Chapter 2 On-Page SEO in Details

SEO Training bySession 2015/16
Search Engine Optimization Training
Page Locus is a popular online website analysis and SEO tool which help SEO
individuals, Agencies and Enterprise to manage their SEO Efforts.Page Locus
also expertize in providing training to Digital Marketers and SEOs.
Module 2: On-Page SEO in Detail
What is Page Locus?

AIM of Module
To gain basic understanding about
SEO Audits (Basic and Advanced)
Keyword Research
SEO Correlation Factors
URL
Site Structure
URL Canonicalization
Importance of Title Tag
Using Meta Tags with Precision
How to use Header Tags
Structured Data and Rich Snippets
Sitemaps and Robots.txt
Redirects (301,302 etc)
Links - No-Follow Vs Do-Follow Links
Other On-Page SEO Factors

Two Methods of SEO Audit
Manual SEO Auditing SEO Auditing via Tool
Pros
Cheap
Sometimes more accurate
Cons
● Too Much Time Consuming
● Report Generation is Tedious
● Customization can be tricky
Pros
Much Faster than Manual Auditing
Can Easily Generate Report
Customization is Easy
Cons
● Can be expensive

Some Popular SEO Audit Tools
1. Woorank.com - Freemium (Starting $49)
2. Pagelocus.com - Open Source (Free)
3. iWebChk.com - Freemium ($19)

Manual SEO Audit Checklist (Basic)
1. Check if Webpage has H1 Tag or not.
2. Check if www version redirects to non-www version or vice-versa
3. Check if website has Title Tag and is relevant to webpage.
4. Check for Meta-Description
5. Check if Website has XML Sitemap
6. Check if Website has Robots.txt
7. Analyse Keywords Present on the webpage.
8. Check for dofollow and nofollow links on the webpage
9. Check Content Quality and Quantity

Next Step in Auditing
Create Recomended Task List by Priority
Generate a PDF Report for Improvement
Send Files such as sitemap and robots.txt
Compare Report with Competitors
Send Report to Client

Keyword Research..
1. Long Tail Keywords
eg. buy white car in new jersey
2. Short Tail Keywords
eg. buy car

Importance of Long Tail Keywords

Why Keywords are Important?
● Relevant keywords in content of a website/blog helps in better search
engine ranking.
● Keywords helps target specific audience .
● Keyword profiling helps better understanding of customer behaviour for
marketing practices.
● Picking right keywords could significantly raise the CTR.

How to choose keyword for a campaign?
Search Volume
Competition
Relevancy
Possible Conversion Rate
Geo Targeting
Current Trends
Go for Long Tail Keywords
Try Variations (Popular Synonyms)

Tool for Keyword Research (Adword Keyword Planner)

Final Result (Adwords Keyword Planner)

Keyword Suggestion Tool
http://www.pagelocus.com/tools/Keyword-Suggestion-Tool.aspx

SEO Correlation Factors
What do you mean by SEO Correlation factors?
Ans. In simple words it’s the possible gravity or weightage of attributes
such as title, meta description ,keyword density, header tags, social
popularity etc in search engine ranking position.
When to use SEO Correlation for a client or Project?
Ans. Use SEO Correlation for a project that is for a niche which is
highly competitive and your client’s website has barely any history as
implementing Correlation can be very challenging.

SEO Correlation Factors for 2015
Source : moz.com

URL
Keep the URL as short as possible (Easy to remember)
Have a defined structure to URLs on your website eg
http://www.example.com/blog/page-name
Add Relevant Keyword or Keyword variation to the URL
Avoid Characters like underscore in the URL.
Every webpage should have a unique URL

Some Examples
SEO Friendly URLs
http://www.example.com/page-name
http://www.example.com/blog/page-name
http://www.example.com/keyword/keyword2-some-charachters
Non-SEO Friendly URLs
http://www.example.com/pageid?=182357235
http://www.example.com/amazon_pic_2015_via_canon_dg1235
http://www.example.com/?productid=1234&priceless=300&loc=us&lan=engilish

Site Structure
Simple for User Navigation
Should have a proper URL Structure
Make sure internal links are dofollow
Try to have minimum navigation depth
Label Links with relevant keywords.

Example of a poor site structure..

