May 2014By :-digital Marketing Paathshala Contact No :-9999957255,9871549500
What is SEO Relevancy Keywords Search Engines: How content is obtained Site / Domain Factors Page Factors Links Other optimization ideas
A subset of Search Engine Marketing Sometimes considered to be unique to SEM Focuses on the natural, organic relevancy
and ranking of content in search results. Some practices extended into Search
Engine Marketing (i.e. obtaining links)
The act of promoting content. The overall activity around using search
engines to market a site or online entity. Includes:
◦ Search Engine Optimization◦ Paid Inclusion◦ Pay Per Click (PPC)
SEO SEM/PPC
Pros • Free (not including resources) • Searchers click on organic search results more often than paid PPC links
• Excellent at creating awareness quickly• Campaigns can be budgeted to fit a business’s needs
Cons • Time consuming• Takes longer to see results
• Can be pricey ($25-$100,000 a month)• Must be managed constantly (daily/weekly)• ROI can be difficult to manage• Clickfraud
White Hat/Good vs. Black Hat/EvilWhite Hat
Follows search engine guidelinesStrives for best possible search engine
ranking; #1 ranking if possible
Black HatKnowingly breaks many/most of the
search engine guidelinesMisrepresents content via techniquesUses techniques to trick either the
search engine, searcher, or bothPromises #1 ranking
The overall goal:◦ Search engines: to deliver the most relevant
search results possible◦ Searchers: to find the most relevant search
result◦ Site Owners: to optimize their site and it’s
content for the most relevant searcher True relevancy has become hip; it’s not a
fad
Keyword Research and
Analysis
Analyze Site for Crawl / Performance issues
Implement Optimizations Monitor results
Repeat as needed
The core of Search Engine Optimization Keywords are the terms used by searchers
to find information The goal is to leverage and implement the
same keywords throughout your content in a natural manner, to match the audience who’s searching for your information and you’re looking to attract
Keyword discovery and analysis is never ending
Known keywordsAsk the business ownerAsk the customersCheck the current server logs or analytics toolCheck the site search logs
Competitor’s keywordsLook at the words in the <title> tag / browser barView source to view their META keywordsUse tools to harvest the keywords or phrases
prominent on their site
Always include variations of keywordsPlurals (widgets, churches)Synonyms (cruise, sail, journey, tour)Stems (fish, fishing)International spelling differences (Harbor /Harbour)
Online ToolsCreated for PPC, used for SEO as wellTools
Google Adwords Keywords ToolTrellian (free trial)WordTracker (free trial)SEOBook SEOTool Keyword Suggestion Tool
Use multiple tools to cross-check & validate findings in other tools
It depends on the context & themes of your pagesthe audience you’re targeting (researchers,
buyers)Use keywords
That are being searched onThat have medium to low competitionThat you can build quality content that site
visitors will appreciate Use keywords that
Aid the search engines in understanding your content
Aid users and persuade them to act
Possible direction of search engines to determine relevancy◦ Site/folder structure◦ Content text◦ Link text
• Search Engines send “bots,” that spider the web.• Crawls via hyperlinks
<a href=http://www.mysite.com/>
Content
Meta Data
Links
Theme
So what happens when a search engine bot visits your site?
1. First, it checks for the robots.txt file for any instructions
2. Second, it begins to crawl, following links in your site from the current page. It also pays attention to any page level robots instructions (noindex/nofollow).
