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Basics of Search Engine Optimisation (SEO)

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A presentation on the Basics of Search Engine Optimisation (SEO) - What & Why of SEO. It involves understanding the basics of On Page SEO, Off Page SEO and how to track the results of the SEO effort. This presentation was created by Google Partner & South India's leading digital agency, Social Beat.

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Basics of Search Engine Optimisation (SEO)

  1. 1. The Why & What of Search Engine Optimisation
  2. 2. It’s complex yet simple: 60 Trillion Pages but Google sorts them in a fraction of a second
  3. 3. It’s complex yet simple: Google crawls page after page & sorts them out
  4. 4. Google uses 200 ranking signals & tend not to disclose what are all these signals
  5. 5. 200+ factors but they can be themed in thematic clusters to allow a focused approach
  6. 6. Based on these factors Google showcases the search results across platforms
  7. 7. And it’s no longer just abut the top keywords, but a range of long tail keywords
  8. 8. For simplicity we shall tackle them as On Page SEO & Off Page SEO On Page SEO (elements on the website) Off Page SEO (elements outside of the website)
  9. 9. On Page SEO
  10. 10. What Google Wants: On Page SEO • Content designed for users • Frequent & engaging • Content created from keyword & user research Great Content • Legible Links & URLs • Breadcrumbs & indexing of website • Viewable by Google as viewed by users (Robots.txt) Architecture • Engaging User experience & Fast website • Meta tags to explain what the content is (non text content too) HTML
  11. 11. Example of content designed for users
  12. 12. Viewable by Google – Need to ensure the Robots.txt is not blocking CSS & JS files
  13. 13. How users see the website should be how Google sees the website: Use Google Webmaster to check this for your website
  14. 14. Some Terminologies of On Page SEO Rel=No Follow (to ensure SEO juice from your site is not passed on) Sitemap.xml (So that Google knows what pages exist & what is their importance) Crawl Errors (All pages need to be redirected if they no longer exist) Robots.txt (Telling Google which pages to ignore. Avoid blocking CSS & JS) Image Alt Tags (To tell Google what these images are as Google cannot read images) URL & IP Canonical (To allow the IP address of your website to point to your website) Mobile Usability (Mobile user friendliness is a major focus for 2015) Site Speed (Speed of your website is critical and has been importance since 2014)
  15. 15. Advanced SEO like Rice Snippets can be taken up in the next session
  16. 16. Off Page SEO
  17. 17. The essence of Off Page SEO is creating good quality links for your site
  18. 18. What Google Wants: Off Page SEO •Quality of backlinks over quantity of backlinks •Anchor Keyword should be natural •Blogger & Influencer Engagement Back Links •Shares & Engagement around the content created •Traffic from Social directly to website Social Sharing •Reviews & Ratings of the website (especially local places) •Branded search (users searching for your brand name) •Authority in a specific topic – Are you giving clear signals of which topics does your website have authority on Authority
  19. 19. Some Terminologies of On Page SEO Page Rank (A ranking methodology used by Google to understand the determine the relative importance of a website) Keyword Stuffing from Links (Avoid putting the same keyword as anchor text for all links) Unnatural Links (Links from unrelated & low quality sites should be avoided. Do not buy any links) Personalisation (Since Search Results in Google are personalized need a holistic tracking mechanism for success of SEO efforts)
  20. 20. Use Google Analytics to track the growth of Google Organic Traffic over a period of time
  21. 21. Also look at what pages are driving this Google Traffic to the website
  22. 22. This way you can track which blogs are growing & which are declining
  23. 23. More importantly focus on the users & the revenue that they have generated for you Who are they? How are they getting to your site? Are they buying or enquiring about the products ? When are they visiting?
  24. 24. Digital Marketing. Focus on Results. Thank You Follow us

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