PROGRAM INSEARCH ENGINE OPTIMIZATION AND PPC Introduction: Saurabh Pandey
What is SEO?Search Engine Optimization (SEO) is the processOf improving the volume and quality of traffic to aWebsite from search engines via natural or organicsearch results for targeted keywords. -Wikipedia
What is SEO? Sponsored results (Highlighted)Organic Results
Why Search Engines? Various Sources of traffic generation Your Website
People Block Advertising TV- Pay TV, Remote, DVRs Phone- DND Newspaper and Magazines- Skip Email- JunkTraditional measures of advertising and attracting traffic are Intrusive
The New Rules! Permissive Marketing Engage People Create your credibility The 5th P of Marketing- PERMISSION
Search Engines Rule!
How does Google decide? On Page Factors- Less than 20% Off Page (includes Social Media Optimization)- 80%
The SEO Process Keyword generation, density Meta-Tags Analysis, Real time Alt Tags autocomplete, Anchor Tags competitor analysis Content optimization LocalizationImpressions, ClicksDensity, organic traffic Link submissionRank, pages indexed, link- Article submissionback Social Media Optimization (includes, social bookmarking and forum presence)
Seo-3 Core Components
Introduction to SEO How a search engine works• Search engines use programs called spiders, or bots, to search the internet and document their findings.• Spiders firstly go to a webpage and analyse it – Goes through the HTML code and categorises the most important words (keywords) in the document.• It then moves on to any pages that linked from the current page. – This is one way how search engines find new pages. – It also visits pages that may not be linked by other pages, but were submitted by search engines.
On Page Vs. Off Page
SEO Techniques Keywords• Keywords are the words on a webpage that best describe that page• Keyword selection is the most important step to effective SEO – The keywords you use will be the phrases where you want to be highly ranked on SEs – Time and research should go into selecting the appropriate keywords before doing any SEO • What are the words one would use to find your site?
SEO Techniques Keywords (cont.)• Continuation on how search engines work… – When a spider goes through a webpage, it – determines the weight of frequently used words – in the document, and considers them the most – important in the document. – The more you use a word in important places, – the more search engines give importance to it. – The words with highest weight are more likely to – bring up your web page when used as a search – term.
Keyword Research• Surfers: Searchers who are surfing. No evidence of intent or buying. E.g. New cars. Car community, Car games etc.• Researchers: show intent of buying. Searches are slightly more specific. E.g. car prices in delhi, car resale value etc.• Buyers: Implied buying action eg. Where do I buy an audi in faridabad. As you can see the search phrases are specific and longer. Understand your audience and accordingly optimize the pages of your website with Appropriate keywords.
Keyword Aggregation• Main Keyword: Should be on site home-page• Related Keywords: Should also be somewhere on the website.• E.g.:• Main Keyword: Luxury Car in India• Related Keywords: SUV, Sedan, Coupe, Car GPS, High end Car, Premium Car, Leather interiors
Keyword Research Sources1. Alexa.com2. Google keyword suggest3. Google ad-words (paid keywords)4. Google analytics5. Google external keyword tool6. Competition websites
Keyword Research: Analyze the competition• Step 1: Search on Google with ‘your main keyword’• Step 2: Pick up the top tanking link and click to open• Step 3: View Source> ‘Keywords’
Keyword Research: Google• Related searches: Look at the bottom of the result page• Auto Suggest: Look at the keyword Google suggests• Adwords Keyword Tool
Which Keywords to take?
