A short study and presentation about the steps involved in Search Engine Optimization. The presentation also explores the role of Search Engine Optimization in search marketing.

1. Search Engine Optimization
Prepared by
Shreyas Anand
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2. Points
 What is Search Engine?
 What Is Search Engine Optimization ?
 How Do Search Engine Works ?
 Search Engine Ranking Factor
 Phases of Search Engine Optimization
 SEO Key Benefits
 Organic Search Engine Optimization
 How Different Parameters Affect SEO?
 Conclusion
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3.  What is Search Engine?
 On the back end, Search engine is a piece of
software that uses applications to collect
information about web pages.
 On the front end, the software has a user
interface where users enter a search term a word
or phrase in an attempt to find specific
information. When the user clicks a search
button, an algorithm then examines the
information stored in the back-end database and
retrieves links to web pages that appear to
match the search term the user entered.
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4.  Anatomy of Search Engine
 Query Interface
 Crawler, Spider And Robots
 Database
 Search Algorithms
 List Search
 Tree Search
 Sql Search
 Informed Search
 Retrieval And Ranking
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5.  Retrieval & Ranking
 Retrieval of data is a combination
activity of the crawler/spider/robot, the
database & the search algorithm.
 The ranking of a site in a search engine
determines how often people visit that
site, which affects everything from
revenue to the advertising budget.
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6.  What Is Search Engine
Optimization ? Search engine optimization (SEO) is the process of
improving the volume and quality of traffic to a web site
from search engines via "natural" ("organic" or
"algorithmic") search results.
 The major search engines that you’re probably familiar
with today were created:
 Excite
 Yahoo!
 Web Crawler
 Lycos
 Info seek
 AltaVista
 Inktomi
 Ask Jeeves
 Google
 MSN Search
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7.  How Do Search Engine
Works ?
 There are basically two types of search
engines.
 Crawler based search engines
 Human-powered search engines
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8.  Search Engine Ranking
Factor :
 The factors that affect search engine
rankings into the following general
categories:
 Visible on-page factors
 Invisible on-page factors
 Time-based factors
 External factors
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9.  Visible On-Page Factors :
 Page title
 Page headings
 Page copy
 Outbound links
 Keywords in URLs and domain name
 Internal link structure and anchors
 Overall site topicality
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10.  Invisible On-Page Factors :
 Meta description
 Meta keywords
 Alt and title attributes
 Page structure considerations
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11.  Time-Based Factors
The time-based factors that are used as
ranking factors are the site and page
age, and the age of the links referring to
it. The registration length of a domain
name may also influence rankings.
 Site and Page Age
 Link Age
 Domain Registration Length
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12.  External Factors :
 Quantity, quality, and relevance of
inbound links
 Link acquisition rate
 Link anchor text and surrounding copy
 Reciprocal links
 Number of links on a page
 TLD of domain name for a link
 Link location
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13.  How do you implement
SEO?
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14.  Phases of Search Engine
Optimization
 Phase I: Initial Discovery & Research
 Phase II: Implementation
 Phase III: Analysis
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15.  Initial Discovery & Research :
 Discovery & Strategy Development
 Target Term Research
 Initial Position Report
 Link Popularity and Page Saturation
Assessment
 Search Engine Friendliness Assessment
 Review of Site Statistics
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16. Implementation :
 Identification of Target Pages
 Page Copy Optimization
 Linking Strategy
 Header Tags and Style Sheet Formatting
 Format Page Titles
 Format Meta Tags
 Basic Search Engine Submission
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17.  Analysis :
 Search Engine Monitoring
 Position Reporting
 Strategic Analysis
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18.  Search Engine Optimization
Process:
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19.  SEO Key Benefits
 Increased visibility among target
audiences
 Connect with motivated prospects
 Increased brand recognition & identity
 Goal-driven
 Flexibility
 Measurable results
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20.  Organic Search Engine
Optimization
 What is Organic Search Engine
Optimization?
 How does Organic SEO work?
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21. What is Organic Search Engine
Optimization?
Organic is referred to as "natural" meaning
that the search engine listings that appear in
the non-paid areas of the search results are
completely dependent on the algorithms of the
various search engine websites and not
impacted by paid search services.
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22.  How does Organic SEO work?
 Essentially it is a page by page optimization
process.
 The best approach to generate strong rankings
on the search engine results pages (SERPs) for
valuable and relevant key terms is to limit key
terms on a page by page basis.
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23.  How Different Parameter s
Affect SEO?
 Links
 Pay-Per-Click (PPC)
 Web-Site Content
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24.  How Links Affect SEO ?
 A web page without links is like a desert
island.
 Links provide a method by which traffic
to your site is increased.
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25.  How Pay-Per-Click Affect
SEO ?
 PPC programs damage organic rankings
because the act of paying for a listing
automatically reduces the rank of your
organic keyword efforts.
 PPC is a search marketing strategy.
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26.  How Web-Site Content Affect
SEO ?
 Content is the one element that can keep
customers coming back to your site time and
again.
 There are several different types of content,
and each type has its own implications:
 Licensed Content :
 Original Content :
 Dynamic Content :
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27. Conclusion
Search Engine Optimization (SEO) is a
specialized research-driven process of
analyzing and editing your web site in order to
increase the rankings of your site pages for
specific search terms in search engines.
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