SEARCH ENGINE OPTIMIZATION

Search engine optimization (SEO) is the process of improving the visibility
of a website or a web page in a search engine's "natural" or un-paid
("organic" or "algorithmic") search results. In general, the earlier (or
higher ranked on the search results page), and more frequently a site
appears in the search results list, the more visitors it will receive from the
search engine's users. SEO may target different kinds of search, including
image search, local search, video search, academic search,[1] news search
and industry-specific vertical search engines.

As an Internet marketing strategy, SEO considers how search engines
work, what people search for, the actual search terms or keywords typed
into search engines and which search engines are preferred by their
targeted audience. Optimizing a website may involve editing its content
and HTML and associated coding to both increase its relevance to specific
keywords and to remove barriers to the indexing activities of search
engines. Promoting a site to increase the number of backlinks, or inbound
links, is another SEO tactic.

1. Web Search Engines
2. Selection based Search
3. Metasearch Engines
4. Desktop Search
5. Web Portals

1. Google
2. Yahoo
3. Bing or MSN

It is a program or automated script that browses through the
World Wide Web in a methodical, automated manner. The
process of browsing through the pages is called web crawling or
web spidering.

Google Spider

Google Search
Engine
OR
Deepbot

Googlebot

Freshbot

The deepbot is a spider that tries to
follow every link on your webpage. It
brings the information back to the Google
indexers to analyze and index.

The freshbot is a spider that crawls
through the web looking for new content,
and may visit your website frequently.

1. White Hat

2. Blach Hat

3. Gray Hat

White Hat SEO
Step 1

Initial Site Analysis Competition Analysis Keyword Research

Density Analysis and Title & Meta Tags Site Structure Analysis URL renaming/re-
Placement development writing

Content Development
Check

White Hat SEO
Step 2

Brief Keyword H1, H2, H3 Tags Anchor Text
Competition Review

Existing Web Content HTML Validation Creation of XML / Submitting sites to
Optimization HTML / ROR / Text Google and Yahoo
Sitemaps Webmasters

Canonical / 404
Implementation

Initial Site Analysis

• The technical evaluation of your
website to get the strong and
The process of search engine weak point of the website.
optimization (SEO) begins with the • Analysis of the indexing of pages.
initial analysis of the website to get • Analysis of current ranking of
an absolute and broad evaluation of website on various search
your website’s current position. The engines.
main purpose of initial analysis for • Analysis of factors which are
SEO process is to initiate effective preventing your website to get a
SEO campaign to get a successful good search engine ranking.
online presence for business
enhancements.

During the SEO process in initial
• Keyword used in your website.
analysis we will get a image of the
• Analysis of search engine
strategy with regard to search
compatibility of your website.
engine optimization or search
• A report which consisting the
engine promotion that would
practical prospective for organic
exactly work for your online
position.
business promotion.
• Analysis of website’s structure.

Competitor Analysis

• What Keywords are they
targeting?
• How many Quality Backlinks do
they have?
• What are their On-Page and Off-
Page SEO strategies?
SEO Competitor Analysis (or • Are they practicing any Black Hat
Competitive Analysis) is all about
SEO methods like paid links?
“Learning From Your Competitors”.
Competitor Analysis is the process
of analyzing and understanding your
competitors’ Internet Marketing
strategies and techniques. It’s about
identifying your competitor’s
strengths and weaknesses. • How many Indexed Pages do they
have?
• What are their Traffic sources?
• How well are they ranking in
SERPs?

Keyword Research

Your SEO keywords are the key words and phrases in your web content that make
it possible for people to find your site via search engines. A website that is well
optimized for search engines "speaks the same language" as its potential visitor
base with keywords for SEO that help connect searchers to your site. In other
words, you need to know how people are looking for the products, services or
information that you offer, in order to make it easy for them to find you—
otherwise, they'll land on one of the many other results in the SERPs.
Implementing keyword seo will help your site rank above your competitors.

