Understanding ABC of SEO

CONTENTS
1. What is SEO?
2. Types of SEO
3. Examples of white hat SEO
4. Examples of Black hat SEO
5. Examples of Gray hat SEO
6. SEO Techniques
7. On Page Optimization (Primary Activities)
a) Canonicalization
b) Meta Tags
c) Robots.txt
d) Sitemaps
e) Analytics
f) Webmaster Tool
8. On Page Optimization (Secondary Activities)
a) Write better anchor text.
b) Backlinks & Outbound links
c) Improve the structure of your URLs.
d) Make your site easier to navigate.
e) Have a useful 404 page.
f) Offer quality content and services.
g) Optimize your use of images.
h) Use heading tags appropriately.

CONTENTS
8. Off Page Optimization Techniques
a) Community Creation in Social Networking Sites
b) Blog Posting/Commenting
c) Forum Postings
d) Article Posting
e) Social Bookmarking
f) Photo Sharing & Video Promotions
g) Business Reviews
h) Local Listings & Business Listings
i) Link Exchange/Building
j) Link Baiting
k) Social Shopping Network
l) Q&A & Document Sharing
m) Directory Submission
n) Classifieds Submission
o) RSS (Really Simple Syndication ) Feed Submission
p) Search Engine Submission
9. Search Engine Optimization (SEO) Process
q) Research (Keyword Research & Competitive Research)
r) Reporting & Goal Setting
s) Content Building
t) Page Optimization
u) Social & Link Building
v) Follow Up Reporting and Analysis

CONTENTS
10. Common Free Seo Tools
a) Keyword Research Tools.
b) Page Rank Tools.
c) Alexa Rank Checker.
d) Duplicate Content Checker Tools
e) Broken Link Checker Tools.
f) SEO Audit Tools.
g) Competitor Analysis Research Tools.
h) Page Speed Tools.
i) Google Webmaster Tool (As described in previously in slide
17).
j) Google Analytics (As described in previously in slide 16).

What is SEO?
 SEO is the process of affecting the visibility of a
website or webpage in Search Engine’s organic or
unpaid search results.
 It is the process of increasing the page rank of
any website or webpage in an organic or unpaid
way.
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Types of SEO
 White Hat SEO : White hat SEO utilizes techniques and methods to
improve the search engine rankings of a website which don't run afoul of
search engine (mainly Google) guidelines.
 Black Hat SEO : Black Hat SEO exploits weaknesses in the search
engine algorithms to obtain high rankings for a website. Such techniques
and methods are in direct conflict with search engine guidelines.
 Gray Hat SEO : Gray Hat SEO is not something between Black Hat
and White Hat, but rather "the practice of tactics/techniques which
remain ill-defined by published material coming out of Google, and for
which reasonable people could disagree on how the tactics support or
contrast with the spirit of Google’s published guidelines.
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Examples of white hat SEO
Content
 Researching relevant keywords, both short ail and long tail keywords
 Including keywords naturally in page titles, headings, link anchor text, other
page content, and alt tags
 Studying analytics reports and fine-tuning the content to further optimize it
for targeted keywords and to help direct traffic to relevant pages
 Adding fresh content regularly
Coding
 Using correct HTML markup (for example, heading tags) so that search
engines can identify headings and other types of content correctly
 Making sure that all the code is valid (or at least won't stop search engine bots)
 Creating site maps so that every page is linked to and search engine bots can
crawl every page
 Using CSS to separate content from markup and thus increase keyword
density by having less markup to crawl
Linking
 Creating quality content that other people will want to link to
 Asking to have directories and other relevant websites link to the site
 Optimizing pages for social media in the hopes of attracting social media links
 Arranging for link exchanges with relevant sites (considered by some to be
gray hat SEO)
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Examples of black hat SEO
Content
 Keyword stuffing
 Overusing keywords in comment tags, alt tags, and meta tags
 Placing keywords in hidden text (hidden from people, that is) by making their
font color the same color as the page background
 Overusing keywords in visible text, to the point where their repetition is
apparent to readers
Deceptive content
 Doorway or gateway pages: pages that are stuffed with keywords but
that only search engines see because people are redirected to the page
with the real content
 Cloaking: displaying different content to search engines than to people
by identifying visitors via IP or via other methods
Linking
 Link farms: pages with unrelated links solely for the purpose of creating
more links to target pages
 Spamming forums, blogs, and other social media sites with links (search
engines might not penalize sites for this, but it's considered unethical)
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Examples Of Gray Hat SEO Back to Content
Content
 Having a keyword density that's high enough to sound unnatural but not
at the level of black hat keyword stuffing
 Publishing duplicate content at different sites
Links
 Link building where relevance is less important
 Planned three-way linking
 Using paid links
Questions in mind :
1) What is Keyword Density?
Ans. Keyword density is the percentage of times a keyword or phrase
appears on a web page compared to the total number of words on the
page. In the context of search engine optimization keyword density can
be used as a factor in determining whether a web page is relevant to a
specified keyword or keyword phrase.

