AGENDA• What is a Search Engine?• Examples of popular Search Engines• How Do Search Engines Work?• Search Engines statistics• Why is Search Engine marketing important?• What is a SEO Algorithm?• Steps to developing a good SEO strategy• Ranking factors• Basic tips for optimization• Conclusion
WHAT IS A SEARCH ENGINE? Definition: 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. Different than a Directory 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
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 Indexing Once the spiders have completed the task of finding information on Web pages, the search engine must store the information in a way that makes it useful. 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 is a family of algorithms for assigning numerical weightings to hyperlinked documents (or web pages) indexed by a search engine.
WHY IS SEARCH ENGINE MARKETINGIMPORTANT? 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 Clear and measurable ROI Operates under this assumption: More (relevant) traffic + Good Conversions Rate = More Sales/Leads
WHAT IS SEARCH ENGINEOPTIMIZATION? SEO = Search Engine Optimization Refers to the process of “optimizing” both the on-page and off-page ranking factors in order to achieve high search engine rankings for targeted search terms. Refers to the “industry” that has been created regarding using keyword searching a a means of increasing relevant traffic to a website
WHAT IS A SEO ALGORITHM? Top Secret! Only select employees of a search engines company know for certain Reverse engineering, research and experiments gives SEOs (search engine optimization professionals) a “pretty good” idea of the major factors and approximate weight assignments The SEO algorithm is constantly changed, tweaked & updated Websites and documents being searched are also constantly changing Varies by Search Engine – some give more weight to on-page factors, some to link popularity
STEPS TO DEVELOPING A GOOD SEOSTRATEGY: Research desirable keywords and search phrases (WordTracker, Overture, Google AdWords) Identify search phrases to target (should be relevant to business/market, obtainable and profitable) “Clean” and optimize a website’s HTML code for appropriate keyword density, title tag optimization, internal linking structure, headings and subheadings, etc. Help in writing copy to appeal to both search engines and actual website visitors Study competitors (competing websites) and search engines Implement a quality link building campaign Add Quality content Constant monitoring of rankings for targeted search terms
RANKING FACTORS On-Page Factors (Code & Content) Title tags <title> #3 Header tags <h1> #5 ALT image tags #4 Content, Content, Content (Body text) <body> #1 Hyperlink text #6 Keyword frequency & density #2 Off-Page Factors Link Popularity (“votes” for your site) – adds credibility #2 Anchor text #1 Spamdexing: Spamdexing or search engine spamming is the practice of deliberately and dishonestly modifying HTML pages to increase the chance of them being placed close to the beginning of search engine results, or to influence the category to which the page is assigned in a dishonest manner.
WHAT A SEARCH ENGINE SEES View > Source (HTML code)
CONCLUSION Thus, by ethical Search Engine Optimization Techniques, any content site can get top ranking in any Search Engine. Getting a top rank in any of the major Search Engine is the first step in getting business, and making the world know that you exist. But, the future of Search Engine Optimization Techniques is not concrete, cause daily research and developments and taking place in Search Engine Laborites, for new methods and techniques for searching data on the Web. With the change in Search Engine’s search techniques and algorithms, a parallel change in SEO techniques will occur. But, the basic will remain the same, only honest techniques and content rich site will make it to the top SERPs.
REFERENCESRef. images searched from : https://www.google.co.in/ http://www.howstuffworks.com/