Project Report On

Process of making a Website more Search Engine Friendly

AT
Moksha Business Solutions,
Info Tower - 2, Info city,
Gandhinagar - 382009

Internal Guide Name: Developed By:

Mr. DHARMENDRA SUTARIYA HANIF KHAN (2152704223)
Mr. RAHUL SHAH JAYESH SINH (2152704224)

Diploma Semester [5th] Computer Engineering

Month, Year: 2005 – 2006
Submitted To,
Department of Computer Engineering
Shri B.S.Patel Polytechnic
Ganpat Vidhyanagar, Kherva-382711
SHRI B.S.PATEL POLYTECHNIC, GANPAT VIDHYANAGAR,
KHERVA

This is to certify that following students of Diploma semester [5th]

(Computer Engineering) have completed their Project Work titled
“SEO” SEARCH ENGINE OPTIMIZATION satisfactorily in partial
fulfillment of requirement for the award of Diploma Engineering. In
B.S.Patel Polytechnic is recorded to successful completion with great
interest and enthusiasm.

* M.HANIF SIPAI (2152704223)

* JAYESH SOLANKI (2152704224)

HOD
CE DEPARTMENT

R.K.SHAH
We would like to take this opportunity to say a lot of thanks to
all of those that have helped us, provided direction technical
information and advice at all stages of our project.
We are deeply indebted to everyone at our company, Moksha
Business. Particularly our HR Mr.Hussain Ahemad and project
leader Mr.Aashish Khajuria who have been a consistent source
of encouragement, and whom depth knowledge provided us the
full understanding of the project.
We sincerely wish to thank all those people who spared their
valuable time for guiding and helping us to complete this
project.
We are also thankful to Mr.Dharmendra suttariya and
Mr.Rahul Shah for their generous support and guidance that
did a lot to shape the tone and scope of the project.
And without forgetting finally we would like to thank our
friends and our family members for their co-operation in making
this project a success.

HANIF KHAN
JAYESH SINH
 SEARCH ENGINE OPTIMIZATION

1. SOFTWARE INTRODUCTION

 SOFTWARE DEFINATION.
 SOFTWARE CHARACTERISTICS.
2. Process Model In Production (SPIRAL MODEL)

 BRIEF HISTORY OF TRANSPORT.

 PROBLEM DOMAIN [CURRENT CONDITION].
 WHY WE USE SPIRAL MODEL?
3. Customer Communication
4. Risk Analysis
5. Planning
 ESTIMATE OF RESOURCES.
 ESTIMATE OF COST.
 ESTIMATE OF SCHEDULES.
6. ENGINEERING
 BACKEND DATABASE MODULE
 FRONT-END MODULE
 Architectural Design (Data Centered architecture)
 DFD (ANALYSIS PART)
 ERD (DESIGN PART)
  DATA DICTIONARY (DESIGN PART)
 Coding

7. Construction & Release

 PARTATIONING
 MODELLING
 TESTING
8. Customer Evolution

 REQUIREMENT SPECIFICATIONS.
 FUTURE EVOLUTION THROUGH SPIRAL MODEL.
 CONCLUSION.

9. Form Layouts
10.Bibliography
 COMPANY PROFILE

“Education is about the only thing lying around loose in the

world, and it’s about the only thing a person can have as much
as he’s willing to haul away. The tide of opportunity flows one’s
way only once. If one swims with tide, he can attain
unimaginable heights”.
The word opportunity brings us to MOKSHA BUSINESS, which does
not need any prior introduction. Moksha is widely acclaimed to be a
premier training house. Heralding a global phenomenon called e-
commerce (Business on the Internet).You may wonder about the
feasibility of e-commerce as the boom has happened and there is now a
lull. We at Moksha know that it’s a lull before the storm. A storm that
will re-revolutionize the e-commerce syndrome.

B2B (Business to Business) models of e-commerce are being followed

and implemented by global powerhouse as the fastest and most far
reaching strategies that increases interaction and personalizes a
relationship with the client. The future holds a lot of promise for e-
commerce and is paving the way for new e-commerce based
technologies like m-commerce (Mobile Commerce). Throughput and
efficiencies of global firms are being vastly improved through e-
commerce implementations thus increasing productivity of the
corporation. E-commerce has opened a new global market with millions
of customer bases and equal number of products. Speed is the new name
of the game and ideas and innovations a foremost criterion. The
advantage being that an enterprising person does not need to work under
someone anymore. You just easily become an entrepreneur on the net
armed with a through knowledge about e-commerce concepts,
innovative ideas and the will to succeed.

Because “Success is not a result of spontaneous combustion. You

must set yourself on fire”. Team MOKSHA will teach you how to fuel
the fire that burns within you and help you succeed. Personality
development helps strengthen the mind and lays the path to more secure
future.

Client retention record at Moksha Business Solutions is as impressive as

the list of clients itself. The motto has always been to make service more
focused on the goals that the client wants to achieve. Through easy to
deploy and convenient to use call centre solutions, we help businesses
grow in concert with customer satisfaction.

Presently working for clients in the UK, US and Australia, Moksha

Business Solutions is planning to increase its purview of operations.
Moksha Business Solutions is one of the premier organizations involved
in lead generation for personal finance and mobile companies. Multi-
channel support across voice, e-mail and Web is provided.

Robust solutions delivered on time, on target and within the desired

budget are the specialty of Moksha Business Solutions. Understanding
that businesses suffer because of no one to entertain the calls of
customers, Moksha Business Solutions ensures that there is always a
personal and supportive representative to cater to customer queries.
Automatic call distribution systems
have also been introduced.

Moksha Business Solutions is specializing in web design, development,

e-commerce solution and web site maintenance services for all kinds of
business requirements. We pride ourselves in economy, quality,
accessibility and customer satisfaction.
Business Product Outsourcing is one of the fastest growing trends in any
industry today. So rapid and so obvious has been its growth that many
companies are jumping on the BPO bandwagon everyday. There are
some that outsource just to save money, and others that take up their
work just to make money. Moksha is not about either.

MOKSHA have an enterprising and experienced team of experts who

take care of all BPO needs.

We realize that BPO is useful only if achieves the dual objective of

better management and better finances. In a world that has no place for
the average, every company has to deliver on every front. Each company
has its weak or non-core areas that it cannot focus on. These are then
outsourced to other companies that have an expertise in these areas and
will handle them more efficiently.

The goal of authorizing Moksha Business Solutions to generate leads

will be to create business. Moksha Business Solutions accepts this as its
prime responsibility. Maintaining an incessant supply of leads makes us
a preferred partner for many organizations based in US, UK, and
Australia.

The leads generated are of an excellent quality. Maximum details of the

customer are generated in order to help during the application period.

Timely delivery of leads has been a regular feature at Moksha Business

Solutions. Clients’ can mould the lead generation service to suit their
own businesses, such as increased business or admin breaks etc.

We assure our clients fresh deals that are not internet generated. All
leads are verified twice over phone. This is an accepted practice at
Moksha Business Solutions to confirm genuineness of leads generated.

Vision of Company
Moksha Business Solutions vision is to provide exceptional services and
impeccable quality in web design, web development, e-commerce
solution and web site maintenance services. They are constantly striving
to get better and increase our niche and areas of expertise.

PREFACE

Search Engine Optimization (SEO) is the process of developing,

customizing or retooling a website so that it achieves a sustained high
ranking on Search Engine Results Pages (SERP) for important keywords
or key phrases. Search Engine Optimization uses a combination of
techniques, tools, and technical know-how to get results.

Search Engine Submission, Link Popularity Building, Keyword

Research Analysis, Search Engine Crawler Friendliness Analysis, Title
& Meta Tags Optimization, Anchor Text Optimization and Search
Engine Copywriting are just some of the methods utilized to improve a
website's search engine placement. These Search Engine Optimization
(SEO) methods leverage knowledge gained from a scientific
understanding of the inner workings of search engines and a thorough
analysis of trends in the constantly evolving field of Search Engine
Optimization (SEO).
Benefits of Search Engine Optimization (SEO):-

Search engines generate nearly 90% of Internet traffic and are

responsible for 55% of e-commerce transactions. Search Engine
Promotion has shown to deliver the highest ROI, compared to any other
type of marketing, both online and offline. Search engines bring
motivated buyers to you and hence contribute to increased sales
conversions.
Search Engine Optimization (SEO) offers an affordable entry point for
marketing your website and an effective way to promote your business
online. Search Engine Optimization (SEO) makes for a long-term
solution is your access to sustained free traffic and a source of building
brand name and company reputation.

W E B S I T E : -

A website is a collection of web pages, typically common to a particular

domain name or sub domain on the World Wide Web on the Internet.
A web page is a document, typically written in HTML, that is almost
always accessible via HTTP, a protocol that transfers information from
the website's server to display in the user's web browser.

The pages of a website will be accessed from a common root URL

called the homepage, and usually reside on the same physical server. The
URLs of the pages organize them into a hierarchy, although the
hyperlinks between them control how the reader perceives the overall
structure and how the traffic flows between the different parts of the
sites.

Some websites require a subscription to access some or all of their

content. Examples of subscription sites include many business sites,
parts of many news sites, gaming sites, message boards, Web-based e-
mail services, and sites providing real-time stock market data.

A website may be the work of an individual, a business or other

organization and is typically dedicated to some particular topic or
purpose. Any website can contain a hyperlink to any other website, so
the distinction between individual sites, as perceived by the user, may
sometimes be blurred.

Websites are written in, or dynamically converted to, HTML (Hyper

Text Markup Language) and are accessed using a software program
called a Web browser, also known as an HTTP client. Web pages can be
viewed or otherwise accessed from a range of computer based and
Internet enabled devices of various sizes, including desktop computers,
laptop computers, PDAs and cell phones.

A website is hosted on a computer system known as a web server, also

called an HTTP server, and these terms can also refer to the software that
runs on these systems and that retrieves and delivers the Web pages in
response to requests from the website users. Apache is the most
commonly used Web server software (according to Net craft statistics)
and Microsoft's Internet Information Server (IIS) is also commonly used.

A static website is one that has content that is not expected to change
frequently and is manually maintained by some person or persons using
some type of editor software.

A dynamic website is one that has frequently changing information or

interacts with the user from various methods (HTTP cookies or database
variables e.g., previous history, session variables, server side variables,
e.g., environmental data) or direct interaction (form elements,
mouseovers, etc.). When the Web server receives a request for a given
page, the page is automatically retrieved from storage by the software in
response to the page request. A site can display the current state of a
dialogue between users, monitor a changing situation, or provide
information in some way personalized to the requirements of the
individual user.

Types of websites:-
There are many varieties of Web sites, each specializing in a particular type of
content or use, and they may be arbitrarily classified in any number of ways. A few
such classifications might include:

• Affiliate: enabled portal that rend not only its custom CMS but also
syndicated content from other content providers for an agreed fee. There are
 usually three relationship tiers. Affiliate Agencies (e.g. Commission
Junction), Advertisers (e.g. EBay) and consumer (e.g. Yahoo).
• Blog (or web log) site: site used to log online readings or to post online
diaries, which may include discussion forums (e.g. blogger, Xanga).
• Corporate website: used to provide background information about a
business, organization, or service.
• Commerce site or ecommerce site: for purchasing goods, such as
Amazon.com.
• Community site: a site where persons with similar interests communicate
with each other, usually by chat or message boards, such as MySpace.
• Database site: a site whose main use is the search and display of a specific
database's content such as the Internet Movie Database or the Political
Graveyard.
• Development site: a site whose purpose is to provide information and
resources related to software development, Web design and the like.
• Directory site: a site that contains varied contents which are divided into
categories and subcategories, such as Yahoo! directory, Google directory and
Open Directory Project.
• Download site: strictly used for downloading electronic content, such as
software, game demos or computer wallpaper.
• Employment site: allows employers to post job requirements for a position
or positions to be filled using the Internet to advertise world wide. A
prospective employee can locate and fill out a job application or submit a
résumé for the advertised position.
• Game site: a site that is itself a game or "playground" where many people
come to play, such as MSN Games and Pogo.com.
• Information site: contains content that is intended to inform visitors, but not
necessarily for commercial purposes, such as: RateMyProfessors.com, Free
Internet Lexicon and Encyclopedia. Most government, educational and non-
profit institutions have an informational site.
• Java applet site: contains software to run over the Web as a Web application.
• Mirror (computing) site: A complete reproduction of a website.
• News site: similar to an information site, but dedicated to dispensing news
and commentary.
• Personal homepage: run by an individual or a small group (such as a family)
that contains information or any content that the individual wishes to
include.
• Political site: A site on which people may voice political views.
• Review site: A site on which people can post reviews for products or
services.
 • Search engine site: a site that provides general information and is intended
as a gateway or lookup for other sites. A pure example is Google, and the
most widely known extended type is Yahoo!.
• Web portal site: a website that provides a starting point, a gateway, or portal,
to other resources on the Internet or an intranet.
• Wiki site: a site which users collaboratively edit (such as Wikipedia)

U R L : -

'Uniform Resource Locator' (URL) is a technical, Web-related term

used in two distinct meanings:

• in popular usage, it is a widespread synonym for Uniform

Resource Identifier (URI) — many popular and technical texts will
use the term "URL" when referring to URI;
• Strictly, the idea of a uniform syntax for global identifiers of
network-retrievable documents was the core idea of the World
Wide Web. In the early times, these identifiers were variously
called "document names", "Web addresses" and "Uniform
Resource Locators". These names were misleading, however,
because not all identifiers were locators, and even for those that
was, this was not their defining characteristic. Nevertheless, by the
time the RFC 1630 formally defined the term "URI" as a generic
term best suited to the concept, the term "URL" had gained
widespread popularity, which has continued to this day.

