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Basics of SEO

Basics of SEO

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  • 1. SEO for Editors Mohammad Abdel Kareem
  • 2. Agenda 1- Reasons for a Website. 2-How People Find Your Website? 3- what is a search engine ? 4- what is search engine sees? 5- what is the search engine optimization? 6- Importance of SEO. 7- Ranking factors for SEO to raise your Rank . 8- Summarized Recommendations.
  • 3. Reasons for your Website Islam on line 20at ? Reading Islam Biblio Islam
  • 4. Reasons for a Website Drive revenue. Expand client base. Increase customer maintenance. Improve customer service. Improve online brand.
  • 5. Reasons for a Website Shop Front – low overheads. Reduced administration. Cost effective on a per head basis. 24 / 7 service . Because my competitor is doing so. My friend told me to get one.
  • 6. How People Find Your Website?
  • 7. Traffic Sources www.islamonline.net www.Readingislam.com %٠ %١١ %٠ Search engine Search engine Direct Traffic %٤٢ Direct Traffic %٣١ %٥٨ Referring sites %٥١ Referring sites Others Others %٧ %٠ www.20at.com www.20at.com 20 www.biblioislam.com %١٠ %٠ Search engine %١٥ Search engine Direct Traffic Direct Traffic %١٩ Referring sites %٢٦ %٥٩ Referring sites %٧١ Others Others
  • 8. What is a search engine
  • 9. How Do Search Engines Work? Spider “crawls” the web to find new documents (web pages, other Documents) typically by following hyperlinks from websites already In the database. Search engine indexes the content (text, code) in these documents by adding it to their huge databases and periodically updates this content. Search engine searches its own database when user enters in a search to find related documents (not searching web pages in real-time). Search engine ranks resulting documents using an algorithm (mathematical formula) that assigns various weights to ranking factors .
  • 10. View > Source (HTML Home page IOL code)
  • 11. What is Search engine optimization SEO = Search Engine Optimization - Refers to the process of “optimizing” both the on-page and off-page ranking factors in order to achieve high search engine rankings for targeted search terms. - Refers to the “industry” that revolves around obtaining high rankings in the search engines for desirable keyword search terms as a means of increasing the relevant traffic to a given website. - Refers to an individual or company that optimizes websites for its client. Has a number of related meanings, and usually refers to an individual/firm that focuses on optimizing for “organic” search engine rankings
  • 12. • It has a positive psychological impact on a visitor. • Help you create a brand identity. • Even the ‘brand recall’ would be much higher. • Increase in targeted on-line traffic. • Better web site positioning. • Dominate in competition with your mirror sites. • Fast measurable ROI. • Increased and boosted product sales and online visibility. • Lower client acquisition costs. • Broaden web-marketing share. • Compete efficiently against larger competitors. • Continuous Visibility. • Make the most out of the best tool for advertising. • The cheapest marketing tool even on the net
  • 13. On page optimization is the process Off page Optimization is by which various elements on an individual web page are structured optimization done off the so that the web page can be found Page, like getting relevant links by the search engines for specific from other sites, link exchange keyword(s) or keyword phrases. with quality relevant On page optimization will not sites, choosing relevant anchor guarantee any top rating within a text from the perfect location on search engine, only off page the different pages of different optimization can offer that sites etc. guarantee. However, off page optimization is far more effective WHEN on page optimization is in place. On page Factors Off page factors
  • 14. Titles, Headings URLs Meta tags Sitemaps Clean Design Site size Navigation Outgoing links Content - Keywords
  • 15. On page factors _ Title tags
  • 16. On page factors _ Title tags Tips for effective writing Title Tags 1- Try to place your most important keyword phrase at the beginning of the tag. 2- Use your primary keyword phrase in the title tag at least once. 3- Avoid using the same words multiple times. 4- Use plural form of keyword phrases, especially which includes a complete singular word . 5- Use sentence case for keyword phrase but keep prepositions in lower case.
  • 17. On page factors _ Title tags Tips for effective writing Title Tags 6- Keep your title tag limit under 70 to 90 characters, longer sentences won’t give any 7- value but they can be a hurdle in deep crawl of your web page 8- Avoid using special characters such as ! @ # $ ^ & * ( }[ | ? / 9- Avoid using stopping words such as or, and , with, for, by, etc 10- Use unique title tag for each page, since each page has unique content 11- Make your title interesting and compelling to the reader to convince them why they should click there.
