The document discusses search engines and their functionalities, explaining how they index and rank web content. It provides an overview of Search Engine Optimization (SEO), differentiating between white hat, black hat, and gray hat techniques, as well as detailing on-page and off-page optimization strategies. Additionally, it highlights the importance of SEO for driving traffic and visibility for websites, along with tools that can assist in optimizing SEO efforts.

1. By
Rajeev Ranjan

2. Index…..
 Search Engine
 How search Engine Works
 Page Ranking
 SEO definition
 Why SEO?
 Types of SEO
 SEO Factors
 On-Page optimization
 Off-Page optimization
 On-page vs Off-page optimization
 Tools for SEO

3. Search engine….
 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. SE indexing………

6. How Do Search Engines Work?
 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 Ranking……
 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.

9. What is SEO??????
 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.

10. Why SEO…..
 85% of all traffic on the internet is referred to by search
engines
 90% of all users don’t look past the first 30 results (most
only view top 10)
 Search engine traffic is low and websites aren’t indexed
because they are generally poorly optimized
 Cost-effective advertising

11. Why SEO??
It gives companies 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

12. 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

13. SEO Factors….
 Website Structure
 Relevant and Fresh Copy/ Content
 Uniqueness of Content
 Links - internal, inbound, outbound
 Metatags
 Keywords
 Visual Extras
 Domains, URLs, Web Mastery

14. On-Page Optimization..
 In search engine optimization, on-page optimization
refers to factors that have an effect on Web site or Web
page listing in natural search results. These factors are
controlled by coding on page. Examples of on-page
optimization include actual HTML code, meta tags,
keyword placement and keyword density.

15. On-page technique…..
 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

16. Off- Page Optimization
 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.

17. Off-Page technique….
 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.

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

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

20. Tools for SEO’s…..
 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