I N T E R N E T : -

The Internet is the worldwide, publicly accessible network of

interconnected computer networks that transmit data by packet
switching using the standard Internet Protocol (IP). It is a "network of
networks" that consists of millions of smaller domestic, academic,
business, and government networks, which together carry various
information and services, such as electronic mail, online chat, file
transfer, and the interlinked Web pages and other documents of the
World Wide Web.

As of January 11, 2007, 1.093 billion people use the Internet according
to Internet World Stats. The most prevalent language for communication
on the Internet is English. This may be a result of the Internet's origins,
as well as English's role as the lingua franca. It may also be related to the
poor capability of early computers to handle characters other than those
in the basic Latin alphabet. After English (30% of Web visitors) the
most-requested languages on the World Wide Web are Chinese 14%,
Japanese 8%, Spanish 8%, German 5%, and French 5% (from Internet
World Stats, updated January 11, 2007). By continent, 36% of the
world's Internet users are based in Asia, 29% in Europe, and 21% in
North America ( updated January 11, 2007).

The Internet's technologies have developed enough in recent years that

good facilities are available for development and communication in most
widely used languages.

Internet and the Workplace:-

The Internet is allowing greater flexibility in working hours and

location, especially with the spread of unmetered high-speed
connections and Web applications.

The Mobile Internet:-

The Internet can now be accessed virtually anywhere by numerous

means. Mobile phones, data cards, and cellular routers allow users to
connect to the Internet from anywhere there is a cellular network
supporting that device's technology.

Common uses of the Internet:-

• E-mail
• File-sharing
• Instant messaging
• Internet fax
• Search engine
• World Wide Web
• Marketing
• Voice Telephony (VoIP)
• Streaming Media
• Collaboration
• Remote Access

W H A T I S A S E A R C H E N G I N E : -

A search engine is an information retrieval system designed to help find

information stored on a computer system, such as on the World Wide
Web, inside a corporate or proprietary network, or in a personal
computer. The search engine allows one to ask for content meeting
specific criteria (typically those containing a given word or phrase) and
retrieves a list of items that match those criteria. This list is often sorted
with respect to some measure of relevance of the results. Search engines
use regularly updated indexes to operate quickly and efficiently.
Search engines are one of the primary ways that Internet users find Web
sites. That's why a Web site with good search engine listings may see a
dramatic increase in traffic.

Everyone wants those good listings. Unfortunately, many Web sites

appear poorly in search engine rankings or may not be listed at all
because they fail to consider how search engines work.

In particular, submitting to search engines is only part of the challenge

of getting good search engine positioning. It's also important to prepare a
Web site through "search engine optimization."

Search engine optimization means ensuring that your Web pages are
accessible to search engines and are focused in ways that help improve
the chances they will be found.

This next section provides information, techniques and a good

grounding in the basics of search engine optimization. By using this
information where appropriate, you may tap into visitors who previously
missed your site.

The guide is not a primer on ways to trick or "spam" the search engines.
In fact, there are not any "search engine secrets" that will guarantee a top
listing. But there are a number of small changes you can make to your
site that can sometimes produce big results.

Let's go forward and first explore the two major ways search engines get
their listings; then you will see how search engine optimization can
especially help with crawler-based search engines.
There are basically Three Types of Search Engines:

The term "search engine" is often used generically to describe both

“Crawler-based Search Engines” and “Human-powered Directories”.
These two types of search engines gather their listings in radically
different ways. And those that are a “Hybrid Search Engines”
combination of two.

 Crawler-Based Search Engines

Crawler-based search engines, such as Google, create their listings

automatically. They "crawl" or "spider" the web, then people search
through what they have found.

Crawler-based engines send crawlers, or spiders, out into cyberspace.

These crawlers visit a Web site, read the information on the actual site,
read the site's Meta tags and also follow the links that the site connects
to. The crawler returns all that information back to a central depository
where the data is indexed.

The crawler will periodically return to the sites to check for any
information that has changed, and the frequency with which this happens
is determined by the administrators of the search engine.

 Human-Powered Search Engines

A human-powered directory, such as the Open Directory, depends on

humans for its listings. You submit a short description to the directory
for your entire site, or editors write one for sites they review. A search
looks for matches only in the descriptions submitted.

Changing your web pages has no effect on your listing. Things that are
useful for improving a listing with a search engine have nothing to do
with improving a listing in a directory. The only exception is that a good
site, with good content, might be more likely to get reviewed for free
than a poor site.
Human Powered Search Engines rely on humans to submit information
that is subsequently indexed and catalogued. Only information that is
submitted is put into the index.

In both cases, when you query a search engine to locate information, you
are actually searching through the index that the search engine has
created; you are not actually searching the Web. These indices are giant
databases of information that is collected and stored and subsequently
searched. This explains why sometimes a search on a commercial search
engine, such as Yahoo! or Google, will return results that are in fact dead
links. Since the search results are based on the index, if the index hasn't
been updated since a Web page became invalid the search engine treats
the page as still an active link even though it no longer is. It will remain
that way until the index is updated.

 Hybrid Search Engines Or Mixed Results

In the web's early days, it used to be that a search engine either presented
crawler-based results or human-powered listings. Today, it extremely
common for both types of results to be presented. Usually, a hybrid
search engine will favor one type of listings over another. For example,
MSN Search is more likely to present human-powered listings from
Look Smart. However, it does also present crawler-based results (as
provided by Inktomi), especially for more obscure queries.

So why will the same search on different search engines produce

different results? Part of the answer to that is because not all indices are
going to be exactly the same. It depends on what the spiders find or what
the humans submitted. But more important, not every search engine uses
the same algorithm to search through the indices. The algorithm is what
the search engines use to determine the relevance of the information in
the index to what the user is searching for.
One of the elements that a search engine algorithm scans for is the
frequency and location of keywords on a Web page. Those with higher
frequency are typically considered more relevant. But search engine
technology is becoming sophisticated in its attempt to discourage what is
known as keyword stuffing, or Spamdexing.

Another common element that algorithms analyze is the way that pages
link to other pages in the Web. By analyzing how pages link to each
other, an engine can both determine what a page is about (if the
keywords of the linked pages are similar to the keywords on the original
page) and whether that page is considered "important" and deserving of
a boost in ranking. Just as the technology is becoming increasingly
sophisticated to ignore keyword stuffing, it is also becoming savvier to
Web masters who build artificial links into their sites in order to build an
artificial ranking.

Without further qualification, search engine usually refers to a Web

search engine, which searches for information on the public Web. Other
kinds of search engine are enterprise search engines, which search on
intranets, personal search engines, and mobile search engines. Different
selection and relevance criteria may apply in different environments, or
for different uses.

Some search engines also mine data available in newsgroups, databases,

or open directories. Unlike Web directories, which are maintained by
human editors, search engines operate algorithmically or are a mixture
of algorithmic and human input.
History:-

The first Web search engine was Wandex, a now-defunct index

collected by the World Wide Web Wanderer, a web crawler developed
by Matthew Gray at MIT in 1993. Another very early search engine,
Aliweb, also appeared in 1993, and still runs today. The first "full text"
crawler-based search engine was WebCrawler, which came out in 1994.
Unlike its predecessors, it let users search for any word in any webpage,
which became the standard for all major search engines since. It was
also the first one to be widely known by the public. Also in 1994 Lycos
came out, and became a major commercial endeavor.

Soon after, many search engines appeared and vied for popularity. These
included Excite, Infoseek, Inktomi, Northern Light, and AltaVista. In
some ways, they competed with popular directories such as Yahoo!.
Later, the directories integrated or added on search engine technology
for greater functionality.

• Google
• Yahoo! Search
• Msn Search
• Windows Live Search
• Lycos
• AltaVista
• Alltheweb
• WebCrawler
• Northern Light
• Aliweb
 •

• G O O G L E : -

Around 2001, the Google search engine rose to prominence. Its success
was based in part on the concept of link popularity and Page Rank. The
number of other websites and WebPages that link to a given page is
taken into consideration with Page Rank, on the premise that good or
desirable pages are linked to more than others. The Page Rank of linking
pages and the number of links on these pages contribute to the Page
Rank of the linked page. This makes it possible for Google to order its
results by how many websites link to each found page. Google's
minimalist user interface is very popular with users, and has since
spawned a number of imitators.

Google and most other web engines utilize not only Page Rank but more
than 150 criteria to determine relevancy. The algorithm "remembers"
where it has been and indexes the number of cross-links and relates
these into groupings. Page Rank is based on citation analysis that was
developed in the 1950s by Eugene Garfield at the University of
Pennsylvania. Google's founders cite Garfield's work in their original
paper. In this way virtual communities of WebPages are found. Teoma’s
search technology uses a communities approach in its ranking algorithm.
NEC Research Institute has worked on similar technology. Web link
analysis was first developed by Jon Kleinberg and his team while
working on the CLEVER project at IBM's Almaden Research Center.
Google is currently the most popular search engine.

Benefits of a Google Search

1. Your search covers billions of URLs.

Google's index, comprised of billions of URLs, is the first of its kind and
represents the most comprehensive collection of the most useful web pages on the
Internet. While index size alone is not the key determinant of quality results, it has
an obvious effect on the likelihood of a relevant result being returned.

2. You'll see only pages that are relevant to the terms you type.
Google only produces results that match all of your search terms or, through use of
a proprietary technology, results that match very close variations of the words
you've entered (e.g., if you enter "comic book", we may return results for "comic
books" as well). The search terms or their variants must appear in the text of the
page or in the text of the links pointing to the page. This spares you the frustration
of viewing a multitude of results that have nothing to do with what you're looking
to find.

3. The position of your search terms is treated with respect.

Google analyzes the proximity of your search terms within the page. Google
prioritizes results according to how closely your individual search terms appear
and favors results that have your search terms near each other. Because of this, the
result is much more likely to be relevant to your query.

4. You see what you're getting before you click.

Instead of web page summaries that never change, Google shows an excerpt (or
"snippet") of the text that matches your query -- with your search terms in boldface
-- right in the search results. This sneak preview gives you a good idea if a page is
going to be relevant before you visit it.

5. You can feel lucky and save time doing it.

Google excels at producing extremely relevant results, and flat out nails many
queries such as company names. We're so confident, in fact, that we've installed an
"I'm Feeling Lucky" button, which takes you directly to the site of the highest
ranked result in your search. Try it and let us know if our confidence is justified.

6. You can get it, even when it's gone.

As Google crawls the web, it takes a snapshot of each page and analyzes it to
determine the page's relevance. You can access these cached pages if the original
page is temporarily unavailable due to Internet congestion or server problems.
Though the information on cached pages is frequently not the most recent version
of a site, it usually contains useful information. Plus, your search terms will be
highlighted in color on the cached page, making it easy to find the section of the
page relevant to your query.
YA H O O : -

The two founders of Yahoo!, David Filo and Jerry Yang, Ph.D.
candidates in Electrical Engineering at Stanford University started their
guide in a campus trailer in February 1994 as a way to keep track of
their personal interests on the Internet. Before long they were spending
more time on their home-brewed lists of favorite’s links than on their
doctoral dissertations. Eventually, Jerry and David's lists became too
long and unwieldy, and they broke them out into categories. When the
categories became too full, they developed subcategories ... and the core
concept behind Yahoo! was born. In 2002, Yahoo! acquired Inktomi and
in 2003, Yahoo! acquired Overture, which owned Alltheweb and
AltaVista. Despite owning its own search engine, Yahoo! initially kept
using Google to provide its users with search results on its main website
Yahoo.com. However, in 2004, Yahoo! launched its own search engine
based on the combined technologies of its acquisitions and providing a
service that gave pre-eminence to the Web search engine over the
directory.

M I C R O S O F T S E A R C H : -

The most recent major search engine is MSN Search, owned by

Microsoft, which previously relied on others for its search engine
listings. In 2004 it debuted a beta version of its own results, powered by
its own web crawler (called msn bot). In early 2005 it started showing its
own results live. This was barely noticed by average users unaware of
where results come from, but was a huge development for many
webmasters, who seek inclusion in the major search engines. At the
same time, Microsoft ceased using results from Inktomi, now owned by
Yahoo!. In 2006, Microsoft migrated to a new search platform -
Windows Live Search, retiring the "MSN Search" name in the process.
Challenges faced by Search Engines:-

• The Web is growing much faster than any present-technology

search engine can possibly index (see distributed web crawling). In
2006, some users found major search-engines became slower to
index new WebPages.
• Many WebPages are updated frequently, which forces the search
engine to revisit them periodically.

