SEO SEARCH ENGINE OPTIMIZATION

“Search engines are the primary interface between people using the Web and websites. We visit a search engine site [like Google “Search engines are the primary interface between people using the Web and websites. We visit a search engine site [like Google, Yahoo, “Search engines are the primary interface between people using the Web and websites. We visit a search engine site [like Google, Yahoo, or Msn] and type keywords or phrases to find relevant websites. Search engine uses their technology to find websites that best match the keywords you are looking for.”

What is Search Engine?

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Why Search Engine’s are so important?

• Search Engines are very important for generating traffic to your site.

• More than 90% of Internet users use search engines to find products, services, and information that they are looking for. 

• When a search engine reviews your website, it looks for different types of clues to establish a ranking. 

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How Search Engine Works❖ Search engines perform several activities in order to deliver search results ❖ Crawling - is the process of fetching all the web pages linked to a web site. This task is performed by a software, called a crawler or a spider (or Googlebot, as is the case with Google). ❖ Indexing - is the process of creating index for all the fetched web pages and keeping them into a giant database from where it can later be retrieved. Essentially, the process of indexing is identifying the words and expressions that best describe the page and assigning the page to particular keywords. ❖

How Search Engine Works❖ Search engines perform several activities in order to deliver search results ❖Processing - When a search request comes, the search engine processes it . i.e. it compares the search string in the search request with the indexed pages in the database. ❖ Calculating Relevancy - Since it is likely that more than one pages contains the search string, so the search engine starts calculating the relevancy of each of the pages in its index to the search string. ❖ Retrieving Results - The last step in search engines' activities is retrieving the best matched results. Basically, it is nothing more than simply displaying them in the browser. Search engines such as Google and Yahoo! often update their relevancy algorithm dozens of times per month. When you see changes in your rankings it is due to an algorithmic shift or something else outside of your control.

How Search Engine WorksIn Short….. A spider or crawler which is a component of search engine gathers listings by automatically “crawling” the web.The spider follows links to web pages, makes copies of the pages and stores them in the search engine’s index.Based on the data, the search engine then indexes the pages and ranks the websites.

In Short…..Search engine employ intelligent program robots called crawlers or spider, which visits thousands of websites every hour and index the pages according to the content.These indexes are huge database containing reference and links to the actual websites. The search engines looks though this database and displays the results.

Major search engines that index pages using spiders are Google, Yahoo, AltaVista, MSN, AOL

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What is search engine optimization?SEO stands for Search Engine Optimization! SEO is the process of improving the volume or quality of traffic on web sites from search engines via search results. SEO aims to improve rankings for relevant keyword in search results.

One description of SEO is a structured method of web site development. Another, more common view is that SEO is a long term strategy of online marketing.

Why SEO is so important?

• 70% Of all users prefer “organic” results as opposed to Pay Per Click ads• 90% Of all users do not go past the first three pages of organic results• Higher return on investment than any comparable form of marketing Benefits of

Medical SEO?• Highest volume of unique site visits (different IP addresses)• 24hour/365day/year Internet promotions• High international profile for a comparatively low outlay• When properly designed and optimized, website should stay long term in the

rankings• High standards validation, works in all browsers

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Types of SEO

The SEO process can be divided into two stages.

1. On-site/On Page Search Engine Optimization

2. Off-Site/Off Page Search Engine Optimization

Both types of SEO are compulsary for your website.

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Search Engine Optimization

Search Engine Optimization (SEO) is the process of optimizing a website so that search engines can find and rank that website for a particular set of keyword phrases.In Brief - SEO is the process of designing and developing a web site to attend a high rank in search engine results. Conceptually, there are two ways of doing SEO ❖ On-Page SEO Optimization - This includes providing good content, good keywords selection, putting keywords on correct places, giving appropriate title to every page etc. ❖ Off-Page SEO Optimization - This includes link building, increasing link popularity by submitting in open directories, search engines, link exchange etc.

On-site Search Engine Optimization

The first stage is Onsite Search Engine Optimization. On-Page optimization is an important part of SEO. If on page optimization of a website is done carefully, then you will have good chance of getting a high search engine ranking.

On-site optimization has anything to do with your actual website. When people talk about on-site optimization, they are referring to a few things.

1. It needs to be coded correctly and pass w3c validation. 2. a proper title description on your pages. 3. Meta tags and descriptions for each page. 4. proper image tags. 5. good content. 6. the proper key words.7. fresh content being a blog, news updates, photo updates, forums etc.

