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Search Engines & SEO Basics
What is Domain
What is SEO?
Types of SEO
● Whitre hat
● Black Hat
● Grey Hat
Types of SEO Techniques
● On Page & OffPage
Introduction to SERP
How Search Engines Work Blogger
What is SEO?
• Search Engine Optimization (SEO) is the process by which a website or more
specifically a web page is constructed or enhanced in such a way as to improve
its placement in the search engine results pages.
• Good SEO‘s will ensure that a page appears higher in the search engine
results for a range of relevant, specific and valuable search terms or
queries.
• The successful execution of a search engine optimization project requires
skills in the areas of analysis, research, planning, copy writing and
communication.
• For SEO, awareness in simple web technologies such as HTML, PHP, etc. is a
major factor.
History of
SEO
• The early days of search engine optimization go back to mid-1990s. The most
important aspect of a search engine algorithm appeared to be entirely ―on-
pageǁ based and was focused almost exclusively around meta tags and their
related text.
• During the late 1990s, ethical SEOs and spammers alike realized that search
engine results could be manipulated by the simple process of adjusting a
site‘s meta tags to match the desired keywords. Google‘s arrival in 1998 and
the introduction of its
―off-pageǁ, link based, approach signaled the beginning of the end for the
exclusively meta tag driven approach.
• Because of link spamming, Google introduced Domain Relevance and authority
Types of SEO
● Whitre hat
● Black Hat
● Grey Hat
Things to avoid in SEO?(Black Hat)
● Keyword Stuffing : Keyword stuffing is the technique of excessively
using lots of keywords with express intention of influencing the search
engines.
● Cloaking : Cloaking is the technique whereby the web site visible to a site
visitor is entirely different from that seen by a search engine spider.
● Doorway Sites : A doorway site is a site that acts as a referring page for another
site. The doorway page is highly optimized and contains hidden links and
keywords. The doorway site then climbs search engine rankings but redirects all
of its traffic to the target and perhaps poorly optimized site
● Link Spamming : In many respects, due to the increasing influence of links, it
is inevitable that link spamming would become an issue. Spamming of links
has been a growing problem as many people have realized the importance
that Google, in particular, places on links. As a significant issue it raised its
head in April 2005 when Google‘s new release appeared to ban one of the
leading SEO firms from its rankings.
● Comment Spam:Comment spam is where a spammer visits a publicly
accessible site and deposits a comment with an anchor text link back to a
designated site.
Types of SEO Techniques
On Page SEO & Off Page
SEO
• On-page SEO is the practice of optimizing individual web pages in order to rank
higher and earn more relevant traffic in search engines. On-page refers to both
the content and HTML source code of a page that can be optimized, as opposed
to off-page SEO which refers to links and other external signals. It includes
providing good content, good keywords selection, putting keywords on correct
places, giving appropriate title to every page, etc.
On Page SEO Factors
• HTTP response code errors
• Site speed
• Internal links pointing to the page
• Correct rel=”canonical”Use
• Absence of Broken Links
• Perfect HTML Code
• Valid CSS & JS
OFF Page
SEO
• Off page SEO refers to techniques that can be used to improve the position of a web site
in the search engine results page (SERPs). Many people associate off-page SEO with
link building but it is not only that. It includes link building, increasing link popularity by
submitting open directories, search engines, link exchange, etc.
• Acquiring Backlinks
• Leveraging social interaction with your
site
• Promote your content via social
channels
• Video Sharing
• Add social book markings
• Guest Blogging
Introduction to SERP
Search Engines
• How does a Search Engine Work?
• Crawling- Process of fetching all the web pages linked to a website. This task is
performed by a software called a crawler or a spider (or Googlebot, in case of Google).
• Indexing- Process of creating index for all the fetched web pages and keeping them into
a giant database from where it can later be retrieved. Essentially, the process of
indexing is identifying the words and expressions that best describe the page and
assigning the page to particular keywords.
• Processing- When a search request comes, the search engine processes it, i.e., it
compares the search string in the search request with the indexed pages in the
database.
• Calculating Relevancy- It is likely that more than one page contains the search
string, so the search engine starts calculating the relevancy of each of the pages in
its index to the search string.
• Retrieving Results- The last step in search engine activities is retrieving the best matched
results. Basically, it is nothing more than simply displaying them in the browser.
Search Engine Ranking
• Search Engine Rank When you search any keyword using a search engine, it displays
thousands of results found in its database. A page ranking is measured by the position
of web pages
displayed in the search engine results. If a search engine is putting your web page on
the first position, then your web page rank will be number 1 and it will be assumed as
the page with the highest rank.
Major Search Engine
• Google : Started in 1998 as a university project by Stanford University students Sergey
Brin and Larry Page.
• Yahoo Search
• Bing : Bing was launched in May 2009 as a fundamental upgrade from Microsoft‘s
previous efforts into search, MSN Search.
• Baidu : In China, Baidu is the major player with more than three of every four
searches conducted on their engine.
• Yandex : Yandex is the primary and most popular of all Russian-language search
engines with significant market dominance in Russia.
ASSIGNMENT - Types of Search Engines
Prepare notes on How Search Engines Work
2. SEO Keywords Fundamental
What are keywords & Selection
Type of Keywords
Cold
Warm
Hot
Keywords Research - Keyword Planner
Other Keyword Research Tools
Picking the Right Keywords
Keyword Selection
• Keyword selection is the first search specific discipline. Keyword selection is
crucial and has implications for so much else within the search
• Search Volumes : You should use a word or phrases that have sufficient search
volumes for your needs. You can find out about search volumes by checking
with https://www.wordtracker.com/, https://searchvolume.io/ etc.
• Competitive Advantage : A place to look for keywords is where you enjoy some
competitive advantage. How are your products or services differentiated? What
are the real strengths of your business compared to your closest competitors?
• Competition : Try to find words or phrases that appear ignored or underutilized
by your competitors. An alternative but higher risk approach is to see what
keywords are used by competitor sites and then attempt to outmaneuver them
by better use of links, content and meta tags.
• Relevance : The keyword terms you select must be relevant, salient and part of
the vocabulary used by the audience you are seeking to attract. If the target
audience is a consumer one s/he is unlikely to use jargon. The opposite may be
true if you are seeking B2B prospects.
Keyword Research
• What are Keywords?
• Keyword are words and phrases that searchers enter into search engines.
• Or its the search term that you want to rank a certain page.
Types of keywords
According to the number of words
• Short tail
• Middle Tail
• Long Tail
Importance of keywords in seo
• Targeted keywords help to drive massive traffic to your site
• Keyword targeting increase domain authority
• Keyword are important for every business website as they drive targeted traffic
• Choosing the right keywords to optimize for is thus the first and most crucial step in a
successful SEO campaign.
Keyword Tools
• Keyword Planner
• Google Trends
• Soovle
• Keywords everywhere
• UberSuggest
Picking Right Keywords
• Low Competition
• High Search Volume
Keyword Research Steps
• Step 1
• Make a list of important and relevant topics based on what you know about your
business.
• Eg. Topic buckets like Inbound marketing, email marketing, SEO, Social Media etc
• Step 2
• Fill in those topic buckets with keywords
• Brainstorming of keywords
• Important for ranking
• Step 3
• Research related search terms
• LSI Keywords
• Use LSI keywords to get more keyword ideas
• Step 5
• See how competitors are ranking for these keywords
• Understand what competitors are using as keywords
• Step 6
• Use Google Adwords Keyword Planner to cut down your keywords list
• Narrow down with search volume and competition. Before deleting keywords
check out their trend history in Google trends.
