SEARCH ENGINE OPTIMIZATION

SEO is part of Search Engine Marketing which is a form of marketing that uses the internet as a channel.

Business earn money from clicks, sales, leads, and ad spaces.

SEO Process

Page Rank Measures the

popularity of a website with other sites

Signifies a vote of trust for the linked to site

A percentage is shared through linking with each other

PR is from 0 to 10. The highest is 10.

Alexa Rank Measures the popularity

of the site with web users

The ranking is measured through the Alexa toolbar

The lesser the number, the higher the ranking

Those in the upper 10,000 ranks are the most often visited

Basic SEO Term

SERPs Acronym for Search

Engine Result Pages 10 links/URL per Page The first 3 pages are

the most critical First 10 pages are so-

so If you’re not in the top

100, you should be alarmed

Keyword Research Keywords are the

building units of any SEO campaign

Sites are ranked based on keyword prominency, topical relevancy, and link text

Advertisers bid for each keyword for PPC ads

Basic SEO Term

SEO affects organic search results, not sponsored search

SEO has three schools practice: Black Hat, White Hat and Grey Hat

Black Hat uses spamming and malicious tricks to deceive the search engines and users

White Hat uses Organic natural methods for increasing search engine visibility

Grey Hats straddle the fence between Black and White

Natural and organic SEO is the ideal way of getting long-term results

Organic and Natural

Black Hat SEO

SEO’s end goal is to drive targeted traffic to the site through certain methods.

SEO activities include link building and websit optimization.

Types of Search Engine Optimization On- Page Optimization Off-Page Optimization

Search Engine Optimization

Set of tasks done to improve your site’s

accessibility, usability, navigation, and content for users and search engines

On-Page Optimization

Competitor Analysis (Pre-Optimization) Keyword Research Content Optimization & Content

Writing Website load time checking / (HTML

size should be less than 30 KB) Landing Page / Landing Page

Optimization Page size of Optimization Website structure - Table Optimization,

CSS, Navigation, Sitemap, Flash to Script Optimization w3C validation Title/Keywords/Description Submission H1 to H6 (Keywords) Updating Page for Local Search

(Address Tag in HTML) Image Tag /Alt Tag / Title in Image Anchor Tag Hyper Text

Internal Linking / External Linking Strong (Bold ) Keyword Text based Menu Image based Menu Web 2.0 Technology (Designing Website/

Tableless Website) Webmaster Tool Verification Sitemap XML submission Google Analytics Code Generation (submit

to all Pages) Robots.txt Monthly Search Result Report (Ranking

Report) Local Search Engine Submission (Maps) &

Google & Yahoo Map Submission Google/Yahoo/MSN Sitemap Creation &

Submit Monthly SEO Report Google AdWords (PPC) & Google AdSense

ON-PAGE OPTIMIZATION

Set of tasks to make your site more accessible and popular to users and search engines by spreading links and promoting your site to target users.

Off-Page Optimization

Set of tasks to make your site more accessible and popular to users and search engines by spreading links and promoting your site to target users.

Off-Page Optimization

Search Engine Submission (One Time)

Local/Map Submission Directory Submission Business Directory

Submission(Niche Directory)

Yellow Page Submission Article Submission Classified Posting Press Release Social Bookmarking

Forum Posting Link Exchange (One

Way) Link Exchange

(Reciprocal) Manual Link Exchange Video Directory Posting Blog Directory Posting RSS Feed/ CSS Feed

Submission SEO Content Writing

Off-Page Optimization

Directory Submission: To submit our website in Google based directories

(Google has approved them) (around 5000 directories)

This helps to improve link popularity of the site.

Social Bookmarking: To submit our website in social bookmarking sites

(E.g. Sites like Stumble Upon and del.icio.us can send significant traffic.

Search engines are using social bookmarks as part of their ranking algorithm. We submit your site in many popular social bookmarking sites. This helps your overall SEO strategy and adds to visibility of your website

Article Submission: We can make good articles related to

customer products and post it in different article sites. We give linking to keywords which redirects to Client’s Website. (around 1000 sites).

Classified Posting: We can make and insert articles in classified

sites (around 50 sites). Different companies data's there is these

kind of sites. E.g. ttp://www.craigslist.org/

RSS FEED (XML FEED) To submit our website in RSS feed websites

(around 200 sites). With all pages of website, we can make

coding with xml generator BLOG SUBMISSION: We create your blog and submit blog on

different Blog directories.

