2. List of Contents
Search Engine
What affects search results?
What is Search Engine optimization?
Why SEO?
Key Factors in SEO?
Search Engine Optimization as a process
References
3. SEARCH ENGINE
Why we use it?
To search for a solution to a problem or more
specifically, a query.
4. What affects search results?
Query type.
Your Location.
Authorship.
Social graph.
Profile.
Previous search behaviour.
5. What is Search Engine Optimization?
Goal:- To get high quality traffic from
search engine.
Search
Engine
Optimization
6. Why SEO?
o Long term goals.
o Good return on investments.
o Posting ads on famous search engines is very expensive.
o SEO helps to rank a site to the top on certain keyword
searches and results.
o Easy to get started.
o Although easy to learn, hard to master.
o It is always evolving.
7. Key factors in SEO
Content.
Technical factors.
Authority.
User experience.
8. Content
It is also known as ‘Currency’ of Internet.
Websites are ranked high by the search
engine having huge amount of contents.
Websites having lesser content are ranked
low in page rank.
Content should be engaging.
9. Technical Factors
It is the most important part in search engine
optimization.
It includes following :
Site speed.
Site Architecture.
HTML length.
10. Authority
Create more number of backlinks.
To achieve higher authority, you must have good content.
Content should be such that people talk about it on the
Internet.
Share your content on social networks such as Facebook,
Twitter, LinkedIn.
Create blogs and share your content along with site links to
get more customer traffic on your site.
11. User Experience
(How user felt about your site)
To analyse user experience the following terms
are important to understand.
Bounce Rate.
Average Time.
Navigation.
12. Bounce Rate
How many clicks on a site.
Users coming to a site and leaving it right away.
It becomes complex to analyse it, as different sites have
different services to cater.
For example, a site showing stock exchange rates. People would
visit the homepage, check the rates and leave the site.
On the other way, a social networking site, users would like to
explore the site. If it is not engaging people would leave the site.
So, bounce rate would be high.
13. Average Time
As clear from the name, it describes how much time on an
average user spends on the site.
Social networking sites have higher average time than those sites
which cater ticket booking services such as IRCTC, bookmyshow.
People like to spend time on chatting and messaging sites.
So, if such a site has low average time, then users are not liking
the sites.
14. Navigation
It means that where do users go after visiting
homepage of the site, whether they click on more links
on the site, going back and forth on a webpage on the
website.
If a user visits a site and then clicks on the ‘back’
button, depending on the service provided by the
website, search engine rates it on the page rank.
15. Search Engine Optimization as a Process
(An ever evolving process)
Research your opportunity.
Create optimized content.
Get Exposure.
Analyse Results.
Repeat Forever.
16. Research your Opportunity
Here, opportunity means finding keywords for your website searches
by the user.
To do this we have tools like Google Adwords: Keyword Planner.
Using this tool, we can find out which keywords are most popular for a
particular search.
Another tool is, Open Site Explorer.
It can check website authority.
Can check number of backlinks.
Compute value of the backlinks.
17. Create Optimized Content
Creating optimized content means creating contents of the
specified format.
It may be a:
Text file
Presentation
Audio
Video
Pdf
18. Get Exposure
Get maximum possible shares, links through several
practices like posting about your content on various
sites, writing a blog, or sharing your links on popular
websites.
19. Analyse Results
To get ahead of competitors, you must analyse the results of
your website ranking and other things like number of clicks,
bounce rate, navigation and so on.
Tools for analysing results are:
Google Analytics
Google Webmaster.
Fox metric
Adobe Analytics
Clicky
20. Repeat Forever
For long term goals repeat the process to get better
results for every update.
It is necessary, as algorithm for SEO is always being
modified to give better results, so to keep up with the
world you must be updated.
