Seminar Presentation On

Search Engine Optimization – Tools And Techniques

By Aashish D. Gawali Final Yr CMPS

CONTENTS

IntroductionHistoryFundamental PrincipleSEO TerminologiesWhite Hat, Black Hat SEOTypes Of OptimizationSEO MythsConclusion

Introduction

Search Engine Optimization (SEO) is a well defined and managed process which helps to increase the volume or improve quality of traffic to a web site from search engines.

Arose from the basic habit of netizens of clicking the first few search result.

History

SEO Theory was born in the popular Virtual Promote Gazette Enewsletter and associated search engine forums founded by Jim Wilson.

SEO Theory shifted its emphasis from on page elements to off page elements with the arrival of Google.

Fundamental Principle

Algorithm Chasing- commonly called reverse engineering the ranking algorithms.

SEO Terminologies

A search engine

PageRank

White Hat, Black Hat SEO

A search engine

Every search engine has 3 components A Web crawler An Indexer A query processor

Fig. A search engine processing a query

PageRank

It is Google’s way of giving a specific value to how popular your website is.

It is based on the number of “votes” other website cast for your website.

Fig. PageRank analysis

PageRank calculation:

(PR 1) A B (PR 1)

C (PR 1)

0.15+(0.85*(A “share” of PR of every page that links to it))=Your page’s PR

PageRank calculated:

PR of A = 0.15+(0.85*(1/2))= 0.575 PR of B = 0.15+(0.85*(1/2))= 0.575 PR of C = 0.15+(0.85*(1/2))= 0.575

Types of SEOs

White Hat SEO – Uses legal techniques Black Hat SEO – Uses non-legal

techniques

Black Hat Techniques

Cloaking Doorway Pages Meta stuffing (Description, Keyword,

Robots, Language) Title Tag stuffing Keyword stuffing Hidden Text Alt img tag spamming

Fig. Keyword stuffing

Fig. Hidden Text

Fig. Hidden Text found

Fig. Image spamming

Types of optimization

On-page optimization Off-page optimization

On –page optimization

Keyword research Bolding, Italicising, Underlining Forcing SE to read your keyword first Create Sitemaps, RSS

Off-page optimization

Link Relationships Get listed in DMOZ, Yahoo Submit articles Link exchange

Fig. SEO Elite tool

Fig. Forcing to read KW 1st

Navigational Your BodyLinks Text

Empty column Your Body

Navigational TextLinks

Fig. Report after submitting www.diet-i.com to SEO Elite tool

SEO Myths

For a site to be included in a search engine, it must be manually submitted.

Using a particular type of webserver will benefit a site’s rankings.

<META NAME=“robots” CONTENT=“ALL”> is a necessary tag.

Search engines, especially Google, rely on links more than anything else to determine rankings.

You lose link weight when you link out to other links.

Conclusion

In the end, I would conclude: Web presence is utmost important in

today’s world. SEO community is and will continue to

help improving your web site’s rankings no matter the ranking algorithms change.

So, it is advised to use SEO techniques to improve rankings.