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Search Engine

Optimization

Basics Of

How to get the

Most out of

your website?

Improvise Adapt Overcome

TABLE OF CONTENTS

Search Engine

How search works?

Search Engine Optimization

On page SEO Introduction

Off page SEO Introduction

On page SEO

Off page SEO

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WHAT IS SEARCH ENGINE???

A Web search engine is a software that

is designed to search for information on the

world wide web The search results are

generally presented in a line of results often

referred to as search engine results

pages (SERPs)

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HOW SEARCH WORKS ?

Crawling and Indexing

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30 TRILLION

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That is crawler follow links from page to page

A Web crawler is an Internet bot that systematically browses the World

Wide Web, typically for the purpose of Web indexing.

A Web crawler may also be called a Web spider

Then the bot sorts the

pages

By their Content and other factors

And bot keep track of it all in

THE INDEX

100 million gigabytes

It's over

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Search Engines have

programs & formulas

to deliver the Best Results possible

Relevant Documents from the

Site & page Quality Freshness Safe search User Context

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And you get THE RESULTS In SERP( Search Engine Result Pages)

Example:

Advertisement Goes Here And Here

And Here You Get your

Organic Results

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Statistics of

Search Engine Result Page

CTR : Click Through Rate

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Search engine optimization is often about making small

Modifications to parts of your website.

Its Done to improve

Quality Quantity

Of traffic to a website from Search engine &

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Every Coin Have

Two Sides

On page optimization is the modifications Done on the page/HTML coding.

Off-page optimization refers to factors that are off-site or depends not on the coding on your page but have an effect on your Web site or Web page listing in natural search results

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On Page SEO

Create unique, accurate

page titles

A title tag tells both users and search engines what is the topic of each page is.

Page title contents are displayed in search results

Avoid : choosing a title that has no relation

to the content on the page.

using default or vague titles like

"Untitled" or "New Page 1“

stuffing unneeded keywords in your

title tags

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On Page SEO

Accurately

the page's content and summarize

descriptions for each page

Use unique

Avoid : writing a description meta tag that

has no relation to the content on the

page.

using generic descriptions like "This

is a web page" or “page about___”

filling the description with only

keywords

using a single description meta tag

across all of your site's pages or a

large group of pages

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On Page SEO

www.seo.com/ Page1/ Page2

Use Better URL Structure

Bad URL Structure

www.seo.com/ Seo/ On-page-seo

Good URL Structure

Creating descriptive categories and filenames for the documents on your website can not only help you keep your site better organized, but it could also lead to better crawling of your documents by search engines

Avoid :

choosing generic page names like

"page1.html"

using lengthy URLs with

unnecessary parameters and

session IDs

using excessive keywords

like“seo-seopakages-pakageseo-

seoservice.html"

having deep nesting of

subdirectories like

".../dir1/dir2/dir3/dir4/dir5/dir6/

page.html"

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On Page SEO

Users and Search engines Love Sites with Good

Navigation structure

Use BreadCrumb

List Navigations

Use Site maps, One for users

One for Search Engines

Use texts to navigate users from one

page to another, it helps crawlers to

easily understand your site.

Avoid the extensive use of images,

java scripts or dropdown menu for

navigation.

Use a custom 404(page not found)

page. This can help to improve user

experience by guiding them back to

working pages when they end up in

a page that not exist in our page by

following a broken link or entering a

wrong url.

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On Page SEO Quality

Content

Write your contents in a easy to read

text, users love well written contents.

Stay on your topic, don’t slip away

from one topic to another.

Try to write your content with fresh

ideas and present it in a creative

way.

Use anchor texts to navigate through

the contents or to related posts.

Avoid creating contents primarily for

search engines.

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On Page SEO Optimize the

Images On your site

Alt tag: Beautiful sunset

Use small but descriptive alt tags for

images. Store your images in same folder and manage them using same format.

Give sitemaps for images, here you

can provide more details about the

image for the search engine.

Use alt tag if you are using image as

link, this will help crawlers to know

more about the page you are linking

to.

Don’t use -generic terms as your

image file name, lengthy alt tags and

keyword stuffing when naming the

images.

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On Page SEO

heading tags Practice good use of

Heading tags helps to catch users’ eye, so use them wisely.

Use header tags only on

right places.

Too much of anything is not

good…

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On Page SEO

Use Robots.txt

To block the pages on your site that need not to be crawled by the crawler.

Don’t use robots.txt to block sensitive contents. Even though it will be blocked from crawling, users still can peek into the pages by directly giving the URL.

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On Page SEO

U

S

E

To prevent the possibility of

spamming

If you want to tell the crawler not to follow

certain links on your site then you can use

rel=“nofollow” attribute.

It can Help you to

Comment

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On Page SEO

IN short

Make your website

For the Users

Make your users make happy and you will automatically do better Business

The way they like it and expect it

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Off Page SEO A website with good content alone cant make you

on top of SERP !!!

Other factors are

The

brand

factor

Backlinks Social

signals

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Off Page SEO Brands rank in the 1st position, even

if they do not meet certain criteria, or

if they do not meet them to a

sufficient extent. Conclusion: From

Google's perspective, brands have a

special role and are strongly preferred

by being ranked first in SERPs.

The

brand

factor

In most markets Brands Dominates

With a market share more than 72%

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Off Page SEO

Social

signals

Each likes/shares/tweets values in SEO.

More the popularity in social media site the more you get on SEO and Sales basis .

Social media popularity also boosts brand value.

Social signals brings more traffic and conversions than any other medium in short span of time.

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Off Page SEO

Backlinks

The more links pointing towards your site the more your SEO value

But the links should be from Relevant sites

Avoid links from link farming sites, network sites, adult sites, expired domains etc

Make sure that the links follow anchor text diversification, landing page diversification etc

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Off Page SEO What to do ?

Article Submission Articles can be used to tell about the company, products and services, to present your case studies, latest findings etc. Your article should have something unique to keep you apart from all other craps.

BRAND

Articles should be content worthy, Well researched & Well presented. Article may not bring much SEO value but These can be used to boost your brand value, to keep constant interactions with clients or the market and to increase the online presence .

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Off Page SEO What to do ?

Directory Submission Now a days people prefer directories to find better products and services since searching in a directory is easy, categorized properly and also you can view comments and reviews when compared to normal search engines

Directory submission should be performed with extreme care. You should avoid -network, other language, irrelevant directories. Listing in country directory will help you If you are concentrating on specified country, Relevant Niche directory submission is also a good practice.

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Off Page SEO What to do ?

Press release distribution You can use press release to tell your targeted audience about your new products, services & policies. If you are new to the business you can use the same to announce your launching.

Press release can be used for brand exposure, brand history, frequent announcements and reach. PR can bring solid backlinks to your site.

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Off Page SEO What to do ?

Video distribution Videos are viral on the web, a good video can get more than 10000 hits a day. So if you have a video its important to share and distribute to the web to get high exposure.

Another way to spread your idea through internet fast and effectively document sharing. You can share ppt, pdf, doc, spread sheet, word files as document sharing

Document sharing

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Off Page SEO On Page SEO Money

Conclusion :

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Special Thanks to