Search Engine OptimizationBy

Haresh Vagadia

Index…..Search EngineHow search Engine WorksPage RankingSEO definitionWhy SEO?Types of SEOSEO FactorsOn-Page optimizationOff-Page optimizationOn-page vs Off-page optimizationTools for SEO

Search engine….An internet-based tool that searches an index of

documents for a particular term, phrase or text specified by the user. Commonly used to refer to large web-based search engines that search through billions of pages on the internet.

Common Characteristics: Spider, Indexer, Database, Algorithm Find matching documents and display them

according to relevance Frequent updates to documents searched and

ranking algorithm Strive to produce “better”, more relevant results

than competitors

Popular Search Engines..

SE indexing………

How Do Search Engines Work?Spider “crawls” the web to find new documents (web pages, other

documents) typically by following hyperlinks from websites already in their database

Search engines indexes the content (text, code) in these documents by adding it to their databases and then periodically updates this content

Search engines search their own databases when a user enters in a search to find related documents (not searching web pages in real-time)

Search engines rank the resulting documents using an algorithm (mathematical formula) by assigning various weights and ranking factors

Page Ranking…… It is the way Google measures how popular a given

page is based on the number and quality of sites that link to it.

Page Rank was developed by Google founders Larry Page and Sergey Brin at Stanford. Page Rank is patented by Stanford, and the name Page Rank likely comes from Larry Page.

Page Rank is measured on a scale of one to ten and assigned to individual pages within a website, not the entire website.

What is SEO??????Search engine optimization (SEO) is the process

of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results.

Why SEO…..85% of all traffic on the internet is referred to by

search engines

90% of all users don’t look past the first 30 results (most only view top 10)

Search engine traffic is low and websites aren’t indexed because they are generally poorly optimized

Cost-effective advertising

Why SEO??It gives companies the ability to:Drive high quality customers to their websiteIncrease sales leads from customers looking for

their products and servicesBuild their brand online by communicating

marketing messages to their target audienceIncrease their profile against their competitorsTarget a global audience via international search

engines

Types of SEOWhite hat technique : Those websites which are optimized

in accordance to rules and policies of search engines are said to be using White-Hat-Techniques or Ethical SEO.

Black hat Technique : These are the unofficial methods, which search engines strictly disapprove of. Once found guilty of Black Hat, the website may be blocked or severely penalized.

Gray hat technique : Gray being a shade in between white and black has properties of both colors. Gray Hat Techniques are those ways through which websites are optimized using tactics that don’t exactly follow the policies of search engines but somehow manage to escape from the eyes of algorithms

SEO Factors….Website StructureRelevant and Fresh Copy/ ContentUniqueness of Content Links - internal, inbound, outboundMetatagsKeywordsVisual ExtrasDomains, URLs, Web Mastery

On-Page Optimization..In search engine optimization, on-page

optimization refers to factors that have an effect on Web site or Web page listing in natural search results. These factors are controlled by coding on page. Examples of on-page optimization include actual HTML code, meta tags, keyword placement and keyword density.

On-page technique…..Always start with keyword selection, research and

testingMeta Description tagALT tagsH1 tagsURL structureInternal linking strategySitemap SubmissionContent OptimizationKeyword densityTrack target keywordsExpect results in 6-12 months

Off- Page Optimization

Off-page optimization refers to factors that have an effect on Web site or Web page listing in natural search results. These factors are off-site in that they are not controlled by coding on page. Examples of off-page optimization include things such as link popularity and page rank.

Off-Page technique….Directory Submission : It is the easiest way to get

backlinks for your website. It is also known as one way link building. Submit your site to directory in relevant category.

Search Engine Submission : Submit your site to different search engines. Search engines crawl your site.

Reciprocal Submission : It is also known as two way link building. It's like link exchange.

Article Writing And Submission : Write an article to your site niche and submit it to article directory.

Blog Commenting : Leave a comment with your main keyword and landing URL.

Off-Page technique….Guest Posting : Write a guest post in other

blog or site.Forum Posting : Forum posting is the way to

get back links and traffic for website.Blog Creation : Create a blog for website.Blog Posting : Submit blog in blog directory.Link Exchange : Link exchange to other

sites with high page rank

Off-Page optimization vs On-page Optimization………. Off-Page Optimization On-page optimization

Results in 1-2 days Results take 2 weeks to 4 months

Easier for a novice or one little knowledge of SEO

Requires ongoing learning and experience to achieve results

Generally more costly per visitor and per conversion

Generally more cost-effective, does not penalize for more traffic

Ability to target “local” markets More difficult to target local markets

Better for short-term and high-margin campaigns

Better for long-term and lower margin campaigns

Tools for SEO’s…..There are various paid and free tools are

available for Search Engine optimizers.Free tools provided by Google to generate

analytics and keywords are Google Adwords,Google Analytics.

There are various online tools are also available such as alexa.com,www.compete.com,www.quantcast.com and many more..

Paid tools which are used by SEO’s are SEOmoz