what is seo ?and types of seo and what it works

Search Engine Optimization (SEO)

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

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.

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

Types OF SEO

White HAT SEO Black HAT SEO Grey HAT SEO

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)

TechniquesON PAGE Optimization

OFF PAGE Optimization

Techical SEO

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

How To Write SEO friendly Title

1.Pick Some Keywords

2.Keyword Research3.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

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

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

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

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

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

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.Including stop words isn't necessary

7.Remove/control for unwieldy punctuation characters

8.Limit redirection hops to two or fewer

9.Fewer folders is generally better (/,/ should be less)

10. Avoid hashes in URLs that create separate/unique content

11.Be wary of case sensitivity

12.Hyphens and underscores are preferred word separators

13.Keyword stuffing and repetition are pointless and make your site look spammy

How To Optimize Inbound Links1. 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.

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

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

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

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"

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

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.

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

http://www.freewebsubmission.com/

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.

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

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

How to do Video Submission

1.Type- List of Video Submission in Google


3.First log on to any Video Submission site




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

How to do Photo Submission

1.Type- List of Photo Submission in Google


3.First log on to any Photo Submission site




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

How to Work on Question & Answer Sites

1.Type- List of Photo Question & Answer in Google


3.First log on to any Question & Answer site




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

How to Do Press Release

1.Type- List of Press Release Sites in Google


3.First log on to any Press Release site




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

How to Do Classified Submission

1.Type- List of Classified Submission Sites in Google


3.First log on to any Classified Submission site




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

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

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

8.Controversial Content

How to do Info Graphics Submission 1.Type- List of Info Graphics Submission Sites in Google


3.First log on to any Info Graphics site




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"

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

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

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.

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

Parameters for Technical SEO1.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

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

How to find Duplicate ContentWhat 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

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 Websites1.search.google.com/search-console/mobile-friendly2.testmysite.thinkwithgoogle.com/intl/en-in/3.rankwatch.com/tools/mobile-friendly-check.html4.developers.google.com/speed/pagespeed/insights/5.browserstack.com/responsive

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 pages2.Set your navigation to a hierarchy that is easy to understand3.Have your internal link anchor text readable by humans4.Describe your linked page with your anchor text5.Have your URLs text readable by humans6.Put your search bar at the top right of the screen7.Remember the three-click rule (User Should get the information in 3 clicks)

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 RedirectA 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

How to Fix Messy URL

What is messy URL ? It is not only harder for human readers to decipher, but it can often make it difficult for search engines to use the data in the URL for indexing purposes. Most messy URLs are the result of dynamically generated

How to Optimize URL ?1.URLs Must be 100% Readable2.Use Hyphens, Not Underscores3.Top Content in Top Folders4.No Capital Letters5.Block Bad URLs with Robots.txt6.Add Mobile URLs to a Sitemap7.Use Canonical URLs8.Upload a Favicon9.301 Redirect Broken URLs10.Include the Exact Target Keyword

How to Fix Page Speed

1.Minimize HTTP Requests2.Reduce server response time3.Enable compression4.Enable browser caching5.Minify Resources6.Optimize images7.Optimize CSS Delivery8.Prioritize above-the-fold content9.Reduce the number of plugins you use on your site10.Reduce redirectsTools to find the Page Speed of Website1.tools.pingdom.com2.gtmetrix.com3.developers.google.com/speed/pagespeed/insights/4.webpagetest.org5.wpengine.com/speed-tool/

How to optimize Local Search and Sturture Data

Local Search Optimization

1.Research your keywords2.Optimize your site and content3.Get your business on Google Local4.Create or claim your local listings5. Be consistent6.Ask for genuine reviews7.Optimize your social profiles8. Local outreach9.Go mobile10.Analyze and monitor your results11.Embedded Google Map in Website13.Creating Pages targeting the Local Keywords (Bangalore, Hyderabad)14.Listing in Local Classified Websites

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 Up1.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 items6. Create the HTML.7.Add schema markup to your web page8.Use the Structured Data Testing Tool to find out what your page will look like with the added markup.

