SEO Services in KY
                     Search Engine 
Optimization
          Presented by:
        Lexington Digital Partners
www.lexdigitalpartners.com
 
PRESENTATION 
OVERVIEW
●Search Engine Basics
●What is SEO?
●Need of SEO
●How to Conduct Keyword Research
●Page Ranking
●How page Ranking Done
●Advantages and Disadvantages
●Conclusion
●References
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SEARCH ENGINE BASICS
●Search engines are programs that search 
documents for specified keywords and 
returns a list of the documents where the 
keywords were found. 
●Some of the popular Search Engine are 
Google,Bing,Ask,Bing,Baidu,e.t.c
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WORKING OF SEARCH 
ENGINE
●A Search Engine operates is a three 
manner-:
●Web Crawling
●Indexing
●Ranking and Serving Results
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TYPES OF SEARCH ENGINE
  Search Engine are categorised in two 
categories based on their result 
gathering-
●Crawler-Based Search Engines
 
●Human-Powered Directories
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SEARCH ENGINE BASICS
●Crawler-Based Search Engines
   These Search Engine create their listings 
automatically by “crawl” or “spider” the web.
● Human-Powered Directories
   A human-powered directory, such as the 
Open Directory, depends on humans for its 
listings. 
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SEARCH ENGINE 
RESULTS PAGES
Paid Placement
Results
Organic
Results
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WHAT IS SEO?
●Search engine optimization (SEO) is 
the process of improving the visibility of a 
website or a web page in search engines via 
the "natural," or un-paid ("organic" or 
"algorithmic"), search results.
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●SEO may target different kinds of 
search, including image search, local 
search, video search, academic 
search, news search and industry-
specific vertical search engines.
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NEED OF SEO
●If your site cannot be found by search 
engines or your content cannot be put into 
their databases, you miss out on the 
incredible opportunities available to 
websites provided via search - people who 
want what you have visiting your site.
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●The majority of web traffic is driven by the major 
commercial search engines - Yahoo!, MSN, Google 
& AskJeeves 
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HOW TO CONDUCT KEYWORD 
RESEARCH
●Brainstorming
●Surveying Customers
●Applying Data from KW Research Tools
●Term Selection
●Performance Testing and Analytics
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PAGE RANKING
●The ranking is the basic criteria by which 
organic Search Engines index and then 
retrieve documents.
●Page rank calculation tools
○Google Toolbar
○www.faganfinder.com/urlinfo/
○www.alexa.com
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HOW PAGE RANKING 
DONE
● An organic search engine software spider is a 
piece of software that acts like an electronic 
librarian who cuts out the content pages of every 
book of library in the world sorts them into a 
extremely large master index.
●The basic principal is that the index is made from 
the actual content of site.
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KEY CONCEPTS
Web site appears in the returned matches depends 
on 5 factors:
-Which Keywords the user entered
-Your web page Keyword Density for these 
keywords
-Your web page Keyword Prominence (page 
location) for these keywords
-Your Link Popularity – the number of other sites 
that link to you
-Your link and keyword Relevancy
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ADVANTAGES OF SEO
●Perspective (Global / Regional)
●Targeted Traffic
●Increase Visibility
●High ROI (Return on Investment)
●Long term positioning
●Cost-effective
●Flexibility
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DISADVANTAGES OF SEO
●You may be prevented from competing on a level 
playing field, because competitors and even 
affiliates may use less ethical black hat SEO 
techniques.
●As a consequence, the biggest disadvantage of 
SEO is a lack of control. You are subject to changes 
in the algorithm.
●In competitive sectors it may be very difficult to 
get listed in the top few results for competitive 
phrases
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CONCLUSION
●Unique Content
●Link Friendly Formatting
●Avoid Black Hat SEO
●Content relevant keywords
●Market Awareness
●Unique HTML page title for every 
landing page
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REFERENCES
●www.webmasterworld.com
●University Webmaster
○www.utah.edu/uwebresources
○[email protected]
●www.seamoz.org
●www.searchenginewatch.com
●“The ABC of SEO” David George
●GrapponeJ,  Couzin G. Search Engine 
Optimization: An hour a day. Yang  
Mingjuntranslation. Beijing: Tsinghua University 
Press, 2007
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THANK YOU!
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