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Introduction to SEO Basics


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Introduction to SEO Basics including On Page and Off Page Optimization. Also a Basic idea on Structured Data, Data Highlighter and Schema.Org

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Introduction to SEO Basics

  1. 1. Contents • What is SEARCH ENGINE? • Architecture of Search Engine • What is SEARCH ENGINE OPTIMIZATION? • Examples of where the Keywords are used • What helps Google to index a page? • How Crawling and Indexing can be controlled? • Introduction to Data Highlighter, Structured Data and • Types of Optimization
  2. 2. What is Search Engine? A search engine is a software system that is designed to search information’s on the World Wide Web. The search results are generally presented in a line of results often referred to as search engine results pages (SERPs). The information may be a of web pages, images, information and other types of files .
  3. 3. Examples of Search Engines,
  4. 4. Architecture of Search Engines The architecture of search engine has the following components: • Crawling • Indexing • Serving Results
  5. 5. Crawling Crawling is a process by which Googlebot discovers publicly available webpages and analyses the links on those pages by browsing content on the web. The crawl process begins with a list of web addresses from past crawls and sitemaps provided by website owners. The crawler goes from link to link and brings data about those webpages back to Google’s servers. (Googlebot -Google Crawler)
  6. 6. Indexing The process of saving all the information’s as a database from those that are collected by the crawler is called Indexing. The Indexer will have every information that were crawled such as ,all the words the crawler sees, their location on each page, key content tags, attributes, internal links, external links etc.. (Google Page Index is how many pages from your website that Google has seen and has stored in its database.)
  7. 7. Cont…. Google essentially gathers the pages during the crawl process and then creates an index. The Google index includes information about words and their locations. When a user search, at the most basic level, Google’s algorithms look up the search terms in the index to find the appropriate pages.
  8. 8. Serving Results The process of fetching out more relevant results from the Google index, which matches the users query is called Serving Results. Based on the users query, Google fetches out results from the number of pages that google has already indexed and then displays relevant results to the users query.
  9. 9. What Is Search Engine Optimization (SEO)? SEO Stands for Search Engine Optimization. SEO is all about optimizing a web site for Search Engines. SEO is the process of designing and developing a web site to rank well in search engine results. SEO is to improve the volume and quality of traffic to a web site from search engines. SEO is the art of ranking in the search engines. SEO is marketing by understanding how search algorithms work and what human visitors might search.
  10. 10. What is a Keyword? A keyword tells the search engine what kind of results to bring back to the user (searcher) in the search results page. For example , If the user wants to know about Smartphones, he may search it in different ways such as, “Smartphone”, “buy Smart phone” , “smartphones”, “Latest smartphones”, “Latest smartphones in market”, etc…. These are said to be the Keywords.
  11. 11. What is Keyword Density? Keyword density is the number of times a keyword is found in your page content amidst all the other content. The keyword density should be 2 to 3 in percentage. For example, if you have a Web page with exactly 100 words on it including all headlines, captions, alt text, and advertising, and you have a keyword phrase that is on the page 3 times, your keyword density is 3%
  12. 12. Bad Usage of Keywords: Keyword Stuffing
  13. 13. Keywords appears on the following
  14. 14. Where Are The Keywords Used? Meta Title or Title Tag
  15. 15. Where Are The Keywords Used? Meta Description Tag
  16. 16. Where Are The Keywords Used? Domain
  17. 17. Where Are The Keywords Used? Home Page Title Tag or Page Title
  18. 18. Where Are The Keywords Used? Page Content
  19. 19. Where Are The Keywords Used? Heading Tags
  20. 20. Where Are The Keywords Used? Anchor Text
  21. 21. Where and How Keywords Should be used? Internal Links
  22. 22. Where Are The Keywords Used? First words of a content
  23. 23. What Helps Google to Index a Page? • Internal links are links that point from one page of a website to another page of the same website. Internal links helps the users and the search engine robots to navigate and learn the website thoroughly. • Sitemaps helps fast track the information in a website for the Search Engine Crawlers and make all of the pages of a site readily available from one page. • Inbound link or Backlink are links that come from another website to your website. • Outbound link or external links are links that goes to another website from your website.
  24. 24. How Crawling and Indexing can be Controlled? • robots.txt: A "robots.txt" file tells search engines whether they can access (webpages) and therefore crawl parts of your site. • noindex: It help prevents the page from being indexed. • nofollow: It prevents the Googlebot from following links from a page. • nosnippet: It prevents a snippet from being shown in the search results. • noarchive: It prevents Google from showing the Cached link for a page. • unavailable_after:[date]: It lets you specify the exact time and date you want to stop crawling and indexing of this page. • noimageindex: It lets you specify that you do not want your page to appear as the referring page for an image that appears in Google search results. • none: It is equivalent to noindex, nofollow.
  25. 25. What Is a Page Rank(PR)? PageRank is what Google uses to determine the importance of a Web Page. It's one of many factors used to determine which pages appear in search results. PageRank was developed by Google founders Larry Page and Sergey Brin at Stanford. The name PageRank likely comes from Larry Page.
  26. 26. How PageRank is Measured? PageRank is Google's determination of how popular your website is compared to other sites on the web. It ranks the site on a scale by counting the number of other sites that link to your site (Backlinks). The more sites that link to you, the higher your PageRank will be. Depending on how high the PageRank of the site that links to you is, the more it will influence your own page's PageRank. (Backlinks are considered as votes to rank a page)
  27. 27. What are Google Snippets? Snippets are the few lines of text that appear under every search result that are designed to give users a sense of what’s on the page and why it’s relevant to their query.
  28. 28. What is Structured Data? Structured data helps Google understand the content on your site, which can be used to display rich snippets in search results.
