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2. What is SEO
Relevancy
Keywords
Search Engines: How content is obtained
Site / Domain Factors
Page Factors
Links
Other optimization ideas
3. A subset of Search Engine Marketing
Sometimes considered to be unique to SEM
Focuses on the natural, organic relevancy and
ranking of content in search results.
Some practices extended into Search Engine
Marketing (i.e. obtaining links)
4. The act of promoting content.
The overall activity around using search engines
to market a site or online entity.
Includes:
◦ Search Engine Optimization
◦ Paid Inclusion
◦ Pay Per Click (PPC)
5.
6. SEO SEM/PPC
Pros • Free (not including
resources)
• Searchers click on organic
search results more often
than paid PPC links
• Excellent at creating awareness
quickly
• Campaigns can be budgeted to fit a
business’s needs
Cons • Time consuming
• Takes longer to see results
• Can be pricey ($25-$100,000 a
month)
• Must be managed constantly
(daily/weekly)
• ROI can be difficult to manage
• Clickfraud
7. White Hat/Good vs. Black Hat/Evil
White Hat
Follows search engine guidelines
Strives for best possible search engine
ranking; #1 ranking if possible
Black Hat
Knowingly breaks many/most of the search
engine guidelines
Misrepresents content via techniques
Uses techniques to trick either the search
engine, searcher, or both
Promises #1 ranking
8. The overall goal:
◦ Search engines: to deliver the most relevant search
results possible
◦ Searchers: to find the most relevant search result
◦ Site Owners: to optimize their site and it’s content for
the most relevant searcher
True relevancy has become hip; it’s not a fad
10. The core of Search Engine Optimization
Keywords are the terms used by searchers to find
information
The goal is to leverage and implement the same
keywords throughout your content in a natural
manner, to match the audience who’s searching
for your information and you’re looking to attract
Keyword discovery and analysis is never ending
11. Known keywords
Ask the business owner
Ask the customers
Check the current server logs or analytics tool
Check the site search logs
Competitor’s keywords
Look at the words in the <title> tag / browser bar
View source to view their META keywords
Use tools to harvest the keywords or phrases prominent
on their site
12. Always include variations of keywords
Plurals (widgets, churches)
Synonyms (cruise, sail, journey, tour)
Stems (fish, fishing)
International spelling differences (Harbor /Harbour)
Online Tools
Created for PPC, used for SEO as well
Tools
Google Adwords Keywords Tool
Trellian (free trial)
WordTracker (free trial)
SEOBook SEOTool Keyword Suggestion Tool
Use multiple tools to cross-check & validate findings in other tools
13.
14.
15.
16. It depends on
the context & themes of your pages
the audience you’re targeting (researchers, buyers)
Use keywords
That are being searched on
That have medium to low competition
That you can build quality content that site visitors will
appreciate
Use keywords that
Aid the search engines in understanding your content
Aid users and persuade them to act
17. Possible direction of search engines to determine
relevancy
◦ Site/folder structure
◦ Content text
◦ Link text
18. • Search Engines send “bots,” that spider the web.
• Crawls via hyperlinks
<a href=http://www.mysite.com/>
20. So what happens when a search engine bot visits
your site?
1. First, it checks for the robots.txt file for any
instructions
2. Second, it begins to crawl, following links in your
site from the current page. It also pays attention to
any page level robots instructions
(noindex/nofollow).
3. It grabs the content and meta data (title,
description, link labels, text, attributes)
4. Adds to it’s index
21. Site-wide control
Adhered to by most search bots
Can control access to areas of
your website
Disallow crawling of portions of your
website
Can limit control to all or select
search bots
Placed in the root of your website
More Robots.txt info:
http://www.robotstxt.org/
22. Page level control
Placed as a meta tag
in the <head> portion
of your pages
Controls who the
search bot crawls
through the page
Variations:
• <meta name=“robots" content=“index,follow" />
• <meta name=“robots" content=“noindex,nofollow" />
• <meta name=“robots" content=“noindex,follow" />
• <meta name=“robots" content=“index,nofollow" />
23. Robots.txt/Meta Robots conflicts
One set of instructions in robot.txt, different instructions in
meta robot
Server performance
If sever not available when search bot visits, will revisit, but
learns and decreases the frequency of visits
If server slow, bot will crawl what it can, then move on
(incomplete crawl)
JavaScript
Cannot follow hyperlinks embedded or generated by
JavaScript
Pop-ups
DHTML pull-down menus
24. Dynamic URLs
Example:
www.mydomain.com/products/item.asp?
id=20&cat=bd&cty=102&sessionid=56720938762s345h10293847nnm65748392021&cooki
e=WEGQIEMCE...
