The document discusses the importance of search engine optimization (SEO) for websites. It notes that 80-90% of consumers find websites through search engines and click on results on the first page. SEO helps websites rank higher in search results through both on-page techniques like optimizing titles, meta descriptions and keywords, as well as off-page techniques like building relevant backlinks. The document provides an overview of key on-page SEO factors search engines consider like titles, meta descriptions, headings and keyword usage to help rank websites higher for relevant search terms.
The document discusses the importance of search engine optimization (SEO) for websites. It notes that 80-90% of consumers find websites through search engines and click on results on the first page. SEO helps websites rank higher in search results through both on-page techniques like optimizing titles, meta descriptions and keywords, as well as off-page techniques like building relevant backlinks. The document provides an overview of key on-page SEO factors search engines consider like titles, meta descriptions, headings and keyword usage to help rank websites higher for relevant search terms.
The document discusses the importance of search engine optimization (SEO) for websites. It notes that 80-90% of consumers find websites through search engines and click on results on the first page. SEO helps websites rank higher in search results through both on-page techniques like optimizing titles, meta descriptions and keywords, as well as off-page techniques like building relevant backlinks. The document provides an overview of key on-page SEO factors search engines consider like titles, meta descriptions, headings and keyword usage to help rank websites higher for relevant search terms.
The document discusses the importance of search engine optimization (SEO) for websites. It notes that 80-90% of consumers find websites through search engines and click on results on the first page. SEO helps websites rank higher in search results through both on-page techniques like optimizing titles, meta descriptions and keywords, as well as off-page techniques like building relevant backlinks. The document provides an overview of key on-page SEO factors search engines consider like titles, meta descriptions, headings and keyword usage to help rank websites higher for relevant search terms.
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Why Important?
80% of consumers find a website by first writing a query into a box on a search engine (Google, Yahoo, Bing)
90% choose a site listed on the first page
85% of all traffic on the internet is referred to by search engines
The top three organic positions receive 59% percent of user clicks.
Cost-effective advertising
Clear and measurable ROI
Operates under this assumption:
More (relevant) traffic + Good Conversions Rate = More Sales/Leads
Business Card How Do Search Engines Work? • What is SEO and how does it work? • https://www.youtube.com/watch?v=LVV_93mBfSU • The three key processes in delivering search results : Crawling, Indexing and Serving Results Crawling is the process by which Googlebot discovers new and updated pages to be added to the Google index. The program that does the fetching is called Googlebot (also known as a robot, bot, or spider). Google's crawl process begins with a list of web page URLs, generated from previous crawl processes, and augmented with Sitemap data provided by webmasters. As Googlebot visits each of these websites it detects links on each page and adds them to its list of pages to crawl. New sites, changes to existing sites, and dead links are noted and used to update the Google index. Googlebot processes each of the pages it crawls in order to compile a massive index of all the words it sees and their location on each page. (Indexing) Relevancy is determined by over 200 factors, one of which is the PageRank for a given page. (Serving Result) Search Engine Optimization (SEO) What is SEO? • SEO = Search Engine Optimization SE = Search Engine is a tool that enables users to locate information on the World Wide Web. Search engines use keywords entered by users to find Web sites which contain the information sought. SEO is the process of affecting the visibility of a website or a webpage on a web search engine’s unpaid result. An internet-based tool that searches an index of documents for a particular term, phrase or text specified by the user. Commonly used to refer to large web-based search engines that search through billions of pages on the internet. How Google Search works: https://www.youtube.com/watch?v=K5qOuoj_dwA Page Ranking Factors On Page SEO • On-page SEO is the practice of optimizing individual web pages in order to rank higher and earn more relevant traffic in search engines. • How relevant is your page to the query? • Title Tags: The title is what users see in the search engines for both organic results and paid ads, and the words that appear at the top of each tab in your browser. The title