Immerse yourself in five days of SEO Training and learn tips and tricks, do and don't of Search Engine Optimization

1. Search Engine
Optimization SEO
Training
Presenter:
Dushyant Verma
Marketing Manger
The Digital Group Inc.
SEO Guide
LinkedIn Profile - https://www.linkedin.com/in/dushyantverma/

2. Content in this Presentation
 The Search Landscape – Day 1
 How Search Engines Work - Day 2
 Building Accessible Sites - Day 3
 Conducting Keyword Research - Day 4
 Link Building Strategies
 Social Media & the Web’s Influencers
Day 5

3. SEO Guide
The Search Marketing Landscape
Day - 1

4. The History of Search
Engines

5. Global Search Survey - 2012

8. 8
Introduction to the various ways in
which you can market your
business online.

9. Organic vs. Paid Search
Organic
Paid

10. Organic vs. Paid Search
90% of Clicks
10% of Clicks

11. Click-Through Rates

12. Vertical Search

13. Local Results
Probably doesn’t get traffic
like most “#1” results
Completely different ranking
algorithm than standard
search results

14. Image Results

15. Video Results

16. News & Blog Results

17. Shopping Results

18. Instant Answers

19. Instant Answers

20. Instant Answers

21. Instant Answers
News Results
Real Time Results
Local Results
Image Results

22. This Presentation Focuses on:

23. Common Search Engine
Principles
Spider | Crawler | Indexer | Database | Results Engine | WebServer

24. SEO Guide
How Search Engines Work
Day -2

25. Crawling & Indexing
Without links, the
engines might
never find this page

26. Calculating Query-Independent Metrics
Via www.opensiteexplorer.org

27. Many Domains vs. One Domain
VS.

28. Domain Authority

29. PageRank

30. The Flow of PageRank

31. PageRank is Split Evenly Between the
Links on a Page

32. PageRank is an Iterative Algorithm

33. Technically, Every External Link
“Leaks” PageRank

34. Nofollowing or Removing Links Can
Alter the Flow of PageRank

35. Or, at least it used to...
www.seomoz.org/blog/google-says-yes-you-can-still-sculpt-pagerank-no-you-cant-do-it-with-nofollow

36. Google Says they use PageRank to Crawl

38. Algorithmic Ranking Factors

39. Query Deserves Freshness (QDF)
QDF
QDF
Normal Results

40. Query Deserves Diversity (QDD)

41. Algorithmic Ranking Factors

42. SEO Guide
Building Accessible Sites
Day -3

43. Crawlability / Link Architecture

44. Duplicate Content & Canonicalization

45. Duplicate Content & Canonicalization

46. Canonical URL Tag

47. 301 Redirects
302s

48. Duplicate Titles & Meta Descriptions

49. Search Friendly URLs
www.nationalgeographic.com/animals/african-elephants
Single domain
Shallow folder structure
with relevant words
Keywords in page name,
separated by hyphen

50. Search UN-Friendly URLs
Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8
Unnecessary
Subdomain Dynamic URLs don’t perform as well
as static and engines recommend
against more than two parameters
No keywords in the URL string

51. Fixing Broken Links & 404s

52. Blocking Robots

53. Blocking Robots

54. XML Sitemaps
www.sitemaps.org/protocol.php

55. Webmaster Tools (Google)

56. Webmaster Tools (Bing)

57. Search Engine Guidelines
www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35769

58. Important Tags & Signals

59. Title Tags

60. Meta Descriptions

61. Tag Length Recommendations

62. Anchor Text
<a href=“https://www.yourlandingpage.com”> Organic Blueberries are here </a>
Start of the
link tag Link referral location Visible/anchor of the link Closure of
the link tag

63. Anchor Text

64. Page Copy

65. Image Alt Attributes
Good keyword
usage in the alt tag

66. Not So Important

67. Meta Keywords Tag

68. H1, H2, H(x) Tags

69. Search Engine “Submission”

70. SEO Guide
Keyword Research + Targeting
Day -4

71. The Goals of Keyword Research ?
is to find keywords which are searched often
so they can bring enough traffic but are not too
competitive so you can rank well for these
keywords

72. Determine Relative Volume Levels

73. Identify High Value Keywords

74. Predict the Effort Required to Rank Well

75. Choose the “Best”
Words/Phrases to Target

76. The Keyword Demand Landscape

77. The Long Tail of Keyword Demand
Top 100 terms: 5.7% of the all search traffic
Top 500 terms: 8.9% of the all search traffic
Top 1,000 terms: 10.6% of the all search traffic
Top 10,000 terms: 18.5% of the all search traffic
Experian Hitwise is a division of Experian that measures website traffic by collecting
data directly from ISP networks
Head terms are high volume in
searches, But may be very
competitive to attain.
Tail terms are high volume in
searches, But may be very
competitive to attain.

