Search Engine Optimization Strategy & Consulting

Search Engine
Optimization
DINESH BABU PUGALENTHI
WWW.DINESHBABU.ASIA

3/21/2016www.dineshbabu.asia
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• Introduction to Online Search
• Understanding How Search
Engines Work
• Understanding Google Page
Rank
• Introduction to Search Engine
Optimisation
• Important SEO Updates and
what do they mean
Activity
How to add website in Google
Webmaster & Google Analytics
Day 1

3
Think like Google
It really is THAT SIMPLE.

Step 1
Crawling and indexing (Reading)
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Step 2
The Algorithm (ranking)
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WHAT IS
SEARCH ENGINE
OPTIMIZATION ?
SEARCH ENGINE OPTIMIZATION (SEO) IS THE PROCESS OF IMPROVING THE
VOLUME AND QUALITY OF TRAFFIC TO A WEB SITE FROM SEARCH ENGINES
VIA "NATURAL" ("ORGANIC" OR "ALGORITHMIC") SEARCH RESULTS.

ANATOMY OF A SEARCH
ENGINE RESULTS PAGE
ORGANIC RESULTS | PAID RESULTS | LOCAL RESULTS | KNOWLEDGE GRAPH

Organic Search
Paid Search
Ads
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Search Ads

Shopping
16
Product Listing Ads

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Local
Local

Images
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Videos
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Site Links
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Sitelinks Search Box

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Knowledge Panel

Knowledge Graph
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Answer Box

Search Engine Results Pages - SERPs
The term SERP (Search Engine Result Pages) means the
search results as displayed after a query. The result of query
can vary by :
 User (language, number of results per page)
 The location (country, region) where the request is made
 The terminal (mobile, tablet, desktop)
 Requests previously made by the user
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Google Page Rank
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PageRank works by counting the number
and quality of links to a page to determine
a rough estimate of how important the
website is.
Each page has a notion of its own self-
importance. (ie) “PR(T1)” for the first page in
the web all the way up to “PR(Tn)” for the last
page

PageRank is like a
popularity contest.
The more votes the
greater the popularity.
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Friends of Popular
People are Popular
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TYPES OF SEO PRACTISE
WHITE HAT - BLACK HAT – GREY HAT TECHNIQUES

White Hat Vs Black Hat SEO Vs Grey Hat
White-Hat SEO
 Entirely pure and well-intentioned best practices
 The best route for long-term success
Black-Hat SEO
 Dark and sinister tactics
 Tend to work only for a short time, until they are discovered
and rooted out
Grey-Hat SEO
 The shady ground in the middle of these two extremes
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Black Hat Techniques ( To Avoid )
 Link Farming: exchanging reciprocal links with Web sites in order to
increase search engine optimization
 Keyword Stuffing: Hidden text, Stuffing text in every nook and cranny
 Cloaking: stealth, deliver one page to a search engine for indexing while
serving a different page to everyone else.
 Doorway Pages: A Web page that is designed to appeal to search engine
spiders.
 Bait and Switch: Another technique combines word stuffing with "bait-
and-switch," which loads the page with a popular search word such as
sex, travel or antivirus, even though the word has nothing to do with the
site content.
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TYPES OF SEO STRATEGIES
ON-PAGE & OFF PAGE SEO