ASSIGNMENT - What is the importance of keywords in SEO
Keywords Research Tips
3. On Page
● Title Tag
● Meta Descriptions & Meta Keywords
● Heading Tags
● URL Optimisation
1. Title Tag
• In the HTML code of your web page, they should appear as:
<head>
<title> Your Title Goes Here </title>
</head>
• Each of your pages & posts should have its own unique title, which includes
the main keywords for that page
• Title tag length should be between 50 - 70
• Make all first letter of a word capital
• Put in your most relevant and desired keywords you want to rank for in the title
2. Meta Descriptions
• You can add a meta description in the <head> section of your site’s HTML. It
should look something like this:
<head>
<meta name=”description” content=”Here is a precise description of my
awesome webpage.”>
</head>
• include relevant keywords
• Length should be 50–300 characters
• Write legible, readable copy
• Do not duplicate meta descriptions
• Consider using rich snippets
3. Meta Keywords
● Meta keywords element is invisible to visitors but visible to search engines. The
keywords you put into this element’s content attribute were used as a ranking factor by
the search engines.
● <meta name="keywords" content="seo, search engine optimisation, search engine
optimization,
search engine ranking">
4. Heading Tags
• Headings are defined with the <h1> to <h6> tags.
• <h1> defines the most important heading. <h6> defines the least important
heading.
• <h1> headings should be used for main headings, followed by <h2>
headings, then the less important <h3>, and so on.
• Include keywords in Heading tags to ranking
• Only one H1 tag in one page
5. URLOptimisation
• URL - Uniform Resource Locator
• Do not use modifiers like top, 2018, etc in URL
• Use hyphens for space
• Do not use underscores or any other symbols
• Do not use capital letters in URL
• It should be human readable
• Ignore stop words
ASSIGNMENT - Write title ,url and meta description of a website & add meta keywords
4. Linking
● Internal Linking--
● ExternalLinking
● InboundLinking
● Outbound linking
● Image Optimisation
1. Internal Linking
• Internal links are hyperlinks that point at the same domain or its the link that
points to another page on the same domain
• They allow users to navigate in a website
• Help in ranking of websites
• Internal links are used to build SEO friendly site architecture.
• Helps web crawlers to crawl websites and find all pages easily
• Interlinking with keywords help in SEO
• HTML code for internal linking
• <a href=”http://domain.com/sub-category” >Link anchor text</a>
2. External Linking
• External links are hyperlinks that point at any domain other than the domain
the link exist.
• Structure is,
• <a href=”http://domain.com/sub-category” >Link anchor text</a>
• External links are one of the important factors which provide to the
ranking of websites.
• The quantity and quality of external links that you use matters
• Adding trustworthy and informative links to your pages will improve the
credibility of your website.
• Valuable external links will also help to improve authority of your website.
3. Inbound and Outbound Links
• Inbound Linking
• Inbound links are links from other webpages that direct customers and
search engines to your web page.
• They are also called backlinks.
• Outbound Linking
• Outbound links are links that direct you to another specific webpage.
4. Image Optimization -tool-tinyPNG
• Image optimization is the process of delivering the high quality images in
the right format, dimension, size and resolution while keeping the smallest
possible size.
• Add relevant images to the content
• Add alt tags to the images
• Keep alt tags short and descriptive
• Big size images makes page heavy so reduce image size
• Loading time of pages is an imp factor for SEO ranking.
• Add keyword rich file names and use hyphens for space
• Use relevant keyword for title of images
• <img src=“https://site.com/image.png” alt=“your alt text”>
ASSIGNMENT - Importance of Internal linking and external linking in SEO
Keyword Density
● Keyword density is the percentage of times a keyword or phrase appears on a web page
compared to the total number of words on the page.
● Keyword density tells you how often a search term appears in a text in relation to the
total number of words it contains.
● For example: if a keyword appears three times in a 100 word text the keyword density
would be 3%.
Content Optimization
● Use Natural Language
o Use natural variants
o Contextual variations
o Latent Semantic Indexing
● Increase Content Length
o Length = Strength in SEO
o Valuable content + Best Length = Best
● Optimise images
o Use relevant images
o Rename your images with keywords and use hyphens for space
o Add alt text
● Write quality content
o Content is king
o Engage people
o Free of spelling and grammatical errors
● Add Social Sharing Buttons
o Makes easy for people to share content
o Social sharing values our content
o Brand recognition
Broken Links
● Broken Links are links that send visitors to a webpage that no longer exists.
● Broken links are links that don't work.
● Search engines see links as a vote for a website’s quality.
● Links to your website and links within your website can affect where your website ranks
in search results. Because of this, it’s best practice to either remove or update broken
links.
www or non-www
● The preferred domain is the one that you would like used to index your site's pages.
● Links may point to your site using both the www and non-www versions of the URL(for
instance, http://www.example.com and http://example.com).
● The preferred domain is the version that you want to use for your site in the search
results.
● The rule can be added in .htaccess
Duplicate content
● Duplicate content is content that appears on the internet in more than one place.
● Check duplicate content issues and fix them for better ranking
● Getting rid of duplicate content is a very important task for an SEO
● Tool: copyscape.com
5. Responsiveness
● Responsiveness
● Robots.txt
● 404 Page Optimisation
● 301/ 302 Redirects
● XML Sitemap
Responsiveness
• A responsive website automatically changes to fit the device you are
reading it on.
• Improved site responsibility
• Faster page speed
• Decreased bounce rate
• Less duplicate content
Robots.txt
• Robots.txt is a txt file webmasters create to instruct robots how to crawl pages
on their website.
• Structure is,
• User-agent:
• Disallow:
(includes all crawlers)
(instruction for google bot
only) (block the entire site)
(block a webpage)
(allows a file in that specific
folder)
• Here user agent is the search engine crawlers and disallow lists files to be
excluded from indexing or that instructs a user agent to not to crawl a URL.
• You can use * to reference all crawlers or specify the name of crawler.
• User-agent: *
• User-agent:Googlebot
• Disallow:/
• Disallow:/private-file.html
• Allow:/folder/file
• Allow - This tells which pages or sub folders can be accessed.
• Robots.txt is case sensitive so you need to add elements in small letter only.
404 Page Optimization
1. A 404 page is what a user see when they try to reach a non existent page on your site.
2. Few of the things which you can do to optimize 404 page for better user experience are
a. Insert a search bar
b. Insert an email opt-in page
c. Add your sites pages
d. Add business information
e. Add contact information
• 301/302 Redirects
• 301 redirect is a permanent redirect which passes between 90-99% of
link juice to the redirected page.
• 302 redirect is a temporary redirect which does not carry or pass the link
juice to the redirected page.
ASSIGNMENT - Find out different ways to optimize a 404 page
● XMLSitemap
• XML Sitemap is the file where you can list the web pages of your site to tell
google and other search engines about the organization of your site content.
• It helps the robots to intelligently crawl the website.
• Creating the sitemap is not too complicated. Basically, for each URL you list in
your sitemap, you can add additional information about images on that page.
