SEARCH ENGINE

OPTIMIZATION

UNIT 2
OVERVIEW SEARCH ENGINE OPTIMIZATION
(SEO)
• SEO Stands for the search engine optimization.
• It is a technique for :
• Designing and developing a website to rank well in search engine results.
• Improving the volume and quality of traffic to a website from search engines.
• Marketing by understanding how search algorithms work and what human visitors
might search.
• It is a subset of search engine marketing. SEO is also referred as SEO Copyrighting,
because most of the techniques that are used to promote sites in search engines,
deal with text.
• If you plan to do some basic SEO, It is essential that you understand how search
engine works.
 HOW SEARCH ENGINE WORKS
• Crawling- Process of fetching all the webpages linked to a website. This
task is performed by a software, called crawler or spider (Googlebot, in
case of google).
• Indexing – Process of creating index foe all the fetched web pages and
keeping them into a giant database from where it can later be retrieved.
• Processing: When a search request comes , The search engine process it.
• Calculating Relevancy- It is likely the more than one page contains the
search string, so the search engine starts calculating relevancy of each of
the pages in its index to search string.
• Retrieving results: The last step in search engine activities is retrieving
the best matched results. Basically, it is nothing more than simply
displaying them in browser.
 WHAT IS SEO
COPYRIGHTING
• SEO Copyrighting is the technique of viewable text on a web page in
such a way that it reads well for the surfer, and also targets specific
search terms. Its purpose is to rank highly in the search terms.

• Along with viewable text on a web page such that it reads well for
the surfer, and also targets specific search terms. Its purpose is to
rank highly in the search engines for targeted search terms. It wants
genuine content page and not additional pages often called “
doorway pages” that are created for the ole purpose of achieving
high rankings.
• How search engine works: Search engine perform several
activities that we will discuss here:
• Crawling: Processing of fetching all the web pages linked to a
website. This task is performed by a software, called crawler or
spider.
• Indexing : Process of creating index for all the fetched web pages
and keeping them into giant database from where it can be
retrieved. Essentially the process of indexing is identifying the
words and expression
• Processing: When a search request comes, the
search engine process it, i.e. it compares the search
strings in the search request with the index page in
database.
• Calculating relevance
Search Engine Rank : SEO is the process of designing and
developing a website to attain a high rank in search engine
result.
On – Page – SEO- It includes providing good content, good
keywords selection, putting keywords on correct places,
giving appropriate title to every page, e.t.c.
Off- Page –SEO- It includes link building, increasing link
popularity by submitting open directories, search engines,
link exchange e.t.c.
• On-Page SEO Techniques: Indexing and keywords placement is
when keywords are placed strategically throughout the content of
your website so that the search engines can properly index your
site.

• When the keyword placement is done right, one is able to rank

better for your chosen keywords in the SERPs. Choosing the right
keywords and putting them in right places is necessary element of
the SEO. This brings people with relevant search results to the
website.
• One of the most important places for user is the title tag. This is
the hyperlink which appears on the SERPS. It is what visitors will
click the website. The title tag defines what is the page all about
for both the search engines and visitors. One should focus on
making your title track optimizing and appealing.

• While this is not ranking factor per se, it does help the user
experience (UX) by helping visitors understand what page is
about before going in. If the title track is clear, they are more
likely to stay on your site for a longer period of time. Thus
reducing the bounce rate. The user experience is crucial to the
website’s SEO performances.
• Content planning and optimization, or SEO is the process of optimizing your
content to make sure that, it is more visible then the web. SE robots will
rank highly optimized content higher on a search page than non –optimized
content. Optimizing a website involves many nuanced details and search
engines robots are weighing everything from content to HTML to backlinks.

• It’s important to note that Google is responsible for the majority of the
search engines traffic in the world. This may vary from one industry to
another. Google is the dominant player in the search results that your
business or website wants to show up in, but the best practices outlined in
the guide w ill help you to position your site and its content to rank in other
search engine, as well .
• Beginner can improve their search engine raking by referring to the
following:
• Write the good content: While content alone is not everything, it is a
big part of the picture, and great content can dramatically improves
your chances of a great SEO ranking. When writing content, make
sure it’s relatable to the user reader, is original and is written for
your website and your purposes. Since you know your business
better than anyone, writing content, makes sure its relatable to the
user/reader, is original and is written for your website and your
purposes. The main focus is on the writing content that describes
your product, your services and your business.
• Content Planning and Optimization:
• It is the process of optimizing your content to make sure
that it’s more visible through the web. Search engine robots
will rank highly optimized content higher on a search engine
page than non-optimized content Optimizing a website
involves many nuanced details, and search engine robots are
weighing everything from content to HTML to backlinks.
This is important to note that the Google is responsible for
the most of the search engine traffic in the world.
• Write great content.
• Keep new content coming.
• Use Headings.
• Optimize the text.
• Optimizes images.
• Optimize videos.
• Stop writing for the search engines.
• Use social media.
• Key Factors:

• 1. Search Volume: The first factor to consider is how many people are actually searching for
a given keyword. The more people there are searching for a keyword, the bigger the
potential audience available to find your content through the search.

