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SEO Training

By -Shashank GuptaCEO & Founder

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 traffic.

Importance of SEO

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Web Search is Popular

In Dec 2009, an Est. 1.8 Billion people used the Internet

Global Browser Market share

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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 activities on the web, quickly

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.

Global Search Trends

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Searches By Query Length

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Words 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%

No of keywords Used in Search

Searches by Category

Click through rate by Search engine

result page

Visibility on Google

WHAT IS SEO?

SEO is the act of modifying a website to

increase its ranking in organic (vs paid),

crawler-based listings of search engines

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

Major SEs that index pages using spiders: Google, Yahoo,

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www.webseoservices.inwww.webseoservices.in

Differentiating SEO & PPC

WHICH WAY TO GO?

SEO Process

Off – Page Factors

Bookmarking

Video Social Networking

ArticlesContent

Blogs

On Page Factors

Off Page Factors

Combination

SEO Research & Analysis

Market Research

Keyword Research and Analysis

Keyword opportunity

Competitors Website

SEO Process

On Page Optimization

Step 1

Off Page Optimization / Link Building

Step 2

Tracking

Step 3

•Analyze•Implement •Track

Step 4

ON PAGE FACTORS

On page Factors

Unique Non-SpammyContent

Outbound Links

Internal Link Building

Navigation Coding

HTML or CSS ValidationKeyword

Proximity & Body Text &

Keyword Density

Domain Names &

Suggestions

Layout & Design

Title Tags

Heading, Bold Text

Description Tags

Alt Tags /

Anchor Text

XML site map

creation

ON PAGE FACTORS

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Page <Title> Tags

What it Does

The text placed in the title tag (between the <TITLE> and </TITLE> portions) will appear in the title bar of someone's browser when they view the web page

Viewed by the experts in SEO as one of the most important factors in on-site SEO.

Each page should have unique title, using a keyword or keyword phrase to describe what the

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Where Page Title Tags Are Found (Source Code and Website):

3232

Meta-Page Description

What 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.

The information in these tags can influence how search engines rank your site for relevance.

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Where Meta-Descriptions Are Found (Search Engines and Source

Code):

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Where Meta-Page Keywords Are Found (Source Code):

35353535

Alt-Tags on Images

What 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

Though not exclusively agreed upon by SEO experts, many believe this can be the

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Where Alt-Tags Are Found ( Website and Source Code):

3737373737

On-Page Website Content

Why 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 written out with JavaScript, or embedded in Flash

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On-Page Website Content

Duplicate 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 certainly effect your website rankings.

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Canonical URL and Canonical Tag

Duplicate 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 reduce drastically the amount of duplicate content within your site. Additionally it is a great way to pass the link juice that is lost to the duplicates back to

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XML Sitemaps

What 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 Google's normal crawling process (for example, non-text pages or URLs containing several parameters.)

• How often the pages on your site change. For

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 engines that these URLs exist on the website.

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HTML Sitemaps

What 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 engines, in that a sitemap page will provide excellent internal link structure and anchor text. (This topic will be covered more fully below)

HTML Sitemaps

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Internal Anchor Text

What 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 some weight with the search engines

This is ranked as being one of the most important

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Internal Anchor Text Example :

Un-Optimized Internal Anchor Text:

It's 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. You'll 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.

Optimized Internal Anchor Text:

It's your home or project, so choose your windows and doors

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Clean URLs

The “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, making it more difficult for security penetrations, and a URL which is more

Clean URLs

Things 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.

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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 the dirty work via UGC (User Generated Content)

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 optimized for accessibility and findability

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OFF PAGE FACTORS

Off page Factors

Forum

creation

and

commentin

gRSS Feed submissions

Social Bookmarking

News Commenting

Link Exchange

Via Competition

Analysis

Submitting the URL of your website to search engines.

Submission to relevant

web directories.

Online press releases

Article submission

Blog posting and commenting

OFF PAGE FACTORS

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Link Building

What 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 for the main keyword phrases assigned to targeted pages.

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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”. That's 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 matter is high, the link will provide more semantic and topic specific value.

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Directory Submissions

What 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 have annual fees associated with being listed. Free directories often take months for approval and

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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 trust to a given website, over-submitting a website to hundreds of directories without link

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OFF PAGE FACTOR SOURCES

Source #1: Web Directories

Web Directories are many (thousands)

Web Directories are Dofollow Backlinks

Web Directories approve everyone

Some Web Directories

Source #2: Article Directories

Backlinks from Articles are Relevant

Backlinks from Articles are Dofollow

Backlinks from Articles are High PR

Article Directories have High Authority

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 engines!

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!

Press Releases give

Source #5: Forums Posting

Signature links are non spammy

Posting on relevant threads gives relevant backlink

Forums links are high PR & Dofollow

There are thousands of

Source #6: Blog Commenting

Blog comments link are famous of being High PR and mostly Nofollow

When commenting on blog posts you get highly revelantbacklink

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 syndicated and spread

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 & high PR links

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

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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 retains or loses the value and weight of links.

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The “No Follow”

Is a non-standard HTML attribute value used to instruct search engines that a hyperlink should not influence the link target's ranking in the search engine's index.

What this looks like in the code: <a href="..." rel="nofollow">

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 using this tag, the more important page

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Google Local Places

Benefits of Local Listing

How to Create Google Local Listing

How to Optimize Local Listing

How to get top in

Paid Ad Marketing

Banner Ads

PPC Ads

Text Link Ads

Affiliate Marketing

WEBSITE

Affiliateprogrammes

PPC/PPAAdvertising

DisplayAdvertising

BLOG

DirectorySubmissions

PartnerLinks

ArticleSubmission

PRDistribution

BlogDirectories

SOCIALNETWORKS

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?

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.

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 don't want search engines to index. If you want search engines to index everything in your site, you don't need a robots.txt file (not even an empty one).

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". A robots.txt file located in a subdirectory isn't valid,

Google Analytics

Google Analytics

Installing Google Analytics

How to Study Google Analytics

Interpreting Bars & Figures

How Google Analytics can Help SEO

Social Media Marketing

Social Networking

Social Bookmarking

Press Releases

Articles / Directories

Blogging / Classifieds

Forums / RSS Feeds

SEO Tools

Keyword Density Analyzer Tools

Google Tools

Yahoo Tools

Bing Tools

Text Tools

Comparison Tools

Link Popularity Tools

Search Engines Tools

Site Tools

Miscellaneous Tools

Shashank GuptaOwner & Founder Web SEO Services

Twitter: @shashankscg

Blog: www.webseoservices/blog

Facebook: www.facebook.com/shashankscg

Email: info@webseoservices.in

Website: www.webseoservices.in