Seo On Page & Off Page Optimization


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Search Engine Optimization Activities. How to carry SEO?
Know how to start Search engine optimization at basic level?
On & Off Page Optimization in SEO.

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Seo On Page & Off Page Optimization

  3. 3. AGENDA » » » » » » » » » What is SEO? Web Hosting Server SEO Process Keyword Research On Page Optimization Off Page Optimization Google Updates Benefits of SEO
  4. 4. WHAT IS WEBSITE & HTML WEBSITE – » A Group of Web Pages Linked Together » Each Page is made of HTML and CSS » Each Page can also include Images HTML – » HTML is the code that makes up the web » HTML is the structure of a Web Page » HTML is also the Content of a Web Page » CSS is the styling of a Web Page
  5. 5. VERY BASIC HTML PAGE <html> <head> <title> Some Title </title> <meta name=“description” content=“some content”/> </head> <body> Your content </body> </html> HEAD SECTION CONTENT SECTION
  6. 6. WEB HOSTING What is Server?  Server in a simple language is a computer with advanced hardware specifications. It is used to run, control multiple computers and other devices. It also helps to provide services to other devices like mobile, networks, internet. For example we recharge our mobiles through servers and even talk on phone with the help of servers .  Simply to run a website we need a server which is technically called WEB HOSTING
  7. 7. CONTD.. Who Owns Web Hosting Servers  There are professional web hosting companies who are dedicated to web hosting Business Ex –,  You can pay these hosting companies to run your website globally. All you need to do is create your website and upload your website on a server. However you need to pay these hosting companies before uploading your website
  8. 8. CONTD.. Can I make my own server and host my website at home for my office  Yes you can but its expensive and you need 24/7 Electricity and Internet non stop. So its advisable to outsource your website hosting to a professional company How Does Search Engines like Google Work  Every Search Engine like Google has there own server and there servers are designed to make there search engines better.  Google has approximately 4,50,000 Servers world wide Do not confuse your self between Hosting Server and Google Servers or any search engine servers.
  9. 9.  Servers can be used for multiple purpose like web hosting, printer servers, mobile server and for any technological use a server can be developed  Similarly Google has its own servers for its search engine called Google
  10. 10. SERP A Search Results Page Making a Search • Enter a Search Term • Hit Search • SERP is Displayed • User Clicks Search Result The higher up the rankings the more likely you are to be clicked.
  11. 11. WHAT IS SEO?  Optimizing your website through and for search engines like Yahoo, Google, MSN and other is called search engine optimization.  Optimization means to increase the volume of online users to your website through search engines like Google.  Better SEO will lead to better traffic (users) to your website
  12. 12. WHAT IS SEO? Create Content Optimization Analysis Indexation Get Visitors
  13. 13. METHODS OF SEO » Getting Indexed ˃Leading search engines use crawlers to find pages for their algorithms ˃Crawlers look at a number of different factors while crawling a site • Increasing Prominence + + + + Cross Linking between pages of the same website Content that includes frequently searched keywords Updating Content URL Normalization
  14. 14. SEO EXAMPLE
  15. 15. SEO PROCESS
  16. 16. KEYWORD RESEARCH Keyword Research helps to find best keywords that can be used to optimize website for ranking in search engines. Strategy 1. Finding ROI Keywords. 2. Neglecting Negative Keywords 3. Finding Keyword Synonym Keyword Research Tools 1.Adword Keyword planner 2. Word Tracker. 3. Bing Keyword Tool
  17. 17. CONTD.. Login to Google Ad words Keyword Tool » Enter your list of keywords and add there search results as well. 1. Select Keywords which are close to your business category. 2. Avoid Keywords which gives Negative Traffic or Low Conversion Traffic.
  18. 18. TAGS IN ON PAGE OPTIMISATION Meta tags are html codes added to a web page that tell search engines what the website is about. Your choice of meta tags will influence how your site is described by a search engine and how highly it appears for different search terms. That said, they are only one of several factors, not a magic solution to appearing top. The 3 most important meta tags for search engines are Title, Description and Keywords. Title - includes main keywords on which you need rankings in search engines. Limit – 75 Characters
  19. 19. CONTD.. Meta Keywords - are secondary tags - least important to Google but Yes to yahoo. Limit 250 Characters Description Tag - This is 2 lines in brief about the page content which will be displayed in search engines when a user is searching with specific keywords.
