Search engine optimisation user interference1.pptx

Search engine

1. SEARCH ENGINE OPTIMIZATION (SEO) 1

2. HOW DO SEARCH ENGINES RANK WEBSITES? “Google recognizes 1 trillion unique URLs and adds more than 2 billion new pages of content every day.” Google Press Release

3. SEARCH ENGINE OPTIMIZATION: Page Ranking People ask us all the time, how to get ranked high? There are some important guidelines you have to follow CONTENT IS KING 3

4. SEARCH ENGINE OPTIMIZATION: How does it work? Spiders crawl the web To find new documents/web pages Following hyperlinks (6 Degrees of Separation) Indexes the content Adding it to their databases Periodically updates this content User Searches Engines search their own databases Not searching web pages in real-time Engines rank documents using an algorithm Mathematical formula Various weights and ranking factors 4

5. SEARCH ENGINE OPTIMIZATION Google’s Technology Statement: “We use more than 200 signals , including our patented PageRank™ algorithm, to examine the entire link structure of the web and determine which pages are most important.” PageRank Technology: PageRank reflects our view of the importance of web pages by considering more than 500 million variables and 2 billion terms. Pages that we believe are important pages receive a higher PageRank and are more likely to appear at the top of the search results. PageRank also considers the importance of each page that casts a vote, as votes from some pages are considered to have greater value, thus giving the linked page greater value. Hypertext-Matching Analysis: Our search engine also analyzes page content. However, instead of simply scanning for page-based text (which can be manipulated by site publishers through meta-tags), our technology analyzes the full content of a page and factors in fonts, subdivisions and the precise location of each word. We also analyze the content of neighboring web pages to ensure the results returned are the most relevant to a user's query. 5 5

6. SEARCH ENGINE OPTIMIZATION: Algorithms Top Secret! Search Engines want you to be found for your topic but can’t give away the secret in fear of spammers Constantly changed, tweaked & updated Varies by Search Engine Weighs both On-Site and Off-Site factors 6

7. SEARCH ENGINE OPTIMIZATION: Tactics With ever-changing algorithms; reverse engineering, continual research and experimenting is the only approach to growing organic page rank… 7

8. SEARCH ENGINE OPTIMIZATION: Tactics Keyword Factors Ex: Keywords in a Title Tag, in bold / strong tags, in the H2, H3, H (x) Tags, in url or domain name Internal Factors Ex: Quality / related links to external sites, age of document, validation of HTML code, quality of content pages, page update frequency Link Popularity Ex: Verification and validation per Google Webmasters, attributes of external links, links to and from website, page rank of referring websites and internal page popularity among other pages Negative Factors Ex: Excessive use of keywords (stuffing / spamming), external links from spam site, participation in exchange or actively selling links, low level of visit, duplication of title and meta tags, the server is often unavailable for engine crawlers 8

9. WHERE TO RUN SEARCH ENGINE ADVERTISING 9

10. GOOGLE The Google Network is the largest advertising network available online, reaching over 86% of Internet users worldwide. Includes: Google Search Google Content Google Site Targeting Google Local 10

11. GOOGLE SEARCH 11

12. GOOGLE CONTENT TARGETING 12

13. GOOGLE PLACEMENT TARGETING 13

14. GOOGLE LOCAL 14

15. YAHOO SEARCH 15

16. YAHO LOCAL 16

17. YAHOO SEARCH SUBMIT 17

18. MSN ADCENTER 18

19. OTHER SEARCH ENGINES 19

20. SUPERPAGES 20

21. SHOPPING ENGINES 21

22. ALWAYS NEW TECHNOLOGIES 22