Web Trainings Academy presents the Part 1 of the SEO Training Series. Learn about the concepts of Search Engines, Architecture, Serp and Search Algorithm Updates. Presented by Mohammed Azharuddin

1. Search Engine Optimization
How Search Engine Works ?
Presented by Mohammed Azharuddin

2. Contact Info
• Facebook: Md Azharuddin Barkati
• Twitter : mdazhar01
• Gmail : azhar.itguy@gmail.com

3. History of Search
• 1990 – Archi Query Form
– FTP based file search engine
• Feb 1993 – Excite.com
– General word relation based search
• Oct 1993 – AliWeb
– Manual submission engine
• Jan 1994 – Altavista
– First natural language search engine

4. • Jan 1996 – Backrup
– Started by Larry Page and Segrey Brin
• Sep 15 1997 – Google.com
– First search engine with Page Rank Technology
• 1997 – Yandex.com
– Russian based search engine
• 1998 – MSN Search
– Microsoft Rival to Google

5. • 2000 – Baidu.com
– Chinese based search engine
• 2008 – duckduckgo.com
– Non tracking search engine
• 2009 – Bing.com
– Microsoft Rival to Google
• 2010 – Blekko.com
– Spam and Virus free search
http://www.searchenginehistory.com/
http://www.google.co.in/about/company/history/
http://www.wordstream.com/articles/internet-search-engines-history

6. The Google Story

7. Search Engine Architecture
• Every search engine is based on following
–Crawling
–Indexing
–Algorithms
–Results
–Fight Spam

8. Google Architecture
http://infolab.stanford.edu/~backrub/google.html

9. Search Engine Architecture
Crawler
Store
Indexer
100 Million GB
indexes
indexes
Search
Interface
Algorithms
(Programs)
trash
trash
trash
Sorted based on Content / Factors
WWW
60 Trillion Pages
Or
60 Lakh CroreLive Google Example

10. Algorithms
• Programs and Formulas to get relevant results
– Page Rank
– Spelling Check
– Synonym check
– Auto complete
– Query Understanding
– Safe Search
– User Context

11. Page Rank Algorithm
• Google's first algorithms, which looks at links
between pages to determine their relevance.
• PR is a number generated for each page
available in Google Index
• PR Toolbar Range
– NA to 10 (Best Rank) : This is based on Log Scale
of 0 – 10
• Real Page rank is calculated based on number
of pages in index, which can be 0.15 to
Trillions

12. Toolbar Vs. Real PR
Toolbar Real PR
0 0 - 10
1 100 - 1,000
2 1,000 – 10,000
3 10,000 – 100000
4 100000 – 1000000
5 1000000 - 10000000
http://www.webworkshop.net/pagerank_calculator.php3

13. PR Formula
Updated Formula
Old Formula
D = Damping Factor ; PR(N) = PR of Linking Site ; L(N) : No of Outbound Links

14. Example
http://en.wikipedia.org/wiki/PageRank
http://www.cs.princeton.edu/~chazelle/courses/BIB/pagerank.htm

15. Fighting Spam
• Spam refers to websites which uses un ethical
practices for Search Rankings
• To fight the spam Google release updates
frequently called as “Algorithm Updates”
• Google changes its search algorithm around
500 – 600 times every year.
• Some of them are major and few are minor
updates

16. Major Updates

18. • Panda Update - February 23, 2011
– This algorithm target the sites with thin content,
content farms, duplicate content, sites with high
ad-to-content ratios, and a number of other
quality issues.
– Affected 12% queries on launch
– Recent update : Panda 4 – May 19 2013

20. • Penguin Update – April 24, 2012
– This algorithm target the sites which over optimize
the websites, uses excessive links.
– Affected 3% queries on launch
– Recent update : Pengiun 2.1 – Oct 4 2014

22. Humming Bird Update – August 2013
• This algorithm understands the context of the
query by analyzing the words in query
• It can automatically rewrite the query internally
based on certain words like “Near”, Vs, How to,
Where, Who is …. Etc
• Many queries are provided as “ONE BOX
ANSWERS” to give the quick answers.

23. How it Works ?
User Query
Query
Translator
Modified
Query
Index

24. One Box Answers Queries
• When is Independence of India
• Time in India or Time in Toronto
• 1$ to INR
• 1Mile to Kms
• Banana Vs. Apple
• Who is wife of Bill Gates
• What is my IP
• who invented www
• Show me pictures of taj mahal

25. Search Engine Results Page
(SERP)

27. Types of Results
Paid Results
PPC Ads
Comparison Ads
Shopping Ads
Non Paid Results
Organic Web
News Results
Image Results
Local Results
Video Results
Site Links
Schema Data

28. Click Through Rate (CTR)
• CTR is a measure to understand how many users are
clicking on the site from SERP
• CTR helps to understand the user response
• The top four positions “above the fold” for many
desktop users, receive 83% of first page organic
clicks.
CTR = (No of Clicks/No of Impressions)x100

29. 2011

30. 2012 CTR Results

31. Branded Vs. Un Branded

32. Thank you
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