This document provides an overview of search engine optimization (SEO) and Google algorithms. It discusses what SEO is, the major search engines and their market shares, common SEO techniques, and how search engine results pages work. It then examines several Google algorithms: Panda focuses on content quality; Penguin penalizes sites using black hat SEO; Hummingbird understands context and intent; and Pigeon prioritizes local search results. The document serves as a presentation on optimizing websites to increase search engine visibility and rankings.

1. PresentationonSearchEngine
optimization(S.E.O)andGoogle
algorithms
MADE BY:Vaishali and Nishu

2.  What is SEO ?
 Search Engine in Market and its Share.
 SEOTechniques.
 Search Engine Result Page (SERP).
 Google Algorithms:
.
.
.
.

3.  S.E.O stands for “ search engine optimization”.
 Search engine optimization (SEO) is the process of
affecting the visibility of a website or a web page in a
web search engine’s unpaid results.
 It is the process of getting traffic from the “free”,
“organic”, or “natural” search results on search engines.
What is S.E.O ?

4. Google
72%
Bing
17%
Yahoo!
9%
Ask
0%
Others
2%
Search Engine in Market and it shares

5. SEOTechniques
 Audit your site Framework.
 Create more optimized Landing Pages.
 Make your site Responsive and Mobile-
Friendly.
 Spy andTarget competitor’s keywords

6. SERP: Search Engine Results Pages (SERP) are the pages displayed by search
engines in response to a query by a searcher. The main component of
the SERP is the listing of results that are returned by the search engine in
response to a keyword query, although the pages may also contain other
results such as advertisements.
Advantages Disadvantages
 Brand Awareness.
 Increased site usability.
 Cost effective.
 Increased traffic
 It takes a lot of time for SEO
to show results.
 Long wait to get ROI ( Return
on Investment).
 To be competitive, it requires
a lot of investment.

8. HowDoesGoogleSearchWorks???
Working of
Google
Crawling Indexing Page Rank

10.  Panda is a search algorithm named after the Google Engineer, Navneet Panda.
 It was the first search filter that was rolled out February 2011.
 It's basically a content quality filter that was targeted at poor quality and thin
sites, in particular content farms, in order to prevent them from working their
way to Google’s top search results pages.
 Google could now determine more accurately which sites were “spammy” and
which sites would likely be deemed useful by visitors.
Impact of Panda :
 The sites with large amount of advertising dropped in ranking.
 The Sites with duplicate content, or those which copied content from other sites
were ranked lower while the ones with the original content were ranked higher.
 The sites with poorly written content like those having spelling mistakes or
grammatical mistakes were ranked lower.
 The Sites having a lot of links i.e. inlinks or outlinks were ranked low.
GooglePanda

12.  On April 24,2014, Google released the first Penguin update.
 Google Penguin is a codename for a Google algorithm aimed at decreasing
search engine rankings of websites that violateGoogle’sWebmaster Guidelines
by using now declared Black-Hat SEO techniques involved in increasing
artificially the ranking of a webpage by manipulating the number of links
pointing to the page. Such tactics are commonly described as link schemes.
GooglePenguin:
Factors which are watched by the PENGUIN !!

14.  Google Started using HummingBird about August 30,2013, and
announced the change on September 26 on the eve of the
company’s 15th anniversary.
 This Google algorithm derives it’s name from the tiny bird, which is
known for being “ accurate and fast”.
 Hummingbird is about synonyms but also about context. Google
always had synonyms, but with Hummingbird it is also able to
judge context-thereby judging the intent of a person carrying
out a search, to determine what they are trying to find out.
 Semantic search seeks to improve search accuracy by
understanding the searcher’s intent and the contextual meaning
of terms to generate more relevant results.

16.  Google Pigeon is the code name given to one of Google’s local
search algorithm updates.
 The is aimed to increase the rankings of local listing in a search.
 This was released on August 20,2013.
 To improve the quality of local searches and provide more relevant
results to the user, Google relies on factors such as Location and
distance.
 The purpose of Pigeon is to provide preference to local search
results.This is quite useful for the user and local businesses.