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 Search engine optimization (SEO) is the
process of improving the visibility of a
website or a web page in a search engine's
"natural" or un-paid ("organic") search
results. In general, the earlier (or higher
ranked on the search results page), and more
frequently a site appears in the search results
list, the more visitors it will receive from the
search engine's users.
 Crawling
 Indexing
 Processing
 Calculating Relevancy
 Retrieving Results
 SEO Stands for Search Engine Optimization.
 SEO is all about optimizing a web site for
Search Engines.
 SEO is the process of designing and developing
a web site to rank well in search engine results.
 SEO is to improve the volume and quality of
traffic to a web site from search engines.
 SEO is a subset of search engine marketing.
 SEO is the art of ranking in the search engines.
 SEO is marketing by understanding how search
algorithms work and what human visitors
might search.
A variety of methods can increase the visibility of a webpage within the search
results.
 Cross linking between pages of the same website to provide more links to
most important pages may improve its visibility.
 Writing content that includes frequently searched keyword phrase, so as to
be relevant to a wide variety of search queries will tend to increase traffic.
 Updating content so as to keep search engines crawling back frequently can
give additional weight to a site.
 Adding relevant keywords to a web page's meta data, including the title tag
and meta description, will tend to improve the relevancy of a site's search
listings, thus increasing traffic.
 Spamdexing - the practice of repeating unrelated phrases to manipulate
the relevancy or prominence of resources indexed by a search engine.
 Keyword Stuffing – this includes packing long lists of keywords without
proper formation.
 Invisible Text – this is the placing of keywords in white text on a white
background in order to attract search engine spiders.
 Doorway Pages – this is a fake page that user never gets to see. This is
constructed only for search engine spiders so as to trick them into
indexing the site higher.
 Invisible iFrames – the page visible to user need not belong to company
hosting the webpage. These are used to download software on to user’s
computer in background without user’s knowledge.
 Create unique, accurate page titles
 Create unique, accurate page titles
◦ Best Practices
 Accurately describe the page’s content
 Create unique title tags for each page
 Use brief, but descriptive titles
 Make use of the "description" meta tag
◦ A page's description meta tag gives Google and
other search engines a summary of what the page
is about
 Make use of the "description" meta tag
◦ Best Practices
 Accurately summarize the page's content
 Use unique descriptions for each page
 Improve the structure of your URLs
Remember!
URLs are displayed in search results
 Improve the structure of your URLs
◦ Best Practices
 Use words in URLs
 Create a simple directory structure
 Provide one version of a URL to reach a document
 Make your site easier to
navigate
◦ Best Practices
 Create a naturally flowing hierarchy
 Use mostly text for navigation
 Prepare two sitemaps:
 one for users,
 One for search engines
 Search engine marketing (SEM) is a form of
Internet marketing that involves the
promotion of websites by increasing their
visibility in search engine results pages
(SERPs) through optimization and advertising.
 SEM may use search engine optimization
(SEO), that adjusts or rewrites website content
to achieve a higher ranking in search engine
results pages or use pay per click listings.
 Often people get confused between the terms
SEO and SEM. As mentioned earlier, SEM is a
superset of SEO.
 SEM incorporates all the tools used by experts to
increase visibility of websites among search
engine results, including search retargeting, paid
search advertisements on search engines and
organic search engine optimization.
 However, the term SEM is often used to denote
PPC (pay per click) ads. Hence, it is important
that the definition of the term search engine
marketing first be clarified by those discussing
its different aspects.
 SEO: Earning traffic through
unpaid or free listings
 SEM: Buying traffic through
paid search listings
 1. Keywords
 2. Website Saturation
 3. Website Popularity
 4. Back-end Tools
 5. WhoIs
1. Indexability
◦ Duplicate Content
◦ Cloaking
◦ Spamming
2. Finding Keywords
3. Inserting Keywords
 Another factor that contributes to visibility of
websites is the number of its webpages present
on search engines’ indices. The more webpages
that are indexed, the more saturated the
website’s presence will be.
 Shows you how many pages you have indexed
compared to competing sites. Each page has its
own chance to rank. Sites with thousands of
pages indexed are relevant for thousands and
thousands of unique search queries because they
have so many pages in the search lottery.
 Number of backlinks, hits, traffic etc
 Alexa Rank is a popular benchmark (makes
public the frequency of visits on various Web
sites)
 Back-end tools include HTML validators and web
analytics tools.
 They help SEM experts find data related to the
visitors of a website.
