Look at the Complete tutorial of SEO which includes all the concept of On Page & Off Page SEO

1. Search Engine Optimisation

2. Assumptions
• Tag optimisation <H1>, <H2>, <B>, <TITLE>
• Content is King
• Inbound links
• Anchor Text
• Keyword Density
• Keyword Frequency
• Expert / Authority Sites
• Parental Documents
• On-Page SEO / Off-Page SEO

3. SEO resource vs PPC resource
Why SEO is more important
• Q4 is coming; PPC ROI goes down, bids up, competition everywhere.
• Direct-To-Merchant deals more difficult to land.
• Google disabling “routing/jump” pages.
Return of the Portal
• Still use PPC, but reinvest spend on your brand.
• Build portal, do it properly.
• Free natural traffic is extra revenue.
• Add to favourites, email capture.
• Campaign deals, CPM/CPC hybrids.
• Tangible asset.

4. Writing for Search Engines – On Page SEO
Well crafted content is good for:
• Human beings
• Accessibility
AND
• Search Engines
You don’t need to compromise.
RELEVANCY RELEVANCY RELEVANCY

5. Body Text
• The initial content, the first 2-3 paragraphs, is the MOST IMPORTANT. Especially the first
150-200 characters.
• Keyword Phrases (used by your target user/market) presented consistently and
logically throughout body text will boost rankings.
• When possible, Keyword Phrases should be used at the start, or near to the start of
paragraphs.
• Ideal target is 200 – 300 words per page.

6. Things you may not know.
• The Title tag has a stronger weight with regards to Googles ranking – BUT – Google
will try to match keywords and phrases in the Title tag with links and text in the page.
• Title tag should be varied to reflect each page. First 60 characters are the most
important, title tag should be no longer than 15 words.
• Keyword density of around 2-7% is recommended (won’t trip filters).
KD = “Keyword Count” divided by “Total Words” x “100”.
• Keyword frequency (repetition) of around 3-7 times per 100 words is recommended.
• Keyword prominence – words at the beginning of a page, paragraph, header are
assigned a greater value than those at middle or end.
• Keyword proximity – the distance between 2 related terms, the shorter the
difference the better the page will rank for that phrase.

7. Links and Attributes – Off Page SEO
• Links are your currency on the web and are your net worth.
• Not all links are equal, a reciprocated PR4 guest book link is not the same as an on
topic PR4 link from an authority site.
• Focusing on one aspect of a link (PR, anchor text, placement) neglects the
understanding each link can have on your rankings.
Copywright Greenlight

8. The Link Exchange
10
9
8
7
6
5
4
3
2
1
0
On Page Placement Anchor Text Expertise 3rd
Party Authority Parental Authority Honesty / Integrity
 Total score for this link = 48 out of 60
Copywright Greenlight

9. The Link Exchange
10
9
8
7
6
5
4
3
2
1
0
On Page Placement Anchor Text Expertise 3rd
Party Authority Parental Authority Honesty / Integrity
 Guest book link = 16 out of 60
Copywright Greenlight

10. The Link Exchange
10
9
8
7
6
5
4
3
2
1
0
On Page Placement Anchor Text Expertise 3rd
Party Authority Parental Authority Honesty / Integrity
 Guest book link = 9 out of 60
Google decides not to value anchor text so heavily in its
next update and cranks up its honesty filter.
What if 3rd Party Authority is considered the ‘new
black’?
The value that you had accrued in Anchor text is
devalued, and you have little value in the currency that is
flavor of the month.
If Anchor text is your only currency, then a devaluation
of your key link currency WILL hurt your rankings.
Copywright Greenlight

11. Links and Attributes – Off Page SEO
• Links have different qualities, weightings and attributes.
• The weightings change making links worth more or less each update.
• If you drop in rankings you may not have been penalised, just have less of the “in-
currency”.
• Important as you need to know what links to go after as they right links can take a
long time.
Copywright Greenlight

12. Search Engine Optimisation – Best Practice
Keyword Rich Title Description
Spider Friendly URL
Keywords in URL
<h1> For Page Heading
Search Engine Friendly Keyword Rich Text
Text Based Menu Links
Where is a good example of SEO?

13. Search Engine Optimisation – Kelkoo Rewarded
433,000 UK Pages indexed by
Google
Clear, keyword rich page
descriptions invite click throughs
Precise Page Titles

14. Dynamic URLs and Solutions
• Spiders *can* be put off from crawling your site by heavily dynamic URLs
http://www.domain.co.uk/session.php?=F38cmdu03/product.aspx?ID=7563&CID=100
• Eliminate sessionIDs for spiders.
• Re-write the URL as:
http://www.domain.co.uk/7563/100
Shorter, cleaner and spider friendly! One for your technical team.
• MOD_REWRITE for Unix/Linux based systems.
• ISAPI_REWRITE for Windows based systems.
Check with your host if you are able to install these modules, if not, you will need to
change hosts.

15. Robots.txt
Robots.txt
Robots.txt – A text file that you place on your server which
instructs search engines spiders to NOT crawl a page on your site.
Always use on the following pages:
Pages under construction, CGI-BIN, Redundant information.
Always use a robots.txt file even if its empty.
Here is an example:
User-agent: *

16. Questions?