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Search	
  Engine	
  Op.miza.on	
  
       UMKC	
  Web	
  Liaison	
  Group	
  
              Vishal	
  Kurup	
  
Some	
  Key	
  Terms	
  

• SEM	
  
• SEO	
  
• SERPs	
  
What	
  is	
  SEM?	
  
•  Search	
  engine	
  marke.ng,	
  or	
  SEM,	
  is	
  a	
  form	
  of	
  Internet	
  
   marke.ng	
  that	
  seeks	
  to	
  promote	
  websites	
  by	
  increasing	
  their	
  
   visibility	
  in	
  search	
  engine	
  result	
  pages	
  (SERPs).	
  According	
  to	
  
   the	
  Search	
  Engine	
  Marke.ng	
  Professional	
  Organiza.on,	
  SEM	
  
   methods	
  include:	
  search	
  engine	
  op.miza.on	
  (or	
  SEO),	
  paid	
  
   placement,	
  contextual	
  adver.sing,	
  and	
  paid	
  inclusion. 	
  	
  
   	
  wikipedia.com	
  
What	
  is	
  SEO?	
  
•  Search	
  engine	
  op.miza.on	
  (SEO)	
  is	
  the	
  process	
  of	
  
   improving	
  the	
  volume	
  and	
  quality	
  of	
  traffic	
  to	
  a	
  web	
  
   site	
  from	
  search	
  engines	
  via	
  "natural"	
  ("organic"	
  or	
  
   "algorithmic")	
  search	
  results.	
  	
  
   	
  wikipedia.com	
  


    Example	
  



                                       SEM	
  


                                        SEO	
  
SEM	
  &	
  SEO	
  Pre-­‐requisites	
  
•  SEM:	
  Budget	
  	
  
•  SEO:	
  Pa.ence!	
  
•  Willingness	
  to	
  deal	
  with	
  ques.ons	
  like:	
  
    	
  
    So,	
  once	
  we	
  finish	
  our	
  SEO,	
  my	
  site	
  will	
  be	
  #1	
  in	
  Google	
  right?	
  
    	
  
    Why	
  isn’t	
  my	
  site	
  listed	
  in	
  all	
  the	
  search	
  engines	
  yet???	
  
    	
  
Types	
  of	
  SEO	
  

Black	
  Hat	
  SEO	
  
      The Dark Side of the Force




White	
  Hat	
  SEO	
  
              Origins?
Black	
  Hat	
  SEO	
  
•  Black	
  hat	
  SEO	
  aempts	
  
   to	
  improve	
  page	
  
   rankings	
  in	
  ways	
  that	
  are	
  
   disapproved	
  of	
  by	
  the	
  
   search	
  engines,	
  dilute	
              Darth Vader image copyright Lucasfilm.




   the	
  quality	
  of	
  content	
  on	
  
   the	
  web	
  or	
  involve	
  
   decep.on.	
  	
  
Black	
  Hat	
  SEO	
  
•  Manipula.ng	
  search	
  engine	
  results	
  via:	
  
   –  Hidden	
  Text	
  
   –  Meta	
  Spam	
  
   –  Comment	
  	
  Spam	
  
   –  Content	
  	
  Scraping	
  
   –  Domain	
  Spamming	
  
   –  Parasite	
  Hos.ng	
  
   –  Page	
  Cloaking	
  
   –  Link	
  Spamming	
  &	
  Link	
  Farming	
  
   –  Keyword	
  Overloading	
  
   –  Duplica.ng	
  Sites	
  
Black	
  Hat	
  SEO:	
  Hidden	
  Text	
  
•  Hidden	
  Text:	
  Tricking	
  search	
  engine	
  bots	
  into	
  
   ranking	
  your	
  site	
  higher	
  by	
  hiding	
  keywords	
  
   within	
  the	
  page.	
  
  	
  	
  
  	
  example	
  
  	
  	
  
  	
  *Spider	
  Food	
  
Black	
  Hat	
  SEO:	
  Meta	
  Spam	
  
•  Meta	
  Spam:	
  	
  Manipula.ng	
  search	
  engine	
  results	
  by	
  one	
  or	
  more	
  of	
  the	
  
       following	
  techniques	
  (among	
  others):	
  
   	
  	
  
      1.	
  Using	
  Mul.ple	
  Keyword	
  Meta	
  Tags	
  
      <!DOCTYPE	
  HTML	
  PUBLIC	
  "-­‐//W3C//DTD	
  HTML	
  4.01	
  Transi.onal//EN"	
  	
  
      "hp://www.w3.org/TR/html4/loose.dtd">	
                                                 	
  	
  
      <HTML>	
  	
  
      <HEAD>	
  	
  
      <TITLE>University	
  	
  of	
  	
  Missouri	
  	
  -­‐	
  	
  Kansas	
  City	
  –	
  free	
  tui.on</TITLE>	
  
      <META	
  name="keywords"	
  content=“tui.on,	
  fees,	
  free,	
  scholarship,	
  waiver">	
  
      <META	
  name="keywords"	
  content=“umkc,	
  university,	
  	
  college	
  ...">	
  
      	
  
      2.	
  Repea.ng	
  Keywords	
  within	
  your	
  meta	
  tag	
  
      <!DOCTYPE	
  HTML	
  PUBLIC	
  "-­‐//W3C//DTD	
  HTML	
  4.01	
  Transi.onal//EN"	
  	
