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Mahesh Gangurde Seo Mahesh Gangurde Seo Presentation Transcript

  • 1Softpro Computer Education Search Engine Optimization
  • 2Softpro Computer Education What Is SEO?  SEO Stands for Search Engine Optimization.  SEO is the activity of optimizing Web Pages or whole website in order to make them more search engine friendly, that getting higher position in search results.  SEO is all about optimizing a web site for Search Engines.  SEO is the process of designing and developing a web site to rank well in search engine results.  SEO is to improve the volume and quality of traffic to a web site from search engines.  SEO is a subset of search engine marketing.  SEO is the art of ranking in the search engines.  SEO is marketing by understanding how search algorithms work and what human visitors might search.  SEO is sometimes also called SEO copyrighting because most of the techniques that are used to promote sites in search engines deal with text.  SEO is the process of improving the volume and quality of traffic to a website from search engines via “organic” or “algorithmic” search results for target keywords. SEO can also target different kinds of searches, including : - Image Search, Local Search , Industry-specific vertical search engines  Natural Search, Organic Ranking, Organic Search or SEO all are same.
  • 3Softpro Computer Education What is Search Engine Rank? When you search any keyword using a search engine then it displays thousands of results found in its database. A page ranking is measured by the position of web pages displayed in the search engine results. If Search engine is putting your web page on first position then your web page rank will be number 1 and it will be assumed as with a high rank. SEO is the process of designing and developing a web site to attend a high rank in search engine results.  PR : Page Rank a system for ranking web pages developed by google – http://toolbar.google.com
  • 4Softpro Computer Education What is Search Engine Rank?
  • 5Softpro Computer Education Search Engine Result
  • 6Softpro Computer Education Search Engine Result
  • 7Softpro Computer Education How Search Engine Works  Search engines perform several activities in order to deliver search results  Crawling - is the process of fetching all the web pages linked to a web site. This task is performed by a software, called a crawler or a spider (or Googlebot, as is the case with Google).  Indexing - is the process of creating index for all the fetched web pages and keeping them into a giant database from where it can later be retrieved. Essentially, the process of indexing is identifying the words and expressions that best describe the page and assigning the page to particular keywords.  Processing - When a search request comes, the search engine processes it . i.e. it compares the search string in the search request with the indexed pages in the database.  Calculating Relevancy - Since it is likely that more than one pages contains the search string, so the search engine starts calculating the relevancy of each of the pages in its index to the search string.  Retrieving Results - The last step in search engines' activities is retrieving the best matched results. Basically, it is nothing more than simply displaying them in the browser. Search engines such as Google and Yahoo! often update their relevancy algorithm dozens of times per month. When you see changes in your rankings it is due to an algorithmic shift or something else outside of your control.
  • 8Softpro Computer Education How Search Engine Works In Short….. A spider or crawler which is a component of search engine gathers listings by automatically “crawling” the web. The spider follows links to web pages, makes copies of the pages and stores them in the search engine’s index. Based on the data, the search engine then indexes the pages and ranks the websites. In Short….. Search engine employ intelligent program robots called crawlers or spider, which visits thousands of websites every hour and index the pages according to the content. These indexes are huge database containing reference and links to the actual websites. The search engines looks though this database and displays the results. Major search engines that index pages using spiders are Google, Yahoo, AltaVista, MSN, AOL
  • 9Softpro Computer Education Popular Search Engines Are…
  • Search Engines statistics 1. Google – 41.6% 2. Yahoo – 31.5% 3. MSN – 27.4% 4. AOL – 13.6% 5. Ask Jeeves – 7.0% % bases on usage
  • Why is Search Engine Marketing important?  85% of all traffic on the internet is referred to by search engines  90% of all users don’t look past the first 30 results (most only view top 10)  Search engine traffic is low and websites aren’t indexed because they are generally poorly optimized  Cost-effective advertising  Clear and measurable ROI (Return On Investment)  Operates under this assumption: More (relevant) traffic + Good Conversions Rate = More Sales/Leads
  • Why is Search Engine Marketing important?  SEO is an abbreviation for search engine optimization.  SEO is the process of improving the volume or quality of traffic to a web site from search engines via search results.  SEO aims to improve ranking for relevant keywords in search results.  Search Engines are the biggest resources of your websites traffic.  Higher traffic means more visitors.  More visitors means more customers and higher profit.
