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1. SEO (Search Engine Optimization)
AGENDA
Search Engine
How Search Engines Work
Factors, Google takes into Account on each search
SEO (Search Engine Optimization)
On-Page Optimization
Off-Page Optimization

2. Search Engine
A program that searches for and identifies items in a database that correspond to
keywords or characters specified by the user, used especially for finding particular
sites on the World Wide Web.
Understand how search engines work
1. A Search Engine Spider crawls the web
2. Builds an index of the words it finds and their location
3. When a user searches, they are searching that index
4. The Search Engine presents the most relevant results of the search from
the index

4. Search Engines

5. Factors Google takes into account on each search
Search term(s) used
Location of person searching
Location used in search completed
Are they logged in?
What is their search history?
Are they using a mobile device?
Ranking Factors
Domain
Site & page quality
Freshness
Is it safe?
User context: history, location etc.
On-page SEO
Off-page SEO
Using over 200 factors

7. SEO (Search Engine Optimization)
Search engine optimization (SEO) is a methodology of strategies, techniques and
tactics used to increase the amount of visitors to a website by obtaining a high-
ranking placement in the search results page of a search engine (SERP)
A search engine results page (SERP) is the page displayed by a search engine in
response to a query by a searcher.

9. Terminology
• Source Code
• Title Tag
• Meta Description
• Headings
• Alt Tag
• Backlinks
• Anchor Text
• Sitrmap

10. Source Code
Press Ctrl+U on your computer's keyboard to see the source code.

11. Title Tag, Meta Description & URL

12. Anchor Texts

13. Concepts: On-Page/Off-Page
The main features that form part of on-
page optimization
The main features that form part of off-
page optimization
Site content and structure Internal linking
Headings (h1-h6) External/ Inbound linking
URLs Link building
Alt tags Content Marketing
Meta tags
Sitemaps

14. On Page SEO
On Page SEO is the practice of optimizing individual web pages to rank higher and
earn more relevant traffic in search engines.

15. On-Page SEO
Keywords are the terms that people search for while trying to find your site.
Keywords that CNN.com uses:
CNN,CNN News, CNN.com, CNN TV, News, News online, Breaking News, U.S. News,
World News, Weather, Business, CNN Money, Sports, Politics, Law, Technology,
Entertainment, Education, Travel, Health, Special Reports, Autos, Developing story,
News Video, CNN Intl
Internal links are located within your website and link from one page on your site to
another on your site.
External Links are hyperlinks that point at (target) any domain other than the
domain the link exists on (source).
Content of the page what makes it worthy of a search result position. It is what the
user came to see and is thus extremely important to the search engines.

16. On-Page SEO
Headings (H1-H6) provide valuable information by highlighting important topics and
the structure of the document. Search engines use headings to index the structure and
content of your web pages
Meta tags are snippets of text that describe a page’s content
 Meta Keywords Attribute - A series of keywords you deem relevant to the page in
question.
 Title Tag - This is the text you'll see at the top of your browser. Search engines view
this text as the "title" of your page.
 Meta Description Attribute - A brief description of the page.

17. On-Page SEO
Image Optimization:
• Use Informative Image Names
• Include Alt Tags for Images
• Minimize File Size and Loading Times
Site Map is a list of pages of a website accessible to crawlers or users.
Sitemap.html- is for user
Sitemap.xml- is for robots

18. Off-Page Optimization
Off page SEO refers to techniques that can be used to improve the position of a web site
in the search engine results page (SERPs). In general, off Page SEO has to do with
promotion methods – beyond website design –for the purpose of ranking a website
higher in the search results.

19. Off-Page Optimization
Social Media Engagement is a major Off-page SEO technique. Social media presence will
help grow your business and also help you get more back links.
Social Bookmarking Sites are one of the best platforms to promote your website. When you
bookmark your webpage or blog post on popular social bookmarking websites, you gain
high traffic to your webpage or blog.
Eg: delicious.com, stumbleupon.com, digg.com, slashdot.org, diigo.com, tumblr.com

20. Off-Page Optimization
Forum Submission: Participate in search forums which are related to your website and
business and make a connection with that community.
Video Submission: If you want to make your videos popular, head to popular video
submission sites. Give a proper title, description, tags and reference links. It is one of the
more popular ways to get quality back links because all video submission websites have
high PR.
Image Submission: Share your photos on popular image submission websites. Before
submitting your images please optimize them with the correct URL and title tag. Before
submitting your images, check if they have a proper title, description and tags.
Document Sharing: Create attractive documents relating to your business or blog. The
documents should have unique content and should be in either pdf or ppt formats.
Submit these documents in the document sharing websites.

21. Off-Page Optimization
Blog Directory Submission: Directory Submission is constantly working to build quality
back links. Choose an effective directory and select a proper category. It takes quite some
time to deliver good results, but these results stand out over a longer time period.
Eg: boingboing.net, technorati.com, elecdir.com, networkedblogs.com