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2. Importance of SEO
85%* of all Web site traffic originate from a
search engine.
SEO is 6 times more effective than a banner
ad
SEO Delivers qualified leads
55% of online purchases are made on sites
found through search engine listings
Top 30 results receive over 90% of search
7. Internet vs. Search Use
On a typical day, how many
Internet users also use search
engines?
• In 2002, 33% used search engines
• In 2009, 58% used search engines
• Search is growing faster than other
Total World: Age 15+, Home and Work Locations excluding traffic from public computers such as Internet cafes
or access from mobile phones or PDAs. Source: comScore qSearch 2.0.
17. SEO is the act of
modifying a website to
increase its ranking in
organic (vs paid),
crawler-based listings of
search engines
18. Working of a organic search listing
A spider or crawler which is a
component of a SE gathers listings by
automatically "crawling" the web
The spider follows links to web
pages, makes copies of the pages and
stores them in the SE’s index
Based on this data, the SE then indexes
the pages and ranks the websites
28. Domain
Names & Unique Non-
Suggestions Spammy
Content
Layout & Design
On page
Outbound Links
Title Tags
Heading, Bold Text
FactorsInternal Link Building
Navigation Coding
Description Tags
Alt Tags / HTML or CSS Validation
Anchor Text Keyword
Proximity &
XML site map Body Text &
Keyword
30. Page <Title> Tags
What it Does
The text placed in the title tag (between the
<TITLE> and </TITLE> portions) will appear in the
title bar of someone's browser when they view the
web page
Viewed by the experts in SEO as one of the
most important factors in on-site SEO. 30
Each page should have unique title, using a
32. Meta-Page Description
What it Does
A Meta-Page Description is a short blurb with
targeted keywords and phrases that will entice users
to click through to the website when it displays in the
search engine results pages (SERPs).
Viewed by the experts in SEO as one of the most
important factors in on-site SEO.
32
The information in these tags can influence how
search engines rank your site for relevance.
35. Alt-Tags on Images
What it Does
The Alt-Tag is an attribute of a HTML tag that
provides alternative text when non-textual
elements, typically images, cannot be
displayed
35
Though not exclusively agreed upon by SEO
37. On-Page Website Content
Why it is Important
Search Engines, as we have discussed previously,
rank websites for importance and relevance in
relation to given keywords and phrases. They do
this by assessing not only the meta-data but also
through HTML content on the website.
Content should be in plain text, not in images, or 37
written out with JavaScript, or embedded in Flash
38. On-Page Website Content
Duplicate Content on the Website
Having duplicate content, whether intra-
site or “scraping” it from other sources
on the internet, may cause search
engines to “penalize” the website.
Penalize is a relative term; search
engines won’t black list you, but it will
38
certainly effect your website rankings.
39. Canonical URL and Canonical Tag
Duplicate Content on the Website
<link rel="canonical"
href="http://www.example.com" />
Remember it is placed in the HTML headers in order
to notify the search engines about the best URL for
the particular page. Using the canonical in your
pages is something very useful and it can help you 39
reduce drastically the amount of duplicate content
within your site. Additionally it is a great way to pass
40. XML Sitemaps
What it Does
Google defines a sitemap in the following way: A
sitemap is an XML file that lists URLs for a site,
along with additional information about each URL.
Sitemaps give Google and other search engines
important information about your website including:
• A complete list of all URLs on your site, including
URLs that may not be discoverable by Google's
normal crawling process (for example, non-text
40
pages or URLs containing several parameters.)
41. XML Sitemaps
• The date each page was last modified
• The relative importance of pages on your site
Sitemaps allow spiders/Bots to index a site quicker
and in a more efficient manner
PLEASE NOTE: submitting a sitemap, does not
guarantee that these pages will be crawled or
indexed. The sitemap will only tell search
42. HTML Sitemaps
What is Does
In conjunction with XML sitemaps, websites should
also contain sitemaps. The sitemap page is simply a
directory page which lists, in HTML form, all the
pages on a website in an organized fashion.
HTML Sitemaps are particularly useful to search 42
engines, in that a sitemap page will provide
excellent internal link structure and anchor text.
44. Internal Anchor Text
What it is and What it Does
Internal linking structure is a pattern used to link one page to
another. Links can be found in the navigation or in the body
text. Refers to the number and importance of internal links
pointing to the target page(s)
It is a good idea to use two or three words as the anchor text
(the text used to link to another page). This not only makes it
clear what the following page is about, but also adds some44
weight with the search engines
45. Internal Anchor Text Example :
Un-Optimized Internal Anchor Text:
It's your home or project, so choose your windows and doors
carefully. Select the options that meet your needs. Then sit
back and enjoy the view. You'll clearly see the difference
quality makes.
