Search Engine Optimization

Training
Clear Idea About Web Technology
What is Internet?

The Internet is a global network connecting millions of computers. More than 190 countries are linked into
exchanges of data, news and opinions. According to Internet Live Stats, as of August 07, 2015 there was an
estimated 3,179,035,200 Internet users worldwide. The number of Internet users represents nearly 40
percent of the world's population. The largest number of Internet users by country is China, followed by the
United States and India.
Scope of Internet

Internet usage has seen tremendous growth.

❏ 2000 to 2009, the number of Internet users globally rose from 394 million to 1.858
billion.
❏ 2010, 22 percent of the world's population had access to computers with 1 billion
Google searches every day, 300 million Internet users reading blogs, and 2 billion
videos viewed daily on YouTube.
❏ In 2014 the world's Internet users surpassed 3 billion or 43.6 percent of world
population.
❏ As of 2013, worldwide mobile phone internet user penetration was 73.4 percent.
What You Will Learn in Training

Upon completion of this course, you will learn about SEO:

❏ Onpage
❏ Ethical Link Building
❏ Content Optimization
❏ Local SEO
❏ Social Media Optimization(Basic)
❏ SEO Tools
❏ Traffic Analysis
Introduction to Search Engine Optimization
What is SEO

According to wikipedia:

★ Search engine optimization (SEO) is the process of affecting the visibility of a website
or a web page in a search engine's unpaid results - often referred to as "natural,"
"organic," or "earned" results.
★ SEO is not:
■ Buying Keywords
■ Fast
■ SPAM
■ Not Hard
Google vs SEO
Google vs Paid Ads
Why Do Business Need SEO?

➔ Achieve higher website rankings on search engines for your targeted keywords
➔ Boost targeted visitors which equals higher conversions
➔ Increase Qualified Leads and Conversions
➔ Increase and Expand Market Share and online areas of influence
➔ Reach millions of people globally who could potentially become customers
➔ More visibility and accessibility of your business
How Search Work?
What is Search Engine

According to Wikipedia:

★ A web search engine is a software system that is designed to search for information
on the World Wide Web. The search results are generally presented in a line of
results often referred to as search engine results pages (SERPs). The information may
be a mix of web pages, images, and other types of files. Some search engines also
mine data available in databases or open directories. Unlike web directories, which
are maintained only by human editors, search engines also maintain real-time
information by running an algorithm on a web crawler.
Major Search Engines & Web Directories

Search Engine Producers Web Directories

➔ Google ➔ Open Directory Project

➔ Yahoo! (DMOZ)
➔ Bing ➔ Yahoo! Directory
➔ Ask.com ➔ About.Com
➔ Baidu
➔ Blekko
Click Through Rate ( CTR)

Formula:
SERP (Search Engine
Page Results)
 Search Rich Snippet

Schema.org

Rich Snippet give more information to user and can

boost your Click Through Rate ( CTR)

★ Reviews
★ Ratings
★ Events
★ Products
★ Breadcrumbs

Validate using Google Structure Tool

PR ( Page Rank)

★ PageRank is a link analysis algorithm used by Google to help determine the relative
importance of a website.

Every website is given a Google PageRank score between 0 and 10 on an

exponential scale.
SEO Techniques ( Black Hat, Grey Hat, White Hat

★ White Hat: 100% Pure ethical technique used to get ranking in google search results.

★ Grey Hat: Mixture of white hat black hat. Follow everything google allow and add
your strategy to bend the rules.

★ Black Hat: Buying Backlinks to get instant ranking or doing aggressive submissions in
short time
Onpage SEO
Onpage Optimization

➔ Keyword Research ➔ Navigation

➔ Title Tag ➔ Html Sitemap
➔ Meta Description
➔ H1 & H2 Tag
➔ Image Alt Tag
➔ Body Content
➔ Internal Linking
➔ Robot & Sitemap Files
➔ Broken Links
➔ 404 Error Page
➔ Favicon
Type of Traffic

Traffic can be divided into 4 Categories:

➔ Organic: Purely comes with SEO activities via search results.