  • Why is Search Engine Marketing important?  It can increase traffic to your website with the help of search engines.  It can make your site more search engine friendly.  It can increase the accessibility of your site.  It can increase the brand value of your business.  Seo can popularize your business on social media platforms like Facebook,Twitter,Linkedn,Myspace,Orkut etc.  It can help you to reach niche audience.  It can generate more sales and increase ROI(Return on Inverstment)
  • Why is Search Engine Marketing important?  Achieving a high ranking of the search engines.  Boost Sales / Increase your return on Investment.  Improve your competitive edge.  Expand customer base and target audience  Growth in site traffic.  It gives companies the ability to:  Drive high quality customers to their website  Increase sales leads from customers looking for their products and services  Build their brand online by communicating marketing messages to their target audience  Increase their profile against their competitors  Target a global audience via international search engines  Be accountable with ROI tracking (SEM)
  • Why is Search Engine Marketing important?  Search engines are still the biggest resources of website traffic.  Higher traffic means more visitors.  More visitors means more customers and higher profits.  SEO is important because it is processing of someone finding you, your company / product / brand / information online.  Online visibility can help your credibility and brand awareness  Think like your customers/clients. SEO can put you in front of the people looking for your products & services  Your online marketing efforts should be focused on an end results.  Make sure your website/landing pages make it easy for visitors to sign up, join, request information, buy, or whatever else you seek.
  • TOOLS: Search Engine Optimization
  • Search Engine Optimization Search Engine Optimization (SEO) is the process of optimizing a website so that search engines can find and rank that website for a particular set of keyword phrases. In Brief - SEO is the process of designing and developing a web site to attend a high rank in search engine results. Conceptually, there are two ways of doing SEO  On-Page SEO Optimization - This includes providing good content, good keywords selection, putting keywords on correct places, giving appropriate title to every page etc.  Off-Page SEO Optimization - This includes link building, increasing link popularity by submitting in open directories, search engines, link exchange etc.
  • SEO Process
  • Basic Tips & Optimization Techniques
  • SEO Factor On-Page SEO Off-Page SEO Domain name SEO Directory Submissions File Name SEO Social Bookmarking Title SEO Blog Commenting Meta Tags SEO Forum Postings Header Tag SEO Article Submisions Anchor Text SEO Press Release Submissions Image Tag SEO Local Business Listings Footer SEO Search Engine Submissions Keyword Denstiy, Proximity & Prominence Social Networking HTML Code Optimization
  • SEO Process On Page  All the changes made on the files and servers of the website come under on page optimization. Some common examples are changing the title tag of the website, changing the meta tags of the website, rewriting content, applying redirects, adding some commands in the robots.txt file etc. In simple words, changes that one does on the website itself come under on page optimization.  On-page optimization (on-page SEO) is what can be done on the pages of a website to maximize its performance in the search engines for target keywords related to the on-page content.  On-page optimization stands for all of the techniques and methods used on your website that is hosted on a server.  On-page optimization has an effect on your website listing in natural results .  On-page factors are controlled by coding on website pages • on-page optimization is a technique of seo in which we done on the pages of the website itself. • In On Page seo design website seo friendly.
  • SEO Process Off Page  The work that you do to popularize a website on the World Wide Web comes under off page optimization. These may include directory submission, article submission, forum posting, blog commenting, link building, social media promotion etc.  Off-page optimization (off-page SEO) is what can be done off the pages of a website to maximize its performance in search engines for target keywords related to the on-page content and keywords in off-page direct-links.  Off-page optimization is the most important part in search engines optimization because it gives back links to your sites and it requires a lot of work on a daily bases.  It helps to maximize website performance in search engine for target keywords • off-page optimization is a technique of seo in which we covers activity that takes place elsewhere (e.g. link-building) outside the website. • In the off page seo we doesn’t change the website. We change back linking options.
