Seo book

Search Engine

Optimization

ANYTHING GROUP

December 23rd , 2013

Presented ByRonak Panchal

Abhishek Jungi

1

What is a Search Engine?An internet based tool that searches an index of

documents for a particular term phrase or text specified

by the user.

2

How it works?

3

Web CrawlingIndexingProcessingRanking

What is Search Engine Optimization?

SEO is the process of improving the visibility of a web site or a web page in search engine via the “natural” or “unpaid” search results.

SEO is about making small modifications to the parts of your website.

4

What is the need for Search Engine Optimization?

5

SEO Process

6

Keyword Research

Keyword phrase research involves identifying a group of keyword phrases that will be used in optimization.

This step is critical and requires a considerable amount

of time to find a good set of phrases.

7

ReportingAfter establishing your list of targeted keyword phrases,

it is important to understand what the site's starting position is within the search engines.

Doing so ensures that you know the specific areas that need work.

After developing a complete picture of the site's starting position, reporting are set for the SEO plan.

8

Page and Content Optimization

Page and content optimization are critical to search engine’s success.

Content is king in search engine optimization.

In addition to content optimization, other important optimization tactics are used such as on page optimization and off page optimization.

9

Link Building

Maximize Quality Link Popularity

Link Popularity is the term given to the number of other sites linking to yours.

In  link building, we get inbound links for the website to increase its link popularity and to get the website into top of the search results.

10

Types of SEOOn Page Optimization

On-page optimization is what can be done on the page of a website to maximize its performance in the search engines for target keywords related to the on-page content.

On-page factors are controlled by coding on website pages

11

Types of SEO Conti..Off Page Optimization

Off-page optimization is the most important part in search engines optimization because it gives back links to your sites and it requires a lot of work on a daily basis.

Include the process of mentioning your website in social networks, blogs and other websites.

Social media optimization

Social media optimization (SMO) is a set of methods for attracting visitors to website content by promoting and publicizing it through social media

12

On Page Optimization

Domain Name

A good domain is short, easy to read, easily memorable.

Example: google.com, bing.com

File Name

Filenames should be short and self descriptive.Example: viewProfile.html, listProducts.php

13

Linking

Internal LinkingExternal LinkingReciprocal LinkingAnchor Text / Link Text and Link Titles

Here's an example: Hold your mouse pointer over this link to see a link title in action.

<a href="http://www.google.com" title=“This is a link title">this link</a>

14

15

Meta keyword

Meta description

Title

Auther

Robots .txt

Images

Optimize use of Images

Use brief, but descriptive filenames and alt text.Eg <img src="baby-crying.jpg" alt="Baby Crying" />Avoid writing extremely lengthy filenames.Supply alt text when using images as links.Store images in a directory of their own.Use commonly supported file.

Custom error pagesProviding custom error pages will be more user

friendly than the default error pages.Example : http://www.crickees.com/notfound

16

Update frequently

Add new contents often to keep the site on top.Search engines will give more points for changing

contents.Dynamic Web Pages The dynamic pages rank higher

in the search engine results.It is better to dynamically change your web content at

frequent intervals.

17

Website Structure

18

root

Folders & Files

Web.config

Robots.txt

Sitemap.xml

Root folder for the websiteFolders and files in the web site

Web.config file for the web site

Robots.txt is a file used to restrict search engine from indexing the site pages

Sitemap provides the web site’s map to the search engine. Which makes it easy to crawl the pages

Robots.txtA file which permits or denies

access to robots or crawlers to areas of your site.

Place this file in the root directory of website structure.

Decide on what all pages you want to be indexed and create a customized robots.txt accordingly.

19

Robots.txt works likes this: ◦A robot wants to visit a Web site

URL, say http://www.example.com/welcome.html. Before it does so, it firsts checks for http://www.example.com/robots.txt, and finds:

The "User-agent: *" means this section applies to all robots. The "Disallow: /" tells the robot that it should not visit any pages on the site.

20

User-agent: * Disallow: /

Use Sitemap.xml

A Sitemap is an XML file that lists the URLs for a site.

