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Chapter 2 On-Page SEO in Details

In this Chapter we discuss how to approach the On Page Optimisation factors in details. You'll learn how to do a keyword research, title, meta description optimisation and other factors that affect your On-Page SEO

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SEO Training bySession 2015/16
Search Engine Optimization Training
Page Locus is a popular online website analysis and SEO tool which help SEO
individuals, Agencies and Enterprise to manage their SEO Efforts.Page Locus
also expertize in providing training to Digital Marketers and SEOs.
Module 2: On-Page SEO in Detail
What is Page Locus?
SEO Training bySession 2015/16
AIM of Module
To gain basic understanding about
SEO Audits (Basic and Advanced)
Keyword Research
SEO Correlation Factors
URL
Site Structure
URL Canonicalization
Importance of Title Tag
Using Meta Tags with Precision
How to use Header Tags
Structured Data and Rich Snippets
Sitemaps and Robots.txt
Redirects (301,302 etc)
Links - No-Follow Vs Do-Follow Links
Other On-Page SEO Factors
SEO Training bySession 2015/16
Two Methods of SEO Audit
Manual SEO Auditing SEO Auditing via Tool
Pros
Cheap
Sometimes more accurate
Cons
● Too Much Time Consuming
● Report Generation is Tedious
● Customization can be tricky
Pros
Much Faster than Manual Auditing
Can Easily Generate Report
Customization is Easy
Cons
● Can be expensive
SEO Training bySession 2015/16
Some Popular SEO Audit Tools
1. Woorank.com - Freemium (Starting $49)
2. Pagelocus.com - Open Source (Free)
3. iWebChk.com - Freemium ($19)
SEO Training bySession 2015/16
Manual SEO Audit Checklist (Basic)
1. Check if Webpage has H1 Tag or not.
2. Check if www version redirects to non-www version or vice-versa
3. Check if website has Title Tag and is relevant to webpage.
4. Check for Meta-Description
5. Check if Website has XML Sitemap
6. Check if Website has Robots.txt
7. Analyse Keywords Present on the webpage.
8. Check for dofollow and nofollow links on the webpage
9. Check Content Quality and Quantity
SEO Training bySession 2015/16
Next Step in Auditing
Create Recomended Task List by Priority
Generate a PDF Report for Improvement
Send Files such as sitemap and robots.txt
Compare Report with Competitors
Send Report to Client
SEO Training bySession 2015/16
Keyword Research..
1. Long Tail Keywords
eg. buy white car in new jersey
2. Short Tail Keywords
eg. buy car
SEO Training bySession 2015/16
Importance of Long Tail Keywords
SEO Training bySession 2015/16
Why Keywords are Important?
● Relevant keywords in content of a website/blog helps in better search
engine ranking.
● Keywords helps target specific audience .
● Keyword profiling helps better understanding of customer behaviour for
marketing practices.
● Picking right keywords could significantly raise the CTR.
SEO Training bySession 2015/16
How to choose keyword for a campaign?
Search Volume
Competition
Relevancy
Possible Conversion Rate
Geo Targeting
Current Trends
Go for Long Tail Keywords
Try Variations (Popular Synonyms)
SEO Training bySession 2015/16
Tool for Keyword Research (Adword Keyword Planner)
SEO Training bySession 2015/16
Final Result (Adwords Keyword Planner)
SEO Training bySession 2015/16
Keyword Suggestion Tool
http://www.pagelocus.com/tools/Keyword-Suggestion-Tool.aspx
SEO Training bySession 2015/16
SEO Correlation Factors
What do you mean by SEO Correlation factors?
Ans. In simple words it’s the possible gravity or weightage of attributes
such as title, meta description ,keyword density, header tags, social
popularity etc in search engine ranking position.
When to use SEO Correlation for a client or Project?
Ans. Use SEO Correlation for a project that is for a niche which is
highly competitive and your client’s website has barely any history as
implementing Correlation can be very challenging.
