Post on 14-Apr-2017
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Presentation Overview Search Engine Basics Why Optimize? Key Concepts Optimization Content Management Systems Summary Resources
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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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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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Search Engine Results Pages
Paid PlacementResults
OrganicResults
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Why Optimize? Web Search as a navigational tool
o On average, 45% of visitor trafficthrough 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.
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Key Concepts Target audience
o Keyword choiceso Directory submission
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Key Concepts Conversion
Web site user doing what you intended them to do• Sales• Course registration• Forms & downloads• Page views
Conversion paths and funnels
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Optimization Get indexed
o Register URL with University Webmaster
o Submit URL to directories
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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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Optimization Meta-data
o HTML Page Title Number one optimization factor Included in results display Unique title for each landing page
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Optimization Meta-data
HTML Title Utility in Dreamweaver
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Optimization Popularity
o Inbound linkso Remote anchor links & texto Googlebombing
When a web page places high in search engine results due to frequent anchor links using rude or insulting keywords.
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How/What to Optimize Popularity
Inbound links googlebombing
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Black Hat SEO Black Hat SEO:
Unscrupulous or deceptive optimization practices intended to spam users or compete unfairlyo Invisible texto Keyword stuffingo Duplicate pageso Domain cloaking: serving different content to
search engine robots than to human visitorso Link farms
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Optimization
Spam Detection Threshold:The number of repeating keywords required for U of UUltraseek search engine to penalize for spamming
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Content Management Systems Dynamic URLs
o Querystring enabledo Consistent, crawl-able URLs
Cookies and session IDs
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Summary Accessible pages Think landing pages Unique HTML page title for every
landing page Content relevant keywords Avoid Black Hat SEO
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Resources University Webmaster
o www.utah.edu/uwebresourceso webmaster@utah.eduo 581-6113
www.seamoz.org www.searchenginewatch.com “The ABC of SEO” David George
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Search Engine Optimization
THANK YOU!
Submitted byPrashant Sharma