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1 SEO

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Friday Explorer

The document provides an overview of search engine optimization (SEO). It discusses how search engines work by crawling websites, indexing content, processing search queries, calculating relevancy, and retrieving results. It then covers SEO strategies including on-page techniques like optimizing keywords, content, technical elements, page tags and links, and off-page techniques like building backlinks and social signals. The benefits of SEO including driving targeted traffic and standing out from competition are also summarized. Key metrics for measuring SEO performance like rankings, traffic, and conversions are outlined. Finally, the document discusses white hat versus black hat SEO and major search engine algorithm updates like Panda, Penguin and Hummingbird.

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By: Abhishek Patade WELCOME TO THE FIRST SESSION OF FRIDAY EXPLORER
SEARCH ENGINE OPTIMISATION
0.25 seconds
SEARCH ENGINE WORKS?
Crawling Indexing Processing Relevancy Retrieve Search engines crawl the Web, performed by a program, called a crawler or a spider. Spiders follow links from one page to another and index everything they find on their way.
Crawling Indexing Processing Relevancy Retrieve After a page is crawled, the next step is to index its content. The indexed page is stored in 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 associating the domains to particular group of search queries/ keywords.
Crawling Indexing Processing Relevancy Retrieve 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.
Crawling Indexing Processing Relevancy Retrieve It is likely that more than one page contains the search string, the search engine starts calculating the relevancy of each of the pages in its index with the search string.
Crawling Indexing Processing Relevancy Retrieve The last step in search engines' activity is retrieving the results. Basically, it is nothing more than simply displaying them in the browser – i.e. the endless pages of search results that are sorted from the most relevant to the least relevant sites.
SEO Organic Search Natural Match the user’s search query based on relevance SEM Paid Search Advertisement Site owners pay for certain keywords, to list website for search query containing those keywords
IS SEARCH ENGINE OPTIMISATION?
Making improvements on website Increased visibility in search engine results More visitors coming to website
ARE THE DIFFERENT ASPECTS OF SEO?
Keywords SEO keywords are the key words and phrases in your web content that make it possible for people to find your site via search engines. A website that is well optimized for search engines "speaks the same language" as its potential visitor base with keywords for SEO that help connect searchers to your site. Use Long Tail Keywords Long tail keywords are the longer, more specific keywords that are less common, individually, but add up to account for the majority of search-driven traffic. Long tail keywords are the opposite of "head" terms, which are more popular or more frequently searched on. Keyword Density The next step is to make your site keyword-rich and to have good keyword density for your target keywords. The higher the keyword density, the more relevant to the search string a page is. The recommended density is 3-7% for the major 2 or 3 keywords and 1-2% for minor keywords, but avoid Keyword stuffing ON PAGE
Content Good SEO content has three primary characteristics: • Offers useful information presented in an engaging format to human readers • Boosts search engine rankings • Attracts plenty of links from other sites ON PAGE
Technical Changes IP Detection / Redirection Determining the IP address of a user on your site, then showing them content (or redirecting them to a new URL) based on their location Site Speed One for the ranking factor and for user experience 301 and 302 Redirects 301: Permanent redirect to new links 302: Temporary redirect Crawler Access Use Robots.txt file to specify how search engine should crawl XML Sitemap Helps spiders to find information on your site ON PAGE
