This presentation, within the domain of online marketing, provides insights into SEO (Search Engine Optimization). It allows one to understand SEO in 2014, when many of the techniques from previous years might draw penalty from the search engine.

1. Satyam Chauhan
Founder – Slam Dunk Mentor
Website: www.satyamchauhan.com; www.slamdunkmentor.com
Email: slamdunkmentor@gmail.com

2.  WHAT IS SEO?
 HOW DOES ONE PLAN THE KEYWORDS?
 COMPONENTS OF AN SEO STRATEGY
 ON-PAGE SEO
 OFF-PAGE SEO
 CONTENT QUALITY

3. Good PPC is what you pay for; Effective SEO is what
you pray for.

6.  Search engine optimization (SEO) is the process of
affecting the visibility of a website or a web page in
a search engine's "natural" or un-paid
("organic") search results
 As an Internet marketing strategy, SEO considers how
search engines work, what people search for, the actual
search terms or keywords typed into search engines and
which search engines are preferred by their targeted
audience.

7. https://www.youtube.com/watch?v=QMzuIhlFetU
Google has bots called spiders which index the entire world wide web and
then store it in a directory format across different servers of Google. Now,
since this indexing is done by the spiders, when you use the Google search
engine, these spiders return the most relevant web-pages basis your search
item, as per the way they index the web on its servers.

8.  What are the keywords you want to be associated
with in your business domain? – Self
 What are the keywords people are searching for in
your business domain? – Google Adwords to the
rescue.
◦ (Step 1: log-in to adwords.google.com using your gmail
account credentials; Step 2: Do the basic registration; Step
3: Use the drop-down in “Tools” tab and choose the option
“Keyword Planning”; Use certain keywords you think your
customers are using to get the list of keywords that are
actually being used by the internet users along with the
volumes of each keyword search per month)
 What should you do with your keyword shortlist? You
◦ Once you procure the list of the keywords, employ the
same for On-Page SEO.

9. On Page SEO
Off Page
SEO
Content
Quality

10. On Page SEO
•URL
•Meta
•Heading and Paragraphs
•Image
•Video
Off Page SEO
•Link Building
•Social Media
•Social Bookmarking
Content Quality
•Originality
•Navigation
•Readability

11.  URL – Input the keyword you want the webpage to be associated
with in the URL. For example, instead of
www.satyamchauhan.com/msf6cxy , you might want it to be
www.satyamchauhan.com/digital-marketing-solutions/
 Meta-Title – The 70 characters word-limit set by Google is the
title for the webpage. Ensure that it includes the keyword.
 Meta-Descriptor – The 156 characters word-limit set by Google
is the snippet for the webpage. Ensure that it includes the
keyword. If left unattended to, then it would merely take the first
156 characters from your webpage. Please ensure that you do
not simply fill these 156 characters limit with all the important
keywords. After all, instead of “digital marketing, online
marketing, SEO, PPC, Affliate Marketing”, what makes more
sense is to write “The webpage comprises insights on Digital
Marketing for the top management of an SME”.

12.  Meta-Tags – This is where the laundry list of the keywords may
be dumped. However, I personally recommend that if you are in
a competitive industry, skip using this alternative. This is
because, you are, in essence, sharing all the important keywords
with your competitor.
 Heading 1 – Whether you write a blog or content on a webpage,
choose the text you want to be a heading and the text you want
to be a paragraph. If you simply type, thinking the way one treats
a word document, the entire text would be treated as a
paragraph format. Use the drop down menu in the document
content manager to mark out the headings. Try to ensure that
your keywords are included in the heading.
 Line 1 of Paragraph 1 – Google search engine also checks the
entire content of the webpage for the relevant keywords. Of this,
the line 1 of paragraph 1 is quite important, since it indicates the
first point being covered or provides an executive summary of
the page. Try to include the keyword here.

13.  Quality of Content – One cannot emphasize enough about
the quality of the content. If you wanted to watch a
“Superhero” series on the web, then “Shakitmaan”, would
probably not be the first result you would want the search
engine to suggest to you. Similarly, quality of content is of
a great importance to the Google search engine. A good
quality, 500-750 words webpage with pictures, videos and
info-graphics is a good recipe.
 Heading 2 – Although not as important as the heading 1,
this too is taken into consideration by the Search engine,
when matching relevance to the search query.
 Heading 3 – Although not as important as the heading 1,
this too is taken into consideration by the Search engine,
when matching relevance to the search query.

