search engine intro The grandfather of all search engines was Archie created in 1990 by Alan Emtage Bill Heelan and J Peter Deutsch students at McGill University in Montreal the birth of a search engine ID: 446826
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Slide1Slide2
It is an information retrieval system designed to help find information stored in a computer system
search en·gine
introSlide3
The grandfather of all search engines was Archie, created in 1990 by Alan
Emtage, Bill Heelan and J. Peter Deutsch, students at McGill University in Montreal.
the birth of a search engine
intro
Archie
Veronica and
Jughead
VLib
ExciteWorld Wide Web WandererALIWEBPrimitive Web SearchInfoseekAltavistaGalaxyYAHOO!WebCrawlerLycos
LookSmartInktomi:HotbotGOOGLEAsk.com / Ask JeevesMSNOpen Directory ProjectOvertureallthewebSnapLivesearchCuilbing
1996
1990
1999
1994
1993
2009Slide4
Web Crawling
IndexingSearchingh
ow search engines operate?
introSlide5
A Web crawler is an Internet bot that systematically browses the World Wide Web, typically for the purpose of Web indexing.
A Web crawler may also be called a Web spider, an ant, an automatic indexer, or a Web scutter.
h
ow search engines operate?
webcrawling
web crawlingSlide6
h
ow search engines operate?webcrawling
web crawlingSlide7
webcrawling
h
ow search engines operate?
web crawling
Panda and Penguin
Panda updates are designed to target pages that aren’t necessarily spam but aren’t great quality.
Penguin is an
important
algorithm change targeted at
webspam
. The change will decrease rankings for sites that
are
violating
Google’s existing quality
guidelines.Slide8
: collects
, parses, and stores data (keywords or keyphrases) to facilitate fast and accurate information retrieval.
h
ow search engines operate?
indexing
indexingSlide9
: is the activity of obtaining information resources relevant to an information
needed from a collection of information resources. how search engines operate?
searching
searchingSlide10
webcrawling
how search engines operate?
searching
SERP
SERP or Search Engine Results Page is
the listing of results returned by a search engine in response to a keyword query.Slide11
webcrawling
how search engines operate?
searching
SERP
Organic Search Results
Paid Search ResultsSlide12
You have a website,
but are you SEARCHABLE?Slide13
or SEO is
the process of affecting the visibility of a website or a web page in the search engine.search engine optimization
seoSlide14
search engine optimization
purpose
p
urpose of
seo
Visibility
Traffic
SalesSlide15
search engine optimization
purpose
p
urpose of
seo
Visibility
Increasing your visibility online will increase the chances of someone actually coming across your site and using it.Slide16
search engine optimization
purpose
p
urpose of
seo
Traffic
Search engine optimization brings customers to your door step as they enter your websites by using relevant keywords/phrases into the search engines.Slide17
search engine optimization
purpose
p
urpose of
seo
Sales
With better visibility & increased traffic, you have an increased chance of getting more sales leads.Slide18
is traditionally divided into two major parts.
On-page OptimizationOff-page Optimization
search engine optimization
seoSlide19
is traditionally divided into two major parts.
On-page OptimizationOff-page Optimization
search engine optimization
seoSlide20
search engine optimization
on-page
on-page optimization
The
title tag tells search engines what the page is about and that the page on your website is relevant for that keyword or keyword phrase. Title tags should be unique for every page.
In search results, search engines will highlight your keyword phrases if a user has searched for those terms. This increases visibility and click-through rate.
Example of
a Page Title
in
SERP
title tagsSlide21
search engine optimization
on-pageOn-page
on-page optimization
Best Practices
Your
title tag should be written like this: Primary Keyword – Secondary Keyword | Brand Name
Use
a
DASH
in between your keyword phrases and a PIPE at the end before your brand nameAvoid duplicate title tagsKeep title tags at 66 characters or less in length, including spaces
title tagsSlide22
search engine optimization
on-pageOn-page
on-page optimization
meta descriptions
Meta
descriptions should include a compelling description on which a user would want to click on. Much like title tags, the SERPs will highlight keywords that the user searched for, increasing the likelihood of the user clicking through to your website.
Example of
a Meta Description in SERPSlide23
search engine optimization
on-pageOn-page
on-page optimization
meta descriptions
Best Practices
Write compelling meta descriptions
150 to 160 characters is the recommended length
Avoid duplicate meta descriptions
Do not use quotes or any non-alpha characters (Google, cuts them out of the meta description)Slide24
search engine optimization
on-pageOn-page
on-page optimization
meta keywords
Keywords
or key phrases are the search terms someone types into a search engine, when they are looking for certain information
.
Why do KEYWORDS matter?
