Date post: | 16-Jul-2015 |
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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:
• 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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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
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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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
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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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