Search Engine Optimization (SEO) Definition of SEO? SEO is a Process of improving the ranking of a website on internet search engines.  SEO is a technique which helps search engines find and rank your site higher than the millions of other sites in response to a search query.  SEO (Search Engine Optimization) is the activity of optimizing Web pages or whole sites in order to make them more search engine friendly, thus getting higher positions in search results. Search Engine Optimization (SEO) • is the process of affecting the visibility of a website in a search engine's “natural” or “organic” (not paid for) search results. What is SEO? SEO Stands for Search Engine Optimization. SEO is all about optimizing a web site according by Search Engines. SEO is to improve the volume and quality of traffic to a web site from search engines. SEO is the art of ranking in the search engines. SEO is marketing by understanding how search algorithms work and what human visitors might search How Search Engine Works? 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. 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. Major SEs that index pages using spiders: Google, Altavista, Msn, Aol, lycos. “Spiders read only text, nothing else”

1. Search Engine
Optimization (SEO)
SIDDHARTHA SHEKHAR SINGH

2. Definition of SEO?
 SEO is a Process of improving the ranking of a website on internet search engines.
 SEO is a technique which helps search engines find and rank your site higher than
the millions of other sites in response to a search query.
 SEO (Search Engine Optimization) is the activity of optimizing Web pages or whole
sites in order to make them more search engine friendly, thus getting higher
positions in search results.
 Search Engine Optimization (SEO) • is the process of affecting the visibility of a
website in a search engine's “natural” or “organic” (not paid for) search results.

3. What is SEO?
 SEO Stands for Search Engine Optimization.
 SEO is all about optimizing a web site according by Search Engines.
 SEO is to improve the volume and quality of traffic to a web site from
search engines.
 SEO is the art of ranking in the search engines.
 SEO is marketing by understanding how search algorithms work and what
human visitors might search

4. How Search Engine Works?
 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.
 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.
 Major SEs that index pages using spiders: Google, Altavista, Msn, Aol, lycos.
“Spiders read only text, nothing else”

5. Examples popular Search Engines
Search engines are programs that search documents for specified keywords and returns a
list of the documents where the keywords were found. A search engine is really a general
class of programs, however, the term is often used to specifically describe systems like
Google, Bing and Yahoo! Search that enable users to search for documents on the World
Wide Web.
 Google
 Yahoo
 Bing
 MSN
 Aol
 Ask Jeeves
 Alltheweb
 Altavista

6. Importance of SEO for business
It gives companies the ability to :
 Drive high quality customers to their website.
 Increase sales leads from customers looking for their products and services.
 Build their brand online by communicating marketing messages to their target
audience.
 Increase their profile against their competitors.
 Target a global audience via international search engines.

7. What is SEO Algorithm?
 Top Secret! Only select employees of a search engines company know for certain.
 Reverse engineering, research and experiments gives SEOs (search engine
optimization professionals) a “pretty good” idea of the major factors and approximate
weight assignments.
 The SEO algorithm is constantly changed, tweaked & updated.
 Websites and documents being searched are also constantly changing.
 Varies by Search Engine – some give more weight to on-page factors, some to link
popularity.

8. Type of SEO?
 On Page Optimization: In search engine optimization, on-page
optimization refers to factors that have an effect on your Web site or Web
page listing in natural search results. These factors are controlled by you
or by coding on your page. Examples of on-page optimization include
actual HTML code, meta tags, keyword placement and keyword density.
 Off Page Optimization: In search engine optimization, off-page
optimization refers to factors that have an effect on your Web site or Web
page listing in natural search results. These factors are off-site in that they
are not controlled by you or the coding on your page. Examples of off-page
optimization include things such as link popularity and page rank.

9. On Page SEO Elements:
URL Structure Meta Tag
Heading Tag(H1-
H6)
Alt and Title TagKeyword
Research
Canonical
Issue
Internal Linking
Robots.txt
Generate
Structure Data
Create
Xml and Html Site Map
Generate
Content
Optimization

10. On-Page SEO Checklist:
 Canonical Issue
 Always start with keyword selection, research and testing
 Meta Description tag
 ALT tags
 H1 tags ( Only 1 H1 in the page)
 URL structure
 Internal linking strategy
 Content
 Keyword density
 Site maps, both XML and user facing
 Usability and accessibility
 Track target keywords
 Expect results in 3-6 months

11. Avoid On-Page SEO Mistakes:
 Duplicate content
 URL variants of the same pages
 Off-site images and content on-site
 Duplicate title tags
 Hidden text
 Hidden links
 Keyword repetition
 Doorway pages
 Mirror pages
 Cloaking

12. Keyword density
In search engine optimization (SEO) keyword density is the measurement in percentage of the
number of times a particular keyword or phrase appears compared to the total number of words
in a page.
Doorway pages are web pages that are created for spamdexing. This is for spamming the index of a
search engine by inserting results for particular phrases with the purpose of sending visitors to a
different page.
Doorway pages
Cloaking
Cloaking is a search engine optimization (SEO) technique in which the content presented to the search
engine spider is different from that presented to the user's browser. This is done by delivering content
based on the IP addresses or the User-Agent HTTP header of the user requesting the page.

