Download - Introduction to SEO
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INTRODUCTION TO SEO
By Chinna Botla
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Search EngineSearch Engines
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Website /
Search Engine Optimization
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What isn't SEO?
SEO != magicSEO != expensiveSEO != difficultSEO = contested
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Differences Between the Major Search Engines
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Differences Between the Major Search Engines
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How Search Engines Work
1. Crawling2. Indexing3. Processing4. Calculating Relevancy4. Retrieving
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Standard Web Search Engine Architecture
crawl theweb
create an inverted
index
Check for duplicates,store the
documents
Inverted index
Search engine servers
userquery
Show results To user
DocIds
Standard Web Search Engine Architecture
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Search Engines Software
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Crawling
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Indexing
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Processing
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Checking in Index
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Calculating Relevancy
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Retrieving
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Traffic Sources
• Search traffic • Referral traffic• Direct traffic
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Search traffic Statistics
Organic Results
• 85% click on organic• 75% click the first link of interest• 25% read all listings first, then click
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SEO vs PPC
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Keyword Research
• What keywords would you use to find a product or service like yours?• What keywords would others use to find a product or service like yours?• What keywords do your known competitors obviously use?• What keywords do your actual online competitors use?
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What to do with those Keywords
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Great Content + SEO + Social Really Works
Great Content
+SEO
Friendly+
Social Sharing
+Link
Building
=
HigherRankings
More Readers
More Followers
More Influence
=
Virtuous Cycle of Inbound Marketing!
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Why Links Matter to Search Engines
What You Say About Yourself.
What Others Say About You.<
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Without links, the engines might never
find this website/page
Crawling & Indexing
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Ways to find the information
• Search for specific words "search query"• Exclude a word
-query• Include similar words
~query• Use of Booleans; AND, OR, NOT
query AND queryquery OR queryquery NOT query
• Lowercase / Uppercase Always use lowercase letters only.
Use Uppercase letters for Names.
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Search Queries
• site:• link:• link: site:• inurl: site:• intitle:• inurl:• allintitle:• allinurl:• allinanchor:• related:• numrange:• pricerange:
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Don’t Use Stop Words
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Instant AnswersInstant Answers
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SEO Techniques
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Don’t Do
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With Out SEO
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Questions
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Thank you …