SEARCH ENGINE OPTIMIZATION                                                    O                                           ...
CONTENT                    KEYWORD PLACEMENT                   CONTENT OPTIMIZATION                      MANAGING BOTSBy: ...
KEYWORD PLACEMENT       If you’ve selected the keywords for your website already. The Next Thing…you need       to know is...
TITLE TAG  USE: TITLE TAG IS USED FOR CREATING UNIQUE PAGE TITLES  The title can list the the main area of focus of a part...
BEST PRACTICES   What                    says:                                           Additional suggestions:   Accurat...
DESCRIPTION TAG USE: DESCRIPTION TAG IS USED FOR CREATING PAGE SUMMARIES The description tags give search engines, summari...
BEST PRACTICES  What                    says:                                                        Additional suggestion...
KEYWORD TAG   USE: This tag was used for describing keywords for page   Although this tag is not used by Google nowadays i...
URL OPTIMIZATION  USE: Improving URL structure for user’s and search engine  Creating descriptive & simple URL’s helps in ...
BEST PRACTICES  What                   says:                                                 Additional suggestions    Use...
ANCHOR TEXT  USE: Clickable text that user see as a result of a link  This text tells users and Google something about the...
BEST PRACTICES  What                         says:                                                         Additional sugg...
ALT TAG   USE: The "alt" attribute allows you to specify alternative text for the image if it can’t be         displayed f...
BEST PRACTICES  What                    says:                                     Additional suggestion:                  ...
CONTENT OPTIMIZATION       “Content is the King”…more than half of the articles I have read till now on content       opti...
CONTENT USE: Is the biggest factor for your SEO efforts. Creating compelling and useful content will likely influence your...
BEST PRACTICESWhat                        says: Write easy-to-read text users may want to copy and paste the text and sear...
HEADINGS  USE: Used to emphasize important content  This is a visual cue to users that this text is important and could he...
BEST PRACTICESWhat                  says:                                                   Additional suggestion:      Im...
MANAGING CRAWLERS       It’s important to make sure that we manage & track how search engine bots are       viewing our we...
CANONICALIZATION    USE: Picking the best URL for your content    Sometimes search engine robots get confused when they se...
ROBOTS META TAG  USE: To restrict the access of robots on selected pages and links.   For all the pages where you don’t wa...
ROBOTS.txt      USE: To restrict the crawling where it’s not needed       A "robots.txt" file tells search engines whether...
REL="no follow"     USE: To manage unwanted links on your website      Setting the value of the "rel" attribute of a link ...
Webmaster toolWhat               says:      •see which parts of a site Googlebot had problems crawling      • notify us of...
THANKS FOR YOUR TIME  For any queries reach at:                     Content reference:        vaibhav@dsim.in             ...
Introduction                                             I am Vaibhav Vats, an internet                                   ...
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ON PAGE SEO

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KEYWORD PLACEMENT
Title Tag
Descripton Tag
Keyword Tag
URL optimization
Anchor Text
Alt Tag
CONTENT OPTIMIZATION
Content
Headings Tag
MANAGING BOTS
Canonicalization
Robots Meta tag
Robots.txt
Rel="no follow"
Webmasters Tool
Thanks

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ON PAGE SEO

  1. 1. SEARCH ENGINE OPTIMIZATION O N - P A G E - F A C T O R SMade for: By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav
  2. 2. CONTENT KEYWORD PLACEMENT CONTENT OPTIMIZATION MANAGING BOTSBy: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav
  3. 3. KEYWORD PLACEMENT If you’ve selected the keywords for your website already. The Next Thing…you need to know is places where these keywords will go onto your website. In fact it’s the first step we need to learn while starting our on page SEO efforts.By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav
  4. 4. TITLE TAG USE: TITLE TAG IS USED FOR CREATING UNIQUE PAGE TITLES The title can list the the main area of focus of a particular page. It’s the first thing that user watches in your search engine listing so it should have a impact & must scream about subject of page. Page Title: Code: Title tag in SERP:By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav
