Search Engine Optimization (SEO)

using DE

Rahul Kodali(14300111073) Rohan Kamila(14300111079) Sentu Paul(14300111094) Supriya Mondal(14300111116) Surit Datta(14300111120) Siddharth Kar(14300111099)

Agenda What is a Search Engine?

Small History of Search Engine

Examples of popular Search Engines

Search Engine market share

On Page SEO

Off Page SEO

How do Search engine works?

Algorithm used for SEO

Page Rank Algorithm

HIT Algorithm

SALSA, Weighted Page Rank, Distance Rank Algorithm

Steps to developing a good SEO strategy

What is SEO?

What is Search engine??

web search engine is a software system that is designed to search for information on the World Wide Web.

SEO = Search Engine Optimization

Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine’s "natural" or un-paid ("organic") search results. You want your website to project itself in a conscious manner when read or by search engines through chosen indexed key words. The selection of these key words is a vital component of your website’s level of visibility.

Refers to the process of “optimizing” both the on-page and off-page ranking factors in order to achieve high search engine rankings for targeted search terms.

Small History of Search Engine

According to industry analyst Danny Sullivan, the phrase "search engine optimization" probably came into use in 1997.

Early versions of search algorithms relied on webmaster-provided information such as the keyword Meta tag.

Larry Page and Sergey Brin, developed "Backrub," a search engine that relied on a mathematical algorithm to rate the prominence of web pages.

Later PageRank algorithm came.

Examples popular Search Engines

Search Engine Market Share

On Page SEO

on-page optimization is a technique of seo in which we done on the pages of the website itself.

In On Page seo design

website seo friendly

off-page optimization is a technique of seo in which we covers activity that takes place elsewhere (e.g. link-building) outside the website.

In the off page seo we doesn’t change the website. We change back linking options.

Off Page SEO

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 real-time)

Search engines rank the resulting documents using an algorithm (mathematical formula) by assigning various weights and ranking factors

Algorithm used for SEO

Page Rank Algorithm Hits Algorithm SALSA(The Stochastic Approach for

Link- Structure Analysis (Lempel, Moran 2001)

Weighted PageRank algorithm Distance Rank Algorithm Topic sensitive Page-Rank algorithm

PageRank Algorithm

Suppose a small universe of four web pages: A, B, C and D. If all those pages link to A, then the PR (PageRank) of page A would be the sum of the PR of pages B, C and D.

PR(A) = PR(B) + PR(C) + PR(D)

But then suppose page B also has a link to page C, and page D has links to all three pages. One cannot vote twice, and for that reason it is considered that page B has given half a vote to each. In the same logic, only one third of D's vote is counted for A's PageRank.

Hyperlink-Induced Topic Search (HITS; also known as hubs and authorities) is a link analysis algorithm that rates Web pages, developed by Jon Kleinberg.

Authority Update Rule:-

Hub Update Rule:-

Hits Algorithm

SALSA, Weighted PageRank, Distance Rank

Stochastic Approach for Link-Structure Analysis (SALSA) is a web page ranking algorithm designed by R. Lempel and S. Moran to assign high scores to hub and authority web pages

SALSA is inspired by two other link-based ranking algorithms,

namely HITS and PageRank

SALSA can be seen as an improvement of HITS.

Weighted Page Rank algorithm is an extension of the Page-Rank algorithm.

The algorithm calculates the minimum average distance between two web pages and more pages.

Conclusion

Up to today SEO works is done by ACO(Ant Colony Optimization) and BCO(Bee Colony Optimization).

Google search technique is based on ACO.

We use DE(Differential Evolution) strategy for more efficient searching and also for a faster search.

DE is a mathematical strategy which checks binomial and exponential calculation for better approach.

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