Basics of SEO

By Seoexon
Topics to be covered
 What is a Search Engine?
 Anatomy of a Search Engine
 What is SEO?
 SEO Process
 How to Optimize
 On-page SEO Optimization
 On-page SEO Elements
 Off-page SEO Optimization
 Off-page SEO Elements
 Link Building
 White Hat SEO vs. Black Hat SEO
 What is not Recommended
 SEO Tools
 Terms You Will Hear and must know
 Jobs Analysis
What is a Search Engine?
 Definition: An internet-based tool that searches an index of documents for a
particular term, phrase or text specified by the user.

 Common Characteristics:
 Spider, Indexer, Database, Algorithm
 Find matching documents and display them according to relevance
 Frequent updates to documents searched and ranking algorithm
How Does 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
Anatomy of a Search Engine
What is SEO
 SEO is an abbreviation for search engine optimization.
 SEO is the process of improving the volume or quality of traffic to a web site
from search engines via search results.
 SEO aims to improve rankings for relevant keywords in search results.
SEO Process
 5 steps process:
◦ Research
◦ Reporting
◦ Optimization
◦ Submission/Re-Crawl
◦ Follow Up Reporting
How to Optimize
How to Optimize
Skills in the areas of analysis, research, planning, copy writing and
communication.

Pre-site activities
The research and planning activities undertaken before an existing or new
site or page is actually touched or built.

• Understanding your organization's online business strategy

• Researching your market category, customers and competitors
• Keyword research and selection

On-site activities
The activities directly involved in the content and design of web pages.
How to Optimize
• Writing the title, description and keyword meta tags
• Writing content – Body copy, titles, image tags, outbound links that reflect
and enhance keywords.
• Building internal links – Helping the search engines navigate the site
• Site design and construction - Ensuring the web page utilizes design and
code that can be properly crawled and indexed by the search engines.

Off-site activities
Building a portfolio of quality inbound links to your web site.

Post –site activities

Analyzing and responding to site traffic and user feedback once a web site
has been optimized. Effective SEO is a continuous activity.
How to Optimize
 1 - The Pre-Site Phase
• Understanding your Organization's Online Business Strategy
• Researching your Market Category, Customers and Competitors
• Keyword Selection - Factors
• Category Priorities
• Search Volumes
• Competitive Advantage
• Competition
• Relevance
• Making your keyword choice
How to Optimize
 2 - The On-Site Phase
• Writing Meta Tags
• Meta Tag Priorities
• Writing Content
• Technical Issues – Site Design and Construction

 3 – The Off-Site Phase

• Key Factors Effecting Link Quality
• Google Page Rank
• Site and Page Relevance
• Link Density
• Anchor Text
• Link Age
• Originating Site has been Crawled and Indexed
• A Suggested Approach to Link Building
How to Optimize
 4- The Post-Site Phase
• Managing and responding to search marketing feedback
• Log Files
• Pay Per Click
• The SEO Cycle
Title tag
Meta description tag (or
first paragraph of text if
no meta des has been
added)
Keywords
Organic SEO Services Provider for Search Engine Optimization, Online
Marketing, Link Building and Social Media Marketing |
SEOEXON.COM

For the success of any online business, traffic is needed alot which can be
done by good web promotion of your website. SEO can help you achieve that
and result in a higher return on investment. SEOExon is a seo services oriented
company, dedicated to provide clients with the most complete SEO services
around. Our major services include search engine optimization & online
marketing, social media marketing & integration, seo consulting & audit, link
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SeoExon
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144-146 Buckingham Palace Road

