Search engines are programs that search documents for keywords and return results where the keywords are found. Most internet users rely on search engines to find information. Google is the dominant search engine, originally starting in 1999. Other major search engines include Yahoo and Bing. Search engine rankings are determined by on-page factors like keywords, tags, and content, as well as off-page factors like links and social mentions. High-quality, relevant content remains key to successful SEO.

1. SEO Intro
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2. What
Search engines are?
• Search Engine is a program that searches
documents for specific keywords and returns
a list of documents where the keywords were
found
• It is the second online tool for information and
contacts soon after emails
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3. Numbers
• 84% internet users use search engines
• 87% find what they need
• 44% find vital information
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4. Google the king
• Google is a crawler based search engine
• Born in 1999
• Includes doc, pdf, ps, images
• Supports full boolean searching
• The Google directory is a listing of DMOZ and
open directory project (ODP)
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5. Yahoo
• Originally a subject directory
• Today is both a Search engine and a directory
• Supports full boolean searching
• Owner of Altavista, All the web and Inktomi
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6. Bing
• Search engine by Microsoft
• 2005 starts with its own database
• Supports full boolean searching
• Integrated in Facebook
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7. Directories
• A web directory is a web search tool
compiled manually by human editors
• Yahoo, DMOZ, ...
• 5 types of directories
• human edited, User categorized, User
classified, Indipendently classified,
Pay per click
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8. DMOZ
• Directory listings are provided to Google,
Lycos, AOL
• Manually submission verified by human
beings
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9. Search engines
components
• Web crawler is a program developed to
scan the web page (title, tabs, images,
tags, ...)
• Index program to store all the information
reached by the crawler
• Search engine software matchs the query
by keywords with all the data stored in the
index warehouse
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10. How search engines
rank a page
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11. On-page rank factors
• Keywords targetting
• Html tags
• Contents
• Anchor text and URL
• Date of article published
• Lenght of contents
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12. What is spam for a
search engine?
• Any activity considered unwanted and appear
in search results with the intent to deceiveor
attract clicks with little regard for relevance or
overall quality of the user experience
• To make sure you are not spamming please
check always if your contents are really useful
and valuable for internet surfers. Write always
for humans and not for Search Engine and
avoid automated pages
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13. Off-page rank factors
• Link building
• Link popularity
• Anchor
• Article Marketing and Press Releases
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14. On-line factor: Keywords
• First step of any SEO project
• Use Keyword research tools
• Wordtracker offers a database of over 300
million queries. Keywords ideas, few
competitive pages, mispelled words
• Google trends and Google keywords
suggestions tool
• Yahoo keywords tool for PPC
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15. Keywords competition analysis
• Title, Meta Tags, Keyword density, content,
images, positioning
• Contents copy writing use the keywords
• Social media acounts use the selected
keywords in descriptions and contents
• Digital Press Releases with same keywords
• PPC and Google AdWords and
landing pages using keywords
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16. Web copywriting
• Contents is the real king. All the real succes
depends on how clear and strong are texts
and ideas.
• SEO ranking can be done at the beginning
using tricks and shortcut, but consistent and
seccesful strategies are based on contents
curation
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17. Did you like these highlights about
SEO?
39Marketing web marketing agency
based in Milan, Italy
Italian Web copywriting and SEO projects manager also for Start-
up companies
Contacts: comunica@39marketing.it
Telephone +39 3661593523
Blog http://39webmarketing.wordpress.com
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