seo basics

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SEO Dhanushka P Arachchige

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Page 1: SEO Basics

SEODhanushka P Arachchige

Page 2: SEO Basics

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

Page 3: SEO Basics

How Search Engine Works

Crawling

Indexing

Processing

Calculating Relevancy

Retrieving Results

Page 4: SEO Basics

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.

Page 5: SEO Basics

Search Engine Rank

Page 6: SEO Basics

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...)

Page 7: SEO Basics

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

Page 8: SEO Basics

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

Page 9: SEO Basics

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

Page 10: SEO Basics

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

Page 11: SEO Basics

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

Page 12: SEO Basics

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%

Page 13: SEO Basics

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

Page 14: SEO Basics

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.

Page 15: SEO Basics

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">

Page 16: SEO Basics

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

Page 17: SEO Basics

Optimized Anchor

Use descriptive Anchor text

<a href="otherpage.htm" title="Anchor Title">Anchor Text</a>

Anchor title

Anchor text

Link – no broken links

Page 18: SEO Basics

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!

Page 19: SEO Basics

Verifying Web Site

W3C Compliance

HMTL/XHTML Validator

CSS Validator

Page 20: SEO Basics

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

Page 21: SEO Basics

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

Page 22: SEO Basics

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

Page 23: SEO Basics

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

Page 24: SEO Basics

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>

Page 25: SEO Basics

Thank You!