1 S.E.O Search Engine Optimization. 2 History of Google Began January 1996 Stanford University California Larry Page and Sergey Brin “BackRub” used a.

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S.E.OSearch Engine Optimization

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History of Google

• Began January 1996• Stanford University

California• Larry Page and Sergey Brin• “BackRub” used a system of

checked backlinks

• Backlink -  any link received by a web node (web page, directory, website, or top level domain) from another web node.• <a

href=“http://www.flippinghut.com”>buy websites</a>

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Googlebot

• Googlebot – (Spider, robot, crawler) crawls webpages and links to index each page into Google’s Database.• Sitemaps – Sitemaps help users navigate and spiders crawl

the webpages easier.• Robots.txt – a file which you use to control where the robots

crawl your site.

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Cache and Indexing

• Cache – Google contains a cache of how each page looks. Google will index this cache as the robots crawl it.

• Google takes a “Screen Shot” of your website as is. All elements of the website including text and images are recorded in Google’s Cache and is Indexed into Google’s Database.

• Google’s robots scan your website to update Google’s Cache and re-index each page.

• You can how often you want Google’s spiders to index your page via the Google Webmaster Tools admin.

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Page Rank

• Google assigns Page Rank to sites issuing them authority.• Page Rank consists of PR0 – PR10.• Sites like Google, Facebook, Yahoo all consist of Page Rank 9.• Think of Page Rank as voting power 10 being the strongest.• Sites related to the topic of backlink are worth more credit.• .EDU and .GOV links are worth more then .COM links• Page Rank - Link Juice flows though links.

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Do Follow / No Follow Links

• Google invented No Follow links to keep page rank from flowing.• <a href=“http://www.flippinghut.com” rel=“nofollow”>buy

websites</a>• Do Follow Links Transfer Page Rank and Link Juice. • It is good to have a mixture of no follow / do follow to keep

it looking natural.

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Google Sandbox

• Penalized for using Spam Techniques• Placed in a Sandbox for 2-3 Months• Google Algorithm score lowered• Not officially a proven thing. Very debatable in the SEO

world.

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White Hat / Black Hat

• Two types of SEO White hat / Black Hat SEO• Black Hat SEO are considered spammy / looked down upon

techniques• White hat techniques will be all hand completed work. • Many Black Hat SEO companies use bots and backlink

blasters.• Google Penguin / Panda Compliant

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Google Panda / Google Penguin

• Google Panda a change to Google’s algorithm released February 2011. The changed aimed to lower the rank of “low-quality” sites or “thin sites”, and return higher-quality sites near the top of the search results.• Google Penguin a change to Google’s algorithm released April 24,

2012. The update is aimed at decreasing search engine rankings for websites that violate Google’s Webmaster Guidelines by using now declared black-hat SEO techniques, such as keyword stuffing, cloaking, participating in link schemes, deliberate creating of duplicate content, and others

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On Page SEO Optimization

• Fresh Unique Content• Meta Title • Meta Description • Keyword Density 1-4%• H1, H2, H3, Bold Tags • Easy Navigation• Use Image Alt Tags as anchor text keywords.

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Off Page SEO Optimization

• Relevant links are worth more credit.• Higher PR links are worth more credit.• Lower Out Bound links are worth more credit.• Mixed anchor texts of Do Follow / No Follow are good.• .org links are worth more authority then a .com link.• Age of the website has some authority weight.

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Google Adwords Tool

• Helps determine how many searches you can expect for keywords• Shows you competition for Google Adwords• Great for choosing SEO keywords• Use Exact term to get better results• Shows Monthly Global And US Search Results• https://adwords.google.com/o/KeywordTool

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SEO Tools

• http://www.pagerankchecker.com – PR Checker• http://www.backlinkwatch.com – Backlink Checker• http://www.traffictravis.com – SEO Analyst tool• http://www.google.com/analytics - Google Analytics• http://www.google.com/webmaster/tools - Google Webmaster

Tools• http://www.alexa.com – Traffic analysis • http://www.mattcutts.com/blog – Google SEO expert (works for

Google)