Structured data Optimization

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 Process1.Google can crawl and index all of the text content users see as they interact with the Flash file2.Google can discover links within Flash files3.Google can index external content that a Flash file loads and associate it with that Flash file4.Google supports common JavaScript techniques for embedding Flash.5.Google can index sites scripted with ActionScript

How to optimize CrawlingWhat 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 Crawling1. Update your site Content Regularly2.Server with Good Uptime3.Create Sitemaps4.Avoid Duplicate Content5.Reduce your site Loading Time6.Block access to unwanted page via Robots.txt7.Monitor and Optimize Google Crawl Rate8.Use Ping services9.Interlink your blog pages like a pro10.Don’t forget to Optimize Images

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 Indexing1.Add links on high traffic websites2.Use XML and HTML sitemaps3.Submit Sitemap to Google Webmaster Tools4.Share Your New Website Link 5.Bookmark It6.Create Offsite Content 7.Work on your Link Structure8.Pinging Website URL with tools like Pingomatic .

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 Indexing1.To block crawlers from accessing all site content User-agent: * Disallow: /2.To allow crawlers access to all site content User-agent: * Disallow3.To exclude crawlers from accessing specific folders & pages User-agent: * Disallow: /wp-content/ Disallow: /wp-plugins/ Disallow: /example-folder/example.html4.To exclude a single robot from crawling, but allow others User-agent: * Disallow: User-agent: Baiduspider Disallow: /

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 Sitemap1.Generate a SiteMap for the Website2.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 video5.Add your sitemap in robots.txt As http://www.yourdomain.com/sitemap_index.xml http://www.yourdomain.com/sitemap.xml6.Include only URLS that Google can access7.Make sure that your XML Sitemap includes the ‘last modification time’ 8. Submit your XML sitemap in Google Search Console

http://www.yourdomain.com/sitemap.xml

How to optimize Code to Text Ratio

What is Code to Text Ratio ?The Code to Text Ratio represents the percentage of actual text in a webpage. Our content ratio tool extracts the text from paragraphs and the anchor text from HTML code, and calculates the content ratio based on this information.

Process to Optimize Code to Text Ratio1.Check if your HTML code is valid2.Remove any unnecessary code3.Remove huge white spaces4.Avoid lots of tabs5.Remove comments in the code6.Avoid tables. Use tables in your layout only if absolutely necessary7.Use CSS for styling and formatting8.Resize your images9.Remove any unnecessary images10.Only use Javascript and flash if required11.Keep the size of your page under 300kb12.Remove any hidden text that is not visible to people13.Your page must always have some amount of plain text. Include easily readable - text with quality user information

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 CompressionThere are following tools helps in Optimizing image -1.JPEGMini2.Shrink O'Matic3.Smush.it4.RIOT5.Image Optimizer6.PNG Gauntlet7.CompressNow8.Trimage9.PunyPNG10.PNG Optimizer11.Shrink Pictures etc

How to optimize Website by web Page Compression

What is Web Page Compression ?Web Page Compression allows your web server to provide smaller file sizes which load faster for your website users. Enabling gzip compression is a standard practice

Process to Optimize Web Page by Compression1.Make fewer HTTP requests2.Use a Content Delivery Network3.Add an Expires header4.Gzip components5.Put CSS at the top6.Move scripts to the bottom7.Avoid CSS expressions8.Make JavaScript and CSS external9.Reduce DNS lookups10.Minify JavaScript11.Avoid redirects12.Remove duplicate scripts13.Configure ETags

How to optimize Website by W3C ValidationWhat 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 Compression1.Go to validator.w3.org2. 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 MathML4.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 on5.The third tool on W3C’s site is the CSS Validation Service. which validates CSS style sheets or documents using CSS style sheets

How to optimize Browser Friendliness

What is Browser Friendliness ?Browser Friendliness refers to the ability for a website, web application, HTML construct or client-side script to support all the web browsers. The term cross-browser is often confused with multi-browser. Multi-browser means something works with several web browsers.