This is why developing a list of keywords is one of the first and most important
steps in any search engine optimization initiative. Keywords and SEO are directly
connected when it comes to running a winning search marketing campaign.
Because keywords are foundational for all your other SEO efforts, it's well worth
the time and investment to ensure your SEO keywords are highly relevant to your
audience and effectively organized for action.

Keyword Research

A marketer attempting to optimize a web page for the "leather dog collars"
keyword group should consider doing most if not all of the following:

•Using the keyword in the title of the page
•Using the keyword in the URL (e.g., www.online-petstore.com/dog-
collars/leather)
•Using the keyword, and variations (e.g., "leather collars for dogs"), throughout
the page copy
•Using the keyword in the meta tags, especially the meta description
•Using the keyword in any image file paths and in the images' alt text
•Using the keyword as the anchor text in links back to the page from elsewhere on
the site

When optimizing your web pages, keep in mind that keyword relevance is more
important than keyword density in seo.

Density Analysis and Placement

Keyword Density:
Stuffing a page with a keyword is termed a black hat practice by search engines
and might get your website banned. We check the pages of your website to
ensure the density of the word is at acceptable levels in the titles, descriptions
and content of your web pages.

Keyword Proximity:
We analyse the placement a keyword or specific phrase in the body of the HTML
source program of a webpage. Our tools tell us the proximity of one part of a
phrase to the other part, the exact matches and the best placement of the
keyword or phrase.

Keywords Combinations:
We generate a keyword list and create keyword combinations, phrases or groups
of keywords. Then we test the combinations on your website and the position of
the result. We repeat this procedure to ensure a top ten ranking in search engine
results.

Density Analysis and Placement

Search Engine Comparison:
A keyword phrase is then tested in several search engines appropriately targeted
to your market and goals. This is an important step: if your audience in a
particular sector/country is using AltaVista instead of Google and the keyword is
unrecognised by AltaVista but achieves a top 10 ranking in Google then
adjustments must be made.

Keyword Buckets:
After successful testing and an appropriate keyword list or phases are generated
we then place these into buckets called: Products, Services and Customer
Solutions. This forms the basis of a webpage optimisation.

Title & Meta Tags development

What is a Title Tag?

The Title Tag is an HTML code that shows the words that appear in the Title bar at
the top of your web browser. These words do not appear anywhere else on your
web page. For instance, the Title Tag of this page appears as ‘Meta Tag
Optimization: Title and Meta Description Tag Optimization‘ at the top bar of your
web browser. This is because these words were entered into the Title Tag of the
web site’s HTML code. Usually, the Title Tag is the first element in the <Head>
area of your site, followed by the Meta Description and the Meta Keywords Tags.


What is Meta Description Tag?

The Meta Description Tag is a part of HTML code that allows you to give a short
and concise summary of your web page content. The words placed in this Meta
Tag, are often used in the search engines result pages (SERP), just below the Title
Tag as a brief description of your page. In the Search Engine Results Pages, after
reading the Title, a user usually studies the description of the page and decides
whether she wants to visit your site or not.

Some Search Engines prefer to ignore your Meta Description Tag and build the
description summary on the basis of the search term for the SERP on the fly. They
usually pick up parts of the text on your page wherever the search terms appear.
The only exceptions are the Flash, Frame or All Image sites that have no content,
and some high importance websites, where the search term is not found in the
text. In such a case, Google picks up your entire Meta Description Tag and displays
it.

Title tag ==max 90 character
Title tag max 90 character
Title & Meta Tags development Description tag ==max250 character
Description tag max250 character
Keywords ==max 500 character
Keywords max 500 character

This is the way Meta Description Tag appears in your site’s HTML code:

<Head>
<Title> Meta Tag Optimization: Title and Meta Description Tag
Optimization</Title>

<Meta name=”description” content=”Meta Tag Optimization: Title Tag
Optimization and Meta Description Tag Optimization. Tips about how to optimize
your most important Tags.”>

<Meta name=”keywords” content=”meta tag, optimization,title tag,meta
description,tag optimization,important tags.”>