Keep in mind that content is king when it comes to on-site optimization.11

On-site optimization includes the following major components • Title• Meta Tags• Heading Tags• Keywords• Content• Image Optimization

• Image Title Tag• Anchor Text

• SiteMaps• Coding Standards• SEO Header and Footer

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Title TagsTitle tag plays an important role in SEO. Title tag not only provides the overall description of a web page but also it is the sentence, which appears on the search results. Title tag is the one that is linked to your website in the search engine results. We optimize title tag for home page and every sub page to get the maximum benefitSyntax: <title>Important Keyword of the Page – Secondary Keywords | Brand</title>

Meta Tags1. Keyword

Keywords still play an important role in the SEO. We carefully select main keyword for every page in the website and optimize the pages for those keywords.Syntax: <meta name=”keywords” content=”keywords1, keyword2, keyword3…”>

2. DescriptionDescription Meta tag is the sentence, which appears below the title in the search engine results and gives an overall description of the page. We optimize each page's description tag, which are more relevant to the page.Syntax: <meta name=”description” content=”place description here.” >

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Heading tagsAnother important on-page optimization factor is Heading Tag. Search engine considers it mostly when indexing a Web page. Header tag is important for visitors also, since heading tag tells both search engine and visitors what the content is all about.

Heading tags are represented as <h1> to <h6>. <h1> is considered the most important tag by search engine and <h6>, the smallest, and the least important.Syntax: <h1>Most Important Keyword</h1> <h2>2nd Important Keyword</h2>

keyword placement Search engine keyword placement allows a website to rank higher with search engines (SE) and draws traffic to the site. Placement, density, and ranking are all very important issues when it comes to keywords and keyword phrases. The amount of times that words are repeated can make a difference as to how a SE views the content. Quality content with strategically placed words and phrases can make a site rank higher with search engines.

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Content Content is the king. Content must have to unique. It must content the

keywords which we have to target for SEO. No Stuffing of keywords

Image OptimizationOptimizing images is becoming more and more important in for websites. The ALT attribute is an important step that is often overlooked. This can be a lost opportunity for better rankings.

Alt Tag – Optimize your images using descriptive keyword rich ALT text. Don’t stuff the ALT attribute. Make it short and to the point. The keyword rich ALT text for your images could be the tiebreaker over who gets the top spot, so always use it.

Image Title Tag – Image title (the element name speaks for itself) should provide additional information and follow the rules of the regular title: it should be related, short, memorable, and summarizing (a title “offers advisory information about the element for which it is set“).

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Site Maps-

Site Map is 2 Types

1. HTML site Map

2. XML Sitemap

We use XML site map for SEO which is useful for Spiders.

W3C Markup Validition

The W3C Markup Validation Service by the World Wide Web Consortium (W3C) allows Internet users to check HTML documents for conformance to HTML or XHTML standards. It also provides a quick method for web page authors to check their posted pages for mark-up errors.

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SEO Factor

On-Page SEO Off-Page SEO

Domain name SEO Directory Submissions

File Name SEO Social Bookmarking

Title SEO Blog Commenting

Meta Tags SEO Forum Postings

Header Tag SEO Article Submisions

Anchor Text SEO Press Release Submissions

Image Tag SEO Local Business Listings

Footer SEO Search Engine Submissions

Keyword Denstiy, Proximity & Prominence

Social Networking

HTML Code Optimization

SEO Process

We are discussing everything in Web context so in web terminology a keyword is a term that a person enters into a search engine to find specific information. Most people enter search phrases that consists of between two and five words. Such phrases may be called search phrases, keyword phrases, query phrases, or just keywords. Good keyword phrases are specific and descriptive. There are following concepts related to Keywords which helps in optimizing keywords on a web page. A) Keyword Frequency: This is calculated as how often does a keyword appear in a site's title or description. You don't want to go overboard with frequency, however, since on some engines if you repeat a word too many times, you'll be penalized for "spamming" or keyword stuffing. In general though, repeat your keyword in the document as many times as you can get away with, and up to 3-7 times in your META tags.

