Search Engine Optimization

By Kapil Kaswan
(Lect. in CSE Deptt.) Web : Email :

Introduction to SEO

SEO (Search Engine Optimisation) involves altering website code, content, and presence in order to increase rankings in search engines At least half a billion searches are made worldwide on a daily basis
 If

you are ranked at the top of a search engine, you are essentially running a free marketing campaign.

Introduction to SEO
Which search engine?

There are some main players which you must always consider optimising for, namely Google, Yahoo, Bing, AOL, and AskJeeves Although Google makes up for almost half of worldwide searches, it is not always a good tactic to relate your site prominence only on Google Each search engine searches the web and ranks sites differently, so when you may be at the top of one search engine, you might not even be listed on another one

Introduction to SEO Search Engine Statistics  Search engine market shares .

It also visits pages that may not be linked by other pages. but were submitted by search engines.Introduction to SEO How a search engine works   Search engines use programs called spiders.  It then moves on to any pages that linked from the current page.   This is one way how search engines find new pages. or bots. . to search the internet and document their findings. Spiders firstly go to a webpage and analyse it  Goes through the HTML code and categorises the most important words (keywords) in the document.

. or tell you how pretty a site looks  Instead. or disabling images and CSS are a good way of seeing your site through a search engines eyes. it looks at the HTML code and structures it to make sense. as it cannot describe an image.Introduction to SEO What a search engine sees  Spiders do not see a page like humans do. • Using a text browser.

) A site without CSS and Images .Introduction to SEO What a search engine sees (cont.

Introduction to SEO What a search engine sees (cont.) A site with CSS and Images .

g. titles. and more • Browsers render these tags differently on your screen. using tables to keep non-tabular data . e. paragraphs. tables.HTML/CSS HTML Basics  HTML uses <tags> to describe data  Data is usually enclosed in these tags • <tag>Data</tag> • <tag attribute=“data” />  Tags can be images.  There is a tendency to depend on these tags also for formatting.

dtd"> <html xmlns="http://www..HTML/CSS HTML Basics (cont..)  Every HTML document has some mandatory elements : <!DOCTYPE html PUBLIC "-//W3C"> <head> <meta … /> Extra information about the document <title>Document Title</title> </head> <body> Page Content </body> </html> . ml1-transitional.

Technical SEO – Source code Title Tag Meta data Javascript .

SEO Techniques Keywords   Keywords are the words on a webpage that best describe that page Keyword selection is the most important step to effective SEO  The keywords you use will be the phrases where you want to be highly ranked on SEs  Time and research should go into selecting the appropriate keywords before doing any SEO • What are the words one would use to find your site? .

the more search engines give importance to it. it determines the weight of frequently used words in the document.  The words with highest weight are more likely to bring up your web page when used as a search term. and considers them the most important in the document. • The more you use a word in important places. .SEO Techniques Keywords (cont.)  Continuation on how search engines work…  When a spider goes through a webpage.

)   You must decide whether to focus on less frequently used keywords (niche) or compete for the commonly used ones.SEO Techniques Keywords ( Here are some tools you can use to see which keywords are searched for frequently  Google  Google Suggest (beta) (free) adwords (paid) • .com/webhp?complete=1&hl=en • Offers a free keyword tool with its adwords services  WordTracker • www.

Google) . so they may penalise you for cramming  Some search engines reportedly don’t even look at the meta tags (e. There is a debate over whether to cram loads of keywords into these tags.  Search engines are getting smarter everyday.g. or just select the most important ones. and a list of main keywords it uses.SEO Techniques Meta Tags   Meta tags are used to provide a description of the page.

as the title will give a general summary for what your page is about. Quite important to include keywords here. .SEO Techniques Title Tag    The text in this tag shows up on the top of your browser window. Most search engines see this tag as an important tag for categorising what type of site you have.