Search Engine Optimization (SEO) Training Course
How to Rank Page #1 on Google
On-Page SEO
 Keywords found on content
 Exceptional andunique content
 Fastpageloading time
 Optimized for mobile
 Proper URL structures
 Good site architecture
 Optimized internal links
Off-Page SEO
 Acquiring inbound links from
reputable, relevant webpages
through Content Marketing, Social
Media Marketing, Email Outreach,
etc.
 Local citations
 Searchengine submission
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On Page
Optimization
1. URL Optimization
2. Title Optimization
3. Meta Description
4. Meta Robots
5. Bread Crumbs
6. <h1> tag or heading
Optimization
7. Content Optimization
8. Anchor Linking/Deep Linking
9. Social Share Buttons
10. Like Box, Follow Box
11. Image Optimization
12. Footer Optimization
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Title Optimization
 This tag is written in the head section with the following
syntax :
<title>Digital Promo | Best Digital Marketing Training </title>
 This title is visible in the search results & browser tab
 The length of the title should be less than 70 characters
 Make sure to add 1-2 keywords in the title
 (-), (|), (,) can be used as a separator
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Meta Description
This tag is visible to the users below the title tag as two line sentence.
The description must have significant number of keywords
SYNTAX :
<meta name=“description” content=“your description”/>
Parameter Limit
Title : < 70 characters
URL : Website URL appearance
Description : <160 characters
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Meta Robots
 Syntax :
<meta name=“robots” content=“1,2,3,….”/>
 The above tag is used to control the crawler in terms of permissions
(whether the page should be shown in search engine or not)
 It is to be written in the head section of the page that is not
supposed to be crawled
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Bread Crumbs & Heading
Home >> Clothing >> Men’s Wear >> Formals
H1 Tag
<h1>....main header….</h1>
<h2>……………………….</h2>
<h3>……………………….</h3>
 Only one H1 tag should be present in a page.
 Loses importance if there are many H1 tags.
 <h1> tag should be present in the first fold of the website.
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Content Optimization
 I, II & IIIrd priority keywords missed in title & description can be added in content of the page.
 Write keywords in bold or italic
Anchor Linking
Links within the website
Syntax :
<a href=“page.html”>….text…..</a>
Helps navigate from one page to other.
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Social Share Buttons
 Add social share buttons to your website
Image Optimization
 Images play an important role too
 Keywords should be added to alt tag of images
 Syntax :
<img src=“image.png” alt=“.....text with keyword…./>
 Alt text – 160 characters
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Footer Optimization
 Important page/post links in footer
 Address of the company
 Social Media icons
 Embedding Facebook Likebox or Twitter Follow Box
 Embed Video
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SEO FLOW
<html>
<head>
</head>
<body>
</body>
</html> 3/21/2016www.dineshbabu.asia
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Title
Meta description
Meta Robots
Canonical Linking
Content Optimization
Bread Crumbs, <h1> tag
Anchor Linking, Social Share Button
Image/Video Optimization
Video/PPT Optimization
Footer Optimization

