Seo is a powerful tool in Digital Marketing.

1. SEO
SEARCH ENGINE OPTIMIZATION

2. “Search engines are the primary interface
between people using the Web and websites. We
visit a search engine site [like Google, Yahoo, or
Msn] and type keywords or phrases to find
relevant websites. Search engine uses their
technology to find websites that best match the
keywords you are looking for.”
What is Search Engine?
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3. Why Search Engine’s are so important?
• Search Engines are very important for generating
traffic to your site.
• More than 90% of Internet users use search
engines to find products, services, and
information that they are looking for.
• When a search engine reviews your website, it
looks for different types of clues to establish a
ranking.
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4. How Search Engine Works
 Search engines perform several activities in order to
deliver search results
 Crawling - is the process of fetching all the web pages
linked to a web site. This task is performed by a software,
called a crawler or a spider (or Googlebot, as is the case with
Google).
 Indexing - is the 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.


5. How Search Engine Works
 Search engines perform several activities in order to
deliver search results
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 - Since it is likely that more than
one pages 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 engines'
activities is retrieving the best matched results. Basically, it is
nothing more than simply displaying them in the browser.
Search engines such as Google and Yahoo! often update their
relevancy algorithm dozens of times per month. When you
see changes in your rankings it is due to an algorithmic shift
or something else outside of your control.

6. How Search Engine Works
In Short…..
A spider or crawler which is a component of search engine gathers
listings by automatically “crawling” the web.
The spider follows links to web pages, makes copies of the pages and
stores them in the search engine’s index.
Based on the data, the search engine then indexes the pages and ranks the
websites.
In Short…..
Search engine employ intelligent program robots called crawlers or
spider, which visits thousands of websites every hour and index the pages
according to the content.
These indexes are huge database containing reference and links to the
actual websites. The search engines looks though this database and
displays the results.
Major search engines that index pages using spiders are Google, Yahoo,
AltaVista, MSN, AOL

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8. What is search engine optimization?
SEO stands for Search Engine Optimization! SEO is the process of improving
the volume or quality of traffic on web sites from search engines via search
results. SEO aims to improve rankings for relevant keyword in search results.
One description of SEO is a structured method of web site development.
Another, more common view is that SEO is a long term strategy of online
marketing.
Why SEO is so important?
• 70% Of all users prefer “organic” results as opposed to Pay Per Click ads
• 90% Of all users do not go past the first three pages of organic results
• Higher return on investment than any comparable form of marketing Benefits of
Medical SEO?
• Highest volume of unique site visits (different IP addresses)
• 24hour/365day/year Internet promotions
• High international profile for a comparatively low outlay
• When properly designed and optimized, website should stay long term in the
rankings
• High standards validation, works in all browsers
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9. Types of SEO
The SEO process can be divided into two stages.
1. On-site/On Page Search Engine Optimization
2. Off-Site/Off Page Search Engine Optimization
Both types of SEO are compulsary for your website.
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10. Search Engine Optimization
Search Engine Optimization (SEO) is the process of optimizing a website so
that search engines can find and rank that website for a particular set of
keyword phrases.
In Brief - SEO is the process of designing and developing a web site to
attend a high rank in search engine results.
Conceptually, there are two ways of doing SEO
 On-Page SEO Optimization - This includes providing good content,
good keywords selection, putting keywords on correct places, giving
appropriate title to every page etc.
 Off-Page SEO Optimization - This includes link building, increasing
link popularity by submitting in open directories, search engines, link
exchange etc.

11. On-site Search Engine Optimization
The first stage is Onsite Search Engine Optimization. On-Page
optimization is an important part of SEO. If on page optimization of a
website is done carefully, then you will have good chance of getting a high
search engine ranking.
On-site optimization has anything to do with your actual website. When
people talk about on-site optimization, they are referring to a few things.
1. It needs to be coded correctly and pass w3c validation.
2. a proper title description on your pages.
3. Meta tags and descriptions for each page.
4. proper image tags.
5. good content.
6. the proper key words.
7. fresh content being a blog, news updates, photo updates, forums etc.
Keep in mind that content is king when it comes to on-site optimization.11

