SEARCH ENGINE OPTIMIZATION
By Professor Seema Gupta
Blog: digitalmarketingtadka.com
Follow on Twitter @seemaiimb
What is SEO?
• The process of affecting the visibility of a
website or a web page in a search engine's
"natural" or un-pai...
SEO is..
• to improve the volume and quality of traffic
to a web site from search engines.
• a subset of search engine mar...
Search Engine Marketing
© Professor Seema Gupta
© Professor Seema Gupta
MARKET SHARE
© Professor Seema Gupta
Strategic goals for SEO
visibility(branding)
website traffic high ROI
HOW DOES SEARCH ENGINE WORK?
© Professor Seema Gupta
SEO in 2014
A- Quality content
B- Keywords and Phrases
C- Backlinks
D- Social Engagement
© Professor Seema Gupta
PHASES OF SEO
Step wise detailing of optimization process….
© Professor Seema Gupta
SEO process
© Professor Seema Gupta
Phase I: Website Analysis & Technical Audit
• Number of inbound links http://www.majesticseo.com/
• Number of pages cached...
Phase II: On Page Optimization
• Competition keywords
www.Alexa.com; semrush.com
• Site map and linking
• Anchor Text (hyp...
Finding keywords
• Words people would search for to find your product or service.
• Problems your prospective customers ma...
Keyword research tool
Google Adwords editor
Wordtracker
Wordstream
SEMrush
Keyword discovery
spyFu
Keyword spy
Page URL
Page meta description
Page headers (H1, H2, H3 tags)
Page content
Meta keywords
<meta name=“keywords” content=“keyword 1, keyword2, key
phrase, keyword3”/>
What do the Meta Tags Look Like?
• <meta name="keywords"
content="KEYWORD1 KEYWORD2
KEYPHRASE1 etc. about 30 to 40 unique
...
Best Places to Put Keywords
• <title> tag(s).
• <meta name="description">
• <meta name="keyword">
• <h1> or other headline...
Understanding long tail
Cross link relevant content
Spiderable link structures
Spiders would not crawl links when:
Links in hard-to-parse JavaScript
Links in flash, java, o...
Use breadcrumb navigation
Website Design
• No frames. They are the enemies of Search Engines
• No ads if possible.
• No JavaScript.
• No fancy stuff...
Domain Name
•Should be catchy, memorable and relevant to your business
•Keywords in the domain name have to be short, memo...
Phase III: Off Page Optimization
© Professor Seema Gupta
Where to upload your sitemap file
When your sitemap file is complete, upload the
file to your site in the highest-level di...
Robots Meta Tag:
• meta name="robots"
content="noindex,nofollow">
• Using above meta tag you can tell to a spider
or robot...
Phase IV: Link Popularity or Link Building
• Directory Submission www.dmoz.org, http://dir.yahoo.com
• Creation of Blogs a...
Authority
Directories
Directory name category
DMOZ, a.k.a, the open directory project general
Yahoo! Directory general
Ipl2 general
...
Article Websites
© Professor Seema Gupta
For example : Yahoo Answers
© Professor Seema Gupta
Source independence
Source diversity
SEO Optimized Anchor Text
• Use descriptive anchor text for all your text
links. Most search engines consider anchor
text ...
The psychology of linking
Why would other webmasters link to your websites..
 The webmaster is paid for the link
 A busi...
Phase V: Social Channels submission
Social channel submission refers to the process
of gaining website traffic or attentio...
Phase VI: Maintenance
Review and Maintenance of rankings will involve the following:
•Review of optimized Content
•Review ...
SEO Tactics Method:
• Techniques that search engines recommend
as part of good design referred to as White
Hat SEO
• Techn...
White Hat SEO
• conforms to the search engine's guidelines.
• does not involve any deception.
• ensures the good quality o...
Black Hat or Spamdexing
• Serving one version of a page to search engine spiders/bots and another
version to human visitor...
