31-05-2013, 02:02 PM
SEARCH ENGINE OPTIMIZATION (SEO)
SEARCH ENGINE.docx (Size: 407.37 KB / Downloads: 60)
Abstract
Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine’s search results. In general, the earlier or higher ranked on the search results page, and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. SEO may target different kinds of search, including imagesearch, localsearch, videosearch, academic search, news search. This paper discusses how SEO is used as an Internet Marketing strategy. It presents the comparison of major search engines and how they rank WebPages for generating traffic on the particular website.
INTRODUCTION
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. Such link directories have been used extensively in the past, but nowadays they have lost much of their popularity. The reason is that even modern directories with lots of resources only provide information on a tiny fraction of the Internet. Currently, there are three leading international search engines Google, Yahoo and MSN Search. They each have their own databases and search algorithms. On the basis of these search algorithms and so many internal and external factors, the search engines rank the web pages. Search Engine Optimization (SEO) is the science of customizing elements of a web site to achieve the best possible search engine ranking. That’s really all there is to search engine optimization. But good SEO can be very difficult to achieve.
SEARCH ENGINE BASISCS
When we type a word or phrase into a search box and click a button, wait a few seconds, and references to thousands (or hundreds of thousands) of pages appear. Then all we have to do is click through those pages to find what we want. That is what is done by a search engine. On the back end, a search engine is a piece of software that uses applications to collect information about web pages. The information collected is usually key words or phrases that are possible indicators of what is contained on the web page as a whole, the URL of the page, the code that makes up the page, and links into and out of the page. That information is then indexed and stored in a database. On the front end, the software has a user interface where users enter a search term, a word or phrase in an attempt to find specific information. When the user clicks a search button, an algorithm then examines the information stored in the backend database and retrieves links to web pages that appear to match the search term the user entered. The process of collecting information about web pages is performed by an agent called a crawler, spider, or robot. The description of these components is as follows:-
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.
ORGANIC SEO
Organic SEO means optimizing the website to catch the attention of crawlers and spiders that index sites by quality links and tagging. That will naturally place a site to higher ranking without paying any fee for it. Achieving organic SEO can take time, but it also takes targeting the right elements of the web site. One can spend a lot of time tweaking aspects of his site, only to find that it still ranks below the third page of search results. If their attention is focused on the right elements, however, they will find that organic SEO can be a fairly effective method of achieving a higher search engine ranking. Achieving organic SEO can take anywhere from three to six months. For web site owners impatient to see results from their SEO efforts, this can seem like an eternity. But it’s worth the extra time if the budget is an issue.
A good first step in search engine optimization is to ensure that the organic elements of your site are as optimized as possible.
PAY-PER-CLICK and SEO
The main goal of a PPC program is to drive traffic to Site. Pay-per-click marketing is an advertising method that allows one to buy search engine placement by bidding on keywords or phrases. There are two different types of PPC marketing. In the first, the sit owner pays a fee for an actual SERP ranking, and in some cases, they also pay a per-click fee meaning that the more they pay, the higher in the returned results your page will rank. The second type is more along true advertising lines. This type of PPC marketing involves bidding on keywords or phrases that appear in, or are associated with, text advertisements. Google is probably the most notable provider of this service.
CONCLUSION
This paper describes factors affecting ranking in various search engines and that SEO spamming should be avoided by Webmasters for not being de-listed by search engines. Organic search combined with marketing campaigns like pay-per-click and social media optimization can be really beneficial for achieving SEO. Different search engines differ in way they rank WebPages but a website with set clear goals, rich content, quality links, Even with little good efforts in its marketing can make a good placement in search engine’s result page.