May 2014
By :-digital Marketing Paathshala
Contact No :-9999957255,9871549500
 What is SEO
 Relevancy
 Keywords
 Search Engines: How content is obtained
 Site / Domain Factors
 Page Factors
 Li...
 A subset of Search Engine Marketing
 Sometimes considered to be unique to SEM
 Focuses on the natural, organic relevan...
 The act of promoting content.
 The overall activity around using search engines
to market a site or online entity.
 In...
SEO SEM/PPC
Pros • Free (not including
resources)
• Searchers click on organic
search results more often
than paid PPC lin...
White Hat/Good vs. Black Hat/Evil
 White Hat
Follows search engine guidelines
Strives for best possible search engine
r...
 The overall goal:
◦ Search engines: to deliver the most relevant search
results possible
◦ Searchers: to find the most r...
Keyword Research
and Analysis
Analyze Site for Crawl /
Performance issues
Implement Optimizations Monitor results
Repeat a...
 The core of Search Engine Optimization
 Keywords are the terms used by searchers to find
information
 The goal is to l...
 Known keywords
Ask the business owner
Ask the customers
Check the current server logs or analytics tool
Check the si...
 Always include variations of keywords
Plurals (widgets, churches)
Synonyms (cruise, sail, journey, tour)
Stems (fish,...
 It depends on
the context & themes of your pages
the audience you’re targeting (researchers, buyers)
 Use keywords
T...
 Possible direction of search engines to determine
relevancy
◦ Site/folder structure
◦ Content text
◦ Link text
• Search Engines send “bots,” that spider the web.
• Crawls via hyperlinks
<a href=http://www.mysite.com/>
Content
Meta Data
Links
Theme
So what happens when a search engine bot visits
your site?
1. First, it checks for the robots.txt file for any
instruction...
 Site-wide control
 Adhered to by most search bots
 Can control access to areas of
your website
Disallow crawling of p...
 Page level control
 Placed as a meta tag
in the <head> portion
of your pages
 Controls who the
search bot crawls
throu...
 Robots.txt/Meta Robots conflicts
One set of instructions in robot.txt, different instructions in
meta robot
 Server pe...
 Dynamic URLs
Example:
www.mydomain.com/products/item.asp?
id=20&cat=bd&cty=102&sessionid=56720938762s345h10293847nnm6574...
GoogleGoogle
 Content-to-Code Ratio (example 203kb)
Code used to display page vs. Content that is displayed
(X)HTML + attributes & CSS...
 How to:
1. Obtain links to your site from authoritative sources
 Will get crawled/indexed organically
1. Submit your si...
 Trusted Feed to push your content into Google
 Generate Site Maps online -
http://www.xml-sitemaps.com/
◦ Can be used f...
 Domain / Site
 Page Elements
 Links
 Age of site
Builds prominence, credentials
Inbound link popularity into site
Topical inbound link relevancy into site...
 Age of document
 Freshness of document
 Page filename (use keywords, hyphens as separators)
 #/Quality/Relevance of i...
 One of the most important things you can do – fast
 Unique title for every page on your site
 Should contain one or tw...
 Code example:
<title>Rubber Widgets – Largest Selection of Rubber Widgets</title>
 Dreamweaver example:
What about dynamic pages?
 Use variables in the <title> to interject keywords
for the content of that page/record
Example...
 Meta tags placed in <head> portion of
page
Example/Syntax:
<meta name=“description” content=“Description info goes
here”...
Glacier Bay Highlights - Alaskan Glacier Bay Cruise
Save up to $300 per cabin - ends 3/31/08! This Alaskan Glacier Bay cru...
 Everything visible in a web browser
 Keywords implemented should support the overall theme
of the page
 Factors
Keywo...
 Include primary or supporting keywords in your
highest heading tag (<h1>)
 Place supporting keywords in these heading t...
 Emphasize text & keywords to show search engines
& users that “this is important” to the theme of the
page.
 Use <stron...
 Give your images descriptive filename
Include keywords where it makes sense
 Use the alt attribute to provide informat...
 Important part of overall search algorithm
However, not as important as it once was…
 Links within your site to pages ...
 Obtain links only from quality, authoritative sources
related or relevant to your site
Strive for top sites (example: C...
 Blogs
create a blog
link to your site
comment on other subject related, relevant blogs
 RSS Feed Syndication
Syndic...
 Google – Webmaster Central
◦ Internal & External (inbound) links
 Yahoo – link:[URL]
 Google Base / Product Search / One Box
◦ Google Base: Online database of products.
 Originally created for classifieds
...
