SEO training
A novice to Ninja workshop !
2012 updated
Index
• SEO Overview
• Keyword Importance
• Content Creation
• Technical Guide
• Linking Strategies
• SEO Tools
• SEO and ...
Unit 1 – SEO Overview
What is SEO?
Search Engine Optimization (SEO) is the process of
improving the visibility of a website or a web page in
sea...
What are the Search Engines?
• Before Search Engines Internet
was a collection of FTP sites in which
users would navigate ...
Role and Skills for an SEO professional
1. HTML / CSS / Web Design
2. How Search Engines Work
3. Keyword Research
4. Under...
What are the Search Engines do?
• Crawl
• Index
• Process
• Calculate
Relevancy
• Retrieving
Basic functions of a Search E...
Is SEO important?
• SEO is not Dead!
• Content is still the King
• SEO is not just for Google
History of SEO
History of SEO
How Google works?
• Page Rank is no longer play any role for your pages to get Indexed
• Caffeine system is indexing pages...
Showcase of Google’s Apps
• Try to be visible in as many Google’s Apps
• Keep always in mind that there are many vertical ...
Unit 2 – Keyword Importance
Role of Keywords in SEO
1. In the Meta-Description tag
2. In the URL structure
3. In the title tag
4. Header tags (H1, H2,...
What is keyword density?
Keyword Research
Keyword Research allows you to determine which
Search terms people are actually entering into
a search en...
Keyword Selection
1. How many people are searching for a particular
word/phrase?
2. How competitive is the landscape for t...
Keyword Analysis
• Use Keywords Categories (One-word, Two-words etc…)
• Use local terms on keyword-phrases
• Ask other peo...
Keyword Clusters
Answer these now!
Top 3 ranking sites in Google?
Appears in Google? (yes/no)
If yes, in which position?
Unit 3 – Content Creation
If content can be searched,
It can be optimized.
What is Content?
http://www.slideshare.net/khalvorson/content-strategy-the-future-of-marketing
Critical Content Strategies
1. Page Titles
2. Body Copy
3. Link Anchor Text
4. Image Tagging
5. Meta Descriptions
6. User ...
Guidelines for Content Creation - Onsite
1. Use the H1 tag for your title
2. Keyword Density
3. Use Synonyms and wide voca...
Example of an Optimized page (or article)
Page URL: http://marysbakery.com/chocolate-
donuts
Page Title: Chocolate Donuts ...
Suggestions for H(n) Tag use
1. Home / Category pages: H1 for main headings with H2 for
subheadings
2. News Article: H1 as...
Page Titles
1. Very important SEO Ranking Factor
2. Keyword Placement & Order Matter
3. 65 Characters of Display Length
4....
Body Copy
1. Topical Relevance is Crucial
2. Keyword Count and Density
3. H1, H2 Tags, Bold etc
4. First 100 words are mor...
Anchor Text Link
1. Use them to connect pages of the website
2. Use them as links to some external pages
3. Links Pass Pag...
Image Tagging
1. Alt-Image Tags Help Google “Read” Pictures
2. Image File Names are often the default setting
3. All stati...
Meta-Tag Optimization
Meta-Description is still important!
1. Unique description for every page
2. Best description length...
Meta-Tag Optimization
Meta-keyword has no value for Google, but is
not harmful!
1. 150 total characters or less. This incl...
User Comments & Feedback
1. Great for Unique Content Generation
2. Encourage participation through all major social channe...
Gazzetta Widgets
Gazzetta Community
Content Syndication - Offsite
1. Time to get creative
2. Go viral – facilitate the conversation
3. First priority is to cr...
Content Syndication
Grange Hotels - Example
Unit 4 – Technical Guide
Web Server and HTML
Flat URL Structure
• Don’t go more than 2-3 levels deep in your category structure
• Include targeted keywords for the cat...
URL Structure
1. Avoid dynamic URLs
2. Use lower-case characters
3. Best to use dashes (-) rather than underscores ( _ )
4...