  5. 5. BEST PRACTICES What says: Additional suggestions: Accurately describe the pages content Title sample format Choose a title that effectively communicates the topic of the •Primary Keyword |Secondary Keyword -Company Name pages content • Company Name | Primary Keyword | Secondary Keyword Avoid: •Closer the keyword to tag beginning, better it is. •choosing a title that has no relation to the content on the page •using default or vague titles like "Untitled" or "New Page 1" Create unique title tags for each page Title length Each of your pages should ideally have a unique title tag, which helps Google know how the page is distinct from the others on •Less than 70 characters inclusive of space. your site. •Ideally keep it around 65 characters. Avoid: •using a single title tag across all of your sites pages or a large group of pages Use brief, but descriptive titles Titles can be both short and informative. If the title is too long, Google will show only a portion of it in the search result. Avoid: using extremely lengthy titles that are unhelpful to users stuffing unneeded keywords in your title tagsBy: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav
  6. 6. DESCRIPTION TAG USE: DESCRIPTION TAG IS USED FOR CREATING PAGE SUMMARIES The description tags give search engines, summaries of content of your web page. which they show along with your listing in search engine result page. Therefore description tags should focus on convincing search engine visitor rather than acting ad a place to stuff keywords. Code: Page description in SERP:By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav
  7. 7. BEST PRACTICES What says: Additional suggestions Accurately summarize the pages content Avoid: •Alphanumeric characters in description as it truncate the Write a description that would both inform and interest users if they saw your description in search results. description meta tag as a snippet in a search result. •Writing Description, If you can’t decide upon the right Avoid: keywords for the page and let search engine s extract it. •writing a description meta tag that has no relation to the content on the page •using generic descriptions like "This is a web page" or "Page about product name" • filling the description with only keywords Description length •copying and pasting the entire content of the document into the description Keep it around 150 characters meta tag Use unique descriptions for each page Having a different description meta tag for each page helps both users and Google, especially in searches where users may bring up multiple pages on your domain (e.g. searches using the site: operator). If your site has thousands or even millions of pages, hand-crafting description meta tags probably isnt feasible. In this case, you could automatically generate description meta tags based on each pages content. Avoid: •using a single description meta tag across all of your sites pages or a large group of pagesBy: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav
  8. 8. KEYWORD TAG USE: This tag was used for describing keywords for page Although this tag is not used by Google nowadays in ranking your pages at search engines but it still helps in internal search of a website. Code: BEST PRACTICES What says: Additional suggestions Keyword tag is not considered as an factor for Use it to cater internal search queries. ranking page in search results. Add general website internal search terms in keyword section, Google’s crawler select keywords for your page they’ll help your website users to find relevant articles. by itself depending on other factors in algorithm and don’t take these tags as a reference since Use it for smaller search engines. Nov 2009. There are still some smaller engines that consider keyword tag as an important factor in their rankings, so it can be helpful there.By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav
  9. 9. URL OPTIMIZATION USE: Improving URL structure for user’s and search engine Creating descriptive & simple URL’s helps in keeping site organized, better crawling by search engines and providing opportunities for proper keyword placement . SEARCH QUERY: WRONG WAY: •Confusing •Hard to remember RIGHT WAY: •Clear indication of what URL is all about. •Easy to rememberBy: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav
  10. 10. BEST PRACTICES What says: Additional suggestions Use words in URLs Sample url: URLs with words that are relevant to your sites content and structure are friendlier for visitors navigating your site. Visitors remember them • Your URL should, somewhat be like this: better and might be more willing to link to them. http://yourwebsite.com/category-keyword/product-keyword Avoid: • using lengthy URLs with unnecessary parameters and session IDs E.g. • choosing generic page names like "page1.html" • using excessive keywords like “delhi real estate/real estate delhi.htm http://www.linkedin.com/in/vatsvaibhav Create a simple directory structure Use a directory structure that organizes your content well and makes it Characters: easy for visitors to know where theyre at on your site. Try using your Use hyphen as a separator and avoid use of other characters as directory structure to indicate the type of content found at that URL. much as possible. Avoid: • having deep nesting of subdirectories like ".../dir1/dir/dir/dir4/dir5/dir6/page.html" • using directory names that have no relation to the content in themBy: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav
