Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine’s unpaid results - often referred to as "natural," "organic," or "earned" results.

2. What is a Search Engine?
• Search Engine is a tool that enables
users to locate information on the
World Wide Web.
• Search engines use keywords entered
by users to find Web sites which
contain the information sought

3. How Search Engine Works?
• Automated “spider” that follows links and then analyses content in
pages to determine what should be indexed. Metadata is very
important in this phase.
Web crawling
• Data about web pages are stored in an index database for use in later
queries. Some search engines, such as Google, store all or part of the
source page (referred to as a cache) as well as information about the
web pages
Indexing
• The engine looks up the index and provides a listing of best-matching
web pages according to its criteria. The usefulness of a search engine
depends on the relevance of the result set it gives back.
Searching

4. The Web
Ad indexes
Web Results 1 - 10 of about 7,310,000 for miele. (0.12 seconds)
Miele, Inc -- Anything else is a compromise
At the heart of your home, Appliances by Miele. ... USA. to miele.com. Residential Appliances.
Vacuum Cleaners. Dishwashers. Cooking Appliances. Steam Oven. Coffee System ...
www.miele.com/ - 20k - Cached - Similar pages
Miele
Welcome to Miele, the home of the very best appliances and kitchens in the world.
www.miele.co.uk/ - 3k - Cached - Similar pages
Miele - Deutscher Hersteller von Einbaugeräten, Hausgeräten ... - [ Translate this
page ]
Das Portal zum Thema Essen & Geniessen online unter www.zu-tisch.de. Miele weltweit
...ein Leben lang. ... Wählen Sie die Miele Vertretung Ihres Landes.
www.miele.de/ - 10k - Cached - Similar pages
Herzlich willkommen bei Miele Österreich - [ Translate this page ]
Herzlich willkommen bei Miele Österreich Wenn Sie nicht automatisch
weitergeleitet werden, klicken Sie bitte hier! HAUSHALTSGERÄTE ...
www.miele.at/ - 3k - Cached - Similar pages
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Web spider
Indexer
Indexes
Search
User
Search Engine Process.

5. List of Search Engines and their
Market Share.
66.44
11.15
10.29
9.31 0.53 0.21
0.01
Sales
Google
Baidu
Bing
Yahoo!
AOL
Ask
lycos

6. What are the causes for not getting
good results on Search Engine ?
No Content
There is no
content that
matches your
search query.
Bad search phrases
You are
putting in
really bad
search
phrases!
Bad search engine
The search engine
isn’t very good, or
isn’t searching the
content that it
should be.
Bad content
The content that
you want exists,
but the metadata
and text within
the page is not
optimised for a
search engine

7. Easy to access
information
Variety of
information
Advanced
searches
Advantages of Search Engine

8. Disadvantages of Search Engine
Creates
information
overload
Systematic search is not
possible
Privacy and security is
of concern
Makes everyone too
dependent

9. How to make better use of
Search Engine:
 Keep it short
 Use Unique Terms When Possible to Retrieve More Specific Results
 Use the Directories in Search Tools or Subject Directories
 Use More than One Search Tools
 Use the MetaSearch Tools and Natural Language Tools to Begin and/or Refine a
Search
 Use Quotations or Other Symbols to Specify a Phrase

10. Search engine optimization (SEO) is the process of affecting
the visibility of a website or a web page in a search engine’s
unpaid results - often referred to as "natural," "organic," or
"earned" results.
What is SEO ?

11. Paid
Organic
What is SEO ?

12. SEO
Work
Meta Tags Content
W3C
Guardians
Internal
Linkbuilding
On-site
Link
Popularity
Domain
Authority
Domain
Popularity
Link Anchor
Texts
Off-site

13. SEM
Search engine marketing (SEM) is a
form of Internet marketing that
involves the promotion of websites by
increasing their visibility in search
engine results pages (SERPs) through
optimization and advertising.

14. • PPC ads appear as “sponsored listings”
• Companies bid on price they are willing to pay “per click”
• Typically have very good tracking tools and statistics
• Ability to control ad text
• Can set budgets and spending limits
• Google AdWords and Overture are the two leaders
Features of SEM

15. Pros:
- Great Long-Term ROI
- High Ceiling and Volumes
- More Exposure, Branding, Awareness
Pros:
- Quick Setup
- Highly measurable and Quantifiable
- Less Development Resources Needed

16. Cons:
Cons:
- Tough to Quantify
- Lots of work
- Takes a while
- More Expensive
- Lower Ceiling and Volume Potential
- May be Subject to “Ad Blindness”