Search engine optimization is a methodology of strategies, techniques and tactics used to increase the amount of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine(SERP) -- including Google, Bing, Yahoo and other search engines. SEO helps to ensure that a site is accessible to a search engine and improves the chances that the site will be found by the search engine.
3. Search Engine
Definition: An internet-based tool that searches a websites for a particular
term, phrase or text specified by the user.
100 Billion Searches
Each Month!
By 2013, search volume has grown upto 2 Trillions searches annually.
5. Crawling & Indexing
New web-page
Without links,
the engines
might never find
this page
http://getfblike.com/
6. Organic vs Paid Search
Pay per click: is an internet advertisement used to direct traffic to websites,
in which advertiser pay the publishers when the ad is clicked.
Paid
Organic
9. What is PageRank?
● Definition: It is an algorithm used by Google web search engine to
rank websites in their search engine results.
● Google crawls websites in decreasing order
of PageRank.
● PageRank is a whole number between
0 and 10.
● Most popular websites=PageRank 10
Least popular websites=PageRank 0.
● Twitter= PageRank 10
Facebook= PageRank 9
Google= PageRank 9
http://getfblike.com/
10. Why is Search Engine Marketing important?
● 85% of all traffic on the internet is referred to by search engines.
● 90% of all users don’t look past the first 30 results (most only view top 10).
● Search engine traffic is low and websites aren’t indexed because they are
generally poorly optimized.
● Cost-effective advertising.
● Clear and measurable ROI (return on investment).
● Operates under this assumption:
More (relevant) traffic + Good Conversions Rate = More Profit
http://getfblike.com/
12. Search Engine Optimization
● Definition: It is a technique which helps search engines find and rank
your site higher than the millions of other sites in response to the
search query.
● SEO also refers to the process of “optimizing” both the on-page and
off-page ranking factors in order to increase relevant traffic to a
website.
● SEO helps search engines figure out what each page is about, and
how it may be useful for users.
● Without SEO, many websites remain invisible to the search engines.
http://getfblike.com/
13. Search Engine Optimization
Off-page Optimization Techniques:
● Blog Submission
● Directory Submission
● Social Bookmarking
● Ad Posting
On-page Optimization Techniques:
● Content
● Meta tag optimization
● Sitemap & robot.txt
● URL Structure
Note: More link-building, more is traffic, higher is the PageRank.
http://getfblike.com/
23. URL Structuring
URL should be search friendly.
www.nationalgeographic.com/animals/african-elephants
Informative
domain name
Shallow folder structure
with relevant words
Keywords in page
name,separated by
hyphen
http://getfblike.com/
24. Sitemap (HTML & XML)
Sitemap is a simple page that displays the structure of website.
HTML Sitemap: for the users
XML Sitemap: for the search engines
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25. Restrict crawling with robot.txt
A “robot.txt” file tells search engine whether they can access or crawl parts
of the sites.
This file is placed in the root directory of the website.
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30. White Hat vs Black Hat
SEO
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31. Black Hat SEO
● Hidden Content:
Stuffed content as keyword within comments/ website code.
● Meta Description:
It describes content of your website.
CORRECT:
<meta name=”description” content=”We are an online marketing
agency providing digital marketing service. If you need SEM or SEO
we can help you @www.seohelper.com”>
INCORRECT:
<meta name=”description” content=”MadeUp restaurant website
is the best. Our restaurant is better than any other, good food
restaurant. We are the best @www.madeup.com”>
32. White Hat SEO
● Content should be genuine and of good quality.
● Using Structural mark-up makes easy for search engine( heading
tags).
● Effective use of keywords.
● Quality inbound links.
http://getfblike.com/
33. Google Planning SEO Future
● By HummingBird update 2013, Google is using SSL encryption
search result both for signed in, not signed in users.
● With further updates, search engine got better understanding of
the concepts of human being language, rather then few scattered
words i.e. “human friendly” searches than ever.
● This gave better handle for “conversational” search queries.
ex: “golden gate pictures”
“give me some pictures of the golden gate pictures”
● With increase in smartphone & tablet use, 2014 will be year of
mobile SEO. Websites mobile performance matters for SEO
ranking.
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