Google gives us an example for the URLhttp://example.co.uk/sample.xml:
• Sitemap structure
<?xml version="1.0" encoding="UTF-8"?>
<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9">
<url>
<loc>http://www.example.com/</loc>
<lastmod>2005-01-01</lastmod>
<
changefreq>monthly</changefreq>
<priority>0.8</priority>
</url>
</urlset>
• <urlset> : Encapsulates the file and references the current protocol standard.
• <url> : Parent tag for each URL entry. The remaining tags are children of this tag.
• <loc> : URL of the page. This URLmust begin with the protocol (such as http) and end
with a trailing slash, if your web server requires it. This value must be less than 2,048
characters.
• <lastmod > optional The date of last modification of the file. This date should be in W3C
Datetime format. This format allows you to omit the time portion, if desired, and use
YYYY-MM-DD.
• <changefreq> : How frequently the page is likely to change. This value provides general
information to search engines and may not correlate exactly to how often they crawl the
page. Valid values are:
• always
• hourly
• daily
• weekly
• monthly
• yearly
• never
• <priority> : The priority of this URL relative to other URLs on your site. Valid values
range from 0.0 to 1.0. This value does not affect how your pages are compared to pages
on other sites—it only lets the search engines know which pages you deem most
important for the crawlers.
• The default priority of a page is 0.5.
• Please note that the priority you assign to a page is not likely to influence the position of
your URLs in a search engine's result pages. Search engines may use this information
when selecting between URLs on the same site, so you can use this tag to increase the
likelihood that your most important pages are present in a search index.
Static Dynamic
In static web pages, Pages will remain
same until someone changes it manually.
In dynamic web pages, Content of
pages are different for different
visitors.
Static Web Pages are simple in
terms of complexity.
Dynamic web pages are complicated.
In static web pages, Information are
change rarely.
In dynamic web page, Information are
change frequently.
Static Web Page takes less time for
loading than dynamic web page.
Dynamic web page takes more time for
loading.
In Static Web Pages, database is not used. In dynamic web pages, database is used.
Static web pages are written in
languages such as: HTML, JavaScript,
CSS, etc.
Dynamic web pages are written in
languages such as: CGI, AJAX, ASP,
ASP.NET, etc.
• Also, please note that assigning a high priority to all of the URLs on your site is not
likely to help you. Since the priority is relative, it is only used to select between URLs on
your site.
CMS(Content Management
System)
Basics Of Websites
Static and Dynamic
Websites
Content management systems
• A content management system is a software application that can be used to
manage the creation and modification of digital content. CMSs are typically used
for enterprise content management and web content management.
• Popular CMS :
• Wordpress
• Magento
• Opencart
• Wix
• SMF
• WordPress enables website owners to update page content and operate a
blog page through a friendly interface (avoiding the need to learn web design
skills).
• Pages V/s Posts :
• Pages are more permanent. Typical examples would be your Home page,
About us, Contact us. Once you publish them, they stay put. They’re handy for
timeless content, like an About or Contact Me section.
• The blog page of your website automatically lists individual posts added
by yourself. These can be of any length – short punchy updates or incredibly
long features or stories. It’s your choice…
Create a WordPress Website
• Sign up for a free webhost, https://000webhost.com
• Install Wordpress
• Install a theme
• Install a plugin
• Get familiarized with the wordpress dashboard
Wordpress
• Install WordPress the manual way
• Download the wordpress zip file from wordpress.org
• Uploaded the downloaded archive to your web server through ftp
• Setup database
• Log into the website
Some common Terminology of Web
• Domain Name : A domain name is your website name. A domain name is the
address where Internet users can access your website. A domain name is used
for finding and identifying computers on the Internet. Computers use IP
addresses, which are a series of number. However, it is difficult for humans to
remember strings of numbers. Because of this, domain names were developed
and used to identify entities on the Internet rather than using IP addresses.
• Web Server: A Web server is a computer system that hosts websites. It runs Web
server software, such as Apache or Microsoft IIS, which provides access to
hosted webpages over the Internet.
• FTP:The File Transfer Protocol is a standard network protocol used for the
transfer of computer files between a client and server on a computer network.
• Database : A database is a data structure that stores organized information.
Most databases contain multiple tables, which may each include several different
fields. For example, a company database may include tables for products,
employees, and financial records.
6. On Page
● Canonical Tag
● Broken Links
● No Follow/ Do Follow
● Social sharing
● Canonical Tag
• A canonical tag tells a search engine that a specific URLrepresents the master
copy of a page.
• Using canonical tag prevents problems caused by identical or duplicate content.
• A canonical tag tells search engine which version of a URLyou want to appear in
search results.
• Structure is,
• <link rel=”canonical” href=”https://domain.com”/>
• Here it indicates that the page on which this tag appears should be treated as a
duplicate of the specified URL
● Broken Links
• Broken links are links that send visitors to a webpage that no longer exists
or they are links that don't work
• Find broken links in any of the websites using a broken link checker tool
● No Follow/ Do Follow
• No follow provides a way for webmasters to tell search engines to not
follow that particular link.
• This give webmasters more granular control that is instead of telling
search engines and bots not to follow any links on the page, it lets you
easily instruct robots not to a crawl a specific link.
• Do follow links allow Google to follow them and reach our website, thus
giving us link juice and a backlink.
• Structure is,
• <a href=”https://domain.com” rel=”nofollow”>Anchor text</a>
● Social Sharing
• Social signals refer to a Webpages collective shares, likes and overall
social media visibility.
• These activities contribute to a pages organic search ranking.
ASSIGNMENT - Prepare notes on On page ranking factors
7. On Page
● Breadcrumb Navigation
● W3c Validation
● Sitelinks
● Schema Markup
● Page Speed
BreadCrumb Navigation
• Breadcrumbs are links that allow a user to track their path from the page
they are currently viewing to the homepage of your website.
• They appear close to the top of your page and reflects the structure of your site.
• They help users understand the layout of your site
• Enable user to scan your site
• Easy to understand and follow
W3C Validator
• To check validity of web documents.
• Its an important step towards ensuring the technical quality of web pages.
Sitelinks
• Sitelinks are hyperlinks that are mentioned below any specific search engine
result to link to the websites subpages.
Citation
● Citation is the way you tell your readers that certain material in your work came from
another source.
● Giving credit to the original author by citing sources is the only way to use other peoples
work without plagiarizing.
Schema Markup ( Structured Data)
● Schema Markup is a code that you can add to your website to improve the way search
engines read and represent your page in SERPs.
● Schema tells the search engines what your data means, not just what it says.
● Adding schema markup to your website improves the way your page display in SERP’s
by enhancing the rich snippets that are displayed beneath the page title.
● Schema markup vocabulary are available at http://schema.org/
● Google structured data tool
● Microdata is a form of Structured data that works with HTML5.
(https://developer.mozilla.org/en-US/docs/Web/HTML/Microdata)
● Search results with rich snippets will have a better click through rate.
● JSON-LD(JavaScript Object Notation for Linked Data) supports all types of content
● Microdata support only HTML documents. It's a HTML5 specification
Example (Microdata)
<div itemscope itemtype="http://schema.org/Movie">
<h1>Avatar</h1>
<span>Director: James Cameron (born August 16, 1954)</span>
<span>Science fiction</span>
<a href="../movies/avatar-theatrical-trailer.html">Trailer</a>
</div>
● By adding itemscope, you are specifying that the HTML contained in
the <div>...</div> block is about a particular item
● But it's not all that helpful to specify that there is an item being discussed without
specifying what kind of an item it is. You can specify the type of item using
the itemtype attribute immediately after the itemscope
● This specifies that the item contained in the div is in fact a Movie, as defined in the
schema.org type hierarchy. Item types are provided as URLs, in this
case http://schema.org/Movie.
