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Lecture 14 SEO.pptx
- 3. Copyright © 2018
Definition
Process of enhancing the visibility of the website by improving the ranking in
the Search Engine Results Page (SERP).
Process of making the website more search engine friendly thus getting higher
positions in ‘organic’ or ‘natural’ or ‘unpaid’ search results.
Search Engine
A web program designed to retrieve or search information on the web.
Display organic and paid search results
- 7. Copyright © 2018
Website Audit
1. Keyword position
2. Sitemap
3. Browser, Operating Systems, Devices compatibility
4. Backlink Checker
5. Domain Authority
6. Keyword Cloud
7. Speed audit
- 8. Copyright © 2018
Content
All the information contained in any web page
Text, hyperlinks, images, audio, animation or videos
For optimizing the content:
Write easy-to-read text
Organize your content around a topic
Create fresh and unique content
- 10. Copyright © 2018
On Page Optimization
Optimizing the web page itself
On page factors that affect search engine rankings:
Technical Elements
Site Performance
Tactics to improve site performance:
Enable compressions
Compress Images
Reduce redirects
- 11. Copyright © 2018
Domains
E.g. (www.example.com)
Domain Name Memorability
Keyword-rich Domains
Subdomains
www.google.co
m
www.analytics.go
ogle.com
www.support.goog
le.com
www.mail.googl
e.com
and many
more...
- 13. Copyright © 2018
HTML Tags
Tags used to create web pages in HTML so that web browsers can read the code
and process them to display on the screen.
Meta Tags
Describe a page’s content and does not appear on the front end to users.
Meta Keywords:
Used to define the content of a web page by providing a bunch of keywords or
tags specific to that web page’s content
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Keyword Density
Number of Keywords
Number of times seen in top 20
rankings of 40 million Google US SERPs
Number of subdomains
1 9,947,070
2-10 9,502,927
11-50 3,045,119
51-100 502,121
101-500 463,392
501-1,000 66,244
1,001-10,000 66,493
10,001-50,000 6,408
50,001-100,000 777
100,000-50,000,000 722
This means 722 subdomains ranked for
more than 100K keywords of
SERPscape’s 40 million.
- 24. Copyright © 2018
RSS Feeds
RSS (Rich Site Summary or Simple Syndication) is an XML code that contains
recent information updates.
Microsites
Auxiliary websites, which are usually about a product or a service that provides a
separate entity for a brand. A microsite typically has its domain, but some exist as
a subdomain.
Site Structure
Breadcrumbs
Internal Linking
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Off Page Optimization
Outside activities of the web page that help in its ranking.
Authority And Hubs
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Backlinks
Source Diversity
Source independence
Blog posts / Commenting
Press Release
Directories/Classifieds
Paid or Featured web listing
Free or regular web listing
Reciprocal web listing
Forums
Article Promotion and Syndication
Unnatural Links
- 27. Copyright © 2018
SEO Tactics
BLACK HAT SEO
When someone deliberately manipulates indexes of a search engine to improve the ranking of web pages.
It involves several techniques such as:
Keyword stuffing
Cookie stuffing
Hidden text/links
Cloaking
Gateway pages
Mirror site
Blog comment spam
Social networking spam
Link farms
Cybersquatting
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Example
A company banned for using a tactic called cloaking
In 2006 Google announces that a company was removed
from organic search results for using a tactic called
cloaking. This black-hat strategy was to boost the
company’s website. In the response to Google, the
company acknowledged that it had set up “doorway pages”
to attract search engines and then redirect traffic to some
other.
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A Comparative Chart
Black Hat SEO Technique White Hat SEO Technique
On-page factor Hidden text Titles and meta data
Duplicate content Quality content
Off-page factor Doorway pages or gateway
pages
Guest blogging
Links Page swapping Link building
Link farming Quality backlinks
Content Keyword stuffing Relevant keywords
WHITE HAT SEO
White hat SEO refers to following search engines rules and policies for doing SEO
and adopting optimization strategies and tactics with a focus on human audience
and not search engines.
- 30. Copyright © 2018
Google Search Engine
Sergey Brin and Lawrence (Larry) Page ,founded Google
Google focused on launching new products like Google News and Google Books.
2002 Google launched “Google News”
2004 Google Books
2005 Google Suggest which is an auto-complete function.
Some of the major changes/updates:
Google Caffeine (2009)
Google Panda (2011)
Google Penguin (2012)
Page Layout (2012)
Pirate (2012)
Knowledge Graph (2012)
Google Hummingbird (2013)
Penguin (2014)
- 31. Copyright © 2018
Case Study- Barclays Business Banking SEO Campaign
Objective
Authorities decided to increase research phase content, to attract and help more customers
through different stages of their information-gathering and buying cycle, and boost its
website’s organic search rankings.
Implementation
The data strategy included quantitative linguistic profiling, to learn how business-
banking customers does searches for banking products and services, and the keywords
used at various stages of the information gathering and buying process.
Twitter profiles and LinkedIn groups were used to promote company’s business banking
seminars, as well as engage with participants before, during and after those events.
Competition “The Take One Small Step”
Back linking was used on that competition's microsite
Source – Direct Marketing Association – UK, DMA Awards, Silver, 2012
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Result
Their SEO campaign demonstrates the effectiveness of engaging content to
boost organic search rankings and dramatically increase conversion (252%
increase) and traffic (116% increase).
Non-brand traffic is one of the most telling indicators of successful organic
search campaigns; this campaign continues to deliver increases in non-brand
traffic: between May 2011 and May 2012, this rose by 116%.
The newly incorporated keywords (search terms) helped drive traffic and were
key in helping Barclays dominate the top 10 Google positions for phrases like
‘business banking seminars.’
The subsequent 252% rise in conversion rates shows how valuable the content
is, and its role in increasing engagement and generating positive brand
sentiment.
- 33. Copyright © 2018
Case study-UAV Coach
Objectives
Alan aimed to generate traffic to a website for brand awareness, increase sales and
profits. He wanted to publicize the content that is keyword targeted direct traffic to
UAV coach website and for lead acquisition.
Implementation
An organized plan was implemented to achieve the incredible result of generating
152,732 visits in 6 months.
UAV Coach also did content promotion through Link Building, effective internal links,
optimized site/load speed, etc.
On-page optimization
- 34. Copyright © 2018
Keyword Research
Learn to fly drones (Visitors - 140)
Learn to fly a drone (Visitors - 140)
Beginner quadcopter (Visitors - 480)
How to fly a drone (Visitors - 880)
The company targeted long tail keywords each one of which had a
small number of monthly searches, but together they constituted a
significant search volume.
Result
UAV Coach website has achieved 11,065% more organic traffic in just
six months. The SEO strategies have helped them in generating
152,732 visits.
Source – Robbie Richards case-study, 2015
Editor's Notes
- Data Source: Moz, 2015
