1. Search Engine Optimization
Unit VI
Search Engine Optimization

2. Search Engine
Search engines are programs that search documents for specified keywords and returns a list of the documents where the keywords were found.
A search engine is really a general class of programs; however, the term is often used to specifically describe systems like Google, Bing and Yahoo! .
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3. Types of Search Listing
Organic Search Listing
A free search listing that retrieved by the search engine from their database and then ranked by relevancy.
Paid Search Listing
A sponsored listing appears on a search results page because an advertiser has paid the search engine for to prominently display the advertisement as result.
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4. Web Search Engines
Web search engines work by sending out a spider to fetch as many documents as possible by running it which includes TEXT, LINKS, etc.
Another program, called an indexer, then reads these documents and creates an index based on the words contained in each document.
Each search engine uses a proprietary algorithm to create its indices such that, ideally, only meaningful results are returned for each query.
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5. 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
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6. Examples popular Search Engines
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7. How Do Search Engines Work?
Search engines use programs called spiders, or bots, to search the internet and document their findings.
A web spider is program run by the search engine. These programs search through websites (called ‘crawling’)’, checking links, and examining keywords.
The spiders will also look at HTML elements within the pages like page descriptions, meta tags, and page titles.
The list of elements within a web site that are scanned by search engines are : text within the web site, links within the website, page descriptions embedded within HTML, keywords embedded within HTML, photos and photo description and alternate text
All of this information is then compiled into a series of databases maintained by the search engine.
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8. When a user goes to a search engine, the search engine goes into the database and then presents the particular information to the user.
To provide the best result, the search engine also sort the data by their relevancy
Search engines also indexes all these sites (including links and keyword), rank the resulting documents using an algorithm (mathematical formula) by assigning various weights and ranking factors and add it to their databases and then periodically updates this content.
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9. Search Engine Optimization
Search Engine Optimization refers to the collection of techniques and practices that allow a site to get more traffic from search engines.
It is a set of practices that a web site owner uses to improve a site’s visibility and effectiveness in search engines.
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10. SEO divides in two areas:
On-Page SEO (Code & Content)
On Page SEO is the science of optimizing the contents of a website such that it becomes friendlier to the search engines.
This technique includes the optimization of texts, images, tags, URL structure, internal links, headers etc. Optimizing anything for search engine that is uploaded to your website’s domain is treated as on page SEO. For example selecting the proper ALT tag keyword for an image on a webpage is such type of SEO.
In a simple definition On Page Optimization is what can be done on the pages of a website in order to make it more search engine friendly to achieve good search engine ranking for targeted keywords.
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11. 1.  Keyword in Title
Having the keyword in title is more important than any other on page value. Google and other search engines use the keywords in your title to determine what your page and or site is about.
If you’re going to do any form of on page SEO, make sure you put your keyword in title, preferably at the beginning. (Google reads from left to right). Another important reason why titles are so important is because they’re displayed in the search results.
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12. 2. Keyword in Description
The next vital on page SEO aspect is the description.
Every page on the Internet has a description.
It is important in optimizing rankings. Keywords are words that appear the most in a page. The spider chooses the appropriate keywords for each page, then sends them back to its SE.
Your web site will then be indexed based on your keywords. Keyword can be key phrases or a single keyword. Do not use common words eg ‘the’ ‘and’ ‘of’: spiders ignore them.
Also, balance keyword-rich and readability and always have text in your page, at least 100 words.
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13. 3. Keyword in H1, H2 and H3 Tags 4. Keyword In URL
Using header tags has been proven to boost rankings time and time again. No explanation needed.
4. Keyword In URL
By incorporating the keyword into your URL you’re just reinforcing your on page optimization.
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14. 5. Keyword Density
Keyword density is a number that search engine spiders notice when indexing a page, and an easily changed element of a page that can affect SEO and page rankings.
Keyword density is the number of keywords within a page compared with all the words. Using these keywords throughout the text will ensure that the entire text is taken as relevant to the keyword. Basically, the text should be human as well as search engine friendly.
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15. 6. Image Alt Tag
An image alt tag is essentially a tag that tells search engines what your image is about.
Google and other search engines can’t see images.
The only way they can know what they’re about and if they’re relevant to your site is if you use image alt tags.
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16. Off-page SEO
Off page SEO is defined as the things you do offline to your website in order to achieve good search engine ranking.
1. Inbound Links
Perhaps the number one to gain a higher ranking is to build a number of quality inbound links to your pages.
This type of off page SEO can be achieved in various ways, such as leaving comments on other relevant blogs, exchanging links with a reputable site, and being added to blogrolls.
SE will take into account all of the links that go directly to one website from other sites, links known as inbound links.
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17. 2. Social Media Marketing
Blog marketing is a strategy that many bloggers use to help drive traffic to their website. 
This method requires you to leave a comment on other people’s websites, which leaves a link back to your own site. 
The more comments you leave, the more links you will have. This helps search engines to identify your site, as they will see that there are numerous links from other sites pointing to your own site. 
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18. 3. Forum Marketing
Forum marketing is basically the same as blog marketing;
the only difference is that you do it on forums. 
Most forums allow you to include a ‘signature’ with every comment that you leave. 
Within the ‘signature’ you can include links to your website.  This means that the more comments you leave, the more links there are pointing to your site.
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19. Having links from sites with a high Page rank will improve your SEO.
4. Article Submission
Submitting content to article submission sites is another great way to improve your SEO and drive traffic to your website. 
These types of sites (like; Ezine, Go Articles, Now Public, etc.) all have high ‘Google Page rank’ scores. 
Having links from sites with a high Page rank will improve your SEO.
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20. SEO - what is NOT recommended?
Flash and shockwave - spiders do not pick up these files
Image only sites - spiders do not pick up images
Image maps - sspiders cannot read image maps. Do not use them on your home page or critical pages.
Frames - only one page can be titled (titling is critical in search rankings). If the spider cannot read the complete page (because of the frames), it will not be indexed properly. Some spiders may not even read a frames web site
Misspellings, JavaScript or HTML errors (validate your code)
PDF files - Although some search engines can index them, the pages must be interpreted into HTML and can lose much of their content. Place PDFs lower down in your site
Drop down menus – spiders cannot read them therefore make sure you have a SiteMap
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21. Thank You.!!