1.
SEO – Search Engine Optimization
SEO IS WEB MARKETING TECHNIQUE USES
TO LIST A WEBSITE OR A WEB PAGE IN
SEARCH RESULTS (PURPOSEFULLY) FOR
GETTING VISITS, BUSINESS INQUIRIES,
SERVICE INQUIRIES, PRODUCT SALES ETC.

2.
How SEO Emerged
 When Google tried to improve their search results in both quality and
quantity wise, there were many difficulties for crawl, cache & indexing
of web pages and provide maximum informative results to their search
engine users.
 They found a good percentage of websites were constructed in a
manner which create several difficulties to their web crawlers (spiders,
bots or googlebots)
 Google decided to share some info about some basic requirements
which the webmasters need to perform in their website to make their
website and pages easily crawl and identified by Googlebots.
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3.
Google’s initiatives for SEO
 Google Webmasters Help Forum
 Google Webmasters Central Blog
 Google webmasters Help Center
 Google Webmaster Tools
 Google Webmaster Guidelines
 Google Analytics – Unique resource for Tracking visit, source
user activities etc. (free and premium versions are
available)
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4.
Webmasters Central
 Google start a separate web space for sharing awareness and basic
steps for webmasters. There they published guidelines to be followed by a
webmaster for getting crawled, cached and indexed by Google search
engine programs or google bots.
 Search engineers of Google shared many documents, blog posts, videos,
their ideas through help forums etc. for modify web page for web crawler
to easily retrieving of data, identify from HTML mark-up pages.
 Google succeeded in their mission to discover more web pages modified
by webmasters following the webmasters tools guidelines. Their web
crawlers (Googlebot) were able to find more pages, more info and
cache, index for their search engine users.
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5.
Evolution of SEO & SEO practices
 When 100% of requirements needed for search engine listing were kept secret,
Google were not able to crawl a big percentage of websites & its pages.
 But when the revealed few tips for optimizing website in order to get identified
using their web crawlers, A big group of webmasters start misusing it.
 When Google used niche-specific search engine technology, the initial
spamming tendency was keyword stuffing.
<meta name=“keywords” content=“keyword1, keyword2, keyword3,
keyword4, keyword5, keyword6, keyword7, keyword8, keyword9” />
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6.
Problems caused
 Web masters compete to increase number of keywords in their
pages and tried to rank first in search results
 Search results starts showing very less quality or unmatched results
to users
 Google start using weigh the power of a website to rank better
 They modified their search engine algorithms in a complex way
 Google succeeded in avoiding web pages from their search
results which were listed by technique stuffing keywords
 They listed websites with more pointing links.
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7.
Increased Search Engine Usage
 Google introduced their Adwords – Paid Advertisement
 They introduced tool bar in 2000 showing page ranks ( Google Page
Rank – Which was one of the most important factor which controlled
search engine ranking. Google awards page ranks to webpages
based on the links pointing to the page. Using toolbars webmasters
were able to know the page rank and they started building more
pointing links especially inbound back links from other websites and
pages.
 Google starts updating their search engine algorithms to avoid
spamming and manipulation of search engine ranking
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8.
Why Google do Strict Changes in Algorithms
 Google need to protect the interest of their Adwords advertisers
 Google need to maintain their quality of search results
 Google faces strong competition from spammers & other leading websites
 There are strong technical experts outside to Google who can chase Google’s
Algorithms
 Google form separate Web spam team and quality engineers to fight against spammers
(They identify content spamming, links spamming, wiki spamming, article spamming etc.
etc.)
 Commonly spamming SEOs are categorised as “Black Hat SEOs”
 And the ethical SEO practitioner became “White Hat SEOs”
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9.
Google Algorithm Updates upto 2010
 Google starts strong Algorithm updates in 2003 – (7)
 2004 – (3 strong changes)
 2005 – 9 changes
 2006- 2 updates
 2007 – 2 updates
 2008 – 2 updates
 2009 – 4 updates
 2010 – 10 updates
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10.