  
      "hp://www.w3.org/TR/html4/loose.dtd">	
                    	
  	
  
      <HTML>	
  	
  
      <HEAD>	
  	
  
      <TITLE></TITLE>	
  
      <META	
  name="keywords"	
  content=“tui.on,	
  fees,	
  free,	
  scholarship,	
  waiver,	
  tui.on,	
  fees,	
  pay,	
  online,	
  fees,	
  free">	
  
      	
  
      	
  
      3.	
  Using	
  too	
  many	
  characters	
  within	
  your	
  meta	
  keyword	
  tag	
  (>1000	
  characters	
  
      	
  including	
  spaces)	
  
      	
  
      4.	
  Using	
  misleading	
  words	
  or	
  phrases/Using	
  keywords	
  that	
  have	
  nothing	
  to	
  do	
  	
  
      with	
  any	
  product	
  or	
  service	
  your	
  website	
  offers.	
  
      <META	
  name="keywords"	
  content=“umkc,	
  university,	
  missouri,	
  ku,	
  jayhawks,	
  kansas,	
  metro">	
  
      	
  
      	
  
Black	
  Hat	
  SEO:	
  Comment	
  Spam	
  
•  Comment	
  Spam:	
  Adding	
  un-­‐related	
  informa.on/marginally	
  relevant	
  
   informa.on	
  (keywords	
  +	
  links)	
  to	
  a	
  website’s	
  commen.ng	
  mechanism	
  in	
  
   an	
  effort	
  to	
  increase	
  page	
  rank	
  on	
  the	
  external	
  site	
  prac.cing	
  Black	
  Hat	
  
   SEO. 	
  	
  
	
  




                                                                                    Image sourced from publishing2.com
Black	
  Hat	
  SEO:	
  Content	
  Scraping	
  
•  Content	
  Scraping:	
  Using	
  bots/programs	
  to	
  
   ‘scrape’	
  content	
  from	
  various	
  sites	
  (rela.ng	
  
   to	
  a	
  given	
  keyword)	
  with	
  the	
  inten.on	
  of	
  
   claiming	
  it	
  as	
  an	
  original	
  ar.cle.	
  
	
  

•  Why	
  do	
  people	
  do	
  it?	
  
       •  To	
  develop	
  a	
  splog	
  (spamblog)	
  through	
  which	
  they	
  feed	
  ads	
  
       •  Gain	
  page	
  rank	
  for	
  their	
  site	
  




                                                                                  Image sourced from publishing2.com
Black	
  Hat	
  SEO:	
  Domain	
  Spamming	
  
•  Domain	
  Spamming:	
  Trying	
  to	
  own	
  more	
  than	
  one	
  of	
  
   the	
  first	
  page	
  SERPs	
  on	
  different	
  domains	
  for	
  the	
  same	
  
   search	
  term.	
  
•  Some.mes	
  known	
  as	
  ‘reputa.on	
  management’ J	
  
•  Based	
  on	
  the	
  idea	
  –	
  ‘Why	
  sele	
  for	
  being	
  the	
  first	
  link	
  
   in	
  the	
  SERP	
  when	
  you	
  can	
  have	
  all	
  ten?’	
  
•  The	
  Black	
  Hat	
  SEO	
  may	
  accomplish	
  this	
  via	
  parasite	
  
   hos.ng	
  plus	
  mul.ple	
  ‘legi.mate’	
  looking	
  sites	
  (which	
  
   may	
  have	
  different	
  looks,	
  be	
  on	
  different	
  servers	
  and	
  
   have	
  some	
  iden.cal	
  content	
  and	
  links)	
  

                                                                    Image sourced from publishing2.com
Black	
  Hat	
  SEO:	
  Parasite	
  Hos.ng	
  
•  Parasite	
  Hos.ng:	
  Onen	
  used	
  as	
  part	
  of	
  Domain	
  Spamming.	
  Black	
  
   Hat	
  SEO’s	
  will	
  use	
  hos.ng	
  providers	
  such	
  as	
  MySpace,	
  Blogger	
  and	
  
   university	
  hos.ng	
  	
  services	
  to	
  develop	
  keyword	
  targeted	
  pages	
  
   rela.ng	
  to	
  their	
  sites.	
  




                                                                      Exploits the search engine
                                                                      vulnerability of trusting older
                                                                      domains!




                                                                         Image sourced from seomoz.org
Black	
  Hat	
  SEO:	
  Page	
  Cloaking	
  
•  Build	
  web	
  pages	
  that	
  show	
  different	
  content	
  to	
  
   humans	
  and	
  search	
  engine	
  bots.	
  

•  Used	
  in	
  bait	
  and	
  switch	
  schemes.	
  
•  Page	
  Cloaking	
  Defense:	
  Why	
  to	
  cloak?	
  
    Ø It	
  allows	
  the	
  site	
  admin	
  to	
  present	
  a	
  more	
  visually	
  
         appealing	
  and	
  well	
  wrien	
  site	
  to	
  actual	
  users	
  as	
  opposed	
  
         to	
  a	
  plain	
  and	
  keyword	
  overloaded	
  site	
  to	
  the	
  search	
  
         engine	
  bots.	
  