Social Media Optimization

How Search Engine Works: Crawlers or Spiders are

search engine bots that read all the pages they find on the web. They crawl through links.

Different crawlers work for different purposes

They harvest data and store them in the search engine database (Index)

Google Bot – Collects web pages with two assistants. Freshbot – Collects updated data more frequently Deepbot – follows every link that it finds

Imagebot - crawls for Image search MediaBot - used to analyze Adsense pages AdsBot - crawls Adwords landing pages for quality Feedfetcher Google - RSS reader fetcher GSA- Crawler - used by Google Search Appliance Googlebot - Mobile - crawls mobile pages

Type of Google Crawlers

The Sitemap Protocol Sitemaps are an easy way for webmasters to

inform search engines about pages on their sites that are available for crawling.

In its simplest form, a Sitemap is an XML file that lists URLs for a site along with additional metadata about each URL(when it was last updated, how often it usually changes, and how important it is, relative to other URLs in the site) so that search engines can more intelligently crawl the site.

Crawlers can be guided through your site using the robots.txt file or the .htaccess file Bots are told which web document or directory

can or can not be crawled and indexed Crawlers can also be instructed through the

use of meta tags Bots are told whether to crawl and index a page,

follow all links or to completely ignore the page and not store a cache snapshot of it

Terms include nofollow, noindex, noarchive

Guiding Crawlers

Basic Link Building Methods

URL Submissions Submitting your site’s domain or its individual pages to

human –edited directories Social Bookmarking

Submitting your site’s domain or its individual pages to social bookmarking sites

Blog Commenting: Commenting in blogs using your site’s domain as URL for

linking back or for permalinks

Forum Posting Participating in forums that serve a niche or

specific community of people with the same interests as yours

Make sure you have a signature link for each of your posts

Article Submission: Submitting articles with links to free article

directories

Knowledge Sharing Participation in wikis such as Mahalo and

Wikipedia , content sharing sites such as Knol, squidoo, Gather and Hub pages

Social Media Optimization (SMO) Online reputation management and branding Interlinking social media profiles and sharing

feeds Social networking and building partnerships

Off-Page Optimization Other Methods

Reciprocal Linking Searching for topically relevant sites/blogs and

asking for links from the webmaster or bloggers

Three-Way Linking A linking strategy involving three sites with site A

linking to Site B which in turn links to site C that links back to site A

One Way Linking: A site links to another without expecting a link

back

Off-Page Optimization Linking Strategies

With all these methods applied how does one measure their effectiveness?

Through analyzing the website statistics, e.g. no. of visits, referrers, bounce rate, avg.time one site, pages visited, keywords used

Through tracking the number of back links, the increase in Page Rank for your internal pages, and increase in Alexa ranking.

Measuring Effectiveness

SITE ANALYTICS CONCEPTS

Bounce Rate – the percentage of visits that end with the user leaving site

Referrers – Sites or pages from which the user came from to reach to reach your site

Landing pages – the pages from your site on which users arrived first. This can be any page.

Goals – Pages where we want the user to go (e.g. payment pages)

Unique Visits – number of unique users (both humans and bots) based on IP or user-agent ID

Avg. Time on Site – Indicates the amount of interest your site’s content generates

Site Analytics Concepts

Conversions are desired events happening at a website such as:

Impressions – no. of times a document or file such as banner ad is requested/downloaded

Clicks – a user clicks on a link or ad image Leads – Possible customers/clients which might lead to

sale Sales – an event is a sale when the client/customer

has finished the payment process

Each conversion earns the site owner a profit

END GOAL OF SEO IS CONVERSION

REPORTS

Daily, Weekly or Monthly Analytic Report2. Daily, Weekly or Monthly SEO Report

Visitor comes from where (which countries, states, cities, etc.)

With direct/search engine/reference sites Which keywords they use more Stayed how many minutes/how much bounce rate Which internet service provider How many repeated visitors/new visitors (not our staff,

dealers, etc.) Trend on particular days Which page more visited Which language they use

Monthly Report

THANK YOU FOR YOUR TIME AND PATIENCE…………