Seminar on Search Engine Optimization. Because users rarely click on links beyond the first search results page, boosting search-engine ranking has become essential to business success. With a deeper knowledge of search-engine optimization best practices, organizations can avoid unethical practices and effectively monitor strategies approved by popular search engines. Whenever you enter a query in a search engine and hit 'enter' you get a list of web results that contain that query term. Users normally tend to visit websites that are at the top of this list as they perceive those to be more relevant to the query. If you have ever wondered why some of these websites rank better than the others then you must know that it is because of a powerful web marketing technique called Search Engine Optimization (SEO). SEO is a technique which helps search engines find and rank your site higher than the millions of other sites in response to a search query. SEO thus helps you get traffic from search engines.

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27 Sept 2017

2.  WHAT’S SEARCH ENGINE ?
 HOW SEARCH ENGINE WORKS ?
 WHAT IS SERP?
 ORGANIC RESULTS VS INORGANIC RESULTS
 WHAT IS SEO ?
 WHY DO WE NEED SEO ?
 TYPES OF SEO
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3. 61% of global Internet users research products online and 44% of online shoppers
begin their experience with a search engine. Of these online shoppers, 75% never scroll
past the first SERP. The study also found that snippet type is important: 70% of the links
that users click on are organic, with 60% going to the top three links.
SEO is a technique which helps search engines find and rank your site higher than
the millions of other sites in response to a search query. SEO thus helps you get traffic from
search engines.
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4. WHAT’S SEARCH ENGINE
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5.  Search engines are programs that search documents for specified keywords and returns
a list of the documents where the keywords were found.
 A search engine is designed to search for information on the World Wide Web and FTP
servers sites. The search results are generally presented in a list of results, known as
Search Engine Result Pages[SERPs].
 The very first tool used for searching on the Internet was Archie. It was created in 1990
by computer science students at McGill University in Montreal.
 Popular Search Engines are: Google(1997), Yahoo(1994), Bing(2006), MSN(1998),
Ask Jeeves(1997), Alltheweb(1999), AltaVista(1995).
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7. Search engines have two major functions:
Crawling and Indexing.
Using these functions they find and
collect information to rank documents
they feel are most relevant to users
search.
Search engines use algorithms to
calculate how worthy a page is to a
relevant search query. There are
hundreds of factors that are used to
calculate the authority of a webpage.
These algorithms are kept secret.
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8.  The process of fetching all the web pages linked to a web site.
 This task is performed by a software, called a crawler or a spider (or Google bot, as is the
case with Google).
 Crawl billions of pages across the web by following links they find from billions of pages
around the web
Major SEs that index pages using spiders: Google, AltaVista, Msn, Aol, Lycos.
“Spiders read only text, nothing else”
Seed URL
Page 1
Page 3
Page 4
Offsite LinkPage 2
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9.  Process of creating index for all the fetched web pages and keeping them into a giant
database from where it can later be retrieved.
 Process of indexing is identifying the words and expressions that best describe the page and
assigning the page to particular keywords.
 When a search query is entered, a search engine digs into its index for pages matching the
user’s search query, then sorts and displays the most relevant results to the user.
 The order in which the pages are displayed are calculated by search engine algorithms,
taking into account hundreds of ranking factors. Each page is then given a ranking score.
 In order to rank highly on the search engines, your site needs to score higher than all the
other sites that are eligible to show up for a relevant search query.
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10.  The last step in search engines activities is retrieving the best matched results. Basically,
it is nothing more than simply displaying them in the browser.
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14. Organic Results
Benefits:
 Results are long lasting on search engine result pages.
 Organic results are more trustworthy than inorganic results.
 Organic service is cheaper than inorganic services.
Inorganic Results/ Paid Results
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Benefits:
 More effective result in very short time.
 Site gains more visibility.
 More traffic in short time period.
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16. “Search engine optimization (SEO) is the process of affecting the visibility of a website in a
search engine’s organic (or un-paid) search results.”
The higher the position of a webpage on the organic search results pages, the more
“visible” the page will be.
SEO is marketing by understanding how search algorithms work and what human visitors
might search.
SEO Categories –
 White Hat SEO
 Black Hat SEO
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18. White-hat SEO has two major classes, the first of which is on-page optimization, which
deals with website structure and content.
 Headings
 Title of the page
 Meta description and tags
 Image and pictures
 URL structure and domain information
 User-friendly navigation and quick loading
 Fresh and quality content
 Optimized external and internal links
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19.  Drive more traffic to your site.
 Regularly updating your content with fresh information, and appropriate keywords and
phrases increases the ranking of your site.
 Original Content.
 Content published on your website first.
 Content that includes text as well.
 Content that is useful.
 Content that is well researched.
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20.  Meta tag is a short description about your website, its focus areas and the services you
provide.
 In the Meta tag it’s important that the title, keyword and descriptions written are
distinct from other sites.
<head>
<meta name="description" content="This is an example of a meta description. This will often show up in search
results.">
</head>
Optimal length:160-character limit.
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21.  Most important web optimization element.
 Title tag should be a short but descriptive.
 Title tag is indexed on the search engines.
 Should be good enough to attract users looking for specific information.
<head>
<title>Example Title</title>
</head>
Optimal title length: Under 60 characters, 90% of your titles display properly.
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22.  Search engine friendly URLs for each of your pages as it brings better crawling.
 Shorter URLs that includes right keywords tend to rank better.
 The more readable by human beings, the better
 Keywords in URLs: still a good thing
 Match URLs to titles most of the time (when it makes sense)
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23.  Make your site unique but it should be done according to certain criteria.
 File size and loading speed of an individual image
 Proper file naming and optimization.
 Search engine spiders can only read text and not images.
<img src="pancakes.png" alt="pancakes">
Optimal format
<img src="pancakes.png" alt="Stack of blueberry pancakes with powdered sugar">
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24.  Format and structure your content.
 Break up your content into smaller sections and paragraphs to make it easier for people
to read.
 H1 tags are reserved for your main page title.
 Use h2 and h3 tags for subheadings as search engines use these to determine what is
important within your content.
 Adding keywords to your site is important but keyword stuffing can make your site
unreadable.
 Proper link building improves your site’s quality.
 Effective external and internal links to secure high-ranking in search engines.
 The link should be taken from a genuine and unique site.
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26. Off Page SEO techniques have to do with promotion. The goal is to increase visibility so
members of your community share and refer to your page.
 Link Building
 Blogging
 Social Media
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27.  The goal of link building is to increase the number of quality backlinks to your content.
You can build quality backlinks through:
Email Outreach: Sharing your valuable content with other members of your community.
Highlight your content’s value, and in return, you may receive a reference back to your site.
Guest Blogging: By guest blogging, you can share your knowledge on a particular subject,
and include a link to your own content for reference.
Feedback Submission: Reporters and bloggers looking for expert feedback are a great
linking building opportunity.
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28.  Your blog platform lets you discuss ideas with online communities.
 Providing useful information makes visitors think of you as an authority.
 This means they’ll return to your blog, engage with your ideas and share your posts.
 Social platforms are an easy way to share site content.
 Promoting your content across a few major platforms, you can reach a lot of users.
 Facebook, Google+, Twitter etc
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30.  Unethical Practices.
 Deceptive practices to secure top placement in the first SERPs.
 Trick the algorithm, thus artificially boost the page’s ranking.
 These practices affect both search-engine efficiency and results integrity.
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31.  Scripts are used to generate webpages using algorithms.
 The page might also include machine-translated text that has not undergone human
review.
 Webpages are also automatically generated from snippets of either search results or
webpages that contain desired keywords.
 Such pages often contain just the generated snippets without any real content.
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32.  URL redirection is performed in a way that one creates a code that will contribute into
taking the user automatically to other web pages.
 Some webpages send the user to a URL other than the one requested.
 However, some redirects are designed to show the user and a web crawler different
webpages for the same URL.
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33. Bots and users see the same page in different ways:-
• Bots see content that has the desired keywords and follows approved guidelines.
• Users see content that is often malicious or undesirable.
Some hackers use cloaking to keep the webmaster from detecting their work.
 Any links in a webpage that exist solely to increase page rank are considered link spam,
regardless of whether the links are outgoing or incoming.
 Link-spam schemes include buying and selling links.
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34.  Doorway pages feature poor-quality content but are optimized to rank
high for specific keywords.
 Add a malicious action when the user clicks on a link, such as to install advertisements,
viruses, malware, trojans, and spyware on the user’s computer.
 The user might also click on a certain button and cause another, unwanted, link on the
same page to activate. 34