SEO Training bySession 2015/16
SEO Correlation Factors for 2015
Source : moz.com
SEO Training bySession 2015/16
URL
Keep the URL as short as possible (Easy to remember)
Have a defined structure to URLs on your website eg
http://www.example.com/blog/page-name
Add Relevant Keyword or Keyword variation to the URL
Avoid Characters like underscore in the URL.
Every webpage should have a unique URL
SEO Training bySession 2015/16
Some Examples
SEO Friendly URLs
http://www.example.com/page-name
http://www.example.com/blog/page-name
http://www.example.com/keyword/keyword2-some-charachters
Non-SEO Friendly URLs
http://www.example.com/pageid?=182357235
http://www.example.com/amazon_pic_2015_via_canon_dg1235
http://www.example.com/?productid=1234&priceless=300&loc=us&lan=engilish
SEO Training bySession 2015/16
Site Structure
Simple for User Navigation
Should have a proper URL Structure
Make sure internal links are dofollow
Try to have minimum navigation depth
Label Links with relevant keywords.
SEO Training bySession 2015/16
Example of a poor site structure..
SEO Training bySession 2015/16
Example of Better Site Structure
SEO Training bySession 2015/16
URL Canonicalization
Why URL Canonicalization?
Eliminates possibility of duplicate content for search engine.
Better PageRank utilization when URL Canonicalization is present.
URL Consistency appearing in search results.
SEO Training bySession 2015/16
Importance of Title Tag
Plays a vital role in search engine ranking.
An optimized Title Tag leads to better CTR and hence better traffic.
Should contain the keyword you want to rank for.
Should have a maximum character length of 60.
Should be relevant to the contents of the webpage.
Sample Code
<html>
<head> <title> Here goes the title </title>
</head>
</html>
SEO Training bySession 2015/16
Using Meta Tags with Precision
Meta Description Tag - Provides information about the content of the
webpage to the search engine.
Should not contain more than 165 characters.
Avoid
Try not to stuff meta description with too many keywords rather try to
convince user with intriguing meta description
Duplicate Meta Description
https://support.google.com/webmasters/answer/79812?hl=en
SEO Training bySession 2015/16
Using Meta Tags with Precision
How it all works..
SEO Training bySession 2015/16
How to use Header Tags
Header tags are used to define headings and range from <h1> to <h6>
Try to have 1 and only 1 H1 Tag on a webpage
Have other subheadings be H2,H3,H4,H5 or H6.
Header Tags Priority and Impact Curve
SEO Training bySession 2015/16
Structured Data and Rich Snippets
Product Based Structured
Data
Breadcrumbs
More info: https://developers.google.com/structured-data/
SEO Training bySession 2015/16
More about Structured Data and Rich Snippets
Having Search Box Sitelink
https://developers.google.com/structured-
data/slsb-overview
Customize Knowledge Graph
https://developers.google.com/structured-
data/customize/overview
SEO Training bySession 2015/16
Sitemaps
A File Containing all the links that you want Search Engines to Crawl.
Helps when your website is not interlinked properly.
Types
XML Sitemaps HTML Sitemaps
(For Search Engines) (For Users)
To Create Sitemap Visit : https://www.xml-sitemaps.com/
SEO Training bySession 2015/16
Info on XML Sitemaps
<?xml version="1.0" encoding="UTF-8"?>
<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9">
<url>
<loc>http://www.pagelocus.com/</loc>
<changefreq>daily</changefreq>
<priority>1.00</priority>
</url>
</urlset>
Sample Code
Note: Upload XML Sitemap to the root folder of your website
SEO Training bySession 2015/16
Robots.txt
Contrary to sitemaps robots.txt contain all links that you don’t want search engine to crawl.
eg http://www.example.com/thankyou.php, Private Files,
User-Agents - Google-bot,Googlebot-Image,Bing-bot etc
More Info : https://support.google.com/webmasters/answer/6062596?hl=en
SEO Training bySession 2015/16
Redirects 301,302
When to use 301 Permanent Redirect ?
If Page A redirects to Page B and the contents of Page A is same as of Page B.
Why to use 301 Permanent Redirect?
