The document provides an overview of search engine optimization (SEO), detailing its definition, history, and the methodologies utilized to increase website visibility in search engine results. It contrasts black hat and white hat SEO techniques, outlines on-page and off-page SEO components, and emphasizes the importance of keyword research and proper website planning. Additionally, it discusses SEO best practices, Google algorithms, and strategies for enhancing domain and page authority.

1. SEARCH ENGINE OPTIMIZATION
Presented By : Shweta Patel
Sr. SEO Analyst

2. What is SEO?
• SEO is short for search engine optimization or search engine optimizer.
• Search engine optimization is a methodology of strategies, techniques and tactics used
to increase the amount of visitors to a website by obtaining a high-ranking placement in
the search results page of a search engine (SERP) -- including Google, Bing, Yahoo and
other search engines.
• Search engine optimization (SEO) is the process of affecting the visibility of
a website or a web page in a search engine's unpaid results—often referred to as
"natural," "organic," or "earned" results.

3. SEO History
1. SEO is being used in 1990 when web browser started working.
2. SEO word is initially used in 1997
3. when Google came into Bing SEO’s powered transferred from webmasters to search engine

4. Search engines
 Google.com (80% shares)
 Yahoo & Bing (12% shares)
 All others (8% shares)

5. What is search engines
A program that searches for and identifies items in a database that correspond
to keywords or characters specified by the user, used especially for finding
particular sites on the World Wide Web.
• Work on five step :
• Crawling - Process of fetching all the web pages linked to a website.
• Indexing - Process of creating index for all the fetched web pages and
keeping them into a giant database from where it can later be retrieved.

6. • Processing - When a search request comes, the search engine processes it, i.e.
it compares the search string in the search request with the indexed pages in the
database
• Calculating Relevancy - It is likely that more than one page contains the
search string, so the search engine starts calculating the relevancy of each of the
pages in its index to the search string.
• Retrieving Results - The last step in search engine activities is retrieving the
best matched results. Basically, it is nothing more than simply displaying them
in the browser.

7. Black Hat Vs White Hat SEO
 White Hat SEO - Techniques that search engines recommend as part
of a good design.
 Black Hat SEO - Techniques that search engines do not approve and
attempt to minimize the effect of. These techniques are also known as
spamdexing.

8. Black Hat SEO
• In search engine optimization (SEO) terminology, black hat SEO refers to
the use of aggressive SEO strategies, techniques and tactics that focus only
on search engines and not a human audience, and usually does not obey
search engines guidelines
• Some examples of black hat SEO techniques include keyword stuffing,
invisible text, doorway pages, adding unrelated keywords to the page
content or page swapping (changing the webpage entirely after it has been
ranked by search engines).

9. White Hat SEO
• In search engine optimization (SEO) terminology, white hat SEO refers to the
usage of optimization strategies, techniques and tactics that focus on a human
audience opposed to search engines and completely follows search
engine rules and policies.
• For example, a website that is optimized for search engines, yet focuses on
relevancy and organic ranking is considered to be optimized using White Hat
SEO practices. Some examples of White Hat SEO techniques include
using keywords and keyword analysis, backlinking, link building to
improve link popularity, and writing content for human readers.

10. SEO On Page Components
1. Domain name
2. the design of the website
3. Page layout & navigation of the site
4. Title & description of the website
5. Meta tags
6. Post titles, permal links, post description
7. Article writing, using headings, paragraph
8. Keywords, keyword density
9. Inbound and internal links
10. Optimizing images, optimizing videos

11. SEO Off Page Components
1. Submitting site to search engines
2. Submitting sitemaps to search engines
3. Submitting site to Blog Directories
4. Using social media marketing tools
5. Social bookmarking
6. Google & Bing webmaster tools in details
7. Google analytic tools
8. Creating quality back links for your site
9. How to do guest posting on high PR site
10. What is Google page rank? How to improve it?
11. Some grate SEO tools for getting ideas

12. SEO start Before website
 Details about planning before start any site or project
o Proper Topic selection
o Discussion about business, topic with others
o Advantages & Disadvantages
o your selection beneficial for others or not?
o In Short all planning about your business, website, and anything

13. Proper Topic Selection
• A topic in which you have knowledge
• A topic that you have already worked in
• A topic which is popular
• A topic for which you can create content
• A topic in which your friends can help you