THANK YOU
© Professor Seema Gupta
By Professor Seema Gupta
Blog: digitalmarketingtadka.com
Follow on Twitter @seemaiimb
Upcoming SlideShare
Loading in...5
×

A Complete Guide To SEO

1,120

Published on

Give your SEO efforts a boost with this presentation. It has the following contents: SEO strategic goals, on page and off page optimization,website analysis, branding, keyword research tools, cross linking, spiderable links, breadcrumb navigation, website design, link building, anchor text, white hat SEO, black hat/ spamdexing

Published in: Marketing, Technology, Design
1 Comment
4 Likes
Statistics
Notes
No Downloads
Views
Total Views
1,120
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
1
Likes
4
Embeds 0
No embeds

No notes for slide
  • Visibility (branding): SEO for branding is about ranking highly for generic search terms that relate to the purpose of your website
    Website traffic: key objective of a SEO campaign is to optimize for those queries or key phrases
    High ROI: important SEO campaign objective is to generate sales, leads, advertising revenue or any other type of customer interaction
  • Generate a technical audit report of the website for various search engine and basis the parameters and guidelines pull insights of the current status of the site which will help in developing the tailor made SEO strategy.
  • Anchor text is the clickable text in a hyperlink. SEO best practices dictate that anchor text be relevant to the page you&amp;apos;re linking to, rather than generic text.
    http://www.semrush.com
  • By analyzing your website carefully and finding out proper keywords. This task can be done by expert SEO Copywriters.
    Pay attention to stemming for your keywords -Particularly to what the root word is and what Google considers to be a match for that word when optimizing pages over time.
    You can do brainstorming to identify correct keywords for your site.
  • It identifies the section of the website you are in and the page within that section.
    Good practices: your URL should not have spaces or special characters, URL should relate to your site, has to be simple and if possible memorable
  • Good practice: should include target key phrase to reconfirm the subject and highlight that key phrase when people search for subject. Description should accurately describe the page and present your brand. Keep it short and simple
  • They help give pages structure and allow users to scan a page quickly to find what they are looking for.
    Good practices: page content should start with H1 , use headers in order, use primary key-phrase within headers.
  • Minimum of 350 words, write naturally with users in mind. Target your key phrase more in the top of your copy and ensure it’s used throughout the page
  • Keywords should reflect primary target keyword. No more than 5-6 keywords. Keep them unique.
  • &amp;lt;a href=&amp;quot;http://yourcompany.com&amp;quot;&amp;gt;keywords&amp;lt;/a&amp;gt; link tags.
    &amp;lt;!--insert comments here&amp;gt; comments tags.
  • Popular search terms may actually comprise less than 30% of overall searches performed on web. The remaining 70% is “long tail”
  • Linking between articles that cover related material can be very powerful. It helps in search engine ascertain with great confidence how relevant a web page is to a particular topic.
  • Links in submission-required forms
  • It is a way to show user where the he is in navigation hierarchy. Anchor text in breadcrumb has to be keyword rich.
    Hansel and Gratel story
  • .No ads if possible. Because most of the ads uses Java Script which is not advised to be used.
    No JavaScript. If you need JavaScript, call it from an external file rather than dumping the code in the HTML file. JavaScript drop down menus prevent spiders from crawling beyond your homepage. If you use them, be sure to include text links at the bottom of the page.
    Nothing that does not fit perfectly into the page topic; There should be no doubt in the search engine&amp;apos;s mind (or in he user&amp;apos;s mind) what your page is about.
    No unnecessary directories. Keep your files as close to the root as possible.
    No fancy stuff (Flash, Splash, Animated Gifs, Rollovers etc.) unless absolutely necessary.
    Should have more text content than HTML elements
    No unnecessary directories.
  • Create 5 different domain names. Make at least 1 of them funny. Tell them to a half dozen people and see which ones are the most memorable. You will get more honest feedback if the people do not know you well.
    Avoid buying long, and confusing domain names. May people separate the words in their domain names using either dashes or hyphen. In the past the domain name itself was a significant ranking factor but now search engines have advanced it is not very significant factor anymore.
