Thursday, July 22, 2010

Search Engines Optimization

Screen shot of the Grepcode open source search...Image via Wikipedia
Search engine optimization (SEO) is the process of improving the visibility of a web site or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. Other forms of search engine marketing (SEM) target paid listings.[1]

Organic or algorithm based search results govern the effectiveness of search engine optimization. SEO is not limited to content result, however. Proper SEO takes images, local effects, videos, links, meta tags and industry related vertical searches into account. When a website is effectively optimized for search engines, the site starts to become an authority website and have a much higher web presence.
Search Engine Optimization is absolutely critical to generating online revenue and a strong client base. If a website is not properly optimized for any search engine index, it will be nearly impossible to find by your target demographic.[2]

Meta-data refers to information about a website contained in the website code but not displayed by browsers. Meta-tags are the individual HTML elements which help search engines classify and rank web page content.

HTML page title: The HTML page title is one of the most critical factors for optimizing a web page for top search engine results. A unique page title should be crafted for each landing page within a site. The page title should correspond closely to the target content of the page.

Description tag: The HTML description tag contains information about a web page and its contents. HTML descriptions are often displayed as part of a search engine's results page. Most search engines place low importance on description tags. The description tag should correspond closely to the target content of the page.

Keywords tag: The keywords tag allows for additional placement of keywords into the HTML header. Most search engines place little or no importance on the keywords tag.
Other HTML elements: Other HTML elements include the H1 header tag, image alt tags, and body text. Very little importance is given to these elements, but including them could help to slightly increase placement in search results pages for highly competitive terms.

"Black Hat" Search Engine Optimization

Unscrupulous optimization techniques designed to gain an unfair advantage, or for purposes other than legitimate information retrieval, are called "Black Hat" techniques, and are usually penalized by the search engines.

Invisible text: Using white text on white backgrounds or other methods to hide keywords in order to increase rank or mislead crawlers.

Keyword stuffing: Adding extra keywords to meta-data or alt-tags.
Duplicate pages: Serving the same content from multiple hostnames.
Domain cloaking: Serving up different content to search engines than is served up to ordinary users. This technique is often used by the adult entertainment industry.
Link farms: Publishing web pages containing hundreds of links to your site in order to inflate inbound link popularity.[3]

[1] Search engine optimization
[2] The Benefits of Search Engine Optimization
[3] University of Utah Office of Information Technology

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Monday, July 19, 2010

Search Engine Optimization

Image representing Google as depicted in Crunc...Image via CrunchBase

Search Engine Optimization

Using search engines by a researcher requires them to be tactful through the use of advanced search operators and vertical search engines. A vertical search engine performs a scan for specialty items (i.e., government, financial, computer).[1]

Bruce Clay Inc

Advanced search operators are tools that optimize the filtering of large batches of website information that is retrieved by the search engines. On the Bruce Clay website where they are experts in providing solutions the area of Global Internet Marketing. Bruce Clay describes the importance of using advanced search operators for Search Engine Optimization (SEO) in order to find specific information:

"Search engines find what you tell them to search for. A typical search will often return too many results or even results that are not relevant to the subject at hand. Therefore, search engines such as Google, Yahoo! and MSN came up with tools to narrow the search to obtain the specific information being requested. They have also created several search commands that are very useful for SEO experts as well as searchers who want very specific information. These tools are called Advanced Search Operators. Operators modify the query when asking the search engines for specific type of information that a general search cannot provide. These operators have a particular meaning to each of the different search engines, but not all engines accept the same operators." [2]

On the GoogleGuide website, there is a concise list of advanced search operators that are useful for finding specific information on the internet; and they include the following: [3]
  • Search Service Search Operators Web Search:
  • Image Search
  • Groups
  • Directory
  • News 
  • Product Search

For more information on search engine methodologies, operators, and hacking databases ...

  • Johnny Long, Google Hacking for Penetration Testers (detailed version)
  • Johnny Long, Google Hacking for Penetration Testers (summary version)

[1] Danny Sullivan, "Specialty Search Engines - Search Engine Watch (SEW),"

[2] Bruce Clay, "Advanced Search Operators," Bruce Clay - Search Engine Optimization,

[3] "Google Search Operators," Google Guide

[4] Bruce Clay, "What the Engines Think is Spam," Search Engine Optimization,

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