Server Side Optimization
 Site Map Submission
 Two Types of Submission
 Crawler Sitemap & User Sitemap
 User sitemap will be in .html format
 Crawler sitemap will be in .xml format
• Downloading a sitemap
 www.xml-sitemaps.com
 Can generate free sitemaps for websites upto 500 pages
 Upload to the root folder of the website
 After uploading go to the webmaster tool
account >> crawl >> sitemaps >> add test sitemaps >> add site >> submit sitemap 3/21/2016www.dineshbabu.asia
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Google PageSpeed
Insights
HELP TO CHECK WEBSITE
SPEED & SUGGEST
PROCEDURE TO IMPROVE
THEM
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How Robots.txt Help for SEO
 Robots.txt
 Robots are used to restrict the spider crawler, so that the particular page is not crawled
 Create the below file in notepad :
user agent : *
disallow :/wp-admin/
disallow : /wp-includes/
Ex : disallow : /seo-training.html
 Save file as robots.txt
 Upload file to the root folder of the website
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URL
Redirects
301 Redirect
302 Redirect
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Off Page Optimization
Link Building Strategies
 Directory Submission
 Social Bookmarking
 Classified Postings
 Image/Photo Submission
 Video Submission
 Press Release
 Creating Blogs
 Social Media Optimization 3/21/2016www.dineshbabu.asia
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Document Submission
Slideshare.net
Scribd.com
Docstoc.com
Issuu.com
Social Bookmarking
Digg.com
Delicious.com
Stumbleupon.com
Reddit.com
Newswine.com
Scoop.it
Slashdot.com
Metafilter.com
Classified Submission
Sulekha.com
Justdial.com
Olx.in
Quikr.com
Classifiedads.com
Ebayclassifieds.com
Clickindia.com
Social Media Optimization
Facebook
Twitter
Linked In
Google plus
Pinterest
Instagram
Snapchat
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Image / Photo Submission
Pinterest
Instagram
Photobucket.com
Flickr.com
Tinypic.com
Smugmug.com
Video Submission
Youtube.com
Dailymotion.com
Vine.com
Metacafe.com
Dropshots.com
Scoop.it
Press Release
Handing over your company
product/service details to
newspaper or magazine
websites or both.
It helps in getting a back link or
citation to your website
Creating Blogs
Wordpress eblogger
Blogspot tumblr
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Google Major
Algorithm
Changes
Google changes its search
algorithm around 500 - 600
times each year. That’s 1 - 2
times on average each day.
Some algorithm updates have
tremendous results on the
search rankings. Below is a list
of major algorithmic updates in
recent years:
•Panda
•Penguin
•Hummingbird
•Pigeon Update
•Rank Brain
•Mobile Update
Panda Update (2011)
Lower the rankings of low-quality sites.
Penguin Update (2012)
Decrease rankings of sites that engage in shadylink building.
Hummingbird Update (2013)
RelevancyandKnowledge graph update (Semantic Search).
Pigeon Update (2014)
Improves distance andlocation ranking parameters for local search results.
Rank Brain Update (2014)
Ability to learn & Understand human colloquial speech.
Mobile-Friendly Update (2015)
Impacts mobile searchrankings of non-mobile-friendly pages.
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ReportingOff-Page SEO
THE 4-STEP SEO PROCESS
Step 1: Conduct keyword
research
The first step of any SEO
campaign is to conduct
keyword research. Doing
SEO without knowing what
keywords your site should
rank for is like firing at a
target without first taking
aim.
Detailed keyword research
and analysis sets your SEO
campaign up for success in
the long run.
Keyword Research On-Page SEO
Step 2: Make your site
search engine friendly
Once you have gathered a
targeted list of keywords, the
next step would be to input
those keywords into your
existing content. You can also
use your keyword list to give
you new content ideas.
Other on-page SEO factors
include site speed, mobile
optimisation, site architecture,
and internal linking.
Step 3: Link building and
local citation building
After taking care of your
on- page SEO, here comes
the hard part.
Off-page SEO activities
include link building
and building local
citations.
Step 4: Reporting and
analysis
Your SEO campaign doesn’t
stop here. Check your
keyword ranking reports,
regularly monitor your site
health through 3rd party
tools such as Google
Webmaster Tools, check
your backlink reports, and
identify potential areas for
improvement.
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• How to Check Site is accessible?
• Keyword Research and
Optimisation
• Link Building Strategies
• Useful Tools for SEO
• The Past, Present and Future of
SEO
Activity
Google Website & Google Analytics
Dashboards
Day 2

