1. SESSION – 2
“SEO- ON PAGE & OFF PAGE”
SEARCH ENGINE BASICS
HOW GOOGLE WORKS
TRAFFIC & KEYWORDS
What is SEO?
On Page Optimization
Off Page Optimization
Benefits of SEO
4. WHAT IS WEBSITE & HTML
» A Group of Web Pages Linked Together
» Each Page is made of HTML and CSS
» Each Page can also include Images
» HTML is the code that makes up the web
» HTML is the structure of a Web Page
» HTML is also the Content of a Web Page
» CSS is the styling of a Web Page
5. VERY BASIC HTML PAGE
<title> Some Title </title>
<meta name=“description” content=“some content”/>
6. WEB HOSTING
What is Server?
Server in a simple language is a computer with advanced
hardware specifications. It is used to run, control multiple
computers and other devices. It also helps to provide services to
other devices like mobile, networks, internet.
For example we recharge our mobiles through servers and even talk
on phone with the help of servers .
Simply to run a website we need a server which is technically
called WEB HOSTING
Who Owns Web Hosting Servers
There are professional web hosting companies who are dedicated
to web hosting Business
Ex – Godaddy.com, hostgator.com
You can pay these hosting companies to run your website globally.
All you need to do is create your website and upload your website
on a server. However you need to pay these hosting companies
before uploading your website
Can I make my own server and host my website at home for my office
Yes you can but its expensive and you need 24/7 Electricity and
Internet non stop. So its advisable to outsource your website
hosting to a professional company
How Does Search Engines like Google Work
Every Search Engine like Google has there own server and there
servers are designed to make there search engines better.
Google has approximately 4,50,000 Servers world wide
Do not confuse your self between Hosting Server and Google Servers
or any search engine servers.
9. Servers can be used for multiple purpose like web
hosting, printer servers, mobile server and for any
technological use a server can be developed
Similarly Google has its own servers for its search engine
A Search Results Page
Making a Search
• Enter a Search Term
• Hit Search
• SERP is Displayed
• User Clicks Search Result
The higher up the rankings the
more likely you are to be clicked.
11. WHAT IS SEO?
Optimizing your website through and for
search engines like Yahoo, Google, MSN
and other is called search engine
Optimization means to increase the
volume of online users to your website
through search engines like Google.
Better SEO will lead to better traffic
(users) to your website
12. WHAT IS SEO?
13. METHODS OF SEO
» Getting Indexed
˃Leading search engines use crawlers to find pages for their
˃Crawlers look at a number of different factors while crawling a
• Increasing Prominence
Cross Linking between pages of the same website
Content that includes frequently searched keywords
14. SEO EXAMPLE
15. SEO PROCESS
16. KEYWORD RESEARCH
Keyword Research helps to find best keywords that can be used to
optimize website for ranking in search engines.
1. Finding ROI Keywords.
2. Neglecting Negative Keywords
3. Finding Keyword Synonym
Keyword Research Tools
1.Adword Keyword planner
2. Word Tracker.
3. Bing Keyword Tool
Login to Google Ad words Keyword Tool
Enter your list of keywords and add there search results as well.
1. Select Keywords which are close to your business category.
2. Avoid Keywords which gives Negative Traffic or Low Conversion
18. TAGS IN ON PAGE OPTIMISATION
Meta tags are html codes added to a web page that tell search
engines what the website is about. Your choice of meta tags will
influence how your site is described by a search engine and how
highly it appears for different search terms. That said, they are only
one of several factors, not a magic solution to appearing top. The 3
most important meta tags for search engines are Title, Description
Title - includes main keywords on which you need rankings in search
engines. Limit – 75 Characters
Meta Keywords - are secondary tags - least important to Google but
Yes to yahoo. Limit 250 Characters
Description Tag - This is 2 lines in brief about the page content which
will be displayed in search engines when a user is searching with
21. FACTORS FOR QUALITY SEO
» No spelling mistakes or grammatical errors
» Links – Keywords –Website should be on same domain
» Links should be submitted finally
» Page Rank should be higher or equal
» Anchor text
22. WEBSITE BASICS
When you have a site designed by Website Designer as part of our
search engine optimization process, we include these tags in all
pages. You may prefer to write them yourselves (or at least write the
Title and Description) yourself, as these are visible to your potential
customers you will be addressing them directly with your message.
