This document provides an overview of search engine optimization (SEO). It discusses what SEO is, why search engines are important, and how search engines work by employing crawler programs to index websites. It also outlines the on-page and off-page SEO processes, including technical elements like titles, meta tags, URLs and linking, as well as white hat versus black hat techniques. Practical tips are provided for online success, including identifying audiences, competitors and keywords, building content and links, and monitoring results. Google tools like Webmaster Tools and Analytics are also mentioned.

1. Search Engine Optimization
Presented By:
Syed Absar Karim (EP076268)
Syed Adeel Mahmood (EP076269)
Umair Ahmed (EP076283)

2. Introducing SEO
Umair Ahmed
(EP076268)

3. What is SEO?
 SEO is an abbreviation for search engine
optimization.
 SEO is the process of improving the volume or
quality of traffic to a web site from search engines
via search results.
 SEO aims to improve rankings for relevant keywords
in search results.

4. Why are search engines so important?
 Searchengines are the biggest resources of
your websites traffic.
 Higher traffic means more visitors.
 Morevisitors means more customers and
higher profit.

5. How does a search engine works?
 Search engine employ intelligent program
robots called crawlers or spider , which visits
thousands of websites every hour and index
the pages according to the content .
 These indexes are huge database containing
reference and links to the actual websites.
The search engines looks though this
database and displays the results.

6. SEO Process

7. On-Page SEO
 On-page optimization (on-page SEO) is what can be done on
the pages of a website to maximize its performance in the
search engines for target keywords related to the on-page
content.
 On-page optimization stands for all of the techniques and
methods used on your website that is hosted on a server.
 On-page optimization has an effect on your website listing in
natural results .
 On-page factors are controlled by coding on website pages

8. Off-Page SEO
 Off-page optimization (off-page SEO) is what can be
done off the pages of a website to maximize its
performance in search engines for target keywords
related to the on-page content and keywords in
off-page direct-links.
 Off-page optimization is the most important part in
search engines optimization because it gives back
links to your sites and it requires a lot of work on a
daily bases.
 It helps to maximize website performance in search
engine for target keywords

9. White hat versus black hat
 SEO techniques can be classified into two
broad categories:
1. Techniques that search engines recommend
as part of good design,
2. Techniques of which search engines do not
approve.

10. Technical Aspects
Syed Adeel Mahmood
(EP076268)

11. ON PAGE SEO ELEMENTS
– Title tags
– Meta tags
– ALT tags
– Header(H1,H2) tags
– URL structure
– Internal Linking
– Relevant keywords near your inbound link
– Content
– Keyword density
– Site maps
– Usability

12. OFF PAGE SEO ELEMENTS
 Search engine submission.
 Social Bookmarking submission.
 Article submission.
 Press release submission.
 Blog creation & Posting .
 Forums & comment posting.

13. INBOUND & OUTBOUND LINKS
– Inbound links
– A Link from a site outside of your site.
– Inbound links means send visitors to your site, generally
this is seen as good think for seo.
– Outbound Links
– A link to a site outside of your site
– Outbound links means send visitors away from your site.
– Generally avoid those thinks
– For example( link exchange)

16. Overall Ranking Algorithm

17. SEO Technique Ethics
 An SEO technique is considered white hat if it conforms to the
search engines' guidelines and involves no deception. White
hat advice is generally summed up as creating content for
users, not for search engines, and then making that content
easily accessible to the spiders, rather than attempting to trick
the algorithm from its intended purpose.
 Black hat SEO attempts to improve rankings in ways that are
disapproved of by the search engines, or involve deception.
One black hat technique uses text that is hidden, either as text
colored similar to the background, in an invisible div, or
positioned off screen. Another method gives a different page
depending on whether the page is being requested by a human
visitor or a search engine, a technique known as cloaking.

18. Practical Implementation
Syed Absar Karim
(EP076268)

19. What is important for your online
success?
 Identify your target audience
 Discover your competitors
 Find out keywords, that your target audience use
 Build content, site structure and internal navigation
with respect to SEO and important keywords
 Public outside your web
 Acquire external links to your website
 Monitor your traffic
 Evaluate results and do improvement

24. And here’s what we got..

25. Google Webmaster Tools
 See which parts of a site Googlebot had problems crawling.
 Upload an XML Sitemap file.
 Analyze and generate robots.txt files.
 Remove URLs already crawled by Googlebot.
 Specify the preferred domain.
 Identify issues with title and description meta tags.
 Understand the top searches used to reach a site.
 Get a glimpse at how Googlebot sees pages.
 Remove unwanted sitelinks that Google may use in results.
 Receive notification of quality guideline violations and file for a
site reconsideration.

26. Google Analytics

27. References
 Search Engine Optimization Made Easy – By Brad
Callen.
 Google's Search Engine Optimization Starter Guide.
 http://
en.wikipedia.org/wiki/Search_engine_optimization
 The brains, that actually work. 

28. Thank You.
Queries/Comments?