Keyword: CompetitionNeed to check:1.Competition Quantity for the keywords and2.Competition Strength for the keywords
Keyword: Competition Quantity• 1. Exact Search: Search with the entire phrase and see how many results are there.• Google Modifiers: – intitle: Some of the keywords are in the title – allintitle: All of the keywords are in title – inanchor: Some of the keywords are in the anchor – allinanchor: All of the keyword is in the anchor – allinurl: All of the keyword is in the URL
Competition: Less or High? Modifier Low High Exact Search Count intitle allintitle allinurl inanchor allinanchorBased on your experience of your category you can track and decide
Keywords: Competition Vulnerability• Goal: Whether the top 3 competitors on page 1 are difficult to overcome• Toughest to overcome: – Targeted Title & URL – BLS is high (Backlinks if >10,000-it’s an authority) – Domain type: .com and .org followed by .net and country domains – Domain age: 4 years or older – Imp: If BLS is high and BS (page) is low-it would be easier to outrank the competition – Important keywords in competition: site:competition.com keyword – Tools: • www.traffictravis.com • www.semrush.com • www.backlinkwatch.com
Keyword Grouping• Main Keyword: What’s the purpose of my site?• Secondary Keywords: Associated keywords or major categories of the website• Supporting Keywords: related but not super- critical for the website.
Keyword Grouping: Example
SO Get on to Off-Site Optimization• Social Bookmarking: digg, delicious• Participation in forums• Commenting• Social Networks: facebook• Microblogging: twitter• Blogs• Videos: YouTube• Photos: Pinterest, Flickr
DIY• Do a keyword research and create a• repository of relevant keyword.• Use these keywords in your website, across• title, header and body• Create a list of relevant sites where you need• To have back-links from• Create a strategy to update your website• every week
The SEO Cheat Sheet
SEO for Dynamic Sites• What is a Dynamic Site? How does it differ from a static site?• A static website is one that always provides same pages to all the users. It consists ofpages that have pre-defined content. Normally written in html and needs a webmaster toget it updatedMore complex dynamic web sites consist of a variable number of pages. There will be afixed number of actual pages types, but each page type may be populated dynamicallywith variable data from a database. A dynamic website provides response according tousers request. That is a dynamic website creates web pages at run time and providesdynamic content to the user. Normally written in php or asp.• E.g. Forums, ecommerce , social media platforms are dynamic sites.
Key Steps for Dynamic Site SEO1. Session IDs must not be used2. Home page redirection3. Unique Title tag for each page4. Unique Content on each page5. Site Map6. Convert dynamic URLs into static URLs7. Keyword tagging & embedding8. Off-Page• Let’s understand each of them
Session IDA session ID is a unique number that a server assigns a user for the duration of his/her visit. This is done for tracking and security reasons. The session ID expires after the browser is closed. • Other ways: • Site map (Use a URL which is canonical and does not have any session IDs)• E.g.: http://www.mywebsite.com/buymymusic.html? • Block Session ID in the robots.txt file (A osCsid=5c3g1 robots.txt file restricts access to your site by • search engine robots) . • You can create your own robots.txt at: • http://www.mcanerin.com/EN/search-Each time the visitor comes to the site, the session id can engine/robots-txt.asp be different. • A typical command to block session id couldFor a search engine these act as different URLs for the be: same page. • User-agent: *• This creates a duplication challenge. • Disallow: /*osCsid • Sitemap:http://mywebsite.com/sitemap.xml• The only guaranteed way to escape this is to not use session ids at all.