tag outlines what the page is about. • When ranking web pages for particular queries, Google looks at the title tag and compares that to the rest of the content on the page. On Page SEO • Domain Name/URL: https://www.youtube.com/watch?v=rAWFv43qubI • Domain names are the unique, human-readable Internet addresses of websites. • A website domain is the name of the website or URL (Uniform Resource Locator), and is sometimes called the host name. • They are made up of three parts: a top-level domain (sometimes called an extension or domain suffix), a domain name (or IP address), and an optional subdomain. On Page SEO • H1 Tags: (Headings Tags): http://www.verticalmeasures.co m/resources/seo-tutorial-videos/ using-h1-tag-improves-search-e ngine-ranking/ • Your landing page or blog should include multiple heading tags, from the h1 down to a potential h6. • The title of the article is usually bigger and more pronounced than other words. • It may be bold, coloured, underlined or have some other format quality that makes it stand out. On Page SEO • Meta Description: https://www.youtube.com/watch?v=vS1Mw1Adrk0 • Meta descriptions are HTML attributes that provide concise summaries of webpages. They commonly appear underneath the blue clickable links in a search engine results page (SERP). • Earlier in 2016, Google extended the length of descriptions for both desktop and mobile. For desktop, users will see up to 200 characters, while on mobile they’ll be shown up to 172 characters. • Clearly outline what users will find on the page. Add your brand name and sprinkle in a keyword or two if they don’t sound forced. Think about synonyms and other terms that will get the point across. Make it welcoming. This is the first interaction many visitors have with your brand. On Page SEO • Keyword Density: Keyword density tells you how often a search term appears in a text in relation to the total number of words it contains. For example: if a keyword appears three times in a 100 word text the keyword density would be 3%. • From the point of view of search engines, a high keyword density is a good indicator of search engine spam. • If a keyword appears too often in a website, search engines will downgrade the website and it will then appear lower down in search results.
• What Is The IDEAL Keyword Density Percentage To Improve
Rankings? • There is no one-size-fits-all optimal ‘keyword density’ percentage https://www.hobo-web.co.uk/keyword-density-seo-myth/ On Page SEO • Keyword proximity refers to the distance between the search term’s individual keywords. • For example: a website contains the keywords that make up the search term “dentist Boston implant” in the heading “Your professional dentist in Boston; dental practice for minimally invasive implants”. • The search term proximity between “dentist” and “Boston” is one word, between “Boston” and “implant” it is five words. The smaller the distance between a search term’s individual keywords, the more relevant it will be from a search engine’s point of view. On Page SEO • Keyword Stuffing is when someone attempts to manipulate their position in the search results by concentrating relevant keywords. • Search engines can tell when keywords are abnormally distributed throughout the text or in a website’s meta tags. If the same keywords follow one another too closely, the search engine will downgrade the website and it will then appear lower down in search results.
• Keyword Placement: In search engine optimization (SEO), this
refers to the prominent placement of keywords or phrases within a Web page. • Prominent placement may be in the page header, meta tags, opening paragraph, or start of a sentence. On Page SEO Keyword Stuffing Keyword Placement On Page SEO • Alt Attribute (ALT Tags): make it possible to enter an alternative description in the HTML code for every image on a website. • Search engines’ ability to recognize the contents of images is still limited which is why they rely on the alternative description in order to determine what the image contains. • The alt attribute can influence the content for which search engines consider a website to be relevant. • Ideally the alternative descriptions should also contain the search terms for which the website is optimized. • https://www.youtube.com/watch?v=3NbuDpB_BTc On Page SEO • Website architecture: https://moz.com/academy/website-architecture • It is the planning and design of the technical, functional and visual components of a website - before it is designed, developed and deployed. • Every website has some “structure.” It might be a rigorous and streamlined structure, or it may be a disorganized jumble of pages. • Internal links are links that go from one page on a domain to a different page on the same domain. They are commonly used in main navigation. • These type of links are useful for three reasons: 1. They allow users to navigate a website. 2. They help establish information hierarchy for the given website. 3. They help spread link juice (ranking power) around websites.
