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Navneet	Kaushal	
CEO	
PageTraffic	
Search Engine Friendly for Web 3.0
Search
Why is SEO important?
Number	of	Searches/Day	on	Google	
Average Daily Queries on Google
3 Billion Searches/Day
(announced Aug. 2012)
Growth of Google Queries in Last 5 yrs
Number	of	Searches/Day	on	Google	
3 Billion Searches/Day
(announced Aug. 2012)
State	of	Search-	India	
Source:	Netmarketshare	and	business-standard.com		
Google	
97%	
Yahoo	
1%	
Bing	
1%	
Others	
1%	
Indian	Search	Engine	Market	Share
Search Often Brings the Most
Highly Qualified Traffic
§  Helps	you	create	a	be=er	website	
§  Brings	in	qualified	traffic	
§  Helps	you	create	be=er	content	
§  Measurable/AcGonable	
SEO	from	a	business	perspecLve
DID	YOU	KNOW?	
Search	engines	cannot	read	FLASH	and	JavaScript	content.
DID	YOU	KNOW?	
	It's	actually	quite	easy	to	exclude	certain	pages	from	search	engine	results	by	using	a	
robots.txt	file.
DID	YOU	KNOW?	
Google	checks	for	duplicate	content	on	your	website.
DID	YOU	KNOW?	
The	webpage	names	also	influence	the	rate	of	opGmizaGon	for	certain	keywords.
DID	YOU	KNOW?	
A	common	website	mistake	is	giving	each	page	the	same	Gtle.
DID	YOU	KNOW?	
Google	moves	websites	down	in	the	search	results	when	an	excessive	number	of	
keywords	are	used.
DID	YOU	KNOW?	
A	page’s	load	Gme	influences	the	ranking	of	your	website	in	search	engines.
DID	YOU	KNOW?	
Search	engines	look	at	how	much	code	you	use.	Therefore,	tables	and	inline	styles	
not	only	make	your	code	less	synopGc	but	could	also	affect	search	engine	ranking.
DID	YOU	KNOW?	
It's	actually	quite	easy	to	exclude	certain	pages	from	search	engine	results	by	
using	a	robots.txt	file.
SEARCH	ENGINE	RANKING	SIGNALS
Ranking	Signal	-	HTTPS	
Google	considers	HTTPS	(SSL)	ranking	signal	
h=p://googlewebmastercentral.blogspot.co.uk/2014/08/h=ps-as-ranking-signal.html
Ranking	Signal	–	Malware	
Google	penalizes	websites	that	are	hacked	or	
have	malware.	It	highlights	them	with	labels	or	
completely	removes	these	sites	from	the	index:	
h=ps://sites.google.com/site/webmasterhelpforum/en/faq-malware-and-hacked-sites
Ranking	Signals	–	Security	Summary	
•  Secure	protocol	SSL/TSL	
•  Web	ApplicaGon	Firewall	(Securing	your	
vulnerabiliGes	using	the	best	minds	in	the	
industry)	
–  Hackers	can	inject	malware	into	your	site	and	Google	WILL	find	it	and	demote	your	
rankings	
•  DDOS	protecGon	
–  If	Google	can't	access	your	site,	it	can't	index	it.	Let	alone	your	customers.	
•  DNSSEC
Ranking	Signal	–	Site	Speed	
Google	rewards	faster	loading	websites:	
h=p://googlewebmastercentral.blogspot.co.uk/
2010/04/using-site-speed-in-web-search-
ranking.html
Ranking	Signal	–	Site	Speed	
Technical	hacks	that	boost	your	site’s	speed:	
•  Compression	
•  MinificaGon	(CSS,	JS,	HTML)	
•  Response	Gme	
•  Image	OpGmizaGon	
•  Browser	Caching	
•  How	JS	&	CSS	are	served	
•  Use	of	Asynchronous	scripts	
•  Use	of	CDNs	
•  Be=er	headers	and	caching	
•  Latest	server	technology	(HTTP/2,	SPDY,	GZIP)
• Comparison	of	Web	1.0,	2.0,	3.0
Highlights	of	each	phase		
•  1.0	
•  1995-2003	
•  Yahoo,	Amazon,	
Netscape		
•  Infrastructure	and	
gelng	content	online	
2.0	
2004-2009	
Google,	Flickr,	
Facebook		
User	interface	and	
social	community	
3.0	
2009à		
Siri,	Primal	Fusion,	
Twine,	WolframAlpha,		
Structured	data,	
meaning	and	context	
Web	Era	
Dates	
Significant	
Companies		
Major	
focus
"Even	a	basic	understanding	of	
what	to	look	for	in	technical	SEO	
can	get	you	far.	So	many	people	
today	focus	too	heavily	on	off-
page	SEO,	but	if	a	site	is	
technically	flawed,	it	won't	ma=er	
how	many	links	you	have	or	how	
good	your	content	is.”	
	