SEO Techniques
 On page Optimization: On Page Optimization gives
outcomes to a webpage or website ranking on Search
Engine Result Page. This will regulate your webpage by
page coding.
 Off page Optimization: Off Page Optimization is a
type of SEO which is not regulated by page coding but
via Other activities like ; Link building, Image sharing,
Blog posting, Video sharing etc.
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On Page Optimization Techniques
Primary On Page Activities
 Canonicalization
 Meta Tags
 Robots.txt
 Sitemaps
 Analytics
 Webmaster Tool
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Canonicalization Back to Content
 For SEOs, canonicalization refers to individual web pages that can be loaded
from multiple URLs. This is a problem because when multiple pages have
the same content but different URLs, links that are intended to go to the same
page get split up among multiple URLs. This means that the popularity of the
pages gets split up. The following lists show the most common canonicalization
errors that can be produced when using the default settings on the web servers:
 http://www.example.com/
 http://www.example.com/index.html
 http:/example.com/
 http://example.com/index.html
Solution for this Issue is:
 301 redirect : The HTTP response status code 301 Moved Permanently is
used for permanent redirection, meaning current links or records using
the URL that the 301 Moved Permanently response is received for should be
updated to the new URL provided in the Location field of the response.
 For example :
RewriteEngine On
Redirect 301 /old-seo.htm http://stallion-theme.co.uk/new-seo.php

Meta Tags Back to Content
 Meta elements are HTML or XHTML elements used to provide information about a web page
for the search engines and website users.
 Such elements must be placed as tags in the head section of a HTML document.
These elements are the:
• Title Tag(55 characters) : Title tags(<title>) are part of the meta tags that appear at the
top of your HTML inside the < head> area. Think of title tags like the title of the chapter of a
book. It tells people and search engines what your page is about.
• Description(115 characters) : A page's description meta tag gives Google and other search
engines a summary of what the page is about (1). Whereas a page's title may be a few words
or a phrase, a page's description meta tag might be a sentence or two or a short paragraph.
• Keywords : meta keywords tags are not a major factor search engines consider when
ranking sites but they should not be left off the page. A meta keywords tag is supposed to be
a brief and concise list of the most important themes of your page.
<head>
<title>Brandon’s Baseball Cards</title>
<meta name=“description" content=“Brandon’s baseball cards provide a
large section of vintage and modern baseball cards for sale. We also offers
daily baseball news and events">
<meta name="keywords" content=“baseball cards, baseball news, etc.">
</head>

Robots.txt Back to Content
 A "robots.txt" file tells search engines whether they can access and
therefore crawl parts of your site. This file, which must be named
"robots.txt", is placed in the root directory of your site.
 You may not want certain pages of your site crawled because they
might not be useful to users if found in a search engine's search results.
If you do want to prevent search engines from crawling your pages,
Google Webmaster Tools has a friendly robots.txt generator to help you
create this file.
Examples :
 The following example "/robots.txt" file specifies that no robots should
visit any URL starting with "/cyberworld/map/" or "/tmp/", or /foo.html :
# robots.txt for http://www.example.com/
User-agent: *
Disallow: /cyberworld/map/ # This is an infinite virtual URL space
Disallow: /tmp/ # these will soon disappear
Disallow: /foo.html

Sitemaps
 A sitemap is a list of pages of a web site accessible to crawlers or users. It
can be either a document in any form used as a planning tool for Web design,
or a Web page that lists the pages on a Web site, typically organized in
hierarchical fashion. Sitemaps are a URL inclusion protocol and
complement robots.txt, a URL exclusion protocol.
 Types of site maps :
• HTML Sitemap :HTML sitemaps are designed for the user(Human) to help
them find content on the page, and don't need to include each and every
subpage.
• XML Sitemap :An XML Sitemap is a structured format that a user doesn't
need to see, but it tells the search engine about the pages in a site, their
relative importance to each other, and how often they are updated. This
allows search engines to crawl the site more intelligently.
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Google Analytics
 Google Analytics is a service offered by Google that generates
detailed statistics about a website's traffic and traffic sources and
measures conversions and sales.
 Google Analytics can track visitors from all referrers, including search
engines and social networks, direct visits and referring sites. It also
displays advertising, pay-per-click networks, email marketing and digital
collateral such as links within PDF documents.
 Google Analytics is implemented with "page tags". A page tag, in this case
called the Google Analytics Tracking Code is a snippet of JavaScript code
that the website owner user adds to every page of the website. The
tracking code runs in the client browser when the client browses the page
and collects visitor data and sends it to a Google data collection server as
part of a request for a web beacon.
To set up the web tracking code :
 Find the tracking code snippet for your property. Sign in to your Google
Analytics account, and click Admin in the top menu bar. ...
 Find your tracking code snippet.
 Copy the snippet.
 Paste your snippet (unaltered, in it's entirety) into every web page you
want to track.
 Check your setup

