3. What is Search Engine
It is a program that searches
documents for specified keywords
and returns a list of the documents
where the keywords were found.
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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.
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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".
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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.
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7. Search Engine Basics
Ranking results: Once the search
engine has determined which results are
a match for the query, the engine's
algorithm runs calculations on each of the
results to determine which is most
relevant to the given query.
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14. Search Engine Basics
Search Engine Results Pages (SERPs)
o Organic: Results based on content and
keyword relevancy (as per algorithm)
o Paid Placement (PPC):
Google AdWords
Yahoo! Search Marketing (YSM)
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17. Why Optimize?
Web Search as a navigational tool
o 72% of searchers stop with the top ten
search results, and 90% stop with the
top 30.
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18. 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">
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22. Optimization
Keywords
included in your title (preferably first two
words), and tagged <h1>
included in other title tags (<h2> – <h6>)
are linked (anchor text) to other pages within
your site relevant to that post
included in your images using the <alt=””>
tag
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25. Black Hat SEO
Black Hat SEO:
Deceptive optimization practices
intended to spam users or compete
unfairly
o Invisible text
o Keyword stuffing
o Duplicate pages
o Link farms
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