SEARCH ENGINE OPTIMIZATION

1.INTRODUCTION

Whenever you enter a query in a search engine and hit 'enter' you get a list of web results
that contain that query term. Users normally tend to visit websites that are at the top of this
list as they perceive those to be more relevant to the query. If you have ever wondered why
some of these websites rank better than the others then you must know that it is because of a
powerful web marketing technique called Search Engine Optimization(SEO).

SEO is a technique which helps search engines find and rank your site higher than the millions of
other sites in response to a search query. SEO thus helps you get traffic from search engines.

This SEO tutorial covers all the necessary information you need to know about Search Engine
Optimization - what is it, how does it work and differences in the ranking criteria of major search
engines.

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2.BRIEF HISTORY OF SEO

 1995 – Yahoo Launches its Web Directory

 1998 – Google Launches, DMOZ launches this same year
 2000 – Yahoo Drops AltaVista, Uses Google’s Algorithm instead
 2001 – Page Rank is revealed to users through the toolbar
 2005 – No Follow Tag Introduced
 2009 – Google Introduces Caffeine Algorithm, a major shift in SEO.
 2009 – Bing and Yahoo Merge
 2011 – Panda Algorithm Update. A major step in the history of SEO
 April 24th 2012 – Penguin Algorithm Update
 September 27th 2012 – EMD Update (Exact Match Domain)
 October 4th 2012 – 65 Pack Rollout

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3.SEARCH ENGINE BASICS

 Processing queries: When a request for information comes into the search engine,
the engine retrieves from its index the entire document that match the query.
 Ranking results: Once the search engine has determined which results are a match
for the query, the engine's algorithm (a mathematical equation commonly used for
sorting) runs calculations on each of the results to determine which is most relevant to
the given query.
 Directories:
Human edited search indexes
 Yahoo Directory!
 DMOZ = The Open Directory Project

 Search Engine Results Pages(SERPs)

 Organic: Results based on content and keyword relevancy (as per algorithm)
 Paid Placement(PPC):
 Google Ad Words
 Yahoo! Search Marketing(YSM)

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4.WHY SHOULD WE USE SEO

 Brand awareness – A web site having a high ranking means more people
see the name of the company and become familiar with the company and
its products, even if they haven’t made a purchase.

 Targeted traffic – Search engine optimization brings paying customersto

your door step. The customers that SEO services bring you are long for
your products/services as they have entered your websites
keywords/phrases into the search engines.

 Your competitors – Keeping ahead of your competition in theorganic

search results can help boost the perceived position of your company in
your market place.

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5.WORKING OF SEO
Search engines, such as Google, Yahoo!, and Bing, scour the World Wide Web. Their automated
"robots" (also called "spiders") move from page to page and site to site by following links. Along
the way the read the code for the pages they visit. The information from the page code is
incorporated into the search engine's vast knowledge base.

Fig.1 Working of SEO

When a visitor to a search engine enters a term or phrase into the search box the term or phrase is
compared to the information in the engine's knowledge base. The results that are returned (called
"organic results") are listed in order of how well they match the term or phrase that was used to
initiate the search.

The comparison is accomplished by algorithms. The specifics of the algorithms are closely
guarded secrets of the search engines. Apparently, the algorithms vary from search engine to
search engine. However, the techniques that we discuss here are applicable to all the engines.

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The closer the Web site matches the search term, as determined by the algorithm, the higher it
will appear in the list of organic results. The goal of search engine optimization is to help the
Web site and its pages rank as high as possible in these organic results.

It is important to remember that search engines sell advertising on their sites. Which ads appear
on the results page are also determined by sophisticated algorithms, and are based on the
comparisons with the search terms. Your organic result placement will compete with these ads.
The better your search engine optimization, the better your placement in the overall results.

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6.ARCHITECTURE OF SEO

Fig.2 Architecture

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7.TYPES OF SEO

White Hat SEO

White hat SEO is ethical SEO. It's SEO techniques that search engines accept. White hat SEO
techniques are beneficial for site visitors as well as for search engines. The goal of white hat
SEO is to improve search engine result positions via methods that won't cause search engines to
penalize the site.

Successful white hat SEO is slower than black hat SEO and is an ongoing process.

Fig 3.White Hat SEO

Black Hat SEO

Black hat SEO is the use of techniques that are unacceptable to search engines to boost a page's
position in search results. These techniques are intended to trick search engines into giving pages
higher positions in search results, and they have no benefit to site visitors. The goal is to improve
search engine result positions no matter what it takes to do it.
Black hat SEO techniques are used for two reasons:

 They work — until search engines find out about them and they don'twork.
 Some people don't understand that black hat SEO techniques can get their sitespenalized

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by or banned from search engines.