  20. 20. CONTD..
  21. 21. FACTORS FOR QUALITY SEO » No spelling mistakes or grammatical errors » Links – Keywords –Website should be on same domain » Links should be submitted finally » Page Rank should be higher or equal » Anchor text
  22. 22. WEBSITE BASICS When you have a site designed by Website Designer as part of our search engine optimization process, we include these tags in all pages. You may prefer to write them yourselves (or at least write the Title and Description) yourself, as these are visible to your potential customers you will be addressing them directly with your message. If you're creating your own website and are not sure how to enter the meta tags into your html code, they should go just below the <HEAD> tag and look something like this:
  23. 23. CONTD.. <HEAD> 1. <TITLE>Keywords or Main Title</TITLE> 2. <meta name="keywords" content="a list, of keywords, separated, by commas"> 3. <meta name="description" content="A description written as a normal sentence"> Description very important for On page should include keywords as a form. 4. No Follow Tags - <a href=”” title=”keyword” rel=”nofollow”>keyword</a> (If you add a link of your partner or any other website like above then it is considered no follow for search engines) 5. <meta name="author" content="SEO-WATCH"> 6. <meta name="language" content="en-us"> Creating HTML Pages / Editing Websites in HTML Pages to Add Keywords
  24. 24. ON PAGE OPTIMIZATION In search engine optimization, on-page optimization refers to factors that have an impact on your Web site or Web page listing in natural search results.
  26. 26. ON PAGE ACTIVITIES  Keyword in URL - While making pages make sure the extension matches your keyword  Keyword in Domain name – Buy a domain name with good keyword combination  Keyword density – Increase the number of keywords in the page on which you are trying to optimize your website without making the content look bad  Keyword font size - Bold Italic shows greater importance to Google  Strong is treated the same as bold, italic is treated the same as emphasis“
  27. 27. ON PAGE ACTIVITIES » Keyword in Title tag - Title tag 10 - 60 characters, no special characters
  28. 28. ON PAGE ACTIVITIES  Keyword in Description meta tag –Shows theme - less than 200 chars. Its easy for Google to catch
  29. 29. CONTD..  Keyword in meta tag - Shows theme - less than 10 words. Every word in this tag MUST appear somewhere in the body text. If not, it can be penalized for irrelevance.
  30. 30. VIDEO OPTIMIZATION » The goal when working with video SEO is to have your video content appear in video search engines as well as in the organic search results for major search engines-with traffic being directed to your site
  32. 32. OFF PAGE OPTIMISATION Off Page Optimization is process of optimizing the website for search engines by submitting links or doing activities on other websites. It is Also called as Link Building. In search engine optimization, off-page optimization refers to factors that have an effect on your Web site or Web page listing in natural search results Off-page SEO is the process of optimizing your web pages outside your website by getting links back to it as the only thing you can do outside your website is to build links back to it.
  34. 34. OFF PAGE OPTIMISATION Forms of Link Building are:  Reciprocal link/ Link Exchange  Originally known as Internet Link Exchange or ILE.  It was founded in March 1996 by 23-yearold Harvard graduates Tony Hsieh and Sanjay Madan  A reciprocal link is a mutual link between two websites, to ensure mutual traffic.
  35. 35. OFF PAGE OPTIMISATION  Directory Submissions  A submission of a web site, its address, and description to a directory that allows submission by site owners  
  37. 37. OFF PAGE OPTIMISATION  Social Bookmarking  Enables users to add, annotate, edit, and share bookmarks of web documents  Tagging is a significant feature of social bookmarking systems, enabling users to organize their bookmarks in flexible ways and develop shared vocabularies
  38. 38. OFF PAGE OPTIMISATION  Blog Submission  Increase traffic to your Blog  Visitors from Blog Directory  Increase organic traffic from search engines  Page rank Increment  Blog will be submit under right category and get the result through keywords in search engines  Brand Name Reputation
  40. 40. OFF PAGE OPTIMISATION  Local Listings A special section on search engine result pages reserved for local businesses that match a particular search criteria. These listings are often accompanied by a map.
