1. SEARCH ENGINE
OPTIMISATION
Ruksana Alam
Neha Jhoshi
Manish Arya
Shruti Jain
Neha Jha

2. Search Engine: A search engine is really a general class of programs that
search documents for specified keywords and returns a list of the
documents where the keywords were found.
Search Engine Optimization(SEO): Search engine optimization is a
methodology of strategies, techniques and tactics used to increase the
amount of visitors to a website by obtaining a high-ranking placement
in the search results page of a Search Engines(SERP’s).

3. • Company started doing SEO since 1995 and till 2012 their is
massive change in strategies and technology of SEO .
• SEO can be done various ways like organic and inorganic .details
will be told in later part of presentation.
• Though doing SEO is always good however ,there are certain
disadvantages as well.

4. SEO and It’s relation with Search Engines:
 The term SEO itself indicates that it is maximum utilization of search
engines.
 Majority of people do not visit sites post 1st page. Therefore
companies perform SEO to improve their page ranking on search
engines, so that majority of people can visit their site.
 Through methods like patent analysis, experiments, and live testing
and tweaking, search marketers as a community have come to
understand many of the basic operations of search engines and the
critical components of creating websites and pages that garner high
rankings and significant traffic.

5. Data analysis of major search Engines

6.  1995 – Yahoo Launches its Web Directory
 1998 – Google Launches, DMOZ launches this same year
 2000 – Yahoo Drops Altavista, Uses Google’s Algorithm
 2001 – Page Rank is showed to users through the toolbar
 2005 – No Follow Tag Introduced
 2009 – Google Introduces Caffeine Algorithm, a major shift
in SEO.
 2009 – Bing and Yahoo Merge
 2011 – Panda Algorithm Update. A major step in the
history of SEO
 2012 – Penguin Algorithm Update

7. The history of SEO has its start in the early 1990′s.
 In 1995, optimization was born in the young stages of Yahoo.
Alphabetical optimizations were formed, and formatted in the “yellow
page” style like phonebooks.
 The next year, 1996, comprehension for things like keyword density and
seasoning began to take hold. As the year progressed, determined
individuals began to understand database algorithms, and the methods
used in basic search engines.
 From late 1997 to early 1999, submission spamming became the
general method of site rank. However, new algorithms brought new
tactics, as SEO’s started to utilize multi-language platforms, word
lists, and other innovative strategies.
 Between the years of 2000 and 2001, the internet experienced a
massive shift.

8.  Google revolutionized the
internet world with its new
algorithmic and ranking
techniques causing search
engine optimization to take a
step in a new direction
contemporary.
 The introduction of Social
Networking Sites once again
revolutionized the SEO industry.
 The History of SEO is constantly
changing, we will see more user
metrics and higher level
algorithms.

9. Methods search engine optimization can be bifurcated into two vast areas:
• Organic SEO
• Inorganic SEO
Organic SEO
It is a natural way of getting top ranking in SERP (search engine result
page)without paying any amount to search engines for the placement.
This is more preferable and trustworthy method of securing high rank
on SERP
Benefits of Organic SEO:
 Usually normal user’s clicks more on organically optimized sites.
 Results are long lasting on search engine result pages.
 Organic results are more trustworthy than inorganic results.
 Organic service is cheaper than inorganic services.

10. Inorganic SEO:
It includes paid services such as PPC – Pay Per Click, CPC – Cost Per Click, CPA – Cost
Per Acquisition, banner ads, classifieds etc. This service is very expensive. But those
who wants immediate results, they can go for inorganic service.
Benefits of Inorganic SEO:
 Results in sort period.
 Site gains more visibility.
 More traffic in sort time period.
 Unlike organic SEO, inorganic SEO gets more effective result in very sort time.
Inorganic SEO technique is quite risky; as its cost will be count as per clicks,
webmaster must remain alert from competitors, they might click on your site
unnecessarily to force you pay more. There is a solution to block those users, but for
that you must be aware that they clicked you unnecessarily.

11. Organic vs. Paid Search
Paid/10% of
Clicks
Organic/90% of clicks

12. A search engine operate in the following order
• Web crawling
• Indexing
• Searching
Few points to elaborate working of SEO are:
 Web search engine work by sorting information about a large number
of web pages which they retrieve from the WWW. These pages are
retrieve by a web crawler (sometime known as a spider)—an automate
web browser.
 The content of each pages are then analyzed to determine how it
should be indexed for example:- words are extracted from the titles
, heading ,or special fields called meta tags .

13.  When users comes to the search engine
and makes a query typically by giving key
words the engine look up the index and
provide a listing of best-matches web
pages according to its criteria.
 Most search engine support the use of
the Boolean terms AND, OR and NOT to
further specify the search query.
 The vast majorities of search engine are
run by private companies using
proprietary algorithm and closed
database though some are open source.

15. SEO Techniques are classified into two broad categories
WHITE HAT : An SEO techniques or method is considered “ White Hat” if it
conforms to the search engine guideline and/or involves no deception
White hat SEO is not just about following guidelines but is about
ensuring that the content a search engine indexers and subsequently
rank is the same content user will see.
BLACK HAT /SPAMDEXING: Black hat SEO are method that try to improve
ranking that are disapproved of by the search engine and/or involve
deception. It also Includes pay per click scheme.

16. Few benefits of having done SEO are listed below:
 More than 90% online user uses search engine to find products and
info.
 Your website will constantly features on page one of the search result
for terms that best describe your business.
 Natural search receives 250% more traffic than paid search.
 1st page of se result get at least 80% clicks.
 If your website is not found within top 30 result (page1,2 and3) no
one will find it.

18. Few disadvantages of having done SEO are:
 Your web site is exposed to an increase amount of spam once
you achieve high volume and traffic to your site.
 Your site can receive unwanted leads that would involve cost.
 Cannot predict and guarantee best positions in search engines.