Digital Marketing Company in Indore, India. ISHAN TECH Provides-SEO,SMO,with Internet Marketing, Website Designing, Web Development,Web Hosting

1. SEO
Tips to obtain top rankings
ISHAN
www.ishantech.org

2. Google Algorithm

3. Google Algorithm – Things Which Counts

4. Example for SEO
Keyword Paid Link
OptimizedW
Website

5. SEO Process
Site Analysis
Off Page Optimization
On Page Optimization
Website promotion
campaigns

6. Site Analysis
• On page: • Off-page
– <title> tag – Page listed in search engines
– Page Rank – No. of backlinks
– Website Age – Quality of the back links
– Coding Structure (JAVA /HTML) – Page assessed as a hub
– Meta name description – Page assessed as an authority
– Meta name keywords – Link anchor text contains keyword
– Keyword frequency and density – Link velocity (rate at which
– Keyword in headings changes)
– Keyword in document name
– Static/dynamic website
– No. of pages

7. Complete Site Analysis - http://www.siteyogi.com/ , www.digitapoint.com,
(Discussed at the end)

8. External Linking

9. website
Website linking
towards CMO
Axis

10. 6 approaches for link building
1. Natural link-building through quality content
– Create „must-have‟ resources , guides, blog, articles, news etc
which can be authorized
2. Requesting inbound-only links
– Run a link-building campaign
3. Reciprocal linking
– Check partner links, Develop existing through Affiliated marketing
4. Buying links
– Directories and link purchase exchanges
5. Creating your own external links
– On blogs, article reproduction, digging, authorizing on communities,
industry forums, social networking sites, blog submission sites,
discussions etc.
6. Generating buzz through PR
– Optimise and distribute your press releases

11. Link Baiting the best way
Section for Blog, News, Press Releases, Discussion Forums, Interesting Facts
Topics which gains popularity
101 list for ______ gets most authorized
Best tips to _____________
_______ Tips (ex: SEO tips ,marketing tips)
10 easy ways to help ___________ (ex: promoting your business)
_______Myths (ex: Marketing Myths)
Extensive resource list for specific topic
List of gurus
Discussion on gurus and experts (flatters experts on later point of time and generates
thought leadership)
Digging the above articles on various communities, forums built on social networking
sites such as facebook, linkedin, Digg.com, del.ic.ious.com etc.
Interesting survey reports which can drive enormous feedback.
Any innovative concept that can drive people to authorize the website or consider it as
Hub.

12. Features of a Quality Link
Required feature of quality link Undesirable feature of link
1. Anchor text. Text links preferably contains relevant anchor
keyphrase in text. 1. Redirected links.
These links use a redirection script possibly to an ad server.
2. Adjacent text. Plain text next to a link is valuable if relevant. If there is a query string (?) or a script such as .pl, .php in
the linking URL, then this is a sign of a redirect.
3. Domain or link popularity aka PageRank of site.
The site overall should have a large number of external or backlinks 2. NoFollow. Links containing nofollow tags have no value
View Source or use SearchStatus – see below – to identify
4. Link popularity or PageRank of page sites which use nofollow
If you can obtain a link that is run-of-site across all pages this is
most valuable. 2. Link exchange network. Filters applied if identified.
5. Context of page.
4. Image links.
Links are more relevant if related links on a topic promoted on.
Text links are most effective. So if link requires a banner or
button, a text link in keeping with guidelines above could be
6. Run-of-site/run-of-section link obtained. Alternatively use Alt text to describe site.
Number of pages containing link.
If you can obtain a link that is run-of-site across all pages this is
most valuable since it provides many links. 5. Directory links on pages with many sites listed.
Most directories are simply created to make money through
7. Location of domain. Google AdSense (Made for Adsense or MFA sites) or
UK sites (co.uk) are generally most valuable since will help boost affiliates. Bad neighbourhoods.
position for UK local searches similarly for .in it boost position for
India 6. Reciprocal links
8. Destination of backlink (Deeplinks) Many directories operate through offering reciprocal links.
Links that link directly to a category or product page are most This will not be possible for the main Euroffice site,
valuable since these have context. although it may be possible in future as part of a separate
blog site.
9. Site authority Such sites will have to be rejected.
Many SEO commentators believe PageRank is unimportant
compared to the authority of site.
Authority is partially indicated by number of links to domain and 7. Temporary links
links out – hub site. Link needs to be present for at least one year.