• The queries one can make are currently limited to searching for
key words, which may result in many false positives, especially
using the default whole-page search. Better results might be
achieved by using a proximity-search option with a search-bracket
to limit matches within a paragraph or phrase, rather than matching
random words scattered across large pages. Another alternative is
using human operators to do the researching for the user with
organic search engines.
• Dynamically generated sites may be slow or difficult to index, or
may result in excessive results, perhaps generate 500 times more
WebPages than average. Example: for a dynamic webpage which
changes content based on entries inserted from a database, a
search-engine might be requested to index 50,000 static WebPages
for 50,000 different parameter values passed to that dynamic
webpage.
• Many dynamically generated websites are not index able by search
engines; this phenomenon is known as the invisible web. There are
search engines that specialize in crawling the invisible web by
crawling sites that have dynamic content, require forms to be filled
out, or are password protected.
• Relevancy: sometimes the engine can't get what the person is
looking for.
• Some search-engines do not rank results by relevance, but by the
amount of money the matching websites pay.
• In 2006, hundreds of generated websites used tricks to manipulate
a search-engine to display them in the higher results for numerous
keywords. This can lead to some search results being polluted with
link spam or bait-and-switch pages which contain little or no
information about the matching phrases. The more relevant
WebPages are pushed further down in the results list, perhaps by
500 entries or more.
• Secure pages (content hosted on HTTPS URLs) pose a challenger
for crawlers which either can't browse the content for technical
reasons or won't index it for privacy reasons.
H O W T H E S E A R C H E N G I N E W O R K S : -

A search engine operates, in the following order

1. Web crawling
2. Indexing
3. Searching

Web search engines work by storing information about a large number

of web pages, which they retrieve from the WWW itself.

These pages are retrieved by a Web crawler (sometimes also known as a

spider) — an automated Web browser which follows every link it sees.
Exclusions can be made by the use of robots.txt. The contents of each
page are then analyzed to determine how it should be indexed (for
example, words are extracted from the titles, headings, or special fields
called Meta tags). Data about web pages are stored in an index database
for use in later queries.

Some search engines, such as Google, store all or part of the source page
(referred to as a cache) as well as information about the web pages,
whereas others, such as AltaVista, store every word of every page they
find. This cached page always holds the actual search text since it is the
one that was actually indexed, so it can be very useful when the content
of the current page has been updated and the search terms are no longer
in it. This problem might be considered to be a mild form of link rot, and
Google's handling of it increases usability by satisfying user
expectations that the search terms will be on the returned webpage.

This satisfies the principle of least astonishment since the user normally
expects the search terms to be on the returned pages. Increased search
relevance makes these cached pages very useful, even beyond the fact
that they may contain data that may no longer be available elsewhere.
When a user comes to the search engine and makes a query, typically by
giving key words, the engine looks up the index and provides a listing of
best-matching web pages according to its criteria, usually with a short
summary containing the document's title and sometimes parts of the text.
Most search engines support the use of the Boolean terms AND, OR and
NOT to further specify the search query. An advanced feature is
proximity search, which allows users to define the distance between
keywords.

The usefulness of a search engine depends on the relevance of the result

set it gives back. While there may be millions of WebPages that include
a particular word or phrase, some pages may be more relevant, popular,
or authoritative than others. Most search engines employ methods to
rank the results to provide the "best" results first. How a search engine
decides which pages are the best matches, and what order the results
should be shown in, varies widely from one engine to another. The
methods also change over time as Internet usage changes and new
techniques evolve.

Most Web search engines are commercial ventures supported by

advertising revenue and, as a result, some employ the controversial
practice of allowing advertisers to pay money to have their listings
ranked higher in search results. Those search engines which do not
accept money for their search engine results make money by running
search related ads alongside the regular search engine results. The search
engines make money every time someone clicks on one of these ads.

The vast majorities of search engines are run by private companies using
proprietary algorithms and closed databases, though some are open
source.

Major Search Engines: The Same, but Different:-

All crawler-based search engines have the basic parts described above,
but there are differences in how these parts are tuned. That is why the
same search on different search engines often produces different results.
Some of the significant differences between the major crawler-based
search engines are summarized on the Search Engine Features Page.
Information on this page has been drawn from the help pages of each
search engine, along with knowledge gained from articles, reviews,
books, independent research, tips from others and additional information
received directly from the various search engines.
W H A T I S A W E B C R A W L E R : -

A web crawler (also known as a Web spider or Web robot) is a

program or automated script which browses the World Wide Web in a
methodical, automated manner. Other less frequently used names for
Web crawlers are ants, automatic indexers, bots, and worms
(Kobayashi and Takeda, 2000).

This process is called Web crawling or spidering. Many legitimate sites,

in particular search engines, use spidering as a means of providing up-
to-date data.

Web crawlers are mainly used to create a copy of all the visited pages for
later processing by a search engine, that will index the downloaded
pages to provide fast searches. Crawlers can also be used for automating
maintenance tasks on a Web site, such as checking links or validating
HTML code. Also, crawlers can be used to gather specific types of
information from Web pages, such as harvesting e-mail addresses
(usually for spam).

A Web crawler is one type of bot, or software agent. In general, it starts

with a list of URLs to visit, called the seeds. As the crawler visits these
URLs, it identifies all the hyperlinks in the page and adds them to the list
of URLs to visit, called the crawl frontier. URLs from the frontier are
recursively visited according to a set of policies.

Crawling policies:-
There are three important characteristics of the Web that generate a
scenario in which Web crawling is very difficult: its large volume, its
fast rate of change, dynamic page generation, containing a wide variety
of possible crawl able URLs.

The large volume implies that the crawler can only download a fraction
of the Web pages within a given time, so it needs to prioritize its
downloads. The high rate of change implies that by the time the crawler
is downloading the last pages from a site, it is very likely that new pages
have been added to the site, or that pages have already been updated or
even deleted.

The recent increase in the number of pages being generated by server-

side scripting languages has also created difficulty in those endless
combinations of HTTP GET parameters exist, only a small selection of
which will actually return unique content. For example, a simple online
photo gallery may offer three options to users, as specified through
HTTP GET parameters. If there exist four ways to sort images, three
choices of thumbnail size, two file formats, and an option to disable
user-provided contents, then that same set of content can be accessed
with forty-eight different URLs, all of which will be present on the site.
This mathematical combination creates a problem for crawlers, as they
must sort through endless combinations of relatively minor scripted
changes in order to retrieve unique content.

As Edwards noted, "Given that the bandwidth for conducting crawls is

neither infinite nor free it is becoming essential to crawl the Web in not
only a scalable, but efficient way, if some reasonable measure of quality
or freshness is to be maintained. A crawler must carefully choose at each
step which pages to visit next.

The behavior of a Web crawler is the outcome of a combination of

policies:

• A selection policy that states which pages to download.

• A re-visit policy that states when to check for changes to the pages.
 • A politeness policy that states how to avoid overloading websites.
• A parallelization policy that states how to coordinate distributed
web crawlers.

Crawler identification:-

Web crawlers typically identify themselves to a Web server by using the

User-agent field of an HTTP request. Web site administrators typically
examine their web servers’ log and use the user agent field to determine
which crawlers have visited the Web server and how often. The user
agent field may include a URL where the Web site administrator may
find out more information about the crawler. Spam bots and other
malicious Web crawlers are unlikely to place identifying information in
the user agent field, or they may mask their identity as a browser or
other well-known crawler.

It is important for Web crawlers to identify themselves so Web site

administrators can contact the owner if needed. In some cases, crawlers
may be accidentally trapped in a crawler trap or they may be
overloading a Web server with requests, and the owner needs to stop the
crawler. Identification is also useful for administrators that are interested
in knowing when they may expect their Web pages to be indexed by a
particular search engine.

Examples of Web crawlers:-

The following is a list of published crawler architectures for general-purpose

crawlers (excluding focused Web crawlers), with a brief description that includes
the names given to the different components and outstanding features:
RBSE :- (Eichmann, 1994) was the first published web crawler. It was based on
two programs: the first program, "spider" maintains a queue in a relational
database, and the second program "mite", is a modified www ASCII browser that
downloads the pages from the Web.

WebCrawler :- (Pinkerton, 1994) was used to build the first publicly-available

full-text index of a subset of the Web. It was based on lib-WWW to download
pages, and another program to parse and order URLs for breadth-first exploration
of the Web graph. It also included a real-time crawler that followed links based on
the similarity of the anchor text with the provided query.

World Wide Web Worm: - (McBryan, 1994) was a crawler used to build a simple
index of document titles and URLs. The index could be searched by using the grep
UNIX command.

Google Crawler :- (Brin and Page, 1998) is described in some detail, but the
reference is only about an early version of its architecture, which was based in C++
and Python. The crawler was integrated with the indexing process, because text
parsing was done for full-text indexing and also for URL extraction. There is an
URL server that sends lists of URLs to be fetched by several crawling processes.
During parsing, the URLs found were passed to a URL server that checked if the
URL has been previously seen. If not, the URL was added to the queue of the URL
server.

Cobweb: - (da Silva et al., 1999) uses a central "scheduler" and a series of
distributed "collectors". The collectors parse the downloaded Web pages and send
the discovered URLs to the scheduler, which in turn assign them to the collectors.
The scheduler enforces a breadth-first search order with a politeness policy to
avoid overloading Web servers. The crawler is written in Perl.

Mercator :- (Heydon and Najork, 1999) is a modular web crawler written in Java.
Its modularity arises from the usage of interchangeable "protocol modules" and
"processing modules". Protocols modules are related to how to acquire the Web
pages (e.g.: by HTTP), and processing modules are related to how to process Web
pages. The standard processing module just parses the pages and extracts new
URLs, but other processing modules can be used to index the text of the pages, or
to gather statistics from the Web.

Web Fountain :-( Edwards’s et al., 2001) is a distributed, modular crawler similar
to Mercator but written in C++. It features a "controller" machine that coordinates
a series of "ant" machines. After repeatedly downloading pages, a change rate is
inferred for each page and a non-linear programming method must be used to solve
the equation system for maximizing freshness. The authors recommend using this
crawling order in the early stages of the crawl, and then switching to a uniform
crawling order, in which all pages are being visited with the same frequency.

PolyBot :-[Shkapenyuk and Suel, 2002] is a distributed crawler written in C++ and
Python, which is composed of a "crawl manager", one or more "downloader’s" and
one or more "DNS resolvers". Collected URLs are added to a queue on disk, and
processed later to search for seen URLs in batch mode. The politeness policy
considers both third and second level domains (e.g.: www.example.com and
www2.example.com are third level domains) because third level domains are
usually hosted by the same Web server.

WebRACE: - (Zeinalipour-Yazti and Dikaiakos, 2002) is a crawling and caching

module implemented in Java, and used as a part of a more generic system called
eRACE. The system receives requests from users for downloading Web pages, so
the crawler acts in part as a smart proxy server. The system also handles requests
for "subscriptions" to Web pages that must be monitored: when the pages change,
they must be downloaded by the crawler and the subscriber must be notified. The
most outstanding feature of Web RACE is that, while most crawlers start with a set
of "seed" URLs, Web RACE is continuously receiving new starting URLs to crawl
from.

FAST Crawler: - (Risvik and Michelsen, 2002) is the crawler used by the FAST
search engine, and a general description of its architecture is available. It is a
distributed architecture in which each machine holds a "document scheduler" that
maintains a queue of documents to be downloaded by a "document processor" that
stores them in a local storage subsystem. Each crawler communicates with the
other crawlers via a "distributor" module that exchanges hyperlink information.

Labrador: - is a closed-source web crawler that works with the Open Source
project Terrier search engine. In addition to the specific crawler architectures listed
above, there are general crawler architectures published by Cho (Cho and Garcia-
Molina, 2002) and Chakrabarti (Chakrabarti, 2003).
Web crawler architectures:-

High-level architecture of a standard Web crawler

The Role of Web Search Engines:-

Search engines do not always provide the right information, but rather
often subject the user to a deluge of disjointed irrelevant data.

Search engines do not manage information, at least not in the

conventional business sense. They do not, in fact, search the Internet
when the search button is clicked. Their crawlers and spiders have done
their work in advance based on their own criteria and categories they
want to include in their database. Conducting successful searches is
dependent on knowing how the engines work. This knowledge also
helps to get a website noticed by the search engines.
Search engines provide Internet users a tool for locating and retrieving
data from the World Wide Web, based upon keywords supplied by the
user. All search engines share the following basic elements:

1) A spider (also referred to as a crawler or a bot) that goes onto the

web and reads pages following hypertext links to other pages and sites
on the web;
2) A program that configures the pages that have been read by the spider
into an index.
3) A second program that takes user-supplied keywords and searches the
index, essentially a process of comparison and matching based on the
engine's criteria, returning the user a set of results.
The results are usually ranked according to how closely they match
the keywords, as defined by the search engine's set of variable criteria.