    	
  
    Ø How	
  does	
  this	
  work?	
  –	
  User	
  Agent	
  Info	
  &	
  IP	
  based.	
  

    Ø How	
  Search	
  Engines	
  defend	
  against	
  this?	
  
    	
                                                                Image sourced from seomoz.org


    	
  
Black	
  Hat	
  SEO:	
  Link	
  Spamming	
  
•  Seeks	
  to	
  exploit	
  weaknesses	
  in	
  link-­‐based	
  
   algorithms	
  such	
  as	
  Google’s	
  PageRank	
  
   algorithm.	
  
•  Link	
  based	
  algorithms	
  onen	
  use	
  the	
  ‘it’s	
  not	
  who	
  
   you	
  know,	
  it’s	
  who	
  knows	
  you	
  principle’	
  
•  This	
  implies	
  that	
  >>	
  the	
  more	
  sites	
  that	
  link	
  to	
  you,	
  
   the	
  more	
  important	
  your	
  page	
  is	
  and	
  (in	
  theory)	
  the	
  
   higher	
  your	
  page	
  rank.	
  
•  Used	
  in	
  Link	
  Farming	
  

•  Doesn’t	
  always	
  work!	
  
•  Can	
  lead	
  to	
  your	
  domain	
  being	
  banned	
  by	
  Google.	
  
Black	
  Hat	
  SEO:	
  Keyword	
  Overloading	
  
•  Keyword	
  Density:	
  	
  Keyword	
  density	
  is	
  a	
  measure	
  
   of	
  the	
  number	
  of	
  .mes	
  your	
  keyword	
  appears	
  on	
  
   a	
  page	
  expressed	
  as	
  a	
  percentage	
  of	
  the	
  total	
  
   word	
  count	
  of	
  that	
  page.	
  	
  	
  

•  Keyword	
  Overloading	
  relates	
  to	
  having	
  an	
  
   abnormally	
  high	
  keyword	
  density	
  on	
  your	
  page.	
  

•  Includes	
  informa.on	
  within	
  meta,	
  alt	
  and	
  .tle	
  
   tags	
  and	
  page	
  content.	
  
Black	
  Hat	
  SEO:	
  Duplica.ng	
  Sites	
  Example	
  
•  XYZ	
  company	
  sells	
  an.que	
  ornaments	
  under	
  
   their	
  domain	
  www.xyzinc.com.	
  
•  Wants	
  to	
  improve	
  their	
  ranking	
  and	
  is	
  thinking	
  
   of	
  crea.ng	
  a	
  second	
  domain/site	
  to	
  sell	
  these	
  
   ornaments.	
  

•  Ethical/Unethical?	
  
Black	
  Hat	
  SEO:	
  Dangers	
  
•  Can	
  lead	
  to	
  revenue	
  loss	
  (for	
  sites	
  that	
  have	
  
   legi.mate	
  rank)	
  
•  Dilutes	
  overall	
  content	
  quality	
  on	
  the	
  web	
  
•  Can	
  be	
  used	
  for	
  iden.ty	
  then	
  
•  Could	
  get	
  your	
  site	
  BANNED	
  
White	
  Hat	
  SEO	
  
•  Achieving	
  great	
  page	
  rank	
  via	
  ethical	
  SEO	
  techniques	
  
   and	
  by	
  following	
  search	
  engine	
  guidelines.	
  

    –  Google	
  Guidelines	
  for	
  submission.	
  
    –  MSN	
  Guidelines	
  for	
  submission.	
  
    –  Yahoo	
  Guidelines	
  for	
  submission.	
  
White	
  Hat	
  SEO	
  Techniques	
  
•  Preface	
  to	
  White	
  Hat	
  SEO:	
  We	
  have	
  no	
  
   control	
  of	
  the	
  user	
  or	
  the	
  search	
  engines.	
  
•  What	
  do	
  we	
  have	
  control	
  of?	
  
•  Snippets/Site	
  Descrip.on	
  
   –  Example:	
  Search	
  for	
  ‘Fitness	
  Center	
  Kansas	
  City’	
  
White	
  Hat	
  SEO	
  Techniques:	
  Basics	
  
•  Page	
  Names	
  
•  Flash	
  usage	
  
•  Text	
  in	
  images	
  
•  Domain	
  Names	
  –	
  picking	
  the	
  right	
  one	
  
•  Dis.nct	
  page	
  .tles	
  &	
  Ordering	
  
	
  
White	
  Hat	
  SEO	
  Techniques:	
  Page	
  Names	
  

•  Page	
  Names:	
  Use	
  relevant	
  names	
  when	
  
   crea.ng	
  pages.	
  	
  

       Ø about_umkc_informa.on_access.html	
  is	
  beer	
  
         from	
  an	
  SEO	
  standpoint	
  than	
  aboutus.html	
  
	
  
White	
  Hat	
  SEO	
  Techniques:	
  Flash	
  
•  Limit	
  flash	
  usage	
  on	
  websites.	
  
•  Avoid	
  full-­‐flash	
  websites.	
  
•  Update:	
  Google	
  and	
  Yahoo	
  are	
  working	
  
   with	
  Adobe	
  to	
  incorporate	
  technology	
  
   that	
  will	
  allow	
  their	
  bots	
  to	
  search	
  swf	
  
   files	
  and	
  retrieve	
  both	
  links	
  and	
  content.	
  