  • 18. (‫آ ﻥ ن‬ ‫)ا‬ ( ‫اق‬ ‫ا‬ ‫)ا ى ا‬ With title tags Without title tags
  • 19. On page factors _ Content Why Content is King? King? Since a very early stage of search engine revolution, search engines were able to evaluate website with relevance to their content, though they were not very efficient and intelligent like they are these days, but they were able to read the content at website and content still plays very important role in top ranking positions. Tips to Integrate Keywords within Web copy Use Keywords at the top of the web page, within your selectable text. Try to start paragraphs and lines with main keywords Use keywords in headings and sub headings Top 2,000 characters are the most important characters of every page Use keywords as hyper or anchor links
  • 20. On page factors _ navigation menus What is Navigation? Navigation is a group of links which is created to direct website visitors to different pages of website. It may be horizontal or vertical bar placed at top, bottom, right or left. Navigation is a very important part of any website; it gives guidelines to website visitors and directs them to relevant part of the website. Tips to create SEO friendly site navigation Search engine like text base navigation Text base navigation is a navigation of selectable textual links Text base navigation should be plain Avoid using mouse over or text swapping technique to text base navigation Image base navigation can be used but with alternate text base navigation at bottom
  • 21. On page factors _ META Description Tag What Is The Meta Description Tag? It’s an HTML tag use to feed description to search engines, it gives description of webpage to search engines, it is declared after title tag of the webpage under head tag. Example: <meta name=”description” content=“Your Home Page Description”> Why Is The Description Tag Important? Description tag is the very important tag, search engines take webpage description through this tag, though search engines don’t give any importance to this tag in their ranking algorithms but this tag can lead searchers to motivate and visit your website.
  • 22. On page factors _ META Description Tag Tips To Write Effective Page Description Tag 1- Describe your complete webpage in one single line or in a small paragraph 2- Forget about keywords, focus on “call to action” words with respect to page relevancy. 3- Avoid covering complete website in one paragraph, try to focus on page 4- Use unique description tag for each page, since each page has unique content 5- Keep your description tag’s limit under 225 to 250 characters, longer sentences won’t give any value but they can be hurdle in deep crawl of your web page 6- Avoid using special characters such as ! @ # $ ^ & * ( }[ | ? / 7- Avoid all capital letter, try to use sentence case 8- Use motivational lines so that your listing will be clicked comparatively better than your competitors 9-Don’t misguide search engine visitors, write what is available there at the page
  • 23. Link popularity Bookmarking Anchor text Forums Page Rank Blogs Back links Social network Relevancy Articles Directories Press release Traffic
  • 24. OFF Page Factors _ Link popularity link popularity is just a fancy name for a link to your page from another domain. Webmasters want more back links because more back links mean better ranking in the SERPs. You can see some of the pages link to your domain by searching Google for site:domain.com
  • 25. OFF Page Factors _Text Anchor The anchor text is the words that appear in a link. For this reason it's also called the link text. The engines pay special attention to the anchor text, because it seems reasonable that if they finds a link to, say, how to buy a house, then the page being linked to is probably about how to buy a house.
  • 26. Summarized Recommendations Do….(1) 1- Focus on creating the best site possible. If you create quality, the rankings will follow. 2- Understand that a good ranking isn't the end-all and be-all. If you have a commerce site what you ultimately want is more sales. 3- Target keywords that are specific enough to produce targeted traffic, but not so specific that nobody searches on them. 4- Put your keywords in the <TITLE>, heading tags, body copy, and ALT parameters of your pages. Make sure your keywords are reasonably near the top of the page. Include at least 250 words on each page at a minimum.
  • 27. Summarized Recommendations Do….(2) 5- Link up your site well internally. Each page of the site should link back to the home page as well as a handful of the most important pages on the site, as well as pages related to the page in question. 6- Link to high-quality sites which you think will be of interest to your visitors, whether those sites link back to you or not. Link from your content pages when appropriate as opposed to from a links page. 7- Submit your site to directories (not link farms) particular to your industry. 8- Make your pages lean and fast-loading. 9- Share what you know with others.
  • 28. Summarized Recommendations Do not….(1) 1- Single-word terms . 2- Terms that are way too broad, and not focused to what you offer . 3- Terms that are too specialized, which nobody searches for. 4- Terms which are unpopular. 5- Highly-competitive terms which you can't hope to rank well.
  • 29. Reference 1- SEO Book 2- SEO 101 Thank you Mohammad Abdel Kareem