This document provides an overview of search engine optimization (SEO) including: - Definitions of key SEO terms like search engines, crawling, indexing, and ranking algorithms. - The basic SEO process including on-page and off-page optimization techniques. - On-page optimization elements like titles, meta descriptions, internal links. - Off-page optimization techniques like link building and social sharing. - The difference between white hat and black hat SEO strategies. - An introduction to Google algorithms like Panda, Penguin and Hummingbird. - Recommended SEO tools to use.

1. SEO
(Search Engine Optimization)
By Sohaib Saleem, University Of Education Okara 1

2. Topics to be covered
 What is a Search Engine?
 How Does Search Engine Works?
 Anatomy of a Search Engine
 What is SEO Copywriting and Search Engine Rank?
 What is SEO?
 SEO Process
 How to Optimize
 On-page SEO Optimization
 On-page SEO Elements
 Off-page SEO Optimization
 Off-page SEO Elements
 White Hat SEO vs. Black Hat SEO
 SEO Tools
 Jobs Analysis
By Sohaib Saleem, University Of Education Okara 2

3. What is a Search Engine?
Definition:
 Search engine are those website which actually
render to find new website/pages on the web for
indexing in their server
 People use search engine for finding the
specific/required information on the internet
 Search engine show relevant website/result when
people search
Common Characteristics:
 Spider, Indexer, Database, Algorithm
 Find matching documents and display
them according to relevance
 Frequent updates to documents
searched and ranking algorithm
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Google
74%
Yahoo
16%
Bing
5%
Ask
3%
Other
2%

4. How Does Search Engine Works?
Crawling - Process of fetching all the web pages linked to a website. This
task is performed by a software called a crawler or a spider (or Googlebot,
in case of Google).
Indexing - Process of creating index for all the fetched web pages
and keeping them into a giant database from where it can later be
retrieved. Essentially, the process of indexing is identifying the words and
expressions that best describe the page and assigning the page to particular
keywords.
Processing - When a search request comes, the search engine processes it,
i.e., it compares the search string in the search request with the indexed
pages in the database.
Calculating Relevancy - It is likely that more than one page contains the
search string, so the search engine starts calculating the relevancy of each of
the pages in its index to the search string.
Retrieving Results - The last step in search engine activities is retrieving
the best matched results. Basically, it is nothing more than simply
displaying them in the browser.
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5. By Sohaib Saleem, University Of Education Okara 5

6. 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 is a technique/technology which is used to increase
search engine ranking of a website/blog
 SEO is the process of a website/webpage in search
engine’s “Natural” or “organic” search result.
 SEO (Search engine optimization) is the way to fetch traffics on
your website from search engine. In other words; SEO is the
technique to make visible your website on search engine.
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7. Anatomy of a Search Engine
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8. What is SEO Copywriting?
 SEO copywriting is the technique of writing viewable text
on a web page in such a way that it reads well for the
surfer, and also targets specific search terms. Its purpose is
to rank highly in the search engines for the targeted
search terms.
 These include the Title, Description, Keywords tags,
headings, and alternative text.
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What is Search Engine Rank?
 When you search any keyword using a search engine,
it displays thousands of results found in its database.
 A page ranking is measured by the position of web pages
displayed in the search engine results. If a search engine
is putting your web page on the first position,
 then your web page rank will be number 1 and it will be
assumed as the page with the highest rank.

9. SEO Process
 5 steps process:
 Research
 Reporting
 Optimization
 Submission/Re-Crawl
 Follow Up Reporting
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10. How to Optimize
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11. How to Optimize?
Skills in the areas of analysis, research, planning, copy writing
and communication.
Pre-site activities
The research and planning activities undertaken before an
existing or new site or page is actually touched or built.
• Understanding your Organization's Online Business Strategy
• Researching your Market Category, Customers and Competitors
• Keyword Selection - Factors
• Category Priorities
• Search Volumes
• Competitive Advantage
• Competition
• Relevance
• Making your keyword choice
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12. What is On-Page and Off-Page SEO?
 Conceptually, there are two ways of optimization:
 On-Page SEO – It includes providing good content,
good keywords selection, putting keywords on
correct places, giving appropriate title to every
page, etc.
 Off-Page SEO - It includes link building, increasing
link popularity by submitting open directories,
search engines, link exchange, etc.
By Sohaib Saleem, University Of Education Okara 12