Convert Dynamic URLs into Static URLs1. Change dynamic URLs to Static URLs: –a. There are websites which can do it for you like: http://www.webconfs.com/url-rewriting- tool.php –b. You can also write a program in your .htaccess file. –Suppose we have a dynamic URL: http://www.example.com/products.php?type=software&name=finance –Options +FollowSymLinks –RewriteEngine on –RewriteRule products-(.*)-(.*).html$ products.php?type=$1&name=$2 –We get: http://www.example.com/products-software-finance.html
Home/Page Redirection• Redirection is a process of sending the user and the search engine to a different URL than• what was requested: (You can redirect the search engine to a static url instead of a dynamic url)1. 3012. 302 and3. Meta-refresh301 - Implies ‘moved permanently’. Best way for SEO, because it passes most of the linkjuice (ranking power) to the forwarded URL.302 OR 307: redirect should be used when the site is under maintenance or temporarily303 under construction. 302 or 307 implies ‘moved temporarily’ and hence linkjuice is not304 passed to the new URL. Not recommended for SEO• Meta Refresh: executed on page level rather than server level. They are most commonly associated with a 5 second count down with text: ‘if you are not redirected in 5 seconds click here”. Normally slow and do not pass all the linkjuice, hence not recommended for SEO
Why Home Page Redirection• For a search engine:1. www.xyz.com and http://xyz.com are different2. Hence this could pose a duplicate content problem3. So, we should do a 301 redirect. Or we can also do a redirect in .htaccess file4. redirect301 http://example.com/index.php / http://example.com/newsite /index.php
Unique Title Tags for each page• Single most important on-page SEO element (behind overall content)• Appears in 3 key places:1. Browser2. Search Result Pages3. External sites and Bookmarks4. Code sample: –<head> <title>Example Title</title> </head>• 5. Ideally 70 characters in length• 6. Format:• Primary Keywords, Secondary Keywords, Brand Name
Unique Content on each page• Each page should have general content• specific to the topic.• This content should be rich in keywords• relevant for that page.• For e.g. New Car category page can talk about – upcoming cars. Latest news around car• markets.• A more specific page like: Volksvagen Vento can have:1. Test drive review2. Customer reviews3. Car specifics4. News5. Comments
.htaccess file and how to use it• .htaccess is the configuration file that needs to be created in the root directory of your• domain (beside your index file)• In the Linux system if there is dot(.) before your file name it means that which file will be• hidden automatically so if you are using the file browser just simply click Ctrl+H to show all• of the hidden file• The .htaccess file can be edit by the normal file editor such as Notepad or gEdit• .htaccess file can be used to create specific commands for site access, site/URL redirect• or changing a dynamic URL to static• For e.g.• Redirect /index.php/programs/2-day-weekend-program/ http://www.atomthought.com• Will take peoples froma certain section on digitalconverse to atomthought.com
CMS Driven Websites• What is a CMS?• CMS stands for Content Management System• Content can be in the form of text, audio, image and video. A• CMS is a toll or application that enables different users to create,• edit, manage and publish a variety of content being governed by a• set of rules, processes & workflow, ensuring coherent and• validated electronic content.• A CMS comprises of:• CMA: Content Management Application- a person without the• knowledge of HTML can now edit, create and manage content• with the help of CMA• CDA: Content Delivery Application- to update the website
Benefits of a CMS1. Self Control- manage your content yourself without html, webmaster or server access.2. Quick Publishing- can publish content really fast . Since time lag between content creation and publishing is small- content always comes out fresh3. Leverage the workflow and grant special access to staff for creating, editing and managing content from almost anywhere at anytime4. Professional look at much less a cost
The Key SEO Techniques for CMS based websites• Correct URL structure• Tagging of Pages – H1h2 – Alt – Meta tags – Anchor text• Others same as ecommerce or dynamic sites
Correct URL Structure
SEO Friendly URL Structure
Is This a Search Engine Friendly URL
H1, H2 Taggingh1h2h3
Similarly• For an ecommerce site the H1, H2 tags for the camera page can be:• H1: digital camera• H2: slr camera• And so on…
Crash Course in HTML/CSS HTML Basics• Here are some basic tags important to SEO – <h1></h1> , <h2></h2> , <h3></h3> , … • Header tags – Makes text large and bold – <img src=“location of pic” alt=“alternate text”> • Image tags – note the alternate text for SEs – <a href=“link URL” title=“link title”>link</a> • Link tags - Browsers makes the text inside a link – <b>Bold Text</b> • Not recommended, but is said to help in SEO
Meta Tags• Meta tags are html codes inserted into the header on a web page• They describe the website• <HEAD>• <TITLE> title</TITLE>• <Meta Name=“DESCRIPTION” content=“the text you want”>• <Meta Name=“Keywords” Title content=“keyword1”, “keyword2”> Meta tags- description and keywords• </HEAD>
Title TagsSingle most important on-page SEO factorOptimal format: Primary Keyword-Secondary Keyword | Brand NameLess than 70 characters (Google limit for search results display)
Meta• Descriptions and Keywords• Should be relevant to the page• Desc-150-160 characters
SEO Techniques Anchor Tags• One of the most important tags you must use for SEO. – Spiders use these to crawl your site, so you must have links to pages throughout your site. – Other sites that link to yours will send spiders your way also.• Google (and others) use anchor tags to rank your site in many ways: – Firstly, text in anchor tags are given a lot of importance. – If other sites link to you, this must mean your site is popular, and so you increase in rankings. • The most popular sites would, in theory, be linked to by many websites throughout the internet.