Search Engine Optimization

We are discussing everything in Web context so in web terminology a keyword is a term that a person enters into a search engine to find specific information. Most people enter search phrases that consists of between two and five words. Such phrases may be called search phrases, keyword phrases, query phrases, or just keywords. Good keyword phrases are specific and descriptive. B) Keyword Weight: This refers to the number of keywords appearing on your Web page compared to the total number of words appearing on that same page. Some search engines consider this when determining the rank of your Web site for a particular keyword search. One technique that often works well is to create some smaller pages, generally just a paragraph long, which emphasize a particular keyword. By keeping the overall number of words to a minimum, you will increase the "weight" of the keyword you are emphasizing.

Search Engine Optimization

C) Keyword Proximity: This refers to the placement of keywords on a Web page in relation to each other or, in some cases, in relation to other words with a similar meaning as the queried keyword. For search engines that grade a keyword match by keyword proximity, the connected phrase .home loans. will outrank a citation that mentions .home mortgage loans. assuming that you are searching only for the phrase "home loans". D) Keyword Prominence: A measure of how early or high up on a page the keywords are found. Having keywords in the first heading and in the first paragraph (first 20 words or so) on a page are best. E) Keyword Density : The actual page content should have a keyword density of about 10% and should weigh in at about 200 words - but there are as many opinions about this as there are SEO experts. Some say keyword density should be 5% and some say it should be 20%. 10% works for me.

Search Engine Optimization

F) Keyword Placement : WHERE your keywords are placed on a page is very important. For example, in most engines, placing the keywords in the Title of the page or in the Heading tags will give it more relevancy. On some engines, placing keywords in the link text, the part that is underlined on the screen in a browser, can add more relevancy to those words. Best Places to Put Keywords: Here is a list of places where you should try to use your main keywords. Keywords in the <title> tag(s). Keywords in the <meta name="description"> Keywords in the <meta name="keyword"> Keywords in <h1> or other headline tags. Keywords in the <a href="http://yourcompany.com">keywords</a> link tags. Keywords in the body copy. Keywords in alt tags.

Search Engine Optimization

Basic Tips & Optimization Techniques

Off-site optimization includes the following major components

1. Directory Submission 2. Social Bookmarking3. Article Submission4. Forum and Blog Posting5. Blog Creation6. Comment Posting7. Press Releases8. Social Networking9. Vedio Submission10. Social Networking11. Classified ads

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Why We submit in directories?

•To get your website indexed •One way links •The targeting of keywords and phrases •Traffic (not such an advantage with most directories) •Most directories are free to submit to

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• In today's world there are infinite websites and to make your website popular is a difficult task, this task of making your website popular is helped by Directory submissions.

• Directory submission is one of the best methods to get

popularity for your website.

• Keyword placements and effective marketing efforts to make your site gain popularity and traffic.

• Through directory submissions your website services are exposed to wider range.

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• Directory services use SEO techniques to improve your page rank over time.

• Site traffic is directly proportional to the site rank.

• Site popularity does not depend upon directory submission alone; it also depends on appropriate link building.

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Directory submission - Process

• Selection of Web Directory –

1. The first step is to select website directories which accept submission.

2. There are three kind of directories Free, Reciprocal and Paid directories.

3. Quality of Internet directory is also important factor as submission to low quality or spam directory can have negative affect on site submitted.

4. The best selection is niche specific directories.

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Search for Website URL -

• Directory editors hate multiple submissions and will likely remove your site if it is already in their listings.

Selection of Proper Category –• Browsing to an appropriate category e.g Computer and

Internet > Internet > Web Promotion > SEO Services.

• Web site submission to proper category has more chance of approvals.

• The best way is to see other site listed in category selected by you. If they are similar to your website it means you have reached at right category.

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Creation of Valid Email Account –

• Valid Email is required so that directory editor can notify you of any issues with your submission.

Filling of Directory Submit Form –

• Next step is filling of form after selecting category.

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• Checking of title, and description of other website listed there to access what is editor view regarding title and description length.

Checking of Directory Listing Approval –

1. Last but not least to check the approval of website submitted.

2. Checking back in a few weeks to see if the site has been added to the directory.

3. This is necessary as in many cases directory editor do not inform about the accepting of website submission.

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Advantages:

• It save time and energy you spend in filling add form, search for directories and there categories.

• It provides one way inbound links to your website from theme based category.

• It drives relevant traffic to your site which converts into sale.

• It helps in fast indexing of your site in search engines.

• It helps in improving you search engine ranking.32

Google Panda :

• Google Panda is a change to Google's search results ranking algorithm that was first released in February 2011. The change aimed to lower the rank of "low-quality sites" or "thin sites" and return higher-quality sites near the top of the search results.