Each internal link is not using optimized anchor text,
attempting to be relevant for too many words,
lessening the temporal relevance search engines
would apply. 45
Optimized Internal Anchor Text:
46. Clean URLs
The “Clean” URL
A shorter, more meaningful identifier in-
line with the content or function of the
page. In essence, a short but
meaningful URL that users can
remember and type with ease. A URL
that hides the “wiring” of the site, 46
making it more difficult for security
47. Clean URLs
Things That Can Be Done to Create Clean
URLs:
A Clean URL will be descriptive and
concise. It will let the user, and the search
engines, know exactly what they can expect
to see on the page. These URLs should
contain page keywords as well.
49. Black Hat SEO Techniques
Hidden Content - this content will not
be visible to the end user of the site but
visible to Search engine
Meta Keyword Stuffing – Putting
too many keywords
Keyword stuffing –Keyword stuff but
adding several tags or let your users do
50. Black Hat SEO Techniques
Doorway or Gateway Pages - Doorway or
Gateway pages are pages designed for search
engines and not for the end user
Link Farming – Getting links from many
unrelevant websites which has low on
credibility.
Cloaking – Hide the heavy Flash animations
from Google, show the text-only version
53. Submitting Forum
the URL of creation
your
and
website to
search commentin
engines. RSS Feed submissions
Off page
Submission to relevant
web directories.
g
Online press releases
Factors Social Bookmarking
News Commenting
Article submission
Link Exchange
Blog posting and
commenting Via
Competition
Analysis
55. Link Building
What it is and What it Does
A Link Building Campaign is to build
keyword-rich, quality external links
from third-party sites that will
increase the relevancy of your site
55
for the main keyword phrases
56. Two Important Factors when Link Building:
• Where does the linking page rank for the term/phrase you
want to rank for?
If the page is ranking #1 at Google for "sliced bread" and
you want to be #1 at Google for "sliced bread”. That's
the #1 most valuable link you can get. The larger
quantity of higher ranked, quality websites the website we
are looking at has the better.
• What is the relevance of the linking page/site to your
target page? Answering this question requires you to
think critically about the visitors to both the potential
linking page and the domain. If the relationship of subject
56
matter is high, the link will provide more semantic and
57. Directory Submissions
What it is
Link Directories such as DMOZ, Yahoo!
Directories, Look Smart, and
Business.com are ways of building solid
backlinks.
Directories can be free to submit to or have57
annual fees associated with being listed. Free
58. Link title and description variation are a
necessity when submitting to online directories.
These varied descriptions and titles will “fool”
the search engine that a single source is
submitting the website, and hence look more
natural to the search engines. No less than
three variations of each should be created for a
website.
A NOTE OF CAUTION: while directory
submissions are useful in building backlinks and 58
trust to a given website, over-submitting a
60. Source #1: Web Directories
Web Directories are many
(thousands)
Web Directories are
Dofollow Backlinks
Web Directories approve
everyone
61. Source #2: Article Directories
Backlinks from Articles
are Relevant
Backlinks from Articles
are Dofollow
Backlinks from Articles
are High PR
Article Directories have
62. Source #3: Social Bookmarking
Instant Approval of
your Link!
Your link can
spread, thanks to
Tagging
You new website or
webpage will get
indexed fast by search
63. Source #4: Press Releases
Press Releases websites
have High Authority
Links from Press Releases
are Dofollow
Google picks new Press
Releases and Rank them
well!
64. Source #5: Forums Posting
Signature links are non
spammy
Posting on relevant
threads gives relevant
backlink
Forums links are high
PR & Dofollow
65. Source #6: Blog Commenting
Blog comments link are
famous of being High
PR and mostly
Nofollow
When commenting on
blog posts you get
highly revelant
backlink
66. Source #7: News Commenting
News websites have high
authority
News articles get indexed
quickly by search engines
so your link will be seen
quickly too!
