Search Engine Optimization

1. Search Engine Optimization

2. Salaries Trend in USA

3. SEO Salaries are 17% Higher than PHP

4. Roll # 1 - Muhammad Wasif Laeeq Roll# 2 - Shafaq Mahmood Roll# 15 - Muhammad Aatif Aneeq Group Members

5. Muhammad Wasif Laeeq Roll# 1 Some Basics

6. Web search engine A web search engine is a tool designed to search for information on the World Wide Web. The search results are usually presented in a list of results

7. Hitwise.com Ranking of Search Engines

8. Users Referred by Google

9. User Agents A user agent is the client application used with a particular network protocol. When Internet users visit a web site, a text string is usually sent in the HTTP header field User-Agent to identify the application and operating system names and versions to the server.

10. User Agents • It can be • A Browser • A Spider

11. Crawler / Bot A Web crawler is a computer program that browses the World Wide Web in an automated manner. In general, it starts with a list of URLs to visit, called the seeds. As the crawler visits these URLs, it identifies all the hyperlinks in the page and adds them to the list of URLs to visit. These URLs are recursively visited according to a set of policies.

12. Understanding a UA String

13. Google Bot UA String Mozilla/5.0 (compatible; Googlebot/2.1; http://www. google.com/bot.html)

14. How Search Engines Works 1- Gather Content • Crawler or spider moves recursively downloading content 2- Builds sophisticate index 3- Individual web searches run against index • Results are retrieved and ordered • PageRank & Relevance

15. Google Search Placement PageRank (importance) It is a link analysis algorithm used by the Google Internet search engine that assigns a numerical weighting to each element of a HTTP documents. • Counts links • Quality links (High PR links) Query matching (relevance) • sophisticated text-matching techniques • examines all aspects of the page's content (and the content of the pages linking to it)

16. Robots exclusion standard Restrict access of Specific Robots. Just Place a file “robots.txt” in your root directory.

17. Robots.txt of en.Wikipedia.org # advertising-related bots: User-agent: Mediapartners-Google* Disallow: / # Wikipedia work bots: User-agent: IsraBot Disallow:/ User-agent: Orthogaffe Disallow:/ # Crawlers that are kind enough to obey, but which we'd rather not have # unless they're feeding search engines. User-agent: UbiCrawler Disallow: /

18. Google Webmaster Tools http://google.com/webmasters

19. Sitemaps

20. Google Trends (Keyword Analysis)

21. Pages indexed by Google

22. Backlinks as seen by Google

23. Google Spider Crawling Bzupages

24. Search engine optimization (SEO) The process of improving the volume or quality of traffic to a web site from search engines. Typically, the earlier (or higher) a site appears in the search results list, the more visitors it will receive from the search engine.

25. Why is it important? SEO can make the content of your web pages more relevant, more attractive, and more easily read by search engines and their crawling and indexing software. "If you spend a significant amount of money to develop the "Look and Feel" of your website but users can not find you, then all of your “development” money has gone to waste." Search ranking  more site visitors More (relevant) traffic + Good Conversions Rate = More Sales/Leads

26. Variation in Approaches Black Hat • Breaches search engine terms and conditions • Use non-related keywords • Hidden text or tiny text • Duplicate pages/ duplicate content • Domain spam / cybersquatting • It provide short-term gains

27. Variation in Approaches White Hat • Everything out in the open • Nothing designed to trick the search engine or the user • Abide by terms and conditions set forth by search engines • Quality content creation • Light keyword optimization

28. Shafaq Mahmood Roll# 2 SEO techniques:ON-Page SEO

29. ON-Page SEO On-page is whatever you can do within your site. "On Page" SEO simply refers to the text and content on your web site pages. Basically editing your page and content so the Search Engine can find your webpage when a surfer is searching for your web sites particular topic.