White	
  Hat	
  SEO	
  Techniques:	
  Text	
  in	
  
Image	
  Files	
  
•  DO	
  NOT	
  post	
  text	
  content	
  in	
  the	
  form	
  of	
  
   image	
  files.	
  Your	
  pages	
  will	
  likely	
  never	
  
   be	
  indexed	
  by	
  the	
  search	
  engines.	
  
White	
  Hat	
  SEO	
  Techniques:	
  Picking	
  
a	
  good	
  domain	
  
•  SEO	
  experts	
  recommend	
  picking	
  domain	
  names	
  that	
  contain	
  a	
  
   related	
  keyword.	
  
    –  E.g.	
  www.abcelectronics.com	
  is	
  beer	
  than	
  www.abc.com	
  

•  Side	
  Note:	
  When	
  picking	
  domain	
  names,	
  be	
  aware	
  of	
  how	
  
   your	
  domains	
  may	
  be	
  interpreted/read:	
  
•  Experts	
  Exchange	
  >	
  www.expertsexchange.com	
  
•  Mole	
  Sta.on	
  Nursery	
  >	
  www.molesta.onnursery.com	
  	
  
White	
  Hat	
  SEO	
  Techniques:	
  Dis.nct	
  
page	
  .tles	
  and	
  ordering	
  
•  Always	
  give	
  your	
  pages	
  meaningful	
  .tles.	
  
     –  Remember	
  to	
  change	
  <.tle>Un.tled	
  Page	
  2</.tle>	
  
•  Carefully	
  choose	
  keywords	
  for	
  inclusion	
  in	
  the	
  .tle	
  of	
  
   your	
  page.	
  
•  Ordering	
  	
  is	
  of	
  	
  importance	
  in	
  page	
  .tles:	
  len	
  to	
  right	
  
    –  <.tle>Kansas	
  City’s	
  best	
  jewelry	
  retailer</.tle>	
  
    –  <.tle>The	
  best	
  jewelry	
  retailer	
  in	
  Kansas	
  City</.tle>	
  
•  Page	
  .tles	
  should	
  be	
  no	
  more	
  than	
  12	
  words	
  long.	
  
     	
  
White	
  Hat	
  SEO	
  Techniques:	
  Meta	
  Tags	
  
•  Meta	
  Descrip.on:	
  
•    <meta	
  name="Descrip.on"	
  content="The	
  University	
  of	
  Missouri-­‐Kansas	
  City	
  (UMKC),	
  one	
  of	
  
     four	
  University	
  of	
  Missouri	
  campuses,	
  is	
  a	
  public	
  university	
  serving	
  more	
  than	
  14,000	
  
     undergraduate,	
  graduate	
  and	
  professional	
  students.	
  UMKC	
  engages	
  with	
  the	
  community	
  and	
  
     economy	
  based	
  on	
  a	
  three-­‐part	
  mission:	
  visual	
  and	
  performing	
  arts,	
  health	
  sciences,	
  and	
  
     urban	
  affairs.	
  “>	
  
•    How	
  many	
  words	
  can	
  I	
  use	
  in	
  the	
  meta	
  descrip.on?	
  –	
  Somewhere	
  in	
  the	
  150	
  –	
  160	
  
     character	
  range.	
  


•  Meta	
  Keywords:	
  
•    <meta	
  name="Keywords"	
  content="UMKC,Campus,Missouri	
  System,kansas	
  city	
  
     colleges,missouri	
  colleges,missouri	
  universi.es,colleges	
  in	
  kansas	
  citycolleges	
  in	
  
     missouri,kansas	
  city	
  colleges,life	
  sciences,	
  theatre,	
  music,	
  arts	
  &	
  sciences,	
  engineering,	
  
     biology,	
  pharmacy,	
  den.stry,	
  nursing,	
  research,	
  educa.on,	
  business,	
  law,	
  medicine">	
  


•    Posi.oning	
  	
  of	
  more	
  important	
  keywords	
  
•    Inclusion	
  of	
  misspellings	
  and	
  synonyms	
  
•    How	
  many	
  keywords	
  should	
  one	
  use	
  –	
  popular	
  opinion	
  is	
  at	
  most	
  20	
  
White	
  Hat	
  SEO	
  Techniques:	
  Content	
  
•    Key	
  to	
  Content:	
  Don’t	
  write	
  content	
  for	
  bots.	
  
•    Pages	
  should	
  have	
  a	
  sprinkling	
  of	
  keywords.	
  
•    Include	
  keywords	
  in	
  the	
  first	
  paragraph	
  and	
  bold	
  them.	
  
•    Make	
  use	
  of	
  the	
  H1	
  and	
  H2	
  tags	
  in	
  conjunc.on	
  with	
  
     keywords.	
  
•  Give	
  relevant	
  names	
  to	
  your	
  images.	
  
•  Be	
  sure	
  to	
  include	
  informa.on	
  in	
  the	
  ALT	
  tags	
  for	
  images.	
  
•  Image	
  tag	
  lines.	
  