Belgravia London SW1W9TR
On Page Optimization
 On-page optimization (on-page SEO) is what can be done on the pages of a
website to maximize its performance in the search engines for target keywords
related to the on-page content.
 On-page optimization stands for all of the techniques and methods used on your
website that is hosted on a server.
 On-page optimization has an effect on your website listing in natural results .
 On-page factors are controlled by coding on website pages
On Page SEO Elements
◦ Title tags
◦ Meta tags
◦ ALT tags
◦ Header(H1,H2) tags
◦ URL Structure
◦ Internal Linking
◦ Relevant keywords near your inbound link
◦ Content
◦ Keyword Density
◦ Site maps
◦ Usability
Off Page SEO Optimization
 Off-page optimization (off-page SEO) is what can be done off the pages of a
website to maximize its performance in search engines for target keywords
related to the on-page content and keywords in off-page direct link.
 Off-page optimization is the most important part in search engines optimization
because it gives back links to your sites and it requires a lot of work on a daily
bases.
 It helps to maximize website performance in search engine for target keywords
Off Page SEO Elements
 Search engine submission.
 Social Bookmarking submission.
 Article submission.
 Press release submission.
 Blog creation & Posting .
 Forums & comment posting.
 Directory Submission
 Yellow pages and classified
 Profile Mailing
 B2B Submission (Business 2 Business)
 RSS feeds and submission
Link Building
 What is Link Popularity?
◦ Link Popularity refers to the number of links pointing TO your site FROM
other sites on the Web.
◦ Building links is one of the most important factors in getting top placements
on the major search engines
 Why are links so important?
◦ Now a days, inbound links are the one of most important factors for getting a
high keyword ranking, the most search engines are ranking their search
result based on the link popularity from your site.
Not the quantity of links, but the quality of those links is important.
 White Hat SEO vs. Black Hat SEO
 Black Hat SEO  White Hat SEO
 Techniques used to get higher search  Conforms to search engine designs
rankings in an unethical manner. and involves no deception.
 Disapproved by search engines  Approved by search engines.
 Site is eventually banned, de-indexed  Results last a long time.
or penalized through lower rankings.  White hat SEO techniques include
 Black hat SEO techniques include research, analysis, re- write meta
keyword stuffing, doorway and tags to be more relevant, content
cloaked pages, link farming, hidden improvement and web redesign.
texts and links, blog comment spam.
What is NOT Recommended
 Graphical/ Flash and shockwave - spiders do not pick up these files
 Image only sites - spiders do not pick up images
 Image maps - spiders cannot read image maps.
Do not use them on your home page or critical pages.
 Frames - only one page can be titled (titling is critical in search rankings)
- If the spider cannot read the complete page (because of the frames), it will not
be indexed properly. Some spiders may not even read a frames web site
 Password protected pages – spiders cannot enter password protected pages
 PDF files - can be problematic for spiders. Although some search engines can
index them, the pages must be interpreted into HTML and can lose much of
their content. place PDF lower down in your site
 Dynamic pages – spider cannot index some content on pages using ASP, CGI or
other dynamic languages. Make sure important pages are HTML, no
dynamically generated content.
 Drop down menus – spiders cannot read them
 Poor Content
 Avoiding Sub Directories – If there are too many pages in your site, it is best to
place them all in a root directory of your site.
SEO Tools
 The 6 tools you need to use to become a highly-profitable SEO expert:

