Example for SEOKeyword Paid Link OptimizedW Website
SEO Process Site Analysis Off Page Optimization On Page Optimization Website promotion campaigns
Site Analysis• On page: • Off-page – <title> tag – Page listed in search engines – Page Rank – No. of backlinks – Website Age – Quality of the back links – Coding Structure (JAVA /HTML) – Page assessed as a hub – Meta name description – Page assessed as an authority – Meta name keywords – Link anchor text contains keyword – Keyword frequency and density – Link velocity (rate at which – Keyword in headings changes) – Keyword in document name – Static/dynamic website – No. of pages
Complete Site Analysis - http://www.siteyogi.com/ , www.digitapoint.com, (Discussed at the end)
6 approaches for link building1. Natural link-building through quality content – Create „must-have‟ resources , guides, blog, articles, news etc which can be authorized2. Requesting inbound-only links – Run a link-building campaign3. Reciprocal linking – Check partner links, Develop existing through Affiliated marketing4. Buying links – Directories and link purchase exchanges5. Creating your own external links – On blogs, article reproduction, digging, authorizing on communities, industry forums, social networking sites, blog submission sites, discussions etc.6. Generating buzz through PR – Optimise and distribute your press releases
Link Baiting the best waySection for Blog, News, Press Releases, Discussion Forums, Interesting Facts Topics which gains popularity101 list for ______ gets most authorizedBest tips to ____________________ Tips (ex: SEO tips ,marketing tips)10 easy ways to help ___________ (ex: promoting your business)_______Myths (ex: Marketing Myths)Extensive resource list for specific topicList of gurusDiscussion on gurus and experts (flatters experts on later point of time and generatesthought leadership)Digging the above articles on various communities, forums built on social networkingsites such as facebook, linkedin, Digg.com, del.ic.ious.com etc.Interesting survey reports which can drive enormous feedback.Any innovative concept that can drive people to authorize the website or consider it asHub.
Features of a Quality Link Required feature of quality link Undesirable feature of link1. Anchor text. Text links preferably contains relevant anchor keyphrase in text. 1. Redirected links. These links use a redirection script possibly to an ad server.2. Adjacent text. Plain text next to a link is valuable if relevant. If there is a query string (?) or a script such as .pl, .php in the linking URL, then this is a sign of a redirect.3. Domain or link popularity aka PageRank of site. The site overall should have a large number of external or backlinks 2. NoFollow. Links containing nofollow tags have no value View Source or use SearchStatus – see below – to identify4. Link popularity or PageRank of page sites which use nofollow If you can obtain a link that is run-of-site across all pages this is most valuable. 2. Link exchange network. Filters applied if identified.5. Context of page. 4. Image links. Links are more relevant if related links on a topic promoted on. Text links are most effective. So if link requires a banner or button, a text link in keeping with guidelines above could be6. Run-of-site/run-of-section link obtained. Alternatively use Alt text to describe site. Number of pages containing link. If you can obtain a link that is run-of-site across all pages this is most valuable since it provides many links. 5. Directory links on pages with many sites listed. Most directories are simply created to make money through7. Location of domain. Google AdSense (Made for Adsense or MFA sites) or UK sites (co.uk) are generally most valuable since will help boost affiliates. Bad neighbourhoods. position for UK local searches similarly for .in it boost position for India 6. Reciprocal links8. Destination of backlink (Deeplinks) Many directories operate through offering reciprocal links. Links that link directly to a category or product page are most This will not be possible for the main Euroffice site, valuable since these have context. although it may be possible in future as part of a separate blog site.9. Site authority Such sites will have to be rejected. Many SEO commentators believe PageRank is unimportant compared to the authority of site. Authority is partially indicated by number of links to domain and 7. Temporary links links out – hub site. Link needs to be present for at least one year.