People are constantly using keywords whether they are in search of a specific product or just browsing to conduct personal research.Slide25
search engine optimization
on-pageOn-page
on-page optimization
meta keywords
Sample META data tagsSlide26
search engine optimization
on-pageOn-page
on-page optimization
header tags & keyword phrases
A
header tag, also known as an H1 tag, is much like the subject line of your web page. You should only use your keyword phrase once in the H1 tag.
This should be included on a page to which you are trying to drive unique traffic to. You can also use H2 tags (second header) if there are multiple sections.Slide27
on-page
Example of Web Content with highlighted keywords
search engine optimization
on-page optimization
header tags & keyword phrasesSlide28
on-page
Example of an H1 tag being optimized for ‘nfc reader’:
search engine optimization
on-page optimization
header tags & keyword phrasesSlide29
on-page
Best PracticesUse your keyword phrase once in your H1 tagUse H1 tags on pages you are trying to drive unique traffic to (SEO page)Use H2 tags if there are multiple sections
search engine optimization
on-page optimization
header tags & keyword phrasesSlide30
on-page
Internal linking refers to a link on a page that points to another page on the same website. Internal linking is important because it helps strengthen those keywords internally for those pages, it allows users (and search engine robots) to navigate through the website, and it tells the search engines that the page is relevant for that keyword phrase.This should be included on a page to which you are trying to drive unique traffic to. You can also use H2 tags (second header) if there are multiple sections.
search engine optimization
on-page optimization
internal page linking with anchor textSlide31
on-page
Example of how to use anchor text in your internal links:
search engine optimization
on-page optimization
internal page linking with anchor textSlide32
on-page
Best PracticesWhen linking to another page on the same site from within content, select good anchor text (keywords) to use in the actual link and do this often.
search engine optimization
on-page optimization
internal page linking with anchor textSlide33
on-page
An alt tag is essentially the name of an image. All images should use appropriate alt tags. Not only are alt tags good for search engines; they are also good for accessibility.
search engine optimization
on-page optimization
alt tags, filenames and image optimizationSlide34
on-page
How to optimize imagesUse the most relevant and high- quality image.Using a keyword-rich filename helps search engines determine relevance.Use descriptive text.<img src="/img/contactless_acr122_big.png" alt="ACR122U USB NFC Reader" border="0">Making
an image smaller or bigger by using height and width different from the image size is bad for website performance (and image quality).
Create
separate files for different image sizes instead.
search engine optimization
on-page optimization
alt tags, filenames and image optimizationSlide35
on-page
Best PracticesName all of your images in a way that describes what they areUse dashes between the words, rather than underscores ( purple-hat.jpg rather than purple_hat.jpg)Do not use non-alpha characters in your image or file names (so no %, &, $, etc…)
search engine optimization
on-page optimization
alt tags, filenames and image optimizationSlide36
on-page
is an xml page on your website that incorporates a list of links in every single page on your site.It can also detail the hierarchy of pages on your site.http://www.acs.com.hk/sitemap.xml
search engine optimization
on-page optimization
xml sitemapsSlide37
on-page
Note:Without a quality sitemap, pages that are buried more than a couple of clicks from the home page will take longer to get indexed and in some instances, Google (and other search engines) may not index them at all.
search engine optimization
on-page optimization
xml sitemapsSlide38
A Robots.txt file complements your XML sitemap by providing search engine crawlers with instructions on how to read and index your website.
Robots.txt tells search engines which pages to index and which to skip, so that private information stays protected.
search engine optimization
on-page optimization
robots.txt
on-pageSlide39
search engine optimization
Example:
on-page optimization
robots.txt
Inside ACS’ robots.txt file…
on-pageSlide40
search engine optimization
Not indexed by Google
on-page optimization
robots.txt
on-pageSlide41
SEO-friendly URLs are purely structural URLs that do not contain a query string:
[e.g., www.example.com/?p=578544] but use keyword-rich naming conventions instead: [e.g., www.example.com/products/smartcardreader]
search engine optimization
on-page optimization
seo
friendly
url
on-pageSlide42
With the latest Google Panda updates, it is extremely important that your content is unique and relevant.
If you have multiple pages with the same content (or if you have your content on other people’s websites), you will run the risk of getting penalized by Google and your search rankings will suffer. Best Practices:Create content that is extremely relevant for that keyword phraseUse your keyword phrase 4 times within your contentUse multiple variations of that keyword phrase – singular and plural versions, abbreviations, acronyms (SEO vs. search engine optimization) and synonymsInclude links from other pages within your website that point back to this pageCreate unique content for every medium (press releases, blogs, guest blog posts, etc…).
search engine optimization
on-page optimization
content with targeted keywords
on-pageSlide43
This is not a huge factor in search engine rankings, but will help your users easily scan your content and find the keywords they are looking for.
