SEO Basics & Techniques for Search Engine Optimization

SEARCH ENGINE
OPTIMIZATION - BASICS
Phase I
DLK TECHNOLOGIES
All right reserved. @ 2011 DLK TECH, INC.

Search Engine Basics
Keyword Research & Analysis
Competitor Analysis
Module I
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Search Engine Basics
What is SEO?
Whenever you enter a query in a search
engine and hit 'enter' you get a list of web results that
contain that query term. Users normally tend to visit
websites that are at the top of this list as they perceive
those to be more relevant to the query. If you have ever
wondered why some of these websites rank better than
the others then you must know that it is because of a
powerful web marketing technique called Search Engine
Optimization (SEO).
Cont….
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Cont….
• SEO is a technique which helps search engines find and
rank your site higher than the millions of other sites in
response to a search query. SEO thus helps you get traffic
from search engines.
• This SEO tutorial covers all the necessary information
you need to know about Search Engine Optimization -
what is it, how does it work and differences in the ranking
criteria of major search engines.
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How Search Engines Work
• First, search engines crawl the Web to see what is there.
This task is performed by a piece of software, called
a crawler or a spider (or Googlebot, as is the case with
Google).
• Spiders follow links from one page to another and index
everything they find on their way. Having in mind the
number of pages on the Web (over 20 billion), it is
impossible for a spider to visit a site daily just to see if a
new page has appeared or if an existing page has been
modified, sometimes crawlers may not end up visiting
your site for a month or two.
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How Search Engines Work
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What are Keywords?
• Keywords are those specific
words which are searched in
a search engine. When you
search any information on the
web in any order, you open a
search engine and write some
keyword describing what you
are looking for. At the other
end, the search engine checks
your desired keyword related
information in its database
and shows the results listing
pages according to the words
submitted.
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Keyword
Research :
The process of
finding and deciding
upon the best
keyword phrases on
which to bid in order
to advertise a
particular web site.
For Example:
https://adwords.google.com/select/
Keyword
ToolExternal
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Keyword Analysis
• The keywords are the
words that web surfers
use in the search engines
to look for the product /
service / information
needed
http://www.1stwebdesigner.com/design/rig
ht-keyword-analysis-website/
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Competitor Analysis
• Competitor analysis in marketing and
strategic management is an assessment of the strengths
and weaknesses of current and potential competitors. This
analysis provides both an offensive and defensive
strategic context through which to identify opportunities
and threats.
• Competitor profiling coalesces all of the relevant sources
of competitor analysis into one framework in the support
of efficient and effective strategy formulation,
implementation, monitoring and adjustment
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Queries?
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SEARCH ENGINE
OPTIMIZATION – ON PAGE
Phase II
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Module II
Meta Title
Meta Keywords
Meta Description
Image optimization
Heading Tags
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Meta Title
• There seems to be some
confusion on the web
today regarding the Meta
Title Tag and the actual
Title Tag. In fact, when
doing a search for the
term Meta Title, Google
brings back information
on the actual Title Tag,
not the Meta Title.
The Title Tag is expressed
as:
<TITLE>Page Title Here
</TITLE>
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Meta Keywords
• Some search engines will
use the name and content
attributes of the meta
element to index your
pages.
• The following meta
element defines keywords
for a page:
<meta name="keywords"
content="HTML, CSS,
XML" />
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Meta Description
• The required content
attribute specifies the
content of the meta
information.
• The value of the content
attribute depends on the
value of the name or http-
equiv attribute.
<meta name = "description"
content = “Free Web
tutorials" />
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Image optimization
• I normally follow a set of principles for image
optimization like these –
- Always plug a small-medium size image.
- Follow a standard size image like the one above, which
goes well with small and big articles alike.
- Keep the file names as descriptive and SE friendly as
possible.
- Keep their image file sizes low-medium for quick
loading.
- Use ALT and Title attributes to it, with descriptive text
(a plug-in picks up the file name for it automatically.)
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How to use the ALT Tag
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Heading Tags
• The <h1> to <h6> tags are used to define HTML
headings.
<h1> defines the most important heading.
<h6> defines the least important heading.
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SEARCH ENGINE
OPTIMIZATION – ON PAGE
Phase III
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Module III
W3C Compliance
Robots.txt
Sitemaps
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HTML Validation
• This document comments on “HTML validation” as
performed by software such as the online services
W3C Validator and WDG Validator, and
A Real Validator, a product for offline use on Windows.
“CSS validation” will be briefly discussed too.
• http://validator.w3.org/
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What is Robot.txt
• The Robot Exclusion Standard, also known as
the Robots Exclusion Protocol or robots.txt
protocol, is a convention to prevent
cooperating web spiders and other web robots
from accessing all or part of a website which is
otherwise publicly viewable.
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Robot.txt Pictorial