URL Rewrites
http://www.pets.com/show_a_product.php?product_id=7
original url
http://www.pets.com/products/7/
better
http:...
URL Canonicalization
Common Homepage Example:
http://www.yourdomain.com/
http://yourdomain.com
http://www.yourdomain.com/i...
HTML Code Optimization
1. The content area should be positioned high in the HTML code
2. All HTML tags should be in lower ...
CSS Requirements
• Avoid Inline Styles
• Use external CSS files
• Position the external CSS file links in the
HTML Header
...
JavaScript Requirements
• Use of Inline JavaScript should be avoided
• Use external JavaScript files
• Limit the size of t...
Controlling the Crawler
3 Ways to Control the Web Crawlers
• Robots.txt files
• Robots Meta Tags
• NoFollow Tags
Robots.txt File
Is used to restrict spiders for indexing selected pages
User-agent: *
Applies for all Robots
Disallow: /*....
Robots Meta Tags
• Pages without robots meta tags will allow the pages to
index into cache and follow the links
• <meta na...
NoFollow Tags
• The rel=“nofollow” tag is used for restricts web crawlers from following links.
• The NoFollow Tag doesn’t...
Migrating Websites - best practices for moving
URLs and domains
HTTP 301 Redirect Headers
301 redirect headers are used to...
Understanding XML Sitemaps
1. Sitemap XML file is expected from Google Bot
2. Can be submitted directly in Google Web Mast...
Unit 5 – Linking Strategies
What is link building and why is important
1. Link Building is a very important part of SEO
2. Google values websites acco...
Types of Links
Links can be broadly categorized as follows:
• Natural Links – Links that are gained naturally through the ...
Link Building Process
• Creation of target keyword list
• Content strategy and creation
• Evaluation of top ranking sites ...
Analysing Competitor’s Links
Checking Nutricia’s competitor: http://www.babyspace.gr
• Check first 100 links for each comp...
Link Acquisition
Key link acquisition techniques include:
• Personalized Campaigns – Contact site owners and
request links...
Link Bait
+ Remember to also link internally!
Planning the Campaign
Unit 6 - Tools
The new seo toolkit
Free tools for your SEO
Yahoo! Site Explorer
Google Webmaster Tool
Google Analytics
Google Adwords
Commercial Tools
Competitors & Links
- Linkscape
- Majestic SEO
- SEMRush
Keyword Research
- AdWords Research
- SEMRush
- ...
Unit 7 – SEO & SEM
SEO/ PPC Comparison
http://bullseyenj.com/need-to-know/glossary/search-engine-marketing-sem/
Working Together
When appearing in both natural and paid search for the same
keyword impression:
- Clicks lifted 92%
- Act...
Unit 8 – Checklist (10 things to
check)
Good SEO is unseen
1) Focus on Keywords
 Make a Keyword list
 Use SEO tools to build a list
 Find the best / searchable keywords
http://ww...
2) Write unique content
“Well-written content with focus
on keywords or Keyword phrases
add relevance to your site”
http:/...
3) Keyword Rich Titles
• Have a descriptive & keyword rich title tag on
every page
• Add the name of your company at the e...
4) Keyword Links
• Use Keywords or keyword phrases in links
(anchor tag) within your website
http://www.slideshare.net/pro...
5) Design your website considering SEO
• Text Links
• Image Alt Tag
• Headings
• Meta Tags
• Keyword Rich Captions
http://...
6) Backlinking
• For Link Building use quality backlinks
http://www.slideshare.net/profitsprout/seo-quick-checklist?src=re...
8) .edu & .gov
• These domains give high weight to your
website
http://www.slideshare.net/profitsprout/seo-quick-checklist...
9) Sitemap
• Design and HTML and XML Sitemap
http://www.slideshare.net/profitsprout/seo-quick-checklist?src=related_normal...
10) Robots.txt file
• Optimize your robots .txt file
http://www.slideshare.net/profitsprout/seo-quick-checklist?src=relate...
