SEARCH ENGINE

OPTIMIZATIONWhat’s It About?

Agenda

• What’s Search Engine?• How it works.

• What do SE Spiders See.

• What’s Search Engine Optimization?• Why do you need SEO.

• What does SEO Need.

• How to work?• SEO Process.

• Structure strategy

• Content strategy.

• Link stategy.

• SEO Tools.

• Q&A.

What’s Search Engine?

› A search engine is designed to search for information on the World Wide Web and FTP servers. The search results are generally presented in a list of results.

› The very first tool used for searching on the Internet was Archie. It was created in 1990by computer science students at McGill University in Montreal.

What’s Search Engine?

• Finding the document will be based on the keywords that users type and returns alist of Web pages that contain the keywords that it finds.

Search Engine Result Page

• The result may consist of web pages, images, information and other types of files

HOW IT WORKS?How Search Engines Work

Search Engines use software called Bots or Spiders to scour the web

These Bots and Spiders find new websites and web pages by following links on a web page

Once they find a web page, they “read” the text-based content

… And the Search Engine stores this data into a huge library called an

Index.

When you search for something on

…the Search Engine reaches into its gigantic Index…

…And before displaying a list of web pages it uses its

Algorithm tocalculate which

ones best match your search

query…

Presents you with search results

Now You KnowHow Search Engines Work!

What’s SE Spiders see?

You see

Spider only sees the text-based content

…And they don’t see JavaScript, cookies, session IDs,

frames, DHTML & CSS

Now You KnowWhat you need for Search bots!

What’s

Search EngineOptimization?

What’s SEO?› Search engine optimization (SEO) is the

process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results.

› … And why do you need SEO…

Perspective (Global / Regional)

› Selecting your keywords or phrases to target your audience, search engine optimisation ensures that you and your company are found globally or regionally by those who require exactly what you offer

Targeted Traffic

Essentially more targeted traffic equal more sales

Increase VisibilityMore people will visit your website and it will give international recognition to your products/services.

High ROI (Return on Investment)

An effective SEO campaign can bring a higher return on your investment than any other type of marketing for your company.

Long term positioning

SEO is a cheaper and long term solution than any other search engine marketing strategy.

Cost-effective

One of the great benefits of search engine optimisation is that it is cost effective and requires the minimum amount of capital for the maximum

exposure of your website.

Flexibility

You can get traffic according to the organisational strategy to meet the needs and requirements of your choice.

Results you can measureIt is a unique quality of seo campaigns that you can quantify the results of seo

by positioning reports of search engines, visitor conversion and the

other factors of this nature.

What does SEO Need?

Googlers recommend

• Make pages primarily for users, not for search engines. Don't deceive your users or present different content to search engines than you display to users, which is commonly referred to as cloaking.

Googlers recommend

• Make a site with a clear hierarchy and text links. Every page should be reachable from at least one static text link.

Googlers recommend

• Create a useful, information-rich site, and write pages that clearly and accurately describe your content. Make sure that your <title> elements and ALT attributes are descriptive and accurate.

Googlers recommend

• Keep the links on a given page to a reasonable number (fewer than 100).

How Long Should It Take for SEO to Show Results

So, You Want to Be an

SEO Expert?

SEO PROCESSStart with 5 phase

Preliminary phase

Keyword research begin

Website analysis begin

Keywords are finalized

Phase 1: Site architecture

Website Structure (HTML)

Optimization

Image, Alt text Internal Link Optimization

URL Rewrite

Phase 2: Content development

Optimization for old content

Content writing with keyword

Phase 3: Link building

Search engine & Dicrectory submission

Link Exchange or Online Advertising

Social network submission

Blog/ Articles submission

Phase 4: Analytics & Reporting

Search Engine ranking update

Traffic Re-optimization of Pages as Needed

Tracking & Conversion

STRUCTURE STRATEGYHow to optimization your website?

At least you need to remember

› Title tag.

› Meta tags.

› Header tags (H1, H2 … H6).

› Image (filename, Alt text).

› Internal link (dofollow and nofollow).

› URL.

› Robots.txt

› XML Sitemap.

Title Tag

› Short unique and good sales pitch (65characters - around 15 words)

› Accurately describe the page's content.

› Avoid using default or vague titles like "Untitled”.

› Avoid keyword stuffing.

› Create unique title tags for every page on your site.

› Avoid using a single title tag across all of your site's pages or a large group of pages.

