SEARCH ENGINE OPTIMIZATION BY SANCHITA VERMA Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a web search engine's unpaid results — often referred to as "natural," "organic," or "earned" 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, and these visitors can be converted into customers.[1] SEO may target different kinds of search, including image search, local search, video search, academic search,[2] news search and industry-specific vertical search engines. As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content, 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 backlinks, or inbound links, is another SEO tactic. As of May 2015, mobile search has finally surpassed desktop search,[3] Google is developing and pushing mobile search as the future in all of its products and many brands are beginning to take a different approach on their internet strategies Types of SEO There are two major types of search engine optimization, white hat search engine optimization (the 'good' kind), and black hat (the 'not so good' kind). There are of course differing opinions about the nature of each type of SEO. As the colors of the types of search engine optimization suggest, there are stark differences in the approach and long-term results of white hat and black hat search engine optimization. Though both types of SEO have their proponents, most companies/websites with long-term, stable, and sustainable goals will tend to stay away from the dark-colored variety. Here is a quick overview: p g . 1 White Hat SEO Black Hat SEO Definition White hat SEO utilizes Black Hat SEO exploits techniques and methods weaknesses in the search to improve the search engine algorithms to engine rankings of a obtain high rankings for a website which don't run website. Such techniques afoul of search engine and methods are in direct (mainly Google) conflict with search engine guidelines. guidelines. Wholesomeness Level high Very Low (not wholesome at all if you ask those in charge of cleaning search engine result page spam) Techniques Some white hat SEO Some black hat SEO techniques include: high techniques include: link quality content spam, keyword stuffing, development, website cloaking, hidden text, and HTML optimization and hidden links. restructuring, link acquisition campaigns supported by high quality content and manual research and outreach. What to Expect Steady, gradual, but Quick, unpredictable, and lasting growth in rankings. short-lasting growth in rankings. The work of most search engine optimization companies, however, operate in a gray area, aptly named Gray Hat search engine optimization. Whether by design or pressure from clients to deliver results, many search engine optimization companies try to deliver solutions and results for customers by utilizing techniques which don't quite cross the line into black hat SEO, but are well outside of what would be considered white hat search engine optimization. Gray hat search engine optimization is recognizable by 'affordable' pricing, since the search engine optimization company has to reduce cost by resorting to questionable techniques in order to deliver results, instead of highly involved campaign activities. p g . 2 In the end there is really no 'right' or 'wrong' way to do search engine optimization, but those shopping for SEO services should be aware of the different types and approaches so that they know the level of risk they are taking on. List of search engines This is a list of search engines, including web search engines, selection-based search engines, metasearch engines, desktop search tools, and web portals and market websites that have a search facility for online databases. For a list of search engine software, see List of enterprise search vendors. NAME LANGUAGE p g . 3 Baidu Chinese ,Japanese Bing Multilingual DuckDuckGo Multilingual Ecosia Multilingual Exalead Multilingual Gigablast English Google Multilingual Munax Multilingual Qwant Multilingual Sogou Chinese Soso.com Chinese Yahoo Multilingual Yandex Multilingual Youdau Chinese SCOPE OF SEO: 1. If you have a business in let’s say Sri Lanka, you’ll not able to get clients from suppose Chile. But getting your business online will help you get more business. 2. Every person understands that they are missing out on the potential market online. More than 60% of buyers first look up something online, before they go and buy it. 3. SEO is the important because coming on top of results is what everyone wants. Example: a friend of mine who has an oil mill got his websites made. He then told the designer that he wants his website to come first when someone searched for oil mills. He is a businessman and he has absolutely no idea about how the internet works. But he still wants his website to show up first. That is the scope of SEO ! ADVANTAGES OF SEO: 1. It is cost-effective. You don’t have to pay the search engine to be “advertised”. 2. If well ranked, has your company greater chance at becoming visible around the world, while you stay at home. p g . 4 3. Once your website gets a good place, you somehow your reputation as one of the best. In reality , which ranked first in their field are perceived to be really good. They are even consider to be one of the largest. 4. Need the money for seo is established, regardless of the no. of hits you get. This save your some money, plus you don’t get confused with the accounting part. 5. Keywords with high CTR-High Income DIS-ADVANTAGES OF SEO 1. Your position in seo is unpredictable. 2. Everything is depends on the algorithm. 3. As a result, you know not when the return of investment will happen. You don’t have the total control over everything, even if you have your websites. 4. This is time consuming. 5. Participants can use of the black hat tactics. These unfair practices hinder the tree of your company. 6. It may mean the end of it all for enterpreneurs whose websites are located on the last few pages of the search engine. WHAT IS ON-PAGE OPTIMIZATION ? On page seo is the science of optimization the contents of a websites such that it becomes friendlier to the search engines. This technique includes the optimization of texts, images, tags, URL structure, internal links, headers etc. IMPORTANT COMPONENTS OF ON-PAGE SEO 1. Proper-post Title (H1 tags) 2. ALT Tags (Must use proper ALT tags with targeted keywords) p g . 5 3. URL structure (one of the most important part of seo, must contain your main keywords) 4. Meta Description Tag 5. Keyword Density 6. XML sitemap 7. Proper Content (should be unique) 8. Internal linking strategy (related articles must be properly interlinked within the website) 9. Proper HTML and CSS validation 10. Title Tags Process of on-page optimization Getting a good ranking in a search engine hasn’t been the easiest thing for many. Search engines are getting more smarter & intelligent everyday, so now it takes more than just good content to top your competitors. On page optimization is one of the very first step of SEO which every webmaster should look into. It probably won’t even take you an hour to learn and implement some of these on-page optimization techniques. But you may ask me, why it is so important? – Well literally speaking, if you can do proper on-page optimization for your website you can not only rank well in a search engine but also can increase the overall readability of your website for your visitors. Below I have tried to summarize some of the most important on-page optimization techniques for you. You can implement some of these if not all to give your site a better exposure to the search engines as well as to increase your overall CTR (Click-Through-Rate) ratio. 1. Title Optimization p g . 6 A site’s title tag is by far the most important website optimization element. A title tag should be short but descriptive enough for your visitors to identify you and your business. Title tag is the first thing that is shown & indexed by the search engines. So naturally it is given a very high importance – out of thousands results that a searcher sees, your site’s title has to be appealing enough for him to want to find out more information. On the other hand, your title has to be appealing enough to the search engine in order to rank you above thousands of other similar websites like yours. Important things to include in your title: Your Name/ Business Name / Site Name: This is very important for breading propose. If you feel that your customers may search you by your brand name than it’s also useful to put it somewhere in your title. Keywords: If you want to rank for a certain keywords it is always good to place some of them in your title tag. A Title tag represents the whole flavor & content of your website. So if you are selling pizza online you can include keywords like – order pizza, home delivery pizza etc in your title tag.