Search Engine Optimization
What is SEO?
• Search Engine Optimization is all about getting
your desired website to be in the top listings on
first page.
• Remember Search engine optimization affects
only organic search results, not paid or
"sponsored" results such as Google Adwords.
But why is it important to rank on first
page of Google ?
What happens when a keyword is typed?
SEO Phases
Types of SEO
• On page optimization
• Off page optimization
Fundamentals of On Page SEO
• On Page SEO factors will include all those factors
that are related to:
1. Website Content
2. Website Structuring
3. Making sure that right pages are crawled by
search engine spiders
4. Be ready for multiple devices
Locations for Keywords Inclusions on a
web page
• Page Title
• Meta Description (Tags and Keywords)
• Page Headline
• Page URL
• Image Alt Tag
• Anchor Text
Page Title
• Page Title is available at top whenever you open a webpage.
Why it’s Useful:
• Page title lists down the main area of focus of any webpage.
• It’s the first thing that is visible to you in search listing
Page Headline
• A searcher who's just clicked on a results expects to
see a matching headline on the page they visit.
• Failure to do so may increase the odds of visitor
moving out of page.
Meta Description
• Meta Description is the paragraph that you see just below
page title on search engine result page. Description of a
page’s content in not more than 150 characters.
• The meta description tag is part of what searchers
consider when deciding whether to click a result or not.
Meta Tags
Page URL
• A good URL has a few key aspects, but one of those is
keyword use.
• Clearly about the subject of page.
• Should be easy to remember.
• Should clearly defines the purpose of page.
Image Alt tag
• Having images on a keyword-targeted page is wise for
many, many reasons, not least among them is that these
can help directly and indirectly with rankings.
• You can see only if image fails to upload.
Anchor Text
• Anchor text is the clickable text in a link area that you see.
• You should avoid hyper linking generic words like “click
here” or “know more”.
• Keywords for the related page should be used as a
Anchor text.
Off Page SEO
• Off Page SEO is a technique that includes promoting your
website content on internet beyond your own website. So
as to achieve improved search engine rankings.
Off Page SEO includes:
1.Link building
2.Social Media Optimization
3.Content Marketing
Link Building
• Link building means to build links back to your web page from
other blogs or websites.
• More links towards your site means more votes for your site
• Major role in determining place for your website in a search
result.
How to build links towards your website?
• Build a company blog: Blogs have the unique ability to
contribute fresh material on a consistent basis, participate
in conversations across the web, and earn listings and
links from other blogs and blog directories
• Ask your customers to link to you : If you have
partners you work with regularly or loyal customers that
love your brand, you can use this to your advantage by
sending out partnership badges – graphic icons that link
back to your site
How to build links towards your website?
• Submit your site content to directories
• There are thousands of websites online that give you an
opportunity to add links.
a. Website Directories e.g. Yahoo! Directory
b. Document Directories e.g. Slideshare, Scribd, etc.
c. Web 2.0 Sites: e.g. Reddit.com
d. Press release directories e.g. http://www.24-
7pressrelease.com/
e. Article Directories e.g. Ezinearticles.com
Off Page SEO Link Building
Backlinks
• Source Diversity
• Source independence
Blog posts / Commenting
Press Release
Directories/Classifieds
• Paid or Featured web listing
• Free or regular web listing
• Reciprocal web listing
Forums
Article Promotion and Syndication
Social Media Optimization
• Step 1: Create profile on all the relevant social
networking sites. Such as facebook, twitter,
pinterest, linkedin etc.
• Step 2: Build your own network on these websites
they can be either friends, groups or communities
, fans or followers.
• Step 3: Sharing the content from your website
such as blogs , images or videos on these
websites . So as to enhance the visits and
visibility to your website.
Content Marketing
• Art of communicating with your customers and prospects
without selling.
• It is non-interruption marketing.
• Instead of pitching your products or services, you are
delivering information that makes your buyer more
intelligent.
Errors & Robots.txt
Analyze – Three Key KPIs
Position: Where are you ranking in SERPs?
• This KPI shows the effectiveness of the SEO measures you’ve applied to get good search
positioning, based on relevant search terms.
• Your position can be gauged by using SEO tools like Google Search Console and Moz.
Traffic. What traffic is coming in, where is it coming from, and what content is being visited?
• This KPI measures the search volumes achieved for relevant terms and is the basis for calculating
conversions.
• Use GA to review traffic source reports, visitor numbers, and the volume of traffic achieved based on
the keywords selected.
Conversion. Is your organic SEO creating conversions?
• This is another important KPI because it relates the volume and relevance of your search traffic with
some predefined objectives.
• Using GA to find conversion information to measure goals achieved, sales, leads, inbound calls.
Thank You
