Search Engine Optimization- By Aashish Gawali


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Search Engine Optimization- By Aashish Gawali

  1. 1. Seminar Presentation On Search Engine Optimization – Tools And Techniques By Aashish D. Gawali Final Yr CMPS
  2. 2. CONTENTS <ul><li>Introduction </li></ul><ul><li>History </li></ul><ul><li>Fundamental Principle </li></ul><ul><li>SEO Terminologies </li></ul><ul><li>White Hat, Black Hat SEO </li></ul><ul><li>Types Of Optimization </li></ul><ul><li>SEO Myths </li></ul><ul><li>Conclusion </li></ul>
  3. 3. Introduction <ul><li>Search Engine Optimization (SEO) is a well defined and managed process which helps to increase the volume or improve quality of traffic to a web site from search engines. </li></ul><ul><li>Arose from the basic habit of netizens of clicking the first few search result. </li></ul>
  4. 4. History <ul><li>SEO Theory was born in the popular Virtual Promote Gazette Enewsletter and associated search engine forums founded by Jim Wilson. </li></ul><ul><li>SEO Theory shifted its emphasis from on page elements to off page elements with the arrival of Google. </li></ul>
  5. 5. Fundamental Principle <ul><li>Algorithm Chasing- commonly called reverse engineering the ranking algorithms. </li></ul>
  6. 6. SEO Terminologies <ul><li>A search engine </li></ul><ul><li>PageRank </li></ul><ul><li>White Hat, Black Hat SEO </li></ul>
  7. 7. A search engine <ul><li>Every search engine has 3 components </li></ul><ul><li>A Web crawler </li></ul><ul><li>An Indexer </li></ul><ul><li>A query processor </li></ul>
  8. 8. Fig. A search engine processing a query
  9. 9. PageRank <ul><li>It is Google’s way of giving a specific value to how popular your website is. </li></ul><ul><li>It is based on the number of “votes” other website cast for your website. </li></ul>
  10. 10. Fig. PageRank analysis
  11. 11. PageRank calculation: <ul><li>(PR 1) A B (PR 1) </li></ul><ul><li>C </li></ul><ul><li>(PR 1) </li></ul><ul><li>0.15+(0.85*(A “share” of PR of every page that links to it))=Your page’s PR </li></ul>
  12. 12. PageRank calculated: <ul><li>PR of A = 0.15+(0.85*(1/2))= 0.575 </li></ul><ul><li>PR of B = 0.15+(0.85*(1/2))= 0.575 </li></ul><ul><li>PR of C = 0.15+(0.85*(1/2))= 0.575 </li></ul>
  13. 13. Types of SEOs <ul><li>White Hat SEO – Uses legal techniques </li></ul><ul><li>Black Hat SEO – Uses non-legal techniques </li></ul>
  14. 14. Black Hat Techniques <ul><li>Cloaking </li></ul><ul><li>Doorway Pages </li></ul><ul><li>Meta stuffing (Description, Keyword, Robots, Language) </li></ul><ul><li>Title Tag stuffing </li></ul><ul><li>Keyword stuffing </li></ul><ul><li>Hidden Text </li></ul><ul><li>Alt img tag spamming </li></ul>
  15. 15. Fig. Keyword stuffing
  16. 16. Fig. Hidden Text
  17. 17. Fig. Hidden Text found
  18. 18. Fig. Image spamming
  19. 19. Types of optimization <ul><li>On-page optimization </li></ul><ul><li>Off-page optimization </li></ul>
  20. 20. On –page optimization <ul><li>Keyword research </li></ul><ul><li>Bolding, Italicising, Underlining </li></ul><ul><li>Forcing SE to read your keyword first </li></ul><ul><li>Create Sitemaps, RSS </li></ul>
  21. 21. Off-page optimization <ul><li>Link Relationships </li></ul><ul><li>Get listed in DMOZ, Yahoo </li></ul><ul><li>Submit articles </li></ul><ul><li>Link exchange </li></ul>
  22. 22. Fig. SEO Elite tool
  23. 23. Fig. Forcing to read KW 1st <ul><li>Navigational Your Body </li></ul><ul><li>Links Text </li></ul><ul><li>Empty column Your Body </li></ul><ul><li>Navigational Text </li></ul><ul><li>Links </li></ul>
  24. 24. Fig. Report after submitting to SEO Elite tool
  25. 25. SEO Myths <ul><li>For a site to be included in a search engine, it must be manually submitted. </li></ul><ul><li>Using a particular type of webserver will benefit a site’s rankings. </li></ul><ul><li><META NAME=“robots” CONTENT=“ALL”> is a necessary tag. </li></ul><ul><li>Search engines, especially Google, rely on links more than anything else to determine rankings. </li></ul><ul><li>You lose link weight when you link out to other links. </li></ul>
  26. 26. Conclusion <ul><li>In the end, I would conclude: </li></ul><ul><li>Web presence is utmost important in today’s world. </li></ul><ul><li>SEO community is and will continue to help improving your web site’s rankings no matter the ranking algorithms change. </li></ul><ul><li>So, it is advised to use SEO techniques to improve rankings. </li></ul>