Search Engine Optimisation the way we see it.

1. Madison
Search Engine Optimisation

2. What Will You See Ahead
• Where it all began
• What is SEO then
• How does it work

3. History of Search

4. It all began on 20th
April, 1994
All hail Brian Pinkerton for Introducing WebCrawler,
else our department wouldn’t have existed…..

5. Probably
some of our
executives
weren’t even
born back
then

6. In 1998 Google launched and used PageRank to rank websites
more accurately
First UI of Google Search Engine

7. He is the Mahn!
In 2004 Rand
Fishkin launched
SOEMOZ and is now
considered as the
“The Search Guru”
SEO
ORM
Website
ORM
PPCSEM
PR
SMO
SMMMOZ

8. What Happened Next?
• In 2k9, Google started giving
preference to Social Networks for
providing fresh results in SERP
• In 2k11, Google launched Panda
update. It aimed to prevent sites
from Low-Quality Content
• In 2k12, Google released Penguin
update to punish website that are
building Low-Quality Links

9. What is SEO?

10. Why you should care?

11. It is not a way of tricking the search engines
but
Its surely about being findable in the crowd

13. 80%of the users
click
one of the first 3search results

14. Search Engine
Optimization (SEO)
is the process of getting
your website
to display near the top
of appropriate search
results

15. types of search results
Paid Search
Organic Search
Map Results
Reviews

16. SEO thrives on
Keyword Rich Content
+
Good Site structure
+
Quality Links

17. There are two aspects to SEO

19. • Meta Tags
– Meta Title
– Meta Description
– Meta Keywords
• Header Tags
• ALT Tags
• Canonical Tags
• XML Sitemap
• Social Media Tags
• Backlink Analysis
Onpage Activities:
• Breadcrumbs
• URL Structure
• Keyword Rich Content
• Custom 404 Page
• Internal Content Linking
• Rich Snippets
• Schema Markups
• Robots.txt
• Competition Analysis

20. Onpage Activities
• Meta Title, Description & Keywords
– Title tags technically called title elements
– It define title element of document
• Meta Description
– Meta Description are HTML Attributes that provide
concise explanation of the content
– Meta Description are commonly used on SERP
• Meta Keywords
– Meta Keywords appear in HTML code of Homepage
– It tell Search Engines what the topic of the page is

21. Onpage Activities
• Header Tags
– It is a very important factor affecting onsite SEO
– Having clear hierarchy will in heading tags will make it more user
friendly
• ALT Tags
– Search Engine doesn’t understand images. It can only read texts and
codes
– Through ALT attribute, it conveys search engine what the image is all
about
• Canonical Tags
– This tag helps avoid page duplication and multiple URL issue

22. Onpage Activities
• XML Sitemap
– Sitemap is a hierarchical list of pages
– XML document provides instructions to search engine crawl bots
• Social Media Tags
– OG (Open Graph) Tags & Twitter Cards passes the Page Image, Title &
Description when the page is shared or liked on social media portal
• Backlink Analysis
– Backlink Analysis allows you to analyze the incoming links and evaluate the
quality

23. Onpage Activities
• Breadcrumb
– It allows users to keep track of their locations within the website
• URL Structure
– URL is one of the key concepts of the Web
– Overuse of hyphens and underscores in URLs can be seen as spammy
– URL should always be logical and keyword rich
• Keyword Rich Content
– Content is considered to be the king in SEO
– Writing high-quality content should be a key aspect of every SEO

24. Onpage Activities
• Custom 404 Page
– It helps in reducing bounce rate of the website
• Internal Content Linking
– It helps user to navigate from one page to another through Anchor Text
• Rich Snippets
– Rich snippets are additional pieces of information that the search engine is
able to identify on the page
– It is used to enhance the searcher's understanding of the value of that page

25. Onpage Activities
• Schema Markup
– This code is implemented in HTML to improve the way website is represented in
Google SERP
• Robots.txt
– robots.txt is a text file created to instruct search engine about avoid and
indexing of the website pages
• Competitor Analysis
– Competitive analysis is key to success in SEO
– It helps you identify competitors stretegies and evaluate your online strategies

26. Off Page

27. Link
Building
• Social Bookmarking
• Article Submissions
• Image Shares
• Video Posting
• PR
• Content Curation
• Classified Ads
Offpage Activities:
• Group Posting
• PPT Submission
• 3rd
Party Blog
• QnA
• Social Sharing
• FB
• Twitter
• G+

28. Offpage Activities
• Social Bookmarking
– Social bookmarking is a way for people to store, organize, search and
manage “bookmarks” of web pages
• Article Submissions
– Article submission is an art of drawing traffic by submitting SEO
optimized content to article submission websites
• Image Shares
– Image sharing is the most effective method to promote any website
– Sharing quality images in high PR sites helps you get quality backlinks
and referral traffic

29. Offpage Activities
• Video Posting
– Video submission not just helps you to increase website traffic,
but also add credibility to the brand and increase sales
• Press Release
– Press Release submissions improve your site visibility
• Content Curation
– Content curation is organizing, annotating and sharing the best and
most relevant content for your audience

30. Offpage Activities
• Classified Ads
– It is an excellent medium to promote services, products and events on
the web
• Group Posting
– Promoting your website through infographics, content or offers on
various relevant Facebook groups
• PPT Submissions
– PowerPoint submission is an effective online marketing tactic to attract
targeted traffic, get quality inbound links and maximize your site's visibility

31. Offpage Activities
• 3rd
Party Blog Posting
– Blog posting is done to increase web page visibility and drive more
traffic to your site.
– It also helps in increase of keyword rankings
• QnA
– Q&A are very valuable for building the "goodwill" of your company
• Social Sharing
– Social sharing contributes to a brand's authority much in the same
way that external links do
– It also influence the content of your search results

32. Did you know?

33. In 1999, it took Google
one month to crawl
and
build an index of about
50 million pages.
In 2012, the same task
was accomplished in
less than one minute.

34. 16% to 20% of queries that get asked every
day have never been asked before.

35. Every query has to travel on average
1,500 miles to a data center and back to return
the answer to the user.

36. A single Google query uses
1,000 computers in 0.2 seconds
to retrieve an answer.

37. Thank you for
all the Patience

38. Farhan Shaikh
Lead Search Specialist
Avid Traveller
PartyHolic 09er
farhan@agency09.in | +91 8898884335

39. 201 - 202, A Wing, Second Floor, Rizvi Palace, Off Globus, Hill Road, Bandra W, Mumbai-400050. India
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