13. Canonical Issue
When we talk about canonical issues, what we mean is does your site properly handle
www versus non-www URLs. As a quick test, type http://yoursite.com into the browser. Be
sure to leave off the www. Does the URL redirect to the www version? If not, you are
susceptible to a canonical issue. (Unless you choose to display your site without the www,
in which case, the site should redirect the www to the non-www version)
Search engines have a hard time understanding that http://yoursite.com and
http://www.yoursite.com are the same thing. To a search engine, these two URLs look like
two different sites that have exactly the same content, which they then penalize. This
situation can be easily avoided by using a canonical redirect.
Fixing canonical issues means that you do a canonical redirect so that if someone (search
engine or human) tries to go to the wrong version of your URL, they will be redirected to
the correct version.

14. URL Structure
 URL in use keyword according to the page.
 URL length is 90-100 character.
 Not use space( ) or Underscore(_).
 URL in Use hyphen (-).

15. Keywords Research & Meta
Tag Generation
 RESEARCH ON KEYWORDS : Find the best keywords that describes your business
and products offered. The mostsearchable keywords terms by surfers.
 IMPROVE KEYWORDS PROMINENCE, DENSITY & PROXIMITY: Keywords at the
beginning of your page. Total keywords contained within the total text the closeness
between two or more keywords.
 META TITLE: Make attractive and easy to understand title tag. Title length is 60-70
char maximum.
 META DESCRIPTIONS: Describe about your business wisely so that surfer
understand well about your business. Description length is 160 char maximum.
 META KEYWORDS: Generate keywords set after research has been done. These
keywords best describe what the surfers searching for. Keyword length is 255-300
char maximum.

16. H1 & H2 HEADING, ALT TAGS &
ANCHOR TEXT
 H1 & H2 HEADING FORMAT: Applying H1 & H2 Tags in your source, will
be helpful for achieving high ranking. Only one H1 use in a page.
 ALT TAGS: Most sites contain images, it will be advisable to put ALT Tags
for all these images to make sites more Search Engine Friendly.
 TITLE TAGS: its use in image and hyperlink.
 KEYWORDS RICH ANCHOR TEXT: Anchor text for both external links
and internal links is the powerful element for Search Engine Positioning.

17. Off Page SEO Elements:
Google Listing Search Engine
Submission
Directory
Submission
Article postings
Classified
postings
Business
Listing
Social
Bookmarking
Submission
Blog Posting
Image
Submission
Video
Submission Press Release PDF & PPT
Submission

18. Off-Page SEO Checklist:
 Always start with keyword research, testing and selection
 Use Keywords in link anchor text
 Obtain links from high ranking publisher sites
 One-way inbound links (not link exchange or reciprocal links)
 Different keywords in your link-ads from the same site
 Gradual link building technology (no growth spikes)
 Use relevant keywords near your inbound link (contextual relevance)
 Deep linking (from multiple pages to multiple pages)
 Target a large list of keywords (5-500+)
 Link from sites with a variety of Link Ranks
 Track all active keywords and refine strategy as required
 Discontinue campaigns if ranking does not improve
 Expect results in 1-2 months (Bing) 1-9 months (Google, Yahoo)

19. Avoid Off Page SEO Mistakes:
 Duplicate keywords in link avderts
 Site-wide links causing link growth spikes
 Using on-page SEOs to do the work of specialist off-page SEO's
 Placing random links without keywords near your link adverts
 Link farms (sites with 100+ outbound links per page)
 Using irrelevant keywords in your link-ads
 Garbage links
 Link churning
 Hidden inbound links

20. Link building
 What is Link Popularity?
 Link Popularity refers to the number of links pointing To your site FROM other sites
on the Web.
 Building links is one of the most important factors in getting top placements on the
major search engines
 Why are links so important?
 Now a days, inbound links are the one of most important factors for getting a high
keyword ranking, the most search engines are ranking their search result based on
the link popularity from your site. Not the quantity of links, but the quality of those
links is important.

21. INBOUND & OUTBOUND LINKS
 Inbound links
 A Link from a site outside of your site.
 Inbound links means send visitors to your site, generally this is seen as good
think for seo.
 Outbound Links
 A link to a site outside of your site
 Outbound links means send visitors away from your site.
 Generally avoid those thinks
 For example( link exchange)

22. Link Forming
Link farming is a questionable search engine optimization (SEO) tactic in which a website enters a
relationship of reciprocal linking with another site or pays a provider for a large number of inbound
links. Because many search engines use inbound links as a factor in determining a website's page
rank, websites use link farming to boost their rankings in search engine results.

23. How to Succeed Online
 Identify your target audience.
 Discover your competitors.
 Find out keywords, that your target audience use.
 Build content, site structure and internal navigation with respect to SEO and
important keyword.
 Avoid Black Hat SEO
 Monitor your traffic
 Evaluate results and do improvement