Introduction to SEO

Every one starts a s a newbie. This pdf is focused especially for those who wish to get a general idea of what Digital Marketing is all about. We have covered all the basic topics for the same and will be publishing related material further. Till then, hope you get some valuable information from this piece of content.

Transcript

1. A methodology of strategies, techniques and tactics used to increase the amount of visitors to a website by obtaining a high-ranking placement in the search engine results pages. A means to develop and design your website, following the complete guidelines provided by major search engines, so that it attains a respectable position in the eyes of search engines as well as the users. OR SEO INTRODUCTION
2. WHAT DOES SEO CONSIDER? • How search engines work. • The computer programmed algorithms which dictate search engine behaviour. • What people search for, the actual search terms or keywords typed into search engines, and • Which search engines are preferred by their targeted audience?
3. OPTIMIZATION OF ORGANIC CTR • SEO is also about making your search engine result relevant to the user's search query so that more people click the result when it is shown in search. • In this process, snippets of text and meta data are optimized to ensure your snippet of information is appealing in the context of the search query to obtain a high click through rate from search results.
4. BENEFITS OF SEO • Increased Traffic. • Increase ROI(Return of Investment). • Cost effectiveness. • Increased site usability. • Increase Brand Awareness. • Find new customers and assist growth. • Explore new markets. • Achieve better conversion rates. • Build brand awareness through better rankings.
5. TYPES OF SEO • White Hat SEO – Playing Within the rules. • Black Hat SEO – Playing against the rules. • Grey Hat SEO – A mixture of good & bad stuff.
6. WHITE HAT SEO White hat SEO refers to the usage of optimization strategies, techniques and tactics that focus on a human audience more than the search engine algorithms. It simply means, “WRITE FOR THE PEOPLE, NOT THE BOTS”. A site which is optimized for search engines but focuses on its readers and actual audience is considered to be using WHITE HAT SEO.
7. WHITE HAT SEO TECHNIQUES • Keyword and keyword analysis. • Link building. • Back links. • Improving link popularity. • Writing content for humans. • Fast site loading times and mobile- friendliness. • Using descriptive, keyword-rich meta tags. • Making your site easy to navigate.
8. BLACK HAT SEO It is a SEO practice against search engine guidelines, used to get a site ranking higher in search results. Using such tactics can get you penalized by search engines or may even get your site banned permanently. Black hat techniques include: • Keyword stuffing, • Cloaking • Using private link networks.
9. BLACK HAT SEO TECHNIQUES • Black‐hat mentality focuses on finding and exploiting algorithmic loopholes. • Using Black Hat SEO may lead to permanent ban from search engine. • Many of these loopholes don’t hurt anyone, except your competitors. • But some of them are incredibly unethical, such as hacking into websites to inject backlinks.
10. CRAWLING & INDEXING Crawling and indexing are two very distinct things and it is commonly misunderstood in the SEO industry. Crawling means that Google bot looks at all the content/code on the page and analyses it. Indexing means that, the page is eligible to show up in Google's search results. Google constantly sends out "spiders" or "bots” which are search engine's automatic navigators to discover which websites contain the most relevant information related to the keywords you type in.
11. WHAT IS CRAWLING? • Crawling means to follow a track or a path, following your links and “crawling” around your website. • When bots visit your website ,they follow other linked pages on your website. • Crawling is the process by which Google bot discovers new and updated pages to be added to the Google index. • Sitemaps help these bots by providing the complete architecture of the website.
12. HOW IT WORKS? • It begins with a list of web addresses from past crawls and sitemaps provided by website owners. • As the crawlers visit these websites, they use links on those sites to discover other pages. • It pays special attention to new sites, changes to existing sites and dead or expired links. • Computer programs determine which sites to crawl, how often and how many pages to fetch from each site.
13. WHAT AFFECTS CRAWLING? • Domain – From the panda update, domain name importance has increased significantly. Domains that include the main keyword and given more importance. – Crawling rate is higher for those domains that have good authority and traffic. • Back Links – The more backlinks you have the more trustworthy and reputed you are in the eyes of search engines. – If you have good rankings but you are not earning any backlinks for your site, search engines may assume that you have low-quality content.
14. • Internal Linking – Internal links also connect your content and give Google an idea of the structure of your website. – They can establish a hierarchy on your site, allowing you to give the most important pages and posts more link value than other, less valuable, pages. – So using the right internal linking strategy can boost your SEO. • XML Sitemap – A Sitemap is an XML file that lists the URLs for a site. – A XML sitemap acts as a guide for Google, helping it scan and go through your website with relative ease. It allows webmasters to include additional information about each URL: • When it was last updated, • How often it changes, and • How important it is in relation to other URLs in the site.
