Search Engine Optimization
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.ppt   SEO.ppt (Size: 573.5 KB / Downloads: 496)
Search Engine Optimization
 What is Search Engine?
 What Is Search Engine Optimization ?
 How Do Search Engine Works ?
 Search Engine Ranging Factor :
 Phases of Search Engine Optimization
 SEO Key Benefits
 Organic Search Engine Optimization
 Search engine marketing tips
 How Diff. Parameter Affect SEO?
 SEO Spam :
What is Search Engine?
 On the back end,Search engine is a piece of software that uses applications to collect information about web pages.
 On the front end, the software has a user interface where users enter a search term a word or phrase in an attempt to find specific information. When the user clicks a search button, an algorithm then examines the information stored in the back-end database and retrieves links to web pages that appear to match the search term the user entered.
Anatomy of Search Engine
 Query Interface
 Crawler, Spider And Robots
 Database
 Search Algorithms
 List Search
 Tree Search
 Sql Search
 Informed Search
 Retrieval And Ranking
What Is Search Engine Optimization ?
 Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results.
The major search engines that you’re probably familiar with today were created:
 Excite
 Yahoo!
 Web Crawler
 Lycos
 Infoseek
 AltaVista
 Inktomi
 Ask Jeeves
 Google
 MSN Search
How Do Search Engine Works ?
 There are basically two types of search engines.
 Crawler based search engines
 Human-powered search engines
Search Engine Ranging Factor :
 The factors that affect search engine rankings into the following general categories:
 Visible on-page factors
 Invisible on-page factors
 Time-based factors
 External factors
Visible On-Page Factors :
 Page title
 Page headings
 Page copy
 Outbound links
 Keywords in URLs and domain name
 Internal link structure and anchors
 Overall site topicality
Invisible On-Page Factors :
 Meta description
 Meta keywords
 Alt and title attributes
 Page structure considerations
Time-Based Factors
 The time-based factors that are used as ranking factors are the site and page age, and the age of the links referring to it. The registration length of a domain name may also influence rankings.
 Site and Page Age
 Link Age
 Domain Registration Length
External Factors :
 Quantity, quality, and relevance of inbound links
 Link churn
 Link acquisition rate
 Link anchor text and surrounding copy
 Reciprocal links
 Number of links on a page
 Semantic relationships among links on a page
Phases of Search Engine Optimization
Phase I: Initial Discovery & Research
Phase II: Implementation
Phase III: Analysis
Initial Discovery & Research :
 Discovery & Strategy Development
 Target Term Research
 Initial Position Report
 Link Popularity and Page Saturation Assessment
 Search Engine Friendliness Assessment
 Review of Site Statistics
Implementation :
 Identification of Target Pages
 Page Copy Optimization
 Linking Strategy
 Header Tags and Style Sheet Formatting
 Format Page Titles
 Format Meta Tags
 Basic Search Engine Submission
Analysis :
 Search Engine Monitoring
 Position Reporting
 Strategic Analysis
SEO Key Benefits
 Increased visibility among target audiences
 Connect with motivated prospects
 Increased brand recognition & identity
 Goal-driven
 Flexibility
 Measurable results
Organic Search Engine Optimization
 What is Organic Search Engine Optimization?
 How does Organic SEO work?
What is Organic Search Engine Optimization?
 Organic is referred to as "natural" meaning that the search engine listings that appear in the non-paid areas of the search results are completely dependent on the algorithms of the various search engine websites and not impacted by paid search services.
How does Organic SEO work?
 Essentially it is a page by page optimization process.
 The best approach to generate strong rankings on the search engine results pages (SERPs) for valuable and relevant key terms is to limit key terms on a page by page basis.
Search engine marketing tips
 On-Page Optimization
 Site-wide Optimization
 Off-site Optimization
Black Hat SEO
 The “hat” terminology, as just alluded to, has been borrowed from the lexicon of hackers.
 “Black hats” do not follow the rules of a search engine, and may also exploit the work or property of others.
How Diff. Parameter Affect SEO?
 Links
 Pay-Per-Click (PPC )
 Web-Site Content
How Links Affect SEO ?
 A web page without links is like a desert island.
 Links provide a method by which traffic to your site is increased.
How Pay-Per-Click Affect SEO ?
