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SEO Training | Learn SEO | SEO Course

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SEO Training | Learn SEO | SEO Course

  1. 1. SEO Training By -Shashank Gupta CEO & Founder
  2. 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
  3. 3. Importance of SEO www.webseoservices.in
  4. 4. Web Search is Popular
  5. 5. In Dec 2009, an Est. 1.8 Billion people used the Internet
  6. 6. Global Browser Market share www.webseoservices.in
  7. 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.
  8. 8. Global Search Trends www.webseoservices.in
  9. 9. Searches By Query LengthWords Percentage of Searches 1 25.32% 2 24.96% 3 19.80% 4 13.17% 5 7.53% 6 4.04% 7 2.15% 8 1.19% www.webseoservices.in
  10. 10. No of keywords Used in Search
  11. 11. Searches by Category
  12. 12. Click through rate by Search engine result page
  13. 13. Visibility on Google
  14. 14. WHATIS SEO?
  15. 15. SEO is the act ofmodifying a website to increase its ranking inorganic (vs paid), crawler-based listings ofsearch engines
  16. 16. 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
  17. 17. www.webseoservices.in
  18. 18. www.webseoservices.in
  19. 19. Differentiating SEO & PPC
  20. 20. WHICH WAYTOGO?
  21. 21. SEO Process CombinationOn Page Off PageFactors Factors Off – Page Factors Articles Content Blogs Bookmarking Video Social Networking
  22. 22. SEO Research & Analysis Market Research Keyword Research and Analysis Keyword opportunity
  23. 23. Step 4 SEO Process •Analyze •Implement Step 3 •Track Tracking Step 2 Off Page Optimization / Step 1 Link Building On PageOptimization
  25. 25. Domain Names & Unique Non- Suggestions Spammy Content Layout & Design On page Outbound Links Title TagsHeading, Bold Text FactorsInternal Link Building Navigation CodingDescription Tags Alt Tags / HTML or CSS Validation Anchor Text Keyword Proximity & XML site map Body Text & Keyword
  27. 27. Page <Title> TagsWhat it Does The text placed in the title tag (between the <TITLE> and </TITLE> portions) will appear in the title bar of someones 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
  28. 28. Where Page Title Tags Are Found (Sou 31
  29. 29. Meta-Page DescriptionWhat 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.
  30. 30. Where Meta-Descriptions AreFound (Search Engines and Source Code): 33
  31. 31. Where Meta-Page Keywords Are F 34
  32. 32. Alt-Tags on ImagesWhat 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
  33. 33. Where Alt-Tags Are Found (Website and Source Code): 36
  34. 34. On-Page Website ContentWhy 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
  35. 35. On-Page Website ContentDuplicate 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.
  36. 36. Canonical URL and Canonical TagDuplicate 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
  37. 37. XML SitemapsWhat 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 Googles normal crawling process (for example, non-text 40 pages or URLs containing several parameters.)
  38. 38. 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
  39. 39. HTML SitemapsWhat 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.
  40. 40. HTML Sitemaps
  41. 41. Internal Anchor TextWhat 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
  42. 42. Internal Anchor Text Example : Un-Optimized Internal Anchor Text: Its 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. Youll 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:
  43. 43. Clean URLsThe “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
  44. 44. Clean URLsThings 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.
  45. 45. 48www.webseoservices.in
  46. 46. 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
  47. 47. 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
  48. 48. www.webseoservices.in
  50. 50. Submitting Forum the URL of creation your and website to search commentin engines. RSS Feed submissions Off pageSubmission to relevant web directories. g Online press releases Factors Social Bookmarking News Commenting Article submission Link Exchange Blog posting and commenting Via Competition Analysis
  52. 52. Link BuildingWhat 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
  53. 53.  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”. Thats 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
  54. 54. Directory SubmissionsWhat 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
  55. 55.  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
  57. 57. Source #1: Web Directories  Web Directories are many (thousands)  Web Directories are Dofollow Backlinks  Web Directories approve everyone
  58. 58. Source #2: Article Directories Backlinks from Articles are Relevant Backlinks from Articles are Dofollow Backlinks from Articles are High PR Article Directories have
  59. 59. 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
  60. 60. 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!
  61. 61. Source #5: Forums Posting  Signature links are non spammy  Posting on relevant threads gives relevant backlink  Forums links are high PR & Dofollow
  62. 62. 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
  63. 63. 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
  64. 64. 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 &
  65. 65. 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
  66. 66. 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
  67. 67. The “No Follow” Is a non-standard HTML attribute value used to instruct search engines that a hyperlink should not influence the link targets ranking in the search engines index.What this looks like in the code: <a href="..." rel="nofollow"> 70
  68. 68. 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
  69. 69. www.webseoservices.in
  70. 70. Google Local Places Benefits of Local Listing How to Create Google Local Listing How to Optimize Local Listing
  71. 71. Paid Ad Marketing Banner Ads PPC Ads Text Link Ads Affiliate Marketing
  72. 72. PPC/PPA Advertising Affiliate programmes Display Advertising Directory Submissions BLOG Partner Links Blog WEBSITEDirectories PR Distribution Article SOCIAL Submission NETWORKS
  73. 73. 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?
  74. 74.  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.
  75. 75. 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 dont want search engines to index. If you want search engines to index everything in your site, you dont need a robots.txt file
  76. 76.  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".
  77. 77. Google Analytics Google Analytics Installing Google Analytics How to Study Google Analytics Interpreting Bars & Figures How Google Analytics can Help SEO
  78. 78. Social Media Marketing Social Networking Social Bookmarking Press Releases Articles / Directories Blogging / Classifieds Forums / RSS Feeds
  79. 79. SEO Tools  Comparison Tools Keyword Density Analyzer Tools  Link Popularity Tools Google Tools Yahoo Tools  Search Engines Tools Bing Tools  Site Tools Text Tools
  80. 80. Shashank Gupta Owner & Founder Web SEO ServicesTwitter: @shashankscgBlog: www.webseoservices/blogFacebook: www.facebook.com/shashankscgEmail: info@webseoservices.inWebsite: www.webseoservices.in