27-02-2013, 10:54 AM
Search Engine Optimization
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Introduction to SEO
SEO (Search Engine Optimization) involves altering website code, content, and presence in order to
increase rankings in search engines. At least half a billion searches are made worldwide on a daily basis
If you are ranked at the top of a search engine, you are essentially running a free marketing campaign.
Other forms of search engine marketing (SEM) target paid listings. In general, the earlier (or higher on the
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 image search, local search,
video search, academic search, news search and industry-specific vertical search engines. This gives a
website web presence.
As an Internet marketing strategy, SEO considers how search engines work, what people search for, the
actual search terms typed into search engines and which search engines are preferred by their targeted
audience. Optimizing a website may involve editing its content and HTML and associated coding to both
increase its relevance to specific keywords and to remove barriers to the indexing activities of search
engines. Promoting a site to increase the number of back links, or inbound links, is another SEO tactic.
Search engine- definition and characteristics
Def: 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.
Common Characteristics:
•Spider, Indexer, Database, Algorithm
•Find matching documents and display them according to relevance
•Frequent updates to documents searched and ranking algorithm
•Strive to produce “better”, more relevant results than competitors
Search Engine statistics
The number of searches increased 5 percent compared to April, growing to 17 billion in May, up from 16.2
billion searches conducted in April. Google ranked first with 11.2 billion searches (up 5 percent vs. April);
Yahoo had 2.7 billion searches (up 5 percent), Bing had 2.4 billion (up 4 percent), Ask Network had 502
million (up 2 percent), and AOL had 254 million (up 2 percent).
"Powered by" searches remained flat month-over-month, with Google powering 67.8 percent of all organic
search results in May and Bing powering 26.5 percent of searches.
Key word analysis
If there is a single concept that is the driver of much of the Internet's growth over the past decade – not to
mention nearly all of Google's annual revenue of $25 billion – it is the concept of keywords. Keywords are
what we type in when we are searching for products, services, and answers on the search engines, an act
that Americans performed 15.5 billion times in April 2010 according to ComScore, the web research firm.
Companies optimize their web pages for search by assigning keywords to those pages. The implications for
a business of picking the right keywords are therefore huge. Keyword selection is fundamental to success
when it comes to executing a paid search or PPC campaign. It is also integral to a website natural or
organic ranking on the search engines.