This presentation provides you with the invaluable compendium of useful information on 'SEO' that is Search Engine Optimization. The Agenda here are as follows: 1. What are Search Engines? 2. How do Search Engines Work? 3. Examples of popular Search Engines 4. Search Engine Statistics 5. What is Search Engine Optimization (SEO)? 6. Goals of Search Engine Optimization 7. History of Search Engine Optimization 8. Techniques for Search Engine Optimization 9. Algorithm for Search Engine Optimization 10. Ranking factors for Search Engine Optimization 11. Tools for Search Engine Optimization. This presentation aims at the industries currently trying to seek different solutions for SEO techniques.

1. SEARCH ENGINE
OPTIMIZATION
CAN I GET FOUND ON THE FIRST PAGE WITHIN GOOGLE?

2. Agenda
 What are Search Engines?
 How do Search Engines Work?
 Examples of popular Search Engines
 Search Engine Statistics
 What is Search Engine Optimization (SEO)?
 Goals of Search Engine Optimization
 History of Search Engine Optimization
 Techniques for Search Engine Optimization
 Algorithm for Search Engine Optimization
 Ranking factors for Search Engine Optimization
 Tools for Search Engine Optimization
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3. What are Search Engines?
 It is basically a type of program that uses keywords to search for
documents that relate to these keywords and then puts the result found in
the order of relevance to the topic that was searched for.
 Examples:
• Google
• Bing
 The information we want to find maybe a mix of Images, Videos, Web
Pages and other type of files.
 We can also define a Web Search Engine as a software system that is
designed to search for information on the World Wide Web.
 Moreover the pages that are displayed on the search are called as
Search Engine Result Pages (SERPs).
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4. How do Search Engines work?
 A Search Engine works in following order:
 They search the Internet -- or select pieces of the Internet -- based on
important words.
 They keep an index of the words they find, and where they find them.
 They allow users to look for words or combinations of words found in that
index.
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5. Organization of Information
 Web Crawling
To find information on the hundreds of millions of Web pages that exist,
a search engine employs special software robots, called spiders, to
build lists of the words found on Web sites.
 Meta Tags
Meta tags allow the owner of a page to specify key words and
concepts under which the page will be indexed.
 Indexing
A search engine stores the word and the URL where it was found
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7. Examples of popular Search
Engines
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8. Search Engine Statistics 8
 Google is the world's most popular search engine, with a market share of
68.69 per cent. Baidu comes in a distant second, answering 17.17 per
cent online queries.
 The world's most popular search engines are
Market Share in July 2014
69%
18%
7%
6% 00%%
Google
Baidu
Yahoo!
Bing
Excite
Ask

9. What is Search Engine Optimization
(SEO)?
 SEO Stands for Search Engine Optimization.
 SEO is all about optimizing a web site for Search Engines.
 SEO is the process of designing and developing a web site to rank well in
search engine results.
 SEO is to improve the volume and quality of traffic to a web site from
search engines.
 SEO is a subset of search engine marketing.
 SEO is the art of ranking in the search engines.
 SEO is marketing by understanding how search algorithms work and what
human visitors might search.
 SEO is sometimes also called SEO copyrighting because most of the
techniques that are used to promote sites in search engines deal with text.
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10. Paid vs Organic Search 10

