SEO Training
By -Shashank GuptaCEO & Founder
Importance of SEO 85%* of all Web site traffic originate from a
search engine.
SEO is 6 times more effective than a banner ad
SEO Delivers qualified leads
55% of online purchases are made on sites found through search engine listings
Top 30 results receive over 90% of search traffic.
Importance of SEO
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Web Search is Popular
In Dec 2009, an Est. 1.8 Billion people used the Internet
Global Browser Market share
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Internet vs. Search Use
On a typical day, how many Internet users also use search engines?
• In 2002, 33% used search engines
• In 2009, 58% used search engines
• Search is growing faster than other activities on the web, quickly
Total World: Age 15+, Home and Work Locations excluding traffic from public computers such as Internet cafes or access from mobile phones or PDAs. Source: comScore qSearch 2.0.
Global Search Trends
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Searches By Query Length
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Words Percentage of Searches
1 25.32%
2 24.96%
3 19.80%
4 13.17%
5 7.53%
6 4.04%
7 2.15%
8 1.19%
No of keywords Used in Search
Searches by Category
Click through rate by Search engine
result page
Visibility on Google
WHAT IS SEO?
SEO is the act of modifying a website to
increase its ranking in organic (vs paid),
crawler-based listings of search engines
Working of a organic search listing
A spider or crawler which is a component of a SE gathers listings by automatically "crawling" the web
The spider follows links to web pages, makes copies of the pages and stores them in the SE’s index
Based on this data, the SE then indexes the pages and ranks the websites
Major SEs that index pages using spiders: Google, Yahoo,
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www.webseoservices.inwww.webseoservices.in
Differentiating SEO & PPC
WHICH WAY TO GO?
SEO Process
Off – Page Factors
Bookmarking
Video Social Networking
ArticlesContent
Blogs
On Page Factors
Off Page Factors
Combination
SEO Research & Analysis
Market Research
Keyword Research and Analysis
Keyword opportunity
Competitors Website
SEO Process
On Page Optimization
Step 1
Off Page Optimization / Link Building
Step 2
Tracking
Step 3
•Analyze•Implement •Track
Step 4
ON PAGE FACTORS
On page Factors
Unique Non-SpammyContent
Outbound Links
Internal Link Building
Navigation Coding
HTML or CSS ValidationKeyword
Proximity & Body Text &
Keyword Density
Domain Names &
Suggestions
Layout & Design
Title Tags
Heading, Bold Text
Description Tags
Alt Tags /
Anchor Text
XML site map
creation
ON PAGE FACTORS
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Page <Title> Tags
What it Does
The text placed in the title tag (between the <TITLE> and </TITLE> portions) will appear in the title bar of someone's browser when they view the web page
Viewed by the experts in SEO as one of the most important factors in on-site SEO.
Each page should have unique title, using a keyword or keyword phrase to describe what the
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Where Page Title Tags Are Found (Source Code and Website):
3232
Meta-Page Description
What it Does
A Meta-Page Description is a short blurb with targeted keywords and phrases that will entice users to click through to the website when it displays in the search engine results pages (SERPs).
Viewed by the experts in SEO as one of the most important factors in on-site SEO.
The information in these tags can influence how search engines rank your site for relevance.
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Where Meta-Descriptions Are Found (Search Engines and Source
Code):
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Where Meta-Page Keywords Are Found (Source Code):
35353535
Alt-Tags on Images
What it Does
The Alt-Tag is an attribute of a HTML tag that provides alternative text when non-textual elements, typically images, cannot be displayed
Though not exclusively agreed upon by SEO experts, many believe this can be the
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Where Alt-Tags Are Found ( Website and Source Code):
3737373737
On-Page Website Content
Why it is Important
Search Engines, as we have discussed previously, rank websites for importance and relevance in relation to given keywords and phrases. They do this by assessing not only the meta-data but also through HTML content on the website.
Content should be in plain text, not in images, or written out with JavaScript, or embedded in Flash
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On-Page Website Content
Duplicate Content on the Website
Having duplicate content, whether intra-site or “scraping” it from other sources on the internet, may cause search engines to “penalize” the website. Penalize is a relative term; search engines won’t black list you, but it will certainly effect your website rankings.
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Canonical URL and Canonical Tag
Duplicate Content on the Website
<link rel="canonical" href="http://www.example.com" />
Remember it is placed in the HTML headers in order to notify the search engines about the best URL for the particular page. Using the canonical in your pages is something very useful and it can help you reduce drastically the amount of duplicate content within your site. Additionally it is a great way to pass the link juice that is lost to the duplicates back to
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XML Sitemaps
What it Does
Google defines a sitemap in the following way: A sitemap is an XML file that lists URLs for a site, along with additional information about each URL. Sitemaps give Google and other search engines important information about your website including:
• A complete list of all URLs on your site, including URLs that may not be discoverable by Google's normal crawling process (for example, non-text pages or URLs containing several parameters.)