    Keep two to three words in your domain name it will be more memorable. Some of the most memorable websites do a great job of branding by creating their own word. Few examples are eBay, Yahoo!, Expedia, Slashdot, Fark, Wikipedia, Google... You should be able to say it over the telephone once and the other person should know how to spell it and they should be able to guess
  • Off-Page SEO includes link building, increasing link submitting in open directories, search engines, link exchange etc.
    Submitting individual pages of site, this practice is known as Deep Submission to all major Search Engines including country and industry-specific to help the site get the best ranking possible in the best and most popular Search Engines primarily Google, Yahoo, Bing etc..
  • This phase includes various one way linking submissions to various directory, the process includes the submission of links which is tagged along with content (introduction paragraph) and a link to the website (could be the link of landing/product page also) that helps in making sure when search engine bots crawls that page also finds the link and gives a boost to website also is good for general users who might go through that particular page or link and may click on link to know more..
    When you submit your website to a web directory, we call it directory submission. Web directories is a platform for different webmaster for finding link exchange partners.Moreover you get one backlink from the directory itself, which is worth considering.
  • Teoma was the 1st search engine to offer a commercial implementation of link relevance. Teoma introduced the notion of hubs, which are sites that link to most of the important sites relevant to a particular topic, and authorities, which are sites that are linked to by most of the sites relevant to a particular topic.
  • A link from your own site back to your own site is not an independent editorial vote for your site
  • Getting links from a range of sources is significant factor
    Search engines value this type of diversification
    Search engines are constantly tuning and tweaking their algorithms. If you had all your links from blogs and search engines made a change that significantly reduced value of blog links, that could really hurt your rankings.
  • Here is an example of anchor:
    &amp;lt;a href=&amp;quot;otherpage.htm&amp;quot; title=&amp;quot;Anchor
    Title&amp;quot;&amp;gt;Anchor Text&amp;lt;/a&amp;gt;
    Anchor text refers to the clickable part of a link from one web page to another. The search engine uses anchor text to help it understand what the page receiving the link is about. The impact of anchor text can be quite powerful. For example, if you link to a web page that has minimal search engine visible content, the search engine will still look for signal to determine what the page is about. Inbound anchor text becomes the primary driver in determining the relevance of the page in that scenario.
  • Adhering to a pro-active approach and constantly monitor website’s rankings and traffic, and analyze all relevant statistics. In case of a deviation from expected results, one should do an in-depth review and implement effective measures so that the website remains most visible on major search engines.
  • White hat SEO ensures that the content a search engine indexes and subsequently ranks is the same content a user will see.
    It ensures that a Web Page content should have been created for the users and not just for the search engines
    Always follow a White Hat SEO tactic and don&amp;apos;t try to fool your site visitors. Be honest and definitely you will get something more
  • Serving one version of a page to search engine spiders/bots and another version to human visitors. This is called Cloaking SEO tactic.
    Using Hidden or invisible text or with the page background color, using a tiny font size or hiding them within the HTML code such as &amp;quot;no frame&amp;quot; sections.
    Repeating keywords in the Meta tags, and using keywords that are unrelated to the site&amp;apos;s content. This is called Meta tag stuffing.
    Calculated placement of keywords within a page to raise the keyword count, variety, and density of the page. This is called Keyword stuffing.
    Creating low-quality web pages that contain very little content but are instead stuffed with very similar key words and phrases. These pages are called Doorway or Gateway Pages.
    Mirror web sites by hosting multiple web sites all with conceptually similar content but using different URLs.
    Creating a rogue copy of a popular web site which shows contents similar to the original to a web crawler, but redirects web surfers to unrelated or malicious web sites. This is called Page hijacking.
    Always be away to adopt any of the above Black Hat tactic to improve the rank of your site. Search engines are smart enough to identify all the above proprieties of your site and ultimately you are not going to get anything.