Numerous parameters can prevent crawling
Session ids can cause crawling issues; duplicate content issues
Solution
Make URLs are short as possible (1000 characters too long)
Up to 2 parameters OK, more a risk
Do not use session ids;
If multiple parameters & session ids a must, use a URL rewrite method (mod-rewrite
(Apache))
Example:
Before:
http://www.amazon.com/Dont-Make-Me-Think-
Usability/dp/0321344758/ref=pd_bbs_sr_1?
ie=UTF8&s=books&qid=1207686806&sr=8-1
After:
http://www.amazon.com/Common-Approach-Usability-Circle-Com-
Library/dp/0789723107
27. Content-to-Code Ratio (example 203kb)
Code used to display page vs. Content that is displayed
(X)HTML + attributes & CSS
(embedded & inline) &
JavaScript
vs.
Text & Images
vs.
In browser, view
source to view
code bloat
In browser, view
source to view
code bloat
28. How to:
1. Obtain links to your site from authoritative sources
Will get crawled/indexed organically
1. Submit your site to the search engines
Google
Yahoo
MSN
Ask (?)
What about the others?
1. Monitor your indexed pages
29.
30.
31.
32. Trusted Feed to push your content into Google
Generate Site Maps online -
http://www.xml-sitemaps.com/
◦ Can be used for both Google & Microsoft Live Search
34. Age of site
Builds prominence, credentials
Inbound link popularity into site
Topical inbound link relevancy into site
Link/Content topical theme
Frequency of new inbound links
Number of queries over time where site appears in
results
Keywords in Domain
Keywords in folder structure
35. Age of document
Freshness of document
Page filename (use keywords, hyphens as separators)
#/Quality/Relevance of inbound/outbound links
Page theme (content focused on a single topic, not
topically scattered)
Leverage CSS layouts with external stylesheets and
external JavaScript to increase Content-to-Code ratio
36. One of the most important things you can do – fast
Unique title for every page on your site
Should contain one or two keywords, specific to the
content on the page
Most important keyword/phrase at beginning of
<title>
Repeat keyword/phrase up to 2 times
Limit to approx. 65 characters
Will appear as browser window title, link label in search
results
Write the title to be persuasive to humans
38. What about dynamic pages?
Use variables in the <title> to interject keywords
for the content of that page/record
Example:
<title><%Prod_Name%> - Best Select of <%Prod_Name%></title>
39. Meta tags placed in <head> portion of
page
Example/Syntax:
<meta name=“description” content=“Description info goes
here” />
<meta name=“keywords” content=“keywords,seperated
by,commas,go,here” />
Description: Not used by search
engines for relevancy; displayed as
result snippet under link label &
above URL.
Limit to 100-200 characters
Keywords: Banished long ago by
search engines due to spamming.
No value
40. Glacier Bay Highlights - Alaskan Glacier Bay Cruise
Save up to $300 per cabin - ends 3/31/08! This Alaskan Glacier Bay cruise
itinerary is a perfect shorter getaway cruise in the beautiful remote wilderness
of Alaska's ...
www.sunstonetours.com/alaska/itins/cw_GlacierBayHighlights.asp - 32k -
Cached - Similar pages
<title>Glacier Bay Highlights - Alaskan Glacier Bay Cruise</title>
<meta name="description" content="Save up to $300 per cabin - ends 3/31/08! This
Alaskan Glacier Bay cruise itinerary is a perfect shorter getaway cruise in the
beautiful remote wilderness of Alaska's Inside Passage. Experience the true meaning of
wonder in the soaring sanctuary of Glacier Bay National Park.">
<meta name="keywords" content="glacier bay, short cruises, glacier bay alaska, glacier
bay cruise, glacier bay national park, cruise west cruises, cruise west alaska">
=
41. Everything visible in a web browser
Keywords implemented should support the overall theme
of the page
Factors
Keyword prominence: where on the page it appears
Main keywords at beginning of content, supporting keywords
throughout the middle, then the primary repeated again near the end
of the content
Keyword density: how often your keywords appear in relation to
all other words on the page (goal: 5-7%)
Keyword frequency: number of occurrences on the page
Search engines also look at content around the
keywords; check for theme relevancy
42. Include primary or supporting keywords in your
highest heading tag (<h1>)
Place supporting keywords in these heading tags
◦ <h2> … <h6>
Make sure it makes sense to humans
Use CSS to format the look of standard HTML
headings
If graphical text desired for headings, consider
image replacement methods
43. Emphasize text & keywords to show search engines
& users that “this is important” to the theme of the
page.