12. On-site optimization includes the following major components
• Title
• Meta Tags
• Heading Tags
• Keywords
• Content
• Image Optimization
• Image Title Tag
• Anchor Text
• SiteMaps
• Coding Standards
• SEO Header and Footer
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13. Title Tags
Title tag plays an important role in SEO. Title tag not only provides the
overall description of a web page but also it is the sentence, which appears
on the search results. Title tag is the one that is linked to your website in the
search engine results. We optimize title tag for home page and every sub
page to get the maximum benefit
Syntax: <title>Important Keyword of the Page – Secondary Keywords |
Brand</title>
Meta Tags
1. Keyword
Keywords still play an important role in the SEO. We carefully select
main keyword for every page in the website and optimize the pages for
those keywords.
Syntax: <meta name=”keywords” content=”keywords1, keyword2,
keyword3…”>
2. Description
Description Meta tag is the sentence, which appears below the title in
the search engine results and gives an overall description of the page.
We optimize each page's description tag, which are more relevant to the
page.
Syntax: <meta name=”description” content=”place description here.” >
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14. Heading tags
Another important on-page optimization factor is Heading Tag. Search
engine considers it mostly when indexing a Web page. Header tag is
important for visitors also, since heading tag tells both search engine and
visitors what the content is all about.
Heading tags are represented as <h1> to <h6>. <h1> is considered the
most important tag by search engine and <h6>, the smallest, and the least
important.
Syntax: <h1>Most Important Keyword</h1>
<h2>2nd Important Keyword</h2>
keyword placement
Search engine keyword placement allows a website to rank higher with
search engines (SE) and draws traffic to the site. Placement, density, and
ranking are all very important issues when it comes to keywords and
keyword phrases. The amount of times that words are repeated can make
a difference as to how a SE views the content. Quality content with
strategically placed words and phrases can make a site rank higher with
search engines.
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15. Content
Content is the king. Content must have to unique. It must content the
keywords which we have to target for SEO. No Stuffing of keywords
Image Optimization
Optimizing images is becoming more and more important in for
websites. The ALT attribute is an important step that is often
overlooked. This can be a lost opportunity for better rankings.
Alt Tag –
Optimize your images using descriptive keyword rich ALT text.
Don’t stuff the ALT attribute. Make it short and to the point. The
keyword rich ALT text for your images could be the tiebreaker over
who gets the top spot, so always use it.
Image Title Tag –
Image title (the element name speaks for itself) should provide
additional information and follow the rules of the regular title: it
should be related, short, memorable, and summarizing (a title
“offers advisory information about the element for which it is set“).
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16. Site Maps-
Site Map is 2 Types
1. HTML site Map
2. XML Sitemap
We use XML site map for SEO which is useful for Spiders.
W3C Markup Validition
The W3C Markup Validation Service by the World Wide Web Consortium
(W3C) allows Internet users to check HTML documents for conformance
to HTML or XHTML standards. It also provides a quick method for web
page authors to check their posted pages for mark-up errors.
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17. SEO Factor
On-Page SEO Off-Page SEO
Domain name SEO Directory Submissions
File Name SEO Social Bookmarking
Title SEO Blog Commenting
Meta Tags SEO Forum Postings
Header Tag SEO Article Submisions
Anchor Text SEO Press Release Submissions
Image Tag SEO Local Business Listings
Footer SEO Search Engine Submissions
Keyword Denstiy, Proximity &
Prominence
Social Networking
HTML Code Optimization

18. SEO Process

19. We are discussing everything in Web context so in web
terminology a keyword is a term that a person enters into a
search engine to find specific information. Most people enter
search phrases that consists of between two and five words. Such
phrases may be called search phrases, keyword phrases, query
phrases, or just keywords. Good keyword phrases are specific
and descriptive.
There are following concepts related to Keywords which helps in
optimizing keywords on a web page.
A) Keyword Frequency:
This is calculated as how often does a keyword appear in a site's
title or description. You don't want to go overboard with
frequency, however, since on some engines if you repeat a word
too many times, you'll be penalized for "spamming" or keyword
stuffing.
In general though, repeat your keyword in the document as
many times as you can get away with, and up to 3-7 times in
your META tags.
Search Engine Optimization

20. We are discussing everything in Web context so in web
terminology a keyword is a term that a person enters into a
search engine to find specific information. Most people enter
search phrases that consists of between two and five words. Such
phrases may be called search phrases, keyword phrases, query
phrases, or just keywords. Good keyword phrases are specific
and descriptive.
B) Keyword Weight:
This refers to the number of keywords appearing on your Web
page compared to the total number of words appearing on that
same page. Some search engines consider this when determining
the rank of your Web site for a particular keyword search.
One technique that often works well is to create some smaller
pages, generally just a paragraph long, which emphasize a
particular keyword. By keeping the overall number of words to
a minimum, you will increase the "weight" of the keyword you
are emphasizing.
Search Engine Optimization

