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Basics of

S E O

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Search Engine

• Search Engine is a program that reaches document where the keywords were found

• Like Yahoo,Google,Bing,Ask,etc.

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Search Engine Optimization

Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results.

SEO helps to ensure that a site is accessible to a search engine and improves the chances that the site will be found by the search engine.

It is the process of choosing targeted keyword phrases related to a site, and ensuring that the site places well when those keyword phrases are part of a Web search.

The practice of designing web pages so that they rank as high as possible in search results from search engines.

SEO helps to ensure that a site is accessible to a search engine and improves the chances that the site will be found by the search engine.

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How Search Engine Works

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How Search Engine Works

Spiders/Crawlers Robots Indexers

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Search Engine Results

A word processor that has been specialized to make the writing of HTML documents more effortless.• Notepad• Wordpad• Adobe Dreamweaver

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Search Results

There are 2 types of search results:- Organic PPC(Pay per click)

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Contd..

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SEO Link Strategy

1-way SEO 2-way SEO 3-way SEO

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SEO Process

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SEO Parts

On-Page SEO Off-Page SEO

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On-Page SEO

• Make sure that your website is user-friendly.

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Off-Page SEO

Optimize your web page outside your website by links back to it

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SEO Strategies

• Domain name strategies• Keywords• Title tags• Meta description tags• Alt tags• Submit your website to SEs for indexing

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1. Domain name strategies- domain names are traffic magnets- choose a domain name that will increase your search engine ranking. How? - simple, short, no hyphens, no numbers- use keywords, common words, advertising terms, product names- choose a keyword that is important for your business

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2. Linking strategies- the more inbound links the higher the SE ranking - if the site linking to you is already indexed, spiders will also receive your site- quality of inbound links is critical - how to increase links: a) good content b) good outbound links c) target a list of sites from which you can request inbound links - links for the sake of links can damage your search rankings

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3. Keywords- important in optimising rankings- keywords are words that appear the most in a page- the spider chooses the appropriate keywords for each page, then sends them back to its SE - your web site will then be indexed based on your keywords - can be key phrases or a single keyword- do not use common words eg ‘the’ ‘and’ ‘of’: spiders ignore them- write keyword-rich text- balance keyword-rich and readability - always have text in your page: at least 100 words

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4. Title tags - important in optimising rankings - the first thing that a search engine displays on a search return - must keywords in title to be ranked no. 1- should have the exact keyword you use for the page- every single web page must have its own title tag - you can use up to 65 characters eg Ebayhttp://www.ebay.com/ (title is littered with keywords)

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5. Meta description tags - the next important- displayed below the title in search results- use dynamic, promotional language- use keywords

Meta keywords tags - no longer carry weight with major SEs- a myth that meta keywords alone affect rankings

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6. Alt tags - include keywords in your alt tags

7. Submit your website to SEs for indexing- submit your site to search engine directories, directory sites and portal sites - indexing takes 1 wk to 3 months

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SEO Techniques

White Hat Seo Black Hat SEO Grey Hat SEO

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White Hat SEO

SEO techniques that SE accepts Its goal is to improve search engine result

positions via methods that won’t cause search engine to panalize the site.

Examples:- Content Coding linking

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Black Hat SEO

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Grey Hat SEO

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SEO Flowchart