Search Engine Optimization

SEARCH ENGINE

OPTIMIZATIONCAN I GET FOUND ON THE FIRST PAGE WITHIN GOOGLE?

Agenda What are Search Engines?

How do Search Engines Work?

Examples of popular Search Engines

Search Engine Statistics

What is Search Engine Optimization (SEO)?

Goals of Search Engine Optimization

History of Search Engine Optimization

Techniques for Search Engine Optimization

Algorithm for Search Engine Optimization

Ranking factors for Search Engine Optimization

Tools for Search Engine Optimization

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What are Search Engines? It is basically a type of program that uses keywords to search for

documents that relate to these keywords and then puts the result found in

the order of relevance to the topic that was searched for.

Examples:

• Google

• Bing

The information we want to find maybe a mix of Images, Videos, Web

Pages and other type of files.

We can also define a Web Search Engine as a software system that is

designed to search for information on the World Wide Web.

Moreover the pages that are displayed on the search are called as

Search Engine Result Pages (SERPs).

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How do Search Engines work? A Search Engine works in following order:

They search the Internet -- or select pieces of the Internet -- based on important words.

They keep an index of the words they find, and where they find them.

They allow users to look for words or combinations of words found in that

index.

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Organization of Information Web Crawling

To find information on the hundreds of millions of Web pages that exist,

a search engine employs special software robots, called spiders, to

build lists of the words found on Web sites.

Meta Tags

Meta tags allow the owner of a page to specify key words and

concepts under which the page will be indexed.

Indexing

A search engine stores the word and the URL where it was found

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Examples of popular Search

Engines

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Search Engine Statistics 8

Google is the world's most popular search engine, with a market share of

68.69 per cent. Baidu comes in a distant second, answering 17.17 per

cent online queries.

The world's most popular search engines are

69%

18%

7%

6% 0%0%

Market Share in July 2014

Google

Baidu

Yahoo!

Bing

Excite

Ask

What is Search Engine Optimization

(SEO)? SEO Stands for Search Engine Optimization.

SEO is all about optimizing a web site for Search Engines.

SEO is the process of designing and developing a web site to rank well in search engine results.

SEO is to improve the volume and quality of traffic to a web site from search engines.

SEO is a subset of search engine marketing.

SEO is the art of ranking in the search engines.

SEO is marketing by understanding how search algorithms work and what human visitors might search.

SEO is sometimes also called SEO copyrighting because most of the techniques that are used to promote sites in search engines deal with text.

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Paid vs Organic Search 10

Goals of Search Engine

Optimization

Achieving a high ranking on the search engines

Boost sales / Increase your return on investment

Improve your competitive edge

Expand customer base and target audience

Growth in site traffic

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History of Search Engine

Optimization Webmasters and content providers began optimizing sites for search engines

in the mid-1990s, as the first search engines were cataloging the early Web.

According to industry analyst Danny Sullivan, the phrase "search engine optimization" probably came into use in 1997.

Larry Page and Sergey Brin founded Google in 1998. Google attracted a loyal following among the growing number of Internet users, who liked its simple design. Off-page factors (such as PageRank and hyperlink analysis) were considered as well as on-page factors (such as keyword frequency, meta tags, headings, links and site structure) to enable Google to avoid the kind of manipulation seen in search engines that only considered on-page factors for their rankings

By 2004, search engines had incorporated a wide range of undisclosed factors in their ranking algorithms to reduce the impact of link manipulation.

The leading search engines, Google, Bing, and Yahoo, do not disclose the algorithms they use to rank pages

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History of Search Engine

Optimization(Contd.) In 2005, Google began personalizing search results for each user.

Depending on their history of previous searches, Google crafted results for logged in users.

In 2007, Google announced a campaign against paid links that transfer PageRank.

In December 2009, Google announced it would be using the web search history of all its users in order to populate search results.

On June 8, 2010 a new web indexing system called Google Caffeine was announced. Designed to allow users to find news results, forum posts and other content much sooner after publishing than before, Google caffeine was a change to the way Google updated its index in order to make things show up quicker on Google than before.

In February 2011, Google announced the Panda update, which penalizes websites containing content duplicated from other websites and sources.

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History of Search Engine

Optimization(Contd.) In April 2012, Google launched the Google Penguin update the goal of

which was to penalize websites that used manipulative techniques to

improve their rankings on the search engine.

In September 2013, Google released the Google Hummingbird update,

an algorithm change designed to improve Google's natural language

processing and semantic understanding of web pages.

In September 2014, Google announced via the Google Research blog

that they will be introducing a new addition to search listings. The new

feature is designed to pull out key pieces of information from a page and

insert it into the search results snippet for that page.

If you search for Batman, as one does, you’ll now learn where he first

appeared and who he was created by without having to click on the

Wikipedia page. See the example of Google’s structured snippets below:

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History of Search Engine

Optimization(Contd.)

The new feature, which sounder like a richer version of rich snippets,

is called structured snippets and can already be seen in certain

searches.