• How often the pages on your site change. For
XML Sitemaps
• The date each page was last modified
• The relative importance of pages on your site
Sitemaps allow spiders/Bots to index a site quicker and in a more efficient manner
PLEASE NOTE: submitting a sitemap, does not guarantee that these pages will be crawled or indexed. The sitemap will only tell search engines that these URLs exist on the website.
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HTML Sitemaps
What is Does
In conjunction with XML sitemaps, websites should also contain sitemaps. The sitemap page is simply a directory page which lists, in HTML form, all the pages on a website in an organized fashion.
HTML Sitemaps are particularly useful to search engines, in that a sitemap page will provide excellent internal link structure and anchor text. (This topic will be covered more fully below)
HTML Sitemaps
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Internal Anchor Text
What it is and What it Does
Internal linking structure is a pattern used to link one page to another. Links can be found in the navigation or in the body text. Refers to the number and importance of internal links pointing to the target page(s)
It is a good idea to use two or three words as the anchor text (the text used to link to another page). This not only makes it clear what the following page is about, but also adds some weight with the search engines
This is ranked as being one of the most important
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Internal Anchor Text Example :
Un-Optimized Internal Anchor Text:
It's your home or project, so choose your windows and doors carefully. Select the options that meet your needs. Then sit back and enjoy the view. You'll clearly see the difference quality makes.
Each internal link is not using optimized anchor text, attempting to be relevant for too many words, lessening the temporal relevance search engines would apply.
Optimized Internal Anchor Text:
It's your home or project, so choose your windows and doors
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Clean URLs
The “Clean” URL
A shorter, more meaningful identifier in-line with the content or function of the page. In essence, a short but meaningful URL that users can remember and type with ease. A URL that hides the “wiring” of the site, making it more difficult for security penetrations, and a URL which is more
Clean URLs
Things That Can Be Done to Create Clean URLs:
A Clean URL will be descriptive and concise. It will let the user, and the search engines, know exactly what they can expect to see on the page. These URLs should contain page keywords as well.
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Black Hat SEO Techniques
Hidden Content - this content will not be visible to the end user of the site but visible to Search engine
Meta Keyword Stuffing – Putting too many keywords
Keyword stuffing –Keyword stuff but adding several tags or let your users do the dirty work via UGC (User Generated Content)
Black Hat SEO Techniques
Doorway or Gateway Pages - Doorway or Gateway pages are pages designed for search engines and not for the end user
Link Farming – Getting links from many unrelevant websites which has low on credibility.
Cloaking – Hide the heavy Flash animations from Google, show the text-only version optimized for accessibility and findability
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OFF PAGE FACTORS
Off page Factors
Forum
creation
and
commentin
gRSS Feed submissions
Social Bookmarking
News Commenting
Link Exchange
Via Competition
Analysis
Submitting the URL of your website to search engines.
Submission to relevant
web directories.
Online press releases
Article submission
Blog posting and commenting
OFF PAGE FACTORS
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Link Building
What it is and What it Does
A Link Building Campaign is to build keyword-rich, quality external links from third-party sites that will increase the relevancy of your site for the main keyword phrases assigned to targeted pages.
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Two Important Factors when Link Building:
• Where does the linking page rank for the term/phrase you want to rank for?If the page is ranking #1 at Google for "sliced bread" and you want to be #1 at Google for "sliced bread”. That's the #1 most valuable link you can get. The larger quantity of higher ranked, quality websites the website we are looking at has the better.
• What is the relevance of the linking page/site to your target page? Answering this question requires you to think critically about the visitors to both the potential linking page and the domain. If the relationship of subject matter is high, the link will provide more semantic and topic specific value.
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Directory Submissions
What it is
Link Directories such as DMOZ, Yahoo! Directories, Look Smart, and Business.com are ways of building solid backlinks.
Directories can be free to submit to or have annual fees associated with being listed. Free directories often take months for approval and
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Link title and description variation are a necessity when submitting to online directories. These varied descriptions and titles will “fool” the search engine that a single source is submitting the website, and hence look more natural to the search engines. No less than three variations of each should be created for a website.
A NOTE OF CAUTION: while directory submissions are useful in building backlinks and trust to a given website, over-submitting a website to hundreds of directories without link
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OFF PAGE FACTOR SOURCES
Source #1: Web Directories
Web Directories are many (thousands)
Web Directories are Dofollow Backlinks
Web Directories approve everyone
Some Web Directories
Source #2: Article Directories
Backlinks from Articles are Relevant
Backlinks from Articles are Dofollow
Backlinks from Articles are High PR
Article Directories have High Authority
Source #3: Social Bookmarking
Instant Approval of your Link!
