Introduction to search engine optimization
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This document provides an introduction to search engine optimization (SEO). It explains that SEO is the process of improving website traffic from organic search results. It describes how search engines work by crawling websites, indexing pages, calculating relevancy, and serving results. Key on-page and off-page ranking factors are identified that search engines use to determine relevance and importance, including keywords, content, links, and social signals. Both white hat and black hat SEO techniques are discussed. The importance of SEO for driving qualified traffic to a website is emphasized.
Introduction to search engine optimization
- 1. INTRODUCTION TO Search Engine Optimization
- 3. HOW SEARCH ENGINE OPERATE • SEARCH ENGINE HAVE FOUR FUNCTIONS •CRAWLING •INDEXING •CALCULATING RELEVANCY •SERVING RESULTS
- 4. • The search engine need a way to crawl the entire internet and find all the pages along the way so they use the best path available – links.
- 5. The link structure of the web serves to bind together all of the pages in existence…
- 6. • THROUGH LINKS, SEARCH ENGINES’ AUTOMATED ROBOTS, CALLED WEB CRAWLERS OR SPIDERS CAN REACH THE MANY BILLIONS OF INTERCONNECTED DOCUMENTS.
- 8. • Once the engines find these pages, their next job is to parse the code from them and store selected pieces of the pages in massive hard drives, to be recalled when needed in a query.
- 9. • To accomplish the monumental task of holding billions of pages that can be accessed in a fraction of a second, the search engines have constructed massive datacenters in cities all over the world.
- 12. • When a person performs a search at any of the major engines, they demand results instantaneously – even a 1 or 2 second delay can cause DISSATISFACTION, so the engines work hard to provide answers as fast as possible.
- 13. • Search engines are answer machines. When a person looks for something online, GOOGLE do two things– first, return only those results that are relevant or useful to the searcher’s query, and second, rank those results in order of perceived usefulness.
- 14. IT IS BOTH “RELEVANCE” AND “IMPORTANCE” THAT THE PROCESS OF SEO IS MEANT TO INFLUENCE.
- 15. Parts of Search Engine Results Page(SERP)
- 21. FACTS 80% of consumers find your website by first writing a query into a box on a search engine (Google, Yahoo, Bing) 90% choose a site listed on the first page 85% of all traffic on the internet is referred to by search engines Operates under this assumption: More (relevant) traffic + Good Conversions Rate = More Sales/Leads
- 22. WHAT IS SEO
- 23. WHAT IS SEO • SEO = 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) search results.
- 25. WHY IS SEO IS IMPORTANT
- 26. • The point of having a website is to attract VISITORS OR TRAFFIC. Without visitors all your time and effort on conception and design of your website is worthless.
- 27. • An important aspect of Search Engine Optimization is making your website easy for both users and search engine robots to understand.
- 28. WHAT DO WE NEED?
- 31. • RESEARCH DESIRABLE KEYWORDS AND PHRASES • STUDY COMPETITORS • ADD QUALITY CONTENT • QUALITY LINK BUILDING • SOCIAL BOOK MARKING • IMAGES/VIDEOS OPTIMIZATION • SOCIAL MEDIA OPTIMIZATION • PRESS RELEASE SUBMISSION • FORUM/BLOG POSTING
- 32. RANKING FACTORS • ON-PAGE FACTORS (CODE & CONTENT) #1 - Content, Content, Content (Body text) <body> #2 - Keyword frequency & density #3 - Title tags <title> #4 - ALT image tags #5 - Header tags <h1> #6 - Hyperlink text • OFF-PAGE FACTORS #1 Anchor text #2 - Link Popularity (“votes” for your site) – adds credibility
- 33. What a Search Engine Sees
- 34. PAY PER CLICK PPC ads appear as “SPONSORED LISTINGS” Ability to control ad text Can set budgets and spending limits
- 35. PPC VS. “ORGANIC” SEO Pay-Per-Click “Organic” SEO • results in 1-2 days • ability to turn on and off at any moment • generally more costly per visitor and per conversion • fewer impressions and exposure • easier to compete in highly competitive market space (but it will cost you) • ability to target “local” markets • better for short-term and high-margin campaigns • results take 4 weeks to 6 months • very difficult to control flow of traffic • generally more cost-effective, does not penalize for more traffic • Organic results are more popular than sponsored ads • very difficult to compete in highly competitive market space •more difficult to target local markets • better for long-term and lower margin campaigns
- 36. White Hat VS. Black Hat
- 37. Black Hat SEO White Hat SEO Meaning: Techniques used to get higher search rankings in an unethical manner. Conforms to search engine designs and involves no deception. Status: Disapproved by search engines. Approved by search engines. Result: Site is eventually banned, de-indexed or penalized through lower rankings. Results last a long time. Techniques: Includes keyword stuffing, cloaked pages, link farming, hidden texts and links, blog comment spam. Relevant/natural links and relevant contents,
- 38. SEO REPORTS
- 39. SEO REPORTS • Keywords Report • Google Analytics Report
- 40. Tips & Optimization Techniques • Research keywords related to your business • Utilize descriptive title tags for each page • Ensure that your text is HTML-text and not image text • Use text links when ever possible
- 41. “…the time has come to ask yourselves does your site sucks … and what are you doing to change it?” - Michael Gray