So that search engines will not treat the content of Page A and Page B duplicate and all the Page
Rank will flow towards Page B. In case the Page A does the 302 (temporary redirect) then Page Rank
is shared among Page A and Page B.
SEO Training bySession 2015/16
Links
Linking from One Page to Another (Same Site or Other Website).
Backlinks are Other Websites Linking to Your Website
Links Placed on the top of the webpage is given higher priority as compared
to links placed at the bottom.
SEO Training bySession 2015/16
Do-Follow Links
Dofollow links are links that count as points, pushing SEO link juice and
boosting the page rank of the linked-to sites, helping them go higher. In simple
language it can be said that a dofollow link shares it PageRank to an extent
with the hyperlnk.
These are the backlinks usually targeted by the link builders to enhance search
engine results by linking to highly SEO optimized websites and increase
PageRank in less time.
SEO Training bySession 2015/16
No-Follow Links
Nofollow Link are the links that does not count as a point in the page’s favor, and does not help
boost PageRank or helping them appear higher in search engines.
<a href=”http://www.website.com/” rel=”nofollow”>Link Text</a>
A Nofollow tag is basically for the search engines stating “don’t count this” .
● In simple language it can be said that a Nofollow link does not help in enhance ranking of the
hyperlink, but nofollow links do hold its importance in bringing the traffic to the website through
the referral link/hyperlink that increases the page view which automatically boost the search
engine ranking by popularity aspect.
SEO Training bySession 2015/16
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Please take a minute to fill this feedback form
and help us improve our services.
Next Module 2 : Off-Page SEO in Detail
See you in next class..
SEO Training bySession 2015/16
Backlinks
Backlinks also known as Inbound Links(IBL’s) are the links that points the users
from someone else webpage/blog post to your web address /web page.
Backlinks plays vital role in boosting search engine ranking position ,Search
engines figure out if lots of users are linking to the same page.
For eg :
Frank wrote a post on his website ,now going through Cooper found it
interested enough to share it on his website by mentioning the link in his post
via a hyperlink, this means Frank have just earned a backlink for his post.

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Chapter 2 On-Page SEO in Details

  • 1. SEO Training bySession 2015/16 Search Engine Optimization Training Page Locus is a popular online website analysis and SEO tool which help SEO individuals, Agencies and Enterprise to manage their SEO Efforts.Page Locus also expertize in providing training to Digital Marketers and SEOs. Module 2: On-Page SEO in Detail What is Page Locus?
  • 2. SEO Training bySession 2015/16 AIM of Module To gain basic understanding about SEO Audits (Basic and Advanced) Keyword Research SEO Correlation Factors URL Site Structure URL Canonicalization Importance of Title Tag Using Meta Tags with Precision How to use Header Tags Structured Data and Rich Snippets Sitemaps and Robots.txt Redirects (301,302 etc) Links - No-Follow Vs Do-Follow Links Other On-Page SEO Factors
  • 3. SEO Training bySession 2015/16 Two Methods of SEO Audit Manual SEO Auditing SEO Auditing via Tool Pros Cheap Sometimes more accurate Cons ● Too Much Time Consuming ● Report Generation is Tedious ● Customization can be tricky Pros Much Faster than Manual Auditing Can Easily Generate Report Customization is Easy Cons ● Can be expensive
  • 4. SEO Training bySession 2015/16 Some Popular SEO Audit Tools 1. Woorank.com - Freemium (Starting $49) 2. Pagelocus.com - Open Source (Free) 3. iWebChk.com - Freemium ($19)
  • 5. SEO Training bySession 2015/16 Manual SEO Audit Checklist (Basic) 1. Check if Webpage has H1 Tag or not. 2. Check if www version redirects to non-www version or vice-versa 3. Check if website has Title Tag and is relevant to webpage. 4. Check for Meta-Description 5. Check if Website has XML Sitemap 6. Check if Website has Robots.txt 7. Analyse Keywords Present on the webpage. 8. Check for dofollow and nofollow links on the webpage 9. Check Content Quality and Quantity
  • 6. SEO Training bySession 2015/16 Next Step in Auditing Create Recomended Task List by Priority Generate a PDF Report for Improvement Send Files such as sitemap and robots.txt Compare Report with Competitors Send Report to Client
  • 7. SEO Training bySession 2015/16 Keyword Research.. 1. Long Tail Keywords eg. buy white car in new jersey 2. Short Tail Keywords eg. buy car
  • 8. SEO Training bySession 2015/16 Importance of Long Tail Keywords
  • 9. SEO Training bySession 2015/16 Why Keywords are Important? ● Relevant keywords in content of a website/blog helps in better search engine ranking. ● Keywords helps target specific audience . ● Keyword profiling helps better understanding of customer behaviour for marketing practices. ● Picking right keywords could significantly raise the CTR.
