What is SEO ? (Search Engine Optimization) - Types of SEO and techniques
- 2. Agenda What is SEO? The Seven Steps to SEO – Get Your Site Fully Indexed – Get Your Pages Visible – Build Links – Leverage Your Domain Authority – Encourage Clickthrough – Track the Right Metrics – Avoid Worst Practices
- 3. Part 1: What Is SEO? Search engine optimization (SEO) is the practice of increasing the quantity and quality of traffic to your website through organic search engine results.
- 4. SEO is NOT Paid Advertising SEO – influence rankings in the “natural” (a.k.a. “organic”, a.k.a. “algorithmic”) search results PPC – paid search advertising on a pay-per- click basis. The more you pay, the higher your placement. Stop paying = stop receiving traffic. SEM – encompasses both SEO and PPC
- 6. Types OF SEO White HAT SEO Black HAT SEO Grey HAT SEO
- 7. White Hat SEO White hat SEO utilizes techniques and methods to improve the search engine rankings of a website which don't run afoul of search engine (mainly Google) Techniques ON PAGE Optimization OFF PAGE Optimization Techical SEO
- 8. Parameters for ON Page Optimization 1.Start with title with Target Keyword 2.Adding Modifier to the keyword like “best” “top” etc 3.Use of HI Tag in the Titile 4.Dazzle with Mulitimedia 5.SubHeading in H2 Tag 6.Drop Keyword in first 100 words 7.Use Out Bound Links 8.Use Internal Links 9.Use of ALT text for Image Optimization 10.Post Long Relevant Content 11.Use of SEO friendly URL 12.Use of Inbound Links
- 9. Parameters for ON Page Optimization 1.Start with title with Target Keyword 2.Adding Modifier to the keyword like “best” “top” etc 3.Use of HI Tag in the Titile 4.Dazzle with Mulitimedia 5.SubHeading in H2 Tag 6.Drop Keyword in first 100 words 7.Use Out Bound Links 8.Use Internal Links 9.Use of ALT text for Image Optimization 10.Post Long Relevant Content 11.Use of SEO friendly URL 12.Use of Inbound Links
- 10. How To Write SEO friendly Title 1.Pick Some Keywords 2.Keyword Research 3.Make Your Titles Localized 4.Create Relevant Titles For Your Pages 5.Use Plurals 6.Brand Promotion (Use Of Company Name) 7.Finish Off Your Page Titles In 65 Characters 8. Title Should be in H1 tag in Title 9. Use of Modifier like Top, Best ,etc
- 11. How To Write SEO friendly Meta Description 1. Use of Primary and Seconday Keywords if possible 2.Make It Welcoming 3.Incorporate a Call-to-Action or Offer (Find , Check , learn ) 4. Keep It To 155 Characters or Less 5.Avoid Duplicate Meta Description Tags 6.Not a Google Ranking Factor 7.Be Descriptive 8.Consider using rich snippets
- 12. How To Write SEO friendly Content 1. Think before you write 2.Write down the structure of your blog post. 3.Use paragraphs. 4.Use headings (h2, h3,h4) 5. Use signal words. (‘surely',‘finally’) 6.Optimize the length of your article 7.Link to previous content 8.Add content regularly 9.Choose Your Keywords Wisely 10.Optimize Your Images 11.Make The Content Shareable 12.Use of Bold, Italic , Underline ,Colours according to Content
- 13. How To Optimize Video SEO friendly 1.Keywords in video title (Research your top keywords to include.) 2.Keywords in video description (Remember to add your website link) 3.Quality of the video should be High Defination 4.Make Your Video At Least 5-Minutes Long 5.Video Filename While Saving the File Should Incude Keyword 6.Video Tags should Incude Keywords 7.Link To Your Video In Your Email Signature 8.Embed Your Videos in Blog Posts (Don't Upload) Note- Uploading the Video May increasing the Page Loading Speed
- 14. How To Optimize Internal Links 1.Use anchor text. 2.Link deep. 3. Use links that are natural for the reader 4.Use relevant links 5.Use do-follow links 6.Use a reasonable number of internal links. 7.Do not create massive blocks of site-wide footer links! Note- It Help in Incresing the Domain Authority and SERP
- 15. How To Optimize Outbound Links 1.Link to relevant blogs only 2.No link farms 3.Avoid having too many outbound links 4.The trustworthiness of the linking domain 5.The popularity of the linking page is should be high 6.Use your keywords as anchor texts to link other sites. 7.The number of links to the same page on the source page. 8.Dont link to your root domains. 9. Link to deeper or inner target pages. 10. Use diversified anchor texts to link