15. • Duplicate Content – It can straightaway lead to site banning. – Never repeat the same content on the same page or even your website. So using the right internal linking strategy can boost your SEO. – Fix all of your 301 and 404 re-directs for even better crawling and SEO. • URL Canonicalization – http://mywebsite.com – http://www. mywebsite.com – Both of those pages show content, and none of these pages redirects to any one of them. This can result in duplicate content issue on Google, and you can face penalties.
16. WHAT IS INDEXING? • It is a process of adding web pages into the web for Google to search and read. • Depending upon which meta-tag you used – Index . – NO-Index. • A no-index tag means that that page will not be added to the web search’s index.
17. METADATA • Metadata web indexing involves assigning keywords or phrases to web pages or web sites within a metadata tag (or "meta-tag") field. • With its help the web page or web site can be retrieved with a search engine that is customized to search the keywords field. • When crawlers find a webpage, the systems render the content of the page, just as a browser does. • Then it takes note of key signals from – Keywords. – Website freshness. and keep track of it all in the search index.
18. GOOGLE ALGORITHMS • Google Panda Update. – The stated purpose of the Google Panda algorithm update was to reward high-quality websites and diminish the presence of low-quality websites in Google’s organic search engine results. It was also initially known as "Farmer." • Google Penguin Update . – Following on the footsteps of Panda update, the Penguin update was announced by Google as an effort to reward high-quality websites and diminish the search engine results page (SERP) presence of websites that engaged in manipulative link schemes and keyword stuffing.
19. GOOGLE PANDA LOOKS OUT FOR? • Thin content - Weak pages with very little relevant or substantive text and resources, such as a set of pages describing a variety of health conditions with only a few sentences present on each page. • Duplicate content - Copied content that appears on the Internet in more than one place. Duplicate content issues can also happen on your own website when you have multiple pages featuring the same text with little or no variation. • Low-quality content - Pages that provide little value to human readers because they lack in-depth information.
20. GOOGLE PANDA LOOKS OUT FOR? • Lack of authority/trustworthiness - Content produced by sources that are not considered definitive or verified. • Content farming - Large numbers of low-quality pages, often aggregated from other websites. • Low-quality user-generated content (UGC) - An example of this type of low-value User Generated Content would be a blog that publishes guest blog posts that are short, full of spelling and grammatical errors and lacking in authoritative information.
21. GOOGLE PANDA LOOKS OUT FOR? • High ad-to-content ratio - Pages made up mostly of paid advertising rather than original content. • Low-quality content surrounding affiliate links - Poor content around links pointing to paid affiliate programs. • Websites blocked by users - Sites that human user are either blocking directly in the search engine results or by using a Chrome browser extension to do so, indicating low quality. • Content mismatching search query - Pages that "promise" to deliver relevant answers if clicked on in the search results, but then fail to do so.
22. GOOGLE PENGUIN LOOKS OUT FOR? • Link schemes - The development, acquisition or purchase of backlinks from low-quality or unrelated websites, creating an artificial picture of popularity and relevance in an attempt to manipulate Google into bestowing high rankings. • Keyword stuffing - Populating a webpage with large numbers of keywords or repetitions of keywords in an attempt to manipulate rank via the appearance of relevance to specific search phrases.
23. SEARCH ENGINE BASICS Following results are shown in first page on a search execution: • Paid ad search result (Inorganic Search) . • Google Map result - Total 3 Result. • Organic Search – Non paid Search SEO(Keywords ranking). – Total 10 Website.
24. SEARCH ENGINE STATS: INDIA SEARCH ENGINE MARKET SHARE Google 97.35% Bing 1.68% Yahoo 0.91% DuckDuckgo 0.04% Baidu 0.01%
25. WEB RANKING / ALEXA RANKING • Alexa.com is one of the leading internet statistics engines. • It shows global and local ranking of website. • It is based on Users page views, time duration and user traffic on website.
26. BACKLINKS • Backlink is a link one website gets from another website. • Backlinks make a huge impact on a website's prominence in search engine results. • This is why they are considered very useful for improving a website's SEO ranking. • Search engines calculate rankings using multiple factors to display search results. • Backlinks boost your authority. • The more Google's automated processes “respect” your authority, the higher your website's ranking in relevant, organic search results. • A high-quality backlink tells search engine crawlers that your presence online is the real deal – an authority within its niche.