2. What is SEO
Search engine optimization (SEO) is the process of optimizing a webpage to improve ranking and to achieve
higher visibility in search engines.
It is the process of affecting the visibility of a website or a web page in search engine's, natural or unpaid
Types of SEO
SEO is traditionally divided into two main areas
1. On Page Optimization - On Page Optimization is a process of what can be done on the pages of a
website in order to make it more search engine friendly to achieve good search engine ranking for
Off Page Optimization - Off-page SEO is a process of optimizing your web pages outside your website by
getting links back to it as the only thing you can do outside your website is to build links back to it.
3. On- Page Optimization
On Page optimization is one of the very first step of SEO which every webmaster should look into.
This technique includes the optimization of texts, images, tags, URL structure, internal links, headers etc.
Proper on-page optimization for a website will not only rank well in a search engine but also increase the
overall readability of the website for our visitors.
On page search engine optimization is the most important part in the process of SEO. It is said that if on
page SEO is perfect, 70% job of the SEO is done and rest depends on the off page SEO.
4. Important Components of On-Page SEO
1. Title Optimization
2. Meta Tags Optimization
3. Important HTML Tags (HI Tags / Alt tags)
4. Keyword Optimization
5. Internal linking/External Outbound Linking
6. URL Optimization
7. Image Optimization
8. Content Optimization
5. Title Optimization
Title tag is the page title what is displayed in the title bar of
your browser window.
Title tag represents the whole flavour & content of your
A site’s title tag is the most important website optimization
element and this page title appears in three places
– Google search results page
– On the top of a user’s browser bar and
– In other websites when you bookmark a page.
A title tag should be short but descriptive enough for your
visitors to identify you and your business.
Title tag is the first thing that is shown & indexed by the
Title has to be appealing enough to the search engine in
order to rank you above thousands of other similar websites
6. Guidelines for giving Page title or Title tags
1. Each page should have a unique title.
2. The primary target keyword should appear first.
3. The <title> tag is the first element in the <head> section of your page - this makes it easier to find by
4. Each keyword phrase should be separated by pipes (|)
5. Each page title on your website should be unique
6. The title shouldn't consist of much more than about 9 words or 70 characters.
Note more than 3 long-tail keywords per page title should be given
1. Except for your homepage, each page title does not need to incorporate your company name. Include
your company name at the end of the title
7. Meta Tags Optimization
There are two important Meta Tags. They are Meta description tag, Meta keyword tag, Revisit tag, Robots tag,
Meta Description Tag
A site’s Meta description should contain a brief description of your website focusing on the areas and services that
your business is specialized in.
• The meta description appears on a Google search results page under the Page Title.
• This small piece of text can be considered as a selling snippet, if a searcher finds it appealing he is likely to click
and go inside your page to find out more information
• If your Meta Description is too generic and isn’t written too well then there is a chance that your site will simply
Guidelines for giving Meta Description:
Be under 150 characters (but not under 100 characters; take advantage of the space you have)
Incorporate the primary target keyword. Including some of your keywords will give you some advantage in
Google’s relevancy algorithm
Provide a valuable, compelling reason for why someone should visit the page
8. Meta Keyword Tag
Meta keywords are the least important tag for Search engine like Google. But it is an easy way to tell our important
keywords to search engine.
Meta keywords should contain less than 250 characters.
Now Google is not considering Meta keywords as one of the ranking factor. But other search engines still use them
in their algorithm
Guidelines for good meta keywords tags
Use unique keywords
• Add very few meta keywords(Max 10) to the page that are related to the page title and content
Note: Do not stuff too many keywords
9. Robots tag
Use a special HTML <META> tag to tell robots not to index the content of a page, and/or not scan it
for links to follow.
Inserted in the <head> section
<meta name=”robots” content=”content”>
Googlebot obeys the noindex, nofollow, and noarchive Robots META Tag. If you place the
tag in the head of your HTML/XHTML document, you can cause Google to not index, not
follow, and/or not archive particular documents on your site.
<meta name="googlebot" content="all, index, follow" />
10. Important HTML Tags
It is necessary for you to highlight certain parts of your website that you want your readers to look at and there
are several tags in html which allows you to do
Header tags [h1] [h2] [h3]
The text inside your header tags (e.g. [h1]) is given very high importance by the search engine
Header 1: Header 1 should be used to define the most important section of your page. Usually Header 1 is
used for Site’s title or header text.
Header 2 & 3: Header 2 and 3 can be used for Page/Post titles or important sections of your pages. Separating
your content with headers is a good practice as it makes your site more readable and easy to navigate.
Bold: You can bold (e.g. [strong]) certain words which are of high importance. Sometimes it’s good to bold
your keywords where appropriate. However overdoing this may get you penalized.
Italic: You can use the [em] tag to emphasize certain words which will appear in italic.
11. Alt Tag
HTML tag that provides alternative text when non-textual elements, typically images are used.
Alt tag with Title (tool tip)
It is a graphical user interface element which displays a small hover box with information about the image being hovered
over. User can find the information without clicking on it.
Benefits of using alt tags:
• The content becomes visible when a mouse passes over the image
• The content appears whenever the image fails to load
• And the latest HTML Specs require that images must have an Alt Tag
<div align="center"><img src="images/e-book.gif" alt="Free eBook" width="220" height="26" /></div>
Anchor/link Tag: Anchor tag is used to create links.