  • A Complete Guide To SEO

    1. 1. SEARCH ENGINE OPTIMIZATION By Professor Seema Gupta Blog: digitalmarketingtadka.com Follow on Twitter @seemaiimb
    2. 2. What is SEO? • The process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results. • The activity of optimizing Web pages or whole sites in order to make them more search engine friendly, thus getting higher positions in search results. © Professor Seema Gupta
    3. 3. SEO is.. • to improve the volume and quality of traffic to a web site from search engines. • a subset of search engine marketing. • the art of ranking in the search engines. • marketing by understanding how search algorithms work and what human visitors might search. © Professor Seema Gupta
    4. 4. Search Engine Marketing © Professor Seema Gupta
    5. 5. © Professor Seema Gupta
    6. 6. MARKET SHARE © Professor Seema Gupta
    7. 7. Strategic goals for SEO visibility(branding) website traffic high ROI
    8. 8. HOW DOES SEARCH ENGINE WORK? © Professor Seema Gupta
    9. 9. SEO in 2014 A- Quality content B- Keywords and Phrases C- Backlinks D- Social Engagement © Professor Seema Gupta
    10. 10. PHASES OF SEO Step wise detailing of optimization process…. © Professor Seema Gupta
    11. 11. SEO process © Professor Seema Gupta
    12. 12. Phase I: Website Analysis & Technical Audit • Number of inbound links http://www.majesticseo.com/ • Number of pages cached on Google, Yahoo and BING • Current Ranking on Google, Yahoo and MSN • Load Speed tools.pingdom.com • Browser Compatibility • Site Map http://seositecheckup.com • Meta Tags • Dead links • Keywords Density • HTML Errors http://validator.w3.org © Professor Seema Gupta
    13. 13. Phase II: On Page Optimization • Competition keywords www.Alexa.com; semrush.com • Site map and linking • Anchor Text (hyperlinks in the content) • Google Site map and Robots.txt creation © Professor Seema Gupta
    14. 14. Finding keywords • Words people would search for to find your product or service. • Problems your prospective customers may be trying to solve with your product or service. • Keyword tags on competitors websites. • Visible page copy on competitors websites. • Related search suggestions on top search engines. • By using an online tools like: Google Keyword Tool • By analyzing your website carefully and finding out proper keywords. • Pay attention to stemming for your keywords © Professor Seema Gupta
    15. 15. Keyword research tool Google Adwords editor Wordtracker Wordstream SEMrush Keyword discovery spyFu Keyword spy
    16. 16. Page URL
    17. 17. Page meta description
    18. 18. Page headers (H1, H2, H3 tags)
    19. 19. Page content
    20. 20. Meta keywords <meta name=“keywords” content=“keyword 1, keyword2, key phrase, keyword3”/>
    21. 21. What do the Meta Tags Look Like? • <meta name="keywords" content="KEYWORD1 KEYWORD2 KEYPHRASE1 etc. about 30 to 40 unique words"> • <meta name="description" content="An accurate, keyword-rich description about 150 characters"> © Professor Seema Gupta
    22. 22. Best Places to Put Keywords • <title> tag(s). • <meta name="description"> • <meta name="keyword"> • <h1> or other headline tags. • body copy. • alt tags. • Keywords contained in the URL or site address, e.g., http://www.keyword.com/keywordkeyword.htm. © Professor Seema Gupta
    23. 23. Understanding long tail
    24. 24. Cross link relevant content
    25. 25. Spiderable link structures Spiders would not crawl links when: Links in hard-to-parse JavaScript Links in flash, java, or other plug-ins Links in power point and PDF files Links in frames and iframes Links on pages with hundreds of links Links pointing to pages blocked by the meta robots tag, rel=“ No follow “, or robots.txt
    26. 26. Use breadcrumb navigation
    27. 27. Website Design • No frames. They are the enemies of Search Engines • No ads if possible. • No JavaScript. • No fancy stuff (Flash, Splash, Animated Gifs, Rollovers etc.) © Professor Seema Gupta
    28. 28. Domain Name •Should be catchy, memorable and relevant to your business •Keywords in the domain name have to be short, memorable, and free of hyphens •You should be able to say it over the telephone once and the other person should know how to spell it •Having your keywords in your domain name can increase click through rates and keyword rich descriptive inbound links. © Professor Seema Gupta
    29. 29. Phase III: Off Page Optimization © Professor Seema Gupta
    30. 30. Where to upload your sitemap file When your sitemap file is complete, upload the file to your site in the highest-level directory you want search engines to crawl (generally, the root directory), such as www.yoursite.com/sitemap.xml.
