Basics of SEO

1. SEO for Editors
Mohammad Abdel Kareem

3. Agenda
1- Reasons for a Website.
2-How People Find Your Website?
3- what is a search engine ?
4- what is search engine sees?
5- what is the search engine optimization?
6- Importance of SEO.
7- Ranking factors for SEO to raise your Rank .
8- Summarized Recommendations.

4. Reasons for your Website
Islam on line 20at
?
Reading Islam Biblio Islam

5. Reasons for a Website
Drive revenue.
Expand client base.
Increase customer maintenance.
Improve customer service.
Improve online brand.

6. Reasons for a Website
Shop Front – low overheads.
Reduced administration.
Cost effective on a per head basis.
24 / 7 service .
Because my competitor is doing so.
My friend told me to get one.

7. How People Find Your Website?

8. Traffic Sources
www.islamonline.net www.Readingislam.com
%٠
%١١ %٠ Search engine Search engine
Direct Traffic %٤٢ Direct Traffic
%٣١ %٥٨ Referring sites %٥١ Referring sites
Others Others
%٧
%٠ www.20at.com
www.20at.com
20 www.biblioislam.com
%١٠ %٠
Search engine %١٥ Search engine
Direct Traffic Direct Traffic
%١٩
Referring sites %٢٦ %٥٩ Referring sites
%٧١ Others Others

9. What is a search engine

10. How Do Search Engines Work?
Spider “crawls” the web to find new documents (web pages, other
Documents) typically by following hyperlinks from websites already In the
database.
Search engine indexes the content (text, code) in these documents by
adding it to their huge databases and periodically updates this content.
Search engine searches its own database when user enters in a search to
find related documents (not searching web pages in real-time).
Search engine ranks resulting documents using an algorithm
(mathematical formula) that assigns various weights to ranking factors .

11. View > Source (HTML
Home page IOL
code)

12. What is Search engine optimization
SEO = Search Engine Optimization
- Refers to the process of “optimizing” both the on-page and off-page
ranking factors in order to achieve high search engine rankings for
targeted search terms.
- Refers to the “industry” that revolves around obtaining high
rankings in the search engines for desirable keyword search terms
as a means of increasing the relevant traffic to a given website.
- Refers to an individual or company that optimizes websites for its
client. Has a number of related meanings, and usually refers to an
individual/firm that focuses on optimizing for “organic” search
engine rankings

13. • It has a positive psychological impact on a visitor.
• Help you create a brand identity.
• Even the ‘brand recall’ would be much higher.
• Increase in targeted on-line traffic.
• Better web site positioning.
• Dominate in competition with your mirror sites.
• Fast measurable ROI.
• Increased and boosted product sales and online visibility.
• Lower client acquisition costs.
• Broaden web-marketing share.
• Compete efficiently against larger competitors.
• Continuous Visibility.
• Make the most out of the best tool for advertising.
• The cheapest marketing tool even on the net

14. On page optimization is the process Off page Optimization is
by which various elements on an
individual web page are structured optimization done off the
so that the web page can be found Page, like getting relevant links
by the search engines for specific from other sites, link exchange
keyword(s) or keyword phrases.
with quality relevant
On page optimization will not
sites, choosing relevant anchor
guarantee any top rating within a text from the perfect location on
search engine, only off page the different pages of different
optimization can offer that sites etc.
guarantee. However, off page
optimization is far more effective
WHEN on page optimization is in
place.
On page Factors Off page factors

15. Titles, Headings URLs
Meta tags Sitemaps
Clean Design Site size
Navigation Outgoing links
Content - Keywords

16. On page factors _ Title tags

17. On page factors _ Title tags
Tips for effective writing Title Tags
1- Try to place your most important keyword phrase at the
beginning of the tag.
2- Use your primary keyword phrase in the title tag at least
once.
3- Avoid using the same words multiple times.
4- Use plural form of keyword phrases, especially which
includes a complete singular word .
5- Use sentence case for keyword phrase but keep
prepositions in lower case.

18. On page factors _ Title tags
Tips for effective writing Title Tags
6- Keep your title tag limit under 70 to 90 characters, longer sentences
won’t give any
7- value but they can be a hurdle in deep crawl of your web page
8- Avoid using special characters such as ! @ # $ ^ & * ( }[ | ? /
9- Avoid using stopping words such as or, and , with, for, by, etc
10- Use unique title tag for each page, since each page has unique content
11- Make your title interesting and compelling to the reader to convince
them why they should click there.