<div itemscope itemtype="http://schema.org/Offer">
<span itemprop="name">Blend-O-Matic</span>
<span itemprop="price">$19.95</span>
<div itemprop="reviews" itemscope
itemtype="http://schema.org/AggregateRating">
<img src="four-stars.jpg" />
<meta itemprop="ratingValue" content="4" />
<meta itemprop="bestRating" content="5" />
Based on <span itemprop="ratingCount">25</span>
</div>
</div>
user ratings
Example (JSON-ld)
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Organization",
"url": "http://www.example.com",
"name": "Unlimited Ball Bearings Corp.",
"contactPoint": {
"@type": "ContactPoint",
"telephone": "+1-401-555-1212",
"contactType": "Customer service"
}
}
</script>
● @Context: When two people communicate with one another, the conversation takes place
in a shared environment, typically called "the context of the conversation". This shared
context allows the individuals to use shortcut terms, like the first name of a mutual friend,
to communicate more quickly but without losing accuracy. A context in JSON-LD works
in the same way. It allows two applications to use shortcut terms to communicate with
one another more efficiently, but without losing accuracy.
ASSIGNMENT - How to increase page speed
08. Local search techtraveleat.com
● Understanding local search
● Understanding Google my business
● Setting up and optimising Google + local
● Managing your citations
● Getting more review for your business
ASSIGNMENT - Set Up a Business page and optimise it
09: Off Page Optimisation
● What is Off Page Optimisation.
Offpage optimization refers to all the measures that can be taken outside of
the actual website in order to improve its position in search rankings.
These are measures that help create as many high-quality backlinks (incoming
links) as possible.
● AnchorText.
Anchor text is the visible characters and words that hyperlinks display when linking to
another document or location on the web
● Directory Submission.
○ Directory Submission.
● Directory submission in SEO is process of submitting our website URL onvarious
business directories or web directories to create backlinks.
● Backlinks are used by search engines to improve ranking.
Types Of Directory Submission
• Free Directory Submission
It is a free directory submission but there is no guarantee of getting an approved link
by the
administrator, and it will also take a lot of time.
• Reciprocal Regular Web Directory Listing
Here you need to submit a reciprocal link to your site when you activate directory link.
Then
only directory administrator will approve your link.
• Paid Directory Submission
Here you need to pay the owner of the directories site for submissions. You will get
fast
backlinks from this type. As it is a paid form, some of the sites offer this as a
package for yearly or lifetime.
• Automatic Directory Submission
As the name suggests, you can use software and tools to submit directories.
• Manual Directory Submission
You need to do all the directory submissions manually. However, all the search
engines
including Google don’t encourage manipulative ranking efforts.
• Nofollow Directory Submission
The nofollow attribute usage is becoming controversial among search engines as you
do not
gain the desired ranking through them. In directory submissions, should you
consider submitting your site to any no follow directories, it is a question that must
be thoroughly thought out.
• Dofollow Directory Submission
If you happen to be a blogger who wants to increase your blog rankings then you
must head
for do follow directories that help you to get SERP. Dofollow backlinks help in
getting high rankings and also high traffic.
ASSIGNMENT - https://avivdigital.in/directory-submission/
10 Directory submission
10: Off Page Optimisation
● Social Bookmarking…
● Social Profile Creation
ASSIGNMENT - 10 Social Bookmarking & 10 Social Profile creation
+
● Classified Submission
● Classified Submission is the process by which you can submit ads in classified
submission sites.
● Classified submission can also enhance your visibility and presence in search
engine.
Various Parts Of a Classified ad
● Headline: If you want to create an effective classified ad, then you need to wisely
create an effective and catchy headline first. Don’t forget to include the keywords
in the headline. A catchy and compelling headline will create enough interest
among the readers and buyers and will bring them to your site
● Details: Once you are done with the headline, the next you need to make the
details of the services and products that you are offering your customers. Don’t
try to hoodwink the customers with some false promise or anything that can
tarnish your brand image. Generally, most of the classifieds use attractive offers
(limited offers, special discounts for first five people, limited stock, etc.) to cater
the interest of the customers.
● Contact details: Now, you have to give the finishing touch wisely so that your
buyers or customers can click on the “buy now” or “contact now” button.
● Search Engine Submission
ASSIGNMENT - 10 Classified Submission & 10 Search engine submission
12: Off Page Optimisation
● Article Submission
● Infographic Submission
ASSIGNMENT - 10 Article Submission & 10 Infographic submission
13: Off Page Optimisation neslanet – Just another WordPress site
● Image Sharing
● Forum Posting
ASSIGNMENT - 10 Image Sharing & 10 Forum posting
14: Off Page Optimisation
● PPT Sharing
● PDF Sharing
● Press Release
ASSIGNMENT - 10 PPT Sharing & 10 PDF Sharing
15: Off Page Optimisation
● Audio Sharing
● Video Sharing
● Guest Post
ASSIGNMENT - 10 Audio Sharing & 10 Video Sharing
16: Off Page Optimisation
● Blog Community Sharing
● Quora
ASSIGNMENT - 10 BC Sharing & 10 Quora posting
17:All the Goodies in Google Webmaster Tools
● Get Started With Search Console – How to Verify Your Website
● Explore All the Available Tools In SearchConsole
ASSIGNMENT - https://neilpatel.com/blog/google-webmaster-tools/
18- Google Analytics
● Understanding the basics
● Why Google analytics
● How Google Analytics works
● How to setup analytics account
● Understanding full reports
● Dashboard and shortcuts
● Basic campaign and conversion tracking
ASSIGNMENT - https://neilpatel.com/blog/google-webmaster-tools/
19: SEOAuditing
4. An Introduction to SEOAuditing
ASSIGNMENT - Audit a site
20: Competitor Analysis
5. Competitor Analysis
● What is a Competition Analysis & Why Is It Important
● How to Perform a SEO Competitor Analysis
○ Open Site Explorer | Moz
○ SEMrush.com -> Advanced Keywords and Competitors ResearchTool
● Identifying Your SEO Competitors
ASSIGNMENT - Do competitor analysis of a site
21: Google Updates
● Google Guidelines
● GoogleAlgorithms
ASSIGNMENT - Check out the latest Google algorithm
22: SEO Tools
● Screaming Frog SEO Spider
● SEMrush
ASSIGNMENT -
https://www.youtube.com/watch?v=ZHItK2EVLQA
https://webdesign.tutsplus.com/tutorials/analyzing-your-website-with-the-screaming-frog-seo-spi
der--cms-21669
https://www.soravjain.com/semrush-competitor-analysis-tool
https://www.youtube.com/watch?v=tq9NnLzaMXU
23: SEO Audit
● Moz's open site explorer
● Ahrefs
● Majestic
ASSIGNMENT -
https://ahrefs.com/blog/how-to-use-ahrefs/
https://www.youtube.com/watch?v=amtMnIRGbG0
Day 24: GTM (Google Tag Manager)
Getting Started with Google Tag Manager
● Quick Google Tag Manager
● Google Tag Manager Installation
● What is Google Tag Manager
● Publish a Tag with Google Tag Manager
● Analytics, Facebook Pixel etc
● Auto-Event Tracking with Google TagManager
ASSIGNMENT
https://www.youtube.com/watch?v=ozWNNNxLW8E
https://www.youtube.com/channel/UClgihdkPzNDtuoQy4xDw5mA
https://blog.hubspot.com/marketing/google-tag-manager-guide

