SEO (Search Engine Optimization)

1
SEO(Search Engine Optimization)
By Sohaib Saleem
2
Topics to be covered

• What is a Search Engine?
• How Does Search Engine Works?
• Anatomy of a Search Engine
• What is SEO Copywriting and Search Engine Rank?
• What is SEO?
• SEO Process
• How to Optimize
• On-page SEO Optimization
• On-page SEO Elements
• Off-page SEO Optimization
• Off-page SEO Elements
• White Hat SEO vs. Black Hat SEO
• SEO Tools
• Jobs Analysis

3
What is a Search Engine?

• Definition
• Search engine are those website which actually
  render to find new website/pages on the web for
  indexing in their server
• People use search engine for finding the
  specific/required information on the internet
• Search engine show relevant website/result when
  people search
• Common Characteristics
• Spider, Indexer, Database, Algorithm
• Find matching documents and display
• them according to relevance
• Frequent updates to documents
• searched and ranking algorithm

4
How Does Search Engine Works?

• 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.

5
(No Transcript)
6
What is SEO

• SEO is an abbreviation for search engine
  optimization.
• SEO is the process of improving the volume or
  quality of traffic to a web site from search
  engines via search results.
• SEO is a technique/technology which is used to
  increase search engine ranking of a website/blog
• SEO is the process of a website/webpage in search
  engines Natural or organic search result.
• SEO (Search engine optimization) is the way to
  fetch traffics on your website from search
  engine. In other words SEO is the technique to
  make visible your website on search engine.

7
Anatomy of a Search Engine
8
What is SEO Copywriting?

• SEO copywriting is the technique of writing
  viewable text on a web page in such a way that it
  reads well for the surfer, and also targets
  specific search terms. Its purpose is to rank
  highly in the search engines for the targeted
  search terms.
• These include the Title, Description,
  Keywords tags, headings, and alternative text.

• What is Search Engine Rank?
• When you search any keyword using a search
  engine, it displays thousands of results
  found in its database.
• A page ranking is measured by the position of
  web pages displayed in the search engine
  results. If a search engine is putting your web
  page on the first position,
• then your web page rank will be number 1 and it
  will be assumed as the page with the highest
  rank.

9
SEO Process

• 5 steps process
• Research
• Reporting
• Optimization
• Submission/Re-Crawl
• Follow Up Reporting

10
How to Optimize
11
How to Optimize?

• Skills in the areas of analysis, research,
  planning, copy writing and communication.
• Pre-site activities
• The research and planning activities undertaken
  before an existing or new site or page is
  actually touched or built.
• Understanding your Organization's Online Business
  Strategy
• Researching your Market Category, Customers and
  Competitors
• Keyword Selection - Factors
• Category Priorities
• Search Volumes
• Competitive Advantage
• Competition
• Relevance
• Making your keyword choice

12
What is On-Page and Off-Page SEO?

• Conceptually, there are two ways of optimization
  
• On-Page SEO It includes providing good
  content, good keywords selection, putting
  keywords on correct places, giving
  appropriate title to every page, etc.
• Off-Page SEO - It includes link building,
  increasing link popularity by submitting open
  directories, search engines, link exchange, etc.

13
How to Optimize?
On Page Optimization

• On-page optimization (on-page SEO) is what can be
  done on the pages of a website to maximize its
  performance in the search engines for target
  keywords related to the on-page content.
• On-page optimization stands for all of the
  techniques and methods used on your website that
  is hosted on a server.
• On-page optimization has an effect on your
  website listing in natural results .
• On-page factors are controlled by coding on
  website pages

14
How to Optimize?

• On-Page SEO
• The activities directly involved in the
  content and design of web pages.
• Domain Name
• Site design and construction - Ensuring the web
  page utilizes design and code that can be
  properly crawled and indexed by the search
  engines.
• Page layout and navigation of the site
• Writing the title, description and keyword meta
  tags
• Article writing using heading, paragraphs
• Keywords-gt keyword density and keyword stuffing
• Inbound and internal link
• Writing content Body copy, titles, image tags,
  outbound links that reflect and enhance keywords.
• Building internal links Helping the search
  engines navigate the site

