Search Engine Optimization by zhouwenjuan


									Search Engine Optimization

      Science or Magic?

              Christine Demasi
What is a Search Engine?

   A computer program that can access a
   database of Internet resources, search for
   specific information or keywords, and report
   the results.

Two very popular search engines are:

(Turban, Electronic Commerce, A managerial Perspective, pg. 48)
Types of Search Engines
   Crawler-Based Search Engines

   Human-Powered Directories

   Hybrid Search Engines
Crawler-Based Search
   Crawler/Spider visits web page, reads it then
    follows links to other pages within site
   Everything crawler finds goes into the index
    which contains every web page the spider
   Search engine software sifts through the
    millions of pages recorded to the index to find
    matches to a search and ranks them in order
    of what it believes is most relevant
   Google is a crawler-based search engine
(, Danny Sullivan “How Search Engines Work)
Human-Powered Directories
   Depends on humans for its listings
   Site owners submit a short description to
    directory for entire site.
   A search looks for matches only in the
    descriptions submitted.
   Open Directory Project ( is an
    example of a human-powered directory
(, Danny Sullivan “How Search Engines Work
Hybrid Search Engines

 Combines both crawler-based indexes
  and human-powered directories.
 MSN Search presents both human-
  powered listings from LookSmart as
  well as well as crawler-based results.

Share of US Searches
   The following chart breaks down the percentage of
   searches performed by US web surfers in May 2004.

What is Search Engine Optimization?

   Search Engine Optimization (SEO) is
   the application of strategies intended to
   position a Web site at the top of Web
   search engines.

(Turban, Electronic Commerce, A managerial Perspective, pg. 630)
3 Types of Search
   Paid Placement

   Paid Inclusion

   Natural (Organic, Spidered, Crawler-
    Based, Algorithmic)
Paid Placement
   Paying a search engine to have a listing show
    up prominently.
   Listings are usually denoted as “sponsored
   Typically, site owners pay search engines a
    fee each time the listing is clicked on (Cost-

(Stephen Spencer,
Paid Inclusion
 Paying a search engine to have web
  pages included in that search engine’s
 Paid Inclusion only guarantees
  inclusion, not rank.
 Ranking is based on relevancy.

(Stephen Spencer,
Natural Placement
 Webpages are naturally placed when a
  crawler/spider finds data relevant to the
  topic being searched.
 Does not cost anything.
 Ranking is based on relevancy and
Paid & Natural Placement

               Natural Listings

                                  Paid Placement
Search Engine Optimization
       Analyze Keywords
    o     Brainstorm keywords
    o     Find related phrases
    o     Determine the demand for each targeted phrase.
    o     Determine the competition for each targeted phrase.
    o     Select final set of keywords.
       Optimize Pages
    o     Write a title tag for each page.
    o     Write a keywords meta-tag for each page.
    o     Write a description meta-tag for each page
    o     Incorporate your targeted keywords into the page’s body
       Search Engine Optimization
          Checklist continued
 Start    Link Development Program
  o   Submit your site to the major directories
  o   Secure links from secondary directories and other relevant
  o   Do NOT subscribe to reciprocal link services (link farms)
 Ensure      pages are crawl-able
  o   Make sure that every page you want indexed is accessible
      via text links.
  o   Avoid the use of frames
  o   Ensure that relevant dynamic pages are crawl-able

  (Michael Perkins,
 Meta-information that is associated with
  a web page and placed in the HTML but
  not displayed on the page for the user
  to see.
 There are a range of meta-tags, only a
  few of which are relevant to search
  engine spiders.

(Stephen Spencer,
2 most well-known meta-tags
   Meta Description: A meta-tag hidden in the
    HTML that describes the page’s content. Should be
    relatively short (12-20 words is suggested). The
    meta description provides an opportunity to influence
    how a web page is described in the search results.
   Meta Keywords: A meta-tag hidden in the
    HTML that lists keywords relevant to the page’s
    content. Because search engine spammers have
    abused this tag so much, nearly all of the major
    search engines ignore this tag completely.
(Stephen Spencer,

    I would say that Search Engine Optimization
    is more science than magic. However, it is
    not an exact science. Some of the most
    important elements that all web pages should
    have are:
   Relevant keywords
   Relevant title tags
   Reciprocal links

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