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  • Basics of SEO For Google - Nikola Obradovic

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    Search engine optimization is the basis related to registering - optimization of a web page. Many factors influence the position of your web page in the Google search engine. White-hat metod is the best one, but gray-hat is "on the razor's edge"

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    Search engine optimization is the basis related to registering - optimization of a web page. Many factors influence the position of your web page in the Google search engine. White-hat metod is the best one, but gray-hat is "on the razor's edge"

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    56 visualizzazioni7 pagine

    Basics of SEO For Google - Nikola Obradovic

    Caricato da

    Nikola Obradovic
    Search engine optimization is the basis related to registering - optimization of a web page. Many factors influence the position of your web page in the Google search engine. White-hat metod is the best one, but gray-hat is "on the razor's edge"

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    BASICS OF SEARCH ENGINE OPTIMIZATION FOR GOOGLE Nikola Obradovic, Branko Markoski, Zdravko Ivankovic Faculty of Technical Sciences,

    Novi Sad Summary: One of the main problems, and at the same time the answer to the questions How to increase visits to your web page? How to put my web page at a certain position when a specific keyword is typed? Why cannot my web page be found using Google? is the mere optimization of the web page for the Google search engine, in other words, the basis related to registering optimization of the web page with the Google search engine. The next couple of pages describe the basics of optimization of a web page for Google, as well as several useful tools which help with registering optimization of a web page. Key words: website, internet, SEO, search engine, optimization, marketing, metatags, keywords, Google 1. INTRODUCTION Many factors influence the position of your web page in the Google search engine. Some are more important than others, some are not connected to your web page while others are, but with a right structure and proper usage and optimization of those factors, you can place your web page at a desired position. Time is also one of the key factors, for it is impossible to do a good web page optimization within a short period of time. Whether you decide upon optimizing your own web page or giving it to a professional, you should primarily be aware of the 3 methods of search engine optimization: - white-hat metod (which is the best one, because if you do everything by rules of Google itself, your web page will stay visible in the Google search engine and will not be deleted from it ), - gray-hat metod (this method is on the razors edge, so to speak. By using certain techniques such as Cloaking, Duplicate Content, Paid Links and some proper methods, you are taking the risk of your web page being penalized by the Google search engine. Even if the Google robots do not detect this method, your competition might. It will report your web page to Google, thus you will be in an unenviable position, and your web page penalized. This method is also not recommended), - black-hat metod (should not be applied if you plan on keeping your web presentation visible for a longer period of time for example: your companys web page; many websites apply this method when they are

    certain that the content of their web page will be available in the search engine just for a short period of time. )

    2. FACTORS WHICH POSITIVELY AND NEGATIVELY INFLUENCE THE POSITION OF A WEB PAGE As mentioned in the introduction, there are many factors which influence the position of your web page in the Google search engine. We will single out both the positive and the negative ones, and make a comparison. 2.1 Some of the factors which positively influence the position of a web page:

    Keyword which is presented as Anchor text1

    Quantity and quality of external links (Google uses many factors in order to estimate the quality of external links. PageRank is defined by a particular algorithm, and the aim is to achieve the highest PageRank possible. Many factors are compared here, such as the content of two linked web pages, considering the ownership of both, anchor-text used for linking, popularity of the page linked etc.) Variety of links from different domains (using TLD domains is recommended, in other words, there should be as many links as possible from TLD domains leading to your web page) Keywords used in Title Tag2 (Most important keywords should be placed at the beginning of Title Tag. Google recommends less than 70 words in Title Tag because it is the maximum number of characters which are shown in the Google search engine below the requested web address.)

    <head> <title>PRINTEXCompany specialized in professional and innovative website design, web development, e-commerce solutions</title> </head>

    1 2

    Words/characters shown by the hyperlink while linking to a certain web page/document Text which describes your web page/document. It is shown in the Browser, in External Links of certain web pages as well as in the Google search engine

    Reliability of the web page/domain which does the linking to your web page (links from domains of suspicious origin and intentions that lead to your web page should not be used.)

    2.2 Some of the factors which negatively influence the position of your web page:

    Registering your web page in certain paid directories (by registering a web page in paid for folders which contain a group of web pages with a certain PageRank, you negatively influence the position of your web page in Google.) Hiding Malicious/Spam content on your web page Interruptions and pauses of your server or web page (if the Googlebot tries to access your web page and finds it unavailable, it negatively influences the position of your web page) Links that lead towards your web page that hold Malicious/Spam content

    3. KEYWORDS A VERY IMPORTANT FACTOR FOR A WEB PAGE POSITION By choosing the proper keywords to be used on your web page, you enable its better positioning in the Google search engine. Firstly, observe web sites which are your competition on the market and always try to optimize your web page for keywords which are not general like software, web etc. Otherwise, you should be prepared to fight several tenths of millions of other web pages and you will most probably be positioned where your ultimate buyer/visitor will not find you. Small percent of people click on the second, third or fourth web page that are their search results, and far less go as far as the fifth web page, or further. This is why choosing the right keywords is essential for your web page. 3.1 How and where to use keywords

    Name of your web page (domain)is one of the important factors for positioning within the Google search engine. If, for instance, we have a web page named www.example.com, and we own a company that sells sunglasses, it is more logical and more efficient to name the web page with a domain such as www.sunglasses.com. Surely enough, there is often a problem because most of popular domains are already taken, so it is necessary to find an adequate replacement.

