Search Engine Optimization: A Survey of Current Best Practices Author - Niko Solihin Resource -Grand Valley State University April, 2013 Professor - Soe-Tsyr Yuan Presenter – Wayne Yang

Agenda  Background  Anatomy of a search engine  Optimization method  Manipulative optimization methods  Future of Search 1

Background  In late 2012, Google claimed to have indexed over 30 trillion unique individual live URLs on the web  According to comScore, in 2011, approximately 5.2 billion searches performed every day, and 61,000 searches performed every single second every day. =>The way we work, play, shop, and interact have changed, and the high demand for search will continue to escalate. 2

Background – Search Engine  1.Crawling  2. Indexing  3. Searching 3

Background – Motivation for Higher Ranking 4

Anatomy of a search engine - High-Level Google Architecture 5

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Anatomy of a search engine - PageRank Algorithm 7

Anatomy of a search engine - Conceptual Framework 8

Optimization method - Keyword Research  1.Google AdWords  2. Google Trends 9

Optimization method - Indexing  1. Crawlable Content and Link Structure  2. Index Optimization  3. Inspecting Indexed Pages  ex:site:example.com/directory 10

Optimization method - On-page Optimization  1. Title tags  2. Meta description tags  3. Heading tags  Other On-Page Optimization Techniques  readable URLs with targeted keywords included  Redirection :301 Moved Permanently and 302 Moved Temporarily 11

Optimization method - Off-page Optimization  1. Link Building  Anchor text  Relevance  Authority  Trust  2. Social Signals 12

Manipulative optimization methods - Content Spam  1. Keyword Stuffing  2. Doorway Pages  3. Cloaking 13

Content Spam - Doorway Pages 14

Content Spam - Cloaking 15

Manipulative optimization methods - Link Spam  1. Link Farms  2. Comment Spam 16

Future of Search  1.Semantic web  2.Semantic search  3.Google knowledge graph 17

Q&A 18