A presentation on the Basics of Search Engine Optimisation (SEO) - What & Why of SEO. It involves understanding the basics of On Page SEO, Off Page SEO and how to track the results of the SEO effort. This presentation was created by Google Partner & South India's leading digital agency, Social Beat.

1. The Why & What of Search Engine Optimisation

2. It’s complex yet simple: 60 Trillion Pages but Google sorts them in a fraction of a second

3. It’s complex yet simple: Google crawls page after page & sorts them out

4. Google uses 200 ranking signals & tend not to disclose what are all these signals

5. 200+ factors but they can be themed in thematic clusters to allow a focused approach

6. Based on these factors Google showcases the search results across platforms

7. And it’s no longer just abut the top keywords, but a range of long tail keywords

8. For simplicity we shall tackle them as On Page SEO & Off Page SEO
On Page SEO
(elements on the
website)
Off Page SEO
(elements outside
of the website)

9. On Page SEO

10. What Google Wants: On Page SEO
• Content designed for
users
• Frequent & engaging
• Content created from
keyword & user research
Great Content
• Legible Links & URLs
• Breadcrumbs & indexing
of website
• Viewable by Google as
viewed by users
(Robots.txt)
Architecture • Engaging User experience
& Fast website
• Meta tags to explain
what the content is (non
text content too)
HTML

11. Example of content designed for users

12. Viewable by Google – Need to ensure the Robots.txt is not blocking CSS & JS files

13. How users see the website should be how Google sees the website:
Use Google Webmaster to check this for your website

14. Some Terminologies of On Page SEO
Rel=No Follow (to
ensure SEO juice from
your site is not passed
on)
Sitemap.xml (So that
Google knows what
pages exist & what is
their importance)
Crawl Errors (All pages
need to be redirected if
they no longer exist)
Robots.txt (Telling
Google which pages to
ignore. Avoid blocking
CSS & JS)
Image Alt Tags (To tell
Google what these
images are as Google
cannot read images)
URL & IP Canonical (To
allow the IP address of
your website to point
to your website)
Mobile Usability
(Mobile user
friendliness is a major
focus for 2015)
Site Speed (Speed of
your website is critical
and has been
importance since 2014)

15. Advanced SEO like Rice Snippets can be taken up in the next session

16. Off Page SEO

17. The essence of Off Page SEO is creating good quality links for your site

18. What Google Wants: Off Page SEO
•Quality of backlinks over quantity
of backlinks
•Anchor Keyword should be natural
•Blogger & Influencer Engagement
Back Links
•Shares & Engagement around the
content created
•Traffic from Social directly to
website
Social Sharing •Reviews & Ratings of the website
(especially local places)
•Branded search (users searching
for your brand name)
•Authority in a specific topic – Are
you giving clear signals of which
topics does your website have
authority on
Authority

19. Some Terminologies of On Page SEO
Page Rank (A ranking
methodology used by
Google to understand the
determine the relative
importance of a website)
Keyword Stuffing from Links
(Avoid putting the same
keyword as anchor text for
all links)
Unnatural Links (Links from
unrelated & low quality
sites should be avoided. Do
not buy any links)
Personalisation (Since
Search Results in Google are
personalized need a holistic
tracking mechanism for
success of SEO efforts)

20. Use Google Analytics to track the growth of Google Organic Traffic over a period of time

21. Also look at what pages are driving this Google Traffic to the website

22. This way you can track which blogs are growing & which are declining

23. More importantly focus on the users & the revenue that they have generated for you
Who are they? How are they
getting to your site?
Are they buying or
enquiring about the
products ?
When are they
visiting?

24. Digital Marketing. Focus on Results.
Thank You
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