30. Important tactics Used in <head> Tag of web pages

31. Create unique, accurate page titles The page title is probably the most important on-page SEO aspect – often ignored by many webmasters. Ideally you should have a unique title for each page on your site, as pages with identical titles tend to be treated as “duplicates” by Google (the search engine will only display one of the pages in its results, indexing the duplicates as “supplemental results.”)

32. The best practices for page title Choose a title that communicates the content of the page. Avoid using titles like “untitled” or titles that have nothing to do with the content. Avoid stuffing keywords in your title tags, and avoid ALL CAPS titles. Do not use large title as google Index only 75 Characters.

33. Example of accurate title • <title> BZU PAGES: Bahauddin Zakariya University Multan; Source of Presentations, Reports & Student's Assignments</title>

34. Make use of “description” meta tag This is the second most important on-page SEO element (when it comes to what is getting indexed by the search engines). Google might use this as a snipped for your page in the search results – as sometimes Google may choose to use a snippet from your page’s visible text if it matches better the user’s query.

35. Good meta description Meta descriptions should summarize accurately the page’s content . You should avoid writing descriptions that are unrelated to the content of the page. You should also avoid using descriptions like “this is a webpage”. Descriptions should usually be less than 160 characters. Should be unique on internet.

36. Good Meta Description <head> <meta name="keywords" content="Commerce, E Commerce, Community, BZU, BSIT" /> <meta name="description" content="E Commerce - Get Lectures, Presentations and Papers of E Commerce" /> <title> E Commerce - Bahauddin Zakariya University Multan; Source of Presentations,Reports & Student's Assignments</title> </head>

37. No duplicate meta description Using the duplicate meta descriptions for a large number of pages could force Google to show only one page in the results, sending the rest in the supplemental results index.

38. Meta Description does matter?

39. Improve structure of your URLs Search engine friendly URLs are not a “must” – they are however recommended. Google suggests that these allow for better crawling, and that they appear “friendlier” for those who want to link to your content.

40. Good/Bad URL • For example, URLs like in the image below can be confusing for the users who would have a hard time memorizing or creating a link to it.

41. Ideal URL Structure Ideal URL uses words instead of numbers, session IDs, and etc. Lengthy URLs are not recommended either, and so are generic page names like “page1.html”. Keyword stuffing in the URLs is not allowed. It is also very important to provide a single version of a URL to reach a document Do not mix www and non-www versions of URLs in your internal linking structure.

42. Important tactics Used in <Body> Tag of web pages

43. Heading tags Optimized heading tags are extremely important for SEO, and rank right up there next to the title tag. If people can understand  better what your site is about, and more specifically, what your page is about, then so can the search engines. Google looks for keywords in your heading tags, weighted in importance from h1 to h2, and on down the list. <h1>Heading 1 </h1> <h2>Heading 2 </h2>

44. Use Bold Tagged<B> </B> keywords Like H1 tags google also prefer Bold tags. Means during indexing sites google make importance to the Links those are anchored on BOLD keywords.

45. Example of Bold Links

46. For images use alt attribute in IMG tag • For images used in website, Use ALT attribute <img src="angry.gif" alt="Angry face" /> • Image name must be relevent to the image. means image name must describe the content inside that image. For example it is not correct if you are writing the name of image as sold computer.jpg but this picture is showing a Cell phone picture .

47. Example of Alt Attribute in IMG Tag

48. Muhammad Aatif Aneeq Roll # 15 Off-Page SEO

49. Off Page SEO Off page SEO is doing things off site to improve your sites search engine rankings. The only thing you can do off site to increase your rankings is build up more links. More links will generally lead to better Google Page Rank and better search engine rankings

50. SEO techniques • Off-Page Factors • Link Popularity • Quality of Incoming Links (backlinks) e.g. PR4+ • Age of backlinks • Links in prominent directories (Dmoz, Yahoo Directory) • Anchor text of inbound links • Age of Site • A link from a PR6 site is worth around eight to ten times that of a PR5 site.