How Do Users Access Sites?
 Search engines
 Typing the URL
 Link from other site
 Bookmark
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How to Build an Accessible Site ?
 http://validator.w3.org/ (how many errors)
 https://developers.google.com/speed/pagespeed/insights/ (speed and
size etc, see our Scanreport)
 Fetch as Google Test if Google can crawl your web page
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#1 –Research Keywords
Audit website, review competitors, research
keywords and search volumes.
#2 –Map Keywords to Content
Map your preferred keywords to specific pieces
of content within your website.
#3 – Write Content
Write content based on keywords, but stay
focused on the user experience.
#6 – Build Social Shares
Share content on Facebook, Twitter, LinkedIn, and
Google+.
#7 – Build Off-Site Authority
Get your main URL noticed and mentioned
via external sources to strengthen authority.
#8 – Check Ranking Progress
Give Google time to index and rank the content,
then check on your progress.
#4 – Optimize Content
Optimize URLs, headers, text, links, meta titles
and descriptions for the keyword.
#5 – Build Internal Links
Build internal links to the content via your
navigation menu, footer, sidebar, content.
#9 – Optimize Further
Fix what you missed. We all miss something and we can
always improve efforts.
#10 – Document and Repeat Success
Document what ranked, reverse engineer why, and
repeat process on other content.
SEO Formula
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The perfectly optimized Web page
1
2
3
4
5
6
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# Element Description
1 URL Including keywords in the URL will help search engines better
understand what the page’s content is about
2 PAGE TITLE The most important SEO element. Include keywords as close
to the beginning of the title as possible. Limit 55 characters.
Appears in the browser tab and is the blue clickable text in a
search result.
3 META-DESCRIPTION Does not appear on page. Returns as the regular text
underneath the blue clickable text in a search result
4 PRIMARY HEADLINE The second most important SEO element. Include keywords
within the H1 tag.
5 BODY CONTENT Make sure to include keywords where appropriate. Do not
stuff. Ensure content reads well.
6 IMAGE NAMES When placing important images on your Web pages, include
keywords in the filenames as appropriate
7 IMAGE ALT TAGS Most Website platforms allows you to append ALT text to
images. Include keywords as appropriate.
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Short Tail, Long Tail,
Location Based
Keywords
There are short tail (generic), long
tail (specific), and location based
keywords to consider when
choosing your target keywords.
Long tail (specific) and location
based keywords tend to
perform better than short tail
(generic) keywords.
The example on the left showcases
a training room rental company
based in Singapore and the
keywords gathered through
keyword research.
Short tail Long tail Location based
• room rental
• rent rooms
• rooms for rent
• training rooms
• training room rental
• long term training
room rental
• cheap training
room rental
rates
in bugis
• rent a training room
in singapore
singapore
• singapore training
rooms for rent
A consumer
searching for
“room rental”
could be looking
for an apartment
to stay in, not
specifically a
training room to
conduct business
activities.
The above
keywords are
more targeted to a
specific audience.
A consumer
searching for
“training room
rental rates” has a
high probability in
enquiring on
rental fees.
Location based
keywords are high
potential keywords
and tend to
convert very well.
A consumer
searching for
“training room
rental in bugis”
most likely only
wants to rent a
training room in
that specific area.
Types of Keywords YouShould Target

Keyword Research
HOW TO CONDUCT KEYWORD RESEARCH LIKE A PRO

What is Keyword Research?
Keyword research is finding out what search terms your potential customers are
using, so that you can optimise your site better with the data.
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Your job is to know what those
keywords are and optimise
your website for them.
Your customers use
keywords/ search terms to
search for your business.

Autofill Variations / Suggest Keywords
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Related Searches
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ubersuggest.io
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https://www.google.co.in/trends
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Google AdWords Keyword Tool
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Step 2: Set up your
AdWords account if you
have signed in to AdWords
for the first time. Once
done, navigate to
Tools => Keyword Planner.
Conducting Keyword Research (Google Keyword
Planner)

Step 3: Click on
“Search for new
keywords using a
phrase, website or
category”.
Conducting Keyword Research (Google
Keyword Planner)

Step 4: Enter a seed keyword (e.g. “training
room rental”) and click “Get ideas”.
Conducting Keyword Research (Google Keyword
Planner)

Step 5: Explore the “Ad group
ideas” and “Keyword ideas” tab
and start building your keyword
list.
Conducting Keyword Research

Competitor Analysis
WHAT ARE YOUR COMPETITORS DOING RIGHT?

