As search engine optimization, SEO, is creating a website in a way that it will appear higher in the search rankings. SEO is aimed at achieving the highest position in the natural listings on the search engine results pages. SEO is very useful for driving visitors through targeting the high volume, low intent generic phrases. To do this you need to define a list of key phrases to work with. A website that’s optimized for search engines can reap huge benefits on to the website and ultimately the core business.A key benefit of SEO is that it is relatively cost-effective since there is no payment to the search engine for being placed there.

2. Agenda
• What is a Search Engine?
• Examples of popular Search Engines
• Search Engine statistics
• Why is Search Engine marketing important?
• What is a SEO Algorithm?
• Steps to developing a good SEO strategy
• Ranking factors
• Basic tips for optimization

3. What is a Search Engines?
Definition: An internet-based tool that searches an index of documents
for a particular term, phrase or text specified by the user. Commonly used
to refer to large web-based Search Engines that search through billions of
pages on the internet.
Common Characteristics:
•Spider, Indexer, Database, Algorithm
•Find matching documents and display them according to
relevance
•Frequent updates to documents searched and ranking algorithm
•Strive to produce “better”, more relevant results than competitors

4. Examples popular Search Engines:

5. How Do Search Engines Work?
•Spider “crawls” the web to find new documents (web pages, other
documents) typically by following hyperlinks from websites already in
their database
•Search Engines indexes the content (text, code) in these documents
by adding it to their databases and then periodically updates this
content
•Search Engines search their own databases when a user enters in a
search to find related documents (not searching web pages in realtime)
•Search Engines rank the resulting documents using an algorithm
(mathematical formula) by assigning various weights and ranking
factors

6. Why is Search Engines Marketing important?
• 85% of all traffic on the internet is referred to by Search Engines
• 90% of all users don’t look past the first 30 results (most only view
top 10)
• Search Engines traffic is low and websites aren’t indexed because
they are generally poorly optimized
• Cost-effective advertising
• Clear and measurable ROI
• Operates under this assumption:
More (relevant) traffic + Good Conversions Rate = More
Sales/Leads

7. What is Search Engines Optimization?
SEO --- Search Engines Optimization
Refers to the process of “optimizing” both the on-page and offpage ranking factors in order to achieve high Search Engines
rankings for targeted search terms.
Refers to the “industry” that has been created regarding using
keyword searching a a means of increasing relevant traffic to a
website.

8. What is a SEO Algorithm ?
Top Secret! Only select employees of a Search Engines company
know for certain
Reverse engineering, research and experiments gives SEOs
(Search Engine optimization professionals) a “pretty good” idea
of the major factors and approximate weight assignments
The SEO algorithm is constantly changed, tweaked & updated
Websites and documents being searched are also constantly
changing
Varies by Search Engines – some give more weight to on-page
factors, some to link popularity

9. Steps to developing a good SEO strategy :
• Research desirable keywords and search phrases
(Google AdWords)
• Identify search phrases to target (should be relevant to
business/market, obtainable and profitable)
• “Clean” and optimize a website’s HTML code for appropriate
keyword density, title tag optimization, internal linking structure,
headings and subheadings, etc.
• Help in writing copy to appeal to both Search Engines and
actual website visitors
• Study competitors (competing websites) and Search Engines
• Implement a quality link building campaign
• Add Quality content
• Constant monitoring of rankings for targeted search terms

10. Ranking factors :
On-Page Factors :(Code & Content)
•
•
•
•
•
•
Title tags <title> #3
Header tags <h1> #5
ALT image tags #4
Content, Content, Content (Body text) <body> #1
Hyperlink text #6
Keyword frequency & density #2
Off-Page Factors:
• Link Popularity (“votes” for your site) – adds credibility #2
• Anchor text

11. On Page Optimization :
• Title Optimization
• Meta Tags Optimization
• H1 to H6 Optimization
• Keywords Optimization
• URL Formation
• Image Optimization
• HTML Sitemaps

12. Off Page Optimization:
• Social Networking Sites
• Blogging
• Forum Marketing
• Search Engines Submission
• Social Bookmarking
• Photo Sharing
• Local Listings
• Article Submission
• Answer Questions

13. Basic Tips & Optimization Techniques :
• Research keywords related to your business
• Identify competitors, utilize benchmarking techniques and identify level
of competition
• Utilize descriptive title tags for each page
• Ensure that your text is HTML-text and not image text
• Use text links when ever possible
• Use appropriate keywords in your content and internal hyperlinks (don’t
overdo!)
• Obtain inbound links from related websites
• Monitor your Search Engines rankings and more importantly your
website traffic statistics and sales/leads produced
• Educate yourself about Search Engines marketing