- Sumeet Mehta CSE 1 (2nd Year)

What is SEO?From Wikipedia – “Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results”

SEO vs PPC

SEO PPC

• Good for short term• Relatively Costly for most

terms• Traffic becomes NIL when

the campaign is stopped• Used by business with huge

advertisement budget and higher margin products

• Good for long term• Relatively cheaper than PPC

for medium/easy keywords• Traffic comes even after SEO

campaign is stopped.• Mostly used for business

which have either less competition and/or low margins

Types of SEO

• WhiteHat SEO – following Google’s guidelines to improve the ranking of website.

• BlackHat SEO – trying to manipulate Google’s algorithm to rank for difficult keywords faster and easier than WhiteHat SEO.

Some important terms

• Organic Results• SERP• PageRank• Backlinks• OBL/dofollow/nofollow• Domain Authority & Page Authority• Sandbox• Keyword Density• Sitemap

Organic Results

SERP• A search engine results page (SERP), is the listing of web

pages returned by a search engine in response to a keyword query.

• Better SERP usually means better results

• Terms having higher positions get more clicks than ones on lower positions

• Very few people tend to visit after first 2 pages for any search term

PageRank• PageRank is a link analysis algorithm, named after Larry Page

and used by the Google web search engine.

• A better pagerank means a better trust by search engine towards your webpage.

• Basically controlled by number of backlinks to the webpage. Pagerank of a webpage is different than pagerank of a website.

Backlinks• Backlink is any link received by a web node (web page,

directory, website, or top level domain) from another web node.

• The number of backlinks is one indication of the popularity or importance of that website or page.

• PageRank is determined by number of backlinks a site has.

• Backlinks are like a vote. A good vote helps in better SEO while a bad vote can harm rankings

OBL/ Dofollow/ Nofollow• OBL stands for OutBond Links. It means number of

external pages that the webpage links.

• Dofollow are normal ahref links if not explicitly mentioned. Dofollow links pass the PR juice to the link. It is similar to you vouching for the site.

• Nofollow are links that contain rel=”nofollow” attribute in ahref link. This is similar to letting search engine spiders know that you can not vouch for authenticity of the link.

Domain Authority & Page Authority

• Domain Authority: Domain Authority is calculated metric for how well a given domain is likely to rank in Google.com's search results. It is scored out of 100.

• Page Authority: A score out of 100-points representing the likelihood for arbitrary content to rank on this page.

Sandbox

• Sandbox is condition when a site does not appear in top 1000 results in Google.

• It is an attempt by Google to counter manipulation of SERP rankings by using non recommended ways of backlinking (also called BlackHat Seo)

Keyword Density

• Keyword density is the percentage of times a keyword or phrase appears on a web page compared to the total number of words on the page.

• In SEO, keyword density can be used as a factor in determining whether a web page is relevant to a specified keyword or keyword phrase.

• Ideally main keyword density should not be more than 7-10% to avoid over optimization penalty.

Sitemap

• A site map displays the inner framework and organization of your site's content to the search engines and the user.

• • Helps in easy navigation through the site.

• For Users – HTML sitemap• For bots – XML sitemaps

SEO

On Page Optimization On Page Optimization

On page Optimization

• Meta Tags, Meta Description, Title Tags, H1-H6 tags, bold, italics , underline

• Original Content• Appropriate Keyword Density• Sitemap• 301 redirects and 404 pages• Robots.txt• .htaccess files

Off page Optimization

• Blog Commenting• Forum Profiles• Link Exchanges• Web Directories• Press Release• Social Media• … and others

Live Demo

Find this ppt on – http://sumeetmehta.com/seo.pptx

Find the links to the live demos – http://sumeetmehta.com/seolist.xlsx

Q/A

THANK YOU

Email – sumeet@mail2.inFacebook – http://facebook.com/sumeet93