Webmaster Tool
 Google Webmaster Tools is a no-charge web service
by Google for webmasters. It allows webmasters to check indexing status
and optimize visibility of their websites.
It has tools that let the webmasters :
 Submit and check a sitemap
 Check and set the crawl rate, and view statistics about how Googlebot accesses a
particular site
 Generate and check a robots.txt file. It also helps to discover pages that are
blocked in robots.txt by chance.
 List internal and external pages that link to the site
 Get a list of broken links for the site
 See what keyword searches on Google led to the site being listed in the SERPs,
and the click through rates of such listings
 View statistics about how Google indexes the site, and if it found any errors while
doing it
 Set a preferred domain (e.g. prefer example.com over www.example.com or vice
versa), which determines how the site URL is displayed in SERPs
 Highlight to Google Search elements of structured data which are used to enrich
search hit entries (released in December 2012 as Google Highlighter)
 Receive notifications from Google for manual penalties

On Page Optimization Techniques
Secondary On Page Activities
 Write better anchor text.
 Backlinks & Outbound links
 Improve the structure of your URLs.
 Make your site easier to navigate.
 Have a useful 404 page.
 Offer quality content and services.
 Optimize your use of images.
 Use heading tags appropriately.
Back to Content

Write better anchor text Back to Content
 Anchor text is the clickable text that users will see as a result of a
link, and is placed within the anchor tag <a href="..."></a>.
 This text tells users and Google something about the page you're
linking to. Links on your page maybe internal—pointing to other
pages on your site—or external—leading to content on other sites. In
either of these cases, the better your anchor text is, the easier it is for
users to navigate and for Google to understand what the page you're
linking to is about.

Backlinks & Outbound links
Backlinks :
 Backlinks, also known as incoming links, inbound links, inlinks, and inward
links, are incoming links to a website or web page. In basic link terminology,
a backlink is any link received by a web node (web page, directory, website, or top
level domain) from another web node.
 Inbound links were originally important (before the emergence of search engines) as
a primary means of web navigation; today, their significance lies in search engine
optimization (SEO). The number of backlinks is one indication of the popularity or
importance of that website or page.
 As far as the backlinks on your website or web page are from the authorized
websites, it will be considered as good as much they(backlinks) exist.
Outbound Links :
 Outbound Links are hyperlinks that point at (target) any domain other than the
domain the link exists on (source).
 In other terms, if another website links to you, this is considered an external link to
your site. Similarly, if you link out to another website, this is also considered an
external link.
 3-5 Outbound links can get no harm to your website or webpage in a content having
at least 500 words but if the outgoing links are around 7-8 this will transfer all the
link juice of your website to the pointing website.
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Improve the structure of your URLs
 Creating descriptive categories and filenames for the documents on your
website can not only help you keep your site better organized, but it could also
lead to better crawling of your documents by search engines. Also, it can create
easier, "friendlier" URLs for those that want to link to your content.
 Simple-to-understand URLs will convey content information easily.
 Use words in URLs : URLs with words that are relevant to your site's content
and structure are friendlier for visitors navigating your site. Visitors remember
them better and might be more willing to link to them.
 URL length’s should be under less than 75-90
AVOID :
 using lengthy URLs with unnecessary parameters and session IDs
 choosing generic page names like "page1.html"
 using excessive keywords like "baseball-cards-baseball-cards-
baseballcards.htm“
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Make your site easier to navigate
 Navigation is very important for search engines.
 The navigation of a website is important in helping visitors quickly find the
content they want. It can also help search engines understand what content
the webmaster thinks is important. Although Google's search results are
provided at a page level, Google also likes to have a sense of what role a page
plays in the bigger picture of the site.
 Use mostly text for navigation : Controlling most of the navigation from page
to page on your site through text links makes it easier for search engines to
crawl and understand your site. Many users also prefer this over other
approaches, especially on some devices that might not handle Flash or
JavaScript.
AVOID :
 creating complex webs of navigation links, e.g. linking every page on your site
to every other page
 going overboard with slicing and dicing your content (so that it takes twenty
clicks)
 having a navigation based entirely on drop-down menus, images, or
animations - many, but not all, search engines can discover such links on a
site, but if a user can reach all pages on a site via normal text links, this will
improve the accessibility of your site

Have a useful 404 page Back to Content
 Users will occasionally come to a page that doesn't exist on your site, either by following a
broken link or typing in the wrong URL. Having a custom 404 page that kindly guides
users back to a working page on your site can greatly improve a user's experience.
 Your 404 page should probably have a link back to your root page and could also provide
links to popular or related content on your site.

Offer quality content and services
 Write easy-to-read text : Users enjoy content that is well written and easy to
follow.
 Stay organized around the topic : It's always beneficial to organize your
content so that visitors have a good sense of where one content topic begins and
another ends. Breaking your content up into logical chunks or divisions helps
users find the content they want faster.
 Create fresh, unique content : New content will not only keep your existing
visitor base coming back, but also bring in new visitors.
 Create content primarily for your users, not search engines.
Avoid :
 writing sloppy text with many spelling and grammatical mistakes.
 embedding text in images for textual content - users may want to copy and paste
the text and search engines can't read it.
 inserting numerous unnecessary keywords aimed at search engines but are
annoying or nonsensical to users.
 having duplicate or near-duplicate versions of your content across your site.
 deceptively hiding text from users, but displaying it to search engines.

