Search Engine Optimization
Prepared by
Gohel Himanshu A.
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Points
What is Search Engine?
What Is Search Engine Optimization ?
How Do Search Engine Works ?
Search Engine Ranging Factor :
Phases of Search Engine Optimization
SEO Key Benefits
Organic Search Engine Optimization
Search engine marketing tips
How Diff. Parameter Affect SEO?
SEO Spam :
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What is Search Engine?
On the back end,Search engine is a piece of
software that uses applications to collect
information about web pages.
On the front end, the software has a user
interface where users enter a search term a
word or phrase in an attempt to find specific
information. When the user clicks a search
button, an algorithm then examines the
information stored in the back-end database and
retrieves links to web pages that appear to
match the search term the user entered.
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Anatomy of Search Engine
Query Interface
Crawler, Spider And Robots
Database
Search Algorithms
List Search
Tree Search
Sql Search
Informed Search
Retrieval And Ranking
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What Is Search Engine Optimization ?
Search engine optimization (SEO) is the process of
improving the volume and quality of traffic to a web site from
search engines via "natural" ("organic" or "algorithmic")
search results.
The major search engines that you’re probably familiar with
today were created:
Excite
Yahoo!
Web Crawler
Lycos
Infoseek
AltaVista
Inktomi
Ask Jeeves
Google
MSN Search 5
How Do Search Engine Works ?
There are basically two types of search
engines.
Crawler based search engines
Human-powered search engines
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Search Engine Ranging Factor :
The factors that affect search engine
rankings into the following general
categories:
Visible on-page factors
Invisible on-page factors
Time-based factors
External factors
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Visible On-Page Factors :
Page title
Page headings
Page copy
Outbound links
Keywords in URLs and domain name
Internal link structure and anchors
Overall site topicality
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Invisible On-Page Factors :
Meta description
Meta keywords
Alt and title attributes
Page structure considerations
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Time-Based Factors
The time-based factors that are used as
ranking factors are the site and page
age, and the age of the links referring to
it. The registration length of a domain
name may also influence rankings.
Site and Page Age
Link Age
Domain Registration Length
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External Factors :
Quantity, quality, and relevance of
inbound links
Link churn
Link acquisition rate
Link anchor text and surrounding copy
Reciprocal links
Number of links on a page
Semantic relationships among links on
a page
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How do you implement SEO?
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Phases of Search Engine Optimization
Phase I: Initial Discovery & Research
Phase II: Implementation
Phase III: Analysis
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Initial Discovery & Research :
Discovery & Strategy Development
Target Term Research
Initial Position Report
Link Popularity and Page Saturation
Assessment
Search Engine Friendliness Assessment
Review of Site Statistics
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Implementation :
Identification of Target Pages
Page Copy Optimization
Linking Strategy
Header Tags and Style Sheet Formatting
Format Page Titles
Format Meta Tags
Basic Search Engine Submission
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Analysis :
Search Engine Monitoring
Position Reporting
Strategic Analysis
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Search Engine Optimization Process:
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SEO Key Benefits
Increased visibility among target
audiences
Connect with motivated prospects
Increased brand recognition & identity
Goal-driven
Flexibility
Measurable results
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Organic Search Engine
Optimization
What is Organic Search Engine
Optimization?
How does Organic SEO work?
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What is Organic Search Engine
Optimization?
Organic is referred to as "natural" meaning that
the search engine listings that appear in the
non-paid areas of the search results are
completely dependent on the algorithms of the
various search engine websites and not
impacted by paid search services.
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How does Organic SEO work?
Essentially it is a page by page optimization
process.
The best approach to generate strong
rankings on the search engine results pages
(SERPs) for valuable and relevant key terms
is to limit key terms on a page by page basis.
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Search engine marketing tips
On-Page Optimization
Site-wide Optimization
Off-site Optimization
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Black Hat SEO
The “hat” terminology, as just alluded to,
has been borrowed from the lexicon of
hackers.
“Black hats” do not follow the rules of a
search engine, and may also exploit the
work or property of others.
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White hat versus black hat:
An SEO technique is considered white hat
if it conforms to the search engines'
guidelines and involves no deception.
White hat SEO is not just about following
guidelines, but is about ensuring that the
content a search engine indexes and
subsequently ranks is the same content a
user will see.
Black hat SEO attempts to improve
rankings in ways that are disapproved of by
the search engines, or involve deception.
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How Diff. Parameter Affect
SEO?
Links
Pay-Per-Click (PPC )
Web-Site Content
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How Links Affect SEO ?
A web page without links is like a desert
island.
Links provide a method by which traffic
to your site is increased.
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How Pay-Per-Click Affect SEO ?
PPC programs damage organic
rankings because the act of paying for a
listing automatically reduces the rank of
your organic keyword efforts.
PPC is a search marketing strategy.
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How Web-Site Content Affect SEO ?
Content is the one element that can keep
customers coming back to your site time and
again.
There are several different types of content,
and each type has its own implications:
Licensed Content :
Original Content :
Dynamic Content :
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SEO Spam :
Any of the SEO techniques that are
considered spam can get your site
penalized at the very least or even
completely banned.
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Avoiding SEO Spam :
Three things Keep in Mind To Avoid
Spam :
Provide users with unique relevant
content
Use links appropriately
Keep your site user-friendly
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Conclusion
Search Engine Optimization (SEO) is
specialized research-driven process of
analyzing and editing your web site in order to
increase the rankings of your site pages for
specific search terms in search engines.
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Any Questions ?
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