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1 M.Sc. (CA) Semester 3 Course Name & Code: Search Engine Optimization Objectives: Course Outcomes: CO: CO2: CO3: CO4: CO5: CO6: To learn the concepts of SEO in context of website development, and apply its techniques to improve search visibility. Describe about search engine and ranking factors of website. Describe URLs and URL rewriting, its problems and solutions using redirection techniques. Identify that when search engine consider content as a duplicate content and techniques to avoid it. Describe the concept of web feeds, black hat SEO and able to implement RSS feeds and syndication. Describe benefits of sitemap, Cloaking and link baits as well as its designing process. Design SEO friendly website. Sub Basics. No. of Lectu re(s) Topics Reference chapter/ Additional reading.2 Cannot be afterthought CD # - Page No. 5 Teaching Methodology Planned SEO and the Site Architecture CD # - Page No. 4, Conceptual.3 Link Equity CD #2 - Page No Google Rank CD #2 - Page No Search Engine Ranking Factors CD #2 - Page No Potential Search Engine Penalties CD #2 - Page No Resources and Tools CD #2 - Page No URLs and Content Relocation 2. Static URLs and Dynamic URLs CD #3 - Page No URL Rewriting CD #3 - Page No Building a Link Factory CD #3 - Page No Problems Rewriting Doesn t CD #3 - Page No. Solve Redirection Using 30 and Redirecting with ASP.NET and IIS CD #4 - Page No om/ Redirecting- ASP-NET-and-IIS.ht ml 2.7 Other Types of Redirect CD #4 - Page No. 32 reading from textbook,, of code Mr. Pinkesh H. Patel Page
2 3 Duplicate Content, SE-Friendly HTML and JavaScript 3. Causes and Effect of Duplicate Content CD #5 - Page No Excluding Duplicate Content CD #5 - Page No Solutions for Commonly Duplicated Pages Search Engine-Friendly JavaScript CD #5 - Page No CD #6 - Page No Search Engine-Friendly HTML CD #6 - Page No Flash and AJAX CD #6 - Page No Bookmarking, Black Hat SEO 4. Web Feeds CD #7 - Page No Creating and Syndicating RSS Feed CD #7 - Page No Social Bookmarking CD #7 - Page No Black Hat SEO CD #8 - Page No Banding the Rules CD #8 - Page No Technical Analysis of Back Hat CD #8 - Page No. Techniques Conceptual reading from textbook, Conceptual reading from textbook, 5 Sitemaps 5. Traditional Sitemaps CD #9 - Page No Search Engine Sitemaps CD #9 - Page No Informing Google about CD #9 - Page No. Updates The Sitemap.org Standard Protocol Generating Sitemaps Programmatically CD #9 - Page No CD #9 - Page No , Mr. Pinkesh H. Patel Page 2
3 6 Link Baits, Cloaking 6. Hooking Links CD #0 - Page No Interactive Link Bait CD #0 - Page No Case Study: Fortune Cookies CD #0 - Page No About Cloaking, Geo-Targeting, and IP Delivery CD # - Page No Implementing Cloaking CD # - Page No Cloaking Case Studies CD # - Page No Conceptual reading from textbook, presentation Text Book: Reference Books:. Cristian Darie, Jaimie Sirovich. Professional Search Engine Optimization with ASP.NET A Developer s Guide to SEO, Wrox-Wiley [CD]. Eric Enge, Stephan Spencer, Rand Fishkin, Jessie C Stricchiola. The Art of SEO: Mastering Search Engine Optimization, O'Reilly. 2. Jerri L. Ledford. SEO: Search Engine Optimization Bible, Wiley India. 3. Jaimie Sirovich, Cristian Darie. Professional Search Engine Optimization With PHP, Wrox-Wiley. 4. John I Jerkovic. SEO Warrior: Essential Techniques for Increasing Web Visibility, O'Reilly. 5. Jennifer Grappone, Gradiva Couzin. Search Engine Optimization An Hour a Day, Sybex. Course Objectives and Course Outcomes Mapping: To learn the concepts of SEO in context of website development CO, CO2, CO3, CO6 Apply SEO techniques to improve search visibility. CO4, CO5, CO6 Course s and Course Outcomes Mapping: No. Course Outcome CO CO2 CO3 CO4 CO5 CO6 Basics 2 URLs and Content Relocation 3 Duplicate Content, SE-Friendly HTML and JavaScript 4 Bookmarking, Black Hat SEO 5 Sitemaps, Link Baits 6 Cloaking, Geo-Targeting, IP Delivery, Foreign Language SEO Mr. Pinkesh H. Patel Page 3
4 Course Outcomes and Program Outcome Mapping: PO PO2 PO3 PO4 PO5 PO6 CO CO2 CO3 CO4 CO5 CO6 Modes of Transaction (Delivery): Activities/Practicum: Lecture method shall be used for all units. For unit 2, 4, 5 and 6 demonstration of code shall be shown to student that emphasis on URL Rewriting, RSS Feed, sitemap and Cloaking. Assignment activity: After completion of each unit, 2 short and long answer question shall be given. The following activities shall be carried out by the students. Study Google page rank algorithm. Study the case study of Building an E-Commerce Store that is available in textbook ch-4. The following activities shall be carried out by the teacher. Show video related to Google Analytics. Show list of website for finding page rank for particular website. Concept Map: Search Engine Optimization Mr. Pinkesh H. Patel Page 4
5 -: Basics -2: URLs and Content Relocation Mr. Pinkesh H. Patel Page 5
6 -3: Duplicate Content, SE-Friendly HTML and JavaScript -4: Bookmarking, Black Hat SEO Mr. Pinkesh H. Patel Page 6
7 -5: Sitemaps -6: Link Baits, Cloaking Mr. Pinkesh H. Patel Page 7
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