19. (‫آ ﻥ ن‬ ‫)ا‬
( ‫اق‬ ‫ا‬ ‫)ا ى ا‬
With title tags Without title tags

20. On page factors _ Content
Why Content is King?
King?
Since a very early stage of search engine revolution, search engines were
able to evaluate website with relevance to their content, though they were
not very efficient and intelligent like they are these days, but they were able
to read the content at website and content still plays very important role in
top ranking positions.
Tips to Integrate Keywords within Web copy
Use Keywords at the top of the web page, within your selectable text.
Try to start paragraphs and lines with main keywords
Use keywords in headings and sub headings
Top 2,000 characters are the most important characters of every page
Use keywords as hyper or anchor links

21. On page factors _ navigation menus
What is Navigation?
Navigation is a group of links which is created to direct website visitors to
different pages of website. It may be horizontal or vertical bar placed at
top, bottom, right or left. Navigation is a very important part of any website;
it gives guidelines to website visitors and directs them to relevant part of the
website.
Tips to create SEO friendly site navigation
Search engine like text base navigation
Text base navigation is a navigation of selectable textual links
Text base navigation should be plain
Avoid using mouse over or text swapping technique to text base navigation
Image base navigation can be used but with alternate text base navigation at
bottom

22. On page factors _ META Description Tag
What Is The Meta Description Tag?
It’s an HTML tag use to feed description to search engines, it gives
description of webpage to search engines, it is declared after title
tag of the webpage under head tag.
Example: <meta name=”description” content=“Your Home Page
Description”>
Why Is The Description Tag Important?
Description tag is the very important tag, search engines take
webpage description through this tag, though search engines don’t
give any importance to this tag in their ranking algorithms but this
tag can lead searchers to motivate and visit your website.

23. On page factors _ META Description Tag
Tips To Write Effective Page Description Tag
1- Describe your complete webpage in one single line or in a small paragraph
2- Forget about keywords, focus on “call to action” words with respect to page
relevancy.
3- Avoid covering complete website in one paragraph, try to focus on page
4- Use unique description tag for each page, since each page has unique content
5- Keep your description tag’s limit under 225 to 250 characters, longer
sentences won’t give any value but they can be hurdle in deep crawl of your web
page
6- Avoid using special characters such as ! @ # $ ^ & * ( }[ | ? /
7- Avoid all capital letter, try to use sentence case
8- Use motivational lines so that your listing will be clicked comparatively
better than your competitors
9-Don’t misguide search engine visitors, write what is available there at the
page

24. Link popularity Bookmarking
Anchor text Forums
Page Rank Blogs
Back links Social network
Relevancy Articles
Directories Press release
Traffic

25. OFF Page Factors _ Link popularity
link popularity is just a fancy name for a link to your page
from another domain. Webmasters want more back links
because more back links mean better ranking in the SERPs.
You can see some of the pages link to your domain by
searching Google for site:domain.com

26. OFF Page Factors _Text Anchor
The anchor text is the words that appear in a link. For this
reason it's also called the link text. The engines pay special
attention to the anchor text, because it seems reasonable
that if they finds a link to, say, how to buy a house, then the
page being linked to is probably about how to buy a house.

28. Summarized Recommendations
Do….(1)
1- Focus on creating the best site possible. If you create quality, the
rankings will follow.
2- Understand that a good ranking isn't the end-all and be-all. If
you have a commerce site what you ultimately want is more sales.
3- Target keywords that are specific enough to produce targeted
traffic, but not so specific that nobody searches on them.
4- Put your keywords in the <TITLE>, heading tags, body copy, and
ALT parameters of your pages. Make sure your keywords are
reasonably near the top of the page. Include at least 250 words on
each page at a minimum.

29. Summarized Recommendations
Do….(2)
5- Link up your site well internally. Each page of the site should link
back to the home page as well as a handful of the most important
pages on the site, as well as pages related to the page in question.
6- Link to high-quality sites which you think will be of interest to
your visitors, whether those sites link back to you or not. Link
from your content pages when appropriate as opposed to from a
links page.
7- Submit your site to directories (not link farms) particular to your
industry.
8- Make your pages lean and fast-loading.
9- Share what you know with others.

30. Summarized Recommendations
Do not….(1)
1- Single-word terms .
2- Terms that are way too broad, and not focused to what
you offer .
3- Terms that are too specialized, which nobody searches
for.
4- Terms which are unpopular.
5- Highly-competitive terms which you can't hope to rank
well.

31. Reference
1- SEO Book
2- SEO 101
Thank you
Mohammad Abdel Kareem