13. How to Optimize?
 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
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On Page Optimization

14. How to Optimize?
On-Page SEO
The activities directly involved in the content and design of web
pages.
 Domain Name
 Site design and construction - Ensuring the web page utilizes
design and code that can be properly crawled and indexed by
the search engines.
 Page layout and navigation of the site
 Writing the title, description and keyword meta tags
 Article writing using heading, paragraphs
 Keywords-> keyword density and keyword stuffing
 Inbound and internal link
 Writing content – Body copy, titles, image tags, outbound links
that reflect and enhance keywords.
 Building internal links – Helping the search engines navigate the
site
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15. How to Optimize?
 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 link.
 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
By Sohaib Saleem, University Of Education Okara 15
Off Page SEO Optimization

16. How to Optimize?
Off-Page SEO
Building a portfolio of quality inbound links to your web site.
• Key Factors Effecting Link Quality
• Submitting your site to search engine
• Submitting sitemap to search engine
• Google and bing webmaster tools
• Google analytical tool
• Social bookmarking
• Google Page Rank
• Site and Page Relevance
• Link Density
• Anchor Text
• Link Age
• Originating Site has been Crawled and Indexed
• A Suggested Approach to Link Building
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17. How to Optimize?
Post –site activities
Analyzing and responding to site traffic and user feedback
once a web site has been optimized. Effective SEO is a
continuous activity.
• Managing and responding to search marketing feedback
• Log Files
• Pay Per Click
• The SEO Cycle
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18. Title tag
Meta description tag
(or first paragraph of
text if no meta des
has been added)
Keywords
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19. White Hat SEO vs. Black Hat SEO
 White Hat SEO is a legal technique for optimizing a website
for each search engines. Search engine have define a criteria
for white hat seo’s.
 Conforms to search engine designs and involves no
deception.
 Approved by search engines.
 Results last a long time.
 White hat SEO techniques include research, analysis, re-
write meta tags to be more relevant, content
improvement and web redesign.
 Always follow a White Hat SEO tactic and do not try to fool
your site visitors. Be honest and you will definitely get
something more.
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20. White Hat SEO vs. Black Hat SEO
Black Hat SEO is an illegal technique which has been
used by some spammers who want to cheat search
engines by some bad ways. This technique is no longer
accepted by any search engine. This is a short term
technique
 Techniques used to get higher search rankings in an
unethical manner.
 Disapproved by search engines
 Site is eventually banned, de-indexed or penalized
through lower rankings.
 Black hat SEO techniques include keyword stuffing,
doorway and cloaked pages, link farming, hidden
texts and links, blog comment spam.
By Sohaib Saleem, University Of Education Okara 20

21. Google Algorithms
 Google Panda
 It was released by Google in February 2011.
 For:
 Low quality content. (Un-satisfy)
 Copied or duplicate content.
 Web spamming. (cloaking, keyword excessing)
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22. Google Algorithms
Google Penguin
 It was released in April 2012.
 For:
 Keyword stuffing (repeatedly)
 Spamming link. (irrelevant or unnatural or
paid link)
 Cloaking-density. (2% or 3%)
 Over optimization also
By Sohaib Saleem, University Of Education Okara 22

23. Google Algorithms
 Google Hummingbird
 For:
 Conversational search
 Google knowledge graph
 Latent semantic search
 Social media + forums + relevant searches
By Sohaib Saleem, University Of Education Okara 23

24. SEO Tools
 The 6 tools you need to use to become a highly-profitable SEO expert:
 Search Analytic Tools- establish your marketing goals and establish a
baseline for where you are at right now.
 Keyword Research Tools- discover the keywords your customers are
searching for right now.
 Competitive Research Tools- see what keywords your competitors are
targeting.
 PPC Tools- buy important keywords and track the results to
understand how well they convert, which helps you focus you organic
SEO strategy on the most profitable keywords.
 Link Analysis Tools- start building your link profile and track your
progress compared to competing websites.
 Search Engine Ranking Checkers- determine how effective your
marketing is by watching your search engine rankings improve.
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25. Jobs Analysis
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26. Thank-You
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