Search Engine Optimization:

1
Search Engine Optimization
Magic
Science or
2
WEB PROMOTION TECHNIQUES FOR THE WEB

• Web Advertising
• Pop ups and similar ads
• Email advertising
• Search Engine Advertisement

3
WEB PROMOTION TECHNIQUES FOR THE WEB
Web Advertising

• Banners (text, images, animation, interactive)
• Banner Swapping
• Banner Exchanges
• Web Sites Ads
• Website Intro Headers

4
WEB PROMOTION TECHNIQUES FOR THE WEB
Pop ups and similar ads
5
WEB PROMOTION TECHNIQUESFOR THE WEB
Email advertising
6
WEB PROMOTION TECHNIQUES FOR THE WEB
Search Engine Advertisement
7
HOW SEARCH ENGINES WORK AND METHODS TO MAKE THEM
WORK FOR YOU
Search Engines work by archiving web sites in a
database by content and ranking them according to
keywords and link popularity. Search Engines
frequently change their algorithms, or ranking
criteria, in order to maintain quality listings.
Keywords are found throughout a web site. They
can be located in the title, the page
description, the actual page content, the
metatags and even the URL. Some search engines
have 'robots' or 'spiders' that will go to newly
registered web sites, check out the content and
then report back to the search engine with
results for archiving.
8
HOW SEARCH ENGINES WORK AND METHODS TO MAKE THEM
WORK FOR YOU
GOPHER ( http//en.wikipedia.org/wiki/Gopher_proto
col ) 1991 A file-like hierarchical arrangement
that would be familiar to users A simple syntax
A system that can be created quickly and
inexpensively Extending the file system metaphor
to include things like searches
9
HOW SEARCH ENGINES WORK AND METHODS TO MAKE THEM
WORK FOR YOU
Metatags - are tags in the HTML of a web page
that provide information about a site to search
engines, they are not visible, but some search
engines use them to rank sites. All metatags
appear between the ltheadgt and lt/headgt tags. Link
popularity - Link popularity includes the number
of times a site is linked by others. Also
impacted by the ranking of the site that is
linking (ie Yahoo, CNN very good for link
popularity) Sponsored Links - Yahoo/Overture's
sponsored ad results are listed in the order of
who paid the most money for the top rankings.
10
HOW SEARCH ENGINES WORK AND METHODS TO MAKE THEM
WORK FOR YOU
The first "full text" crawler-based search engine
was WebCrawler, which came out in 1994. Unlike
its predecessors, it let users search for any
word in any webpage.
Soon after, many search engines appeared and vied
for popularity. These included Excite, Infoseek,
Inktomi, Northern Light, and AltaVista. In some
ways, they competed with popular directories such
as Yahoo!. Later, the directories integrated or
added on search engine technology for greater
functionality.
11
HOW SEARCH ENGINES WORK AND METHODS TO MAKE THEM
WORK FOR YOU
General Web Directories General Web directories
are a good starting place when you have a
very general question (museums in Paris,
dyslexia), or when you don't quite know where to
go with a broad topic and would like to browse
down through a category to get some guidance.
12
HOW SEARCH ENGINES WORK AND METHODS TO MAKE THEM
WORK FOR YOU
When to Use Search Engines If your topic is very
specific or you expect that very little is
written on it, a search engine will be a much
better starting place than a directory. When a
user searches the Web, the results come from the
archived database Create keywords the target
audience is most likely to use - focus group
could be useful to determine keywords describing
site's content/offerings Whereas a directory is
a good start when you want to be directed to just
a few selected items on a fairly general topic,
search engines are the place to go when you want
something on a fairly specific topic these
services allow you to search virtually every word
from 2 to 3 billion Web pages.
13
HOW SEARCH ENGINES WORK AND METHODS TO MAKE THEM
WORK FOR YOU

• when a user searches the Web, the results come
  from the archived database
• create keywords the target audience is most
  likely to use - focus group could be
  useful to determine keywords describing site's
  content/offerings
• use specific phrases, not general keywords
• optimize the title
• avoid spider-hostile features (frames, dynamic
  URLs, Flash, image maps, java script)

• TIPS TO INCREASE LINK POPULARITY
• Create content that promotes linking
• seek reciprocal links
• determine what sites already link to the target
  site
• visit competitors
• seek highly placed links (placing links in 1st
  or 2nd level of a site, so "spiders" will find
  it)
• seek links from well-known sites ( a link from
  Yahoo or CNN is very valuable )

14
HOW SEARCH ENGINES WORK AND METHODS TO MAKE THEM
WORK FOR YOU
http//www.portentinteractive.com/seo_3.htm
15
WHAT IS METASEARCH?
How Metasearch Works What is a metasearch?
Metasearch searches multiple engines - This
means that instead of getting the best results
one search engine has to offer, you'll be getting
the best combined results from a variety of
engines, and not just any engines, but industry
leading engines like