Competitor
Analysis
 What keywords are they using?
 What is their foundation (site structure)?
 What on-page optimization do they have
in place?
 How many back links do they have?
 Who’s linking back to them?
SeoDigger:
http://seodigger.com/
Compete.com:
http://www.compete.com/
Quantcast:
http://www.quantcast.com/
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Spyfu – Competitor Analysis Tool
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Create a list of keywords for a business
• Digital Marketing Agency
• Biddable Media
• Insight
• PPC Optimisation
• Conversion optimisation
• CRO
• Inbound
• SEO Brighton
• Search marketing
• Web Marketing
Identify the competition
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Review keywords for a business
• Digital Marketing Agency – Ranked 14th
• Biddable Media – Ranked 36th
• Insight – 25th
• PPC Optimisation – 36th
• Conversion optimisation – Ranked 13th
• CRO
• Inbound
• SEO Brighton – 10th
• Search marketing – 39th
• Web Marketing – 16th
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Competition Analysis
Position Website PR No. of Links Age Quality Easy/Avg/Ha
rd

Map Keywords to Pages
Keyword 1
Keyword 2
Keyword 3
Keyword 4
Keyword 5
Keyword 6
1-2 primary topics per page

Website Optimization
WHERE ON A WEBSITE A SEARCH ENGINE SEARCHES FOR
KEYWORDS/KEYWORD PHRASES

Where on a website a search engine searches for
keywords/keyword phrases
 Titles
 Image titles
 Alt-tags on images
 Headings
 Content
 Descriptions
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Google Analytics
This shows you what happens
on your website – how people
arrive and where they leave.
Search Suggestions
This shows suggestions on
associated keyword phrases
and how these lead a user in
search.
Google Search Console
This shows what happens in
the Google search page,
your ranking, and top pages.
Google Adwords
This tools it great for
reviewing keyword options
and search volumes.
Useful Tools for SEO
Google Trends
This tool shows Google search
activity over years so you can
see data shifts.
SpyFu
Great for comparing organic
versus paid search of
competitors.
WooRank
This tools gives some great
technical data on your
website or your competitors.
Similar Web
Similar data as others, but
very visual in nature so easy
to digest.
MOZ Open Site Explore
This tool provides some great
information on links and link
opportunities.
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Existing Website Audit
Review your existing website with Analytics, Search Console, and other
tools to see what is wrong and what can be improved upon.
Competitive Analysis
Use these tools to review a competitor’s keyword usage, onsite meta,
link profile, PPC usage, and content within the Google index.
Keyword Research
Validate keyword options and look for more opportunities with
Google Adwords and keywordtool.io. Use volumes to find your sweet
spot.
Validation and Continued Optimization
Use Search Console to see what pages are ranking well and learn from
them. The more you reverse engineer, the smarter you’ll become.
Use These Tools in the Entire
Optimization Process
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Link Building
GET AUTHORITY TO YOUR WEBSITE

Why Are Links Important?
The visibility of your site is
affected by:
 How you link to other sites
 How other sites link to you
 How your web pages link to
each other
3/21/2016
www.dineshbabu.asia
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Building
relationships
LINKBAIT
BLOG GUEST POSTING
TWITTER
DIGITAL PR
TRADE ASSOCIAITIONS
MEET-UPS
COMPETITOR ANALYSIS
PROFILE PAGES
NETWORKING
FACEBOOK

Effective Link Building Strategy

Websites for
Link Building
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Measuring SEO
Success
 Keyword Ranking.
 Website Traffic.
 Increase in "Share of Traffic" per keyword.
 Increased keyword.
 Increase in Impressions.
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The Past, Present & Future
of SEO
WHERE WE ARE NOW & HOW WE STEP FURTHER

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1
2
3
 PAST – searchable virtual world: links, keywords & web pages
 PRESENT – searchable physical world: social votes/reviews, things, and places
 FUTURE – merged physical and virtual worlds: augmented reality/Google glass, physical
things with virtual properties

Localised
Google is looking to offer the user more and more Local
results ( even for non local terms )
Mobile
Will kill organic search results
Speed
Google will push pages loads quick

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