 PPC programs damage organic rankings because the act of paying for a listing automatically reduces the rank of your organic keyword efforts.
 PPC is a search marketing strategy.
How Web-Site Content Affect SEO ?
 Content is the one element that can keep customers coming back to your site time and again.
 There are several different types of content, and each type has its own implications:
 Licensed Content :
 Original Content :
 Dynamic Content:
SEO Spam :
Any of the SEO techniques that are considered spam can get your site penalized at the very least or even completely banned
Avoiding SEO Spam :
Three things Keep in Mind To Avoid Spam :

 Provide users with unique relevant content
 Use links appropriately
 Keep your site user-friendly
Search Engine Optimization (SEO) is specialized research-driven process of analyzing and editing your web site in order to increase the rankings of your site pages for specific search terms in search engines

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.ppt   Page Ranking Techniques In Search Engines.ppt (Size: 200.5 KB / Downloads: 250)
.doc   Page Ranking Techniques. In Search Engines.doc (Size: 87.5 KB / Downloads: 163)
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Search Engine Optimization
 An introduction to optimizing your web site for best possible search engine results.
Search Engine Basics
 Crawling the web: Search engines run automated programs, called “robots" or "spiders", that use the hyperlink structure of the web to "crawl" the pages and documents that make up the World Wide Web.
 Search Engine Basics
 Indexing documents: Once a page has been crawled, its contents can be "indexed" - stored in a giant database of documents that makes up a search engine's "index".
 Search Engine Basics
 Processing queries: When a request for information comes into the search engine, the engine retrieves from its index all the document that match the query.
 Ranking results: Once the search engine has determined which results are a match for the query, the engine's algorithm (a mathematical equation commonly used for sorting) runs calculations on each of the results to determine which is most relevant to the given query.
 Directories:
Human edited search indexes
o Yahoo Directory!
o DMOZ = The Open Directory Project
 Search Engine Results Pages (SERPs)
o Organic: Results based on content and keyword relevancy (as per algorithm)
o Paid Placement (PPC):
 Google AdWords
 Yahoo! Search Marketing (YSM)
Search Engine Results Pages
Why Optimize?
 Web Search as a navigational tool
o On average, 45% of visitor traffic
through use the search engine to navigate.
o 72% of searchers stop with the top ten search results, and 90% stop with the top 30.
How much is too much?
 Competition for keywords
 Evaluating page rank
o Baseline
o Ongoing
 Evaluating page rank
 Page rank calculation tools
o Google Toolbar
o faganfinderurlinfo/
 Frequent queries
o Web traffic analysis
o U Web Resources
Key Concepts
 Target audience
o Keyword choices
o Directory submission
 Conversion
o Web site user doing what you intended them to do
 Sales
 Course registration
 Forms & downloads
 Page views
 Conversion paths and funnels
 Search-friendly Usability
o Home Page vs. Landing pages
o Top-down vs. Shallow-wide design
 Top-down design
 Shallow-wide design
 Persistent Navigation
o Orients visitor to site
o Provides spiders pathway through site
 Accessibility
o Flash
o Javascript
o SSL – authentication
o Firewalls and closed ports
o Databases & query string URLs
o Forms
 Site Maps
 Non-HTML Documents
o MS Word, Excel, PowerPoint, PDF
 Canonical URLs
 Redirects
o 301 server redirect
o Meta-refresh page redirect
 Robots.txt file
o Decides which robots to allow in and which to exclude
 Site wide
 Directory-by-directory
 Page-by-page
o Robots meta-tag
 Get indexed
o Register URL with University Webmaster
o Submit URL to directories
 Meta-data
<title>The University of Utah</title>
<meta name="description" content="Founded on February 28, 1850, The University of Utah offers 75 undergraduate degree programs, more than 50 teaching majors and minors, and 96 graduate majors.">
<meta name="keywords" content="University of Utah, UU, Utes, Utah, Salt Lake City, university, universities, colleges, higher education, academic, research, admissions">
 Meta-data
o HTML Page Title
 Number one optimization factor
 Included in results display
 Unique title for each landing page
 Meta-data
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* Brain Fingerprinting was invented by Dr. Lawrence A Farwell.