Your link can spread, thanks to Tagging
You new website or webpage will get indexed fast by search engines!
Source #4: Press Releases
Press Releases websites have High Authority
Links from Press Releases are Dofollow
Google picks new Press Releases and Rank them well!
Press Releases give
Source #5: Forums Posting
Signature links are non spammy
Posting on relevant threads gives relevant backlink
Forums links are high PR & Dofollow
There are thousands of
Source #6: Blog Commenting
Blog comments link are famous of being High PR and mostly Nofollow
When commenting on blog posts you get highly revelantbacklink
Source #7: News Commenting
News websites have high authority
News articles get indexed quickly by search engines so your link will be seen quickly too!
News articles get syndicated and spread
Source #8: Link Exchange
3 way link exchange is undetectable by search engines, which makes it 100% safe
Link Exchange deals are easy to get
You can get site-wide & high PR links
Source #9: Via Competition
Analysis
Analyzing your competitors can let you find backlinks you didn’t know about
Those backlinks are effective because they worked for your competitor
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Understanding “Link Juice”
What it is
Link Equity, or as the SEO professionals term it: “Link Juice”, is a theoretical model of how, or how not, a webpage retains or loses the value and weight of links.
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The “No Follow”
Is a non-standard HTML attribute value used to instruct search engines that a hyperlink should not influence the link target's ranking in the search engine's index.
What this looks like in the code: <a href="..." rel="nofollow">
The “No Follow”
SEO professionals and Webmasters can use this tag to control the flow of “link juice” to other pages in their site. For instance, some pages in the site may not need link juice as they are not worth ranking for or are not relevant. In this case, a webmaster would want to use “nofollow” after the link to the less important page, to ensure that the linked-to-page does not receive juice from the more important page, or the linking page. By using this tag, the more important page
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Google Local Places
Benefits of Local Listing
How to Create Google Local Listing
How to Optimize Local Listing
How to get top in
Paid Ad Marketing
Banner Ads
PPC Ads
Text Link Ads
Affiliate Marketing
WEBSITE
Affiliateprogrammes
PPC/PPAAdvertising
DisplayAdvertising
BLOG
DirectorySubmissions
PartnerLinks
ArticleSubmission
PRDistribution
BlogDirectories
SOCIALNETWORKS
How Important is Google
Webmaster Tool
Do you know what is happening at your Website?
Do you know your website statistics?
Are there any areas which the Google bot’s cannot go through?
Do Google look your site the way you want them?
Seeing how your Website Performs
• Top queries: Find the top queries that drive traffic to your site and where
your site is included in the top search results. This will let you learn how
users are finding your site. It also shows impressions and CTR (Click Through
Ratio) of your top queries.
• Indexing information: See how your site is indexed and which of your pages
are included in the index.
• Site Performance: This page shows you performance statistics of your site.
You can use this information to improve the speed of your site and create a
faster experience for your users.
What is Robots.txt?
A robots.txt file restricts access to your site by search engine robots that crawl the web.
You need a robots.txt file only if your site includes content that you don't want search engines to index. If you want search engines to index everything in your site, you don't need a robots.txt file (not even an empty one).
Specify any additional rules. For example, to block Googlebot from all files and directories on your site:In the Action list, select Disallow.
– In the Robot list, click Googlebot.
– In the Files or directories box, type /.
– Click Add. The code for your robots.txt file will be automatically generated.
Save your robots.txt file by downloading the file or copying the contents to a text file and saving as robots.txt. Save the file to the highest-level directory of your site. The robots.txt file must reside in the root of the domain and must be named "robots.txt". A robots.txt file located in a subdirectory isn't valid,
Google Analytics
Google Analytics
Installing Google Analytics
How to Study Google Analytics
Interpreting Bars & Figures
How Google Analytics can Help SEO
Social Media Marketing
Social Networking
Social Bookmarking
Press Releases
Articles / Directories
Blogging / Classifieds
Forums / RSS Feeds
SEO Tools
Keyword Density Analyzer Tools
Google Tools
Yahoo Tools
Bing Tools
Text Tools
Comparison Tools
Link Popularity Tools
Search Engines Tools
Site Tools
Miscellaneous Tools
Shashank GuptaOwner & Founder Web SEO Services
Twitter: @shashankscg
Blog: www.webseoservices/blog
Facebook: www.facebook.com/shashankscg
Email: [email protected]
Website: www.webseoservices.in
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