Search engine optimization (seo) overview

© 2015 | www.sanswebmedia.com
“Search Engine Optimization (SEO) Overview”
Er. Arpan Jain -CEO

What is Search Engine?
A program that searches for and identifies
items in a database that correspond to
keywords or characters specified by the user,
used especially for finding particular sites on
the World Wide Web.
Web Search Engines
Typically, Web search engines work by sending
out a spider to fetch as many documents as
possible. Another program, called an
indexer, then reads these documents and
creates an index based on the words contained
in each document. Each search engine uses
aproprietary algorithm to create its indices
such that, ideally, only meaningful results are
returned for each query.

History of Search Engine?
The WebCrawler project started in 1994 and was the first full-featured search
engine. The Lycos and AltaVista search engines appeared in 1995 and for many
years Alta Vista was the major player in this field.
In 1997 Sergey Brin and Larry Page created Google as a research project at
Stanford University. Google is now the most popular search engine in the
world.
Currently, there are four leading international search engines – Google, Bing,
Yahoo and MSN Search. They each have their own databases and search
algorithms. Many other search engines use results originating from these three
major search engines and the same seo expertise can be applied to all of them.
For example, the AOL search engine (search.aol.com) uses the Google database
while AltaVista, Lycos and AllTheWeb all use the Yahoo database.

History of Search Engine?
In the early days of Internet development, its users were a privileged minority
and the amount of available information was relatively small. Access was
mainly restricted to employees of various universities and laboratories who
used it to access scientific information. In those days, the problem of finding
information on the Internet was not nearly as critical as it is now.
Site directories were one of the first methods used to facilitate access to
information resources on the network. Links to these resources were grouped
by topic. Yahoo was the first project of this kind opened in April 1994. As the
number of sites in the Yahoo directory inexorably increased, the developers of
Yahoo made the directory searchable. Of course, it was not a search engine in
its true form because searching was limited to those resources who’s listings
were put into the directory. It did not actively seek out resources and the
concept of seo was yet to arrive.

Types of Search Engine?
•Spiders
The search engine sends out a ‘spider’ or ‘robot’ that
records all the text on your website. That text is then
indexed in a database, categorized by keyword, and
given a relevancy ranking. A higher relevancy ranking
makes your pages appear higher when the search
engine returns results to a visitor.
1.Main Engines – Google, Bing, Yahoo, MSN
2.Benefits – These are the Big four and they cover
95% of all search engine traffic. Concentrate your
efforts here and forget about the little guys.

•Directories:
Directories have websites submitted to them for review. The best directories
are reviewed by hand and disallow affiliate sites or sites with little or no
content. Most directories get very little traffic but, since the included websites
are reviewed for quality, the Big Three consider them a good source to find
new websites. Getting listed in directories is the most common way to build
link popularity.
1.Main Engines – Business.com, DMOZ.org, GoGuides.com,
JoeAnt.com, Gimpsy.org
2.Benefits – While these engines don’t get a lot of traffic other search
engines use their results. Spider engines like Google consider directories
to have high quality content and often index the directory’s additions.

•PPC – Pay-per-click search engines sell ranking by keyword in an auction
format. If you want to have a high ranking you simply bid more for that
particular word. These results appear at the top or side of the regular listings.
1.Main Engines – Yahoo Search Solutions and Google Adwords.
Shopping PPCs or price comparison engines, include Shopping.com,
Nextag.com, and Pricegrabber.com.
2.Benefits – Getting listed in a Directory or Spider engine can take weeks
or months and getting a good ranking can take up to a year of trial and
error. With a PPC listing you’re up and running in under a week and you
can get exactly the keyword and ranking you want.

How Search Engine Works
To understand seo you need to be aware of the architecture of search engines. They all contain the following
main components:
Spider - a browser-like program that downloads web pages.
Crawler – a program that automatically follows all of the links on each web page.
Indexer - a program that analyzes web pages downloaded by the spider and the crawler.
Database– storage for downloaded and processed pages.
Results engine – extracts search results from the database.
Web server – a server that is responsible for interaction between the user and other search engine
components.
Specific implementations of search mechanisms may differ. For example, the Spider+Crawler+Indexer
component group might be implemented as a single program that downloads web pages, analyzes them and
then uses their links to find new resources. However, the components listed are inherent to all search engines
and the seo principles are the same.

Process of Search Engine Working
Spider. This program downloads web pages just like a web browser. The
difference is that a browser displays the information presented on each page
(text, graphics, etc.) while a spider does not have any visual components and
works directly with the underlying HTML code of the page. You may already
know that there is an option in standard web browsers to view source HTML
code.
Crawler. This program finds all links on each page. Its task is to determine
where the spider should go either by evaluating the links or according to a
predefined list of addresses. The crawler follows these links and tries to find
documents not already known to the search engine.
Indexer. This component parses each page and analyzes the various elements,
such as text, headers, structural or stylistic features, special HTML tags, etc.

Process of Search Engine Working
Database. This is the storage area for the data that the search engine
downloads and analyzes. Sometimes it is called the index of the search engine.
Results Engine. The results engine ranks pages. It determines which pages
best match a user's query and in what order the pages should be listed. This is
done according to the ranking algorithms of the search engine. It follows that
page rank is a valuable and interesting property and any seo specialist is most
interested in it when trying to improve his site search results. In this article, we
will discuss the seo factors that influence page rank in some detail.
Web server. The search engine web server usually contains a HTML page with
an input field where the user can specify the search query he or she is
interested in. The web server is also responsible for displaying search results to
the user in the form of an HTML page.

