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It is an information retrieval system designed to help find

search . en·gine. 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.

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It is an information retrieval system designed to help find




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Presentation on theme: "It is an information retrieval system designed to help find"— Presentation transcript:

Slide1
Slide2

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