Behind the Scenes:-

• An important point regarding search engines is that the user's

search is a search of the engine's index and not of the web itself.
The web search, performed by the spider, occurs earlier. The
amount of the web crawled by the spider determines the size of the
engine's library of web documents. No search engine is able to
cover the entire web. Pages appear and disappear hourly.

• The size of the web is mammoth, and it continues to grow at an

exponential rate. Including 100% of the web is not possible or even
desirable, as the quality of web-based documents varies from junk
to highly respected, reliable, and relevant data. Search engines
differ as to what percentage of the web they cover, their techniques
used in obtaining coverage, and their selectivity in eliminating
junk.
• How frequently the engine's spider crawls the web will also
influence the user's choice of search tool. Frequent crawling
ensures that current documents are included in the index, and
documents no longer available (dead links) are eliminated. This is
of significant importance in an age where old information is
quickly superseded by the new.

• All search engines support single-word queries. The user simply

types in a keyword and presses the search button. Most engines
also support multiple-word queries. However, the engines differ as
to whether and to what extent they support Boolean operators
(such as "and" and "or") and the level of detail supported in the
query. More specific queries will enhance the relevance of the
user's results.

• The final step is the search, locate, and match process itself.
Location and frequency of the keywords' occurrence within the
document are the most common criteria used by search engines in
matching and ranking. Words located in the title of a document are
awarded a greater weight, as are words located in HTML Meta
tags. Those located in subject descriptions and those located higher
up (i.e., earlier) on the page are also more highly weighted. The
frequent recurrence of the keywords results in a greater weight;
however, frequency is subject to certain limitations.

• Most search engines recognize and defend against a practice called

Spamdexing. "Spamdexing" refers to the practice of tailoring the
design and content of a web document in an effort to cause search
engines to index it favorably. The actual content may not be
relevant. The most common practice is to simply overload the web
 page with common terms in the initial part of the document, in a
way that is invisible to the user but readable by the search engine
spider and index program. The detection of Spamdexing by search
engines will cause most to either omit the site from its results or to
rank it at the bottom.

Variations on the Search Engine:-

A search engine is not the same as a "subject directory." A subject

directory does not visit the web, at least not by using the programmed,
automated tools of a search engine. Websites must be submitted to a staff
of trained individuals entrusted with the task of reviewing, classifying,
and ranking the sites. Content has been screened for quality, and the sites
have been categorized and organized so as to provide the user with the
most logical access. Their advantage is that they typically yield a
smaller, but more focused, set of results.

The most significant limitation of a subject directory is the time lag

involved in reviewing and categorizing sites. Yahoo!, the original subject
directory and the most often consulted web search tool, has been
criticized for this. A subject directory is also only as good as the
classification scheme used by the directory's managers.

Gaining in popularity is the combining of a subject directory with a

search engine to form a portal. A portal is intended to be an Internet
user's one-stop point of entry to the web. Portals often provide the user
with a number of specialized search engines (e.g., focusing only on news
or sports), sometimes tied in to other sites. The appeal lies in the array of
customizable and personalized features they can offer. For example,
portals frequently offer a periodic status report on a stock portfolio, free
web-based e-mail, and a customizable home page with a menu of
favorite destinations. Portals often store and track a user's personal data,
favorite topics, and frequent searches to provide personalized services
(e.g., horoscopes, weather reports, or breaking news). The array of
services will continue to expand as portals compete to build and keep
audiences that can be sold to advertisers.

The Future of Search Engines:-

Not all search engines are going to be successful. To date, Yahoo! is the
only one to turn a profit. If a sustainable business model is not
eventually found, these companies will fail. The current strategy is to
fold a search engine into a larger portal site. An increasing number of
personalized services (e.g., paging services, weather reports, and chat
rooms) are being added by the portals to increase the likelihood of the
user logging on and staying put. Portals are becoming one-stop web
organizers. America Online and Yahoo! currently dominate the portal
race. However, Lycos's recent acquisition of HotBot, Disney's
acquisition of Infoseek and newcomer Northern Light are examples of
different solutions to the positioning question.
The Role of Search Engine Rank in Driving Traffic to Your
Website:

Having a desirable search engine rank is ideal for driving traffic to your
website. Generally, the majority of a website's traffic comes through
internet users' use of the search engines. A good search engine rank is
really important considering that over 80% of traffic for most websites is
directed via search engines and most users of search engines only click
through to websites that have a search engine rank within the first three
pages of the search engine results.

There are a number of search engines today. Each search engine has its
own algorithms which are rules that determine how websites are placed
in their search engine rank. Thus, a search engine optimization strategy
that provides a desirable search engine rank in one engine may not
produce good results in another search engine. So, when trying to
achieve a beneficial search engine rank, you really need to focus on one,
or maybe two search engines for search engine rank purposes. If your
website gets a good search engine rank in the other search engines, you
can consider that a blessing.

Since your optimization strategy does need to be focused to be

successful, you may wonder which search engine or engines you should
focus on to achieve a search engine rank within the first three pages of
results. I recommend focusing your search engine rank attempts on
Google first and Yahoo! second.

Getting a good search engine rank with Google will undoubtedly drive
loads of traffic to your website. Statistics have repeatedly shown that
Google is the most used search engine with Yahoo! coming in second.
These two major search engines also power some of the smaller search
engines, meaning that the results generated by small search engines draw
their results from the major search engines. So, if you get a good search
engine rank in Google or Yahoo!, you will likely get a decent search
engine rank in some of the search engines they power such as MSN,
AOL, Ask Jeeves, and Alta Vista.

Another reason to strive for a top search engine rank in Google is that it
is an organic search engine, thus the results the search engine displays
are based on the quality and relevance of the information on a website to
the key terms searchers use rather than being based on paid advertising
and who can pay the most to reach the top in search engine rank.

When you do a search using Google, you will notice that sponsored links
that appear at the top and at the right of the screen are clearly marked so
the searcher knows they are paid ads. All other results generated are
generated based on algorithms, not paid advertisements. With Yahoo!,
you can also tell which results are generated as a result of sponsored
links. If you cannot achieve a search engine rank in the first three pages
of Google or Yahoo!, you can always opt for paid advertising that will
get you listed in the sponsored links.

Google's pay-per-click advertising program is called Ad Words. Yahoo!'s

cost-per-click advertising program is offered through Yahoo! Search
marketing (formerly Overture). With both of these programs, you can
get your website advertised as sponsored links in search engine results
even if you cannot organically achieve a search engine rank. Both
programs have budgeting features which enable you to control the
amount of money spent through your pay-per-click/cost-per-click
advertising campaign.

The difference between organic search engine rank listings and pay-per-
click/cost-per-click search engine rank is that organic listings don't cost
you anything while with per-click listings you are charged the amount of
your keyword bid for every click- through to your website. Whether you
get a search engine rank in the search results naturally or through paid
advertising, the search engine rank is vital for driving traffic to your
website.
Building a website is just the beginning. Most websites fail for lack of
traffic. In order to get traffic, the most cost-effective step you can take is
to prepare your website properly so that it can come up in the first few
pages of results when someone searches for your most important
keywords or keyword phrases. The preparation of web pages so that
they are search engine friendly is known as Search Engine
Optimization or SEO.

Basic Benefits of SEO:-

• It has a positive psychological impact on a visitor.

• Help you create a brand identity.
• Even the ‘brand recall’ would be much higher.
• Increase in targeted on-line traffic.
• Better web site positioning.
• Dominate in competition with your mirror sites.
• Fast measurable ROI.
• Increased and boosted product sales and online visibility.
• Lower client acquisition costs.
• Broaden web-marketing share.
• Compete efficiently against larger competitors.
• Continuous Visibility.
• Make the most out of the best tool for advertising.
• The cheapest marketing tool even on the net
Search Engine Optimization can be divided
into two steps:

On-Page Optimization and Off-Page

Optimization

1. On Page Search Engine Optimization:

The on-page optimization elements are:

• Titles, Headings
• Meta tags
• Clean Design
• Navigation
• Content - Keywords
• URLs
• Sitemaps
• File size
• Site size
• Domain name
• Site age
• Images - ALT
• Outgoing links
• And others…

On page optimization is the process by which various elements on an

individual web page are structured so that the web page can be found by
the search engines for specific keyword(s) or keyword phrases.

On page optimization will not guarantee any top rating within a search
engine, only off page optimization can offer that guarantee. However,
off page optimization is far more effective WHEN on page optimization
is in place.

On page optimization is not difficult. It does however take time to make

sure all the pieces are in place. This kind of optimization should occur
not only on the main web page of a web site, but on every single content
page within that site.

On-page optimization is the preparation of the actual pages of the

website. Search engines are trying to provide their users with the most
relevant sites for any particular query. Maybe your website has a lot of
material and is relevant to searches for your product, but it may not have
been designed or written in a way that is search engine friendly. The
correction of design mistakes and the rewriting of the website’s text and
Meta tags is what are known as on-page search engine optimization.

But, even if you have web pages that are well-designed and well-written,
you may still be buried in the rankings. Google, the most popular search
engine, relies heavily on the link popularity of websites in its formula (or
algorithm) determining the most relevant answers to any particular
query. If your website does not have inbound links from other
websites it will not achieve high rankings in highly competitive
categories. Boosting the link popularity of a particular web page or
website is also known off-page or off-site search engine optimization.

We rewrite your headlines and important text so that they are search
engine friendly, and most importantly, so that they are user friendly! It
should always be remembered that your site should be built for the
satisfaction of the people who will read it and not for the satisfaction of
search engine robots.
The goal of your site is to sell your product or service, and SEO service is
aimed at helping you to get more traffic and to convert visitors into buyers.
The following is a checklist you should run through every time you
create a new webpage:

File Name:-

The file name of a page is taken into account when search engine spider
your website. You should therefore always try to use your main keyword
in the filename. If you are using dynamic pages you could use
mod_rewrite in the *.htacces file to rewrite your file names and URLs.

Title Tags:-

The page title is what most search engines will show on their search
result pages. It is vital that you make extra effort into getting this right
and it should not (only) is the websites name.

Is your page title defined and is it containing your main keyword?

Is it short and does it describe the page content correctly?
Preferably 5-8 words.

Example:

<Title>on page Optimization</title>

Meta tags:-

Although most search engines don’t pay much attention to meta tags it is
still important to add your meta tags for on page optimization. Some
search engines still use them to display your page in their lists. Try to
make them different for every webpage.

Is your description defined and is it describing your content?

*Preferably a maximum of 25words in your description tag.
Are your keywords defined and do they also list misspelling and typos?
Are keywords not repeated more than 3 times?
Preferably 1-3 main keywords and 1 keyword phrase in your keyword
tag.

Example:

<Meta name="description" content="A quick guide and check list for on

page Optimization. Covering Titles Tags, Meta Tags, Heading Tags,
Plain Text and Image Alt Tags">
<meta name="keywords" content="On page Optimization, Meta Tags,
Heading Tags, Title Tags, How to do on page optimizing, on-page, on
page, optimization">

Heading Tags:-

Right after your page title your heading tags are of most importance.
Search engines use them to define the importance of your keywords. If
you find you’re heading tags too big and use css to define how they
look.

Make sure you are using only one <h1> tag.

Is your <h1> short and does it contain your main keyword?
Preferably your <h1> tag should match your page title.
Are your <h2> tags defined and do they contain variations on your
keyword?
Could you be categorizing even more with <h3> tags?
Have you styled all heading tags using CSS to improve page design?

Example:

<h1>on page Optimization</h1>

<h2>Page Title</h2>
<p> the page title is what most search engines...</p>
<h2>Mata Tags</h2>
<p>although most search engines don’t pay...</p>
Plain Text:-

Spread out your keywords throughout the pages paragraphs (<p>) and
repeat them a couple of times. Try not to make the text unnatural,
because you still want people to be able to read it. Readability should be
more important here than on page optimization.

Are your keywords used at least several times?

Try not to have one keyword take up more than 5% of the total amount
of words used. Is your main keyword mention at the beginning of the
page and at the end?

Preferably use a maximum of 7 repetitions per word. Distribute 4 in

the top third of the page and 3 in the bottom. Use at least every
keyword in the first 7500 characters of the page.

Bold and Italic Text:-

A bold or italic word has more weight for most search engines. So try
and use your main keyword in bold <b> and italic <i>. Please note that
the use of <strong> and <em> instead of <b> and <i> does not matter.
Google has stated that they treat this code exactly the same.

Image Alt Tags and Names:-

Search engines don’t just look at text they also take images into account.
Try to Use Image Alt tags and name images using your main keyword.

Example:
<img src=’images/onpage_optimization.jpg’ alt=’On page Optimization’
/>
Promotional Comments:-

Some search engines, like the Inktomi search engine, read comments in
the “<!--" format. If you place a keyword rich paragraph after such a
comment at the top of the page this could help keyword weighting and
your keyword relevancy.

Example:

<!-- On page Optimization, by optimizing Title Tags, Meta Tags,

Heading Tags, Plain Text, Image Alt Tags and Promotional Content is a
great way to optimize WebPages. By using good value keywords
targeted traffic can be sent to the page by a search engine. On page
Optimization is a technique used for Search Engine Optimization. /-->

That’s the basics of on page Optimization. Once you’ve done this

you can start with off page Optimization.

