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Search Engine Optimization - What's it about?


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What’s Search Engine? How it works. What do SE Spiders See. What’s Search Engine Optimization? Why do you need SEO. What does SEO Need. How to work? SEO Process. Structure strategy. Content strategy. Link stategy. SEO Tools. Q&A.

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Search Engine Optimization - What's it about?

  2. 2. Agenda• What’s Search Engine? • How to work? • How it works. • SEO Process. • What do SE Spiders See. • Structure strategy• What’s Search Engine • Content strategy. Optimization? • Link stategy. • Why do you need SEO. • What does SEO Need. • SEO Tools. • Q&A.
  3. 3. Search Engine?› What’s A search engine is designed to search for information on the World Wide Web and FTP servers. The search results are generally› presented in a list of results. The very first tool used for searching on the Internet was Archie. It was created in 1990 by computer science students at McGill University in Montreal.
  4. 4. What’s Search Engine?• Finding the document will be based on the keywords that users type and returns alist of Web pages that contain the keywords that it finds.
  5. 5. Search Engine Result Page• The result may consist of web pages, images, information and other types of files
  6. 6. How Search Engines WorkHOW IT WORKS?
  7. 7. Search Engines use software called Bots or Spiders to scour the web
  8. 8. These Bots and Spiders find newwebsites and web pages by followinglinks on a web page
  9. 9. Once they find a web page, they “read” the text-based content
  10. 10. … And the Search Engine stores this data into a huge library called an Index.
  11. 11. When you search for something on
  12. 12. …the Search Engine reaches into its gigantic Index…
  13. 13. …And before displaying a list of web pages it uses its Algorithm to calculate which ones best match your search query…
  14. 14. Presents you with search results
  15. 15. Now You KnowHow Search Engines Work!
  16. 16. What’s SE Spiders see?
  17. 17. You see
  18. 18. Spider only sees the text-based content
  19. 19. …And they don’t seeJavaScript, cookies, session IDs, frames, DHTML & CSS
  20. 20. Now You KnowWhat you need for Search bots!
  21. 21. What’sSearch Engine Optimization?
  22. 22. SEO?› What’s Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results.› … And why do you need SEO…
  23. 23. Perspective (Global / Regional)› Selecting your keywords or phrases to target your audience, search engine optimisation ensures that you and your company are found globally or regionally by those who require exactly what you offer
  24. 24. Targeted TrafficEssentially more targetedtraffic equal more sales
  25. 25. Increase VisibilityMore people will visit your website and it will giveinternational recognition to yourproducts/services.
  26. 26. High ROI (Return on Investment)An effective SEO campaign can bring a higher return on your investmentthan any other type of marketing for your company.
  27. 27. Long term positioningSEO is a cheaper and long term solution than any other search engine marketing strategy.
  28. 28. Cost-effective One of the great benefits of search engine optimisation is that it is cost effective and requires the minimum amount of capital for the maximum exposure of your website.
  29. 29. FlexibilityYou can get trafficaccording to theorganisationalstrategy to meet theneeds andrequirements of yourchoice.
  30. 30. It is a unique quality of seo campaignsResults you can measure that you can quantify the results of seo by positioning reports of search engines, visitor conversion and the other factors of this nature.
  31. 31. What does SEO Need?
  32. 32. Googlers recommend• Make pages primarily for users, not for search engines. Dont deceive your users or present different content to search engines than you display to users, which is commonly referred to as cloaking.
  33. 33. Googlers recommend• Make a site with a clear hierarchy and text links. Every page should be reachable from at least one static text link.
  34. 34. Googlers recommend• Create a useful, information-rich site, and write pages that clearly and accurately describe your content. Make sure that your <title> elements and ALT attributes are descriptive and accurate.
  35. 35. Googlers recommend• Keep the links on a given page to a reasonable number (fewer than 100).
  36. 36. How Long Should It Take for SEO to Show Results
  37. 37. So, You Want to Be anSEO Expert?
  38. 38. Start with 5 phaseSEO PROCESS
  39. 39. Preliminary phase Website analysis Keyword research Keywords are begin begin finalized
  40. 40. Phase 1: Site architecture Website Structure URL Rewrite Image, Alt text (HTML) Internal Link Optimization Optimization
  41. 41. Phase 2: Content development Optimization for old Content writing content with keyword
  42. 42. Phase 3: Link building Search engine & Blog/ Articles Link Exchange or Social network Dicrectory submission Online Advertising submission submission
  43. 43. Phase 4: Analytics & Reporting Search Engine Traffic Tracking & Re-optimization ofranking update Conversion Pages as Needed
  44. 44. How to optimization your website?STRUCTURE STRATEGY
