This document discusses search engines and search engine optimization (SEO). It begins by defining what a search engine is and explaining what SEO is and is not. It then covers differences between major search engines, how search engines work, standard web search engine architecture, SEO software components like crawling and indexing, and traffic sources for websites like organic search and referral links. The document also provides tips on keyword research, content optimization, and how links can help rankings. It explains how to perform search queries and techniques to avoid. In under 3 sentences, the document provides an overview of search engines and SEO strategies and techniques.

2. Search Engines
Search Engine

3. Search Engine Optimization
Website /

4. What isn't SEO?
SEO != magic
SEO != expensive
SEO != difficult
SEO = contested

5. Differences Between the Major
Search Engines

6. Differences Between the Major
Search Engines

7. How Search Engines Work
1. Crawling
2. Indexing
3. Processing
4. Calculating Relevancy
4. Retrieving

8. Standard Web Search Engine Architecture
Standard Web Search Engine Architecture
Check for duplicates,
crawl the store the
web documents
DocIds
user create an
inverted
query index
Search
Show results Inverted
engine
To user index
servers

9. Search Engines Software

10. Crawling

11. Indexing

12. Processing

13. Checking in Index

14. Calculating Relevancy

15. Retrieving

17. Traffic Sources
• Search traffic
• Referral traffic
• Direct traffic

18. Search traffic Statistics
Organic Results
• 85% click on organic
• 75% click the first link of interest
• 25% read all listings first, then click

19. SEO vs PPC

20. Keyword Research
• What keywords would you use to find a
product or service like yours?
• What keywords would others use to find a
product or service like yours?
• What keywords do your known
competitors obviously use?
• What keywords do your actual online
competitors use?

21. What to do with those Keywords

22. Great Content + SEO + Social Really Works
Great SEO Social Link
+ + +
Content Friendly Sharing Building
=
Higher More More More
Rankings Readers Followers Influence
=
Virtuous Cycle of
Inbound Marketing!

23. Why Links Matter to Search Engines
What You Say What Others Say
About Yourself. < About You.

24. Crawling & Indexing
Without links, the
engines might never
find this
website/page

25. Ways to find the information
• Search for specific words
"search query"
• Exclude a word
-query
• Include similar words
~query
• Use of Booleans; AND, OR, NOT
query AND query
query OR query
query NOT query
• Lowercase / Uppercase
Always use lowercase letters only.
Use Uppercase letters for Names.

26. Search Queries
• site:
• link:
• link: site:
• inurl: site:
• intitle:
• inurl:
• allintitle:
• allinurl:
• allinanchor:
• related:
• numrange:
• pricerange:

27. Don’t Use Stop Words

28. Instant Answers
Instant Answers

29. SEO Techniques

30. Don’t Do

31. With Out SEO

34. Questions

35. Thank you …