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  • 1. 1. Search Engines & SEO Basics What is Domain What is SEO? Types of SEO ● Whitre hat ● Black Hat ● Grey Hat Types of SEO Techniques ● On Page & OffPage Introduction to SERP How Search Engines Work Blogger What is SEO? • Search Engine Optimization (SEO) is the process by which a website or more specifically a web page is constructed or enhanced in such a way as to improve its placement in the search engine results pages. • Good SEO‘s will ensure that a page appears higher in the search engine results for a range of relevant, specific and valuable search terms or queries. • The successful execution of a search engine optimization project requires skills in the areas of analysis, research, planning, copy writing and communication. • For SEO, awareness in simple web technologies such as HTML, PHP, etc. is a major factor. History of SEO
  • 2. • The early days of search engine optimization go back to mid-1990s. The most important aspect of a search engine algorithm appeared to be entirely ―on- pageǁ based and was focused almost exclusively around meta tags and their related text. • During the late 1990s, ethical SEOs and spammers alike realized that search engine results could be manipulated by the simple process of adjusting a site‘s meta tags to match the desired keywords. Google‘s arrival in 1998 and the introduction of its ―off-pageǁ, link based, approach signaled the beginning of the end for the exclusively meta tag driven approach. • Because of link spamming, Google introduced Domain Relevance and authority Types of SEO ● Whitre hat ● Black Hat ● Grey Hat Things to avoid in SEO?(Black Hat) ● Keyword Stuffing : Keyword stuffing is the technique of excessively using lots of keywords with express intention of influencing the search engines. ● Cloaking : Cloaking is the technique whereby the web site visible to a site visitor is entirely different from that seen by a search engine spider. ● Doorway Sites : A doorway site is a site that acts as a referring page for another site. The doorway page is highly optimized and contains hidden links and keywords. The doorway site then climbs search engine rankings but redirects all of its traffic to the target and perhaps poorly optimized site ● Link Spamming : In many respects, due to the increasing influence of links, it is inevitable that link spamming would become an issue. Spamming of links has been a growing problem as many people have realized the importance that Google, in particular, places on links. As a significant issue it raised its head in April 2005 when Google‘s new release appeared to ban one of the leading SEO firms from its rankings.
  • 3. ● Comment Spam:Comment spam is where a spammer visits a publicly accessible site and deposits a comment with an anchor text link back to a designated site. Types of SEO Techniques On Page SEO & Off Page SEO • On-page SEO is the practice of optimizing individual web pages in order to rank higher and earn more relevant traffic in search engines. On-page refers to both the content and HTML source code of a page that can be optimized, as opposed to off-page SEO which refers to links and other external signals. It includes providing good content, good keywords selection, putting keywords on correct places, giving appropriate title to every page, etc. On Page SEO Factors • HTTP response code errors • Site speed • Internal links pointing to the page • Correct rel=”canonical”Use • Absence of Broken Links • Perfect HTML Code • Valid CSS & JS OFF Page SEO
  • 4. • Off page SEO refers to techniques that can be used to improve the position of a web site in the search engine results page (SERPs). Many people associate off-page SEO with link building but it is not only that. It includes link building, increasing link popularity by submitting open directories, search engines, link exchange, etc. • Acquiring Backlinks • Leveraging social interaction with your site • Promote your content via social channels • Video Sharing • Add social book markings • Guest Blogging Introduction to SERP Search Engines • How does a Search Engine Work? • Crawling- Process of fetching all the web pages linked to a website. This task is performed by a software called a crawler or a spider (or Googlebot, in case of Google). • Indexing- Process of creating index for all the fetched web pages and keeping them into a giant database from where it can later be retrieved. Essentially, the process of indexing is identifying the words and expressions that best describe the page and assigning the page to particular keywords. • Processing- When a search request comes, the search engine processes it, i.e., it compares the search string in the search request with the indexed pages in the database. • Calculating Relevancy- It is likely that more than one page contains the search string, so the search engine starts calculating the relevancy of each of the pages in its index to the search string. • Retrieving Results- The last step in search engine activities is retrieving the best matched results. Basically, it is nothing more than simply displaying them in the browser. Search Engine Ranking • Search Engine Rank When you search any keyword using a search engine, it displays thousands of results found in its database. A page ranking is measured by the position of web pages
  • 5. displayed in the search engine results. If a search engine is putting your web page on the first position, then your web page rank will be number 1 and it will be assumed as the page with the highest rank. Major Search Engine • Google : Started in 1998 as a university project by Stanford University students Sergey Brin and Larry Page. • Yahoo Search • Bing : Bing was launched in May 2009 as a fundamental upgrade from Microsoft‘s previous efforts into search, MSN Search. • Baidu : In China, Baidu is the major player with more than three of every four searches conducted on their engine. • Yandex : Yandex is the primary and most popular of all Russian-language search engines with significant market dominance in Russia. ASSIGNMENT - Types of Search Engines Prepare notes on How Search Engines Work 2. SEO Keywords Fundamental What are keywords & Selection Type of Keywords Cold Warm Hot Keywords Research - Keyword Planner Other Keyword Research Tools Picking the Right Keywords Keyword Selection • Keyword selection is the first search specific discipline. Keyword selection is crucial and has implications for so much else within the search
  • 6. • Search Volumes : You should use a word or phrases that have sufficient search volumes for your needs. You can find out about search volumes by checking with https://www.wordtracker.com/, https://searchvolume.io/ etc. • Competitive Advantage : A place to look for keywords is where you enjoy some competitive advantage. How are your products or services differentiated? What are the real strengths of your business compared to your closest competitors? • Competition : Try to find words or phrases that appear ignored or underutilized by your competitors. An alternative but higher risk approach is to see what keywords are used by competitor sites and then attempt to outmaneuver them by better use of links, content and meta tags. • Relevance : The keyword terms you select must be relevant, salient and part of the vocabulary used by the audience you are seeking to attract. If the target audience is a consumer one s/he is unlikely to use jargon. The opposite may be true if you are seeking B2B prospects. Keyword Research • What are Keywords? • Keyword are words and phrases that searchers enter into search engines. • Or its the search term that you want to rank a certain page. Types of keywords According to the number of words • Short tail • Middle Tail • Long Tail Importance of keywords in seo • Targeted keywords help to drive massive traffic to your site • Keyword targeting increase domain authority • Keyword are important for every business website as they drive targeted traffic • Choosing the right keywords to optimize for is thus the first and most crucial step in a successful SEO campaign.