21. C) Keyword Proximity:
This refers to the placement of keywords on a Web page in
relation to each other or, in some cases, in relation to other
words with a similar meaning as the queried keyword.
For search engines that grade a keyword match by keyword
proximity, the connected phrase .home loans. will outrank a
citation that mentions .home mortgage loans. assuming that you
are searching only for the phrase "home loans".
D) Keyword Prominence:
A measure of how early or high up on a page the keywords are
found. Having keywords in the first heading and in the first
paragraph (first 20 words or so) on a page are best.
E) Keyword Density : The actual page content should have a
keyword density of about 10% and should weigh in at about 200
words - but there are as many opinions about this as there are
SEO experts. Some say keyword density should be 5% and some
say it should be 20%. 10% works for me.
Search Engine Optimization

22. F) Keyword Placement :
WHERE your keywords are placed on a page is very important. For
example, in most engines, placing the keywords in the Title of the page
or in the Heading tags will give it more relevancy. On some engines,
placing keywords in the link text, the part that is underlined on the
screen in a browser, can add more relevancy to those words.
Best Places to Put Keywords:
Here is a list of places where you should try to use your main
keywords.
Keywords in the <title> tag(s).
Keywords in the <meta name="description">
Keywords in the <meta name="keyword">
Keywords in <h1> or other headline tags.
Keywords in the <a href="http://yourcompany.com">keywords</a>
link tags.
Keywords in the body copy.
Keywords in alt tags.
Search Engine Optimization

23. Basic Tips & Optimization Techniques

24. Off-site optimization includes the following major
components
1. Directory Submission
2. Social Bookmarking
3. Article Submission
4. Forum and Blog Posting
5. Blog Creation
6. Comment Posting
7. Press Releases
8. Social Networking
9. Vedio Submission
10. Social Networking
11. Classified ads
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25. Why We submit in directories?
•To get your website indexed
•One way links
•The targeting of keywords and phrases
•Traffic (not such an advantage with most directories)
•Most directories are free to submit to
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26. • In today's world there are infinite websites and to make
your website popular is a difficult task, this task of
making your website popular is helped by Directory
submissions.
• Directory submission is one of the best methods to get
popularity for your website.
• Keyword placements and effective marketing efforts to
make your site gain popularity and traffic.
• Through directory submissions your website services
are exposed to wider range. 26

27. • Directory services use SEO techniques to improve
your page rank over time.
• Site traffic is directly proportional to the site rank.
• Site popularity does not depend upon directory
submission alone; it also depends on appropriate
link building.
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28. Directory submission - Process
• Selection of Web Directory –
1. The first step is to select website directories which
accept submission.
2. There are three kind of directories Free, Reciprocal
and Paid directories.
3. Quality of Internet directory is also important factor as
submission to low quality or spam directory can have
negative affect on site submitted.
4. The best selection is niche specific directories.
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29. Search for Website URL -
• Directory editors hate multiple submissions and will
likely remove your site if it is already in their listings.
Selection of Proper Category –
• Browsing to an appropriate category e.g Computer and
Internet > Internet > Web Promotion > SEO Services.
• Web site submission to proper category has more
chance of approvals.
• The best way is to see other site listed in category
selected by you. If they are similar to your website it
means you have reached at right category. 29

