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Introduction to Search Engine
        Optimization
The plan today
•   Basics
•   Where SEO fits in the Digital marketing maze
•   What’s the best way to learn SEO
•   Why should you work on SEO from day One of
    your website design
•   How do search engines work
•   Ranking Parameters
•   So many parameters, which to choose !!
•   What separates the men from the boys
Basics
Organic Vs. Paid
Pay Per Click (PPC)
Organic Results (SEO)
Where does SEO fit in the Digital
      marketing maze ?
Top rank = Internet Gold

  Many aspire, few reach it
SEO is the art and science of getting as close to the
          Internet pot of gold as possible
What is the best way to learn
            SEO ?
• Choose a site. ANY site. And not a top ranking
  one. One that you have server access to.
           » Blog, HTML site, CMS backed site, E-commerce site



• And start SEO’ing it NOW.

• Google SEO guide + Written Notes during
  sessions + StudyMate = Competence
Why should you bother to do
   SEO? From Day One..
1) Trust

Users tend to trust 'organic' results more than
                 'paid' results
Paid versus Organic tussle (Traffic)
2) Durability

A well built site will rank well for a long time. Payoff will be
                           long-term.
3) Traffic

And 'free' traffic at that!
Paid versus organic tussle (Spend)
4) A good, user-friendly, useful site

Unexpected side-effect of good SEO practices
Let’s open some code 

    Click to add subtitle
How Search Engines Work
How does the search engine do it?
Find the best sites for anything from 'florist vile parle' to
                     ‘hotels new york’
Is Google clairvoyant? Or all-knowing?
             Or simply magic?
Magic? Not quite.
1) Crawler/ Spider
Instead of building webs, these kind navigate them




     Visiting every webpage on the way, Gather the contents of
                       each web page it visits
2) Indexing
•‘Reading’ each webpage received
• Determine what the page is speaking about
• Organize the contents of the pages in a way that allows efficient retrieval
3) Ranking
Read the user’s query, apply formulas that decide which Web pages best
                           answer that query.
Formula? What formula?
    What would you do?
Ranking Parameters
DOMAIN / SERVER RELATED

• Relevance of Domain/URL
       – Proof : the interest in the keyword rich domains
       – Domain for a lot cannot be helped, but URL can definitely be
         helped ! ( Even in the case of CMS backed sites).

• Age /Trust of Domain
       – Age of domain and renewal date.
       – Distance of the domain from trusted sites
       – Confidence improving data : FAQ, Contact-us, Address.
Domains corresponding to the highly searched terms
           are also the most expensive
Domain monetization business
How to get in the internet hall of fame
META TAG RELATED

• Head and Body.
• Meta Tags (Title, Keyword, Description)
        – http://www.google.com/support/webmasters/bin/answer.py?
          hl=en&answer=79812
        – http://www.google.com/support/webmasters/bin/static.py?p
          age=ugc.cs&url=http://googlewebmastercentral.blogspot.com
          /2009/09/google-does-not-use-keywords-meta-
          tag.html&signed_url=http://www.google.com/url?q=http://go
          oglewebmastercentral.blogspot.com/2009/09/google-does-
          not-use-keywords-meta-
          tag.html&usg=AFQjCNE0EKqBAK79vt7UM7-D-xS-Ry-50A
CONTENT RELATED

• Information Architecture
             –   A well themed site is always preferred. Get the silos right.
             –   Linking back to category and sub-category if applicable
             –   Links back to homepage
             –   One of the important links between usability and SEO
• Site Map
             – http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=156184
• Keyword Density
• Unique well-crafted content
• H1,H2 tags.
             – Has got nothing to do with appearance
• Alt Tags
             – Imp from the usability aspects
• Anchor Text
             – Why you should not be lazy while naming links.
• Freshness of Page
             – Reason why forums do so well.
The value of high-quality original
 content : Ask Demand Media..!
TECHNICAL FACTORS
• Page Loading Time
• Site DownTime
• User experience factors
  (Ajax,Jscipt,Rollovers,presence of Frames)
SOCIAL SIGNALS
OFF-Page related
• Off-page is how Google started !
• It’s a sum of various factors like
     •   Number of inbound links to the domain
     •   Number of inbound links to particular page
     •   Anchor Text
     •   Quality of links
     •   Social Media outreach and Frequency
The days of pure link-building
     guys are numbered
  http://searchengineland.com/new-
  york-times-exposes-j-c-penney-link-
   scheme-that-causes-plummeting-
       rankings-in-google-64529
Which ones should I focus on ?
  How should I prioritize ?
 http://www.seomoz.org/article/searc
          h-ranking-factors
SEO Recipe



Keyword Research        On Page Factors           Link Building   Improved Rankings
How do people search?   Page Title                 Internal       Better Visibility
Competition level       Keywords in Content        External       Increased Traffic
2-4 word phrases        Heading Tags               Anchor Text    More Leads/Sales
                        Technical Structure & Code




 48
What separates the men from the
            boys..
Rules are being rewritten
        regularly..
Whether it’s the way SERP’s look
Or the social aspects of search gaining
              importance
Or how Google, Bing, Miva, Wolfram Alpha
     are competing with each other
Or how search algorithms are changing
The pros have a bigger universe
       while doing SEO
Its not just about Google
       Yahoo, Bing, Ask are all major players too.
(1)Its not just web pages :
Its about news results, Blogs, Images, Videos, Tweets
News results, images, tweets
2) Video, PPT, Image Searches are also increasing



YouTube is India's second largest search engine. If you have
videos wouldn't you want to be found there?
Easy access to a global audience ?
3) Local Search
India has players ranging from Guruji.com to JustDial.
Google Local is a big presence. Also local listers like Burrp and AskLaila.