- 16. How To Optimize SEO friendly URL 1.The more readable by human beings, the better 2.Keywords in URLs: still a good thing 3.Multiple URLs serving the same content? Use 302 Redirect 4.Exclude dynamic parameters when possible (?.&.) 5.URL should we Short as 50-60 character 6.Remove/control for unwieldy punctuation characters 7.Limit redirection hops to two or fewer 8.Fewer folders is generally better (/,/ should be less) 9. Avoid hashes in URLs that create separate/unique content 10.Be wary of case sensitivity 11.Hyphens and underscores are preferred word separators 12.Keyword stuffing and repetition are pointless and make your site look spammy
- 17. How To Optimize Inbound Links 1. Give away free trials and sneak peeks of your product. 2.Maintain a steady blog with great content. 3. Link to other blogs on your blog. 4.Write guest blog posts. 5.Curate and publish helpful resource lists 6.Create case studies about your most impressive clients. 7.Conduct free webinars, and post archived copies online 8.Install social sharing widgets. 9.Create compelling infographics. 10. Create SlideShare presentations. 11.Write press releases about interesting company news. 12. Partner with companies in complementary industries. 13. Ask for reviews. 14.Sponsor or speak at an event.
- 18. Parameters for Off Page Optimization 1.Blog Commenting 2.Forum Posting 3.Social BookMarking 4.Directory Submission 5.Search Engine Submission 6.Article Directory Submission 7.Guest Posting 8.Profile Creation Websites 9.Video Submission 10.Photo Sharing
- 19. 11.Question Answer Sites 12. Press Realese 13.Classified Submission 14.Blogging 15.Link Baiting 16.Info Graphics Submission 17. Business Review 18.Pinging 19. Link Exchange 20.Creating Community in Social Network Sites
- 20. How to do Blog Commenting 1.Make a dyanamic Commenting templete 2.Find blog relevant to Industry As- site:.com intitle:"Keyword" inurl:"keyword" "Post a Comment" 3.Greeting to the Author is must 4. Write Two to three reviews line relevant to Topic of the Pages Blog Commenting look like
- 21. How to do Forum Posting 1.Find the most relevant Forum According to Industry 2.Profile Information should not look fake 3.Commenting on Threads and Queries 4.Avoid Direct Promotion or will be banned from Forum 5.Signature Links 6.Posting Content and Be Active in the Forum Website 7.Avoid Posting Unnecessarily and Spamming 8.Stay on Topic or will be banned Find Relevant Blog by Keyword +"forums"
- 22. How to do Social BookMarking 1. Type in Google- List of Social BookMarking Websites 2.Create A Profile on All Popular Social BookMarking Websites 3.Share the Relevant link in Relevant Category 4.Write a meaningful & short description 5.Since the Link is Approved Instantly Don't Spam 6.Sharing 3-5 link Maximum in a Website Daily 7.Cooperate with other social bookmarker 8.Submit in English 9.Never submit old news 10.Respond to comments on your stories
- 23. How to do Directory Submission 1.1. Type in Google- List of Directory Submission Websites 2.Select the Directory 3.Check it for SEO friendliness 4.Read it's Submission Guideliness 5.Provide Detail about your Website 6.Confirm your Submission Via Mail Note-- Before Going to Submit Website in the Directory follow Steps- *.Create a notepad file and save the following there. a.Your blog URL b.Your blog’s RSS feed URL c.Your social profile links. d.And a brief excerpt describing your site (some directories need this.
- 24. How to do Search Engine Submission 1.Types -Search Engine Submission 2.Go to http://www.freewebsubmission.com/ or Similar Website 3.Types the Website Url Which you Want to submit in Google. 4.It Will Automatically Submit the Website in Search Engine. 5.Google, Yahoo, Bing Does'nt Allow Automate Submission 6.Manually Submit the Website URL in Google, Bing ,Yahoo 7.Click on Email Verification on your Email ID 8.Website in the Search Engine within 24 hours
- 25. How to do Article Directory Submission 1.Type -List of Article Directory Submission Website in Google 2. Go to one by one to each Website Create Profile 3.Read the Guideliness Teams and Conditions of Submission 4.Main Rule is Unique Content 5.1 article per directory for Perticular Keywords 6.Add keyword text links to your signature 7. Don't Over Do It 8.Go to One One Website like Ezine Articles and follow above Procedure 9.If you follow all the Protocol your Article will be submited.
