The document discusses search engine optimization (SEO) and various on-page and off-page optimization techniques. It covers topics like keyword research, on-page elements like titles and links, off-page factors like social bookmarking and link building, and the use of social media platforms like Facebook, Twitter, Google+, LinkedIn and others for social media optimization. The goal of SEO is to improve the visibility of a website in organic or unpaid search results.

1. 1

2. What is a Search Engine?

An internet based tool that searches an index of
documents for a particular term phrase or text specified
by the user.
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3. How it works?
Web Crawling
 Indexing
 Processing
 Ranking

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4. What is Search Engine
Optimization?

SEO is the process of improving the visibility of a web
site or a web page in search engine via the “natural” or
“unpaid” search results.

SEO is about making small modifications to the parts of
your website.
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5. What is the need for Search
Engine Optimization?
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6. SEO Process
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7. Keyword Research

Keyword phrase research involves identifying a group of
keyword phrases that will be used in optimization.

This step is critical and requires a considerable amount
of time to find a good set of phrases.
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8. Reporting

After establishing your list of targeted keyword phrases,
it is important to understand what the site's starting
position is within the search engines.

Doing so ensures that you know the specific areas that
need work.

After developing a complete picture of the site's starting
position, reporting are set for the SEO plan.
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9. Page and Content Optimization

Page and content optimization are critical to search
engine’s success.

Content is king in search engine optimization.

In addition to content optimization, other important
optimization tactics are used such as on page
optimization and off page optimization.
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10. Link Building
Maximize Quality Link Popularity

Link Popularity is the term given to the number of
other sites linking to yours.

In link building, we get inbound links for the website to
increase its link popularity and to get the website into
top of the search results.
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11. Types of SEO

On Page Optimization
On-page optimization is what can be done on the page
of a website to maximize its performance in the search
engines for target keywords related to the on-page
content.
On-page factors are controlled by coding on website
pages
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12. Types of SEO Conti..

Off Page Optimization
Off-page optimization is the most important part in search
engines optimization because it gives back links to your
sites and it requires a lot of work on a daily basis.
Include the process of mentioning your website in social
networks, blogs and other websites.

Social media optimization
Social media optimization (SMO) is a set of methods for
attracting visitors to website content by promoting and
publicizing it through social media
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13. On Page Optimization

Domain Name
A good domain is short, easy to read, easily
memorable.
Example: google.com, bing.com

File Name
Filenames should be short and self descriptive.
Example: viewProfile.html, listProducts.php
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14. 
Linking
Internal Linking
External Linking
Reciprocal Linking
Anchor Text / Link Text and Link Titles
Here's an example: Hold your mouse pointer
over this link to see a link title in action.
<a href="http://www.google.com" title=“This is a
link title">this link</a>
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15. Meta
keyword
Robots .txt
Auther
Meta
description
Title
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16. 
Images
Optimize use of Images


Use brief, but descriptive filenames and alt text.
Eg <img src="baby-crying.jpg" alt="Baby Crying" />

Avoid writing extremely lengthy filenames.
Supply alt text when using images as links.
Store images in a directory of their own.
Use commonly supported file.


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Custom error pages
 Providing custom error pages will be more user
friendly than the default error pages.
 Example : http://www.crickees.com/notfound
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17. 
Update frequently
Add new contents often to keep the site on top.
Search engines will give more points for changing
contents.
Dynamic Web Pages The dynamic pages rank higher
in the search engine results.
It is better to dynamically change your web content at
frequent intervals.
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18. Website Structure
root
Folders & Files
Root folder for the website
Folders and files in the web
site
Web.config
Web.config file for the web
site
Robots.txt
Robots.txt is a file used to
restrict search engine from
indexing the site pages
Sitemap.xml
Sitemap provides the web
site’s map to the search
engine. Which makes it
easy to crawl the pages
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19. Robots.txt
A file which permits or denies access
to robots or crawlers to areas of your
site.
 Place this file in the root directory of
website structure.
 Decide on what all pages you want to
be indexed and create a customized
robots.txt accordingly.

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20. 
Robots.txt works likes this:
◦ A robot wants to visit a Web site URL, say
http://www.example.com/welcome.html.
Before it does so, it firsts checks for
http://www.example.com/robots.txt, and
finds:
User-agent: *
Disallow: /
 The "User-agent: *" means this section applies
to all robots. The "Disallow: /" tells the robot
that it should not visit any pages on the site.
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21. Use Sitemap.xml
A Sitemap is an XML file that lists the URLs for
a site.
 Sitemap are list of URLs that are available in
our website.
 You can visit http://www.xml-sitemaps.com/ to
generate the sitemap of your website.