Google’s controlled updates
 2011 - 21 strong updates were in 2011. (excluding some updates of 2010 Google was
able to make many changes in their search results in 2011)
 Google Panda Update – It was a strong algorithm modification made by Google which
succeeded in removing many low quality website pages indexed in search results using
duplicate content, low quality content etc.
 Starting from Panda Farmer, Panda 2.0, Panda 2.1, Panda 2.2, Panda 2.3, Panda 2.4,
Panda 2.5, Panda flux, Panda 3.1
 The year 2012 become a black year for SEO especially for White hat group with 37
major updates.
 Google Penguin updates – which was aimed link spammers. It remove websites
indexed in google with support of heave link building & paid back links
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11.
Google updates 2013, 2014
 2013 – marked 17 big modifications – Later versions of Panda and
Penguin were strong updates
 In 2014 – there were 14 updates Apart from later versions of Panda,
Pay day loan anti spam update and Pigeon update connected with
local search results (local search algorithm strongly affecting web
search signals)
 Latest updates – Penguin 3.0 came in Oct. 17, 2014 & Pirate 2.0 Oct. 21,
2014 was the latest two major changes
 Google has already revealed that they have made more than 300 –
500 minor modification in their search engine algorithms during last few
years
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12.
How these updates affects SEO
 SEO mainly depending in unethical practices will affected
by Google algorithm updates.
 Ethical SEOs who are responsible to their profession need
to update their knowledge, change their tactics, adopt
ethical optimization practices
 Need to go with advanced practices
 Keenly watch articles, videos, posts of industry leaders
and Google web masters central blog etc.
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13.
Scope of SEO
 99.9 visits generated in websites are coming
through search engines
Compare the hike in number of internet users
 SEO who can logically apply the technical
knowledge, relevancy, value, content will
definitely survive
 Since search engines are there, there will be SEO
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14.
More signals were introduced
Google has announced that they consider more
than 200 signals to rank a website in their search
results.
 The advanced or powerful signals include social
authority, Google Page rank, Authorship rank, Quality
back links ( not quantity links), quality content and
many signals collected by Google data centres about
the user interactions generated by a website.
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15.
Modern Business & SEO Myths
Many big companies and business firms depend on
SEO
 Very less number of people are aware about SEO
Among them 98% of entrepreneurs not aware about
the ethical and unethical SEO practices, differences,
after effects.
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16.
White hat VS Black hat
 Up to 2010 – More black hat SEO won their game
against Google
 2011 onwards, Google changed the game
 Black Hat SEO gets more projects than white hat SEOs
 Results – Thousands of business enterprises got
damaged by search engine visibility loss by Google
updates
 Google widen their resources to spread awareness
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17.
SEO & IT industry of India
 Like in all other IT developments, India has contributed
a big level in SEO
 Google ranked India, Pakistan, Bangladesh at the top
for SEO spamming
 China remained out of their estimations in spamming
 Many of our main cities are very famous for SEO
spammers
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18.
SEO Spamming
 Content spamming : Keyword stuffing, hidden text, meta
tag stuffing, Doorway pages, scraper pages, article
spamming, thin pages
 Link spam : Automated link building, link farms, hidden
links, spam blogs, page hijacking, buying expired domain,
cookie stuffing, comment spamming, wiki spam
 Other spamming : mirror websites, URL redirection,
Cloaking
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19.
Why spamming in SEO
 SEO is vast area
 It is time consuming
 Ethical SEO practice needs more time, knowledge,
investments
 Business owners are not aware about bad effects of black
hat, google punishments, google ban etc.
 Our Education system need to be value based, not profit
motive, so the outcome will be highly responsible
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20.
How to succeed in SEO Career
 Learn from right faculty
 Keenly watch, grab & update the right information
 Always change SEO strategies, practice methods
 Optimize and modify website for users primarily & search engines
secondarily
“Give me six hours to chop down a tree and I will
spend the first four sharpening the axe”
- Abraham Lincoln
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21.
Thank You
BRAHMADAS
SEO
SoftLoom IT Solutions
www.softloom.com
www.softloom.com info@softloom.com +91- 484 239 67 71