- 26. How to do Guest Posting 1.Type - Your Keyword “submit guest post” in Google 2.You Will Get the Website Relevant to the Niche 3.Contact them through Email and Submit the Contact Form 4. Mailing Content Should include- a. About the topic your going to Write b.Tell that Content Will be Unique along with no Grammar error c.The Length of the Article d.In return how Many Backlink you need. e.End the email with Postive Note to get the posting Opportunity
- 27. How to Create Profile Sites 1.Type- List of Profile Creation Websites in Google 2.Go to each Website one by one 3.First log on to any profile creation site 4.To sign up click on create an account Or sign up account 5.Just fill up your information and click to create account 6.After that you need to verify your account via email verification 7. Edit OR account setting and put your site URL in website option 8.now it’s done Profile Creation Sites like- wordpress.com,blogger.com, plus.google.com,pinterest.com
- 28. How to do Video Submission 1.Type- List of Video Submission in Google 2.Go to each Website one by one 3.First log on to any Video Submission site 4.To sign up click on create an account Or sign up account 5.Just fill up your information and click to create account 6.After that you need to verify your account via email verification 7.Now Upload the video after sign in the Website Account 8.Give the Link of the Website in Video Description Note- Some of the Video Sharing Websites Are Youtube.com. Vimeo.com, DailyMotion.com
- 29. How to do Photo Submission 1.Type- List of Photo Submission in Google 2.Go to each Website one by one 3.First log on to any Photo Submission site 4.To sign up click on create an account Or sign up account 5.Just fill up your information and click to create account 6.After that you need to verify your account via email verification 7.Submite your Photo After Verification of the eMail 8.Mention the Website in the Source of the Photo 9.Now it's Done. Note-Some of the Photo Sharing Website Are Instagram, Imgur, Flickr , Photobucket etc
- 30. How to Work on Question & Answer Sites 1.Type- List of Photo Question & Answer in Google 2.Go to each Website one by one 3.First log on to any Question & Answer site 4.To sign up click on create an account Or sign up account 5.Just fill up your information and click to create account 6.After that you need to verify your account via email verification 7.Find the good Question which you can answer relevant to Industry 8.Try to Give the Link to Website as a credit or Source 9.Now it’s done Note- Some of the Question & Answer Site are Quora.com, Yahoo.Answer.com, Ask.com
- 31. How to Do Press Release 1.Type- List of Press Release Sites in Google 2.Go to each Website one by one 3.First log on to any Press Release site 4.To sign up click on create an account Or sign up account 5.Just fill up your information and click to create account 6.After that you need to verify your account via email verification 7.Rules to Write Good Press Release are- a.Write it like a reporter would write it b.Have a newsworthy story c.Provide some good quotes. Note- Some of Press Release Website are www.newpressrelease.com,www.bignews.biz,www.prlog.org
- 32. How to Do Classified Submission 1.Type- List of Classified Submission Sites in Google 2.Go to each Website one by one 3.First log on to any Classified Submission site 4.To sign up click on create an account Or sign up account 5.Just fill up your information and click to create account 6.After that you need to verify your account via email verification 7.Create Eye Catchy Title with Relevant to Industry 8. Try to Write Content long and descriptive 9.Insert the Website Link Wherever Required 10.Now it's Done Note- Some of the Classified Submission Sites Are vivastreet.co.in , Quikr.com, olx.com
- 33. How to Do Blogging 1.Write for your customers 2.Write Content Relevant to Industry 3.Plan Blog Content in Advance 4.Regular Posting of the Content 5.Content Should to more than 500 words 6. Create Constructive Content 7.Writing the Content to be More Shareable 8.Use of Animation is always Plus Point 9.Analysis the Blog Performance
- 34. How to Link Baiting What is Link Baiting ? Link bait can be a powerful form of marketing and is inherently viral. Link bait is any content or feature on a website created for the purpose of gaining attention or encouraging others to link to the website. Following are the Ways of Link Baiting- 1.Guest posting 2.Infographics 3.Widgets 4.Hosting Services 5.Contests 6.Interviews 7.Testimonials
