Search Engine Optimization

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Search Engine Optimization
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 :
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 page 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
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
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?
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.
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 “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.
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
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