What is SEO • Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results.
What is SEM • Search engine marketing, (SEM), is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of, paid placement, contextual advertising, and paid inclusion
Search Engine • Search indexes or engines are the predominant type of search tools. Originally, the term search engine referred to some kind of search index, a huge database containing information from individual Web sites.
Search directories • A search directory is a categorized collection of information about websites instead of containing information from Web pages. • dir.yahoo.com • dir.google.com • dmoz.org – Open Directory
That which is not indexed • Forwarded URLS • Duplicated pages – less ranking
Frames and IFrames • Using <noframe> tag to describe with keyword rich content. • In Frame Definition , provide title, keyword, description, and inside the body provide some description inside head tags • All pages that are loaded into frames should contain TITLE tags, meta tags, and navigation links. • Individual page skipping frames problem.
Well known SEO code • <title> • <meta name=“keyword” content=“ ” … > • <meta name=“description” content… >
Title • Title should be immediately below the head tag. • 40 to 60 characters . Max 65 • Placing primary keyword at the beginning. • Put brand name / company name at end. • Use ‘ | ‘ – pipeline to separate keyword from brand/company name.
Meta Description • Text in this tag is indexed and used for search often. • Upto 250 characters. • Place the important keywords in the first 150 characters • Begin with title tag keyword and prefix it with qulaifiers . • WARNING : beware of over-optimization. • WP : avoid auto excerpts
Meta Keyword • Google dropped using keywords, bing gives less importance, but small search engines considers keyword tags. • Less important , spend less time for this. • Place 5-10 keywords. • Separate each keyword with comma or space. • Keywords must also be in the content or within the <body> tag.
Other metas • REVISIT • ROBOTS • NO SNIPPET • NO ARCHIVE
ROBOTS • Pages that are under construction. • Directories in which you store scripts and CSS style sheets. • <META NAME=”robots” CONTENT=”noindex, nofollow”> • To block entire directories on your Web site, create a text file called robots.txt and place it in your site’s root directory — which is the same directory
ROBOTS • The robots.txt file allows you to block specific search engines and allow others. • User-agent: * • Disallow: /includes/ • Disallow: /scripts/ • Disallow: /info/scripts/ • Disallow: /staff.html
NO SNIPPET • <META NAME=”googlebot” CONTENT=”nosnippet”> • This meta tag tells Google not to use the description snippet, the piece of • information it grabs from within a Web page to use as the description; • instead, it uses the DESCRIPTION meta tag.
NO ARCHIVE • <META NAME=”googlebot” CONTENT=”noarchive”> • This meta tag tells Google not to place a copy of the page into the cache.
Keywords • Google • Third party keyword suggester • Analyze , research on a keyword before writing. • Keyword density and frequency. • Multiple keywords. Eg. Home , house • Page focus on NARROW set of keywords
Placement of Keywords • Place multiple times. • Place in between <h> <b> <i> tags • Placing in links. • Avoid click here words for links. • Avoid lengthy URLS • Uppercase for first letter , remaining small. • Bulleted.
Tips for keywords • Local attention – chennai , bangalore • Very specific keywords • Spelling mistakes • Geo Specific keywords
Search Bots Secret • Search bots doesn’t sees the client/browser side processes • Use Server side processing. • Robots.txt file serves great use for other less popular search engines.
Make it easy for indexing • Naming files and folders with appropriate keywords. • Making directory structure as short as possible. • Provide keyword rich alt tags and name for images. • Keep content between 200 – 400 words.
Free Content • Everything is copy protected other than that released before 1923. • Govt sources • Syndication sites – ask and get. • Press releases • Q & A • Forums • Blogs • Creative commons
Geo Targeted • Local search terms • Local Search engines / Regional • Generally fits business/products
Submitting for indexing • Webmasters – google, yahoo, bing. • XML Sitemap submission • XML file size – upto 10 MB , 50,000 links. When exceeded multiple xml files can be used, assister by a indexed xml file . • Intimate XML location in webmaster link and robots.txt file. • Ping search engine by using sitemap xml file.
Webmaster tools • URL submission • XML sitemap • Robots file • Crawl stats • Crawl errors
Dir Listing & Yahoo • Dir listing in yahoo is for money. • Dir listing in Opendirectory will take plenty of time. • Yahoo paid inclusion costs. • Submit to different types of directories.