  • Basic Tips & Optimization Techniques Research keywords related to your business Identify competitors, utilize benchmarking techniques and identify level of competition Utilize descriptive title tags for each page Ensure that your text is HTML-text and not image text Use text links when ever possible Use appropriate keywords in your content and internal hyperlinks (don’t overdo!) Obtain inbound links from related websites Monitor your search engine rankings and more importantly your website traffic statistics and sales/leads produced Educate yourself about search engine marketing
  • Basic Tips & Optimization Techniques On Page Factors: - •Keyword Analysis •Site Mechanics •Content Mechanics •Inbound and Outbound Linking
  • Basic Tips & Optimization Techniques Off Page Factors: •Link Building •Content Generation •Social Networking
  • Basic Tips & Optimization Techniques Off Page Factors: •Link Building •Content Generation •Social Networking
  • Basic Tips & Optimization Techniques
  • Keywords Any Query we write for get some result on search engine & it display automatically that query on below is called Keyword.
  • Is website Display as your keyword?
  • Role of Keyword Relevance Your keywords tell what your site is about. The SERP displays the page title and snippet of your web page. Your meta tags are an important factor in driving the right traffic.
  • Role of Keyword Relevance Content, headers, image tags should be contextual and relevant to the search query. This is important in search rankings.
  • Role of Keyword Relevance Anchor text tells the visitor and the searchbot what the linking page is about (keyword in anchor text increases the relevance of the linking page)
  • Role of Keyword Relevance Landing page of the anchor text
  • Technical SEO 1.Comprehensive Website Analysis 2.Keyword Research and Analysis. 3.Baseline Ranking report. 4.Competitive analysis in Search Engines. 5.Content Analysis & SEO Copywriting. 6.Analysis of URL structure & information architecture. 7.Analysis of internal linking. 8.Analysis of source code and page layout. 9.Code validation. 10.Search Engine Saturation. 11.Link Popularity Analysis. 12.Link Relevancy & Co-Citation Analysis (Topical Relevancy).
  • Basic Tips & Optimization Techniques Research keywords related to your business Identify competitors, utilize benchmarking techniques and identify level of competition Utilize descriptive title tags for each page Ensure that your text is HTML-text and not image text Use text links when ever possible Use appropriate keywords in your content and internal hyperlinks (don’t overdo!) Obtain inbound links from related websites Monitor your search engine rankings and more importantly your website traffic statistics and sales/leads produced Educate yourself about search engine marketing
  • Technical SEO 1.Comprehensive Website Analysis 2.Keyword Research and Analysis. 3.Baseline Ranking report. 4.Competitive analysis in Search Engines. 5.Content Analysis & SEO Copywriting. 6.Analysis of URL structure & information architecture. 7.Analysis of internal linking. 8.Analysis of source code and page layout. 9.Code validation. 10.Search Engine Saturation. 11.Link Popularity Analysis. 12.Link Relevancy & Co-Citation Analysis (Topical Relevancy).
  • Site-Side Optimization Technical SEO - Example of Page Elements Page Title Alt-Tags Link Title Tags Anchor Text Navigation
  • Technical SEO - Source Code Title Tag Javascript Meta data
  • The SEO Optimization Process On-Page Optimization Off-Page Optimization
  • On-Page SEO On-page optimization (on-page SEO) is what can be performed on  pages of a website to maximize its performance in the search engines for targeted keywords related to on-page content  On-page optimization stands for all of the techniques and methods used on your website that is hosted on a server  On-page optimization has an effect on your website listing in natural results.  On-page factors are controlled by coding on website pages
  • On-Page SEO On-Page factors are related directly to the content and structure of the website. On-page optimization involves modifying keywords frequency in the URL, Title, Headings, Hypertext Links and Body text. The following tags are optimized in the web pages: Title tags: Title tags are the words that appear at the very top of your web browser, and they they are used by search engine’s as the title of the listing. Description tags: META tags are HTML tags that are used to include information about your web page. Keyword tags: The META Keywords Tag is where you list keywords and keyword phrases that you've targeted for that specific page. Image Optimization: The process of adding keywords in the image name and slicing image and resolution reduction. PDF Optimization: Optimizing PDF files for the Web can significantly shrink their size and boost display speed, saving bandwidth and user frustration.