35.  It’s cost-effective. You don't have to pay the search engine to be "advertised".
 If well ranked, has your company greater chance at becoming visible around the world,
while you stay at home.
 Once your website gets a good place, you somehow your reputation as one of the best.
 Need the money for search engine optimization is established, regardless of the number of
hits you get.
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36.  Your position in the search engine is unpredictable. Everything depends on the algorithm.
 This is time consuming.
 Participants can make use of the black hat tactics.
 It may mean the end of it all for entrepreneurs whose website are located on the last few
pages of the search engine.
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37. Proper search engine optimization can guarantee top positions in organic results.
To do this it is necessary to:
 Understand the basics of how search engines rate sites
 Use proper keywords and phrases throughout the Web site
 Avoid giving the appearance of spamming the search engines
 Write all text for real people, not just for search engines
 Make sure the Web site is regularly updated so that the content is fresh
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38. 1) Hub Spot, “All the Marketing Statistics You Need,” 2014; www.hubspot.com/marketing-
statistics#SEO.
2) “Bing Webmaster Guidelines,”www.bing.com/webmaster/help/webmaster-guidelines-
30fba23a.
3) https://www.equinetacademy.com/seo-tutorial-step-step-search-engine-optimization-
guide.
4) https://bloggerspassion.com/seo-tutorial-for-beginners
5) https://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization
6) http://www.bigapplemedia.com/differences-between-on-page-and-off-page-seo.
7) https://www.google.co.in/amp/s/www.betaout.com/blog/on-page-vs-off-page-
optimization-whats-the-diffrence/amp.
8) https://bloggerspassion.com/on-page-seo-techniques.
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39. Thank You
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