The document provides an overview of search engine optimization (SEO). It defines SEO as improving a website's visibility in organic search results. The document outlines the main SEO techniques including on-page optimization of content, titles, and metadata, and off-page factors like links and social signals. It also explains the two main types of SEO - organic which doesn't require payment but takes longer, and paid SEO which can show results faster but requires payment to search engines. The goal of SEO is to understand how search engine algorithms work and optimize websites accordingly to increase traffic from search engines.

1. Search Engine
Optimization

2. Content
 What is Search Engine and Browsers
 What is SEO
 Why SEO is important
 How Search Engine algorithm works
 Types of SEO
 Organic and Paid SEO
 On – Page and Off – Page SEO
 SEO ranking factors
 Advantages and Disadvantages of SEO
 Conclusion

3. Search Engine and Browsers
Browser Search Engine
1.Doesn’t require search engine 1.Require web browsers
2.Access web pages and websites 2.Searches and filters websites
3.Used to browse information, used 3.Used to search info. for typed
in retrieving, representing and trav- keyword and show most
ersing the info over internet related content and display
results via browser
4.Application locally installed on 4.Software system running on
computer internet

4. Eg of Browsers and Search Engines

7. Search Engine Optimization
 SEO stands for Search Engine Optimization, which is the
practice of increasing the quantity and quality of traffic to
your website through organic search engine results.
 SEO involves making certain changes to your website design
and content that make your site more attractive to a search
engine.

8.  Search engine optimization is the art and science of getting pages
to rank higher in search engines such as Google, higher ranking
can lead to increase in traffic to website.
 Paid ads are at the top of search results followed by organic search
results.

9. Why SEO is important

10. Search Engine Algorithm
 Google or any other search engine narrow down what you are
looking for and give you related results in the form of -
• Images
• Maps
• Videos
• News articles
 Google uses spiders and crawlers to generate search results
 Spiders and crawlers are automated programs
 Google uses a trademarked algorithm PageRank , which assigns
each web page a relevancy score

12.  Web page’s rank depend on a few factors –
• Frequency and location of the keyword
• Age of the web page
• Number of other web pages which are linked to the page
 3 key processes happening in search engine –
• Crawling
• Indexing
• Ranking

13. Types of SEO

14. To improve the ranking of the websites there are 2 types of SEO used
–
1.Organic SEO –
 This is a natural approach
 Don’t have to pay to search engines
 Search engine scanes the web pages and create ranking (title tags, meta description,
URL, keywords, content )
 More relavent content is visible at the top of SERPs
 Takes time to see the results
2.Paid SEO –
 Pay to search engines
 Websites are visible at the top of organic results
 Results can be seen instantly

16. On-page and Off-page SEO
1.On-Page SEO –
 Shows the search crawlers that what a website is about
 Useful and relavent content
 Content, title tags, meta data and sites arch.
2.Off-Page SEO –
 Shows the search crawlers that website is popular and valuable
 Blogs, videos

18. 3 types of SEO practices
1.White hat SEO
2.Black hat SEO
3.Gray hat SEO

20. SEO ranking factors
 Secure and accessible website
 Page speed
 Mobile friendliness
 Domain age , URL
 Optimized content
 Technical SEO
 User Experience (RankBrain)
 Links
 Social signals
 Real business information

21. Benefits of SEO
The majority of search engines users more likely to click on one
of the top 5 suggestions in the search engine results pages
(SERPS).
SEO is key part of online marketing.
SEO Leads to Better User Experience
SEO Builds Brand Awareness and Credibility
SEO Ensures Mobile-Friendliness of Your Website
SEO Improves Website Speed
SEO Takes You Ahead of the Competition

22. Disadvantages of SEO
 It’s Slow – it takes 3 – 6 months for a new page to be crawled
 It is at the mercy of the ranking algorithms
 Its hard to test
 It is incapable of demand generation
 Results are not guaranteed

23. Conclusion
The importance of search engine optimization is primarily the fact
that it improves the visibility of your website. In modern business,
visibility is everything if you want to go ahead. When you understand
the importance of visibility, you will be able to understand how this
reflects to your business

24. References
 https://optinmonster.com
 https://youtube.com
 https://searchengineland.com
 https://digitalmarketinginstitute.com

25. Any Queries ?