Training on Search Engine Optimization Basics

Search Engine Optimization
(SEO)

Search Engine Optimization, Content Developed by Arijit Mondal
Copyright © 2012 Impressico Business Solutions Pvt. Ltd.

What is Search Engine?
A search engine helps users find the
things they're looking for online.
The user types a word or
phrase, called a query, into the
search engine, which then displays
a set of results that are relevant to
the query.

Search Engine Example
Google
Bing
Yahoo! Search
Ask
Aol Search
Lycos
Dogpile

Search Engine Market


Search Engine Marketing
It is the process of gaining
traffic or visibility on search
engines.
SEM covers two broad areas:
Gaining traffic through SEO
Gaining traffic through PPC
SEM = SEO + PPC

Search Result in Google.com


What Is SEO?
It is the process of getting traffic
from the “free,” “organic,”
“editorial” or “natural” listings on
search engines.



1. On Page Optimization

2. Off Page Optimization


1. On Page Optimization

-On page optimization is often about
making small modifications to various
parts of your website.

Note: Every web page has a number of
‘hotspots’ that are considered particularly
important by search engines.

The Title tags

The text which appears between
the HTML title tags, i.e.:
<title>YOUR KEYPHRASES
HERE</title>


The Description Meta tags

<meta name="description"
content=" YOUR PAGE DISCRIPTION
HERE " />


On Page Keywords

<meta name="keywords"
content="YOUR KEYWORDS HERE"
/>


Headings

The text that appears between your
heading tags, particularly your first
heading i.e. <h1>YOUR KEYWORD
RICH HEADLINE HERE</h1>


Page Content

Your pages should contain a
substantial amount of text and this
text should be keyword rich
without spamming the search
engine by repeating the same
phrases over and over again.

What is a keyword?

A keyword is the term that people
will type into search engines when
looking for your product or
services.


Keyword Research
Keyword research is a fundamental
part of the search engine
optimization process.
Keyword Research Tool
-Wordtracker
-Google AdWords Keywords Tool


Checking Competitor’s Websites
You must be aware of the sites you
will be competing with for the use
of certain keywords & key phrases.

Two things that help your keyword research
-Competition analysis
-Competition gap research

Keyword placement
You should try to place the keywords and key
phrases in following areas of that page:

Title
Meta information, i.e. keywords and description
Page heading
Page content,
Anchor text of links.


Keyword Spamming
The general rule of thumb is that your page
content should be keyword rich, but not to
the extent that you simply repeat the same
phrase on the page a hundred times. Your
web pages can cause your site to be
penalized by search engines for keywords
spamming.


Image Optimization
Use "alt" attribute which allows to specify
alternative text for the image .

<a href="index.html"><img src="
http://www.impressico.com/ library/images/impressico-
logo.jpg" alt="Impressico Logo" /></a>


Store Image files in a specialized
directories


Use keywords in URLs
URL with keywords that are relevant to your
webpage's content.

http://www.impressico.com/it-enabled-
services/Legal-Transcription-Services.html


Create a Simple Directory
Structure


Prepare two sitemaps
one for users – HTML Sitemap
one for search engines – XML Sitemap


404 page
A custom 404 page that kindly guides users
back to a working page on your site and can
greatly improve a user's experience.


Use Anchor Text
This text tells users and Google something
about the page you're linking to.


robots.txt
A "robots.txt" file tells search engines
whether they can access and therefore crawl
parts of your site.

User-agent: *
Disallow: /css/
Disallow: /search
All compliant search engine bots (denoted by the wildcard
* symbol) shouldn't access and crawl the content under
/css/ or any URL whose path begins with /search.


Be aware of rel="nofollow"
for links
If you or your site's users link to a site that you
don't trust and/or you don't want to pass your
site's reputation, use nofollow.

<a href=“http://www.impressico.com.com"
rel="nofollow">Impressico</a>


2. Off Page Optimization
-Submission to search engines
-Directory Submission
-Social Bookmarking
-Blog Submission
-Blog Comments
-Article Submission
-Free Classifieds
-Forums
-Press Releases
-Video optimization
-
-Link Building

Thanks

Training on Search Engine Optimization Basics

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