Search Engine Optimization (SEO) – the adjustment process of using HTML-code, text content (content), site structure, and also control of outside factors that are taken into account in the algorithms of search engines, It has found a great popularity in previous decade, Its something which is different from Web designing or Programming is the method to raise the site position against some keywords in search results according to the individual behavior of the users. The higher the position of a site in search results, and more potentially more certain clients may visit the site, buy from it and expert says, the company who leaves working on its seo campagains if fails any time then Lake of SEO is the real cause of its Failure. Because SEO is not name of one technique, But a group of techniques & mostly it is based on research and analysis.

density of keywords (phrases) –
Sophisticated algorithms of modern search engines allow the conduct of semantic analysis of text for the purpose of  spam filtering –if it filters each keyword and some time even a paragraph where the keyword phrase is found too often on the page (above a certain percentage of the entire text)

links also play a vital role in boost up of website, quantity and quality of resources with hyper link to your site gives a strong idea to search engine that “this link is of good worth” and it like to drive traffic to this link thinking it a genuine and fresh site.
many search engines do not account for the interconnections between sites, it is advised to be remain in your own niche if link exchange, in link exchange two websites owners exchange link with one and other, exchange of hyper links with one and other drives web traffic to both sites, one should always link exchange with thematically related sites, Otherwise this option will be useless and even harmful for the  progress of website.

Work on site optimization involves working with internal factors – the alignment of text on the site in accordance with the selected keywords (phrases) to increase the quality and quantity of texts on the site, optimization of the structure, navigation and internal links on the site, and also with external factors – exchange of hyper links, registration in catalogs and directories, and other techniques aimed at increasing the number and quality of hyper links directed to the resource.

The most time-consuming part of SEO is building a linking campaign. Tools or
ideas that help us save time doing this are extremely valuable.
• You can classify domain extension or specific site ideas when
searching for potential links:
o “Inurl:+”.edu” and
o “intitle:links” or “intitle:partners” or “intitle:resources” or
“intitle:engines” and
o “searchenginewatch” or “search engine watch”
• In Google you are not able to use the “link:” function with other
advanced search operators at the same time; in Yahoo! or MSN
you can.

Filtering out a site can be exceptionally helpful. If there is a
specific site that is clouding up your link search, you can filter them out
by placing “-site:www.whateverevilsite.com” in your search string.
Who is in Your Community?
Google TouchGraph graphs out sites related sites (by looking at the Google
related:site.com function). If your related sites do not consist of sites topically
related to your site, then you need to work on getting more people inside your
community to link to your site. The following is a picture of my topical
community. You can see many of the sites are exceptionally related to my site.
Google and Spam
Google is primarily a mathematical company, and they usually state that they try to
handle spam via algorithms.
While the term algorithm can be used loosely, there is human intervention.
However, they do not specifically respond to most spam reports. You can report
spam to them, but do not expect it to have much immediate effect on search
results. Generally, time spent reporting spam to Google would be better spent
making a better site. Also, some competitors can get a bit feisty if they are snitched
on. I know a guy that got so mad at being turned in, that a month later he ranked
1, 2, 3, 4, 6, 9, and 10. He then e-mailed the snitch thanking him for the
motivation to create all those other pages.
If your site is kicked out of the index for an automated spam penalty, it will usually
come back after 60 days after the thing that triggered the spam penalty has been
removed. If your site was manually reviewed and removed, the penalty period
might be much longer.

You can send Google a re-inclusion request via a form inside of Webmaster
Central after you have cleaned up your site explaining a sob story of how some
SEO company ripped you off. They prefer to receive this feedback from within
their webmaster console because it shows that you are related to the site you are
requesting a re-inclusion for. The key is to let them know that whatever was wrong
will not happen again.
If you are still having problems after e-mailing them a few times, you can call them
at 650-330-0100. Google usually will not reply to most bans. If your site is
manually banned for industrial strength spam, you stand a slim chance of getting
back in the index unless you are a large advertiser, have a well-known brand, or you
getting banned was a large public issue.
While they do not openly and publicly advertise it, I have been told by a few big
spenders on Google AdWords that they have received low-level, one-on-one
ranking consultations.
In addition to banning sites from the index, Google also has numerous filters they
apply. For example, sites with excessive duplicate content may end up in the
supplemental results. In addition, sites with excessive low-quality inbound or
outbound links may be placed on a reduced crawl priority or have a -30 ranking
penalty applied.
Google’s webmaster guidelines are located at:

