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2.  What is SEO
 Relevancy
 Keywords
 Search Engines: How content is obtained
 Site / Domain Factors
 Page Factors
 Links
 Other optimization ideas

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.  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)

6. 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

7. 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

8.  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

9. Keyword Research
and Analysis
Analyze Site for Crawl /
Performance issues
Implement Optimizations Monitor results
Repeat as
needed

10.  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

11.  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

12.  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

16.  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

17.  Possible direction of search engines to determine
relevancy
◦ Site/folder structure
◦ Content text
◦ Link text

18. • Search Engines send “bots,” that spider the web.
• Crawls via hyperlinks
<a href=http://www.mysite.com/>

19. Content
Meta Data
Links
Theme

20. 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

21.  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/

22.  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" />

23.  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

24.  Dynamic URLs
Example:
www.mydomain.com/products/item.asp?
id=20&cat=bd&cty=102&sessionid=56720938762s345h10293847nnm65748392021&cookie=
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:

25. GoogleGoogle

27.  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

28.  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

32.  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

33.  Domain / Site
 Page Elements
 Links

34.  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

35.  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

36.  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

37.  Code example:
<title>Rubber Widgets – Largest Selection of Rubber Widgets</title>
 Dreamweaver example:

38. 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>

39.  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

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=

41.  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

42.  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

43.  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

44.  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

45.  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

46.  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

47.  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

48.  Google – Webmaster Central
◦ Internal & External (inbound) links
 Yahoo – link:[URL]

49.  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

53.  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

55.  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.youtube.com/user/m0serious

56. 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

57. 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

58. 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)

59. 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

60. 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

61. Questions?
Nikhil Bhatla –info@dmpaathshala.com.com
Web: http://www.dmpaathshala.com