  29. 29. Types of Structured Data? Data Highlighter to now cover eight types of structured data, which allows webmasters to easily tag key fields on their sites for the applicable structured data. The tool now includes the following types: • Events • Products • Local businesses • Articles • Software applications • Movies • Restaurants • TV episodes
  30. 30. Structured Data Markup Helper tool (Step 1)
  31. 31. Structured Data MarkUp tool (Step 2)
  32. 32. Data HighLighter Tool
  33. 33. What is a Data HighLighter? Data Highlighter is a webmaster tool for letting google know about what pattern of structured data is on your website. You can tag the data fields on your site with a mouse. Then Google can present your data more attractively in search results (Snippets) and in other products such as the Google Knowledge Graph. For example, if your site contains event listings you can use Data Highlighter to tag data (name, location, date, and so on) for the events on your site. The next time Google crawls your site, the event data will be available for rich snippets on search results pages
  34. 34. Data HighLighter Results
  35. 35. WHAT IS SCHEMA.ORG? It is a website that provides a collection of schemas(syntax), i.e., html tags, that webmasters can use ( in source code) to markup their pages in ways recognized by major search providers. Search engines including Bing, Google, Yahoo! and Yandex rely on this markup to improve the display of search results, making it easier for people to find the right web pages. On-page markup helps search engines understand the information on webpages and provide richer results
  36. 36. Types of Optimization • On-Site Optimization • Off-Site Optimization
  37. 37. On-Site Optimization • On-site SEO includes the specific actions you take on your webpages/websites to increase your search engine position. • It basically tells search engines and users (searchers) what each page on your website is about. • These factors are controlled by you or by the coding on your page. • Examples of on-page optimization include actual HTML code, meta tags, keyword placement, keyword density, etc.
  38. 38. Title Optimization • A title tag should be short but descriptive enough for your visitors to identify your website or business. • Out of thousands results that a searcher sees, your site’s title has to be appealing enough to find out more information. • On the other hand, your title has to be appealing enough so that google can rank you above thousands of other similar websites like yours.
  39. 39. Title Tag Optimization
  40. 40. Meta Tags Optimization • 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.
  41. 41. Important HTML Tags • It is necessary for you to highlight certain parts of your website that you want your readers to look at. • There are several tags in html which allows you to do so. For instance – the header tags [h1] [h2] [h3], Bold [strong], Italic [em] etc. • The text inside your header tags (e.g. [h1]) is given very high importance by the search engine. Usually you can use them to define the page/post titles or the important sections of your website.
  42. 42. Header Elements • 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.
  43. 43. Text Styles • 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. • Quote: This is very useful when you are quoting from someone.
  44. 44. Keyword Optimization and Synonyms 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 you will need to have some sort of balance between your keywords & your content. • Research on Keywords • Acceptable Keyword Density • Synonyms and Related Keywords • Long Tail Keywords
  45. 45. Link Optimization It is important to optimize your internal & external outbound links for search engines as well as to give your visitors a better navigation. • Anchor text • internal link structure
  46. 46. Image Optimization Use some special tags for your images in order to give them some meaning. • Alt text • filename • image title • Image Linking
  47. 47. Off-site optimization Off-page Optimization is optimization done off the Page, like getting relevant links from other sites, link exchange with quality relevant sites, choosing relevant anchor text from the perfect location on the different pages of different sites etc.,
  48. 48. Press Releases SEO Press Releases written in such a way that it will bring traffic for your keywords and provide your website with important backlinks that will also help boost up the traffic for a website.
  49. 49. Article Submission Article submission is a great resource for increasing traffic to your website and also getting one way links back to your site
  50. 50. Social Media Optimization Social media optimization (SMO) is a set of methods for generating publicity through social media, online communities and community websites
  51. 51. Directory Submission Directory submissions help website owners increase visibility to search engines, keyword targeting, brand building, relevant link building and getting listed in major search engines.
  52. 52. Link Exchange The practice of exchanging links with other websites. You place another sites link on your site, usually on a links page, and in return, the other site places a link on their site back to you. (Reciprocal link, One-way linking, Multi- way linking, Forum signature linking, Blog comments, one way linking)
  53. 53. Blogging Blogs can achieve solid ranking faster than regular websites. A blog is easier to publish than a regular website, so you can post content to it more often. Search engines like websites with frequently updated content.
  54. 54. Essentials while optimizing a Site: • What Search Engines Are Looking For • What Search Engines Are NOT Looking For
  55. 55. What Search Engines Like • Content: Is determined by the theme that is being given, the text on the page, and the titles and descriptions that are given. • Performance: How fast is your site and does it work properly? • Authority: Does your site have good enough content to link to or do other authoritative sites use your website as a reference or cite the information that's available? • User Experience: How does the site look? Is it easy to navigate around? Does it look safe? Does it have a high bounce rate?
  56. 56. What Search Engines Do not like • Keyword Stuffing: Overuse of keywords on your pages. • Purchased Links: Buying links will get you nowhere when it comes to SEO, so be warned. • Poor User Experience: Make it easy for the user to get around. If you know your bounce rate it will help determine other information about your site. For example, if it's 80 percent or higher and you have content on your website, chances are something is wrong.
  57. 57. What is important for your online success? • Identify your target audience • Discover your competitors • Find out keywords, that your target audience use • Build content, site structure and internal navigation with respect to SEO and important keywords • Public outside your web • Acquire external links to your website • Monitor your traffic • Evaluate results and do improvement