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Search Engine Optimization
Prasanna Ramamurthy

How Search Engine Works?
• Search engines have four functions

 Crawling – robots reach millions of interconnected pages through links

 Building an Index – parse the code from the pages; build a keywords/phrase based index in
smaller tables in massive hard drives
 Calculating relevancy and ranking

 All the pages that have the query word displayed
more prominently would be relevant results

 Ranking is based on popularity of the site

 Serving results

• Limitations

– Some contents can not be indexec

– Search Engines can’t generate popularity

2 Confidential Global Marketing

How People Interact with Search Engines?
Experience the need for an answer,
• The primary principles of conducting a search remains the same solution of piece of information
though the usage is evolving
• Satisfactory completion of a task results in positive experience, Formulate the need in the string of words
both with the search engine and the site
• Search is also used to find local information & research a Execute the query at a search engine
product online before buying offline

Browse through the results for a match
Very Popular and still growing;
Top listing is critical to visibility & instills trust
on the brand; Click on a result

Drives incredible amount of offline activity
Scan for a solution or a link to that solution

If unsatisfied, return to the search results
and browse for another link

Perform a new search with refinements to
the query
3 billion searches/day on Google


SERP - Rich Snippets & Schema.org
Meta Title
Page URL
Meta Description Tag

Site Links


Search Engine
Friendly Design
& Development


Index & Keyword Usage
• Indexable Content
– Reads only HTML contents
– Images should be assigned “alt attributes” in HTML or should be shown using CSS styles
– Flash & Java Plug-in (Repeat content in text); Video & Audio files (Include transcripts)
– Double check using tools like “Google’s Cache”, SEO-browser.com, the MozBar or Yellowpipe
• Crawlable Link Structure
– Links that require forms to be filled, those in Javascript, blocked by meta robot tags, those that are accessible
only through search & Links in flash, java & other plug-in will not be crawled by robots
– Search Engine tend to crawl only 100 links per page
– Basic Anatomy of a link
<a href="http://content.dell.com/order-support.aspx?s=dhs">Order Support</a>
– rel=“nofollow”
• Keyword Usage & Targeting
– Most web based Search engines keep track of pages in keyword based indices.
– Pages containing the query term will have the chance of being listed for the term.
– Use the keywords in titles, text and meta data.
– Keyword Density is not part of modern web search engine ranking algorithms. Keyword density is divorced
from content, quality, semantics, and relevancy.


On Page Optimization
• On-page Optimization
– Use the keyword in the title tag at least once and as close to the beginning of the title as possible
– Once in the H1 header tag
– At least thrice in the body copy of the page
– At least once in bold (either <strong> or <b>), in the alt attribute of the images, in the URL and at least once in
the meta description tag (Meta description tag does not get used by Search Engines)
– Generally not in the link anchor of the page that is linked to other pages
• Title Tags
– Be mindful of the length. 70 characters is the maximum that will be displayed in search results
– Place important keywords close to the front.
– Leverage Branding
– Consider readability and emotional impact  first interaction of the user with the brand
• Meta Tags
– Meta Robots  Index/No Index, Follow/No Follow, Noarchive, Nosnippet, NoODP, NoYDir
– Meta Description  Primary source for snippets displayed; Engines do not use keywords in this tag for
ranking
– Meta Keywords  No longer important for SEO
– Some more like meta revisit-after, meta refresh


URLs & Duplicate Content
• URL Structures
– Shown in Search results & address bar; can impact clickthrough & visibility. More credit is given to the page
when the query term is part of the URL.
– Can influence the link anchor text for outbound links
• URL Construction Guidelines
– URL should provide good idea about the content on the page
– Shorter is better
– Keyword use is important but don’t overuse
– Use static URLs. Every single dynamic parameters in the URL can result in lower overall ranking
– Be descriptive (don’t use meaningless numbers/texts) and use hyphens to separate words
• Canonical and Duplicate Versions of Content
– Organize the content - only one URL for every unique piece of content  singular version of the content and
Search engine can assign it the highest achievable rankings
– Use 301 re-direct or “Canonical URL Tag”
<link rel="canonical" href="http://www.dell.com/us/p/laptops" />
– Scraping  Practice of fetching one’s content and re-publishing; Make use of Ping services and use absolute
links instead of relative links in the page


Keyword Research
• Choose keywords that are appropriate and has reasonable
number of searches

Keyword Research
• Create a simple page targeting the chosen keyword
• Use Google Adwords to bid and have the page displayed
for those who are searching targeted keywords
• Use Adwords impressions to assess the popularity
• Assess the number/performance of visits the keywords
bring
• In case of Poor response, change keyword. If the