There are two important factors in any Search Engine Optimization Campaign:

• Serve the Site Visitors what they Want.

• Serve the Search Engine Spiders what they Want.

Search Engine Submissions:-

Once you've optimized your web pages and uploaded them to your
server, your next step will be to submit your main pages to the Search
Engines. However, don't submit your pages to Google. Your pages will
rank much higher if you allow this Search Engine to find your pages on
its own.

You may want to consider creating a site map for your site and submit
this page to Google instead. A site map is a page that outlines how your
pages are set up and linked together. If you design a site map with links
to all of your pages, the Search Engine robots can easily spider and
index them.

Taking the time to optimize each of your web pages is the most
important step you can take towards ranking high in the Search Engines
and driving your more traffic to your web site.

Search Engine Submission: Getting Listed

"Search engine submission" refers to the act of getting your web site
listed with search engines. Another term for this is search engine
registration.

Getting listed does not mean that you will necessarily rank well for
particular terms, however. It simply means that the search engine knows
your pages exist.
Think of it as a lottery. Search engine submission is akin to your
purchasing a lottery ticket. Having a ticket doesn't mean that you will
win, but you must have a ticket to have any chance at all.

Search Engine Optimization: Improving the Odds

"Search engine optimization" refers to the act of altering your site so that
it may rank well for particular terms, especially with crawler-based
search engines (later in this guide, we will explain what these are).

Returning to the lottery example, let's assume there was a way to

increase the odds of winning by picking your lottery numbers carefully.
Search engine optimization is akin to this. It's making sure that the
numbers you select are more likely to win than purchasing a set of
numbers at random.

Search Engine Placement & Positioning: Ranking

Well

Terms such as "search engine placement," "search engine positioning"

and "search engine ranking" refer to a site actually doing well for
particular terms or for a range of terms at search engines. This is the
ultimate goal for many people -- to get that "top ten" ranking for a
particular keyword or search terms.
Search Engine Marketing & Promotion: The Overall Process

Terms such as "search engine marketing" or "search engine promotion"

refer to the overall process of marketing a site on search engines. This
includes submission, optimization, managing paid listings and more.

These terms also highlight the fact that doing well with search engines is
not just about submitting right, optimizing well or getting a good rank
for a particular term. It's about the overall job of improving how your
site interacts with search engines, so that the audience you seek can find
you.

On To Submission

The next few "essentials" pages cover the basics of search engine
submission. If all you do is follow the instructions on these essentials
pages, you'll receive traffic from search engines. However, if you have
time, you should also read beyond the essentials to understand how
optimization can increase your traffic and other ways you can market
your site with search engines.

2.Off-Page Search Engine Optimization:

The off-page seo elements include:

• Page Rank
• Back links
• Link Exchange
 • Anchor text
• Relevancy
• Directories
• Traffic
• Bookmark

Off page Optimization is optimization done off the Page, like getting
relevant links from other sites, link exchange with quality relevant sites,
choosing relevant anchor text from the perfect location on the different
pages of different sites etc.

Link Popularity Building:-

Links are the ultimate driving force behind all Search Engines today. A
quality back link not only helps in Search Engine Ranking but is also
capable of developing your brand as unique, bringing quality targeted
traffic to your site.

The importance of link popularity varies with each search engine, but
the basic premise is that every link to your web site is an endorsement of
your site's quality, and the more endorsements you have, the higher your
site is likely to be listed. Search Engine Optimization helps building
quality text links to your site, thus increasing the visibility of your site.

One Way Linking:-

Most Search Engines including Google, place a great amount of value

and weight on a site’s link popularity. The basic idea, behind this is you
have to have more incoming links than outgoing links. If your site is
viewed by the public as a quality site, then you will automatically
receive random linking to your site with little work on your part. Two
ways to increase your chances of one way linking is to provide quality
content for your site and the other one is to get your site listed in the
major human edited directories. Currently the two most important
human edited directories are Yahoo and the Open Directory Project
(www.dmoz.org).

Reciprocal Link Building:-

Reciprocal linking or two way linking is where you provide a return link
to the other Web site in return for a link to yours, which is less valuable
than one way direct links. This type of linking is done when it is difficult
to get one way links. Many search engines use a search algorithm which
analyzes the quality of the site linking to you.

Buying Text Link Advertisements:-

This is one of the more expensive options in a link building campaign.

Text link advertisements are bought from relevant sites to increase link
popularity of the site. This is also the quickest method to give a quick
boost to your site’s rankings. While buying the links, the main criterion
is Page Rank. Linking with pages having a high Page Rank is the only
way to give a quick boost to your site’s rankings and drastically improve
targeted traffic.

Blogging:-

Nowadays everyone likes to leave comments in blogs. You can do it as

well. And add your link with the comment. However remember not to
spam blog sites, if you add a comment make sure that comment has
something to do with the topic. It is also wise to post in blogs which you
have some knowledge about.

What all this being said, it is important to note that links from High
Quality Sites are better for rankings than links from low quality sites. A
few links from reputable sites is worth more than a lot of links from
unknown sites. So if you can, try getting links from these sites instead.

There are a lot of SEO experts who say that off page optimization is
more important than on page optimization. While that is not completely
wrong, it is very difficult (but not impossible) for a good off page
optimization to work without excellent content. And that is ultimately
what is on your web pages.
How Search Engines Rank Web Pages:-

Search for anything using your favorite crawler-based search engine.

Nearly instantly, the search engine will sort through the millions of
pages it knows about and present you with ones that match your topic.
The matches will even be ranked, so that the most relevant ones come
first.

Of course, the search engines don't always get it right. Non-relevant

pages make it through, and sometimes it may take a little more digging
to find what you are looking for. But, by and large, search engines do an
amazing job.

As WebCrawler founder Brian Pinkerton puts it, "Imagine walking up to

a librarian and saying, 'travel.' They are going to look at you with a
blank face."

OK -- a librarian's not really going to stare at you with a vacant

expression. Instead, they're going to ask you questions to better
understand what you are looking for.

Unfortunately, search engines don't have the ability to ask a few

questions to focus your search, as a librarian can. They also can't rely on
judgment and past experience to rank web pages, in the way humans
can.

So, how do crawler-based search engines go about determining

relevancy, when confronted with hundreds of millions of web pages to
sort through? They follow a set of rules, known as an algorithm. Exactly
how a particular search engine's algorithm works is a closely-kept trade
secret. However, all major search engines follow the general rules below.
Location, Location, Location...and Frequency:-

One of the the main rules in a ranking algorithm involves the location
and frequency of keywords on a web page. Call it the location/frequency
method, for short.

Remember the librarian mentioned above? They need to find books to

match your request of "travel," so it makes sense that they first look at
books with travel in the title. Search engines operate the same way.
Pages with the search terms appearing in the HTML title tag are often
assumed to be more relevant than others to the topic.

Search engines will also check to see if the search keywords appear near
the top of a web page, such as in the headline or in the first few
paragraphs of text. They assume that any page relevant to the topic will
mention those words right from the beginning.

Frequency is the other major factor in how search engines determine

relevancy. A search engine will analyze how often keywords appear in
relation to other words in a web page. Those with a higher frequency are
often deemed more relevant than other web pages.

Spice in the Recipe:-

Now it's time to qualify the location/frequency method described above.

All the major search engines follow it to some degree, in the same way
cooks may follow a standard chili recipe. But cooks like to add their
own secret ingredients. In the same way, search engines add spice to the
location/frequency method. Nobody does it exactly the same, which is
one reason why the same search on different search engines produces
different results.
To begin with, some search engines index more web pages than others.
Some search engines also index web pages more often than others. The
result is that no search engine has the exact same collection of web
pages to search through. That naturally produces differences, when
comparing their results.

Search engines may also penalize pages or exclude them from the index,
if they detect search engine "spamming." An example is when a word is
repeated hundreds of times on a page, to increase the frequency and
propel the page higher in the listings. Search engines watch for common
spamming methods in a variety of ways, including following up on
complaints from their users.

Off the Page Factors:-

Crawler-based search engines have plenty of experience now with

webmasters who constantly rewrite their web pages in an attempt to gain
better rankings. Some sophisticated webmasters may even go to great
lengths to "reverse engineer" the location/frequency systems used by a
particular search engine. Because of this, all major search engines now
also make use of "off the page" ranking criteria.

Off the page factors are those that a webmasters cannot easily influence.
Chief among these is link analysis. By analyzing how pages link to each
other, a search engine can both determine what a page is about and
whether that page is deemed to be "important" and thus deserving of a
ranking boost. In addition, sophisticated techniques are used to screen
out attempts by webmasters to build "artificial" links designed to boost
their rankings.

Another off the page factor is click through measurement. In short, this
means that a search engine may watch what results someone selects for a
particular search, and then eventually drop high-ranking pages that aren't
attracting clicks, while promoting lower-ranking pages that do pull in
visitors. As with link analysis, systems are used to compensate for
artificial links generated by eager webmasters.

Google's view of Search Engine Optimization (SEO)

With the addition of this document to their website, the people at Google
appear to be trying to frighten people away from search engine
optimization altogether. Although they say that "Many SEOs provide
useful services for website owners", they finish the sentence by
describing the range of what those useful services are:- "from writing
copy to giving advice on site architecture and helping to find relevant
directories to which a site can be submitted".

They say that an SEO's useful services include:- writing copy, giving
advice on site architecture and helping to find relevant directories....
These can be part of search engine optimization, of course, but they are
not what is widely understood by the term search engine optimization;
i.e. optimizing pages to rank highly. Even writing copy doesn't suggest
anything to do with seo copywriting, and giving advice on site
architecture is to do with website design and not search engine
optimization, although an SEO can advise on it with respect to crawling.

It is quite clear what sort of things Google considers to be SEO, and it

isn't anything to do with optimizing or, if it is, it's only on the fringe of
optimizing.

The document goes on to say, "there are a few unethical SEOs who have
given the industry a black eye through their overly aggressive marketing
efforts and their attempts to unfairly manipulate search engine results".
The implication is that search engine optimizers who go further than the
sort of things that Google mentions, and actually optimize pages to
improve rankings (manipulate search results), are unethical. Google
clearly views any sort of optimizing to improve rankings as unethical.
Later in the document, Google lists a number 'credentials' that reputable
search engine optimizers should have. In Google's view, a search engine
optimization company should employ a reasonable number of staff
(individual SEOs are not reputable), they should offer "a full and
unconditional money-back guarantee", they should report "every spam
abuse that it finds to Google", and more, and they warn people against
those who don't measure up. But there isn't a search engine optimizer in
the world, individual or company, who doesn't fall foul of Google's
'credentials'. There are people, who can write copy (not seo copy),
advise on site structure and even find directories to submit to, but they
aren't search engine optimizers and, in terms of rankings, they are of
limited value.

The purpose of search engine optimization is to improve a website's

rankings. Google see that as manipulating the search results, and they
don't approve. The impression given by their document is that they are
trying hard to scare website owners into not employing search engine
optimization services to improve their website's rankings. That, in my
opinion, is unethical.

What Ethical Search Engine Optimization Really

Does

Suppose there are 1000 hotels in New York, each of which has a
website. When somebody types "New York hotels" into a search engine,
all 1000 websites are equally relevant to the search. Because of the way
that Google and other engines have been designed, they normally
display the results 10 at a time. But which of the 1000 hotel sites will be
displayed in the first 10, which of them will be displayed in the second
10......and which will be placed right at the bottom of the pile?
It is well-known that searchers don't look very far down the results, so
the sites that are nearer the top will take all the business, and those that
are further down will get none. But which sites will be at the top?
Google uses its algorithms to determine the order of the results. It is
patently obvious that all 1000 equally relevant websites will not be
displayed on the first results page (the top 10). It is also obvious that
equally relevant sites cannot be displayed where they belong. Some
necessarily become more equal than others.

So what if the owner of one of the websites decides to try and push his
site to the top? Is that wrong? Of course not. The site is just as relevant
as the top ones; it's just that Google cannot satisfy all the relevant sites.
This is where ethical search engine optimization comes in.

Search engine optimization optimizes a website's pages, so that they

will be ranked higher in the search results for the most relevant search
terms, according to what the website has to offer. Search engines may
well display relevant results at the top, but they can't display all the
relevant results at the top. Search engine optimization allows the pages
of relevant websites to be displayed at or near the top of relevant search
results. And that's all it does.

So what are search engines like Google so afraid of? SEOs have exactly
the same aim as the engines - relevant search results. The difference is
that search engines don't care about individual websites, whereas search
engine optimizers and website owners do. That's the only difference.
Engines don't care if a particular website is in the top 10; SEOs care very
much that a particular website is in the top 10. But they can't get an off-
topic site there because the search engine algorithms see to that. And
that's an important point - search engine optimization can only get pages
to the top of relevant results. The search engines' own algorithms keep
off-topic pages out.

