WELCOME TOTHE FIRST SESSION OF

FRIDAY EXPLORER

By: Abhishek Patade

SEOSEARCHENGINEOPTIMISATION

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HOWSEARCH ENGINE WORKS?

Crawling

Indexing

Processing Relevancy

Retrieve

Search engines crawl the Web, performed by a program, called a crawler or a spider. Spiders follow links from one page to another and index everything they find on their way.

Crawling

Indexing

Processing Relevancy

Retrieve

After a page is crawled, the next step is to index its content. The indexed page is stored in 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 associating the domains to particular group of search queries/ keywords.

Crawling

Indexing

Processing Relevancy

Retrieve

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.

Crawling

Indexing

Processing Relevancy

Retrieve

It is likely that more than one page contains the search string, the search engine starts calculating the relevancy of each of the pages in its index with the search string.

Crawling

Indexing

Processing Relevancy

Retrieve

The last step in search engines' activity is retrieving the results. Basically, it is nothing more than simply displaying them in the browser – i.e. the endless pages of search results that are sorted from the most relevant to the least relevant sites.

Organic Search Paid Search

NaturalMatch the user’s search query

based on relevance

AdvertisementSite owners pay for certain keywords, to list website for

search query containing those keywords

SEO SEM

WHATIS SEARCH ENGINE OPTIMISATION?

Making improvements on website

Increased visibility in search engine results

More visitors coming to website

WHATARE THE DIFFERENT ASPECTS OF SEO?

ONPAGESEO

KeywordsSEO keywords are the key words and phrases in your web content that make

it possible for people to find your site via search engines. A website that is well optimized for search engines "speaks the same language" as its potential visitor base with keywords for SEO that help connect searchers to your site.

Use Long Tail KeywordsLong tail keywords are the longer, more specific keywords that are less common, individually, but add up to account for the majority of search-driven traffic. Long tail keywords are the opposite of "head" terms, which are more popular or more frequently searched on.

Keyword DensityThe next step is to make your site keyword-rich and to have good keyword density for your target keywords. The higher the keyword density, the more relevant to the search string a page is. The recommended density is 3-7% for the major 2 or 3 keywords and 1-2% for minor keywords, but avoid Keyword stuffing

ONPAGESEO

Content

Good SEO content has three primary characteristics:• Offers useful information presented in an engaging

format to human readers• Boosts search engine rankings• Attracts plenty of links from other sites

ONPAGESEO

Technical ChangesIP Detection / Redirection

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

Site SpeedOne for the ranking factor and for user experience

301 and 302 Redirects301: Permanent redirect to new links302: Temporary redirect

Crawler AccessUse Robots.txt file to specify how search engine should crawl

XML SitemapHelps spiders to find information on your site

ONPAGESEO

Page TagsPage Titles: <title></title>

Keep your page titles short and include the main keyword phrase for the page. For low competitive phrases a good page title alone is probably enough to generate a good ranking.

Header Tags: <h1> - <h2>Create one <h1> tag as your main page headers and then use <h2> – <h6> tags to present a hierarchy for the rest of the content, including keywords and phrases in them

Meta Tags: <meta>• Meta keywords • Meta descriptions

ALT and othersSearch engines have no means to index images, sounds, flash movies, javascript. Instead, they rely on meaningful textual description using ALT tag and based on it they can index these files.

ONPAGESEO

LinksWebsite NavigationA crawlable link structure - one that lets their spiders browse the pathways of a website - is vital in order to find all of the pages on a website. For eg. Breadcrumb Navigation

Internal LinkingLink pointing from one page to other page within the same domain, increases Pagerank and reduces bounce rate

Dynamic URLsDatabase-driven sites are great but it will be much better if you serve your pages to the search engines and users in a format they can easily handle

Canonical URLCanonical URLs are a fancy way of saying multiple URLs can lead to the same page. You can add the code to your .htaccess file to correct the canonical issue between www and non www versions of your domain.

No Follow linksInstruct search engine that hyperlink should not influence the target's ranking in the search engine's index

OFFPAGESEO

Authority-Relevance

Backlinks Backlinks are links that are directed towards your website. Also knows as Inbound links. The number of backlinks is an indication of the popularity or importance of that website.Backlinks are important for SEO because some search engines like Google, give more credit to websites that have a large number of quality backlinks, and consider those websites more relevant than others in their results pages for a search query.

OFFPAGESEO

Social Signals

Twitter, Facebook, Pinterest, and Google+ with its +1 button allows you to share so you want to have great content and the means for people to have easy access to share it from your site.

WHATARE THE BENEFITS OF SEO?

Drive Targeted Traffic

Develop Domain Authority

Better ROI than Normal Ads

Building an online asset

Stand out in Competition

Take business to next level

HOWTO MEASURE SEO PERFORMANCE?

Ranking

Traffic

Conversions

• Tracking keyword rankings over the time• Understand how these keywords translate into increased

quality traffic

Traffic volume should be measured based on the number of visits that come from organic searchQuality of traffic include:• Pages Per Visit• Average Visit Duration• Bounce Rate

Conversions should be defined based on your specific goals.• No of visits• Leads• Form SubmissionTo track the monetary value of conversions gives you the ability to determine the ROI of your SEO campaign

WHITEHATSEO

BLACKHATSEO

White Hat SEO refers to the usage of SEO strategies, techniques and tactics that focus on a human audience opposed to search engines and completely follows search engine rules and policies.• Using keywords and keyword analysis Backlinking • Link building to improve link popularity• Writing content for human readers

Black Hat SEO refers to the use of aggressive SEO strategies, techniques and tactics that focus only on search engines and not a human audience, and usually does not obey search engines rules• Keyword stuffing • Invisible text• Doorway pages

WHATARE THE SEARCH ALGORITHM UPDATES ?

PANDA

PENGUIN

HUMMINGBIRD

The purpose of Panda was (and still is) to identify sites with low quality or duplicate content, and to remove them from the upper-ranking spots on the search returns page. As such, Panda is basically a content quality filter

Penguin takes a more aggressive stance against sites that intentionally utilize unlawful ‘black-hat’ techniques, which became so prevalent that the effectiveness of search engines was substantially reduced. Penguin is an update that actively locates these sites and reduces their ranking accordingly.

Hummingbird takes a step back from the idea of penalizing, and instead works toward improving search returns in general. By using a more complex understanding of human language, Hummingbird reduces Google’s dependency on keywords. Instead, it takes into account syntax, word order, and other possible variables in a search request.

LOCALSEO

THANK YOU