  • On-Page SEO Elements  Title tags  Meta tags  ALT tags  Header (H1, H2) tags  URL structure  Internal Linking  Anchor text  Relevant keywords near your inbound link  Content  Keyword density  Site maps (XML & HTML)  Usability
  • Title, Meta Tags in Source Code
  • Search engine optimisation How SEO elements affect organic listings Title tag Meta description tag (or first para of text if no meta des has been added) Keywords
  • KEYWORD RESEARCH: This is the first step in SEO. In Keyword Research we choose the best keywords for our web pages. This is the most important part of SEO. We will choose the keywords which has good traffic volume. And we make sure that the keyword is related to our webpage. For example: our website is related to online movies. Then our keywords will be like this: Online movies, free online movies, top online movies, watch online movies So, we choose the related keywords for our web pages. In Keyword Research we will decide the targeted keywords for our webpage. The complete keyword Research has been clearly explained in this SEO Tutorial. We use different tools for searching the keywords. Generally we prefer the free and best tools. In my opinion the free and best of all tools are: Google adwords keyword suggestion tool. Word tracker keyword tool.
  • COMPETITION ANALYSIS: After choosing the keywords we prepare the competition analysis for the keywords. That means we search with the targeted keyword in the search engine and take the top 10 SERP listings. And prepare the analysis of each site of the top 10 list of the targeted keywords. The competition analysis includes the no of Backlinks, Domain age, SERP rank, page ranketc. We will gather the information of every webpage which are listed in top 10 SERP lists. To gather these above details we use different types of tools like SEO QUAKE, SEO4FIREFOX etc. Competition analysis tells us about the competition for the targeted keyword in the search engine. So by observing the competition analysis we can analyze many things like How much time will it take to optimize our webpage in the top 10 results? And many more details.
  • After choosing the best keywords we will make sure that the targeted keywords are well optimized in the webpage. The list of all On-Page Factors: Keyword should present in the title tag be written in meta keyword and meta description be available in the file name or web page name. be available in the content of the web page. be written in h1 tag at least once. and Keyword density of the targeted keyword should be around 2% to 7% for better results.
  • We are discussing everything in Web context so in web terminology a keyword is a term that a person enters into a search engine to find specific information. Most people enter search phrases that consists of between two and five words. Such phrases may be called search phrases, keyword phrases, query phrases, or just keywords. Good keyword phrases are specific and descriptive. There are following concepts related to Keywords which helps in optimizing keywords on a web page. Keyword Frequency: This is calculated as how often does a keyword appear in a site's title or description. You don't want to go overboard with frequency, however, since on some engines if you repeat a word too many times, you'll be penalized for "spamming" or keyword stuffing. In general though, repeat your keyword in the document as many times as you can get away with, and up to 3-7 times in your META tags. Keyword Weight: This refers to the number of keywords appearing on your Web page compared to the total number of words appearing on that same page. Some search engines consider this when determining the rank of your Web site for a particular keyword search. One technique that often works well is to create some smaller pages, generally just a paragraph long, which emphasize a particular keyword. By keeping the overall number of words to a minimum, you will increase the "weight" of the keyword you are emphasizing.
