Here you'll find some basic knowledge about the functionality of SEO, how Search engine work and some basic pros and cons of SEO

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SEO Foundations – Lesson 1
Olatz Beitia

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• Identify the 3 major players Search Engines around the world
• What each player Want and Do
• Pros and Cons of SEO
• How Search Engines work?
• Crawling
• Storing
• Processing
• Ranking
• On Page Optimization
Introduction
• Relevancy and
popularity
• URL’S
• Meta descriptions
• Header tags
• URL Structure
• Image Alt
• Internal links
• Keyword usage
• Sitemaps
• Hidden text
• Repetitive Anchor text
• Cloaking
• Perfectly Optimize Page

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Lesson 1 Introduction To SEO

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Search Engines
Technologies used by Companies
Enable users to find relevant information
3 Mayor
Players in SEO Users
Our customers
SEO’s
Search engine optimization or Optimizer
Focuses on influencing organic search
engine rankings

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What do they
do
Search for information Provide relevant results
through:
- Organic results (They don’t get
paid for)
- Give searchers a breath of
information
Focused only on lifting
organic rankings
What do they
want
The most relevant
results
- Attract as many users as
possible with relevant search
results (organic and paid)
- Make money from paid
search
Show relevant information to
users
Incentives of
each player

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Pros
Less Expensive
- Pay only the SEO’s salary or
agency commission
Long lasting
- Work that’s done today
continues to bring benefits in the
future
Pros and
Cons of
SEO
Cons
Constantly changing
- Best practices do not always
apply. Google’s or any Search engines
algorithm changes more than 200 time a
year
Very Competitive
- Many people targeting popular
keywords
- More competitive than other
channels (ie: paid search)

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How Search
engines
work?
1 – Crawl the Internet
2 –Store the Web data
3 – Process and organize the data
4 – Provide users with relevant search results (Ranking)
Although Search engines are complex, the General process is simple

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Crawlers
Crawlers are:
- Search engine – owned software that crawl every page of the internet
- Also called bots, robots or spiders
- It just does 1 job, but it does it very well
Step 1
It goes to specific website and
downloads back all the content
in the search engine
Step 2 Step 3
Then it clicks in every single
link on every document.
Goes to the corresponding page
And again. In theory by doing
that it crawls the entire internet

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• This is the basic idea of what a crawler is
• If you think about how big the internet is and how quickly is expanding,
you’ll have some king of idea of how complex it is.
• IE: Crawlers need to avoid many traps on the internet.
Crawlers

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• What does this have to do with SEO’s (ELPRO)?
• Crawlers must be able to access relevant information on our website
• SEO’s (ELPRO) must block crawlers from accessing private or sensitive
data (personal data)
• Crawlers usually identify themselves
Crawlers

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• After crawling copies of websites are stored on search engine servers
• These are found around the globe. Different locations will have different updates
of the website
• You can access this copy from the cache
• Engines are not working on your live site, but on a copy of it on their servers
• This means search results may not be personalized for every location or user (1 of
the reasons search results vary)
Storing

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• This is the most complex phase and occurs in many sub-phases.
• Search engine algorithms extract signals to find the best and relevant
information
• This process is hidden to the general public
Indexing

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• A user types a query
• The Search engine ranks all possible results relevant to the search query in
milliseconds
• This is based on millions of factors. Ie:
• Relevance
• Past searches
• Location
Ranking
Data Stored Algorithm Search Result

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Questions