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Techniques for Search Engine

Optimization On-Page factors are related directly to the content and structure of

the website. On-page optimization involves modifying keyword

frequency in the URL, Optimizing Title, Headings, Hypertext Links and

Body text.

On Page SEO Services Include:

Title tag optimization

Description tag optimization

Keyword tag optimization

Image Optimization

PDF Optimization

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Techniques for Search Engine

Optimization Off Page SEO Services are the best way to get more website traffic.

Off page factors include relevant back links to the website, as well as anchor text. Back links are very important for Google for generating traffic to the website:

Off Page SEO Services Include:

Blog Submission

Article Submission

Directory Submission

Social Bookmarking

Press Release

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SEO Tactics and Methods SEO techniques are classified into two broad categories:

Techniques that search engines recommend as part of good design referred to as White Hat SEO, and

Techniques that search engines do not approve and attempt to minimize the effect of referred to as Black Hat or spamdexing.

White Hat SEO

An SEO tactic, technique or method is considered as White Hat if it follows the following:

If it conforms to the search engine's guidelines.

If it does not involves any deception.

It ensures that the content a search engine indexes and subsequently ranks is the same content a user will see.

It ensures that a Web Page content should have been created for the users and not just for the search engines.

It ensures the good quality of the web pages

It ensures the useful content available on the web pages

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SEO Tactics and Methods Black Hat or Spamdexing

An SEO tactic, technique or method is considered as Black Hat or

Spamdexing if it follows the following:

Try to improve rankings that are disapproved of by the search engines and/or

involve deception.

Redirecting users from a page that is built for search engines to one that is more

human friendly.

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Algorithm for Search Engine

Optimization Top Secret! Only select employees of a search engines company know

for certain

Reverse engineering, research and experiments gives SEOs (search

engine optimization professionals) a “pretty good” idea of the major factors and approximate weight assignments

The SEO algorithm is constantly changed, tweaked & updated

Websites and documents being searched are also constantly changing

Varies by Search Engine – some give more weight to on-page factors,

some to link popularity

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PageRank Algorithm PageRank is an algorithm used by Google Search to rank websites in their

search engine results. PageRank was named after Larry Page one of the

founders of Google. PageRank is a way of measuring the importance of

website pages. According to Google:

- PageRank works by counting the number and quality of links

to a page to determine a rough estimate of how important the website is.

The underlying assumption is that more important websites are likely to receive more links from other websites.

- It is not the only algorithm used by Google to order search

engine results, but it is the first algorithm that was used by the company, and

it is the best-known.

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PageRank AlgorithmMathematical PageRank's for a simple network, expressed as percentages. (Google uses a logarithmic scale.) Page C has a higher PageRank than Page E, even though there are fewer links to C; the one link to C comes from an important page and hence is of high value. If web surfers who start on a

random page have an 85% likelihood of choosing a random link from the page they are currently visiting, and a 15% likelihood of jumping to a page chosen at random from the entire web, they will reach Page E 8.1% of the time. (The 15% likelihood of jumping to an arbitrary page corresponds to a damping factor of 85%.) Without damping, all web surfers would eventually end up on Pages A, B, or C, and all other pages would have PageRank zero. In the presence of damping, Page A effectively links to all pages in the web, even though it has no outgoing links of its own

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Various Updates released by

Google

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Google Panda is a change to Google's search results ranking algorithm

that was first released in February 2011. The change aimed to lower the

rank of "low-quality sites" or "thin sites and return higher-quality sites near

the top of the search results

CNET reported a surge in the rankings of news websites and social

networking sites, and a drop in rankings for sites containing large amounts

of advertising. This change reportedly affected the rankings of almost 12 percent of all search results.

Google Penguin is a code name for a Google algorithm update that was

first announced on April 24, 2012. The update is aimed at decreasing

search engine rankings of websites that violate Google’s Webmaster Guidelines by using now declared black-hat SEO techniques involved in

increasing artificially the ranking of a webpage by manipulating the

number of links pointing to the page.

Various Updates released by

Google The Hummingbird update was the first major update to Google's search

algorithm since the 2010 “Caffeine Update”, but even that was limited

primarily to improving the indexing of information rather than the sorting

of information

Hummingbird places greater emphasis on page content making search

results more relevant and pertinent and ensuring that Google delivers

users to the most appropriate page of a website, rather than to a home

page or top level page

Google Hummingbird is a search algorithm used by Google

Google started using Hummingbird about 30 August 2013, and

announced the change on September 26 on the eve of the company's 15th anniversary.

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Ranking factors for Search Engine

Optimization Words matter

Titles matter

Links matter

Words in links

Reputation

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Tools for Search Engine

OptimizationThe SEO Analysis Tool is to help you analyze and measure the ranking potential of your web pages. Rather it tries to use the same spider technology as the search engine spiders themselves.

Search Engine Spider Simulator

Keyword Density Checker

Keyword Selector Tool

Keyword Suggestion Tool

HTML/XHTML Validator

Google SEO tools:

Google Webmaster Tools

Google Analytics

Google AdWords'

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