 Use an Analytics tool to monitor your site
Visits
Conversions
Referrals
Sites, URLS, Keywords
 Use a Monitoring too...
 Perform detailed keyword
analysis
 Make sure your site is
crawlable
 Use Web Standards to create
clean, light pages
 ...
Search Engine Relationships
◦ Bruce Clay’s Search Engine Relationship Chart
Keyword Tools (online)
◦ Google AdWords: Keywo...
Analytics
Google Analytics (Web-based - Free)
Stat Counter (Web-based - Free)
Mint (Web-based - Fee)
Omniture (Web-bas...
Books
◦ Search Engine Marketing – Mike Moran & Bill Hunt
◦ Search Engine Optimization for Dummies – Peter Kent
◦ Building ...
Web Sites
Search Engine Land
SEOmoz
Web Engine Watch
Podcasts (search for these in iTunes or
Google)
Daily SearchCast
...
Questions?
Nikhil Bhatla –info@dmpaathshala.com.com
Web: http://www.dmpaathshala.com
Search Engine Optimization,SEO Classes in Ghaziabad,SEO institute in Ghaziabad-Vijaynagar-Mohannagar,Search engine optimiz...
Search Engine Optimization,SEO Classes in Ghaziabad,SEO institute in Ghaziabad-Vijaynagar-Mohannagar,Search engine optimiz...
Search Engine Optimization,SEO Classes in Ghaziabad,SEO institute in Ghaziabad-Vijaynagar-Mohannagar,Search engine optimiz...
Search Engine Optimization,SEO Classes in Ghaziabad,SEO institute in Ghaziabad-Vijaynagar-Mohannagar,Search engine optimiz...
Search Engine Optimization,SEO Classes in Ghaziabad,SEO institute in Ghaziabad-Vijaynagar-Mohannagar,Search engine optimiz...
Search Engine Optimization,SEO Classes in Ghaziabad,SEO institute in Ghaziabad-Vijaynagar-Mohannagar,Search engine optimiz...
Search Engine Optimization,SEO Classes in Ghaziabad,SEO institute in Ghaziabad-Vijaynagar-Mohannagar,Search engine optimiz...
Search Engine Optimization,SEO Classes in Ghaziabad,SEO institute in Ghaziabad-Vijaynagar-Mohannagar,Search engine optimiz...
Search Engine Optimization,SEO Classes in Ghaziabad,SEO institute in Ghaziabad-Vijaynagar-Mohannagar,Search engine optimiz...
Search Engine Optimization,SEO Classes in Ghaziabad,SEO institute in Ghaziabad-Vijaynagar-Mohannagar,Search engine optimiz...
Search Engine Optimization,SEO Classes in Ghaziabad,SEO institute in Ghaziabad-Vijaynagar-Mohannagar,Search engine optimiz...
Search Engine Optimization,SEO Classes in Ghaziabad,SEO institute in Ghaziabad-Vijaynagar-Mohannagar,Search engine optimiz...
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Search Engine Optimization,SEO Classes in Ghaziabad,SEO institute in Ghaziabad-Vijaynagar-Mohannagar,Search engine optimization Tutorialtimization

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We r providing Best seo services and Courses in Ghaziabad-Noida-Delhi.What is SEO The SEO means search engine optimization. It is basically related to the up gradation of website rank on the search engine search It is done by experts who know how to upgrade the web site contents information etc They have some way like tagging bookmarking etc through which they raise the rank of the page in search engine like Google, Yahoo,Bing Etc.
Visit Here :-http://www.dmpaathshala.com/
Fallow us on :-https://www.facebook.com/google.adwords.certification?ref=hl

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  • Can find other tools by searching on “keyword analysis tools”
  • Free!
  • $49.95 a month
  • Used to have a weekly rate (no more)
    Monthly: $59
    Annually: $329
  • Cookies: former Bank One public site required to select home locations first to set cookie
    Forms-based navigation
  • Weighty pages may not get fully indexed
    Seems to be close to 100K character limit
    Example is 181K
  • Obtaining links first will provide a higher Google Page Rank initially
  • There are four key search engines that feed most other popular search engines:
    Google
    Yahoo
    MSN
    Ask (?)
