seo services in chennai -Vlsa international services

 Introduction to SEO
◦ Short description of SEO in general
 Basic overview of HTML and CSS
◦ This will only serve to highlight the uses of these
languages for SEO
 SEO techniques
◦ Ways in which we implement SEO
 Viewing and measuring results
◦ How to maintain your SEO campaign

 SEO (Search Engine Optimisation) involves
altering website code, content, and presence
in order to increase rankings in search
engines
 At least half a billion searches are made
worldwide on a daily basis
◦ If you are ranked at the top of a search engine, you
are essentially running a free marketing campaign.

 There are some main players which you must
always consider optimising for, namely Google,
Yahoo, MSN, AOL, and AskJeeves
 Although Google makes up for almost half of
worldwide searches, it is not always a good tactic
to relate your site prominence only on Google
◦ If half a billion searches are made per day, this
means that over 250,000,000 are made on other
Search Engines
 Each search engine searches the web and ranks
sites differently, so when you may be at the top
of one search engine, you might not even be
listed on another one

 Search engines use programs called spiders, or bots, to
search the internet and document their findings.
 Spiders firstly go to a webpage and analyse it
◦ Goes through the HTML code and categorises the most
important words (keywords) in the document.
 It then moves on to any pages that linked from the
current page.
◦ This is one way how search engines find new pages.
◦ It also visits pages that may not be linked by other pages,
but were submitted by search engines.

 Spiders do not see a page like humans do, as
it cannot describe an image, or tell you how
pretty a site looks
◦ Instead, it looks at the HTML code and structures it
to make sense.
 Using a text browser, or disabling images and CSS are
a good way of seeing your site through a search
engines eyes.

www.ialc.org without CSS and Images

www.ialc.org WITH CSS and Images

 (X)HTML is used to describe the data that is on your
page
 CSS is used to format HTML and make it look more
presentable.
 Web standards are continuously trying to separate
content from presentation
◦ Previously, HTML was used for both content and
presentation.
 Latest Versions of the languages
◦ XHTML 1.1
◦ CSS 3

 HTML uses <tags> to describe data
◦ Data is usually enclosed in these tags
 <tag>Data</tag>
 <tag attribute=“data” />
◦ Tags can be images, paragraphs, titles, tables, and
more
 Browsers render these tags differently on your screen.
◦ There is a tendency to depend on these tags also
for formatting, e.g. using tables to keep non-
tabular data
 Not Good!

 Every HTML document has some mandatory elements :
<!DOCTYPE html PUBLIC "-//W3C ... ml1-transitional.dtd">
<html xmlns="http://www.w3.org/1999/xhtml">
<head>
<meta … /> Extra information about the document
<title>Document Title</title>
</head>
<body>
Page Content
</body>
</html>

 Here are some basic tags important to SEO
◦ <h1></h1> , <h2></h2> , <h3></h3> , …
 Header tags – Makes text large and bold
◦ <img src=“location of pic” alt=“alternate text”>
 Image tags – note the alternate text for SEs
◦ <a href=“link URL” title=“link title”>link</a>
 Link tags - Browsers makes the text inside a link
◦ <b>Bold Text</b>
 Not recommended, but is said to help in SEO

 CSS can make a simple HTML page look
completely different.
 CSS has little or no impact on SEO
◦ You can make a site look like whatever you want
without losing SE rankings
 CSS code can be placed within an HTML
document, or in a separate file
◦ If you use a separate file, you can use it for every
page
 This makes updating the way your site looks very
easily, because you only need to update one file.

 Keywords are the words on a webpage that
best describe that page
 Keyword selection is the most important step
to effective SEO
◦ The keywords you use will be the phrases where
you want to be highly ranked on SEs
◦ Time and research should go into selecting the
appropriate keywords before doing any SEO
 What are the words one would use to find your site?

 Continuation on how search engines work…
◦ When a spider goes through a webpage, it determines
the weight of frequently used words in the document,
and considers them the most important in the
document.
◦ The more you use a word in important places, the more
search engines give importance to it.
◦ The words with highest weight are more likely to bring
up your web page when used as a search term.

 You must decide whether to focus on less
frequently used keywords (niche) or compete
for the commonly used ones.
 Here are some tools you can use to see which
keywords are searched for frequently
◦ Google Suggest (beta) (free)
 http://www.google.com/webhp?complete=1&hl=en
◦ Google adwords
 Offers a free keyword tool with its adwords services
◦ WordTracker (paid)
 www.wordtracker.com

 Meta tags are used to provide a description of
the page, and a list of main keywords it uses.
 There is a debate over whether to cram loads
of keywords into these tags, or just select the
most important ones.
◦ Search engines are getting smarter everyday, so
they may penalise you for cramming
◦ Some search engines reportedly don’t even look at
the meta tags (e.g. Google)

 The text in this tag shows up on the top of
your browser window.
 Quite important to include keywords here, as
the title will give a general summary for what
your page is about.
 Most search engines see this tag as an
important tag for categorising what type of
site you have.

