#SEO in 2014: #SEO is all about how we understand websites needs and clients needs as per Search Engine Standards. Check out best way to understand your website with respective to Search Engine Algorithms. Even though there are many updates from Google, you are able to get good positions in SERP's if you have pre defined strategy like shown in presentation, you will be able to stabilize your presence over search engines without any worries.

1. SEO Best Practices
What is SEO?
Search Engine Optimization involves optimizing or changing a website such that it becomes friendly for the
Search Engines to get improved positioning on the Search Engines for its target keywords.
THE EIGHT STEPS FOR WEBSITE SEO PROCESS
1 2 3 4
Website Analysis Client Requirements Keyword Research Content Writing
5 6 7 8
Website Optimization Submission of Website Link Building Reporting
1. Website Analysis:
 Website Review 

 Competitor Analysis 

 Current Site positioning 
The first step involves an in-depth analysis of the website which needs to be optimized for the Search Engines.
The SEO process for a website starts with the healthy check where in we need to check the current status on the search engines like
Google, Yahoo, Bing & others and also on Alexa. Then check the current website positioning on the Search Engines, its Search
Engine Friendliness and the amount of traffic it is getting from the Search Engines.
Once we are done with the initial analysis then we move ahead comparing & setting competition for the websites under the same

2. theme for the next SEO step.
2. Client Requirements
 Reasons for SEO 

 Get Client Expectations 

 Set Goals and Targets 
Requirement Analysis is the process to understand the client requirements and needs. What is the purpose behind the SEO and what
they ultimately want after doing an SEO inquiry, increase the visibility or increase the sales and leads.
The process of requirement analysis involves:
 A clear study of the client’s business and its website. 

 Try to know his business objective. 

 Types of social media techniques to use and what type of content is required form the clients consent and select
media which client signifies for marketing their website and products 

 What are the list of keywords that are to be optimized to rank well in the search engines. 
3. Keyword Research
 Initial Keywords List 

 Keyword List Expansion 

 Final List of Keywords 
Keyword Research is one of the most essential steps for any SEO campaign. Search Engines can drive traffic to a website if top
rank-ings for your targeted keywords are achieved. Effective keyword research and analysis is the backbone of whole SEO process
as the whole optimization moves around the targeted keywords chosen. Keywords are selected taking the market trend, competitors,
site’s theme and targeted customer’s vision in mind.
This step is critical and requires a considerable amount of time to find a good set of phrases that offer a balanced combination of
two important factors:
1. High usage by searchers,
2. Relatively low competition within the search engines.
Determining the most used phrase that contains your targeted keywords is relatively easy.
4. Content Writing
 Keyword incorporation in content 

 Landing page creation 
Content is king in search engine optimization. Content is the language of search engines, they optimize the content with the aim
to provide an informative and search engine friendly site to the search engines.
Search Engine Spiders consider website content an important ranking factor. Search engines love text, high volume, high-quality
con-tent related to your business will serve you in a couple of important ways.
1. A site loaded with high-quality content of interest to site users will give them a reason to stay and a reason to
come back. The reason they came to your site was to find information.
2. Search engines will have more information to store about your business and products; that information will
translate directly into the ranking they give your site for related keyword phrases
After the final list of keywords is gathered, then start writing content for the different sections of the website. Keywords are incorporated to
the text content of the website. New pages are also added to the website and content is written for the new pages including Kws.

3. 5. Website Optimization
 New Navigation Plan 

 Removal of unnecessary Flash and JavaScript 

 On-page updates like Title Tags, Meta Tags, In-
ternal Links, Headings, Images and ALT Tags 

