This document provides an overview of search engine optimization (SEO). It discusses the history of the internet and search engines, defines key SEO terms, and outlines important SEO factors like content, user experience, and authority. The document also shares Google's perspective on SEO and provides an SEO checklist covering on-page elements like titles, descriptions, headings, and structured data, as well as off-page elements like sitemaps and links.

1. Search
engine
optimizati
on(SEO)
By-Sidharth N. Patiyal

2. Intro
Learn the basics and underlying philosophy behind the
need for SEO. After this talk, you'll be able to
intelligently talk about SEO and ask knowledgeable
questions to your SEO team.
1. How internet and search works?
1. A checklist for SEO.
1. How to identify if something is good or not so
good for SEO?

3. Definitions
Internet : A global computer network providing a
variety of information and communication facilities,
consisting of interconnected networks using
standardized communication protocols.
Website : A connected group of pages on the World
Wide Web (Internet) regarded as a single entity,
usually maintained by one person or organization
and devoted to a single topic or several closely
related topics.
Search Engine : A program that searches for and
identifies items in a database that correspond to
keywords or characters specified by the user,
used
especially for finding particular sites on the World
Wide Web.
SEO : The process of maximizing the number of
visitors to a particular website by ensuring that
the
site appears high on the list of results returned by
a
search engine.

4. History
The first workable prototype of the Internet came in
the late 1960s with the creation of ARPANET.
ARPANET adopted TCP/IP on January 1, 1983, and
from there researchers began to assemble the
“network of networks” that became the modern
Internet.
The online world then took on a more recognizable
form in 1990, when computer scientist Tim
Berners-Lee invented the World Wide Web.
Tim Berners-Lee set up a Virtual Library in 1991
called World Wide Web Virtual Library (VLib)
In 1994 engines like Yahoo, WebCrawler, Lycos, etc
came into existence.
Google and MSN launched in 1998 and this
changed the way the information was presented to
the users.
Microsoft relaunched MSN/Live with major
improvements in 2009 and called it Bing.
Today, Google, Bing and Yandex are the major
Search engines.

5. History of Search Engines
History
The first workable prototype of the Internet came in
the late 1960s with the creation of ARPANET.
ARPANET adopted TCP/IP on January 1, 1983, and
from there researchers began to assemble the
“network of networks” that became the modern
Internet.
The online world then took on a more recognizable
form in 1990, when computer scientist Tim
Berners-Lee invented the World Wide Web.
Tim Berners-Lee set up a Virtual Library in 1991
called World Wide Web Virtual Library (VLib)
In 1994 engines like Yahoo, WebCrawler, Lycos, etc
came into existence.
Google and MSN launched in 1998 and this
changed the way the information was presented to
the users.
Microsoft relaunched MSN/Live with major
improvements in 2009 and called it Bing.
Today, Google, Bing and Yandex are the major
Search engines.

6. From Google’s Blog
Search Engine Optimization (SEO) is often about making small modifications to parts of your website. When
viewed individually, these changes might seem like incremental improvements, but when combined with
other
optimizations, they could have a noticeable impact on your site's user experience and performance in
organic search results.
You should optimize your site to serve your users' needs. One of those users is a search engine, which
helps other users discover your content. Search Engine Optimization is about helping search engines
understand and present content.

7. What are the important factors?
1. Content
a. Actually exists (no 404 not found)
a. Is Relevant
2. User’s experience when they land on the site
a. Speed
a. How the content flows - easy to navigate?
a. Are there too many ads?
3. Authority
a. Referrals

8. DEFINITIONS
Index : Google stores all web pages that it knows
about in its index. The index entry for each page
describes the content and location (URL) of that
page. To index is when Google fetches a page,
reads it, and adds it to the index.
Crawl : The process of looking for new or updated
web pages. Google discovers URLs by following
links, by reading sitemaps, and by many other
means. Google crawls the web, looking for new
pages, then indexes them (when appropriate).
Crawler : Automated software that crawls (fetches)
pages from the web and indexes them.
Googlebot : The generic name of Google's crawler.
Googlebot crawls the web constantly.
SEO (Search engine optimization): The process of
making your site better for search engines.
Structured data : Code that you can add to your
sites' pages to describe your content to search
engines, so they can better understand what's on
your pages.

9. SEO Checklist
Free Useful Tools
Webmaster Console
Google Analytics
Google Keyword Tool
Google Trends
Google Search
1.Create unique, accurate page titles - <title> tag tells
both users and search engines what the topic of a
particular page is.
2.Use the "description" meta tag - A page's description
meta tag gives Google and other search engines a
summary of what the page is about.
3.Use heading tags to emphasize important text
4.Add structured data markup
5.Add Sitemap
6.Add Breadcrumbs
7.Know what your readers want (and give it to them)
8.Optimize images
9.Use the "alt" attribute for images
10.Make your site mobile-friendly

10. Summary
Today we talked about the
following:
1. The history of Internet and Search
1. Basics and underlying philosophy behind the
need for SEO.
1. Key terminology
1. Checklist for SEO
1. Tools to check website’s health and to do
keyword research.