13. Content Feeds – another external-internal
linking approach
http://www.raahi.com/hotel-reviews/hotels- http://www.searchenginegenie.com/link-
in-port-blair/hotel-shompen.html building.htm
Adding Informational links connecting other pages of the same website. – Maintaining
Interacting, Interesting Navigation

14. Getting Tagged?
Examples
www.delicious.com
www.slashdot.org
www.Digg.com
www.reddit.com
www.mixx.com
www.2collab.com
www.mister-wong.es
www.mister-wong.de
www.digg.com
www.blinklist.com
www.propeller.com
www.furl.net
www.mister-wong.cn
mister-wong.com
mister-wong.ru
www.mister-wong.fr
www.connotea.org
www.folkd.com
www.multiply.com
www.tumblr.com
www.diigo.com

15. Internal Linking

16. Internal Linking = Information Linking Architecture
Internal
Links
http://www.yatra.com/holidays.html

17. Other ways of Interlinking
• Showcasing links to other pages using Right and bottom Navigation.
(ex: Searchenginegenie.com)
• Using word as link (Usually done for glossary)
• Highlighting few lines and guiding them out to Read more section
• Writing interesting facts about Article section / blog/ News directing
the readers towards it.
• Showcasing the best deals of the products on the right navigation.
• Calling the visitor for an action by raising a question and guiding
them out to the blog section – thus initiating discussion.
• Facebook makes use of advertisement boards, usual updates as
FEEDS at the right corner which drives visitors towards applications.
Games or other interacting things.

18. Example-1
• Breadcrumbs
• Contextual cross linking
• Horizontal cross linking
• Related links
• “You might also be
interested in…
Tip: Links from a subdomain can be more
valuable, although lower domain
popularity

19. Example-2
BARCLAYS
www.searchenginegenie.com
Links at the footnote
Tip: Ensure primary and secondary
Navigation labels include keyphrases
within anchor text

20. Example-3
Local navigation : filling left and right pods with keyphrase rich hyperlinks

21. Social Media Effects
Give Positive Reviews For
 Fresh content
 Keyphrase density
 Long tail
 Backlinks
 (if separate pages)
 Branding

22. On Page Optimization

23. Approach

24. On page Checklist
• Step 1. Aims for page • Step 6. Body copy
– Main visitor type (s) – Keyphrase density
– Page goals – Use synonyms, don‟t SPAM
• Step 2. Which phrases? • Step 7. Heading styles
– Use Google Keyword Tool – H1 same or distinct from title
– Primary, secondary, tertiary – H2,H3 – use secondary and tertiary
phrases for long tail
• Step 3. Name document • Step 8. Hyperlinks
– Keyphrase1-Keyphrase2.html – Include keyphrase in anchor text.
Action verbs separate?
– Consider external links
Step 4. Title tag
Step 9. Images
– Keyphrase dense :
15-25 chars – Include alt and title text
– Provide caption
• Step 5. Meta tags • Step 10. Optimize
– Description < 300 characters – Track & Modify
– Keywords
(Don‟t stuff)

25. Document Meta Data
Title
• <title>
– VERY IMPORTANT = Unique = Call-to-action
– 2-3 keyphrases on left, - brand on right
– Google has around 60 characters= Maximum 8 words
• <meta name=“description” = Unique = Call-to-action
– FAIRLY IMPORTANT
– 4-5 keyphrases in natural English, c150 characters
• <meta name=“keywords”
Meta name – UNIMPORTANT
description – Include main target keyphrases comma separated
• File name and directory structure
– Use hyphens, include keywords, be sensible

26. Long Tail Phrases

27. Keyphrase Trend
Tip: Use the Google keyword tool to
inform
keyword identification and
copywriting:
https://adwords.google.com/select/Keyw
ordToolExternal

28. Common Keyphrase Terms
• <Product name> or <category name>.
• What is you strategy for targeting:
• Generic:
– <category name> + synonyms
• Qualifiers:
– compare + <product name>, Review + <product name>, cheap + <product
name>
– review + <product name>
– cheap + <product name>
– Brand + <category name>
– <category name> + country (UK/India/US)

29. No of Keywords/page
Keyphrase Narrow scope Broader scope (variants to
priority use less often)
Primary Marketing Strategy (ies) Marketing Strategy India
keyphrase(s)
Secondary Marketing Promotional Marketing Brochure
keyphrase(s) Strategy (ies) Designing
Tertiary Design your Marketing Excellent Marketing
keyphrase(s) Plan Strategy
Caution: Not more than 2 keywords in a page

30. Tools & Measurement
• Google Webmaster tools
• Yahoo! Site Explorer
• AdvancedWebRanking
• AdvancedLinkManager
• Search Engine Genie
• Digitalpoint
• Reasons for using Google
Webmaster tools:
– Crawl errors
– Search query
performance
– Internal and external link
reports

31. Google Map Submission
Tip: Submit all local retail locations
to Google maps – Add business

32. Common SEO Errors
1. Insufficient keyphrase research and selection
2. Index inclusion and coverage poor
3. Content owners / editors don‟t know rules of SEO
4. Insufficient unique content (dupe content filters)
5. Internal linking strategies not used
6. External link-building tactics weak
7. Excess submission to the directories and articles all of a sudden
8. Driving many backlinks all together
9. Enormous keyword content in one page
10.Unethical SEO strategy
11.Copywriting issues

33. Thank You!