</Head>


Inorgani
Inorgani
cc

Inorganic
Inorganic

Organic
Organic

Site Structure Analysis

1. Dynamic URL solutions for:
•Shopping cart systems
•Content management systems

2. Coding Issues:
•Suggest W3C compliant HTML code
•Comment out JavaScript and use remote .js files
•Use remote cascading style sheet .css files
•Eliminate client side JavaScript and Meta 302 redirects where not appropriate
•Substitute navigational links written in JavaScript with a static solution or at least
a suggestion
•Keep page file size as small as possible (<100K)
•Avoid frames, Iframes and Whole Flash front pages

Site Structure Analysis

3. Architecture Issues:
•Resolve canonical issues:
 Ensure only one domain serves content and that all other owned
domains 301 redirect to main domain
 Ensure that [site.com] 301 redirects to [www.site.com]
•Use of a site wide navigational system that ties the major areas together,
consistently
•Use of a footer
•Use of a sitemap
•Cross linking of similar or related pages/categories
•Use of keyword text in links

URL renaming/re-writing

There could be two very strong reasons for you to rewrite your URLs. One of them
is related to Search Engine Optimization. It seems that search engines are much
more at ease with URLs that don't contain long query strings.

A URL like http://www.example.com/4/basic.html can be indexed much easier,
whereas its dynamic form, http://www.example.com/cgi-bin/gen.pl?
id=4&view=basic, can actually confuse the search engines and cause them to miss
possibly important information contained in the URL, and thus preventing you
from getting the expected ranking.

With clean URLs, the search engines can distinguish folder names and can
establish real links to keywords. Query string parameters seem to be an
impediment in a search engine's attempt to perform the indexing. Many of the
SEO professionals agree that dynamic (a.k.a. dirty) URLs are not very appealing to
web spiders, while static URLs have greater visibility in their "eyes".


The other strong reason for URL rewriting would be the increase in usability for
web users, and in maintainability for webmasters. Clean URLs are much easier to
remember. A regular web surfer will find hard to remember a URL full of
parameters, not to mention that they would be discouraged by the idea of
typing, one character at a time, the entire URL. And they could also mistype it,
and not get to where they wanted.

This is less prone to happen with clean URLs. They can help you create a more
intuitive Web site altogether, making it easier for your visitors to anticipate
where they could find the information they need.

Webmasters will find themselves that maintaining static URLs is a much easier
task than with dynamic ones. Static URLs are more abstract, and thus more
difficult to hack. The dynamic URLs are more transparent, allowing possible
hackers to see the technology used to build them and thus facilitating attacks.

Also, given the length of dynamic URLs, it is possible for webmasters to make
mistakes too during maintenance sessions, usually resulting in broken links. Not
to mention that, when static URLs are used, should it be necessary to migrate a
site from one programming language to another (e.g. from Perl to Java), the links
to the site's pages will still remain valid.


Sometimes Static URLs Do Make For Better SEO

•The URLs look nicer and will likely get clicked on more often.
•The URLs will provide better anchor text if people use the URLs as the link anchor
text.
•If you later change CMS programs having core clean URLs associated with
content make it easier to mesh that content with the new CMS the benefit Google
espouses for dynamic URLs (Googlebot being able to stab more random search
attempts into a search box) is only beneficial if your site structure is poor and/or
you have way more PageRank than content (like a Wikipedia or techcrunch).
•Dashes vs. Underscores.
•Remove old Url.
•Use robots.txt (or) webmaster tool.

Content Development Check

SEO Content Management

Problems: Solutions:
•Duplicate Content. •User-Generated Content.
•Low quality pages (Content) •Hire Writers (Manual)
•Existing Web Content Optimization

H1, H2, H3 Tags

Correct Use of header tags - H1, H2, H3:
What are header tags? They are simply paragraph headings and they are very
important to SEO, as search engine spiders check them to help decide which key
terms the page is relevant for. H1, H2, H3, H4, H5 and H6 header tags also make
things easier for the reader to quickly find the information that they are looking
for on your web page.