• 2. Relevance: A term may be frequently searched for, but that does not necessarily means
that it is relevant to your prospects. Keyword relevance, or the connection between the
content on a site and a user’s search query, is crucial ranking signal.

• 3. Competition: Keywords with higher search volumes can drive the significant amounts of
traffic , but competition for premium positioning in the search engine pages can be
intense.
• Key Elements: Title Tags: While google is working to better understand
the actual meaning of a page and de-emphasizing aggressive and
manipulating the keywords, including the term that you wants to rank
for your pages. The most impactful place you can put your keywords is
page’s title tag.

• Meta Descriptions:
• While the title tag is effectively your searching headlines, the meta
description is effectively your site’s additional ad copy. Google takes some
liberties with what they display in search results, so your meta
description may not always show, but if you have a compelling
description of your page that would make folks searching likely to click,
you can greatly increase traffic.
• Body Content:

• The actual content of your page is itself is, of course very

important . Different types of pages will have different
“jobs” your cornerstone content asset that you want lots
of people to link to be very different than your support
content that you want to make sure your users find and
get an answer from quickly. That said Google has been
increasingly favouring certain type of content and as you
build out any of the pages on your site, there are few
things to keep in the mind:
• Thick and Unique content : There is no magic number in
terms of word count and if you have few pages of content
on your site with handful to a couple hundred words you
won’t be falling out of Google’s good graces, but in general
recent panda updates in particular favor longer, unique
content. If you have a large number of extremely short
pages or lots of duplicated content where nothing changes
but the page’s title tag and say a line of text that could get
you into trouble.
• Engagement: Google is increasingly weighting engagements
and user experience metrics more heavily. You can impact
this by making sure your content answers the question
searcher’s are asking so that they are likely to so that they
are likely to stay on your page and engage with your content.
Make sure your pages load quickly and do not have design
elements.

• Shareability : Not every single piece of content on your site

will be linked to and shared hundred of times.
• Display Advertising: Digital display advertising is graphic advertising
on internet websites, apps, or social media through banners or
other advertising formats made of text, images, flash videos and
audio. The main purpose od display advertising is to deliver general
advertising and brand messages to site visitors.

• Digital Display advertising is an outbound display advertising format

where you target predefined audiences with images or banners.
There is no native ads text ads in the mix in there. One has to target
it on different websites.
• Outbound advertising is a concept where
the advertiser targets the audience and send
their messages out to them as opposed to
something like inbound, which would be
searched where the audience comes to you.
So there’s key difference between the type
of marketing that display is. It’s an outbound
advertising format.
• Retention: With the retention piece, the remarketing fits back in
there too, because if you think about the remarketing, its sending ads
to the existing set of customers, who have already visited the site
before. If we want to repeat these customers , it makes sense to kind
of re-market out to them with the special offers to people who were
on the site before. It means acquiring the new customer and also
retaining the pre-existing customers.

• So the retention of the customer base is of utmost importance in

order to uniquely identifying the anonymous user , online
advertisers today tend to make use of cookies.
• Various SEO Plug-ins: All in one SEO (AIOSEO) is the best
WordPress SEO plug-in in market.

• Ahrefs: Ahref is one of the most recommended SEO tool online.

It’s only second to Google when it comes to being the largest
website crawlers. SEO experts can’t get enough of Ahrefs’ Site
Audit features as it’s the best SEO tool around. This tools highlights
the parts that need improvement for the better ranking of the
website.

• Yoast SEO: Yoast SEO is a popular wordpress SEO plug-ins that

optimizes your wordpress website for the search engines.
• Off –page SEO Technique: Off-page is one of the important parts of
a successful strategy.
• If you want to rank your site on the google and increase your brand
visibility and organic search you have to work outside your website
also.
• Off-page SEO, in short, covers all SEO tactics that takes place
outside your own website.
• It is often thought to be just link building, but in reality, there are
far more off page SEO tactics that you should be using if you want
to gain a competetive edge.
• Off- page SEO techniques includes those tactics that relate to activities carried out away from your own
website.
• The different off-page strategies are:
• Link Building
• Brand building
• Content Marketing
• PR
• Local SEO
• Social Media
• Forums
• Influencer Marketing
• Events
• Guest postings
• Reviews
• Content Syndication.