  45. 45. At least you need to remember› Title tag. › Internal link (dofollow and› Meta tags. nofollow).› Header tags (H1, H2 … H6). › URL.› Image (filename, Alt text). › Robots.txt › XML Sitemap.
  46. 46. Title Tag
  47. 47. Title Tag› Short unique and good sales pitch (65characters - around 15 words)› Accurately describe the pages content.› Avoid using default or vague titles like "Untitled”.› Avoid keyword stuffing.› Create unique title tags for every page on your site.› Avoid using a single title tag across all of your sites pages or a large group of pages.
  48. 48. Meta Description Tag
  49. 49. Meta Description Tag› Short unique and good sales argument (Google allows around 160 characters)› Accurately describe the pages content› For humans and for search engines› Connected to the Title› Use unique descriptions for each page
  50. 50. Header Tags› Use Only One H1 Element on any page› Use <h1> for top-level heading› Accurately describe the pages content› Unlike the title, this element can include links, emphasis and other HTML phrase elementsHTML Browser
  51. 51. Image Optimize & Graphic Alt Text› Choose a logical file name that reinforces the keywords.› Label the file extension.› Make sure that the text nearby the image that is relevant to that image.<img src=“” alt=“these are the keywords I’m targeting” width=”75″ height=”100″/>Don’t do› You can use hyphens in the file name to isolate the keyword, but avoid to exceeding two hyphens.› Avoid using underscores as a word separator.
  52. 52. Anchor Text / Anchor Links› Good practice.› Descriptive text.› Think about anchor text for internal links too. Download Opera for PC, Mac & Linux› Instead of Download Opera for PC, Mac & Linux Click Here or Link:
  53. 53. Dofollow/Nofollow Link› When creating a link on a webpage using HTML, the standard code for that link is: <a href="">Search Engine Optimization</a>› To tell the spiders to NOT crawl a link, you need to add the following code to the HTML code above: rel=“nofollow”. <a rel="nofollow" href="">Search Engine Optimization</a>
  54. 54. URL’s
  55. 55. URL’s› Words rather than numbers.› Provide one version of a URL to reach a document redirect www or non- www (canonical) to concentrate all reputation 301 Redirections
  56. 56. Canonical RedirectionThese URLs are all different:››› 301 redirect›› Or›››
  57. 57. Robots.txt› s.txt› Use Structure: User-agent: * Disallow:
  58. 58. Sitemap.xml›› Should follow Googles XML standard
  59. 59. How to optimization your content?CONTENT STRATEGY
  60. 60. Quality Content› Offer exclusive content.› New content gets attention.› Create content primarily for your users, not search engines.› Create fresh, unique content.› Place target phrases toward the front of sentences & paragraphs.› Embed links with-in your content to relevant pages – establishes relevancy for spiders & users.› Avoid presenting your content in certain dynamic methods (ie Flash, JavaScript, image headers).
  61. 61. Limitations and Keyword Density› Content relevance in relation to keyword Intent.› No specific character limit. But, You should create a text 1000 characters in length.› Although it’s best practice to achieve around 3-5% keyword density, there really is no magic target density, since it varies from time to time and from phrase to phrase.› Note that when writing content, the keywords are extracted from single word.
  62. 62. Don’t do› Duplicate Content.› Stuffing.› Cloaking.› Having blocks of text like "frequent misspellings used to reach this page" that add little value for users.
  63. 63. Example Download
  64. 64. How to optimization link to your website?LINK STRATEGY
  65. 65. › Building links is an art. Its almost certainly the most challenging part of an SEOs job, and, for many sites, the one most critical› to achieving long term success. Many companies can afford to hire SEOs to help make their websites search friendly and search optimized, but a robust backlink profile is an extremely high barrier to competition.
  66. 66. Many sites offer directories and listings of relevant resources
  67. 67. › You can find hundreds of these on SEOmozs Directory List or use the search engines themselves to find lists of pages that offer outbound links in this fashion (for example, try searching for allintitle:directory at Google and notice the millions of results).
  68. 68. Get your customers to link to you• If you have partners you work with regularly or loyal customers that love your brand, you can use this to your advantage by sending out partnership badges - graphic icons that link back to your site (like Microsoft often does with their partner certification program).
  69. 69. Build a company blog and make it avaluable, informative and entertaining resource
  70. 70. Create content that inspires viral sharing and natural linking
  71. 71. Use Social Network› Google Plus› Facebook› Twitter› Linkedin› … And more
  72. 72. SEO TOOLS
  73. 73. Keyword Research
  74. 74. Link & Website
  75. 75. Generate Robots.txt(Google Webmaster Tools)
  76. 76. Link to your site(Google Webmaster Tools)
  77. 77. Tracking &
  78. 78. SEO Extension for FIREFOXFIREFOX
  79. 79. SENSEO on Firefox
  80. 80. SEO Doctor
  81. 81. Question & Answer Please contact