SeoTutorial For Beginners

SEO TIPS & TUTORIAL
100% Result Oriented
vishalsharma00770@gmail.comDigital Marketing Specialist Vishal Sharma

AGENDA
1. What is a Search Engine?
2. Examples of popular Search Engines
3. How Do Search Engines Work?
4. Search Engines statistics
5. Why is Search Engine marketing important?
6. What is SEO
7. Industry Research
8. White hat versus black hat
9. What is a SEO Algorithm?
10. SEO Process
11. Technical aspects of SEO
12. Steps to developing a good SEO strategy
13. Ranking factors
14. Social Media
15. PPC vs. Organic
16. Basic tips for optimization
17. Measuring SEO success
18. SEO Tools
Digital Marketing Specialist vishalsharma00770@gmail.com Vishal Sharma

What is a Search Engine?
• Definition: 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.
• Different than a Directory
• Common Characteristics:
• Spider, Indexer, Database, Algorithm
• Find matching documents and display them according to relevance
• Frequent updates to documents searched and ranking algorithm
• Strive to produce “better”, more relevant results than competitors

Examples Of Popular Search Engines
vishalsharma00770@gmail.com

How Do Search Engines Work?
• Spider “crawls” the web to find new documents (web pages, other
documents) typically by following hyperlinks from websites already in their
database.
• Search engines indexes the content (text, code) in these documents by
adding it to their databases and then periodically updates this content.
• Search engines search their own databases when a user enters in a search
to find related documents (not searching web pages in real-time).
• Search engines rank the resulting documents using an algorithm
(mathematical formula) by assigning various weights and ranking factors.

Search Engines Statistics
1. Google – 41.6%
2. Yahoo – 31.5%
3. MSN – 27.4%
4. AOL – 13.6%
5. Ask – 7.0%

Why Is Search Engine Marketing Important?
• 85% of all traffic on the internet is referred to by
search engines
• 90% of all users don’t look past the first 30 results
(most only view top 10)
• Search engine traffic is low and websites aren’t
indexed because they are generally poorly optimized
• Cost-effective advertising
• Clear and measurable ROI
• Operates under this assumption:
Note:- More (relevant) traffic + Good Conversions Rate = More
Sales/Leads

What is SEO (Search Engine Optimization)?
What is SEO (Search Engine Optimization)?
Refers to the process of “optimizing” both the on-page and off-page ranking factors in
order to achieve high search engine rankings for targeted search terms.
Refers to the “industry” that has been created regarding using keyword searching a
means of increasing relevant traffic to a website.
Key
Factor
Internal
Link
Structure
Link
Popularity/Relevanc
e
Crawl
ability /
Optimized
Code
Content
Relevance

On-Page & Off-Page Ranking Factors
• Effective On-page SEO may require changes to the HTML source code of a site, SEO tactics may be
incorporated into web site development and design. The term "search engine friendly" may be used to
describe web site designs, menus, content management systems, images, videos, shopping carts, and other
elements that have been optimized for the purpose of search engine exposure.
• Off-page optimization are strategies for search engine optimization that are done off the pages of a website
to maximize its performance in the search engines for target keywords related to the page content.
Examples of off-page optimization include linking, and placing keywords within link anchor text. Methods of
obtaining links can also be considered off-page optimization. These include:
• Press releases
• Article distribution
• Social networking via sites like MySpace, Digg, Twitter, Facebook, Orkut, Slashdot etc
• Link campaigns, such as asking complementary businesses to provide links
• Directory listings
• Link exchanges
• Three-way linking
• One-way linking
• Blogging
• Forum posting
• Multi way linking
• Internet Marketing

What is Organic & Non-Organic Search?
• Organic search results are listings on search engine
results pages that appear because of their relevance to
the search terms, as opposed to their being
advertisements. In contrast, non-organic search results
may include pay per click advertising.
• Non-Organic/Paid Search/Pay Per Click (PPC) is an
Internet advertising model used on websites, in which
advertisers pay their host only when their ad is clicked.
With search engines, advertisers typically bid on
keyword phrases relevant to their target market.
Content sites commonly charge a fixed price per click
rather than use a bidding system.

Where are the Organic/Non-Organic Results?

Industry Research – Who gets the clicks?
The vast majority of clicks -- roughly 60 percent, go to organic listings.
Organic Clicks vs. Paid Clicks
Search Engine % Organic Listing
Click Through
% Organic Listing
Click Through
Google 35% 65%
Yahoo 51% 49%
MSN 29% 71%
AOL 40% 60%
Average 39% 61%

Industry Research: Organic SEO is the most
popular form of SEM
• Organic SEO is the most popular form of SEM, with almost
three-quarters of advertisers using this method, with paid
placement a very close second at 74%
Organic SEO 96%
Paid Placement 94%
Paid Inclusion 20%

Industry Research & The case for SEO
• The majority of clicks are going to
Organic listings.
• SEO is the most popular form of
SEM.
• SEO provides a high ROI.
• Many People don’t go past the 1st
Page in the search result.
• User trust the Natural results to
be more relevant to their Search
Query.
Reasons To Conduct SEO

