PPT on Search Engine Optimization (SEO) for website

1. Making search
engines love
your site

2.  In this chapter, you will learn about
- Creating and maintaining a great site
structure
- Building great on page structure
- Optimizing for trust
Search engines want relevance, In this chapter
you will learn how you can make your website
more attractive to search engines by creating
content clusters and using deep links.

3. Structuring your site for search
engines and people
 Think of your website as a pyramid.
 At the top, you have the homepage.
 One click away from the homepage, you
have the second layer of content.
 Two clicks away, you have the third layer.
 Each additional click moves you another
layer down in the hierarchy until you click
any farther away from the homepage.

4.  You can bring content to the top of the
pyramid by
1. Creating content clusters so that you create
individual, high relevance hub pages within
site structure. You can link these high
relevance pages from your home page and
move the entire cluster up the hierarchy
2. Deep linking to extremely important pages
directly from the homepage, which moves
this content up the hierarchy

5. Creating content clusters
 You can use content clusters, i.e. grouping of
contents of related content to help build
relevance.
 When you link two or more related pages to
each other and to a central hub or index
page from which a visitor can find all those
links in that particular page.
 If you can link ten pages to and from the
single hub page, you create more relevance
than if you had a single page with full of
content.

6.  Always link like with like.
 Keeping your content clumped together has
two benefits.
1. Customers are happier- visitors to your site
want to find all related content grouped
together, like in library. Content clusters and
the hub pages that drive them make it far ,
far easier for visitors to see the content
groupings and find what they want.
2. Hub pages and clusters make search
engines consider your site more relevant

7. example
home
products servicesAbout
Summary
Of
Your
company
List Of
All
Your
products
List of
All
Your
services

8.  You don’t have to reorganize your existing
site, or make any massive changes. Instead
follow these steps.
1. Find all the related pages on your website.
2. Create a single hub page that references all
these other pages.
3. Link to that hub page from each of those
other pages
Example- flipkart, myntra

9.  Tip- you don’t need to modify your
website. You simply link to the same
pages in different way. the original
structure can remain in place.
 Don’t create a cluster of fewer than 15
web pages.

10. Deep linking for special cases
 A deep link is a hyper link that goes directly to
a page that’s more than one click from the
top of the site pyramid.
 If another website links directly to a single
productin your store, bypassing the
homepage , that’s a deep link .
 Deep linking will rarely take you from no
ranking from page 1, but it can give a boost
and it can place compelling content where
visitors can find it.

11. Keeping the structure clean
and clear
 After you do the work to create and
improve a search engine optimized site
structure, you will have to maintain it.
 That means never moving content
around, reinforcing that structure with
great link text, using keyword rich urls, and
avoiding some common site map issues.

12.  The following sections provide tips for
accomplishing all four goals-
1. Keeping content in one place-
Many large sites create an archive section. After
a few months, old content is moved to this
section. So a page that used to be
www.newspapersite.com/june/2007/sports
becomes
www.newspapersite.com/archive/sports

13.  Don’t move your content. Ever
 Make sure that your website is set up to
accommodate a lot of content without an
archive.
 Pages that stay where they were originally
placed get you far more seo leverage.
 Create archive only if huge content is there.
 example- newspaper companies can have
archives.

14. 2. Write great link text- the text contained in
a link provides a hint to both search engines
and visitors. A link tells them what they are
going to see when they follow the link.
Search engines look at link text to gain
insight into the target page’s content.
Example- click here buttons.

15. 3. using keyword rich urls
4. Stepping away from sitemap- search
engines tend to ignore sitemaps.

16. Building a semantic outline
 After you get a handle on the basics of
structuring your website for search
engines and people, you can create a
structure for each individual page.
 Every page has a semantic outline- an
outline that explains the meaning and
structure of content on the page.

17. structure
 Title page
 H1
 H2, H3…
 Paragraph text
 Links, captions, and other stuff

18. Optimizing for trust
 Search engines include trust in their ranking
algorithms.
 This concept is called Trust Rank, is how search
engines separate legitimate web pages from spam.
 The search engines analyze pages and links for
factors that make the pages seem more or less
trustworthy, such as
- Is the site a known distributor of illicit software or
viruses ?
- Is the site supported by a legitimate business
enterprise?
- How long has the site been in operation?