What is SEO?

A GMR Web Team Presentation

What is SEO

• SEO is a technique to build a brand visibility of a website in such a way so that search engines deem the site important enough to show them among the top sites when a keyphrase relevant to the site is used for searching in a web browser.

• Over times the techniques for SEO have evolved.

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Components Of SEO

• There are two components of SEO.1. The search engine- the most popular browsers in the US are Google, Bing, Yahoo, AOL and Ask. Baidu is popular in the far east.2. The search engine algorithm- Each browser has its own complex way of detecting the relevancy of a site compared to the search phrase. That is called search algorithm.

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Search Browser• A search engine is a

search bar on any web browser or even within an app that is used to search for information by entering a search phrase called keyword. The popular search entities along with their share percentages are in the table.

Google Sites Microsoft Sites

Yahoo Sites Ask Network

AOL, Inc.

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Search Algorithm

• Search engines interpret popularity as important and have complex mathematical equations with thousand of components to determine popularity and associate them with relevancy of the search term.

• These algorithms are often revised to remove the chaff from the wheat.

• Each search engine has its own algorithm

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How search algorithms work

• Search engines perform two primary functions• 1. They crawl and index data• 2. They provide answers to queries. Each time a website is uploaded on www the search engines have spiders that crawl & index them. When a search query is asked for they use their formaula to determine the most relevant and popular results and produce them as search results.

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Search Behavior

• The end users of any search are the users who felt the need for information. They usually go through these steps

• Enter a phrase in a search engine • See results and select one.As SEOs both activities concern us. We need produce results and we need to get people to click on those results.

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Google RequirementsBest practices to help Google find, crawl, and index your site

Googlers recommend the following to get better rankings in their search engine:• Make pages primarily for users, not for search engines. Don't deceive

your users or present different content to search engines than you display to users, which is commonly referred to as cloaking.

• Make a site with a clear hierarchy and text links. Every page should be reachable from at least one static text link.

• Create a useful, information-rich site, and write pages that clearly and accurately describe your content. Make sure that your <title> elements and ALT attributes are descriptive and accurate.

• Use keywords to create descriptive, human friendly URLs. Provide one version of a URL to reach a document, using 301 redirects or the rel="canonical" element to address duplicate content. MORE…

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Bing Requirements

Bing engineers at Microsoft recommend the following to get better rankings in their search engine:• Ensure a clean, keyword rich URL structure is in place• Make sure content is not buried inside rich media (Adobe

Flash Player, JavaScript, Ajax) and verify that rich media doesn't hide links from crawlers.

• Create keyword-rich content based on research to match what users are searching for. Produce fresh content regularly.

• Don’t put the text that you want indexed inside images. For example, if you want your company name or address to be indexed, make sure it is not displayed inside a company logo.

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Search Ranking Factors

• SEO isn't just about getting the technical details of search-engine friendly web development correct. It's also about marketing. This is perhaps the most important concept to grasp about the functionality of search engines. You can build a perfect website, but its content can remain invisible to search engines unless you promote it. This is due to the nature of search technology, which relies on the metrics of relevance and importance to display results.

Search Engine Ranking Factors

• You can see the complete list of search engine ranking factors here----

• http://training.gmrwebteam.com/?p=133 • http://moz.com/search-ranking-factors

The above two are updated annually on a survey that includes leading marketers and new data is added to it.

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