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Lecture 10 - Search Engine Optimization

This document discusses search engines and search engine optimization techniques. It begins by explaining what search engines are and how they work by indexing websites through crawlers. It then covers the importance of ranking highly in organic search results. Both white hat and black hat SEO techniques are discussed, with white hat referring to ethical optimization practices and black hat referring to manipulative practices that could result in penalties. The document emphasizes that while white hat techniques may take longer, they offer more sustainable rankings without risk of issues from search engines.

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95 views

Lecture 10 - Search Engine Optimization

This document discusses search engines and search engine optimization techniques. It begins by explaining what search engines are and how they work by indexing websites through crawlers. It then covers the importance of ranking highly in organic search results. Both white hat and black hat SEO techniques are discussed, with white hat referring to ethical optimization practices and black hat referring to manipulative practices that could result in penalties. The document emphasizes that while white hat techniques may take longer, they offer more sustainable rankings without risk of issues from search engines.

Uploaded by

demmm demmm
Copyright
© © All Rights Reserved
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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21CSIS01P

Introduction to Information Systems

LECTURE 10

Presented by: Dr. Yasmine Afify


[email protected]
Search Engines
Search engine is a service that allows Internet users
to search for content via WWW.
User enters keywords or key phrases and receives a
list of Web content results in the form of websites,
images, videos or other online data.
The list of content returned is known as a search
engine results page (SERP).
SERP

Title tag
Meta description tag
(or first para of text if no
meta added)
Keywords
How do organic search listings
work?
A spider or crawler, which is a component of a SE, gathers
listings by automatically "crawling" the web
The spider follows links to web pages, makes copies of the
pages and stores them in the SE’s index
Based on this data, the SE then indexes the pages and
ranks the websites
Major SEs that index pages using spiders: Google, Yahoo,
AltaVista, MSN, AOL
Visibility in Search Engines
It is common practice for Internet search users to not
click through pages and pages of search results
So a site rank in a search results page is essential for
directing more traffic toward the site
The higher a website naturally ranks in organic results
of a search, the greater the chance that that site will
be visited by a user
Search Engine Optimization (SEO)

SEO focuses on maximizing the number of


visitors to website by ensuring that the
site appears high on the list of results
returned by a search engine.
It is the process of affecting the visibility
of a website in a search engine unpaid
results, called natural/organic results.
Search Engine Optimization (SEO)

A range of techniques are employed in SEO. These


techniques include two broad categories:
◦ techniques that SE recommends as part of good design
◦ techniques that SE does not approve of
White hat SEO is centered on organic and long-term strategies
that increase ranking over time. This is a comparatively slower
process, but it promises stable growth.
Optimizing a Web site primarily involves editing its content and
coding to both increase its relevance to specific keywords and
to remove barriers to the indexing activities of search engines.
White hat SEO is most effective when incorporated into initial
design and development phases.
Webmasters such as Google and Bing published guidelines to
ethical SEO techniques.
SEO to Double Trafficking
 Mobile First: Pages where content is not easily accessible to a user on
the mobile search results may not rank as highly.” In other words, the
Google index is going mobile first and if you don’t have a mobile-friendly
page, then you will likely take a hit in the SERPs. 

 Claim Your Business Listing: Get your ‘Google My Business Account’. Less
than half of all businesses have claimed their business listing.
SEO to Double Trafficking
 Focus on UX: Determine a user’s intent, then develop a methodology for
smooth navigation. Goal is to improve customer satisfaction and loyalty
through the utility, ease of use, and pleasure provided in the interaction
with a product.

 Keyword Research: Its power lies in better understanding your target


market and how they are searching for your content, services, or products.
Determine which strategic keywords to target in your website’s content,
and how to craft that content to satisfy both users and search engines.

 Use schema:  Schema is a collection of different HTML tags that can be


added to a Web page. These tags create an enhanced description that
appears in search results (commonly known as rich snippets).
SEO to Double Trafficking
 Best Content Marketing Plan: Content is one of the top
two Google ranking factors. Having useful content, finding the right
audience, and then reaching that audience.