	
  
White	
  Hat	
  SEO	
  Techniques:	
  Links	
  &	
  
Naviga.on	
  
•  When	
  linking	
  to	
  sites/pages,	
  help	
  their	
  ranking	
  by	
  including	
  
   relevant	
  keywords:	
  
        –  Click	
  here	
  for	
  info	
  on	
  the	
  power	
  and	
  light	
  district	
  –	
  OK	
  
        –  Kansas	
  City’s	
  best	
  entertainment	
  venue	
  is	
  the	
  power	
  and	
  light	
  district.	
  
•      Keep	
  Naviga.on	
  vanilla	
  and	
  avoid	
  graphic	
  links	
  if	
  possible.	
  
•      Include	
  footer	
  naviga.on	
  (example)	
  
•      Link	
  to	
  other	
  pages	
  on	
  your	
  site	
  in	
  the	
  content	
  (if	
  relevant).	
  
•      Create	
  a	
  sitemap	
  document	
  for	
  submission	
  to	
  the	
  search	
  
       engines.	
  
	
  
Sitemap	
  example	
  
<urlset>	
  
−	
  
<url>	
  
<loc>hp://www.website.com/index.html</loc>	
  
<lastmod>2008-­‐06-­‐06</lastmod>	
  
<priority>1.0</priority>	
  
</url>	
  
−	
  
<url>	
  
<loc>hp://www.	
  website.com/collec.ng.html</loc>	
  
<lastmod>2008-­‐06-­‐06</lastmod>	
  
<priority>0.5</priority>	
  
</url>	
  
−	
  
<url>	
  
<loc>hp://www.	
  website.com/purchase.html</loc>	
  
<lastmod>2008-­‐06-­‐06</lastmod>	
  
<priority>0.6</priority>	
  
</url>	
  
	
  
</urlset>	
  
White	
  Hat	
  SEO	
  Techniques:	
  Landing	
  
Pages	
  
•  Don’t	
  use	
  home	
  pages	
  as	
  landing	
  pages,	
  
   instead	
  create	
  a	
  highly	
  targeted	
  landing	
  page	
  
   for	
  your	
  ad	
  campaigns.	
  
•  Gets	
  the	
  user	
  to	
  the	
  info	
  they	
  want.	
  
•  Can	
  help	
  reduce	
  conversion	
  drop-­‐out.	
  
•  Maximize	
  return	
  on	
  PPC	
  campaigns.	
  
•  Can	
  help	
  avoid	
  Home	
  page	
  dilu.on.	
  
White	
  Hat	
  SEO	
  Techniques:	
  Site	
  
Submission	
  
•  Which	
  engines	
  to	
  submit	
  to?	
  
•  Directories	
  
•  Local	
  Lis.ng	
  Sites	
  
White	
  Hat	
  SEO	
  Techniques:	
  Site	
  
Submission	
  
•  Which	
  engines	
  to	
  submit	
  to?	
  
    –  Google	
  
    –  Yahoo	
  
    –  MSN	
  
•  Search	
  Engine	
  Rela.onship	
  Chart	
  
    	
  
White	
  Hat	
  SEO	
  Techniques:	
  Site	
  
Submission	
  
•  The	
  DMOZ.org	
  Open	
  Directory	
  
•  Uses	
  an	
  army	
  of	
  volunteers	
  to	
  catalog	
  not	
  
     bots.	
  
	
  
    	
  
White	
  Hat	
  SEO	
  Techniques:	
  Site	
  
Submission	
  
•  Local	
  Lis.ng	
  Sites	
  
    –  Verizon	
  Super	
  Pages	
  
    –  Yahoo	
  Yellow	
  Pages	
  
    –  Google	
  Local	
  Business	
  Center	
  
        •  Auto	
  Repair	
  example	
  	
  
    –  Many	
  many	
  more…	
  
    	
  
White	
  Hat	
  SEO	
  Techniques:	
  Checking	
  
Progress	
  &	
  Maintenance	
  
•  Backlinking	
  via	
  Google	
  Tools	
  
•  Monitor	
  page	
  rank	
  via	
  site:	
  
    –  	
  example	
  -­‐	
  site:umkc	
  
•  Reciprocal	
  links	
  
•  Add	
  url	
  via	
  ‘add	
  url’	
  
    –  Example	
  –	
  ‘add	
  url’	
  search	
  on	
  Google	
  
White	
  Hat	
  SEO	
  Techniques:	
  Example	
  of	
  
a	
  Highly	
  Op.mized	
  Site	
  
•    Let’s	
  search	
  for	
  ‘Kansas	
  City	
  Web	
  Development’	
  
•    Google	
  Search	
  
•    MSN	
  Search	
  
•    Yahoo	
  Search	
  
•    Dogpile	
  Search	
  
Key	
  Item:	
  
	
  Remember,	
  it	
  is	
  content	
  
  and	
  users	
  that	
  drive	
  Page	
  
               Rank!	
  

