SEO(Search Engine Optimization)

By Sohaib Saleem, University Of Education Okara 1

By Sohaib Saleem

Topics to be covered What is a Search Engine? How Does Search Engine Works? Anatomy of a Search Engine What is SEO Copywriting and Search Engine Rank? What is SEO? SEO Process How to Optimize On-page SEO Optimization On-page SEO Elements Off-page SEO Optimization Off-page SEO Elements White Hat SEO vs. Black Hat SEO SEO Tools Jobs Analysis

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What is a Search Engine? Definition:

Search engine are those website which actually render to find new website/pages on the web for indexing in their server

People use search engine for finding the specific/required information on the internet

Search engine show relevant website/result when people search

Common Characteristics: Spider, Indexer, Database, Algorithm Find matching documents and display

them according to relevance Frequent updates to documents

searched and ranking algorithm

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Google

74%Yahoo

16%

Bing5%

Ask3%

Other2%

How Does Search Engine Works? Crawling - Process of fetching all the web pages linked to a

website. This task is performed by a software called a crawler or a spider (or Googlebot, in case of Google). Indexing - Process of creating index for all the fetched web pages and keeping them into a giant database from where it can later be retrieved. Essentially, the process of indexing is identifying the words and expressions that best describe the page and assigning the page to particular keywords.Processing - When a search request comes, the search engine processes it, i.e., it compares the search string in the search request with the indexed pages in the database.Calculating Relevancy - It is likely that more than one page contains the search string, so the search engine starts calculating the relevancy of each of the pages in its index to the search string.Retrieving Results - The last step in search engine activities is retrieving the best matched results. Basically, it is nothing more than simply displaying them in the browser.

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What is SEO SEO is an abbreviation for search engine optimization. SEO is the process of improving the volume or quality of

traffic to a web site from search engines via search results.

SEO is a technique/technology which is used to increase search engine ranking of a website/blog

SEO is the process of a website/webpage in search engine’s “Natural” or “organic” search result.

SEO (Search engine optimization) is the way to fetch traffics on your website from search engine. In other words; SEO is the technique to make visible your website on search engine.

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Anatomy of a Search Engine

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What is SEO Copywriting? SEO copywriting is the technique of writing viewable

text on a web page in such a way that it reads well for the surfer, and also targets specific search terms. Its purpose is to rank highly in the search engines for the targeted search terms.

These include the Title, Description, Keywords tags, headings, and alternative text.

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What is Search Engine Rank? When you search any keyword using a search

engine, it displays thousands of results found in its database.

A page ranking is measured by the position of web pages displayed in the search engine results. If a search engine is putting your web page on the first position,

then your web page rank will be number 1 and it will be assumed as the page with the highest rank.

SEO Process 5 steps process:

Research Reporting Optimization Submission/Re-Crawl Follow Up Reporting

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How to Optimize

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How to Optimize?Skills in the areas of analysis, research, planning, copy writing and communication.

Pre-site activitiesThe research and planning activities undertaken before an existing or new site or page is actually touched or built.• Understanding your Organization's Online Business Strategy• Researching your Market Category, Customers and Competitors• Keyword Selection - Factors• Category Priorities• Search Volumes• Competitive Advantage• Competition• Relevance• Making your keyword choice

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What is On-Page and Off-Page SEO?

Conceptually, there are two ways of optimization:

On-Page SEO – It includes providing good content, good keywords selection, putting keywords on correct places, giving appropriate title to every page, etc.

Off-Page SEO - It includes link building, increasing link popularity by submitting open directories, search engines, link exchange, etc.

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How to Optimize?

On-page optimization (on-page SEO) is what can be done on the pages of a website to maximize its performance in the search engines for target keywords related to the on-page content.

On-page optimization stands for all of the techniques and methods used on your website that is hosted on a server.

On-page optimization has an effect on your website listing in natural results .

