CONTENTS• Search engine• How does a Search Engine Work?• Page Rank• SEO definition• Importance of SEO• Types of SEO• Factors influencing SEO• On-Page optimization• Off-Page optimization• On-page vs. Off-page optimization• Tools 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

Search Engine Indexing

HOW DOES A SEARCH ENGINE 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 RANK

• 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.

• Page Rank works by counting the number and quality of links to a page to determine a rough estimate of how important the website is. The underlying assumption is that more important websites are likely to receive more links from other websites.

SEO DEFINITON:• 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.

• In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users.

• SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines.

SEO STRATEGIES

• As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience.

• Optimizing a website may involve editing its content, HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.

• The plural of the abbreviation SEO can also refer to "search engine optimizers," those who provide SEO services.

PROCESS OF SEO

IMPORTANCE OF 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)

• To get the traffic and appear in the first page of the search engine and maintain the position online and also to get the repetitive users on their website.

• If a site is been properly optimized for the search engines, then only it will be indexed or found as SEO ensures accessibility to the search engines.

RESULTS OF AN EFFECTIVE SEO

It gives a website the ability to:• Drive high quality customers to their website• Increase sales leads from customers looking for their products

and services• Build their brand online by communicating marketing

messages to their target audience• Increase their profile against their competitors• Target 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

FACTORS INFLUENCING SEO

• Website Structure• Relevant and Fresh Copy/ Content• Uniqueness of Content • Links - internal, inbound, outbound• Meta Tags• Keywords• Visual Extras• Domains, URLs, Web Mastery

ON-PAGE OPTIMIZATION

• In search engine optimization, on-page optimization that applies to the content and structure of the Web site.

• 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 testing• Meta Description tag• ALT tags• H1 tags• URL structure• Internal linking strategy• Content• Keyword density• Track target keywords• Expect 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 TECHNIQUES• 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

• Results in 1-2 days

• Easier for novice or one little knowledge of SEO

• Generally more costly per visitor and per conversion

• Ability to target “local”

markets • Better for short-term and

high-margin campaigns

On-Page optimization

• Results take 2 weeks to 4 months • Requires ongoing learning and

experience to achieve results • Generally more cost-effective,

does not penalize for more traffic • More difficult to target local

markets• Better for long-term and

lower margin campaigns

TOOLS FOR SEO

• 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