• 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 colour and underlining through html code. Off Page SEO • Off page (SEO) optimization refers to all the measures that can be taken outside of the actual website in order to improve its position in search rankings. • Link building refers to the process of getting external pages to link to a page on your website. It is one of the many tactics used in search engine optimization (SEO). Off Page SEO • "Natural" Editorial Links: Links that are given naturally by sites and pages that want to link to your content or company. These links require no specific action from the SEO, other than the creation of worthy material (great content) and the ability to create awareness about it. • Manual "Outreach" Link Building: The SEO creates these links by emailing bloggers for links, submitting sites to directories, or paying for listings of any kind. The SEO often creates a value proposition by explaining to the link target why creating the link is in their best interest. Examples include filling out forms for submissions to a website award program or convincing a professor that your resource is worthy of inclusion on the public syllabus. • Self-Created, Non-Editorial: links that you create yourself on other people's web properties. These could be blog comments and forum posts. Read on for tips for finding relevant web pages where you can create links. • Paid Link: https://www.youtube.com/watch?v=zupIbMyMfBI Off Page SEO • Links are measures that help create as many high-quality backlinks (incoming links) as possible. • Backlinks are links that are directed towards your website. Also knows as Inbound links (IBL's). • The number of backlinks is an indication of the popularity or importance of that website. • Backlinks are important for SEO because some search engines, especially Google, will give more credit to websites that have a good number of quality backlinks, and consider those websites more relevant than others in their results pages for a search query. • Link farming is a questionable search engine optimization (SEO) tactic in which a website enters a relationship of reciprocal linking with another site or pays a provider for a large number of inbound links. White Hat SEO vs. Black Hat SEO • White Hat SEO refers to SEO techniques (or SEO philosophy) that follow the guidelines set by Google and other search engines. There are many guidelines that Google publishes, to keep website owners on the right track. Google does this so they can limit spam and anything that produces a negative user experience.
• Black Hat SEO techniques or philosophies, on the other
hand, involve techniques that are against Google’s guidelines. Black hat techniques are SEO tactics that attempt to an manipulate your search engine rankings. White Hat SEO vs. Black Hat SEO White Hat SEO vs. Black Hat SEO • Cloaking: https://www.youtube.com/watch?v=QHtnfOgp65Q • Cloaking is a search engine optimization (SEO) technique in which the content presented to the search engine spider is different from that presented to the user's browser. • Some examples of cloaking include: 1. Serving a page of HTML text to search engines, while showing a page of images or Flash to users. 2. Inserting text or keywords into a page only when the User-agent requesting the page is a search engine, not a human visitor White Hat SEO vs. Black Hat SEO • Doorway Pages: Doorways are sites or pages created to rank highly for specific search queries. They are bad for users because they can lead to multiple similar pages in user search results, where each result ends up taking the user to essentially the same destination. They can also lead users to intermediate pages that are not as useful as the final destination. • Here are some examples of doorways: 1. Having multiple domain names or pages targeted at specific regions or cities that funnel users to one page 2. Pages generated to funnel visitors into the actual usable or relevant portion of your site(s) 3. Substantially similar pages that are closer to search results than a clearly defined, browse-able hierarchy White Hat SEO vs. Black Hat SEO • Hidden text and links: Hiding text or links in your content to manipulate Google’s search rankings can be seen as deceptive and is a violation of Google’s Webmaster Guidelines. • Text (such as excessive keywords) can be hidden in several ways, including: 1. Using white text on a white background 2. Locating text behind an image 3. Setting the font size to 0 4. Hiding a link by only linking one small character—for example, a hyphen in the middle of a paragraph. SEO Audit Tools • https://zadroweb.com/seo-auditor/ • https://seomator.com/signup • https://seositecheckup.com/ • http://smallseotools.com/ • http://www.seoptimer.com/ • https://www.semrush.com/sem/? exp_utm=1