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Even if search engines can't detect the black hat SEO techniques, competitors of sites that
employ black hat SEO techniques can spot them and do report them to search engines.

Fig 4.Black Hat SEO

Gray hat SEO

Gray hat SEO is SEO techniques that take more risks than white hat SEO techniques but aren't
likely to get your site banned from search engines (although a search engine penality could
result). They're questionable SEO techniques but not in the same category as black hat SEO
techniques. However, what's considered gray hat SEO today might be black hat SEO next year.

Fig 5.Gray Hat SEO

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8.ON PAGE OPTIMIZATION

On page optimization refers to all measures taken by SEOs within the website to improve the
ranking of a site in search engine result pages. These measures are related to content and HTML
source code of a page, e.g., meta tags, keyword placement, and keyword density including the
technical set-up, the content, and user-friendliness of your site. So, on page seo optimization
factors are linked with the elements of your website.

So, in on page seo, you deal with all the elements of SEO that you can control. For example, a
website owner can control the technical issues, meta tags, and quality of the content of the site. On
page seo issues are in your control so that they should be resolved without any delay to improve
rankings in search engine result pages.

There are many On-page SEO factors that can help your site to rise higher on SERPs. Some of the
most important On-Page SEO factors are as follows:

A. Content Optimization
B. Title Optimization
C. Site Loading Page time optimization
D. Meta keyword optimization
E. Internal Linking f.
F. URL Optimization
G. XML sitemap.robot.txt ,canonicalization etc

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9.OFF PAGE OPTIMIZATION

Off-page optimization refers to all the measures that can be taken outside the website to improve its
ranking on search engine result pages. Unlike on-page SEO, it does not deal with the optimization
of your site or content itself. So, off-page optimization factors are not in the direct control of the
website owner.

Off page optimization is as important as On Page optimization. Without applying off page factors,
your website site may not rank as higher as it could be. Off page seo factors such as link building,
social media, videos, blogging, etc., are very important for the seo of your website. It helps you get
more clicks, more visits, and more exposure on social media. It is a chain of events that occurs one
after another. So, it is a long-term process, which is mainly focused on acquiring backlinks to your
webpages from social media, authority sites, and social bookmarking.

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10.ADVANTAGES AND LIMITATIONS

10.1.Advantages

1.It’s cost-effective. You don't have to pay the search engine to be "advertised". At this point
in time is when you have to pay for almost everything; it's good to know that there are still
some things which are free. The best part is that you can use this to your benefits, such as
the simulative effect of the sale of your business.

2.If well ranked, has your company greater chance at becoming visible around the world, while
you stay at home. Internet is an effective marketing tool. It is actually the marketplace it
self with numerous potential clienteles.

3.However, there is no guarantee that your business will boom immediately but it sure will,
little by little.

10.2.Limitations

1. This is time consuming. It takes a long time before you see your standing improve anotch.
Sometimes you have to wait for months or even a year to be in the spotlight. You might ask
yourself, "How can my business flourish?"

2. Participants can make use of the black hat tactics. These unfair practices hinder the tree
of your company. You control not about other people's heads. They can choose for unethical
strategies and you, your company could affect credibility and negative.

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11.CONCLUSION

While nobody can guarantee top level positioning in search engine organic results, proper search
engine optimization can help. Because the search engines, such as Google, Yahoo!, and Bing, are
so important today it is necessary to make each page in a Web site conform to the principles of
good SEO as much as possible.

To do this it is necessary to:

 Understand the basics of how search engines rate sites

 Use proper keywords and phrases throughout the Web site
 Avoid giving the appearance of spamming the search engines
 Write all text for real people, not just for search engines
 Use well-formed alternate attributes on images
 Make sure that the necessary meta tags (and title tag) are installed in the head ofeach
Web page
 Have good incoming links to establish popularity
 Make sure the Web site is regularly updated so that the content is fresh

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12.REFERENCES
1. SEO - search engine optimization". Webopedia
2. David Kesmodel (September 22, 2005). "Sites Get Dropped by Search Engines After
Trying to 'Optimize' Rankings". Wall Street Journal. Retrieved July 30, 2008.
3.  "Google Search Quality Updates". Google Blog.
4. "ntroduction to Search Engine Optimization: Getting Started With SEO to Achieve
Business Goals" 
5. Andy Hagans (November 8, 2005). "High Accessibility Is Effective Search Engine
Optimization". A List Apart.
6. Melissa Burdon (March 13, 2007). "The Battle Between Search Engine Optimization and
Conversion: Who Wins?". Grok.com. Archived from the original on March 15, 2008.
Retrieved April 10,2017.

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