  • 7. Keyword Tools • Keyword Planner • Google Trends • Soovle • Keywords everywhere • UberSuggest Picking Right Keywords • Low Competition • High Search Volume Keyword Research Steps • Step 1 • Make a list of important and relevant topics based on what you know about your business. • Eg. Topic buckets like Inbound marketing, email marketing, SEO, Social Media etc • Step 2 • Fill in those topic buckets with keywords • Brainstorming of keywords • Important for ranking • Step 3 • Research related search terms • LSI Keywords • Use LSI keywords to get more keyword ideas • Step 5 • See how competitors are ranking for these keywords • Understand what competitors are using as keywords
  • 8. • Step 6 • Use Google Adwords Keyword Planner to cut down your keywords list • Narrow down with search volume and competition. Before deleting keywords check out their trend history in Google trends. ASSIGNMENT - What is the importance of keywords in SEO Keywords Research Tips 3. On Page ● Title Tag ● Meta Descriptions & Meta Keywords ● Heading Tags ● URL Optimisation 1. Title Tag • In the HTML code of your web page, they should appear as: <head> <title> Your Title Goes Here </title> </head> • Each of your pages & posts should have its own unique title, which includes the main keywords for that page • Title tag length should be between 50 - 70 • Make all first letter of a word capital • Put in your most relevant and desired keywords you want to rank for in the title
  • 9. 2. Meta Descriptions • You can add a meta description in the <head> section of your site’s HTML. It should look something like this: <head> <meta name=”description” content=”Here is a precise description of my awesome webpage.”> </head> • include relevant keywords • Length should be 50–300 characters • Write legible, readable copy • Do not duplicate meta descriptions • Consider using rich snippets 3. Meta Keywords ● Meta keywords element is invisible to visitors but visible to search engines. The keywords you put into this element’s content attribute were used as a ranking factor by the search engines. ● <meta name="keywords" content="seo, search engine optimisation, search engine optimization, search engine ranking"> 4. Heading Tags • Headings are defined with the <h1> to <h6> tags. • <h1> defines the most important heading. <h6> defines the least important heading. • <h1> headings should be used for main headings, followed by <h2> headings, then the less important <h3>, and so on. • Include keywords in Heading tags to ranking • Only one H1 tag in one page 5. URLOptimisation • URL - Uniform Resource Locator • Do not use modifiers like top, 2018, etc in URL • Use hyphens for space • Do not use underscores or any other symbols • Do not use capital letters in URL • It should be human readable • Ignore stop words ASSIGNMENT - Write title ,url and meta description of a website & add meta keywords
  • 10. 4. Linking ● Internal Linking-- ● ExternalLinking ● InboundLinking ● Outbound linking ● Image Optimisation 1. Internal Linking • Internal links are hyperlinks that point at the same domain or its the link that points to another page on the same domain • They allow users to navigate in a website • Help in ranking of websites • Internal links are used to build SEO friendly site architecture. • Helps web crawlers to crawl websites and find all pages easily • Interlinking with keywords help in SEO • HTML code for internal linking • <a href=”http://domain.com/sub-category” >Link anchor text</a> 2. External Linking • External links are hyperlinks that point at any domain other than the domain the link exist. • Structure is, • <a href=”http://domain.com/sub-category” >Link anchor text</a> • External links are one of the important factors which provide to the ranking of websites. • The quantity and quality of external links that you use matters • Adding trustworthy and informative links to your pages will improve the credibility of your website. • Valuable external links will also help to improve authority of your website. 3. Inbound and Outbound Links • Inbound Linking • Inbound links are links from other webpages that direct customers and search engines to your web page. • They are also called backlinks. • Outbound Linking • Outbound links are links that direct you to another specific webpage. 4. Image Optimization -tool-tinyPNG • Image optimization is the process of delivering the high quality images in the right format, dimension, size and resolution while keeping the smallest possible size. • Add relevant images to the content • Add alt tags to the images
  • 11. • Keep alt tags short and descriptive • Big size images makes page heavy so reduce image size • Loading time of pages is an imp factor for SEO ranking. • Add keyword rich file names and use hyphens for space • Use relevant keyword for title of images • <img src=“https://site.com/image.png” alt=“your alt text”> ASSIGNMENT - Importance of Internal linking and external linking in SEO Keyword Density ● Keyword density is the percentage of times a keyword or phrase appears on a web page compared to the total number of words on the page. ● Keyword density tells you how often a search term appears in a text in relation to the total number of words it contains. ● For example: if a keyword appears three times in a 100 word text the keyword density would be 3%. Content Optimization ● Use Natural Language o Use natural variants o Contextual variations o Latent Semantic Indexing ● Increase Content Length o Length = Strength in SEO o Valuable content + Best Length = Best ● Optimise images o Use relevant images o Rename your images with keywords and use hyphens for space o Add alt text ● Write quality content o Content is king o Engage people o Free of spelling and grammatical errors ● Add Social Sharing Buttons o Makes easy for people to share content o Social sharing values our content o Brand recognition Broken Links ● Broken Links are links that send visitors to a webpage that no longer exists. ● Broken links are links that don't work. ● Search engines see links as a vote for a website’s quality.
  • 12. ● Links to your website and links within your website can affect where your website ranks in search results. Because of this, it’s best practice to either remove or update broken links. www or non-www ● The preferred domain is the one that you would like used to index your site's pages. ● Links may point to your site using both the www and non-www versions of the URL(for instance, http://www.example.com and http://example.com). ● The preferred domain is the version that you want to use for your site in the search results. ● The rule can be added in .htaccess Duplicate content ● Duplicate content is content that appears on the internet in more than one place. ● Check duplicate content issues and fix them for better ranking ● Getting rid of duplicate content is a very important task for an SEO ● Tool: copyscape.com 5. Responsiveness ● Responsiveness ● Robots.txt ● 404 Page Optimisation ● 301/ 302 Redirects ● XML Sitemap Responsiveness • A responsive website automatically changes to fit the device you are reading it on. • Improved site responsibility • Faster page speed • Decreased bounce rate • Less duplicate content Robots.txt • Robots.txt is a txt file webmasters create to instruct robots how to crawl pages on their website. • Structure is, • User-agent: • Disallow:
  • 13. (includes all crawlers) (instruction for google bot only) (block the entire site) (block a webpage) (allows a file in that specific folder) • Here user agent is the search engine crawlers and disallow lists files to be excluded from indexing or that instructs a user agent to not to crawl a URL. • You can use * to reference all crawlers or specify the name of crawler. • User-agent: * • User-agent:Googlebot • Disallow:/ • Disallow:/private-file.html • Allow:/folder/file • Allow - This tells which pages or sub folders can be accessed. • Robots.txt is case sensitive so you need to add elements in small letter only. 404 Page Optimization 1. A 404 page is what a user see when they try to reach a non existent page on your site. 2. Few of the things which you can do to optimize 404 page for better user experience are a. Insert a search bar b. Insert an email opt-in page c. Add your sites pages d. Add business information e. Add contact information • 301/302 Redirects • 301 redirect is a permanent redirect which passes between 90-99% of link juice to the redirected page. • 302 redirect is a temporary redirect which does not carry or pass the link juice to the redirected page. ASSIGNMENT - Find out different ways to optimize a 404 page ● XMLSitemap • XML Sitemap is the file where you can list the web pages of your site to tell google and other search engines about the organization of your site content. • It helps the robots to intelligently crawl the website.
