Search Engine Optimization

Prepared by

Gohel Himanshu A.

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 Points
 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 :

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 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.

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 Anatomy of Search Engine
 Query Interface
 Crawler, Spider And Robots
 Database
 Search Algorithms
 List Search
 Tree Search
 Sql Search
 Informed Search
 Retrieval And Ranking
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 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 5
 How Do Search Engine Works ?
 There are basically two types of search
engines.

 Crawler based search engines

 Human-powered search engines

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 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

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 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

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 Invisible On-Page Factors :

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

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 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

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 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

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 How do you implement SEO?

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 Phases of Search Engine Optimization

Phase I: Initial Discovery & Research

Phase II: Implementation

Phase III: Analysis

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 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

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 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

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 Analysis :

 Search Engine Monitoring

 Position Reporting
 Strategic Analysis

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 Search Engine Optimization Process:

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 SEO Key Benefits

 Increased visibility among target

audiences
 Connect with motivated prospects
 Increased brand recognition & identity
 Goal-driven
 Flexibility
 Measurable results

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 Organic Search Engine
Optimization
 What is Organic Search Engine
Optimization?

 How does Organic SEO work?

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 What 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.

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 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.

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 Search engine marketing tips

 On-Page Optimization
 Site-wide Optimization
 Off-site Optimization

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 Black Hat SEO
 The “hat” terminology, as just alluded to,
has been borrowed from the lexicon of
hackers.
 “Black hats” do not follow the rules of a
search engine, and may also exploit the
work or property of others.

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 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.

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

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 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.

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 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.

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 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 :

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

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 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

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 Conclusion
 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.

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Any Questions ?

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