Search Engine Optimization


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Ways of improving web traffic & page rank of your site.

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Search Engine Optimization

  1. 1. Search Engine Optimization Improving Web Traffic & Page Rank Amit Solanki
  2. 2. Why do we need SEO Higher ranking in search engine result pages (SERPs)  increases site traffic  increases perceived relevance  increases trust  increases conversion rates
  3. 3. Definition “Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via ‘natural’ (‘organic’ or ‘algorithmic’) search results.”
  4. 4. Target Audience Humans Search Engines
  5. 5. Page Titles DOS  keep it short (only 40-60 characters displayed by search engines)  include your keywords  include your name/company name  unique titles for each page DON’T  assume slogan does the job  excessive repetition of keywords  duplicate site navigation
  6. 6. Your Domain/Url  contain relevant keywords E.g. go for instead of unless xyz is famous  plain english and smart url E.g. =>  focus target location E.g.
  7. 7. Inbound Links  a site without inbound relevant links is a dead site !!!  link your site from other sites  referral links  need to be non-reciprocal  do not get into exchange links  may be penalized by search engines  sites linking to your site google with link:yourdomain
  8. 8. Whois Record Do not hide your whois record  search engines may ignore if registrant details can’t be seen
  9. 9. Google Page Rank(PR)  wait time ~ 3-6 months  rank between 1- 6 out of 10  10/10 excellent - very rare
  10. 10. Holding Page  recommended during planning and building  relevant data with suitable content  inbound links  reduces wait time to increase google PR
  11. 11. Meta Tags  Important in cases where  no html, all flash based sites  searches your site using your url not keywords  when off page factors make your site relevant match for a search but no exact match is found on your site’s text  less sophisticated search engines use description tag as a workaround for their inability to display snippets  search engines display about 150 chars. in description listing - lot of space
  12. 12. Meta Tags  hidden tag  keep it informative  pair it with page title - don’t repeat  include your keywords - don’t overdo  make it unique - similar to page titles
  13. 13. Meta Tags  four valid attributes  content - only required attributes  http-equiv  name  scheme  Examples <meta http-equiv="Content-Type" content="text/html" /> <meta name="keywords" content="villa,plots,flats" /> <meta name="description" content="A place to buy/sell/rent all types of residential and commercial properties" /> <meta name="robots" content="nofollow" />
  14. 14. Category/Product URLs  Sensible inner page urls E.g. ✗ ✓
  15. 15. Other SEO Strategies  swap out less-effective generic terms for keywords on a case-by-case basis  make sure your company name exists in text form once on every page  include keywords in links wherever possible  add keyword-rich captions to photos  add a keyword-rich tagline at the bottom of the page  add keywords to page headers
  16. 16. Robots aka bot, webbot, crawler, spider
  17. 17. Robot Walkthrough Reasons why robot may not index your page  can’t follow links created by fancy drop down, JS  use text links on all pages to connect to home/landing page  no standalone landing page  built in flash on iframe  too much info asked from visitors  eliminate excessive requirements such as cookies  robots doesn’t have javascript
  18. 18. Robot Walkthrough Reasons why robot may not index your page  server outage interrupted indexing  get a reliable host and setup monitoring services  site is too big  robots do not index all pages  add links not more than two clicks away from homepage  meta tag to keep away bots  <meta name="robots" content="noindex" />  site penalized for violating search engine guidelines
  19. 19. Robots Exclusion Standard Also known as Robots Exclusion Protocol or robots.txt protocol  allows all robots to visit all files User-agent: * Disallow:  specific robot to keep out of a directory User-agent: BadBot Allow: /profiles/default.html Disallow: /profiles/ Crawl-delay: 10 Sitemap:
  20. 20. References  Search Engine Optimization: An Hour a Day, 2nd Edition, Wiley Publishing, Inc  id=GoogleTips.htm
  21. 21. Thanks Amit Solanki