An Introduction to Search engine optimization (seo) and How it Works?
Content in this Presentation
Introduction to SEO
Why does business need it?
How Search Engine Works?
On Page Optimization
Off Page Optimization
What is SEO?
SEO is a type of online marketing or technique of optimizing the webpage
or website in according to search engines (Google, yahoo, Bing etc.) to
make it accessible or visible on SERP (search engine result page) in terms of
higher ranking for the targeted keywords.
KEYWORDS: In SEO, Keyword is a actual search term or phrase that best
describes the contents of a web page.
Search Engine Result Page (SERP): The page on which search Engines
display search results.
Website Ranking means the position where the pages of a website are
placed by search engines for targeted keywords.
How Search Engine Works?
A search Engine operates in following order:
Web Crawling – Every SE have its own spiders or crawlers to scan web.
Indexing – Include web pages in its database
Searching – When user put a query, SE searches in its database for the web
pages that are most relevant to the search term and display results on the
Find best keywords that are related to your website services or
products and best describe about your website.
Select keywords that are less competitive and most
Tools: Google Trends, Google Keyword Planner, World tracker
Meta Tag Optimization
length – 60-70 characters
Should include most of the keywords
length 150-160 characters
Use targeted keywords and
synonyms in description.
10-15 unique keywords
No repetition of exact keywords
NOTE: Use different meta tags for each page.
Header Tag Optimization
Header Tags ranges from (H1, H2 …H6)
<h1>most significant keyword</h1><br>
<h3>further less vital</h3><br> so on..
Do not do over stuffing.
Use targeted Keywords or Phrase.
Poor to Well Optimized H1 Heading Example-
<h1>The best Web Hosting Company In India</h1> //Best
Website Content Optimization
It should be optimized both for
users and Search Engines.
2-3% keyword density.
Do not over stuff keyword in
Use Fresh content. Do not
Content should describe best
about that web page
Website URL Structure
Search Friendly URL length- 2083 Characters
Avoid Dynamic URLs
URLs Should include keywords
Use Hyphens (-) to separate words (No underscores, spaces, numbers etc.)
Search UN-Friendly URLhttp://www.xyz3.example.com/a/?q=31z&mg=vv7z&sd=8
301 Redirection using .htaccess file
Without 301 redirection SE’s consider NON-WWW and WWW URLs as two
different URLs and distribute authorities between both.
Create .htaccess txt file -
Upload this file into “Root folder” through FTP.
Result- “non www” will redirect to “www”.
Now Google will consider them as one.
A txt file that is uploaded on the
This file give instructions to web robots
about not to index web pages present
in this file.
Landing URL will be:
Use image ALT attribute.
Use image related keywords in ALT tag.
With Image optimization when you do a Google image search, it
shows in results.
How to put ALT tag:
<img src=“http://www.example123.com/imagename.png” alt=“image
Sitemap is a map, include list of pages of a website that we want to the
search engines to crawl and index.
It can be created manually or through online sitemap generating tools.
Once created, uploaded on the website. We can check it here:
It makes easy for search engines to reach out the web pages of a website
that you want to index.
404 Error Page Creation
• It helps users to find what they were looking for.
The website should be w3c validate.
We can check it at: http://www.validator.w3.org
It shows all the HTML errors present on the webpage. You need to correct
Google Webmaster Tools
It discovers and shows all the errors (HTML, Indexing, Crawl, Server etc.)
Google Analytics Tool
It provides detailed information about a website traffic, traffic sources, visiting page,
visiting duration, visitor location and more!