16
WHAT IS METASEARCH?
Metasearch covers more of the Web - Using more
search engines means a better overall coverage of
the Web. Does it sound too obvious? In fact, an
independent search engine expert has agreed,
stating that our metasearch technology can search
50 more of the Web than any single search
engine. Metasearch is easy to use - Better
results and more coverage of the Web is great -
but not if you need an advanced degree to make it
work. WebCrawler metasearch is easy. All you do
is enter your search and click Fetch. The great
results will take care of themselves!
17
META-TAGS IN THE PROCESS
Optimizing Your Meta Tags (http//www.submit-it.
com/subopt.htm?tipq5sell_page1) Meta tags
were originally created to help search engines
find out important information about your page
that they might have had difficulty determining
otherwise. For example related keywords or a
description of the page itself. Many people
incorrectly believe that good meta tags are all
that is needed to achieve good listings in the
search engines, which is entirely incorrect.
Increasing competition for good search engine
listings eventually led to many people spamming
the search engines with keyword stuffed meta
tags. Search Engines have changed what they
look at when they rank a web page. The search
engines look at a combination of other factors to
determine your listings, not just your metas -
some don't even look at them at all! What this
means is that your page should have a combination
of search optimization implemented on your page -
not just meta tags. That being said, there are
two meta tags that can help your search engine
listings - meta keywords meta description.
18
META-TAGS IN THE PROCESS
What they look like Description MetaltMETA
NAME"description" content"This would be your
description of what is on your page. Your most
important keyword phrases should appear in this
description."gt Keywords MetaltMETA
NAME"keywords" content"keywords phrase 1,
keyword phrase 2, keyword phrase 3, etc."gt
Where they belong  The correct placement for
both meta tags is between the ltHEADgt and lt/HEADgt
tags within the HTML the makes up your page.
Their order does not really matter, but most
people usually place the description first then
the keywords meta.
19
META-TAGS IN THE PROCESS
Tag limits We recommend that your Keywords Meta
not exceed 1024 characters including spaces. We
recommend that  your Description Meta tag not
exceed 250 characters including spaces.  Meta
description tips Make sure you accurately
describe the content of your page while trying to
entice visitors to click on your listing.
Include 3-4 of your most important keyword
phrases. Especially those used in your title tag
and page copy. Try to have your most important
keywords appear at the beginning of your
description. This often brings better results,
and will help avoid having any search engine cut
off your keywords if they limit the length of
your description.
20
META-TAGS IN THE PROCESS
Meta keywords tips Any keywords phrases that
you use that do not appear in your other tags or
page copy are likely to not have enough
prominence to help your listings for that phrase.
Don't forget plurals. "caribbean vacation" and
"caribbean vacations" in their keyword meta tag
to make sure they show up in both searches.
Common misspelling of a popular keyword that
could be used to find your site you should enter
it in your keywords meta tag. Watch out for
repeats! You want to include your most important
phrases, but when doing so it can be difficult
not to repeat one word many times.
21
META-TAGS IN THE PROCESS
Unwritten Rules when Creating Metatags "There
are some general Meta tag rules for the title,
keywords and description. For example, you
should not have more than 100 characters in the
title, 1,000 characters in the key words and 200
characters in the description. You should not
repeat key words more than 6 times. You should
not have invisible key words on a page (words
that are the same color as your background.)
However, since each search engine ranks
differently and many shuffle their algorithms,
results vary." If you do not follow the "rules"
you risk being blacklisted by search engines, who
view this excessive 'keyword-ing' as a form of
spam. http//www.promotewebs.com/
22
WEB PROMOTION TOOLS
http//www.promotionworld.com/tools/ Keyword
Ranking Tool (Google, Yahoo, MSN Search,
etc.) What is it? The Keyword Ranking Tool is a
powerful tool that allows anyone to track a
websites placement in keyword searches on a
Search Engine. This is a great way to see how
your website compares to others and how important
certain keyword may be to bringing in new
visitors.
23
WEB PROMOTION TOOLS
Keyword Ranking Tool

• What does it do?
• For every keyword and website combination, the
  Keyword Ranking Tool will monitor
• The website's rank on a site for that keyword
• Any changes in the past day, week and month
• How many searches are run on Google each month
  for that keyword
• The keyword's relative importance compared to
  other keyword in the list
• How do I use it?
• Using the website Keyword Ranking Tool is a
  relatively simple process.
• The first thing you will need as a free account.
  Sign in with your existing account or create a
  new one for free.
• Second you will need a Search Engine Web APIs
  license key. This key is required by some search
  engines to access the keyword information, but it
  is free and easy to get. The third and final step
  is to start entering the keywords and URLs you
  would like to track.

24
WEB PROMOTION TOOLS
A web counter or hit counter is a computer
software program that indicates the number of
visitors, or hits, a particular webpage has
received. Once set up, these counters will be
incremented by one every time the web page is
accessed in a web browser.
Metatag generators Meta elements provide
information about a given webpage, most often to
help search engines catagorize them correctly,
and are inserted into the HTML code in the format
illustrated above, but are not visible to a user
looking at the site.
25
WEB PROMOTION TOOLS
Search Tools Your site will be more user friendly
if you provide your users with the option to
search through your site.
Site Finders Help you identify where the servers
are located for any particular site.
Backlink Tracker Tool This free tool helps you
find out how many pages link to your website. To
find it all you need to do is to fill in the URL
you want to check. You can fill in as many URLs
as you would like to monitor. To view the result
for any of the added URLs, just click on the
check box and click on "check selected". Your
account information will be stored and you will
be able to monitor your search engine
optimization results. The graphs show the changes
and trends.
26
Participants
Introduction to Internet Business Systems INBS
510DFA

• Kevin Green Erick Ramos