seo-search engine optimization by om sir's student tanuja
TRANSCRIPT
DIGITAL MARKETINGStrategies
PRESENTED BYTANUJA T. TALEKAR
ON PAGE SEO
OFF PAGE SEO
SEO
Notes Credit : OM Maurya Sir
WHAT IS DIGITAL MARKETING ?
Internet Marketing or Digital Marketing refers to Marketing and Advertising
efforts that use web, Email,and Social sites to drive
more leads,more sales and more visibility for Brand Building
WHAT IS SEO ?Search Engine Optimization is the process of improving the
visibility of a website on organic ("natural" or un-paid) search engine result pages (SERPs), by incorporating search
engine friendly elements into a website.
A successful search engine optimization campaign will have, as part of the improvements, carefully select, relevant,
keywords which the on-page optimization will be designed to make prominent for search engine algorithms.
PAIDPAID
SEO(ORGANIC/ FREE)
Search engine optimization is broken down into two basic
areas:
ON PAGE OPTIMIZATION
OFF PAGE OPTIMIZATION
ON PAGE OPTIMIZATION
On-page optimization refers to website elements which comprise a web page, such
as HTML code, textual content, and images.
On Page SEO is the Science of optimizing the contents
of a website such that it becomes friendlier to the
search engines.
This technique includes the optimization of
texts,images,tags,Url structure,internal
links ,external links,headers etc.
HTML STRUCTURE:<!DOCTYPE html><html><head><title>Meta Tags Example 65-70 characters</title><meta name="keywords" content="HTML, Meta Tags, Metadata" /><meta name="description" content="Learning about Meta Tags”. 155-160 characters/></head><body><nav><a href=“example.html” title=“Keyword”>Example </a></nav><h1>Main Keyword</h1><p>Hello HTML5!</p><img src=“flower.jpg” alt=“Keyword”/></body></html>
URL Structure
Save this file as computer-classes-in-andheri-west.html. The o/p will be as follows.
Important points for seo friendly url1. No underscores or special
characters2. No spaces3. Maximum 4-5 words4. Separate words with hypen5. Name should be relevant
The most important On-Page SEO tips are:
Having optimized titles and descriptions
Proper URL Structures
User friendly navigation
Optimized internal links
Text Formatting (use of
h1,h2,bold etc)
Image optimization (image size, proper image names, use
of ALT tag)
Relevant attractive Content
WHAT IS A SITEMAP?
Sitemap is an XML file that lists the URLs for a site. It allows webmasters to include additional information about each URL:
when it was last updated, how often it changes, and how important it is in relation to other URLs in the site. This allows
search engines to crawl the site more intelligently.
How to create sitemap for your website and upload it to your website on the server?
Step 1 :Go to the url : https://www.xml-sitemaps.com/You will get the following screen :
Step 2 : Enter your website’s url, Select change frequency to daily and then click start.
url of your website
Step3 : Now download the sitemap.xml file
Your sitemap.xml file will look like this :
Step6 : Now to upload the sitemap.xml file on the server. We have to open filezilla and upload the sitemap.xml to our website on the the server.
Step 8: To check whether the sitemap.xml file has been uploaded to our website on the server, we have to go to our website’s home page and type sitemap.xml infront of it like shown below
and press enter.
Then you will see the following screen. It means that your sitemap.xml is successfully uploaded on your website and it shows list of all the url on your website.
HOW TO
CREATE RSS FEEDS
AND CHECK
IF IT IS VALID
WHAT IS RSS FEED ?
An RSS feed is a resource that shows the latest content from a source and the main thing about RSS is that it automatically updated.
By submitting an RSS feed to different directories, you provide another way for your blog content to get syndicated and to distribute your backlinks.
You can create rss feed using
online tool too.
Lets see how to do that
Go to : http://www.joydeepdeb.com/tools/rss-feeds-generator.html
Fill up details of your website
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Rememer to give your image url for your website here
Lets add feeds(your webpages) now
You will get a message like this when you add a new feed.