 Link Building: One of the top two ranking factors. The key is to get the
right kinds of links. Links that have relevance to your site. Links that
require a human editorial review. The kinds of links that are earned.
Black Hat SEO Techniques
Link Farms

Link farms include various techniques


like buying links, link exchanges (cross-
linking), sponsored links, and the use
of automated programs to build links.
By creating false backlinks, these
websites will try to manipulate
Google’s algorithm into believing their
reputation.
Black Hat SEO Techniques
Keyword Stuffing
Keyword stuffing is the practice of
excessively using keywords in your
content or meta tags in an attempt to
send amplified signals to search
engines.
This is supposed to make a website
rank higher for a particular search
query that is relevant to the keyword.
Black Hat SEO Techniques
Hidden Text
Hiding keywords means changing the properties of the
text to make it appear invisible to the eye. These
invisible keywords are placed to fool the search engine
into giving the website a good ranking on SERPs.
Examples:
• Using white text on a white background
• Text behind an image
• Using CSS to position text off-screen
• Setting the font size to 0
Black Hat SEO Techniques
Misleading Redirects

Misleading redirect takes the user to a different web


page (than the one they initially requested) where the
content differs from what the Search Engine Web
crawler read.
Black Hat SEO Techniques
Scraped Content

Copy and republish content from other sites without


adding any original content.
Black Hat SEO Techniques
Spin Content

This refers to content created by a bot that is mostly


gibberish to fool how search engines work and
increase organic traffic.
Black Hat SEO Techniques
Cloaking
The web server is
specially programmed
to return different
content to search
engines than it returns
to regular users, in an
attempt to alter search
engine rankings.
White vs. Black Hat
Techniques
Black Hat SEO and Google
Algorithm Updates
Google evolves over time, and it is continuously updating its algorithm to
present the users with the most relevant and authentic results. This is why
Google has more than 200 ranking factors now.
As Google controls more than 90% of the total search engine market, most
black hat practices are primarily targeted at manipulating Google.
While black hat SEO is not illegal, it does violate webmaster guidelines set
out by search engines. In other words, it’s still against the rules. This
means if you engage in black hat SEO, you must be willing to get hit with a
penalty as punishment. 
Getting a penalty from search engines will cause your website to drop
down in the search results or worse, it could be removed completely. This
means your website will gain less traffic and ultimately, fewer customers.
Penalties
Websites that use black hat SEO methods suffer
several types of penalties:
● Black Listing
● Suspension
● Algorithm de-prioritization
 
To summarize
When we compare white hat SEO and black hat SEO, it is always better to
use white hat SEO practices. Even though white hat tactics take time,
effort, and money to achieve significant results, it offers low risks and
higher rewards over time. Furthermore, you will never violate Google’s
guidelines and ultimately achieve an authoritative and reputable status.
Replace With Key Term
• Focus on improving quality of visitors to Web site over
search engine listings.
• A Web page is loaded with keywords in meta tags.
• Copy and republish content from other sites without
adding any original content.
• Process of affecting visibility of a website in SE unpaid
results, called natural/organic results.
Replace With Key Term
• Takes the user to a different web page (than the one they
initially requested) where the content differs from what the
Search Engine Web crawler read.
• The web server is specially programmed to return different
content to search engines than it returns to regular users.
• It is often most effective when it is incorporated into the initial
development and design of a web site.
• Content created by a bot that is mostly gibberish to fool how
search engines work and increase organic traffic.
Complete
• A ------------------- in a search results page is essential for directing
more traffic toward the site.
• Websites that use black hat SEO methods suffer several types of
penalties such as ------------------- and -------------------.
• Even though white hat tactics take time, effort, and money to achieve
significant results, it offers ------------------- and -------------------.
• The higher a website naturally ranks in organic results of a search, the
------------------- the chance that that site will be visited by a user.
• Getting a penalty from search engines will cause your website to drop
down in the search results or worse, it could be -------------------.
References
https://utahseopros.com/difference-between-black-hat-and-white-hat-seo/
https://www.i-connectweb.com/blog/white-hat-seo-vs-black-hat-seo
https://iformatiformat.worldsecuresystems.com/
https://www.domainregistration.com.au/infocentre/domain-redirection-cloaki
ng.php
https://www.searchenginejournal.com/7-white-hat-seo-techniques-to-doub
le-traffic/182243/#close
https://www.seoquake.com/index.html

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