 One of the most important tags you must use for
SEO.
◦ Spiders use these to crawl your site, so you must
have links to pages throughout your site.
◦ Other sites that link to yours will send spiders your
way also.
 Google (and others) use anchor tags to rank your
site in many ways:
◦ Firstly, text in anchor tags are given a lot of
importance.
◦ If other sites link to you, this must mean your site is
popular, and so you increase in rankings.
 The most popular sites would, in theory, be linked to
by many websites throughout the internet.

 Since anchor tags are so important, it is vital that you
include keywords in these tags
◦ SEs think the words to describe a link should give a good
indication of what that page is about.
 This is one reason why it is good to have a navigation
bar that uses links to all your sites.
◦ Better that you use words, not images
◦ Try and use <a> tags, and not image maps, flash, etc.
 A sitemap is also an effective way of tying your site up if
you link all your pages to this site map.

 Here is an example of why a sitemap is effective
Page 1
Page 3
Page 4
Page 2
Sitemap
This is a website without a site map.
This is a website with a site map.
Page 1 and 2
can only
reach page 3
via page 4
Page 1 and 2 can
now reach page 3
in many ways

 Throughout your page you will need to use
keywords in order to rank well for that
word
 The most important places of your content
to put keywords are in the headers, at the
beginning, and the end of paragraphs.
 It is importance to balance the overuse of
keywords for the sake of SEO and keeping
the text relevant, readable, and informative
◦ There is no point in having a highly ranked page
if it provides no information to a user, as they
will leave your site immediately

 These tags are considered by search
engines to be a description of your page.
◦ Very important to put in some keywords there.
 It is always a good idea to structure your
content so that it contains these tags at
beginning of paragraphs, tables, sections,
etc.
 It is quite logical that a search engine gets
the overview of a paragraph from a header
tag
◦ We know what this slide is about by looking at
the title of the slide

 Images are not read by search engines, and
so you should avoid using too many images
on your site
◦ Many sites use images for fancy fonts, when they
contain keywords that are never read by a search
engine
 Always use an alt attribute when including an
image
◦ This gives a spider a description of the image, and
also doubles as making your site accessible to blind
people.

 It is important to look at your HTML code and
see the structure of it.
◦ Some pages have too much code, and too little
content
◦ Some code makes it so that content is found at the
bottom of the page.
 Pages that use tables for layout are notorious for doing
this.
 Make sure that keywords are found at the top of
your source code as well as on the actual web
page
◦ Remember, SEs don’t see pages like we do, they
only see our HTML code.

 Sites that are updated regularly are
spidered and indexed more frequently
by SEs
 Sites that change often are considered
by SEs as sites that provide current
information, and must therefore
(although not always) provide up to
date information
◦ This would provide a more relevant set of
results than providing a user with pages that
were made 10 years ago
 News Items are a great way of including
a regular changing page.

 Dynamic code can make updating your
site very easy
◦ Also useful for creating pages on the fly
 E.g. A shopping cart with items you want to buy
 SEs do not always look favourably on
pages with dynamic data
◦ These pages usually have a ? after the page
name and are followed by data
◦ You have to regularly update your site if you
want to do well with dynamic pages
 E.g. Forums

 As said before, links from other sites
are very important.
◦ Google will no list your site if its not found
on an other webpage listed by them
 Methods to get links on other pages
◦ Link Exchange (free)
◦ Paid Advertising
 Google Adwords
 Overture
 Specific Websites

 Once you have started your SEO campaign,
you need to measure your results and make
sure you are improving on SE Rankings
 When you first make changes, SEs may take
up to about four weeks to scan your site for
changes.
◦ There are millions of web pages for them to crawl,
and so it takes time for them to get to you.

 Sometimes, you may not notice an
improvement in your rankings
◦ This can be due to many reasons as many
factors affect your SE rankings
 Competition may be doing better
 Marketing
 More linking from other sites
 Better SEO
 Bad choice of keywords
 Too much competition
 Etc.

 You can view statistics of visitors to your site.
◦ Onestat (paid)
◦ Google Analytics (free)
◦ StatCounter (free)
 You can see what engines are used more to find your
site
◦ You can also see which keywords are used to find your site,
which helps with keyword research
◦ This can help you target particular search engines and
accommodate their searching methods.

 SEO software can be used to scan many SEs
for phrases of your choice and produce visual
results of how your website is doing.
◦ Much faster than doing this manually
◦ You can run regular searches and monitor your
positioning easily and efficiently
 Some SEO software can also help you scan
you pages and make suggestions for
improvements.

 SEO tools :
◦ WebPosition Gold
◦ Advanced Web Ranking

 Links to further SEO resources
http://www.vlsainternationalservices.in

 For more details :
VLSA INTERNATIONAL SERVICES
No. 214/215, 2nd Floor, Raahat Plaza,
Vadaapalani, Chennai, INDIA - 600 026
Web - www.vlsainternationalservices.in
E Mail - vlsainternationalservices@gmail.com
HP - +91 97518 00789 / +91 77081 50152
PH - +91 44 4203 2818

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