SEARCH

ENGINE
OPTIMIZATION
 What is SEO??

SEO is short for

Search Engine Optimization
(or search engine optimizer)

Search engine optimization is a

methodology of strategies,
techniques and tactics used to
increase the amount of visitors to
a website by obtaining a high-ranking
placement in the search results page
of a search engine (SERP).
 Who Are The Players??
GLOBAL: UNITED STATES :
Google GLOBAL:88.8% Google UNITED86.3%
STATES:

Bing 4.2% Bing 7.3%

Baidu 3.5% Yahoo 3.1%

yahoo 2.4% Facebook 1.4%

Ask.com 0.6% Ask.com 0.8%

other 0.5% other 1.1%

 Why we use
1. Increase visibility on Search engines.
2. Get more traffic on your websites.
a. traffic- no. of user who visit your website.
3. Convert a local business into international
business.
4. Easy way to show your business as a brand.
Types of SEO
 On-Page
Optimization
On-page optimization is
what can be done on the
page of a website to
maximize its performance
in the search engines for
target keywords related to
the on-page content.
 Off-Page
Optimization
Off-page optimization is
the most important in
search engines
optimization because it
gives back links to your
sites and it requires a lot
of work on a daily basis.
PARTITIONS
1 2 3
 White Hat
SEO
• White Hat SEO is Ethical and
organic SEO.

• In white Hat SEO, we follow all

guidelines of search engines.

• White Hat SEO is slow process

but it provides long lasting
growth.
 Black Hat
SEO
• Black Hat SEO is unethical SEO.
• In Black Hat SEO, we are not
follow guidelines of any search
engines.
• Black Hat SEO provides quick,
unpredictable and short-lasting
growth in ranking.
• If you use Black hat SEO then
search engines add your website
in black list.
 Gray Hat White Hat Black
SEO SEO Hat SEO
95% 5%
Gray Hat SEO is
combination of
White and Black
Hat SEO. Gray Hat
SEO
100%
Keyword Research Tools:

• Google Keyword Planner

• Google Trends

• UberSuggest

• KeywordTool.io

• LSIGraph ( For Long Tails )

Pro Tips:

• FRONT-LOAD YOUR TITLE TAG

• SEO-FRIENDLY URLS

• USE MULTIMEDIA IN BLOG POSTS

• USE OUTBOUND LINKS

• WRAP YOUR TARGET KEYWORD (OR A SYNONYM) IN AN H1 TAG

• ADD MODIFIERS TO YOUR TITLE TAG

• USE PROMINENT SOCIAL SHARING BUTTONS

• PUBLISH LONG CONTENT

• USE LSI KEYWORDS

• INTERNAL LINKING

• H2 AND H3 TAGS

• IMAGE OPTIMIZATION

• OPTIMIZE CLICKS TO CONTENT

 How do Search Engine Works
Spider “crawls” the web to find new documents (web pages, other
documents) typically by following hyperlinks from websites already in
their database

Search engines indexes the content (text, code) in these documents by

adding it to their databases and then periodically updates this content

Search engines search their own databases when a user enters in a

search to find related documents (not searching web pages in real-
time)

Search engines rank the resulting documents using an algorithm

(mathematical formula) by assigning various weights and ranking
factors
 What is a SEO Algorithm?
• Top Secret! Only select employees of a search engines company
know for certain

• Reverse engineering, research and experiments gives SEOs (search

engine optimization professionals) a “pretty good” idea of the major
factors and approximate weight assignments

• The SEO algorithm is constantly changed, tweaked & updated

• Websites and documents being searched are also constantly

changing

• Varies by Search Engine – some give more weight to on-page factors,

some to link popularity
 A Good SEO Strategy
• Research desirable keywords and search phrases (WordTracker, Overture, AdWords)

• Identify search phrases to target (should be relevant to business/market, obtainable

and profitable)

• “Clean” and optimize a website’s HTML code for appropriate keyword density, title
tag optimization, internal linking structure, headings and subheadings, etc.

• Help in writing copy to appeal to both search engines and actual website visitors

• Study competitors (competing websites) and search engines

• Implement a quality link building campaign

• Add Quality content

• Constant monitoring of rankings for targeted search terms

Ranking factors
On-Page Factors (Code & Content)
#3 - Title tags <title>
#5 - Header tags <h1>
#4 - ALT image tags
#1 - Content, Content, Content (Body
text) <body>
#6 - Hyperlink text
#2 - Keyword frequency & density

Off-Page Factors
#1 Anchor text
#2 - Link Popularity (“votes” for your
site) – adds credibility
Research keywords related to your business
Identify competitors, utilize benchmarking techniques and identify
level of competition
Utilize descriptive title tags for each page
Ensure that your text is HTML-text and not image text
Use text links when ever possible
Use appropriate keywords in your content and internal hyperlinks
(don’t overdo!)
Obtain inbound links from related websites
Monitor your search engine rankings and more importantly your
website traffic statistics and sales/leads produced
Educate yourself about search engine marketing