Title Tag

Meta Description Tag

› Short unique and good sales argument (Google allows around 160 characters)

› Accurately describe the page's content

› For humans and for search engines

› Connected to the Title

› Use unique descriptions for each page

Meta Description Tag

› Use Only One H1 Element on any page

› Use <h1> for top-level heading

› Accurately describe the page's content

› Unlike the title, this element can include links, emphasis and other HTML phrase elements

Header Tags

HTML Browser

› Choose a logical file name that reinforces the keywords.

› Label the file extension.

› Make sure that the text nearby the image that is relevant to that image.

<img src=“http://www.domain.com/images/good_image.jpg” alt=“these are the keywords I’m targeting” width=”75″ height=”100″/>

Don’t do

› You can use hyphens in the file name to isolate the keyword, but avoid to exceeding two hyphens.

› Avoid using underscores as a word separator.

Image Optimize & Graphic Alt Text

› Good practice.

› Descriptive text.

› Think about anchor text for internal links too.

Download Opera for PC, Mac & Linux

› Instead of

Download Opera for PC, Mac & Linux Click Here or Link:

http://www.opera.com/download/

Anchor Text / Anchor Links

› When creating a link on a webpage using HTML, the standard code for that link is:

<a href="http://www.inlineseo.com">Search Engine Optimization</a>

› To tell the spiders to NOT crawl a link, you need to add the following code to the HTML code above: rel=“nofollow”.

<a rel="nofollow" href="http://www.seoman.vn">Search Engine Optimization</a>

Dofollow/Nofollow Link

URL’s

› Words rather than numbers.

› Provide one version of a URL to reach a document redirect www or non-www (canonical) to concentrate all reputation 301 Redirections

URL’s

These URLs are all different:

› www.example.com

› example.com

› www.example.com/

› example.com/

› www.example.com/index.html

› example.com/index.html

› www.example.com/Home.aspx

› example.com/Home.aspx

Canonical Redirection

www.example.comOrexample.com

30

1 r

edir

ect

Robots.txt

› http://www.domain.com/robot s.txt

› Use Structure:

User-agent: *

Disallow:

Sitemap.xml

› http://www.domain.com/sitemap.xml

› Should follow Google's XML standard

http://bit.ly/q9Ylsl

CONTENT STRATEGYHow to optimization your content?

› Offer exclusive content.

› New content gets attention.

› Create content primarily for your users, not search engines.

› Create fresh, unique content.

› Place target phrases toward the front of sentences & paragraphs.

› Embed links with-in your content to relevant pages – establishes relevancy for spiders & users.

› Avoid presenting your content in certain dynamic methods (ie Flash, JavaScript, image headers).

Quality Content

› Content relevance in relation to keyword Intent.

› No specific character limit. But, You should create a text 1000 characters in length.

› Although it’s best practice to achieve around 3-5% keyword density, there really is no magic target density, since it varies from time to time and from phrase to phrase.

› Note that when writing content, the keywords are extracted from single word.

Limitations and Keyword Density

› Duplicate Content.

› Stuffing.

› Cloaking.

› Having blocks of text like "frequent misspellings used to reach this page" that add little value for users.

Don’t do

Example Download http://bit.ly/oSU5J0

LINK STRATEGYHow to optimization link to your website?

› Building links is an art. It's almost certainly the most challenging part of an SEO's job,

and, for many sites, the one most criticalto achieving long term success.

› Many companies can afford to hire SEOs to help make their websites search friendly and search optimized, but a robust backlink

profile is an extremely high barrier to competition.

Many sites offer directories and listings of relevant resources

› You can find hundreds of these on SEOmoz's Directory List or use the search engines themselves to find lists of pages that offer outbound links in this fashion (for example, try searching for allintitle:directory at Google and notice the millions of results).

Get your customers to link to you

• If you have partners you work with regularly or loyal customers that love your brand, you can use this to your advantage by sending out partnership badges - graphic icons that link back to your site (like Microsoft often does with their partner certification program).

Build a company blog and make it a valuable, informative and entertaining resource

Create content that inspires viral sharing and natural linking

Use Social Network

› Google Plus

› Facebook

› Twitter

› Linkedin

› … And more

SEO TOOLS

Keyword Research

https://adwords.google.com/select/KeywordToolExternal

Link & Website Structure

www.google.com/webmasters/tools/

Generate Robots.txt(Google Webmaster Tools)

Link to your site(Google Webmaster Tools)

Tracking & Report

www.google.com/analytics/

FIREFOXSEO Extension for FIREFOX

SENSEO on Firefoxhttp://bit.ly/nThwrn

SEO Doctor

http://bit.ly/ohighv

Question & Answer

Please contactvu.le@digitalmedia.vn

http://www.digitalmedia.vn