3. It grabs the content and meta data (title, description, link labels, text, attributes)
4. Adds to it’s index
Site-wide control Adhered to by most search
bots Can control access to areas
of your websiteDisallow crawling of portions of
your website Can limit control to all or
select search bots Placed in the root of your
website More Robots.txt info:
http://www.robotstxt.org/
Page level control Placed as a meta
tag in the <head> portion of your pages
Controls who the search bot crawls through the page
Variations:
• <meta name=“robots" content=“index,follow" />
• <meta name=“robots" content=“noindex,nofollow" />
• <meta name=“robots" content=“noindex,follow" />
• <meta name=“robots" content=“index,nofollow" />
Robots.txt/Meta Robots conflictsOne set of instructions in robot.txt, different
instructions in meta robot Server performance
If sever not available when search bot visits, will revisit, but learns and decreases the frequency of visits
If server slow, bot will crawl what it can, then move on (incomplete crawl)
JavaScriptCannot follow hyperlinks embedded or generated by
JavaScriptPop-upsDHTML pull-down menus
Dynamic URLsExample:www.mydomain.com/products/item.asp?id=20&cat=bd&cty=102&sessionid=56720938762s345h10293847nnm65748392021&cookie=WEGQIEMCE...Numerous parameters can prevent crawlingSession ids can cause crawling issues; duplicate content issuesSolution
Make URLs are short as possible (1000 characters too long) Up to 2 parameters OK, more a risk Do not use session ids; If multiple parameters & session ids a must, use a URL rewrite method
(mod-rewrite (Apache))Example:Before: http://www.amazon.com/Dont-Make-Me-Think-Usability/dp/0321344758/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1207686806&sr=8-1
After:http://www.amazon.com/Common-Approach-Usability-Circle-Com-Library/dp/0789723107
Content-to-Code Ratio (example 203kb)
Code used to display page
vs. Content that is displayed
(X)HTML + attributes & CSS (embedded & inline)
& JavaScript
vs.Text & Images
vs.
In browser, view source to
view code bloat
In browser, view source to
view code bloat
How to:1. Obtain links to your site from authoritative
sources Will get crawled/indexed organically
2. Submit your site to the search engines Google Yahoo MSN Ask (?) What about the others?
3. Monitor your indexed pages
Trusted Feed to push your content into Google
Generate Site Maps online - http://www.xml-sitemaps.com/◦ Can be used for both Google & Microsoft Live Search
Domain / Site Page Elements Links
Age of siteBuilds prominence, credentialsInbound link popularity into siteTopical inbound link relevancy into siteLink/Content topical themeFrequency of new inbound linksNumber of queries over time where site appears
in resultsKeywords in DomainKeywords in folder structure
Age of document Freshness of document Page filename (use keywords, hyphens as
separators) #/Quality/Relevance of inbound/outbound
links Page theme (content focused on a single
topic, not topically scattered) Leverage CSS layouts with external
stylesheets and external JavaScript to increase Content-to-Code ratio
One of the most important things you can do – fast
Unique title for every page on your site Should contain one or two keywords, specific to
the content on the page Most important keyword/phrase at beginning of <title>
Repeat keyword/phrase up to 2 times Limit to approx. 65 characters Will appear as browser window title, link label in
search resultsWrite the title to be persuasive to humans
Code example:
<title>Rubber Widgets – Largest Selection of Rubber Widgets</title>
Dreamweaver example:
What about dynamic pages? Use variables in the <title> to interject
keywords for the content of that page/recordExample:
<title><%Prod_Name%> - Best Select of <%Prod_Name%></title>
Meta tags placed in <head> portion of pageExample/Syntax:<meta name=“description” content=“Description info goes here” /><meta name=“keywords” content=“keywords,seperated by,commas,go,here” />
Description: Not used by search engines for relevancy; displayed as result snippet under link label & above URL.Limit to 100-200 characters
Keywords: Banished long ago by search engines due to spamming. No value
Glacier Bay Highlights - Alaskan Glacier Bay CruiseSave up to $300 per cabin - ends 3/31/08! This Alaskan Glacier Bay cruise itinerary is a perfect shorter getaway cruise in the beautiful remote wilderness of Alaska's ...www.sunstonetours.com/alaska/itins/cw_GlacierBayHighlights.asp - 32k - Cached - Similar pages
<title>Glacier Bay Highlights - Alaskan Glacier Bay Cruise</title>
<meta name="description" content="Save up to $300 per cabin - ends 3/31/08! This Alaskan Glacier Bay cruise itinerary is a perfect shorter getaway cruise in the beautiful remote wilderness of Alaska's Inside Passage. Experience the true meaning of wonder in the soaring sanctuary of Glacier Bay National Park.">
<meta name="keywords" content="glacier bay, short cruises, glacier bay alaska, glacier bay cruise, glacier bay national park, cruise west cruises, cruise west alaska">
=
Everything visible in a web browser Keywords implemented should support the overall
theme of the page Factors
Keyword prominence: where on the page it appearsMain keywords at beginning of content, supporting keywords
throughout the middle, then the primary repeated again near the end of the content
Keyword density: how often your keywords appear in relation to all other words on the page (goal: 5-7%)
Keyword frequency: number of occurrences on the page Search engines also look at content around the
keywords; check for theme relevancy
Include primary or supporting keywords in your highest heading tag (<h1>)
Place supporting keywords in these heading tags◦ <h2> … <h6>
Make sure it makes sense to humans Use CSS to format the look of standard HTML
headings If graphical text desired for headings,
consider image replacement methods
Emphasize text & keywords to show search engines & users that “this is important” to the theme of the page.