  41. 41. OFF PAGE OPTIMISATION       Classifieds Submission Under classified submission, one can submit his classifieds over the net With the help of classified submission service, you can display your requirement to the outside world It helps in popularizing a website. Much like newspaper classifieds, its a form of advertising where small impressive ads placed on special classified – ad websites to grasp the attention of viewers. Posting the ads in the country specific classified sites would help us in driving targeted Geo-graphic traffic.
  43. 43. OFF PAGE OPTIMISATION  Article Submission  SEO articles are specifically written with search engines in mind, they incorporate the key words and groups of words that we, at iNet, know are the most searched for your particular industry or business.  SEO articles enhance your web site’s standing in the online community by broadening its scope and businesses profile.  SEO articles have tremendous benefit in driving themed or relevant traffic to your site.
  45. 45. OFF PAGE OPTIMISATION  Press Release  An SEO press release or 'search engine optimized' press release is first and foremost a way for your organization to communicate 'newsworthy' information to media and press contacts.  It is written in such a way that it will rank well in the search engines for valuable and high-trafficked keywords and provide your website with important backlinks that will also benefits your search engine rankings for the long-haul.
  46. 46. OFF PAGE OPTIMISATION Page Rank – Google Increases page rank according to number of back links to your webpage. Page Rank Is important algorithm for Google as it helps Google to know the quality of page & accordingly ranks in its SERP “Search Engine results pages“ Back Links – How many backlinks does a page have Page Rank of Referring page – Back link from good page rank websites helps to rank your website better Life of Link or Age – How Old is link – It creates trust on internet and thus helps to promote your webpage Anchor text – do not change anchor text links once created, may reduce the importance of page in search engine Outgoing links –Links on your website leading to other websites. Try to minimize the number of links that you add to your website, make sure you have equal number of back links added on other websites
  47. 47. OFF PAGE OPTIMISATION What is Link Exchange & Types One Way Link Exchange, Two Way link exchange, Three Way Link Exchange One Way Link Exchange is a process where only 1 party agrees to add a link.  For ex- X & Y, X is ready to add your link on his website and not expecting you to add his link. Sources of 1 ways links is directories, Social Bookmarking, articles websites, Own Blogs and any other source offering your one way link. 2 Way Link Exchange – this is a process where 2 website with same business or theme link to each other by adding there back links with keywords hyper linked. Drop email websites on Internet in similar or related business and request them to be your link partners. Directory Submissions - You can submit link to good directories. Just add your keyword, Backlink, description and submit few other details. You can expect a link on those directories in 24hrs to few months. You can get data of those directories from below link.
  48. 48. OFF PAGE OPTIMISATION Article Submissions – Create good articles about your product or services and then post them on top article websites. Back link important keywords to your website and leave a link to your website as well. Counts as a good back link. Example websites - Social Bookmarking - Sites Like Digg are famous for posting live stories or news. They have internal ranking system called digging. Users may digg any story they like and help to increase there rank on digg. Page with highest rank are promotes and shown on home page of digg. Social Booking is used in SEO to submitt every page of our website on which we want rankings in search engines. Blogging - writing or installing your own blog helps to get good traffic to your website. In fact Google Loves blogging as it promotes discussion commenting etc. Forums – Forums is great from Internet Marketing and search engine optimization point of View Google Loves Forums. This is a discussion board where you can discuss about your problems related to your product or services etc. Press releases – Quite similar to Press release of a newspaper. Write PR and post then online PR websites. However no benefit from back link point of view. Good for branding
  49. 49. ROBOT EXCLUSIONS What is No Follow and Do Follow – "No-follow" provides a way for webmasters to tell search engines "Don't follow links on this page" or "Don't follow this specific link.“ Originally, the no-follow attribute appeared in the page-level meta tag, and instructed search engines not to follow (i.e., crawl) any outgoing links on the page. For example: <meta name="robots" content="nofollow" /> Before no-follow was used on individual links, preventing robots from following individual links on a page required a great deal of effort (for example, redirecting the link to a URL blocked in robots.txt). That's why the nofollow attribute value of the rel attribute was created. This gives webmasters more granular control: instead of telling search engines and bots not to follow any links on the page, it lets you easily instruct robots not to crawl a specific link.