➔ Paid: Comes from various ad campaigns e.g PPC, Banner ads.

➔ Referral:Comes from social media sites also press release etc.

➔ Direct:Direct traffic consists of people who enter your site

directly into their web browser in order to visit.
Web & Competitor Analysis

★ Identifying your competitors and evaluating their

strategies to determine their strengths and weaknesses
relative to those of your own product or service .
Google Analytics & Webmaster

➔ Includes JavaScript Code

➔ Can be setup easily
➔ Needs to add on each and every page that you wants to track
➔ Webmasters can help you track errors and search queries
➔ Immense pool of information about your visitors
➔ Can be used to create marketing strategies
➔ Link them together

URl:
google.com/analytics

google.com/webmaster
What is Keyword?

Any word that user use to search in search engines to get desired results
called a ‘Keyword’..

Three Types of Keywords:

➔ Primary: Primary keywords are the core keywords or one or two words
keywords, which shows the main purpose of the business.

➔ Secondary: Generated through the primary keywords and probably long

tails.
➔ Tertiary: Based more on user query which includes words like Who, Why,
Which, How, When.
 Keyword Research

Keyword planner is a free tool from Google

itself. You can get average monthly searches
a keywords have to estimate how much
traffic you get when you rank for particular
keyword.

Can be found under tools in Google Adwords

google.com/adwords
Keyword Research Tools

➔ google.com/adwords
➔ Google suggestion
➔ Soovle.com
➔ UberSuggest
➔ Google Trends
➔ Google Webmaster
➔ Google Correlate
➔ Keywordtool.io
Search Engine Commands

➔ Cache: show the cache snapshot of a page e.g. cache:www.example.com

➔ link: list pages which link to a page e.g. link:www.example.com
➔ related: List pages which Google consider to be related to another e.g. related:
www.example.com
➔ site: show all pages of single site
➔ intitle: with this command, you will only see search results with your keyword
phrase in title.
➔ inurl: This command shows websites that have your keyword phrase in their URL.
e.g. inurl:health insurance
Keyword Synonyms (LSI)

➔ LSI keywords (also known as Latent semantic keywords) are the related
keywords to the main keyword.
➔ Use Synonyms of keywords you are targeting.

➔ Add them into your content to increase relevance.

Tool:

LSIGraph
Title Tags

➔ Code: <head> <title>Example Title</title> </head>

➔ Include between head tag.
➔ Format: Primary Keyword, Secondary Keyword|Brand Name
➔ Optimal Length: 50 to 60 characters.
➔ It tells users and search spiders what the page is about.
➔ It should be unique for each pages, Do not repeat same title on all pages.
Meta Description Tag

➔ Code: <head><meta name="description" content="This is an example of a meta

description. This will often show up in search results."></head>
➔ Optimal Length: 155 Characters
➔ You should add Primary keywords in description because search engine bold
keywords in results.
➔ Meta description do not help in ranking much but can increase CTR(click through
rate) by using clever words.
➔ If you do not add meta description , google will extract words from your content and
present as meta description.
Heading Tag ( H1)

➔ Primary Keyword should be included in H1 Tag

➔ Heading tag is less important nowadays but it’s good to
increase relevancy.

E.g.

