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Search Engine Optimization
Search engine market share
Feb-2013: Search engine market share
Ref: http://www.karmasnack.com/about/search-engine-market-share/
Search engine optimization
Search engine Optimization: The main goal of SEO is to improve the visibility of
website through natural and unpaid way (also known as organic search). It involves
altering website code, content, and presence in order to increase ranking of website. SEO
may target different kinds of search, including image search, local search, video search,
academic search, news search and industry-specific pages and search engines.
How do organic search listings work?
• A spider or crawler which is a component of a SE gathers listings by
automatically "crawling" the web
• The spider follows links to web pages, makes copies of the pages and stores
them in the SE’s index
• Based on this data, the SE then indexes the pages and ranks the websites
• Major SEs that index pages using spiders: Google, Yahoo, AltaVista, MSN,
AOL, Lycos
"Google's Guidelines on Site Design"
Design and content guidelines
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Make a site with a clear hierarchy and text links. Every page should be reachable from at least
one static text link.
Offer a site map to your users with links that point to the important parts of your site. If the site
map has an extremely large number of links, you may want to break the site map into multiple
pages.
Keep the links on a given page to a reasonable number.
Create a useful, information-rich site, and write pages that clearly and accurately describe your
content.
Think about the words users would type to find your pages, and make sure that your site
actually includes those words within it.
Try to use text instead of images to display important names, content, or links. The Google
crawler doesn't recognize text contained in images. If you must use images for textual content,
consider using the "ALT" attribute to include a few words of descriptive text.
Make sure that your <title> elements and ALT attributes are descriptive and accurate.
Check for broken links and correct HTML.
If you decide to use dynamic pages (i.e., the URL contains a "?" character), be aware that not
every search engine spider crawls dynamic pages as well as static pages. It helps to keep the
parameters short and the number of them few.
http://support.google.com/webmasters/bin/answer.py?hl=en&answer=35769
"Google's Guidelines on Site Design"
Technical Guidelines:
1. Use a text browser such as “Lynx” to examine your site, because most search engine spiders
see your site much as Lynx would. If fancy features such as JavaScript, cookies, session
IDs, frames, DHTML, or Flash keep you from seeing your entire site in a text browser, then
search engine spiders may have trouble crawling your site.
2. Allow search bots to crawl your sites without session IDs or arguments that track their path
through the site.
3. Make sure your web server supports the If-Modified-Since HTTP header. This feature
allows your web server to tell Google whether your content has changed since we last
crawled your site.
4. Make use of the robots.txt file on your web server. This file tells crawlers which directories
can or cannot be crawled.
5. Test your site to make sure that it appears correctly in different browsers.
6. Monitor your site's performance and optimize load times. Fast sites increase user
satisfaction and improve the overall quality of the web (especially for those users with slow
Internet connections), and we hope that as webmasters improve their sites, the overall speed
of the web will improve.
Search engine optimization techniques
1. Domain name strategies
- domain names are traffic magnets
- choose a domain name that will increase your search
engine ranking. How?
- use keywords, location, advertising terms, product
names
- choose a keyword that is important for your business
Search engine optimization techniques
2. Linking strategies
 Links should be strong/famous keywords.
 The more inbound links the higher the SE ranking .
 If the site linking to you is already indexed, spiders will also receive
your site.
 Quality of inbound links is critical.
 How to increase links: a) creative content / copywriting b) good
outbound links c) target a list of sites from which you can request
inbound links .
 Links for the sake of links can damage your search rankings
Search engine optimization techniques
3. Keywords
 Research what keywords are people searching for using tools e.g. Wordtracker
(www.wordtracker.com) .
 Keywords are words that appear the most in a page.
 The spider chooses the appropriate keywords for each page, then sends them back to
its SE.
 Se indexes the websites based on the keywords. Which can be a single word or
phrase.
 Do not use common words e.g., ‘the’ ‘and’ ‘of’: spiders ignore them.
 Write keyword-rich text.
 Balance keyword-rich and readability.
 Always have text in your page: at least 100 words
Search engine optimization techniques
4. Title tags
 Title (the first thing that a search engine displays on a search return) should be the highest
important keywords in text/page.
 Title should have the exact keyword you use for the page
 Every single web page must have its own title tag
 You can use up to 65 characters - example http://www.ebay.com/ (title is littered with keywords)
5. Meta description tags
 Displayed below the title in search results
 Use dynamic, promotional language -use keywords
6. Alt tags
 Iinclude keywords in your alt tags
7. Submit your website to SEs for indexing
 Submit your site to search engine directories, directory sites and portal sites
 Indexing takes time (~ 3 months)
Search engine optimization techniques
SEO - what is NOT RECOMMENDED?
1. Flash and shockwave - spiders do not pick up these files.
2. Image only sites - spiders do not pick up images.
3. Image maps - spiders cannot read image maps. Do not use them on your home page or
critical pages.
4. Frames - only one page can be titled (titling is critical in search rankings)
- If the spider cannot read the complete page (because of the frames), it will not be
indexed properly.
- Some spiders may not even read a frames web site
5. Misspellings, JavaScript or HTML errors.
6. PDF files - Although some search engines can index them, the pages must be interpreted
into HTML and can lose much of their content. ( place PDFs lower down in your site).
7. Drop down menus – spiders cannot read them therefore make sure you have a SiteMap
References
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Beel, Jöran and Gipp, Bela and Wilde, Erik (2010). "Academic Search Engine Optimization
(ASEO): Optimizing Scholarly Literature for Google Scholar and Co.". Journal of Scholarly
Publishing. pp. 176–190. Retrieved April 18, 2010.
"The Most Important SEO Strategy". clickz.com. ClickZ. Retrieved April 18, 2010.
"Google's Guidelines on Site Design". google.com. Retrieved April 18, 2007.
Danny Sullivan (June 14, 2004). "Who Invented the Term "Search Engine Optimization"?".
Search Engine Watch. Retrieved May 14, 2007. See Google groups thread.