This document provides an overview of search engine optimization (SEO) techniques. It discusses how search engines work by crawling websites, indexing pages, and ranking them in algorithms. It describes what factors search engines like Google consider in rankings like keywords, links, titles, and meta tags. The document outlines both on-page and off-page optimization strategies and tools. It notes that SEO is time-consuming but can help websites rank higher organically and get more visitors through free traffic from search results.

1. SEARCH ENGINE OPTIMIZATION
Guided By:
Prof. M.M.Goyani
Department of Computer Engineering
Government Engineering College,
Modasa
Presented By:
Sada Mariya M.
160160702012
Department of Computer Engineering
Government Engineering College,
Modasa

2. Contents
• Introduction
• Importance
• How do search engine works?
• What Google see?
• SEO Techniques
• Benefits
• Disadvantages
• Conclusion

3. Introduction
• The process of improving web pages so they rank higher
in search engines and it is a strong marketing mechanism
• By using a SEO you can get your website, product,
business or online service get first page on the search
engine

4. Importance
• Your website will constantly feature on page one of the
search results for terms that best describe your business.
• First page of Search engine get at least 80% clicks.
• If your website is not found within top 30 results no one
will find it.

5. How Do Search Engine Works?
• The spider or crawler follows links to web pages, makes
copies of the pages and stores them in the SE’s index
• Based on this data, the search engine then indexes the
pages and ranks the websites
• Search engines rank the resulting document using an
algorithm(mathematical formula) by assigning various
weights and ranking factors

7. What Google See?
 URL
 Title
 Description
 Keywords
 Size
 Text
 Meta Tag
 Links

8. SEO Techniques
1.Domain name strategies
 Choose a domain name that will increase your search engine ranking
 Choose a keyword that is important for your business
 Keep your name short and memorable
 On average, have nine character in their domain names
 Example, www.amazon.in
2.Linking strategies
 The text in the links should include keywords
 The more inbound links the higher the SE ranking
 If the site linking to you is already indexed, spiders will also receive
your site

9. 3. Keywords
 The most important in optimizing ranking
 The spider chooses the appropriate keywords for each page, then sends
them to back to its SE
 Your website will be indexed based on keywords
 Do not use common words e.g. ‘the’ ‘and’ ‘of’ : spider ignore them
 Always have text in your page : at least 100 words
 For example , shopping site uses keywords like online shopping, online
fashion etc
4. Title tags
 Must keywords in title to be ranked no.1
 Should have the exact keyword you use for page
 Every single web page must have its own title tag
 You can use up to 65 characters
 For example, online shopping for women’s fashion in india

10. 5. Meta & description tags
 Displayed below the title in search results
 Use dynamic, promotional language
 Use keywords
 For example, The largest and most faithful online fashion store for
women! Jabong.com is most powerful storehouse as far as online
shopping for ladies is concerned.
6. Alt tags
 Include keywords in your alt tags
 <IMG src=“Purse.jpg” alt=“Brown purse”>
7. Submit your website to SEs for indexing
 Submit your site to SE directories, directory sites and portal sites
 Indexing takes time (3 months)
 Google : http://www.google.com/addurl/
 Bing : https://www.bing.com/toolbox/submit-site-url
 Yahoo : http://siteexplorer.search.yahoo.com/submit
8.Update your site regularly.

11. 9.Submit a sitemap to SE
 File where you can list the web pages of your site to tell Google and other
search engines about the organization of your site content
 provide valuable metadata associated with the Web pages
 such as when the page was last updated, how often the page is changed,
and the importance of the page relative to other URLs in the site
 XML sitemap generator :
 https://xmlsitemapgenerator.org/sitemap-generator.aspx
 https://www.xml-sitemaps.com/

12. On Page Optimization
 Title Optimization(unique title, have a focus keyword)
 Site Loading Page time optimization(server response time)
 Text Formatting (use of h1,h2,bold etc)
 Image Optimization(image size, proper image name, use of ALT
tag)
 Meta keyword optimization(keyword)
 Internal Linking(structure of site)
 URL Optimization(have keyword)

13. Off Page Optimization
 Press Release Submission (Advertizing & Marketing)
 Web 2.0 posting(share content via hub pages, blogs, wikis)
 Social Bookmarking(users share their WebPages, posts via twitter,
digg.com, Google Bookmarks)
 Directory Submission (building safe back link)
Example: http://allfreethings.com
http://freeprwebdirectory.com

14. Fundamental Principle of Offsite SEO
• The Principle of Search Engagement
The optimizer must choose which search engine(s) for which
content will be optimized.
• The Principle of Resource Engagement
The optimizer must leverage links by providing them with context,
recognition, and an active framework in which people find the links
to be part of useful resources.
• The Principle of Message Engagement
The optimizer must take responsibility for shaping the message that
people see about a given site on other Websites.

15. Types of SEO
• White Hat SEO
 Follow the search engine’s rules and guidelines
 It does not involve in any deception.
 It ensures that a web page content should have been created for
the users and not just for the search engines.
 It ensures good quality of the web pages.
 It ensures availability of useful content on the web pages.

16. Types of SEO
• Black Hat SEO
 Focus only on search engine not a human audience, doesn’t obey
SE guidelines
 Attempting ranking improvements
 Intended to trick search engines into giving pages higher positions
in search results
 Can get your website banned from Google and other search
engines.

17. S.E.O Tools
• Google
 Google Adwords
 Google Webmaster Tools
 Google Analytic
• Yahoo
 Yahoo Advertising
 Yahoo Bing Network
 Bing webmaster Tools
 Flurry Analytics
• Bing
 Bing Ads
 Bing Webmaster Tools
 Bing SEO analyzer

18. Benefits
• Get more customers to your website
• Brand visibility
• Site popularity
• Quality sales leads
• Increase your profile against your competitors
• Cost effective

19. Disadvantages
• Your position in the search engine is unpredictable.
Everything depends on the algorithm
• Time consuming

20. Conclusion
• Nobody can guarantee top level positioning in search
engine organic results, proper search engine optimization
can help.
• Use proper keywords and phrases throughout the Web
site
• Each page in a Web site conform to the principles of
good SEO as much as possible.

21. References
[1] Prinyanka pitale, Abhishek Verma "Survey Paper based
on Search Engine Optimization, Web Crawler and Web
Mining "Applications of Computers and Electronics for
the Welfare of Rural Masses 2015
[2] Kalyani Wagaj, Subhash Pingale “A Literature Survey on
Keyword Query Processing in Web Search Engines”
International Journal of Computer Science and
Information Technologies, Vol. 7 (2) , pp .471-473 ,2016
[3] Manpreet Kaur ,Hari Singh ” Survey on Search Engine
Optimization Techniques to achieve high page”
International Journal of Computer Science &
Communication Networks, Vol 5(4),pp.216-223 ,2016