Search Engine Optimization

CHAPTER 1

INTRODUCTION
Webmasters and content providers began optimizing sites for search engines in the mid-1 !s" as the first search engines #ere cata$oging the ear$% Web& 'nitia$$%" a$$ a #ebmaster needed to do #as s(bmit a page" or )R*" to the vario(s engines #hich #o($d send a spider to +cra#$+ that page" e,tract $in-s to other pages from it" and ret(rn information fo(nd on the page to be inde,ed& The process invo$ves a search engine spider do#n$oading a page and storing it on the search engine.s o#n server" #here a second program" -no#n as an inde,er" e,tracts vario(s information abo(t the page" s(ch as the #ords it contains and #here these are $ocated" as #e$$ as an% #eight for specific #ords and a$$ $in-s the page contains" #hich are then p$aced into a sched($er for cra#$ing at a $ater date& Site o#ners started to recognize the va$(e of having their sites high$% ran-ed and visib$e in search engine res($ts& According to ind(str% ana$%st /ann% S($$ivan" the ear$iest -no#n (se of phrase +search engine optimization+ #as a spam message posted on )senet on 0($% 12" 1 3& Ear$% versions of search a$gorithms re$ied on #ebmasterprovided information s(ch as the -e%#ord meta tag" or inde, fi$es in engines $i-e A*'WE4& 5eta-tags provided a g(ide to each page.s content& 4(t (sing meta data to inde, pages #as fo(nd to be $ess than re$iab$e beca(se the #ebmaster.s acco(nt of -e%#ords in the meta tag #ere not tr($% re$evant to the site.s act(a$ -e%#ords& 'nacc(rate" incomp$ete" and inconsistent data in meta tags ca(sed pages to ran- for irre$evant searches&Web content providers a$so manip($ated a n(mber of attrib(tes #ithin the HT5* so(rce of a page in an attempt to ran- #e$$ in search engines& Page and 4rin fo(nded 6oog$e in 1 7& 6oog$e attracted a $o%a$ fo$$o#ing among the gro#ing n(mber of 'nternet (sers" #ho $i-ed its simp$e design& Off-page factors s(ch as PageRan- and h%per$in- ana$%sis #ere considered" as #e$$ as on-page factors" to enab$e 6oog$e to avoid the -ind of manip($ation seen in search engines that on$% considered on-page factors for their ran-ings& A$tho(gh PageRan- #as more diffic($t to game" #ebmasters had a$read% deve$oped $in- b(i$ding too$s and schemes to inf$(ence the 'n-tomi search engine" and

Search Engine Optimization

these methods proved simi$ar$% app$icab$e to gaining PageRan-& 5an% sites foc(sed on e,changing" b(%ing" and se$$ing $in-s" often on a massive sca$e& Some of these schemes" or $in- farms" invo$ved the creation of tho(sands of sites for the so$e p(rpose of $in-spamming& To red(ce the impact of $in- schemes" as of 1!!3" search engines consider a #ide range of (ndisc$osed factors for their ran-ing a$gorithms& 6oog$e sa%s it ran-s sites (sing more than 1!! different signa$s& The three $eading search engines" 6oog$e" 8ahoo and 5icrosoft9s *ive Search" do not disc$ose the a$gorithms the% (se to ranpages&

Search Engine Optimization

Search engine optimization :SEO; is the process of improving the vo$(me and <(a$it% of traffic to a #eb site from search engines via +nat(ra$+ :+organic+ or +a$gorithmic+; search res($ts for targeted -e%#ords& )s(a$$%" the ear$ier a site is presented in the search res($ts" or the higher it +ran-s+" the more searchers #i$$ visit that site& SEO can a$so target different -inds of search" inc$(ding image search" $oca$ search" and ind(str%-specific vertica$ search engines& As a mar-eting strateg% for increasing a site.s re$evance" SEO considers ho# search a$gorithms #or- and #hat peop$e search for& SEO efforts ma% invo$ve a site.s coding" presentation" and str(ct(re" as #e$$ as fi,ing prob$ems that co($d prevent search engine inde,ing programs from f($$% spidering a site& Other" more noticeab$e efforts ma% inc$(de adding (ni<(e content to a site" ens(ring that content is easi$% inde,ed b% search engine robots" and ma-ing the site more appea$ing to (sers& Another c$ass of techni<(es" -no#n as b$ac- hat SEO or spamde,ing" (se methods s(ch as $in- farms and -e%#ord st(ffing that tend to harm search engine (ser e,perience& Search engines $oo- for sites that emp$o% these techni<(es and ma% remove them from their inde,es& The initia$ism +SEO+ can a$so refer to +search engine optimizers+" a term adopted b% an ind(str% of cons($tants #ho carr% o(t optimization pro=ects on beha$f of c$ients" and b% emp$o%ees #ho perform SEO services in-ho(se& Search engine optimizers ma% offer SEO as a stand-a$one service or as a part of a broader mar-eting campaign& 4eca(se effective SEO ma% re<(ire changes to the HT5* so(rce code of a site" SEO tactics ma% be incorporated into #eb site deve$opment and design& The term +search engine friend$%+ ma% be (sed to describe #eb site designs" men(s" content management s%stems and shopping carts that are eas% to optimize&

