it a
valuable, informative and entertaining resource