* “Brain Fingerprinting “ is a computer-based test that is designed to discover, document, and provide evidence of guilty knowledge regarding crimes, and identify members of dormant terrorist cells.
* Brain fingerprinting is a technique that measures recognition of familiar stimuli by measuring electrical brain wave responses to words, phrases, or pictures that are presented on a computer screen.
Working Principle
* The entire Brain Fingerprinting system is under computer control, including presentation of the stimuli, recording of electrical brain activity, a mathematical data analysis algorithm that compares the responses to the three types of stimuli and produces a determination of “information present” or “information absent”, and a statistical confidence level for this determination
* How the technology works?
* When someone commits a crime, his brain records it has a memory.
* Brain fingerprinting seeks to reveal that memory, by showing the suspect evidence taken from the crime scene.
* A head band with sensors is placed on the subject.
* A series of pictures or words is flashed on the screen
Working principle(Cont.)
* The computer records the brain waves produced in response to what the subject sees.
* The brain responses called a P300 MERMER are recorded as a wave form.
* By analyzing MERMER (Memory and Encoding Related Multifaceted Electroencephalographic Response) the pattern of waves, Farwell can determine if the subject is recognizing what he is seeing.
Statistical View
Scientific Procedure

* Brain fingerprinting incorporate the following procedure.
* A sequence of words or pictures is presented on a video monitor under computer control. Each stimulus appears for a fraction of second.
* Three types of stimuli are presented:
1) Targets,
2) Irrelevant and
3) Probes.
Scientific Procedure(Cont.)
* The TARGETS stimuli consist of information known to suspect about the crime which will establish a baseline response and elicit a MERMER.
* The IRRELEVANTS stimuli consist of information that has nothing to do with the crime, which will establish a baseline brain response for information that is not significant to the suspect in context of the crime. These IRRELEVANTS do not elicit a MER-MER.
* Some of the non-target stimuli are relevant to the situation being tested. These relevant stimuli are referred to as PROBES.
Equipment and Technology
* The brain fingerprinting system comprises
* A personal computer (Pentium iv, 1 GHz IBM PC)
* A data acquisition board.
* Two monitors
* A EEG(Electroencephalogram) amplifier
* Software for data acquisition
* Some electrodes .
Equipment and Technology(Cont.)
Computer controlled(Contd.)

* During the data collection, the stimuli are displayed to the subject on one monitor and the investigator views another monitor.
* Investigator gets the summary of the textual information and the wave form.
* Identify criminal quickly and scientifically.
* Record of 100% accuracy.
* Confirm innocence, clear the falsely accused, and the falsely convicted.
* Provide immediate scientific result : Information present or Information absent i.e., the crime relevant information is not stored in the brain of the suspect within a few hours(same day).
* Reduce costs and complexities. Provide a straight forward, scientific method of distinguishing between perpetrators and innocent suspects.
* Access criminal evidence in the brain. Evidence of a crime is virtually always stored in the brain of the perpetrators; fingerprints and DNA though accurate and highly useful, can only be collected in approximately 1% of all criminal cases.
* Brain fingerprinting is a revolutionary new technology for solving crimes, with a record of 100% accuracy.
* The technology fulfills an urgent need for Governments , law enforcement agencies, corporations, and individuals in a trillion dollar world-wide market. The technology is fully developed and available for application in the field.
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Whenever you enter a query in a search engine and hit 'enter' you get a list of web results that contain that query term. Users normally tend to visit websites that are at the top of this list as they perceive those to be more relevant to the query. If you have ever wondered why some of these websites rank better than the others then you must know that it is because of a powerful web marketing technique called Search Engine Optimization (SEO).
SEO is a technique which helps search engines find and rank your site higher than the millions of other sites in response to a search query. SEO thus helps you get traffic from search engines.
This SEO tutorial covers all the necessary information you need to know about Search Engine Optimization - what is it, how does it work and differences in the ranking criteria of major search engines.
Although the basic principle of operation of all search engines is the same, the minor differences between them lead to major changes in results relevancy. For different search engines different factors are important. There were times, when SEO experts joked that the algorithms of Bing are intentionally made just the opposite of those of Google. While this might have a grain of truth, it is a matter a fact that the major search engines like different stuff and if you plan to conquer more than one of them, you need to.
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