Sushil Kumar KushwahaSushil Kumar Kushwaha

(SEO & PPC Analyst)(SEO & PPC Analyst)

AgendaAgenda

What is Web Crawler ?

What is a Search Engine?

Examples of Popular Search Engines

Search Engines Statistics

Why Search Engine Marketing Important?

Introduction to SEO

AgendaAgenda

SEO Techniques

What is a SEO Algorithm?

Steps to Developing a Good SEO Strategy

Ranking Factors

Basic Tips for Optimization

Benefits & Conclusion

References & Bibliography

What is a Web Crawler?What is a Web Crawler?

A Web Crawler is a computer program that browses the World Wide Web in a methodical, automated manner.

Web Crawler is a Web service that help userso Automating the task of link traversal.o Creating a searchable index of the web. o Fulfilling searchers’ queries from the index.

What is a Search Engine?What is a Search Engine?

Definition: An internet-based tool that searches an index of documents for

a particular term, phrase or text specified by the user.

Characteristics: Spider, Indexer, Database, Algorithm. Find matching documents and display them according to

relevance. Frequent updates to documents searched and ranking algorithm. Strive to produce “better”, more relevant results than

competitors.

Examples Popular Search EnginesExamples Popular Search Engines

How Do Search Engines Work?How Do Search Engines Work?Spider “crawls” the web to find new documents (web pages, other

documents) typically by following hyperlinks from websites already in their database.

Search engines Indexes the content (text, code) in these documents by adding it to their databases and then periodically updates this content.

Search engines search their own Databases when a user enters in a search to find related documents (not searching web pages in real-time).

Search engines rank the resulting documents using an Algorithm (mathematical formula) by assigning various weights and ranking factors.

Search Engines StatisticsSearch Engines Statistics

Google – 46.3%

Yahoo – 23.4%

MSN – 11.4%

AOL – 6.9%

Ask Jeeves – 2.3%

Search Engine Market Survey in Nov 2010 for Searches in the USA

Why Search Engine Marketing Important?Why Search Engine Marketing Important?

85% of all traffic on the internet is referred to by search engines.

90% of all users look the only top 10 results on Search Engines.

Search engine traffic is low and websites aren’t indexed because they are generally poorly optimized.

Cost-effective Advertising.

What is Search Engine Optimization?What is Search Engine Optimization?

SEO is refers to the process of “optimizing” both the on-page and off-page ranking factors in order to achieve high search engine rankings for targeted search terms.

SEO is refers to the “Industry” that has been

created regarding using keyword searching a means of increasing relevant traffic to a website.

Introduction to SEOIntroduction to SEO

Search Engine Optimization involves altering website code, content, and presence in order to increase rankings in search engines

At least half a billion searches are made worldwide on a daily basis.

If you are ranked at the top of a search engine, you are essentially running a free marketing campaign.

Introduction to SEOIntroduction to SEOWhich Search Engine?Which Search Engine?

Main players which you must always consider optimizing for, namely Google, Yahoo, MSN, AOL, and AskJeeves.

Although Google makes up for almost half of worldwide searches, it is not always a good tactic to relate your site prominence only on Google.

If half a billion searches are made per day, this means that over 250,000,000 are made on other Search Engines & rest of only on Google.

Introduction to SEOIntroduction to SEOWhat a Search Engine SeesWhat a Search Engine Sees

Spiders do not see a page like humans do, as it cannot describe an image, or tell you how pretty a site looks.

Instead, it looks at the HTML code and structures it to make sense.

e.g.

Using a text browser, or disabling images and

CSS are a good way of seeing your site through

a search engines eyes.

Introduction to SEOIntroduction to SEOWhat a Search Engine Sees (Cont.)What a Search Engine Sees (Cont.)

www.ialc.org Without CSS and Images

Introduction to SEOIntroduction to SEOWhat a Search Engine Sees (Cont.)What a Search Engine Sees (Cont.)

www.ialc.org WITH CSS and Images

SEO TechniquesSEO TechniquesKeywordsKeywords

Keywords are the words on a webpage that best describe that page.