Once all your feeds(web pages) are added. Click on generate feed.Copy that code and save it in as “rss.xml”
Save it as rss.xml
Upload it to your websites top level directory example : www.example.com/rss.xml
Check if it uploaded on your website . You should see the following screen if it was uploaded successfully.
Type your address
Now go to www.feedvalidator.org to check whether your feed is valid or not. Just add the url of your website eg : www.example.com/rss.xml and
click on “Validate”
What is Robots.txt file ?The robots exclusion protocol (REP), or robots.txt is a
text file webmasters create to instruct robots (typically search engine robots) how to crawl and index pages on
their website. In short Web site owners use the /robots.txt file to give instructions about their site to
web robots; this is called The Robots Exclusion Protocol.
How to create robots.txt file for your website?Step1 : Go to the following website :http://tools.seobook.com/robots-txt/generator/
You will the following screen :
Step 2 : Suppose you don’t want the robots to have access to your about-us page of your website. Then just select /about-us.html from your website as shown in the image below :
And paste that part in the files or directories tab and click add you your robots.txt will be ready as shown below :
Copy this code in notepad and save as robots.txt in your main folder
Very important point
Step 3 : Then upload the robots.txt file to your website using filezilla ftp client :
Step 4 : Check whether the file is uploaded to your website by typing robots.txt infront of your website’s url :
Your robots.txt file is uploaded successfully to your website
Some examples :
1) To exclude all robots from the entire server
2) To allow all robots complete access
(or just create an empty "/robots.txt" file, or don't use one at all)
3) To exclude all robots from part of the server
User-agent: * Disallow: /
User-agent: * Disallow:
User-agent: * Disallow: /cgi-bin/
Disallow: /tmp/ Disallow: /junk/
4) To exclude a single robot
5) To allow a single robot
User-agent: BadBot Disallow: /
User-agent: Google Disallow: User-agent: * Disallow: /
What is Favicon?Favourite + Icon = Favicon.
Favicon in simple terms is your brand or website logo. Like Facebook and Instagram has following favicons :
Important points to remember while creating favicon for your website :
1) The format for the image you have chosen must be 16x16 pixels or 32x32 pixels, using either 8-bit or 24-bit colors
2) The format of the image must be one of PNG (a W3C standard), GIF,JPG, or ICO. w3c.org
How to create favicon for your website ?Step 1: Go to the following url : http://www.favicon-generator.org/ . You will the following screen
Step 2 : Then 1)Upload your website’s logo2)Select the option Generate only 16x16 favicon.ico3)Click on create favicon
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Step 3: Download the generated favicon and copy the code in <head> section of all your web pages code :
You can use any one link
Give the correct path link for your favicon image
Step 4 : Then upload the downloaded favicon.ico image as well as well all your web pages containing favicon to your website using filezilla ftp client
Then check your website for the output. You should see your logo(favicon) next to the url of your website
What is Google Analytics?Google Analytics is a free web analytics service offered
by Google that tracks and reports website traffic.
How to track your web page using Google Analytics?1) Go to www.google.com and search google analytics. Click on Sign in to your google analytics account. Enter your gmail login details. You will get the following screen:
2) Click on sign up . The next window will ask what do you want to track? Choose website and fill in the rest of the details like your account name, name and url of your
website, industry type, reporting time zone. Then click on “Get tracking id”
After signing up you will get a window which will show you Tracking id Status and Website Tracking code(which you have to include in all the web pages of your website that you want to track.)
Save the file.
2) Now you have to copy the website tracking code on all the web pages that you want to track, to do so :
3) Now upload this file on the server.
4)Go to your website, and click on the webpage that you wanted to track and check whether the website tracking code is included on the server or not by pressing ctrl+u button on that webpage to view the source code :
How to set a Goal
• Go to admin-click on the page on the drop down you need to select-then under the section All Website Data select Goal
Select a New Goal and Select Custom Under the Section Goal Set Up
Enter the Goal Description and select Destination
Enter the Goal details-You need to enter the url you want your visitor to get redirected-and if they do so We have achieved a New Goal
How to Create an Event Goal
Enter the Goal Details
Then go to the url : https://raventools.com/gaconfig/google-analytics-event-tracking/affiliate-link/
We need to enter the same details as entered in the Goal Description
• The code would be then generated• Copy it to the notepad and edit the website url and the anchor text and
paste it in the <body></body> (as it is an internal link) of the page.• Upload it from Local Site to Remote Site through FTP Client(For
e.g,Filezilla)• Then check into the Google Analytics .