Optimize your use of images
 Image-related information can be provided for by using the "alt" attribute.
 Images may seem like a straightforward component of your site, but you can
optimize your use of them. All images can have a distinct filename and "alt"
attribute, both of which you should take.
 The "alt" attribute allows you to specify alternative text for the image if it cannot be
displayed for some reason.
Two images showing different use of alt tag :
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Use heading tags appropriately
 Use heading tags to emphasize important text.
 Heading tags (not to be confused with the <head> HTML tag or HTTP
headers) are used to present structure on the page to users.
 There are six sizes of heading tags, beginning with <h1>, the most
important, and ending with <h6>, the least important.
 Use heading tags where it makes sense. Too many heading tags on a page
can make it hard for users to scan the content and determine where one
topic ends and another begins.
Avoid :
 placing text in heading tags that wouldn't be helpful in defining the
structure of the page.
 using heading tags where other tags like <em> and <strong> may be
more appropriate.
 erratically moving from one heading tag size to another.
 excessively using heading tags throughout the page.
 putting all of the page's text into a heading tag.
 using heading tags only for styling text and not presenting structure.
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Off Page Optimization Techniques
 Community Creation in Social Networking Sites.
 Blog Posting/Commenting.
 Forum Postings.
 Article Posting.
 Social Bookmarking.
 Photo Sharing & Video Promotions.
 Business Reviews.
 Local Listings & Business Listings.
 Link Exchange/Building.
 Link Baiting.
 Social Shopping Network.
 Q&A & Document Sharing.
 Directory Submission.
 Classified Submission.
 RSS (Really Simple Syndication ) Feed Submission.
 Search Engine Submission.
Back to Content

Community Creation in Social
Networking Sites
 Also known as online reputation management, this is the first
and foremost step with which you have to initiate your
process. Try to become a member of the most popular social
networking sites like Facebook, Twitter, Linked In, Ecademy,
etc., and create a profile of your own. By doing this you can
extend your network online, get connect with your friends,
share things with each other, and promote your
company/website to build an online reputation. This is most
likely the same as Web 2.0 (Participatory Web), which means
you have to show your active participation on a regular basis.
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Blog Posting/Commenting
 This is one of the most powerful ways to promote your
company/website online. Write a blog of your own for
your company/website and include lots of unique
content. Be precise in what you're trying to convey for
the users in your blog entry and promote your blog in
blog directories and blog search engines.
 You can also promote your blog/website by posting
comments in other service-related blogs which allow
links in the comments section that are crawl able by the
search engines (these blogs are commonly identified as
Do-Follow Blogs).
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Forum Postings
 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 in
other service-related pre-existing forums that allow links in your
signature which can be crawled by the search engines.
List of few forum sites
 http://searchengineforums.com/
 http://www.abakus-internet-marketing.de/foren/
 http://www.sitepoint.com/forums/
 http://www.akamarketing.com/webmaster-forums/
 http://www.highrankings.com/forum/
 http://www.seochat.com/
 http://www.ihelpyou.com/forums/
 http://www.v7n.com/forums/
 http://forums.digitalpoint.com/
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Article Posting
 Article submission or Article posting is the process of publishing informational
articles to the Article Directories. These informational articles give people the
valuable and important information regarding your industry.
 It’s an ethical way to get one way quality links to your website. These articles
usually contain some promotional text that is relevant, So the people are
encouraged to publish it with the specific link back URL.
 Article submission is a way to increase your website traffic very fast by posting or
submitting articles to the Article Directories.
Examples of TOP Article Submission sites :
1. ehow.com
2. hubpages.com
3. examiner.com
4. seekingalpha.com
5. ezinearticles.com
6. squidoo.com
7. brighthub.com
8. technorati.com
9. buzzle.com
10. goartcles.com Back to Content