Erin	Everhart,	SEO	Manager,	The	Home	
Depot
SEO “101”
INDEXATION	+	RELEVANCY	+	POPULARITY	
•  Removing	any	hurdle	to	the	crawlers	is	key	for	a	perfect	indexaGon	
•  Map	your	site	architecture	in	accordance	with	semanGc	verGcals	to	reach	ideal	relevancy	
•  Balance	the	quanGty,	quality,	aging	&	regularity	of	your	linkgraph	to	maximize	popularity
3 CORE PRINCIPLES OF SEO
INDEXATION	
• 	Technical	SoluGon	that	respects	SEO	Best	PracGces	
• 	Site	Architecture	Mapped	to	SemanGc	VerGcals	
• 	Archiving	that	preserves	content	integraGon	&	interlinking	forever	
RELEVANCE	
• 	OpGmizing	Keywords	into	Silos	
• 	Internal	linking	strategy	that	distributes	SEO	&	PageRank	value	
POPULARITY	
• 	QuanGty	/	Quality	/	Age	/	Frequency	of	links	obtained	
• 	SemanGcs	aspect	of	backlinks	(anchor	text)	
• 	DiversificaGon	of	backlink	entry	points	(hub	pages)
What	are	Web	3.0	sites?
What	are	Web	3.0	sites?
What	are	Web	3.0	sites?
What	are	Web	3.0	sites?
What	are	Web	3.0	sites?
What	are	Web	3.0	sites?
What	are	Web	3.0	sites?
What	are	Web	3.0	sites?
What	are	Web	3.0	sites?
What	are	Web	3.0	sites?
What	are	Web	3.0	sites?
What	are	Web	3.0	sites?
What	are	Web	3.0	sites?
What	are	Web	3.0	sites?
What	are	Web	3.0	sites?
What	are	Web	3.0	sites?
What	are	Web	3.0	sites?
What	are	Web	3.0	sites?
What	are	Web	3.0	sites?
What	are	Web	3.0	sites?
What	are	Web	3.0	sites?
What	are	Web	3.0	sites?
What	are	Web	3.0	sites?
What	are	Web	3.0	sites?
What	are	Web	3.0	sites?
What	are	Web	3.0	sites?
What	are	Web	3.0	sites?
What	are	Web	3.0	sites?
What	are	Web	3.0	sites?
What	are	Web	3.0	sites?
What	are	Web	3.0	sites?
What	are	Web	3.0	sites?
What	are	Web	3.0	sites?
What	are	Web	3.0	sites?
What	are	Web	3.0	sites?
What	are	Web	3.0	sites?
What	are	Web	3.0	sites?
More Pages Crawled = More Pages
Indexed = More Traffic (*If site is healthy)J
Golden rule: “One filepath per specific
content piece”
Duplicate (many forms), sorting, multi-
category, non-existent, framed content
Assume that anything in the
DOM is technically
accessible to modern search
bots, even though it may not
pass juice
Robots.txt only works on internally
Don't block with both robots.txt and
meta robots together
Best to block with meta robots & delete
via GWT (*renew every 6 months)
X-robots tag, is in document HEAD,
useful for PDFs, XML, etc…
Do	NOT:	
	
Print	session	IDs/parameters	on		
filepaths	in	code	
	
Pass	session	IDs	via	filepaths
Use cookies to pass session info
If no other alternative, block
parameters via GWT
URL
Structures
Filepaths can be flat, deep, or with
several parameters if needed, all seem
to work fine
Have a clear hierarchy in terms of
directory structure, use internal links to
emphasize relationships
Be consistent - all lower case, hyphens
not underscores, avoid empty spaces
Avoid foreign language encoding on
URLs
Copyright	©	www.pagetraffic.in
Copyright	©	www.pagetraffic.in
Onsite	OpLmizaLon
The	singularly		
most	important		
on-site	factor!	
The	TITLE	Tag
•  Include	your	chosen	keywords	within	the	TITLE	
tag	–	preferably	near	the	start	of	the	tag	
•  Try	to	keep	it	to	70	characters	
•  Must	be	relevant	to	the	page	content	
•  Very	important	-	each	page	should	have	a	
different	TITLE	tag	
The	TITLE	Tag
•  A	textual	descripGon	of	
what	the	page	is	about	
•  Shows	up	in	Google	
search	results	
The	DescripLon	Tag
•  Include	keywords	close	to	the	start	of	the	tag,	
but	don’t	repeat	more	than	3	Gmes	
•  Try	to	keep	it	to	150	characters	
•  Must	be	relevant	to	the	page	content	
•  Each	page	should	have	a	different	
DESCRIPTION	tag	
The	DescripLon	Tag
•  Google	loves	original,	high	quality	textual	content	
•  Body	text	is	extremely	important	for	search	engine	
rankings	because	this	is	what	human	users	come	to	
see	
•  Keywords,	synonyms	and	variaGons	of	the	primary	
keyword	combinaGon	should	be	included	in	the	
body	text,	but	not	so	that	it	reads	‘arGficially’.		It	
should	read	naturally.	
	