If you're creating your own website and are not sure how to enter the
meta tags into your html code, they should go just below the
<HEAD> tag and look something like this:
1. <TITLE>Keywords or Main Title</TITLE>
2. <meta name="keywords" content="a list, of
keywords, separated, by commas">
3. <meta name="description" content="A description written as a
normal sentence"> Description very important for On page should
include keywords as a form.
4. No Follow Tags - <a href=”http://www.website.com/page.html”
(If you add a link of your partner or any other website like above then
it is considered no follow for search engines)
5. <meta name="author" content="SEO-WATCH">
6. <meta name="language" content="en-us">
Creating HTML Pages / Editing Websites in HTML Pages to Add
24. ON PAGE OPTIMIZATION
In search engine optimization, on-page optimization refers
to factors that have an impact on your Web site or Web
page listing in natural search results.
25. ON PAGE OPTIMIZATION
26. ON PAGE ACTIVITIES
Keyword in URL - While making pages make sure the
extension matches your keyword
Keyword in Domain name – Buy a domain name with good
Keyword density – Increase the number of keywords in the
page on which you are trying to optimize your website
without making the content look bad
Keyword font size - Bold Italic shows greater importance to
Strong is treated the same as bold, italic is treated the same
27. ON PAGE ACTIVITIES
» Keyword in Title tag - Title tag 10 - 60
characters, no special characters
28. ON PAGE ACTIVITIES
Keyword in Description meta tag –Shows
theme - less than 200 chars. Its easy for
Google to catch
Keyword in meta tag - Shows theme - less than 10 words.
Every word in this tag MUST appear somewhere in the body text. If
not, it can be penalized for irrelevance.
30. VIDEO OPTIMIZATION
» The goal when working with video SEO is to have
your video content appear in video search
engines as well as in the organic search results
for major search engines-with traffic being
directed to your site
31. VIDEO OPTIMIZATION
32. OFF PAGE OPTIMISATION
Off Page Optimization is process of optimizing the website for
search engines by submitting links or doing activities on
other websites. It is Also called as Link Building.
In search engine optimization, off-page optimization refers to
factors that have an effect on your Web site or Web page
listing in natural search results
Off-page SEO is the process of optimizing your web pages
outside your website by getting links back to it as the only
thing you can do outside your website is to build links back
33. OFF PAGE OPTIMISATION
34. OFF PAGE OPTIMISATION
Forms of Link Building are:
Reciprocal link/ Link Exchange
Originally known as Internet Link Exchange or ILE.
was founded in March 1996 by 23-yearold Harvard graduates Tony Hsieh and Sanjay Madan
A reciprocal link is a mutual link between two
websites, to ensure mutual traffic.
35. OFF PAGE OPTIMISATION
A submission of a web site, its address, and description
to a directory that allows submission by site owners
36. OFF PAGE OPTIMISATION
37. OFF PAGE OPTIMISATION
users to add, annotate, edit, and
share bookmarks of web documents
Tagging is a significant feature of social bookmarking
systems, enabling users to organize their bookmarks in
flexible ways and develop shared vocabularies
38. OFF PAGE OPTIMISATION
Increase traffic to your Blog
Visitors from Blog Directory
Increase organic traffic from search
Page rank Increment
Blog will be submit under right
category and get the result through
keywords in search engines
Brand Name Reputation
39. SOCIAL MEDIA LIST
40. OFF PAGE OPTIMISATION
A special section on search engine result pages reserved for local
businesses that match a particular search criteria. These listings are
often accompanied by a map.