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SEO

  • 1. Search  Engine  Op.miza.on   UMKC  Web  Liaison  Group   Vishal  Kurup  
  • 2. Some  Key  Terms   • SEM   • SEO   • SERPs  
  • 3. What  is  SEM?   •  Search  engine  marke.ng,  or  SEM,  is  a  form  of  Internet   marke.ng  that  seeks  to  promote  websites  by  increasing  their   visibility  in  search  engine  result  pages  (SERPs).  According  to   the  Search  Engine  Marke.ng  Professional  Organiza.on,  SEM   methods  include:  search  engine  op.miza.on  (or  SEO),  paid   placement,  contextual  adver.sing,  and  paid  inclusion.      wikipedia.com  
  • 4. What  is  SEO?   •  Search  engine  op.miza.on  (SEO)  is  the  process  of   improving  the  volume  and  quality  of  traffic  to  a  web   site  from  search  engines  via  "natural"  ("organic"  or   "algorithmic")  search  results.      wikipedia.com   Example   SEM   SEO  
  • 5. SEM  &  SEO  Pre-­‐requisites   •  SEM:  Budget     •  SEO:  Pa.ence!   •  Willingness  to  deal  with  ques.ons  like:     So,  once  we  finish  our  SEO,  my  site  will  be  #1  in  Google  right?     Why  isn’t  my  site  listed  in  all  the  search  engines  yet???    
  • 6. Types  of  SEO   Black  Hat  SEO   The Dark Side of the Force White  Hat  SEO   Origins?
  • 7. Black  Hat  SEO   •  Black  hat  SEO  aempts   to  improve  page   rankings  in  ways  that  are   disapproved  of  by  the   search  engines,  dilute   Darth Vader image copyright Lucasfilm. the  quality  of  content  on   the  web  or  involve   decep.on.    
  • 8. Black  Hat  SEO   •  Manipula.ng  search  engine  results  via:   –  Hidden  Text   –  Meta  Spam   –  Comment    Spam   –  Content    Scraping   –  Domain  Spamming   –  Parasite  Hos.ng   –  Page  Cloaking   –  Link  Spamming  &  Link  Farming   –  Keyword  Overloading   –  Duplica.ng  Sites  
  • 9. Black  Hat  SEO:  Hidden  Text   •  Hidden  Text:  Tricking  search  engine  bots  into   ranking  your  site  higher  by  hiding  keywords   within  the  page.        example        *Spider  Food  
  • 10. Black  Hat  SEO:  Meta  Spam   •  Meta  Spam:    Manipula.ng  search  engine  results  by  one  or  more  of  the   following  techniques  (among  others):       1.  Using  Mul.ple  Keyword  Meta  Tags   <!DOCTYPE  HTML  PUBLIC  "-­‐//W3C//DTD  HTML  4.01  Transi.onal//EN"     "hp://www.w3.org/TR/html4/loose.dtd">       <HTML>     <HEAD>     <TITLE>University    of    Missouri    -­‐    Kansas  City  –  free  tui.on</TITLE>   <META  name="keywords"  content=“tui.on,  fees,  free,  scholarship,  waiver">   <META  name="keywords"  content=“umkc,  university,    college  ...">     2.  Repea.ng  Keywords  within  your  meta  tag   <!DOCTYPE  HTML  PUBLIC  "-­‐//W3C//DTD  HTML  4.01  Transi.onal//EN"     "hp://www.w3.org/TR/html4/loose.dtd">       <HTML>     <HEAD>     <TITLE></TITLE>   <META  name="keywords"  content=“tui.on,  fees,  free,  scholarship,  waiver,  tui.on,  fees,  pay,  online,  fees,  free">       3.  Using  too  many  characters  within  your  meta  keyword  tag  (>1000  characters    including  spaces)     4.  Using  misleading  words  or  phrases/Using  keywords  that  have  nothing  to  do     with  any  product  or  service  your  website  offers.   <META  name="keywords"  content=“umkc,  university,  missouri,  ku,  jayhawks,  kansas,  metro">      
  • 11. Black  Hat  SEO:  Comment  Spam   •  Comment  Spam:  Adding  un-­‐related  informa.on/marginally  relevant   informa.on  (keywords  +  links)  to  a  website’s  commen.ng  mechanism  in   an  effort  to  increase  page  rank  on  the  external  site  prac.cing  Black  Hat   SEO.       Image sourced from publishing2.com
  • 12. Black  Hat  SEO:  Content  Scraping   •  Content  Scraping:  Using  bots/programs  to   ‘scrape’  content  from  various  sites  (rela.ng   to  a  given  keyword)  with  the  inten.on  of   claiming  it  as  an  original  ar.cle.     •  Why  do  people  do  it?   •  To  develop  a  splog  (spamblog)  through  which  they  feed  ads   •  Gain  page  rank  for  their  site   Image sourced from publishing2.com
  • 13. Black  Hat  SEO:  Domain  Spamming   •  Domain  Spamming:  Trying  to  own  more  than  one  of   the  first  page  SERPs  on  different  domains  for  the  same   search  term.   •  Some.mes  known  as  ‘reputa.on  management’ J   •  Based  on  the  idea  –  ‘Why  sele  for  being  the  first  link   in  the  SERP  when  you  can  have  all  ten?’   •  The  Black  Hat  SEO  may  accomplish  this  via  parasite   hos.ng  plus  mul.ple  ‘legi.mate’  looking  sites  (which   may  have  different  looks,  be  on  different  servers  and   have  some  iden.cal  content  and  links)   Image sourced from publishing2.com