Search engines want relevant sites at the top. As a search engine

optimizer, I want relevant sites at the top, and I want one of them to be
my site. Search engines can't place all the relevant sites at the top, and
they aren't going to do my site any individual favors, so I give them a
hand and adjust things so that my relevant pages are at the top of the
relevant results. That's all that ethical search engine optimizers do. They
are not against the engines, and they don't try to achieve what the
engines themselves don't want (irrelevant results). They merely strive to
adjust the results by placing a different, but equally relevant site at the
top. And there's nothing unethical about that.

Sites and Relevance:-

When we talk about relevance, we need to be clear what we are talking

about. Like SEO techniques, relevance is not a black and white issue.
There are lots of shades of grey.

Any individual person may say they find a page relevant to a particular
keyword. That doesn't mean that it is among the most relevant pages on
the Web for that individual or for other individuals. This is a subjective
assessment.

Search engines work at the group level. To a search engine, every page
in the index is relevant for every possible keyword. The question is
"How relevant?" A search engine applies algorithms to determine a
relevance score and orders its search results by that relevance score,
most relevant first. Thus the results at the top of any set of search results
are literally the most relevant. This is still a subjective assessment, as it
is effectively made by the programmers of the search engine algorithms.
However, as the assessment is made automatically by the algorithm,
according to pre-determined criteria, there is also an element of
objectivity to it. The function of a search engine is to deliver search
results in response to keywords that the individual searchers in its target
market find to be relevant - in other words, for its assessment of
relevance to match its users' assessment.

Search engine algorithms mainly assess relevance based on the content

that people will see on a page and the links that searchers will follow,
both to and from a page.

When, in response to a particular keyword, a search engine scores a page

low for relevance and therefore ranks it lowly, there are two methods for
increasing its score and its ranking:

• To apparently make the page more relevant, by deceiving the search

engine algorithm that content will be seen on a page when in fact it
won't or that links will be followed to or from a page when in fact
they won't. This corresponds with Black Hat techniques.

• To actually make the page more relevant by changing the content and
link structure, but still using content that people will see and links
that people will follow. This corresponds with White Hat
techniques.

Optimize a Website for the Search Engines

1. Pay attention to the relevance of the contents!

There is one thing you should never forget to take into consideration
when you write and publish your pages: Never tend to over optimize
your contents. If there is no sense in what you are writing, it is less
 useful to your visitors. Visitors may be distracted because of that, but
moreover the search engines will find out about excessive use of
keywords (= keyword stuffing) and the like. So always keep in mind
that your texts should be relevant and useful to your actual audience.

2. Pick your main target keywords!

It is essential to find out at least one main target keyword. This is the
keyword you would like your visitors to query the search engine for,
and eventually see your site on the top of the result page. Your main
target keyword should not be a very competitive keyword, if your
business just started out. Keyword does not necessarily mean "one"
word, but rather a key phrase.
After you have picked your target keyword(s), you should concentrate
on optimizing your web site for this keyword(s). This does not mean
to stuff your site with the keyword, but rather to keep in mind to
mention this keyword from time to time in a relevant sentence.

3. Optimization for different sections!

Now that you have in mind what you are optimizing for, you can go
on with web site search engine optimization on, let's say, your
homepage first. Search Engine Optimization is not only done on the
texts you are writing. The most important parts of your page are the
title, the meta description and the meta keywords, the images ALT
attributes, the first body text (beside the other contents as well), the
headlines (esp. H1, H2), and the anchor texts of links, amongst others.

Page Title

You should avoid stuffing your page's title with keywords only. This
has been a wide-spread technique in past, but nowadays it is
considered spamming and you are one step further to being penalized
for that. The page's title should include your business and the purpose
or main point of the current page (or the website itself). The first 5
words are the most important ones, so try to include one of your main
target keywords at the beginning of the tag. Anyway, only do that if
the keyword is relevant to the displayed page! Do not put in senseless
keywords that cannot be found anywhere else on the page. This is
likely to be considered spamming, as already mentioned.

Meta Description

This should also not be stuffed with keywords only. It is best practice
to write one or two very relevant sentences that somewhat
summarizes the contents of the page. The sentence should be
grammatically correct in order to not be considered a spamming
sentence.
Meta Keywords

Always keep in mind that you do not put in too many keywords.
There are web sites around that use more than 30 keywords that is
way too much. Why? Simply because too much keywords decreases
the keyword density for your actual target keywords that your visitors
should search for in the search engines. Besides, you should order the
keywords by relevancy. Start with the most relevant main keyword
and eventually finish with the less relevant ones. So your selected
main target keywords should appear at the very beginning of this tag.
Also keep in mind that you should not list any keywords that never
appear on your web site as this may be considered spam.
The ALT attribute of images

Again, spamming is to be avoided in ALT attributes. The ALT

attribute has actually been intended to include alternative text that is
displayed when the image cannot be shown. You should always keep
in mind that the ALT attribute should rather include only one or two
keywords that are actually referring to the image. If the image is an ad
bar, and it has nothing to do with the contents, do NOT put in your
main target keyword in the ALT attribute, as this may decrease its
relevancy!
Headlines (H1, H2 ...)

It is likely that more weight is put on text that appears in headlines. If your main
keywords appear in the headlines, its relevancy may be increased. Anyway,
never try to think of wrapping all your body text in one headline tag, this will be
of no use for sure and is a way to trick the search engines. Always try to use
headlines in a common useful way, as if you were writing an article for a
newspaper.

Anchor Text of Internal and External Links

The anchor text apparently plays an important way for keyword relevancy too.
Having internal links to pages that write something about or related to your
main keywords is of great value. Also it is a good practice to embed links in a
sentence. Links may receive more relevance by being logically inserted into a
sentence. Anyhow you should always have something like a menu for easier use
for the human visitor!

You’re Keyword Density

The keyword density is the number of the same keyword compared to the
overall body text.
Keyword density does not play such a big role in web site search engine
optimization, as it did a year or two ago. However, increasing the keyword
 density in your body text and the Meta keywords can increase the keywords
relevancy a bit. Despite of that, never try to stuff your texts with the same
keyword several times. A too high density may backfire its relevancy. There
exist no perfect keyword density, e.g. 1%, though you should always focus on at
least mention your main key word once in a body text.

Initial Promotion of Web site

• Link Building

If you have not yet promoted your business anywhere, and you are
not yet indexed by any of the search engines, this section may be of
interest to you. If you are optimizing an established web site and you
do not need to do the basic promotion again, take a look at our SEO
techniques to find out about several techniques to successfully excel
your competitors.

It is best practice to first start to build one-way links to your site,

however, it is unlikely that other web sites link to your web site
unless you are already trusted or have very quality contents. The best
way to achieve your first one-way links is by submitting to SEO
friendly web directories that do not require a reciprocal link back to
their site.
Before everything else, however, you should first consider
submitting your site to the Open Directory Project. This is somewhat
very important for new businesses, because it is a very trusted web
directory that is constantly updated. It takes weeks or even months to
be included in this directory though...
 To achieve even more publicity you should try to gain visitors for
example by implementing a blog in your website. Blogs are a great
way to attract visitors and the search engines, if you update your blog
gradually.

If you write very quality articles about the area of your business or
any other web site, it is even not unlikely that some sites will link to
your article's permanent link. These are quality one-way links that
increase your link popularity as well.

The next step is to show others that you are an expert in your area.
Forums or bulletin boards are the keys to spread your online business
or web site. Be active on forums that are relevant to your business,
and you'll not only draw the attention of the forum visitors and
members, but also draw the attention of the search engines on your
signature or relevant threads with your link inside.
Having done the basic promotion you can think of advanced SEO
techniques in order to increase your link popularity and quality.

Great Ways to Build Back links for a Website

One of the most important factors that influence the search engine
ranking of your site is the number of back links you have. Almost every
search engine takes the number of back links into account while
evaluating and ranking your site in the SERPs. The number of back links
is the most important factor for ranking well in Google.

Back Links:-
Back links are basically incoming links to a particular website or
webpage. The more the number of back links a website or a webpage
possess the more popular or important the website is. Back links are also
popularly known as incoming links inbound links, in links and inward
links.

Ever wondered why back links are so very important in search engine
rankings? Well, almost all the search engines, especially Google value
websites that are rich in useful and informative content. And whenever a
site places a link to your site, Google considers that link as a vote to
your site. It feels that the other site had cast a vote to your site because
the content of your site is useful to its visitors. Hence greater the number
of votes, greater is the value that your site has from the search engine's
perspective. And if you are hankering for page rank, then back links is
the only way to go. Back links help your website attain a higher
search engine ranking and definitely a higher page rank.

Ways to Create Back links:

• Blogs:-

One of the best ways of creating one-way links for your site is through
the posting of comments in blogs. Just include the URL of your site
while posting comments in blogs and soon you will build a good many
number of one-way links for your site.

• Forums:-

Posting in forums is also an excellent way for building back links. But
don't post your URL directly in the discussion boards or else the spam
busters would get you banned and removed from the forum. The best
way to do it is through your signature. Include the URL of your site in
your signature and then whenever you post a comment in the forum you
will be leaving behind a link to your site along with your name.
• Social Networks:-

Since the evolution of WEB2.0 social networking sites like MySpace,

Friendster, Tag world etc are the hottest zones on the Internet today.
Millions of people visit these sites daily for making friends or for
promoting their products or services. You may also register at such sites
and post links to your site along with the comments that you make at
your friend's profile. In this way you may create large number of back
links for your site.

Social Bookmarking:-

Social bookmarking is another area where you could create one-way

links to your site. Just bookmark your sites in social bookmarking sites
like Delicious and if your site is interesting enough, others will add your
site to their list of bookmarked sites and soon you will garner a large
number of one-way links for your site.

Articles:-

You may write articles on various topics and post them in article sites
such as this one and include the URL of your site in the resource box or
in the author's bio section. There are many sites which frequently
publish articles from various such article sites and along with the article
they also publish the author’s bio which contains the link to your site. If
your article is informative and intriguing, then it will soon be published
in many other sites and newsletters. This way you will have a large
number of back links pointing to your site.
Press Release:-

As soon as you some up with a new feature on your website, do a press

release on it. Press releases are very efficient for website promotion and
also for creating oodles of one-way links. Write a press release about any
unique feature of your site and submit the release in various press
release sites. Press release sites regularly syndicate their content through
RSS and Atom feeds and many leading news sites fetch their content
from all these press release sites. So you may expect a very good
response from doing a single press release.

Directories:-

Submit you website in as many web directories as you can. These web
directories attract a large number of visitors daily and so you may get a
good number of visitors from such directories. Submission in directories
also helps in building quality back links for your website. Consider
submitting your website in leading web directories such as Dmoz.org

Link Exchange:-

Though it is a very old method for building traffic and back links, link
exchange still works. Exchange links with quality and relevant sites for
building back links.

The above mentioned methods will help you build umpteen numbers of
back links for your site. But always remember that the content of your
site is what really matters. Concentrate on making exceptionally good
content for your site and others will voluntarily link to your site.
What is a Sitemap?

A sitemap displays the inner framework and organization of your site's

content to the search engines. Your sitemap should reflect the way
visitors would intuitively work through your site. Years ago sitemaps
existed only as a boring series of links in list form. Today, they are
thought of as an extension of your site. You should use your sitemap as a
tool to provide your visitor and the search engines with more content.
Create details for each section and sub-section through descriptive text
placed under the sitemap link. This will help your visitors understand
and navigate through your site, and will also give you more food for the
search engines. You can even go crazy and add Flash to your sitemap
like we did with the interactive Bruce Clay sitemap! Of course, if you do
include a Flash sitemap for your visitor, you will also need to include a
text map so that the robots can read it.

A good site map will:

 * Show a quick, easy to follow overview of your site.

* Provide a pathway for the search engine robots to follow.

* Provide text links to every page of your site.

* Quickly show visitors how to get where they need to go.

* Give visitors a short description of what they can expect to find on

each page.

* Utilize important keyword phrases.

Why They Are Important?

Sitemaps are very important for two main reasons. First, your sitemap
provides food for the search engine spiders that crawl your site. The
sitemap will give the spider links to all the major pages of your site,
allowing every page included on your sitemap to be indexed by the
spider. This is a very good thing! Having all of your major pages
included in the search engine database will make your site more likely to
come up in the search engine results when a user performs a query.

Your sitemap pushes the search engine toward the individual pages of
your site instead of making them hunt around for links. A well planned
site map can ensure your Web site is fully indexed by search engines.
Sitemaps are also very valuable for you human visitors. They help them
to understand your site structure and layout, while giving them quick
access to your entire site. It is also helpful for lost users in need of a
lifeline.

Often if a visitor finds themselves lost or stuck inside your page, he will
begin to look for a way out of his hole. Having a detailed sitemap will
show him how to get back on track and find what he was looking for.
Without it, your visitor would have just closed the browser or headed
back over to the search engines. Conversion lost.