  • 10. SEO Training bySession 2015/16 How to choose keyword for a campaign? Search Volume Competition Relevancy Possible Conversion Rate Geo Targeting Current Trends Go for Long Tail Keywords Try Variations (Popular Synonyms)
  • 11. SEO Training bySession 2015/16 Tool for Keyword Research (Adword Keyword Planner)
  • 12. SEO Training bySession 2015/16 Final Result (Adwords Keyword Planner)
  • 13. SEO Training bySession 2015/16 Keyword Suggestion Tool http://www.pagelocus.com/tools/Keyword-Suggestion-Tool.aspx
  • 14. SEO Training bySession 2015/16 SEO Correlation Factors What do you mean by SEO Correlation factors? Ans. In simple words it’s the possible gravity or weightage of attributes such as title, meta description ,keyword density, header tags, social popularity etc in search engine ranking position. When to use SEO Correlation for a client or Project? Ans. Use SEO Correlation for a project that is for a niche which is highly competitive and your client’s website has barely any history as implementing Correlation can be very challenging.
  • 15. SEO Training bySession 2015/16 SEO Correlation Factors for 2015 Source : moz.com
  • 16. SEO Training bySession 2015/16 URL Keep the URL as short as possible (Easy to remember) Have a defined structure to URLs on your website eg http://www.example.com/blog/page-name Add Relevant Keyword or Keyword variation to the URL Avoid Characters like underscore in the URL. Every webpage should have a unique URL
  • 17. SEO Training bySession 2015/16 Some Examples SEO Friendly URLs http://www.example.com/page-name http://www.example.com/blog/page-name http://www.example.com/keyword/keyword2-some-charachters Non-SEO Friendly URLs http://www.example.com/pageid?=182357235 http://www.example.com/amazon_pic_2015_via_canon_dg1235 http://www.example.com/?productid=1234&priceless=300&loc=us&lan=engilish
  • 18. SEO Training bySession 2015/16 Site Structure Simple for User Navigation Should have a proper URL Structure Make sure internal links are dofollow Try to have minimum navigation depth Label Links with relevant keywords.
  • 19. SEO Training bySession 2015/16 Example of a poor site structure..
  • 20. SEO Training bySession 2015/16 Example of Better Site Structure
  • 21. SEO Training bySession 2015/16 URL Canonicalization Why URL Canonicalization? Eliminates possibility of duplicate content for search engine. Better PageRank utilization when URL Canonicalization is present. URL Consistency appearing in search results.
  • 22. SEO Training bySession 2015/16 Importance of Title Tag Plays a vital role in search engine ranking. An optimized Title Tag leads to better CTR and hence better traffic. Should contain the keyword you want to rank for. Should have a maximum character length of 60. Should be relevant to the contents of the webpage. Sample Code <html> <head> <title> Here goes the title </title> </head> </html>
  • 23. SEO Training bySession 2015/16 Using Meta Tags with Precision Meta Description Tag - Provides information about the content of the webpage to the search engine. Should not contain more than 165 characters. Avoid Try not to stuff meta description with too many keywords rather try to convince user with intriguing meta description Duplicate Meta Description https://support.google.com/webmasters/answer/79812?hl=en
  • 24. SEO Training bySession 2015/16 Using Meta Tags with Precision How it all works..