  • 14. • Creating the sitemap is not too complicated. Basically, for each URL you list in your sitemap, you can add additional information about images on that page. Google gives us an example for the URLhttp://example.co.uk/sample.xml: • Sitemap structure <?xml version="1.0" encoding="UTF-8"?> <urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"> <url> <loc>http://www.example.com/</loc> <lastmod>2005-01-01</lastmod> < changefreq>monthly</changefreq> <priority>0.8</priority> </url> </urlset> • <urlset> : Encapsulates the file and references the current protocol standard. • <url> : Parent tag for each URL entry. The remaining tags are children of this tag. • <loc> : URL of the page. This URLmust begin with the protocol (such as http) and end with a trailing slash, if your web server requires it. This value must be less than 2,048 characters. • <lastmod > optional The date of last modification of the file. This date should be in W3C Datetime format. This format allows you to omit the time portion, if desired, and use YYYY-MM-DD. • <changefreq> : How frequently the page is likely to change. This value provides general information to search engines and may not correlate exactly to how often they crawl the page. Valid values are: • always • hourly • daily • weekly • monthly • yearly • never • <priority> : The priority of this URL relative to other URLs on your site. Valid values range from 0.0 to 1.0. This value does not affect how your pages are compared to pages on other sites—it only lets the search engines know which pages you deem most important for the crawlers. • The default priority of a page is 0.5. • Please note that the priority you assign to a page is not likely to influence the position of your URLs in a search engine's result pages. Search engines may use this information when selecting between URLs on the same site, so you can use this tag to increase the likelihood that your most important pages are present in a search index.
  • 15. Static Dynamic In static web pages, Pages will remain same until someone changes it manually. In dynamic web pages, Content of pages are different for different visitors. Static Web Pages are simple in terms of complexity. Dynamic web pages are complicated. In static web pages, Information are change rarely. In dynamic web page, Information are change frequently. Static Web Page takes less time for loading than dynamic web page. Dynamic web page takes more time for loading. In Static Web Pages, database is not used. In dynamic web pages, database is used. Static web pages are written in languages such as: HTML, JavaScript, CSS, etc. Dynamic web pages are written in languages such as: CGI, AJAX, ASP, ASP.NET, etc. • Also, please note that assigning a high priority to all of the URLs on your site is not likely to help you. Since the priority is relative, it is only used to select between URLs on your site. CMS(Content Management System) Basics Of Websites Static and Dynamic Websites Content management systems • A content management system is a software application that can be used to manage the creation and modification of digital content. CMSs are typically used for enterprise content management and web content management. • Popular CMS : • Wordpress • Magento • Opencart • Wix
  • 16. • SMF • WordPress enables website owners to update page content and operate a blog page through a friendly interface (avoiding the need to learn web design skills). • Pages V/s Posts : • Pages are more permanent. Typical examples would be your Home page, About us, Contact us. Once you publish them, they stay put. They’re handy for timeless content, like an About or Contact Me section. • The blog page of your website automatically lists individual posts added by yourself. These can be of any length – short punchy updates or incredibly long features or stories. It’s your choice… Create a WordPress Website • Sign up for a free webhost, https://000webhost.com • Install Wordpress • Install a theme • Install a plugin • Get familiarized with the wordpress dashboard Wordpress • Install WordPress the manual way • Download the wordpress zip file from wordpress.org • Uploaded the downloaded archive to your web server through ftp • Setup database • Log into the website Some common Terminology of Web • Domain Name : A domain name is your website name. A domain name is the address where Internet users can access your website. A domain name is used for finding and identifying computers on the Internet. Computers use IP addresses, which are a series of number. However, it is difficult for humans to remember strings of numbers. Because of this, domain names were developed and used to identify entities on the Internet rather than using IP addresses. • Web Server: A Web server is a computer system that hosts websites. It runs Web server software, such as Apache or Microsoft IIS, which provides access to hosted webpages over the Internet. • FTP:The File Transfer Protocol is a standard network protocol used for the transfer of computer files between a client and server on a computer network. • Database : A database is a data structure that stores organized information. Most databases contain multiple tables, which may each include several different fields. For example, a company database may include tables for products, employees, and financial records.
  • 17. 6. On Page ● Canonical Tag ● Broken Links ● No Follow/ Do Follow ● Social sharing ● Canonical Tag • A canonical tag tells a search engine that a specific URLrepresents the master copy of a page. • Using canonical tag prevents problems caused by identical or duplicate content. • A canonical tag tells search engine which version of a URLyou want to appear in search results. • Structure is, • <link rel=”canonical” href=”https://domain.com”/> • Here it indicates that the page on which this tag appears should be treated as a duplicate of the specified URL ● Broken Links • Broken links are links that send visitors to a webpage that no longer exists or they are links that don't work • Find broken links in any of the websites using a broken link checker tool ● No Follow/ Do Follow • No follow provides a way for webmasters to tell search engines to not follow that particular link. • This give webmasters more granular control that is instead of telling search engines and bots not to follow any links on the page, it lets you easily instruct robots not to a crawl a specific link. • Do follow links allow Google to follow them and reach our website, thus giving us link juice and a backlink. • Structure is, • <a href=”https://domain.com” rel=”nofollow”>Anchor text</a> ● Social Sharing
  • 18. • Social signals refer to a Webpages collective shares, likes and overall social media visibility. • These activities contribute to a pages organic search ranking. ASSIGNMENT - Prepare notes on On page ranking factors 7. On Page ● Breadcrumb Navigation ● W3c Validation ● Sitelinks ● Schema Markup ● Page Speed BreadCrumb Navigation • Breadcrumbs are links that allow a user to track their path from the page they are currently viewing to the homepage of your website. • They appear close to the top of your page and reflects the structure of your site. • They help users understand the layout of your site • Enable user to scan your site • Easy to understand and follow W3C Validator • To check validity of web documents. • Its an important step towards ensuring the technical quality of web pages. Sitelinks • Sitelinks are hyperlinks that are mentioned below any specific search engine result to link to the websites subpages. Citation ● Citation is the way you tell your readers that certain material in your work came from another source. ● Giving credit to the original author by citing sources is the only way to use other peoples work without plagiarizing. Schema Markup ( Structured Data) ● Schema Markup is a code that you can add to your website to improve the way search engines read and represent your page in SERPs. ● Schema tells the search engines what your data means, not just what it says.