http://www.google.com/webmasters/guidelines.html

Problems with Google’s Technology

Jeff Dean, a Google engineer, also talks about Google’s technology a bit in this
video at: http://www.uwtv.org/programs/displayevent.asp?rid=2459.
Since Google has the broadest distribution, people also work the hardest to game
their system.
Google tends to take the view that any relevancy manipulation is inherently wrong
and the SEOs are the enemy. In doing this, Google often prevents many quality
resources from ranking and ends up having substandard relevancy. It seems they
would rather make their own results slightly substandard than allow others to
manipulate their index.
Currently, Google’s algorithms place way too much emphasis on domain age and
trust. This will lead to a stale index, and worse yet, many spammers have been
buying old sites (or finding content management issues trusted sites) and adding
tons of spammy content to them. A relevant thread worth reading about how easy
it is to game Google with old domains can be found at

http://www.threadwatch.org/node/6484.

You can also use SEO for Firefox or Archive.org to see how old the average, topranked
site is for your primary keywords. Typically the top-ranked Google results
will be older than the top-ranked results on other search engines.

Google & Duplicate Content

Since December 2004, webmasters have been noticing Google has been tweaking
their duplicate content filters. If you have many pages with near similar content,
then they may struggle to rank in Google.
If you rewrite your URLs, make sure they are not getting indexed under the old
and new URLs. Also, ensure print only and other versions of similar content are
not getting indexed. WebmasterWorld had a good thread about the topic
mentioned here: http://www.seobook.com/archives/001230.shtml.
As automated spam spreads and rich consumer feedback is posted to the web,
hollow merchant sites will be forced out of the Google search results, which is a
trend that has been going on for a couple years now.
The best solution to that problem is to be able to collect rich user feedback on your
site or find other value add ideas to differentiate your site from websites that are
hollow product databases.
Wildcard Replace
When search engines compare one page to the next for uniqueness of content,
they can use sliding text readers across the text. This is one of the things that hurts
many information-light product catalog databases. If one page is like Cheap green
baby seat blah blah blah and the next page is like Cheap red baby seat blah blah blah then
when the search engine compares Cheap * baby seat blah blah blah, both of the pages
will appear identical.
Search engines do not want to index multiple copies of identical content.
If the only difference between template-driven pages on your site is part number
you may eventually run into problems where you notice search engines do not
want to index much of your site.
WWW versus Non-WWW
Some search engines may view site.com and www.site.com as being two different
URLs. If you split your link popularity amongst both versions, you will have less
authority on each version than if the two were combined.
To prevent both versions from getting indexed, you may want to 301 redirect one
version at the other version.
Informational Bias
Yahoo! has a tool called Yahoo! Mindset that allows you to place greater emphasis
on commercial or informational results.

By default, Google tends to bias the search results heavily toward informational
resources. This makes business sense for them for many reasons:
• They want to promote creating additional search inventory to
show search ads against. As inventory is created, they can demand
more out of new content by biasing their algorithms to work harder at
promoting the creation of higher quality content.
• As more information clogs up the search results, more searchers
will click on AdWords for commercial searches. Merchants are
then stuck using AdWords for commercial transactions.
• Many informational sites are monetized using contextual ads
such as Google AdSense.

Google Hijacking

Sometimes people can hijack the search results of other webmasters. This is rather
uncommon in most fields, but if you get into high-margin areas, such as
prescription drugs, it is much more common.
In May of 2005, Google actually had one of their sites hijacked. Notice below how
the Google AdSense site is showing up as being part of the all-in-one-business.com
domain.

While the hijackings are uncommon, if you are going to play in hyper-competitive
fields, make sure you make friends with some people who can help you out of
sticky situations. People usually do hijacks via 302 redirects, meta redirects, or a
combination of the two. An unwritten law amongst many of the most aggressive
SEOs is that you should never hijack a listing, and you should never file a spam
report. If you do, most likely you will not like some of the retaliation actions that
other webmasters may do.

Google Product Search & Google Base
Google Product Search is Google’s shopping search engine. Via Google Base, it
accepts free merchant product feeds. It also searches the web to find products and
match them up with their associated images as a backfill.
To optimize your site for great Google Product Search listings, you need to submit
a data feed to Google Base. It is a good idea to use descriptive image names and
titles as well as use your keywords in the data you submit to get top Google
Product Search placement.

