The document provides an extensive overview of search engine optimization (SEO), detailing its purpose, processes, and essential strategies such as keyword research, page optimization, link building, and the importance of both on-page and off-page techniques. It emphasizes the need for ethical practices in SEO, distinguishing between white hat and black hat techniques, and highlights the role of continuous monitoring and content updates in maintaining search engine rankings. Additionally, the document underscores the significance of SEO in enhancing website visibility and traffic, particularly in the context of the tourism industry.

1. Search Engine OptimizationPresented ByAnusree kRoll No: 07S7(Computer Science, LBSITW)

2. What is a Search Engine?An internet based tool that searches an index of documents for a particular term phrase or text specified by the user.SEO - Search Engine Optimization2

3. How it works?SEO - Search Engine Optimization3Web CrawlingIndexingProcessingRanking

4. What is Search Engine Optimization?SEO is the process of improving the visibility of a web site or a web page in search engine via the “natural” or “unpaid” search results.SEO is about making small modifications to the parts of your website.SEO - Search Engine Optimization4

5. What is the need for Search Engine Optimization?SEO - Search Engine Optimization5

6. SEO Process SEO - Search Engine Optimization6

7. Keyword ResearchKeyword phrase research involves identifying a group of keyword phrases that will be used in optimization. This step is critical and requires a considerable amount of time to find a good set of phrases.SEO - Search Engine Optimization7

8. Reporting & Goal SettingAfter establishing your list of targeted keyword phrases, it is important to understand what the site's starting position is within the search engines.Doing so ensures that you know the specific areas that need work.After developing a complete picture of the site's starting position, goals are set for the SEO plan. SEO - Search Engine Optimization8

9. Page Optimization and Content Development Page optimization and content development are critical to search engine’s success. Content is king in search engine optimization. In addition to content development, other important optimization tactics are used such as on page optimization and off page optimization.SEO - Search Engine Optimization9

10. Link BuildingMaximize Quality Link PopularityLink Popularity is the term given to the number of other sites linking to yours.In link building, we get inbound links for the website to increase its link popularity and to get the website into top of the search results.SEO - Search Engine Optimization10

11. Follow Up Reporting and AnalysisThe same reporting done in the initial phase of the campaign is done again at regular intervals.SEO does not start and finish with these steps and the initial work that we do. It is important to continually monitor results and build meaningful content into the site.SEO - Search Engine Optimization11

12. Types of SEOOn Page OptimizationOn-page optimization is what can be done on the page of a website to maximize its performance in the search engines for target keywords related to the on-page content.On-page factors are controlled by coding on website pagesOff Page OptimizationOff-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 basis.Include the process of mentioning your website in social networks, blogs and other websites.SEO - Search Engine Optimization12

13. On Page OptimizationDomain NameA good domain is short, easy to read, easily memorable.Example: google.com, bing.comFile NameFilenames should be short and self descriptive.Example: viewProfile.html, listProducts.phpSEO - Search Engine Optimization13

14. TitleMake sure that each page of your website has a title. Title should be relevant to the content of the page.Syntax: In the HEAD section of the site add:<title>Your Keyword-Rich, Descriptive Page Title Here</title>Meta TagYour websites meta description should contain a brief description of your website.Syntax: In the HEAD section of the site add:<meta name="keywords" content="KEYWORD1 KEYWORD2 KEYPHRASE1 etc. - about 30 to 40 unique words"><meta name="description" content="An accurate, keyword-rich description - about 150 characters">SEO - Search Engine Optimization14

15. Content Use Keywords in Your Text.Each page of your content should contain about 250 – 600 words of unique content with 4 or 5 occurrences of your targeted keywords.Provide unique, relevant and useful content in all pages.More text gives better result.Should avoid duplicate content.SEO - Search Engine Optimization15

16. LinkingInternal LinkingExternal LinkingReciprocal LinkingAnchor Text / Link Text and Link TitlesHere's an example: Hold your mouse pointer over this link to see a link title in action.<a href="http://www.google.com" title=“This is a link title">this link</a>SEO - Search Engine Optimization16