Health Insurance

<h1>Health Insurance</h1>
Robots.txt

➔ This is the first file that a search engine will request when they crawl your site. Within
this file, they will try to see if there are any areas of your site or specific URLs that they
should not crawl.
➔ Place in server’s root directory
➔ Two elements: User-agent, Disallow
➔ A robots.txt file typically looks something like this which is from

Example:
User-agent: *
Disallow: /wp-admin/
Meta-Tag Robots Exclusion:
<head><meta name=“robots” content=“no index, nofollow”></head>
Sitemap.xml

➔ Place in server’s root directory

➔ Four Elements: Location, Priority, Change Frequency, Last Modified
➔ Tool to create sitemap.xml free: Sitemap generator

Example:

<?xml version="1.0" encoding="UTF-8"?>

<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9">
<url>
<loc>http://www.example.com/</loc>
<lastmod>2005-01-01</lastmod>
<changefreq>monthly</changefreq>
<priority>0.8</priority>
</url>
</urlset>
Image Optimization ( Alt Tag)

➔ We need image alt tag because search spiders can’t read images.
➔ Using image alt and image name we tell search spiders what
those images are.
➔ Do not just add plain keywords for alt tag use description related
to image.
➔ Code:
<img alt=”digital marketing” scr=”http://mashworld.com/img-name.jpg”
Internal Linking

➔ allow users to easily navigate to other pages.

➔ help search engine spiders to easily access your all
pages.
➔ keywords can be used as anchor text to pass link juice.

Example:

<a href="http://www.same-domain.com/" title="Keyword

Text">Keyword Text</a>
Anchor Text

➔ Anchor text is the clickable text in a hyperlink.

➔ Search engines use this text to help determine the subject matter of the
linked-to document.
➔ Do not overdo with anchor text , avoid keyword stuffing and hyperlinking
same anchor text more than two time on single page.
SEO For Wordpress using Yoast
Everything Else in Onpage

1. 404 Page
2. HTML Sitemap
3. Favicon
4. Navigation
5. Footer
Offpage Optimization
Ethical SEO Link Building

➔ Offpage is a 2nd pillar of SEO

➔ Usually refer as Link Building
➔ Can be affects search engines ranking positive or
negative way.
➔ Depend upon how many websites linking to your site.

Site 1 Site 2
Rules for Building Backlinks

➔ Start a link building campaign and build links to your site from other RELEVANT websites.
➔ Anchor Text: The visible text on a Web page that links to your website. Get hyperlinked your target keywords
on similar websites. Use naked url & brand keywords to avoid over optimization e.g. www.example.com
➔ Get text links primarily (logo links are additional/optional).
➔ Get links from authority pages with less than 100 outbound links.
➔ Do not try to adopt too much backlinks in less time. It will consider as spam and make you suspicious in the
eye of search engines.
➔ Get Listed in Yahoo! and DMOZ
➔ Reach out to professional communities of interest
➔ Do not try to buy links
➔ Avoid links with bad neighbourhood e.g adult or gambling sites
➔ Always keep variety while link acquiring
Criteria for Good Links

➔ .gov & .edu links always give more authority

➔ Links from social media profiles
➔ G+ votes & Facebook likes
➔ Trustworthy and authority domain as well as relevancy of
content
➔ Links from high Pagerank pages

➔ Links from good domain authority sites

Natural Vs Spam Links

➔ Exchanging money for links or posts that contain link.

➔ Exchanging products or good to write about you and
include link in content.
➔ Excessive link building ( you link to me i’ll link to
you)
➔ Large scale content posting with keyword rich anchor
texts.
➔ Using automated softwares to build backlinks for you.
➔ Low quality submissions
➔ Link farm links
No Follow vs Do Follow

➔ Nofollow links are less valuable as they don’t pass link juice.
➔ Do follow links means linking website voting your site has positive
and agree to give you backlink juice.
➔ Try to opt for Dofollow links but always keep healthy balance
between Nofollow & Dofollow links

Nofollow Tag:

<a href="www.yourdomain.com" rel="nofollow">keyword</a>

Dofollow Tag:

<a href="www.yourdomain.com" rel="follow">keyword</a>

How to Recover From Bad Links

➔ It will take time to recover.

