learn seo from industry experts infinity 2.pdf · types of search engines • crawler based - they...

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LEARN SEO FROM INDUSTRY

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Search Engine Optimization

What is a Search Engine?

● Search engine a piece of software, designed to search information

on the World Wide Web (WWW).

● Usually the search results are presented in a line of results often

referred as search engine results pages also known as SERP

● On the backend the search engine sends the crawler or spider to

crawl web pages for information based on content, keywords,

images and so on.



Top Search Engines

● Baidu: China

● Google: US

● Yahoo: US

● Bing: US



Types of Search Engines

• Crawler Based - they dig through or “crawl” through every web page, takes the keywords it finds and places the data onto the database. Much like a dictionary, Like Google Bing, Baidu.

• Human-Powered Directories - websites must be approved by a staff before being included. The staff can check for content and relevancy.

• Hybrids - a mix of both. You can choose to search in a web or directory. And the results you get may be from crawler results or directory results.

• Meta - these search engines uses other search engines, and ranks the overall results from the engines used.



What is SEO?

• SEO – stands of Search Engine Optimization

• The methods to improve the visibility of website on

organic(human powered) search results to drive targeted

traffic from Search Engine.

• SEO is divided in to 2 forms

1. On Page Optimization

2. Off Page Optimization



Different Types of SEO

• White Hat

• Grey Hat

• Black Hat



On Page SEO

• It consists of adding keywords, alt tags, anchor

text, Meta tags, keyword density etc.

• Measures that can be taken directly within the

website in order to improve its position in

search rankings (SERPs).



Meta Title • Google only recognizes 70 characters with

spaces included.

• Place the most important keywords for that

page in the title tag and keep them as close to

the beginning of the tag as possible.

• Keep non specific keyword terms to a

minimum.



Meta Description & Keywords

• Google allows not more in 160 characters.

• Should be written with a marketing style of writing

with targeting keyword and call to action.

• Add not more than 5 keywords or key phrases.

• Google has ruled out the use of Meta Keyword tag

for ranking factor but it helps in ranking for other

top search engines. Tool:

http://www.seomofo.com/snippet-optimizer.html



Heading Tags Optimization • Heading Tags

H1, H2, H3, H4, H5, H6

-One H1 tag should be implemented in one web

page

-Insert one keyword in H1 tag

• Commonly used Heading Tags – H1, H2, & H3



What are Links?

• Links are divided two types

– Internal Links

– External links



Internal Links Internal links are links connecting 2 or more pages on the same website like:

• Navigation links (Which can be found in Header, Footer & Sidebar based

on website structure and design.)

• Content Links are also know as contextual links which connects to different

pages in the same website via a keyword or a key phrase.

• External Links are links which connects one website to another website.



No follow Nofollow links attributes do not allow search engine bots to follow link. That means if

the website owner is linking back to you with nofollow attributes, it does not pass on

link juice (ranking signals). Only Humans when they click on the link, they will be able

to follow the links. Though some time back Google made it clear that they don’t

consider nofollow link attributes but weightage of such links are really less. Even

though, it’s a good practice to use Nofollow link attribute to those link, where you

don’t want to pass link-juice.

Example of Nofollow Link:

<a href=”http://www.google.com/” rel=”nofollow”>Google</a>



Do Follow

• Dofollow links allow google (all search engines) to follow them and reach our

website. Giving us link juice and a backlink. If a webmaster is linking back to you with

this link both Search Engine and Humans will be able to follow you. The best way to

give someone dofollow link is allowing keyword in the anchor text. This means when

you are linking to any website or page, use the targeted keyword as anchor text.

• Example of Dofollow Link:

• <a href=”http://www.google.com/”>Google</a>

• Note: By default all the hyperlinks are dofollow. So, you don’t need to do anything to

make a link do-follow.

• Types Of No-Follow

• Robots Meta Tag : <meta name=”robots” content=”nofollow” />

• This tells bots/crawlers/spiders not to follow links on the full page.

• Link Attribute : <ahref=”http://www.google.com” rel=”nofollow”>

• This tells search engines not to count the link in terms of ranking pages.



Page naming / URL Structure /

Permalink

• It is always better to use keywords in Page URL.

• Keep URL short, Clean and easy to read.

• Avoid the use of "&", "spaces?" etc

• Do not use under score (_) while separating the

keywords



Anchor Text

• Anchor text is the clickable text in a hyperlink.

The blue, underlined anchor text is the most

common as it is the web standard, although it

is possible to change the color and underlining

through html code.

• <a

href=“https://www.google.com”>Keyword</a>



Anchor Text Types

Anchor Text is differentiate in to 4 types Mainly

• Exact Match Anchor Text

• Backlink Anchor Text

• Spammy Anchor Text

• Naked link (website URL)



Alt Tags and Optimizing Images • Images can talk 1000 words, but search engines have no idea what images

are unless you tell them.

• Images can drive extra traffic from Google image search if alt tags are

properly optimized.

• The image filename should be keyword optimized.

• Always use .jpg, .gif .png images only, with optimized file size for fast

loading.

• Try to use keywords / Key phrase smartly with the Alt Tags and Title Tags

for better search engine ranking.



Content Optimization Content is king, having good, unique and long content result in better search

engine ranking.

Steps to perfectly optimizing any content.

• Content should be unique and fresh

• Write content in a engaging format

• Try to mentioned content bullet points rather writing in paragraphs

• Content should match user requirement.

• Create quality and user friendly content

• Add Call - To - Action(CTA)

• Optimize relevant images and videos to the content.