Social Bookmarking
 Social bookmarking is a way for people to store,
organize, search, and manage “bookmarks” of web pages.
Users save links to web pages that they like or want to
share, using a social bookmarking site to store these links.
 Social Bookmarking is yet another powerful way of
promoting your website, but nowadays most people are
spamming social bookmarking sites without knowing how
to use them.
 Do some social bookmarking in popular bookmarking
sites like Digg, Delicious, StumbleUpon, Propeller, etc.
 This may increase your website traffic based on how
effectively you have participated.
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Photo Sharing & Video Promotions
 Photo Sharing : Publish/share your website product pictures
and make them public. Let your friends see them and comment
on them too, which will help drive traffic towards your website.
Do this in major photo sharing websites like Flickr, Picasa,
Photo Bucket, Picli, etc.
 Video Promotions : Like with photo sharing, you can
publish/share your product videos, expert opinions, and reviews
of your product and make them public in YouTube, Metacafe,
Dailymotion, etc.
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Business Reviews
 Write reviews about others businesses or ask
your friends/clients to write a review of your
business in major business review sites like
RateitAll, Shvoong, Kaboodle, Stylefeeder, etc.
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Local Listings & Business Listings
 A special section on search engine result pages, usually at the
very top, reserved for local businesses that match the current
search. These listings are usually accompanied by a map.
Businesses, particularly in retail, who fail to get listed can
serious impact their sales. Many Smartphone users call up the
Local Listings regularly to find nearby places to shop.
 Instead of going global and facing huge competition, make your
website local so that search engines can easily view your
website and fetch the content. This will help you to reach a
targeted audience. Submit your website to Google Local, Maps,
Yahoo Local, Yellow Pages, Superpages, Hotfrog, etc.
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Link Exchange/Building
 In the field of search engine optimization, link building describes actions aimed at
increasing the number and quality of inbound links to a page.
 Link exchange is the process of exchanging links with other related websites with the
objective of getting related traffic and pagerank.
How to exchange LINKS?
 Build a site worth linking to : This is the most important step. If your site is good, you
will get links without asking for them. If not, only other low-quality sites will link to you.
 Do a search in Google and try to locate as many related sites as possible.
 Link to their site first(Because their site, like yours if you followed step one, is worth
linking to even if you don't get a return link.)
 Send an email to the site owners/webmasters requesting them for a link
exchange deal. Include your URL and a brief explanation of your site, their URL that
you want the link from, and a meaningful subject line.
 Either incorporate their link into one of your content pages, or have a well
organized, annotated link directory. Don't just bury their link among hundreds of
others on a links page where nobody but a search engine will ever see it.
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Link Baiting
 Linkbait is an effective way to attract links to your website, with
the collateral benefit of viral marketing.
 Suppose you have copied/published another website's news or
content in your blog/website. Don't forget to place their website
link as a reference. Do it for others and, if your content is
trustworthy, let others do it for you. This is another way to
increase your link popularity.
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Social Shopping Network
 If you own an e-commerce website, this is a good
strategy for advertising and easily branding your
products for free.
 Submit your products to Google Product Search,
Yahoo Online Shopping, MSN Online Shopping,
and other major social shopping network sites
like Kaboodle, Style Feeder, Wists, Five Limes,
Buzz Shout, Ohmybuzz, etc.
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Q&A & Document Sharing
 Participate in Answers by asking and answering
relevant questions and placing a link to your
website in the source section if necessary. If you
don't spam, this is another great way to increase
your link popularity (Yahoo Answers, Cha-Cha,
Answer Bag, etc.)
 Document Sharing : Share your website
documents like business documents, information
brochures, and slides in Google Docs, Slide Share,
etc. This will help you brand your website.
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Directory Submission
 Directory Submission is the activity of the Off Page Optimization. Directory
submission performs for collecting the backing of own site through which
own site PR (page rank) is increase in Google searches.
 It is very basic activity of the Off Page Optimization. Directory Submission
perform for increase Ranking. In Directory Submission we submit own site
to another site. We Submit own site according to the category wise. We
chose the category according the theme of the site.
 Submit your websites to the topmost quality directories like DMOZ, Yahoo
Directory, ZoomInfo, One Mission, Pegasus, etc. Nowadays many web
directories may offer paid listings but don't go for it.
Example :
Education related sites are submitted in to the education category. If your
category and the description is right then other site give the approval mail
to your email id. And attach your site link to own site. It is also called the
one way linking.
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Classifieds Submission
 Classified ad submission is an SEO activity that involves placing of online
advertisements on websites that are dedicated for the sole purpose of submitting
classified ads. It is an excellent medium to promote services, products and events
on the web.
 Many a time, online marketers and Hire dedicated SEO underestimate the
potency of classified ad submission and focus majorly on submitting articles and
blogs. However, with little effort & time, classified ads can generate compelling
results.
Examples of TOP Classified Submission Sites :
1. http://www.locanto.in/
2. http://www.olx.in/
3. http://www.clickindia.com/
4. http://www.selldude.com/
5. http://www.quikr.com/
6. http://www.sellrbuyr.in/
7. http://gumpul.com/
8. http://ease2ad.com/
9. http://www.click.in/
10. http://www.vivastreet.co.in/
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RSS (Really Simple Syndication )
Feed Submission
