SEO 1 PRESENTED BY: ASGHERALI€¦ · SEO – WHAT IS SEO • Page Rank – Ranking of all of the web pages with a numerical figure from 0-10 • It equates to popularity of a web

P R E S E N T E D B Y : A S G H E R A L I

SEO

Day

1

SEO (SEARCH ENGINE OPTIMIZATION)

• What is SEO?• On Page SEO, Off Page SEO• Three Basic Principles• Algorithm Adjustments• On Page SEO Steps

Asgher Ali: [email protected]


• robots.txt• Keywords list• Keywords selection• Setup keywords• SEO friendly URLs• Page Speed• Contents



• Responsiveness• sitemap.xml• Images optimization


SEO – WHAT IS SEO

• My Article:• http://www.techno-genes.com/on-page-

seo-for-beginners/


SEO – WHAT IS SEO

• Methods, Principles, and Techniques that are used by the people to rank their page(s) on search engines• SERPs – Search Engine Results Pages


SEO – WHAT IS SEO

• Page Rank – Ranking of all of the web pages with a numerical figure from 0-10• It equates to popularity of a web site/page• Initially it was number of links pointing back to

web page• Now over 200 different factors to rank a website


SEO – WHAT IS SEO

• Page Rank

• Earlier it was only number of links• Now quality of links is also considered


SEO – WHAT IS SEO


SEO – ON-PAGE OFF-PAGE

• On-Page SEO:• Any type of optimization done on the page• Contents, Imaes, URLs, Keywords

• Off-Page SEO:• Any type of optimization that has done away from

page• Link building, content marketing, blog commenting


SEO – THREE BASIC PRINCIPLES

• Trust: Your website has high-quality content and backlinks from reputable websites or sources

• Relevance: Keep relevant contents on your website and use SEO techniques you’ll learn in this workshop.

• Authority: Authority before, authority now. How many followers on social media and how many backlinks you have• No Shortcut


SEO –BASIC PRINCIPLES IN WEB MASTER GUIDELINES

• https://support.google.com/webmasters/answer/35769?hl=en• Make pages primarily for users, not for search

engines• Don't deceive your users• Avoid tricks intended to improve search engine

rankings• Think about what makes your website unique,

valuable, or engaging


SEO – ALGORITHM ADJUSTMENTS

• Google’s mission is to organize the world’s information and provide the most relevant search results on top

• Before 2011 – more chaotic – low quality content sites were coming on top results• They broke the three principles discussed earlier



• Google makes minor changes around 500-600 every year.

• Occasionally rolls out a major algorithm update such as Google Panda, and Google Penguin

• Visit https://moz.com/google-algorithm-change



• Panda (2011): A major algorithm update hit sites hard• Before that Google wasn’t caring about the

contents quality

• Penguin (2012): it hit black hat SEO guys, targeting spam stuff• Sneaky redirects - send the web visitor to a different URL

than the one the user is requested• Keyword stuffing - overload keywords onto a Web page



• Hummingbird (2013): Google engine was virtually replaced.• Contextual and Semantic side of contents• Switched to LSI (Latent Semantic Indexing)• analysis of latent i.e. hidden semantics in a

corpora of text.• spot patterns of related words.• Mathematical computation that compares

words, phrases, and sentences



• Mobilegeddon (2015):• Mobile update• Searches on mobile has surpassed searches on

Desktop• Google wants your site to be mobile friendly


ON PAGE SEO STEP – 1 (ROBOTS.TXT FILE)

• Way to instruct search engine web robots for which page to visit or ignore from your website• User-agent: * • means all robots (Google, yahoo, Bing etc.)• Disallow: /• means robot should not visit any pages on the

website • If you have just started creating your website and

your contents are in draft version, you are good to go with this


ON PAGE SEO STEP – 1 (ROBOTS.TXT FILE)


ON PAGE SEO STEP – 2 (KEYWORDS LIST)

•Keyword: phrase that you need your website to rank for in search engine results? It can be a single word or combination of words.



