Search Engine Optimization

Chandru Karuppannan Mustafa Husaini  Search Engine Optimization is the process of optimizing the volume and quality of traffic through organic search results by targeted keywords. SEO is marketing through an understanding of how search algorithms work combined with a knowledge of what human users might search for.      Paid Inclusion Traditional Ads PPC - Pay-Per-Click SEO - Search Engine Optimization Paid Inclusion Traditional Ad PPC SEO Organic Listings   1993 - World Wide Web Wanderer - Wandex 1994 - Submission as first SEO, Yahoo’s entry      1995 - Web crawler indexed web pages 1997 - Algorithm crackers and spam 1998 - Multiple algorithms by Google 1999 - Off page factors considered, Google domination 2000+ - Focus on “Optimization”, Google Dance. 1997 Meta Tags Tech Oriented Keyword Density Linking / Reciprocal Linking / Buying 2007 Link baiting / Social Media Marketing Oriented    43% of page views come from search engine. 77% of the users go for Organic results 40% of SEO campaigns have ROI in excess of 500%, compared to 22% of PPC.   42% of search users click the top-ranking link. 74% research products and 54% buy products using search engine 77% 74 % 54 % 43% 40% 42% PPC SEO P a ge Vi e ws Or ga ni c Re sul t s 500% ROI Organic Top Ra nk Cl i c k Listings Re se a r c h P r oduc t s Buy P r oduc t s No of pages viewed before refining the search First few listings 23% First page First two pages First three pages More than three pages + 39% = 62% + 19% = 81% + 9% = 90% + 10% = 100%    Spiders Indexing Algorithms   Robots.txt Site Map  White hat SEO Techniques that fall within the terms of service of the search engines. Building useful online content, labelling pages correctly, gaining high quality in-bound links from relevant sites etc Black hat SEO Any method that manipulates the relevancy or prominence of resources indexed by a search engine, usually in a manner inconsistent with the purpose of the indexing system    On Page Optimization: This original form of SEO, is one of the main requirements necessary to improve website ranking. On-page factors includes the Web Sites Code, Design and Structure. Off Page Optimization: Off-page factors refers to the activities performed off the website. Mainly refers to – Who links to you and how they do it.          Research your keyword Use keywords smartly. 3-4 Keywords maximum per paragraph Use Alt tags for Images More text, less Images Insert keywords and description in the tag Don’t forget your