Tips for Creating a Sitemap

Your sitemap should be linked from your homepage. Linking it this way
will force search engines to find it that way and then follow it all the
way through the site. If it's linked from other pages it is likely the spider
will find a dead end along the way and just quit. Small sites can place
every page on their sitemap, but larger sites should not. You do not want
the search engines to see a never-ending list of links and assume you are
a link farm. Most SEO experts believe you should have no more than 25
to 40 links on your sitemap. This will also make it easier to read for your
human visitors. Remember, your sitemap is there to assist your visitors,
not confuse them. The title of each link should contain a keyword
whenever possible and should link to the original page. We recommend
writing a short description (10-25) words under each link to help visitors
learn what the page is about. Having short descriptions will also
contribute to your depth of content with the search engines. Once
created, go back and make sure that all of your links are correct. If you
have 15 pages on your sitemap, then all 15 pages need to link to every
other sitemap page. Otherwise both visitors and search engine spiders
will find broken links and lose interest.

Remember to Update!

Just like you can't leave your website to fend for it, the same applies to
your sitemap. When your site changes, make sure your sitemap is
updated to reflect that. What good are directions to a place that's been
torn down? Keeping your sitemap current will make you an instant
visitor and search engine favorite.

The TWO METHODS mainly work for increasing Website’s score

and its ranking.

1. WHITE HAT

• Any search engine positioning tactic that maintains the integrity of

your website and the SERPs (search engine results pages) is
considered a "white-hat" search engine positioning tactic. These are
the only tactics that we will use whenever applicable and which
enhance rather than detract from your website and from the rankings

White-Hat Search Engine Positioning Tactics:

1. Internal Linking
By far one of the easiest ways to stop your website from ranking well on
the search engines is to make it difficult for search engines to find their
way through it. Many sites use some form of script to enable fancy drop-
down navigation, etc. Many of these scripts cannot be crawled by the
search engines resulting in UN indexed pages.

While many of these effects add visual appeal to a website, if you are
using scripts or some other form of navigation that will hinder the
spidering of your website it is important to add text links to the bottom
of at least your homepage linking to all you main internal pages
including a sitemap to your internal page.

2. Reciprocal Linking

Exchanging links with other webmasters is a good way (not the best, but
good) of attaining additional incoming links to your site. While the value
of reciprocal links has declined a bit over the past year they certainly
still do have their place.

A VERY important note is that if you do plan on building reciprocal

links it is important to make sure that you do so intelligently. Random
reciprocal link building in which you exchange links with any and
virtually all sites that you can will not help you over the long run. Link
only to sites that are related to yours and whose content your visitors
will be interested in and preferably which contain the keywords that you
want to target. Building relevancy through association is never a bad
thing unless you're linking to bad neighborhoods (penalized industries
and/or websites).

3. Content Creation
Don't confuse "content creation" with doorway pages and such. When
we recommend content creation we are discussing creating quality,
unique content that will be of interest to your visitors and which will add
value to your site.

The more content-rich your site is the more valuable it will appear to the
search engines, your human visitors, and to other webmasters who will
be far more likely to link to your website if they find you to be a solid
resource on their subject. Creating good content can be very time-
consuming; however it will be well worth the effort in the long run. As
an additional bonus, these new pages can be used to target additional
keywords related to the topic of the page.

4. Writing for Others

You know more about your business that those around you so why not
let everyone know? Whether it be in the form of articles, forum posts, or
a spotlight piece on someone else's website, creating content that other
people will want to read and post on their sites is one of the best ways to
build links to your website that don't require a reciprocal link back.

5. Site Optimization

The manipulation of your content, wording, and site structure for the
purpose of attaining high search engine positioning is the backbone of
SEO and the search engine positioning industry. Everything from
creating solid title and Meta tags to tweaking the content to maximize its
search engine effectiveness is key to any successful optimization effort.

That said, it is of primary importance that the optimization of a website

not detract from the message and quality of content contained within the
site. There's no point in driving traffic to a site that is so poorly worded
that it cannot possibly convey the desired message and which thus,
cannot sell. Site optimization must always take into account the
maintenance of the salability and solid message of the site while
maximizing it's exposure on the search engines.

2.BLACK HAT

Constantly webmasters attempt to "trick" the search engines into

ranking sites and pages based on illegitimate means. Whether this is
through the use of doorway pages, hidden text, interlinking, keyword
spamming or other means they are meant to only trick a search
engine into placing a website high in the rankings. Because of this,
sites using black-hat tactics tend to drop from these positions as fast
as they climb

Black-Hat Search Engine Positioning Tactics:

1. Keyword Stuffing

This is probably one of the most commonly abused forms of search

engine spam. Essentially this is when a webmaster or SEO places a large
number of instances of the targeted keyword phrase in hopes that the
search engine will read this as relevant. In order to offset the fact that
this text generally reads horribly it will often be placed at the bottom of
a page and in a very small font size. An additional tactic that is often
associated with this practice is hidden text which is commented on
below.

2. Hidden Text

Hidden text is text that is set at the same color as the background or very
close to it. While the major search engines can easily detect text set to
the same color as a background some webmasters will try to get around
it by creating an image file the same color as the text and setting the
image file as the background. While undetectable at this time to the
search engines this is blatant spam and websites using this tactic are
usually quickly reported by competitors and the site blacklisted.

3. Cloaking

In short, cloaking is a method of presenting different information to the

search engines than a human visitor would see. There are too many
methods of cloaking to possibly list here and some of them are still
undetectable by the search engines. That said, which methods still work
and how long they will is rarely set-in-stone and like hidden text, when
one of your competitors figures out what is being done (and don't think
they aren't watching you if you're holding one of the top search engine
positions) they can and will report your site and it will get banned.

4. Doorway Pages

Doorway pages are pages added to a website solely to target a specific

keyword phrase or phrases and provide little in the way of value to a
visitor. Generally the content on these pages provide no information and
the page is only there to promote a phrase in hopes that once a visitor
lands there, that they will go to the homepage and continue on from
there. Often to save time these pages are generated by software and
added to a site automatically. This is a very dangerous practice. Not only
are many of the methods of injecting doorway pages banned by the
search engines but a quick report to the search engine of this practice
and your website will simply disappear along with all the legitimate
ranks you have attained with your genuine content pages.

5. Redirects

Redirecting, when used as a black-hat tactic, is most commonly brought

in as a compliment to doorway pages. Because doorway pages generally
have little or no substantial content, redirects are sometime applied to
automatically move a visitor to a page with actual content such as the
homepage of the site. As quickly as the search engines find ways of
detecting such redirects, the spammers are uncovering ways around
detection. That said, the search engines figure them out eventually and
your site will be penalized. That or you'll be reported by a competitor or
a disgruntled searcher.

6. Duplicate Sites

A throwback tactic that rarely works these days. When affiliate programs
became popular many webmasters would simply create a copy of the site
they were promoting, tweak it a bit, and put it online in hopes that it
would outrank the site it was promoting and capture their sales. As the
search engines would ideally like to see unique content across all of their
results this tactic was quickly banned and the search engines have
methods for detecting and removing duplicate sites from their index. If
the site is changed just enough to avoid automatic detection with hidden
text or such, you can once again be reported to the search engines and be
banned that way.

Search Engine Optimization has become

a Hottest Topic in the World of INTERNET
Nowadays.

The Internet! There has never been a venue of this magnitude to reach so
many potential customers in the history of mankind.

Currently, there are over 391 million people online throughout the
world. This number is growing larger daily at an unprecedented rate.
Internet studies now show that over 85% of the millions people online
use search engines on a daily basis when they’re surfing the Internet.

With this in mind, it is no mystery why search engine optimization has

become one of the hottest topics within Internet marketing. With
millions of people online, the amount of daily search engine traffic is
staggering, and profitable to those to take advantage of it. For an
individual or company who is thinking of marketing their products or
services, the Internet can be a virtually limitless gold mine of potential
customers at a relatively very low acquisition cost.

However, to reach these customers you will need to position yourself on

those same search engines that hundreds of millions of people are using
daily looking for your services or products. When queried, a search
engine will reveal all of the web sites it has in its database about a
particular subject or product. If your web site happens to fall into the
requested search category, this is called your web site ranking. However,
usually only the first few (top 10) ranked websites get to reap the sweet
fruit of profit and victory over their competition.

Your web site could be number 1 or number 2001 on a particular search

engine for a particular search term or keyword. Some search engines
will reveal hundreds of thousands of web pages on a search topic, but
when a web site is developed with search engine rankings in mind and
the goal to appear in the first few results of certain search keywords, it is
called search engine optimization or (SEO).

M I S T A K E S M A K E B Y A S E O : -

Many web designers fall into the trap of designing a fancy website that
looks great but includes elements that will cripple its search engine
rankings. It is a huge waste of time, effort, and sometimes money to
create a beautiful looking site that does not attract any visitors. What
good is all that beauty if no one can find it? Here are some common
design elements that should be avoided whenever possible.

• Not having a < title > for the webpage

When a user searches for some information on a search engine, they

usually have a choice of which link to click. Users would scan through
the titles and have a clear first impression of your site on their mind. A
boring title will most likely be ignored. Apparently the title tag is an
important part of your site. Search engines do display the subject in the
title tag. Not having a title tag will be harmful to the ranking of your
website. Also, title tags such as ‘welcome to my site’ or ‘my world’
which are irrelevant are suicidal towards gaining a good rank. It is vital
to have a title that truly reflects your site. However, try not to have a title
that is too long, as there is a limit that most search engines can abridge
to.

• Irrelevant keywords

There is a case of too much keyword that is unrelated to your site. For
example, sites about selling carpeting equipment with keywords like
“David Beckham”. Sure, tons of individuals that are searching for David
Beckham will end up at the site, just to realize there is not connection
with “David Beckham”. Nothing is gain from such traffic. On the other
hand, having the right keywords can be essential to bring in more
potential customers. Make sure that the keyword used is specific and it
gives an overall picture to the whole site.

• Having too much graphics

Beginners often like to include a lot of pictorial content, sometimes even

flash animation. To include vast number of graphics or even flash
animations can do one’s site no good. It might look pleasing to a human
eye, but means nothing to a search engine. The search engines
regrettably are not able to index content or navigation that is embedded
in a flash file. A huge quantity of pictures will also not help your site’s
ranking at all. For another simple reason, the site might take nearly
forever to load. It is a lot wiser to have more keyword content than
having a page flooded with graphics.

• Not enough links

If your site has a very limited amount of ingoing and outgoing links,
chances are your traffic can be extremely limited. The best way to do
this is to exchange links with other sites. Links on other websites to your
own plays an important part to increase your page rank of search
engines. However, it is also important to have links that are from good
quality sites instead of low quality and banned sites. If not it will not
contribute much worth to your site.

• Image Links:-

Using images instead of text links for your site's navigation menu can
confuse search engine bots and may make your site difficult for them to
spider completely. If you must use graphic elements for links, be sure to
also include a set of text links for the spiders to follow. Many sites do
this in their footer, either above or below the copyright information.

• Frames:-

If you use frames to display your site, you run the risk that the search
engine's spider will not pick up all of your content. Most bots will only
spider the first HTML file they encounter, ignoring your other frames. If
you use frames and notices that only a fraction of your pages make it
into the search engine's index, the frames could be the problem. Also,
many users are turned off by the sight of multiple frames and will not
stick around your site long enough to purchase your product or click an
advertisement.

• Splash Intro Pages:-

Splash introduction or entry pages, often using flash animation, are

another SEO pitfall for many new webmasters. While the graphics and
animation may look impressive to human visitors, they lack any useful
content for the search engine spiders. Making this even worse is the fact
that the splash page comes before your index page, which is the most
important page to a search engine bot. Many times, splash pages also
include an automatic redirect if the introduction is not skipped. Search
engines usually do not index redirects and there is always the possibility
that a new algorithm will penalize sites for this.
In order to get high rankings in the search engines, first they have to find
your site, and then they have to be able to read enough of your content to
rank the site. Eliminating style elements that confuse or restrict the
spiders will help make your website more accessible and easier to index.
If you must use things like image links, make sure to also have an
alternate set of text links somewhere on the page for the spiders to
follow. More dramatic elements like frames and splash pages should be
avoided altogether if you want to get the best possible search engine
ranking for your site.

• Duplicate Content:-

It is very bad practice that you use other website's contents. If you site
contains exactly the same text as another web site, and Google figured
out that you updated your web page later than the other site, Google and
other search engines consider your site to be spamming. Duplicate
contents will certainly not result in an immediate penalty, however, you
ranking may be negatively affected for sure.
Furthermore it is even not recommended to have duplicate contents, i.e.
bigger body texts, on several pages of your web site. That means if you
have 3 links that all link to pages that are differently named, but contain
the same information, you are likely to be considered tricking the search
engines as well. This may result in a loss of relevance...

• Over Optimization:-

Over optimization is reached when you are putting too much weight
on your web site search engine optimization. That means when you
are, for example, having no real relevant contents for your visitors but
rather keyword stuffed body text. Having a too high keyword density
may increase the likeliness of getting an Over Optimization Penalty.
 This also applies to your page title, your Meta description and Meta
keywords, as well as the ALT attributes of your images.
None of the named objects should be stuffed with keywords nor be
irrelevant. The title, for example, should always reflect the contents of
the page. Although you won't be penalized for just having lots of
keywords in the title, you will see a decrease in page relevancy that
possibly results in a loss of your search engine ranking.
Therefore, avoid optimizing your pages too intensely by all means.

