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  1. 1. SEARCH ENGINE OPTIMISATIONRuksana Alam Neha Jhoshi Manish Arya Shruti Jain Neha Jha
  2. 2. Search Engine: A search engine is really a general class of programs that search documents for specified keywords and returns a list of the documents where the keywords were found.Search Engine Optimization(SEO): Search engine optimization is a methodology of strategies, techniques and tactics used to increase the amount of visitors to a website by obtaining a high-ranking placement in the search results page of a Search Engines(SERP’s).
  3. 3. • Company started doing SEO since 1995 and till 2012 their is massive change in strategies and technology of SEO .• SEO can be done various ways like organic and inorganic .details will be told in later part of presentation.• Though doing SEO is always good however ,there are certain disadvantages as well.
  4. 4. SEO and It’s relation with Search Engines: The term SEO itself indicates that it is maximum utilization of search engines. Majority of people do not visit sites post 1st page. Therefore companies perform SEO to improve their page ranking on search engines, so that majority of people can visit their site. Through methods like patent analysis, experiments, and live testing and tweaking, search marketers as a community have come to understand many of the basic operations of search engines and the critical components of creating websites and pages that garner high rankings and significant traffic.
  5. 5. Data analysis of major search Engines
  6. 6.  1995 – Yahoo Launches its Web Directory 1998 – Google Launches, DMOZ launches this same year 2000 – Yahoo Drops Altavista, Uses Google’s Algorithm 2001 – Page Rank is showed to users through the toolbar 2005 – No Follow Tag Introduced 2009 – Google Introduces Caffeine Algorithm, a major shift in SEO. 2009 – Bing and Yahoo Merge 2011 – Panda Algorithm Update. A major step in the history of SEO 2012 – Penguin Algorithm Update
  7. 7. The history of SEO has its start in the early 1990′s. In 1995, optimization was born in the young stages of Yahoo. Alphabetical optimizations were formed, and formatted in the “yellow page” style like phonebooks. The next year, 1996, comprehension for things like keyword density and seasoning began to take hold. As the year progressed, determined individuals began to understand database algorithms, and the methods used in basic search engines. From late 1997 to early 1999, submission spamming became the general method of site rank. However, new algorithms brought new tactics, as SEO’s started to utilize multi-language platforms, word lists, and other innovative strategies. Between the years of 2000 and 2001, the internet experienced a massive shift.
  8. 8.  Google revolutionized the internet world with its new algorithmic and ranking techniques causing search engine optimization to take a step in a new direction contemporary. The introduction of Social Networking Sites once again revolutionized the SEO industry. The History of SEO is constantly changing, we will see more user metrics and higher level algorithms.
  9. 9. Methods search engine optimization can be bifurcated into two vast areas:• Organic SEO• Inorganic SEOOrganic SEOIt is a natural way of getting top ranking in SERP (search engine result page)without paying any amount to search engines for the placement. This is more preferable and trustworthy method of securing high rank on SERPBenefits of Organic SEO: Usually normal user’s clicks more on organically optimized sites. Results are long lasting on search engine result pages. Organic results are more trustworthy than inorganic results. Organic service is cheaper than inorganic services.
  10. 10. Inorganic SEO:It includes paid services such as PPC – Pay Per Click, CPC – Cost Per Click, CPA – CostPer Acquisition, banner ads, classifieds etc. This service is very expensive. But thosewho wants immediate results, they can go for inorganic service. Benefits of Inorganic SEO: Results in sort period. Site gains more visibility. More traffic in sort time period. Unlike organic SEO, inorganic SEO gets more effective result in very sort time. Inorganic SEO technique is quite risky; as its cost will be count as per clicks,webmaster must remain alert from competitors, they might click on your siteunnecessarily to force you pay more. There is a solution to block those users, but forthat you must be aware that they clicked you unnecessarily.
  11. 11. Organic vs. Paid SearchPaid/10% ofClicks Organic/90% of clicks
  12. 12. A search engine operate in the following order• Web crawling• Indexing• SearchingFew points to elaborate working of SEO are: Web search engine work by sorting information about a large number of web pages which they retrieve from the WWW. These pages are retrieve by a web crawler (sometime known as a spider)—an automate web browser. The content of each pages are then analyzed to determine how it should be indexed for example:- words are extracted from the titles , heading ,or special fields called meta tags .
  13. 13.  When users comes to the search engine and makes a query typically by giving key words the engine look up the index and provide a listing of best-matches web pages according to its criteria. Most search engine support the use of the Boolean terms AND, OR and NOT to further specify the search query. The vast majorities of search engine are run by private companies using proprietary algorithm and closed database though some are open source.
  14. 14. SEO Techniques are classified into two broad categoriesWHITE HAT : An SEO techniques or method is considered “ White Hat” if it conforms to the search engine guideline and/or involves no deception White hat SEO is not just about following guidelines but is about ensuring that the content a search engine indexers and subsequently rank is the same content user will see.BLACK HAT /SPAMDEXING: Black hat SEO are method that try to improve ranking that are disapproved of by the search engine and/or involve deception. It also Includes pay per click scheme.
  15. 15. Few benefits of having done SEO are listed below: More than 90% online user uses search engine to find products and info. Your website will constantly features on page one of the search result for terms that best describe your business. Natural search receives 250% more traffic than paid search. 1st page of se result get at least 80% clicks. If your website is not found within top 30 result (page1,2 and3) no one will find it.
  16. 16. Few disadvantages of having done SEO are: Your web site is exposed to an increase amount of spam once you achieve high volume and traffic to your site. Your site can receive unwanted leads that would involve cost. Cannot predict and guarantee best positions in search engines.