SEO (SEARCH ENGINE OPTIMIZATION) AND DIGITAL MARKETING.pptx

How SEO is helpful for your digital marketing strategy

1. What is a Search Engine? Govt. College of Technology Tangi, Charsadda By – Engr. Arshad Ali ( Assistant Professor Information Technology)

2. Introduction to Digital Marketing Topics to be covered Search Engine Definition Examples of Search Engines Key Components of a Search Engine How Google Works

3. Definition Definition: A search engine is a software system that enables users to search for information on the World Wide Web (www). A software system is a collection of programs that collectively performs a desired action … search the information based on user’s query.

4. Examples of Search Engines Examples : Google, Bing, Yahoo

5. Google Founded : 1998 Market Share: Dominates the global search engine market. PageRank Algorithm: Ranks websites based on their relevance, User Experience and quality. Universal Search: Integrates various types of content, including text, images, videos, news, and more. Products: Google Search, Google Maps, Google News, Gmail, Google docs, Google Sheets and more.

6. Bing Founded : 2009 by Microsoft Market Share: Second-largest search engine globally. Image and Video Search: Offers advanced filtering and high-quality results. Integration with Microsoft Services: Seamless integration with Windows, Office, and Xbox. Products: Bing Search, Bing Maps, Bing News, and more.

7. Yahoo Founded : 1994 Market Share: Historically significant but now smaller compared to Google and Bing. Yahoo Answers: A community-driven Q&A platform. Yahoo Finance and News: Comprehensive finance and news content. Products: Yahoo Search, Yahoo Mail, Yahoo Finance, and more.

8. Key Components of a Search Engine Web Crawlers: Also known as spiders or bots, these automatically browse the web and index content Indexing: Organizes the information gathered by crawlers into a searchable database Algorithms: Complex formulas that determine the relevance and ranking of pages User Interface: The front-end where users enter queries and view results Search Results: The output, including links, descriptions, and sometimes images, videos, or other media

9. How Search Engine Works? The main steps include Crawling, Indexing, Searching and Ranking

10. How Search Engine Works? Crawling Web Crawlers (Spiders/Bots ) Definition : Search engines use web crawlers (also known as spiders or bots) to discover and scan new and updated web pages. Indexing Indexing Database Searching Search Algorithms Ranking Data relevancy, Content Quality, User experience

11. How Google Works? This base knowledge is necessary to fix common issues related to indexing and Search Engine Optimization. Google Search works in three stages Crawling:  Google downloads text, images, and videos from pages it found on the internet with automated programs called crawlers, Googlebot, robot, bot. Indexing:  Google analyzes the text, images, and video files on the page, and stores the information in the Google index, which is a large database. Serving search results:  When a user searches on Google, Google returns information that's relevant to the user's query.

12. Google Crawling Process In the first stage to find new and updated pages This process is known as “URL Discovery” Pages become discovered once visited by crawling bots Pages may be discovered by following a link from known pages to a new page “ Sitemap or robot.txt” may be used to let google know about your new/updated pages ( yet not indexed) A huge set of computers can crawl billion of pages on internet

13. Google Indexing In the second stage the Google tries to find what the content is about indexing process is based on Tags, title, alt-text and textual analysis It is found if the page is duplicate or canonical for the next stage ( Search Results) All information collected about a page is stored in a database called Google Index This database is stored on thousands of computers on internet

14. Serving Search Results In the third stage relevant and quality content are displayed in SERPs SERPs : Search Engine Results Pages Each time the user enters the query, the index is sorted out Content with high degree of relevancy and quality is provided in SERPs Ranking of any Web Page is determined by so many factors

15. Issues With Search Results Search Console might tell you that a page is indexed, but you don't see it in search results. This might be because : The content on the page is irrelevant to users' queries The quality of the content is low Robots meta rules prevent serving

16. Issues With Search Results Search Console might tell you that a page is indexed, but you don't see it in search results. This might be because : The content on the page is irrelevant to users' queries The quality of the content is low Robots meta rules prevent serving

17. Google Search Ranking Systems Google Search Ranking systems sort Google index consisting of hundred of billion pages in a fraction of second The content on the page is irrelevant to users' queries The quality of the content is low Robots meta rules prevent serving

18. Task No. 2 (Marks: 50) “Using Google Trends, compare the popularity of three different search terms of your choice over the past five years. Analyze the data to identify any significant trends, seasonal variations, and geographic differences.” Note: Submit it in Google classroom 2 . "Conduct specific searches on Google and analyze the types of content that appear in the results (websites, news, images, videos). Identify and discuss the factors that may influence the ranking of these results, such as keywords, site structure, and page authority."