Representation
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Site Map
• Site Maps are at the heart
of Search Engine Friendly
Design. They make it
very quick and easy for
the search engines to find
and index every page on
your web site by putting
links to every page in one
spot.
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SEARCH ENGINE
OPTIMIZATION – OFF
PAGE
Phase IV
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Module IV
URL Submission
Directory Submission
Social Bookmarking
Article Submission
Press Releases
Forum Posting
Blog Creation / Comments
Link
Building
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Directory Submission
• If you are a business owner and seeking to make presence
of your website on the World Wide Web then directory
submissions is the most viable option.
• The basic aim of directory submission is to create one
way links to a website. This in turn generates more traffic
flow towards your website and improves the search
engine rankings.
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Directory Submissions - Benefits
• Back links
• Search Engine Indexing
• Frequent visits by spiders
• Anchor Tex
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Article Submission
• There are many ways on how to advertise online. A
website owner will always find ways on how to seek an
advantage from the internet for full promotion of his
website. There are several ways on how to do this. One of
these methods is submission of articles.
Article submission is an advertising tool that can increase
traffic to your website. However, it must be used
effectively. The basic things to know are: knowing how it
will work for you and finding specific ways on how to
make use of its strong points to help you.
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Press Releases
• Press release has gained great significance in SEO lately.
The concept is to release the latest product info or the
latest happenings about a company to the world by using
media. There are lots of great free press releases websites.
Here is my list:
1. http://www.1888pressrelease.com/
2. http://www.clickpress.com/
3. http://www.pr9.net/
4. https://www.pr.com/
5. http://www.pr-inside.com/
6. http://prurgent.com/
7. http://www.prcompass.com/
8. http://www.pressabout.com/
9. http://www.prlog.org/ etc……………………
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Forum Posting
• Forums posting can be
explained as building a
community forum on
internet which is certainly a
very challenging task and
one can not attain it easily.
As in today's dynamic world
the excellence of people is
reaching heights and this is
giving lead to the people
who want to get into
community which is full of
lively chats, attractive
debates and informative
chats.
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Blog Creation / Comments
• There are different descriptions of that concept.
According to most of the articles on the Internet 'blog' is
short for 'weblog', a frequently updated publication of
comments and thoughts on the web. Usually it is
reflecting the views of the blog's creator.
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Social Bookmarking
• Social bookmarking is a method for Internet users to
organize, store, manage and search for bookmarks of
resources online.
• Unlike file sharing, the resources themselves aren't shared,
merely bookmarks
that reference them.
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SMM – SOCIAL MEDIA
MARKETING
Phase V
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What is Social Media?
• “Social media is an umbrella term that defines
the various activities that integrate technology,
social interaction, and the construction of words
and pictures.”
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What is Social Media?
• Social Media is Inbound Marketing
• Social Media helps the SEO
• Social Media promotes YOU (Profile,
Blog,... footprint)
• Social Media is Permission Centric
• The conversation has already started…
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Social Media State of Mind
• I don’t understand this Social Media stuff.
• Similar to a business cocktail reception
• Without constraints of time or space
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Business Cocktail Party
Advice
• Meet people and start conversations
• Answer questions – help others
• Ask questions – trust others’ advice
• Become a real member of the community
• Add value to the community
• More effective than live cocktail parties
• No boundaries of time or space
• Other people can listen in easily
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3 Types of Social Media
• Publish
• Share
• Network
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Social Media: Publish
• Everyone can publish anything for everyone
• Wiki, flicker, YouTube, RSS, Face book
• Publish: “Everything you have anywhere you can”
• Monitor what others publish, promote it
• Empower your customers to publish
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Social Media: Share
• Anyone can promote anything to everyone
• Dig, mix, del.icio.us, Stumble
• Monitor hat’s being shared about
• Monitor what’s being shared about you
• Find where your audience hangs out
• Promote your content and other content
• Produce content your audience will love
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Social Media: Network
• Anyone can connect with everyone from anywhere
• Network through groups
• LinkedIn, Face book, Orkut
• Make friends / Make connections
• Find your existing connections
• Add to your email signature, blog articles, bio or
profile…
• Be helpful / Answer questions
• Share interesting content
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ADWORDS
Phase VI
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PPC – Pay Per Click
• Google Ad Words
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• http://www.youtube.com/watch?
v=bf557vxyz4U&NR=1
• http://www.youtube.com/watch?
v=8K16bLvAJj8&feature=relmfu
URL Link for Google Ad words
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URL Link for Face book Ad words
• http://www.facebook.com/advertising/?
campaign_id=402047449186&placement=pf
lo&extra_1=0
etc…………..
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The End...
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SEO Basics & Techniques for Search Engine Optimization

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