41. OFF PAGE OPTIMISATION
Under classified submission, one can submit his classifieds over
With the help of classified submission service, you can display
your requirement to the outside world
It helps in popularizing a website.
Much like newspaper classifieds, its a form of advertising where
small impressive ads placed on special classified – ad websites
to grasp the attention of viewers.
Posting the ads in the country specific classified sites would
help us in driving targeted Geo-graphic traffic.
42. CLASSIFIED LIST
43. OFF PAGE OPTIMISATION
SEO articles are specifically written with search engines in
mind, they incorporate the key words and groups of words that
we, at iNet, know are the most searched for your particular
industry or business.
SEO articles enhance your web site’s standing in the online
community by broadening its scope and businesses profile.
SEO articles have tremendous benefit in driving themed or
relevant traffic to your site.
44. ARTICLE LISTS
45. OFF PAGE OPTIMISATION
An SEO press release or 'search engine optimized' press release is
first and foremost a way for your organization to communicate
'newsworthy' information to media and press contacts.
It is written in such a way that it will rank well in the search
engines for valuable and high-trafficked keywords and provide
your website with important backlinks that will also benefits your
search engine rankings for the long-haul.
46. OFF PAGE OPTIMISATION
Page Rank – Google Increases page rank according to number of back links to
your webpage. Page Rank Is important algorithm for Google as it helps
Google to know the quality of page & accordingly ranks in its SERP “Search
Engine results pages“
Back Links – How many backlinks does a page have Page Rank of Referring
page – Back link from good page rank websites helps to rank your website
Life of Link or Age – How Old is link – It creates trust on internet and thus
helps to promote your webpage
Anchor text – do not change anchor text links once created, may reduce the
importance of page in search engine
Outgoing links –Links on your website leading to other websites. Try to
minimize the number of links that you add to your website, make sure you
have equal number of back links added on other websites
47. OFF PAGE OPTIMISATION
What is Link Exchange & Types
One Way Link Exchange,
Two Way link exchange,
Three Way Link Exchange
One Way Link Exchange is a process where only 1 party agrees to add a link.
For ex- X & Y, X is ready to add your link on his website and not expecting you to add his link. Sources
of 1 ways links is directories, Social Bookmarking, articles websites, Own Blogs and any other source
offering your one way link.
2 Way Link Exchange – this is a process where 2 website with same business or theme link to each other
by adding there back links with keywords hyper linked. Drop email websites on Internet in similar or
related business and request them to be your link partners.
Directory Submissions - You can submit link to good directories. Just add your keyword, Backlink,
description and submit few other details. You can expect a link on those directories in 24hrs to few
months. You can get data of those directories from below link.
48. OFF PAGE OPTIMISATION
Article Submissions – Create good articles about your product or services and then post them
on top article websites. Back link important keywords to your website and leave a link to
your website as well. Counts as a good back link.
Example websites - http://ezinearticles.com/
Social Bookmarking - Sites Like Digg are famous for posting live stories or news. They have
internal ranking system called digging. Users may digg any story they like and help to
increase there rank on digg. Page with highest rank are promotes and shown on home page
of digg. Social Booking is used in SEO to submitt every page of our website on which we
want rankings in search engines.
Blogging - writing or installing your own blog helps to get good traffic to your website. In fact
Google Loves blogging as it promotes discussion commenting etc.
Forums – Forums is great from Internet Marketing and search engine optimization point of
View Google Loves Forums. This is a discussion board where you can discuss about your
problems related to your product or services etc.
Press releases – Quite similar to Press release of a newspaper. Write PR and post then online
PR websites. However no benefit from back link point of view. Good for branding
49. ROBOT EXCLUSIONS
What is No Follow and Do Follow – "No-follow" provides a way for
webmasters to tell search engines "Don't follow links on this page" or
"Don't follow this specific link.“
Originally, the no-follow attribute appeared in the page-level meta tag, and
instructed search engines not to follow (i.e., crawl) any outgoing links on
<meta name="robots" content="nofollow" />
Before no-follow was used on individual links, preventing robots from
following individual links on a page required a great deal of effort (for
example, redirecting the link to a URL blocked in robots.txt). That's why
the nofollow attribute value of the rel attribute was created. This gives
webmasters more granular control: instead of telling search engines and
bots not to follow any links on the page, it lets you easily instruct robots
not to crawl a specific link.
