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Basic seo essentials

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Sapan Kumar Shaw
Sapan Kumar Shaw

This document discusses search engine optimization techniques. It describes white hat and black hat SEO techniques and how search engines work by crawling, indexing, processing and retrieving web pages. The benefits of SEO are also outlined, such as increased traffic, brand credibility and return on investment. The document provides details on on-page and off-page optimization strategies. It also discusses Google Trends, content creation best practices, the Google Panda update, and how to use Google Webmaster Tools to analyze a website's search engine performance.

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Basic seo essentials
•What is Search Engine Optimization •How Search Engines Work •Organic Versus Paid Search •Anatomy of a Search Results Page •Why Apply SEO to Your Web site •How to implement SEO •The Benefits of Doing SEO •Examining a Stress Free System of doing SEO •Google Trends •Making Your Content Effective •The New World of Web Content •Google Panda and SEO •Google Webmaster Tools •Questions and Answers
Basic seo essentials
SEO techniques are classified into two broad categories: White Hat SEO - Techniques that search engines recommend as part of a good design.
 Black Hat SEO - Techniques that search engines do not approve and attempt to minimize the effect of. These techniques are also known as spamdexing.  Unrelated Keywords  Keyword Stacking and Keyword Stuffing  Tiny Text, Hidden Text, and Hidden Links  Duplicate Content or Mirror Site  Spam Blogs or Splogs  Blog Spam or Comment Spam
Search engines perform several activities in order to deliver search results.  Crawling - Process of fetching all the web pages linked to a website. This task is performed by a software, called a crawler or a spider (or Googlebot, in case of Google).  Indexing - 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.  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 - It is likely that more than one page 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 engine activities is retrieving the best matched results. Basically, it is nothing more than simply displaying them in the browser.
Basic seo essentials
 The Results are Low Cost (In Comparison to Adwords and PPC)  Definite Increase in Traffic  Higher Brand Credibility, People Trust Google  Better ROI (Return on Investment) Than Normal Ads  Your Competitors Are Doing It  Take Your Business to the Next Level  250 Million websites on the web, SEO makes you stand out  60% Of Clicks Go to the First Result  You’ll Have Access to Data  The Results are Permanent
Basic seo essentials
Basic seo essentials
The majority of web traffic is driven by the major commercial search engines, Google, Bing, and Yahoo!. Although social media and other types of traffic can generate visits to your website, search engines are the primary method of navigation for most Internet users.
SEO implementation is meant to increase the usability of your website, better the navigation structure as well as optimize on- page content for your targeted keywords. There are 3 Steps which are On-Page SEO - It includes providing good content, good keywords selection, putting keywords on correct places, giving appropriate title to every page, etc.  Domain name strategies  Linking strategies  Keywords  Title Tags  Meta Descriptions  Alt Tags  Heading Tags  Robots Tags Off-Page SEO - It includes link building, increasing link popularity by submitting  Articles  Blogs  Social Bookmarking  Document Sharing  Classifieds  Local Listings  Reviews  Profile Creations  Guest Blogging  Blog Commeting and Many More
