This presentation gives an overview about the search engine optimization, which also called SEO. It covers the search engine landscape, how the search engines work, building accessible sites, and building search strategies.

1. Search Engine Optimization
Dr. Abdalghani Mushtaha
Mushtaha@gmail.com

2. Agenda
• The Search Landscape
• How Search Engines Work
• Building Accessible Sites
• Search - Building Strategies
• Demo
• Project
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3. The Search Landscape
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4. SEO Definition
• It is the process of getting traffic from the
“free,” “organic,” “editorial” or “natural”
listings on search engines.
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5. Organic vs. Paid Search
Paid
Organic
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6. Click-Through Rates
#1: Gets 30% of
traffic and sales
#2: Gets 12% of
traffic and sales
#3: Gets 7% of
traffic and sales
#4: Gets 5% of
traffic and sales
#5: Gets 4% of
traffic and sales
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7. Vertical Search
36% of search engine
users click News
31% of search engine
users click Images
17% search engine
users click Videos
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8. Local Search Results
Completely different
ranking algorithm
than standard
search results
Probably doesn’t
get traffic like most
“#1” results
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9. Different Types of Search
Results
• Image results
• Video results
• News & Blog results
• Shopping results
• Instant answers results
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10. How Search Engines Work?
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11. Crawling & Indexing
Without links,
the engines
might never
find this page
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12. Page Rank
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13. PageRank is Split Evenly
Between the Links on a
Page
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14. PageRank is an Iterative
Algorithm
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15. Nofollowing or Removing
Links Can Alter the Flow of
PageRank
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16. The concept of TrustRank
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17. Building Accessible Sites
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18. Crawlability / Link
Architecture
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19. Requirements
• Content duplication!
• Duplicate Titles & Meta Descriptions!
• URL structure:
– http://www.sony.be/lang/nl/hub/handycam-
camcorders
Language
Keywords in page name,
Single domain separated by hyphen
Shallow folder structure
with relevant words
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20. Search UN-Friendly URLs
• http://Xyz3.nationalgeographic.com/a/?q=3
1z&mg=vv7z&sd=8
No keywords in the URL string
Unnecessary
Subdomain Dynamic URLs don’t perform as
well as static and engines
recommend against more than
two parameters
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21. Search Engine Optimization - SEO
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22. Search Engine Optimization - SEO
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23. Search Engine Optimization - SEO
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24. Google SEO
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25. Search Building Strategies
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26. In Practice
• Tools (Demo)!
– Predict the Effort Required to Rank Well.
– Choose the “Best” Words/Phrases to Target.
– Keywords!
• Search Engine Guidelines (Demo)!
– AdWords Tools.
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27. Salespeople & Customers
• Campaign Data
• Add Keyword
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28. Strategic Tips for SEO
• Know Today’s Customers.
– Know Your Future Customers.
• Create the Content Both Desire.
– Making Content Easy to Share.
• Measure, Optimize & Improve.
– Tools for Quick Analysis.
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29. Strategic Tips for SEO
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30. Demo!
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31. Project
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32. Task 1
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33. Task 2
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34. Gift for 2 Best Proposals
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35. Thank You All!
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36. Click to edit Master title style

37. References
• http://www.seomoz.org/blog/the-
responsibilities-of-seo-have-been-
upgraded
• http://www.slideshare.net/randfish/introduc
tion-to-seo-5003433
• Rand Fishkin
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