Robots.txt

Robots.txt is a text file webmasters create to instruct web

robots (typically search engine robots) how to crawl

pages on their website.

Basic format:

User-agent : [user-agent name] / *

Disallow: [URL string not to be crawled]

Tool to Generate Robots.txt

http://tools.seobook.com/robots-txt/generator/



URL Canonicalization

Canonicalization is the process of picking the best URL

when there are several Choices, and it usually refers to

home pages. Eg:

• www.example.com

• www.example.com/index.html

• example.com

• example.com/index.html

• HTML fix - <link rel="canonical"

href="http://www.IODED.com/"/>



HTTP Vs HTTPS Hyper Text Transfer Protocol Secure (HTTPS) is the secure version of HTTP, the protocol over which data is sent between your browser and the website that you are connected to. The 'S' at the end of HTTPS stands for 'Secure'. It means all communications between your browser and the website are encrypted.

August 2015 Google officially announced that switching website over to HTTPS will give you a minor ranking boost.

Why? Google prefers sites that are trusted and certified.



What is XML Sitemap?

What is XML?

XML stands for extensible Mark-up Language.

XML was designed to store and transport data.

XML Sitemap :

You want Google to crawl every important page of your website, but sometimes pages end up without any internal links pointing to them, making them hard to find. An XML sitemap lists a website’s important pages, making sure Google can find and crawl them all, and helping it understand your website structure.



Keyword Proximity

What is Keyword Proximity? keyword proximity

refers to the distance between the search

term's individual keywords. For example: a

website contains the keywords that make up

the search term “dentist Boston implant” in the

heading “Your professional dentist in Boston;

dental practice for minimally invasive

implants”.



Keyword Density It is the percentage of times a keyword or phrase appears on a web page compared to the total number

of words on the page. In the context of search engine optimization keyword density can be used as a

factor in determining whether a web page is relevant to a specified keyword or keyword phrase.

• Keyword Density = (Nkr / Tkn) x 100 • Example:

• Keyword density = (Nkr / Tkn) x 100

• = (15 / 500) x 100

• = 0.03 x 100

• =3

• Keyword density = 3% !!!

Nkr is how many times you repeated a specific keyword, and Tkn the total words in the analyzed text.

Tool to check keyword density

• http://www.webconfs.com/seo-tools/keyword-density-checker/


http://www.webconfs.com/seo-tools/keyword-density-checker/


Duplicate Content Duplicate content generally refers to substantive blocks of content within or across domains that either

completely match other content or are appreciably similar.

1. URL Variations

2. HTTP vs. HTTPS or WWW vs. non-WWW pages

3. Scraped or copied content

How to Fix?

1. 301 redirect

2. rel="canonical“

Tools

1. https://www.duplichecker.com/

2. http://smallseotools.com/plagiarism-checker/

3. http://www.copyscape.com/



301, 302, 403 and 404

• 301: Web page Moved permanently

• 302: Web page Temporary redirect

• 403: Web page forbidden (unauthorized

response)

• 404: Web page file not found (broken links)



Custom 404 Implementation • You can rely on your server to return a standard 404 page, but it

might not be attractive, and won't be branded with your website. A custom 404 page can be branded with your site and provide helpful information

• If you have access to your server, we recommend that you create a custom 404 page. A good custom 404 page will help people find the information they're looking for, as well as providing other helpful content and encouraging them to explore your site further.

• They mistyped the Web address (URL) of the page they were trying to reach; or

• They followed a link to a page that no longer exists on your site.



What is Breadcrumbs?

Breadcrumb navigation, or breadcrumb trail, is

an aid that allows website visitors to keep track

of their location within the hierarchy of the

website.

Home > Interior Page > Subsection of Interior

Page



Google Analytics How to implement Google Analytics in website.

1. Create Google analytics account using a Gmail id.

2. Once the account is generated, you will be getting analytics

code.

3. Analytics code has to be inserted before the closing body tag

in all the web pages.



Implementing Social Media icons

It is always better to showcase your social media

business pages, so that customers knows where

to find you, and how actively participating with

you customers.

More possibilities to increase likes, followers

and subscribers.



Implementing social sharing buttons

Sharing is always caring, having social share

buttons, help the website users to share your

product or service page to their social profile,

such as Facebook, Twitter, Google+ LinkedIn etc.

Google love social signal, and recommend it as a

very important ranking factors.



What is Off Page Optimization?

Off page optimization is defined as the technique which helps the website to improve its ranking on the search engine results page. These factors functions outside the boundaries of the web pages. These ranking factors are not directly controlled by the publisher. Off-page optimization basically deals in link building for SEO.

Off page SEO is a long term and time consuming process.It includes acquiring backlinks to your webpage from the authority sites, Social media and Social bookmarking. Off page factors work in the background to improve the search rankings.



What is Link/ Backlinks building?

- It is one of the most famous ways of doing off page optimization. Link building is defined as building external

links with your website. The main aim is to get as much links or votes you can to rank higher than your

competitors.

Search engines interpret a link to a website (backlink) as a recommendation for it. Website having good quality

backlinks helps one’s websites to appear in search results and helps to increase the page rank. An example of

strong Backlinks would be links typically from relevant websites.

Some of the ways which the helps in increasing link building are:

• Forum signatures

• Comment link

• Article directories

• Link exchange schemes

• Blogs

• Article Directories

• Shared Content Directories

• Directory Submission

• Classified Ad Submission



Thank you

☺


learn seo from industry experts infinity 2.pdf · types of search engines • crawler based - they...

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