  • Age
    The older/more mature, the better
    Less potential Spammy
    Bu
  • Search Engine Optimization,SEO Classes in Ghaziabad,SEO institute in Ghaziabad-Vijaynagar-Mohannagar,Search engine optimization Tutorialtimization

    1. 1. May 2014 By :-digital Marketing Paathshala Contact No :-9999957255,9871549500
    2. 2.  What is SEO  Relevancy  Keywords  Search Engines: How content is obtained  Site / Domain Factors  Page Factors  Links  Other optimization ideas
    3. 3.  A subset of Search Engine Marketing  Sometimes considered to be unique to SEM  Focuses on the natural, organic relevancy and ranking of content in search results.  Some practices extended into Search Engine Marketing (i.e. obtaining links)
    4. 4.  The act of promoting content.  The overall activity around using search engines to market a site or online entity.  Includes: ◦ Search Engine Optimization ◦ Paid Inclusion ◦ Pay Per Click (PPC)
    5. 5. SEO SEM/PPC Pros • Free (not including resources) • Searchers click on organic search results more often than paid PPC links • Excellent at creating awareness quickly • Campaigns can be budgeted to fit a business’s needs Cons • Time consuming • Takes longer to see results • Can be pricey ($25-$100,000 a month) • Must be managed constantly (daily/weekly) • ROI can be difficult to manage • Clickfraud
    6. 6. White Hat/Good vs. Black Hat/Evil  White Hat Follows search engine guidelines Strives for best possible search engine ranking; #1 ranking if possible  Black Hat Knowingly breaks many/most of the search engine guidelines Misrepresents content via techniques Uses techniques to trick either the search engine, searcher, or both Promises #1 ranking
    7. 7.  The overall goal: ◦ Search engines: to deliver the most relevant search results possible ◦ Searchers: to find the most relevant search result ◦ Site Owners: to optimize their site and it’s content for the most relevant searcher  True relevancy has become hip; it’s not a fad
    8. 8. Keyword Research and Analysis Analyze Site for Crawl / Performance issues Implement Optimizations Monitor results Repeat as needed
    9. 9.  The core of Search Engine Optimization  Keywords are the terms used by searchers to find information  The goal is to leverage and implement the same keywords throughout your content in a natural manner, to match the audience who’s searching for your information and you’re looking to attract  Keyword discovery and analysis is never ending
    10. 10.  Known keywords Ask the business owner Ask the customers Check the current server logs or analytics tool Check the site search logs  Competitor’s keywords Look at the words in the <title> tag / browser bar View source to view their META keywords Use tools to harvest the keywords or phrases prominent on their site
    11. 11.  Always include variations of keywords Plurals (widgets, churches) Synonyms (cruise, sail, journey, tour) Stems (fish, fishing) International spelling differences (Harbor /Harbour)  Online Tools Created for PPC, used for SEO as well Tools Google Adwords Keywords Tool Trellian (free trial) WordTracker (free trial) SEOBook SEOTool Keyword Suggestion Tool Use multiple tools to cross-check & validate findings in other tools
    12. 12.  It depends on the context & themes of your pages the audience you’re targeting (researchers, buyers)  Use keywords That are being searched on That have medium to low competition That you can build quality content that site visitors will appreciate  Use keywords that Aid the search engines in understanding your content Aid users and persuade them to act
    13. 13.  Possible direction of search engines to determine relevancy ◦ Site/folder structure ◦ Content text ◦ Link text
    14. 14. • Search Engines send “bots,” that spider the web. • Crawls via hyperlinks <a href=http://www.mysite.com/>
    15. 15. Content Meta Data Links Theme
    16. 16. So what happens when a search engine bot visits your site? 1. First, it checks for the robots.txt file for any instructions 2. Second, it begins to crawl, following links in your site from the current page. It also pays attention to any page level robots instructions (noindex/nofollow). 3. It grabs the content and meta data (title, description, link labels, text, attributes) 4. Adds to it’s index
    17. 17.  Site-wide control  Adhered to by most search bots  Can control access to areas of your website Disallow crawling of portions of your website  Can limit control to all or select search bots  Placed in the root of your website  More Robots.txt info: http://www.robotstxt.org/
    18. 18.  Page level control  Placed as a meta tag in the <head> portion of your pages  Controls who the search bot crawls through the page Variations: • <meta name=“robots" content=“index,follow" /> • <meta name=“robots" content=“noindex,nofollow" /> • <meta name=“robots" content=“noindex,follow" /> • <meta name=“robots" content=“index,nofollow" />