• Three types of keywords1. Long-tail – three or more phrases like

‘action movies of Arnold’2. Informational – discover on a particular

topic like ‘how to’ or ‘what are the best’3. Transactional – used for commercial

activity such as ‘buy shoes online’



• Relevance to your business is very important for keywords selection• for example you are selling sports shoes in

USA then relevant keywords might• Buy sports shoes• Buy sports shoes online• online sports shoes store USA

• And irrelevant keywords might be• how to make sports shoes• sports shoes images



• How to make a list

1. Steal it from CompetitorsMany tools available over the internet such as “SEOBook Keyword Analyzer”

2. Brainstorm your keywordsYou know your business better and can identify potential keywords, mergewords.com might be helpful


ON PAGE SEO STEP – 3 (KEYWORDS SELECTION)

• Google Keyword Planner• Signup with Google Adwords (free)• Can’t depend 100% on it as it is used for paid

campaigns• Gives average monthly searches and competition

for all of your keyword• It is suggested to use a mix of competition


ON PAGE SEO STEP – 4 (SETUP KEYWORDS)

• Every page of your site needs to have one primary keyword and few (4-5) LSI (Latent Semantic Indexing) keywords• For example, article on page SEO could have

following LSI• on page SEO steps• on page SEO techniques• on page optimization• checklist for on page SEO


ON PAGE SEO STEP – 4 (SETUP KEYWORDS)

• Primary keyword in title

• Primary and LSI in meta description

• Primary and LSI keywords List in meta keywords

• Use these keywords wisely in your headings (h1 to h6), content, bold and italic text, navigation anchor text (menu), images files names, media (video) files names etc


ON PAGE SEO STEP – 5 (SEO FRIENDLY URLS)

• Clean URLs are SEO friendly as well as user-friendly, example as follows

http://www.techno-genes.com/on-page-seo-for-beginners• Developers need to consider this step while inserting

URLs into their pages• If you are using any CMS like wordpress then user-

friendly URLs are taken care


ON PAGE SEO STEP – 6 (PAGE SPEED)

• this is one of the biggest factors for search engines to rank your website• find out the page load score using Google

tool PageSpeed Insight (both Desktop and mobile)• Most of the times, images, scripts, and CSS

files are the culprits for slowness


ON PAGE SEO STEP – 7 (CONTENTS)

• Most important part• Make sure you have quality content• Original• Non-repetitive• Do not match any other site

• Content could mean text, images, videos etc.• You can use Copyscape Plagiarism Checker.


ON PAGE SEO STEP – 7 (CONTENTS)

• Content Readability:• Avoid spelling mistakes• use simple language• simple sentence structure

• A powerful strategy is to keep adding new and unique contents to your site on regular basis


ON PAGE SEO STEP – 8 (RESPONSIVENESS)

• Check if your website is responsive or mobile friendly using Google Mobile Friendly Checker. • Responsiveness is an important SEO factor


ON PAGE SEO STEP – 9 (SITEMAP.XML)

• sitemap.xml is a map of all the pages on your website• it helps search engines to discover pages on

your website (indexing)• Most of the systems like WordPress,

Magento, Joomla etc generates this file automatically• you can use tools like XML Sitemaps

Generator


ON PAGE SEO STEP – 9 (SITEMAP.XML)

• This file has to be placed on your website main directory• you need to submit this file to search

engines.


ON PAGE SEO STEP - 10 (IMAGES OPTIMIZATION)

• A picture is worth a thousand words• Image enhances the readability of your

article or page• It is good for your readers as well as for

search engines• Search engines parses text as well as

images names for the keywords• One of the specialized vertical of Google

search is images search



• Unique Images• Image file name: relevant to image as well

as contents where it is placed• Dimension: width and height• File size: Reduce the file size for faster

loading, use tools like Format Factory• Title: text displays when user hover• Alt: this is very important attribute for image

oriented SEO, describes content of the image



• Don’t forget to list all your images in XML sitemap, or you can create a separate sitemap for images

• <img title=”Mercedes sports car” src=”http://www.techno-genes.com/

wp-content/uploads/2016/06/mercedes-sports-car.jpeg”

alt=”Mercedes sports car” width=”259″ height=”194″ />


SITEMAP.XML


Documents

SEO 1 PRESENTED BY: ASGHERALI€¦ · SEO – WHAT IS SEO • Page Rank – Ranking of all of the web pages with a numerical figure from 0-10 • It equates to popularity of a web