  • Keyword Proximity: This refers to the placement of keywords on a Web page in relation to each other or, in some cases, in relation to other words with a similar meaning as the queried keyword. For search engines that grade a keyword match by keyword proximity, the connected phrase .home loans. will outrank a citation that mentions .home mortgage loans. assuming that you are searching only for the phrase "home loans". Keyword Prominence: A measure of how early or high up on a page the keywords are found. Having keywords in the first heading and in the first paragraph (first 20 words or so) on a page are best. Keyword Placement:
  • WHERE your keywords are placed on a page is very important. For example, in most engines, placing the keywords in the Title of the page or in the Heading tags will give it more relevancy. On some engines, placing keywords in the link text, the part that is underlined on the screen in a browser, can add more relevancy to those words. Best Places to Put Keywords: Here is a list of places where you should try to use your main keywords. Keywords in the <title> tag(s). Keywords in the <meta name="description"> Keywords in the <meta name="keyword"> Keywords in <h1> or other headline tags. Keywords in the <a href="http://yourcompany.com">keywords</a> link tags. Keywords in the body copy. Keywords in alt tags. Keywords in <!-- insert comments here> comments tags. Keywords contained in the URL or site address, e.g., http://www.keyword.com/keywordkeyword.htm.
  • H1 & H2 Heading, ALT Tags & Anchor Text  H1 & H2 HEADING FORMAT  Applying H1 & H2 Tags in your source code will be helpful in achieving high ranking  ALT TAGS - Most sites contain images. Where it makes sense, add text in Your ALT Tags to describe the content of the graphics. it will be advisable to put ALT Tags for all these images to make sites more Search Engine Friendly.  KEY PHRASE RICH ANCHOR TEXT - Anchor text for both external links and internal links is the powerful element for search engine positioning.
  • Off-Page SEO Off-page optimization (off-page SEO) is what can be done off the pages of a  website to maximize its performance in search engines for target keywords  related to the on-page content and keywords in off-page direct-links.  Off-page optimization is a very important part in search engine  optimization because it gives back links to you site and it requires a lot of work.  It helps to maximize website performance in search engines for targeted key phrases.
  • Off-Page SEO . On page optimization is what can be done on the pages of a website to maximize its performance in the SE for target keywords related to the on-page content. On-page optimization stands for all the techniques and methods used on website that is hosted on a server. On-page optimization has an effect on your website listing in natural results. On-page factors are controlled by coding on website pages
  • Off-Page SEO Off-page optimization (off-page SEO) is what can be done off the pages of a website to maximize its performance in search engines for target keywords related to the on-page content and keywords in off- page direct-links. Off-page optimization is the most important part in search engines optimization because it gives back links to your sites and it requires a lot of work on a daily bases. It helps to maximize website performance in search engine for target keywords. Off Page SEO Services are the best way to get more website traffic. Off page factors include relevant back links to the website, as well as anchor text. Back links are very important for Google for generating traffic to the website.
  • Off Page SEO Opportunities  Social Networking Sites (LinkedIn, Facebook, Twitter)  Search engine/Directory submission (DMOZ, Best of the Web)  Social Bookmarking submission (twitter, digg.com, del.icio.us)  Article submission (EzineZArticles.com, GoArticles)  Press Release submission (PRWeb, 24-7 PressRelease.com)  Blog Creation & Posting  Forums & Comment posting (signature links)
  • Link Building WHAT IS LINK POPULARITY?  Link Popularity refers to the number of links pointing TO your site FROM other sites on the Web.  Building links is one of the most important factors in getting top placement on the major search engines. WHY ARE LINKS SO IMPORTANT?  Inbound links are one of the most important factors for getting a high keyword ranking,  Outbound links to quality and pertinent site are important as long as they add value to the site visitor experience.  It’s not the quantity of links, but the quality of those links which is very important.
  • Link Building INBOUND & OUTBOUND LINKS Inbound links : A Link from a site outside of your site. Inbound links means send visitors to your site, generally this is seen as good think for SEO. Outbound Links : A link to a site outside of your site. Outbound links means send visitors away from your site. Generally avoid those things. For example( link exchange). What is Link Popularity? Link Popularity refers to the number of links pointing TO your site FROM other sites on the Web. Building links is one of the most important factors in getting top placements on the major search engines Why are links so important? Now a days, inbound links are the one of most important factors for getting a high keyword ranking, the most search engines are ranking their search result based on the link popularity from your site. Not the quantity of links, but the quality of those links is important.