  • 25. SEO Training bySession 2015/16 How to use Header Tags Header tags are used to define headings and range from <h1> to <h6> Try to have 1 and only 1 H1 Tag on a webpage Have other subheadings be H2,H3,H4,H5 or H6. Header Tags Priority and Impact Curve
  • 26. SEO Training bySession 2015/16 Structured Data and Rich Snippets Product Based Structured Data Breadcrumbs More info: https://developers.google.com/structured-data/
  • 27. SEO Training bySession 2015/16 More about Structured Data and Rich Snippets Having Search Box Sitelink https://developers.google.com/structured- data/slsb-overview Customize Knowledge Graph https://developers.google.com/structured- data/customize/overview
  • 28. SEO Training bySession 2015/16 Sitemaps A File Containing all the links that you want Search Engines to Crawl. Helps when your website is not interlinked properly. Types XML Sitemaps HTML Sitemaps (For Search Engines) (For Users) To Create Sitemap Visit : https://www.xml-sitemaps.com/
  • 29. SEO Training bySession 2015/16 Info on XML Sitemaps <?xml version="1.0" encoding="UTF-8"?> <urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"> <url> <loc>http://www.pagelocus.com/</loc> <changefreq>daily</changefreq> <priority>1.00</priority> </url> </urlset> Sample Code Note: Upload XML Sitemap to the root folder of your website
  • 30. SEO Training bySession 2015/16 Robots.txt Contrary to sitemaps robots.txt contain all links that you don’t want search engine to crawl. eg http://www.example.com/thankyou.php, Private Files, User-Agents - Google-bot,Googlebot-Image,Bing-bot etc More Info : https://support.google.com/webmasters/answer/6062596?hl=en
  • 31. SEO Training bySession 2015/16 Redirects 301,302 When to use 301 Permanent Redirect ? If Page A redirects to Page B and the contents of Page A is same as of Page B. Why to use 301 Permanent Redirect? So that search engines will not treat the content of Page A and Page B duplicate and all the Page Rank will flow towards Page B. In case the Page A does the 302 (temporary redirect) then Page Rank is shared among Page A and Page B.
  • 32. SEO Training bySession 2015/16 Links Linking from One Page to Another (Same Site or Other Website). Backlinks are Other Websites Linking to Your Website Links Placed on the top of the webpage is given higher priority as compared to links placed at the bottom.
  • 33. SEO Training bySession 2015/16 Do-Follow Links Dofollow links are links that count as points, pushing SEO link juice and boosting the page rank of the linked-to sites, helping them go higher. In simple language it can be said that a dofollow link shares it PageRank to an extent with the hyperlnk. These are the backlinks usually targeted by the link builders to enhance search engine results by linking to highly SEO optimized websites and increase PageRank in less time.
  • 34. SEO Training bySession 2015/16 No-Follow Links Nofollow Link are the links that does not count as a point in the page’s favor, and does not help boost PageRank or helping them appear higher in search engines. <a href=”http://www.website.com/” rel=”nofollow”>Link Text</a> A Nofollow tag is basically for the search engines stating “don’t count this” . ● In simple language it can be said that a Nofollow link does not help in enhance ranking of the hyperlink, but nofollow links do hold its importance in bringing the traffic to the website through the referral link/hyperlink that increases the page view which automatically boost the search engine ranking by popularity aspect.
  • 35. SEO Training bySession 2015/16 We are glad to have you.. Please take a minute to fill this feedback form and help us improve our services. Next Module 2 : Off-Page SEO in Detail See you in next class..
  • 36. SEO Training bySession 2015/16 Backlinks Backlinks also known as Inbound Links(IBL’s) are the links that points the users from someone else webpage/blog post to your web address /web page. Backlinks plays vital role in boosting search engine ranking position ,Search engines figure out if lots of users are linking to the same page. For eg : Frank wrote a post on his website ,now going through Cooper found it interested enough to share it on his website by mentioning the link in his post via a hyperlink, this means Frank have just earned a backlink for his post.