- 35. How to do Info Graphics Submission 1.Type- List of Info Graphics Submission Sites in Google 2.Go to each Website one by one 3.First log on to any Info Graphics site 4.To sign up click on create an account Or sign up account 5.Just fill up your information and click to create account 6.After that you need to verify your account via email verification 7.Submit the Infographics which should be relevant to Industry 8.Put the Website link in the Source of the Infograhics. 9.Now It's Done Note -What is InfoGraphics ? a visual representation of information or data, e.g. as a chart or diagram. "a good infographic is worth a thousand words"
- 36. How to do Business Review Note-Write reviews about others businesses or ask your friends/clients to write a review of your business in major business review sites like RateitAll, Shvoong, Kaboodle, Stylefeeder, etc. Company Review Websites Are as follows- 1.Google.Business.com 2.Indeed.com 3.Glassdoor.com 4.The Job Crowd 5.Vault.com 6.GreatPlacetoWork.com etc
- 37. How to do Pinging What is Pinging ? In simple words, pinging is the processes of letting the search engines know that there was a recent update on your website. The main goal is to increase the probability of your website getting indexed by Google, Yahoo, Bing and the likes. So yes, it is important for SEO benefits. Following the Are Pinging Websites- 1.Pingler.com 2.Ping-O-Matic 3.GooglePing 4.PingFarm 5.FeedShark 6.Pingoat 7.Bulkping etc Just Copying the Website URL and Paste and Ping in the above Websites
- 38. How to Link Exchange What is Link Exchange ? Link Exchange is a technique of exchanging the url between two websites but At present link exchanges are not nearly as effective as they once used to be. Follow the Process to do link Exchange- 1.Build a Sites Link too 2.Do a search in Google and try to find Similar Websites 3.Link to their site first 4. eMail to the site owner requesting them for a link exchange deal 5.Now it's Done Another Way is Creating Partners and Linking to each other Websites.
- 39. Creating Community in Social Network Sites How organizations build community online ? 1.Include useful information on the sites 2.Frequently update the sites 3.Generate new content to engage the public 4.Make the sites easy to use and navigate 5.Make information easy to find for your community 6.Focus on solving problems for your people 7. Make customer service a way of life 8.Enabling Others To Promote Your Work 9.Interviewing Business Tycoon 10.Live Events/Speaking
- 40. Parameters for Technical SEO 1.Duplicate Content 2.Poor Mobile Experience 3.Poor Navigation 4.Image that are not Search Friendly 5.Improper Redirect 6.Messy URL's 7.Slow Page Load 8.Local Search and Structured Data Map 9.Too Flash 10. Crawling
- 41. 11.Indexing 12. Robots.txt 13.Sitemap- HTML,XML, NEWS,IMAGES,VIDEOS 14.Code to Text Ratio 15.Image Compression 16.Web Page Compression 17.W3 Validation 18.Canonicalization 19.Browser Friendliness 20.Website health Check
- 42. How to find Duplicate Content What is Duplicate Content ? Duplicate content is content which appears in more than one location on the Internet. Types of Duplicate Content 1.Scraped content 2.Syndicated content 3.HTTP and HTTPS pages 4.WWW and non-WWW pages 5.Dynamically generated URL parameters Tools to Find Duplicate Content 1.copyscape.com 2.siteliner.com 3.SmallSEOtools.com 4.Plagspotter.com
- 43. How to find Mobile Friendy Website What is Mobile Friendly Website ? A mobile friendly website is essentially when your regular website shrinks down to be small enough to display on a mobile device. It looks like a tiny version of your website Tools to find the Mobile friendly Websites 1.search.google.com/search-console/mobile-friendly 2.testmysite.thinkwithgoogle.com/intl/en-in/ 3.rankwatch.com/tools/mobile-friendly-check.html 4.developers.google.com/speed/pagespeed/insights/ 5.browserstack.com/responsive
- 44. How to find Poor Navigation of Sites What is Website Navigation ? Website navigation is important to the sucess of your website visitor’s experience to your website. The website’s navigation system is like a road map to all the different areas and information contained within the website. Improve Website Navigation - 1.Have at least three internal links pointing at each of your web pages 2.Set your navigation to a hierarchy that is easy to understand 3.Have your internal link anchor text readable by humans 4.Describe your linked page with your anchor text 5.Have your URLs text readable by humans 6.Put your search bar at the top right of the screen 7.Remember the three-click rule (User Should get the information in 3 clicks)
