Index….. Search Engine How search Engine Works Page Ranking SEO definition Why SEO? Types of SEO SEO Factors On-Page optimization Off-Page optimization On-page vs Off-page optimization Tools for SEO
Search engine…. An internet-based tool that searches an index of documents for aparticular term, phrase or text specified by the user. Commonlyused to refer to large web-based search engines that searchthrough billions of pages on the internet. Common Characteristics: Spider, Indexer, Database, Algorithm Find matching documents and display them according torelevance Frequent updates to documents searched and rankingalgorithm Strive to produce “better”, more relevant results thancompetitors
How Do Search Engines Work? Spider “crawls” the web to find new documents (web pages, otherdocuments) typically by following hyperlinks from websites already intheir database Search engines indexes the content (text, code) in these documents byadding it to their databases and then periodically updates this content Search engines search their own databases when a user enters in asearch 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 rankingfactors
Page Ranking…… It is the way Google measures how popular a given page is basedon the number and quality of sites that link to it. Page Rank was developed by Google founders Larry Page andSergey Brin at Stanford. Page Rank is patented by Stanford, andthe name Page Rank likely comes from Larry Page. Page Rank is measured on a scale of one to ten and assigned toindividual pages within a website, not the entire website.
What is SEO?????? Search engine optimization (SEO) is the process ofaffecting the visibility of a website or a web page in a searchengines "natural" or un-paid ("organic") search results.
Why SEO….. 85% of all traffic on the internet is referred to by searchengines 90% of all users don’t look past the first 30 results (mostonly view top 10) Search engine traffic is low and websites aren’t indexedbecause they are generally poorly optimized Cost-effective advertising
Why SEO??It gives companies the ability to: Drive high quality customers to their website Increase sales leads from customers looking for theirproducts and services Build their brand online by communicating marketingmessages to their target audience Increase their profile against their competitors Target a global audience via international search engines
Types of SEO White hat technique : Those websites which are optimized inaccordance to rules and policies of search engines are said to beusing White-Hat-Techniques or Ethical SEO. Black hat Technique : These are the unofficial methods,which search engines strictly disapprove of. Once found guilty ofBlack Hat, the website may be blocked or severely penalized. Gray hat technique : Gray being a shade in between whiteand black has properties of both colors. Gray Hat Techniques arethose ways through which websites are optimized using tacticsthat don’t exactly follow the policies of search engines butsomehow manage to escape from the eyes of algorithms
SEO Factors…. Website Structure Relevant and Fresh Copy/ Content Uniqueness of Content Links - internal, inbound, outbound Metatags Keywords Visual Extras Domains, URLs, Web Mastery
On-Page Optimization.. In search engine optimization, on-page optimizationrefers to factors that have an effect on Web site or Webpage listing in natural search results. These factors arecontrolled by coding on page. Examples of on-pageoptimization include actual HTML code, meta tags,keyword placement and keyword density.
On-page technique….. Always start with keyword selection, research and testing Meta Description tag ALT tags H1 tags URL structure Internal linking strategy Content Keyword density Track target keywords Expect results in 6-12 months
Off- Page Optimization Off-page optimization refers to factors that have aneffect on Web site or Web page listing in natural searchresults. These factors are off-site in that they are notcontrolled by coding on page. Examples of off-pageoptimization include things such as link popularityand page rank.
Off-Page technique…. Directory Submission : It is the easiest way to get backlinksfor your website. It is also known as one way link building.Submit your site to directory in relevant category. Search Engine Submission : Submit your site to differentsearch engines. Search engines crawl your site. Reciprocal Submission : It is also known as two way linkbuilding. Its like link exchange. Article Writing And Submission : Write an article to yoursite niche and submit it to article directory. Blog Commenting : Leave a comment with your main keywordand landing URL.
Off-Page technique…. Guest Posting : Write a guest post in other blog orsite. Forum Posting : Forum posting is the way to get backlinks and traffic for website. Blog Creation : Create a blog for website. Blog Posting : Submit blog in blog directory. Link Exchange : Link exchange to other sites withhigh page rank
Off-Page optimization vs On-page Optimization……….Off-Page Optimization On-page optimizationResults in 1-2 days Results take 2 weeks to 4 monthsEasier for a novice or one littleknowledge of SEORequires ongoing learning andexperience to achieve resultsGenerally more costly per visitor andper conversionGenerally more cost-effective, doesnot penalize for more trafficAbility to target “local” markets More difficult to target local marketsBetter for short-term and high-margincampaignsBetter for long-term and lower margincampaigns
Tools for SEO’s….. There are various paid and free tools are available forSearch Engine optimizers. Free tools provided by Google to generate analyticsand keywords are Google Adwords,Google Analytics. There are various online tools are also available such asalexa.com,www.compete.com,www.quantcast.comand many more.. Paid tools which are used by SEO’s are SEOmoz