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Abstract- at present, internet is one of the None of these are particularly better
major needs for everyone. Someone needs than the others. From a marketing
it for finding information, social perspective, all need to be tackled with
networking, etc. But many of them use it varying amounts of time and money. Search
for doing commercial. Obviously, all engine marketing is search engine
online companies need to have their own optimization involves strategic planning and
websites or bloggers. This is increasing a tactical implementation. With the growth of
number of commercial websites or using search engine, and the hugh number of
bloggers available on the internet, internet users using Google™ search engine,
excluding any kinds of non-commercial this project will focus only on the basic of
websites or bloggers. Imagine if you have how to do Search Engine Optimization
your own website, how could you do to (SEO) with Google™.
make many people know and be able to
visit your website easily? There are many
answers of the question but the answer,
which would be very cost-effective and
align with most of internet users’
behavior, is to do search engine
optimization. This project will focus on
Google™. It will explain you how to start
doing SEO with Google™ and provide
you the basic SEO framework. Lastly, the
project will give you an example of how to
apply the SEO framework with an
example website and will also show you
the result.
The Sixth International Conference on eLearning for Knowledge-Based Society, 17-18 December 2009, Thailand
24.1
Asst. Prof. Dr. Thotsapon Sortrakul and Mr.Chinapat Eksathit
higher) a site appears in the search results advice is generally summed up as creating
list, the more visitors it will receive from the content for users, not for search engines, and
search engine. SEO may target different then making that content easily accessible to
kinds of search, including image search, the spiders, rather than attempting to trick
local search, and industry-specific vertical the algorithm from its intended purpose.
search engines. This gives a web site web White hat SEO is in many ways similar to
presence. As an Internet marketing strategy, web development that promotes
SEO considers how search engines work and accessibility, although the two are not
what people search for. Optimizing a website identical. Black hat SEO attempts to improve
primarily involves editing its content and rankings in ways that are disapproved of by
HTML and associated coding to both the search engines, or involve deception.
increase its relevance to specific keywords One black hat technique uses text that is
and to remove barriers to the indexing hidden, either as text colored similar to the
activities of search engines. Because background, in an invisible div, or positioned
effective SEO may require changes to the off screen. Another method gives a different
HTML source code of a site, SEO tactics page depending on whether the page is being
may be incorporated into web site requested by a human visitor or a search
development and design. The term "search engine, a technique known as cloaking.
engine friendly" may be used to describe Search engines may penalize sites they
web site designs, menus, content discover using black hat methods, either by
management systems, images, videos, reducing their rankings or eliminating their
shopping carts, and other elements that have listings from their databases altogether. Such
been optimized for the purpose of search penalties can be applied either automatically
engine exposure. [3] by the search engines' algorithms, or by a
manual site review. [3]
SEO techniques can be classified into
two broad categories: techniques that search This is a case to show how important
engines recommend as part of good design, of doing SEO. “Here's a common scenario:
and those techniques of which search you hear a radio ad when driving down the
engines do not approve. The search engines road, or see a print ad while waiting in the
attempt to minimize the effect of the latter, dentist's office - an ad that catches your
among them spamdexing. Some industry interest. By the time you get back to the
commentators have classified these methods, office, though, you have forgotten the exact
and the practitioners who employ them, as URL. So, if you're like 85% of web users, you
either white hat SEO, or black hat SEO. turn to the search engines for help, keying in
White hats tend to produce results that last a whatever you remember of the company
long time, whereas black hats anticipate that name, URL, product name or description.
their sites may eventually be banned either However, if the company advertising hasn't
temporarily or permanently once the search first achieved top rankings for those related
engines discover what they are doing. An "key words," you will not be able to find the
SEO technique is considered white hat if it site you want.” [4]
conforms to the search engines' guidelines Next part will cover about SEO
and involves no deception. As the search framework for Google™. The framework is
engine guidelines are not written as a series a basic and white hats one.
of rules or commandments, this is an
important distinction to note. White hat SEO III. SEO FRAMEWORK
is not just about following guidelines, but is
about ensuring that the content a search The framework was created depend
engine indexes and subsequently ranks is the only on Google™ search engine’s algorithm
same content a user will see. White hat and because of the limitation of time for
Special Issue of the International Journal of the Computer, the Internet and Management, Vol. 17 No. SP3, December, 2009
24.2
Search Engine Optimization ( SEO ) with Google™
implement this project and private algorithm “Most people enter search phrases that
information, this framework is suitable for consist of between two and five words.”[5]
low-competitive key word phrases and
websites. This basic SEO framework is Then this is where the most important efforts
mentioned the topics below: begin. It is critical that you research and
determine the most important and relevant
a) Starting with Keywords keywords for your website.
b) Web Pages Optimization
c) Link – Building “The more targeted and specific your chosen
d) SEO Monitoring and Tracking keywords are, the greater the chance that
e) Using Pay-Per-Click to Augment visitors to your site will find what they are
SEO traffic looking for. You want a high “click-to-sales”
or high “visitors-to-customers” ratio. As
In the context of the Web, a keyword such, you need to start thinking like your
is a term that a person enters into a search customers. Determine what it is that they
engine to find specific information. need, what problems they have, and what
solutions you can offer to help them.”[5]
After keyword phrases were necessary for doing SEO and these are the
determined, it is a time to do web pages basic ways to do link-building:
optimization by using the keyword phrases. • Submitting your site to search
Google™ looks at the keyword factors and directories, both general and industry-
assigns a relevancy score for each page of specific.
your site. Web Pages Optimization part is • Publishing articles and other content to
mainly about keyword placement and how to feature in articles sites and blogs.
apply the keyword phrases into web pages. • Updating contents of your websites or
Then obtaining links to your website is webpages timely.
The Sixth International Conference on eLearning for Knowledge-Based Society, 17-18 December 2009, Thailand
24.3
Asst. Prof. Dr. Thotsapon Sortrakul and Mr.Chinapat Eksathit
Special Issue of the International Journal of the Computer, the Internet and Management, Vol. 17 No. SP3, December, 2009
24.4
Search Engine Optimization ( SEO ) with Google™
REFERENCES
[1] Kevin Potts, 2007, ‘Web Design and Marketing
Solutions for Business Websites’, Springer-
Verlag New York, Inc.,NY
[2] http://www.riseinteractive.com/blog/2009/07/30/t
he-yahoo-search-and-bing-partnership-rises-
perspective, July. 2009.
[3] http://en.wikipedia.org/wiki/Search_engine_opti
mization, Oct. 2009.
[4] http://www.bangkokseo.com, May. 2009.
[5] Dan Sisson, 2006, ‘Google SEO Secrets How to
Get a Top Ranking With Search Engine
Optimization’, Blue Moose Webworks, Inc.
The Sixth International Conference on eLearning for Knowledge-Based Society, 17-18 December 2009, Thailand
24.5