14.  Paragraph 1 – The entire paragraph 1 is an important search
location for the search engine. Hence, if not possible in the first
line, include the keyword of a broad match in the paragraph 1.
 Frequency of exact Keyword repetition – The search engine
checks out as to how many times has the exact keyword been
included in the content of the webpage. The more the merrier (to
a certain extent).
 Frequency and presence of synonymous keywords - After the
frequency of the exact keyword has been searched by the search
engine, it checks the synonyms for the keywords to secure the
relevance score.
 Image Alternative Text – The image that you include in the
content has an option to input the alternative text. This
alternative text is like a label made entirely of keywords, you
want the image and the write-up to be associated with.

15.  Title of Embedded Video – The title of the embedded video is a
great location to include the keyword. The more the different
forms of communication used in a webpage (video, image,
infographics, text, etc), the higher is the quality score of the
page.
 Internal Links – Internal links to other webpages from your
website tend to indicate to the search engine that your site is
relevant with regards to the search query and if the user lands on
your webpage, there are other relevant links he/ she might
follow. This increases the quality score of the webpage.
 Emboldened and italicized keywords – I am not a believer in this
method. Maybe, 4 years back this worked, however, italicizing
and emboldening certain portions of text might not help you
with SEO. The decision is yours to take.
 Last Sentence of the Webpage – This, again carries little weight
as per me, when it comes to SEO. Maybe, for a blog post which is
short, this might be helpful.

18. 1. Off page SEO is the collective set of techniques that can be used
to improve the ranking of a web-site in the search engine results
page (SERPs).
2. Overall, Off-Page SEO is promotion methods, other than website
design and content, for the purpose of ranking a website higher in
the search results.
For example, if you are looking for a good heart-surgeon and of
the 30 people you ask, 20 highly recommend you the name of a
particular doctor, the doctor is bound to make it into your
consideration set. Now, if the national medical council,
international health organizations and other doctors you hold in
high regard also refer the same doctor, you might find that
particular doctor to be even more relevant to your purpose.

19. WHAT TO DO:
 You should add the nofollow tag (“<a
href=http://www.somesite.comrel=”nofollow”>Some Site</a>) on all your
external links (within your pages) that go to websites you cannot trust
completely, to ALL your comment links, to ALL your blog-roll links and to
ALL banner ad links.
 Guest posting can be a valid way to get links back to your website provided
that you don’t do it just for links and that you don’t overdo it. 2 links back to
your webpages in a write up of 500 words is good. These links should not be in
the title, but can be in the descriptor and the 1st 2 paragraphs, at best
 Submit your website to the most popular search engines like Google, Yahoo,
MSN, Altavista, Alexa, Alltheweb, Lycos, Excite, etc., to get listed for free.
 Submit your websites to the top quality directories like DMOZ, Yahoo
Directory, ZoomInfo, One Mission, Pegasus, etc.
 Quote the link as the source of reference in your write-ups. This basic etiquette
might get you links for your website, if your content is good enough.

20. WHAT TO DO:
 Link to internal pages within your site wherever necessary (this is commonly termed
Internal Linking). This increases your internal link popularity ,which is another major
factor of Google Page Rank algorithm. The best known example of successful internal
linking is Wikipedia.
 Make your website local so that search engines can easily view your website and fetch
the content. This will help you to reach a targeted audience. Submit your website to
Google Local, Maps, Yahoo Local, Yellow Pages, Superpages, Hotfrog, etc.
 If you are a business/service provider then go for PR submission in popular PR websites.
This will help you to publish your site in Google News. However, Online PR has lost
much of its steam because of the useless press releases being sent out frequently by
SMEs for the sake of newsworthiness and more links on Google.
 Participate in Answers by asking and answering relevant questions and placing a link to
your website in the source section if necessary. If you don’t spam, this is another great
way to increase your link popularity. However, 2 things, answer on the good websites
(Yahoo Answers, Ask.com, Askjeeves, Cha-Cha, Answer Bag, etc.) and make releavant
contributions in terms of responses.
 Develop some interactive and innovative widget/gadget applications (such as an online
poll or game widgets) for your website and publish them on your blog/website or in
other popular social networking sites like Facebook and Myspace.

