SEMINAR

SEARCH ENGINE OPTIMIZATION (SEO)

JERON P. THOMAS

INTRODUCTION
Search Engine Optimization (SEO) a three letter word which has millions of search results on web. SEO course is considered as the future course that is going to rule the web in dimension of getting visitors to a website or blog.

What is a Search Engine?

An internet based tool that searches an index of

documents for a particular term phrase or text specified by the user.

How Do Searching Works?

A spider or crawler which is a component of a SE gathers listings by automatically "crawling" the web The spider follows links to web pages, makes copies of the pages and stores them in the SEs index Based on this data, the SE then indexes the pages and ranks the websites Major SEs that index pages using spiders: Google, Yahoo, AltaVista, MSN, AOL, Lycos

What is SEO ?
Search Engine Optimization (SEO) is a technique that involves altering website code, content, and presence in order to increase rankings in search engines The process of structuring a web page so that it is found, read, and indexed by search engines in the most effective manner possible. SEO is about making small modifications to the parts of your website.

Importance of SEO

Importance of SEO
> 90% online user uses search engine to find products and information. Natural search receives more traffic than paid search.

1st page of SE result get at least 80% clicks.

If your website is not found within top 30 result (page 1, 2 and 3) no one will find it.

SEO vs PPC

SEO is much less expensive than PPC Paying for placement at the top of a page, especially in one of a people and web users requires are becoming more aware of ads competitive industry, a significant budget and are ignoring them.

SEO PROCESS

KEYWORD RESEARCH
Keyword phrase research involves identifying a group

of keyword phrases that will be used in optimization.

This step is critical and requires a considerable

amount of time to find a good set of phrases.

REPORTING & GOAL SETTING

After establishing your list of targeted keyword phrases,

it is important to understand what the site's starting position is within the search engines. Doing so ensures that you know the specific areas that need work. After developing a complete picture of the site's starting position, goals are set for the SEO plan.

PAGE OPTIMIZATION AND CONTENT DEVELOPMENT

Page optimization and content development are critical

to search engines success.

Content is king in search engine optimization. In addition to content development, other important

optimization tactics are used such as on page optimization and off page optimization.

LINK BUILDING

Maximize Quality Link Popularity

Link Popularity is the term given to the number of other sites

linking to yours.
In link building, we get inbound links for the website to increase

its link popularity and to get the website into top of the search results.

FOLLOW UP REPORTING AND ANALYSIS

The same reporting done in the initial phase of the

campaign is done again at regular intervals.

SEO does not start and finish with these steps and the

initial work that we do.

It is important to continually monitor results and build meaningful content into the site.

TYPES OF SEO
On Page Optimization On-page optimization is what can be done on the page of a website to

maximize its performance in the search engines for target keywords related to the on-page content.
On-page factors are controlled by coding on website pages Off Page Optimization Off-page optimization is the most important part in search engines

optimization because it gives back links to your sites and it requires a lot of work on a daily basis.
Include the process of mentioning your website in social networks,

blogs and other websites.

ON PAGE OPTIMIZATION
Domain Name Strategies use keywords, location, advertising terms, product names. choose a keyword that is important for your business. A good domain is short, easy to read, easily memorable. Example: google.com, bing.com

 Description and Keywords

Meta Tags :

Meta tags are those used to provide a description of the page, and a list of main keywords it uses. Title Tags : Title tags hold the name of webpage, a webpage without a title tag is a person without a name. The text in this tag shows up on the top of your browser window. Its quite important to include keywords here, as the title will give a general summary for what your page is about.