➔ Try to find out bad links that linking to your site.
➔ Use Disavow tool to remove suspicious backlinks. You can
find the tool in webmasters navigation.
➔ Try to build more good links.
➔ Edit your content with relevant anchor texts
Ways to Build Backlinks

➔ Guest Posting ➔ HARO-Help a Reporter Out

➔ Write Informative Content ➔ Social Profiles Creation
➔ Blog Commenting ➔ Write How...to lists
➔ Content Marketing ➔ Create guides and resources
➔ Infographics ➔ Sponsor relevant community
➔ Google Local Listing ➔ Facebook community building
➔ Publish Newsletters
➔ Find already popular topic and write better
➔ Social Sharing
➔ than them
Video Content
➔
➔ Unique Article writing
Product Launch Press Release
➔ ➔ Web 2.0 creation
Participate in community, forums, Q&A
➔ Quora Answer link building
Tactics to Avoid

1. Use of same color of anchor text as background color

2. Keyword stuffing: Using too many keywords may lead to a website being banned or
penalized in search ranking on major search engines either temporarily or
permanently.
3. Cloaking: Cloaking is a search engine optimization (SEO) technique in which the
content presented to the search engine spider is different from that presented to the
user's browser.
4. Not using descriptive meta tags.
Tips for Building SEO Friendly Website

➔ Pages need to be search engine friendly

➔ Pages should have meta tags
➔ Site should have coded properly without errors and
warnings.
➔ Site should have keyword rich content with use of
synonyms
➔ Uses of descriptive image alt tags
➔ Use compressive images to decrease image size
➔ Site should be mobile optimized
Technical SEO
Technical SEO

Technical SEO involves the elements of a page that the user can’t see without looking at the source code.

➔ IP Detection / Redirection
➔ Keyword Friendly URL
➔ Domain Age
➔ Site Speed
➔ No Duplicate Content
➔ www. vs non-www
➔ 301 and 302 Redirect
➔ HTTP Headers
➔ Crawler Access
➔ Javascript
➔ Flash
Pro Tool

★ You can use Varvy.com tool to know if your

website follow Google webmaster guidelines

https://varvy.com/
IP Detection & Redirection

➔ IP detection and redirection involves determining the IP address of a user on your site, then showing
them content (or redirecting them to a new URL) based on their location.

➔ For the user, this isn’t actually a terrible thing. It isn’t foolproof as IP detection isn’t always 100%
accurate, but usually it means you can show users content which is more relevant to their location
and language.

➔ However for the search engine crawlers, this can be very troublesome. Mainly because they will
usually crawl from a US based IP, this means that they may never see some of your content.
Keyword Friendly URl

Keyword friendly url is essentially an address for a page that is human-readable and conveys useful
information. An example for a page on "blue widgets" would be:
www.example.com/blue-widgets/
However, all too often we see pages with addresses such as this:
www.example.com/index.php?page_id=46
➔ We see above url’s because they are easier to implement.
➔ Although you do not get penalized for dynamic urls but still make sure your developer implements
keyword friendly URLs.
➔ Do not add underscores in urls instead of use hyphen “-”.
➔ Remove extensions from urls like .html .php to make it more human readable.
Domain Age

➔ Some say domain age is important but i disagree, anyone can start ranking with new
domain as far as they follow guidelines.
➔ Always check domain dropouts before purchasing new domains.
➔ If you wants to start a online shoes shop you should check domain history using
wayback machine if domain is relevant to online shopping or not.
➔ Always check domain who.is details before purchasing.
➔ Check if domain is not backlisted.

Wayback machine

Backlist checker
Site Speed

➔ It should be on your priority list, fast site is better

for users also conversion.
➔ You should focus on your website speed as Google is
obsessed with site speed and give priority to fast sites.
➔ If you are struggling with developers here, you can test
your website speed here
https://developers.google.com/speed/pagespeed/?hl=en and
can improve it with given instructions.
No Duplicate Content

➔ If your website have multiple pages with same content, it

will consider as duplicate content.
➔ Search engines get confused as they can’t show multiple
listing with same content.
➔ Search engine will give priority to those pages written
first.
➔ Decreases user relevance.
WWW vs Non-WWW

★ Website URL should open only with either www.example.com

or without www e.g. example.com, Search engine consider
them as different pages.
★ www.example.com/index.html should be redirected to
www.example.com or example.com
★ No matter which version you choose but always be
consistent with your choice.

