Search Engine Optimization

By

SUBBIAH LANNAPOORANI M

Search Engine is a

tool that enables users tolocate information on theWorld Wide Web. Searchengines use keywordsentered by users to findWeb sites which containthe information sought.

What is Search Engine?

Key internet marketing strategies

• Search engine optimization (SEO) - no cost per click

• Search engine marketing (SEM) - cost per click

• What is SEO?SEO is the act of modifying a website toincrease its ranking in organic (vs paid),

crawler-based listings of search engines.

• What is SEM?SEM is a act of marketing a website viasearch engines by purchasing paid listings.

What are paid listings?

Paid Listings, as opposed to Natural Listings or Organic Listings, are sites that appear on a Results Page because money was paid to the search engine for inclusion and/or position. Paid listings is used as an all-inclusive term for the practices of Paid Inclusion and Paid Placement.

Paid placements

Paid PlacementResults

OrganicResults

Crawler• A search engine crawler is a program or

automated script that browses the World Wide Web in a methodical manner in order to provide up to date data to the particular search engine.

What are the Engines?

• Google and Yahoo

–79.8% of total searches for top 2 engines

–Google and Yahoo are critical to SEO success

What is a SEO Algorithm?

• Top Secret! The selection of employees of asearch engine companies known for theircertain talents.

• Varies by Search Engine – some give moreweight to on-page factors, some to linkpopularity.

• The SEO algorithm is constantly changed,tweaked & updated.

• Websites and documents being searchedare also constantly changing.

Ranking Factors• On-Page Factors (Code & Content)

• Title tags <title>

• Header tags <h1>

• ALT image tags

• Content, Content, Content (Body text) <body>

• Hyperlink text

• Keyword frequency & density

• Off-Page Factors

• Link Popularity (“votes” for your site) – adds credibility

• Anchor text

Sample HTML Code

Important SEO HTML tags

Title Tag<head>

<title>Keyword</title></head>

H1,H2,H3• <h1>Most Important</h1>• <h2>Second Most Important</h2>• <h3>Third Most Important</h3>

Bold, Strong(Same Worth)

• <b>Keyword</b>

• <strong>Keyword</strong>

Hyperlink

<ahref=”http://www.mysite.com/webpage.html” title=”keyword”>Keywordin Anchor Text</a>

Structure of URL

From an SEO point of view, a site’s URL structure should be:

• Straightforward: URLs with duplicate content should have canonical URLs specified for them; there should be no confusing redirects on the site, etc.

• Meaningful: URL names should have keywords in them, not gibbering numbers and punctuation marks.

Parameters in URL

Bad Example:

• object=1&type=2&kind=3&node=5&arg=6

Good Example:

• http://www.mysite.com/brands.php?nike

SEO Process

Do’s and Don'ts in SEO

Use meaningful filenames such as "turtle-food.jpg" instead of "image1.jpg" for all files including graphics, sound, scripts, etc...

Use the meta description and meta keywords tags and put them immediately after the page title, as high on the page as possible - and make different titles as well as meta tags for each page.

Get a list of keywords for EACH PAGE andwork them into the tags. Also, use them inthe page titles. Put keywords ahead of thecompany name in page titles, such as in:“Turtle Food Experts” .

Use hyphens in filenames instead of underscores .

If the site is geared towards a specific geographic area, try to find hosting in that area

#) Use lowercase file names. It seems to matter to some search engine systems. #) Follow The First Letter Capital, Every Other Letter Lowercase naming convention in links with keywords (where it isn’t painful or displeasing to do so)

Usage of SEO in Geographic area

Keyword Research

• Keyword research is the process ofdetermining the best words for a websiteto use to influence its SEO.Conducting research helps marketers toplan content strategies efficiently.

• A good start would be to choose 3 or 4keywords you would like your website torank well for.

• Keyword research is a vital first step forsuccessful SEM campaigns.

Different Types of Keywords

• Broad Keyword

• Specific Keywords

• Unique or Branded Keywords

• Similar Keywords

Broad Keywords

• Broad keywords tend to be very short and aren't very specific (e.g. "shoes" or "sports").

Specific Keywords• A specific keyword is something that

contains many adjectives or words that make the search very targeted..

Unique or Branded Keywords

• These are the words that are specific to only your company.

Similar Keywords• If you're making a page to target "big hats,"

consider changing up the adjective "big" to its synonyms, like "huge," "giant,“ or "large," You can also use the names of specific words that relate to "big hats," like "cowboy hat“.

Keyword Research Tools

• The Wordtracker Keyword Tool helps you to grow your business and multiply your profits.

• Get keyword results you can trust• Saves time• Boost your search engine rankings• Discover profitable new market niches• Attract targeted, profitable traffic to your site• The Wordtracker Keywords Tool is the industry

standard for keyword research today, and is trusted by SEO professionals and online marketers around the world.

Wordtracker Keyword Tool

Page Ranking

Page Ranking

What is Page ranking?

• PageRank is a ranking system that previously was the foundation of the infamous search engine, Google. To view your page rank, install the Google’s Toolbar.

Users of Page Rank

• When Page Rank first came out, onlyGoogle was using the technology, but asother search engines have seen howmuch it improved Google's accuracy,nearly every search engine has added thePage Rank system in to be at least part oftheir algorithm.

How Important is Page Rank?

• When Google was in its childhood, PageRank was the single most importantfactor for ranking well. However, as soonas the SEO community caught on to this,there was a great deal of people whofound ways to artificially boost theirclients' PageRank.

Where do I Get PageRank for my Site?

• The only way to get PageRank is to get a link from a site that already has PageRank.

• There are a lot of repetitive tasks to bedone when optimizing your site for thesearch engines.

• To make it easier, we've compiled a listof the most popular SEO Tools (nearly all100% free) and categorized them intothe following.,

• Keyword Discovery - Find popular

keywords that your site should betargeting.

• Keyword Volume - Estimate how

much search traffic a specific keywordreceives each month.

• Keyword Density - Analyse how well

a specific webpage is targeting akeyword.

• Site Popularity - Determine how

popular your site is on the internet.

• Keyword Rankings - Track of your

site's rankings for a keyword in thesearch engines.

• Firefox Add on - Install these add on

features to turn your browser into an SEOresearch powerhouse.

Emerging Trends of SEO in 2014!

Mobile SEO is already very important and is set to get more significant in 2014. Tablets and cell phones already make up one-third of all the search traffic. Websites need to be compatible in mobile phones if they are to be really successful. Websites not supporting mobile browsers will be significantly affected in the rankings since they would not appear when users search for related stuff from their mobile devices.

http://www.viralseoservices.com/seo/mobile-seo.php

• If you have done everything as discussed in the previous sessions you will observe that gradually your website moves up and finally starts appearing in the first page.

Conclusion

Search Engine Optimization

Education

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