Components
Evaluation
Seo Training 2012
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Seo Training 2012

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  • Τα meta-keywords, έπαιξε πολύ σημαντικό ρόλο στο παρελθόν, όλοι οι White Hat SEOs χρησιμοποίησαν το συγκεκριμένο meta δηλώντας από 1 keyword per page (εκτός και εάν είναι για keyword-phrase) μέχρι 3-4 για σελίδες με πολλαπλό περιεχόμενο.

    Για να λύσουμε την παρεξήγηση το meta-keyword δεν βλάπτει την σελίδα μας. Μπορεί να χρειαστεί λίγος χρόνος από μέρους μας να τοποθετήσουμε το keyword που στοχεύει η σελίδα, άλλα
    Α) μπορεί να είναι χρήσιμο για κάποια μικρότερη μηχανή αναζήτησης (local search)
    Β) μπορεί να χρησιμοποιηθεί από κάποιον άλλον που θα αναλάβει το SEO σαν οδηγός για κάθε σελίδα
  • Mod_rewrite for Apache
  • Seo Training 2012

    1. 1. SEO training A novice to Ninja workshop ! 2012 updated
    2. 2. Index • SEO Overview • Keyword Importance • Content Creation • Technical Guide • Linking Strategies • SEO Tools • SEO and SEM • SEO and Social Media • SEO Checklist • Hands On Exercise – Workshop • Reflect and Review – Feedback form
    3. 3. Unit 1 – SEO Overview
    4. 4. What is SEO? Search Engine Optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the “natural” or un-paid (“organic” or “algorithmic”) search results.
    5. 5. What are the Search Engines? • Before Search Engines Internet was a collection of FTP sites in which users would navigate to find specific files. • Search Engines are programs with the goal to find and organize distributed date found on the internet.
    6. 6. Role and Skills for an SEO professional 1. HTML / CSS / Web Design 2. How Search Engines Work 3. Keyword Research 4. Understanding On-page factors 5. Ability to write and craft link baits 6. Basic knowledge of social networks 7. How to redirect pages 8. Handling Duplicate content 9. Mod_rewrite with .htaccess 10. Link power and how it works 11. Link Building methods 12. Basic knowledge of penalties 13. Analytics 14. Competitive Research
    7. 7. What are the Search Engines do? • Crawl • Index • Process • Calculate Relevancy • Retrieving Basic functions of a Search Engine
    8. 8. Is SEO important? • SEO is not Dead! • Content is still the King • SEO is not just for Google
    9. 9. History of SEO
    10. 10. History of SEO
    11. 11. How Google works? • Page Rank is no longer play any role for your pages to get Indexed • Caffeine system is indexing pages continuously and globally • Fresh content is valued. (All English content is now under Google’s Panda) • On-page optimization and social media linking should happen at the same time.
    12. 12. Showcase of Google’s Apps • Try to be visible in as many Google’s Apps • Keep always in mind that there are many vertical search programs
    13. 13. Unit 2 – Keyword Importance
    14. 14. Role of Keywords in SEO 1. In the Meta-Description tag 2. In the URL structure 3. In the title tag 4. Header tags (H1, H2, etc) 5. Bold / Italic tag 6. Body Text 7. In the Anchor text links 8. In the Alt text of any relevant images 9. In Filenames (ex PDF link) Can be placed in:
    15. 15. What is keyword density?
    16. 16. Keyword Research Keyword Research allows you to determine which Search terms people are actually entering into a search engine when conducting a search.
    17. 17. Keyword Selection 1. How many people are searching for a particular word/phrase? 2. How competitive is the landscape for that word/phrase? 3. How relevant is the keyword? 4. Actionable keywords – “buy iphone South Africa” 5. Measure the conversion!
    18. 18. Keyword Analysis • Use Keywords Categories (One-word, Two-words etc…) • Use local terms on keyword-phrases • Ask other people for their opinion
    19. 19. Keyword Clusters
    20. 20. Answer these now! Top 3 ranking sites in Google? Appears in Google? (yes/no) If yes, in which position?
    21. 21. Unit 3 – Content Creation If content can be searched, It can be optimized.
