SEO Basics
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Transcript of SEO Basics
SEODhanushka P Arachchige
What is SEO
Hunt for Customers?
Make yourself Available to Customers Hunting for You?
It is the process of getting traffic from the free, organic,
editorial or natural search results on search engines
How Search Engine Works
Crawling
Indexing
Processing
Calculating Relevancy
Retrieving Results
What is SEO Copywriting?
SEO copywriting refers to the art of writing copy that ranks well in
search. It is relatively easy to do (if you have some experience), and it's
an excellent way to gain valuable web traffic without spending thousands of dollars on paid
advertising. But it's not all about rankings and traffic.
Search Engine Rank
SEO Concepts
On-Page SEOGood Content / Good Keyword Selection /
Keyword Placing / Appropriate Title / etc..
Off-Page SEOLink Building / Increasing Link Popularity
(by submitting in open directories, search engines, link exchange, etc...)
SEO Techniques
Techniques that Search Engines recommend as a part of good design
White Hat SEO
Techniques that Search Engines do not approve and attempt to minimize the effect
Black Hat SEO or spamdexing
White Hat SEO
Conforms to the search engine's guidelines
Does not involves any deception
Content a search engine indexes and subsequently ranks is the same content a user will see
Web Page content should have been created for the users and not just for the search engines
Good quality of the web pages
Useful content available on the web pages
Black Hat SEO or Spamdexing
Trying to improve rankings that are disapproved or involve deception
Redirecting users to a page that was different from the page the search engine ranked
Cloaking SEO tactic
Using Hidden or invisible text
Meta tag stuffing & Keyword stuffing
Creating low-quality web pages: Doorway or Gateway Pages
Mirror Web Sites
Page Hijacking
Web Site Domain
Importance of having key words in domain
Avoid long, confusing domain names
It should be catchy, memorable and relevant to your business
Short and descriptive
Use actual service name
Max 3 – 4 keywords
Separate keywords by hyphens
Sub directory – keep it short (it hardly matters)
http://www.mygsm.me/Nokia-all-models-of-mobile-phone-are-available-in-UAE-from-the-No1-online-mobile-phone-online-shop-Dubai-Qatar-Oman-Kuwait-Bahrain-saudi-Arabia.html?sort=price&sort_direction=1
Relevant Filenames
Design and Layout
Have more text content than HTML elements
No Frames – they are the enemies of SE
No JS – call it from an external file
Nothing that does not fit to page topic
No unnecessary directories
No fancy stuff (Flash, Splash, Animated gif, rollovers, etc… )
Basically Keyword Density should be 10 – 20%
Optimized Keywords
Frequency – How often a keyword appears
Weight – Number of keywords / Total number of words
Proximity – Placement
Prominence – how early or how up
Placement – Where your keywords are placed
Best Places to Put Keywords:
Keywords in the <title> tag(s).
Keywords in the <meta name="description">
Keywords in the <meta name="keyword">
Keywords in <h1> or other headline tags.
Keywords in the <a href="http://yourcompany.com">keywords</a> link tags.
Keywords in the body copy.
Keywords in alt tags.
Keywords in <!-- insert comments here> comments tags.
Keywords contained in the URL or site address, e.g., http://www.keyword.com/keywordkeyword.htm.
Optimized Meta Tags
Meta Keyword tag
<meta name="keywords” content="KEYWORD1 KEYWORD2 KEYPHRASE1 etc. about 30 to 40 unique words”>
Meta Description tag
<meta name="description” content="An accurate, keyword-rich description about 150 characters">
Meta Robots tag
<meta name="robots" content="noindex,nofollow">
Unique Title for each page
Include Primary Keyword Phrase in every title
Home Page – begin with Primary Keyword Phrase
Company name – put it at the end
Use WordTracker – reveals high-performing keywords
Don’t over do it
Title Optimization
Optimized Anchor
Use descriptive Anchor text
<a href="otherpage.htm" title="Anchor Title">Anchor Text</a>
Anchor title
Anchor text
Link – no broken links
Content is the King!
Unique, High-Quality Content
Creating, editing, and promoting unique high-quality content is difficult and time consuming
In the end Golden rule of SEO is that
Content is the King!
Verifying Web Site
W3C Compliance
HMTL/XHTML Validator
CSS Validator
Link Building
It is all about increasing your site link popularity
Submit site in search engines manually
Participate in Link Exchange Program
Use site link as signature in forums, etc…
Buy a place on high rank web site
Subscribe for google’s Adwords program
E-marketing
Not TODO List!
Keep hidden text
Create alt image spamming by putting wrong keywords
Meta tags stuffing
Use Frames and Flash
Use too-much Graphics
Too many door-way pages
Duplicate content of pages
Submit many times in a search engine
Use sub-directory more than 1-2
Too many dynamic pages
Bloat your page with code
Nest pages
Do the Followings…
Create pages containing minimum of 200 visible words of text
Create a Sitemap
Create a home page link to each and every web page and provide easy navigation
Pay attention to your dynamic page URLs
Check the complete site for broken links
schema.org
Schema.org is a shared markup vocabulary recognized by search
engines, to provide a shared collection of schemas that
webmasters can use to create On-page markup, which enables
search engines to understand the information on web pages and provide richer search results in
order to make it easier for users to find relevant information on the
web
schema.org – microdata
is a set tags introduced with HTML5
<div itemscope itemtype ="http://schema.org/Movie">
<h1 itemprop="name">Avatar</h1>
<span>Director: <span itemprop="director">James Cameron</span> (born August 16, 1954)</span>
<span itemprop="genre">Science fiction</span>
<a href="../movies/avatar-theatrical-trailer.html" itemprop="trailer">Trailer</a>
</div>
Thank You!