12. Keyword Optimization
 In web terminology a keyword is a term that a person enters into a search engine to find specific
 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
 Your site’s content needs to be optimized in such a way that it can suit both search engines & your readers
 Stuffing your site with too many keywords can make your site unreadable. So have balance between your
keywords & your content.
13. Important elements of Keyword Optimization
 Research: Do a proper research before you decide on your keywords. There are plenty of free tools that
can help do keyword research. (Ex - SEObook Keyword Suggestion tool, Google Adwords Keyword Tool)
 Long Tail Keywords: It is good to target some long tail keywords as they are comparatively easier to rank
for. During your keyword research gather long tail keywords or give your own long tail keywords, for ex
add some common words like – ‘best’, ‘free’, ‘cheap’, ‘top’ etc. along with your actual keyword and that
makes good long tail keywords.
 Synonyms & Related Keywords: Giving keywords synonyms helps make content sound natural and still
helps in SEO.
 Keyword Density: Keyword density is the percentage density of a keyword or phrase available on a
webpage compared to the total number of words on the page. It is one of the important ranking factors
for search engines to display a webpage on the SERP. Try to have a moderate keyword density so that it
can help the search engine to determine that your page is indeed related & relevant to the keyword that
you are targeting.
14. Internal Linking
It is important to optimize your internal & external outbound links for search engines as well as to give your visitors
a better navigation.
Important elements of Link Optimization:
 Use good Anchor Text when you are linking to other people and for internal linking as well.
 Include appropriate keyword in the anchor text which gives the outbound link a ‘proper meaning’ and
 A good & clean Internal Link Structure with proper use of anchor text will definitely help. E.g. “SEO
Services” is a better anchor text compared to “click here”.
 If you mention primary target keyword of a particular page on other pages within your site, link to this
page using the primary target keyword as the anchor text. For example, you should link to a page about
SEO services using the anchor text “SEO services”
 Anchor Text - The Anchor Title plays a very important role and will be seen by most of the search
engines. So your anchor title should have appropriate keywords.
 The Anchor Text is important part which should be selected very carefully because this text will be used
not only of search engines but also for the navigation purpose.
15. URL Optimization
The website page’s URL should include the primary target
The optimal format of an SEO friendly URL
Make SEO-friendly URLs.
Use keywords in your URLs and file names. e.g.
 Each word in the URL should be separated using dashes
(-). e.g. http://www.samskritisolutions.com/search-engineoptimization.php
Use as few levels as possible.
A file with 3+ hyphens tends to look spammy and users may
be hesitant to click on it.
Use hyphens in URLs and file names, not underscores
Hyphens are treated as a “space,” while underscores are not
1. Begin with a domain name, and its
categories must be named in such a way
that they become keywords
2. Have targeted keywords embedded into
16. Image Optimization
If your site has lot of images, you need to optimize them as they can’t be read by the search engines. It’s very
easy for a human reader to interpret the image into its meaning. However for a Web crawler the whole
interpreting process is completely different. Search Engine spiders can only read text but not images. So you
need to use some special tags for your images in order to give them some meaning.
Image Optimization Elements
Alt text : ALT text or Alternate Text is the text to describe your image when your mouse moves over an
image on your web page. The text should be meaningful but short. You can use your relevant keywords as
ALT text. If your browser can’t display the image for some reason, the alt text is used in place of that particular
File name : always use meaningful file name for your images, use names like “apple-iphone-cover.jpg”
instead of meaningless “DSC24045.jpg”. Keep image file name same or similar to the ALT text.
Image Title : always use the title tag in images which will show the title as tool tip when a user moves his
mouse over the image. Example of an image with title tag: [img src=”http://imagelocation.jpg” alt=”Image
description” title=”Title of the Image”]
Image Linking : Whenever you want to link to your image, use the image keywords in your link text.
Example: use “view an Apple iPhone”, instead of “Click here to view” as the anchor text.
17. Content Optimization
Content basically includes what you see on the site: the text, graphics and even links to outside world.
Superior the quality of your content, the higher the ranking you achieve, larger the traffic you gain and greater the
popularity of your website.
A relevant, fresh, and timely content is crucial to attracting and keeping visitors to your web pages. It will help you both
draw traffic from search engines and create audience loyalty.
Search engines prefer good quality sites in their index and search results.
Unique, High-Quality Content
Content is The King
While raking a page against other, it matters how rich content is available on a page.
SEO Content Writing ( Copy Writing)
SEO Content Writing (also referred as SEO Copy Writing) involves the process of integrating keywords and
informative phrases which make up the actual content of your website.
While writing your web page content following tips may help you in keeping it better than others
18. The content should be directed for the specified target audience.
Keyword density is strictly adhered as per search engine guidelines.
Titles should always be eye-catchers, compelling your visitors to read on and want what you have to offer in your
Don't use confusing and complex language. Use small statements to make your content more understandable.
Keep your web pages short and don't put all the content on a single page.
Divide your web page content also into short paragraphs.
19. Avoid Common On-Page SEO mistakes
URL variants of the same pages
Off-site images and content on-site
Duplicate title tags
Avoid spam SEO Tactics