Many new sites, or sites that have not been significantly developed, have a hard
time ranking right away on Google. Many well-known SEOs have stated that a
good way to get around this problem is to just buy old sites. Another option is to
place a site on a subdomain of a developed site, and after the site is developed and
well-indexed, 301 redirect the site to the new location.
The whole goal of the Sandbox concept is to put sites through a probationary
period until they prove they can be trusted.
There are only a few ways webmasters can get around the Sandbox concept:
• Buying an old site and ranking it
• Placing pages on a long-established, well-trusted domain (through
buying sites, renting full-page ads, paying for reviews, renting a folder,
or similar activity)
• Gaining a variety of natural high-quality links. When a real news story
spreads, some of the links come from news sites or other sites that are
highly trusted. Also note that when real news spreads, some of the
links will come from new web pages on established, trusted sites (new
news story and new blog posts). It is an unnatural pattern for all your
link popularity to come from pages that have existed for a long time,
especially if they are links that do not send direct traffic and are mostly
from low-trust sites.
• Participating in hyper-niche markets where it is easy to rank without
needing a large amount of well-trusted link popularity

Google & Authoritative Domains

Content on a new domain with limited authority will not rank as well as content on
a trusted domain name. Through 2006 Google placed significant weighting on
trusted authoritative domains. According to Hitwise and the NYT in November
of 2006, search provides roughly 22% of the web traffic to many newspaper
websites, with roughly 2/3 of that traffic coming from Google.
Google is not sending these newspapers so much more traffic because the
newspapers are doing SEO. They are sending more traffic for a variety of concrete
reasons:

Google wants to rank informational pages.
• Many of these newspapers are well trusted offline within their
communities.
• Newspapers have an informational bias and their articles consist of real
unique human written text.
• Google feels they can rely on long established businesses and sources
of power more than the average website.
The more your sites (or sections of them) look like a trusted newspaper, the easier
it is going to be to rank well in Google.
Various Data Centers
Google uses groups of data centers to process their search queries. When Google
updates algorithms or their refreshes their index, the changes roll from one data
center to the next. When results rapidly change back and forth, sometimes they are
tweaking algorithms, but more frequently you are getting search results from
different data centers. You can use the free Firefox ShowIP extension to find the
IP address of the data center of your search query.

About PageRank

PageRank is a measure of connectivity. It is a rough approximation of the odds
that a random web surfer will cross your page. PageRank is calculated by following
links throughout the web, and placing more weight on links from pages that many
quality pages link at.
The problem with PageRank is that most industries and most ideas are not
exceptionally important and well integrated into the web. This means that if
Google did place a heavy emphasis on PageRank, webmasters could simply buy or
rent a few high PageRank links from sites in a more important vertical and
dominate the search results for their niche topic. However, that is not how it
works.
PageRank (mentioned in The Anatomy of a Search Engine) as it relates to SEO is
overrated. By Google making the concept easy to see and understand, it allows
more people to talk about them and makes it easier for more people to explain
how search engines work using Google and PageRank as the vocabulary.
Google’s technology is not necessarily better/more effective than the technologies
owned by Yahoo!, MSN, or Ask, but they reinforce their market position by being
the default vocabulary. And, as they move on to more elegant and more
sophisticated technologies, many people are still using irrelevant outdated
marketing techniques.

Speculation
I mention a number of algorithms and concepts in the following section, including:
Hilltop, TrustRank, Topic-Sensitive PageRank, temporal analysis, and latent
semantic indexing (LSI).
Some of these algorithms may not be part of the current search environment, but
the ideas contained within them are still worth understanding to see where search
may be headed and what search topics search engineers think are important to
improve their overall relevancy scores.
Local Re-ranking Results Based on Inter-Connectivity
Hilltop
Hilltop was an algorithm that reorganizes search results based on an expert rating
system.
In the Hilltop white paper, they talk about how expert documents can be used to
help compute relevancy. An expert document is a non-affiliated page that links to
many related resources. If page A is related to page B and page B is related to page
C, then a connection between A and C is assumed.
Additionally, Hilltop states that it strongly considers page title and page headings in
relevancy scores; in fact, these elements can be considered as important as, or more
important than, link text. It is likely that Hilltop also considers the links pointing
into the page and site that your links come from.
The benefit of Hilltop over raw PageRank (Google) is that it is topic sensitive, and
is thus generally harder to manipulate than buying some random high-power offtopic
link. The benefits of Hilltop over topic distillation (the algorithm that powers
Ask.com, which will be discussed later) are that Hilltop is quicker and cheaper to
calculate and that it tends to have more broad coverage.
When Hilltop does not have enough expert sites, the feature can be turned off, and
results can be organized using a global popularity score, such as PageRank.
Google might be using Hilltop to help sort the relevancy for some of their search
results, but I also see some fairly competitive search queries where three of my sites
rank in the top eight results. On those three sites, it would be fairly obvious for
search engines to know that they were all owned by me.
They may use something like Hilltop to scrub the value of some nepotistic links,
but it will not wipe out all related sites just because they are related. When you
search for things like Microsoft, it makes sense that many of the most relevant
websites are owned by the same company.