Page Rank • A page has a PageRank only if it’s indexed by Google. • Web sites don’t have a PageRank; Web pages have a PageRank. • When you place a link on a page, pointing to another page, the page with the link is voting for the page it’s pointing to. • Linking to another page doesn’t reduce the PageRank of the origin page, but it does increase of the receiving page.
Page Rank • Every page has a vote, use it wisely to vote for yourself or for others. • Huge sites equal better page rank. • Make sure that all your pages have at least one link back into the site. • The page receiving the inbound link gets the greatest gain. • You can ensure that PageRank is well distributed around your Website by including lots of links.
Page Rank • Google toolbar • Page rank between 0 – 10 , higher better.
Page Rank • PR (A) = (1 – d) + d (PR (t1) / C (t1) + ... + PR (tn) / C ( • PR = PageRank • A = Web page A • d = A damping factor, usually set to 0.85 • t1...tn = Pages linking to Web page A • C = The number of outbound links from page tn
Incoming links • Sites that points to your page, that page indexes well. • Depending on the keyword on the link, its weightage increases. • More the incoming links from RELATED sites, better the ranking will be. • Mutual links sharing sites ranks little less than genuine ones.
Incoming links • Links from higher page rank , passes the rank to the destination too. • Googlebombs • Links from page of lesser/no rank is useless for better position in search results, but it still ensures indexing.
Trust & Trust Ranks • Few sites are manually selected as trusted sites by search engines. • The nearer you are to the trusted site, better your trust rank will be. Neighbor hood used here. So, links from reputable website are important.
Sites to Link • Search Directories • Ask friends, colleagues. • Association sites. • Manufacturer sites. • Ask other sites , consider Reciprocal links. • Newsletters, press release, syndicates. • Discussion, blogs. • Placing useful content – promotion.
Other tips • Check for broken links • If changes are made to an url , make appropriate redirects. • To avoid directory listing , place empty index.html file in the folder, added that it can have a code for redirection.
Search Tips • Site:domain.com • Double quotes “search term“ • “search term“ – omitableword - omits this word • Allintext: • Allinurl: • Allintitle: • Info: • Cache:
Search Tips • Related:http://domain.com • Define:word • Synonym:word
Keywords • Focus on set of narrow keywords single post. • Keyword proominance for title tag, means put the primary keyword first , then secondary and company name at last • H1 tag only once should be used and must contain the main Topic with keyword • H1 and H2 tags must be used at minimum • H1 mandatory, h2 recommended, h3 optional
Keywords • Keyword prominence fits for H tags as well • Poor quality code , slow load times means poor user experience , which search engines doesn’t likes. • Jpeg format for photos with little compression – increases speed. • Home anchor text must contain keyword ( do not waste home anchor text ) • Keywords must be relative to content.
Keywords • prioritize keywordskeywords - first tier , second tier and third tier. First tier - imp keyword - high traffic/competitionsecond tier - less imp - third tier - long tail keyword , less competition , easy to be ranked.
Keywords • Seasonal keywords - use google trends to spot seasonal keywords. • Negative keywords - keywords for which we don’t need traffic. - can be implemented by using - symbol along with the negative keyword. • Finding new keywords – generally products, companies ( nouns )
Keyword qualifier • Keyword qualifier is an adjective. • Price qaulifiers – free, cheap, sale, discount. • Quality/Experience q – best, expert, professional, licensed, certified. • Informational q – info, research, how to, DIY, help. • Time qualifier – night, day, 24hours • Intent q – buy, shop, store, online • Category q- product variations like red pen
Points • Provide higher quality and higher proportion of links to important pages. • Provide lesser quality and lesser proportion of links to less imp pages. • Footer with home link and imp page links. • Image filenames and alt tags – less weight age – it acts as supplements. • Text attributes – bold, italic underline • Text attribues – supplements.
Text attributes max two phrases with primary keyword. • Larger the site – more topics – more keywords – better ranked, than smaller sites. • Cover broad topics under your specific selected topic. • Publish contents regularly , keep site alive. • Fresh content bump – supplementary weight wil be awarded for updates.
Outbound links with keywords and avoid overdoing it. – use nofollow – unethical. • Tags in wordpress – easy for search. • Keywords in content – 8% • Convert visitors to customers • Calls to action – phrase, graphics or section of website that urges visitor to take some tangible step. e.g : call now for service, subscribe now.