  50. 50. ROBOT EXCLUSIONS For example: <a href="signin.php" rel="nofollow">sign in</a> How does Google handle no-follow links? This means that Google does not transfer PageRank or anchor text across these links. Essentially, using no follow causes us to drop the target links from our overall graph of the web. However, the target pages may still appear in our index if other sites link to them without using nofollow, or if the URLs are submitted to Google in a Sitemap. Also, it's important to note that other search engines may handle no follow in slightly different ways.
  51. 51. ROBOT EXCLUSIONS What are Google's policies and some specific examples of no-follow usage? Here are some cases in which you might want to consider using nofollow Untreated content: If you can't or don't want to vouch for the content of pages you link to from your site — for example, untreated user comments or guestbook entries — you should nofollow those links. This can discourage spammers from targeting your site, and will help keep your site from inadvertently passing PageRank to bad neighbourhoods on the web. In particular, comment spammers may decide not to target a specific content management system or blog service if they can see that untreated links in that service are nofollowed. If you want to recognize and reward trustworthy contributors, you could decide to automatically or manually
  52. 52. ADVANTAGES OF OFF PAGE IN SEO  Increases Visits.  Increases Visibility on search Engines.  Get Quality Back links  Increases your website Authority  Get Position on Search Engine Ranking Positions  Get Huge traffic to your website.
  53. 53. GOOGLE PANDA UPDATE Google Panda was an algorithm update that used artificial intelligence to look for similarities between websites on the below parameters: 1. Site Design 2. Speed 3. Content 4. Bounce rate It has included new ranking factors and significantly downgraded the importance of older ranking factors like PageRank.
  54. 54. CONTD.. Implementation Date: 1. The original rollout in February 2011, and the effect went global in April 2011. 2. Panda update began rolling out on January 22, 2013.
  55. 55. HUMMINGBIRD UPDATE What’s “Hummingbird?” » It’s the name of the new search algorithm that Google is using, one that Google says should return better results. Why is it called Hummingbird? » Google told us the name come from being “precise and fast.”
  56. 56. CONTD.. What type of “new” search activity does Hummingbird help? » “Conversational search” is one of the biggest examples Google gave. People, when speaking searches, may find it more useful to have a conversation. » “What’s the closest place to buy the iPhone 5s to my home?” A traditional search engine might focus on finding matches for words — finding a page that says “buy” and “iPhone 5s,” for example.
  57. 57. PENGUIN UPDATE Google Penguin is a code name for a Google algorithm update that is aimed at decreasing search engine rankings of websites that violate Google’s Webmaster Guidelines for the declared black-hat SEO techniques such as:  keyword stuffing  cloaking  participating in link schemes  deliberate creation of duplicate content The main target of Google Penguin is spamdexing (including link bombing).
  58. 58. CONTD.. Google Penguin Feedback Form:  To report web spam that still ranks high after the search algorithm introduced  Website Owners who think that their site got unfairly hit by the update Implementation Date:  It first announced on April 24, 2012.  Penguin 3 was released October 5, 2012
  59. 59. ALEXA  What is alexa: Alexa provides information about websites including Rank, Related Links, Online Reviews Contact Information and Search Analytics for SEM and SEO optimization. The Alexa Toolbar is a browser add-on that shows data about sites as you surf the web
  60. 60. ALEXA
  61. 61. FEATURES OF ALEXA  Traffic  Backlinks  Alexa is online website ranking tool  World and local ranking in a country  Where our website is stand on search engine  Competitors keywords  From where traffic is coming to our website and competitor’s website  And where traffic is moving(Going) after our website
  62. 62. BENEFITS OF SEO 1. SEO makes you stand you out among millions of website on net 2. Definite increase in traffic 3. Higher Brand Credibility, People Trust Google 4. Better ROI than normal Ads 5. Your Competitors are doing it 6. Take Business to Next Level 7. The results are Low Cost 8. The Results are permanent 9. Free targeted Traffic 10.Higher Sales
  63. 63.
  64. 64. QUESTIONS