Correct use of H1 Header Tag:
The top heading on your page should always us the H1 header element and it
should be the only instance of the H1 header tag on the page. On this page, the
H1 tag is Correct Use of header tags - H1, H2, H3. Again, as covered in the
previous two day’s articles on Page Titles and Description meta tags, the Key
terms that are used in the H1 header tag, are also used in the page title and the
description tag, keeping the optimisation on-focus.

Anchor Text

7 anchor text SEO:

1.Exact match
2.Partial match
3.Relevant keyword
4.URL (Domain name)
5.Brand name
6.Generic
7.Misspelled words

1. <a href="http://www.example.com">anchor text seo</a>



4. <a href="http://www.example.com">http://www.example.com </a>

5. <a href="http://www.example.com">example</a>

6. <a href="http://www.example.com">Click here</a>

7. <a href="http://www.example.com">anker text seo</a>

HTML Validation

What is the HTML / XHTML Validator?

The HTML Validator is a free seo tool that checks web documents in formats like
HTML and XHTML for conformance to W3C Recommendations and other
standards. In essence, it is a html code checker.

The HTML Validator returns any errors that may cause your website not to be
indexed properly by search engines. All errors from the validator are not
necessarily detrimental but it's best to check your site to ensure you're not losing
rankings in the major search engines because of errors in your html syntax.

•HTML / XHTML
•CSS
•JavaScript
•Flash

Creation of XML / Robots / .htaccess / Text Sitemaps

What is an xml sitemap

A xml sitemap is a file that lists URLs for a web-site, writ-ten in XML (eXsten-si-ble
Markup Lan-guage), a lan-guage much like HTML used as the stan-dard to struc-
ture, store and trans-port infor-ma-tion. XML was cho-sen because it is much
more pre-cise, doesn’t tol-er-ate errors and is more descrip-tive than HTML cod-
ing, allow-ing you to define your own tags. Since the syn-tax must be exact, it is
sug-gested to use an XML syn-tax val-ida-tor or auto-mated XML sitemap gen-er-
a-tors avail-able on the web (see on-line tools). But if you want to learn how to
make a sitemap on your own, see all avail-able tags for xml sitemaps.

•New page link add
•File Size = 10MB
•URL’s = 50,000


What is Robots.txt?

The robots exclusion protocol (REP), or robots.txt is a text file webmasters create
to instruct robots (typically search engine robots) on how to crawl & index pages
on their website.

Block all web crawlers from all content
User-agent: *
Disallow:

Block a specific web crawler from a specific folder
User-agent: Googlebot
Disallow: /no-google/

Block a specific web crawler from a specific web page
User-agent: *
Disallow: /no-bots/block-all-bots-except-rogerbot-page.html

User-agent: rogerbot
Allow: /no-bots/block-all-bots-except-rogerbot-page.html


How to use .htaccess

'.htaccess' is the filename in full, it is not a file extension. For instance, you would
not create a file called, 'file.htaccess', it is simply called, '.htaccess'. This file will
take effect when placed in any directory which is then in turn loaded via the
Apache Web Server software. The file will take effect over the entire directory it is
placed in and all files and subdirectories within the specified directory.

You can create a .htaccess file using any good text editor such as TextPad,
UltraEdit, Microsoft WordPad and similar (you cannot use Microsoft NotePad).

•301- Redirection
•400 - Bad request
•401 - Authorization Required
•403 - Forbidden
•404 - File Not Found
•500 - Internal Server Error


HTML Sitemaps

Using HTML sitemaps for SEO is a powerful alternative to using anchor text links
in the primary navigation to ensure deeper pages get crawled. HTML sitemaps
create a significant and distinct type of residual ranking factor that are crawled by
all search engines that xml sitemaps simply cannot replicate.

•User friendly page
•Easy navigate all pages

Google, Yahoo and Bing – Link Submission

Search engine submission:

Search engine submission is how a webmaster submits a web site directly to a
search engine. While Search Engine Submission is often seen as a way to promote
a web site, it generally is not necessary because the major search engines like
Google, Yahoo, and Bing use crawlers, bots, and spiders that eventually would
find most web sites on the Internet all by themselves.

SEARCH ENGINE OPTIMIZATION

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