An Introduction to Search engine optimization (seo) and How it Works?


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Learn about what is search engine optimization and how seo process works such as Google Crawling, Indexing, OnPage Optimization, Offpage Optimization (Link Building) etc.

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An Introduction to Search engine optimization (seo) and How it Works?

  1. 1. Content in this Presentation  Introduction to SEO  Why does business need it?  How Search Engine Works?  SEO Process  On Page Optimization  Off Page Optimization
  2. 2. 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.
  3. 3. SEO TERMS  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.
  4. 4. Organic Vs Paid Search
  5. 5. Organic Vs Paid Search
  6. 6. Why does Business Need it?
  7. 7. 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 SERP.
  8. 8. SEO Process
  9. 9. Website Analysis
  10. 10. Research  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 searchable.  Tools: Google Trends, Google Keyword Planner, World tracker etc.
  11. 11. On Page Optimization
  12. 12. Meta Tag Optimization  Meta Title:  length – 60-70 characters  Should include most of the keywords  Meta Description:  length 150-160 characters  Use targeted keywords and synonyms in description.  Meta Keywords:  10-15 unique keywords  Use Synonyms  No repetition of exact keywords NOTE: Use different meta tags for each page.
  13. 13. Header Tag Optimization  Header Tags ranges from (H1, H2 …H6)  Used as: <h1>most significant keyword</h1><br> <h2>less vital</h2><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>””</h1> //poor <h1>Hosting</h1> //better <h1>The best Web Hosting Company In India</h1> //Best
  14. 14. Website Content Optimization  It should be optimized both for users and Search Engines.  2-3% keyword density.  Do not over stuff keyword in content.  Use Fresh content. Do not duplicate.  Content should describe best about that web page services/products/information.
  15. 15. 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.)  Example: Search-Friendly URL Search UN-Friendly URL
  16. 16. 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.
  17. 17. Canonical URL Tag
  18. 18. Robots.txt Creation  A txt file that is uploaded on the website.  This file give instructions to web robots about not to index web pages present in this file.  Landing URL will be:
  19. 19. Image Optimization  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=“” alt=“image related keyword”
  20. 20. Sitemap Creation  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.
  21. 21. 404 Error Page Creation • It helps users to find what they were looking for.
  22. 22. W3C validation  The website should be w3c validate.  We can check it at:  It shows all the HTML errors present on the webpage. You need to correct them.
  23. 23. Google Webmaster Tools It discovers and shows all the errors (HTML, Indexing, Crawl, Server etc.)
  24. 24. Google Analytics Tool It provides detailed information about a website traffic, traffic sources, visiting page, visiting duration, visitor location and more!
  25. 25. OFF Page Optimization
  26. 26. Questions