Ranking Search Results by Reranking the Results Based on Local Inter-
Connectivity
That subheading probably sounds like a handful, but it is the name of a patent
Google filed. The patent is based on finding a good initial set of results (say the top
1,000 or so most relevant results) then reranking those results based on how well
sites are linked to from within that community.
If you have many links and have been mixing your anchor text but still can not
break into the top results, then you likely need to build links from some of the top
ranked results to boost your LocalRank. Just a few in community links can make a
big difference to where you rank. A site that has some authority but lacks the in
community links may get re-ranked to the bottom of the search results. A site that
has abundant authority, like Wikipedia, probably does not need many in
community links.

Temporal Analysis

Search engines can track how long things (sites, pages, links) have been in existence
and how quickly they change. They can track a huge amount of data such as

Search has been consolidated to being in the hands of a couple important players.
In some regional markets, there might be important local players, but for most of
the world, Google, Yahoo!, and MSN control the bulk of search.
The Major Search Engines
The following search engines are reviewed in order of search distribution from the
best of my knowledge. Some of the first-listed search engines may appear to have
more content and more information than the later-listed search engines. There are
several reasons that the top couple search engines have much more data listed in
their sections:
• Much of the data from one section would carry over to the next
section.
• Companies that have been focused on search the longest are more
likely to have plugged algorithmic holes.
• Google is MUCH harder for new webmasters to manipulate than the
other engines.
The order of these listings has nothing to do with the relevancy or quality of the
search results. They all provide quality results using similar algorithms.

Google

Google Search Distribution
Currently Google is powering around 70% of U.S. search (Google, AOL,
Earthlink, Go, Netscape, and many others). More worldwide search statistics are
available at http://searchenginewatch.com/reports/index.php.

Google shows up to ten pay-per-click AdWords ads on their search results, but
they keep them separate from the regular (or organic) listings. There is no direct
way to pay Google money to list in their organic search results.

PageRank (PR), Briefly

Google is primarily driven by linkage data.
The Google Toolbar provides a 0-10 logarithmic scale to mimic the link popularity
of pages. PageRank helps provide a quick glance how important Google thinks a
page is.
Google would like you to believe that their PageRank algorithm is the core of their
search technology, but they also use many other technologies to improve their
search relevancy.
Many webmasters exchange links with as many people as they can, but there is an
opportunity cost to everything you do. There are algorithms for sorting good links
from bad links. Many link schemes increase your risk profile much quicker than
they increase your potential rewards. When you link into the wrong circles, you
run the risk of being associated with them.
It is important to note that this PageRank value is only one component of the
Google search engine algorithm. Many times, a PR 4 site will rank above a PR 6
site because it was optimized better and has a well-defined descriptive inbound link
profile, which means better, more natural links from more sites (and more related
sites).

Many Myths about Google

There are many myths about Google that are represented as fact by marketers
trying to make money. Misinformation spreads like wildfire because everyone
wants to sound like the smart person with all the answers. One example of the
many myths about Google is that you are limited to 100 links per page.

Google threw out that guidance based upon usability ideas. On pages with no link
popularity, they will not want to follow many links. On pages with a large amount
of link popularity, Google will scour thousands of links.
I have one page with over 950K of page copy. Most pages should be smaller than
that from a usability standpoint, but Google has fully indexed that page.
If you ever have questions on any rumors regarding Google and SEO,
SearchGuild.com is one of the most straightforward SEO forums on the web.

