Search Engine Optimization

Prepared by Gohel Himanshu A.



What is Search Engine? What Is Search Engine Optimization ? How Do Search Engine Works ? Search Engine Ranging Factor : Phases of Search Engine Optimization SEO Key Benefits Organic Search Engine Optimization Search engine marketing tips How Diff. Parameter Affect SEO? SEO Spam :

What is Search Engine? 

On the back end,Search engine is a piece of software that uses applications to collect information about web pages. On the front end, the software has a user interface where users enter a search term a word or phrase in an attempt to find specific information. When the user clicks a search button, an algorithm then examines the information stored in the back-end database and retrieves links to web pages that appear to match the search term the user entered.

Anatomy of Search Engine 

Query Interface Crawler, Spider And Robots Database Search Algorithms List Search Tree Search Sql Search Informed Search Retrieval And Ranking

What Is Search Engine Optimization ? 

Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results. The major search engines that you¶re probably familiar with today were created: Excite Yahoo! Web Crawler Lycos Infoseek AltaVista Inktomi Ask Jeeves Google MSN Search  



How Do Search Engine Works ? 

There are basically two types of search engines.

€ Crawler

based search engines

Human-powered search engines


Search Engine Ranging Factor : 

The factors that affect search engine rankings into the following general categories:

Visible on-page factors € Invisible on-page factors € Time-based factors € External factors

Visible On-Page Factors : Page title Page headings Page copy Outbound links Keywords in URLs and domain name Internal link structure and anchors Overall site topicality

€ € € € € € €


Invisible On-Page Factors :

Meta description € Meta keywords € Alt and title attributes € Page structure considerations


Time-Based Factors The time-based factors that are used as ranking factors are the site and page age, and the age of the links referring to it. The registration length of a domain name may also influence rankings. 

€ Site and Page Age € Link Age

Domain Registration Length


External Factors :

Quantity, quality, and relevance of inbound links € Link churn € Link acquisition rate € Link anchor text and surrounding copy € Reciprocal links € Number of links on a page € Semantic relationships among links on a page

How do you implement SEO?


Phases of Search Engine Optimization

Phase I: Initial Discovery & Research Phase II: Implementation Phase III: Analysis


Initial Discovery & Research :

Discovery & Strategy Development € Target Term Research € Initial Position Report € Link Popularity and Page Saturation Assessment € Search Engine Friendliness Assessment € Review of Site Statistics


Implementation : Identification of Target Pages Page Copy Optimization Linking Strategy Header Tags and Style Sheet Formatting Format Page Titles Format Meta Tags Basic Search Engine Submission

€ € € € € € €


Analysis :

Search Engine Monitoring € Position Reporting € Strategic Analysis


Search Engine Optimization Process:


SEO Key Benefits
Increased visibility among target audiences € Connect with motivated prospects € Increased brand recognition & identity € Goal-driven € Flexibility € Measurable results


Organic Search Engine Optimization
€ What

is Organic Search Engine Optimization? How does Organic SEO work?




is Organic Search Engine Optimization?
Organic is referred to as "natural" meaning that the search engine listings that appear in the non-paid areas of the search results are completely dependent on the algorithms of the various search engine websites and not impacted by paid search services. 


How does Organic SEO work?
Essentially it is a page by page optimization process. The best approach to generate strong rankings on the search engine results pages (SERPs) for valuable and relevant key terms is to limit key terms on a page by page basis. 


Search engine marketing tips
On-Page Optimization € Site-wide Optimization € Off-site Optimization


Black Hat SEO

The ³hat´ terminology, as just alluded to, has been borrowed from the lexicon of hackers. € ³Black hats´ do not follow the rules of a search engine, and may also exploit the work or property of others.


White hat versus black hat:



An SEO technique is considered white hat if it conforms to the search engines' guidelines and involves no deception. White hat SEO is not just about following guidelines, but is about ensuring that the content a search engine indexes and subsequently ranks is the same content a user will see. Black hat SEO attempts to improve rankings in ways that are disapproved of by the search engines, or involve deception.

How Diff. Parameter Affect SEO?
Links € Pay-Per-Click (PPC ) € Web-Site Content


How Links Affect SEO ? € A web page without links is like a desert island. € Links provide a method by which traffic to your site is increased. 


How Pay-Per-Click Affect SEO ? € PPC programs damage organic rankings because the act of paying for a listing automatically reduces the rank of your organic keyword efforts. € PPC is a search marketing strategy. 


How Web-Site Content Affect SEO ? € Content is the one element that can keep customers coming back to your site time and again. € There are several different types of content, and each type has its own implications:  Licensed Content :  Original Content :  Dynamic Content : 


SEO Spam :

Any of the SEO techniques that are considered spam can get your site penalized at the very least or even completely banned.


Avoiding SEO Spam : € Three things Keep in Mind To Avoid Spam : 

Provide users with unique relevant content Use links appropriately Keep your site user-friendly


Search Engine Optimization (SEO) is specialized research-driven process of analyzing and editing your web site in order to increase the rankings of your site pages for specific search terms in search engines.


Any Questions ?



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