 RSS is a family of Web feed formats used to publish often updated content such
as blog entries, news headlines or podcasts. An RSS document, which is called a "feed,"
"web feed," or "channel," contains either a summary of content from an associated web site
or the full text. RSS makes it possible for people to keep up with their favorite web sites in
an automated manner that's easier than checking them manually.
 RSS content can be read using software called an "RSS reader," "feed reader" or an
"aggregator." The user subscribes to a feed by entering the feed's link into the reader or by
clicking an RSS icon in a browser that begins the subscription process. The reader checks
the user's subscribed feeds often for new content, downloading any updates that it finds.
 If you have a web design site or offer services related to web design, submit your website
to RSS feed directories which, again, will help you attain more traffic.
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Search Engine Submission
 Search engine submission is the most practical part
of SEO following Website Audit, SEO analysis
and SEO advice implementation. This is why SEO has
long been associated primarily with the search engine
submission services offered by SEO companies.
 Submit your website to the most popular search engines
like Google, Yahoo, Bing, MSN, Altavista, Alexa,
Alltheweb, Lycos, Excite, etc., to get listed for free.
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Search Engine Optimization (SEO)
Process
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Research (Keyword Research &
Competitive Research)
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 that offer a balanced combination of two important
factors: high usage by searchers and relatively low competition within the
search engines.
Competitive Research :
 Once armed with the target keyword phrases, we do a thorough
competitive analysis of the subject site against its 7 – 10 biggest
competitors (using both offline and online competitors).
 We use a series of SEO metrics, including indexed content, Alexa rating,
inbound links, domain age, and social media following among others.
 Through this process, we are able to gauge the client site’s starting
position against its competition and identify areas requiring priority in
the subsequent work.
For example, if we see that relative to the competition, the client’s
site has 50% less indexed content, then content building would be a
priority in the goal setting that happens in the next phase.
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Reporting & Goal Setting
 After establishing your targeted keyword phrases and starting position relative to the site’s
competitive set, it is important to understand what the subject site’s starting position is within
the search engines. Doing so ensures that you know the specific areas that need work and
provides a baseline against which to gauge the subsequent campaign’s success.
 Access to site traffic information is very important. These statistics show how searchers are
finding and interacting with the subject site, e.g., which search engines, what keyword phrases
are being used, bounce rates, most popular content, etc. Understanding the site’s traffic level
and the source of its referrals can also be a critical tool in making other online marketing
decisions.
 After developing a complete picture of the site’s starting position, goals are set for the SEO
plan. These goals are measureable (one big advantage of SEO over other advertising options)
and tied to the specific business objectives of the site. In the ongoing progress of reporting and
follow up, progress towards the plan’s goals are analyzed and reported. Adjustments to the
SEO plan can be made according to the findings of these progress reports.
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Content Building
 Content is king in search engine optimization. The search engines love text;
high volume, high-quality content related to your business will serve you in a
couple of important ways.
 First, a site loaded with high-quality content of interest to site users will give
them a reason to stay and a reason to come back. After all, the reason they
came to your site was to find information. Second, you will receive the added
benefit of serving up exactly what the search engines want – content. Search
engines will have more information to store about your business and products;
that information will translate directly into the ranking they give your site for
related keyword phrases. For more information on content development and
specific ideas about ways to expand your site’s content.
 We often find in the Competitive Research phase that the client’s site is falling
behind its competitors in the amount of indexed content. In those cases, this
phase of the process takes on additional importance.
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Page Optimization
 Following the addition of new, high quality content, we tackle on-page
optimization.(as described in previous slides of “On Page Optimization”) :
 Page Titles.
 Text-Based Navigation.
 Prominence of Targeted Keyword Phrases – It is not enough to have your
keyword phrase(s) somewhere on the web page, the placement and prominence
given to them also affects your search engine placement. For example, leading off
the site’s first paragraph with your keyword phrase gives it more weight than
burying it half way down the page in the middle of a paragraph. Also, using
larger font sizes and bolding the text can emphasize its importance and
positively affect the page’s ranking for that phrase.
 Site Map.
 ALT and META Tags.
 Clean up the Code – Navigation rollover scripts, other JavaScript-based code,
and all CSS scripts should be taken out of the code of each page and put into
external files to which each page of the site is referenced. Doing this has several
advantages, but one of the most compelling is that your site’s keywords and
content all move up, up, up in the code, communicating their importance to the
search engines and boosting your site’s relevancy ratings. In other words, this
can boost your search engine rankings by improving the code to text ratio of the
page. This is a simple and relatively inexpensive thing to do, depending on the
total number of pages in your site.
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Social & Link Building
Social Media :
 In marketing, you fish where the fish are. And, the fish are using social
media in increasing numbers. The power of online sharing through social
media provides tremendous opportunities for companies willing to
commit the time to using it. During this phase of the process, we help
clients establish a social media presence and consult with the client on
