SlideShare a Scribd company logo
Search Engine
Optimization SEO
Training
Presenter:
Dushyant Verma
Marketing Manger
The Digital Group Inc.
SEO Guide
LinkedIn Profile - https://www.linkedin.com/in/dushyantverma/
Content in this Presentation
 The Search Landscape – Day 1
 How Search Engines Work - Day 2
 Building Accessible Sites - Day 3
 Conducting Keyword Research - Day 4
 Link Building Strategies
 Social Media & the Web’s Influencers
Day 5
SEO Guide
The Search Marketing Landscape
Day - 1
The History of Search
Engines
Global Search Survey - 2012
8
Introduction to the various ways in
which you can market your
business online.
Organic vs. Paid Search
Organic
Paid
Organic vs. Paid Search
90% of Clicks
10% of Clicks
Click-Through Rates
Vertical Search
Local Results
Probably doesn’t get traffic
like most “#1” results
Completely different ranking
algorithm than standard
search results
Image Results
Video Results
News & Blog Results
Shopping Results
Instant Answers
Instant Answers
Instant Answers
Instant Answers
News Results
Real Time Results
Local Results
Image Results
This Presentation Focuses on:
Common Search Engine
Principles
Spider | Crawler | Indexer | Database | Results Engine | WebServer
SEO Guide
How Search Engines Work
Day -2
Crawling & Indexing
Without links, the
engines might
never find this page
Calculating Query-Independent Metrics
Via www.opensiteexplorer.org
Many Domains vs. One Domain
VS.
Domain Authority
PageRank
The Flow of PageRank
PageRank is Split Evenly Between the
Links on a Page
PageRank is an Iterative Algorithm
Technically, Every External Link
“Leaks” PageRank
Nofollowing or Removing Links Can
Alter the Flow of PageRank
Or, at least it used to...
www.seomoz.org/blog/google-says-yes-you-can-still-sculpt-pagerank-no-you-cant-do-it-with-nofollow
Google Says they use PageRank to Crawl
Algorithmic Ranking Factors
Query Deserves Freshness (QDF)
QDF
QDF
Normal Results
Query Deserves Diversity (QDD)
Algorithmic Ranking Factors
SEO Guide
Building Accessible Sites
Day -3
Crawlability / Link Architecture
Duplicate Content & Canonicalization
Duplicate Content & Canonicalization
Canonical URL Tag
301 Redirects
302s
Duplicate Titles & Meta Descriptions
Search Friendly URLs
www.nationalgeographic.com/animals/african-elephants
Single domain
Shallow folder structure
with relevant words
Keywords in page name,
separated by hyphen
Search UN-Friendly URLs
Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8
Unnecessary
Subdomain Dynamic URLs don’t perform as well
as static and engines recommend
against more than two parameters
No keywords in the URL string
Fixing Broken Links & 404s
Blocking Robots
Blocking Robots
XML Sitemaps
www.sitemaps.org/protocol.php
Webmaster Tools (Google)
Webmaster Tools (Bing)
Search Engine Guidelines
www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35769
Important Tags & Signals
Title Tags
Meta Descriptions
Tag Length Recommendations
Anchor Text
<a href=“https://www.yourlandingpage.com”> Organic Blueberries are here </a>
Start of the
link tag Link referral location Visible/anchor of the link Closure of
the link tag
Anchor Text
Page Copy
Image Alt Attributes
Good keyword
usage in the alt tag
Not So Important
Meta Keywords Tag
H1, H2, H(x) Tags
Search Engine “Submission”
SEO Guide
Keyword Research + Targeting
Day -4
The Goals of Keyword Research ?
is to find keywords which are searched often
so they can bring enough traffic but are not too
competitive so you can rank well for these
keywords
Determine Relative Volume Levels
Identify High Value Keywords
Predict the Effort Required to Rank Well
Choose the “Best”
Words/Phrases to Target
The Keyword Demand Landscape
The Long Tail of Keyword Demand
Top 100 terms: 5.7% of the all search traffic
Top 500 terms: 8.9% of the all search traffic
Top 1,000 terms: 10.6% of the all search traffic
Top 10,000 terms: 18.5% of the all search traffic
Experian Hitwise is a division of Experian that measures website traffic by collecting
data directly from ISP networks
Head terms are high volume in
searches, But may be very
competitive to attain.
Tail terms are high volume in
searches, But may be very
competitive to attain.
