SEO Demystified

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  • 1.Search Engine Optimization Prepared By Shimona Chadha


  • An internet-based tool that searches an index of documents for a particular term, phrase or text specified by the user.Commonly used to refer to large web-based search engines that search through billions of pages on the internet.


  • 85% of all traffic on the internet is referred from a search engine
  • 90% of all users dont look past the first 30 results (most only view top 10)


  • Google 41.6%
  • Yahoo 31.5%
  • MSN 27.4%
  • AOL 13.6%
  • Ask Jeeves 7.0%

Figures below show what percentage of US internet users accessed the corresponding sites at least once during a given month.Counts only search-specific visits. 5. 6.

  • Accumulate large index (database) of web documents to search
  • Provide highly-relevant results to users (better than competitors)
  • Generate revenue via paid advertising and related business ventures that typically leverage large amount of traffic

7. Search Box Sponsored Links Organic Results 8. 9.

  • 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.

10. 11.

  • Researches desirable keywords and search phrases( word tracker, overture, Google Adwords )
  • Identifies search phrases to target (should be relevant to business/market, obtainable and profitable)
  • Cleans and optimizes a websites HTML code for appropriate keyword density, title tag optimization, internal linking structure, headings and subheadings, etc.
  • Helps in writing copy to appeal to both search engines and actual website visitors
  • Studies competitors (competing websites) and search engines
  • Implements a quality link building campaign
  • Pushes for more content!
  • Monitors rankings for targeted search terms


  • Usable, readable pages for people because search engine algorithms calculate relevance from a human perspective.
  • Ensure navigation allows crawlers to reach all parts of your site.
  • Include title, description, and keywords meta tags in the HTML header.
  • Use keywords in meaningful headings.
  • Use keywords at the beginning of the page in text.
  • Use keywords in the URL or filename, and don't change either unnecessarily


  • Create alt tags for graphics containing keywords.
  • Don't try to spam a search engine by overuse or hidden use of keywords.
  • Validate all HTML to ensure it can be 'seen' by the search engine.
  • Use robots.txt and robots meta tags to keep search engines from indexing what they shouldn't.

14. 15.

  • PPC ads appear as sponsored listings
  • Companies bid on price they are willing to pay per click
  • Typically have very good tracking tools and statistics
  • Can set budgets and spending limits
  • Google AdwordsandOvertureare the two leaders

16. Pay-Per-Click Organic SEO

  • results in 1-2 days
  • easier for a novice or one without much knowledge of SEO
  • ability to turn on and off at any moment
  • generally more costly per visitor and per conversion
  • fewer impressions and exposure
  • easy to compete in highly competitive market space (but it will cost you)
  • can generate exposure on related sites (AdSense)
  • ability to target local markets
  • better for short-term and high-margin campaigns
  • results take 2 weeks to 4 months
  • requires ongoing learning and experience to reap results
  • very difficult to control flow of traffic
  • generally more cost-effective, doesnt penalize for more traffic
  • SERPs are more popular than sponsored ads
  • very difficult to compete in highly competitive market space
  • can generate exposure on related websites and directories
  • more difficult to target local markets
  • better for long-term and lower margin campaigns


  • A set of rules that a search engine uses to rank the listings contained within its index, in response to a search.
  • Uses an algorithm to identify preferred links
  • Algorithms may involve
    • Usage of keywords
    • "Popularity" (number of links pointing inward)
    • Other criteriaoften proprietary


  • On-Page Factors (Code & Content)
      • Title tags
      • Header tags
      • ALT image tags
      • Content, Content, Content (Body text)
      • Hyperlink text
      • Keyword frequency & density
  • Off-Page Factors
      • Link Popularity (votes for your site) adds credibility
      • Anchor text


  • Have HTML links on your home page for each major page within your site
  • Most SE's, like Google, cannot follow image map links
  • Search engines can follow JavaScript mouseover links, but not all
  • Have a site map that contains links to all of your pages; link with link from home page
  • Search engines follow links to more resources - so make sure you do not have broken links


    • Titles are a short and concise description of a webpage
    • The title is displayed at the top left of your web browser...
    • The title is displayed at the bottom of the screen...
    • The title is also displayed as "tabs" in the new Internet Explorer and in Firefox...
    • The two most common mistakes made by webmasters are:
      • each page of their website having the same title
      • having the titles on their website list their keywords instead of accurately describing the page


  • Make sure that TITLE and ALT tags are descriptive and accurate
  • Google uses title tag information heavily to determine the relevant key phrases for which to rank a site.
  • Key phrase use in the title tag is the number one "on page" factor affecting search engine rankings.
  • Company name should not appear in the title tag unless you actually expect to derive traffic from searches involving your company name
  • A word is used in a page title, MUST also show up in the main body of the page!


  • Use descriptive image alt tags
  • Check to see what page looks like without images! (Firefox developer toolbar)
  • Use descriptive file naming, image naming no spaces! Use "_" to separate words for ease of readability
  • The more opportunity to use keywords the better


  • Linking from highly rated web sites greatly increases the ranking of a site
  • Linking from low rated sites does not appear to help much
  • The weight of a link may be determined by the number of links at that pageone link among many is worth less
  • Linking to "spamming" sites may be penalized


  • The html title of the page is what you see at the top of your browser when you are on that page.
  • It's what displays as the link for your listing on a search engine.
  • Keep it under 75 characters.
  • Make each title relevant to the page it's on.
  • Spend the most time writing the title for your home page.
  • Write a title for the starting page of each major section of your site.
  • For all other pages, either use the same title as the major section, or use breadcrumbs.


  • The meta description tag describes in a little more detail what's on your page
  • It's what displays below the title in your search engine listing
  • Keep it under 150 characters to be sure it doesn't get cut off
  • Make each description relevant to the page it's on
  • The meta keywords tag can be the same for all
  • the pages on your site
  • Not all search engines use this tag when
  • ranking sites - but it can't hurt to include it
  • Use a list of words and phrases withno commasin between (search engine spiders are programmed to read only a certain number of characters in the keyword tag if they read it at all - commas just take up space)


  • Black Hat SEO refers to various tricks of the trade