GUJARAT TECHNOLOGICAL
UNIVERSITY
MASTER OF COMPUTER APPLICATIONS (MCA)
SEMESTER: V
Subject Name: Web
Searching Technology and Search Engine Optimization (WST-SEO) (Elective-II)
Subject
Code: 650006
Objectives:
·
To explore the underlying theory
behind SEO and how search engines work, also it helps us to learn the steps you
need to prepare for, execute, and evaluate SEO initiatives.
·
To examine a number of advanced strategies and tactics
·
To understand the intricacies
involved in managing complex SEO projects. It will help students to learn
what’s necessary to build a competent SEO team with defined roles.
Prerequisites:
·
An SEO Writer should possess
fundamental knowledge of Web Development, Searching Technologies, and Metadata.
·
A writer involved with SEO content
writing needs to create original and unique content which is simple, easy to
understand and to the point. Before starting to write anything he/she needs to
do detailed research about the topic. Once the content is created, it should be
sent for proof reading and editing.
·
The basic motive of content writing
is to carry the right information to the right people. Therefore, the content
writer should always keep the target audience in mind while creating the
content.
Contents:
The Mission of Search Engines, The Market Share of Search
Engines, The Human Goals of Searching, Determining Searcher Intent: A Challenge
for Both Marketers and Search Engines
How People Search, How Search Engines Drive Commerce on the
Web, Eye Tracking: How Users Scan Results Pages, Click Tracking: How Users
Click on Results, Natural Versus Paid
Understanding
Search Engine Results, Algorithm-Based Ranking Systems: Crawling, Indexing, and
Ranking, Determining Searcher Intent and Delivering Relevant, Fresh Content,
Analyzing Ranking Factors, Using Advanced Search Techniques, Vertical Search
Engines, Country-Specific Search Engines
Setting
SEO Goals and Objectives, Developing an SEO Plan Prior to Site Development,
Understanding Your Audience and Finding Your Niche, SEO for Raw Traffic, SEO
for E-Commerce Sales, SEO for Mindshare/Branding, SEO for Lead Generation and
Direct Marketing, SEO for Reputation Management, SEO for Ideological Influence
The Major
Elements of Planning, Identifying the Site Development Process and Players,
Defining Your Site’s Information Architecture, Auditing an Existing Site to
Identify SEO Problems, Identifying Current Server Statistics Software and
Gaining Access, Determining Top Competitors, Assessing Historical Progress,
Benchmarking Current Indexing Status Benchmarking Current Rankings,
Benchmarking Current Traffic Sources and Volume, Leveraging Business Assets for
SEO, Combining Business Assets and Historical Data to Conduct SEO/Website SWOT
Analysis
The
Theory Behind Keyword Research, Traditional Approaches: Domain Expertise, Site
Content Analysis, Keyword Research Tools, Determining Keyword Value/Potential
ROI, Leveraging the Long Tail of Keyword Demand, Trending, Seasonality, and
Seasonal Fluctuations in Keyword Demand,
Making
Your Site Accessible to Search Engines, Creating an Optimal Information
Architecture, Root Domains, Subdomains, and Microsites, Optimization of Domain
Names/URLs, Keyword Targeting, Content Optimization, Duplicate Content Issues
Controlling Content with Cookies and Session IDs, Content Delivery and Search
Spider Control, Redirects, Content Management System (CMS) Issues, Optimizing
Flash, Best Practices for Multilanguage/Country Targeting
The
Opportunities in Vertical Search, Optimizing for Local Search, Optimizing for
Image Search, Optimizing for Product Search, Optimizing for News, Blog, and
Feed Search, Others: Mobile, Video/Multimedia Search
Why Measuring
Success Is Essential to the SEO Process, Measuring Search Traffic, Tying SEO to
Conversion and ROI, Competitive and Diagnostic Search Metrics, Key Performance,
Indicators for Long Tail SEO
The
Ongoing Evolution of Search, More Searchable Content and Content Types, Search
Becoming More Personalized and User-Influenced, Increasing Importance of Local,
Mobile, and Voice Recognition Search, Increased Market Saturation and
Competition, SEO As an Enduring Art Form
Text Book:
1. Eric Enge, Stephan Spencer, Rand Fishkin, Jessie C
Stricchiola, “The Art of SEO : Mastering Search Engine Optimization”, O'Reilly
Media, October, 2009
Reference
Books:
1. Jerri
L. Ledford, “SEO:
Search Engine Optimization Bible”, 2nd Edition, Wiley India, April, 2009
2. John I Jerkovic, “SEO Warrior: Essential
Techniques for Increasing Web Visibility”, O'Reilly Media, November, 2009
Chapter wise Coverage from
the Text Book:
