PDEA College of Engineering

OPTIMIZING A Web SEARCH

ENGINE
Submitted By:
Soniya Rajpurohit
Aishwarya Mule
Gulshan Kumar Singh
Divya Kharade
Guide : Prof N.V.Gawali
 Content
 Search Engine, Types of search Engine, Web Search Engine and Popular Search Engine
 Search Engine Optimization, SEO Process, On Page SEO Vs Off Page SEO
 Proximity ranking Algorithm
 Need & Motivation of SEO
 Literature Review
 Working of Search Engine
 Advantages and Disadvantages
 Future Scope, SEO – what is not responded
 Conclusion and References
 Search Engine
 Search engines are programs that search documents for
specified keywords and returns a list of the documents where
the keywords were found.
Web Search Engines :
 Web search engines work by sending out a spider to fetch as
many documents as possible by running it which includes TEXT,
LINKS, etc.
 Another program, called an indexer, then reads these
documents and creates an index based on the words contained
in each document.
 Each search engine uses a proprietary algorithm to create its
indices such that, ideally, only meaningful results are returned
for each query.
popular Search Engines
 Search Engine Optimization
 Search Engine Optimization refers to the collection of techniques and
practices that allow a site to get more traffic from search engines.

 It is a set of practices that a web site owner uses to improve a site’s

visibility and effectiveness in search engines.
On-Page SEO
 This technique includes the optimization of texts, images, tags, URL
structure, internal links, headers etc. Optimizing anything for search engine
that is uploaded to your website’s domain is treated as on page SEO. For
example selecting the proper ALT tag keyword for an image on a webpage is
such type of SEO.
 It includes keyword in title, keyword in Description, keyword in H1, H2, H3
tags, keyword in URL, keyword density and Img alt tag .
OFF-Page SEO
 Off page SEO is defined as the things you do offline to your website in order
to achieve good search engine ranking.
 It includes inbound Links, social media marketing, Forum marketing, and
article submission.
Need & Motivation of SEO
 If your site cannot be found by
search engines or your content
cannot be put into their databases,
you miss out on the incredible
opportunities available to websites
provided via search - people who
want what you have visiting your
site.
 The majority of web traffic is
driven by the major commercial
search engines - Yahoo!, MSN,
Google & Ask Jeeves
 Literature Review
Publication/ Title Overview Positive Aspects Disadvantages /
Year Future work
Springer Optimizing Keyword density generally take An algorithm that not only Implementation
/2017 search results more time to spent reading per gave relevant, diverse- proposed in this study
for human word, so using optimizing search results to explore new was not focused on
learning goals ranking novel algorithm for topics, but also emphasize the simplest level of
[13] education utility leads to d efficient keyword cognitive complexity
retrieved document sets and give coverage in the results and vocabulary.
more efficient result. content

INFOR SEO4OLA P SEO4OLAP is used to generate SEO4OLA P approach is SEO4OLAP is not

MATIK /2016 – Search webpage for every possible view feasible in practice and has able to achieve better
Engine on statistical dataset and also benefits for data publisher, rankings and
Optimized present mathematical model to provider and web user. published only small
Presentation compute the overall number of dataset.
of Statistical dataset.
Linked Data
[15]
 Literature Review

Publication/ Title Overview Positive Aspects Disadvantages /

Year Future work

ELSEVI Video Search This research paper proposes a This technique can be When the content is
ER/2015 Engine method to optimize the video rank applied to improve not original and
Optimization by exploiting video search engines the ranking as per the trustworthy then these
Using Keyword and thus promoting corresponding methodology. methodologies not
and Feature website for every visit. work properly.
Analysis [17]

IEEE/20 15 Search Engine This paper tries to explain the SEO can never have a Required more
Optimization: A comparison of quality content of short life compass. iteration for search.
Game of Page different google search algorithms.
Ranking [19]
Methodology / Process of SEO
Methodology / Process of SEO
 Keywords Research
 Long Tail Keyword research
 Competitors Analysis
 Website Analysis
 On-Site Optimization
 Content Creation and Suggestion
 Off-Site Optimization
 SEO Statistics Report and Maintenance
 EXISTING TECHNIQUE / ALGORITHM
Page Rank (PR) Algorithm

 It was given by Surge Brin and Larry Page and is used by Google.
 This algorithm depends on web link structure. It separates the rank page of a page equally
between its outgoing links.

