seo-ppt.pptx

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Seminar
On
Search Engine
Optimization

Index
Introduction
History
Search Engine Basics
Why you should use SEO
How it Works
Architecture of seo
Types of SEO
Advantage
Disadvantage
Key concepts
Conclusion
References

Introduction
 Whenever you enter a query in a search engine and hit 'enter'
you get a list of web results that contain that query term. Users
normally tend to visit websites that are at the top of this list as
they perceive those to be more relevant to the query.
 If you have ever wondered why some of these websites rank
better than the others then you must know that it is because of
a powerful web marketing technique called Search Engine
Optimization (SEO).
3

History….
 1995 - Yahoo Launches its Web Directory
 1998 – Google Launches, DMOZ launches this same year
 2000 – Yahoo Drops AltaVista, Uses Google’s Algorithm instead
 2001 – Page Rank is revealed to users through the toolbar
 2005 – No Follow Tag Introduced
 2009 – Google Introduces Caffeine Algorithm, a major shift in SEO.
 2009 – Bing and Yahoo Merge
 2011 – Panda Algorithm Update. A major step in the history of SEO
 April 24th 2012 – Penguin Algorithm Update
 September 27th 2012 – EMD Update (Exact Match Domain)
 October 4th 2012 – 65 Pack Rollout
4

Search Engine Basics
 Processing queries: When a request for information comes
into the search engine, the engine retrieves from its index all
the document that match the query.
 Ranking results: Once the search engine has determined
which results are a match for the query, the engine's algorithm
(a mathematical equation commonly used for sorting) runs
calculations on each of the results to determine which is most
relevant to the given query.
5

Why you should use SEO
 Brand awareness – A web site having a high ranking
means more people see the name of the company and
become familiar with the company and its products,
even if they haven’t made a purchase.
 Targeted traffic – Search engine optimization brings
paying customers to your door step.
 Your competitors – Keeping ahead of your
competition in the organic search results can help boost
the perceived position of your company in your
marketplace.
6

How it Works
 Search engines, such as Google,
Yahoo!, and Bing, scour the
World Wide Web. Their
automated "robots" (also called
"spiders") move from page to
page and site to site by following
links.
 Along the way the read the code
for the pages they visit. The
information from the page code is
incorporated into the search
engine's vast knowledge base.
7

Types of SEO
 White Hat SEO
White hat SEO is ethical SEO. It's SEO techniques
that search engines accept. White hat SEO
techniques are beneficial for site visitors as well as
for search engines. The goal of white hat SEO is to
improve search engine result positions via methods
that won't cause search engines to penalize the site.
Successful white hat SEO is slower than black hat
SEO and is an ongoing process.
10

Types of SEO…
 Black hat SEO
Black hat SEO is the use of techniques that are unacceptable to
search engines to boost a page's position in search results. These
techniques are intended to trick search engines into giving pages
higher positions in search results, and they have no benefit to
site visitors. The goal is to improve search engine result
positions no matter what it takes to do it.
 Black hat SEO techniques are used for two reasons:
 They work — until search engines find out about them and they
don't work.
 Some people don't understand that black hat SEO techniques
can get their sites penalized by or banned from search engines.
11

Types of SEO…
 Gray hat SEO
Gray hat SEO is SEO techniques that take more risks than
white hat SEO techniques but aren't likely to get your site
banned from search engines (although a search engine penality
could result). They're questionable SEO techniques but not in
the same category as black hat SEO techniques. However,
what's considered gray hat SEO today might be black hat SEO
next year.
12

On Page Optimization
• Title Optimization
Site Loading Page time optimization
Meta keyword optimization
Internal Linking
URL Optimization etc.
13

Off Page Optimization
 Press Release Submission
Article Directory Submission
Web 2.0 posting
Social Bookmarking
Directory Submission etc.
14

Fundamental Principles of Off-site
SEO
 The Principle of Search Engagement
The optimizer must choose which search engine(s) for which
content will be optimized.
 The Principle of Resource Engagement
The optimizer must leverage links by providing them with
context, recognition, and an active framework in which people
find the links to be part of useful resources.
 The Principle of Message Engagement
The optimizer must take responsibility for shaping the
message that people see about a given site on other Websites.
15

Advantage
1. it’s cost-effective. You don't have to pay the search engine to
be "advertised". At this point in time is when you have to pay
for almost everything; it's good to know that there are still
some things which are free.
2. If well ranked, has your company greater chance at becoming
visible around the world, while you stay at home. Internet is an
effective marketing tool. It is actually the marketplace itself
with numerous potential clienteles.
3. Once your website gets a good place, you somehow your
reputation as one of the best. This implies that somehow you
are properly valued in the SEO community.
16

Disadvantage
1. Your position in the search engine is unpredictable. Everything
depends on the algorithm. As a result, you know not when the
return of the investment will happen.
2. This is time consuming. It takes a long time before you see
your standing improve a notch. Sometimes you have to wait
for months or even a year to be in the spotlight.
3. Participants can make use of the black hat tactics. These unfair
practices hinder the tree of your company.
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Key Concepts
 Target audience
 Keyword choices
 Directory submission
 Accessibility
 Flash
 JavaScript
 SSL – authentication
 Firewalls and closed ports
 Databases & query string URLs
 Forms
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Conclusion
While nobody can guarantee top level positioning in search
engine organic results, proper search engine optimization can
help. Because the search engines, such as Google, Yahoo!, and
Bing, are so important today it is necessary to make each page
in a Web site conform to the principles of good SEO as much
as possible.
To do this it is necessary to:
 Understand the basics of how search engines rate sites
 Use proper keywords and phrases throughout the Web site
 Avoid giving the appearance of spamming the search engines
19

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