21. WHAT NOT TO DO (BLACK HAT SEO TECHNIQUES):
 Blog Directories: There used to be directories of blogs (and still are), where you could list your blogs under one or
several categories as the relevant blog to refer to. This is akin to the yellow pages but each entry having a link back
to your website.
 Forum Signatures: You might have seen such people who come to forums, make a useless comment and then
with their name, they would submit a link to their website in the signature as well. Well, just so you know, they are
barking up the wrong tree in the current times.
 Comment link – These ones are worse than the forum signature-offenders. They simply put a link back into the
comments section in such forums back to their website, without any context. Using comments forums for simply
pasting back-links is gonna get you highlighted in the eyes of the search engines, but for the wrong reasons!
 Article Directories – There are websites, within the categories of directories of articles, which allow you to submit
articles. This gives you an opportunity to submit links back to your webpage as well. However, most of these
directories allows one to submit a hack-job of plagiarized articles or slightly edited articles. Such directories do not
have a high-standing in the eyes of the algorithm of the search engine and hence, be careful about the article
directory you choose.
 Shared Content Directories – There are/ were certain websites with a nice symbiotic offering. Websites like
hubpages and infobarrel allowed you to publish content and in return you could add a couple of links pointing to
your websites. This woulld’ve worked 3 years back, but now, this is only going to work against you.
 Link exchange schemes – Clearly a fraud by the very nature of the relationship, what used to be done at a point in
time was that your website would be given links by a website A, while in return, a website B would be given links
to you and B would provide back-links to site A. This is a basic model. Models could be even more complex and
larger. However, these are very easy to trace, leading to penalization go your website.

22.  Social media is part of ‘off-site SEO’ and if you think about it, it’s also a form of link
building. It should be noted that almost all of the links you get from social media sites
are “nofollow” but this does not mean that they do not have any value.
 Publish/share your website product pictures and make them public. Let your friends see
them and comment on them too, which will help drive traffic towards your website. Do
this in major photo sharing websites like Flickr, Picasa, Photo Bucket, Picli, etc.
 Like with photo sharing, you can publish/share your product videos, expert opinions,
and reviews of your product and make them public in YouTube, Metacafe, Dailymotion,
etc.
 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.
 Share your website documents like business documents, information brochures, and
slides in Google Docs, Slide Share, etc. This will help you brand your website.
 Community Creation in Social Networking Sites: Try to become a member of the most
popular social networking sites like Myspace, Facebook, LinkedIn, Ecademy, etc., and
create a profile of your own. By doing this you can extend your network online, get
connect with your friends, share things with each other, and promote your
company/website to build an online reputation.

23. Social bookmarking is not as popular as it used to be in
the past but it is still a good way to get traffic to your
website. Depending on your niche you can find web
sites like reddit.com, digg.com, stumbleupon.com,
scoop.it and delicious.com (to name a few) to promote
your content. You should be very careful while doing
this and you must properly handle the tags which are
very essential to broadcast your news on a wide area
network. This may increase your website traffic based
on how effectively you have participated.

24.  Originality: Well, obviously it is impossible to be
completely original unless it is the creativity domain you
are functioning in. However, in any other domain, hack-jobs
should not be done. Use your own words and examples to
explain concepts, make pitches or describe products.
 Navigation: The viewer should be able to move from one
section to another with ease. This is possible if you have a
coherent structure to your content and use the right tabs and
suggestion widgets.
 Readability: This encompasses the optimization of the
Font size, Contrast in text and background, spread across
the screen, headings and segregation, etc.

25. Search Service Search Operators
Web Search
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, define:, filetype:, id:, inanchor:, info:,intext:, i
ntitle:, inurl:, link:, related:, site:
Image Search allintitle:, allinurl:, filetype:, inurl:, intitle:, site:
Groups
allintext:, allintitle:, author:, group:, insubject:, i
ntext:, intitle:
Directory
allintext:, allintitle:, allinurl:, ext:, filetype:, inte
xt:, intitle:, inurl:
News
allintext:, allintitle:, allinurl:, intext:, intitle:, inu
rl:, location:, source:
Product Search allintext:, allintitle:

26. WordPress SEO Plugin feature list:
 Post titles and meta descriptions
 Robots Meta configuration
 Canonical
 Breadcrumbs
 Permalink clean up
 XML Sitemaps
 RSS enhancements
 Edit your robots.txt and .htaccess
 Clean up head section
 API Docs

27.  SEOquake is a popular and handy analytic seo-tool for
Firefox, Chrome and Opera browsers.
 SEOquake helps to obtain an information about any site
for a wide range of parameters such as page rank, Google
index, Alexa and many others.
 Keyword Density tool serves to demonstrate a number of
times a keyword or phrase appears on a web page.
SEOquake has a parameter that highlights nofollow links.
 SEOquake Toolbar shows values of the parameters under
each search result in SERP of Google, Yahoo, Bing, Yandex,
Baidu.

28. THANK YOU