Keyword selection is the most important step to effective SEO.

The Keywords you use will be the phrases where you want to be highly ranked on SEs.

Time and Research should go into selecting the appropriate keywords before doing any SEO.

SEO TechniquesSEO TechniquesKeywords (Cont.)Keywords (Cont.)

Keywords Tools

Google Suggest(free) http://www.google.com/webhp?

complete=1&hl=en

Google AdWords(free) A Free Keyword Tool with its AdWords services.

WordTracker (paid) www.wordtracker.com

SEO TechniquesSEO TechniquesMeta TagsMeta Tags

Meta tags are used to provide a description of the page, and a list of main keywords it uses.

Search engines are getting smarter everyday, so they may penalise you for cramming.

Some search engines reportedly don’t even look at the meta tags (e.g. Google).

SEO TechniquesSEO TechniquesTitle TagTitle Tag

The text in this tag shows up on the top of your browser window.

Quite Important to include keywords here, as the title will give a general summary for what your page is about.

Most search engines see this tag as an important tag for categorizing what type of site you have.

SEO TechniquesSEO TechniquesAnchor TagsAnchor Tags

Search Engines use anchor tags to rank your site in many ways: Text in anchor tags are given a lot of

importance.

If other sites link to you, this must mean your site is popular, and so you increase in rankings.

The most popular sites would, be linked to by many websites throughout the internet.

SEO TechniquesSEO TechniquesAnchor Tags (Cont.)Anchor Tags (Cont.)

Example: Why a sitemap is effective.

Page 1

Page 3

Page 4

Page 2

Sitemap

This is a website without a site map.

This is a website with a site map.

Page 1 and 2 can only reach page 3 via page 4

Page 1 and 2 can now reach page 3 in many ways

SEO TechniquesH1, H2, H3, etc. Tags

It is always a good idea to structure your content so that it contains these tags at beginning of paragraphs, tables, sections, etc.

It is quite logical that a search engine gets the overview of a paragraph from a header tag.

We know what this slide is about by looking at the title of the slide.

SEO TechniquesImages

Images are not read by search engines, and so you should avoid using too many images on your site.

Many sites use images for fancy fonts, when they contain keywords that are never read by a search engine.

Always use an ALT attribute when including an image.

Steps to Developing a Good SEO Strategy:Steps to Developing a Good SEO Strategy:

Research Desirable Keywords and Search Phrases (WordTracker, Overture, Google AdWords)

Identify Search Phrases to target (should be relevant to business/market, obtainable and profitable)

“Clean” and Optimize a Website’s HTML code for appropriate Keyword Density, Title Tag ,Internal Linking , Headings and Subheadings, etc.

Steps to Developing a Good SEO Strategy:Steps to Developing a Good SEO Strategy:

Study competitors and search engines.

Implement a quality link building campaign.

Add Quality content.

Constant monitoring of rankings for targeted search terms.

Ranking FactorsRanking Factors

On-Page Factors (Code & Content) Title tags <title> #3 Header tags <h1> #5 ALT image tags #4 Hyperlink text #6 Keyword frequency & density #2

Off-Page Factors Link Popularity – Adds Credibility #2 Anchor text #1

Basic Tips & Optimization TechniquesBasic Tips & Optimization Techniques

Research Keywords related to your business.

Identify competitors.

Use of title tags for each page.

Ensure text is HTML-text and not image text.

Use text links when ever possible.

Benefits of SEO

SEO is the cost effective way of marketing.

A better optimized website attracts lot of visitors and potential customers.

Increased visibility and accessibility leads to higher sales for your business.

SEO leads to the increased brand visibility for your site.

References & Bibliography

Search Engine Optimization. http://en.wikipedia.org/wiki/Search_engine_optimization. Retrieved on 2009-04-24

The Basics of Search Engine Optimization. http://blogoscoped.com/archive/2007-01-07-n13.html. Retrieved on 2009-04-24

Advantages of SEO. http://tusharvickkie.blogspot.com/2008/10/advantages-of-seo.html. Retrieved on 2009-05-20

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