SEARCH ENGINE OPTIMIZATION

Presented By : Shweta PatelSr. SEO Analyst

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.

SEO History1. 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

Search engines

Google.com (80% shares) Yahoo & Bing (12% shares) All others (8% shares)

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.

• 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.

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.

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).

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.

SEO On Page Components1. Domain name2. the design of the website3. Page layout & navigation of the site4. Title & description of the website5. Meta tags6. Post titles, permal links, post description7. Article writing, using headings, paragraph 8. Keywords, keyword density9. Inbound and internal links10. Optimizing images, optimizing videos

SEO Off Page Components1. Submitting site to search engines2. Submitting sitemaps to search engines3. Submitting site to Blog Directories4. Using social media marketing tools5. Social bookmarking6. Google & Bing webmaster tools in details7. Google analytic tools8. Creating quality back links for your site9. How to do guest posting on high PR site10. What is Google page rank? How to improve it?11. Some grate SEO tools for getting ideas

SEO start Before website

Details about planning before start any site or project

o Proper Topic selectiono Discussion about business, topic with otherso Advantages & Disadvantages o your selection beneficial for others or not?o In Short all planning about your business, website, and anything

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

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

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)

 

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

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)

On-page website DesignBed Web design Good Web design

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,)

On-page site layout navigation

• How should be your page layout & navigation?1. The header2. The Menu or Navigation bar3. The sidebars one or two4. The Footer5. Footer Menu6. The Content Area or Post Today

Above the fold area is important (Fold Area means Desktop screen currently show portion)

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

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">

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.

Post titles, Parma links, post description

Post title:o Should be short and useful and strait to the pointo Should be under 50 char/letterso Should be uniqueo Should be have only one keyword

Post description:o Should be useful and describe the posto Should be under 150 char/letterso Should be different then post titleo Should be relevant to the post

post permalink:o Should be under 4 wordso Should be usefulo Should have main keyword

Article writing

• Writing article:

1. Write min 300 -700 words article2. Divide article into short paragraph for batter reading 3. Use heading for better structure4. Link to previous content.5. Add content regularly.

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

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)

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 viewso Internal links helps in increasing PageRanko Internal links reduces bounce rateo Better crawling and indexing

Image optimize

How to optimize image:

1. Include 1 to 3 image in each post2. Resize the image in text editor3. Reduce the size of the image4. Use proper name for image offline5. Use ALT(attribute) for each image online6. Use title for each image online

Syntax: <img src="image.gif" title=“image title” alt="keywords"/>

Video optimization

How to video optimize?

1. Video should be uploaded to YouTube first2. Mention video in title of the post3. Mention video in the description of the post4. Write some text around the video5. In word press you can submit video sitemap to search engines

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 keyword2. Competition for that keyword(low, medium)3. Average CPC (cost per click)

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.com5. Google.com/trends (location wise searching)

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

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.

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.

Google Algorithms• Google Panda

• Google penguin

• Google hummingbird

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

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.

Google Hummingbird

• Conversational Searches

• Google Knowledge Graph

• LSI(Latent Semantic index)

• Social Media+ Relevant Searches

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. 

How to increase domain Authority

1. Earn links from more sites2. Start marketing your content3. Build a well-planned internal link structure4. Write epic content and nothing less than that5. Off page SEO6. Social media optimization

Tools to check Domain Authority:

• http://smallseotools.com• http://websiteseochecker.com• https://moonsy.com