Search Engine, SEO and Google Algorithms


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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 engine(SERP) -- including Google, Bing, Yahoo and other search engines. SEO helps to ensure that a site is accessible to a search engine and improves the chances that the site will be found by the search engine.

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Search Engine, SEO and Google Algorithms

  1. 1. SEO vs Google Algorithms
  2. 2. What is Search Engine?
  3. 3. Search Engine Definition: An internet-based tool that searches a websites for a particular term, phrase or text specified by the user. 100 Billion Searches Each Month! By 2013, search volume has grown upto 2 Trillions searches annually.
  4. 4. How does Search Engine works?
  5. 5. Crawling & Indexing New web-page Without links, the engines might never find this page
  6. 6. Organic vs Paid Search Pay per click: is an internet advertisement used to direct traffic to websites, in which advertiser pay the publishers when the ad is clicked. Paid Organic
  7. 7. Google Algorithms
  8. 8. Google Algorithms Rollout 2010 2011 2012 2013
  9. 9. What is PageRank? ● Definition: It is an algorithm used by Google web search engine to rank websites in their search engine results. ● Google crawls websites in decreasing order of PageRank. ● PageRank is a whole number between 0 and 10. ● Most popular websites=PageRank 10 Least popular websites=PageRank 0. ● Twitter= PageRank 10 Facebook= PageRank 9 Google= PageRank 9
  10. 10. Why is Search Engine Marketing important? ● 85% of all traffic on the internet is referred to by search engines. ● 90% of all users don’t look past the first 30 results (most only view top 10). ● Search engine traffic is low and websites aren’t indexed because they are generally poorly optimized. ● Cost-effective advertising. ● Clear and measurable ROI (return on investment). ● Operates under this assumption: More (relevant) traffic + Good Conversions Rate = More Profit
  11. 11. What is SEO?
  12. 12. Search Engine Optimization ● Definition: It is a technique which helps search engines find and rank your site higher than the millions of other sites in response to the search query. ● SEO also refers to the process of “optimizing” both the on-page and off-page ranking factors in order to increase relevant traffic to a website. ● SEO helps search engines figure out what each page is about, and how it may be useful for users. ● Without SEO, many websites remain invisible to the search engines.
  13. 13. Search Engine Optimization Off-page Optimization Techniques: ● Blog Submission ● Directory Submission ● Social Bookmarking ● Ad Posting On-page Optimization Techniques: ● Content ● Meta tag optimization ● Sitemap & robot.txt ● URL Structure Note: More link-building, more is traffic, higher is the PageRank.
  14. 14. Off-page SEO
  15. 15. Blog Submission Blogs are way to share facts, ideas and opinions directly between people.
  16. 16. Directory Submission Directory submission is the process of submitting site URL to website directory.
  17. 17. Social Bookmarking Social bookmarking is a way of sharing sites or pages of a website that we come across with the online community.
  18. 18. Ads Posting
  19. 19. Social media effect
  20. 20. On-page SEO
  21. 21. Crawlability/Link Architecture Well structured/linked websites are easily crawlable.
  22. 22. Avoid Duplicate content Duplicate content are contents that appears on the Internet in one or more than one places(URL).
  23. 23. URL Structuring URL should be search friendly. Informative domain name Shallow folder structure with relevant words Keywords in page name,separated by hyphen
  24. 24. Sitemap (HTML & XML) Sitemap is a simple page that displays the structure of website. HTML Sitemap: for the users XML Sitemap: for the search engines
  25. 25. Restrict crawling with robot.txt A “robot.txt” file tells search engine whether they can access or crawl parts of the sites. This file is placed in the root directory of the website.
  26. 26. Important tags
  27. 27. Title tag
  28. 28. Meta Descriptions
  29. 29. Tag Length Recommendation
  30. 30. White Hat vs Black Hat SEO
  31. 31. Black Hat SEO ● Hidden Content: Stuffed content as keyword within comments/ website code. ● Meta Description: It describes content of your website. CORRECT: <meta name=”description” content=”We are an online marketing agency providing digital marketing service. If you need SEM or SEO we can help you”> INCORRECT: <meta name=”description” content=”MadeUp restaurant website is the best. Our restaurant is better than any other, good food restaurant. We are the best”>
  32. 32. White Hat SEO ● Content should be genuine and of good quality. ● Using Structural mark-up makes easy for search engine( heading tags). ● Effective use of keywords. ● Quality inbound links.
  33. 33. Google Planning SEO Future ● By HummingBird update 2013, Google is using SSL encryption search result both for signed in, not signed in users. ● With further updates, search engine got better understanding of the concepts of human being language, rather then few scattered words i.e. “human friendly” searches than ever. ● This gave better handle for “conversational” search queries. ex: “golden gate pictures” “give me some pictures of the golden gate pictures” ● With increase in smartphone & tablet use, 2014 will be year of mobile SEO. Websites mobile performance matters for SEO ranking.
  34. 34. Thank You