Wide Vision Technologies Ltd

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Introduction to Search Engine Optimization

• Presented By
• Wide Vision Technologies Ltd
• www.widevision.co.in

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Definition

• SEO Stands for Search Engine Optimization.
• SEO is all about optimizing a web site for search
  engines.
• SEO is the process of designing and developing a
  web site to rank well in search engine results.
• SEO is to improve the volume and quality of
  traffic to a web site from search engines.

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Top Search Engines

• Google
• Yahoo
• Bing
• AltaVista
• Lycos
• Ask

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How Search Engine Work

• Search engines perform several activities in
  order to deliver search results
• Crawling It is the process of fetching all the
  web pages linked to a web site. This task is
  performed by a software, called a crawler or a
  spider.
• Indexing It is the process of creating index
  for all the fetched web pages and keeping them
  into a giant database from where it can later be
  retrieved. Essentially, the process of indexing
  is identifying the words and expressions that
  best describe the page and assigning the page to
  particular keywords.

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• Processing - When a search request comes, the
  search engine processes it . i.e. it compares the
  search string in the search request with the
  indexed pages in the database.
• Calculating Relevancy - Since it is likely that
  more than one pages contains the search string,
  so the search engine starts calculating the
  relevancy of each of the pages in its index to
  the search string.
• Retrieving - The last step in search engines'
  activities is retrieving the best matched
  results. Basically, it is nothing more than
  simply displaying them in the browser.

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Types of SEO

• White Hat SEO
• Black Hat SEO
• Gray Hat SEO

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White Hat SEO

• White Hat SEO describes the ethical practices
  used by web designers to optimize a website in
  order achieve optimal online visibility for
  specified keywords. White Hat SEO techniques
  promote long term results conform to Google's SEO
  guidelines and is regarded as being the most
  effective process of website promotion.

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Black Hat SEO

• Black Hat SEO is the opposite to White Hat SEO
  and as such is deemed as being unethical. Black
  Hat SEO is considered to be an aggressive SEO
  tactic and as such tend to ignore fundamental
  search engine guidelines. Although these
  practices can generate quick results, they are
  more often than not short term. Choosing to
  implement Black Hat SEO techniques to increase
  your website's online visibility and ranking
  should be discouraged as your website may very
  well be banned from major search engines.

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Gray Hat SEO

• Gray hat SEO is SEO techniques that take more
  risks than white hat SEO techniques but aren't
  likely to get your site banned from search
  engines. They're questionable SEO techniques but
  not in the same category as black hat SEO
  techniques. However, what's considered gray hat
  SEO today might be black hat SEO next year

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SEO Techniques

• On-Page SEO Optimization
• Off-Page SEO Optimization

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On-Page SEO Optimization

• On Page SEO is the first thing to look at and it
  has to do with keywords within the pages
  themselves. On page SEO or search engine
  optimization is making sure that your website is
  as search engine friendly as possible. If your
  website is not optimized then you have less
  chance of getting good results in the search
  engines

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On-Page SEO Checklist

• Always start with keyword selection, research
  and testing
• Meta Description tag
• ALT tags
• H1 tags
• URL structure
• Internal linking strategy
• Content
• Keyword density
• Site maps, both XML and user facing
• Usability and accessibility
• Track target keywords
• Expect results in 6-12 months

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Off-Page SEO Optimization

• Off page SEO or search engine optimization is
  doing things off site to improve your sites
  search engine rankings. The only thing you can do
  off site to increase your rankings is build up
  more links. More links will generally lead to
  better Google PageRank and better search engine
  rankings

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Off-Page Optimization Techniques

• Article Submissions
• Directory Submissions
• Press Release Submissions
• Classified Submissions
• Blog Commenting
• Forum Posting
• Yahoo Answering

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Thank You