 SEO can help you achieve your business goals  Create a better and more user friendly website  Find new customers and assist growth  Explore new markets  Build brand awareness through better rankings  Increased Traffic  Increase Authority  Connect with motivated prospects  Goal-driven  Flexibility  Measurable results  The Results are Permanent
Basic seo essentials
Google Trends is a Google Labs graduate that allows you to see what others have been searching for with Google. Google Trends graphs how often a term is used over time and where geographically most people are searching for a given term. How to Use Google Trends? Let me show you practically.
Trending Searches
Example :
•Think about the right format. •Incorporate stories and examples. •Keeping your paragraphs short (usually a few sentences or less). •Using bulleted or numbered lists •Including subheadings. •Industry expertise •Brand focus •Audience goals •Audience interests •Available resources
Once you’ve identified your ideal content mix, include it with your editorial calendar and present it in a way that’s easy to communicate. For example: Content Purposes or, Content Presentation Methods
Basic seo essentials
 Google has recently updated their search engine algorithm with the latest Panda update. They have applied the changes in the US and it has created controversies and havoc in the internet industry.  Now the question is, how will this change affect your site’s SEO? The purpose of the Panda  The change is implemented in order to eliminate ‘low quality’ content, or in other words, spammy content trying to rank in the search engines. You have to understand that Google is only trying its best in eliminating results that are not relevant or not useful because its users have requested it.
Here is the Cheat sheet
 What Exactly is GWT? GWT is a free toolset provided by Google that helps you first understand what’s going on with your website. This way you make decisions based off of data instead of going in blindly. Google Webmaster Tools provides the following very useful services for your website: •Submit/check the sitemap for your website. •Adjust the crawl rate of the Google bots for your website and view the statistics. •Generate/check the robots.txt file for your website. •List the internal and external pages that link to your website. •Check what keyword searches led the site to being displayed in the Google search engine results pages and click-through rates for them. •Check statistics about how Google has indexed your website and whether it has found any issues while doing so. •Set a preferred domain name (e.g. yourdomain.com over www.yourdomain.com or vice versa) which will determine how the site URL will be displayed in search engine results pages.
Basic seo essentials
Basic seo essentials
The Dashboard Now that you're verified, you can log in and start to examine the data for your site. Site Messages
Basic seo essentials
 https://designhammer.com/blog/17-black-hat-seo-techniques-avoid  http://www.webiny.com/blog/2013/01/20/how-to-do-seo-search-engine-optimization/  http://www.whatisseo.com/  http://www.whatisseo.com/seo-services.html  http://www.whatisseo.com/seo-services.html  http://www.dmn3.com/dmn3-blog/paid-vs.-organic-search-which-is-better  http://thirdrivermarketing.com/local-search/the-anatomy-of-a-google-search-results- page/  http://hswsolutions.com/services/search-engine-optimization/seo-benefits/  http://rankexecutives.com/benefits-of-seo/  http://rankexecutives.com/benefits-of-seo/  http://contentmarketinginstitute.com/2011/02/content-mix/  http://searchengineland.com/library/google/google-panda-update  https://seo-hacker.com/googles-panda-update-affect-seo/  http://searchenginewatch.com/sew/how-to/2191991/google-webmaster-tools-an- overview
Basic seo essentials