17. ImagesOptimize use of ImagesUse brief, but descriptive filenames and alt text.Avoid writing extremely lengthy filenames.Supply alt text when using images as links.Store images in a directory of their own.Use commonly supported file.Custom error pagesProviding custom error pages will be more user friendly than the default error pages. Example : http://www.crickees.com/notfoundSEO - Search Engine Optimization17

18. Update frequentlyAdd new contents often to keep the site on top.Search engines will give more points for changing contents.Dynamic Web Pages - The dynamic pages rank higher in the search engine results.It is better to dynamically change your web content at frequent intervals.SEO - Search Engine Optimization18

19. Off Page OptimizationIncludes:BloggingBlog about new content or services.Social Media NetworkingUse social medias like orkut, facebook, twitter to promote your site.Press releasesSEO - Search Engine Optimization19

20. SEO EthicsWhite Hat/Good vs. Black Hat/EvilWhite HatFollows search engine guidelinesStrives for best possible search engine ranking; #1 ranking if possibleBlack HatKnowingly breaks many/most of the search engine guidelinesMisrepresents content via techniquesUses techniques to trick either the search engine, searcher, or bothPromises #1 rankingSEO - Search Engine Optimization20

21. White Hat SEO techniques Quality Content.Titles and Meta tag.Keyword Research and Effective Keyword Use.Quality Inbound Links.SEO - Search Engine Optimization21

22. Black Hat SEO techniques Hidden content.Meta keyword stuffing.Doorway or gateway pages.Link farming.SEO - Search Engine Optimization22Here’s an example of the meta description tag being used incorrectly for a page promoting a restaurant called “MadeUp”,<meta name=”description” content=”MadeUp restaurant website is the best MadeUp restaurant website, our restaurant is better than any restaurant,great restaurant,best food restaurant,visit our restaurant” />These are the pages that do not contain any good information readable by the humans but are maintained for search engine bots alone. Usually, stuffed with keywords and links alone to attract search visits via great page ranks.

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24. Website StructureSEO - Search Engine Optimization24Root folder for the websiteFolders and files in the web siteWeb.config file for the web siteRobots.txt is a file used to restrict search engine from indexing the site pagesSitemap provides the web site’s map to the search engine. Which makes it easy to crawl the pages

25. Robots.txtA file which permits or denies access to robots or crawlers to areas of your site.Place this file in the root directory of website structure.Decide on what all pages you want to be indexed and create a customized robots.txt accordingly.SEO - Search Engine Optimization25

26. Robots.txt works likes this: A robot wants to visit a Web site URL, say http://www.example.com/welcome.html. Before it does so, it firsts checks for http://www.example.com/robots.txt, and finds: The "User-agent: *" means this section applies to all robots. The "Disallow: /" tells the robot that it should not visit any pages on the site.SEO - Search Engine Optimization26User-agent: * Disallow: /

27. Use Sitemap.xmlA Sitemap is an XML file that lists the URLs for a site.Sitemap are list of URLs that are available in our website.You can visit http://www.xml-sitemaps.com/ to generate the sitemap of your website.SEO - Search Engine Optimization27

28. Real World ExamplesIEEE has emphasized the need for SEO in Tourism industry.The study found out that half of the American Travellers make their accommodations reservations through the internet.Therefore, the ranking in search engine results become more important.The motels which performed the SEO process in their websites saw a rise in their search engine rankingsSEO - Search Engine Optimization28

29. ConclusionYou have a website which contain very useful information to mankind, but if that website is not known to masses then your hard work goes unwatched.SEO helps in improving the flow of traffic into your website.SEO is so far the best process to improve our ranking in search engines.So as long as there are websites, the need of SEO exists.SEO - Search Engine Optimization29

30. Referenceshttp://ieeexplore.ieee.orgSEO.Search.Engine.Optimization.2nd.Edition.2010.pdfhttp://www.ieee.org http://www.seoguruhouston.comhttp://ezinearticles.com/SEO - Search Engine Optimization30

31. THANK YOUSEO - Search Engine Optimization31

32. Questions??SEO - Search Engine Optimization32