On-page factors are controlled by coding on website pages

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On Page Optimization

How to Optimize?On-Page SEO The activities directly involved in the content and design of web pages. Domain Name Site design and construction - Ensuring the web page utilizes

design and code that can be properly crawled and indexed by the search engines.

Page layout and navigation of the site Writing the title, description and keyword meta tags Article writing using heading, paragraphs Keywords-> keyword density and keyword stuffing Inbound and internal link Writing content – Body copy, titles, image tags, outbound links that

reflect and enhance keywords. Building internal links – Helping the search engines navigate the

siteBy Sohaib Saleem, University Of Education Okara 14

How to Optimize?

Off-page optimization (off-page SEO) is what can be done off the pages of a website to maximize its performance in search engines for target keywords related to the on-page content and keywords in off-page direct link.

Off-page optimization is the most important part in search engines optimization because it gives back links to your sites and it requires a lot of work on a daily bases.

It helps to maximize website performance in search engine for target keywords

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Off Page SEO Optimization

How to Optimize?Off-Page SEO

Building a portfolio of quality inbound links to your web site.• Key Factors Effecting Link Quality• Submitting your site to search engine• Submitting sitemap to search engine• Google and bing webmaster tools• Google analytical tool• Social bookmarking• Google Page Rank• Site and Page Relevance• Link Density• Anchor Text• Link Age• Originating Site has been Crawled and Indexed• A Suggested Approach to Link Building

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How to Optimize?Post –site activities Analyzing and responding to site traffic and user

feedbackonce a web site has been optimized. Effective SEO is acontinuous activity.

• Managing and responding to search marketing feedback

• Log Files• Pay Per Click• The SEO Cycle

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Title tagMeta description tag (or first paragraph of text if no meta des has been added)Keywords

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White Hat SEO vs. Black Hat SEO White Hat SEO is a legal technique for optimizing a

website for each search engines. Search engine have define a criteria for white hat seo’s.

Conforms to search engine designs and involves no deception.

Approved by search engines. Results last a long time. White hat SEO techniques include research,

analysis, re- write meta tags to be more relevant, content improvement and web redesign.

Always follow a White Hat SEO tactic and do not try to fool your site visitors. Be honest and you will definitely get something more.

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White Hat SEO vs. Black Hat SEOBlack Hat SEO is an illegal technique which has

been used by some spammers who want to cheat search engines by some bad ways. This technique is no longer accepted by any search engine. This is a short term technique

Techniques used to get higher search rankings in an unethical manner.

Disapproved by search engines Site is eventually banned, de-indexed or

penalized through lower rankings. Black hat SEO techniques include keyword

stuffing, doorway and cloaked pages, link farming, hidden texts and links, blog comment spam.

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Google Algorithms

Google Panda It was released by Google in February 2011. For:

Low quality content. (Un-satisfy) Copied or duplicate content. Web spamming. (cloaking, keyword excessing)

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Google Algorithms

Google Penguin It was released in April 2012. For:

Keyword stuffing (repeatedly) Spamming link. (irrelevant or unnatural or

paid link) Cloaking-density. (2% or 3%) Over optimization also

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Google Algorithms

Google Hummingbird For:

Conversational search Google knowledge graph Latent semantic search Social media + forums + relevant

searches

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SEO Tools The 6 tools you need to use to become a highly-profitable SEO

expert:

Search Analytic Tools- establish your marketing goals and establish a baseline for where you are at right now.

Keyword Research Tools- discover the keywords your customers are searching for right now.

Competitive Research Tools- see what keywords your competitors are targeting.

PPC Tools- buy important keywords and track the results to understand how well they convert, which helps you focus you organic SEO strategy on the most profitable keywords.

Link Analysis Tools- start building your link profile and track your progress compared to competing websites.

Search Engine Ranking Checkers- determine how effective your marketing is by watching your search engine rankings improve. By Sohaib Saleem, University Of Education Okara 24

Jobs Analysis

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Thank-You

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