Basics of Search Engine Optimisation (SEO)
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Transcript of Basics of Search Engine Optimisation (SEO)
The Why & What of Search Engine Optimisation
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)
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
How users see the website should be how Google sees the website:
Use Google Webmaster to check this for your website
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)
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
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)
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?
Digital Marketing. Focus on Results.
Thank You
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