SEARCH ENGINE OPTIMIZATION

What is a Search Engine?

A search engine is a web-based tool that enables users to locate information on the World Wide Web. Popular examples of search engines are Google, Yahoo!, and MSN Search. Search engines utilize automated software applications (referred to as robots, bots, or spiders) that travel along the Web, following links from page to page, site to site.

Page A

This page is red & square

Page B

This page is blue & square

Search Engine Index

Page Color Shape Links

A Red Square 7

B Blue Square 3

Page CThis page is green & oval

search for “red” returns == A search for “square” returns == B,A

search for “oval” returns ==

SPIDER - finds & reads pages INDEX - inventories words & links

SEARCH - queries index, ranks & returns

results

How Search Engine Works?

Search Engine Ranking

Components of Google’s Ranking Algorithm

What is Search Engine Optimization?

–Refers to the process of “optimizing” both the on-page and off-page ranking factors in order to achieve high search engine rankings for targeted search terms.

SEO

(SEO)Search Engine Optimization

• Domain Name• File Name• Title• Meta Data • Content • Linking• Images• Update Frequency

On –Page Optimization

Off –Page Optimization

• Blogging• Social Media• Back-Link (Page Rank)

On –Page Optimization

• Domain Name• File Name• Title• Meta Tag• Content• Linking• Images• Update Frequency

Domain Name

A good domain name should be short, easy to read , easily memorable .

Example: google.com, bing.com

File Name

File names should be short and self descriptive.

Example: wievProfile.php, listProduct.html

Title

Meta Data

Meta Data Tags I Describe :<meta name=”description” content=”açıklamanızı buraya yazın” /> Redirect: <meta http-equiv=”refresh” content=”5; URL=isim.php”> (Yukarda ki kodda 5 yazan yer saniyeyi belirtir.Yani kullanıcı siteye girdikten 5 saniye sonra isim.php dosyasına yönlecek isim.php yazan yere sitenizin adresini yazarsanız kendi sitenize gider.) Generetor : <meta name=”generator” content=”Wordpress 2.6” /> Language: <meta http-equiv=”Content-Language” content=”TR” /> (Arama motorlarına sitenizin dilini bu kod ile tanımlayabilirsiniz.Yukarda verilen kod sitenizin Türkçe olduğunu arama motorlarına gösterir.) Publish : <meta name=”publisher” content=”kuruluşunuzun ismi”/> Sayfa Kime Yönelik ? : <meta name=”rating” content=”General / Mature / Adult / All”> Abstract: <meta name="Abstract" content="Site özeti">Tüm site hakkında bilgi veren cümledir. Revisit-After Tag:<meta name="revisit-after" content="7 days“/>Arama motorlarına, sitenin içeriğinin kaç günde bir güncellendiğini ileten etiket. Keywords : <meta name="keywords" content="kelime X, kelime Y, kelime Z" />

Meta Data Tags II

Copyright : <meta name="copyright" content="(c) 2009 Tüm Hakları Saklıdır." /> Designer : <meta name="designer" content=“Som Design" /> Distribution : <meta name="distribution" content="local" /> global : Tüm internet ağına hitap ettiğini belirtir. local : Sitenin bulunduğu IP adresin ait olduğu ülkeye hitap ettiğini belirtir. iu (Internal Use) : Kamuya hitap etmediğini belirtir. Title : <meta name="title" content="HTML Meta Etiket Değerleri" /> (Arama motorunun dizininde gösterilecek başlığı belirler. title etiketinden bir farkı yoktur.) Zipcode : <meta name="copyright" content=”35430”/> City : <meta name="city" content=”izmir”/> Country : <meta name=“geo.country" content=”US”/> Address : <meta name=“geo.placename" content=” KYK Urla Yurdu IYTE”/>

Content

- Use keywords in your text.

- Each page of your content should contain about 250- 600 words of unique content with 4 or 5 occurance of your targeted keywords.

- More text gives better results.

- Should avoid dublicate content.

Link Popularity

Inbound/Incoming link - refers to links from other related sites pointing to your site . 

Outbound/Outgoing link - refers to links pointing to other related sites from your site. 

Anchor Text/Link text – refers to links in text.

Images

- Use brief, descriptive filenames and alt text. - Supply all text, when using images as links. - Use commonly supported image files. Example: jpeg, png, jpg etc.

<img src="smiley.gif" alt="Smiley face">alt tag text

Update Frequently

- Add new content often to keep the site on top.Search engines will give more points for changing contents.

- Dynamic web pages rank higer in the search engine result.

Off –Page Optimization

- Blogging about new content or services.

- Social Media Networking ,use social medias like orkut,twitter, facebook to promote your site.

- Forum comment the other sites content and share your site link.

SEO Ethics

White Hat SEO Black Hat SEO

• Quality content• Titles and Meta tags• Efective keywords use• Quality inbound links

• Hidden content• Meta keyword stuffing• Doorway and gateway pages

Black Hat SEO

I. Hidden Content

Black Hat SEO

II. Meta Keyword Stuff

Here is an example of meta descritpion tag begin used incorrectly for a page promoting a cafe called Calipso.

<meta name=“ description” content=“ Calipso cafe website is the best Calipso cafe website, our cafe is better than any cafe, great cafe,best food restaurant, visit our cafe”>

Black Hat SEO

III. Doorway and Gateway Pages

There are the pages that do not contain any good information readable by the humans but are maintained for search engine bots alone.

Usually, stuffed with keywords and likes alone to attract search visits via great page ranks.

Sitemap.xml

• A sitemap is an XML file that list the URLs for a site

• Sitemaps are list of URLs that are available in our website.

• You can visit http://www.xml-sitemaps.com to create the sitemap of your website.

Thank you