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It is an information retrieval system designed to help find information stored in a computer system

search en·gine. It is an information retrieval system designed to help find information stored in a computer system. intro. the birth of a search engine. Archie Veronica and Jughead VLib Excite World Wide Web Wanderer ALIWEB Primitive Web Search Infoseek Altavista Galaxy YAHOO!

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It is an information retrieval system designed to help find information stored in a computer system

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  1. search en·gine It is an information retrieval system designed to help find information stored in a computer system intro

  2. the birth of a search engine Archie Veronica and Jughead VLib Excite World Wide Web Wanderer ALIWEB Primitive Web Search Infoseek Altavista Galaxy YAHOO! WebCrawlerLycos LookSmart Inktomi:Hotbot GOOGLE Ask.com / Ask Jeeves MSN Open Directory Project Overture alltheweb Snap Livesearch Cuil bing 1990 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. 1996 1993 1999 intro 2009 1994

  3. how search engines operate? Web Crawling Indexing Searching intro

  4. how search engines operate? web crawling 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. webcrawling

  5. how search engines operate? web crawling webcrawling

  6. how search engines operate? web crawling Panda and Penguin webcrawling Penguin is an important algorithm change targeted at webspam. The change will decrease rankings for sites that are violating Google’s existing quality guidelines. Panda updates are designed to target pages that aren’t necessarily spam but aren’t great quality.

  7. how search engines operate? indexing : collects, parses, and stores data (keywords or keyphrases) to facilitate fast and accurate information retrieval. indexing

  8. how search engines operate? searching : is the activity of obtaining information resources relevant to an information needed from a collection of information resources. searching

  9. 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. webcrawling

  10. how search engines operate? searching SERP Organic Search Results webcrawling Paid Search Results

  11. You have a website, but are you SEARCHABLE?

  12. search engine optimization or SEO is the process of affecting the visibility of a website or a web page in the search engine. seo

  13. search engine optimization purpose of seo • Visibility • Traffic • Sales purpose

  14. search engine optimization purpose of seo Visibility Increasing your visibility online will increase the chances of someone actually coming across your site and using it. purpose

  15. search engine optimization purpose 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. purpose

  16. search engine optimization purpose of seo Sales With better visibility & increased traffic, you have an increased chance of getting more sales leads. purpose

  17. search engine optimization is traditionally divided into two major parts. On-page Optimization Off-page Optimization seo

  18. search engine optimization is traditionally divided into two major parts. On-page Optimization Off-page Optimization seo

  19. search engine optimization on-page optimization title tags 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 on-page

  20. search engine optimization on-page optimization title tags • Best Practices • Your title tag should be written like this: Primary Keyword – Secondary Keyword | Brand Name • Use a DASHin between your keyword phrases and a PIPEat the end before your brand name • Avoid duplicate title tags • Keep title tags at 66 characters or less in length, including spaces on-pageOn-page

  21. search engine optimization 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 SERP on-pageOn-page

  22. search engine optimization 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) on-pageOn-page

  23. search engine optimization 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. on-pageOn-page

  24. search engine optimization on-page optimization meta keywords Sample META data tags on-pageOn-page

  25. search engine optimization 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. on-pageOn-page

  26. search engine optimization on-page optimization header tags & keyword phrases Example of Web Content with highlighted keywords on-page

  27. search engine optimization on-page optimization header tags & keyword phrases Example of an H1 tag being optimized for ‘nfc reader’: on-page

  28. search engine optimization on-page optimization header tags & keyword phrases • Best Practices • Use your keyword phrase once in your H1 tag • Use H1 tags on pages you are trying to drive unique traffic to (SEO page) • Use H2 tags if there are multiple sections on-page

  29. search engine optimization on-page optimization internal page linking with anchor text 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. on-page

  30. search engine optimization on-page optimization internal page linking with anchor text Example of how to use anchor text in your internal links: on-page

  31. search engine optimization on-page optimization internal page linking with anchor text • Best Practices • When 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. on-page

  32. search engine optimization on-page optimization alt tags, filenames and image optimization 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. on-page

  33. search engine optimization on-page optimization alt tags, filenames and image optimization • How to optimize images • Use the most relevant and high- quality image.Using a keyword-rich filename helps search engines determine relevance.Use descriptive text.<imgsrc="/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. on-page

  34. search engine optimization on-page optimization alt tags, filenames and image optimization • Best Practices • Name all of your images in a way that describes what they are • Use 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…) on-page

  35. search engine optimization on-page optimization xml sitemaps 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 on-page

  36. search engine optimization on-page optimization xml sitemaps 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. on-page

  37. search engine optimization on-page optimization robots.txt • A Robots.txt file complements your XML sitemap by providing search engine crawlers with instructions on how to read and index your website. on-page Robots.txt tells search engines which pages to index and which to skip, so that private information stays protected.

  38. search engine optimization on-page optimization robots.txt Example: Inside ACS’ robots.txt file… on-page

  39. search engine optimization on-page optimization robots.txt Not indexed by Google on-page

  40. search engine optimization on-page optimization seo friendly url 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] on-page

  41. search engine optimization on-page optimization content with targeted keywords • 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 phrase • Use your keyword phrase 4 times within your content • Use multiple variations of that keyword phrase – singular and plural versions, abbreviations, acronyms (SEO vs. search engine optimization) and synonyms • Include links from other pages within your website that point back to this page • Create unique content for every medium (press releases, blogs, guest blog posts, etc…). on-page

  42. search engine optimization on-page optimization make content easy to read • 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’ attention • Use bullet points and bolding to break up large blocks of content. Users tend to scan content looking for keywords • Do not overuse bullets and bolding on-page

  43. search engine optimization On-page Optimization Off-page Optimization seo

  44. search engine optimization off-page optimization 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. off-page

  45. search engine optimization off-page optimization link building Is the practice of building inbound links to help give your website authority. off-page

  46. search engine optimization off-page optimization link building Why do search engines care about links? off-page

  47. search engine optimization off-page optimization link building 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

  48. search engine optimization off-page optimization link building • The Wrong Way to Build Links • Spamming • Buying a massive number of links • Publishing low-quality article • Over-using one article off-page

  49. search engine optimization off-page optimization social media is a new platform presenting an opportunity to connect and have real conversations with your audience. Social media signals are search engines’ signals as natural ranking factors. off-page

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