 Search Analytic Tools- establish your marketing goals and establish a baseline
for where you are at right now.
 Keyword Research Tools- discover the keywords your customers are searching
for right now.
 Competitive Research Tools- see what keywords your competitors are
targeting.
 PPC Tools- buy important keywords and track the results to understand how
well they convert, which helps you focus you organic SEO strategy on the most
profitable keywords.
 Link Analysis Tools- start building your link profile and track your progress
compared to competing websites.
 Search Engine Ranking Checkers- determine how effective your marketing is
by watching your search engine rankings improve.
 Terms you will hear and must know
 Alt tag - The alternative text that accompanies an image.
 API - Applications Program Interface. Used to interrogate a search engine data base.
 AJAX (Asynchronous JavaScript and XML) is a technique which allows a web page to request
additional data from a server without requiring a new page to load.
 ASP- Microsoft Active Server Pages (file.asp) Application Service Provider (e.g. a provider of web based
applications)
 Back links- Any of your link into another website is called back link. Back links are also known as
incomming links, inbound links, inlinks and inward links.
 B2B Business to Business
 B2C Business to Consumer
 B2E Business to Employee
 Cache - The copy of an indexed page taken when a site is crawled.
 CGI-BIN Common Gateway Interface - Binary (/cgi-bin/)
 Conversion Rate - The percentage of site visitors who make a position action – make and enquiry, leave
their contact details, make a purchase. Also known as the “look to buy” or “look to book” ratio.
 Cost per acquisition - The absolute cost of gaining a new customer. Calculated by aggregating total web
site costs and dividing by the total of new customers.
 CTR - Click Thru Rate. The percentage of search engine results pages impressions that convert to site
visits.
 Terms you will hear and must know
 CPC- Cost Per Click, The cost to advertisers per click by a user.
 CPM- Cost Per Mille A system where an advertiser pays an agreed amount for the number of time the ad
is seen.
 Cloaking - The act of serving content to search engines spider which is different to what a normal visitor
see,. Search engine will ban you if it finds you doing these acts.
 Density - The percentage of copy on a page represented by a keyword or keyword phrase.
 Deep link- On World Wide Web, making a hyperlink that points to a specific page or image on another
website which is not on home / main page is called deep link.
 Doorway pages – It is basically a fake page that the user will never see. It is purely for spiders an attempt
to trick them for higher ranking.
 DMOZ - Directory Mozilla. The open directory project that supports many search engines including
Google and Yahoo.
 FFA - Free For All. A link farm that offers unrestricted access for sites seeking inbound links.
 Google Bombing – establishing links with certain anchor text in order to achieve a high ranking for that
term. Again, this becomes questionable when an attempt is made to misrepresent the website.
 HTML Hypertext Mark-up Language. The universal code of the internet.
 HTML Sitemap Used to list all the links in a single page.
 IBL – Inbound Link A link to your web page from an external web site.
 Terms you will hear and must know
 Index A search engine data base.
 Keyword Stuffing – Overburdening a site with too many keywords.
 Link Farm (FFA) Link farms, some times known as FFAs for Free For All are mass link sites. Generally
anybody can create a link, with few controls. The inbound links from link farms have little value.
 Link Spammer An SEO specialist who uses unethical techniques to obtain links from other sites, usually
without the knowledge or permission of site owners.
 META Engines - Meta means information about information. Meta Search Engines searches different
search engines and combine results from a variety of engines
 No Follow Tag- Its an HTML attribute that is used to instruct search engine bots that a hyperlink should
not influence the link target’s ranking in the search engine index. This improves the quality of search result
and preventing spamdexing from occurring.
 OBL – Outbound Link A link from your site to an external web site.
 Return of investment – ROI Generally calculated by dividing web site revenue by web site costs.
 (Google) Sandbox A phenomenon whereby new sites are excluded from the Google SERPS, for
competitive phrases, for an undetermined period of time.
 RSS- Really Simple Syndication
 Search query A word or phrase entered into a search box.
 SERPs Search engine results pages. The pages shown by a search engine response to a search query.
 Source Code - The HTML code behind a web page
Terms you will hear and must know
 SMO – Social Media Optimization
 Spamming – Use of technique that pushes rank higher methods include textual based and link
based.
 Search query A word or phrase entered into a search box.
 SERPs Search engine results pages. The pages shown by a search engine response to a search
query.
 Source Code - The HTML code behind a web page
 SMO – Social Media Optimization
 Spamming – Use of technique that pushes rank higher methods include textual based and link
based.
 URL Uniform Resource Locator. The internet address of a web page or document.
 W3C The World Wide Web Consortium. The body that coordinates and governs the rules for
operating the World Wide Web.
 XML Sitemap Extensible Markup Language XML site map is mainly for search engine
crawler not for visitor. It allows webmasters to inform search engines about URLs in your
website for easy indexing.
Terms you will hear and must know
 Ad Space–The space on a Web page available for advertisements.
 PTC–Paid to Click Paid To Click is an online business model that draws online traffic from
people aiming to earn from home Paid-To-Click, or simply PTC websites act as middleman
between advertisers and consumers; the advertiser pays for displaying ads on the PTC website,
and a part of this payment goes to the viewer when he views the advertisement.
 301 Redirect – It is a method of telling web browsers and search engines that a web page or site
has been permanently moved to a new location. Usually a 301 redirect includes the address to
which the resource has been moved. Web browsers will typically follow 301 redirects to the new
location automatically, without the need for user action.
Jobs Analysis