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22. Off Page Optimization

Off page SEO is doing things off site to improve your
sites search engine rankings. More links will generally
lead to better search engine rankings.
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23. Off Page Optimization Factors
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Directory Submission
Social Bookmarking
Blogging
Blog Comments
Article Submission
Classifieds Submission
Forum Posting
Press Releases
Video Promotions
Link Building
Social Media
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24. Submission to Search Engines
Submit your website to the most popular search
engines like :
 Google
 Yahoo
 MSN
 Altavista
 Alexa
 Alltheweb
 Lycos
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25. Google Places for Business
Google Places Business Listing is a crucial starting point to any
Local Search Engine. Google Places is integrated Google Maps,
Google Web searches and other Google products.
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26. Directory Submission
Submit your websites to the topmost quality directories
like:
 DMOZ
 Yahoo Directory
 ZoomInfo
 One Mission
 Pegasus
**Many web directories may offer paid listings but don't
go for it.
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27. Social Bookmarking
Do social bookmarking in popular bookmarking sites like:
 Digg
 Delicious
 StumbleUpon
 Jumptag
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28. Blogging

Write a blog of your own for your website and include
lots of unique content.

Write in other service-related blogs which allow guest
blogging and allow links to your website or service
page.
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29. Blog Comments
You can also promote your blog/website by posting
comments in other service-related blogs which allow
links in the comments section.



Identify your service related blogs.
Post comments in comment section.
Leave links to your website or service page.
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30. Article Submission
Write articles of related to your service or product and
submit them to popular article sites like :
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Ezinearticles.com
Articlesbase.com
Buzzle.com
Goarticles.com
**This will help you to attain some quality links for your
website and some referral traffic.
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31. Classifieds Submission
Do some Classifieds Submissions to advertise
your products for free.
 Craigslist.org
 Quikr.com
 ClickIndia.com
 OLX.com
 Locanto.in
 Adoos.in
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32. Forum Posting

Create a forum/online discussion board of your own and
start a discussion or share topics with your friends.

You can also post/reply to a thread that allow links in
your signature which can be crawled by the search.
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33. Press Releases
If you are a business/service provider then go for PR
submission in popular PR websites like:


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1888pressrelease,
Open PR
Prlog.org
24-7pressrelease.com
**This will help you to publish your site in Google News.
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34. Video Promotions
You can publish/share your product videos, expert
opinions, and reviews of your product and make them
public like:
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Youtube.com
Dailymotion.com.
Metacafe.com
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35. Link Building
-Exchange links with service-related websites (this is
commonly termed as Thematic Link Exchange).
-Link to internal pages within your site wherever
necessary. This increases your internal link popularity.
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36. Suggestion

Always keep in mind that you have to be very
careful while implementing these off-page
strategies. You should not spam or overdo it.
Whatever you do, just plan and execute.

Beware of Black-Hats while doing link building.
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37. Social Media

Social media is more than just blogging and link
building. It is critical from a content marketing and
content marketing standpoint like:

Facebook
Twitter
Linkedin
Google +
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38. Social Media Optimization


Social media optimization (SMO) is a set of methods for
attracting visitors to website content by promoting and
publicizing it through social media
Social Media Consists of Sites and Application Like
Twitter. FaceBook, MySpace, YouTube, Flicker, yahoo
Groups, Blogs, and LinkedIn for sharing and discussing
information via the internet
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39. Why is Social media optimization?
Increase Internet Authority
 Branding & Brand recall
 Increase band visibility
 Direct Communication
with prospect user/buyer/seller
 Reach to niche audience
 Drive more traffic
 Latest way of marketing
and promotions
 Stand out of the crowd
 Back Links

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40. How to do Social Media
Optimization?
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Social Networking
Micro Promotions
Increase band visibility
Video Promotions
Slide Promotions / Case Study Promotions
Blogging
Photo Sharing
Group Participation, Answer and Comment Posting
RSS Promotions
Widgets Promotions
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41. How to do Social Media
Optimization?
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42. Social Media Marketing (SMM)
using facebook
Side banner showing the company details such as what
we are, what we do, contact us etc
 We can include our new product details - banner
 We can publish notes and create groups.
 We can put like box in out site.
 We can create page for products, organization, celebrity
etc
 We can upload photos, post links that direct to our
site/blog.
 We can create events like recent activities, upcoming
events etc.