Example of Better Site Structure

URL Canonicalization
Why URL Canonicalization?
Eliminates possibility of duplicate content for search engine.
Better PageRank utilization when URL Canonicalization is present.
URL Consistency appearing in search results.

Importance of Title Tag
Plays a vital role in search engine ranking.
An optimized Title Tag leads to better CTR and hence better traffic.
Should contain the keyword you want to rank for.
Should have a maximum character length of 60.
Should be relevant to the contents of the webpage.
Sample Code
<html>
<head> <title> Here goes the title </title>
</head>
</html>

Meta Description Tag - Provides information about the content of the
webpage to the search engine.
Should not contain more than 165 characters.
Avoid
Try not to stuff meta description with too many keywords rather try to
convince user with intriguing meta description
Duplicate Meta Description
https://support.google.com/webmasters/answer/79812?hl=en

How it all works..

How to use Header Tags
Header tags are used to define headings and range from <h1> to <h6>
Try to have 1 and only 1 H1 Tag on a webpage
Have other subheadings be H2,H3,H4,H5 or H6.
Header Tags Priority and Impact Curve

Structured Data and Rich Snippets
Product Based Structured
Data
Breadcrumbs
More info: https://developers.google.com/structured-data/

More about Structured Data and Rich Snippets
Having Search Box Sitelink
https://developers.google.com/structured-
data/slsb-overview
Customize Knowledge Graph
https://developers.google.com/structured-
data/customize/overview

Sitemaps
A File Containing all the links that you want Search Engines to Crawl.
Helps when your website is not interlinked properly.
Types
XML Sitemaps HTML Sitemaps
(For Search Engines) (For Users)
To Create Sitemap Visit : https://www.xml-sitemaps.com/

Info on XML Sitemaps
<?xml version="1.0" encoding="UTF-8"?>
<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9">
<url>
<loc>http://www.pagelocus.com/</loc>
<changefreq>daily</changefreq>
<priority>1.00</priority>
</url>
</urlset>
Sample Code
Note: Upload XML Sitemap to the root folder of your website

Robots.txt
Contrary to sitemaps robots.txt contain all links that you don’t want search engine to crawl.
eg http://www.example.com/thankyou.php, Private Files,
User-Agents - Google-bot,Googlebot-Image,Bing-bot etc
More Info : https://support.google.com/webmasters/answer/6062596?hl=en

Redirects 301,302
When to use 301 Permanent Redirect ?
If Page A redirects to Page B and the contents of Page A is same as of Page B.
Why to use 301 Permanent Redirect?
So that search engines will not treat the content of Page A and Page B duplicate and all the Page
Rank will flow towards Page B. In case the Page A does the 302 (temporary redirect) then Page Rank
is shared among Page A and Page B.

Links
Linking from One Page to Another (Same Site or Other Website).
Backlinks are Other Websites Linking to Your Website
Links Placed on the top of the webpage is given higher priority as compared
to links placed at the bottom.

Do-Follow Links
Dofollow links are links that count as points, pushing SEO link juice and
boosting the page rank of the linked-to sites, helping them go higher. In simple
language it can be said that a dofollow link shares it PageRank to an extent
with the hyperlnk.
These are the backlinks usually targeted by the link builders to enhance search
engine results by linking to highly SEO optimized websites and increase
PageRank in less time.

No-Follow Links
Nofollow Link are the links that does not count as a point in the page’s favor, and does not help
boost PageRank or helping them appear higher in search engines.
<a href=”http://www.website.com/” rel=”nofollow”>Link Text</a>
A Nofollow tag is basically for the search engines stating “don’t count this” .
● In simple language it can be said that a Nofollow link does not help in enhance ranking of the
hyperlink, but nofollow links do hold its importance in bringing the traffic to the website through
the referral link/hyperlink that increases the page view which automatically boost the search
engine ranking by popularity aspect.

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Backlinks
Backlinks also known as Inbound Links(IBL’s) are the links that points the users
from someone else webpage/blog post to your web address /web page.
Backlinks plays vital role in boosting search engine ranking position ,Search
engines figure out if lots of users are linking to the same page.
For eg :
Frank wrote a post on his website ,now going through Cooper found it
interested enough to share it on his website by mentioning the link in his post
via a hyperlink, this means Frank have just earned a backlink for his post.

Chapter 2 On-Page SEO in Details

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Chapter 2 On-Page SEO in Details