how best to use those social media profiles to share site content and
connect with customers and potential customers.
Building In-Bound Links :
 Each new, quality link to your site increases the likelihood of both the
search engines’ spiders running across your site as well as searchers
looking for services or products like yours. Google views links to your site
(as long as they are links from high quality sites) as votes for your site
and rewards the site accordingly. You can check your link popularity
with a variety of free online tools. In addition, Google’s Webmaster Tools
provides information regarding the inbound links to your site. A word of
caution: free for all links sites and other low quality sites of that nature
are of no use and, in fact, detract from your progress with penalties from
the search engines. This became even more important with Google’s
release of the Penguin algorithm update. We consult with our clients on
ways to build their online reach and influence with new inbound links.
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Follow Up Reporting and Analysis
 The same reporting done in
the initial phase of the
campaign is done again at
regular intervals, post-
optimization. Rankings, site
traffic and other key metrics
can then be compared to pre-
optimization levels, giving
measurable results to the
SEO campaign. The specific
metrics used in an SEO plan
will depend on the goals of
that site.
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Common Free Seo tools
 SEO’s simply love to get their hands on the latest bit
of kit to help speed up processes, scale time
consuming tasks or simply to unlock additional data.
We will discuss following category of tools :
 Keyword Research Tools.
 Page Rank Tools.
 Alexa Rank Checker.
 Duplicate Content Checker Tools
 Broken Link Checker Tools.
 SEO Audit Tools.
 Competitor Analysis Research Tools.
 Page Speed Tools.
 Google Webmaster Tool (As described in previously).
 Google Analytics (As described in previously).
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keyword research tools :
 Keyword research is one of the most important, valuable, and high return activities
in the search marketing field. Ranking for the "right" keywords can make or break
your website.
Examples :
Google AdWords Keyword planner :
 Google offers free tools to do some basic keyword analysis. All the results are
relevant only for Google search engines. Features of AdWords Keyword planner:
 Get traffic estimates for the keyword.
 Generate new keywords by combining different keyword lists.
 Create new keyword variations based on initial keyword.
Wordtracker :
 Wordtracker is a commercial product with a 7-day-trial period offering some
advanced options:
 Information on the popularity of the given keyword.
 Lists of popular searches based on the given keyword.
 Lists of keywords that are used by competitors.
 Suggestions on how to expand current keyword.
 Generates new keywords from the list of existing once.
 Ability to work with high amounts of data (2,000+ keywords)
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Page Rank Tool
 Page Rank tools are used to check the page rank of any website.
Example :
smallseotools.com/google-pagerank-checker/ :
 The Page Rank Checker on Small SEO Tools offers advanced insight not commonly found with other
free PR checkers. The red results let you know when a Page Rank is fake, or false. You see, some
shady individuals will use a variety of methods to create a “spoof” Page Rank.
 If you want to find out the Page Rank of a website, you want to the URL for numerous pages – not
just the “Home” page.
 There are different PR values for each link. If you plan on purchasing advertising or buying a “used”
website, this free Page Rank Checker can help you make an informed decision.
Google PR Checker :
 This Google PR Checker is a FREE tool to Check Google Pagerank of several sites or pages in one go.
It is restricted to 25 URLs for the sake of load balancing.
 Enter up to 25 URLs (one per line) in the box and Click the 'Check PR' Button. This will generate a
table below listing all the URL you entered in the box and show page rank of each URL in front of it
with a status of GOOD, BAD or FAKE.
The following are the features and advantages of this free PR tool :-
 Fast Lookup: Checks the PR and Validity of 25 URLs under 10 seconds (varies based on Google query speed).
 Fake PR Checker: Fake or masked page rank checking logic is included in the PR query.
 Captcha Free: Unlike other free PR Tools, ours is a bulk Pagerank Checker without Captcha.
 Choose between Fast or Slow lookup If you don't mind waiting for sorted results, use the 'Slow' option. At
times, this can slow down or freeze your browser.
 Source : http://bulkprchecker.net/
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Alexa Rank Checker
alexa.com :
 This website helps you by showing a report on :
 Alexa Traffic Ranks (shows Global rank & rank in your country)
 How engaged are visitors to your website? (shows Bounce rate, daily pageviews per visitor
& daily time on site)
 Who visits your websites? ( shows Audience Demographics)
 Where are this site's visitors located? (shows an Audience Geography)
 Which search keywords send traffic to this site?
Source : http://www.alexa.com/
Bulk Alexa Rank Checker :
 Download BulkSeoTools extension for Google Chrome, Firefox, Opera, Safari so
that you can check Alexa traffic rank of unlimited domains.
 Bulk Alexa rank checker tool can show the current position of multiple websites
in Alexa's ranking system. The lower number is better. This is helpful in
determining a web site's traffic and in assessing the value of linking partners.
 This is a high speed bulk Alexa ranking checker tool. If you are interested in
check a bulk list of 500 URLs/domains at a time, then this is a helpful tool.
Source : http://www.bulkseotools.com/bulk-check-alexa-ranking.php
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Duplicate Content Checker Tool
 Duplicate content checker tool checks the duplicity of content on a webpage.
Examples :
copyscape.com :
 Copyscape is a free plagiarism checker. The software lets you detect duplicate
content and check if your articles are original.
 Given the URL or text of the original content, Copyscape returns a list of web pages that contain
similar text to all or parts of this content. It also shows the matching text highlighted on the found
web page. Copyscape banners can be placed on a web page to warn potential plagiarists not to
steal content.
 Copyscape also provides two paid services: Copysentry monitors the web and sends notifications by
email when new copies are found, and Copyscape Premium verifies the originality of content
purchased by online content publishers.