  • OFF-Page Services Blog Submission Blogs are a way to share facts, ideas and opinions directly between people. A blog is an online journal where users post thoughts, comments or news in a chronological format. Updates are often frequent and done on a regular basis. Blog Submission benefits : - Relevant and meaningful content plays a vital role in increasing website traffic. - Submitting your blog to selected reputable blog directories will increase its visibility significantly, and will improve its ranking in search engines. - Through blogs you can highlight the services and products offered by your business in the most effective way to your potential customers. - Get quality one way links easily. Blog posting helps to generate one way links of high quality for your website.
  • OFF-Page Services Article Submissions Articles are the better way to promote the products and services. In the articles we can provide information to users about specific products. Articles can be used as a promotional tool for marketing the web site. With the help of articles the general or specific details related to the site or product or any services that you are providing through your website can be promoted directly. Benefits of Article Submission: - Article submissions are a powerful technique for adding additional readers to your blog. - Articles provide powerful inbound links to your blog or website, adding strength in the search engines. - Articles have good source of free advertising to gain more exposure to the products & services.
  • OFF-Page Services Directory Submissions Directory submission is the process of submitting site URL to web site directory. The process is not merely filling the form at directory submission page but also involves more than this. It is basically a website submission service where your website is added to the proper category in a searchable online directory which enhances your site’s visibility and creates relevant inbound links to your website. Benefits of Directory Submission: - Higher Position In The Search Engine Results - Increased Click Through Traffic - Directory submissions provide increased link popularity. - Getting listed in major search engines. - Increased visits from search engine robots. - Increased visibility in search engines.
  • OFF-Page Services Social Bookmarking Social bookmarking is a way of sharing sites or pages of a website that we come across with the online community. The ability to save and categorize a personal collection of bookmarks and share them with others, Users may also take bookmarks saved by others and add them to their own collection, as well as to subscribe to the lists of others. Benefits of Social Bookmarking: - As many times Bookmark saved is better, as this add value to the website’s products because people like it and saved it to use in future. - Social Bookmarking sites help to flow visitors from all over the web. - This system offers the facility to rank a particular resource on the basis of number of times it has been bookmarked by the users
  • OFF-Page Services Press Release A public relations announcement issued to the news media and other targeted publications for the purpose of letting the public know of company developments. Benefits of Press Release: - It increases online publicity of goods & services. - It increases your downloads and sales. - Having press releases in the search engines will generate more traffic to the website. - It gives value to the website by getting links in the press releases.
  • Role of Offpage Optimzation Factors What matters most.. Which websites link to you Number of websites linking to you Google PageRank (PR) of the website linking to you Anchor text used in the link linking to you Number & type of links linking to the website linking to you  Whether or not the websites linking to you are deemed by Google as authority website
  • Directory Submission Add your website to quality web based directories to capture qualified traffic and increase inbound links
  • Social Bookmarking Bookmarking important pages help drive qualified traffic and increase inbound links.
  • Search Engine Submission Adding your website to the search engines helps you get listed in their index.
  • Article & PR Submission Articles help establish yourself as an authority in your niche and helps build inbound links to your website through optimal anchor texts.
  • Classifieds, Forum Postings Classifieds, forum postings increase your visibility in social media, drive traffic and build inbound links to your website.
  • Search Engine Ranking Factors • Keyword Use in Title Tag • Overall Popularity of Site – “Trust” & “Authority” • Anchor Text of Inbound Link • Age of Site • Internal Link Structure • Keyword use in Page Content • Outbound Links to Quality/Relevant Sites • Age of Page • Key Phrase Use in Heading Tags (H1, H2, H3) • Age of Link