- 45. How to Fix Improper Redirect What is Improper Redirect ? Redirecing the Website or Domain which is not relevant to Industry.Tempory Redirect effect SEO too. What is a Redirect? A redirect is a way to send both users and search engines to a different URL from the one they originally requested. 301 Moved Permanently (best Practice) A 301 redirect is a permanent redirect which passes between 90-99% of link juice (ranking power) to the redirected page. 301 refers to the HTTP status code for this type of redirect. In most instances, the 301 redirect is the best method for implementing redirects on a website. 302 Redirect A 302 redirect, or also known as a temporary redirect, should be put in place if you want to redirect your site visitors into another webpage but you plan to bring the redirected page back after some time
- 46. How to Fix Page Speed 1.Minimize HTTP Requests 2.Reduce server response time 3.Enable compression 4.Enable browser caching 5.Minify Resources 6.Optimize images 7.Optimize CSS Delivery 8.Prioritize above-the-fold content 9.Reduce the number of plugins you use on your site 10.Reduce redirects Tools to find the Page Speed of Website 1.tools.pingdom.com 2.gtmetrix.com 3.developers.google.com/speed/pagespeed/insights/ 4.webpagetest.org 5.wpengine.com/speed-tool/
- 47. How to optimize Local Search and Sturture Data Local Search Optimization 1.Research your keywords 2.Optimize your site and content 3.Get your business on Google Local 4.Create or claim your local listings 5. Be consistent 6.Ask for genuine reviews 7.Optimize your social profiles 8. Local outreach 9.Go mobile 10.Analyze and monitor your results 11.Embedded Google Map in Website 13.Creating Pages targeting the Local Keywords (Bangalore, Hyderabad) 14.Listing in Local Classified Websites
- 48. Structured data is a system of pairing a name with a value that helps search engines categorize and index your content. Microdata is one form of structured data that works with HTML5. Schema.org is a project that provides a particular set of agreed-upon definitions for microdata tags How to Optimize Structured Data Mark Up 1.Go to Google’s Structured Data Markup Helper. 2.Select the type of data that you plan to markup. 3.Paste in the URL of the page or article that you want to markup. 4.Highlight and select the type of elements to be marked up. 5.Continue adding markup items 6. Create the HTML. 7.Add schema markup to your web page 8.Use the Structured Data Testing Tool to find out what your page will look like with the added markup. Structured data Optimization
- 49. How to optimize Website with Flash What is Flash ? A Flash animation or Flash cartoon is an animated film that is created with the Adobe Flash platform or similar animation software and often distributed in the SWF file format. The term Flash animation refers to both the file format and the medium in which the animation is produced Optimization Process 1.Google can crawl and index all of the text content users see as they interact with the Flash file 2.Google can discover links within Flash files 3.Google can index external content that a Flash file loads and associate it with that Flash file 4.Google supports common JavaScript techniques for embedding Flash. 5.Google can index sites scripted with ActionScript
- 50. How to optimize Crawling What is Crawling ? Crawling is the process performed by search engine crawler, when searching for relevant websites on the index. For instance,Google is constantly sending out "spiders" or "bots" which is a search engine's automatic navigator to discover which websites contain the most relevant information related to certain keywords Process to Optimize Crawling 1. Update your site Content Regularly 2.Server with Good Uptime 3.Create Sitemaps 4.Avoid Duplicate Content 5.Reduce your site Loading Time 6.Block access to unwanted page via Robots.txt 7.Monitor and Optimize Google Crawl Rate 8.Use Ping services 9.Interlink your blog pages like a pro 10.Don’t forget to Optimize Images
- 51. How to optimize Indexing What is Indexing ? An index is another name for the database used by a search engine. It contains information on all the websites the search engine was able to find. If a website is not in a search engine’s index, users will not be able to find it using that search engine. Search engines regularly update their indexes. Process to Optimize Indexing 1.Add links on high traffic websites 2.Use XML and HTML sitemaps 3.Submit Sitemap to Google Webmaster Tools 4.Share Your New Website Link 5.Bookmark It 6.Create Offsite Content 7.Work on your Link Structure 8.Pinging Website URL with tools like Pingomatic .