Process to Make a Website Brower Friendly are as follows-1. Define Valid Doctype2.CSS Reset3.Try to use conditional comments instead of CSS hacks4.Try to use javascript library like jQuery, YahooUI, MooTools, Dojo5.You can use Css Frameworks like BluePrint, 960 Grid.6.W3C Validator: http://validator.w3.org/7.suggested to start with firefox and then move to IE. Use Firebug

http://validator.w3.org/

How to optimize Website HealthWhat is Website Health?Website Health Check is just checking the parameter of the following are they are workind well.The Parameter are -1.Accessibility2.Code Quantity3.Internal links4.Server behavior5.Domain age6.Images7.Printability8.Meta tags9.URL format10.Mobile

Tools to Check the Website health 1.outshinesolutions.com/health/2.training.seobook.com/website-health-check3.developers.google.com/speed/pagespeed/insights/4.search.google.com/search-console/mobile-friendly5.nibbler.silktide.com/6.websitehealthcheck.online/

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

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/2345837/google-search-engine-market-share-nears-68

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

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/

SEO. A Moving Target.

Lots is changing… Personalization & customization Vertical search services (Images, Video, News, Maps, etc.) “Universal Search”

Fortunately, the tried-and-true tactics still work… Topically relevant links from important sites Anchor text Keyword-rich title tags Keyword-rich content Internal hierarchical linking structure The whole is greater than the sum of the parts

The Search Engines Are Your Friend Sitemaps.org Webmaster tools (e.g. Google Webmaster, Bing

Webmaster) Rel=“nofollow” tag

Part 2: Seven Steps to SEO

Begin The 7 Steps

1) Get Your Site Fully Indexed 2) Get Your Pages Visible 3) Build Links & Page Authority4) Leverage Your Domain Authority4) Encourage Clickthrough6) Track the Right Metrics7) Avoid Worst Practices

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

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

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

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

The “meta tags”

Unnecessarily bloated HTML

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

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

Avoid Worst Practices(Black HAT SEO)

Target irrelevant keywords Don’t stuff keywords or replicate pages Create deep, useful content Don't conceal, manipulate, or over-optimize

content Links should be relevant (no scheming!) Observe copyright/trademark law & Google’s

guidelines

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 Spamglish Machine generated content

Spamming in Its Many Forms…

1.Unrelated Keywords2. Keyword Stuffing3.Tiny Text, Hidden Text, and Hidden Links4.Cloaking5.Doorway Pages or Gateway Pages6.Page Swapping7.Duplicate Content or Mirror Site8.Spam Blogs or Splogs9.Trackback Spam10.Spam Ping

11. Spam Ping 12.Referrer Spam

13.Link Farms

14.Cybersquatting

15.URL Hijacking 16.Social Networking Spam

17. Cookie Stuffing

Not Spam, But Bad for Rankings Splash pages, content-less home page, Flash

intros Title tags the same across the site Error pages in the search results (eg “Session

expired”) "Click here" links Superfluous text like “Welcome to” at beginning

of titles Spreading site across multiple domains (usually

for load balancing) Content too many levels deep

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 domains2.Redesign your website at regular intervals3.Add a comments box and ask for comment 4.Link yourself higher5.Use those sharing buttons unashamedly6.set up a targeted paid directory specialising in one field

7. Fabricate news8. Charity links.9. Use Negative SEO10.Use Keyword Association Manipulation11.Use a subscription based service 12.Pay another site to put the google authentication html file on their website.13.Spun Content14.Write negative reviews15.Link chaining16.Pay for reviews17.Free Stuff!18.Content repositioning19.Target one Keyword for One Page

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”?

Before SEO

AfterSEO

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

Thank You

what is seo ?and types of seo and what it works

Technology