SEARCH ENGINE
OPTIMIZATION
How Search Engine Works? .
SEO PHASES
[Link] AUDIT
Keyword position
Sitemap
Browser, Devices compatibility
Backlink audit
Domain authority
Keyword cloud
Speed audit
2. CONTENT
3. On-Page Optimization
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3. On-Page Optimization
Errors
3. On-Page Optimization
Tags used to create web pages in HTML so that web browsers can read the code and
process them to display on the screen.
HTML Tags
Meta Tags
Describe a page’s content and does not appear on the front end to users.
Meta Title
Indicates page titles of webpages
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
Meta Description
Used to describe a webpage for SEs and users
3. On-Page Optimization
HTML Tags
3. On-Page Optimization
HTML Tags Heading Tags
Helps define page structure; user-friendly websites
Anchor Tags
• Anchor text – internal or external website links
• Image/Video Optimization – Alt tag; image/video results in SERPs
STEPS FOR [Link]
• Categorizes the website content
• Provides Rich Snippets in SERPs
[Link] to Google’s Structured Data Step-2 Now select the type of
Mark up Helper elements to be marked up.
Step-5 Google Snippet Helped by [Link]
Step -3 Click on CREATE HTML situated Step -4 Look for text that is highlighted
at the top RHS area in the source code and add it to your HTML
KEYWORDS
BUILDING LONG-TAIL
THE SEARCH
CONTENT KEYWORD
DEMAND CURVE
SEARCH
KEYWORD FUNNEL
Page Segmentation
Synonyms and Microsites
Synonyms
Non-synonym Synonym 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
[Link]-PAGE OPTIMIZATION
Off PAGE OPTIMIZATION
Authority Article Avoid
Backlinks Blog Forums unnatural links
and Hubs Press Release Promotion &
post/Commenting Syndication
Social Media Reach
Target Specific Description
Embedding options
[Link]
Maintenance
SEO Tactics
Black hat SEO White hat SEO
Keyword stuffing
Cookie stuffing
Hidden text/links
Gateway pages
Mirror site
Social networking spam
Blog comment spam
Link farms
EXAMPLES OF BLACK HAT SEO
Blog comment spam Social networking spam
DIFFERENCE BETWEEN
BLACK-HAT SEO VS WHITE HAT SEO
Black Hat SEO White Hat SEO
Technique Technique
On-page factor Hidden text Titles and meta-data
Duplicate content Quality content
Off-page factor Doorway pages or Guest blogging
gateway pages
Links Page swapping Link building
Link farming Quality backlinks
Content Keyword stuffing Relevant keywords
Google Search Engine
Google Google Google Page Knowledge Google
Pirate Penguin
Caffeine Panda Penguin Layout Graph Hummingbi
(2012) (2014)
(2009) (2011) (2012) (2012) (2012) rd (2013)
SUBDOMAIN VS SUBFOLDERS
Benefits of subdomain for
marketers
Example of
Subdomain links
SEARCH ENGINE RANKING AUDIENCE SEGMENTATION BETTER USER EXPERIENCE
SUB-FOLDER LINK
Sub folder links SEARCH RANKING RESULTS
WITH SUB FOLDER
MULTI LINGUAL SEO STRATEGY
Analysing the audience
Content of the website
Using dedicated URLs
Use of reflag and alternate tags
Opting for best CMS
International host
THANK YOU