More Related Content

Basic seo essentials

  • 2. •What is Search Engine Optimization •How Search Engines Work •Organic Versus Paid Search •Anatomy of a Search Results Page •Why Apply SEO to Your Web site •How to implement SEO •The Benefits of Doing SEO •Examining a Stress Free System of doing SEO •Google Trends •Making Your Content Effective •The New World of Web Content •Google Panda and SEO •Google Webmaster Tools •Questions and Answers
  • 4. SEO techniques are classified into two broad categories: White Hat SEO - Techniques that search engines recommend as part of a good design.
  • 5.  Black Hat SEO - Techniques that search engines do not approve and attempt to minimize the effect of. These techniques are also known as spamdexing.  Unrelated Keywords  Keyword Stacking and Keyword Stuffing  Tiny Text, Hidden Text, and Hidden Links  Duplicate Content or Mirror Site  Spam Blogs or Splogs  Blog Spam or Comment Spam
  • 6. Search engines perform several activities in order to deliver search results.  Crawling - Process of fetching all the web pages linked to a website. This task is performed by a software, called a crawler or a spider (or Googlebot, in case of Google).  Indexing - 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.  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 - It is likely that more than one page 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 engine activities is retrieving the best matched results. Basically, it is nothing more than simply displaying them in the browser.
  • 8.  The Results are Low Cost (In Comparison to Adwords and PPC)  Definite Increase in Traffic  Higher Brand Credibility, People Trust Google  Better ROI (Return on Investment) Than Normal Ads  Your Competitors Are Doing It  Take Your Business to the Next Level  250 Million websites on the web, SEO makes you stand out  60% Of Clicks Go to the First Result  You’ll Have Access to Data  The Results are Permanent
  • 11. The majority of web traffic is driven by the major commercial search engines, Google, Bing, and Yahoo!. Although social media and other types of traffic can generate visits to your website, search engines are the primary method of navigation for most Internet users.
  • 12. SEO implementation is meant to increase the usability of your website, better the navigation structure as well as optimize on- page content for your targeted keywords. There are 3 Steps which are On-Page SEO - It includes providing good content, good keywords selection, putting keywords on correct places, giving appropriate title to every page, etc.  Domain name strategies  Linking strategies  Keywords  Title Tags  Meta Descriptions  Alt Tags  Heading Tags  Robots Tags Off-Page SEO - It includes link building, increasing link popularity by submitting  Articles  Blogs  Social Bookmarking  Document Sharing  Classifieds  Local Listings  Reviews  Profile Creations  Guest Blogging  Blog Commeting and Many More
  • 13.  SEO can help you achieve your business goals  Create a better and more user friendly website  Find new customers and assist growth  Explore new markets  Build brand awareness through better rankings  Increased Traffic  Increase Authority  Connect with motivated prospects  Goal-driven  Flexibility  Measurable results  The Results are Permanent
  • 15. Google Trends is a Google Labs graduate that allows you to see what others have been searching for with Google. Google Trends graphs how often a term is used over time and where geographically most people are searching for a given term. How to Use Google Trends? Let me show you practically.
  • 18. •Think about the right format. •Incorporate stories and examples. •Keeping your paragraphs short (usually a few sentences or less). •Using bulleted or numbered lists •Including subheadings. •Industry expertise •Brand focus •Audience goals •Audience interests •Available resources
  • 19. Once you’ve identified your ideal content mix, include it with your editorial calendar and present it in a way that’s easy to communicate. For example: Content Purposes or, Content Presentation Methods
  • 21.  Google has recently updated their search engine algorithm with the latest Panda update. They have applied the changes in the US and it has created controversies and havoc in the internet industry.  Now the question is, how will this change affect your site’s SEO? The purpose of the Panda  The change is implemented in order to eliminate ‘low quality’ content, or in other words, spammy content trying to rank in the search engines. You have to understand that Google is only trying its best in eliminating results that are not relevant or not useful because its users have requested it.
  • 22. Here is the Cheat sheet
  • 23.  What Exactly is GWT? GWT is a free toolset provided by Google that helps you first understand what’s going on with your website. This way you make decisions based off of data instead of going in blindly. Google Webmaster Tools provides the following very useful services for your website: •Submit/check the sitemap for your website. •Adjust the crawl rate of the Google bots for your website and view the statistics. •Generate/check the robots.txt file for your website. •List the internal and external pages that link to your website. •Check what keyword searches led the site to being displayed in the Google search engine results pages and click-through rates for them. •Check statistics about how Google has indexed your website and whether it has found any issues while doing so. •Set a preferred domain name (e.g. yourdomain.com over www.yourdomain.com or vice versa) which will determine how the site URL will be displayed in search engine results pages.
  • 26. The Dashboard Now that you're verified, you can log in and start to examine the data for your site. Site Messages
  • 28.  https://designhammer.com/blog/17-black-hat-seo-techniques-avoid  http://www.webiny.com/blog/2013/01/20/how-to-do-seo-search-engine-optimization/  http://www.whatisseo.com/  http://www.whatisseo.com/seo-services.html  http://www.whatisseo.com/seo-services.html  http://www.dmn3.com/dmn3-blog/paid-vs.-organic-search-which-is-better  http://thirdrivermarketing.com/local-search/the-anatomy-of-a-google-search-results- page/  http://hswsolutions.com/services/search-engine-optimization/seo-benefits/  http://rankexecutives.com/benefits-of-seo/  http://rankexecutives.com/benefits-of-seo/  http://contentmarketinginstitute.com/2011/02/content-mix/  http://searchengineland.com/library/google/google-panda-update  https://seo-hacker.com/googles-panda-update-affect-seo/  http://searchenginewatch.com/sew/how-to/2191991/google-webmaster-tools-an- overview