An Introduction SEARCH ENGINE OPTIMIZATION - Description
What is a Search Engine It is an information retrieval system designed to help find information stored on a computer system Search engines are the librarians of the web Search engine indexing ID: 799487 Download
What is a Search Engine?. It is an information retrieval system designed to help find information stored on a computer system. Search engines are the librarians of the web.. Search engine . indexing = .
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Presentation on theme: "An Introduction SEARCH ENGINE OPTIMIZATION"— Presentation transcript:
SEARCH ENGINE OPTIMIZATION
What is a Search Engine?
It is an information retrieval system designed to help find information stored on a computer system
Search engines are the librarians of the web.
collects, parses, and stores data to facilitate fast and accurate information retrieval.
Each search engine uses a secret formula of their system called
Google’s Ranking Algorithms
is a change to Google's search results ranking algorithm that was first released in February 2011. The change aimed to lower the rank of "low-quality sites" or "thin sites", and return higher-quality sites near the top of the search results.
is a code name for a Google algorithm update that was first announced on April 24, 2012. The update is aimed at decreasing search engine rankings of websites that violate Google’s Webmaster Guidelines by using now declared black-hat SEO techniques, such as
, participating in
and deliberate creation
of duplicate contents
Is a scoring system Google uses to determine the importance of a web page.
is scored on a logarithmic scale between 1 and 10.
High Ranking Websites
Search Engine Results Page
equals to a good traffic to your website.
is one of the key factors to get a higher position in SERP.
The key to a higher ranking
is making sure your website has the factors that search engines need to process with their algorithm. That is
Search engine optimization
is a marketing function where goals and objectives are measurable.
It’s the process of affecting the visibility of a website or a web page in a search engine's "
" or un-paid ("
") search results.
PAID Search result
Organic Search results
SEO perfectly fits into a company’s overall business strategy in several critical ways:
Why do KEYWORDS matter?
People are constantly using keywords whether they are in search for a specific product or just browsing to conduct personal research.
Keywords or key phrases are simply the search terms someone types into a search engine, when they are looking for certain information.
Mastering On-Page Optimization
The first rule of on-page SEO is to think about what your target users might be searching for and make sure those keywords are on the page.
The Core Components of On-Page SEO
are the official data tags for each web page that are found in-between the open and closing head tags in the HTML code.
These tags alert search engines with relevant information describing the content of the page, which helps the search engines decide if your website is an appropriate listing in response to a particular search query.
The most popular Meta tags are the title tag, meta description, and keyword tag.
Title tags and Meta descriptions
are two of the most important tags when it comes to SEO and enticing potential visitors to click through to your website.
On SERP (Search Engine Results Page)
Website’s Meta data
tell search engines about your particular webpage. You will need to enter meta keywords tag for each page, and include those set of keywords that best describe the content on that particular page.
are an important on-page SEO factor because they’re used to communicate to the search engines what your website is about. Search engines recognize the copy in your header tags as more important than the rest.
Every page within your site should have at least one heading
You should only ever put one h1 on a page
Make sure your h1 is the first heading on the page
Your h1 should contain your main keyword and be similar but not the same as the page title
Style your headings with CSS, not inline styles
Never skip heading levels. It isn’t logical to skip from h2 to h4. However, you can go from h2 to h3, then back to h2 if your content warrants this
You can use more than one h2, h3, h4, h5, and h6 on your page
All headings apart from h1 are subheadings
You should use your headings consistently throughout your website
Headings should be grammatically correct, logical and easy to scan
Put your keywords in if you can, if you can’t then go back to the drawing board…
Your headings should be closely related to your text
Header Tags’ Important Notes:
is what the search engine crawlers need to associate your page with a set of keywords and/or key phrases.
Without it, search engine crawlers are left in the dark as to what your page is about.
is basically an xml page on your website that incorporates a list of links to every single page on your site and can also detail the hierarchy of pages on your site.
Without a quality sitemap, pages that are buried more than a couple of clicks from the home page will take longer to get indexed and in some instances, Google (and other search engines) may not index them at all.
You need to ensure your website’s images are optimized too. It is easier for a search engine to comprehend these images if they are tagged with the relevant information that makes sense.
Why is image optimization
If done correctly,
They can be crawled easily and highly to SERP like this
How to Optimize Images
Use SEO Friendly URL
SEO-friendly URLs are purely structural URLs that do not contain a query string [e.g.,
] and instead contain only the path of the resource (after the scheme [e.g., http] and the authority [e.g., example.org]).
Anatomy of URL
Use keywords for your subfolder names (e.g. ‘
’). It is much better than using generic names or numbers (e.g. ‘cat433’) & doesn’t only serve as a navigational tool for users, but it can also help search engines correctly index your website.
are often seen by Google as separate domains, which means you have to do twice the SEO work.
File Names(Page Address)
Search engines will take a look at the first
above and they wont have a clue about the content of the page. But with the 2nd
, instantly they will know what the page is all about. It's always a great idea to implement keywords in naming page address.
A Robots.txt file complements your XML sitemap by providing search engine crawlers with instructions on how to read and index your website.
Robots.txt tells search engines which pages to index and which to skip, so the private information stays protected and your website visitors only find what’s meant for them to be found.
Inside ACS’ robots.txt file…
Not indexed by Google
Understanding Off-Page SEO
Off-page SEO is all about building online authority – trust and reputation – for your website.
It has been defined by the quantity, quality, and relevance of links to your website that establish your SEO authority and ultimately influence your search results ranking.
What is off-page SEO?
is essentially the practice of building inbound links to help give your website authority.
Content Creation for LINKS
Optimizing for off-page SEO is still about content marketing.
The best way to earn relevant links from other sites to yours is to create unique, relevant content that can quickly gain popularity online, particularly with your target audience.
That content then also should be easily sharable which combined with solid on-page SEO best
practices makes for awesome “link bait.”
is the new platform presenting an opportunity to connect and have real conversations with your audience.
Social media signals can improve websites rankings within the search engines natural search listings because it provides signals when your content is being shared.
Business using Social Media as marketing vehicle :
uses their social media accounts (FB/Twitter) in promotion of products, events and other marketing campaign. They mainly use it to promote also their blog posts that consists inbound links to their main corporate website.
When you think of PR (
) you may think of it as just an announcement that blasts multiple news sources.
However, well planned and optimized PR an be awesome for your SEO efforts.
It should promote genuine and ethical dialogue driven content to improve a brand’s organic search engine results.
Effective PR outreach should include more than the traditional publication channels. Your strategy should include outreach to bloggers, industry influencers, and social media leaders.
WHY SEARCH ENGINES CARE ABOUT LINKS
A page will show up in search engine results because the website had mentioned the keywords that were being searched for on the website page.
In order for search engines to determine how these pages should be ranked, they take two major factors into consideration :
The Right Way to Build Links
Information graphics or
are graphic visual representations of information, data or knowledge intended to present complex information quickly and clearly.
Case Study by
Through their blogger network outreach, the memorial Steve Jobs
they created was picked up by the following websites within 24hrs: