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SEO (Search Engine Optimisation) basics for a newbie.
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- 1. SEO for dummies By Gayatri Gadre
- 2. © Gayatri Gadre What is a search engine? A tool that browses through hundreds of thousands of web pages every day and creates a listing of those websites along with related keywords. So whenever a user searches for something, it looks through the index, and returns those websites as search result.
- 3. © Gayatri Gadre What is Search Engine Optimisation (SEO) Search engine optimization is a methodology of strategies, techniques and tactics used to increase the amount of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine (SERP) - including Google, Bing, Yahoo and other search engines.
- 4. © Gayatri Gadre How it works? Sponsored Links
- 5. © Gayatri Gadre How it works? Page title Page url Page description Relevant images
- 6. © Gayatri Gadre There are more than 1 billion websites worldwide as of Sep-14, how would you stand out? Benefits of SEO
- 7. © Gayatri Gadre Benefits of SEO Your website appearing on the first page of a search engine, is like approaching your customers exactly at the right time – when they are looking for your products and services.
- 8. © Gayatri Gadre Whatever your size, trade, industry, or location, if you have a website, it needs to be ‘found’. Even if you don’t do SEO , your competitors are, and getting all the desired traffic. Benefits of SEO
- 9. © Gayatri Gadre ■ Almost 3 billion internet users worldwide ■ Almost 90% of UK population uses internet today ■ Website at no. 1 position in Google search result, gets 32% clicks ■ No. 2 in a Google search gets 17% of all the clicks. ■ No. 3 in a Google search gets 11% of all the clicks. 92% of searchers don’t go beyond 1st page of search results Benefits of SEO
- 11. © Gayatri Gadre ■ Keywords ■ Page Title ■ Meta tag - Description ■ URL ■ Images Hands-on
- 12. © Gayatri Gadre ■ Put yourself in users’ shoes ■ Product names, product types, service types Example – diving holidays ■ Synonyms for keywords Example – scuba diving holidays ■ All related combinations Example - diving destinations, scuba diving destinations ■ Unique keywords for relevant pages ■ Keywords in page contents ■ Keyword in header tags <h1> <h2> Keywords
- 13. © Gayatri Gadre ■ Be specific than generic, as relevancy matters ■ Check competition by searching for them ■ Long tail keywords Keywords
- 14. © Gayatri Gadre ■ Keywords trends - http://www.google.co.uk/trends/ Keywords
- 15. © Gayatri Gadre Keywords – Exercise
- 16. © Gayatri Gadre ■ Unique for each page ■ Relevant to page contents ■ Not too long – less than 55 characters ■ Primary/important keyword related to that page ■ Ideal format - Primary Keyword – Secondary keyword | Brand name If the brand is well known then brand name first If the brand is less known then brand name last ■ Standard or consistent structure of page name ■ Used in – ◻ Browser tabs ◻ Search engine results ◻ Social media sharing Page Title
- 17. © Gayatri Gadre ■ Which one of these is best Red Sea & Egypt - Red Sea Holidays, Egypt Travel to Sharm el Sheikh, Cairo, Luxor, Marsa Alam and Nile Cruises Crusader Travel – Diving holidays in Malta Page Title - Exercise
- 18. © Gayatri Gadre ■ Attractive enough to tempt users to click ■ Advertising copy ■ Good to have one or two important keyword. Keywords are in bold when they match search result ■ Relevant to the page contents ■ Readable and human friendly ■ Unique & customised to pages content ■ Max 150-160 characters Meta Tags – Description
- 19. © Gayatri Gadre Description – Exercise
- 20. © Gayatri Gadre ■ Primary keyword in domain name a bonus ■ Not too long ■ Easy to remember ■ Relevant to page contents ■ Predictability of the page contents ■ Name of page or relevant keyword for respective page’s URL ■ No overuse of keywords ■ Hyphens to separate words ■ Categorical hierarchy URL
- 21. © Gayatri Gadre ■ Which one of these is best? http://www.crusadertravel.com/umbria_tuscany/page1.html http://www.crusadertravel.com/sicily/scopello.html http://www.crusadertravel.com/red_sea/diving.html http://www.crusadertravel.com/egypt-diving/diving- lessons.html URL - Exercise
- 22. © Gayatri Gadre ■ Alt tag – describe image ■ Relevant to page contents ■ Used for browsers with images disabled, slow internet connection and Reader software used for visually impaired people ■ Specific better than generic Images
- 23. © Gayatri Gadre Diving Education – “Red Sea Diving” Images - exercise
- 24. © Gayatri Gadre ■ Link with relevant external sites and pages ■ Relevant to the page it is linked from ■ Open in new window Outbound links
- 25. © Gayatri Gadre ■ Only thing that works is relevance & quality ■ Relevancy of incoming links ■ PageRank and quality of sites linking ■ External blog posts ■ Social Media ■ News ■ Partner sites Inbound links
- 26. © Gayatri Gadre Remember these basics ■ Easy structure ■ Written for humans ■ Content is the king ■ Flash and images not readable ■ Enough text along with images ■ Keep it fresh ■ It takes 3-4 weeks to index changes in site ■ No duplicate contents on multiple pages
- 27. © Gayatri Gadre …more basics ■ Engagement ■ User friendliness ■ Share on Social media ■ Use Google analytics to identify keywords that are working well
- 28. © Gayatri Gadre Advanced SEO ■ Robots.txt ■ Sitemaps ◻ HTML ◻ XML ■ Webmaster settings ■ Crawling errors ■ Html suggestions ■ Search engine view
- 29. © Gayatri Gadre Google Maps Add your business to Google Maps for local searches
- 30. © Gayatri Gadre Next Steps •Select a page in new website layout and apply what you have learned to it •Note down all your doubts, queries and send those to me – gayatri.kedar@gmail.com •Check Google analytics keywords report to know which keywords are bringing traffic to the current website
- 31. © Gayatri Gadre Thank you
- 33. © Gayatri Gadre Some terminologies - Keyword
- 34. © Gayatri Gadre Some terminologies – Spider/Crawler A software application that systematically browses the internet and creates index of all websites along with key information about them such as keywords, page rank
- 35. © Gayatri Gadre A scoring method Google uses to determine a page’s importance and relevance for a keyword PageRank
- 36. © Gayatri Gadre Search Algorithm A program that calculates the importance and relevance of a website and its page over others