Chapter - 10

Search Engine Optimization

(SEO)

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Objectives
 Importance of SEO in establishing a web
presence
 Best practices in SEO
 Different tools to do SEO

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Definition
 Process of enhancing the visibility of the website by improving the ranking in
the Search Engine Results Page (SERP).
 Process of making the website more search engine friendly thus getting higher
positions in ‘organic’ or ‘natural’ or ‘unpaid’ search results.
Search Engine
 A web program designed to retrieve or search information on the web.
 Display organic and paid search results

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Organic vs. Paid search result

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How Search Engines Work

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SEO Phases

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Website Audit

1. Keyword position
2. Sitemap
3. Browser, Operating Systems, Devices compatibility
4. Backlink Checker
5. Domain Authority
6. Keyword Cloud
7. Speed audit

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Content
 All the information contained in any web page
 Text, hyperlinks, images, audio, animation or videos

For optimizing the content:

 Write easy-to-read text
 Organize your content around a topic
 Create fresh and unique content

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Text vs. Images Site Map

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On Page Optimization
 Optimizing the web page itself

On page factors that affect search engine rankings:

Technical Elements
 Site Performance
Tactics to improve site performance:
 Enable compressions
 Compress Images
 Reduce redirects

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Domains
E.g. (www.example.com)
 Domain Name Memorability
 Keyword-rich Domains
 Subdomains

www.google.co
m

www.analytics.go www.support.goog www.mail.googl and many

ogle.com le.com e.com more...

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404 error

500 error

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HTML Tags
Tags used to create web pages in HTML so that web browsers can read the code
and process them to display on the screen.

Meta Tags
Describe a page’s content and does not appear on the front end to users.

Meta Keywords:
Used to define the content of a web page by providing a bunch of keywords or tags
specific to that web page’s content

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Meta Tags

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Anchor Tag
Anchor text:

Image/Video Optimization

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Schema.org

 Community activity that aims at promoting schemas for structured data over
the web for websites.

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Keywords

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Choice of Keywords
Long tail & Short tail Keyword

The Search Demand Curve

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Long tail Keyword Search

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Keyword Density

Number of Keywords
Number of times seen in top 20 Number of subdomains
rankings of 40 million Google US SERPs

1 9,947,070
2-10 9,502,927
11-50 3,045,119
51-100 502,121
101-500 463,392
501-1,000 66,244
1,001-10,000 66,493
10,001-50,000 6,408
50,001-100,000 777
100,000-50,000,000 722
This means 722 subdomains ranked for
more than 100K keywords of
SERPscape’s 40 million.

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Keyword Funnel

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Page Segmentation

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Synonyms

Non-synonym Synonym

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RSS Feeds
RSS (Rich Site Summary or Simple Syndication) is an XML code that contains recent
information updates.

Microsites
Auxiliary websites, which are usually about a product or a service that provides a
separate entity for a brand. A microsite typically has its domain, but some exist as
a subdomain.

Site Structure
 Breadcrumbs
 Internal Linking

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Off Page Optimization
 Outside activities of the web page that help in its ranking.

Authority And Hubs

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Backlinks
 Source Diversity
 Source independence
Blog posts / Commenting
Press Release
Directories/Classifieds
 Paid or Featured web listing
 Free or regular web listing
 Reciprocal web listing
Forums
Article Promotion and Syndication
Unnatural Links

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SEO Tactics
BLACK HAT SEO
When someone deliberately manipulates indexes of a search engine to improve the ranking of web pages.
It involves several techniques such as:
 Keyword stuffing
 Cookie stuffing
 Hidden text/links
 Cloaking
 Gateway pages
 Mirror site
 Blog comment spam
 Social networking spam
 Link farms
 Cybersquatting

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Example
A company banned for using a tactic called cloaking
 In 2006 Google announces that a company was removed
from organic search results for using a tactic called
cloaking. This black-hat strategy was to boost the
company’s website. In the response to Google, the
company acknowledged that it had set up “doorway pages”
to attract search engines and then redirect traffic to some
other.

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WHITE HAT SEO
White hat SEO refers to following search engines rules and policies for doing SEO
and adopting optimization strategies and tactics with a focus on human audience
and not search engines.
A Comparative Chart
Black Hat SEO Technique White Hat SEO Technique

On-page factor Hidden text Titles and meta data

Duplicate content Quality content

Off-page factor Doorway pages or gateway Guest blogging

pages

Links Page swapping Link building

Link farming Quality backlinks

Content Keyword stuffing Relevant keywords

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 Google Search Engine
 Sergey Brin and Lawrence (Larry) Page ,founded Google
 Google focused on launching new products like Google News and Google Books.
 2002 Google launched “Google News”
 2004 Google Books
 2005 Google Suggest which is an auto-complete function.
Some of the major changes/updates:
 Google Caffeine (2009)
 Google Panda (2011)
 Google Penguin (2012)
 Page Layout (2012)
 Pirate (2012)
 Knowledge Graph (2012)
 Google Hummingbird (2013)
 Penguin (2014)
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Case Study- Barclays Business Banking SEO Campaign

Objective
Authorities decided to increase research phase content, to attract and help more customers through
different stages of their information-gathering and buying cycle, and boost its website’s organic
search rankings.
Implementation
 The data strategy included quantitative linguistic profiling, to learn how business-banking
customers does searches for banking products and services, and the keywords used at various
stages of the information gathering and buying process.
 Twitter profiles and LinkedIn groups were used to promote company’s business banking seminars,
as well as engage with participants before, during and after those events.
 Competition “The Take One Small Step”
 Back linking was used on that competition's microsite
Source – Direct Marketing Association – UK, DMA Awards, Silver, 2012

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Result
 Their SEO campaign demonstrates the effectiveness of engaging content to
boost organic search rankings and dramatically increase conversion (252%
increase) and traffic (116% increase).
 Non-brand traffic is one of the most telling indicators of successful organic
search campaigns; this campaign continues to deliver increases in non-brand
traffic: between May 2011 and May 2012, this rose by 116%.
 The newly incorporated keywords (search terms) helped drive traffic and were
key in helping Barclays dominate the top 10 Google positions for phrases like
‘business banking seminars.’
 The subsequent 252% rise in conversion rates shows how valuable the content
is, and its role in increasing engagement and generating positive brand
sentiment.

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Case study-UAV Coach
Objectives
 Alan aimed to generate traffic to a website for brand awareness, increase sales and
profits. He wanted to publicize the content that is keyword targeted direct traffic to
UAV coach website and for lead acquisition.
Implementation
 An organized plan was implemented to achieve the incredible result of generating
152,732 visits in 6 months.
 UAV Coach also did content promotion through Link Building, effective internal links,
optimized site/load speed, etc.
 On-page optimization

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 Keyword Research
 Learn to fly drones (Visitors - 140)
 Learn to fly a drone (Visitors - 140)
 Beginner quadcopter (Visitors - 480)
 How to fly a drone (Visitors - 880)
 The company targeted long tail keywords each one of which had a small
number of monthly searches, but together they constituted a significant
search volume.
Result
 UAV Coach website has achieved 11,065% more organic traffic in just six
months. The SEO strategies have helped them in generating 152,732 visits.
Source – Robbie Richards case-study, 2015

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