Page Tags Page Titles: <title></title> Keep your page titles short and include the main keyword phrase for the page. For low competitive phrases a good page title alone is probably enough to generate a good ranking. Header Tags: <h1> - <h2> Create one <h1> tag as your main page headers and then use <h2> – <h6> tags to present a hierarchy for the rest of the content, including keywords and phrases in them Meta Tags: <meta> • Meta keywords • Meta descriptions ALT and others Search engines have no means to index images, sounds, flash movies, javascript. Instead, they rely on meaningful textual description using ALT tag and based on it they can index these files. ON PAGE
Links Website Navigation A crawlable link structure - one that lets their spiders browse the pathways of a website - is vital in order to find all of the pages on a website. For eg. Breadcrumb Navigation Internal Linking Link pointing from one page to other page within the same domain, increases Pagerank and reduces bounce rate Dynamic URLs Database-driven sites are great but it will be much better if you serve your pages to the search engines and users in a format they can easily handle Canonical URL Canonical URLs are a fancy way of saying multiple URLs can lead to the same page. You can add the code to your .htaccess file to correct the canonical issue between www and non www versions of your domain. No Follow links Instruct search engine that hyperlink should not influence the target's ranking in the search engine's index ON PAGE
Authority-Relevance Backlinks Backlinks are links that are directed towards your website. Also knows as Inbound links. The number of backlinks is an indication of the popularity or importance of that website. Backlinks are important for SEO because some search engines like Google, give more credit to websites that have a large number of quality backlinks, and consider those websites more relevant than others in their results pages for a search query. OFF PAGE
Social Signals Twitter, Facebook, Pinterest, and Google+ with its +1 button allows you to share so you want to have great content and the means for people to have easy access to share it from your site. OFF PAGE
ARE THE BENEFITS OF SEO?
Drive Targeted Traffic Develop Domain Authority Better ROI than Normal Ads Building an online asset Stand out in Competition Take business to next level
TO MEASURE SEO PERFORMANCE?
• • Tracking keyword rankings over the time Understand how these keywords translate into increased quality traffic Traffic volume should be measured based on the number of visits that come from organic search Quality of traffic include: • Pages Per Visit • Average Visit Duration • Bounce Rate Conversions should be defined based on your specific goals. • No of visits • Leads • Form Submission To track the monetary value of conversions gives you the ability to determine the ROI of your SEO campaign Ranking Traffic Conversions
White Hat SEO refers to the usage of SEO strategies, techniques and tactics that focus on a human audience opposed to search engines and completely follows search engine rules and policies. • Using keywords and keyword analysis Backlinking • Link building to improve link popularity • Writing content for human readers WHITE HAT SEO Black Hat SEO refers to the use of aggressive SEO strategies, techniques and tactics that focus only on search engines and not a human audience, and usually does not obey search engines rules • Keyword stuffing • Invisible text • Doorway pages BLACK HAT SEO
ARE THE SEARCH ALGORITHM UPDATES ?
The purpose of Panda was (and still is) to identify sites with low quality or duplicate content, and to remove them from the upper-ranking spots on the search returns page. As such, Panda is basically a content quality filter PANDA Penguin takes a more aggressive stance against sites that intentionally utilize unlawful ‘black-hat’ techniques, which became so prevalent that the effectiveness of search engines was substantially reduced. Penguin is an update that actively locates these sites and reduces their ranking accordingly. PENGUIN Hummingbird takes a step back from the idea of penalizing, and instead works toward improving search returns in general. By using a more complex understanding of human language, Hummingbird reduces Google’s dependency on keywords. Instead, it takes into account syntax, word order, and other possible variables in a search request. HUMMINGBIRD
SEO
THANK YOU

