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Introduction to Search Engine Optimization sample lesson
 

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Discover how a usual step in the Search Engine Optimization course will look like. Request your place in the study group to learn more!

Discover how a usual step in the Search Engine Optimization course will look like. Request your place in the study group to learn more!

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Introduction to Search Engine Optimization sample lesson Presentation Transcript

  • 1. Introduction to Search Engine Optimization By Mariya Chebotareva
  • 2. Course Outline Introduction to SEO will answer the basic questions you’re facing with when start to dig in Internet Marketing. • • • • How does actually search engines work? Why everything is so centered on Google? What is SERP? How valuable are the positions in SERP for your site?
  • 3. Course Structure 1. 2. 3. 4. Search Engines SERP Positions in SERP Rule of the 1st page
  • 4. So what is search engine? A search engine is a software that helps to find information across the World Wide Web
  • 5. Most popular Search Engines in the world Google MSN Other Yandex Yahoo Baidu Google 65.2% Baidu* Yahoo Yandex Microsoft Other 8.2% 4.9% 2.8% 2.5% 16.3% *Baidu is a Chinese search engine generally used in this country Statistics source: http://searchengineland.com/google-worlds-most-popular-search-engine-148089
  • 6. Most popular search engines in the US Ask Google 67% Bing Yahoo! Ask AOL 16.5% 12.1% 2.8% 1.6% AOL Yahoo Bing Google Statistics source: http://searchengineland.com/google-worlds-most-popular-search-engine-148089
  • 7. The Search Engine goes through 3 main steps: 1.Crawling 2 Indexing 3 Information output
  • 8. Web Crawling – is done by web crawler or web spider which browses the web looking for new pages to get indexed (to save in cache).
  • 9. Indexation – is the process of collecting and storing data from web pages (usually this means a piece of source code form the top of the page).
  • 10. Information output – presents a user with relevant results when they type a search query in the search box.
  • 11. Quick sum-up So, the search engine looks for new pages on the web and adds them to its indexation list. Each page now is associated with particular keywords and will show up if a user inquires for these keywords. The search engine time after time visits the already indexed pages and updates information about them in its cache. For example if you add link on an indexed page the crawler will consider this link only when it returns to the page next time.
  • 12. Search Engine Result Page (SERP) You know how the SERP looks like:
  • 13. SERPs usually consist of paid search and organic search. Organic Search Results – sites that are ranked by a search engine algorithm. Paid Search Results – sites that bought ads from search engines to appear for specified keywords. In Google, paid search results have a slightly different color and are usually situated on the page’s top or right (sometimes at the bottom)..
  • 14. Position in SERPs We’ve already discussed the principles that make a site appear in search results for a certain keyword. But the site’s position is what really matters! You may have an excellent blog with food recipes but no one will ever find it if it has a > 100 position for all the relevant keywords.
  • 15. The Rule of the 1st Page 42.5% Statistics by clicks based on the position in SERP 11.8% 8.4% 9.5% 6.2% 4.9% % of clicks Positions in SERP 1 2 3 4 5 4.1% 3.9% 3.1% 2.7% 2.9% 6 7 8 9 10 >10 Less than 10% of clicks go to sites that are not in the top 10 results Statistics source: http://www.slowseo.com/articles/search-engines/click-percentagesearch-engine-positions.html
  • 16. That was just a bit of basics of Search Engine working principles. Want to make your own site go up to the top positions? Just reserve your place in the study group! Search Engine | Crawling | indexing| Presenting| Query | Keyword | SERP Paid Search | Organic Search | Content | Title | Description | URL | Link Backlink | Positions | Page Rank | Ranking Factors