Now go to your google analytics account and click on Reporting tab ->Real Time->Overview
You will see that your website tracking code has started working and it shows you the number of active users that are viewing your webpage which has the tracking code .
OFF PAGE OPTIMIZATIONOff-page optimization refers, predominantly, to
backlinks (links pointing to the site which is being optimized, from other relevant websites).
Unlike On- page SEO, Off-page SEO refers to activities you can perform outside the boundaries of your website. The most
important are:
Link Building(Blog directories,Article directories,forum
signatures,comment link)
Social Media Marketing(facebook,twitter,google plus)
Social bookmarking(Google bookmark,digg,reddit)
What Are The Benefits Of ‘Off-Site SEO’ To Website Owners?
A successful off-site SEO strategy will
generate the following benefits to website
owners:
Increase in rankings The website will rank higher in the SERPs and this also means more traffic.
Increase in PageRank
Page rank is a number between 0 and 10 which indicates the importance of a website in the eyes of Google. It is the system invented by Larry Page and
Sergey Brin (Google founders) and one of the reasons that Google was so successful in showing the most relevant results to the searcher. Page rank today is
only one out of the 250 factors that Google is using to rank websites.
More exposure Higher rankings also means greater exposure because when a website ranks in the top
positions: it gets more links, more visits and more social media mentions. It’s like a never ending sequence of events where one thing
leads to another and then to another etc.
SMO
What is SMO (Social Media Optimization) ?
Social media optimization refers to optimizing a website and its content to encourage more users to use and
share links to the website across social media and networking sites.
The goal of SMO is to strategically create interesting online content, ranging from • well-written text • eye-catching digital photos • video clips that encourages and entices people to engage with a website and then share this content, with their social media contacts and friends.
Facebook Open Graph ProtocolFacebook introduced Open Graph in 2010. It promotes integration between Facebook and other websites
<meta property="og:title" content="Easy Cooking Food Recipes"/>
<meta property="og:url" content="http://funmoviemasti.com/foodrecipes/index.html"/>
<meta property="og:type" content="website"/> (For more types : http://ogp.me/#types)
<meta property="og:description" content="If you are looking for some simple recipes which are very easy to prepare and tastes very delicious and yummy,then you have come to the right place.Here you will ger to know recipes which help you to create amazing dishes.Do try them."/>
<meta property="og:image" content="http://funmoviemasti.com/foodrecipes/FoodRecipe.jpg"/> (1200 pixels x 627 pixels. Dont exceed 5MB limit)
Sharing Debugger - Facebook for Developers (https://developers.facebook.com/tools/debug/sharing/)
Twitter Cards
<meta name="twitter:card" content="summary"/> (7 options : summary, photo, video, product, app, gallery, and “large version” summary.)
<meta name="twitter:site" content="@foodrecipezilla"/>
<meta name="twitter:creator" content="@foodrecipezilla" />
<meta name="twitter:title" content="Easy Cooking Food Recipes"/>
<meta name="twitter:description" content="If you are looking for some simple recipes which are very easy to prepare and tastes very delicious and yummy,then you have come to the right place.Here you will ger to know recipes which help you to create amazing dishes.Do try them."/>
<meta name="twitter:image" content="http://funmoviemasti.com/foodrecipes/FoodRecipe.jpg"/>
Validate and preview the twitter card on this link : https://cards-dev.twitter.com/validator (Twitter Card Validator)
Facebook Plugin,Like,Follow button Go to the following url : https://developers.facebook.com/docs/plugins/follow-button
Twitter Follow Button Go to the url : https://publish.twitter.com/
THANK YOU
Presented By Tanuja T. Talekar