Optimize organic search traffic
response is good, spend money on SEO

SEO Tools
• Google Adwords’ Keyword Estimator
• Google Insights for Search
• Google Trends Keyword Demand Prediction
• Microsoft AdCenter Keyword Forecasting
• Wordtracker’s Free Basic Keyword Demand


Usability, User Experience & Content
• Common traits of a good site
– Easy to use, navigate and understand
– Provide direct, actionable information

– Professionally designed
– Deliver high quality & credible content
• Analysis of Link structure of the web serves as the proxy for popularity of a content  Timing,
source, anchor text, and number of links are factored in the assessment
• Developing good content. There are different search intents  Navigational Searches,
Informational Searches, Commercial investigation, Transactional searches


Link Building & Trust Rank
Link Signals
• Global Popularity

• Local/Topic specific Popularity

• Anchor Text

• Trust Rank

• Link neighborhood

Link Building Strategies
• Directories/Listings of relevant sources

• Get your customer link to you

• Build a company blog and make it a valuable,
informative and entertaining resource
Trust Rank
• Create that inspires viral sharing and natural Trusted Seeds +2 from Trusted Seeds
linking
•100 sites [Very high trust] •100k sites
• Build content that can be shared through a •0% spam •10% spam and 90% trusted
•Ex: Wikipedia, CNET
citation based licensing agreement
+3 from Trusted Seeds
• No Reciprocal Links +1 from Trusted Seeds
•1 Million sites
•5k sites •100% spam
•1% spam and 99% trusted


Latest Updates


Google’s Panda Update
Machine Learning Scalability
www
People like
more
Quality
Raters
People like
Less
Before After

Design + UX Content Quality Usage Metrics

Title • Time on Site/Page
• Bounce Rate
• Browse Rate
• CTRs from SERPs
• Diversity of Branded
• Unique • Content that Search + Direct Traffic
• Useful makes
• Grammatical everyone Sources
• Right say “WOW”
Context


Other Updates
Freshness Update
• Affects 35% of the queries
• Prioritizes recent & timely results
• Based on the caffeine update
• Behaves similar to RSS Feeds [but shows the latest popular ones] and could have huge impact
on blog posts
SSL Implementation
• Google don’t provide keyword level data for users for https secure searches  about 2%
• With SSL Implementation, Google will not provide keyword for logged in users while they click
on organic results  estimated to affect 10% of the searches
• The above secure searches affects only organic results

Google Plus Integration
• Option to search against both web and Google + social graph
• Google+ results are blended in with the traditional “authoritative results,” but clearly annotated
• Allows one to add public profiles right from the results page
• Provides results from prominent “SME”
• Works only when a user is signed in and does a https secure search


SEO is a happening place


What does
Google say


What does Google say?
• Create unique, accurate, brief but descriptive page titles appears on the first line of the results
• Meta Description Tag
– Accurately Summarize the content in the “description” meta tag. Google might use these as snippets. Snippet
are bolded when they appear in the user's query.
– Snippets give users the clues on the content
• Structure of URLs
– Use Words in URL. Simple & Organized URLs will lead to better Crawling; Easy to remember for the User
– URLs are displayed in the search results. Dynamic URL  Static URL.
– Provide one version of URLs
• Make your site easy to Navigate
– Plan out your navigation based on your homepage/root page; Use mostly Text for navigation
– Ensure more convenience for users by using ‘breadcrumb lists’
– Allow for the possibility of a part of the URL being removed
– Prepare 2 Site maps – One for Users & One for Search Engines; create a naturally flowing hierarchy; have a
useful 404 page
• Offer quality content and services
– Interesting sites will increase their recognition on their own
– Anticipate differences in users‘ understanding of your topic and offer unique, exclusive content; Stay
organized around the topic; create content primarily for users and not for search engines


What does Google say?
• Write better anchor text
– Conveys the contents linked
– Could either be internal/external; Better the text, easy to navigate; format links to make it east to spot
• Optimize your use of images
– Provide alt attribute  alternative text to be displayed for users, when image can not be displayed
– Store files in specialized directories and manage them using common file formats; provide image site map
• Use heading tags appropriately
– Heading tags are bolded  this is a visual cue to users that this text is important and could help them
understand something about the type of content underneath the heading text; Avoid excessive use of
headings
• Make effective use of robots.txt
– A "robots.txt" file tells search engines whether they can access and therefore crawl parts of your site

• Be aware of rel="nofollow" for links
– Combats spam; Avoid passing page weights/credits to comment columns and message boards
• Notify Google of Mobile sites
• Guide Mobile users accurately
• Promote your websites in the right ways
• Make use of free webmaster tools


Thank You

Global Marketing

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Search Engine Optimization

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