INTRODUCTION TO SEO

By Chinna Botla

Search EngineSearch Engines

Website /

Search Engine Optimization

What isn't SEO?

SEO != magicSEO != expensiveSEO != difficultSEO = contested

Differences Between the Major Search Engines

Differences Between the Major Search Engines

How Search Engines Work

1. Crawling2. Indexing3. Processing4. Calculating Relevancy4. Retrieving

Standard Web Search Engine Architecture

crawl theweb

create an inverted

index

Check for duplicates,store the

documents

Inverted index

Search engine servers

userquery

Show results To user

DocIds

Standard Web Search Engine Architecture

Search Engines Software

Crawling

Indexing

Processing

Checking in Index

Calculating Relevancy

Retrieving

Traffic Sources

• Search traffic • Referral traffic• Direct traffic

Search traffic Statistics

Organic Results

• 85% click on organic• 75% click the first link of interest• 25% read all listings first, then click

SEO vs PPC

Keyword Research

• What keywords would you use to find a product or service like yours?• What keywords would others use to find a product or service like yours?• What keywords do your known competitors obviously use?• What keywords do your actual online competitors use?

What to do with those Keywords

Great Content + SEO + Social Really Works

Great Content

+SEO

Friendly+

Social Sharing

+Link

Building

=

HigherRankings

More Readers

More Followers

More Influence

=

Virtuous Cycle of Inbound Marketing!

Why Links Matter to Search Engines

What You Say About Yourself.

What Others Say About You.<

Without links, the engines might never

find this website/page

Crawling & Indexing

Ways to find the information

• Search for specific words "search query"• Exclude a word

-query• Include similar words

~query• Use of Booleans; AND, OR, NOT

query AND queryquery OR queryquery NOT query

• Lowercase / Uppercase Always use lowercase letters only.

Use Uppercase letters for Names.

Search Queries

• site:• link:• link: site:• inurl: site:• intitle:• inurl:• allintitle:• allinurl:• allinanchor:• related:• numrange:• pricerange:

Don’t Use Stop Words

Instant AnswersInstant Answers

SEO Techniques

Don’t Do

With Out SEO

Questions

Thank you …