This document discusses search engine optimization (SEO). It defines SEO as setting rules to optimize websites for search engines to improve rankings. Good SEO is important to get traffic, increase trust and sales. Search engines look for relevant, high-quality content and good user experience. White hat SEO follows guidelines, while black hat SEO exploits weaknesses. SEO services include audits, on-page optimization, content development, link building and code optimization. The document provides dos and don'ts of SEO.

1. SEARCH ENGINE OPTIMIZATION
NIDHIN RAMADAS
II – MBA
DEPT. OF MANAGEMENT STUDIES, PONDICHERRY UNIVERSITY

2. WHAT IS SEO?
“Search Engine Optimization or SEO is a set of rules
that can be followed by website owners to
optimize their websites for search engines and
thus improve their search engine rankings.”

3. IMPORTANCE OF SEO
• To move on top of the SERP, since majority of the
users consider only the top 5 results
• To improves user experience and usability of a
website
• To increase trust on the website since top websites
are trusted more by the end-users
• Good for the social promotion of a website
• To increase the traffic on the website
• Search engine optimized web site is more likely to
have more customers and make more sales

4. WHAT SEARCH ENGINES LOOK FOR?
• Relevancy
• The quality of your content
• User experience
• Site speed
• Cross-device compatibility
• Internal linking

5. TYPES OF SEO
• White Hat SEO
– White hat SEO utilizes techniques and methods to
improve the search engine rankings of a website
which do not run afoul of search engine guidelines
• Black Hat SEO
– Black Hat SEO exploits weaknesses in the search
engine algorithms to obtain high rankings for a
website. Such techniques and methods are in
direct conflict with search engine guidelines

6. …TYPES OF SEO
White Hat SEO Black Hat SEO
Wholesomeness Level High Very Low
Techniques Some white hat SEO techniques
include: high quality content
development, website HTML
optimization and restructuring, link
acquisition campaigns supported by
high quality content and manual
research and outreach.
Some black hat SEO techniques
include: link spam, keyword
stuffing, cloaking, hidden text,
and hidden links.
What to Expect Steady, gradual, but lasting growth in
rankings.
Quick, unpredictable, and short-
lasting growth in rankings.

7. SEO SERVICES
• Website SEO Audit
– A simple website audit can be as short as a few pages long,
and would address issues such as missing titles, and lack of
content. A comprehensive website SEO audit will be
comprised of dozens of pages and address even the tiniest
of website elements which may potentially be detrimental
to the ranking-ability of a website.
• On-Page SEO
– On-page search engine optimization is the process of
implementing the necessary changes as recommended by
an SEO audit. These changes can be implemented by the
website owner or an SEO company.

8. …SEO SERVICES
• SEO Content Development
– SEO content development is the process of creating
website content which can come in a variety of forms,
including text, infographics, PDFs, searchable databases,
web tools, etc.
• Link Development
– The fundamentals of link building is based on good quality
content. If there is no good content on your site that
people can link to, it will be very difficult to convince them
to do so.

9. …SEO SERVICES
• Code Optimization
– Code optimization is a service you can expect at the
highest levels of search engine optimization services, as it
involves an overhaul of your website’s HTML.

10. DOs OF SEO
• Improve the search engine friendliness of your website.
• Improve your website's ranking for a well-researched group of
keywords over a period of months or years.
• Improve your website's rankings by utilizing a well planned
and executed search engine optimization campaign, which
will cost more than you would have guessed.
• Leverage well written, useful, helpful, entertaining, or
otherwise interesting content to mount a successful link
building campaign which will result in ranking improvements.
• Optimize your website's textual content by incorporating a
select number of keywords into the text and utilizing the new
text to develop an internal link structure which helps magnify
the importance of those keywords for the search engines.

11. DON’Ts OF SEO
• Make your website irresistible to search engines so that it will
rank for any keyword you desire.
• Improve your rankings for the most competitive keywords in
your industry within a few weeks.
• Improve your website's rankings by using run-of-the-mill
services such as free directory submissions, and "article
writing", and doing it while keeping the cost no higher than
your monthly budget for your morning coffee.
• Leverage low-quality content
• Optimize your website's content by using a secret keyword
density and help your site shoot up in search engine result
pages for your most desirable keywords.

12. I just started a website
and need quick traffic
and don't have much
money to invest.
I am looking for an SEO
company that can get
me the same exact
links that my
competitor has.
I understand content is
important but I like my
website exactly the
way it is.I just started an auction
website. I want to
outrank my competitor,
for the word 'online
auctions'.
My friend just signed up for
an SEO service and he is
getting 500 directory
submissions per month. I
want that too!
SEO IS NOT FOR ME!

13. REFERENCES
• https://www.reliablesoft.net/what-is-search-
engine-optimization-and-why-is-it-important/
• https://www.whatisseo.com/
• https://searchenginewatch.com/2016/01/21/s
eo-basics-22-essentials-you-need-for-
optimizing-your-site/

14. OPTIMIZED!