A Technical Seminar Report

on
SEARCH ENGINE OPTIMIZATION

Submitted to CVR College of Engineering

By
G.SAI NIVAS
Hall Ticket No: 17B81A05K1
As part of Academic Requirement for B.Tech Degree

Department of Computer Science and Engineering

CVR COLLEGE OF ENGINEERING
(An UGC Autonomous Institute, Accredited by NAAC with ‘A’ Grade)

Academic Year 2020 – 2021

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 CVR COLLEGE OF ENGINEERING
(An UGC Autonomous Institute, Accredited by NAAC with ‘A’ Grade)

Department of Computer Science and Engineering

CERTIFICATE

This is to certify that the technical seminar report titled Search

Engine Optimization is submitted by G.Sainivas, bearing H.T. No:
17B81A05K1, as part of academic requirement of Graduate Engineering
Program in Computer Science and Engineering.

Technical Seminar Coordinator Head of the Department

Dr A Vani Vathsala

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 TABLE OF CONTENTS

S.no Contents Page No.

0. Abstract 1
1. Introduction 2
2. Literature review 4
2.1 How does search engines work?
2.2 Search Engine Rank
3. Organic and Inorganic Results 6
4. SEO 7
4.1 Importance of SEO 9
4.2 SEO Techniques 9
4.2.1 On Page SEO
4.2.2. Off Page SEO
4.3 Types Of SEO 11
4.3.1 White Hat SEO
4.3.2 Black Hat SEO 15
5. Advantages 15
6. Disadvantages 16
7. Conclusion 17
8. References 18

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ABSTRACT
Because users rarely click on links beyond the first search results page, boosting
search-engine ranking has become essential to business success. With a deeper
knowledge of search-engine optimization best practices, organizations can avoid
unethical practices and effectively monitor strategies approved by popular search engines.

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1.INTRODUCTION
Whenever you enter a query in a search engine and hit ’enter’ you get a list of web
results that contain that query term. Users normally tend to visit websites that are at the
top of this list as they perceive those to be more relevant to the query. If you have ever
wondered why some of these websites rank better than the others then you must know
that it is because of a powerful web marketing technique called Search Engine
Optimization (SEO). SEO is a technique which helps search engines find and rank your
site higher than the millions of other sites in response to a search query. SEO thus helps
you get traffic from search engines.

2. LITERATURE REVIEW

Search engines are programs that search documents for specified keywords and
returns a list of the documents where the keywords were found. A search engine is
really a general class of programs, however, the term is often used to specifically

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describe systems like Google, Bing and Yahoo! Search that enable users to search for
documents on the World Wide Web.
Typically, Web search engines work by sending out a spider to fetch as many
docu- ments as possible. Another program, called an indexer, then reads these
documents and creates an index based on the words contained in each document. Each
search engine uses a proprietary algorithm to create its indices such that, ideally, only
meaningful results are returned for each query.

2.1 How Does Search Engine Works?

Search Engines perform several activities in order to deliver search results.

Algorithms
Search engines use algorithms to calculate how worthy a page is to a relevant
search query. There are hundreds of factors (Google uses over 200 ranking factors) that
are used to calculate the authority of a webpage, and PageRank (based on a scale of 0 10)
is one of them.
Google assigns PageRank to every webpage it crawls. When another website links
to your website, some of its PageRank is passed on to you. The more sites there are out
there linking to you, the higher your PageRank will be and the more trustworthy your site
will look to search engines.
Crawling
Process of fetching webpages linked to a website. For this task Search engines use
bots or spiders to crawl billions of pages across the web by following links they find from
billions of pages around the web.
Indexing
Process of creating index for all the fetched web pages and keeping them into a
giant database from where it can later be retrieved. Essentially, the process of indexing is
identifying the words and expressions that best describe the page and assigning the page
to particular keywords.

Processing
When a search request the search engine processes it, i.e., it compares the search
string in the search request with the indexed pages in the database.

Calculating relevancy
It is likely that more than one page contains the search string, so the search engine
starts calculating the relevancy of each of the pages in its index to the search string.

Retrieving Results

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 The last step in search
engine activities is retrieving the
best matched results. Basically, it is
nothing more than simply
displaying them in the browser.

