Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Andere mochten auch
Andere mochten auch (16)
Ähnlich wie Introduction to search engine optimzation
Ähnlich wie Introduction to search engine optimzation (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Introduction to search engine optimzation
- 1. 1 Presentation Overview Search Engine Basics Why Optimize? Key Concepts Optimization Content Management Systems Summary Resources
- 2. 2 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.
- 3. 3 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".
- 4. 4 Search Engine Results Pages Paid Placement Results Organic Results
- 5. 5 Why Optimize? Web Search as a navigational tool o On average, 45% of visitor traffic through Utah.edu use the search engine to navigate. o 72% of searchers stop with the top ten search results, and 90% stop with the top 30.
- 6. 6 Key Concepts Target audience o Keyword choices o Directory submission
- 7. 7 Key Concepts Conversion Web site user doing what you intended them to do • Sales • Course registration • Forms & downloads • Page views Conversion paths and funnels
- 8. 8 Optimization Get indexed o Register URL with University Webmaster o Submit URL to directories
- 9. 9 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">
- 10. 10 Optimization Meta-data o HTML Page Title Number one optimization factor Included in results display Unique title for each landing page
- 11. 11 Optimization Meta-data HTML Title Utility in Dreamweaver
- 12. 12 Optimization Popularity o Inbound links o Remote anchor links & text o Googlebombing When a web page places high in search engine results due to frequent anchor links using rude or insulting keywords.
- 13. 13 How/What to Optimize Popularity Inbound links googlebombing
- 14. 14 Black Hat SEO Black Hat SEO: Unscrupulous or deceptive optimization practices intended to spam users or compete unfairly o Invisible text o Keyword stuffing o Duplicate pages o Domain cloaking: serving different content to search engine robots than to human visitors o Link farms
- 15. 15 Optimization Spam Detection Threshold: The number of repeating keywords required for U of U Ultraseek search engine to penalize for spamming
- 16. 16 Content Management Systems Dynamic URLs o Querystring enabled o Consistent, crawl-able URLs Cookies and session IDs
- 17. 17 Summary Accessible pages Think landing pages Unique HTML page title for every landing page Content relevant keywords Avoid Black Hat SEO
- 18. 18 Resources University Webmaster o www.utah.edu/uwebresources o webmaster@utah.edu o 581-6113 www.seamoz.org www.searchenginewatch.com “The ABC of SEO” David George
- 19. 19 Search Engine Optimization THANK YOU! Submitted by Prashant Sharma