搜索引擎优化互联网技术

May2008DennisDeacon–[e-mail]WhatisSEORelevancyKeywordsSearchEngines:HowcontentisobtainedSite/DomainFactorsPageFactorsLinksOtheroptimizationideasWhatisSearchEngineOptimization?AsubsetofSearchEngineMarketingSometimesconsideredtobeuniquetoSEMFocusesonthenatural,organicrelevancyandrankingofcontentinsearchresults.SomepracticesextendedintoSearchEngineMarketing(i.e.obtaininglinks)Then,whatisSearchEngineMarketing?Theactofpromotingcontent.Theoverallactivityaroundusingsearchenginestomarketasiteoronlineentity.Includes:SearchEngineOptimizationPaidInclusionPayPerClick(PPC)SEOvs.SEM&PPCSEOvs.SEM&PPCSEOSEM/PPCPros•Free(notincludingresources)•SearchersclickonorganicsearchresultsmoreoftenthanpaidPPClinks•Excellentatcreatingawarenessquickly•Campaignscanbebudgetedtofitabusiness’sneedsCons•Timeconsuming•Takeslongertoseeresults•Canbepricey($25-$100,000amonth)•Mustbemanagedconstantly(daily/weekly)•ROIcanbedifficulttomanage•ClickfraudSEOEthicsWhiteHat/Goodvs.BlackHat/EvilWhiteHatFollowssearchengineguidelinesStrivesforbestpossiblesearchengineranking;#1rankingifpossibleBlackHatKnowinglybreaksmany/mostofthesearchengineguidelinesMisrepresentscontentviatechniquesUsestechniquestotrickeitherthesearchengine,searcher,orbothPromises#1rankingRelevancyTheoverallgoal:Searchengines:todeliverthemostrelevantsearchresultspossibleSearchers:tofindthemostrelevantsearchresultSiteOwners:tooptimizetheirsiteandit’scontentforthemostrelevantsearcherTruerelevancyhasbecomehip;it’snotafadSEOWorkflowKeywordResearchandAnalysisAnalyzeSiteforCrawl/PerformanceissuesImplementOptimizationsMonitorresultsRepeatasneededKeywordsThecoreofSearchEngineOptimizationKeywordsarethetermsusedbysearcherstofindinformationThegoalistoleverageandimplementthesamekeywordsthroughoutyourcontentinanaturalmanner,tomatchtheaudiencewho’ssearchingforyourinformationandyou’relookingtoattractKeyworddiscoveryandanalysisisneverendingKeywordDiscoveryKnownkeywordsAskthebusinessownerAskthecustomersCheckthecurrentserverlogsoranalyticstoolCheckthesitesearchlogsCompetitor’skeywordsLookatthewordsinthetitletag/browserbarViewsourcetoviewtheirMETAkeywordsUsetoolstoharvestthekeywordsorphrasesprominentontheirsiteKeywordDiscovery&AnalysisAlwaysincludevariationsofkeywordsPlurals(widgets,churches)Synonyms(cruise,sail,journey,tour)Stems(fish,fishing)Internationalspellingdifferences(Harbor/Harbour)OnlineToolsCreatedforPPC,usedforSEOaswellToolsGoogleAdwordsKeywordsToolTrellian(freetrial)WordTracker(freetrial)SEOBookSEOToolKeywordSuggestionToolUsemultipletoolstocross-check&validatefindingsinothertoolsGoogleAdwordsKeywordsToolTrellianKeywordsToolWordtrackerWhichKeywordstoUse?Itdependsonthecontext&themesofyourpagestheaudienceyou’retargeting(researchers,buyers)UsekeywordsThatarebeingsearchedonThathavemediumtolowcompetitionThatyoucanbuildqualitycontentthatsitevisitorswillappreciateUsekeywordsthatAidthesearchenginesinunderstandingyourcontentAidusersandpersuadethemtoactOrganizeSite/ContentinThemesPossibledirectionofsearchenginestodeterminerelevancySite/folderstructureContenttextLinktextHowSearchEnginesobtaincontent•SearchEnginessend“bots,”thatspidertheweb.•Crawlsviahyperlinksahref=“PacMan”MetaphorContentMetaDataLinksThemeSearchEngineBotSowhathappenswhenasearchenginebotvisitsyoursite?1.First,itchecksfortherobots.txtfileforanyinstructions2.Second,itbeginstocrawl,followinglinksinyoursitefromthecurrentpage.Italsopaysattentiontoanypagelevelrobotsinstructions(noindex/nofollow).3.Itgrabsthecontentandmetadata(title,description,linklabels,text,attributes)4.Addstoit’sindexControllingRobots-Robots.txtSite-widecontrolAdheredtobymostsearchbotsCancontrolaccesstoareasofyourwebsiteDisallowcrawlingofportionsofyourwebsiteCanlimitcontroltoallorselectsearchbotsPlacedintherootofyourwebsiteMoreRobots.txtinfo:PagelevelcontrolPlacedasametatagintheheadportionofyourpagesControlswhothesearchbotcrawlsthroughthepageVariations:•metaname=“robotscontent=“index,follow/•metaname=“robotscontent=“noindex,nofollow/•metaname=“robotscontent=“noindex,follow/•metaname=“robotscontent=“index,nofollow/SearchEngineCrawlingIssuesRobots.txt/MetaRobotsconflictsOnesetofinstructionsinrobot.txt,differentinstructionsinmetarobotServerperformanceIfsevernotavailablewhensearchbotvisits,willrevisit,butlearnsanddecreasesthefrequencyofvisitsIfserverslow,botwillcrawlwhatitcan,thenmoveon(incompletecrawl)JavaScriptCannotfollowhyperlinksembeddedorgeneratedbyJavaScriptPop-upsDHTMLpull-downmenusSearchEngineCrawlingIssuesDynamicURLsExample:www.mydomain.com/products/item.asp?id=20&cat=bd&cty=102&sessionid=56720938762s345h10293847nnm65748392021&cookie=WEGQIEMCE...NumerousparameterscanpreventcrawlingSessionidscancausecrawlingissues;duplicatecontentissuesSolutionMakeURLsareshortaspossible(1000characterstoolong)Upto2parametersOK,moreariskDonotusesessionids;Ifmultipleparameters&sessi