Figure 2.1:Working of SEO

Search engines such as Google and Yahoo! Often update their relevancy
algorithm dozens of times per month. When you see changes in your rankings, it is due to
an algorithmic shift or something else beyond your control. Although the basic principle
of operation of al search engines is the same, the minor difference between their
relevancy algorithms lead to major changes in the relevancy of results.
2.2 Search Engine Rank

When a search query is entered, a search engine digs into its index for pages
matching the users search query, then sorts and displays the most relevant results to the
user. The order in which the pages are displayed are calculated by search engine
algorithms, taking into account hundreds of ranking factors. Each page is then given a
ranking score. In order to rank highly on the search engines, your site needs to score
higher than all the other sites that are eligible to show up for a relevant search query. SEO
is the process of designing and developing a website to attain a high rank in search engine
results.

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3.ORGANIC AND INORGANIC RESULTS

Figure 3.1:organic and inorganic results

Organic Results
Natural way of getting top ranking in SERP (search engine result page) without
paying any amount to search engines for the placement. This is more preferable and
trustworthy method of securing high rank on SERP.

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Benefits:
1. Results are long lasting on search engine result pages.
2. Organic results are more trustworthy than inorganic results.
3. Organic service is cheaper than inorganic services.
Inorganic Results
Paid Results Paid services such as PPC Pay Per Click, banner ads, classifieds
etc. This service is very expensive. But those who wants immediate results, they can go
for inorganic service/ search engine marketing.
Benefits:
1. More effective result in very short time.
2. Site gains more visibility.
3. More traffic in short time period.

4. SEO
SEO or Search Engine Optimization is the process of affecting a websites
visibility on the search engine results pages (SRPs) for a target set of keywords/key
phrases. The higher the position of a webpage on the organic search results pages, the
more visible the page will be.

4.1 Importance Of SEO

Brand awareness A web site having a high ranking means more people see the
name of the company and become familiar with the company and its products, even if
they haven’t made a purchase.
Targeted traffic Search engine optimization brings paying customers to your door
step. The customers that SEO services bring you are long for your products/services as
they have entered your websites keywords/phrases into the search engines.
Your competitors Keeping ahead of your competition in the organic search results
can help boost the perceived position of your company in your marketplace.
4.2 SEO Techniques

Optimization of websites is a very important strategy to deliver the best results.

SEO or search engine optimization using the best proven strategies helps to make
business websites appealing to search engines. This in turn improves the ranking and
enables the website to appear among the top ranking websites on search engine result
pages.
SEO techniques can be classified into two groups:
1.On Page SEO.
2.Off Page SEO.

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 On page SEO deals with aspects on your website that can be optimized for search
engines. Off page SEO involves aspects on other websites on the internet that can be
optimized to improve the ranking of your website on leading search engines. Its important
to under- stand the difference between on page and off page SEO.
4.2.1 On Page SEO

On page SEO is what you do on your own website or blog in order to enhance the
traffic. It is the first thing that every webmaster should look into. On page optimization
needs constant revision of the site in order to improve and maintain the ranking. In this
technique, the role of keywords or key phrases that the user might type has a prominent
position. It includes headings, page titles, domain names and images. But all these
elements have to be search-engine friendly. The size of the site should not be too large or
too small. It should have genuine, interesting and relevant content.

The main components involved in on-page optimization are listed below:

1. Headings

2. Title of the page

3. Meta description and tags

4. Image and pictures

5. URL structure and domain information

6. User-friendly navigation and quick loading

7. Fresh and quality content

8. Optimized external and internal links

Let us consider some of the important on page optimization techniques:

Title optimization :

The most important web optimization element is the title tag. The title tag should
be a short but descriptive one, which will help the visitors learn more about you and your
business. The title tag is indexed on the search engines, so the title tag has greater
importance than other components. Your title should be good enough to attract users
looking for specific information.

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Meta tag :

Meta tag is a short description about your website, its focus areas and the services
you provide. In the Meta tag its important that the title, keyword and descriptions written
are distinct from other sites.