 According to this algorithm: PR (u) = (1-d) +∑ PR (V ) /Nv vEB(u )

o Where PR(u), (v): page rank of page u, v
o N(v): number of outgoing links of page v,
o B(u): set of pages that points to u,
o D: damping factor (the probability of following direct link, usually taken 0.85).
 EXISTING TECHNIQUE / ALGORITHM
Weighted PageRank Algorithm
 This algorithm is improved over PR algorithm.
 It is also a link-based algorithm, however does not separate the page rank evenly. It allots more
page rank to popular pages.
 It allots page rank based on links to pages i.e., incoming or outgoing.
 According to this algorithm is:

Where Iu and Ip number of incoming links to page u and p, and number of outgoing links to page u
and p.
 EXISTING TECHNIQUE / ALGORITHM
HITS Algorithm:
 This Algorithm stands for Hyperlink-Induced Topic Search (HITS) Algorithm.
 This algorithm was given by Jon Kleinberg.
 This algorithm is also as called Link Analysis algorithm.
 This is used for ranking the web page focusing on Hubs and Authority.
 When a user’s issue some search query HITS algorithm expands the list of web pages
returned by search engines in response to a user search query. The HITS algorithm is
query dependent.
 The famous Twitter web site uses the HITS style algorithm.
 HUB: Hub represents the page that points to the authorities.
 Authority: Authority represents as a source of valuable information.
 EXISTING TECHNIQUE / ALGORITHM
HITS Algorithm:
Steps of HITS Algorithm:
 Step 1: Enter the web pages adjacency matrix.
 Step 2: Enter frequency of various parameters (No. of Unique Click, and
Keyword)
 Step 3: Evaluate each web page Hubs and Authorities.
 Step 4: Standardize every one of these qualities for each website page
and afterward. figure the halfway rank of each site page.
 Step 5: And then add weights of the parameters to the calculated partial
rank.
 Step 6: Sort the pages positions as per the computed positions relating to
both Hub. Values and Authority Values of website pages.
 Step 7: Exit.
Implementation
 ADVANTAGES OF SEO

 Perspective (Global / Regional)

 Targeted Traffic
 Increase Visibility
 High ROI (Return on Investment)
 Long term positioning
 Cost-effective
 Flexibility
 DISADVANTAGES OF SEO
 You may be prevented from competing on a level
playing field, because competitors and even affiliates
may use less ethical black hat SEO techniques.
 As a consequence, the biggest disadvantage of SEO is
a lack of control. You are subject to changes in the
algorithm.
 In competitive sectors it may be very difficult to get
listed in the top few results for competitive phrases
SEO - what is NOT recommended?
 Flash and shockwave - spiders do not pick up these files.
 Image only sites - spiders do not pick up images.
 Image maps – s spiders cannot read image maps. Do not use them on
your home page or critical pages.
 Frames - only one page can be titled (titling is critical in search
rankings). If the spider cannot read the complete page (because of the
frames), it will not be indexed properly. Some spiders may not even
read a frames website Misspellings, JavaScript or HTML errors
(validate your code)
 PDF files - Although some search engines can index them, the pages
must be interpreted into HTML and can lose much of their content.
Place PDFs lower down in your site
 Drop down menus – spiders cannot read them therefore make sure
you have a Site Map.
 Future SCOPE

The future of SEO has a tremendous scope as SEO

Algorithms change continuously. People might say that
it took several years for them to explore and understand
current features and scope and therefore it will be too
early to discuss its future implications. But, technology
has become too advanced to be able to predict each and
everything. This blog contains the top 5 predictions made
by SEO experts about how will the future of SEO be.
 Conclusion

 Unique Content
 Link Friendly Formatting
 Avoid Black Hat SEO
 Content relevant keywords
 Market Awareness
 Unique HTML page title for every landing page
 References
 S. Hussien “Factors Affect Search Engine Optimization”, IJCSNS/2014.
 Khattab O. Khorsheed, Magda M. Madbouly and Shawkat K. Guirguis, “Search Engine Optimization Using Data Mining
Approach”, IJCEA/2015.
 Shipra Kataria, Pooja Sapra, “A Novel Approach for Rank Optimization using Search Engine Transaction Logs”, IEEE/2016.
 https://www.lancermedia.com/seo-los-angeles/, Visited on: 4th January, 2018.
 Sonya Zhanga and Neal Cabage, “Search Engine Optimization: Comparison of Link Building and Social Sharing”, Journal of
Computer Information Systems/2016.
 https://searchengineland.com/guide/what-is-seo, Visited on: 4th January, 2018.
 http://www.echovme.in/blog/off-page-seo-strategies/, Visited on: 4 th January, 2018.
 http://www.digitalthirdcoast.net/blog/on-page-off-seo-difference, Visited on: 5th January, 2018.
 http://www.digitalvidya.com/blog/9-easy-on-page-seooptimization-techniques-to-boost-website-rank/, Visited on: 5th
January, 2018.
 http://www.echovme.in/blog/off-page-seo-strategies/, Visited on: 7 th January, 2018.