Content Feeds – another external-internal linking approachhttp://www.raahi.com/hotel-reviews/hotels- http://www.searchenginegenie.com/link-in-port-blair/hotel-shompen.html building.htmAdding Informational links connecting other pages of the same website. – Maintaining Interacting, Interesting Navigation
Internal Linking = Information Linking Architecture Internal Links http://www.yatra.com/holidays.html
Other ways of Interlinking• Showcasing links to other pages using Right and bottom Navigation. (ex: Searchenginegenie.com)• Using word as link (Usually done for glossary)• Highlighting few lines and guiding them out to Read more section• Writing interesting facts about Article section / blog/ News directing the readers towards it.• Showcasing the best deals of the products on the right navigation.• Calling the visitor for an action by raising a question and guiding them out to the blog section – thus initiating discussion.• Facebook makes use of advertisement boards, usual updates as FEEDS at the right corner which drives visitors towards applications. Games or other interacting things.
Example-1 • Breadcrumbs • Contextual cross linking • Horizontal cross linking • Related links • “You might also be interested in…Tip: Links from a subdomain can be more valuable, although lower domain popularity
Example-2BARCLAYSwww.searchenginegenie.com Links at the footnote Tip: Ensure primary and secondary Navigation labels include keyphrases within anchor text
Example-3Local navigation : filling left and right pods with keyphrase rich hyperlinks
Social Media EffectsGive Positive Reviews For Fresh content Keyphrase density Long tail Backlinks (if separate pages) Branding
On page Checklist• Step 1. Aims for page • Step 6. Body copy – Main visitor type (s) – Keyphrase density – Page goals – Use synonyms, don‟t SPAM• Step 2. Which phrases? • Step 7. Heading styles – Use Google Keyword Tool – H1 same or distinct from title – Primary, secondary, tertiary – H2,H3 – use secondary and tertiary phrases for long tail• Step 3. Name document • Step 8. Hyperlinks – Keyphrase1-Keyphrase2.html – Include keyphrase in anchor text. Action verbs separate? – Consider external links Step 4. Title tag Step 9. Images – Keyphrase dense : 15-25 chars – Include alt and title text – Provide caption• Step 5. Meta tags • Step 10. Optimize – Description < 300 characters – Track & Modify – Keywords (Don‟t stuff)
Document Meta Data Title • <title> – VERY IMPORTANT = Unique = Call-to-action – 2-3 keyphrases on left, - brand on right – Google has around 60 characters= Maximum 8 words • <meta name=“description” = Unique = Call-to-action – FAIRLY IMPORTANT – 4-5 keyphrases in natural English, c150 characters • <meta name=“keywords”Meta name – UNIMPORTANTdescription – Include main target keyphrases comma separated • File name and directory structure – Use hyphens, include keywords, be sensible
Keyphrase TrendTip: Use the Google keyword tool to inform keyword identification and copywriting:https://adwords.google.com/select/Keyw ordToolExternal
Common Keyphrase Terms• <Product name> or <category name>.• What is you strategy for targeting:• Generic: – <category name> + synonyms• Qualifiers: – compare + <product name>, Review + <product name>, cheap + <product name> – review + <product name> – cheap + <product name> – Brand + <category name> – <category name> + country (UK/India/US)
No of Keywords/pageKeyphrase Narrow scope Broader scope (variants topriority use less often)Primary Marketing Strategy (ies) Marketing Strategy Indiakeyphrase(s)Secondary Marketing Promotional Marketing Brochurekeyphrase(s) Strategy (ies) DesigningTertiary Design your Marketing Excellent Marketingkeyphrase(s) Plan Strategy Caution: Not more than 2 keywords in a page
Tools & Measurement• Google Webmaster tools• Yahoo! Site Explorer• AdvancedWebRanking• AdvancedLinkManager• Search Engine Genie• Digitalpoint• Reasons for using Google Webmaster tools: – Crawl errors – Search query performance – Internal and external link reports
Google Map Submission Tip: Submit all local retail locations to Google maps – Add business
Common SEO Errors1. Insufficient keyphrase research and selection2. Index inclusion and coverage poor3. Content owners / editors don‟t know rules of SEO4. Insufficient unique content (dupe content filters)5. Internal linking strategies not used6. External link-building tactics weak7. Excess submission to the directories and articles all of a sudden8. Driving many backlinks all together9. Enormous keyword content in one page10.Unethical SEO strategy11.Copywriting issues