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Introduction to SEO

  • 1. Introduction to Search Engine Optimization
  • 2. The plan today • Basics • Where SEO fits in the Digital marketing maze • What’s the best way to learn SEO • Why should you work on SEO from day One of your website design • How do search engines work • Ranking Parameters • So many parameters, which to choose !! • What separates the men from the boys
  • 7. Where does SEO fit in the Digital marketing maze ?
  • 8.
  • 9.
  • 10.
  • 11. Top rank = Internet Gold Many aspire, few reach it
  • 12. SEO is the art and science of getting as close to the Internet pot of gold as possible
  • 13. What is the best way to learn SEO ?
  • 14. • Choose a site. ANY site. And not a top ranking one. One that you have server access to. » Blog, HTML site, CMS backed site, E-commerce site • And start SEO’ing it NOW. • Google SEO guide + Written Notes during sessions + StudyMate = Competence
  • 15. Why should you bother to do SEO? From Day One..
  • 16. 1) Trust Users tend to trust 'organic' results more than 'paid' results
  • 17. Paid versus Organic tussle (Traffic)
  • 18. 2) Durability A well built site will rank well for a long time. Payoff will be long-term.
  • 19. 3) Traffic And 'free' traffic at that!
  • 20. Paid versus organic tussle (Spend)
  • 21. 4) A good, user-friendly, useful site Unexpected side-effect of good SEO practices
  • 22. Let’s open some code  Click to add subtitle
  • 24. How does the search engine do it? Find the best sites for anything from 'florist vile parle' to ‘hotels new york’
  • 25. Is Google clairvoyant? Or all-knowing? Or simply magic?
  • 28. Instead of building webs, these kind navigate them Visiting every webpage on the way, Gather the contents of each web page it visits
  • 29.
  • 30. 2) Indexing •‘Reading’ each webpage received • Determine what the page is speaking about • Organize the contents of the pages in a way that allows efficient retrieval
  • 31. 3) Ranking Read the user’s query, apply formulas that decide which Web pages best answer that query.
  • 32. Formula? What formula? What would you do?
  • 34. DOMAIN / SERVER RELATED • Relevance of Domain/URL – Proof : the interest in the keyword rich domains – Domain for a lot cannot be helped, but URL can definitely be helped ! ( Even in the case of CMS backed sites). • Age /Trust of Domain – Age of domain and renewal date. – Distance of the domain from trusted sites – Confidence improving data : FAQ, Contact-us, Address.
  • 35. Domains corresponding to the highly searched terms are also the most expensive
  • 37. How to get in the internet hall of fame
  • 38. META TAG RELATED • Head and Body. • Meta Tags (Title, Keyword, Description) – http://www.google.com/support/webmasters/bin/answer.py? hl=en&answer=79812 – http://www.google.com/support/webmasters/bin/static.py?p age=ugc.cs&url=http://googlewebmastercentral.blogspot.com /2009/09/google-does-not-use-keywords-meta- tag.html&signed_url=http://www.google.com/url?q=http://go oglewebmastercentral.blogspot.com/2009/09/google-does- not-use-keywords-meta- tag.html&usg=AFQjCNE0EKqBAK79vt7UM7-D-xS-Ry-50A
  • 39. CONTENT RELATED • Information Architecture – A well themed site is always preferred. Get the silos right. – Linking back to category and sub-category if applicable – Links back to homepage – One of the important links between usability and SEO • Site Map – http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=156184 • Keyword Density • Unique well-crafted content • H1,H2 tags. – Has got nothing to do with appearance • Alt Tags – Imp from the usability aspects • Anchor Text – Why you should not be lazy while naming links. • Freshness of Page – Reason why forums do so well.
  • 40.
  • 41. The value of high-quality original content : Ask Demand Media..!
  • 42.
  • 43. TECHNICAL FACTORS • Page Loading Time • Site DownTime • User experience factors (Ajax,Jscipt,Rollovers,presence of Frames)
  • 45. OFF-Page related • Off-page is how Google started ! • It’s a sum of various factors like • Number of inbound links to the domain • Number of inbound links to particular page • Anchor Text • Quality of links • Social Media outreach and Frequency
  • 46. The days of pure link-building guys are numbered http://searchengineland.com/new- york-times-exposes-j-c-penney-link- scheme-that-causes-plummeting- rankings-in-google-64529
  • 47. Which ones should I focus on ? How should I prioritize ? http://www.seomoz.org/article/searc h-ranking-factors
  • 48. SEO Recipe Keyword Research On Page Factors Link Building Improved Rankings How do people search? Page Title Internal Better Visibility Competition level Keywords in Content External Increased Traffic 2-4 word phrases Heading Tags Anchor Text More Leads/Sales Technical Structure & Code 48
  • 49. What separates the men from the boys..
  • 50. Rules are being rewritten regularly..
  • 51. Whether it’s the way SERP’s look
  • 52. Or the social aspects of search gaining importance
  • 53. Or how Google, Bing, Miva, Wolfram Alpha are competing with each other
  • 54. Or how search algorithms are changing
  • 55. The pros have a bigger universe while doing SEO
  • 56. Its not just about Google Yahoo, Bing, Ask are all major players too.
  • 57. (1)Its not just web pages : Its about news results, Blogs, Images, Videos, Tweets
  • 59. 2) Video, PPT, Image Searches are also increasing YouTube is India's second largest search engine. If you have videos wouldn't you want to be found there?
  • 60. Easy access to a global audience ?
  • 61. 3) Local Search India has players ranging from Guruji.com to JustDial. Google Local is a big presence. Also local listers like Burrp and AskLaila.

Notas do Editor

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  2. Tag tool
  3. Site:
  4. Google Webmaster
  5. Yahoo site explorer
  6. http://www.youtube.com/watch?v=C-rnxNFRAQA&feature=player_embedded