EVERYTHING YOU NEED TO KNOW ABOUT DIGITAL MARKETING - PART 3

Search Engine Optimization or SEO
It is wisely said that "If your business cant be found on the search engines, you basically don't exist."

What is SEO?

Marketing tactics to get high natural search rankings in search engines for keywords that are important to your business. It helps significantly to increase targeted traffic to your website.

Who are the Search Engine Players?

• Google: 88.8%
• Bing: 6.2%
• Yahoo: 3.4%
• Ask.com: 1.2%
• Others: 0.4%

Search Engine's Goals and Objectives

1. Accumulate large index (database) of web documents to search
2. Provide highly relevant results to users (even better than competitors)
3. Generate revenue via paid advertising and related business ventures that typically leverage large amount of traffic.

Anatomy of a Search Engine:

• Search Box on the Top
• Just below the search box and on the right side of the page, there is sponsored listings or PPC
• Below sponsored listings is organic results or SERPs. (search engine result pages)

How do Search Engines Work?

• Spider "crawls" the web to find new documents i.e. Web pages typically by following hyperlinks from websites already in the database.
• Then search engine indexes the content (text, HTML codes) in these documents by adding it to their huge databases and periodically updates this content.
• After this, search engine searches its own database when user enters in a search to find related documents.
• Finally search engine ranks resulting documents using an algorithm that assigns various weights to various ranking factors keeping the most relevant on the top.

Google Query Life Cycle

• Query comes
• It goes into Google web servers
• The google web servers then indexes their database servers
• Google then document these servers
• And finally it goes to the Google user.

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