14. Keyword Research
• sureshwood.co.in(URL, Domain name)
• Primary keyword : wooden pallet manufacturer
• Secondary keyword : wooden pallet suppliers, wooden pallet manufacturing
company in Vadodara, wooden pallets for sale
Most Useful Keyword Research Tools:
• Google Ad word Keyword tool
• Bing Keyword tool
• Keyworddiscovery.com

15. Domain name & web hosting
• A web hosting service is a type of Internet hosting service that allows individuals and
organizations to make their website accessible via the World Wide Web.
• Before Web Hosting:
 Should be purchased by well known company(In Motion hosting, Web Hosting Hub,
Bluehost,A2 Hosting)
 Make up time must be 99.99%
 Customer Reviews / Satisfaction
 Security must be strong
 Features / Add-Ons
 Area of Focus / Specialties
 Features Customer Reviews / Satisfaction / Reputation
 Control Panel / User Interface
 Name Length
 Mark up Time(at the time sever dead)

16. Target audience selection
• Google trends tool:
• Using Google Trends to understand your competitors. You can also use
Google Trends to monitor your competitors', as well as your own
popularity

17. On-page Domain Name
• Domain name should be relevant to the website topic
• Ease of memorizing
• Uniqueness
• The SEO Perspective
• Relevance
• Keyword
• Doesn't matter ( .com, .org, .in)

18. On-page website Design
Bed Web design Good Web design

19. Point to mind for good web Design
• No frames.
• No ads if possible.
• No JavaScript.
• Do not put anything in the page topic that does not fit perfectly.
• No fancy stuff (Flash, Animated Gifs,)

20. On-page site layout navigation
• How should be your page layout & navigation?
1. The header
2. The Menu or Navigation bar
3. The sidebars one or two
4. The Footer
5. Footer Menu
6. The Content Area or Post Today
 Above the fold area is important (Fold Area means Desktop screen currently show
portion)

21. Title & Description of the website
• Title & Description of the website of the homepage:
 The title shouldn't consist of more than about 4-5 words or 60 characters.
 Use keywords at the very beginning of the title.
 Do not include your company name in the title unless Your company name is very
well known.
 Cover Description in 155-160 character is best in SEO

22. Meta Tag
• Meta descriptions are HTML attributes that provide concise explanations of the contents
of web pages.
• Meta descriptions are commonly used on search engine result pages (SERPs) to display
preview snippets for a given page.
• Meta Tags are not for user is only for Search Engine.
• Meta tags are a great way for webmasters to provide search engines with information
about their sites.
Syntax :
• <meta name="keywords" content="KEYWORD1 KEYWORD2 KEYPHRASE1 etc.
about 30 to 40 unique words">
• <meta name="description" content="An accurate, keyword-rich description about 150
characters">

23. Meta Tag Tip’s
 Meta Description Tag Tips:
o Use keywords in your meta description tag.
o Try not to repeat the words overly often, but try to use multiple syntaxes of your key
words.
o There should not be more than 150 characters in a description meta tag of a single
web page.
 Meta Keywords Tag Tips:
o Use synonyms.
o Use unique keywords.

24. Post titles, Parma links, post description
 Post title:
o Should be short and useful and strait to the point
o Should be under 50 char/letters
o Should be unique
o Should be have only one keyword
 Post description:
o Should be useful and describe the post
o Should be under 150 char/letters
o Should be different then post title
o Should be relevant to the post
 post permalink:
o Should be under 4 words
o Should be useful
o Should have main keyword

25. Article writing
• Writing article:
1. Write min 300 -700 words article
2. Divide article into short paragraph for batter reading
3. Use heading for better structure
4. Link to previous content.
5. Add content regularly.

