Search Engine
Optimization
SEO Process for a Website.
07/08/09 Prepare by: Deelip Kumar

Overview
Search engine optimization (SEO) is a set of methodologies aimed at
improving the visibility of a website in search engine listings.
Analysis Implementation
Tracking
07/08/09 Prepare by: Deelip Kumar

Basic Steps:
1. Keyword research and analysis
2. Navigational structure analysis
3. Keyword placement (Target Landing Pages)
4. Meta Tags
07/08/09 Prepare by: Deelip Kumar

Keyword Research and
Analysis
Finalize and freeze list of keywords
category wise.
Include “Search Count” in keywords.
(Should have some valid reason why we
have picked certain keyword.)
Factors:
 Purchase Mode
 Consideration Mode
 Possible Consideration
 Unlikely Consideration
07/08/09 Prepare by: Deelip Kumar

Navigational structure analysis
07/08/09 Prepare by: Deelip Kumar

Mobile Phones
Categories &
Subcategories
Broadband
Telecom
Calling Cards
07/08/09 Prepare by: Deelip Kumar

Keyword Placement
07/08/09 Prepare by: Deelip Kumar

Meta Tags
Meta tags are informative tags for Search engines.
 Create a unique meta description for every page where practical, otherwise Google may display a snippet in
the SERPS that at best you have little control over it. For product catalogues and larger sites, the meta
description can be automatically generated to include the product keyword name plus a summary of the value
proposition of the site.
 For your homepage and pages targeting strategic keyphrases, create a powerful meta description that
combines a call-to-action and summarises your differential proposition and encourages clickthrough on
SERPs as in the example from Capital One above (although this is a little long).
 Remember that just 15-20 words (150 characters) of the meta description are visible within the SERPS of
Google – make sure your key message isn’t truncated. Often less is more – a succinct description may be
more powerful.
 Limit to 2-4 keyphrases per page.
 Do not use too many keywords or use too many irrelevant filler words within this meta tag since this will
reduce keyword density.
 Avoid undue repetition – 2 to 3 times maximum, otherwise may be assessed as spamming.
 Incorporate phrase variants and synonyms within copy.
 Vary on all pages within site.
 Make different from <title> tag since this may be a sign of keyword stuffing. It also helps if it is complementary
to the title to appear more relevant to the searcher.
07/08/09 Prepare by: Deelip Kumar

SEO Factors:
Design
Development
Content
Usability
Technical Factors
Global Popularity
On page Optimization
SEO Technology
07/08/09 Prepare by: Deelip Kumar

Design
Focus on UCD (User centered design).
Make sure the search engines have plenty
of basic links to follow
Divide Your Website into Logical Sections
Attractive Look and feel
Easy navigation and page design should be
search engine friendly.
07/08/09 Prepare by: Deelip Kumar

Development
JavaScript and css
should be in separate
file.
07/08/09 Prepare by: Deelip Kumar

Content Optimization
User generated content
Font weight and keywords placement
07/08/09 Prepare by: Deelip Kumar

Usability
Usability measures the quality of a user's experience when
interacting with a product or system—whether a Web site, a
software application, mobile technology, or any user-operated
device.
Below are the benefits of a usable system?
 Usable systems can save money by helping to:
 increase productivity
 increase customer satisfaction
 increase sales and revenues
 reduce development time and costs
 reduce maintenance costs
 decrease training and support costs
07/08/09 Prepare by: Deelip Kumar

Technical Factors
Proper redirection (Check for Search
engine friendly redirection like 301 or 302).
Session id’s in the URL’s
IP of the server (It should not be banned
or penalized by Search engines).
07/08/09 Prepare by: Deelip Kumar

Global popularity
Overall visibility:
 On major portals
 Top Directories
 Blog
 Social networking websites
 Forums etc.
07/08/09 Prepare by: Deelip Kumar

Emerging trends in 2007!
Web 2.0
 RIA (Rich internet applications).
- Ajax (Asynchronous JavaScript and XML) and Flash are
example of Rich internet applications. Ajax and Flash are
used for better user experience and increase Usability of
the Website.
07/08/09 Prepare by: Deelip Kumar

Thank You
07/08/09 Prepare by: Deelip Kumar