Content writing :

Content writing is a very important feature to drive more traffic to your site.
Regularly updating your content with fresh information, and appropriate keywords and
phrases increases the ranking of your site. Good content is important for your articles,
newspaper, blogs, and press releases as well.

Keyword optimization :

SEO A keyword is a term that is used to match with the query a person enters into
a search engine to find specific information. Most people search phrases that consists of
two or five words, such phrases may be called search phrases, keyword phrases, query
phrases, or just keywords. Good keywords phrases are specific and descriptive. Keywords
are words that appear the most in a page. Adding keywords to your site is important but
keyword stuffing can make your site unreadable.

Link optimization :

Proper link building improves your sites quality. There should be effective
external and internal links to secure high-ranking in search engines. The link should be
taken from a genuine and unique site.

Image optimization :

Image optimization can make your site unique but it should be done according to
certain criteria. The first one is the file size and loading speed of an individual image and
the second is proper file naming and optimization. Search engine spiders can only read
text and not images, so special tags are used to make them comprehensible to search
engines.

4.2.2 Off Page SEO

Unlike on page optimization, off page depends on another web page to improve
your site or blog. Off-page optimization deals with link building factors. Its an ongoing
process and needs regular new links that are given priority by search engines. In this

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technique if you obtain a high quality link, then your site can rank higher. Strategic link
building increases the traffic to your website and its position in Google.Off page SEO is a
combination of social media, social bookmarking and link building.

Link Building :

The ranking of your website depends upon link building, not on the quantity of
links but the quality of links. Adding external links to your site can increase the quality of
your site and make it rank higher. It is not the number of links pointing to your site that is
the important consideration, but the websites from where these links come. You need to
add links from websites that are rated high.

Social Media Marketing :

Almost everyone has a social media account either on Twitter or Facebook or
Google+. Effective social media marketing will make your profile more attractive and
more people can find your profile and visit you. Social media optimization is a very
efficient method for promoting online business.

Social Bookmarking :

Social bookmarks can be passed on to innumerable users and thus generate

significantly increased traffic to your website. Search engines index top social
bookmarking websites, and this can help your website increase its ranking. You can
bookmark your pages, creating backlinks to your content. This is a great strategy for
brand building, and your content can go viral if it gets shared widely among users.

On page and off page optimization are the two important words in connection
with search engine optimization. Both of them have vital importance in the field of online
business. You need to understand the difference between on page and off page SEO to
implement the right strategies.

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4.3 Types Of SEO

As the colors of the types of search engine optimization suggest, there are stark
Figure 4.2.2 The periodic table of SEO.

differences in the approach and long-term results of white hat and black hat search engine
optimization. Though both types of SEO have their proponents, most companies/websites
with long-term, stable, and sustainable goals will tend to stay away from the dark colored
variety.

a.White Hat SEO

b. Black Hat SEO

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4.3.1 White Hat SEO

Figure 4.3.1 White Hat SEO

White hat SEO is ethical SEO. Its SEO techniques that search engines accept.
White hat SEO techniques are beneficial for site visitors as well as for search engines.
The goal of white hat SEO is to improve search engine result positions via methods that
won’t cause search engines to penalize the site.

Successful white hat SEO is slower than black hat SEO and is an ongoing
process.
1. A SEO tactic is considered as White Hat if it has the following features:
2. It conforms to the search engine’s guidelines.
3. It does not involve in any deception.
4. It ensures that the content a search engine indexes, and subsequently ranks, is
the same content a user will see.
5. It ensures that a web page content should have been created for the users and
not just for the search engines.
6. It ensures good quality of the web pages.
7. It ensures availability of useful content on the web pages.

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 Always follow a White Hat SEO tactic and do not try to fool your site visitors. Be
honest and you will definitely get something more.