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43. SMM Using Facebook Conti…
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Create advertisements about the new & existing &
upcoming products (adds are paid based on click & rate
/day).
View insight menu consist of daily, monthly, weekly
user details, pageviews, unique page view etc
We can create multiple admin for a page.
We can apply theme for the fan pages based on product
introduction, product description etc.
We can send links, products details to the members,
groups for getting opinion , reviews etc
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44. Social Media Marketing using
Twitter
Focus on Brand promotions & microblogging (140
characters).
 Build strong & powerful relation ship with prospective
customers.
 Attractive bio increases popularity .
 Educate them with our new product their uses,
advantages etc and create an awareness and necessity
 Filling up the page with quick technique & tips.
 Use search.twitter.com & twellow.com to find more
users.
 We can easily gain followers by following the active
members in twitter.

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45. SMM using Twitter Conti…
We will get followers by following the followers of
experts, gurus or of our competitors in twitter.
 When we follow 100 members we will get atleast 70
followers.
 For getting the followers we have to follow many in a
consecutive manner.
 We can post a product, link etc and ask for opinion and
reviews.
 We can use affiliate marketing & micro blogging.
 Create banner about products, organizations etc
 We can post promotional codes for products such as
discount coupon, buy 3 get 1 etc

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46. SMM using Twitter Conti…
Build a personal relation ship with the followers &
create a trustworthiness among them.
 Upload genuine photo, company logo or product logo.
 Try to be human and give respect the values.
 Don’t take the customer directly to the product page.
Give them details description before taking them to the
product page.
 The followers want something from us so we always
want to sell some thing more than they expect.
 Try to implement cross selling in website (pack include
coke when we buy pizza ).
By following the above techniques we can achieve a good
traffic and sales using twitter.

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47. Google +
Google Plus content will be efficiently indexed by
Google, it will gain page rank and appear in Google’s
search results
 It appears Google Plus posts can retain ranking
indefinitely with some posts over a year old still top of
search result pages.
 Google Plus posts allow you capture SERP real estate
as they appear on Google search page results, thus your
audience may find your Google Plus content through a
standard Google search.
 Google Plus authorship provides a higher visual
profile in search results.

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48. Google + Conti…
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To manually claim authorship on a page you just use a
rel=author tag linked to your Google Plus profile such as
'abhishek jungi’
Google Plus authorship and the Google Plus social
layer provides a wide range of social signals that may
improve the social media optimisation (SMO) of your
content and SEO.
What appears to be far more important is the interaction
between you and your content and others of a high
authority. Thus if a high authority person shares your
content this will improve your own authority.
The featured link in a Google Plus post will pass page
rank to the page to which it links.
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49. Google + Conti…
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Note there is a no follow for links included in the
body of a Google Plus post, you must use the featured
link.
Links from regular websites to Google Plus content can
also pass page rank authority in the other direction back
to your Google Plus posts and pages.
Finally, the use of hash tags in Google Plus connects
every post to a search on the platform.
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50. Google + Conti…
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
Links from regular websites to Google Plus content can
also pass page rank authority in the other direction back
to your Google Plus posts and pages.
Finally, the use of hash tags in Google Plus connects
every post to a search on the platform.
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51. Social media marketing using
linkedln
We can create group and make others to follow us
 We can request for the opinion and suggestion.
 We can expose our skill set.
 We can follow the companies and make other to follows us
 We can create a professional network ask for opinion and
reviews etc.
 Increase your visibility.
 Improve your connect ability.
 Improve your Google Page Rank.
 Enhance your search engine results.
 Perform blind, “reverse,” and company reference checks.

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52. SMM using linkedln Conti…
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Increase the relevancy of your job search.
Make your interview go smoother.
Gauge the health of a company.
Gauge the health of an industry.
Track startups.
Ask for advice. (LinkedIn Answers)
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53. Social Media Marketing using
other sites
Faves
 We can use faves for promoting new products with
images.
 We can invite experts , friends etc
 We can ask opinions review about the product , pages etc
 We can create adds on faves.
Delicious
 We can create & share bookmarks through delicious.
 We can create our own network.
 We can give tags keywords to the bookmarks that we
shares.
 We can share our bookmarks to other social network sites.
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54. THANK
YOU
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