This document provides an introduction to search engine optimization (SEO). It defines search engines and how they work by using spiders to crawl the web, index content in databases, and rank documents using algorithms. The document then defines SEO as the process of improving websites to achieve higher search engine rankings. It explains why SEO is important by noting that most traffic comes from search engines and users rarely view results past the first page. The document outlines the SEO process, including assessment, planning, execution and maintenance. It also covers on-page and off-page SEO techniques.

1. SEO INTRODUCTION
Manila Team

2. AGENDA
1.What is a Search Engine?
2.SEO Introduction / What is SEO?
3.SEO Cycle
4.Search Engine Basic
5.SEO Procedure

3. What is a Search Engine?
Definition:
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:
o Spider, Indexer, Database, Algorithm
o Find matching documents and display them according to relevance
o Frequent updates to documents searched and ranking algorithm
o Strive to produce “better”, more relevant results than competitors

4. Examples popular Search Engines

5. How Search Engine Works
• 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

6. HOW SEARCH ENGINE WORKS
Spider / Crawler Database Algorithm

7. HOW SEARCH ENGINE WORKS

8. HOW SEARCH ENGINE WORKS
Algorithm
On page Ranking Factor
1. Title Meta Tags
2. Heading Tags
3. Relevant content
4. Keywords density
5. Hyper link text
6. ALT Tags
Off page Ranking Factor
1. Link Building

9. Search Engine statistics

10. SEO Introduction
WHAT IS SEO (SEARCH ENGINE OPTIMIZATION)
The process of improving the websites in order to achieve higher ranking in Search
Engines in known as Search Engine Optimization.
The main objective for creating a website by any company is to make aware of about
the company and its products / services. For this, Internet marketing plays an
important role in driving the visitors to site using SEO techniques. Now, it becomes
essential that the site should be listed in the top pages of the search engines and
upbeat the competitor’s site. The process of getting search engines to pay attention
to your web site requires specific, personalized service. To achieve this, proper SEO
tools and techniques are applied to the site to achieve higher rankings and make site
search engine friendly.

11. SEO Introduction
Why You Need SEO?
• 85% of all traffic on the internet is referred by search engines
• 90% of all users don’t look past the first 30 results (most only view top 10)
• Cost-effective advertising

12. SEO Introduction
What Does SEO Provides?
• To promote the business at an economical rate
• To increase the site traffic and hence increases the site popularity
• To provide the needed information to the visitors in the best possible time
• To upbeat the competitors site in term of Search Engine Rankings

13. SEO Cycle
Assessment
Goal Setting
Planning / Execution
Maintenance

14. SEO Basic
•On page Criteria
• Keyword Research
• Content
• Title Tags
• Description Tags
• Keywords Tags
• Alt tags
• Headers Tags
• Internal link
• Bold, Italics and Underline
• Site Map
•Off Page Criteria
• Inbound Links
• Blogs
• Article and Press release submission
• Syndicating Rss Feeds

15. SEO Procedure
A. Initial Setup Strategies
B. Keyword and Competitive Analysis
C. Site Optimization
1. On Page Site Optimization
• Keyword identification per page
• Content improvement as per keyword targeted
• Title / Meta Tags and description
• File naming
• Web Page Analysis
2. Off Page Site Optimization
A. Link Building
D. Paid Marketing / Promotion
• Pay Per Click Campaign
• Affiliate Marketing
E. Site Verification & Positioning Reports