Tools to accessing your all urls: Xenu Sleuth

301 & 302 Redirect

➔ Lots of developers (and SEOs) get this wrong.

➔ You only need to implement two types of redirect – a 301 or a 302.
➔ Getting mixed up with 301s and 302s can hurt your SEO performance.
➔ 301 Redirect: A page has moved somewhere or been taken down, so you want to
redirect users and search engines to an appropriate new page. A 301 redirect will
usually pass nearly all of the link juice and equity across to the URL it is pointing to.

➔ 302 Redirect: A page may just be temporarily unavailable, for example a product that
is old of stock on an ecommerce website that will be back in stock very soon. Google
will not pass link juice across the redirect, nor will they remove the old URL from
their index.
HTTP Header Codes

➔ 200: Ok Status, Page is working fine

➔ 404: Not Found, Page is gone
➔ 505: Server Overloading, Page is not returned, everything lost
and confused
➔ 503: Unavailable, Return again to visit page, 404 redirection
recommended

To find the HTTP header code of a page, you can use a tool like
Screaming Frog
Javascript

➔ Search engines struggle with understanding Javascript. They are getting better all
the time and are actively trying to execute Javascript so they can access more
content.
➔ Do not place valuable content within javascript
➔ Jquery can make elements of a page look just as beautiful as javascript, but is
generally SEO friendly.
➔ Do not place content or links within javascript to intentionally hide it from Google
Flash

★ As with javascript, the search engines struggle to understand flash elements of a

page. Despite various improvements, the search engines are not quite as advanced
as they are with javascript. However Google can extract some text and URLs that are
within flash elements, but not all search engines can do this.
★ The bottom line here is that you can’t allow clients, developers or designers to build
their entire site based on flash elements. Enhancing a page using flash is fine, but I
would be mindful of how search engines can see it.
Concentration on Content
Power Of Blogging

★ Help drive traffic to your website

★ Support website with fresh content
★ Establish Authority
★ Drive can be converted into leads by call to action buttons.
★ It helps to boost your SEO efforts
★ It gives you long term results.
Creating Killer Content

➔ Each page should be easy to scan

➔ Each page must have more than 500 words, many business write long posts with more than 1000
words.
➔ Use Synonyms to make your content SEO friendly
➔ Each page should have a call to action telling people where to go next – to read another blog post,
sign up for your email newsletter, check out a detailed product description or testimonial, request a
quote or add a product to a shopping cart
➔ Use Images & Videos to make your content engaging
➔ Use Creative Headlines to increase CTR
➔ Address your web visitors directly. Use the word you
➔ Write in Active voice
➔ Include links to relevant pages on your own website or to other websites
➔ Use phrases and words your potential customers are looking for
How to Lists

➔ When people search they don’t know which keywords to use

➔ People use questions to find desired information e.g. how to
dance, how to cook, what is the length of eiffel tower.
➔ Lists are best way to engage visitors
➔ Lists like 101, 100 attracts visitors
➔ Posts based on user query get more attention. e.g how to,
when, what, why
Local SEO
Why Your Business Need Local SEO

➔ Local SEO is a lot different from your average SEO campaign.

➔ 70% of mobile searchers will call a business DIRECTLY from a search results
page
➔ More people carrying out a search online trust local search results than any
others.
➔ People using an Android Smartphone are automatically logged into their
Google account – so will always be fed local results.
➔ Local SEO give you extra opportunity to attract visitors
➔ Higher Click Through Rate
Google Place Optimization

➔ If you haven’t already, you’ll need to claim your Google My Business page
➔ Add a long, unique description that’s formatted correctly and includes links
➔ Choose the correct categories for your business
➔ Upload as many photos as possible
➔ Add a local phone number to your listing
➔ Add your business address that’s consistent with that on your website and local
directories
➔ Upload a high-resolution profile image and cover photo
➔ Add your opening times/days (if relevant)
➔ Get real reviews from customers
NAP ( Name. Address. Phone)

➔ Three important elements for your online citation.

