This document discusses how search engines operate, including their core components like spiders, indexing, and ranking algorithms. It explains SEO (Search Engine Optimization), its importance, strategies, and the different types of SEO techniques such as white hat, black hat, and gray hat. Additionally, it contrasts on-page and off-page optimization methods and lists various tools available for SEO practitioners.

2. CONTENTS
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Search engine
How does a Search Engine Work?
Page Rank
SEO definition
Importance of SEO
Types of SEO
Factors influencing SEO
On-Page optimization
Off-Page optimization
On-page vs. Off-page optimization
Tools for SEO

3. SEARCH ENGINE
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An internet-based tool that searches an index of documents
for a particular term, phrase or text specified by the user.
Commonly used to refer to large web-based search engines
that search through billions of pages on the internet.
Common Characteristics:
Spider, Indexer, Database, Algorithm
Find matching documents and display them according to
relevance
Frequent updates to documents searched and ranking
algorithm
Strive to produce “better”, more relevant results than
competitors

4. POPULAR SEARCH ENGINES

5. Search Engine Indexing

6. HOW DOES A SEARCH
ENGINE WORK?
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Spider “crawls” the web to find new documents (web
pages, other documents) typically by following hyperlinks
from websites already in their database
Search engines indexes the content (text, code) in these
documents by adding it to their databases and then periodically
updates this content
Search engines search their own databases when a user
enters in a search to find related documents (not searching web
pages in real-time)
Search engines rank the resulting documents using an
algorithm (mathematical formula) by assigning various weights
and ranking factors

7. PAGE RANK
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It is the way Google measures how popular a given
page is based on the number and quality of sites that link
to it.
Page Rank was developed by Google founders Larry
Page and Sergey Brin at Stanford. Page Rank is patented
by Stanford, and the name Page Rank likely comes from
Larry Page.
Page Rank is measured on a scale of one to ten and
assigned to individual pages within a website, not the
entire website.
Page Rank 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.

8. SEO DEFINITON:
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Search engine optimization (SEO) is the process of
affecting the visibility of a website or a web page in a search
engine's "natural" or un-paid ("organic") search results.
In general, the earlier (or higher ranked on the search
results page), and more frequently a site appears in the search
results list, the more visitors it will receive from the search
engine's users.
SEO may target different kinds of search, including image
search, local search, video search, academic search, news
search and industry-specific vertical search engines.

9. SEO STRATEGIES
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As an Internet marketing strategy, SEO considers how
search engines work, what people search for, the actual search
terms or keywords typed into search engines and which search
engines are preferred by their targeted audience.
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Optimizing a website may involve editing its
content, HTML and associated coding to both increase its
relevance to specific keywords and to remove barriers to
the indexing activities of search engines. Promoting a site to
increase the number of backlinks, or inbound links, is another
SEO tactic.
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The plural of the abbreviation SEO can also refer to
"search engine optimizers," those who provide SEO services.

10. PROCESS OF SEO

11. IMPORTANCE OF SEO
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85% of all traffic on the internet is referred to by search
engines
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90% of all users don’t look past the first 30 results (most
only view top 10)
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To get the traffic and appear in the first page of the search
engine and maintain the position online and also to get the
repetitive users on their website.
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If a site is been properly optimized for the search engines,
then only it will be indexed or found as SEO ensures
accessibility to the search engines.

12. RESULTS OF AN EFFECTIVE
SEO
It gives a website the ability to:
• Drive high quality customers to their website
• Increase sales leads from customers looking for their products
and services
• Build their brand online by communicating marketing
messages to their target audience
• Increase their profile against their competitors
• Target a global audience via international search engines

13. TYPES OF SEO
White hat technique : Those websites which are
optimized in accordance to rules and policies of search engines
are said to be using White-Hat-Techniques or Ethical SEO.
Black hat Technique : These are the unofficial methods,
which search engines strictly disapprove of. Once found guilty
of Black Hat, the website may be blocked or severely
penalized.
Gray hat technique : Gray being a shade in between
white and black has properties of both colors. Gray Hat
Techniques are those ways through which websites are
optimized using tactics that don’t exactly follow the policies of
search engines but somehow manage to escape from the eyes
of algorithms

14. FACTORS INFLUENCING
SEO
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Website Structure
Relevant and Fresh Copy/ Content
Uniqueness of Content
Links - internal, inbound, outbound
Meta Tags
Keywords
Visual Extras
Domains, URLs, Web Mastery

15. ON-PAGE OPTIMIZATION
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In search engine optimization, on-page optimization that
applies to the content and structure of the Web site.
These factors are controlled by coding on page.
Examples of on-page optimization include actual HTML
code, meta tags, keyword placement and keyword density.

16. ON-PAGE TECHNIQUE
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Always start with keyword selection, research and testing
Meta Description tag
ALT tags
H1 tags
URL structure
Internal linking strategy
Content
Keyword density
Track target keywords
Expect results in 6-12 months

17. OFF- PAGE OPTIMIZATION
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Off-page optimization refers to factors that have an effect
on Web site or Web page listing in natural search results.
These factors are off-site in that they are not controlled by
coding on page.
Examples of off-page optimization include things such as
link popularity and page rank.

18. OFF-PAGE TECHNIQUE….
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Directory Submission : It is the easiest way to get backlinks
for your website. It is also known as one way link building.
Submit your site to directory in relevant category.
Search Engine Submission : Submit your site to different
search engines. Search engines crawl your site.
Reciprocal Submission : It is also known as two way link
building. It's like link exchange.
Article Writing And Submission : Write an article to your
site niche and submit it to article directory.
Blog Commenting : Leave a comment with your main
keyword and landing URL.

19. OFF-PAGE TECHNIQUES
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Guest Posting : Write a guest post in other blog or site.
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Forum Posting : Forum posting is the way to get back links
and traffic for website.
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Blog Creation : Create a blog for website.
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Blog Posting : Submit blog in blog directory.
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Link Exchange : Link exchange to other sites with high page
rank

20. OFF-PAGE OPTIMIZATION VS.
ON-PAGE OPTIMIZATION
Off-Page optimization
On-Page optimization
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Results in 1-2 days
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Easier for novice or one little
knowledge of SEO
Generally more costly per
visitor and per conversion
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Ability to target “local”
markets
Better for short-term and
high-margin campaigns
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Results take 2 weeks to 4
months
Requires ongoing learning and
experience to achieve results
Generally more cost-effective,
does not penalize for more
traffic
More difficult to target local
markets
Better for long-term and
lower margin campaigns

21. TOOLS FOR SEO
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There are various paid and free tools are available for
Search Engine optimizers.
Free tools provided by Google to generate analytics and
keywords are Google Adwords,Google Analytics.
There are various online tools are also available such as
alexa.com,www.compete.com,www.quantcast.com and many
more..
Paid tools which are used by SEO’s are SEOmoz