• Google’s Panda Update is a filter introduced in February 2011 meant to stop sites with poor quality content from working their way into Google’s top search results.

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Google Panda :

• Google Panda is a change to Google's search results ranking algorithm that was first released in February 2011. The change aimed to lower the rank of "low-quality sites" or "thin sites" and return higher-quality sites near the top of the search results.

• Google’s Panda Update is a filter introduced in February 2011 meant to stop sites with poor quality content from working their way into Google’s top search results.

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Google Panda :

• It was written by Navneet Panda, which is why it was named Panda, and Vladimir Ofitserov of Google

• The main purpose of the update was just to keep those low quality and low content sites away from the top ranking results and give the actual quality sites their due.

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Google Panda :

• What sort of websites were hit by google panda• Low quality • Duplicate content • Slow site load time• Excessive use of advertisements • Over optimization - According to Google, it

penalized websites that used black-hat SEO tricks to get their low quality content to the top results

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Google Panda :• Tips for recovering from Panda• 1. Write good quality content• 2. Remove poor quality content• 3. Avoid Showing More Ads On Webpage• 4. Become active on social media• 5. Remove duplicate content• 6. Get good, but not cheap(paid) backlinks• 7. Learn basic SEO• 8. Avoid keyword stuffing• 9. 8. Un-index poor quality pages• If you don't want Google to index a low quality page, you

can simply noindex that page. This simply excludes that page from Google search 37

Google Panda :• When Panda was released, Google stated, “Our goal is

simple: to give people the most relevant answers to their queries as quickly as possible. This requires constant tuning of our algorithms, as new content—both good and bad—comes online all the time.”

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Google Penguin:• Another algorithm update from Google that gave SEO

experts another blow was Penguin that was launched in April 2012. The idea underlying the update was simple enough- penalize and decrease the rankings of sites that violate Google’s Webmaster Guidelines set the by the search engine.

• black-hat SEO techniques involved in increasing artificially the ranking of a webpage by manipulating the number of links pointing to the page. Such tactics are commonly described as link schemes.

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Google Penguin: Penguin’s job, in the most basic sense, is to devalue

manipulative links. It does this to penalize websites that use one or more of the following tactics that Google has stated are against the WebmasterGuidelines.

• Paid backlinks • Low quality backlinks (typically generated using automated

tools) • Large numbers of links with optimized anchor text

excessive link exchanges

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PageRank :• What is Google PageRank?• Google Page Rank is a tool designed to rank a web site

that is listed in the Google index. A Page rank of a web page is given on a scale of 0-10. 0 is the lowest possible score for a web site and 10 is the highest.

• High Page rank is defined by the amount, relevance and importance of webpages which link to the webpage. When a webpage links to other webpage, Google believe that to be a vote for the page

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PageRank :• How can you improve your Google PageRank?• 1. Create search engine optimized website. Your website

must be complete of worth. Try for a keyword density of 3-7% and make certain that all keywords and content are relative to your website's idea.

• 2. Use META and title tags properly. One of the largest factors in SEO are META and title tags. You should make sure that title tag is accurate and that theMETA tag describes your website well.

• 3. Submit your site to the Google sitemap. Do so when the website is fulfilled.

• 4. Build targeted traffic to your website.

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Alexa Rank :• What is the Alexa Rank?• Alexa Internet, Inc. is a California-based subsidiary 

company of Amazon.com which provides commercial web traffic data. Founded as an independent company in 1996, Alexa was acquired by Amazon in 1999. Its toolbar collects data on browsing behavior and transmits it to the Alexa website, where it is stored and analyzed, forming the basis for the company's web traffic reporting.

• In simple terms, Alexa Traffic Rank is a rough measure of a website's popularity, compared with all the others out there on the internet, taking into account both the number of visitors and the number of pages viewed on each visit.

• Alexa collects traffic data on a daily basis from millions of users who have installed the Alexa toolbar, and other sources 43

Alexa Rank :• You can download alexa page rank from crome web store

https://chrome.google.com/webstore/category/apps• Official Website is : www.alexa.com

• How can you improve your Alexa Rank?• All you need to do is pick up your traffic to your website.

• Alexa rank is based in descending order towards 1, where highly visited web site is given a rank of 1. Alexa Rankings differ from 1 to a billion

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Thanks!

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