Introduction to SEO|Learn SEO


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Learn SEO Online find introduction of SEO and learn SEO online here.This presentation covers basic aspects of SEO and How SEO would be helpful for your business ?

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Introduction to SEO|Learn SEO

  1. 1. INTRODUCTION TO SEO Amol Pomane SEO Consultant
  2. 2. Websites – A Marketing Tool • Can be a powerful communication tool along with traditional print & broadcast media • Used to promote or sell products & services, or to inform target audiences • Sites are only beneficial if the audience is aware of it or can easily find it • About 50% of browsers use search engines, the other half type in the URL directly
  3. 3. Marketing Approach • “Organic” search engine listings • Free listings provided by Google, Yahoo!, MSN • Utilize “spider” or “crawler” to index page content • Search directory listings • Doesn’t use crawlers. Humans categorize and index your site URL and a short description • Yahoo! is fee-based, Open Directory Project is free • Paid listings - $$$ • Called “pay-per-click” campaigns • Buy your way to the top of the search results page • Unlike organic, results are guaranteed
  4. 4. Marketing Approach • Recommendation is to follow a diversified approach by using a combination of all three areas for the best results. • This is known as Search Engine Marketing (SEM)
  5. 5. Search Engine Introduction • No guarantees with search engines • Best practices and guidelines will help • There are no specific details since they could be exploited • The process of analyzing and making changes to a website to improve search rankings is called Search Engine Optimization, or SEO.
  6. 6. Search Engine Introduction • Consider search engines design BEFORE building site. • But remember, a website is intended for HUMAN audiences, not search engines.
  7. 7. Organic Best Practices • Research & select keywords/phrases • What people type into engines • One study shows 56% of searchers use 2-3 word keyword phrases • Keyword research tools: • Log analyzer software (e.g. WebTrends) • ($) • (free) • Google AdWords (free with account) • Place keywords prominently in page copy, titles, <META> description tags.
  8. 8. Organic Best Practices • Design a user-friendly site that is searchable • Use with caution: Javascript, flash, DHTML, frames, cookies, session IDs, more than 3 URL parameters • Always have 2 forms of navigation: user and search engine • Avoid excessive URL depth: more than 3 to 4 levels • Tailor search terms and web pages for your audience • Site should have: Home, FAQ/Help, About Us, Contact Us, Site Map, Links/Resources, Products/Services (when appropriate) • Each page needs a unique, focused title relevant to the content and incorporates keywords. Don’t use company name. • Get links to your site on other RELEVANT sites.
  9. 9. Organic Best Practices • Do NOT spam the search engines or you could be banned! • Keyword stacking or stuffing, unrelated keywords • Hidden text and links, tiny text (under 10pt) • Duplicating pages and sites (same content, different URLs) • Doorway/Gateway/Ghost pages – overly optimized, well- ranked pages that redirect to “real” site. • Page redirects (with Refresh Meta tag) • “Link farms” used to increase link popularity scores
  10. 10. Directory Listings Intro • Before search engines, Yahoo! search directory was the only game in town • A “directory” differs from an “engine” in that it doesn’t index web pages or content. • Human editors review submitted site & put it in a category/subcategory structure • Only the URL and short description is recorded • Yahoo! is $300/year, Open Directory Project is free (ODP feeds Google).
  11. 11. Directory Best Practices • Choose a very specific category and subcategory in the directory • Locate your competitors in the directory • Register with “second tier” directories. They offer specialty or niche listings.
  12. 12. Paid Advertising Intro • With pay-per-click (PPC), you pay each time someone clicks on your ads • Two major (& most expensive) players are Overture (owned by Yahoo!) and Google AdWords • Smaller players are FindWhat, Espotting • Start an account w/credit card, create word ad, bid on ad keywords in auction • Lots of ads? Mgmt tools available
  13. 13. PPC Best Practices • Calculate what a “click” is worth to your company before PPC campaign • Be aware: about 20% of browsers don’t trust ads and won’t click on them • Review & follow PPC guidelines • Do not use superlatives (such as greatest, largest, best, etc.), all capital letters, or exclamation points. • Do not put contact information such as phone numbers or e-mail addresses in the ad. • Make sure the ad matches the site content.
  14. 14. Sample Site Analysis
  15. 15. Sample Site Analysis
  16. 16. Sample Site Analysis Page Area Description / Recommendation Page Title All page titles are “Aegis Metal Framing.” Each page should have a unique, focused title relevant to the content and should incorporate specific keywords. Make the title read like a newspaper headline. Don’t target your company name. Section A These navigation buttons are graphics and will not be read by the crawlers. Include a second, text navigation system at the bottom of the page for the crawlers. Section B This is the only text on the home page that the crawler can read. Unfortunately it is a 9 point font. Some search engines consider very small fonts (below 10 point) to be spam and will ignore it. The font should be increased to 10 or 11 point. Section C This is the site navigation menu. All items are graphics (rather than text) and are ignored by the crawlers. Include a second, text navigation system at the bottom of the page for the crawlers. Section D This company contact information is important, but it isn’t indexed since it is a graphic. This should be changed to plain text.
  17. 17. Resources • Search engine syntax and extras • “”. Shows what the engine has in the index for the site. • “define:your_word”. Searches web for definitions. • Built-in calculator. Type in your calculation on the search bar and press Enter. (e.g. 7*25+33) • Package tracker. Enter your package tracking number (FedEx, UPS, USPS) for a status. • Stock price check. Enter stock symbol. • Street maps. Type in US address w/ city or zip. • For a list of Google operators see:
  18. 18. Resources • Search engine guidelines • Google: • Yahoo!: • MSN: t=SEARCH_WEBMASTER_REF_GuidelinesforOptimizingSite.htm • Open Directory Project • • Search Engine Watch – tips, articles, news •