- 52. How to optimize Robot.txt What is Robot.txt ? The robots exclusion protocol (REP), or robots.txt is a text file webmasters create to instruct robots (typically search engine robots) how to crawl and index pages on their website. Process to Optimize Indexing 1.To block crawlers from accessing all site content User-agent: * Disallow: / 2.To allow crawlers access to all site content User-agent: * Disallow 3.To exclude crawlers from accessing specific folders & pages User-agent: * Disallow: /wp-content/ Disallow: /wp-plugins/ Disallow: /example-folder/example.html 4.To exclude a single robot from crawling, but allow others User-agent: * Disallow: User-agent: Baiduspider Disallow: /
- 53. How to optimize Sitemap What is Sitemap ? A Sitemap is an XML file that is full of your individual webpage’s URLs. It’s like an archive of every webpage in your website. This file should be easily discoverable in your site in order for search engine crawlers to stumble upon it. Process to Optimize Sitemap 1.Generate a SiteMap for the Website 2.Include in your sitemap the pages ,that are important for your website. 3.Exclude pages that have duplicate content. 3.Exclude pages with ‘thin content’. 4.Submit a separate sitemap for your images and video 5.Add your sitemap in robots.txt As http://www.yourdomain.com/sitemap_index.xml http://www.yourdomain.com/sitemap.xml 6.Include only URLS that Google can access 7.Make sure that your XML Sitemap includes the ‘last modification time’ 8. Submit your XML sitemap in Google Search Console
- 54. How to optimize image by Image Compression What is image Compression ? Image compression is the process of encoding or converting an image file in such a way that it consumes less space than the original file. It is a type of compression technique that reduces the size of an image file without affecting or degrading its quality to a greater extent. Process to Optimize image by Image Compression There are following tools helps in Optimizing image - 1.JPEGMini 2.Shrink O'Matic 3.Smush.it 4.RIOT 5.Image Optimizer 6.PNG Gauntlet 7.CompressNow 8.Trimage 9.PunyPNG 10.PNG Optimizer 11.Shrink Pictures etc
- 55. How to optimize Website by W3C Validation What is W3C Validation ? WC3 stands for “Wide Web Consortium,” which is essentially a company that develops standards for code on the web. If you are going to use WC3 validation, it means that you are making sure your website is up to the coding standards set out by the Wide Web Consortium—it checks the HTML code for proper markup Process to Optimize image by Image Compression 1.Go to validator.w3.org 2. Paste Website URL to make sure the site follow the W3C standards. 3. The first tool on the site is the MarkUp Validation Service. Also known as the HTML validator, it helps check Web documents in formats like HTML, XHTML, SVG, or MathML 4.The second tool is the Link Checker. It checks anchors (hyperlinks) in a HTML/XHTML document. It’s useful for finding broken links, redirected pages, server errors, and so on 5.The third tool on W3C’s site is the CSS Validation Service. which validates CSS style sheets or documents using CSS style sheets
- 56. Search Engine Optimization 6 times more effective than a banner ad Delivers qualified leads Most user sessions begin at the search engines Most online purchases are made on sites found through search engine listings
- 57. Most Important Search Engines Google – 67.6% market share Bing – 18.7% Yahoo – 10% Ask – 2.4% AOL – 1.3% Source: searchenginewatch.com: http://searchenginewatch.com/sew/study/23458 37/google-search-engine-market-share-nears-68
- 58. What Are Searchers Looking For? Keyword Research “Target the wrong keywords and all your efforts will be in vain.” The “right” keywords are… relevant to your business popular with searchers
- 59. Keyword Research Tools to check popularity of keyword searches http://WordTracker.com http://KeywordDiscovery.com http://adwords.google.com/KeywordPlanner http://www.google.com/trends/ http://ubersuggest.org/
- 60. Part 2: Seven Steps to SEO
- 61. Begin The 7 Steps 1) Get Your Site Fully Indexed 2) Get Your Pages Visible 3) Build Links & Page Authority 4) Leverage Your Domain Authority 4) Encourage Clickthrough 6) Track the Right Metrics 7) Avoid Worst Practices
- 62. 1) Get Your Site Fully Indexed Search engines are wary of “dynamic” pages - they fear “spider traps” Avoid stop characters (?, &, =) ‘cgi-bin’, session IDs and unnecessary variables in your URLs; frames; redirects; pop-ups; navigation in Flash/Java/Javascript/pulldown boxes If not feasible due to platform constraints, can be easily handled through proxy technology (e.g. GravityStream) The better your PageRank, the deeper and more often your site will be spidered