Tools & Tactics for Brainstorming
& Refining Your Seed List
Salespeople & Customers
Google AdWords Tool
Be Wary of
Match Type
https://adwords.google.com/select/KeywordToolExternal
MS AdCenter Excel Plug-In
www.seomoz.org/blog/using-the-adcenter-excel-plugin-for-keyphrase-research
Google Trends
Not Very Accurate
Sign In for Y-Axis Numbers
Internal Site Search Stats
Competitive Keyword Research
Restrict query
to competitor’s
domain
The Keyword Research Process
Start with Your Seed List
Create Spreadsheet w/ these Columns
Get Google Search Demand Numbers
Or Use PPC Campaign Data
Add Keyword Difficulty Data for Top Terms
We like using a weighted average of
the Page Authority metric
Target High Volume, High Value,
Low Difficulty Terms First
Measuring Keyword
Difficulty & Competition
Run Queries for Desired Term + Engine
Watch for vertical
results, which can skew
CTRs & visibility
Conduct a Competitive Analysis of Metrics
Tools Can Help Provide Scores
Tools Can Help Provide Scores
www.seomoz.org/mozbar
SEO Guide
Link Building Strategies
Day 4-5
What Goals Can Link Building
Help Us Achieve?
Bolster Individual Rankings
Improve a Domain’s Ability to Rank Pages
Achieve More Complete Indexation
Drive Traffic & Branding Awareness
Send Converting Traffic
Image Credit: websiteoptimization.com
The 8 Basic Kinds of Link Building
#1 - Manual Link Submissions/Requests
#2 - Competitive Link Research/Acquisition
#3 - Links via Embedded Content
#4 - Linkbait & Viral Campaigns
#5 - Content, Technology & API Licensing
#6 - Partnerships, Exchanges & Trades
#7 - Paid Links
#8 - Link Reclamation
Matching the Right Link Building
Strategies
to Your Organization’s SEO Goals
Links for Individual Rankings
Links for Domain “Authority”
Links for Indexation
Links for Traffic & Branding
Links for Conversion
Using Tools & Processes to Ease the
Challenges of Link Building
Tools for Competitive Link Research
• Yahoo! Site Explorer & Link Commands
• Open Site Explorer
• Top Pages
Yahoo! Site Explorer
Total num of links
coming to your
domain
Not necessarily followed & in
a somewhat random order
Yahoo! Link Commands
Less “accurate” than
Site Explorer
Lots of cool, useful modifiers
available
Open Site Explorer
Open Site Explorer
Highly Correlation w/ Rankings
Data updates monthly from the
Linkscape web index (approx. 60% the
size of Yahoo!/Google/Bing)
Open Site Explorer
Poor Anchor Text Spells Opportunity
Top Pages
Find which pages are
earning links (your
own & competitors)
404s? Reclaim them!
Ways Search Engines Judge the
Value of a Link
#1 - Internal vs. External
#2 - Anchor Text
#3 - PageRank
According to google if a webpage is giving away a link to another page then it is casting a
vote to another page. For example ,if a page A is linking back to page B then google sees it
as a vote from page A to page B
#4 - Trust Rank
#5 - Location on the Page
#6 - Use of Rel="Nofollow"
#13 - Link Type
Links can come in a variety of formats.
The big three are:
 Straight HTML Text Links
 Image Links
 Javascript Links
#13 - Link Type
Straight HTML Text Links
Image Links
Javascript Links
Tools for Quick Analysis
Get usable metrics
quickly as you surf
Tools for Quick Analysis
Social Media & the Web’s Influencers
Influencers on the Web
Topic Areas of Interest for Web Influencers
The D S Simon 2014 Web Influencers Survey found technology, entertainment, food & beverage and healthcare were the most interesting topics for
web influencers. This clearly creates an opportunity for communicators as well as insight into how to target your outreach for specific campaigns.
The table below shows a comparison of the subject matter interest levels amongst the different types of media.
Making Content Easy to Share
Making Content Easy to Share
SEO Guide
“Why is Social Media
important for Business?”
Popularity of the Social Networks
(As of January 2013) – Source: Techi
Breakdown on how some of the most popular social media platforms have been helping businesses attain their goals:
SEO Guide
“Choosing the Right Social Media
Platform for Business”
Adopt a strategy that
reflects your brand
and your customers’
behavior
Decide what
platforms work best
for your business
Determine how much
you can commit to
regular updates
Go where your
customers are and
start a conversation
Social Statistics
Algorithmic Ranking Factors
Social Media
Paid Marketing Methodology
Facebook Search ad
Placements
LinkedIn Search ad
Placements
Twitter Search ad
Placements
Algorithmic Ranking Factors
You have to do these
right, before you can
do these right
SEO Guide
Free SEO Tools
List of Tools:
Google Webmaster Tools
http://www.google.com/webmasters
Google Keyword Tool
www.adwords.google.com/select/KeywordTool
External
Website Grader
www.websitegrader.com
Check Backlinks & Anchor Text
www.bluebacklinks.com
Search Engine Spider Simulator
www.webconfs.com/search-engine-spider-
simulator.php
Alexa Ranking
www.alexa.com
SEO Book – Free SEO Tools
www.tools.seobook.com
Spy on Your Competitors
www.spyfu.com
Search Engine & Directory
Submission Tool
www.ubl.org
Press Release Article Distribution
www.prnewswire.com
SEO Guide
Thank You!

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