    31. 31. Robots Meta Tag: • meta name="robots" content="noindex,nofollow"> • Using above meta tag you can tell to a spider or robot that you do not want some of your pages indexed or that you do not want your links followed. © Professor Seema Gupta
    32. 32. Phase IV: Link Popularity or Link Building • Directory Submission www.dmoz.org, http://dir.yahoo.com • Creation of Blogs and submitting in relevant blog websites • Creation of Articles and submitting in relevant article websites www.ezinearticles.com • Press Releases in relevant press releases website. • Question/Answer websites Like Yahoo, Ask, Quora etc. • Bookmarking sites – Digg, Reddit • Classifieds – Justdial, sulekha, Indiamart • Guest Post © Professor Seema Gupta
    33. 33. Authority
    34. 34. Directories Directory name category DMOZ, a.k.a, the open directory project general Yahoo! Directory general Ipl2 general Inc.com recommended resources business Nature.com recommended links science The vegetarian resource Group health Open source initiative computers Business.com business Best of the web general joeAnt.com general FreeIndex general Audioholics buying guides business Fast company recommended resources general Yudkln’s recommended publicity and marketing resources business
    35. 35. Article Websites © Professor Seema Gupta
    36. 36. For example : Yahoo Answers © Professor Seema Gupta
    37. 37. Source independence
    38. 38. Source diversity
    39. 39. SEO Optimized Anchor Text • Use descriptive anchor text for all your text links. Most search engines consider anchor text of incoming links when ranking pages. • Anchor text tells what the page receiving the link is about • Try to use best keywords in your anchor text. • The link to another web page should exist otherwise it will be called a broken link. © Professor Seema Gupta
    40. 40. The psychology of linking Why would other webmasters link to your websites..  The webmaster is paid for the link  A business relationship came into play  The webmaster saw something of value on your site and wanted his site’s visitors to know about it  Links were traded between sites , also called reciprocal linking
    41. 41. Phase V: Social Channels submission Social channel submission refers to the process of gaining website traffic or attention through social media sites. © Professor Seema Gupta
    42. 42. Phase VI: Maintenance Review and Maintenance of rankings will involve the following: •Review of optimized Content •Review of meta tags and URL Structuring •List of Broken links •Monitoring of competitor’s rankings •Google site map and Robot.txt files evaluation •Link Renaming and Link Popularity •Review of websites ranking better than the client’s •Review of Technical Recommendations made •Number of pages indexed in Google, Bing and Yahoo •HTML Validation © Professor Seema Gupta
    43. 43. SEO Tactics Method: • Techniques that search engines recommend as part of good design referred to as White Hat SEO • Techniques that search engines do not approve are referred to as Black Hat or spamdexing © Professor Seema Gupta
    44. 44. White Hat SEO • conforms to the search engine's guidelines. • does not involve any deception. • ensures the good quality of the web pages. © Professor Seema Gupta
    45. 45. Black Hat or Spamdexing • Serving one version of a page to search engine spiders/bots and another version to human visitors. This is called Cloaking SEO tactic. • Using Hidden or invisible text or with the page background color, using a tiny font size or hiding them within the HTML code such as "no frame" sections. • Repeating keywords in the Meta tags, and using keywords that are unrelated to the site's content. This is called Meta tag stuffing. • Calculated placement of keywords within a page to raise the keyword count, variety, and density of the page. This is called Keyword stuffing. • Mirror web sites by hosting multiple web sites all with conceptually similar content but using different URLs. © Professor Seema Gupta
    46. 46. THANK YOU © Professor Seema Gupta By Professor Seema Gupta Blog: digitalmarketingtadka.com Follow on Twitter @seemaiimb

    ×