Sitemap are list of URLs that are available in our website.

You can visit http://www.xml-sitemaps.com/ to generate the sitemap of your website.

21

Off Page OptimizationOff page SEO is doing things off site to improve your

sites search engine rankings. More links will generally lead to better search engine rankings.

22

Off Page Optimization Factors

Directory Submission Social Bookmarking Blogging Blog Comments Article Submission Classifieds Submission Forum Posting Press Releases Video Promotions Link Building Social Media

23

Submission to Search Engines

Submit your website to the most popular search engines like :

Google Yahoo MSN Altavista Alexa Alltheweb Lycos

24

Google Places for BusinessGoogle Places Business Listing is a crucial starting point to any Local Search Engine. Google Places is integrated Google Maps, Google Web searches and other Google products.

25

Directory Submission

Submit your websites to the topmost quality directories like:

DMOZ Yahoo Directory ZoomInfo One Mission Pegasus

**Many web directories may offer paid listings but don't go for it.

26

Social Bookmarking

Do social bookmarking in popular bookmarking sites like: DiggDeliciousStumbleUpon Jumptag

27

BloggingWrite a blog of your own for your website and include

lots of unique content.

Write in other service-related blogs which allow guest blogging and allow links to your website or service page.

28

Blog CommentsYou can also promote your blog/website by posting

comments in other service-related blogs which allow links in the comments section.

Identify your service related blogs.Post comments in comment section.Leave links to your website or service page.

29

Article Submission

Write articles of related to your service or product and submit them to popular article sites like :

Ezinearticles.comArticlesbase.comBuzzle.comGoarticles.com

**This will help you to attain some quality links for your website and some referral traffic.

30

Classifieds Submission

Do some Classifieds Submissions to advertise your products for free.

Craigslist.orgQuikr.comClickIndia.comOLX.comLocanto.inAdoos.in

31

Forum PostingCreate a forum/online discussion board of your own and

start a discussion or share topics with your friends.

You can also post/reply to a thread that allow links in your signature which can be crawled by the search.

32

Press Releases

If you are a business/service provider then go for PR submission in popular PR websites like:

1888pressrelease, Open PRPrlog.org 24-7pressrelease.com

**This will help you to publish your site in Google News.

33

Video Promotions

You can publish/share your product videos, expert opinions, and reviews of your product and make them public like:

Youtube.comDailymotion.com.Metacafe.com

34

Link Building

-Exchange links with service-related websites (this is commonly termed as Thematic Link Exchange).

-Link to internal pages within your site wherever necessary. This increases your internal link popularity.

35

Suggestion

Always keep in mind that you have to be very careful while implementing these off-page strategies. You should not spam or overdo it. Whatever you do, just plan and execute.

Beware of Black-Hats while doing link building.

36

Social MediaSocial media is more than just blogging and link

building. It is critical from a content marketing and content marketing standpoint like:

Facebook TwitterLinkedinGoogle +

37

Social Media Optimization

Social media optimization (SMO) is a set of methods for attracting visitors to website content by promoting and publicizing it through social media

Social Media Consists of Sites and Application Like Twitter. FaceBook, MySpace, YouTube, Flicker, yahoo Groups, Blogs, and LinkedIn for sharing and discussing information via the internet

38

Why is Social media optimization?

Increase Internet AuthorityBranding & Brand recall Increase band visibilityDirect Communication

with prospect user/buyer/sellerReach to niche audienceDrive more trafficLatest way of marketing

and promotionsStand out of the crowdBack Links

39

How to do Social Media Optimization?Social NetworkingMicro Promotions Increase band visibilityVideo PromotionsSlide Promotions / Case Study PromotionsBloggingPhoto SharingGroup Participation, Answer and Comment PostingRSS PromotionsWidgets Promotions

40

How to do Social Media Optimization?

41

Social Media Marketing (SMM) using facebookSide banner showing the company details such as what

we are, what we do, contact us etc We can include our new product details - banner We can publish notes and create groups.We can put like box in out site.We can create page for products, organization, celebrity

etcWe can upload photos, post links that direct to our

site/blog.We can create events like recent activities, upcoming

events etc.

