Introduction to SEO

Crawlers

(AKA: Spiders, Robots, Bots) Type of search engine software that follows links from website to website.

Search Engine Optimization

(Field)

Search Engine Optimizer

(Profession)

How Search Engines Work? (4 Steps)

1) Crawling 2) Storing 3) Processing and Indexing 4) Ranking

Main Players in SEO (3)

1) Users 2) Search Engine 3) SEO's

Biggest Search Engine in China

Baidu

Con's of SEO

Constantly changing, competitive

Users

Humans around the world using search engines everyday. This audience drives the entire profession on SEO.

Cache

Location for stored files (copied websites), those files (copied websites) that the crawler accessed.

Organic Listings

Non-paid results on a search engine.

Paid Search (PPC) Ads

Paid ads. Displayed on search engines next to and/or above to organic search results.

What is the most complex phase of how search engines work?

Processing and Indexing

Pro's of SEO

Relatively inexpensive, long term

Search Engines

Technologies owned by technology companies. Enables users to find relevant information.

Incentive for SEO's

What they do? Influence organic ranking. What they want? Show their information to searchers.

Incentives for Search Engine

What they do? Provide relevant results to users, and sell ads to advertisers. What they want? Attract a large audience of users, and make money from advertisements.

Incentives for Users

What they do? Search for information. What they want? Most relevant result.

Biggest Search Engine in Russia

Yandex