Internet Technologies

&
Search Strategies

Presented By:
Deepali Bhardwaj
Organic Search
Search Engines
Different types of information retrieval (IR) services that

find information on the web.

IR services

Web Directories

Crawler Search Engines

Hybrid Search Engines

Two types of Search Results – Organic, Paid (Pay Per

Click)
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Web Directories
Created by humans

1994, Yahoo launched a search directory

Collection of founders favorite websites
Are categorized listings of web pages
Relevant when searching on a narrow topic
E.g. : Open Directory Project (dmoz.org)
Best of the Web (botw.org)

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 Search Engines
Crawler Search Engines:
Use Spiders or Bots
Locate web pages, links etc which is stored in engine’s
page repository
Google, Bing

Meta-Search Engines
Compile results from other search engine
Dogpile.com use Google, Yahoo

Semantic Search Engines

 Designed to locate information based on ‘context’, nature &
meaning

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 Search Engines
Searches of two types
 Paid search and Organic search

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 Paid Searches

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 Search Engines
Two functions of Search Engines:
1. Crawling & Indexing
 Crawlers / Spiders visit all websites (all pages)
 Read and store content in its own database
 Format is simple and indexed in a way to facilitate
easy retrieval
 Stores every information about the website like no. of
pages, topics, backlinks, digital assets etc
2. Query Interface
 Works as an answering machine

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 Search Engines
How does a Search Engine Work?

www.Google.com

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 Nike
Recently , Nike started placing greater emphasis on digital
or online channels to engage customers
Nike’s e-commerce sites needed to maintain high visibility
on search engines but Nike was not appearing in the
search results of many queries
Digital marketing agency Swellpath introduced SEO
Site should be available to Spiders
Analyzed Keywords
 Use ones that attracted visitors to the website and also

converted to customers
Relevant content – e.g. Blog post for Misty May and her
Nike Sunglasses during Olympics
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 Search Engine Optimization (SEO)
Before SEO, important to know
 Using Web Analytics tools( e.g. Google Analytics), can know
more about traffic to the website
 Keyword conversion rate
SEO optimizes your website both Internally (On-page) and
Externally (Off-page) to rank higher on Search Engine
Result Pages
 On-Page SEO: Content, Site Architecture, HTML
 Off-Page SEO: Trust, Backlinks, Social Media
Understanding your customer – Market Trends, Target
Audience, Keywords They Use To Find You.

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 On-Page SEO
Quality Content, which is Indexable
Crawlable Link Structures
Keyword Usage
Title <title>Salons in Mumbai | Jean Claude Biguine
</title>
H1 <h1> Salons in Mumbai </h1>
URL biguineindia.co.in/salons-in-mumbai/
Content
URL Structure
Sitemaps are an easy way for webmasters to inform search
engines about pages on their sites that are available for
crawling.
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 Search Engine Optimization (SEO)

Understand Ranking Factors to improve ranking

Reputation or Popularity
Relevancy
User Satisfaction

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 Search Engine Optimization (SEO)
Reputation or Popularity : Contain Quality content
Page Rank of sites containing Backlinks

Traffic to the site

SERP Click-Through-Rates

Freshness

 On-page factors: Metadata (e.g. page titles, page

descriptions), descriptive URLs etc

Appearing in Web Directories

Broken Links
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 Search Engine Optimization (SEO)
Relevance: How relevant is the site
Keywords : Keywords being searched appear on the

page
 Use Keyword tools like Keyword Planner
 Where all does the words being searched appear – page title,
how often in the page description etc

Backlinks and Web Directories

Dwell time and Bounce rate

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 Search Engine Optimization (SEO)
User Satisfaction: Factors that influence user

satisfaction
Dwell time

Site speed

Hacked sites, malware, spam etc

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Black Hat SEO Tactics
Link-Spamming

Keyword tricks : paste words on pages with unrelated

content, paste a word many times in a row

Ghost text

Cloaking, Ghost pages etc

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 Search Engine Optimization (SEO)
Mobile SEO
Technical configuration of the mobile site so that it is
crawlable
Providing content that is useful for a mobile user
 Store locations, Promotions etc

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Off-Page SEO
Link-Building
Is the process of acquiring hyperlinks from other
websites to your own
Number of pages linked , root domains
Guest Blogging
Ego Bait or Content Networking
 Example:
 SolicitExpert Guest Posts
 Interview the Expert

 Post ‘Best Of’ list

 Product featuring posts

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Paid Search
 Paid Searches

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Paid Searches

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Search Engine Marketing
Four steps to PPC advertising
Set overall budget for the campaign
Select keywords associated with the campaign
Create ads, keeping in mind that most search engines
are text only
Set up billing account information

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Search Engine Marketing
Four steps to PPC advertising
Set overall budget for the campaign
Select keywords associated with the campaign
Create ads, keeping in mind that most search engines
are text only
Set up billing account information

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Search Engine Marketing
Four steps to PPC advertising
Set overall budget for the campaign
Select keywords associated with the campaign
Create ads, keeping in mind that most search engines
are text only
Set up billing account information

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Search Engine Marketing
Four steps to PPC advertising
Set overall budget for the campaign
Select keywords associated with the campaign
Create ads, keeping in mind that most search engines
are text only
Set up billing account information

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 Search Engine Marketing

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 Search Engine Marketing

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 Search Engine Marketing

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 Search Engine Marketing

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Keyword Strategy

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Google Adwords for SEM

Campaign

Themes

Keywords

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Quality Score
Quality Score determines your ad position and
amount you pay for each click
For Google, it is representative of the relevance of your
ads to users’ search queries
Broadly, 3 key points of importance
Your expected CTR and your display URL’s past CTR
Relevancy : smooth flow between
 Keyword
 Ads
 Landing Page

Landing Page Quality: Relevant, Original, Transparent,

Navigable

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Ad Rank
Based on Maximum CPC and Quality Score

Max CPC QS Ad Rank Ad Position

John Rs 100 8 800 2nd

Ram Rs 100 10 1000 1st

Rohit Rs 250 3 750 3rd

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Metrics For Paid Search
Click-through-Rates (CTR)
Keyword Conversion
Cost per customer acquisition (CoCA):
Total budget / no. of customers who purchased from yr
site
 Return on Advertising Spend (ROAS) : to measure
campaign’s overall effectiveness
Revenue / Cost

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 Web 3.0 & the future Web
Group 9

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Semantic Web & Search
Semantic Web
Computers can interpret the meaning of content or
data
Information in documents is tagged with metadata
allowing users to access specific information across
platforms
World Wide Web Consortium (W3C) developing
programming standards that defines metadata language or
ways of describing digital information
Content of the files can be labelled with tags describing the
nature of information

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Semantic Search
 Semantic search engines use tags, natural processing
language, contextual cues, synonyms, concept matching,
word variations, & other strategies
Semantic search gives
 Related search / queries
 Reference results
 Full text similarity search
 Ontology based search
 Defines relationships between data
 Subject, predicate, object
 Natural language search

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Q&A