  • 19. ● Adding schema markup to your website improves the way your page display in SERP’s by enhancing the rich snippets that are displayed beneath the page title. ● Schema markup vocabulary are available at http://schema.org/ ● Google structured data tool ● Microdata is a form of Structured data that works with HTML5. (https://developer.mozilla.org/en-US/docs/Web/HTML/Microdata) ● Search results with rich snippets will have a better click through rate. ● JSON-LD(JavaScript Object Notation for Linked Data) supports all types of content ● Microdata support only HTML documents. It's a HTML5 specification Example (Microdata) <div itemscope itemtype="http://schema.org/Movie"> <h1>Avatar</h1> <span>Director: James Cameron (born August 16, 1954)</span> <span>Science fiction</span> <a href="../movies/avatar-theatrical-trailer.html">Trailer</a> </div> ● By adding itemscope, you are specifying that the HTML contained in the <div>...</div> block is about a particular item ● But it's not all that helpful to specify that there is an item being discussed without specifying what kind of an item it is. You can specify the type of item using the itemtype attribute immediately after the itemscope ● This specifies that the item contained in the div is in fact a Movie, as defined in the schema.org type hierarchy. Item types are provided as URLs, in this case http://schema.org/Movie. <div itemscope itemtype="http://schema.org/Offer"> <span itemprop="name">Blend-O-Matic</span> <span itemprop="price">$19.95</span> <div itemprop="reviews" itemscope itemtype="http://schema.org/AggregateRating"> <img src="four-stars.jpg" /> <meta itemprop="ratingValue" content="4" /> <meta itemprop="bestRating" content="5" /> Based on <span itemprop="ratingCount">25</span> </div> </div> user ratings Example (JSON-ld) <script type="application/ld+json"> { "@context": "https://schema.org",
  • 20. "@type": "Organization", "url": "http://www.example.com", "name": "Unlimited Ball Bearings Corp.", "contactPoint": { "@type": "ContactPoint", "telephone": "+1-401-555-1212", "contactType": "Customer service" } } </script> ● @Context: When two people communicate with one another, the conversation takes place in a shared environment, typically called "the context of the conversation". This shared context allows the individuals to use shortcut terms, like the first name of a mutual friend, to communicate more quickly but without losing accuracy. A context in JSON-LD works in the same way. It allows two applications to use shortcut terms to communicate with one another more efficiently, but without losing accuracy. ASSIGNMENT - How to increase page speed 08. Local search techtraveleat.com ● Understanding local search ● Understanding Google my business ● Setting up and optimising Google + local ● Managing your citations ● Getting more review for your business ASSIGNMENT - Set Up a Business page and optimise it 09: Off Page Optimisation ● What is Off Page Optimisation. Offpage optimization refers to all the measures that can be taken outside of the actual website in order to improve its position in search rankings. These are measures that help create as many high-quality backlinks (incoming links) as possible. ● AnchorText. Anchor text is the visible characters and words that hyperlinks display when linking to another document or location on the web ● Directory Submission.
  • 21. ○ Directory Submission. ● Directory submission in SEO is process of submitting our website URL onvarious business directories or web directories to create backlinks. ● Backlinks are used by search engines to improve ranking. Types Of Directory Submission • Free Directory Submission It is a free directory submission but there is no guarantee of getting an approved link by the administrator, and it will also take a lot of time. • Reciprocal Regular Web Directory Listing Here you need to submit a reciprocal link to your site when you activate directory link. Then only directory administrator will approve your link. • Paid Directory Submission Here you need to pay the owner of the directories site for submissions. You will get fast backlinks from this type. As it is a paid form, some of the sites offer this as a package for yearly or lifetime. • Automatic Directory Submission As the name suggests, you can use software and tools to submit directories. • Manual Directory Submission You need to do all the directory submissions manually. However, all the search engines including Google don’t encourage manipulative ranking efforts. • Nofollow Directory Submission The nofollow attribute usage is becoming controversial among search engines as you do not gain the desired ranking through them. In directory submissions, should you consider submitting your site to any no follow directories, it is a question that must be thoroughly thought out. • Dofollow Directory Submission If you happen to be a blogger who wants to increase your blog rankings then you must head for do follow directories that help you to get SERP. Dofollow backlinks help in getting high rankings and also high traffic. ASSIGNMENT - https://avivdigital.in/directory-submission/ 10 Directory submission
  • 22. 10: Off Page Optimisation ● Social Bookmarking… ● Social Profile Creation ASSIGNMENT - 10 Social Bookmarking & 10 Social Profile creation + ● Classified Submission ● Classified Submission is the process by which you can submit ads in classified submission sites. ● Classified submission can also enhance your visibility and presence in search engine. Various Parts Of a Classified ad ● Headline: If you want to create an effective classified ad, then you need to wisely create an effective and catchy headline first. Don’t forget to include the keywords in the headline. A catchy and compelling headline will create enough interest among the readers and buyers and will bring them to your site ● Details: Once you are done with the headline, the next you need to make the details of the services and products that you are offering your customers. Don’t try to hoodwink the customers with some false promise or anything that can tarnish your brand image. Generally, most of the classifieds use attractive offers (limited offers, special discounts for first five people, limited stock, etc.) to cater the interest of the customers. ● Contact details: Now, you have to give the finishing touch wisely so that your buyers or customers can click on the “buy now” or “contact now” button. ● Search Engine Submission ASSIGNMENT - 10 Classified Submission & 10 Search engine submission 12: Off Page Optimisation ● Article Submission ● Infographic Submission ASSIGNMENT - 10 Article Submission & 10 Infographic submission
  • 23. 13: Off Page Optimisation neslanet – Just another WordPress site ● Image Sharing ● Forum Posting ASSIGNMENT - 10 Image Sharing & 10 Forum posting 14: Off Page Optimisation ● PPT Sharing ● PDF Sharing ● Press Release ASSIGNMENT - 10 PPT Sharing & 10 PDF Sharing 15: Off Page Optimisation ● Audio Sharing ● Video Sharing ● Guest Post ASSIGNMENT - 10 Audio Sharing & 10 Video Sharing 16: Off Page Optimisation ● Blog Community Sharing ● Quora ASSIGNMENT - 10 BC Sharing & 10 Quora posting 17:All the Goodies in Google Webmaster Tools ● Get Started With Search Console – How to Verify Your Website ● Explore All the Available Tools In SearchConsole
  • 24. ASSIGNMENT - https://neilpatel.com/blog/google-webmaster-tools/ 18- Google Analytics ● Understanding the basics ● Why Google analytics ● How Google Analytics works ● How to setup analytics account ● Understanding full reports ● Dashboard and shortcuts ● Basic campaign and conversion tracking ASSIGNMENT - https://neilpatel.com/blog/google-webmaster-tools/ 19: SEOAuditing 4. An Introduction to SEOAuditing ASSIGNMENT - Audit a site 20: Competitor Analysis 5. Competitor Analysis ● What is a Competition Analysis & Why Is It Important ● How to Perform a SEO Competitor Analysis ○ Open Site Explorer | Moz ○ SEMrush.com -> Advanced Keywords and Competitors ResearchTool ● Identifying Your SEO Competitors ASSIGNMENT - Do competitor analysis of a site 21: Google Updates
  • 25. ● Google Guidelines ● GoogleAlgorithms ASSIGNMENT - Check out the latest Google algorithm 22: SEO Tools ● Screaming Frog SEO Spider ● SEMrush ASSIGNMENT - https://www.youtube.com/watch?v=ZHItK2EVLQA https://webdesign.tutsplus.com/tutorials/analyzing-your-website-with-the-screaming-frog-seo-spi der--cms-21669 https://www.soravjain.com/semrush-competitor-analysis-tool https://www.youtube.com/watch?v=tq9NnLzaMXU 23: SEO Audit ● Moz's open site explorer ● Ahrefs ● Majestic ASSIGNMENT - https://ahrefs.com/blog/how-to-use-ahrefs/ https://www.youtube.com/watch?v=amtMnIRGbG0 Day 24: GTM (Google Tag Manager) Getting Started with Google Tag Manager ● Quick Google Tag Manager ● Google Tag Manager Installation ● What is Google Tag Manager ● Publish a Tag with Google Tag Manager ● Analytics, Facebook Pixel etc
  • 26. ● Auto-Event Tracking with Google TagManager ASSIGNMENT https://www.youtube.com/watch?v=ozWNNNxLW8E https://www.youtube.com/channel/UClgihdkPzNDtuoQy4xDw5mA https://blog.hubspot.com/marketing/google-tag-manager-guide