1. SEARCH ENGINES
&
SEARCH ENGINE OPTIMIZATION (SEO)

2. AGENDA
• What is a Search Engine?
• Examples of popular Search Engines
• How Do Search Engines Work?
• Search Engines statistics
• Why is Search Engine marketing important?
• What is a SEO Algorithm?
• Steps to developing a good SEO strategy
• Ranking factors
• Basic tips for optimization
• Conclusion

3. 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.
Commonly used to refer to large web-based search engines that search
through billions of pages on the internet.
 Different than a Directory
 Common 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

4. EXAMPLES POPULAR SEARCH
ENGINES

5. 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
 Indexing Once the spiders have completed the task of finding information on
Web pages, the search engine must store the information in a way that makes
it useful.
 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
 Page Rank is a family of algorithms for assigning numerical weightings to
hyperlinked documents (or web pages) indexed by a search engine.

6. TECHNOLOGY

7. SEARCH ENGINES STATISTICS

8. WHY IS SEARCH ENGINE MARKETING
IMPORTANT?
 85% of all traffic on the internet is referred to by search engines
 90% of all users don’t look past the 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 (relevant) traffic + Good Conversions Rate = More
Sales/Leads

9. WHAT IS SEARCH ENGINE
OPTIMIZATION?
 SEO = Search Engine Optimization
 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.
 Refers to the “industry” that has been created regarding
using keyword searching a a means of increasing
relevant traffic to a website

10. WHAT IS A SEO ALGORITHM?
 Top Secret! Only select employees of a search engines company
know for certain
 Reverse engineering, research and experiments gives SEOs (search
engine optimization professionals) a “pretty good” idea of the major
factors and approximate weight assignments
 The SEO algorithm is constantly changed, tweaked & updated
 Websites and documents being searched are also constantly
changing
 Varies by Search Engine – some give more weight to on-page factors,
some to link popularity

11. 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 optimization, internal linking structure, headings and
subheadings, etc.
 Help in writing copy to appeal to both search engines and actual website
visitors
 Study competitors (competing websites) and search engines
 Implement a quality link building campaign
 Add Quality content
 Constant monitoring of rankings for targeted search terms

12. RANKING FACTORS
 On-Page Factors (Code & Content)
 Title tags <title> #3
 Header tags <h1> #5
 ALT image tags #4
 Content, Content, Content (Body text) <body> #1
 Hyperlink text #6
 Keyword frequency & density #2
 Off-Page Factors
 Link Popularity (“votes” for your site) – adds credibility #2
 Anchor text #1
 Spamdexing: Spamdexing or search engine spamming is the practice of
deliberately and dishonestly modifying HTML pages to increase the chance of
them being placed close to the beginning of search engine results, or to
influence the category to which the page is assigned in a dishonest manner.

13. WHAT A SEARCH ENGINE SEES
 View > Source (HTML code)

14. BASIC TIPS & OPTIMIZATION
TECHNIQUES
 Research keywords related to your business
 Identify competitors, utilize benchmarking techniques and identify level of
competition
 Utilize descriptive title tags for each page
 Ensure that your text is HTML-text and not image text
 Use text links when ever possible
 Use appropriate keywords in your content and internal hyperlinks (don’t
overdo!)
 Obtain inbound links from related websites
 The Site Maps
 Avoid JavaScript links and pop-up windows
 Buy the right Domain names
 Monitor your search engine rankings and more importantly your website
traffic statistics and sales/leads produced
 Educate yourself about search engine marketing

15. CONCLUSION
 Thus, by ethical Search Engine Optimization
Techniques, any content site can get top ranking in
any Search Engine. Getting a top rank in any of the
major Search Engine is the first step in getting
business, and making the world know that you exist.
 But, the future of Search Engine Optimization
Techniques is not concrete, cause daily research and
developments and taking place in Search Engine
Laborites, for new methods and techniques for
searching data on the Web. With the change in
Search Engine’s search techniques and algorithms, a
parallel change in SEO techniques will occur. But, the
basic will remain the same, only honest techniques
and content rich site will make it to the top SERPs.

16. REFERENCES
Ref. images searched from :
 https://www.google.co.in/
 http://www.howstuffworks.com/

17. QUESTIONS
?