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Search Engine Optimization

CHAPTER 1

NARRATION
Search engines r(n a(tomated programs ca$$ed spiders that (se the h%per$instr(ct(re of the #eb to +cra#$+ the pages& Once a page has been cra#$ed" its contents can be +inde,ed+ - stored in a giant database of doc(ments that ma-es (p a search engine.s +inde,?& When a re<(est for information comes into the search engine" the engine retrieves from its inde, a$$ the doc(ment that match the <(er%& Once the search engine has determined #hich res($ts are a match for the <(er%" the engine.s a$gorithm r(ns ca$c($ations on each of the res($ts to determine #hich is most re$evant to the given <(er%&

1&1 Search Engine 4asics

2.1.1 Search Engine Result age !SER " A search engine res($ts page" or SERP" is the $isting of #eb pages ret(rned b% a search engine in response to a -e%#ord <(er%& The res($ts norma$$% inc$(de a $ist of #eb pages #ith tit$es" a $in- to the page" and a short description sho#ing #here the -e%#ords have matched content #ithin the page& A SERP ma% refer to a sing$e page of $in-s ret(rned" or to the set of a$$ $in-s ret(rned for a search <(er%& The search engine (pdates the SERPs periodica$$% to acco(nt for ne# pages" and possib$% to modif% the ran-ings of pages in the SERP& SERPS of ma=or search engines $i-e 6oog$e and 8ahoo@ ma% inc$(de different t%pes of $istingsA conte,t(a$" a$gorithmic or organic search $istings& SERPs (s(a$$% contain advertisements& This is ho# commercia$ search engines f(nd their operations& 2.1.2 Organic search An organic search is a process b% #hich Wor$d Wide Web (sers find #eb sites having (npaid search engine $istings" as opposed to (sing the pa% per c$ic- :PPC; advertisement $istings disp$a%ed among the search res($ts& The fie$d of search engine optimization" :SEO;" is concerned #ith ma,imizing the visibi$it% of a #eb site b% ma-ing its $istings appear more fre<(ent$% and more prominent$% in organic search res($ts& Organic res($ts #ere vie#ed most often& On average" &1 search res($ts #ere vie#ed before the first c$ic-& On average" cons(mers spent 1!&B seconds on a page to vie# the

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Search Engine Optimization search res($ts& The average vie#ing time for organic search res($t #as 1&> seconds& Searchers $oo-ing to carr% o(t a transaction vie#ed more res($ts" 11&B seconds compared #ith &B seconds for searchers& 2.1.# ai$ lacement ! C" Pa% Per C$ic- or PPC is an advertising method #here an advertiser has to ma-e pa%ments for visits based on -e%#ords chosen b% them& PPC is app$icab$e for search engines" #ebsites" and advertising net#or-s& PPC invo$ves bidding on the .-e%#ords. b% advertisers" #hich the% thin- peop$e #o($d #rite in the search bo,& Dor instance" if an advertiser #ants to se$$ a diamond ring" the advertiser #o($d bid on the -e%#ord +diamond ring+& The (ser (ses this -e%#ord for searching" $oo-s the ad" c$ic-s on it" and b(%s it& The pa%ment is made b% the advertiser on$% #hen the (ser c$ic-s on the ad& & on average" compared #ith 7&C for information see-ers& 4(%ers a$so spent more time vie#ing res($ts"

1&1 Wh% OptimizeE

Web Search as a navigationa$ too$ &On average" BCF of visitor traffic (se the search engine to navigate&31F of searchers stop #ith the top ten search res($ts" and !F stop #ith the top >!&

1&> Ge% Concepts

2.#.1 Con%ersion &unnel HThe D(nne$? is a compact and %et po#erf($ SEO :Search Engine Optimization; mod($e that +s(ggests+ other pages to %o(r visitors that #o($d be interesting for them& This mod($e th(s serves to increase the po#er of %o(r +Conversion Pages+" Enab$es (s to +s(ggest+ other pages of %o(r site to %o(r visitors" Redirects o(r visitors from +*anding Pages+ to +Conversion Pages+" Advertise %o(r other pages to %o(r visitors" 'ncreases the +Average Time on Site+" A$so (se the mod($e as +Tip of the /a%+ or +I(ote of the /a%+ app$ication& 2.#.2 'ome page %s. (an$ing pages Search-friend$% )sabi$it% s(ch as Home Page vs& *anding pages" e,perienced internet E,perts sa% that if %o( advertise in pa% per c$ic- search engines" %o( sho($d have a $anding page for driving the pa% per c$ic- traffic to it& This $anding page is different

Search Engine Optimization from home page and sho($d be =(st foc(sed on se$$ing the prod(ct #hereas the home page sho($d be optimized for search engines and so is not good in generating sa$es& The homepage genera$$% has too man% different p(rposes to be ab$e to be optimized to the $eve$ that a $anding page can be& With $anding pages %o( can foc(s m(ch more on the individ(a$ prod(ctJservice that %o(r b(%ing traffic for and t#ea- things that can increase conversion rates b(t #o($d provide a bad (ser e,perience on a home page&Dig(re1o(t$ines the Top-do#n design and Dig(re1 o(t$ines the Sha$$o#-#ide design