    22. 22. What is Content? http://www.slideshare.net/khalvorson/content-strategy-the-future-of-marketing
    23. 23. Critical Content Strategies 1. Page Titles 2. Body Copy 3. Link Anchor Text 4. Image Tagging 5. Meta Descriptions 6. User Feedback Management
    24. 24. Guidelines for Content Creation - Onsite 1. Use the H1 tag for your title 2. Keyword Density 3. Use Synonyms and wide vocabulary 4. Bold, italics, underlined, emph 5. META tags 6. Numbered Lists 7. File Names 8. Have useful external links 9. Have a high content-to-code ratio 10. Do not use Flash 11. Links embedded in text http://www.squidoo.com/SEO-copywriting-tips
    25. 25. Example of an Optimized page (or article) Page URL: http://marysbakery.com/chocolate- donuts Page Title: Chocolate Donuts | Mary’s Bakery Meta Description: Mary’s Bakery chocolate donuts are possibly the most delicious, perfectly formed, chocolate donuts ever made. H1 tag: Chocolate Donuts from Mary’s Bakery Image File: chocolate-donuts.jpg Body text: keyword in strategic alignment
    26. 26. Suggestions for H(n) Tag use 1. Home / Category pages: H1 for main headings with H2 for subheadings 2. News Article: H1 as article headline, H2 for subheads throughout the article 3. Blog Post: H1 for post title 4. Landing Pages: H1 for main title, H2 for content sections, H3 for subheads in each section 5. Job Profile Site: H1 for Job Title, H2 for location, H3 for salary details 6. Events Site: H1 for Event Name, H2, for location, H3 for event date
    27. 27. Page Titles 1. Very important SEO Ranking Factor 2. Keyword Placement & Order Matter 3. 65 Characters of Display Length 4. Branding technique
    28. 28. Body Copy 1. Topical Relevance is Crucial 2. Keyword Count and Density 3. H1, H2 Tags, Bold etc 4. First 100 words are more valuable – Keywords at the beginning of the paragraph 5. Word Count should be 250 – 1,000 words
    29. 29. Anchor Text Link 1. Use them to connect pages of the website 2. Use them as links to some external pages 3. Links Pass Page Rank Value 4. Navigational Links (in a sitemap format) should appear at the end of the page
    30. 30. Image Tagging 1. Alt-Image Tags Help Google “Read” Pictures 2. Image File Names are often the default setting 3. All static images should have alt-image tags that use keywords 4. Images that Link Pages should target keywords on the Destination page
    31. 31. Meta-Tag Optimization Meta-Description is still important! 1. Unique description for every page 2. Best description length = 155 characters all included (135-200) 3. Avoid bad grammar and misspelled words 4. Avoid the use of symbols or prices
    32. 32. Meta-Tag Optimization Meta-keyword has no value for Google, but is not harmful! 1. 150 total characters or less. This includes commas and spaces 2. Use comma separated values. Ex. Content=“value 1, value 2, value 3” 3. Do not use symbols in the values 4. Capitalization is completely ignored 5. Duplicate words are identified as Keyword Spam
    33. 33. User Comments & Feedback 1. Great for Unique Content Generation 2. Encourage participation through all major social channels 3. Participate in the conversation where appropriate
    34. 34. Gazzetta Widgets
    35. 35. Gazzetta Community
    36. 36. Content Syndication - Offsite 1. Time to get creative 2. Go viral – facilitate the conversation 3. First priority is to create something that is useful, funny or controversial 4. Second priority is to make it easy to share 5. Use Social Media to get your message across 6. Crowd-source and remember – all blogs matter!