15
How to Optimize?
Off Page SEO Optimization

• Off-page optimization (off-page SEO) is what can
  be done off the pages of a website to maximize
  its performance in search engines for target
  keywords related to the on-page content and
  keywords in off-page direct link.
• Off-page optimization is the most important part
  in search engines optimization because it gives
  back links to your sites and it requires a lot of
  work on a daily bases.
• It helps to maximize website performance in
  search engine for target keywords

16
How to Optimize?

• Off-Page SEO
• Building a portfolio of quality inbound links to
  your web site.
• Key Factors Effecting Link Quality
• Submitting your site to search engine
• Submitting sitemap to search engine
• Google and bing webmaster tools
• Google analytical tool
• Social bookmarking
• Google Page Rank
• Site and Page Relevance
• Link Density
• Anchor Text
• Link Age
• Originating Site has been Crawled and Indexed
• A Suggested Approach to Link Building

17
How to Optimize?

• Post site activities
• Analyzing and responding to site traffic and user
  feedback
• once a web site has been optimized. Effective SEO
  is a
• continuous activity.
• Managing and responding to search marketing
  feedback
• Log Files
• Pay Per Click
• The SEO Cycle

18
Title tag
Meta description tag (or first paragraph of text
if no meta des has been added)
Keywords
19
White Hat SEO vs. Black Hat SEO

• White Hat SEO is a legal technique for optimizing
  a website for each search engines. Search engine
  have define a criteria for white hat seos.
• Conforms to search engine designs and involves no
  deception.
• Approved by search engines.
• Results last a long time.
• White hat SEO techniques include research,
  analysis, re- write meta tags to be more
  relevant, content improvement and web redesign.
• Always follow a White Hat SEO tactic and do not
  try to fool your site visitors. Be honest and you
  will definitely get something more.

20
White Hat SEO vs. Black Hat SEO

• Black Hat SEO is an illegal technique which has
  been used by some spammers who want to cheat
  search engines by some bad ways. This technique
  is no longer accepted by any search engine. This
  is a short term technique
• Techniques used to get higher search rankings in
  an unethical manner.
• Disapproved by search engines
• Site is eventually banned, de-indexed or
  penalized through lower rankings.
• Black hat SEO techniques include keyword
  stuffing, doorway and cloaked pages, link
  farming, hidden texts and links, blog comment
  spam.

21
Google Algorithms

• Google Panda
• It was released by Google in February 2011.
• For
• Low quality content. (Un-satisfy)
• Copied or duplicate content.
• Web spamming. (cloaking, keyword excessing)

22
Google Algorithms

• Google Penguin
• It was released in April 2012.
• For
• Keyword stuffing (repeatedly)
• Spamming link. (irrelevant or unnatural or paid
  link)
• Cloaking-density. (2 or 3)
• Over optimization also

23
Google Algorithms

• Google Hummingbird
• For
• Conversational search
• Google knowledge graph
• Latent semantic search
• Social media forums relevant searches

24
SEO Tools

• The 6 tools you need to use to become a
  highly-profitable SEO expert
• Search Analytic Tools- establish your marketing
  goals and establish a baseline for where you are
  at right now.
• Keyword Research Tools- discover the keywords
  your customers are searching for right now.
• Competitive Research Tools- see what keywords
  your competitors are targeting.
• PPC Tools- buy important keywords and track the
  results to understand how well they convert,
  which helps you focus you organic SEO strategy on
  the most profitable keywords.
• Link Analysis Tools- start building your link
  profile and track your progress compared to
  competing websites.
• Search Engine Ranking Checkers- determine how
  effective your marketing is by watching your
  search engine rankings improve.

25
Jobs Analysis
26
Thank-You