 Addition of Site Map 
Developing a Search Engine Friendly website is an essential part of on-page optimization. On-page optimization is carried out to make the
website Search Engine Friendly and easy to navigate by the search engine spiders.Site’s Navigation should be very systematic not only with
the SEO point of view but also from the user point of view. Search engine prefers website built with appropriate navigability.
Sitemap is incorporated to the website, and the Title Tags, Meta Keywords & Meta Description Tags are added to the website
pages. Internal linking of the website is improved and heading tags and ALT Tags are added to the web pages.
Below are the list of things (checklist ) that need to be kept in mind before creating a website
S. No: SEO Checklists
1 Page Title should be between 60 - 80 characters
2 Meta Description should be 50-150 characters. Should be unique for all pages
3 Meta Keywords should be 5-10 keywords
4 Page content should be 250-300 words minimum per page
5 Keywords Density should be 5% of overall content
6 Keywords use in Meta Description / Meta Keyword Tag
7 Keywords in Body Section - Keywords Repeats at least Twice in Body
8 Header Tags <H1> - Don’t use more than once on a page.
9 Keep primary Keyword in <H1> & Secondary Keywords in <H2> tags
10 Keywords use in H2-H6 Tags
11 Keywords in First Sentence
12 Keywords in the first paragraph & Last Paragraph & in footer.
13 Try to include at least one of the keyword per 1-2 paragraphs depending on how large your page is.
14 Keywords in IMG Alt Tags
15 Keywords use in Bold Tags
16 Make keyword once in Bold, once in Italic and underling.
17 Keywords in Domain name
18 Keywords in the URLs / Sub-page URL with hyphen as a separator.
19 Link Popularity (Keywords in Back Links)
20 Keywords use in Same Domain Link Text (Same Domain)
21 Keywords use in Hyper Link to External Site (Outbound)
Other Factors
22 Links from Social Network like (Del.icio.us / Digg)
23 Server Speed Check
24 Age of Website (Should not be less than a year for Domain Renewal)
25 No. of Visitor to the Site (Alexa Rank Quarterly basis)

4. 6. Submission of Website
 Anchor Text Creation 

 Submission to Web Directories 

 Search Engine Submission 
Submitting your website to web directories is a good way to obtain one-way links. The submission process allows the website to be
submitted to some of the most prominent search engines and directories on the Internet. Submission to these directories and
search engines allows quick indexing of the website and its pages.
Online Marketing & Promotion
 Directory Submissions 

 Classifieds posting 

 Email Marketing (Newsletter etc) 

 Social BookMarking 

 Twitter Posting 

 FaceBook Posting 

 Press Release Submissions 

 Blog Postings 

 Forum Participation 

 Mobile Marketing (Sending SMS) 

 Article Publishing 

 Affiliate Marketing 

 RSS Feed Generating and Submission 

 Reciprocal link Developing 

 Video Publishing (Youtube and other video promoting sites) 

 Local Business Listing (Sulekha,JustDial, Yahoo Local) 

 Free SMS Option Via Website (Attach a simple tag at the
bottom of every free message sent out) 

 Free Downloads with WaterMarks on Graphic, Video
and Software. 
Viral Media Marketing
• Brand Marketing Promotion Via
 Hoardings Advertising 

 Wallpaper Advertising 

 Newspaper Advertising 

 Lollipop Ads on Medians 

 TV advertising 

 Theatre Slideshow Advertising 

 Brochures & Flyers 

 Folders, PostCards & Posters 

5. 7. Link Building
 Finding quality link partners 

 Contacting link partners 

 Replacing old or removed links 
Links can also help drive traffic to your website from other web pages on the Internet. Link Building is the most important step in off-site
optimization of a website. Finding quality link partners for a website can be a tedious and time consuming task. Build links using exactly
matching anchor text. Remember though, don't get carried away - an excess use of keywords can be as bad as a lack.
Using terms you want to rank for and that summarize the topic referred to, in moderation, can strengthen the ratings of your site
by search engines.
8. Reporting
 Keyword Ranking Reports 

 Website Traffic Reports 

 Link Popularity Reports 

 Targets & Goals Achievement 
Reporting allows to show the progress of the website on a regular basis. After establishing your list of targeted keyword phrases,
Keyword ranking reports, website traffic reports and link popularity reports helps to analyze the progress of the website. Web
Analytics programs like Google Analytics is used to keep track of the traffic coming to the website.
These statistics show how searchers are finding and interacting with the subject site, e.g., which search engines, what
keyword phrases are being used, bounce rates, most popular content, etc.
The same reporting done in the initial phase of the campaign is done again at regular intervals, post-optimization. Rankings, site
traffic and other key metrics can then be compared to pre-optimization levels & post-optimization giving measurable results to the
SEO campaign. Adjustments to the SEO plan can be made according to the findings of these progress reports.
“ Classic “SEO Tatctics

