This document provides an overview of search engines, defining their function, the significance of SEO, and the impact of Google algorithms on website ranking. It discusses the importance of search engine marketing and differentiation between organic and paid search results, along with optimization techniques for improving visibility. The text highlights the shift towards mobile SEO and conversational search queries as key trends shaping future search engine strategies.

1. SEO vs Google
Algorithms
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2. What is Search Engine?
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3. Search Engine
Definition: An internet-based tool that searches a websites for a particular
term, phrase or text specified by the user.
100 Billion Searches
Each Month!
By 2013, search volume has grown upto 2 Trillions searches annually.

4. How does Search Engine works?

5. Crawling & Indexing
New web-page
Without links,
the engines
might never find
this page
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6. Organic vs Paid Search
Pay per click: is an internet advertisement used to direct traffic to websites,
in which advertiser pay the publishers when the ad is clicked.
Paid
Organic

7. Google Algorithms
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8. Google Algorithms Rollout
2010
2011
2012
2013

9. What is PageRank?
● Definition: It is an algorithm used by Google web search engine to
rank websites in their search engine results.
● Google crawls websites in decreasing order
of PageRank.
● PageRank is a whole number between
0 and 10.
● Most popular websites=PageRank 10
Least popular websites=PageRank 0.
● Twitter= PageRank 10
Facebook= PageRank 9
Google= PageRank 9
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10. Why is Search Engine Marketing important?
● 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.
● Clear and measurable ROI (return on investment).
● Operates under this assumption:
More (relevant) traffic + Good Conversions Rate = More Profit
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11. What is SEO?
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12. Search Engine Optimization
● Definition: It is a technique which helps search engines find and rank
your site higher than the millions of other sites in response to the
search query.
● SEO also refers to the process of “optimizing” both the on-page and
off-page ranking factors in order to increase relevant traffic to a
website.
● SEO helps search engines figure out what each page is about, and
how it may be useful for users.
● Without SEO, many websites remain invisible to the search engines.
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13. Search Engine Optimization
Off-page Optimization Techniques:
● Blog Submission
● Directory Submission
● Social Bookmarking
● Ad Posting
On-page Optimization Techniques:
● Content
● Meta tag optimization
● Sitemap & robot.txt
● URL Structure
Note: More link-building, more is traffic, higher is the PageRank.
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14. Off-page SEO
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15. Blog Submission
Blogs are way to share facts, ideas and opinions directly between people.

16. Directory Submission
Directory submission is the process of submitting site URL to website
directory.

17. Social Bookmarking
Social bookmarking is a way of sharing sites or pages of a website that we
come across with the online community.

18. Ads Posting

19. Social media effect

20. On-page SEO
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21. Crawlability/Link Architecture
Well structured/linked websites are easily crawlable.

22. Avoid Duplicate content
Duplicate content are contents that appears on the Internet in one or more
than one places(URL).

23. URL Structuring
URL should be search friendly.
www.nationalgeographic.com/animals/african-elephants
Informative
domain name
Shallow folder structure
with relevant words
Keywords in page
name,separated by
hyphen
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24. Sitemap (HTML & XML)
Sitemap is a simple page that displays the structure of website.
HTML Sitemap: for the users
XML Sitemap: for the search engines
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25. Restrict crawling with robot.txt
A “robot.txt” file tells search engine whether they can access or crawl parts
of the sites.
This file is placed in the root directory of the website.
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26. Important tags
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27. Title tag
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28. Meta Descriptions
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29. Tag Length Recommendation

30. White Hat vs Black Hat
SEO
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31. Black Hat SEO
● Hidden Content:
Stuffed content as keyword within comments/ website code.
● Meta Description:
It describes content of your website.
CORRECT:
<meta name=”description” content=”We are an online marketing
agency providing digital marketing service. If you need SEM or SEO
we can help you @www.seohelper.com”>
INCORRECT:
<meta name=”description” content=”MadeUp restaurant website
is the best. Our restaurant is better than any other, good food
restaurant. We are the best @www.madeup.com”>

32. White Hat SEO
● Content should be genuine and of good quality.
● Using Structural mark-up makes easy for search engine( heading
tags).
● Effective use of keywords.
● Quality inbound links.
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33. Google Planning SEO Future
● By HummingBird update 2013, Google is using SSL encryption
search result both for signed in, not signed in users.
● With further updates, search engine got better understanding of
the concepts of human being language, rather then few scattered
words i.e. “human friendly” searches than ever.
● This gave better handle for “conversational” search queries.
ex: “golden gate pictures”
“give me some pictures of the golden gate pictures”
● With increase in smartphone & tablet use, 2014 will be year of
mobile SEO. Websites mobile performance matters for SEO
ranking.
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34. Thank You
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