Keywords
the most important in optimizing rankings research what keywords are people searching for using tools e.g. Wordtracker (www.wordtracker.com) 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 can be key phrases or a single keyword do not use common words eg the and of: spiders ignore them write keyword-rich text balance keyword-rich and readability always have text in your page: at least 100 words

Generate Contents
Content is the king This is to generate more traffic from the search engine, because if

therere more content than there will be more keywords. More keywords indexed in the search engine, surely more traffic to the website. Add new contents often to keep the site on top. Search engines will give more points for changing contents. Dynamic Web Pages - The dynamic pages rank higher in the search engine results. It is better to dynamically change your web content at frequent intervals. Search engines dislike pages that basically contain the same content, and will give such pages a lower ranking. Therefore, avoid duplicate content URLs on your site.

 Linking strategies (Backlink)

by The text in the links should include keywords The more inbound links the higher the SE ranking If the site linking to you is already indexed, spiders will also receive your site Quality of inbound links is critical Most search engines rank sites more highly if they're linked to

other, well-respected sites. The key here is "well-respected". Just getting linked to from hundreds of reciprocal link pages is not going to do much for your ranking. Target a few relevant, good-quality sites and directories that are full of useful info and rank well on the search engines, and try to get a link back from them.

Off Page Optimization

Includes: Blogging Blog about new content or services. Social Media Networking Use social medias like orkut, facebook, twitter to promote your site. Press releases

SEO ETHICS
White Hat/Good vs. Black Hat/Evil
White Hat Follows search engine guidelines Strives for best possible search engine ranking; #1 ranking if possible Black Hat Knowingly breaks many/most of the search engine

S E O - S E A R C H E N G I N E O P T I MI Z A T I O N

guidelines Misrepresents content via techniques Uses techniques to trick either the search engine, searcher, or both Promises #1 ranking

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WHITE HAT SEO TECHNIQUES Quality Content. Titles and Meta tag. Keyword Research and Effective Keyword Use. Quality Inbound Links.

BLACK HAT/BAD SEO TECHNIQUES

Keyword stuffing Link swapping Link farm Blog farm
S E O - S E A R C H E N G I N E O P T I MI Z A T I O N

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GOOGLES SEARCH RESULT RANKING ALGORITHMS Page Rank Google Panda Google Penguin Page Rank PageRank is the technique used by Google to determine importance of page on the web. It considers all incoming links to a page as votes for PageRank. We assume page A has pages T1...Tn which point to it (i.e., are citations). The parameter d is a damping factor, which can be set between 0 and 1. We usually set d to 0.85 .. C(A) is defined as the number of links going out of page A. The PageRank of a page A is given as follows:
PR(A) = (1-d) + d (PR(T1)/C(T1) + ... + PR( Tn) / C( Tn ))

Page C has a higher PageRank than Page E, even though there are fewer links to C; the one link to C comes from an important page and hence is of high value

Google Panda

Born Feb. 24,2011 Judges the CONTENT QUALITY based on Above the fold content Spun content LSI keywords Duplicate contents Runs irregularly

Google Penguin

Penguin born on April 24,2012

The Penguin update started with the aim of devaluing sites which

had artificial links linking to them.

Links from sites with no links to them Links from unrelated sites Link targets

ADVANTAGES OF SEO Increase in Relevant Web Traffic Return on investment

80% Of Clicks Go to the First Result

Broadened Market

DISADVANTAGES OF SEO
Participants can make use of the black hat Your position in the search engine is tactics. This is time consuming unpredictable. It may mean the end of it all for entrepreneurs whose website are located on the last few pages of the search engine.

Conclusion
You have a website which contain very useful information to mankind, but if that website is not known to masses then your hard work goes unwatched. SEO helps in improving the flow of traffic into your website. SEO is so far the best process to improve our ranking in search engines. So as long as there are websites, the need of SEO exists. If you concentrate on making a quality site for humans that is also a Google friendly using white hat techniques ,you dont have to worry about future updates.

REFERENCES
http://www.google-watch.org/pagerank.html http://ieeexplore.ieee.org http://www.ieee.org http://en.wikipedia.org/wiki/Search_engine_optimization http://topseopromotions.wordpress.com
SEO.Search.Engine.Optimization.2nd.Edition.2010.pdf

THE END

THANK YOU !

Questions??