42

SMM Using Facebook Conti…Create advertisements about the new & existing &

upcoming products (adds are paid based on click & rate /day).

View insight menu consist of daily, monthly, weekly user details, pageviews, unique page view etc

We can create multiple admin for a page.We can apply theme for the fan pages based on product

introduction, product description etc.We can send links, products details to the members,

groups for getting opinion , reviews etc

43

Social Media Marketing using TwitterFocus on Brand promotions & microblogging (140

characters).Build strong & powerful relation ship with prospective

customers. Attractive bio increases popularity .Educate them with our new product their uses,

advantages etc and create an awareness and necessity Filling up the page with quick technique & tips.Use search.twitter.com & twellow.com to find more

users.We can easily gain followers by following the active

members in twitter.

44

SMM using Twitter Conti…We will get followers by following the followers of

experts, gurus or of our competitors in twitter.When we follow 100 members we will get atleast 70

followers.For getting the followers we have to follow many in a

consecutive manner.We can post a product, link etc and ask for opinion and

reviews.We can use affiliate marketing & micro blogging.Create banner about products, organizations etcWe can post promotional codes for products such as

discount coupon, buy 3 get 1 etc

45

SMM using Twitter Conti…Build a personal relation ship with the followers &

create a trustworthiness among them.Upload genuine photo, company logo or product logo.Try to be human and give respect the values.Don’t take the customer directly to the product page.

Give them details description before taking them to the product page.

The followers want something from us so we always want to sell some thing more than they expect.

Try to implement cross selling in website (pack include coke when we buy pizza ).

By following the above techniques we can achieve a good traffic and sales using twitter.

46

Google +Google Plus content will be efficiently indexed by

Google, it will gain page rank and appear in Google’s search results

It appears Google Plus posts can retain ranking indefinitely with some posts over a year old still top of search result pages.

Google Plus posts allow you capture SERP real estate as they appear on Google search page results, thus your audience may find your Google Plus content through a standard Google search.

Google Plus authorship provides a higher visual profile in search results.

47

Google + Conti…To manually claim authorship on a page you just use a

rel=author tag linked to your Google Plus profile such as 'abhishek jungi’

Google Plus authorship and the Google Plus social layer provides a wide range of social signals that may improve the social media optimisation (SMO) of your content and SEO.

What appears to be far more important is the interaction between you and your content and others of a high authority. Thus if a high authority person shares your content this will improve your own authority.

The featured link in a Google Plus post will pass page rank to the page to which it links.

48

Google + Conti…

Note there is a no follow for links included in the body of a Google Plus post, you must use the featured link.

Links from regular websites to Google Plus content can also pass page rank authority in the other direction back to your Google Plus posts and pages.

Finally, the use of hash tags in Google Plus connects every post to a search on the platform.

49

Google + Conti…

Links from regular websites to Google Plus content can also pass page rank authority in the other direction back to your Google Plus posts and pages.

Finally, the use of hash tags in Google Plus connects every post to a search on the platform.

50

Social media marketing using linkedln

We can create group and make others to follow us We can request for the opinion and suggestion.We can expose our skill set.We can follow the companies and make other to follows usWe can create a professional network ask for opinion and

reviews etc. Increase your visibility. Improve your connect ability. Improve your Google Page Rank.Enhance your search engine results. Perform blind, “reverse,” and company reference checks.

51

SMM using linkedln Conti… Increase the relevancy of your job search. Make your interview go smoother. Gauge the health of a company. Gauge the health of an industry. Track startups. Ask for advice. (LinkedIn Answers)

52

Social Media Marketing using other sites

FavesWe can use faves for promoting new products with

images.We can invite experts , friends etcWe can ask opinions review about the product , pages etc We can create adds on faves.

DeliciousWe can create & share bookmarks through delicious.We can create our own network.We can give tags keywords to the bookmarks that we

shares.We can share our bookmarks to other social network sites.

53

THANK YOU

54