Search Engine Optimisation

Dr. Rajeev Ghode

In this • Internet base search
• How Search Engine Works>

session we • SEO
• Types of SEO
will discuss • Recent Techniques in SEO
Top Search Engines in the world
Search engines work through three primary
functions:
Crawling and Indexing
Crawling
• Search engine crawl the web to see what
is there, by piece of software called
crawler or a spider [Googlebot as the
case with Google]
• Spider follows links from one page to
another page and index everything they
find on their way.
• Some time spider or crawlers will not visit
site for a month or two, so during this
time your seo efforts will not be
rewarded.
Indexing
• After the page is crawled, next step is to
index its content.
• The indexed pages are stored in a giant
database, from where it can be retrieved
later.
• The process of indexing is identifying the
words and expressions that best describe
the web page and assigning the page to
particular keyword or key phrases.
Ranking
• search engine algorithms are used to hierarchically
rank the relevant pages into a set of results.
• relevant search results differ for each search engine. 
• In addition to the search query, search engines use
other relevant data to return results, including:
Location, detected language, previous search history
and device of search query.
• All the search engines like Google, Bing, Yahoo,
Yandex and Baidu periodically change their
algorithms to refine and improve SERPs for end
users.
 SEO stands for “search engine optimization.” It’s the practice of
increasing both the quality and quantity of website traffic, as well
as exposure to your brand, through non-paid (also known as
"organic") search engine results.

How Search Engine

Search Engines Organic Search Sponsored Search
Works?
Types of
search
Organic Search
• The actions that are attributed to
SEO, focus on achieving the first
positions in the search engines.

• This is done through different

actions that can be both On-Page
and Off-Page.
 • On-Page SEO is one of the FASTEST ways to
improve your Google rankings.
Ranking • make sure that your keyword is towards
the beginning of your title tag.
your web- • make your content AT LEAST 1800 words.
Google’s key ranking factors found that longer
page – On content=higher rankings.
• add your keyword 2-3x on your page.
Page SEO • Add LSI keywords are an advanced on-page
SEO tactic
LSI Keywords

• LSI (Latent Semantic Indexing)

Keywords are conceptually related
terms that search engines use to deeply
understand content on a webpage.
• Keyword density – Page Optimized
• Google is MUCH smarter. Today,
Google’s goal is to figure out a page’s
overall topic.
• Google relies on LSI keywords to
understand content at such a deep level.
 Best Practices
Google Autocomplete

Tools to generate LSI keyword

ideas: LSIGraph and 
LSIKeywords.com.

LSI Keywords are NOT synonyms.

 • 1. High-Quality Relevant Content
• 2. Solid Keyword Strategy
• 3. Trustworthy & Secure Site
Google • 4. High-Quality Backlinks
Recent SEO • 5. Mobile Friendliness
Techniques • 6. Optimized Images
• 7. Fast Site Speed
• 8. Great Site-Wide User Experience
• 9. Domain Authority
• 10. Schema Markup
Where to use LSI Keywords

• Throughout the individual page that you want to rank for the topic (obvi)
• In headings
• As link anchor text when possible
• In the alt text, file names, and titles of images
• In the page title to support your target keyword, when possible
• Use closely-related LSI keywords close together (but naturally) on the page 
Off page SEO

• "Off-page SEO" (also called "off-site SEO") refers to actions taken outside of your own website to impact your
rankings within search engine results pages (SERPs).
• Earning links from external websites is the most commonly practiced off-page SEO strategy, almost any
activity that a) occurs outside of your own website and b) helps to improve your search ranking position
• Optimizing for off-site ranking factors involves
• improving search engine and user perception of a site's popularity, 
• relevance,
• trustworthiness,
• and authority.
• This is accomplished by
• other reputable places on the Internet (pages, sites, people, etc.)
• linking to or promoting your website, and
• effectively "vouching" for the quality of your content.  
• Building Back Linking
BackLinks

• A backlink is a link created when one website links to another. Backlinks are also called "inbound links" or "incoming
links." 
• Backlinks are especially valuable for SEO because they represent a "vote of confidence" from one site to another.
• Links are immensely important for SEO and make up the lion's share of "off-site SEO" (also called "off-page SEO").
Characteristics of a site's internal and external links can greatly influence its rankings within search engine results
pages (SERPs).
• Consideration for Backlinks
• The linking site's popularity
• How related the linking site's topic is to the site being linked to
• The "freshness" of the link
• The anchor text used on the linking site
• The trustworthiness of the linking site
• The number of other links on the linking page
• Authority of the linking domain and page
Non-link-related off-site SEO

Linked
Social media
Guest blogging and unlinked
marketing
brand mentions

Influencer
marketing