    37. 37. Content Syndication
    38. 38. Grange Hotels - Example
    39. 39. Unit 4 – Technical Guide
    40. 40. Web Server and HTML
    41. 41. Flat URL Structure • Don’t go more than 2-3 levels deep in your category structure • Include targeted keywords for the categories and page names Example http://www.pets.com/parrots/norwegian-blue/
    42. 42. URL Structure 1. Avoid dynamic URLs 2. Use lower-case characters 3. Best to use dashes (-) rather than underscores ( _ ) 4. Directories should contain index.html or default.html for the default page 5. Avoid using intro.html or other names 6. Use URL Rewrites for creating Search Engine Friendly URLs
    43. 43. URL Rewrites http://www.pets.com/show_a_product.php?product_id=7 original url http://www.pets.com/products/7/ better http://www.pets.com/parrots/norwegian-blue/ best
    44. 44. URL Canonicalization Common Homepage Example: http://www.yourdomain.com/ http://yourdomain.com http://www.yourdomain.com/index.html http://yourdomain.com/index.html Example http://www.example.com/page.html?sid=asdf314159265 <head> ... <link rel="canonical" href="http://example.com/page.html"/> ... </head>
    45. 45. HTML Code Optimization 1. The content area should be positioned high in the HTML code 2. All HTML tags should be in lower case 3. Remove Comments (may conceived as spam) 4. Avoid Frames, iFrames, Flash 5. Use external CSS and JavaScript Files 6. Size of files on the HTML page should be around 25Kb or less 7. Prefer CSS for the site’s layout 8. Try for W3C Validation (http://validator.w3.org/)
    46. 46. CSS Requirements • Avoid Inline Styles • Use external CSS files • Position the external CSS file links in the HTML Header <p style="background: blue; color: white;">A new background and font color with inline CSS</p> Inline CSS example
    47. 47. JavaScript Requirements • Use of Inline JavaScript should be avoided • Use external JavaScript files • Limit the size of the JavaScript file to 50kb • Make sure there is a good code / text ratio
    48. 48. Controlling the Crawler 3 Ways to Control the Web Crawlers • Robots.txt files • Robots Meta Tags • NoFollow Tags
    49. 49. Robots.txt File Is used to restrict spiders for indexing selected pages User-agent: * Applies for all Robots Disallow: /*.pdf$ Restricts all URLS containing a .pdf file extensions Disallow: /404.html Restricts access to specific page A robots.txt file is expected by the crawlers!
    50. 50. Robots Meta Tags • Pages without robots meta tags will allow the pages to index into cache and follow the links • <meta name=“robots”, content=“noindex, nofollow”> This restrict the spider from indexing the page into cache and following the links on the page • <meta name=“robots” content=“noindex”> This only restricts the spider from indexing the page into cache • <meta name=“robots” content=“nofollow”> This restricts the spider from following the link on the page
    51. 51. NoFollow Tags • The rel=“nofollow” tag is used for restricts web crawlers from following links. • The NoFollow Tag doesn’t prevent spiders from actually following and indexing the linked page < a href=“url” title=“title” rel=“nofollow”> link text </a>
    52. 52. Migrating Websites - best practices for moving URLs and domains HTTP 301 Redirect Headers 301 redirect headers are used to inform search engines that a page has moved to a new URL • Always use 301 Redirects when moving pages to new URLs • Limit the number of 301 Redirects to 1 per URL RewriteRule ^old-url.htm$ http://www.domain.com/new-url.htm [NC,R=301,L] • Don’t remove original content that has already been indexed • Consider using XML sitemaps • Use paid search campaigns to replace deficiency whilst content is re-indexed • Use robots.txt to control indexing if content in parallel • Avoid changing domains at all cost
    53. 53. Understanding XML Sitemaps 1. Sitemap XML file is expected from Google Bot 2. Can be submitted directly in Google Web Masters tool 3. Allows to set-up options 4. Use sitemap.xml for SE and sitemap.html for humans
    54. 54. Unit 5 – Linking Strategies
    55. 55. What is link building and why is important 1. Link Building is a very important part of SEO 2. Google values websites according to their link quality 3. Links are something like “votes” from one site to another 4. A value is passed from page to page via links
    56. 56. Types of Links Links can be broadly categorized as follows: • Natural Links – Links that are gained naturally through the creation of quality content • Inbound only (one way) links – Request inbound links from relevant sites • Reciprocal linking – Links that are agreed between websites • Links from Directories – Some are Free and need attention before submit the site. • Direct Paid links – Links from companies such as Text Link Brokers etc
    57. 57. Link Building Process • Creation of target keyword list • Content strategy and creation • Evaluation of top ranking sites for each kw • Analysis of inbound links to competitor websites • Link acquisition • Measurement and analysis
    58. 58. Analysing Competitor’s Links Checking Nutricia’s competitor: http://www.babyspace.gr • Check first 100 links for each competitor • Measure Page Rank • Measure percentage of website style (blog, forum, directory)
    59. 59. Link Acquisition Key link acquisition techniques include: • Personalized Campaigns – Contact site owners and request links • Look for an affiliate page – Usually a payment is required • Look for Blogs – Offer sponsorship, or content (widgets, etc) • Use Social Media • Communities and Forums • Bookmarking and Tagging • RSS feeds for news and blogs • Online PR (Press Releases, Directories) • Directory Submission • Web Tools (apps that run on multiple platforms) • Surveys, Polls, How-Tos, Lists • Video content, Webcasts
    60. 60. Link Bait + Remember to also link internally!