What Pages of My Site are Indexed by Google?
You can check to see what pages of your site are indexed by searching Google for
“site:www.mysite.com mysite.”
How do I Submit My Site to Google?
While Google also offers a free site submit option, the best way to submit your site
is by having Google’s spider follow links from other web pages.
Google offers a Google Sitemaps program that you can use to help Google set
crawl priorities. In addition to helping Google index your site, the Sitemaps
program also shows you if they have any crawling problems with your site.
Where do I Rank in Google for My Keywords?
I use the free Digital Point keyword ranking tool to determine where I rank in
Google. The Digital Point keyword ranking tool also supports Yahoo! and MSN.
Tracking various sites helps me determine some of the ways Google may be
changing their algorithm.
If you sign up for the Google API service and are doing lots of sketchy stuff, then
it makes it easy for Google to cross connect your websites. Google generally is the
slowest of the major search engines to trust and rank new websites.
Google Backlink Check
Backlinks is another way of saying “links into a page.”
When you check backlinks in Google (link:www.whateversite.com,) it only shows a
small sampling of your total backlinks. Many links that do not show up when
you use the “link:” function in Google still count for your relevancy scoring. In
addition, there is a time delay between when links are created and when they will
show up in search results.
To get a more accurate picture of links, you will also want to check backlinks using
Yahoo! or MSN. Yahoo! typically shows many more backlinks than Google. The
code to check Yahoo! backlinks to a site is “linkdomain:www.site.com.”

Google Webmaster Central

Google provides obtuse data to the general facing web public. They are more
willing to show site owners more granular data once you have verified that you
own your site.
Inside of Google Webmaster Central they show you
• A much larger list of your inbound links, and the associated anchor text
• Keywords you are ranking for, and keywords that drive the most traffic to
your site
• Any crawling errors, 404 errors, or pages that are blocked in your
robots.txt file
• If your site is penalized in Google, and allows you to submit reinclusion
requests.
• Control of your sitelinks if your site shows sitelinks for search queries
related to your brand.
You can use the information from Webmaster Central to help you fix broken links,
reclaim link popularity, and ensure the important parts of your site are being
indexed.
If you have a site you do not like being associated with it is recommended that you
do not register it with Google Webmaster Central.

How do I Know What Sites are Good?

First off, common sense usually goes pretty far. If a page or site links to a bunch of
off-topic or low-quality garbage, you can feel safe, assuming the page does not pass
link authority. If you have doubts, you probably do not want to link.
Secondly, Google has a toolbar that shows how it currently views a web page or
website. The Google toolbar is one of the top search engine optimization tools for
a person new to search engine marketing. It works on Windows and is
downloadable at http://toolbar.google.com/.
PageRank is a measure of link popularity, which can come and go. It’s not hard for
a successful business to rent a few high PageRank links into their site and then
leverage that link popularity for link exchanges. A site with decent PageRank can
get penalized just the same as a site with low PageRank. Usually, you will want to
error on the side of caution off the start.
Instead of making PageRank your primary criteria when evaluating a page or site,
just think of it as a baseline.

Does Google trust this page? There are several ways in which this question can be
answered:
• It ranks for relevant search queries, so that is a good sign.
• It is a useful page, so that is a good sign.
• It is relevant to my site, so that is a good sign.
• It only links to relevant resources, so that is a good sign.
If you are using techniques that fall far outside of Google’s recommended
guidelines, I would not recommend using their toolbar, since the feedback the
toolbar provides may make it easy for them to link you to all of your websites.
In October of 2007 Google edited the toolbar PageRank scores of many sites that
were selling links. Most of the sites that had their toolbar PageRank scores edited
did not see any change in traffic. The only thing that changed was their perceived
PageRank scores.

Google Update Florida

In November of 2008, Google performed a major algorithm change. The goal of
the change was to make it harder to manipulate their search results. It is believed
that Google may have significantly incorporated Hilltop, topic-specific PageRank,
and/or a latent semantic indexing like technology into their algorithms.
It is important to get links from the right community. Do not rely on cheesy offtopic
link exchanges. They can hurt you more than they help you. For example, to
a search engine marketer, a link from Search Engine Watch (a search engine
information resource hub) is worth much more than many random off-topic links.
I still have seen significant evidence that off-topic inbound links can improve your
Google rankings significantly, but it is likely that this will eventually change, and
there is an opportunity cost and risk level associated with every activity.
In early 2004, Google also began to block the ability of certain sites to pass
PageRank, even if those same pages showed PageRank when you visited them.
In addition, Google seems to have set up a portion of their algorithm to delay the
effects of some links or to only allow them to parse partial link credit until the links
age. These moves are aimed at curbing manipulation of the Google index through
link buying by making it a much more expensive and much less predictable
process.
It may take up to three or so months for the full effect of new links to kick in.