UNIVERSITY INSTITUTE OF TECHNOLOGY

Submitted to:-Miss Himansha Sharma

Group Members:-Shrey BhavsarShriyansh JainShikha Gupta

WHAT IS A SEARCH ENGINE ? A tool that enables users to locate the

information on World Wide Web A program that search documents for specified

keywords and return list of documents where the keywords are found

WORKING OF A SEARCH ENGINEA Search Engine operates in following three steps:-

Web crawling Indexing Searching

WEB CRAWLING

A Web Crawler is also called a Web Spider or Web Scutter

Search Engines use this spidering software to update their web content

It can copy all the pages visited for later processing by search engine that indexes the downloaded pages so that user can search more quickly

WEB INDEXING AND SEARCHING

SOME POPULAR SEARCH ENGINES Created By:-Sergey Brin and Larry Page

Launched on:-September 15,1997

Created By:-Microsoft Launched on:-June 1,2009 Created By:-Yahoo! Launched on:-March1,1995 It question answering focussed search engine founded by Garrett Gruener and David Warthen(1996)

It is a search engine established in 1994 It encompasses a network of email, webhosting and social networking, entertainment websites

WHY SEARCH ENGINE MARKETING IS IMPORTANT? 85% of all traffic on the internet is referred to by

search engine 90% of all users usually look 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 Clear and measurable ROI Operates under this assumption More traffic + Good Conversion Rate = More Sales/Leads

SHARE OF DIFFERENT SEARCH ENGINES

WHAT IS SEARCH ENGINE OPTIMIZATION?

It is a act of modifying a website to increase its ranking in organic, crawler-based listing of search engine

It is the process of structuring a web page so that it is found , read and indexed by search engine in the most effective manner

It refers to a the industry created regarding using keywords searching as a means of increasing relevant traffic to a website

This process improved webpages so that they ranked higher in search engine results for our target keyword

FUNCTIONS OF SEO Deliver brand awareness through organic

search Increase R.O.I with minimal spend Creating long term visibility for web sites

lifetime Decrease monthly spend on PPC.CPC,CPA

SOME ESSENTIAL SEO STRATEGIES

I. Write good contentII. Do your Keyword researchIII. Use your Keywords wiselyIV. Link other websites with your webpagesV. Structure your site for SEO

SOME ESSENTIAL SEO STRATEGIES (CONT.)

VI.Analyse your SiteVII.Keep abreast of the latest SEO newsVIII.Avoid Black Hat techniqueIX.Watch out for duplicate contentX. Description and Keywords

I. Write Good Content Good Content encourage more sites to link your web

pages Always update your pages to give visitors a fresh

content

II.Do your Keyword research Find out appropriate key phrases for your pages Use tools such as Google Analytics to see which

keyphrases result in the most goal conversions Use tools such as Wordtraker and the AdWords

Keyword Suggestion tool

III. Use Your Keywords Wisely Use good list of keyphrases in text blocks such as

<Title> Tag,<h1> and <h2>, in links within web page etc.

Make sure your keywords have a reasonable density and prominence

IV. Link other websites with your webpages

Target a few relevant, good-quality sites and link them to your webpages

This link helps web masters to get easy access to these relevant sites

V. Structure your site for SEO

tContent Booking Ajax

Content

RSS

Anchor links/crum links

NAV/static text

VI.Analyse your Site Use tools such as• Yahoo! Site Explorer• Google Webmaster Tools• Google Analytics

VII. Keep abreast of the latest SEO news Search engine algorithms change constantly so

it pays to keep up to date to latest changes and SEO strategies

VIII. Avoid Black Hat technique Black Hat is a technique that attempt to game the

search engine by using technique such as keyword stuffing, hidden text and cloaking

It can produce short term hike in traffic

IX. Watch out for duplicate content Search engine dislike pages of same content which

leads to low ranking of webpages

X. Description and Keywords Do not put Meta Tag because it can lead to low rank

of your webpage

SEO PYRAMID

SOCIAL MEDIA AND SEO Social Media Optimization:It refers to the use of no. of social media outlets and communities to generate publicity and increase the awareness of brand/event It is important for SEO as search engine utilizes

the recommendation of users of social network such as Facebook ,twitter etc. to rank pages in their results

SEARCH ENGINE MARKETING It is a form of internet marketing that involves

promotion of sites by increasing their visibility in search engines

It uses the process of SEO to obtain higher ranking in search engine results

It also uses inorganic optimization techniques such as pay per click

and other forms f paid advertising

LIMITATIONS OF SEO Poor Link Structure Query Matching Non text content

THANK YOU

???QUIZ TIME????