The document discusses search engine optimization (SEO) techniques for keyword placement and optimization. It recommends placing keywords in the title tag, meta tags, H1-H3 tags, first and last paragraphs, and using bold and italics. It also discusses maintaining proper keyword density, proximity and prominence. Other topics covered include optimizing the title tag, writing meta descriptions, creating keyword rich content, and using internal and external links to improve SEO.

1. Search Engine Optimization
(SEO)
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Lecture – 7: Keyword Placement – HTML and Web
Content
• Keyword Placement and Usability
• Keyword Density, Proximity and Prominence
• Creation of Title Tag and Importance
• Creation of Meta Tags and Importance
• Keyword Rich Content
• Links and Links Attributes
• Summary

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Keyword Placement and Usability
• keyword placement - A key
aspect of proper SEO
• It isn’t just about the quantity of
keywords.
• It all about placing your targeted
keywords in various locations on
your web pages.
• Ideally you’ll pick 2-5 keywords to
target per web page.
• You should ensure your keywords
are placed in the correct HTML
tags.
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Keyword Placement and Usability – Guidelines…
• Place your keywords in the Title tag, Meta
Description tag, Meta Keyword tag, and if
applicable in the Alt tags.
• Place your keywords inside one h1 Tag,
h2 Tag and h3 Tag.
• Ensure your keywords are in the first
paragraph of the page – ideally this should
be in the first 25 words.
• Place your keywords at the end of the
page – ideally in the last 25 words.
• Make sure your keywords are in strong
(bold) tags at least once on the page.
• Italicize your keywords at least once on
the page
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Keyword Density, Proximity and Prominence
• The more times the keyword appears in relation to the total number of
on page words, the greater the overall keyword density.
Does keyword density make a difference??
• Keyword proximity refers to the closeness between two or
more keywords. In general, the closer the keywords are,
the better.
Which One is Better for Keyword – “Search Engine Rankings” ???
How Keyword proximity Affects Search Engine Rankings
How Keyword proximity Affects Rankings In Search Engine
Any other Advantage of Proximity??
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Keyword Density, Proximity and Prominence
• Keyword prominence refers to how prominent keywords are within a
web page.
What are the recommendations??
Any Other Advantage of Prominence??
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Creation of Title Tag and Importance
• The title tag has been – and probably will always be – one of the most
important factors in achieving high search engine rankings.
How Title Tag can be Helpful in Search Engine Ranking??
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Creation of Title Tag and Importance
• Importance of Title Tag
What important points should
we keep in mind??
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Creation of META Tags and Importance
• It needs to be carefully written to ensure it accurately describes the content of the
particular web-page.
The description can be a little longer than your title tag but should never be
Spammed with keywords
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Creation of META Tags and Importance
• Importance of Meta tags??
• Why are Meta Tags used??
Meta Tags were originally designed to provide webmasters with a way to help search
engines know what their site was about. This in turn helped the search engines decide
how to rank the sites in their search results.
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Keyword Rich Content
Another important factor for high search engine rankings.
Content is KING…
Don’t get hung up on
keyword density.
Just make sure you use a
few primary keywords
on the webpage
Which Factors should we keep in mind while writing a keyword rich content??
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Links and Link Attributes
It’s a connection from one Web resource to another.
One of the primary forces
driving the success of the Web.
A link has two ends –
Anchors
and a Direction
Link starts at the "source" anchor
and points to the "destination" anchor
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Links and Link Attributes
Internal Links
External Links
Advantages of Anchor Text?
How can we get maximum out
of links in terms of SEO??
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Summary
> keyword placement - A key aspect of proper SEO
> Place your keywords in all the Meta tags – Title, Description, Keywords
> Keep your focus on the Density, Prominence and Proximity for good optimized website
w.r.t SEO.
> Create Keyword rich and optimized Title and Meta Tags.
> Important factors like length, Uniqueness must be kept in mind while creating the Tags.
> Keyword Rich Content
> Importance of Links - Internal Links and External Links
> Anchor text – A very powerful tool/way that can be used in the links to increase the
rankings
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