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SEO Fundamentals & Training - S3 v2

The document provides an overview of an SEO fundamentals and training session. It discusses topics like anchor text, anchor titles, canonical tags, schema markup, landing page optimization, spider-friendly navigation, keyword research tools, Google Analytics, Google Search Console, link building activities, and advanced link building techniques. The goal is to teach best practices for search engine optimization.

Uploaded by

Ram Ballampalli
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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300 views

SEO Fundamentals & Training - S3 v2

The document provides an overview of an SEO fundamentals and training session. It discusses topics like anchor text, anchor titles, canonical tags, schema markup, landing page optimization, spider-friendly navigation, keyword research tools, Google Analytics, Google Search Console, link building activities, and advanced link building techniques. The goal is to teach best practices for search engine optimization.

Uploaded by

Ram Ballampalli
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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SEO

Fundamentals
SEO &
Fundamentals Training
&
Session - 3
Training

Session - 3
Anchor Text
• Anchor text is the clickable text in a hyperlink. SEO best practices dictate that anchor text be relevant to the
page you're linking to, rather than generic text.
• The blue, underlined anchor text is the most common as it is the web standard, although it is possible to
change the color and underlining through html code.
• The keywords in anchor text are one of the many signals search engines use to determine the topic of a web
page.

Anchor Title
 The title is not meant to be a duplication of the anchor text.
 It’s supposed to provide additional / advisory information (expand on the meaning of the link).
 The anchor text is supposed to “name” the link, while the title text provides information about where the
link will send the user. (Especially with “click here” and “more” anchor text)
Canonical Tag
• Canonicalization is a process for converting the data that has more than one possible representation
into a standard representation.
• A canonical URL, therefore, is the standard URL for accessing a specific page within your website.
• For e.g., the canonical version of your domain might be http://www.domain.com instead of
http://domain.com
• The tag is part of the HTML header on a web page, the same section you'd find the Title attribute and
Meta Description tag.
<link rel="canonical" href="http://www.thebrandsaloon.com" />
Schema
Schema markup is code
(semantic vocabulary)
that you put on your
website to help the search
engines return more
informative results for
users
Landing Page Optimization
• Landing page optimization is about more than search engine rankings and targeted traffic.
• It’s about ROI. It’s about conversion tracking.
• If your landing page isn’t ready to seal the deal then all the SEO in the world won’t help it.
How you can improve your landing page?

• Optimize Meta title, Meta description and Meta Keywords.


• Speed up as loading time as far as you can.
• Remove the pop-ups, keep an eye on grammar, show security info of your website, Remove the big box
Ad appearing to hit the nose of the visitor.
• Use good color combination.
• Understand what visitors want from you. Define your own goals.
• Construct your website’s navigation in a meaningful logical way.
• Allow your visitors to contact you easily.
Spider-Friendly Navigation
• Having a spider-friendly site reduces half your worries on performing the SEO for your site.
• Spider friendly navigation setup ensures that every page is reachable from at least one static text link, as well
as a properly setup main website navigation system.
• How to make your site's navigation spider-friendly?
1. Site Design
2. Website Content
3. HTML Code
Google AdWords Keyword Planner
• Go to adwords.google.com
• Login using any Gmail id
• Follow steps in next slides
Steps for Keywords Analysis
• Identify seed keywords
• Use Google AdWords Keyword planner
• Download the CSV of all keywords
• Remove unnecessary columns
• Sort basis search counts, remove unnecessary rows
• Check every keyword from top to bottom & identify target keywords
Introduction to Google Analytics
• Access the demo account using this URL:
https://analytics.google.com/analytics/web/demoAccount

• SEO Related features in GA


• Acquisition > All Traffic > Channels (check organic traffic)
• Acquisition > All Traffic > Channels > Click on “organic search” (check keywords
traffic)
• Acquisition > All Traffic > Source/medium (check search engine wise traffic)
• Behavior > Site Content > All Pages (check pageviews via Organic, use Organic
Traffic segment)
• Behavior > Site Content > Landing Pages (check sessions via Organic, use Organic
Traffic segment)
Introduction to Google Webmaster Tools
Tools To Use
• SEO Quake
• Google Analytics
• Google Webmaster Tools
• CognitiveSEO
• SEO Tools for Excel
• Xenu
• Screaming Frog
• Plagiarisma.net
• web-site-map.com
Creating content is half of the
story. You need to market that
content for effect in keyword
rankings. This is done via Off-
Page Activities.
Off-Page Optimization

“In search engine optimization,


off-page optimization refers
to factors that have an effect
on your Web site or Web
page listing in natural search
results. These factors are off-
site in that they are not
controlled by you or the
coding on your page.”
Why Build Links?
Follow vs. No Follow Links
• A no follow link is a link that does not count as a point in the page's
favor, does not boost PageRank, and doesn't help a page's placement in
the SERPs.
• No follow links get no love. Theirs is a sad and lonely life.
• The nofollow tag is basically a notice sign for search engines saying “don't
count this.”
Link Building Mantra
• Is the website where I am linking from, relevant to my website?
• Is the website where I am linking from, credible enough?
Activities
Social Bookmarks

 Social Bookmarking helps in making sure every page on


the website is crawled

 Social Bookmarks help in improving keyword rankings,


which ultimately lead to better organic traffic

 Apart from these benefits, Social Bookmarks generate a


referral traffic as well
Forum Participations

 Forum Participation is a method to reach out to the


niche audience

 Create a brand presence, which ultimately leads to


two tier marketing via Word of Mouth

 Forum Participation helps in generating a targeted


referral traffic on our website
Social Sharing

 Social Sharing helps in gaining visibility amongst target


audience

 It generates a conversation about the topic

 Results in user generated content on the blog


Guest Blogging

 Guest Posts are a good backlink earning strategy

 The overall DA (Domain Authority) of the website is


judged by a search engine based on the number
and quality of back-links it receives from third party
websites

 This ultimately improves rankings and helps in a better


organic traffic
Influencer Marketing

Turning influencers into Identifying Rank them in order of


advocates of the firm influencers importance

Marketing
with
Influencer Marketing
to
influencers Marketing influencers

Using influencers to increase Marketing


Increase awareness of the firm
through
market awareness of the firm
influencers within the influencer community
amongst target markets
Other Activities
• Press Releases
• PPT/PDF Submissions
• Audio File Submissions
• RSS Submissions
• Comments Posting
• Image/Infographics Submissions
• Classified Submissions
• Local Listings
• Profile Link Creation
• Directory Submissions
• Article Submissions
Advanced Link Building
Techniques
Sky Scraper Technique
• Step 1: Find link-worthy content
• Step 2: Make something even better
• Step 3: Reach out to the right people
Broken Link Building Technique
• Step 1: Find broken links in your niche (Use Google)
• Step 2: Create content for the broken link
• Step 3: Approach website owner!
Backlink Profile
Backlink Profile
Disavow Procedure
• https://www.google.com/webmasters/tools/disavow-links-main
Do’s & Don’ts in Link Building
• NEVER FORGET “RELEVANCY” & “CREDIBILITY”
• Judge a target website basis it’s Similarweb.com traffic
• Or judge by age of domain, number of indexed pages in Google
• Avoid spammy backlinks at all costs
• Do not fall for massive link building campaigns that promise good links at
low cost
• Don’t go for paid links on websites that look spammy
Marketing Recipes For Success!

1007, Crescent Business Square, Kherani Road,


Andheri East, Mum - 72

+91 8097531225

[email protected]

www.digichefs.com

Thank
you!

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