  11. 11. ANCHOR TEXT USE: Clickable text that user see as a result of a link This text tells users and Google something about the page youre linking to. Links on your page maybe internal—pointing to other pages on your site—or external—leading to content on other sites. In either of these cases, the better your anchor text is, the easier it is for users to navigate and for Google to understand what the page youre linking to is about. Page view: Code: Search Query: OK …this page is related to ice cream truck promotion Search botBy: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav
  12. 12. BEST PRACTICES What says: Additional suggestions: Choose descriptive text Sample anchor text: The anchor text you use for a link should provide at least a basic idea of what the page linked to is about. • Your URL should, somewhat be like this: Avoid: • writing generic anchor text like "page", "article", or "click here" • using text that is off-topic or has no relation to the content of the page linked to <a href=“ http://yourwebsite.com/post.htm “ > Page-title </a> • using the pages URL as the anchor text in most cases- although there are certainly legitimate uses of this, such as promoting or referencing a new websites address Remember: Write concise text Use anchor text on pages where it makes sense and it may help Aim for short but descriptive text-usually a few words or a short phrase. in user engagement. Unrelated anchor text may lead to huge Avoid: • writing long anchor text, such as a lengthy sentence or short paragraph of text website exits. Format links so theyre easy to spot Make it easy for users to distinguish between regular text and the anchor text of your links. Your content becomes less useful if users miss the links or accidentally click them. Avoid: •using CSS or text styling that make links look just like regular text Think about anchor text for internal links too You may usually think about linking in terms of pointing to outside websites, but paying more attention to the anchor text used for internal links can help users and Google navigate your site better. Avoid: •using excessively keyword-filled or lengthy anchor text just for search engines • creating unnecessary links that dont help with the users navigation of the siteBy: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav
  13. 13. ALT TAG USE: The "alt" attribute allows you to specify alternative text for the image if it can’t be displayed for some reason If a user is viewing your site on a browser that doesnt support images, or is using alternative technologies, such as a screen reader, the contents of the alt attribute provide information about the picture Code: < img src=“http://www.image-source-url.com” alt=“Image alt tag here” /> Alt-tag: Here: alt-tag= “simple business ideas”By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav
  14. 14. BEST PRACTICES What says: Additional suggestion: Helps in getting image search traffic Use brief, but descriptive filenames and alt text Alt tag helps getting image in search results and leads to traffic for your website. Avoid: • using generic filenames like "image1.jpg", "pic.gif", "1.jpg" when possible—some sites with thousands • of images might consider automating the naming of images • writing extremely lengthy filenames • stuffing keywords into alt text or copying and pasting entire sentences Supply alt text when using images as links If you do decide to use an image as a link, filling out its alt text helps Google understand more about the page youre linking to. Imagine that youre writing anchor text for a text Code: link. Avoid: • writing excessively long alt text that would be considered spammy • using only image links for your sites navigationBy: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav
  15. 15. CONTENT OPTIMIZATION “Content is the King”…more than half of the articles I have read till now on content optimization, can’t end without this quote present somewhere in between the lines. Undoubtedly Search Engines are hungry for more & more fresh content and will surely love the one’s who feed them properly.By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav
  16. 16. CONTENT USE: Is the biggest factor for your SEO efforts. Creating compelling and useful content will likely influence your website more than any of the other factors .So create unique & exclusive content that user will love to read & share. Keyword density: •Google suggests it should be less than 2%. (between 1-2) •Experts say it can range to 1-6%. •Some say it’s just bulls**t of a concept :D. •I recommend focusing on topic content , making it engaging , avoiding overstuffing and let Google do his thing. •Use keyword tool to search for relevant keywords, that you might use in your content. Website blog: Create a blog for adding more content to your website. How it helps: •Increasing regular visits & subscriptions. •Increasing website visit duration. •Ranking on long tail keywords. •Adding updates/news content to website. Internal Linking: Do internal linking for all the related pages to your current page. This will help in 1. Educating readers in better way about you/your product & services. 2. Helping search crawlers to crawl relevant pages. External Linking: Use Target=“blank” while linking, this will open pages in new tab and avoid unnecessary exits.By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav
  17. 17. BEST PRACTICESWhat says: Write easy-to-read text users may want to copy and paste the text and search engines cant read it Avoid: • writing sloppy text with many spelling and grammatical mistakes • embedding text in images for textual content Stay organized around the topic Its always beneficial to organize your content so that visitors have a good sense of where one content topic begins and another ends. Breaking your content up into logical chunks or divisions helps users find the content they want faster. Avoid: •dumping large amounts of text on varying topics onto a page without paragraph, subheading, or layout separation Create fresh, unique content New content will not only keep your existing visitor base coming back, but also bring in new visitors. Avoid: • rehashing (or even copying) existing content that will bring little extra value to users • having duplicate or near-duplicate versions of your content across your site Create content primarily for your users, not search engines •Designing your site around your visitors needs while making sure your site is easily accessible to •search engines usually produces positive results. Avoid: •inserting numerous unnecessary keywords aimed at search engines but are annoying or nonsensical to users •having blocks of text like "frequent misspellings used to reach this page" that add little value for users • deceptively hiding text from users, but displaying it to search engines (Cloaking)By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav
  18. 18. HEADINGS USE: Used to emphasize important content This is a visual cue to users that this text is important and could help them understand something about the type of content underneath the heading text. There are six sizes of heading tags. Heading Tags: Beginning at <h1> -------------- Ending with <h6> Sample-Code: Browser view: <body> <h1> 3 things to know before you start an e-commerce website </h1> <p>1. Is your product sell-able on internet?</p> <p>2. Can you trust your sourcing partner?</p> <p>3. What is the competition level for your niche?</p> <h2> Is your product sell-able on internet?</h2> <p>Not every product is a success when it comes to internet sales. B2B products are not very internet friendly and generally people find it hard to sell them on internet. </p> <h2> Can you trust your sourcing partner?</h2> <p>Not everyone who sells on internet manufactures the products themselves. In fact 99% of the online sellers rely on sourcing for their SKU’s. </p> </body> Thumbs up if you’ve noticed screen shot is from IE . You can stay connected on linkedin now :DBy: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav
  19. 19. BEST PRACTICESWhat says: Additional suggestion: Imagine youre writing an outline Keywords in headings Similar to writing an outline for a large paper, put some thought into what the main points and sub points of the content on the • You can use keywords in your heading as a text in headings will page will be and decide where to use heading tags appropriately have higher importance then the normal text. Avoid: •But make sure you don’t sacrifice the quality of heading to stuff • placing text in heading tags that wouldnt be helpful in defining keyword in there. the structure of the page •Most important keyword can go in h1 and rest can follow in • using heading tags where other tags like <em> and <strong> decreasing order of priority. may be more appropriate • erratically moving from one heading tag size to another Use headings sparingly across the page Use heading tags where it makes sense. Too many heading tags on a page can make it hard for users to scan the content and determine where one topic ends and another begins. Avoid: •excessively using heading tags throughout the page •putting all of the pages text into a heading tag •using heading tags only for styling text and not presenting structureBy: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav
  20. 20. MANAGING CRAWLERS It’s important to make sure that we manage & track how search engine bots are viewing our website content so that only the right pages get indexed the right way in search engine’s database.By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav
  21. 21. CANONICALIZATION USE: Picking the best URL for your content Sometimes search engine robots get confused when they see multiple copies of same content . rel=“canonical“ tag helps the bot by telling them which is the original copy and which are the duplicates . Examples: Before canonicalization: • www & non www versions http://www.abc.com http://www.abc.com/index.html • Session id’s • Print only versions Search engine confusion: • Which version to index Same Content • How to distribute value among two versions. Which one • Which version to show in SERP. should I index? Hmmm…. After canonicalization: /index.html version is a url: http://www.abc.com/index.html copy of /. <link rel="canonical" href="http://www.abc.com" /> Search botBy: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav
  22. 22. ROBOTS META TAG USE: To restrict the access of robots on selected pages and links. For all the pages where you don’t want robot to reach or links you don’t want robots to read, robots meta tag is used to limit the access. Where you might use this tag: •To protect your private data from getting indexed in search engines. •When you are repeating content from already indexed page on a new page. •When you are referring visitor to a link but don’t want search bot to follow it. Page won’t be indexed and links won’t be followed: <meta name=“robots” content=“no index, no follow” /> Page will be indexed and links won’t be followed: <meta name=“robots” content=“index, no follow” /> Page won’t be indexed and links will be followed: <meta name=“robots” content=“no index, follow” /> Default: <meta name=“robots” content=“index, follow” />By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav
  23. 23. ROBOTS.txt USE: To restrict the crawling where it’s not needed A "robots.txt" file tells search engines whether they can access and therefore crawl parts of your site. This file, which must be named "robots.txt", is placed in the root directory of your site . Robots.txt: sample structure What says: Use more secure methods for sensitive content You shouldnt feel comfortable using robots.txt to block sensitive or confidential material. One reason is that search engines could still reference the URLs you block (showing just the URL, no title or snippet) if there happen to be links to those URLs somewhere on the Internet (like referrer logs). Also, non-compliant or rogue search engines that dont acknowledge the Robots Exclusion Standard could disobey the instructions of your robots.txt. Finally, a curious user could examine the directories or subdirectories in your robots.txt file and guess the URL of the content that you dont want seen. Encrypting the content or password-protecting it with .htaccess are more secure alternatives.By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav
  24. 24. REL="no follow" USE: To manage unwanted links on your website Setting the value of the "rel" attribute of a link to "nofollow" will tell Google that certain links on your site shouldnt be followed or it should not pass your pages reputation to the pages linked to. Using rel=“no follow” while linking e.g. < a href=“http://xyz.com” rel=“no follow”>anchor text</a> Note : This way you can restrict robots from crawling only the selected url’s whereas using nofollow in meta will restrict robot from following all the url’s present on page. What says: When would this be useful? • If your site has a blog with public commenting turned on, links within those comments could pass your reputation to pages that you may not be comfortable vouching for. •Blog comment areas on pages are highly susceptible to comment spam . •No following these user-added links ensures that youre not giving your pages hard-earned reputation to a spammy site. •Another use of nofollow is when youre writing content and wish to reference a website, but dont want to pass your reputation on to it.By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav
  25. 25. Webmaster toolWhat says: •see which parts of a site Googlebot had problems crawling • notify us of an XML Sitemap file • analyze and generate robots.txt files • remove URLs already crawled by Googlebot • specify your preferred domain • identify issues with title and description meta tags • understand the top searches used to reach a site • get a glimpse at how Googlebot sees pages • remove unwanted sitelinks that Google may use in results •receive notification of quality guideline violations and request a site reconsideration Visit: www.google.com/webmasters/ In next presentation I’ll cover webmaster tool in detail.By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav
  26. 26. THANKS FOR YOUR TIME For any queries reach at: Content reference: vaibhav@dsim.in •Google reference guide. vatssocial@gmail.com http://in.linkedin.com/in/vatsvaibhav •SEOmoz blog. +91-8447207577
  27. 27. Introduction I am Vaibhav Vats, an internet marketing consultant by profession and have worked for verticals of Real estate, Education, Delhi School of Internet Marketing Manufacturing & Retail. I help my clients with social media, online is an internet marketing training advertising & search engine institute providing training strategies. Currently I work as internet marketing-account programs in internet marketing for consultant for couple of companies students, entrepreneurs & based out of Delhi & Chandigarh and IM trainer at Delhi School of executives. Visit website for details. Internet Marketing. How I am here ? I started working as a part time seo freelancer for local vendors in 2007 & after my bachelor’s in computers joined a supply chain consulting firm as an IT business analyst where i worked with various corporate like HP, Asahi glass India, Chitkara & LDFO to name a few. Combining my project consulting experience in retail, education & manufacturing domain and self-practiced internet marketing interest i started full time internet marketing career as an online promotion lead- for an IT startup based in Chandigarh, India.By: Vaibhav Vats http://in.linkedin.com/in/vatsvaibhav

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