 This data could include their geographic location, IP
address, the browsers they use, sources that referred
them the website in question, and the amount of time
they spent on the website and other web pages they
visited before and after hitting the site.
 Back-end tools can either be as simple as traffic
counters or log files that experts use.
 WhoIs another tool SEM experts use to find
out the identity of people behind certain
websites.
 This information can be obtained only to the
extent to which the owners may have allowed
their website hosting services to make
information available about them.
 Legitimate sites do not have any issue
sharing their basic information with people
on the internet. In fact, they make themselves
available so that they can be contacted easily.
 Social media optimization (SMO) refers to the use of
a number of social media outlets and communities
to generate publicity to increase the awareness of a
product, brand or event.
 Types of social media involved include RSS feeds,
social news and bookmarking sites, as well as social
networking sites, such as Twitter, and video and
blogging sites. SMO is similar to search engine
optimization in that the goal is to generate traffic
and awareness for a website.
 In general, social media optimization refers to
optimizing a website and its content in terms of
sharing across social media and networking sites.
 Social Media Optimization (SMO) can be defined
as the science and art of getting free targeted
traffic to your website from Facebook, Twitter,
LinkedIn, YouTube, Google+ or other social
media networks through various social activities
like blogging, posting status updates on social
media profiles, participation in discussion
groups, social bookmarking, virals, online
reputation management, user rating/polling,
user feedback, RSS feeds, sharing buttons, use
of video/photo sharing sites and many more.
 Social Media Optimization (SMO) = Activities That
Bring Free Traffic From Social Media
 Social media optimization has the primary
objective of grabbing the attention and interest
of those members to redirect them to their
clients’ websites.
 SMO, has to use different methods to achieve the
objective of redirecting the members of social
websites to the required websites. There are two
methods of optimizing the social media, to
optimize the websites.
 They are..
The pre-defined social media features are added
to the content of the social media. The content
generally includes
◦ RSS feeds
◦ Social news
◦ User polling tools
◦ User rating tools
◦ Sharing buttons
It also uses the third party community
functionalities to incorporate with. The third
party community includes the functionalities like
videos and images.
The potential method of promotional activities are
done to promote the products and services. Such
activities to name are
◦ Regular blogging
◦ Commenting and adding opinion to the blogs
◦ Participation in discussion forums and groups
◦ Posting status updates on the existing social networking
profiles.
These methods makes use of technology to the core
level, so that the user does not need to put efforts to
access any of the above content and even to come
back to their previous web pages etc.

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Seo,sem and smo

  • 1.
  • 2.  Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users.
  • 3.  Crawling  Indexing  Processing  Calculating Relevancy  Retrieving Results
  • 4.  SEO Stands for Search Engine Optimization.  SEO is all about optimizing a web site for Search Engines.  SEO is the process of designing and developing a web site to rank well in search engine results.  SEO is to improve the volume and quality of traffic to a web site from search engines.  SEO is a subset of search engine marketing.  SEO is the art of ranking in the search engines.  SEO is marketing by understanding how search algorithms work and what human visitors might search.
  • 5. A variety of methods can increase the visibility of a webpage within the search results.  Cross linking between pages of the same website to provide more links to most important pages may improve its visibility.  Writing content that includes frequently searched keyword phrase, so as to be relevant to a wide variety of search queries will tend to increase traffic.  Updating content so as to keep search engines crawling back frequently can give additional weight to a site.  Adding relevant keywords to a web page's meta data, including the title tag and meta description, will tend to improve the relevancy of a site's search listings, thus increasing traffic.
  • 6.  Spamdexing - the practice of repeating unrelated phrases to manipulate the relevancy or prominence of resources indexed by a search engine.  Keyword Stuffing – this includes packing long lists of keywords without proper formation.  Invisible Text – this is the placing of keywords in white text on a white background in order to attract search engine spiders.  Doorway Pages – this is a fake page that user never gets to see. This is constructed only for search engine spiders so as to trick them into indexing the site higher.  Invisible iFrames – the page visible to user need not belong to company hosting the webpage. These are used to download software on to user’s computer in background without user’s knowledge.
  • 7.