News articles get
67. Source #8: Link Exchange
3 way link exchange is
undetectable by search
engines, which makes it
100% safe
Link Exchange deals are
easy to get
You can get site-wide &
68. Source #9: Via Competition
Analysis
Analyzing your
competitors can let you
find backlinks you
didn’t know about
Those backlinks are
effective because they
worked for your
competitor
69. Understanding “Link Juice”
What it is
Link Equity, or as the SEO professionals
term it: “Link Juice”, is a theoretical
model of how, or how not, a webpage 69
retains or loses the value and weight of
70. The “No Follow”
Is a non-standard HTML attribute value
used to instruct search engines that a
hyperlink should not influence the link
target's ranking in the search engine's
index.
What this looks like in the code: <a
href="..." rel="nofollow"> 70
71. The “No Follow”
SEO professionals and Webmasters can use
this tag to control the flow of “link juice” to
other pages in their site. For instance, some
pages in the site may not need link juice as
they are not worth ranking for or are not
relevant. In this case, a webmaster would
want to use “nofollow” after the link to the
less important page, to ensure that the
linked-to-page does not receive juice from the
more important page, or the linking page. By
74. Google Local Places
Benefits of Local Listing
How to Create Google
Local Listing
How to Optimize Local
Listing
75. Paid Ad Marketing
Banner Ads
PPC Ads
Text Link Ads
Affiliate Marketing
76. PPC/PPA
Advertising
Affiliate
programmes Display
Advertising
Directory
Submissions
BLOG
Partner
Links
Blog WEBSITE
Directories
PR
Distribution
Article
SOCIAL Submission
NETWORKS
77. How Important is Google
Webmaster Tool
Do you know what is happening at your
Website?
Do you know your website statistics?
Are there any areas which the Google bot’s
cannot go through?
Do Google look your site the way you want
them?
78. Seeing how your Website Performs
• Top queries: Find the top queries that drive traffic to your site and where
your site is included in the top search results. This will let you learn how
users are finding your site. It also shows impressions and CTR (Click Through
Ratio) of your top queries.
• Indexing information: See how your site is indexed and which of your pages
are included in the index.
• Site Performance: This page shows you performance statistics of your site.
You can use this information to improve the speed of your site and create a
faster experience for your users.
79. What is Robots.txt?
A robots.txt file restricts access to your
site by search engine robots that crawl
the web.
You need a robots.txt file only if your site
includes content that you don't want
search engines to index. If you want
search engines to index everything in
your site, you don't need a robots.txt file
80. Specify any additional rules. For example, to block
Googlebot from all files and directories on your
site:In the Action list, select Disallow.
– In the Robot list, click Googlebot.
– In the Files or directories box, type /.
– Click Add. The code for your robots.txt file will be
automatically generated.
Save your robots.txt file by downloading the file or
copying the contents to a text file and saving as
robots.txt. Save the file to the highest-level directory
of your site. The robots.txt file must reside in the
root of the domain and must be named "robots.txt".
81. Google Analytics
Google Analytics
Installing Google Analytics
How to Study Google Analytics
Interpreting Bars & Figures
How Google Analytics can Help SEO
82. Social Media Marketing
Social Networking
Social Bookmarking
Press Releases
Articles / Directories
Blogging / Classifieds
Forums / RSS Feeds
83. SEO Tools
Comparison Tools
Keyword Density
Analyzer Tools
Link Popularity
Tools
Google Tools
Yahoo Tools Search Engines
Tools
Bing Tools
Site Tools
Text Tools
84. Shashank Gupta
Owner & Founder Web SEO Services
Twitter: @shashankscg
Blog: www.webseoservices/blog
Facebook: www.facebook.com/shashankscg
Email: info@webseoservices.in
Website: www.webseoservices.in
Notas do Editor
Sitemaps submitted to search engines (Google, Yahoo!) MUST be in XML formatSitemaps can be submitted two ways:1) They can be placed in root/server files. Spiders/Crawlers/Bots will recognize the sitemap and index it.2) They can be submitted through Google’s Webmaster Tools, Yahoo’s Site Explorer. For MSN and Ask.com, robots files will need to be included directing crawlers/spiders/bots to index the website’s XML sitemap
Search Engines will take notice of the “hundreds” of backlinks and may consider this an attempt to manipulate your site’s organic rank. It is possible the search engines will drastically lower the site’s rank.
Search Engines will take notice of the “hundreds” of backlinks and may consider this an attempt to manipulate your site’s organic rank. It is possible the search engines will drastically lower the site’s rank.
Search Engines will take notice of the “hundreds” of backlinks and may consider this an attempt to manipulate your site’s organic rank. It is possible the search engines will drastically lower the site’s rank.