duplichecker.com :
 Duplichecker is similar to copyscape but copyscape search the duplicity of content by a URL and
duplichecker can search duplicity of content by searching the particular content you want to know
about upto maximum 1500 words.
 Duplichecker also has an option to check the duplicity of content by searching the URL but it
needs to create a free account on this site.
 Duplichecker shows the duplicate content on other websites or web pages by highlighting that
content.Question in Mind :
1) What is Plagiarism?
Ans. Plagiarism is the act of taking another person's writing, conversation, song,
or even idea and passing it off as your own. This includes information from web
pages, books, songs, television shows, email messages, interviews, articles,
artworks or any other medium.
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Broken Link Checker Tools.
 brokenlinkcheck.com :
- Checks your websites and blogs for dead links.
- Can scan an unlimited number of web-pages.
- Validates both internal and external URLs.
- Shows the location of problematic links in your HTML.
- Reports error codes (404 etc) for all bad URLs.
- Runs on Windows, Mac OS X, Linux / UNIX, and iOS.
-The free version has a 3000-page limit, however there are no limits on number
of hyperlinks within those webpages!
 Xenu Link Sleuth :
Xenu's Link Sleuth (TM) checks Web sites for broken links. Link verification is
done on "normal" links, images, frames, plug-ins, backgrounds, local image maps,
style sheets, scripts and java applets. It displays a continously updated list of
URLs which you can sort by different criteria. A report can be produced at any
time.
Additional features:
 Simple, no-frills user-interface
 Can re-check broken links (useful for temporary network errors)
 Simple report format, can also be e-mailed
 Executable file smaller than 1MB
 Supports SSL websites ("https:// ")
 Partial testing of ftp, gopher and mail URLs
 Detects and reports redirected URLs
 Site Map
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SEO Audit Tool
Screaming Frog :
 The Screaming Frog SEO Spider is a small desktop program you can install locally
on your PC, Mac or Linux machine which spiders websites’ links, images, CSS, script
and apps from an SEO perspective. It fetches key onsite elements for SEO, presents
them in tabs by type and allows you to filter for common SEO issues, or slice and dice
the data how you see fit by exporting into Excel. You can view, analyse and filter the
crawl data as it’s gathered and updated continuously in the program’s user interface.
 The Screaming Frog SEO Spider allows you to quickly analyse, audit and review a
site from an onsite SEO perspective. It’s particulary good for analysing medium to
large sites where manually checking every page would be extreme.
 The spider allows you to export key onsite SEO elements (url, page title, meta
description, headings etc) to Excel so it can easily be used as a base to make SEO
recommendations from.
 The Screaming Frog SEO Spider Is Free For Up To 500 URLs.
WooRank :
 WooRank is is an excellent tool for auditing your website. The free version gives you
a ton of data that you can use to improve the optimization of your website.
 However, even though agencies would find the audit tool very valuable, the audit tool
is more aimed at website owners and in-house SEO teams. If you’re a small business
looking for a website audit tool, this tool is awesome.
Source : http://www.woorank.com/
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Competitor Analysis Research Tools
General Competitive Research Tools
 Alexa - shows traffic trends for competing websites. Alexa has a heavy webmaster bias
that is nowhere near as noticeable at Compete or Quantcast. Here is an in-depth Alexa
review & you can download a list of their top 1,000,000 websites.
 Quantcast - shows site traffic and demographic trends and details. Also allows you
to download a list of their top 1,000,000 websites.
 Google Trends for Websites - free tool from Google showing traffic estimates, visitor
country location, top 10 related websites, and top 10 related keywords. Only returns
data for fairly high traffic websites though. Google also offers an Ad Planner, but it only
shows data for sites in the Google display network.
 NetPeak Checker - desktop software which pulls in market research data from various
3rd party sources.
 URL Profiler - a is a pasimilar service to NetPeak, which id product & pulls in more
data sources.
 SimilarWeb - competitive research tool providing upstream & downstream traffic data
for websites with data on numerous international markets.
 Archive.org - see how old a website is & what it looked like in the past.
 DomainTools - see Whois data and how many times a domain has changed hands.
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Page Speed Tool
 Analyze and optimize your website with PageSpeed tools to implement the web performance
best practices.
Pingdom tool :
 It lets you identify what about a web page is fast, slow, too big, what best practices you’re not
following, and so on.
 Feature Overview
 Examine all parts of a web page – View file sizes, load times, and other details about every single
element of a web page (HTML, JavaScript and CSS files, images, etc.). You can sort and filter this list in
different ways to identify performance bottlenecks.
 Performance overview – We automatically put together plenty of performance-related statistics for
you based on the test result
 Performance grade and tips – See how your website conforms to performance best practices from
Google Page Speed (similar to Yahoo’s Yslow). You can get some great tips on how to speed up your
website this way.
 Trace your performance history – We save each test for you so you can review it later and also see
how things change over time (with pretty charts!).
 Test from multiple locations – See how fast a website loads in Europe, the United States, etc.
 Share your results – We’ve made it easy for you to perform a test and share it with your friends, work
colleagues or web host.
 Source : http://tools.pingdom.com/fpt/
Gmatrix :
 GTmetrix was developed by Gossamer Threads as a tool for our managed hosting customers to
easily determine the performance of their site.
 GTmetrix uses Google Page Speed and Yahoo! YSlow to grade your site's performance and
provides actionable recommendations to fix these issues.
 Source : http://gtmetrix.com/
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CONTACT US
Contact Number : +91 011 42471069
+91 9990034566
Email Id : info@1solutions.biz
Address : 46, 3rd floor, Hasanpur Village I.P Extension, Patparganj
New Delhi- 110092
Website : https://www.1solutions.biz/

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