82. Tools & Tactics for Brainstorming
& Refining Your Seed List

83. Salespeople & Customers

84. Google AdWords Tool
Be Wary of
Match Type
https://adwords.google.com/select/KeywordToolExternal

85. MS AdCenter Excel Plug-In
www.seomoz.org/blog/using-the-adcenter-excel-plugin-for-keyphrase-research

86. Google Trends
Not Very Accurate
Sign In for Y-Axis Numbers

87. Internal Site Search Stats

88. Competitive Keyword Research
Restrict query
to competitor’s
domain

89. The Keyword Research Process

90. Start with Your Seed List

91. Create Spreadsheet w/ these Columns

92. Get Google Search Demand Numbers

93. Or Use PPC Campaign Data

94. Add Keyword Difficulty Data for Top Terms
We like using a weighted average of
the Page Authority metric

95. Target High Volume, High Value,
Low Difficulty Terms First

96. Measuring Keyword
Difficulty & Competition

97. Run Queries for Desired Term + Engine
Watch for vertical
results, which can skew
CTRs & visibility

98. Conduct a Competitive Analysis of Metrics

99. Tools Can Help Provide Scores

100. Tools Can Help Provide Scores
www.seomoz.org/mozbar

101. SEO Guide
Link Building Strategies
Day 4-5

102. What Goals Can Link Building
Help Us Achieve?

103. Bolster Individual Rankings

104. Improve a Domain’s Ability to Rank Pages

105. Achieve More Complete Indexation

106. Drive Traffic & Branding Awareness

107. Send Converting Traffic
Image Credit: websiteoptimization.com

108. The 8 Basic Kinds of Link Building

109. #1 - Manual Link Submissions/Requests

110. #2 - Competitive Link Research/Acquisition

111. #3 - Links via Embedded Content

112. #4 - Linkbait & Viral Campaigns

113. #5 - Content, Technology & API Licensing

114. #6 - Partnerships, Exchanges & Trades

115. #7 - Paid Links

116. #8 - Link Reclamation

117. Matching the Right Link Building
Strategies
to Your Organization’s SEO Goals

118. Links for Individual Rankings

119. Links for Domain “Authority”

120. Links for Indexation

121. Links for Traffic & Branding

122. Links for Conversion

123. Using Tools & Processes to Ease the
Challenges of Link Building

124. Tools for Competitive Link Research
• Yahoo! Site Explorer & Link Commands
• Open Site Explorer
• Top Pages

125. Yahoo! Site Explorer
Total num of links
coming to your
domain
Not necessarily followed & in
a somewhat random order

126. Yahoo! Link Commands
Less “accurate” than
Site Explorer
Lots of cool, useful modifiers
available

127. Open Site Explorer

128. Open Site Explorer
Highly Correlation w/ Rankings
Data updates monthly from the
Linkscape web index (approx. 60% the
size of Yahoo!/Google/Bing)

129. Open Site Explorer
Poor Anchor Text Spells Opportunity

130. Top Pages
Find which pages are
earning links (your
own & competitors)
404s? Reclaim them!

131. Ways Search Engines Judge the
Value of a Link

132. #1 - Internal vs. External

133. #2 - Anchor Text

134. #3 - PageRank
According to google if a webpage is giving away a link to another page then it is casting a
vote to another page. For example ,if a page A is linking back to page B then google sees it
as a vote from page A to page B

135. #4 - Trust Rank

136. #5 - Location on the Page

137. #6 - Use of Rel="Nofollow"

138. #13 - Link Type
Links can come in a variety of formats.
The big three are:
 Straight HTML Text Links
 Image Links
 Javascript Links

139. #13 - Link Type
Straight HTML Text Links
Image Links
Javascript Links

140. Tools for Quick Analysis
Get usable metrics
quickly as you surf

141. Tools for Quick Analysis

142. Social Media & the Web’s Influencers

143. Influencers on the Web

144. Topic Areas of Interest for Web Influencers
The D S Simon 2014 Web Influencers Survey found technology, entertainment, food & beverage and healthcare were the most interesting topics for
web influencers. This clearly creates an opportunity for communicators as well as insight into how to target your outreach for specific campaigns.
The table below shows a comparison of the subject matter interest levels amongst the different types of media.

145. Making Content Easy to Share

146. Making Content Easy to Share

147. SEO Guide
“Why is Social Media
important for Business?”

148. Popularity of the Social Networks
(As of January 2013) – Source: Techi

149. Breakdown on how some of the most popular social media platforms have been helping businesses attain their goals:

150. SEO Guide
“Choosing the Right Social Media
Platform for Business”

152. Adopt a strategy that
reflects your brand
and your customers’
behavior
Decide what
platforms work best
for your business
Determine how much
you can commit to
regular updates
Go where your
customers are and
start a conversation
Social Statistics

156. Algorithmic Ranking Factors

157. Social Media
Paid Marketing Methodology

158. Facebook Search ad
Placements

159. LinkedIn Search ad
Placements

160. Twitter Search ad
Placements

161. Algorithmic Ranking Factors
You have to do these
right, before you can
do these right

162. SEO Guide
Free SEO Tools
List of Tools:
Google Webmaster Tools
http://www.google.com/webmasters
Google Keyword Tool
www.adwords.google.com/select/KeywordTool
External
Website Grader
www.websitegrader.com
Check Backlinks & Anchor Text
www.bluebacklinks.com
Search Engine Spider Simulator
www.webconfs.com/search-engine-spider-
simulator.php
Alexa Ranking
www.alexa.com
SEO Book – Free SEO Tools
www.tools.seobook.com
Spy on Your Competitors
www.spyfu.com
Search Engine & Directory
Submission Tool
www.ubl.org
Press Release Article Distribution
www.prnewswire.com

163. SEO Guide
Thank You!