  • 14. Black  Hat  SEO:  Parasite  Hos.ng   •  Parasite  Hos.ng:  Onen  used  as  part  of  Domain  Spamming.  Black   Hat  SEO’s  will  use  hos.ng  providers  such  as  MySpace,  Blogger  and   university  hos.ng    services  to  develop  keyword  targeted  pages   rela.ng  to  their  sites.   Exploits the search engine vulnerability of trusting older domains! Image sourced from seomoz.org
  • 15. Black  Hat  SEO:  Page  Cloaking   •  Build  web  pages  that  show  different  content  to   humans  and  search  engine  bots.   •  Used  in  bait  and  switch  schemes.   •  Page  Cloaking  Defense:  Why  to  cloak?   Ø It  allows  the  site  admin  to  present  a  more  visually   appealing  and  well  wrien  site  to  actual  users  as  opposed   to  a  plain  and  keyword  overloaded  site  to  the  search   engine  bots.     Ø How  does  this  work?  –  User  Agent  Info  &  IP  based.   Ø How  Search  Engines  defend  against  this?     Image sourced from seomoz.org  
  • 16. Black  Hat  SEO:  Link  Spamming   •  Seeks  to  exploit  weaknesses  in  link-­‐based   algorithms  such  as  Google’s  PageRank   algorithm.   •  Link  based  algorithms  onen  use  the  ‘it’s  not  who   you  know,  it’s  who  knows  you  principle’   •  This  implies  that  >>  the  more  sites  that  link  to  you,   the  more  important  your  page  is  and  (in  theory)  the   higher  your  page  rank.   •  Used  in  Link  Farming   •  Doesn’t  always  work!   •  Can  lead  to  your  domain  being  banned  by  Google.  
  • 17. Black  Hat  SEO:  Keyword  Overloading   •  Keyword  Density:    Keyword  density  is  a  measure   of  the  number  of  .mes  your  keyword  appears  on   a  page  expressed  as  a  percentage  of  the  total   word  count  of  that  page.       •  Keyword  Overloading  relates  to  having  an   abnormally  high  keyword  density  on  your  page.   •  Includes  informa.on  within  meta,  alt  and  .tle   tags  and  page  content.  
  • 18. Black  Hat  SEO:  Duplica.ng  Sites  Example   •  XYZ  company  sells  an.que  ornaments  under   their  domain  www.xyzinc.com.   •  Wants  to  improve  their  ranking  and  is  thinking   of  crea.ng  a  second  domain/site  to  sell  these   ornaments.   •  Ethical/Unethical?  
  • 19. Black  Hat  SEO:  Dangers   •  Can  lead  to  revenue  loss  (for  sites  that  have   legi.mate  rank)   •  Dilutes  overall  content  quality  on  the  web   •  Can  be  used  for  iden.ty  then   •  Could  get  your  site  BANNED  
  • 20. White  Hat  SEO   •  Achieving  great  page  rank  via  ethical  SEO  techniques   and  by  following  search  engine  guidelines.   –  Google  Guidelines  for  submission.   –  MSN  Guidelines  for  submission.   –  Yahoo  Guidelines  for  submission.  
  • 21. White  Hat  SEO  Techniques   •  Preface  to  White  Hat  SEO:  We  have  no   control  of  the  user  or  the  search  engines.   •  What  do  we  have  control  of?   •  Snippets/Site  Descrip.on   –  Example:  Search  for  ‘Fitness  Center  Kansas  City’  
  • 22. White  Hat  SEO  Techniques:  Basics   •  Page  Names   •  Flash  usage   •  Text  in  images   •  Domain  Names  –  picking  the  right  one   •  Dis.nct  page  .tles  &  Ordering    
  • 23. White  Hat  SEO  Techniques:  Page  Names   •  Page  Names:  Use  relevant  names  when   crea.ng  pages.     Ø about_umkc_informa.on_access.html  is  beer   from  an  SEO  standpoint  than  aboutus.html    
  • 24. White  Hat  SEO  Techniques:  Flash   •  Limit  flash  usage  on  websites.   •  Avoid  full-­‐flash  websites.   •  Update:  Google  and  Yahoo  are  working   with  Adobe  to  incorporate  technology   that  will  allow  their  bots  to  search  swf   files  and  retrieve  both  links  and  content.  
  • 25. White  Hat  SEO  Techniques:  Text  in   Image  Files   •  DO  NOT  post  text  content  in  the  form  of   image  files.  Your  pages  will  likely  never   be  indexed  by  the  search  engines.  
  • 26. White  Hat  SEO  Techniques:  Picking   a  good  domain   •  SEO  experts  recommend  picking  domain  names  that  contain  a   related  keyword.   –  E.g.  www.abcelectronics.com  is  beer  than  www.abc.com   •  Side  Note:  When  picking  domain  names,  be  aware  of  how   your  domains  may  be  interpreted/read:   •  Experts  Exchange  >  www.expertsexchange.com   •  Mole  Sta.on  Nursery  >  www.molesta.onnursery.com    