30. Creation of Valid Email Account –
• Valid Email is required so that directory editor
can notify you of any issues with your
submission.
Filling of Directory Submit Form –
• Next step is filling of form after selecting
category.
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31. • Checking of title, and description of other website listed
there to access what is editor view regarding title and
description length.
Checking of Directory Listing Approval –
1. Last but not least to check the approval of website
submitted.
2. Checking back in a few weeks to see if the site has been
added to the directory.
3. This is necessary as in many cases directory editor do not
inform about the accepting of website submission.
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32. Advantages:
• It save time and energy you spend in filling add
form, search for directories and there categories.
• It provides one way inbound links to your website
from theme based category.
• It drives relevant traffic to your site which converts
into sale.
• It helps in fast indexing of your site in search
engines.
• It helps in improving you search engine ranking.
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33. Google Panda :
• Google Panda is a change to Google's search
results ranking algorithm that was first released in
February 2011. The change aimed to lower the
rank of "low-quality sites" or "thin sites" and return
higher-quality sites near the top of the search
results.
• Google’s Panda Update is a filter
introduced in February 2011 meant to stop sites
with poor quality content from working their way
into Google’s top search results.
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34. Google Panda :
• Google Panda is a change to Google's search
results ranking algorithm that was first released in
February 2011. The change aimed to lower the
rank of "low-quality sites" or "thin sites" and return
higher-quality sites near the top of the search
results.
• Google’s Panda Update is a filter
introduced in February 2011 meant to stop sites
with poor quality content from working their way
into Google’s top search results.
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35. Google Panda :
• It was written by Navneet Panda, which is why it
was named Panda, and Vladimir Ofitserov of
Google
• The main purpose of the update was just to keep
those low quality and low content sites away from
the top ranking results and give the actual quality
sites their due.
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36. Google Panda :
• What sort of websites were hit by google panda
• Low quality
• Duplicate content
• Slow site load time
• Excessive use of advertisements
• Over optimization - According to Google, it
penalized websites that used black-hat SEO tricks
to get their low quality content to the top results
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37. Google Panda :
• Tips for recovering from Panda
• 1. Write good quality content
• 2. Remove poor quality content
• 3. Avoid Showing More Ads On Webpage
• 4. Become active on social media
• 5. Remove duplicate content
• 6. Get good, but not cheap(paid) backlinks
• 7. Learn basic SEO
• 8. Avoid keyword stuffing
• 9. 8. Un-index poor quality pages
• If you don't want Google to index a low quality page, you
can simply noindex that page. This simply excludes that
page from Google search
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38. Google Panda :
• When Panda was released, Google stated, “Our goal is
simple: to give people the most relevant answers to their
queries as quickly as possible. This requires constant
tuning of our algorithms, as new content—both good and
bad—comes online all the time.”
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39. Google Penguin:
• Another algorithm update from Google that gave SEO
experts another blow was Penguin that was launched in
April 2012. The idea underlying the update was simple
enough- penalize and decrease the rankings of sites that
violate Google’s Webmaster Guidelines set the by the
search engine.
• black-hat SEO techniques involved in increasing artificially
the ranking of a webpage by manipulating the number of
links pointing to the page. Such tactics are commonly
described as link schemes.
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40. Google Penguin:
Penguin’s job, in the most basic sense, is to devalue
manipulative links. It does this to penalize websites that
use one or more of the following tactics that Google has
stated are against the WebmasterGuidelines.
• Paid backlinks
• Low quality backlinks (typically generated using automated
tools)
• Large numbers of links with optimized anchor text
excessive link exchanges
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41. PageRank :
• What is Google PageRank?
• Google Page Rank is a tool designed to rank a web site
that is listed in the Google index. A Page rank of a web
page is given on a scale of 0-10. 0 is the lowest possible
score for a web site and 10 is the highest.
• High Page rank is defined by the amount,
relevance and importance of webpages which link
to the webpage. When a webpage links to other
webpage, Google believe that to be a vote for the
page
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42. PageRank :
• How can you improve your Google PageRank?
• 1. Create search engine optimized website. Your website
must be complete of worth. Try for a keyword density of 3-
7% and make certain that all keywords and content are
relative to your website's idea.
• 2. Use META and title tags properly. One of the largest
factors in SEO are META and title tags. You should make
sure that title tag is accurate and that theMETA
tag describes your website well.
• 3. Submit your site to the Google sitemap. Do so when the
website is fulfilled.
• 4. Build targeted traffic to your website.
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43. Alexa Rank :
• What is the Alexa Rank?
• Alexa Internet, Inc. is a California-
based subsidiary company of Amazon.com which provides
commercial web traffic data. Founded as an independent
company in 1996, Alexa was acquired by Amazon in 1999.
Its toolbar collects data on browsing behavior and
transmits it to the Alexa website, where it is stored and
analyzed, forming the basis for the company's web traffic
reporting.
• In simple terms, Alexa Traffic Rank is a rough measure of
a website's popularity, compared with all the others out
there on the internet, taking into account both the number
of visitors and the number of pages viewed on each visit.
• Alexa collects traffic data on a daily basis from millions of
users who have installed the Alexa toolbar, and other
sources
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44. Alexa Rank :
• You can download alexa page rank from crome web store
https://chrome.google.com/webstore/category/apps
• Official Website is : www.alexa.com
• How can you improve your Alexa Rank?
• All you need to do is pick up your traffic to your website.
• Alexa rank is based in descending order towards 1, where
highly visited web site is given a rank of 1. Alexa Rankings
differ from 1 to a billion
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45. Thanks!
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