SEO Beginner's Guide

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Search Engine Optimization(SEO)

• By- Claritus Consulting

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What is SEO?
SEO is a marketing discipline focused on growing
visibility in organic (non-paid) search engine
results. SEO encompasses both the technical and
creative elements required to improve rankings,
drive traffic, and increase awareness in search
engines.
SEO is the process of affecting the
visibility of a website or web pages in a search
engine result.
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How Search Engine Works?
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How Search Engine Works?

• There are three basic stages for a search engine.
• Crawling The acquisition of data about a
  website. This involves scanning the site and
  getting a complete list of everything on there
  the page title, images, keywords it contains, and
  any other pages it links to at a bare minimum.
• Indexing Indexing is the process of taking all
  of that data you have from a crawl, and placing
  it in a big database.

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How Search Engine Works?
Retrieval The last step is what you see - you
type in a search query, and the search engine
attempts to display the most relevant documents
it finds that match your query. The
ranking algorithm checks your search query
against billions of pages to determine how
relevant each one is.
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Basic steps to optimize your websites -
Basic steps to get your website
optimized- Keyword Research On-Page Link
Building Technical aspects Search Console
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Keyword research
Keyword research is one of the most important,
valuable, and high return activities in the
search marketing field. Ranking for the right
keywords can make or break your website. By
researching your market's keyword demand, you can
not only learn which terms and phrases to target
with SEO, but also learn more about your
customers as a whole.
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On-Page SEO
In search engine optimization, On-page
optimization refers to all measures that can be
taken directly within the website in order to
improve its position in the search rankings. Some
on-page activities are- Meta Tag, Title Tag,
Heading Tag, Image optimization.
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Meta Tag
A meta tag is a tag (i.e. a coding statement) in
the HTML that describes some aspect of the
contents of a Web page. The information that you
provide in a meta tag is used by search engines
to index a page so that someone searching for the
kind of information the page contains will be
able to find it.
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Heading Tag
The lth1gt to lth6gt tags are used to define HTML
headings. lth1gt defines the most important
heading. lth6gt defines the least important
heading. Code lth1gtThis is Titlelt/h1gt lth2gtThis is
Titlelt/h2gt lth6gtThis is Titlelt/h6gt
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Title Tags
Title tags - Technically called title elements,
It define the title of a document. Title tags are
often used on search engine results pages (SERPs)
to display preview snippets for a given page, and
are important both for SEO and social
sharing. Code ltheadgt lttitlegtExample
Titlelt/titlegt lt/headgt
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Meta Description
Meta descriptions are HTML attributes that
provide concise explanations of the contents of
web pages. Meta descriptions are commonly used on
search engine result pages (SERPs) to display
preview snippets for a given page. ltheadgt ltmeta
name"description" content"This is an example of
a meta description."gt lt/headgt
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Image Optimization
The HTML ltimggt tag is used to put an image in an
HTML document. ltimg src"smiley.gif" alt"smiley
face" height"150" width"140" /gt
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Off-Page SEO
Off page SEO refers to techniques that can be
used to improve the position of a web site in the
search engine results page (SERPs). Off Page SEO
has to do with promotion methods, following these
activities- Article Submission, Blog Submission,
Forum, Classified Ads, Directory Subission,
Social Bookmarking Submission, Social media,
Press Release,....., etc.
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Advanced SEO -

• Redirects
• Unique content
• 404 error page
• Canonicalization
• Site performance
• Robots.txt
• Structured data

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Use redirection Properly
When you need to move a web page to a different
URL, make sure youre using the right type of
redirect, and that youre also redirecting users
to the most appropriate page. Always use 301 for
(Permanent) redirection. A 301 tells the search
engine to drop the old page from its index and
replace it with the new URL. A 302 (temporary)
redirect signals that the move will be
short-lived, and therefore search engines do not
transfer link equity to the new page.
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Content Should be Unique
We all know that content needs to be unique to
rank highly in the SERPs. If content is duplicate
then, Search engines get confused about which
version of a page to index and rank if the same
content appears on multiple pages. Ideally, you
should only have one URL for one piece of
content. When you have duplicated pages, search
engines pick the version they think is best and
filter out all the rest.
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Create a Custom 404 Error Page
The Error 404 "Page not found" is the error page
displayed whenever someone search for a page
thats simply not available on your site. The
reason for this is that there may be a link on
your site that was wrong or the page might have
been recently removed from the site. As there is
no web page to display, the web server sends a
page that simply says "404 Page not found".
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Canonicalization
Canonicalization refers to individual web pages
that can be loaded from multiple URLs. This is a
problem because when multiple pages have the same
content but different URLs, links that are
intended to go to the same page get split up
among multiple URLs. This means that the
popularity of the pages gets split up. Canonical
issues can be solved with this code - ltlink
rel"canonical" href"http//abc.com/"/gt
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Website Performance or Speed
How long does it take your website to display a
page? Your websites server speed and page
loading time affect the user experience and
impact SEO, as well. Page speed is a
measurement of how fast the content on your page
loads.Pages with a longer load time tend to have
higher bounce rates and lower average time on
page. Longer load times have also been shown to
negatively affect conversions.
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Use Robots.txt
Robots.txt is text file, webmasters create to
instruct robots how to crawl and index pages on
their websites. Example of Robots.txt file
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Structured Data
Schema.org Structured Data Schema.org is also
known as Schema. Schema is a micro-data that you
can add to your HTML to improve the way your page
is represented in SERPs. Sample Code ltdiv
itemscope itemtype"http//www.abc.com"gt ltspan
itemprop"name"gtSEO Serviceslt/spangt ltspan
itemprop"author"gtClarituslt/spangt lt/divgt
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Referance
https//moz.com/ http//www.bruceclay.com/in/seo/t
echnical-seo-tips.htm https//searchenginewatch.co
m
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Thank You