11. Goals of Search Engine
Optimization
 Achieving a high ranking on the search engines
 Boost sales / Increase your return on investment
 Improve your competitive edge
 Expand customer base and target audience
 Growth in site traffic
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12. History of Search Engine
Optimization
 Webmasters and content providers began optimizing sites for search engines
in the mid-1990s, as the first search engines were cataloging the early Web.
 According to industry analyst Danny Sullivan, the phrase "search engine
optimization" probably came into use in 1997.
 Larry Page and Sergey Brin founded Google in 1998. Google attracted a loyal
following among the growing number of Internet users, who liked its simple
design. Off-page factors (such as PageRank and hyperlink analysis) were
considered as well as on-page factors (such as keyword frequency, meta
tags, headings, links and site structure) to enable Google to avoid the kind of
manipulation seen in search engines that only considered on-page factors for
their rankings
 By 2004, search engines had incorporated a wide range of undisclosed
factors in their ranking algorithms to reduce the impact of link manipulation.
 The leading search engines, Google, Bing, and Yahoo, do not disclose the
algorithms they use to rank pages
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13. History of Search Engine
Optimization(Contd.)
 In 2005, Google began personalizing search results for each user.
Depending on their history of previous searches, Google crafted results for
logged in users.
 In 2007, Google announced a campaign against paid links that transfer
PageRank.
 In December 2009, Google announced it would be using the web search
history of all its users in order to populate search results.
 On June 8, 2010 a new web indexing system called Google Caffeine was
announced. Designed to allow users to find news results, forum posts and
other content much sooner after publishing than before, Google caffeine
was a change to the way Google updated its index in order to make
things show up quicker on Google than before.
 In February 2011, Google announced the Panda update, which penalizes
websites containing content duplicated from other websites and sources.
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14. History of Search Engine
Optimization(Contd.)
 In April 2012, Google launched the Google Penguin update the goal of
which was to penalize websites that used manipulative techniques to
improve their rankings on the search engine.
 In September 2013, Google released the Google Hummingbird update,
an algorithm change designed to improve Google's natural language
processing and semantic understanding of web pages.
 In September 2014, Google announced via the Google Research blog
that they will be introducing a new addition to search listings. The new
feature is designed to pull out key pieces of information from a page and
insert it into the search results snippet for that page.
 If you search for Batman, as one does, you’ll now learn where he first
appeared and who he was created by without having to click on the
Wikipedia page. See the example of Google’s structured snippets below:
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15. History of Search Engine
Optimization(Contd.)
 The new feature, which sounder like a richer version of rich snippets,
is called structured snippets and can already be seen in certain
searches.
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16. Techniques for Search Engine
Optimization
 On-Page factors are related directly to the content and structure of
the website. On-page optimization involves modifying keyword
frequency in the URL, Optimizing Title, Headings, Hypertext Links and
Body text.
 On Page SEO Services Include:
 Title tag optimization
 Description tag optimization
 Keyword tag optimization
 Image Optimization
 PDF Optimization
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17. Techniques for Search Engine
Optimization
 Off Page SEO Services are the best way to get more website traffic.
Off page factors include relevant back links to the website, as well as
anchor text. Back links are very important for Google for generating
traffic to the website:
 Off Page SEO Services Include:
 Blog Submission
 Article Submission
 Directory Submission
 Social Bookmarking
 Press Release
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18. SEO Tactics and Methods
 SEO techniques are classified into two broad categories:
 Techniques that search engines recommend as part of good design referred to as
White Hat SEO, and
 Techniques that search engines do not approve and attempt to minimize the
effect of referred to as Black Hat or spamdexing.
 White Hat SEO
 An SEO tactic, technique or method is considered as White Hat if it follows
the following:
 If it conforms to the search engine's guidelines.
 If it does not involves any deception.
 It ensures that the content a search engine indexes and subsequently ranks is the
same content a user will see.
 It ensures that a Web Page content should have been created for the users and
not just for the search engines.
 It ensures the good quality of the web pages
 It ensures the useful content available on the web pages
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19. SEO Tactics and Methods
 Black Hat or Spamdexing
 An SEO tactic, technique or method is considered as Black Hat or
Spamdexing if it follows the following:
 Try to improve rankings that are disapproved of by the search engines and/or
involve deception.
 Redirecting users from a page that is built for search engines to one that is more
human friendly.
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20. Algorithm for Search Engine
Optimization
 Top Secret! Only select employees of a search engines company know
for certain
 Reverse engineering, research and experiments gives SEOs (search
engine optimization professionals) a “pretty good” idea of the major
factors and approximate weight assignments
 The SEO algorithm is constantly changed, tweaked & updated
 Websites and documents being searched are also constantly changing
 Varies by Search Engine – some give more weight to on-page factors,
some to link popularity
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21. PageRank Algorithm
 PageRank is an algorithm used by Google Search to rank websites in their
search engine results. PageRank was named after Larry Page one of the
founders of Google. PageRank is a way of measuring the importance of
website pages. According to Google:
- PageRank works by counting the number and quality of links
to a page to determine a rough estimate of how important the website is.
The underlying assumption is that more important websites are likely to
receive more links from other websites.
- It is not the only algorithm used by Google to order search
engine results, but it is the first algorithm that was used by the company, and
it is the best-known.
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22. PageRank Algorithm
Mathematical PageRank's for a simple
network, expressed as percentages. (Google
uses a logarithmic scale.) Page C has a
higher PageRank than Page E, even though
there are fewer links to C; the one link to C
comes from an important page and hence is
of high value. If web surfers who start on a
random page have an 85% likelihood of
choosing a random link from the page they
are currently visiting, and a 15% likelihood of
jumping to a page chosen at random from
the entire web, they will reach Page E 8.1% of
the time. (The 15% likelihood of jumping to an
arbitrary page corresponds to a damping
factor of 85%.) Without damping, all web
surfers would eventually end up on Pages A,
B, or C, and all other pages would have
PageRank zero. In the presence of damping,
Page A effectively links to all pages in the
web, even though it has no outgoing links of
its own
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23. Various Updates released by
Google
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 Google Panda is a change to Google's search results ranking algorithm
that was first released in February 2011. The change aimed to lower the
rank of "low-quality sites" or "thin sites and return higher-quality sites near
the top of the search results
 CNET reported a surge in the rankings of news websites and social
networking sites, and a drop in rankings for sites containing large amounts
of advertising. This change reportedly affected the rankings of almost 12
percent of all search results.
 Google Penguin is a code name for a Google algorithm update that was
first announced on April 24, 2012. The update is aimed at decreasing
search engine rankings of websites that violate Google’s Webmaster
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.

24. Various Updates released by
Google
 The Hummingbird update was the first major update to Google's search
algorithm since the 2010 “Caffeine Update”, but even that was limited
primarily to improving the indexing of information rather than the sorting
of information
 Hummingbird places greater emphasis on page content making search
results more relevant and pertinent and ensuring that Google delivers
users to the most appropriate page of a website, rather than to a home
page or top level page
 Google Hummingbird is a search algorithm used by Google
 Google started using Hummingbird about 30 August 2013, and
announced the change on September 26 on the eve of the company's
15th anniversary.
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25. Ranking factors for Search Engine
Optimization
 Words matter
 Titles matter
 Links matter
 Words in links
 Reputation
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26. Tools for Search Engine
Optimization
The SEO Analysis Tool is to help you analyze and measure the ranking
potential of your web pages. Rather it tries to use the same spider technology
as the search engine spiders themselves.
 Search Engine Spider Simulator
 Keyword Density Checker
 Keyword Selector Tool
 Keyword Suggestion Tool
 HTML/XHTML Validator
Google SEO tools:
 Google Webmaster Tools
 Google Analytics
 Google AdWords'
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