Dig(re 1

Search Engine Optimization Dig(re 1

2.#.# Data)ases an$ *uer+ string UR(s 'n databases K <(er% string )R*s" a search engine friend$% )R* doesn9t contain a <(estion mar- fo$$o#ed b% a $ist of variab$es and their va$(es& A search engine friend$% )R* is short and contains the -e%#ord describing page9s content best" separated b% h%phens& Search engine spiders dis$i-e $ong and (g$% )R*s& The% get inde,ed from ver% pop($ar sites& *in-s from d%namic pages seem to co(nt $ess then $in-s from static pages #hen it comes to ran-ing based on $in- pop($arit%& 5ost search engine cra#$ers ignores )R*s #ith session 'ds and simi$ar st(ff in the <(er% string" to prevent the spiders from fetching the same content over and over in infinite $oops& Search engine robots do not provide referrers and the% do not accept coo-ies" th(s ever% re<(est gets a ne# session '/ assigned& Dig(re> sho#s the search engine Sim($ator Spi$er Simulator Enter UR( to Spi$er

1&B Optimization
Here #e have to register #ith the (niversit% Webmaster and s(bmit )R* to director%& As #e enter the )R*" the search engine #i$$ spiders the site and disp$a%s it as Tit$e tag& Tit$e Tag - The Tit$e tag gives the search engine a basic (nderstanding of #hat %o(r #eb page is abo(t& The +5eta Tag /escription+ provides a basic description of #hat.s fo(nd on the #ebpage& The 5eta Tag Ge%#ords are the same as the -e%#ords that #e researched& The 5eta Tag Ge%#ords sho($d ref$ect #hat.s contained on o(r #ebpage . )nder the Tit$e Tag" there #i$$ be a remote anchor $in-s and te,t& Eg: Anchor $in- L httpAJJ###&(r$&com&Anchor te,t L #ords (sed in $in-& When a #eb page p$aces high in search engine res($ts d(e to fre<(ent anchor $in-s (sing r(de or ins($ting -e%#ords ca$$ed 6oog$ebombing&

Search Engine Optimization

2.,.1 -lac. hat SEO 4$ac- hat SEO is the (nscr(p($o(s or deceptive optimization practices intended to Spam (sers or compete (nfair$%" it (ses irre$evant and mis$eading -e%#ords" content d(p$ication" $in- e,changes #ith irre$evant #ebsites" and creating the contents (nethica$$%& Especia$$% the 6oog$e is more proactive and -eep changing their programs to remove s(ch t%pes of sites& So these b$ac- hat SEO #i$$ act(a$$% provide short-term gains in terms of ran-ings& 4$ac- hat SEO attempts to improve ran-ings in #a%s that are disapproved of b% the search engines" or invo$ve deception& One b$ac- hat techni<(e (ses te,t that is hidden" either as te,t co$ored simi$ar to the bac-gro(nd" in an invisib$e div" or positioned off screen& Another method gives a different page depending on #hether the page is being re<(ested b% a h(man visitor or a search engine" a techni<(e -no#n as c$oa-ing& Search engine ma% pena$ize sites the% discover (sing b$ac- hat methods" either b% red(cing their ran-ings or e$iminating their $istings from their databases a$together&

Search Engine Optimization

CHAPTER >

(ICATIONS

The advantages of SEO can be divided into at $east t#o gro(psA Effectiveness - depending on a position in SERPs :search engine res($t pages; there is a great probabi$it% of gaining ne# c$ient that are interested in a certain offer& *o# cost - it.s one of the cheapest forms of advertising& SEO" depending on a s(b=ect" can be $a(nched for a price as $o# as 1!! M$& A #e$$ optimized #ebsite is ran-ing high a$so for other -e% phrases than those initia$$% ta-en into acco(nt" as it.s overa$$ ran- is high& SEO advantages a$so contain the speed of promotion and spread - $oca$ization of a target a(dience is not a prob$em" as the 'nternet has no borders& Search engine optimization is a ver% $ong-$asting t%pe of advertising& A #ebsite optimized toda% #i$$ bring ne# c$ient for a ver% $ong time&

Search Engine Optimization

CHAPTER B

CONC(USION
As mentioned ear$ier there aren.t c$ear c(t r($es to good or bad SEO and =(st #hen %o( thin- %o(.ve got it right the r($es change and %o(r ran-ings disappear& The search engines are getting more and more advanced in determining ho# and #hat #ebmasters are doing to get the ran-ings the%.ve ac<(ired so %o( have to adapt and spend time researching #hat might have changed in the a$gorithm& 'n the end tho(gh the e,perts" a$tho(gh more practiced at SEO" ma% or ma% not -no# e,act$% #hat has changed either and #hat m(st be done in order to ac<(ire good ran-ings&