SEO Techniques Anchor Tags (cont.)• Since anchor tags are so important, it is vital that• you include keywords in these tags SEs think the• words to describe a link should give a good indication of• what that page is about.• This is one reason why it is good to have a• navigation bar that uses links to all your sites.• <a href=“http://atomthought.com/index.php/2010/07/group-buying”> Social Shopping>• So here ‘Social Shopping becomes the anchor text and it can link• an outside site or inside page•
SEO Techniques Anchor Tags (cont.) • Here is an example of why a sitemap is effective. Sitemap links up all relevant pages and helps a search engine crawler to understand the context better and index more pages of your site This is a website with a site map. Sitemap Create your free sitemap: www.web-site-map.com Page 4 Page 1Page 1 and 2 Page 1 and 2 cancan only now reach page 3reach page 3 Page 2 in many waysvia page 4 Page 3
SEO Techniques H1, H2, H3, etc. Tags• These tags are considered by search• engines to be a description of your page.• Very important to put in some keywords• there.• It is always a good idea to structure your• content so that it contains these tags at• beginning of paragraphs, tables, sections,• etc.• It is quite logical that a search engine gets• the overview of a paragraph from a header• Tag• We know what this slide is about by looking at the title of• the slide
SEO Techniques Images• Images are not read by search engines, and so you should avoid using too many images on your site.• Always use an alt attribute when including an Image.
SEO Techniques Update your site regularly• Sites that are updated regularly are spidered and indexed more frequently by Ses• Sites that change often are considered by SEs as sites• that provide current information, and must therefore• (although not always) provide up to date information• This would provide a more relevant set of results than• providing a user with pages that were made 10 years• ago• News Items are a great way of including a regular• changing page.
<head><title>My Dummy SEO Freindly Webpage</title><meta name="description" content=" example Take care of your:of how to add meta tags"> meta name="keywords" content="seo"/> Title</head><body> Description of page<h1>Lets get started</h1> KeywordsTake a look at this article on <a href=" Headershttp://www.atomthought.com"> seo</a<p> Anchor texts</p><img Deep Linkingsrc="http://atomthought.com/logo/JPGLOGO.jpg" alt="All About SEO"/> Alt attributes for images</body></html> That’s more than enough For your on site SEO
SEO for Flash Sites• Flash sites look very nice and impressive• But the entire site loads on one single URL• Hence Google can index only 1 URL.• Meta tagging is not SEO friendly• The site should be built in html and flash elements can be embedded on different pages• Or the flash sites should be developed in parts, each part having a separate URL
8 Kinds of Link Building• Manual Link Submissions – Find top 30 non-competitive websites (which rank on your keywords) and manually contact them for links• Find where is your competitor getting links from• Create widgets and badges and earn link-backs – Scribd/Slideshare – Twitter badges• Linkbait – Create viral content – Create calculators etc.• Licence your content• Partnerships & trading (affiliate) – Players like Amazon, MMT . Ebay pay money for linkbacks in the form of affiliate marketing• Paid Links – Low quality links• Link Reclamation – Check webmaster tool to find broken links and 301 redirect to other pages to claim the link value – Find broken urls of other sites and ask them to link to your page.
Other Off-Page Activities• Create a social presence for your website – Facebook, twitter, flickr, slideshare and youtube – Content Marketing • Create relevant content to your target audience regularly • Share this content on social platforms apart from your own website • Submit specific articles on article directories
Key Metrics1. How is your website’s ranking improving over a period of time on top keywords2. How is the traffic from search engines growing every month3. Check how is your ranking improving in alexa.com and compete.com4. Check how your Google Page Rank is trending5. The conversion % trending of traffic from search engines6. Volume of inbound links trending over a period of time (do check for relevancy and consistency)7. Brand to non-keyword traffic trending