6. Pros & Cons of Search Engine Optimization (SEO)
Pros
1. A benefit of search engine optimization is its cost-effectiveness. There are
no payments to search engines for being ranked or listed. (cost effectiveness)
2. Will bring high amount of easily estimated traffic. (higher Sales)
3. Increase branding of your product. (Inc Visibility)
4. Customers or Users can find their way easily to the web-sites.(targeted traffic)
5. The ranking is long lasting and dependable.(long Term Standings)
6. Customizable as per the requirement. (customizable)
7. Different ways are present to measure the effectiveness of Seo. (Measurable Results)
8. There are no costs for the addition or use of media. (own Marketing Team)
Cons
1. Its take longer time to set up a good ranking in search engine.
2. Missing the target on some keywords can lead to waste of time.
3. No guarantee of the conversion of the traffic.
4. Dependent upon the random trend of the keywords.
5. Different Search engine has different criteria.
6. Creates limitations to the website’s design (e.g. flash based contents.)
An Overview of SEO SPAM Techniques
SEO SPAM techniques are practices and tactics, which are banned and strictly prohibited by search engines
List of the SEO SPAM Techniques
 Hidden Text 

 Doorway Page 

 Redirection 

 Keyword Stuffing 

 Duplicate Content 

 Cloaking / IP Delivery 

 Link Farming(Un-natural linking) 

 Over Optimization 

 Blog / Forum Abuse 
Hidden Text:
There are two types of hidden text, the first type of hidden text is invisible text to human visitors by keeping text color same
as background, the second type of hidden text is text that is hidden behind images or under document layers.
Doorway pages:
In this technique web pages are developed keeping search engines in mind, they point to website but they are not linked with
website that’s why they are called doorway through which website will be accessed.
Redirection:
Redirection is a technique in which one page redirects the visitors / search engine spiders to another page or domain, redirection is
a SPAM technique and it is usually done through JavaScript or meta refresh tag.
Keyword Stuffing: Keyword stuffing is 100% SPAM technique, in this technique bunch of keywords are kept at webpage it may
be in anchor link, alt tag or at bottom of the webpage.

7. Duplicate Content:
Copying content from other website and keeping it in yours can even bring good results in search engines, but search engines
are extremely intelligent to recognize either the content is original or copied.
Cloaking / IP Delivery:
Cloaking is a SPAM technique, in which one set of information is served to search engine spiders and another set of information
is served to visitors, it’s mostly done by IP tracking that’s why it’s also called IP Delivery.
Link farming / Un-natural Linking:
This is a technique in which webmaster try to have more incoming links pointing to their domain unethically or link buying. They
can easily recognize un-natural linking by link monitoring.
Over Optimization:
After Google’s Florida update, there is a new term called “Over Optimization excessive optimization or implementation of
SEO techniques comparatively than your competitors.
Blog / Forum Abuse:
Forum abuse is another SPAM technique, in this technique SEOs try to get link back to their domains by posting their links to blogs
and forums, it may be through their signature or through their own promotion.
Social Media Optimization (SMO)
SMO stand for Social Media Optimization, SMO is a technique for generating publicity through social media, online communities and
community websites. SMO is used for making site visible in the eyes of people(By Publicity) where seo generate unique traffic,
changes are made to the content and code of a web site in order to increase its rankings in the results pages of search engines and
directories and SEO is used for making site visible in the eyes of search engine. SMO is an Off-Page Optimization and SEO is an
On-Page Optimzation.
Pros & Cons of Social Media Optimization
Pros
1. It takes less time for the campaign to act on customer.
2. Can be targeted to the particular customer individually.
3. Real customers can directly interact with the management or developer team.
4. Allow users immediately share the service to other people creating a chain effect
5. You can build brand loyalty through blogs and other content generation and get connected to
the customers.
6. You can learn more about the needs of the customer and implement them in your product.
Cons
1. A dedicated team needs to be assigned for continuous presence in the media
2. Continuous relevant content generation is required
3. There is a delay between the creation of the relationship with the customers and the actual ROI.
4. There is high risk of getting involved in the negative criticism of the customers.
5. Less number of indicators developed for tracking the success of the campaign.

8. Search Engine Optimization (SEO), Vs Social Media Optimization (SMO)
Differences between SEO, SMO & SEM

9. SEO at a Glance