More Related Content

1 SEO

  • 1. By: Abhishek Patade WELCOME TO THE FIRST SESSION OF FRIDAY EXPLORER
  • 5. Crawling Indexing Processing Relevancy Retrieve Search engines crawl the Web, performed by a program, called a crawler or a spider. Spiders follow links from one page to another and index everything they find on their way.
  • 6. Crawling Indexing Processing Relevancy Retrieve After a page is crawled, the next step is to index its content. The indexed page is stored in 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 associating the domains to particular group of search queries/ keywords.
  • 7. Crawling Indexing Processing Relevancy Retrieve 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.
  • 8. Crawling Indexing Processing Relevancy Retrieve It is likely that more than one page contains the search string, the search engine starts calculating the relevancy of each of the pages in its index with the search string.
  • 9. Crawling Indexing Processing Relevancy Retrieve The last step in search engines' activity is retrieving the results. Basically, it is nothing more than simply displaying them in the browser – i.e. the endless pages of search results that are sorted from the most relevant to the least relevant sites.
  • 10. SEO Organic Search Natural Match the user’s search query based on relevance SEM Paid Search Advertisement Site owners pay for certain keywords, to list website for search query containing those keywords
  • 11. IS SEARCH ENGINE OPTIMISATION?
  • 12. Making improvements on website Increased visibility in search engine results More visitors coming to website
  • 13. ARE THE DIFFERENT ASPECTS OF SEO?
  • 14. Keywords SEO keywords are the key words and phrases in your web content that make it possible for people to find your site via search engines. A website that is well optimized for search engines "speaks the same language" as its potential visitor base with keywords for SEO that help connect searchers to your site. Use Long Tail Keywords Long tail keywords are the longer, more specific keywords that are less common, individually, but add up to account for the majority of search-driven traffic. Long tail keywords are the opposite of "head" terms, which are more popular or more frequently searched on. Keyword Density The next step is to make your site keyword-rich and to have good keyword density for your target keywords. The higher the keyword density, the more relevant to the search string a page is. The recommended density is 3-7% for the major 2 or 3 keywords and 1-2% for minor keywords, but avoid Keyword stuffing ON PAGE
  • 15. Content Good SEO content has three primary characteristics: • Offers useful information presented in an engaging format to human readers • Boosts search engine rankings • Attracts plenty of links from other sites ON PAGE
  • 16. Technical Changes IP Detection / Redirection Determining the IP address of a user on your site, then showing them content (or redirecting them to a new URL) based on their location Site Speed One for the ranking factor and for user experience 301 and 302 Redirects 301: Permanent redirect to new links 302: Temporary redirect Crawler Access Use Robots.txt file to specify how search engine should crawl XML Sitemap Helps spiders to find information on your site ON PAGE
  • 17. Page Tags Page Titles: <title></title> Keep your page titles short and include the main keyword phrase for the page. For low competitive phrases a good page title alone is probably enough to generate a good ranking. Header Tags: <h1> - <h2> Create one <h1> tag as your main page headers and then use <h2> – <h6> tags to present a hierarchy for the rest of the content, including keywords and phrases in them Meta Tags: <meta> • Meta keywords • Meta descriptions ALT and others Search engines have no means to index images, sounds, flash movies, javascript. Instead, they rely on meaningful textual description using ALT tag and based on it they can index these files. ON PAGE
  • 18. Links Website Navigation A crawlable link structure - one that lets their spiders browse the pathways of a website - is vital in order to find all of the pages on a website. For eg. Breadcrumb Navigation Internal Linking Link pointing from one page to other page within the same domain, increases Pagerank and reduces bounce rate Dynamic URLs Database-driven sites are great but it will be much better if you serve your pages to the search engines and users in a format they can easily handle Canonical URL Canonical URLs are a fancy way of saying multiple URLs can lead to the same page. You can add the code to your .htaccess file to correct the canonical issue between www and non www versions of your domain. No Follow links Instruct search engine that hyperlink should not influence the target's ranking in the search engine's index ON PAGE
  • 19. Authority-Relevance Backlinks Backlinks are links that are directed towards your website. Also knows as Inbound links. The number of backlinks is an indication of the popularity or importance of that website. Backlinks are important for SEO because some search engines like Google, give more credit to websites that have a large number of quality backlinks, and consider those websites more relevant than others in their results pages for a search query. OFF PAGE
  • 20. Social Signals Twitter, Facebook, Pinterest, and Google+ with its +1 button allows you to share so you want to have great content and the means for people to have easy access to share it from your site. OFF PAGE
  • 21. ARE THE BENEFITS OF SEO?
  • 22. Drive Targeted Traffic Develop Domain Authority Better ROI than Normal Ads Building an online asset Stand out in Competition Take business to next level
  • 23. TO MEASURE SEO PERFORMANCE?
  • 24. • • Tracking keyword rankings over the time Understand how these keywords translate into increased quality traffic Traffic volume should be measured based on the number of visits that come from organic search Quality of traffic include: • Pages Per Visit • Average Visit Duration • Bounce Rate Conversions should be defined based on your specific goals. • No of visits • Leads • Form Submission To track the monetary value of conversions gives you the ability to determine the ROI of your SEO campaign Ranking Traffic Conversions
  • 25. White Hat SEO refers to the usage of SEO strategies, techniques and tactics that focus on a human audience opposed to search engines and completely follows search engine rules and policies. • Using keywords and keyword analysis Backlinking • Link building to improve link popularity • Writing content for human readers WHITE HAT SEO Black Hat SEO refers to the use of aggressive SEO strategies, techniques and tactics that focus only on search engines and not a human audience, and usually does not obey search engines rules • Keyword stuffing • Invisible text • Doorway pages BLACK HAT SEO
  • 26. ARE THE SEARCH ALGORITHM UPDATES ?
  • 27. The purpose of Panda was (and still is) to identify sites with low quality or duplicate content, and to remove them from the upper-ranking spots on the search returns page. As such, Panda is basically a content quality filter PANDA Penguin takes a more aggressive stance against sites that intentionally utilize unlawful ‘black-hat’ techniques, which became so prevalent that the effectiveness of search engines was substantially reduced. Penguin is an update that actively locates these sites and reduces their ranking accordingly. PENGUIN Hummingbird takes a step back from the idea of penalizing, and instead works toward improving search returns in general. By using a more complex understanding of human language, Hummingbird reduces Google’s dependency on keywords. Instead, it takes into account syntax, word order, and other possible variables in a search request. HUMMINGBIRD
  • 28. SEO