- 63. 1) Get Your Site Fully Indexed Page # estimates are wildly inaccurate, and include non-indexed pages (e.g. ones with no title or snippet) Misconfigurations (in robots.txt, in the type of redirects used, requiring cookies, etc.) can kill indexation Keep your error pages out of the index by returning 404 status code Keep duplicate pages out of the index by standardizing your URLs, eliminating unnecessary variables, using 301 redirects when needed
- 64. Not Spider-Friendly GET http://www.bananarepublic.com --> 302 Moved Temporarily GET http://www.bananarepublic.com/browse/home.do --> 302 Moved Temporarily GET http://www.bananarepublic.com/browse/home.do? targetURL=http%3A%2F%2Fwww.bananarepublic.com %2Fbrowse%2Fhome.do&CookieSet=Set --> 302 Moved Temporarily GET http://www.bananarepublic.com/cookieFailure.do --> 200 OK
- 65. 2) Get Your Pages Visible 100+ “signals” that influence ranking “Title tag” is the most important copy on the page Home page is the most important page of a site Every page of your site has a “song” (keyword theme) Incorporate keywords into title tags, hyperlink text, headings (H1 & H2 tags), alt tags, and high up in the page (where they’re given more “weight”) Eliminate extraneous HTML code “Meta tags” are not a magic bullet Have text for navigation, not graphics
- 66. The “meta tags”
- 68. 5) Encourage Clickthrough Zipf’s Law applies - you need to be at the top of page 1 of the search results. It’s an implied endorsement. Synergistic effect of being at the top of the natural results & paid results Entice the user with a compelling call-to-action and value proposition in your descriptions Your title tag is critical Snippet gets built automatically, but you CAN influence what’s displayed here
- 69. 6) Track the Right Metrics Indexation: # of pages indexed, % of site indexed, % of product inventory indexed, # of “fresh pages” Link popularity: # of links, PageRank score (0 - 10) Rankings: by keyword, “filtered” (penalized) rankings Keyword popularity: # of searches, competition, KEI (Keyword Effectiveness Indicator) scores Cost/ROI: sales by keyword & by engine, cost per lead
- 70. Avoid Worst Practices(Black HAT SEO) Target irrelevant keywords Don’t stuff keywords or replicate pages Create deep, useful content Don't over-optimize content Links should be relevant (no scheming!) Observe copyright/trademark law & Google’s guidelines
- 71. Spamming in Its Many Forms… Hidden or small text Keyword stuffing Targeted to obviously irrelevant keywords Automated submitting, resubmitting, deep submitting Competitor names in meta tags Duplicate pages with minimal or no changes Machine generated content
- 72. Spamming in Its Many Forms… 1.Unrelated Keywords 2. Keyword Stuffing 3.Tiny Text, Hidden Text, and Hidden Links 4.Cloaking 5.Doorway Pages or Gateway Pages 6.Page Swapping 7.Duplicate Content or Mirror Site 8.Spam Blogs 9.Trackback Spam 10.Spam Ping
- 73. Grey HAT SEO Technique What is Grey HAT SEO ? It is Combination of Black HAT and White Hat SEO. It is somewhere middle between Black and White Hat SEO. Techniques 1.Buy up expired domains 2.Redesign your website at regular intervals 3.Add a comments box and ask for comment 4.Link yourself higher 5.Use those sharing buttons unashamedly 6.set up a targeted paid directory specialising in one field
- 74. 7. Charity links. 8.Use a subscription based service 9.Pay another site to put the google authentication html file on their website. 10.Spun Content 11.Write negative reviews 12.Link chaining 13.Pay for reviews 14.Free Stuff! 15.Content repositioning 16.Target one Keyword for One Page
- 75. What Next? Conduct an SEO Audit! Is your site fully indexed? Are your pages fully optimized? Could you be acquiring more Authority? Are you spending your Money wisely? Are you maximizing your clickthrough rates? Are you measuring the right things? Are you applying “best practices” in SEO and avoiding all the “worst practices”?
- 76. Before SEO
- 77. Before SEO
- 78. After SEO
- 79. After SEO
- 80. In Summary Focus on the right keywords Have great keyword-rich content Build links, and thus your Websites Measure the right things Continually monitor and benchmark
- 81. Thank You
Editor's Notes
- #57: https://validator.w3.org/checklink https://jigsaw.w3.org/css-validator/ http://www.dummies.com/web-design-development/search-engine-optimization/make-your-web-site-w3ccompliant-for-better-search-engine-results/ https://validator.w3.org/