Post on 11-Nov-2014
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Search engine Optimization
By
Rajeev Ranjan
Index…..Search EngineHow search Engine WorksPage RankingSEO definitionWhy SEO?Types of SEOSEO FactorsOn-Page optimizationOff-Page optimizationOn-page vs Off-page optimizationTools for SEO
Search engine….An internet-based tool that searches an index of
documents for a particular term, phrase or text specified by the user. Commonly used to refer to large web-based search engines that search through billions of pages on the internet.
Common Characteristics: Spider, Indexer, Database, Algorithm Find matching documents and display them
according to relevance Frequent updates to documents searched and
ranking algorithm Strive to produce “better”, more relevant results
than competitors
Popular search engines..
SE indexing………
How Do Search Engines Work?Spider “crawls” the web to find new documents (web pages, other
documents) typically by following hyperlinks from websites already in their database
Search engines indexes the content (text, code) in these documents by adding it to their databases and then periodically updates this content
Search engines search their own databases when a user enters in a search to find related documents (not searching web pages in real-time)
Search engines rank the resulting documents using an algorithm (mathematical formula) by assigning various weights and ranking factors
Page Ranking…… It is the way Google measures how popular a given
page is based on the number and quality of sites that link to it.
Page Rank was developed by Google founders Larry Page and Sergey Brin at Stanford. Page Rank is patented by Stanford, and the name Page Rank likely comes from Larry Page.
Page Rank is measured on a scale of one to ten and assigned to individual pages within a website, not the entire website.
What is SEO??????Search engine optimization (SEO) is the process
of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results.
Why SEO…..85% of all traffic on the internet is referred to by
search engines
90% of all users don’t look past the first 30 results (most only view top 10)
Search engine traffic is low and websites aren’t indexed because they are generally poorly optimized
Cost-effective advertising
Why SEO??It gives companies the ability to:Drive high quality customers to their websiteIncrease sales leads from customers looking for
their products and servicesBuild their brand online by communicating
marketing messages to their target audienceIncrease their profile against their competitorsTarget a global audience via international search
engines
Types of SEOWhite hat technique : Those websites which are optimized
in accordance to rules and policies of search engines are said to be using White-Hat-Techniques or Ethical SEO.
Black hat Technique : These are the unofficial methods, which search engines strictly disapprove of. Once found guilty of Black Hat, the website may be blocked or severely penalized.
Gray hat technique : Gray being a shade in between white and black has properties of both colors. Gray Hat Techniques are those ways through which websites are optimized using tactics that don’t exactly follow the policies of search engines but somehow manage to escape from the eyes of algorithms
SEO Factors….Website StructureRelevant and Fresh Copy/ ContentUniqueness of Content Links - internal, inbound, outboundMetatagsKeywordsVisual ExtrasDomains, URLs, Web Mastery
On-Page Optimization..In search engine optimization, on-page
optimization refers to factors that have an effect on Web site or Web page listing in natural search results. These factors are controlled by coding on page. Examples of on-page optimization include actual HTML code, meta tags, keyword placement and keyword density.
On-page technique…..Always start with keyword selection, research and
testingMeta Description tagALT tagsH1 tagsURL structureInternal linking strategyContentKeyword densityTrack target keywordsExpect results in 6-12 months
Off- Page Optimization
Off-page optimization refers to factors that have an effect on Web site or Web page listing in natural search results. These factors are off-site in that they are not controlled by coding on page. Examples of off-page optimization include things such as link popularity and page rank.
Off-Page technique….Directory Submission : It is the easiest way to get
backlinks for your website. It is also known as one way link building. Submit your site to directory in relevant category.
Search Engine Submission : Submit your site to different search engines. Search engines crawl your site.
Reciprocal Submission : It is also known as two way link building. It's like link exchange.
Article Writing And Submission : Write an article to your site niche and submit it to article directory.
Blog Commenting : Leave a comment with your main keyword and landing URL.
Off-Page technique….Guest Posting : Write a guest post in other
blog or site.Forum Posting : Forum posting is the way to
get back links and traffic for website.Blog Creation : Create a blog for website.Blog Posting : Submit blog in blog directory.Link Exchange : Link exchange to other
sites with high page rank
Off-Page optimization vs On-page Optimization………. Off-Page Optimization On-page optimization
Results in 1-2 days Results take 2 weeks to 4 months
Easier for a novice or one little knowledge of SEO
Requires ongoing learning and experience to achieve results
Generally more costly per visitor and per conversion
Generally more cost-effective, does not penalize for more traffic
Ability to target “local” markets More difficult to target local markets
Better for short-term and high-margin campaigns
Better for long-term and lower margin campaigns
Tools for SEO’s…..There are various paid and free tools are
available for Search Engine optimizers.Free tools provided by Google to generate
analytics and keywords are Google Adwords,Google Analytics.
There are various online tools are also available such as alexa.com,www.compete.com,www.quantcast.com and many more..
Paid tools which are used by SEO’s are SEOmoz