COMMON SEO TERMS USED IN THE WORLD OF SEO:-

Search Engine Optimization (SEO) has become an essential weapon in the arsenal
of every online business. Unfortunately, for most business owners and marketing
managers (and even many webmasters), it's also somewhat of an enigma. This is
partly due to the fact that it's such a new and rapidly changing field, and partly
due to the fact that SEO practitioners tend to speak in a language all of their own
which, without translation, is virtually impenetrable to the layperson. This
glossary seeks to remedy that situation, explaining specialist SEO terms in plain
English...

• ALGORITHEM

A complex mathematical formula used by search engines to assess the relevance

and importance of websites and rank them accordingly in their search results.
These algorithms are kept tightly under wraps as they are the key to the
objectivity of search engines (i.e. the algorithm ensures relevant results, and
relevant results bring more users, which in turn brings more advertising revenue).
• ARTICLE PR

The submitting of free reprint articles too many article submission sites and article
distribution lists in order to increase your website's search engine ranking and
Google Page Rank. (In this sense, the "PR" stands for Page Rank.) Like
traditional public relations, article PR also conveys a sense of authority because
your articles are widely published. And because you're proving your expertise and
freely dispensing knowledge, your readers will trust you and will be more likely
to remain loyal to you. (In this sense, the "PR" stands for Public Relations.)

• ARTICLE SUBMISSION SITES

Websites which act as repositories of free reprint articles. They are sites where
authors can submit their articles free of charge, and where webmasters can find
articles to use on their websites free of charge. Article submission sites generate
revenue by selling advertising space on their websites.

• BACKLINKS

A text link to your website from another website

• COPY

The words used on your website.

• COPYWRITER

A professional writer who specializes in the writing of advertising copy

(compelling, engaging words promoting a particular product or service).

• CRAWL

Google finds pages on the World Wide Web and records their details in its index
by sending out ‘spiders’ or ‘robots’. These spiders make their way from page to
page and site to site by following text links. To a spider, a text link is like a door.

• DOMAIN NAME
The virtual address of your website (normally in the form
www.yourbusinessname.com). This is what people will type when they want to
visit your site. It is also what you will use as the address in any text links back to
your site.

• EZINES

An electronic magazine. Most publishers of ezines are desperate for content and
gladly publish well written, helpful articles and give you full credit as author,
including a link to your website.

• FLASH

A technology used to create animated web pages (and page elements).

• FREE REPRINT ARTICLE

An article written by you and made freely available to other webmasters to

publish on their websites.

• GOOGLE

The search engine with the greatest coverage of the World Wide Web, and which
is responsible for most search engine-referred traffic. Of approximately 11.5
billion pages on the World Wide Web, it is estimated that Google has indexed
around 8.8 billion. This is one reason why it takes so long to increase your
ranking!

• GOOGLE PAGE RANK

How Google scores a website’s importance. It gives all sites a mark out of 10. By
downloading the Google Toolbar, you can view the PR of any site you visit.

• GOOGLE TOOLBAR

A free tool you can download. It becomes part of your browser toolbar. It’s most
useful features are it’s Page Rank display (which allows you to view the PR of
any site you visit) and it’s AutoFill function (when you’re filling out an online
form, you can click AutoFill, and it enters all the standard information
automatically, including Name, Address, Zip code/Postcode, Phone Number,
Email Address, Business Name, Credit Card Number (password protected), etc.)
Once you’ve downloaded and installed the toolbar, you may need to set up how
you’d like it to look and work by clicking Options (setup is very easy). NOTE:
Google does record some information (mostly regarding sites visited).

• HTML

HTML (Hypertext Markup Language) is the coding language used to create much
of the information on the World Wide Web. Web browsers read the HTML code
and display the page that code describes.

• INTERNET

An interconnected network of computers around the world.

• JAVASCRIPT

A programming language used to create dynamic website pages (e.g.

interactivity).

• KEYWORD

A word which your customers search for and which you use frequently on your
site in order to be relevant to those searches. This use known as targeting a
keyword. Most websites actually target ‘keyword phrases’ because single
keywords are too generic and it is very difficult to rank highly for them.

• KEYWORD DENSITY

A measure of the frequency of your keyword in relation to the total wordcount of

the page. So if your page has 200 words, and your keyword phrase appears 10
times, its density is 5%.

• KEYWORD PHRASE
A phrase which your customers search for and which you use frequently on your
site in order to be relevant to those searches.

• LINK

A word or image on a web page which the reader can click to visit another page.
There are normally visual cues to indicate to the reader that the word or image is a
link.

• LINK PATH

Using text links to connect a series of page (i.e. page 1 connects to page 2, page 2
connects to page 3, page 3 connects to page 4, and so on). Search engine ‘spiders’
and ‘robots’ use text links to jump from page to page as they gather information
about it, so it’s a good idea to allow them traverse your entire site via text links.

• LINK PARTNER

A webmaster that is willing to put a link to your website on their website. Quite
often link partners engage in reciprocal linking.

• LINK POPULARITY

The number of links to your website. Link popularity is the single most important
factor in a high search engine ranking. Webmasters use a number of methods to
increase their site's link popularity including article PR, link exchange (link
partners / reciprocal linking), link buying, and link directories.

• LINK TEXT

The part of a text link that is visible to the reader. When generating links to your
own site, they are most effective (in terms of ranking) if they include your
keyword.

• META TAG

A short note within the header of the HTML of your web page which describes
some aspect of that page. These meta tags are read by the search engines and used
to help assess the relevance of a site to a particular search.
• NATURAL SEARCH RESULTS

The ‘real’ search results. The results that most users are looking for and which
take up most of the window. For most searches, the search engine displays a long
list of links to sites with content which is related to the word you searched for.
These results are ranked according to how relevant and important they are.

• RANK

Your position in the search results that display when someone searches for a
particular word at a search engine.

• RECIPROCAL LINK

A mutual agreement between two webmasters to exchange links (i.e. they both
add a link to the other’s website on their own website). Most search engines
(certainly Google) are sophisticated enough to detect reciprocal linking and they
don’t view it very favorably because it is clearly a manufactured method of
generating links. Websites with reciprocal links risk being penalized.

• ROBOTS.TXT FILE

A file which is used to inform the search engine spider which pages on a site
should not be indexed. This file sits in your site’s root directory on the web server.
(Alternatively, you can do a similar thing by placing tags in the header section of
your HTML for search engine robots/spiders to read.

• SANDBOX

Many SEO experts believe that Google ‘sandboxes’ new websites. Whenever it
detects a new website, it withholds its rightful ranking for a period while it
determines whether your site is a genuine, credible, long term site. It does this to
discourage the creation of SPAM websites (sites which serve no useful purpose
other than to boost the ranking of some other site). Likewise, if Google detects a
sudden increase (i.e. many hundreds or thousands) in the number of links back to
your site, it may sandbox them for a period (or in fact penalize you by lowering
your ranking or blacklisting your site altogether).

• SEO
 Search Engine Optimization. The art of making your website relevant and
important so that it ranks high in the search results for a particular word.

• SEO COPYWRITER

A ‘copywriter’ who is not only proficient at web copy, but also experienced in
writing copy which is optimized for search engines (and will therefore help you
achieve a better search engine ranking for your website).

• SEARCH ENGINE

A search engine is an online tool which allows you to search for websites which
contain a particular word or phrase. The most well known search engines are
Google, Yahoo, and MSN.

• SITE MAP

A single page which contains a list of text links to every page in the site (and
every page contains a text link back to the site map). Think of your site map as
being at the center of a spider-web.

• SPAM

Generally refers to unwanted and unrequested email sent en-masse to private

email addresses. Also used to refer to websites which appear high in search results
without having any useful content. The creators of these sites set them up simply
to cash in on their high ranking by selling advertising space, links to other sites, or
by linking to other sites of their own and thereby increasing the ranking of those
sites. The search engines are becoming increasingly sophisticated, and already
have very efficient ways to detect SPAM websites and penalize them.

• SPIDER

Google finds pages on the World Wide Web and records their details in its index
by sending out ‘spiders’ or ‘robots’. These spiders make their way from page to
page and site to site by following text links.

• SPONSERED LINKS
Paid advertising which displays next to the natural search results. Customers can
click on the ad to visit the advertiser’s website. This is how the search engines
make their money. Advertisers set their ads up to display whenever someone
searches for a word which is related to their product or service. These ads look
similar to the natural search results, but are normally labeled “Sponsored Links”,
and normally take up a smaller portion of the window. These ads work on a Pay-
Per-Click (PPC) basis (i.e. the advertiser only pays when someone clicks on their
ad).

• SUBMIT

You can submit your domain name to the search engines so that their ‘spiders’ or
‘robots’ will crawl your site. You can also submit articles to ‘article submission
sites’ in order to have them published on the Internet.

• TEXT LINKS

A word on a web page which the reader can click to visit another page. Text links
are normally blue and underlined. Text links are what ‘spiders’ or ‘robots’ use to
jump from page to page and website to website.

• URL

Uniform Resource Locator. The address of a particular page published on the

Internet. Normally in the form
http://www.yourbusinessname.com/AWebPage.htm.

• WEB COPYWRITER

A ‘copywriter’ who understands the unique requirements of writing for an online

medium.

• WEBMASTER

A person responsible for the management of a particular website.

• WORDCOUNT
The number of words on a particular web page.

• World Wide Web (WWW)

The vast array of documents published on the Internet. It is estimated that the
World Wide Web now consists of approximately 11.5 billion pages.

WE ARE NOT CLAIM THAT OUR WORK IS UNIQUE, BUT WE CLAIM THAT
OUR EFFORTS ARE ALWAYS UNIQUE.

C A N C L U S I O N : -

The process of SEO is not easy to tackle, largely because so many pieces
of a site factor into the final results. Promoting a site that writers on the
web are unlikely to link to is as deadly as creating a fantastic website no
one will see. SEO is also a long-term process, both in application and
results - those who expect quick rankings after completing a few
suggestions in this guide will be deeply disappointed. Search engines
can often be frustratingly slow to respond to improvements that will
eventually garner significant boosts in traffic.

Search engine optimization is a complex task that requires a steady

effort. To be most effective, your optimization campaign should be
consistent.

SEO is a never-ending process. It’s hard to keep up with the different

techniques that are used to boost a site’s ranking on search engines.
Laying the ground works for SEO will help once a site starts to get
index. Doing so before the site is indexed will aid tremendously in the
sites ranking.

Effective SEO strategy can reap significant dividends and is important.

The impact of SEO is undisputed. Effective programs drive traffic and
show demonstrable and great returns. Always keep in mind that SEO is
an ongoing process and can be incorporated into your annual online
marketing budget along with things like regular website updates,
newsletter mailings to site subscribers and online and offline media
planning.
Always be aware of the experience of your top, loyal customers and
their needs since you don’t want to lose what you have to attract more
customers. The optimization of your web site results in the increase in
the number of targeted visitors, improvement in your sales and customer
loyalty, and of course, increases the brand recognition.

An optimization campaign also takes time. Search engines may not see
or react to changes you’ve made on your site or links you’ve received
for months. For very small companies, it may be smart to run your own
optimization campaign. But for most businesses, it is smart to use a
professional search engine optimization company.

Patience is not the only virtue that should be used for successful SEO.
The strategy itself must have a strong foundation in order to succeed.

The best sites adhere strictly to these guidelines:

1. Unique Content - Something that has never before been offered on

the web in terms of depth, quality, or presentation.
2. Access to an Adoptive Community - Connections or alliances with
people/websites in an existing online community that is ready to
accept, visit, and promote your offering.
3. Link-Friendly Formatting - Even the best content may be unlikely
to be linked to if it displays ads, particularly those that break up the
page content or pop-up when a visitor comes to the site. Use
 discretion in presenting your material and remember that links are
one of the most valuable commodities a site/page can get, and
they'll last far longer than a pop-up ad's revenue.
4. Monetization Plan - Intelligent systems for monetizing powerful
content must exist, or bandwidth, hosting, and development costs
will eventually overrun your budget.

5. Market Awareness - If your site is targeting highly competitive

terms, you should make available an online marketing budget,
including funds for link buying, and hire or consult with someone
experienced in bringing newer sites to the top of the SERPs.

B I B L I O G R A P H Y & R E F E R E N C E S : -

We did learn and implement in parallel, so here is the list of sources

from which we have taken the guidance.

B O O K S : -

 SEO E-BOOK.

By: - Brad Collan.

 PRACTICAL SEO TECHNIQUIES.

By: - Macronimous Web Solutions.

 101 TIPS ON SEO.

 By: - Perfect Optimization Company.

W E B S I T E S : -

 www.searchenginechannel.com
 www.searchenginewatch.com
 www.seobook.com
 www.seoworld.com
 www.searchengines.com