26. Keyword, keyword density
• What is keyword?
A keyword is a term that is used to match with the query a person enters into a search engine
to find specific information.
• What is keyword density?
keyword density is the percentage of “keyword” in article.
• What is the limit of keyword density?
3% in article
E.g.. In 500 words article = 15 keyword

27. Keyword Research Tool
1. Google Trends (For Graph of the keyword & Geographical location)
2. Google Keyword Planner (For Monthly Searches, competition & cost of the Keyword)
3. soovle.com (For Keyword Suggestions in multiple search engine)
4. Ubersuggest.org (For Keyword Ideas)
5. keywordrevealer.com(For Keyword insights)

28. Internal links
• Internal links are links that go from one page on a domain to a different
page on the same domain. They are commonly used in main navigation.
 These type of links are useful for reasons:
o They allow users to navigate a website.
o They help establish information hierarchy for the given website.
o Internal links increases page views
o Internal links helps in increasing PageRank
o Internal links reduces bounce rate
o Better crawling and indexing

29. Image optimize
 How to optimize image:
1. Include 1 to 3 image in each post
2. Resize the image in text editor
3. Reduce the size of the image
4. Use proper name for image offline
5. Use ALT(attribute) for each image online
6. Use title for each image online
Syntax: <img src="image.gif" title=“image title” alt="keywords"/>

30. Video optimization
 How to video optimize?
1. Video should be uploaded to YouTube first
2. Mention video in title of the post
3. Mention video in the description of the post
4. Write some text around the video
5. In word press you can submit video sitemap to search engines

31. Keyword research in detail
• Niche/topic
• Primary keyword
• Short keyword(1 to 3 word)
• Long tail keyword( more then 3 words)
Keyword Research :
3 things important:
1. Monthly searches for that keyword
2. Competition for that keyword(low, medium)
3. Average CPC (cost per click)

32. Keyword search tools
1. Soovle.com (all browser searches show)
2. Ubersuggest.org (Keyword Suggestion)
3. boardreader.com (get idea about top keyword site display in
Google)
4. Ahrefs.com
5. Google.com/trends (location wise searching)

33. Keyword Density, Prominence &
Proximity
• Keyword density is the percentage of times keyword or phrase appears on a web
page compared to the total number of words on the page.
• The keyword proximity refers to the distance between the search term's individual
keywords.
• In search engine optimization (SEO), this refers to the prominent placement of
keywords or phrases within a Web page

34. HTML to TEXT ratio:
• It is an SEO best practice to have more text compared to HTML on
your website. The formula used to calculate it is as follows:
• HTML to Text Ratio = Text Size / Web Page Size x 100
• A value between zero to 25 percent is considered a page with code
bloat. The page needs more text.
• A value between 25 to 70 percent is considered ideal.
• A value of more than 70 percent means there is a lot of content and
search engines may consider it to be spam.

35. Best Places to Put Keywords
• Keyword Density(3% - 2%)
• Keywords in the <title> tag(s).
• Keywords in the <meta name="description">.
• Keywords in the <meta name="keyword">.
• Keywords in <h1> or other headline tags.
• Keywords in the <a href="http://yourcompany.com">keywords</a> link tags.
• Keywords in the body copy.
• Keywords in alt tags.
• Keywords in <!-- insert comments here> comments tags.
• Keywords in the URL or website address.

36. Google Algorithms
• Google Panda
• Google penguin
• Google hummingbird

37. Google Panda
• Google Panda is a change to Google's search results ranking algorithm that was first released
in February 2011. The change aimed to lower the rank of "low-quality sites" or "thin sites",
and return higher-quality sites near the top of the search results.
• Separate Out Low Quality Content
• Focus On Unique Content
• Concentrate on Clout & Authority
• Keep Advertising Ratio Healthy

38. Google Penguin
• Google Penguin was the search engine’s response to so-
called “black hat” SEO tactics for link building, which
was first released in April 2012.
• Search engine spam can include activities such
as keyword stuffing, link spamming, the use of invisible
text on web pages, duplication of copyrighted content
from high-ranking web sites and more.

39. Google Hummingbird
• Conversational Searches
• Google Knowledge Graph
• LSI(Latent Semantic index)
• Social Media+ Relevant Searches

40. Domain Authority & Page
Authority
• Domain authority is a measure of the power of a domain name and is
one of many search engine ranking factors. Domain authority is based
on three factors: Age, Popularity, and Size.
• Page Authority is a score (on a 100-point scale) that predicts how well
a specific page will rank on search engines.

41. How to increase domain Authority
1. Earn links from more sites
2. Start marketing your content
3. Build a well-planned internal link structure
4. Write epic content and nothing less than that
5. Off page SEO
6. Social media optimization
Tools to check Domain Authority:
• http://smallseotools.com
• http://websiteseochecker.com
• https://moonsy.com