50. ROBOT EXCLUSIONS
<a href="signin.php" rel="nofollow">sign in</a>
How does Google handle no-follow links?
This means that Google does not transfer PageRank or anchor text
across these links. Essentially, using no follow causes us to drop
the target links from our overall graph of the web. However, the
target pages may still appear in our index if other sites link to
them without using nofollow, or if the URLs are submitted to
Google in a Sitemap. Also, it's important to note that other
search engines may handle no follow in slightly different ways.
51. ROBOT EXCLUSIONS
What are Google's policies and some specific examples of no-follow
Here are some cases in which you might want to consider using nofollow
Untreated content: If you can't or don't want to vouch for the
content of pages you link to from your site — for example,
untreated user comments or guestbook entries — you should nofollow those links. This can discourage spammers from targeting
your site, and will help keep your site from inadvertently passing
PageRank to bad neighbourhoods on the web. In particular,
comment spammers may decide not to target a specific content
management system or blog service if they can see that untreated
links in that service are nofollowed. If you want to recognize and
reward trustworthy contributors, you could decide to
automatically or manually
52. ADVANTAGES OF OFF PAGE IN SEO
Increases Visibility on search Engines.
Get Quality Back links
Increases your website Authority
Get Position on Search Engine Ranking Positions
Get Huge traffic to your website.
53. GOOGLE PANDA UPDATE
Google Panda was an algorithm update that used artificial intelligence
to look for similarities between websites on the below parameters:
1. Site Design
4. Bounce rate
It has included new ranking factors and significantly downgraded the
importance of older ranking factors like PageRank.
1. The original rollout in February 2011, and the effect went global in
2. Panda update began rolling out on January 22, 2013.
55. HUMMINGBIRD UPDATE
» It’s the name of the new search algorithm that Google is using, one
that Google says should return better results.
Why is it called Hummingbird?
» Google told us the name come from being “precise and fast.”
What type of “new” search activity does Hummingbird help?
» “Conversational search” is one of the biggest examples Google
gave. People, when speaking searches, may find it more useful to
have a conversation.
» “What’s the closest place to buy the iPhone 5s to my home?” A
traditional search engine might focus on finding matches for words
— finding a page that says “buy” and “iPhone 5s,” for example.
57. PENGUIN UPDATE
Google Penguin is a code name for a Google algorithm update that is
aimed at decreasing search engine rankings of websites that
violate Google’s Webmaster Guidelines for the declared black-hat
SEO techniques such as:
participating in link schemes
deliberate creation of duplicate content
The main target of Google Penguin is spamdexing (including link
Google Penguin Feedback Form:
To report web spam that still ranks high after the search algorithm
Website Owners who think that their site got unfairly hit by the
It first announced on April 24, 2012.
Penguin 3 was released October 5, 2012
What is alexa: Alexa provides information about websites including Rank,
Related Links, Online Reviews Contact Information and
Search Analytics for SEM and SEO optimization. The Alexa
Toolbar is a browser add-on that shows data about sites as
you surf the web
61. FEATURES OF ALEXA
Alexa is online website ranking tool
World and local ranking in a country
Where our website is stand on search engine
From where traffic is coming to our website and competitor’s
And where traffic is moving(Going) after our website
62. BENEFITS OF SEO
1. SEO makes you stand you out among millions of website on net
2. Definite increase in traffic
3. Higher Brand Credibility, People Trust Google
4. Better ROI than normal Ads
5. Your Competitors are doing it
6. Take Business to Next Level
7. The results are Low Cost
8. The Results are permanent
9. Free targeted Traffic