    Title Tag is also one of the important factors for the positioning of your web page. As mentioned under item 2, a Title Tag or the title of your web page should not exceed 70 characters, although it is not easy fitting the description of your page within these 70 characters. That is why important keywords should be used in the title, whereas the most important ones should be placed at the beginning of Title Tag. <h1></h1> tag is recognized by Google as far more important than, for example, <p></p> tag.

    <h1>Google sees this text as more important</h1> <p>then this text in this tag</p> That is why it is of most importance to place the keywords of most significance in <h1> tag, so that Google can emphasize them.

    Back-links are one of the most difficult things when it comes to Google SEO. Your web page will be better positioned if there are more of other web pages with links leading to your own. If the content of your web page reflects quality, other web pages will have links leading to it. By registering your web page with online directories such as dmoz.org or Yahoo you enable a greater number of back-links. Nowadays, Linkexchange is very popular. It enables the exchange of links with web pages of similar content, not the same of course, or better said, the exchange of web pages within a similar area. For example, if you offer services concerning web development, it is good practice to exchange links with a company which deals with selling hardware. Keywords in this part are mentioned as Anchor Text we mentioned in item 2.1. SEO-friendly URLs enable Google to have better access to your web page as well as place it at a better position. This is achieved by URL Rewriting, where links such as http://www.printeks.rs/prod=? int+5=3&1&4 are replaced using SEO-friendly links, so that the link, after URL Rewrite looks like this, for example: http://www.printeks.rs/product/seo/small-packet. Flash animation and using keywords within it should be avoided, because even if Google is able to read through the text from a Flash content, it is far better and more efficient when a text is written with the use of HTML tags as aforementioned. Example: if a web page is all done in Flash, the name of the domain, for example www.printeks.rs will not change, and it will always stay the same when accessing other web pages. If a web page is not written in Flash, Google will be able to index other links, as it is mentioned above.

    4. AN EXAMPLE OF REGISTERING A WEB PAGE WITH GOOGLE Once you have a complete web page (it is best that it is made according to W3C standards3) it is necessary to register it with the Google search engine in order for it to become visible to its target group. We will explain how to do this within an example, following several steps:

    Firstly register your web page using the web address http://www.google.com/addurl/. It is only necessary to register the name of your initial page, like www.printeks.rs. Sitemap represents the structure of your web page in its XML file and enables the Google search engine to read through all the pages of your presentation. You can place the Sitemap after registering with Google Webmaster Tools via www.google.com/webmasters/ in the proper section. What follows is an example:

    <?xml version="1.0" encoding="UTF-8"?> <urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.sitemaps.org/schemas/sitemap/0.9 http://www.sitemaps.org/schemas/sitemap/0.9/sitemap.xsd"> <url> <loc>http://www.printeks.rs/</loc> <lastmod>2010-03-24T13:05:56+00:00</lastmod> <changefreq>monthly</changefreq> <priority>1.00</priority> </url> <url> <loc>http://www.printeks.rs/index.html</loc> <lastmod>2010-03-24T13:05:56+00:00</lastmod> <changefreq>monthly</changefreq> <priority>0.80</priority> </url> </urlset>

    The World Wide Web Consortium (W3C) is an international community that develops standards to ensure the long-term growth of the Web.

    Web site verification is also important when registering your web presentation with Google Webmaster Tools. Google enables you to do this in two ways:

    o By inserting a specific META-tag in <head> </head> section


    <meta name="google-site-verification" content="String_Google_ask_for"/>

    o By uploading a specific .html verifying file to your server into


    the root of your domain http://www.printeks.rs/googledf65ddd9a0cc9e0f.html 5. CONCLUSION A highly positioned web page requires many factors which influence it. Some of them are mentioned and only partly described, since SEO field is too vast. A great number of tools will facilitate and enable us to register our web page with Google, choose the right keywords, make Sitemaps, see which back-links we have, check for duplicated content etc. In this particular case of registering a web page with the Google search engine, WHITE-HAT method is the only one recommended in order for Google to index your web page and not to excluded it from the search engine, because if your web page is not visible your product/service is not competitive with other companies. 6. REFERENCES 1. Search Exchange Conference and Expo 17-19 of May 2010, Charlote NC 2. O'Reilly Found Conference 2009, June 9-11 in Burlingame, CA. 3. Lee Odden "Beyond Google: SEO and the Social Web" 4. Rae Hoffman - "The Evolution of SEO" 5. Google Webmaster Tools Guidelines - www.google.com/support/webmasters/ 6. Official Google Webmaster Central Blog: Google's SEO Starter Guide http://googlewebmastercentral.blogspot.com 7. SEO Tools & Software to rank better www.seomoz.org

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