    19. 19.  Robots.txt/Meta Robots conflicts One set of instructions in robot.txt, different instructions in meta robot  Server performance If sever not available when search bot visits, will revisit, but learns and decreases the frequency of visits If server slow, bot will crawl what it can, then move on (incomplete crawl)  JavaScript Cannot follow hyperlinks embedded or generated by JavaScript Pop-ups DHTML pull-down menus
    20. 20.  Dynamic URLs Example: www.mydomain.com/products/item.asp? id=20&cat=bd&cty=102&sessionid=56720938762s345h10293847nnm65748392021&cooki e=WEGQIEMCE... Numerous parameters can prevent crawling Session ids can cause crawling issues; duplicate content issues Solution  Make URLs are short as possible (1000 characters too long)  Up to 2 parameters OK, more a risk  Do not use session ids;  If multiple parameters & session ids a must, use a URL rewrite method (mod-rewrite (Apache)) Example: Before: http://www.amazon.com/Dont-Make-Me-Think- Usability/dp/0321344758/ref=pd_bbs_sr_1? ie=UTF8&s=books&qid=1207686806&sr=8-1 After: http://www.amazon.com/Common-Approach-Usability-Circle-Com- Library/dp/0789723107
    21. 21. GoogleGoogle
    22. 22.  Content-to-Code Ratio (example 203kb) Code used to display page vs. Content that is displayed (X)HTML + attributes & CSS (embedded & inline) & JavaScript vs. Text & Images vs. In browser, view source to view code bloat In browser, view source to view code bloat
    23. 23.  How to: 1. Obtain links to your site from authoritative sources  Will get crawled/indexed organically 1. Submit your site to the search engines  Google  Yahoo  MSN  Ask (?)  What about the others? 1. Monitor your indexed pages
    24. 24.  Trusted Feed to push your content into Google  Generate Site Maps online - http://www.xml-sitemaps.com/ ◦ Can be used for both Google & Microsoft Live Search
    25. 25.  Domain / Site  Page Elements  Links
    26. 26.  Age of site Builds prominence, credentials Inbound link popularity into site Topical inbound link relevancy into site Link/Content topical theme Frequency of new inbound links Number of queries over time where site appears in results  Keywords in Domain  Keywords in folder structure
    27. 27.  Age of document  Freshness of document  Page filename (use keywords, hyphens as separators)  #/Quality/Relevance of inbound/outbound links  Page theme (content focused on a single topic, not topically scattered)  Leverage CSS layouts with external stylesheets and external JavaScript to increase Content-to-Code ratio
    28. 28.  One of the most important things you can do – fast  Unique title for every page on your site  Should contain one or two keywords, specific to the content on the page  Most important keyword/phrase at beginning of <title>  Repeat keyword/phrase up to 2 times  Limit to approx. 65 characters  Will appear as browser window title, link label in search results Write the title to be persuasive to humans
    29. 29.  Code example: <title>Rubber Widgets – Largest Selection of Rubber Widgets</title>  Dreamweaver example:
    30. 30. What about dynamic pages?  Use variables in the <title> to interject keywords for the content of that page/record Example: <title><%Prod_Name%> - Best Select of <%Prod_Name%></title>
    31. 31.  Meta tags placed in <head> portion of page Example/Syntax: <meta name=“description” content=“Description info goes here” /> <meta name=“keywords” content=“keywords,seperated by,commas,go,here” />  Description: Not used by search engines for relevancy; displayed as result snippet under link label & above URL. Limit to 100-200 characters  Keywords: Banished long ago by search engines due to spamming. No value
    32. 32. Glacier Bay Highlights - Alaskan Glacier Bay Cruise Save up to $300 per cabin - ends 3/31/08! This Alaskan Glacier Bay cruise itinerary is a perfect shorter getaway cruise in the beautiful remote wilderness of Alaska's ... www.sunstonetours.com/alaska/itins/cw_GlacierBayHighlights.asp - 32k - Cached - Similar pages <title>Glacier Bay Highlights - Alaskan Glacier Bay Cruise</title> <meta name="description" content="Save up to $300 per cabin - ends 3/31/08! This Alaskan Glacier Bay cruise itinerary is a perfect shorter getaway cruise in the beautiful remote wilderness of Alaska's Inside Passage. Experience the true meaning of wonder in the soaring sanctuary of Glacier Bay National Park."> <meta name="keywords" content="glacier bay, short cruises, glacier bay alaska, glacier bay cruise, glacier bay national park, cruise west cruises, cruise west alaska"> =
    33. 33.  Everything visible in a web browser  Keywords implemented should support the overall theme of the page  Factors Keyword prominence: where on the page it appears Main keywords at beginning of content, supporting keywords throughout the middle, then the primary repeated again near the end of the content Keyword density: how often your keywords appear in relation to all other words on the page (goal: 5-7%) Keyword frequency: number of occurrences on the page  Search engines also look at content around the keywords; check for theme relevancy