  • 8.  Create unique, accurate page titles
  • 9.  Create unique, accurate page titles ◦ Best Practices  Accurately describe the page’s content  Create unique title tags for each page  Use brief, but descriptive titles
  • 10.  Make use of the "description" meta tag ◦ A page's description meta tag gives Google and other search engines a summary of what the page is about
  • 11.  Make use of the "description" meta tag ◦ Best Practices  Accurately summarize the page's content  Use unique descriptions for each page
  • 12.  Improve the structure of your URLs Remember! URLs are displayed in search results
  • 13.  Improve the structure of your URLs ◦ Best Practices  Use words in URLs  Create a simple directory structure  Provide one version of a URL to reach a document
  • 14.  Make your site easier to navigate ◦ Best Practices  Create a naturally flowing hierarchy  Use mostly text for navigation  Prepare two sitemaps:  one for users,  One for search engines
  • 15.  Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) through optimization and advertising.  SEM may use search engine optimization (SEO), that adjusts or rewrites website content to achieve a higher ranking in search engine results pages or use pay per click listings.
  • 16.  Often people get confused between the terms SEO and SEM. As mentioned earlier, SEM is a superset of SEO.  SEM incorporates all the tools used by experts to increase visibility of websites among search engine results, including search retargeting, paid search advertisements on search engines and organic search engine optimization.  However, the term SEM is often used to denote PPC (pay per click) ads. Hence, it is important that the definition of the term search engine marketing first be clarified by those discussing its different aspects.
  • 17.  SEO: Earning traffic through unpaid or free listings  SEM: Buying traffic through paid search listings
  • 18.  1. Keywords  2. Website Saturation  3. Website Popularity  4. Back-end Tools  5. WhoIs
  • 19. 1. Indexability ◦ Duplicate Content ◦ Cloaking ◦ Spamming 2. Finding Keywords 3. Inserting Keywords
  • 20.  Another factor that contributes to visibility of websites is the number of its webpages present on search engines’ indices. The more webpages that are indexed, the more saturated the website’s presence will be.  Shows you how many pages you have indexed compared to competing sites. Each page has its own chance to rank. Sites with thousands of pages indexed are relevant for thousands and thousands of unique search queries because they have so many pages in the search lottery.
  • 21.  Number of backlinks, hits, traffic etc  Alexa Rank is a popular benchmark (makes public the frequency of visits on various Web sites)
  • 22.  Back-end tools include HTML validators and web analytics tools.  They help SEM experts find data related to the visitors of a website.  This data could include their geographic location, IP address, the browsers they use, sources that referred them the website in question, and the amount of time they spent on the website and other web pages they visited before and after hitting the site.  Back-end tools can either be as simple as traffic counters or log files that experts use.
  • 23.  WhoIs another tool SEM experts use to find out the identity of people behind certain websites.  This information can be obtained only to the extent to which the owners may have allowed their website hosting services to make information available about them.  Legitimate sites do not have any issue sharing their basic information with people on the internet. In fact, they make themselves available so that they can be contacted easily.
  • 24.  Social media optimization (SMO) refers to the use of a number of social media outlets and communities to generate publicity to increase the awareness of a product, brand or event.  Types of social media involved include RSS feeds, social news and bookmarking sites, as well as social networking sites, such as Twitter, and video and blogging sites. SMO is similar to search engine optimization in that the goal is to generate traffic and awareness for a website.  In general, social media optimization refers to optimizing a website and its content in terms of sharing across social media and networking sites.
  • 25.  Social Media Optimization (SMO) can be defined as the science and art of getting free targeted traffic to your website from Facebook, Twitter, LinkedIn, YouTube, Google+ or other social media networks through various social activities like blogging, posting status updates on social media profiles, participation in discussion groups, social bookmarking, virals, online reputation management, user rating/polling, user feedback, RSS feeds, sharing buttons, use of video/photo sharing sites and many more.
  • 26.  Social Media Optimization (SMO) = Activities That Bring Free Traffic From Social Media
  • 27.  Social media optimization has the primary objective of grabbing the attention and interest of those members to redirect them to their clients’ websites.  SMO, has to use different methods to achieve the objective of redirecting the members of social websites to the required websites. There are two methods of optimizing the social media, to optimize the websites.  They are..
  • 28. The pre-defined social media features are added to the content of the social media. The content generally includes ◦ RSS feeds ◦ Social news ◦ User polling tools ◦ User rating tools ◦ Sharing buttons It also uses the third party community functionalities to incorporate with. The third party community includes the functionalities like videos and images.
  • 29.
  • 30. The potential method of promotional activities are done to promote the products and services. Such activities to name are ◦ Regular blogging ◦ Commenting and adding opinion to the blogs ◦ Participation in discussion forums and groups ◦ Posting status updates on the existing social networking profiles. These methods makes use of technology to the core level, so that the user does not need to put efforts to access any of the above content and even to come back to their previous web pages etc.