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The document discusses search engine optimization techniques including white hat and black hat approaches. It covers topics such as how search engines work, why SEO is important, keyword placement strategies, and challenges with SEO.

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tsegab bekele
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32 views

IR Assignment

The document discusses search engine optimization techniques including white hat and black hat approaches. It covers topics such as how search engines work, why SEO is important, keyword placement strategies, and challenges with SEO.

Uploaded by

tsegab bekele
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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Wolkite University

College of Computing and Informatics


Department of Information Technology
Information Storage and Retrieval
Assignment on Search Engine Optimization

Team Members ID
1. Tsegab Bekele CIR/287/11
2. Tewodros Desta CIR/285/11
3. Gashawbeza Taye CIR/239/11
4. Wakjira Lagase CIR/288/11
5. Yohannis Birku CIR/294/11

Submitted to Mr. Abdo Ababor

Date 21/07/2021
INTRODUCTION
Search Engine (SE) is a tool that enables users to locate information on the World
Wide Web. Search engines use keywords entered by users to find Web sites which
contain the information sought.
Search engine optimization (SEO) refers to techniques that help your website rank
higher in organic (or “natural”) search results, thus making your website more visible
to people who are looking for your product or service via search engines. SEO/SEM
is a form of online marketing, Search Engine Optimization / Search Engine Marketing
is the process of making a site and its content highly relevant for both search engines
and searchers. Successful search marketing helps a site gain top positioning for
relevant words and phrases. SEO is part of the broader topic of Search Engine
Marketing (SEM), a term used to describe all marketing strategies for search. SEM
entails both organic and paid search. With paid search, you can pay to list your
website on a search engine so that your website shows up when someone types in a
specific keyword or phrase.

What is Search Engine?


A web search engine is a software system that is designed to search for information
on the World Wide Web. The search results are generally presented in a line of results
often referred to as search engine results pages (SERPs). The information may be a
mix of web pages, images, and other types of files.

Example of Popular Search Engines

Fig 1: Search Engines


How Search Engines Work?
Spider “crawls” the web to find new documents (web pages, other documents)
typically by following hyperlinks from websites already in their database.
Search engines indexes the content (text, code) in these documents by adding it to
their databases and then periodically updates this content.
Search engines search their own databases when a user enters in a search to find
related documents (not searching web pages in real-time).
Search engines rank the resulting documents using an algorithm mathematical
formula) by assigning various weights and ranking factors.

Figure:1 How search engine work

Introduction To Search Engine


Optimization
Search engine optimization (SEO) is the process of affecting the visibility of a
website or a web page in a search engine's "natural" or un-paid ("organic") search
results. In general, the earlier (or higher ranked on the search results page), and more
frequently a site appears in the search results list, the more visitors it will receive from
the search engine's users. SEO may target different kinds of search, including image
search, local search, video search, academic search, [1] news search and
industry-specific vertical search engines.

Why Search Engine Optimization


Important?
Search Engine Optimization (SEO) is the key tool for the website owners to get
more traffic to the website.
SEO plays a crucial role in online business websites as well as other interactive
sites.
Based on the specific keywords SEO can generate good traffic and ultimately
affect the revenue for e-commerce site.
90% of all users don’t look past the first 30 results (most only view top 10).
Cost-effective advertising.

White Hat Search Engine Optimization


Techniques
Search engines categorize Web pages based on keywords - important terms that
are relevant to the content of the page.
Here are some general tips about keyword placement:
One place you should definitely include keywords is in the title of your Web page.
Another good place to use keywords is in headers. If your page has several
sections, consider using header tags and include important keywords in them.
Use important keywords throughout the Web page, particularly at the top, but it's
possible to overuse keywords.
Most automated search engines use link analysis o determine the quality of a
Web page.
Link analysis means the search engine looks to see how many other Web pages
link to the page in question

Black Hat Search Engine Optimization


Techniques
Keyword stuffing, which skews search engine results by overusing keywords on
the page.
Usually, webmasters will put repeated keywords toward the bottom of the page
where most visitors won't see them. They can also use invisible text, text with a
color matching the page's background.
Page stuffing also cheats people out of a fair search engine experience.
Webmasters first create a Web page that appears high up on a SERP. Then, the
webmaster duplicates the page in the hopes that both pages will make the top
results.
Selling and farming links are popular black hat SEO techniques. Because many
search engines look at links to determine a Web page's relevancy, some
webmasters buy links from other sites to boost a page's rank.

Search Engine Optimization Obstacles


The biggest challenge in SEO approaches is finding a content balance that
satisfies both the visitors to the Web page and search engine spiders.
A site that's entertaining to users might not merit a blip on a search engine's radar.
A site that's optimized for search engines may come across as dry and
uninteresting to users.
Most search engines skip over image and video content when indexing a site. For
sites that use a lot of media files to convey information, this is a big problem.
Optimizing a site isn't always straightforward or easy, which is why some
webmasters use an SEO consultant

Conclusion
The search engines are getting more and more advanced in determining how and
what webmasters are doing to get the rankings.
SEO is the act of modifying a website to increase its ranking in organic(v/spaid),
crawler-based listings of search engines
References

[1] E. MP., "Analysing Google rankings through search," chicago, 2019, p. 3–4.
[2] D. Sullivan, " "Who Invented the Term "Search Engine Optimization"?"," 14 06 2018. [Online].
Available: https://groups.google.com. [Accessed 20 07 2021].
[3] A. S. &. H. Ave, "beginners-guide-to-seo," 12 09 2019. [Online]. Available: https://moz.com.
[Accessed 19 07 2021].

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