Learn SEO Online find introduction of SEO and learn SEO online here.This presentation covers basic aspects of SEO and How SEO would be helpful for your business ?

1. INTRODUCTION
TO SEO
Amol Pomane
SEO Consultant

2. Websites – A Marketing Tool
• Can be a powerful communication tool along with
traditional print & broadcast media
• Used to promote or sell products & services, or to inform
target audiences
• Sites are only beneficial if the audience is aware of it or
can easily find it
• About 50% of browsers use search engines, the other half type in
the URL directly

3. Marketing Approach
• “Organic” search engine listings
• Free listings provided by Google, Yahoo!, MSN
• Utilize “spider” or “crawler” to index page content
• Search directory listings
• Doesn’t use crawlers. Humans categorize and index your site URL and
a short description
• Yahoo! is fee-based, Open Directory Project is free
• Paid listings - $$$
• Called “pay-per-click” campaigns
• Buy your way to the top of the search results page
• Unlike organic, results are guaranteed

4. Marketing Approach
• Recommendation is to
follow a diversified
approach by using a
combination of all
three areas for the
best results.
• This is known as
Search Engine
Marketing (SEM)

5. Search Engine Introduction
• No guarantees with search engines
• Best practices and guidelines will help
• There are no specific details since they could be exploited
• The process of analyzing and making changes to a
website to improve search rankings is called Search
Engine Optimization, or SEO.

6. Search Engine Introduction
• Consider search
engines design
BEFORE building site.
• But remember, a
website is intended for
HUMAN audiences,
not search engines.

7. Organic Best Practices
• Research & select keywords/phrases
• What people type into engines
• One study shows 56% of searchers use 2-3 word keyword phrases
• Keyword research tools:
• Log analyzer software (e.g. WebTrends)
• WordTracker.com ($)
• Overture.com (free)
• Google AdWords (free with account)
• Place keywords prominently in page copy, titles, <META>
description tags.

8. Organic Best Practices
• Design a user-friendly site that is searchable
• Use with caution: Javascript, flash, DHTML, frames,
cookies, session IDs, more than 3 URL parameters
• Always have 2 forms of navigation: user and search engine
• Avoid excessive URL depth: more than 3 to 4 levels
• Tailor search terms and web pages for your audience
• Site should have: Home, FAQ/Help, About Us, Contact Us,
Site Map, Links/Resources, Products/Services (when
appropriate)
• Each page needs a unique, focused title relevant to the
content and incorporates keywords. Don’t use company
name.
• Get links to your site on other RELEVANT sites.

9. Organic Best Practices
• Do NOT spam the search engines or you could be
banned!
• Keyword stacking or stuffing, unrelated keywords
• Hidden text and links, tiny text (under 10pt)
• Duplicating pages and sites (same content, different URLs)
• Doorway/Gateway/Ghost pages – overly optimized, well-
ranked pages that redirect to “real” site.
• Page redirects (with Refresh Meta tag)
• “Link farms” used to increase link popularity scores

10. Directory Listings Intro
• Before search engines, Yahoo! search directory was the
only game in town
• A “directory” differs from an “engine” in that it doesn’t
index web pages or content.
• Human editors review submitted site & put it in a
category/subcategory structure
• Only the URL and short description is recorded
• Yahoo! is $300/year, Open Directory Project is free (ODP
feeds Google).

11. Directory Best Practices
• Choose a very specific
category and
subcategory in the
directory
• Locate your
competitors in the
directory
• Register with “second
tier” directories. They
offer specialty or niche
listings.

12. Paid Advertising Intro
• With pay-per-click (PPC), you pay each time someone
clicks on your ads
• Two major (& most expensive) players are Overture
(owned by Yahoo!) and Google AdWords
• Smaller players are FindWhat, Espotting
• Start an account w/credit card, create word ad, bid on ad
keywords in auction
• Lots of ads? Mgmt tools available

13. PPC Best Practices
• Calculate what a “click” is worth to your company before
PPC campaign
• Be aware: about 20% of browsers don’t trust ads and
won’t click on them
• Review & follow PPC guidelines
• Do not use superlatives (such as greatest, largest, best, etc.), all
capital letters, or exclamation points.
• Do not put contact information such as phone numbers or e-mail
addresses in the ad.
• Make sure the ad matches the site content.

14. Sample Site Analysis

15. Sample Site Analysis

16. Sample Site Analysis
Page Area Description / Recommendation
Page Title All page titles are “Aegis Metal Framing.” Each page should have a
unique, focused title relevant to the content and should incorporate
specific keywords. Make the title read like a newspaper headline.
Don’t target your company name.
Section A These navigation buttons are graphics and will not be read by the
crawlers. Include a second, text navigation system at the bottom of
the page for the crawlers.
Section B This is the only text on the home page that the crawler can read.
Unfortunately it is a 9 point font. Some search engines consider
very small fonts (below 10 point) to be spam and will ignore it. The
font should be increased to 10 or 11 point.
Section C This is the site navigation menu. All items are graphics (rather than
text) and are ignored by the crawlers. Include a second, text
navigation system at the bottom of the page for the crawlers.
Section D This company contact information is important, but it isn’t indexed
since it is a graphic. This should be changed to plain text.

17. Resources
• Search engine syntax and extras
• “site:www.yoursite.com”. Shows what the engine has in
the index for the site.
• “define:your_word”. Searches web for definitions.
• Built-in calculator. Type in your calculation on the
search bar and press Enter. (e.g. 7*25+33)
• Package tracker. Enter your package tracking number
(FedEx, UPS, USPS) for a status.
• Stock price check. Enter stock symbol.
• Street maps. Type in US address w/ city or zip.
• For a list of Google operators see:
http://www.google.com/help/operators.html

18. Resources
• Search engine guidelines
• Google: http://www.google.com/webmasters/guidelines.html
• Yahoo!: http://help.yahoo.com/help/us/ysearch/basics/basics-18.html
• MSN: http://search.msn.com/docs/siteowner.aspx?
t=SEARCH_WEBMASTER_REF_GuidelinesforOptimizingSite.htm
• Open Directory Project
• http://www.dmoz.org/
• Search Engine Watch – tips, articles, news
• http://www.searchenginewatch.com/