Use <strong> for bold Use <em> for emphasize Do not use <b> or <i> (outdated/obsolete) Only emphasize short segments of words
(1-4 words). ◦ Any more loses impact & value of emphasis;
everything is emphasized; dilutes keyword meaning
Give your images descriptive filenameInclude keywords where it makes sense
Use the alt attribute to provide information about the imageShort description of imageInclude keywords where it makes senseMake sure it makes sense to humansAids in usabilityDon’t stuff keywords here; considered
Don’t use images in place of text. If required, consider image replacement techniques
Important part of overall search algorithmHowever, not as important as it once was…
Links within your site to pages within your site (internal links) have some value
Inbound links to your site/pages/content from quality, authoritative sources (external links) considered unbiased, proof that your content is quality
The link’s anchor text is very importantShould contain relevant keywordsRaises the link’s value
Obtain links only from quality, authoritative sources related or relevant to your siteStrive for top sites (example: CNN, Wikipedia)Top sites have good PageRank
Google term for the quality of inbound linksCan view PageRank levels from Google ToolbarTop sites have been around a while
Links to any page on your site; not just homepageDeep linking good
Do not obtain links from “shady” sourcesLink farms, ringsLink exchanges from sources of little/no Page Rank
Do not purchase links from others
Blogs create a bloglink to your sitecomment on other subject related, relevant blogs
RSS Feed SyndicationSyndicate information from your site / blog to be
displayed on other websitesControl the anchor text
Press Releases submitted to online PR distributorsLink back to your site
Articles topics of expertise, syndicated on the webLink back to your site
Industry Sources / Subject Authority Websites
Google – Webmaster Central◦ Internal & External (inbound) links
Yahoo – link:[URL]
Google Base / Product Search / One Box◦ Google Base: Online database of products.
Originally created for classifieds Can upload information about your products
◦ Google Product Search (formerly Froogle) Shopping search engine providing searchable index
of products for purchase◦ Google One Box
For certain keywords, displays content above the organic search results
Use an Analytics tool to monitor your siteVisitsConversionsReferrals
Sites, URLS, KeywordsUse a Monitoring tool to monitor your site’s
rankingRanking (based on keyword)Research competitors
AgeInbound linksKeywords used
Perform detailed keyword analysis
Make sure your site is crawlable
Use Web Standards to create clean, light pages
Implement keywords on appropriate page elements
Obtain links from quality, authoritative sources
Design/implement with the user first, then the search engine in mind
Catch this and like videos at http://www.dmpaathshala.com
Search Engine Relationships◦ Bruce Clay’s Search Engine Relationship Chart
Keyword Tools (online)◦ Google AdWords: Keyword Tool◦ Trellian Keyword Discovery◦ Wordtracker◦ SEOBook SEOTools Keyword Suggestion Tool
Keyword Tools (client-based)◦ Web CEO
AnalyticsGoogle Analytics (Web-based - Free)Stat Counter (Web-based - Free)Mint (Web-based - Fee)Omniture (Web-based - Fee)Webtrends (Web-based – Fee)
MonitoringWeb CEO (Client-based – Trial/Fee)SEO Tool Rank Checker (Web-based – Free/Fee)SEO for Firefox (Browser-based)Google Toolbar (Browser-based)
Books◦ Search Engine Marketing – Mike Moran & Bill Hunt◦ Search Engine Optimization for Dummies – Peter
Kent◦ Building Findable Websites – Aaron Walter◦ Search Marketing Strategies – James Colborn◦ Web Analytics Demystified – Eric Peterson◦ Web Metrics – Jim Sterne◦ The Online Copywriter’s Handbook – Robert Bly
Web SitesSearch Engine LandSEOmozWeb Engine Watch
Podcasts (search for these in iTunes or Google)Daily SearchCastSEO 101
Online CoursesLynda.com – Search Engine Optimization
