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Search Engine Optimization - DOC

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					Requirements  Index  Description of each item in index  Glossary of SEO/SEM Terms – EX: http://www.digitalpipelines.com/seo-glossary.shtml Index Chapter 1 Search Engine 1.1 Search Engine Basics Content will include the following:  Introduction to Search Engine  Working of Search Engine  Major Search Engines and Directories  Search Provider Relationships  Search engine submsission 1.2 Components of Search Engine Content will include the following:  Search Engine Submission with links to submit to major search engines  How Search Engine Rank Web Pages  What do Search Engine Index  Search Engine Algorithm  Search Engine Spam Chapter 2 Search Engine Optimization 1.1 Search Engine Optimization Basics Content will include the following:  Introduction to Search Engine Optimization (Basics)  Search Engine Positioning  SEO Ethics  SEO Tools with links to good tools on the web  SEO Best practices  Submitting articles

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Duplicate content Use of meta tags – title, description, keywords Use of anchor links Use of Alt tags

1.2 On Page Optimization Factors Content will include the following:  Search Engine Placement Tips  Keyword Finalization  How to Use HTML Meta Tags  Using other HTML Tags for Optimization  Building a Search Engine Friendly Page  Search Engines and Frames(Frames)  Content and SEO  What are Doorway Pages  Do‟s and Dont‟s of SEO 1.3 Off Page Optimization Factors Content will include the following:  Building Link Popularity  Measuring Link Popularity  Anchor Text Optimization  Google Page rank

Chapter 3 Site Readiness 1.1 Google Toolbar Content will include the following:  Importance of Google Toolbar  Link Popularity  How to measure Link Popularity  Types of Links  Quality Links 1.2 SEO Copywriting

Content will include the following:  Importance of Keywords in SE  Keyword Density  Keyword Relevance  Keyword Research 1.3 Site Structure Content will include the following:  Importance of Site Map  Navigational Structure  Dynamic v/s Static(Dynamic Page Optimization)  Flash & Splash  Graphics

Chapter 4 1.1 1.2 1.3 1.4 PPC Management Importance of Keywords Optimizing PPC Links to Google, Yahoo and MSN Ad Networks

Chapter 5 1.1 1.2 1.3 1.4 Analytics Packages SEO Reporting and Conversion Visitor Traffic Analysis Operating your own SEO Business

Chapter 1

Introduction to search engines:

As Internet started to grow and became an integral part of day-to-day work, it became almost impossible for a user to fetch the exact or relevant information from such a huge web. And hence „Search Engines‟ were developed. Search engines became so popular that now more than 80% of the web-site visitors come from the search engines. But what exactly Search Engine is? According to webopedia, “Search Engine is a program that searches documents for specified keywords and returns a list of the documents where the keywords were found”. For Example, if you want to know about the Automobile market in India, you will type some keywords like automotive market, automobiles in India, automobile manufacturers in India etc. and once you click on search button, you‟ll get the best relevant data related to those keywords. On the probable eve of Google‟s initial public offering, new surveys and traffic data confirm that search engines have become an essential and popular way for people to find information online. A nationwide phone survey of 1,399 Internet users between May 14 and June 17 by the Pew Internet & American Life Project shows:  84% of internet users have used search engines. On any given day online, more than half those using the Internet use search engines. And more than two-thirds of Internet users say they use search engines at least a couple of times per week.  The use of search engines usually ranks only second to email use as the most popular activity online. During periods when major news stories are breaking, the act of getting news online usually surpasses the use of search engines.  There is a substantial payoff as search engines improve and people become more adept at using them. Some 87% of search engine users say they find the information they want most of the time when they use search engines.  The convenience and effectiveness of the search experience solidifies its appeal. Some 44% say that most times they search they are looking for vital information they absolutely need.

COM Score Networks tracking of Internet use shows that among the top 25 search engines:  Americans conducted 3.9 billion total searches in June  44% of those searches were done from home computers, 49% were done from work computers, and 7% were done at university-based computers.  The average Internet user performed 33 searches in June.  The average visit to a search engine resulted in 4.4 searches.  The average visitor scrolled through 1.8 result pages during a typical search.  In June, the average user spent 41 minutes at search engine sites.  COM Score estimates that 40-45 percent of searches include 1 sponsored results.  Approximately 7 percent of searches in March included a local modifier, such as city and state names, phone numbers or the words “map” or “directions.”  The percentage of searches that occurred through browser toolbars in June was 7%

Search engine market share:

Four times voted as Most Outstanding Search Engine, Google is an undisputed market leader of search engine industry. Google is a crawler based search engine, which is known for providing both comprehensive coverage of web page and most relevant information. It attracts the largest number searches and the number goes upto 250 million searches everyday. Yahoo! is the second largest player in the industry with 32% of market share. Yahoo! started as a human based 2directory but turned into Crawler

based search engine in 2002. Till early 2004, it was powered by Google but after that they started to use their own technology. Overture stands next to Google in terms of number of searches per day. It is owned by yahoo and attracts more than 167 million searches per day. Overture was the first search engine who came up with PPC program. AskJeeves initially gained fame in 1998 and 1999 as being the "natural language" search engine that let you search by asking questions and responded with what seemed to be the right answer to everything. When launched, it was run by around 100 editors who monitored search logs. Today, however, AskJeeves depends on crawler-based technology to provide results to its users.