Search Engine

Optimization
Unit 2
 Meaning of SEO
• Search engines are programs that search documents for
specified keywords and returns a list of the documents where the
keywords were found.
• ​Some of the popular Search Engine are Google, Bing, Ask,
internet explorer, mozila Firefox, e.t.c
• Search engine optimization (SEO) is the process of improving
the visibility of a website or a web page in search engines via the
"natural," or un-paid ("organic" or "algorithmic"), search results.
• SEO may target different kinds of search, including image search, local
search, video search, academic search, news search and industry-specific
vertical search engines.
• 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 like google, yahoo, bing, MSN and others.
• https://www.youtube.com/watch?v=MYE6T_gd7H0&t=3s (Video link)
 Methods
• A Search Engine operates is a three manner-:
1. Web Crawling
2. Indexing
3. Ranking and Serving Results

• Search Engine are categorized in two categories based on their result gathering-
1. Crawler-Based Search Engines
2. Human-Powered Directories
​
 Types of SE
• Crawler-Based Search Engines
These Search Engine create their listings automatically by “crawl” or
“spider” the web.
• Human-Powered Directories
A human-powered directory, such as the Open Directory, depends on
humans for its listings.
 How to Conduct Keyword Research
• Brainstorming
• Surveying Customers
• Applying Data from KW Research Tools
• Term Selection
• Performance Testing and Analytics
 Page Ranking
• The ranking is the basic criteria by which organic Search Engines index and
then retrieve documents.
• An organic search engine software spider is a piece of software that acts like an
electronic librarian who cuts out the content pages of every book of library in
the world sorts them into a extremely large master index.
• T​ he basic principal is that the index is made from the actual content of site.
• ​Page rank calculation tools include Google Toolbar, random surfer model
• https://www.youtube.com/watch?v=meonLcN7LD4 (Video links)
 Key Concepts
Web site appears in the returned matches depends on 5 factors:
• -Which Keywords the user entered
• -web page Keyword Density for these keywords
• - web page Keyword Prominence (page location) for these keywords
• -Link Popularity – the number of other sites that link to you
• -link and keyword Relevancy
https://www.youtube.com/watch?v=g-JFlf5qzNo (video link)
 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
 Components of SEO
• The three main components of
SEO are:
1. Technical SEO
2. On-page SEO (or Content SEO)
3. Off-page SEO (or Links)
• Technical SEO encompasses issues that relate to the website infrastructure,
clustering and categorization, internal links, page speed and sitemaps, etc. These
factors directly relate to Google’s capabilities to crawl your website.
• On-page SEO or keyword optimisation is the process of fine-tuning a good piece of
content for the Google algorithm. It is called on-page SEO because it is happening
ON your website where you are in charge and able to make all of the required
changes.
• The opposite is what is often referred to as Off-page SEO. This is SEO that is NOT
happening on your website. What SEO’s generally mean when they refer to Off-page
SEO is link acquisition.
• Off-page SEO is about Google’s perception of your website’s authority which is
primarily achieved through backlink building. It is third-party websites linking to
your content and thus increasing your authority and rankings.
https://www.youtube.com/watch?v=9Zp9cSyOkkY (Video link)
 SEO Tools
• SEO tools provide data and alerts about the overall health and success of
website.
• Just as actual tools each have a specific role, the same is true in SEO.
• There are SEO tools that can help you with:

Analytics. On-page SEO.

Keyword Research. Research.
Links. Rank Checking.
Local SEO. Site speed.
Mobile SEO. WordPress SEO.
 Analytics - Google Analytics

• GA is an invaluable resource that

is virtually indispensable to any
digital marketer serious about
SEO.
• It provides a lot of handy data
about websites such as the number
of site visits, traffic sources, and
location demographics.
• With the detailed information from
Google Analytics, digital
marketers can tweak their content
strategy and figure out what works
and what doesn’t.
 SEO Ranking signals
• Ranking signals or ranking factors are characteristics of a website that
determine the position in the search engines.
• All ranking signals combined form the algorithm of a search engine.
• How this algorithm works is a secret.
• Nobody knows exactly which factors decide the order of the search results.
• Google’s algorithm isn’t static.
• It changes regularly.
• The factors that determine the order, and the importance of these different
factors change very often.
• Although the algorithm is secret, Google does tell us what’s important.
• Testing and experimenting give us a relatively good feel for the important
factors and changes in these factors.
• The content on website is one of the most important ranking factors.
• Google reads the content of a site and determines what it’s about, and for
what terms it should appear in the search results, based on the content
• A second important factor for ranking well has to do with links.
• To rank well, the site should have links from other sites, also known as
‘backlinks’.
• The number of backlinks is important, as well as the quality of these backlinks.
• Links from high quality, trusted websites (for example university sites) will have
more impact than links from low-quality sites (such as gambling)
• website should be user-friendly.
• Sites that allow and stimulate their visitors to easily navigate through their site,
have a higher chance of ranking.
• If people instantly click back to Google after entering your site, this will result in
lower rankings.
• Because if people can’t find what they are looking for, they will quickly return to
Google, and Google will pick up on this.