    61. 61. Planning the Campaign
    62. 62. Unit 6 - Tools The new seo toolkit
    63. 63. Free tools for your SEO Yahoo! Site Explorer Google Webmaster Tool Google Analytics Google Adwords
    64. 64. Commercial Tools Competitors & Links - Linkscape - Majestic SEO - SEMRush Keyword Research - AdWords Research - SEMRush - SpyFu - WordStream Link / Content Management - BuzzStream - RavenTools Social Monitors - BrandsEye - SocialMention - WhosTalking
    65. 65. Unit 7 – SEO & SEM
    66. 66. SEO/ PPC Comparison http://bullseyenj.com/need-to-know/glossary/search-engine-marketing-sem/
    67. 67. Working Together When appearing in both natural and paid search for the same keyword impression: - Clicks lifted 92% - Actions lifted 45% - Orders lifted 45% - Page views lifted 44% - Visitors increased by 41% - Time on site increased by 40% Source icrossing, “Search Synergy Report: Natural & Paid Search Symbiosis”
    68. 68. Unit 8 – Checklist (10 things to check) Good SEO is unseen
    69. 69. 1) Focus on Keywords  Make a Keyword list  Use SEO tools to build a list  Find the best / searchable keywords http://www.slideshare.net/profitsprout/seo-quick-checklist?src=related_normal&rel=6721852
    70. 70. 2) Write unique content “Well-written content with focus on keywords or Keyword phrases add relevance to your site” http://www.slideshare.net/profitsprout/seo-quick-checklist?src=related_normal&rel=6721852
    71. 71. 3) Keyword Rich Titles • Have a descriptive & keyword rich title tag on every page • Add the name of your company at the end of the title http://www.slideshare.net/profitsprout/seo-quick-checklist?src=related_normal&rel=6721852
    72. 72. 4) Keyword Links • Use Keywords or keyword phrases in links (anchor tag) within your website http://www.slideshare.net/profitsprout/seo-quick-checklist?src=related_normal&rel=6721852
    73. 73. 5) Design your website considering SEO • Text Links • Image Alt Tag • Headings • Meta Tags • Keyword Rich Captions http://www.slideshare.net/profitsprout/seo-quick-checklist?src=related_normal&rel=6721852
    74. 74. 6) Backlinking • For Link Building use quality backlinks http://www.slideshare.net/profitsprout/seo-quick-checklist?src=related_normal&rel=6721852
    75. 75. 8) .edu & .gov • These domains give high weight to your website http://www.slideshare.net/profitsprout/seo-quick-checklist?src=related_normal&rel=6721852
    76. 76. 9) Sitemap • Design and HTML and XML Sitemap http://www.slideshare.net/profitsprout/seo-quick-checklist?src=related_normal&rel=6721852
    77. 77. 10) Robots.txt file • Optimize your robots .txt file http://www.slideshare.net/profitsprout/seo-quick-checklist?src=related_normal&rel=6721852
    78. 78. Components
    79. 79. Evaluation

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