You should use bolding and bullet points to set apart words in the text, and this further tells the engines what is important on the page. Best practices:Paragraphs should be roughly three sentences long. Extremely long sentences will lose the users’ attentionUse bullet points and bolding to break up large blocks of content. Users tend to scan content looking for keywordsDo not overuse bullets and bolding
search engine optimization
on-page optimization
make content easy to read
on-pageSlide44
On-page Optimization
Off-page Optimization
search engine optimization
seoSlide45
Off-page SEO is all about building online authority – trust and reputation – for your website.
It has been defined by the quantity, quality, and relevance of links to your website that establish your SEO authority and ultimately influence your search results ranking.search engine optimization
off-page optimization
off-pageSlide46
off-page optimization
link building
Is the practice of building inbound links to help give your website authority.
search engine optimization
off-pageSlide47
Why do search engines care about links?
off-page optimization
link building
search engine optimization
off-pageSlide48
The number of
backlinks is one indication of the popularity or importance of that website or page. Search engines’ major ranking factors that is put into consideration :
off-page optimization
link building
search engine optimization
off-pageSlide49
The Wrong Way to Build
Links Spamming Buying a massive number of links Publishing low-quality article Over-using one article
off-page optimization
link building
search engine optimization
off-pageSlide50
is a new platform presenting an opportunity to connect and have real conversations with your audience.
Social media signals are search engines’ signals asnatural ranking factors.
off-page optimization
social media
search engine optimization
off-pageSlide51
SERP Ranking
Search Engine Signals
off-page optimization
social media
search engine optimization
off-pageSlide52
Bookmarking
off-page optimization
social media
search engine optimization
A social bookmarking service is a centralized online service which enables users to add, annotate, edit, and share bookmarks of web documents.
off-pageSlide53
Sharing
off-page optimization
social media
search engine optimization
Sharing represents the extent to which users exchange, distribute, and receive content.
off-pageSlide54
Interaction
off-page optimization
social media
search engine optimization
Visitors spend the most time on websites where they can voice and share their opinions. If you can engage with visitors to your site, they will hang around for longer. And the longer they hang around, the better exposed they are to your brand.
Example of ACS’ social media account enhancing customer engagement by interaction:
off-pageSlide55
off-page optimization
PR
search engine optimization
Press Releases boost exposure online and are usually recognized and indexed by all major search engines.
Press release is a good tool for reputation management and search engines’ ranking factor.
off-pageSlide56
off-page optimization
blogging
search engine optimization
Content marketing, article writing or blogging is critical to your online visibility. It generates search engine traffic by providing inbound links and can get you leads for your business
.
Example of ACS’ blog with inbound links to acs.com.hk
off-pageSlide57
off-page optimization
visual content
search engine optimization
Information graphics or
infographics
are visual representations of information, data or knowledge intended to present complex information quickly and clearly.
Example of a top ranking
infographic
from visual.ly with inbound link to the author’s blog
off-pageSlide58
seo
metrics
seo
metrisSlide59
seo
metrics
pagerank
Is
a scoring system that Google uses to determine the importance of a web page.
PageRank
is scored on a logarithmic scale between 1 and 10.
seo
metrisSlide60
seo
metrics
pagerank
PR
checker
http://www.prchecker.info
seo
metrisSlide61
twitter.com
addthis.comleru.orgunesco.orgmiibeian.gov.cnhhs.govgoogle.com
ipod.com
facebook.com
youtube.com
yahoo.com
baidu.com
Example of High
Ranking Websites
seo metrics
pagerank
seo
metrisSlide62
This is a ranking system set by alexa.com (a subsidiary of amazon.com) that basically audits and makes public the frequency of visits on various Web sites.
The global traffic rank is a measure of how a website is doing relative to all other sites on the web over the past 3 months. The rank is calculated using a combination of the estimated average daily unique visitors to the site and the estimated number of pageviews.The site with the highest combination of unique visitors and pageviews is ranked #1.
seo
metrics
alexa
ranking
Example
Alexa
Traffic
Rank
seo
metrisSlide63
The rank where your website appears on the Search Engine Results Page (SERP).
1st page is usually every website’s target as it gets 75-95% click-through rate.
seo
metrics
SERP ranking
seo
metrisSlide64
Relevancy
AuthorityQuality
key drivers of good
seo
to note
seo
metrisSlide65
Wikipedia.com
Advancedhtml.co.uk/robots-sitemaps.htmHtmlbasictutor.casearchengineland.comseo-creare.co.ukHubspot.comw3schools.comgoogleblog.blogspot.comalexa.commanagewp.com/the-importance-of-social-media
sources
seo
metrisSlide66
thanks!
marcomm