  • 27. White  Hat  SEO  Techniques:  Dis.nct   page  .tles  and  ordering   •  Always  give  your  pages  meaningful  .tles.   –  Remember  to  change  <.tle>Un.tled  Page  2</.tle>   •  Carefully  choose  keywords  for  inclusion  in  the  .tle  of   your  page.   •  Ordering    is  of    importance  in  page  .tles:  len  to  right   –  <.tle>Kansas  City’s  best  jewelry  retailer</.tle>   –  <.tle>The  best  jewelry  retailer  in  Kansas  City</.tle>   •  Page  .tles  should  be  no  more  than  12  words  long.    
  • 28. White  Hat  SEO  Techniques:  Meta  Tags   •  Meta  Descrip.on:   •  <meta  name="Descrip.on"  content="The  University  of  Missouri-­‐Kansas  City  (UMKC),  one  of   four  University  of  Missouri  campuses,  is  a  public  university  serving  more  than  14,000   undergraduate,  graduate  and  professional  students.  UMKC  engages  with  the  community  and   economy  based  on  a  three-­‐part  mission:  visual  and  performing  arts,  health  sciences,  and   urban  affairs.  “>   •  How  many  words  can  I  use  in  the  meta  descrip.on?  –  Somewhere  in  the  150  –  160   character  range.   •  Meta  Keywords:   •  <meta  name="Keywords"  content="UMKC,Campus,Missouri  System,kansas  city   colleges,missouri  colleges,missouri  universi.es,colleges  in  kansas  citycolleges  in   missouri,kansas  city  colleges,life  sciences,  theatre,  music,  arts  &  sciences,  engineering,   biology,  pharmacy,  den.stry,  nursing,  research,  educa.on,  business,  law,  medicine">   •  Posi.oning    of  more  important  keywords   •  Inclusion  of  misspellings  and  synonyms   •  How  many  keywords  should  one  use  –  popular  opinion  is  at  most  20  
  • 29. White  Hat  SEO  Techniques:  Content   •  Key  to  Content:  Don’t  write  content  for  bots.   •  Pages  should  have  a  sprinkling  of  keywords.   •  Include  keywords  in  the  first  paragraph  and  bold  them.   •  Make  use  of  the  H1  and  H2  tags  in  conjunc.on  with   keywords.   •  Give  relevant  names  to  your  images.   •  Be  sure  to  include  informa.on  in  the  ALT  tags  for  images.   •  Image  tag  lines.    
  • 30. White  Hat  SEO  Techniques:  Links  &   Naviga.on   •  When  linking  to  sites/pages,  help  their  ranking  by  including   relevant  keywords:   –  Click  here  for  info  on  the  power  and  light  district  –  OK   –  Kansas  City’s  best  entertainment  venue  is  the  power  and  light  district.   •  Keep  Naviga.on  vanilla  and  avoid  graphic  links  if  possible.   •  Include  footer  naviga.on  (example)   •  Link  to  other  pages  on  your  site  in  the  content  (if  relevant).   •  Create  a  sitemap  document  for  submission  to  the  search   engines.    
  • 31. Sitemap  example   <urlset>   −   <url>   <loc>hp://www.website.com/index.html</loc>   <lastmod>2008-­‐06-­‐06</lastmod>   <priority>1.0</priority>   </url>   −   <url>   <loc>hp://www.  website.com/collec.ng.html</loc>   <lastmod>2008-­‐06-­‐06</lastmod>   <priority>0.5</priority>   </url>   −   <url>   <loc>hp://www.  website.com/purchase.html</loc>   <lastmod>2008-­‐06-­‐06</lastmod>   <priority>0.6</priority>   </url>     </urlset>  
  • 32. White  Hat  SEO  Techniques:  Landing   Pages   •  Don’t  use  home  pages  as  landing  pages,   instead  create  a  highly  targeted  landing  page   for  your  ad  campaigns.   •  Gets  the  user  to  the  info  they  want.   •  Can  help  reduce  conversion  drop-­‐out.   •  Maximize  return  on  PPC  campaigns.   •  Can  help  avoid  Home  page  dilu.on.  
  • 33. White  Hat  SEO  Techniques:  Site   Submission   •  Which  engines  to  submit  to?   •  Directories   •  Local  Lis.ng  Sites  
  • 34. White  Hat  SEO  Techniques:  Site   Submission   •  Which  engines  to  submit  to?   –  Google   –  Yahoo   –  MSN   •  Search  Engine  Rela.onship  Chart    
  • 35. White  Hat  SEO  Techniques:  Site   Submission   •  The  DMOZ.org  Open  Directory   •  Uses  an  army  of  volunteers  to  catalog  not   bots.      
  • 36. White  Hat  SEO  Techniques:  Site   Submission   •  Local  Lis.ng  Sites   –  Verizon  Super  Pages   –  Yahoo  Yellow  Pages   –  Google  Local  Business  Center   •  Auto  Repair  example     –  Many  many  more…    
  • 37. White  Hat  SEO  Techniques:  Checking   Progress  &  Maintenance   •  Backlinking  via  Google  Tools   •  Monitor  page  rank  via  site:   –   example  -­‐  site:umkc   •  Reciprocal  links   •  Add  url  via  ‘add  url’   –  Example  –  ‘add  url’  search  on  Google  
  • 38. White  Hat  SEO  Techniques:  Example  of   a  Highly  Op.mized  Site   •  Let’s  search  for  ‘Kansas  City  Web  Development’   •  Google  Search   •  MSN  Search   •  Yahoo  Search   •  Dogpile  Search  
  • 39. Key  Item:    Remember,  it  is  content   and  users  that  drive  Page   Rank!