This document provides an introduction to search engine optimization (SEO) including what SEO is, why it is important, and how search engines work. It discusses key on-page and off-page optimization strategies like optimizing titles, content, links, and site architecture. The document also outlines the process for an SEO audit including analyzing titles, content, links, duplicate content, and more. An action plan is proposed focusing on structural changes, keyword research, content development, on-page optimization, and social media strategies to improve search engine rankings.

1. Search Engine Optimization: Introduction +
Education + Analysis

2. What Is SEO ?
• Search Engine Optimization is the process
of creating or updating a website to
improve the site’s ranking in organic search
results, with the objective of increasing the
volume of quality traffic.
• This must be done on-page (site
architecture, link
structure, content, keywords, title
tags, etc.) and off page (link building.)

3. SEO requires
Time + Education +
Resources

4. The Value of Search Engine
Optimization

5. Search Engine Market Share
So what do all these
numbers mean?

6. If your keyword ‘Cheap Flight’ has got
10,000 searches from India
• 10,000 searches/day X 90% Google
market share X 10% CTR X 5%
conversion rate X $100 transaction
amount = $4,500/day or
around $1,642,500/year.
• Make sense now?

7. How does Google Decide What Web
Pages Rank the Highest?
• The basic formula for search
algorithms is this:
Relevance + Popularity + Trust =
Healthy Search Engine Rankings

8. Relevance : The degree to which Popularity : The relative
the content of a web page importance of a web page
(document) returned in a search determined by the number of links
match the user’s search terms. to that page from elsewhere on
the web. Popularity increases with
Relevance increases if the search every new link.
term appears multiple times on a
page, particularly if it appears in Search Engines measure not only
the title of the page or heading who is linking to a certain site or
tags (H1, H2, H3.) page and how many links
exist, but what the referring web
pages say about that page
(anchor text.)
Trust :The relative value of links and
content. As we discussed with
Popularity, the more websites that link to
your content the more popular your
content is determined to be.

9. Search Engine Spiders
Search engine
spiders/robots are
computer programs (e.g.
“GoogleBot”) that
methodically
browse/crawl/spider the
internet.

10. How does your website looks to a
spider?
• UAEEXCHANGE
• MAKEMYTRIP
• YATRA

11. 5 Important Aspects of SEO

12. Broad algorithmic elements to
Google’s rankings

13. SEO AUDIT

14. • Start by signing up for a Webmaster
Account with each of the major
Search Engines

15. • Go to Google Webmaster Tools
• Create a Google account if you don’t already have one
• Verify your site
• Set your correct geographical target
• Set your preferred domain
• Enable image search (may drive traffic, but will unlikely be
useful)
• Create and upload XML sitemaps
• Identify issues
• Look at your external links
• Look at the GoogleBot crawl rate
• Look at the search phrases
• Be alerted to duplicate titles

16. Usability Overview
Visual Design | browser compatibility | Custom 404 Error page

17. Accessibility / Spiderability Review
• Look through the eyes of a SE spider
• Robots.txt file
• Navigation location
• Breadcrumbs
• Clicks-from-homepage
• Broken Links

18. URL Review
• URLs should be descriptive, contain
relevant keywords, and leave out
non-essential
• Drop Sessions ID’s from URLs
• Directory depth
• Use hyphens in page names, not
underscores

19. Redirect Review
• 302 Redirects
• Canonical Homepage
URL issues

20. Title Tag Review
• Title tag need to be optimized
• Unique
• Descriptive
• Relevant
• Should be less than 65 characters
long.

21. Content Review
• High-quality unique content
• Human-focused
• Heading Tags
• Keyword optimized - one keyword per page
• Internal links – Using keyword optimized
anchor texts
• Enough Content - Every page should
contain 200+ words of HTML text.

22. Duplicate Content Review

23. Link Analysis

25. Home Page Review
• Cheap Flight Booking or Hotel Booking or Tour Packages or
Forex/Visa/Insurance - Understand our Primary Service
and classify the site
• No Clear Navigation – This make the whole scenario
confusing
• Clean up the design – Check out an award winner
• No Call to Action

26. Lot of offering confuses the user Booking What ?
No Hotels
!!!
No Tab !!! Bad Call to Action
Is this interesting
to a visitor?
No landing page Associates : Can be an icon link with
no follow

27. Home Page Recommendations
• Categorization- Flights > Domestic | International
• International Air Fare Deals | Domestic Flight Deals
• Compare price and list top 5 cheap domestic flight deals
• Compare Price and list top 5 international flight deal
• International Airlines list | Airlines Schedules
• Domestic Flight Schedules from City
• Footer Links – Itemize links based on Domestic
Flights, International Flights, Travel Help and Support
• Clean up by Removing irrelevant topics from home page
• Moving topics to Banner Ads – Hotel Deals, Holidays etc
• No Follow external links, User pages, Registration etc
• UAE EXCHANGE FINANCE to UAE EXCHANGE TRAVELS

28. Page Cache
• http://www.uaeexchangetravel.com/webIndex.html >
http://www.uaeexchangetravel.com
• Both versions are cached and still driving traffic

29. Action Plan
1. Structural changes
2. Keyword Research
3. Content Development
4. On page Optimization
5. Social Media Optimization – Facebook Fan page, Twitter
etc
6. Linkbait + Viral Content Creation
7. Blogging and Engagement with the Blogosphere
8. Public Relations
9. Direct Link Purchases from Individual Sites/Webmasters
10. Widgets and Embeddable Content
11. Social Voting Portals (Digg, Reddit, Mixx, etc.)
12. Social Bookmarking
Services (StumbleUpon, Delicious, etc.)
13. Contacting Webmasters or Sites with (Non-Paid) Direct
Link Requests

30. SEO requires
Time + Education +
Resources

31. Contact Details:
mark@brawnycode.com
seo@brawnycode.com
Skype: markcijo-bd