2. What is SEO?
Process of improving the volume / quality of traffic to
a web site from search engines via "natural" or un-paid
search results.
Search Engine
Marketing
3. Natural Listings Vs. Paid Results
Paid Results (PPC Advertising)
Natural Listings (By SEO Work)
4. Why SEO is important from
Marketer’s point of view?
SEO pulls more traffic than PPC
Natural listings are perceived to be non-
biased
SEO gives better ROI than any other
marketing medium
SEO helps in creating online brand
No bidding wars
5. What NOT to do in SEO!!!
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)
8. Sample Site Analysis
Page Description / Recommendation
Area
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.
9. SEO methods
1. On Page Optimization
i. Meta data
ii. Heading Summary
iii. Image summary
2. Off Page Optimization
i. Domain info
ii. Page Rank
iii. Indexed pages
iv. Last Crawled date
v. Traffic Rank
vi. Inbound Links
vii. Directory Submission
viii. RSS Feed
10. Competitor’s analysis
◦ Find all related websites.
◦ Find their popularity
◦ Find how many sites link them.
◦ How many pages the website has indexed in
the search engine.
11.
12. Metadata
Meta Description is too long: 246 characters(>150)
High number of meta keywords: 14(>10)
Page Title eBay - New & used electronics, cars,
apparel, collectibles, sporting goods &
more at low prices
Meta Description Buy and sell electronics, cars, clothing,
apparel, collectibles, sporting goods, digital
cameras, and everything else on eBay, the
world's online marketplace.
Sign up and begin to buy and sell - auction or
buy it now - almost anything on eBay.com
Meta Keywords eBay, electronics, cars, clothing, apparel,
collectibles, sporting goods, digital cameras,
antiques, tickets, jewellery, online shopping,
auction, online auction
13. Heading Summary
◦ No Headings
Image Summary
◦ Total images found: 6, 5 images don't have ALT text.
Google Page Rank: 8
Google Indexed Pages : 51
Last Google Crawl Date: January 06, 2010
Traffic Rank: 23, Top 0.01%
Inbound Links: 2,29,85,085
Directory:Yahoo, DMOZ
RSS Feed: Not Found
14.
15. Metadata
Meta Description is too long: 324 characters(>150)
High number of meta keywords: 41(>10)
Page Title Amazon.com: Online Shopping for Electronics,
Apparel, Computers, Books, DVDs & more
Meta Description Online shopping from the earth's biggest selection of
books, magazines, music, DVDs, videos, electronics,
computers, software, apparel & accessories, shoes,
jewellery, tools & hardware, house wares, furniture,
sporting goods, beauty & personal care, broadband &
dsl, gourmet...
Meta Keywords Amazon, Amazon.com, Books ,Online Shopping, book
store, Magazine, Subscription, Music, CDs, DVDs, Videos,
Electronics, Video Games, Computers, Cell phones, Toys,
Games, Apparel, Accessories, Shoes, Jewelry, Watches,
Office Products, Sports & Outdoors, Sporting Goods,
Baby products, Health, Personal Care, Beauty, Home...
16. Heading Summary
◦ Total headings: 8
Image Summary
◦ Total images found: 35, 8 images don't have ALT
text.
Google Page Rank: 9
Google Indexed Pages : 156,000,000
Last Google Crawl Date: January 9, 2010
Traffic Rank: 19, Top 0.01%
Inbound Links: 118,998,946
Directory: Yahoo, DMOZ
RSS Feed: Found
17. Competitive Analysis
Google Google
Traffic
Site Page Indexed Inbound Links
Rank
Rank Pages
eBay 8 51 23 22,985,085
amazon 9 156,000,000 19 118,998,946
18.
19.
20. Metadata
Pagetitle is within recommended length of 70 characters
Meta Description is within recommended length of 150
No meta keyword found
Page Title PaGaLGuY.com - India's biggest CAT
2009, MBA website
Meta Description India's biggest CAT 2009, MBA website
Meta Keywords Missing
21. Heading Summary
◦ Total headings found: 18
Image Summary
◦ Total images found: 10
Google Page Rank: 6
Google Indexed Pages : 152,000
Last Google Crawl Date: January 10, 2010
Traffic Rank:6074, Top 0.02%
Inbound Links: 4618
Directory: Yahoo, DMOZ
RSS Feed: Found
22.
23. Metadata
Meta Description is too long: 209>150
High Number Of Meta Keywords: 30>10
Page Title is too long: 84>70
Page Title CoolAvenues: CAT 2009, MBA Jobs, MBA
Admissions, GMAT, MBA Forum, CAT, XAT,
SNAP,CFA
Meta CoolAvenues is complete portal for MBAs in
Description business school, MBAs applying to business school
and MBA recent business school graduates.
CoolAvenues covers business, career, and lifestyle
for the MBA community.
Meta MBA, CoolAvenues, Business, Business school, MBA
Keywords jobs, MBA career, MBA interview, Business degree,
MBA program, Online mba, MBA online, Top
business schools, Best business schools, Business
week magazine, MBA students, Business
Management, Business students.
24. Image Summary
◦ Total images found: 34 , 14 image(s) don't have ALT
text.
Google Page Rank: 5
Google Indexed Pages : 22,000
Last Google Crawl Date: January 07, 2010
Traffic Rank:24920, Top 0.08%
Inbound Links: 767
Directory: Yahoo, DMOZ
Domain Info: Domain Age- 10years
25.
26. Webmaster Guidelines - Google
Design and content guidelines
Technical guidelines
Quality guidelines
27. Yahoo SEO Tools
Overture Keyword Selector Tool
Overture View Bids Tool
Yahoo! Site Explorer
Yahoo! Mindset
Yahoo! Advanced Search Page
Yahoo! Buzz
28. MSN SEO Tools
Keyword Search Funnel Tool
Demographic Prediction Tool
Online Commercial Intention Detection
Tool
Search Result Clustering Tool