Search Engine

Optimization
(SEO)
by
Anna Koch
SEO Company in India
Introduction To Seo
An internet-based tool that searches a seo company in india
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
releance
Fre!uent updates to documents searched and ran"ing
algorithm
Strie to produce #better$, more releant results than
competitors.

What is Search Engine Optimization?

% S&' ( Search &ngine 'ptimi)ation For local seo
* +efers to the process of #optimi)ing$ both the on-page
and off-page ran"ing factors in order to achiee high
search engine ran"ings for targeted search terms.
* +efers to the #industry$ that has been created regarding
using "eyword searching a a means of increasing
releant traffic to a website .
1. enera! seo in"ormation
1.1 #istory o" search engines
In the early days of Internet deelopment, its users were a
priileged minority and the amount of aailable information was
relatiely small. Access was mainly restricted to employees of
arious uniersities 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 networ". ,in"s to these
resources were grouped by topic. -ahoo was the first pro.ect of
this "ind opened in April /001. As the number of sites in the
-ahoo directory inexorably increased, the deelopers of -ahoo
made the directory searchable. 'f course, it was not a search
engine in its true form because searching was limited to those
resources who2s listings were put into the directory. It did not
actiely see" out resources and the concept of seo was yet to
arrie.
Such lin" directories hae been used extensiely in the past, but
nowadays they hae lost much of their popularity. 3he reason is
simple * een modern directories with lots of resources only
proide information on a tiny fraction of the Internet. For
example, the largest directory on the networ" is currently D4'5
6or 'pen Directory 7ro.ect8. It contains information on about fie
million resources. Compare this with the 9oogle search engine
database containing more than eight billion documents.
3he :ebCrawler pro.ect started in /001 and was the first full-
featured search engine. 3he ,ycos and Alta;ista search engines
appeared in /00< and for many years Alta ;ista was the ma.or
player in this field.
In /00= Sergey >rin and ,arry 7age created 9oogle as a
research pro.ect at Stanford ?niersity. 9oogle is now the most
popular search engine in the world.
Currently, there are three leading international search engines *
9oogle, -ahoo and 4S@ Search. 3hey each hae their own
databases and search algorithms. 4any other search engines use
results originating from these three ma.or search engines and the
same seo expertise can be applied to all of them. For example, the
A', search engine 6search.aol.com8 uses the 9oogle database
while Alta;ista, ,ycos and All3he:eb all use the -ahoo database.
1.$ Common search engine princip!es
3o understand seo india you need to be aware of the architecture
of search engines. 3hey all contain the following main
componentsA
Spider - a browser-li"e program that downloads web pages.
Crawler * a program that automatically follows all of the lin"s on
each web page.
Indexer - a program that analy)es 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 serer that is responsible for interaction
between the user and other search engine components.
Specific implementations of search mechanisms may differ. For
example, the piderBCrawlerBIndexer component group might be
implemented as a single program that downloads web pages,
analy)es them and then uses their lin"s to find new resources.
Coweer, the components listed are inherent to all search engines
and the seo principles are the same.
Spider. 3his program downloads web pages .ust li"e a web
browser. 3he difference is that a browser displays the information
presented on each page 6text, graphics, etc.8 while a spider does
not hae any isual components and wor"s directly with the
underlying C34, code of the page. -ou may already "now that
there is an option in standard web browsers to iew source C34,
code.
Cra%!er. 3his program finds all lin"s on each page. Its tas" is to
determine where the spider should go either by ealuating the
lin"s or according to a predefined list of addresses. 3he crawler
follows these lin"s and tries to find documents not already "nown
to the search engine.
Inde&er. 3his component parses each page and
analy)es the arious elements, such as text, headers,
structural or stylistic features, special C34, tags, etc.
'ata(ase. 3his is the storage area for the data that the
search engine downloads and analy)es. Sometimes it is
called the index of the search engine.
)esu!ts Engine. 3he results engine ranks pages. It
determines which pages best match a userDs !uery and in
what order the pages should be listed. 3his is done
according to the ran"ing algorithms of the search engine.
It follows that page ran" is a aluable and interesting
property and any seo specialist is most interested in it
when trying to improe his site search results. In this
article, we will discuss the seo factors that influence page
ran" in some detail.
We( ser*er. 3he search engine web serer usually
contains a C34, page with an input field where the user
can specify the search !uery he or she is interested in. 3he
web serer is also responsible for displaying search results
to the user in the form of an C34, page.
E&amp!es popu!ar Search Engines in
$. Interna! ran+ing "actors
Seeral small business seo factors influence the position
of a site in the search results. 3hey can be diided into
external and internal ran"ing factors. Internal ran"ing
factors are those that are controlled by seo aware website
owners 6text, layout, etc.8 and will be described next.
$.1 We( page !ayout "actors re!e*ant to seo
$.1.1 Amount o" te&t on a page
A page consisting of .ust a few sentences is less li"ely to
get to the top of a search engine list. Search engines faor
sites that hae a high information content. 9enerally, you
should try to increase the text content of your site in the
interest of seo. 3he optimum page si)e is <EE-FEEE words
6or GEEE to GE,EEE characters8.
Search engine isibility is increased as the amount of
page text increases due to the increased li"elihood of