Figure 4.3.1 Black Hat SEO

4.3.1 Black Hat SEO
Black hat SEO is the use of techniques that are unacceptable to search engines to
boost a page’s position in search results. These techniques are intended to trick search
engines into giving pages higher positions in search results, and they have no benefit to
site visitors. The goal is to improve search engine result positions no matter what it takes
to do it.
Black hat SEO techniques are used for two reasons:
1. They work until search engines find out about them and they don’t work.
2. Some people don’t understand that black hat SEO techniques can get their sites
penalized by or banned from search engines.
Even if search engines can’t detect the black hat SEO techniques, competitors of
sites that employ black hat SEO techniques can spot them and do report them to search
engines. Some black hat SEO techniques include: link spam, keyword stuffing, cloaking,
hidden text, and hidden links. Quick, unpredictable, and short-lasting growth in rankings.
An SEO tactic is considered as Black Hat or Spamdexing if it has the following
features:
1. Attempting ranking improvements that are disapproved by the search engines
and/or involve deception.
2. Redirecting users to a page that is built for search engines to one that is more
human friendly.

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 3. Redirecting users to a page that was different from the page the search engine
ranked.
4. Serving one version of a page to search engine spiders/bots and another version
to human visitors. This is called Cloaking SEO tactic.
5. Using hidden and invisible text or with the page background colour, using a
tiny font size or hiding them within the HTML code such as ”no frame” sections.
6. Repeating keywords in the Meta tags, and using keywords that are unrelated to
the website content. This is called Meta tag stuffing.
7. Calculated placement of keywords within a page to raise the keyword count,
variety, and density of page. This is called Keyword stuffing.
8. Creating low-quality web pages that contain very little content but are instead
stuffed with very similar keywords and phrases. These pages are called Doorway or
Gateway Pages.
9. Mirror websites by hosting multiple websites all with conceptually similar
content but using different URLs.
10. Creating a rogue copy of a popular website which shows contents similar to
the original to a web crawler, but redirects web surfers to unrelated or malicious websites.
This is called Page hi-jacking.

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5. ADVANTAGES
1. Its cost-effective. You don’t have to pay the search engine to be ”advertised”.
At this point in time is when you have to pay for almost everything; it’s good to know
that there are still some things which are free. The best part is that you can use this to
your benefits, such as the simulative effect of the sale of your business.

2. If well ranked, has your company greater chance at becoming visible around the
world, while you stay at home. Internet is an effective marketing tool. It is actually the
marketplace itself with numerous potential clienteles. However, there is no guarantee that
your business will boom immediately but it sure will, little by little.

3. Once your website gets a good place, you somehow your reputation as one of
the best. This implies that somehow you are properly valued in the SEO community. In
reality, which ranked first in their field are perceived to be really good. They are even
considered to be one of the largest. Same thing in the virtual world. If you are the highest
rank, people will think that the product that you sell is a must have.

4. Need the money for search engine optimization is established, regardless of the
number of hits you get. This saves you some money. Plus, you don’t get confused with
the accounting part. Another thing, you don’t worry about the money that you need to
shell out for the case you a bulk of hits.

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6. DISADVANTAGES
1. Your position in the search engine is unpredictable. Everything depends on the
algorithm. As a result, you know not when the return of the investment will happen. You
don’t have the total control over everything, even if you have your website; you maintain
that you and the owner of the company.
2. This is time consuming. It takes a long time before you see your standing
improve a notch. Sometimes you have to wait for months or even a year to be in the
spotlight. You might ask yourself, ”How can my business flourish?”
3. Participants can make use of the black hat tactics. These unfair practices hinder
the tree of your company. You control not about other people’s heads. They can choose
for unethical strategies and you, your company could affect credibility and negative.
4. It may mean the end of it all for entrepreneurs whose website are located on the
last few pages of the search engine.

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7.CONCLUSION
While nobody can guarantee top level positioning in search engine organic results,
proper search engine optimization can help. Because the search engines, such as Google,
Yahoo!, and Bing, are so important today it is necessary to make each page in a Web site
conform to the principles of good SEO as much as possible.
To do this it is necessary to:
1. Understand the basics of how search engines rate sites.
2. Use proper keywords and phrases throughout the Web site.
3. Avoid giving the appearance of spamming the search engines.
4. Write all text for real people, not just for search engines.
5. Use well-formed alternate attributes on images.
6. Make sure that the necessary meta tags (and title tag) are installed in the head of
each Web page.
7. Have good incoming links to establish popularity.
8. Make sure the Web site is regularly updated so that the content is fresh.

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