SEO Techniques Anchor Tags  One of the most important tags you must use for SEO. and so you increase in rankings. be linked to by many websites throughout the internet. this must mean your site is popular. in theory. . • The most popular sites would.  Spiders use these to crawl your site.  Other sites that link to yours will send spiders your way also. so you must have links to pages throughout your site.  Google (and others) use anchor tags to rank your site in many ways:  If other sites link to you.

 A sitemap is also an effective way of tying your site up if you link all your pages to this site map. .)  Since anchor tags are so important.SEO Techniques Anchor Tags (cont.  This is one reason why it is good to have a navigation bar that uses links to all your sites. it is vital that you include keywords in these tags  SEs think the words to describe a link should give a good indication of what that page is about. etc. not images Try and use <a> tags.   Better that you use words. flash. and not image maps.

Sitemap This is a website without a site map. Page 4 Page 1 and 2 can now reach page 3 in many ways Page 1 Page 1 and 2 can only reach page 3 via page 4 Page 2 Page 3 .SEO Techniques Anchor Tags (cont.)  Here is an example of why a sitemap is effective This is a website with a site map.

It is importance to balance the overuse of keywords for the sake of SEO and keeping the text relevant. at the beginning. and informative  There is no point in having a highly ranked page if it provides no information to a user.SEO Techniques Text and Content    Throughout your page you will need to use keywords in order to rank well for that word The most important places of your content to put keywords are in the headers. readable. as they will leave your site immediately . and the end of paragraphs.

etc. H3. It is always a good idea to structure your content so that it contains these tags at beginning of paragraphs. sections. tables. H2. etc.SEO Techniques H1.  Very important to put in some keywords there. Tags  These tags are considered by search engines to be a description of your page. It is quite logical that a search engine gets the overview of a paragraph from a header tag   .

when they contain keywords that are never read by a search engine  Always use an alt attribute when including an image  This gives a spider a description of the image. and also doubles as making your site accessible to blind people. and so you should avoid using too many images on your site  Many sites use images for fancy fonts. .SEO Techniques Images  Images are not read by search engines.

 Some pages have too much code. • Pages that use tables for layout are notorious for doing this. Make sure that keywords are found at the top of your source code as well as on the actual web page  Remember. they only see our HTML code. . SEs don’t see pages like we do. and too little content  Some code makes it so that content is found at the bottom of the page.SEO Techniques Code Structure   It is important to look at your HTML code and see the structure of it.

. and must therefore (although not always) provide up to date information  This would provide a more relevant set of results than providing a user with pages that were made 10 years ago  News Items are a great way of including a regular changing page.SEO Techniques Update your site regularly   Sites that are updated regularly are spidered and indexed more frequently by SEs Sites that change often are considered by SEs as sites that provide current information.

links from other sites are very important.SEO Techniques Inbound Links  As said before.  Google will no list your site if its not found on an other webpage listed by them  Methods to get links on other pages  Link Exchange (free)  Paid Advertising • Google Adwords • Overture • Specific Websites .

you need to measure your results and make sure you are improving on SE Rankings When you first make changes. and so it takes time for them to get to you. .Measuring Results   Once you have started your SEO campaign.  There are millions of web pages for them to crawl. SEs may take up to about four weeks to scan your site for changes.

which helps with keyword research  This can help you target particular search engines and accommodate their searching methods. .Measuring Results Statistics Monitoring   You can view statistics of visitors to your site.  Onestat (paid)  Google Analytics (free)  StatCounter (free) You can see what engines are used more to find your site  You can also see which keywords are used to find your site.

Measuring Results SEO software  SEO software can be used to scan many SEs for phrases of your choice and produce visual results of how your website is doing.  Much faster than doing this manually  You can run regular searches and monitor your positioning easily and efficiently  Some SEO software can also help you scan you pages and make suggestions for improvements. .

)  SEO tools :  WebPosition Gold  Advanced Web Ranking .Measuring Results SEO software (cont.

html    www.Resources  Links to further SEO resources  .searchenginewatch.onestat.

Thank you!!! .