occasional and accidental search !ueries causing it to be
listed. 3his factor sometimes results in a large number
of isitors.
$.1.$ ,um(er o" +ey%ords on a page
Heywords must be used at least three to four times in
the page text. 3he upper limit depends on the oerall
page si)e * the larger the page, the more "eyword
repetitions can be made. Heyword phrases 6word
combinations consisting of seeral "eywords8 are worth
a separate mention. 3he best seo results are obsered
when a "eyword phrase is used seeral times in the text
with all "eywords in the phrase arranged in exactly the
same order. In addition, all of the words from the phrase
should be used separately seeral times in the remaining
text. 3here should also be some difference 6dispersion8 in
the number of entries for each of these repeated words.
,et us ta"e an example. Suppose we optimi)e a page for
the phrase Iseo software$ 6one of our seo "eywords for
this site8 It would be good to use the phrase #seo
software$ in the text /E times, the word #seo$ = times
elsewhere in the text and the word #software$ < times. 3he
numbers here are for illustration only, but they show the
general seo idea !uite well.
$.1.- Key%ord density and seo
Heyword page density is a measure of the relatie
fre!uency of the word in the text expressed as a
percentage. For example, if a specific word is used <
times on a page containing /EE words, the "eyword
density is <J. If the density of a "eyword is too low, the
search engine will not pay much attention to it. If the
density is too high, the search engine may actiate its
spam filter. If this happens, the page will be penali)ed and
its position in search listings will be deliberately lowered.
3he optimum alue for "eyword density is <-=J. In the
case of "eyword phrases, you should calculate the total
density of each of the indiidual "eywords comprising the
phrases to ma"e sure it is within the specified limits. In
practice, a "eyword density of more than =-KJ does not
seem to hae any negatie seo conse!uences. Coweer, it
is not necessary and can reduce the legibility of the
content from a user2s iewpoint.
$.1.. /ocation o" +ey%ords on a page
A ery short rule for seo experts * the closer a
"eyword or "eyword phrase is to the beginning of a
document, the more significant it becomes for the
search engine.
$.1.0 Te&t "ormat and seo
Search engines pay special attention to page text that
is highlighted or gien special formatting. :e
recommendA
- use "eywords in headings. Ceadings are text
highlighted with the LCM C34, tags. 3he Lh/M and LhGM
tags are most effectie. Currently, the use of CSS allows
you to redefine the appearance of text highlighted with
these tags. 3his means that LCM tags are used less than
nowadays, but are still ery important in seo wor".N
- Cighlight "eywords with bold fonts. Do not highlight
the entire textO Pust highlight each "eyword two or three
times on the page. ?se the LstrongM tag for highlighting
instead of the more traditional L>M bold tag.
$.1.1 2TIT/E3 tag
3his is one of the most important tags for search engines.
4a"e use of this fact in your seo wor". Heywords must be
used in the 3I3,& tag. 3he lin" to your site that is
normally displayed in search results will contain text
deried from the 3I3,& tag. It functions as a sort of
irtual business card for your pages. 'ften, the 3I3,& tag
text is the first information about your website that the
user sees. 3his is why it should not only contain
"eywords, but also be informatie and attractie. -ou
want the searcher to be tempted to clic" on your listed lin"
and naigate to your website. As a rule, <E-KE characters
from the 3I3,& tag are displayed in search results and so
you should limit the si)e of the title to this length.
$.1.4 Key%ords in !in+s
A simple seo rule * use "eywords in the text of page
lin"s that refer to other pages on your site and to any
external Internet resources. Heywords in such lin"s can
slightly enhance page ran".
$.1.5 2A/T3 attri(utes in images
Any page image has a special optional attribute "nown
as Ialternatie text.$ It is specified using the C34,
LA,3M tag. 3his text will be displayed if the browser
fails to download the image or if the browser image
display is disabled. Search engines sae the alue of
image A,3 attributes when they parse 6index8 pages, but
do not use it to ran" search results.
Currently, the 9oogle search engine ta"es into account
text in the A,3 attributes of those images that are lin"s to
other pages. 3he A,3 attributes of other images are
ignored. 3here is no information regarding other search
engines, but we can assume that the situation is similar.
:e consider that "eywords can and should be used in
A,3 attributes, but this practice is not ital for seo
purposes.
$.1.6 'escription 7eta tag
3his is used to specify page descriptions. It does not
influence the seo ran"ing process but it is ery important.
A lot of search engines 6including the largest one *
9oogle8 display information from this tag in their search
results if this tag is present on a page and if its content
matches the content of the page and the search !uery.
$.1.18 Key%ords 7eta tag
3his 4eta tag was initially used to specify "eywords for
pages but it is hardly eer used by search engines now. It
is often ignored in seo pro.ects. Coweer, it would be
adisable to specify this tag .ust in case there is a reial
in its use.
SEO Company in India9 K Tech
% H9 3ech6the registered S&' company in India8,
which started as a freelancing serices to help
retailers sell products online in GEEK, has grown into
a complete digital branding serices proiding
solutions on S&', S&4, S4' Q related business
re!uirements. It was not a plan, but consistent growth
of search engines and social medias, launch of new
mar"eting platforms eery year or two, shift of
customer base to online and growing demands of
businesses to create a reputable brand online has all
brought us to where we are today, ofcourse with our
efforts and the trust that our customers hae on us.
:e are extremely client-friendly company wor"ing
on customi)ed solutions for eery pro.ect. For 4ore
Information isitA small business seo call usA
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