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SEARCH 
ENGINE 
OPTIMISATION 
(SEO)
About 
me.. 
• Srinath 
Paranji 
• Marke?ng/Digital 
Analyst 
• Run 
an 
online 
mathema?cs 
educa?on 
website, 
viz. 
www.sunshinemaths.com
Search 
Results 
on 
Google
Search 
Results 
on 
Google 
Meta 
Descrip?on 
URL 
Title 
tag
What 
is 
SEO? 
And 
why 
SEO? 
• SEO 
is 
the 
process 
of 
improving 
websites 
to 
achieve 
higher 
rankings 
(& 
visibility) 
• 85% 
of 
traffic 
is 
referred 
by 
search 
engines 
• 90% 
don’t 
go 
beyond 
the 
first 
30 
results 
(72% 
first 
10 
only)
Key 
Elements 
of 
SEO 
• On-­‐page 
content 
• Links 
• Social
On 
page 
op?misa?on 
• Keyword 
• Page 
?tle 
• Meta 
descrip?on 
• URL/Permalinks 
• SEO 
?tle 
• Images 
• Body 
of 
the 
page
Keywords 
• Should 
appear 
enough 
?mes 
on 
the 
page 
(~5% 
of 
the 
word 
count) 
• Try 
and 
use 
related 
keywords 
• Use 
different 
varia?ons 
(tense, 
plural, 
etc.)
Key 
Elements 
of 
Search 
Results 
• Title 
tag 
– 
60 
char 
• Meta 
descrip?on 
– 
156 
char 
• URL 
– 
75-­‐92 
char
DO 
try 
and 
have….. 
• A 
good 
domain 
name 
• Exact 
match, 
preferably 
(e.g. 
www.joeplumbing.com 
) 
• Simple 
and 
Easy 
to 
remember 
& 
understand 
• Avoid 
underscores, 
-­‐, 
‘, 
etc.
URL 
set-­‐up 
for 
SEO 
benefit 
Bad 
domain 
name 
structure 
• www.mysite.com/p-­‐4379/ 
✗ 
Good 
domain 
name 
structure 
• www.mysite.com/ar?cle/ 
topic/ 
✓
URL 
set-­‐up 
for 
SEO 
benefit 
• Single 
domain 
• Shallow 
folder 
structure 
with 
relevant 
words 
• Keywords 
in 
page 
name, 
separated 
by 
hyphen 
• www.joeplumbing.com/plumbing-­‐ 
repairs/taps 
• www.joeplumbing.com/plumbing-­‐ 
repairs/drains
Good 
Content 
is 
the 
Key 
• Relevant 
• Well-­‐wrijen 
• Current 
• Value 
Adding 
• Compelling
Link 
Internally 
• Add 
links 
from 
within 
one 
page 
to 
the 
others 
• Don’t 
have 
your 
pages 
in 
isola?on 
• Have 
anchor 
text 
for 
the 
links
Do 
NOT… 
• Duplicate 
web 
content 
across 
mul?ple 
pages 
(you 
will 
be 
penalised) 
• Meta 
descrip?on
Image 
op?misa?on 
× Img_2457.jpg 
ü Tap-­‐repair-­‐1.jpg 
ü Fixing-­‐taps-­‐1.jpg
Image 
op?misa?on 
• Always 
use 
image 
alt-­‐tags 
• Use 
the 
keywords 
in 
your 
alt-­‐tags 
ü Tap-­‐repair-­‐1 
ü Fixing-­‐taps-­‐1
Social 
Media 
Elements 
• Google+ 
• Facebook 
Shares 
• Facebook 
Comments 
• Facebook 
Likes 
• Pinterest 
• Twijer
Social 
Media 
• Have 
a 
strong 
and 
consistent 
social 
media 
presence 
• Tie 
it 
with 
content 
marke?ng 
• Promote 
your 
site 
through 
social 
media 
channels
Responsive 
Web 
Design 
• Your 
site 
should 
be 
mobile 
and 
tablet 
friendly
Wordpress 
SEO 
Plug-­‐ins 
ü Wordpress 
SEO 
by 
Yoast 
• All-­‐in-­‐one 
SEO 
pack 
• SEO 
Ul?mate 
• SEOPressor 
• ….
Yoast 
SEO 
Interface
Yoast 
SEO 
Interface
Google 
Webmaster 
Tools 
• Track 
your 
site 
for 
technical 
issues 
Ø Crawling/crawling 
errors 
Ø Page 
errors/page 
redirects 
Ø Page 
load 
speeds 
Ø Sitemaps 
Ø Links 
to 
your 
site 
Ø ….

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Introduction to SEO

  • 2. About me.. • Srinath Paranji • Marke?ng/Digital Analyst • Run an online mathema?cs educa?on website, viz. www.sunshinemaths.com
  • 4. Search Results on Google Meta Descrip?on URL Title tag
  • 5. What is SEO? And why SEO? • SEO is the process of improving websites to achieve higher rankings (& visibility) • 85% of traffic is referred by search engines • 90% don’t go beyond the first 30 results (72% first 10 only)
  • 6. Key Elements of SEO • On-­‐page content • Links • Social
  • 7. On page op?misa?on • Keyword • Page ?tle • Meta descrip?on • URL/Permalinks • SEO ?tle • Images • Body of the page
  • 8. Keywords • Should appear enough ?mes on the page (~5% of the word count) • Try and use related keywords • Use different varia?ons (tense, plural, etc.)
  • 9. Key Elements of Search Results • Title tag – 60 char • Meta descrip?on – 156 char • URL – 75-­‐92 char
  • 10. DO try and have….. • A good domain name • Exact match, preferably (e.g. www.joeplumbing.com ) • Simple and Easy to remember & understand • Avoid underscores, -­‐, ‘, etc.
  • 11. URL set-­‐up for SEO benefit Bad domain name structure • www.mysite.com/p-­‐4379/ ✗ Good domain name structure • www.mysite.com/ar?cle/ topic/ ✓
  • 12. URL set-­‐up for SEO benefit • Single domain • Shallow folder structure with relevant words • Keywords in page name, separated by hyphen • www.joeplumbing.com/plumbing-­‐ repairs/taps • www.joeplumbing.com/plumbing-­‐ repairs/drains
  • 13. Good Content is the Key • Relevant • Well-­‐wrijen • Current • Value Adding • Compelling
  • 14. Link Internally • Add links from within one page to the others • Don’t have your pages in isola?on • Have anchor text for the links
  • 15. Do NOT… • Duplicate web content across mul?ple pages (you will be penalised) • Meta descrip?on
  • 16. Image op?misa?on × Img_2457.jpg ü Tap-­‐repair-­‐1.jpg ü Fixing-­‐taps-­‐1.jpg
  • 17. Image op?misa?on • Always use image alt-­‐tags • Use the keywords in your alt-­‐tags ü Tap-­‐repair-­‐1 ü Fixing-­‐taps-­‐1
  • 18. Social Media Elements • Google+ • Facebook Shares • Facebook Comments • Facebook Likes • Pinterest • Twijer
  • 19. Social Media • Have a strong and consistent social media presence • Tie it with content marke?ng • Promote your site through social media channels
  • 20. Responsive Web Design • Your site should be mobile and tablet friendly
  • 21. Wordpress SEO Plug-­‐ins ü Wordpress SEO by Yoast • All-­‐in-­‐one SEO pack • SEO Ul?mate • SEOPressor • ….
  • 24. Google Webmaster Tools • Track your site for technical issues Ø Crawling/crawling errors Ø Page errors/page redirects Ø Page load speeds Ø Sitemaps Ø Links to your site Ø ….