➔ You need to ensure that you have your full NAP across your whole website(every page)
➔ You’ll also want to use Schema.org markup on your NAP to give the search engines all they need to display
your company information correctly.

Example:
<div itemscope itemtype="http://schema.org/LocalBusiness">
<p itemprop="name">COMPANY NAME</p>
<p itemprop="address" itemscope itemtype="http://schema.org/PostalAddress">
<p itemprop="streetAddress">ADDRESS LINE 1</p>
<p itemprop="addressLocality">CITY</p>,
<p itemprop="addressRegion">REGION</p>
<p itemprop="postalCode">POSTCODE/ZIP</p.
<p itemprop="telephone">PHONE NUMBER</p>
<meta itemprop="latitude" content="LATITUDE" />
<meta itemprop="longitude" content="LONGITUDE" />
</div>
Local Review

➔ Local reviews have a direct impact on local search rankings, so

you’ll want to spend some time acquiring them
➔ It’s worth mentioning that this doesn’t just mean Google
reviews. You’ll also want to focus on getting reviews on your
Yelp page, along with other local directories. Your first
priority should be Google reviews though
➔ Getting in touch with your existing customer base and see if
they’d be interested in leaving you a review
➔ You can create a page on your website that gives instructions to
your customers on exactly how they can review your business i.e.
yourwebsite.com/review-us/
Authorship

No More working
Mobile SEO
Mobile SEO Tactics

Mobile friendly websites rank higher in search engines

Three ways to make your website Mobile friendly:

1. Responsive: Responsive website designed to serve same content to both desktop

and mobile users using flexible design to automatically change to the size of user's
screen.
2. Dynamic Serving: Content change based on device, different content to mobile and
desktop users.
3. Mobile URL: Second parallel site for mobile users, but many website owner serve
users page with mobile app download option that can block search engine to crawl
the pages.
Mobile Friendly Sites

A site is mobile friendly when it...

➔ Presents content well on a phone

➔ Does not need pinching / zooming
➔ Is easily readable on small screens
➔ Is easy to navigate with a finger
➔ Is helpful to someone using a phone
➔ Is understood properly by Google
Social Media Marketing
Introduction to Social Media Marketing

★ Social media marketing refers to the

process of gaining traffic or attention
through social media sites.
Social Media Sites

1. Facebook.com
2. Twitter.com
3. Youtube.com
4. Google+
5. Reddit.com
6. Flickr.com
7. Pinterest.com
8. and many more...
Advantages of Social Media over SEO

➔ Increased brand loyalty

➔ Increased brand recognition
➔ Higher conversion rates
➔ More opportunities to convert
➔ Increased sales
➔ Easy content distribution
Tools
Tools I Use

★ Google Analytics ★ Google Developer

★ Google Webmaster ★ Google Structured Data
★ Varvy.com ★ Google Page speed tool
★ Xenu link Sleuth ★ Google Keyword Planner
★ Screaming frog ★ Wayback machine
★ Semrush ★ Backlink Checker
★ Open site explorer ★ XML sitemap generator
★ Schema.org ★ Robots file creator
Useful Chrome Extensions for SEO

★ Google Docs
★ Buffer app
★ SEO Site Tools
★ Number Search Results
★ Google tag assistant
★ Domain Hunter Plus
★ Ballloon
★ Rapportive
★ Roboform
SEO Checklist

https://app.process.st/checklists/Abdullah-Amins-251PM-checklist-nbmX_F2rAm_X1aP_ld9AwQ