Search engine optimization

Search Engine Optimization



How Search Engines Work


Search engines have two main components

Crawler (Bot, spider)

Fetches information from web pages

Algorithm

Determine relevancy by considering content

on the web page.

What is SEO


Making your web site the best it can be for your site visitors

And the search engines

SEO helps you in

• Steer clear of technical issues that can impede the crawler

• Create web page that conform to the relevancy algorithm

• Help your audience to find your website

History of SEO


19941996

19982000

20022004

20062008

2010

Yahoo! Directory launches. Its dominance as a search engine in years to come will make search engine submission a key activity of SEOs

Web crawler, the world’s first full text index of the web, is launched

Google launches

In response to the dominance of on page SEO, algorithm cracking software is developed

Inktomi powers MSN’s search debut

Danny Sullivan moderates the first ever SEO conference, Search Engine Strategies

Google toolbar, for the first time SEOs have a record of their PageRank

Google AdWords launches with a CPM model

Search engines change their algorithms of ranking websites

Google announced a campaign against paid links that transfer PageRank

Real-time-search was introduced in late 2009 in an attempt to make search results more timely and relevant

Main Purposes of SEO


Cornerstone of an SEO Program


Keywords are the ‘Search queries’ people might use to search information

Keyword Research is Key because

• People use keywords in a search engine to fill a need

• Search engines want to show the best pages

• Having the best page is your SEO goal

• You need to know what keywords are being used

• Using keyword research tools helps you know what searched for

Creating a Search-Friendly Website


Brainstorming Main Categories and Subcategories For The Web Site

How pages are linked together tells people and Search engines what’s important

Find what people most interested and create categories accordingly

More Clicks to a page receives less important to it

Using Keywords in Domain Names and URLS

Link Juicing

Link important pages to home page of the site and use links with keywords.

Advantages of SEO


Increased Visibility

Increase visibility of particular website on the internet among other uncountable number of websites and thus increase the chances of someone actually coming across his site and using it.

Higher Rankings

SEO is considered a success when these search engines enable website to rank higher then other websites who answer to the same ‘word’ or ‘phrase’ search.

Internet Marketing

If the optimization of the website is effective than the chances, are that endeavour of marketing products and services on the internet will be successful.

Disadvantage of SEO


Require well made sites

Everyone must make changes to their web site. If someone has invested heavily in a search engine-unfriendly site, he may not want to implement workarounds to make it more welcoming to engines.

No predictions

Nobody can predict how many rankings we'll get for a particular search term or engine; nor can we predict how much traffic we'll get.

Limitations on using keywords

We are limited as to the number of search terms we can target by the number of web pages we have to optimize

Similar Technologies


PPC (Pay per click)

Pay per click (PPC) is an Internet advertising model used on website's, in which advertisers pay their host only when their ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market.

Search Engine Optimization is one form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages.

And there are also other ways of achieving the goal mentioned above.

Paid inclusion

Paid inclusion is a search engine marketing product where the search engine company charges fees related to inclusion of websites in their search index.

The Future Of SEO


• Crawler-friendly site will always be important

• Universal search and real time search is going to be more of a factor

• Less commercial content to be found in organic search results

• The more things change, the more they stay the same

Thank You


Search engine optimization

Technology

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