Body	Text
•  URLs	that	contain	keywords	are	be=er	than	those	that	
don’t	
•  Quite	easy	to	do	if	your	website	is	staGc,	a	li=le	more	
difficult	for	database-driven	sites	
•  Don’t	make	the	URLs	too	long	because	this	will	be	seen	
as	an	a=empt	to	manipulate	the	search	results	
•  Good	and	bad:	
•  www.mysite.com/health-insurance	
•  www.mysite.com/search.asp?
insuranceID=435&locID=32	
	
Keywords	in	URLs
•  Heading	tags	–	eg.	<h1>,	<h2>	-	within	the	
HTML	idenGfy	headings	within	the	page	copy	
and	break	up	the	text	
•  They	are	used	by	search	engines	to	determine	
page	content	
•  Use	keywords	in	these	tags,	but	don’t	overdo	it.	
	
Heading	Tags
•  The	‘anchor’	text	contained	within	hyperlinks	
provides	Google	with	an	understanding	of	what	the	
linked	content	is	about	
•  Every	hyperlink	on	your	site	should	have	descripGve	
anchor	text,	rather	than	‘click	here…’	
•  Inline	links	or	contextual	links	are	best	
•  eg.	
•  Blue	Train	Enterprises	offers	a	free	white	paper	
on	how	to	opGmise	your	website	for	the	search	
engines	
Link	Anchor	Text
•  ALT	is	displayed	if	the	image	doesn’t	load	in	the	
user’s	browser	
•  The	ALT	tag	should	describe	the	image	
•  Keep	it	short	and	to	the	point	
•  It	also	can	have	a	posiGve	effect		
on	your	website	rankings	
•  Don’t	use	ALT	tags	as	a	place	to	
	stuff	keywords	
Image	ALT	Text
Three Great &
Free Tools for
Crawling
Screaming Frog
http://www.screamingfrog.co.uk/seo-spider/
IIS SEO Toolkit
http://www.iis.net/downloads/microsoft/search-engine-optimization-
toolkit
Xenu
http://home.snafu.de/tilman/xenulink.html
DO’S & DONT’S – ONSITE
SEO	To-Do	
• Define	your	IA	and	determine	canonical	URLs	for	hub	pages	across	all	
major	categories,	with	expansion	ability	
• Use	breadcrumb	style	navigaGon	–	Put	all	new	content	in	it!	
o 	EG:	Home	>	Kitchen	>	Major	Appliances	>	Stoves	
• Include	relevant	category-specific	navigaGon	at	each	level	
• Make	interlinking	mandatory!	Include	in-content	links	to	similar	pages	
around	the	site,	and	give	links	from	other	pages	
• Keep	updated	HTML	and	XML	sitemaps	for	all	new	content		
• Learn	all	the	(new)	ways	to	control	indexaGon	and	linkjuice	flow
DO’S & DONT’S – ONSITE
SEO	Don’ts	
• Let	the	same	content	appear	on	more	than	one	URL	
• Just	throw	content	up	without	linking	to	it,	or	linking	from	it	
• Spread	your	linkjuice	thin	over	pages	without	unique	content	
• Leave	open	ended	page	scripts	like	calendars	
• Archive	poorly	(or	not	at	all)	without	respect	to	your	IA	
• Return	server	headers	other	than	404	for	error	pages		
• Think	you	can	fix	linkjuice	distribuGon	issues	with	robots.txt
CANONICALIZATION ISSUES
Duplicate	Content	
• Domain.com	VS	www.domain.com	VS	www.domain.com/	VS	
www.domain.com/index.php		
Category	&	Product	Pages	
• …/product.php?category=clothing&sub-category=pants&gender=mens	
• …/product.php?gender=mens&category=clothing&sub-category=pants	
• …/product.php?category=clothing&sub-
category=pants&gender=mens&color=blue
CANONICALIZATION ISSUES
Quick	Checklist	
• No	Capital	le=ers,	special	characters,	or	spaces	à	use	dashes	
• Parameters	in	URLs	are	fine	but	only	if	variable	order	/	useless	
variables	are	taken	care	of	–	try	to	also	limit	to	up	to	5	parameters	
• Use	standard	HTML	tags	(<H1>,	<ul>,	<a>)	
• Session	ID	variables	should	likely	use	the	canonical	tag	
• Avoid	code-bloaGng:	place	visible	content	higher	in	the	code
SITE SPEED
•  Page	speed	ma=ers	(now).	So	benchmark	yourself	against	leaders.	In	a	
way,	that’s	fun,	you	can	create	“Page	speed	contests”	now.	
•  To	do	so,	install	Google	Page	Speed	and	Yahoo’s	Yslow.	
•  Run	them	on	your	home	page	and	at	least	a	few	random	internal	pages	
•  	Follow	every	recommendaGons	for:	image	opGmizaGon,	gzip	
compression,	javascript	“minificaGon”,	CSS	“minificaGon”.	
•  Once	this	is	done,	look	at	subtler	speed	improvements	they	recommend.		
•  Moving	to	a	stable	Cloud	environment	isn’t	a	bad	idea	either.
Website: www.pagetraffic.com
Email: navneet@pagetraffic.com
Twitter: @navneetkaushal
Blog: www.pagetrafficbuzz.com
Facebook: www.facebook.com/pagetraffic.in
THANK YOU!

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