White Hat Versus Black Hat
• A SEO tactic, technique or method is considered white had if it conforms to
the search engines’ guidelines and involves no deception. White hat advice
is generally summed up as creating content for users not for search
engines, and then making that content easily accessible to the spiders,
rather than attempting to game the algorithm. White hat SEO is in many
ways similar to web development that promotes accessibility, although the
two are not identical.
• Black Hat SEO attempts to improve rankings in ways that are disapproved
of by the search engines, or involve deception. One Black Hat technique
uses text that is hidden, either as text colored similar to the background on
whether the page is being requested by a human visitor or a search engine,
a technique known as cloaking. Search engines may penalize sites they
discover using black hat methods, either by reducing their rankings or
eliminating their listings from their databases altogether. Such penalties can
be applied either automatically by the search engine’ algorithms, or by a
manual site review.

What is a SEO Algorithm?
• Top Secret! Only select employees of a search engines
company know for certain
• Reverse engineering, research and experiments gives
SEOs (search engine optimization professionals) a
“pretty good” idea of the major factors and approximate
weight assignments.
• The SEO algorithm is constantly changed, tweaked &
updated.
• Websites and documents being searched are also
constantly changing.
• Varies by Search Engine – some give more weight to
on-page factors, some to link popularity.

SEO Process
• Step 1: Discuss Business objectives.
• Step 2: Conduct initial keyword analysis.
• Step 3: Identify the keyword/landing page combinations.
• Step 4: Interim Client Approval for Keyword/Landing
Pages.
• Step 5: Baseline Ranking & Traffic reports.
• Step 6: On-site & Off-site optimization.
• Step 7: Detailed Recommendation documents.
• Step 8: Implementation.
• Step 9: Monitoring and Optimizing

Technical SEO
• Comprehensive Website Analysis
• Keyword Research and Analysis.
• Baseline Ranking report.
• Competitive analysis in Search Engines.
• Content Analysis & SEO Copywriting.
• Analysis of URL structure & information architecture.
• Analysis of internal linking.
• Analysis of source code and page layout.
• Code validation.
• Search Engine Saturation.
• Link Popularity Analysis.
• Link Relevancy & Co-Citation Analysis (Topical Relevancy).

Steps To Developing A Good SEO Strategy
• Research desirable keywords and search phrases (Word Tracker,
Overture, Google Ad Words)
• Identify search phrases to target (should be relevant to
business/market, obtainable and profitable)
• “Clean” and optimize a website’s HTML code for appropriate
keyword density, title tag optimization, internal linking structure,
headings and subheadings, etc.
• Help in writing copy to appeal to both search engines and actual
website visitors
• Study competitors (competing websites) and search engines
• Implement a quality link building campaign
• Add Quality content
• Constant monitoring of rankings for targeted search terms

Ranking Factors
• On-Page Factors (Code & Content)
– Title tags <title> #3
– Header tags <h1> #5
– ALT image tags #4
– Content is KING (Body text) <body> #1
– Hyperlink text #6
– Keyword frequency & density #2
• Off-Page Factors
– Link Popularity (“votes” for your site) – adds credibility
#2
– Anchor text #1

Technical SEO - Example of Page Elements

Technical SEO - Source Code

Social Media

Social Media Marketing and Optimization
• Getting more targeted friends (sort by
demographic criteria).
• Leaving “friends” comments.
• Profile Customization.
• Sending Bulletins.
• Sending mass private messages (with banner ad).
• Writing keyword-rich content with outbound links
containing keyword-rich anchor text.
• Getting inbound links from websites not on the
MySpace domain.

Pay Per Click
• PPC ads appear as “sponsored listings”.
• Companies bid on price they are willing to pay “per click”.
• Typically have very good tracking tools and statistics.
• Ability to control ad text.
• Can set budgets and spending limits.
• Google Ad Words, Bing and Overture are the Three
leaders.

Basic Tips & Optimization Techniques
• Research keywords related to your business
• Identify competitors, utilize benchmarking techniques and
identify level of competition
• Utilize descriptive title tags for each page
• Ensure that your text is HTML-text and not image text
• Use text links when ever possible
• Use appropriate keywords in your content and internal
hyperlinks (don’t overdo!)
• Obtain inbound links from related websites
• Monitor your search engine rankings and more importantly
your website traffic statistics and sales/leads produced
• Educate yourself about search engine marketing

Measuring SEO Success
• Keyword Ranking.
• Website Traffic.
• Increase in "Share of Traffic" per keyword.
• Increased Revenue/keyword.
• Increase in Impressions ( good for Publishers
to show advertisers).
• Lower dependence on Paid Search.
• Lowering the cost per acquisition.

SEO Tools
• Ubersuggest
• Scoop.it
• Moz Pro
• WooRank
• Optimizely
• PiktoChart

QUESTIONS
Free to mail me :- vishalsharma00770@gmail.com
Digital Marketing Specialist Vishal Sharma

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