Use <strong> for bold
Use <em> for emphasize
Do not use <b> or <i> (outdated/obsolete)
Only emphasize short segments of words (1-4 words).
◦ Any more loses impact & value of emphasis; everything is
emphasized; dilutes keyword meaning
44. Give your images descriptive filename
Include keywords where it makes sense
Use the alt attribute to provide information about the
image
Short description of image
Include keywords where it makes sense
Make sure it makes sense to humans
Aids in usability
Don’t stuff keywords here; considered
Don’t use images in place of text. If required,
consider image replacement techniques
45. Important part of overall search algorithm
However, not as important as it once was…
Links within your site to pages within your site (internal
links) have some value
Inbound links to your site/pages/content from quality,
authoritative sources (external links) considered
unbiased, proof that your content is quality
The link’s anchor text is very important
Should contain relevant keywords
Raises the link’s value
46. Obtain links only from quality, authoritative sources
related or relevant to your site
Strive for top sites (example: CNN, Wikipedia)
Top sites have good PageRank
Google term for the quality of inbound links
Can view PageRank levels from Google Toolbar
Top sites have been around a while
Links to any page on your site; not just homepage
Deep linking good
Do not obtain links from “shady” sources
Link farms, rings
Link exchanges from sources of little/no Page Rank
Do not purchase links from others
47. Blogs
create a blog
link to your site
comment on other subject related, relevant blogs
RSS Feed Syndication
Syndicate information from your site / blog to be displayed on
other websites
Control the anchor text
Press Releases
submitted to online PR distributors
Link back to your site
Articles
topics of expertise, syndicated on the web
Link back to your site
Industry Sources / Subject Authority Websites
48. Google – Webmaster Central
◦ Internal & External (inbound) links
Yahoo – link:[URL]
49. Google Base / Product Search / One Box
◦ Google Base: Online database of products.
Originally created for classifieds
Can upload information about your products
◦ Google Product Search (formerly Froogle)
Shopping search engine providing searchable index of
products for purchase
◦ Google One Box
For certain keywords, displays content above the organic
search results
50.
51.
52.
53. Use an Analytics tool to monitor your site
Visits
Conversions
Referrals
Sites, URLS, Keywords
Use a Monitoring tool to monitor your site’s ranking
Ranking (based on keyword)
Research competitors
Age
Inbound links
Keywords used
54.
55. Perform detailed keyword
analysis
Make sure your site is
crawlable
Use Web Standards to create
clean, light pages
Implement keywords on
appropriate page elements
Obtain links from quality,
authoritative sources
Design/implement with the
user first, then the search
engine in mind
Catch this and like videos at
http://www.dmpaathshala.com
56. Search Engine Relationships
◦ Bruce Clay’s Search Engine Relationship Chart
Keyword Tools (online)
◦ Google AdWords: Keyword Tool
◦ Trellian Keyword Discovery
◦ Wordtracker
◦ SEOBook SEOTools Keyword Suggestion Tool
Keyword Tools (client-based)
◦ Web CEO
58. Books
◦ Search Engine Marketing – Mike Moran & Bill Hunt
◦ Search Engine Optimization for Dummies – Peter Kent
◦ Building Findable Websites – Aaron Walter
◦ Search Marketing Strategies – James Colborn
◦ Web Analytics Demystified – Eric Peterson
◦ Web Metrics – Jim Sterne
◦ The Online Copywriter’s Handbook – Robert Bly
59. Web Sites
Search Engine Land
SEOmoz
Web Engine Watch
Podcasts (search for these in iTunes or
Google)
Daily SearchCast
SEO 101
Online Courses
Lynda.com – Search Engine Optimization