3. HOW SEARCH ENGINE OPERATE
• SEARCH ENGINE HAVE FOUR
FUNCTIONS
•CRAWLING
•INDEXING
•CALCULATING RELEVANCY
•SERVING RESULTS
4. • The search engine need a way to crawl
the entire internet and find all the pages
along the way so they use the best path
available – links.
5. The link structure of the web
serves to bind together all of the
pages in existence…
6. • THROUGH LINKS, SEARCH ENGINES’
AUTOMATED ROBOTS, CALLED WEB
CRAWLERS OR SPIDERS CAN REACH
THE MANY BILLIONS OF
INTERCONNECTED DOCUMENTS.
7.
8. • Once the engines find these pages,
their next job is to parse the code
from them and store selected pieces
of the pages in massive hard drives,
to be recalled when needed in
a query.
9. • To accomplish the monumental task of
holding billions of pages that can be
accessed in a fraction of a second, the
search engines have constructed massive
datacenters in cities all over the world.
10.
11.
12. • When a person performs a search at any
of the major engines, they demand results
instantaneously – even a 1 or 2 second
delay can cause DISSATISFACTION, so the
engines work hard to provide answers as
fast as possible.
13. • Search engines are answer machines.
When a person looks for something online,
GOOGLE do two things– first, return only
those results that are relevant or useful to
the searcher’s query, and second, rank
those results in order of perceived
usefulness.
14. IT IS BOTH “RELEVANCE” AND
“IMPORTANCE” THAT THE
PROCESS OF SEO IS MEANT
TO INFLUENCE.
21. FACTS
80% of consumers find your website by first writing a
query into a box on a search engine (Google, Yahoo,
Bing)
90% choose a site listed on the first page
85% of all traffic on the internet is referred to by search
engines
Operates under this assumption:
More (relevant) traffic + Good Conversions Rate =
More Sales/Leads
23. WHAT IS SEO
• SEO = Search Engine Optimization
– SEO is the process of improving the volume
and quality of traffic to a web site from search
engines via "natural" (organic) search results.
26. • The point of having a website is to attract
VISITORS OR TRAFFIC. Without visitors all
your time and effort on conception and
design of your website is worthless.
27. • An important aspect of Search Engine
Optimization is making your website easy
for both users and search engine robots to
understand.
31. • RESEARCH DESIRABLE KEYWORDS AND
PHRASES
• STUDY COMPETITORS
• ADD QUALITY CONTENT
• QUALITY LINK BUILDING
• SOCIAL BOOK MARKING
• IMAGES/VIDEOS OPTIMIZATION
• SOCIAL MEDIA OPTIMIZATION
• PRESS RELEASE SUBMISSION
• FORUM/BLOG POSTING
32. RANKING FACTORS
• ON-PAGE FACTORS (CODE & CONTENT)
#1 - Content, Content, Content (Body text) <body>
#2 - Keyword frequency & density
#3 - Title tags <title>
#4 - ALT image tags
#5 - Header tags <h1>
#6 - Hyperlink text
• OFF-PAGE FACTORS
#1 Anchor text
#2 - Link Popularity (“votes” for your site) – adds
credibility
34. PAY PER CLICK
PPC ads appear as “SPONSORED LISTINGS”
Ability to control ad text
Can set budgets and spending limits
35. PPC VS. “ORGANIC” SEO
Pay-Per-Click “Organic” SEO
• results in 1-2 days
• ability to turn on and off at any
moment
• generally more costly per visitor and
per conversion
• fewer impressions and exposure
• easier to compete in highly
competitive market space (but it will
cost you)
• ability to target “local” markets
• better for short-term and high-margin
campaigns
• results take 4 weeks to 6 months
• very difficult to control flow of traffic
• generally more cost-effective, does not
penalize for more traffic
• Organic results are more popular than
sponsored ads
• very difficult to compete in highly
competitive market space
•more difficult to target local markets
• better for long-term and lower margin
campaigns
37. Black Hat SEO White Hat SEO
Meaning: Techniques used to get
higher search rankings in an
unethical manner.
Conforms to search engine
designs and involves no
deception.
Status: Disapproved by search
engines.
Approved by search
engines.
Result: Site is eventually banned,
de-indexed or penalized
through lower rankings.
Results last a long time.
Techniques: Includes keyword stuffing,
cloaked pages, link farming,
hidden texts and links, blog
comment spam.
Relevant/natural links and
relevant contents,
40. Tips & Optimization Techniques
• Research keywords related to your
business
• Utilize descriptive title tags for each page
• Ensure that your text is HTML-text and not
image text
• Use text links when ever possible
41. “…the time has come to ask
yourselves does your site sucks
… and what are you doing to
change it?”
- Michael Gray