Why Search Engine Important?
“81 percent of internet users find the web sites they're
looking for through search engines. And 54 percent of
experienced online shoppers primarily rely on a search
engine when trying to find a product to purchase
online.”
- Jupiter Communications: Consumer Survey Data
”Search engines have created more awareness for
websites than all other advertising combined including
banners, newspapers, television, and radio.”
- IMT Strategies
”Over 80% of search engine users find what they are
looking for within the first three pages. Sales leads
made from keyword and phrase searches are the most
qualified and have the highest purchase probability.”
- Forrester Reports
0
5
10
15
20
25
30
35
40
45
SearchenginesEntertheURLWordofMouth
PrintAdOnlineAdsTelevisionAdsAdinEmailSpecificEmail
ForwardedEmail
OutdoorAdvertising
Main methods of accessing websites

Why Search Engine Important?
An effective online marketing campaign begins with solid search engine
marketing. For driving new sales to your website nothing else is as effective.
Search engines have a number of advantages.
National and International audience
You have people visit your site from all over the country and all over the
world. There is no other method for targeting such a diverse group.
Inexpensive
Cost per visitor and cost per sales it a fraction of offline print ads and lower
than any other online alternative including banner ads and email.
Highly Targeted
In order to find you through a search engine a searcher must enter a keyword
that’s on website’s pages. They can enter your site directly to product pages.
This is as targeted as you can get.

Search Engine Optimization (SEO ) Overview
Search Engine Optimization (SEO) is the process of improving the volume and quality
of traffic to a web site from search engines via "natural" ("organic" or "algorithmic")
search results.
Search engine companies want the same thing website owners
want - targeted traffic to their site. The goal of the Search Engine Optimization is to
bring up the most relevant sites then display the best of the relevant site results first.
The Search Engine Optimization 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. The main purpose of the SEO process is to achieve high
rankings on search engines and appear in the natural results for phrases relevant to
your business.

Why Search Engine Optimization ?
It gives companies the ability to:
1. Drive high quality customers to their
website
2. Increase sales leads from customers
looking for their products and services.
3. Build their brand online by
communicating marketing messages to
their target audience.
4. Increase their profile against their
competitors.
5. Target a global audience via
international search engines.
6. Be accountable with ROI tracking (SEM)

Unethical Search Engine Optimization (SEO)
Marketers are constantly trying to fool the search engines into giving them a
better ranking. Search engines constantly change their ranking formula to
increase relevancy and eliminate marketers looking for shortcuts. Some of
these techniques will work for a time, but rarely long term. If search engines
catch you using these methods they can lower your rankings, drop your pages
from their index, and in extreme cases, ban your website. Here are some of
the techniques that you’ll see advertised.
Cloaking – Each search engine sends out a robot to spider your website. A
cloaked records the IP address of the robot and then feeds the robot a
different page than what a regular viewer sees.
Doorway pages –Also known as gateway, doorway, frame pages, or poor man’s
cloaking. You create a page with very specific keyword density and submit it
with a redirect to your regular site. These pages are generally very ugly and
would never pass human scrutiny.

Unethical Search Engine Optimization (SEO)
Resubmit your site every month – Once a site has been listed you do not need
or want to resubmit. Repeated submissions can be considered spam and
actually reduce your rankings.
Submit to 30,000 search engines for $29.99 a month – 10 search engines
account for 99% of all search traffic, where are all these other engines? You’ll
be listed on foreign engines, specialty engines, FFA lists, vortals, and most
likely your email address will be sold to email spammers. Don’t waste your
money.
Link Farms/ FFA (free-for-all) links – Every since link popularity became a
factor people have tried to inflate their link numbers. What people don’t
realize is that the quality of the link counts more than the quantity. Sites were
set up to trade links between sites and the search engines very quickly
penalized sites participating in this activity

SEO Process
Step 1: Discuss Business objectives.
Step 2: Conduct initial keyword analysis.
Step 3: Identify the keyword/landing page
combinations.
Step 4: Interim Client Approval for Keyword/Landing
Pages.
Step 5: Baseline Ranking & Traffic reports.
Step 6: On-site & Off-site optimization.
Step 7: Detailed Recommendation documents.
Step 8: Implementation.
Step 9: Monitoring and Optimizing: We provide
monthly reporting and optimization
recommendations. The reporting is compared to the
baseline (or previous month’s results) to identify
trends and help guide additional adjustments.

Measuring SEO Success
Keyword Ranking.
Website Traffic.
Increase in "Share of Traffic" per
keyword.
Increased Revenue/keyword.
Increase in Impressions ( good for
Publishers to show advertisers).
Lower dependence on Paid Search.
Lowering the cost per acquisition.

We Are ready to Help You…..
Our expert Search Engine Optimization (seo) program ensures exclusive top ranking of your websites on all major search engines,
like Google, Yahoo, MSN, etc. We have a dedicated and talented team that is well versed with the latest search engine optimization
trends and capable of bringing your website among the top ten results of search engines. Our SEO expert’s team uses three policies
to achieve success in search engine marketing.
In a nutshell, “We don't want to loose Google rankings for our clients chasing other search engine."

Founded in 2010, by Mr. Suresh Jain and Er. A.S.Jain, SANS has grown from being a Developer of Software and
Design the website to one of the cater of IT Service and becoming respected business groups in Central India. With
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SANS started its IT services business by Website Development services in the heart city of Madhya Pradesh, a
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Er. A. S. Jain – Founder & CEO
+91 – 9893877455 | asjain@SANSwebmedia.com
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M. G. Road, Indore (M.P.) 452001
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