    34. 34.  Include primary or supporting keywords in your highest heading tag (<h1>)  Place supporting keywords in these heading tags ◦ <h2> … <h6>  Make sure it makes sense to humans  Use CSS to format the look of standard HTML headings  If graphical text desired for headings, consider image replacement methods
    35. 35.  Emphasize text & keywords to show search engines & users that “this is important” to the theme of the page.  Use <strong> for bold  Use <em> for emphasize  Do not use <b> or <i> (outdated/obsolete)  Only emphasize short segments of words (1-4 words). ◦ Any more loses impact & value of emphasis; everything is emphasized; dilutes keyword meaning
    36. 36.  Give your images descriptive filename Include keywords where it makes sense  Use the alt attribute to provide information about the image Short description of image Include keywords where it makes sense Make sure it makes sense to humans Aids in usability Don’t stuff keywords here; considered  Don’t use images in place of text. If required, consider image replacement techniques
    37. 37.  Important part of overall search algorithm However, not as important as it once was…  Links within your site to pages within your site (internal links) have some value  Inbound links to your site/pages/content from quality, authoritative sources (external links) considered unbiased, proof that your content is quality  The link’s anchor text is very important Should contain relevant keywords Raises the link’s value
    38. 38.  Obtain links only from quality, authoritative sources related or relevant to your site Strive for top sites (example: CNN, Wikipedia) Top sites have good PageRank Google term for the quality of inbound links Can view PageRank levels from Google Toolbar Top sites have been around a while  Links to any page on your site; not just homepage Deep linking good  Do not obtain links from “shady” sources Link farms, rings Link exchanges from sources of little/no Page Rank  Do not purchase links from others
    39. 39.  Blogs create a blog link to your site comment on other subject related, relevant blogs  RSS Feed Syndication Syndicate information from your site / blog to be displayed on other websites Control the anchor text  Press Releases submitted to online PR distributors Link back to your site  Articles topics of expertise, syndicated on the web Link back to your site  Industry Sources / Subject Authority Websites
    40. 40.  Google – Webmaster Central ◦ Internal & External (inbound) links  Yahoo – link:[URL]
    41. 41.  Google Base / Product Search / One Box ◦ Google Base: Online database of products.  Originally created for classifieds  Can upload information about your products ◦ Google Product Search (formerly Froogle)  Shopping search engine providing searchable index of products for purchase ◦ Google One Box  For certain keywords, displays content above the organic search results
    42. 42.  Use an Analytics tool to monitor your site Visits Conversions Referrals Sites, URLS, Keywords  Use a Monitoring tool to monitor your site’s ranking Ranking (based on keyword) Research competitors Age Inbound links Keywords used
    43. 43.  Perform detailed keyword analysis  Make sure your site is crawlable  Use Web Standards to create clean, light pages  Implement keywords on appropriate page elements  Obtain links from quality, authoritative sources  Design/implement with the user first, then the search engine in mind Catch this and like videos at http://www.dmpaathshala.com
    44. 44. Search Engine Relationships ◦ Bruce Clay’s Search Engine Relationship Chart Keyword Tools (online) ◦ Google AdWords: Keyword Tool ◦ Trellian Keyword Discovery ◦ Wordtracker ◦ SEOBook SEOTools Keyword Suggestion Tool Keyword Tools (client-based) ◦ Web CEO
    45. 45. Analytics Google Analytics (Web-based - Free) Stat Counter (Web-based - Free) Mint (Web-based - Fee) Omniture (Web-based - Fee) Webtrends (Web-based – Fee) Monitoring Web CEO (Client-based – Trial/Fee) SEO Tool Rank Checker (Web-based – Free/Fee) SEO for Firefox (Browser-based) Google Toolbar (Browser-based)
    46. 46. Books ◦ Search Engine Marketing – Mike Moran & Bill Hunt ◦ Search Engine Optimization for Dummies – Peter Kent ◦ Building Findable Websites – Aaron Walter ◦ Search Marketing Strategies – James Colborn ◦ Web Analytics Demystified – Eric Peterson ◦ Web Metrics – Jim Sterne ◦ The Online Copywriter’s Handbook – Robert Bly
    47. 47. Web Sites Search Engine Land SEOmoz Web Engine Watch Podcasts (search for these in iTunes or Google) Daily SearchCast SEO 101 Online Courses  Lynda.com – Search Engine Optimization
    48. 48. Questions? Nikhil Bhatla –info@dmpaathshala.com.com Web: http://www.dmpaathshala.com

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