Introduction to SEO

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This presentation will help you to understand the basics of SEO.

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  • Introduction to SEO

    1. 1. Introduction to Search Engine Optimization
    2. 2. The plan today• Basics• Where SEO fits in the Digital marketing maze• What’s the best way to learn SEO• Why should you work on SEO from day One of your website design• How do search engines work• Ranking Parameters• So many parameters, which to choose !!• What separates the men from the boys
    3. 3. Basics
    4. 4. Organic Vs. Paid
    5. 5. Pay Per Click (PPC)
    6. 6. Organic Results (SEO)
    7. 7. Where does SEO fit in the Digital marketing maze ?
    8. 8. Top rank = Internet Gold Many aspire, few reach it
    9. 9. SEO is the art and science of getting as close to the Internet pot of gold as possible
    10. 10. What is the best way to learn SEO ?
    11. 11. • Choose a site. ANY site. And not a top ranking one. One that you have server access to. » Blog, HTML site, CMS backed site, E-commerce site• And start SEO’ing it NOW.• Google SEO guide + Written Notes during sessions + StudyMate = Competence
    12. 12. Why should you bother to do SEO? From Day One..
    13. 13. 1) TrustUsers tend to trust organic results more than paid results
    14. 14. Paid versus Organic tussle (Traffic)
    15. 15. 2) DurabilityA well built site will rank well for a long time. Payoff will be long-term.
    16. 16. 3) TrafficAnd free traffic at that!
    17. 17. Paid versus organic tussle (Spend)
    18. 18. 4) A good, user-friendly, useful siteUnexpected side-effect of good SEO practices
    19. 19. Let’s open some code  Click to add subtitle
    20. 20. How Search Engines Work
    21. 21. How does the search engine do it?Find the best sites for anything from florist vile parle to ‘hotels new york’
    22. 22. Is Google clairvoyant? Or all-knowing? Or simply magic?
    23. 23. Magic? Not quite.
    24. 24. 1) Crawler/ Spider
    25. 25. Instead of building webs, these kind navigate them Visiting every webpage on the way, Gather the contents of each web page it visits
    26. 26. 2) Indexing•‘Reading’ each webpage received• Determine what the page is speaking about• Organize the contents of the pages in a way that allows efficient retrieval
    27. 27. 3) RankingRead the user’s query, apply formulas that decide which Web pages best answer that query.
    28. 28. Formula? What formula? What would you do?
    29. 29. Ranking Parameters
    30. 30. DOMAIN / SERVER RELATED• Relevance of Domain/URL – Proof : the interest in the keyword rich domains – Domain for a lot cannot be helped, but URL can definitely be helped ! ( Even in the case of CMS backed sites).• Age /Trust of Domain – Age of domain and renewal date. – Distance of the domain from trusted sites – Confidence improving data : FAQ, Contact-us, Address.
    31. 31. Domains corresponding to the highly searched terms are also the most expensive
    32. 32. Domain monetization business
    33. 33. How to get in the internet hall of fame
    34. 34. META TAG RELATED• Head and Body.• Meta Tags (Title, Keyword, Description) – http://www.google.com/support/webmasters/bin/answer.py? hl=en&answer=79812 – http://www.google.com/support/webmasters/bin/static.py?p age=ugc.cs&url=http://googlewebmastercentral.blogspot.com /2009/09/google-does-not-use-keywords-meta- tag.html&signed_url=http://www.google.com/url?q=http://go oglewebmastercentral.blogspot.com/2009/09/google-does- not-use-keywords-meta- tag.html&usg=AFQjCNE0EKqBAK79vt7UM7-D-xS-Ry-50A
    35. 35. CONTENT RELATED• Information Architecture – A well themed site is always preferred. Get the silos right. – Linking back to category and sub-category if applicable – Links back to homepage – One of the important links between usability and SEO• Site Map – http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=156184• Keyword Density• Unique well-crafted content• H1,H2 tags. – Has got nothing to do with appearance• Alt Tags – Imp from the usability aspects• Anchor Text – Why you should not be lazy while naming links.• Freshness of Page – Reason why forums do so well.
    36. 36. The value of high-quality original content : Ask Demand Media..!
    37. 37. TECHNICAL FACTORS• Page Loading Time• Site DownTime• User experience factors (Ajax,Jscipt,Rollovers,presence of Frames)
    38. 38. SOCIAL SIGNALS
    39. 39. OFF-Page related• Off-page is how Google started !• It’s a sum of various factors like • Number of inbound links to the domain • Number of inbound links to particular page • Anchor Text • Quality of links • Social Media outreach and Frequency
    40. 40. The days of pure link-building guys are numbered http://searchengineland.com/new- york-times-exposes-j-c-penney-link- scheme-that-causes-plummeting- rankings-in-google-64529
    41. 41. Which ones should I focus on ? How should I prioritize ? http://www.seomoz.org/article/searc h-ranking-factors
    42. 42. SEO RecipeKeyword Research On Page Factors Link Building Improved RankingsHow do people search? Page Title Internal Better VisibilityCompetition level Keywords in Content External Increased Traffic2-4 word phrases Heading Tags Anchor Text More Leads/Sales Technical Structure & Code 48
    43. 43. What separates the men from the boys..
    44. 44. Rules are being rewritten regularly..
    45. 45. Whether it’s the way SERP’s look
    46. 46. Or the social aspects of search gaining importance
    47. 47. Or how Google, Bing, Miva, Wolfram Alpha are competing with each other
    48. 48. Or how search algorithms are changing
    49. 49. The pros have a bigger universe while doing SEO
    50. 50. Its not just about Google Yahoo, Bing, Ask are all major players too.
    51. 51. (1)Its not just web pages :Its about news results, Blogs, Images, Videos, Tweets
    52. 52. News results, images, tweets
    53. 53. 2) Video, PPT, Image Searches are also increasingYouTube is Indias second largest search engine. If you havevideos wouldnt you want to be found there?
    54. 54. Easy access to a global audience ?
    55. 55. 3) Local SearchIndia has players ranging from Guruji.com to JustDial.Google Local is a big presence. Also local listers like Burrp and AskLaila.

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