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SEO
TUTORIAL

Search Engine Optimization (SEO)

Agenda
• What is a Search Engine?
•What is SEO ?
• On-page Optimization
on-page factors
• Off-page optimization
off-page factors

What is search engine?
 Search engines are programs that search documents for
specified “keywords "and returns a list of documents where
the keywords were found.
 Typically ,web search engines work by sending a spider to
fetch as many documents as possible.
 Another program ,called indexer ,then reads these
documents and creates an index based on the words
contained in each document.
 Search engines examples
Google, yahoo, Bing, msn.

Major Search engines

 Google: Google founded sep 4,1998 by two “Stanford” university
students names “Larry page" and “Sergey Brin”
Google holds more than 75% market share of the search
engine industry
 Yahoo: Yahoo founded by “Jerry yang” and “David filo” in 1994
January.
Yahoo stands for "yet another hierarchal officious oracle”.
 Bing: Bing was launched in 2009 by “steve Balmer” the CEO of
Microsoft.
Bing has enough potential in changing the metrics of search

What is SEO?
 SEO is the abbreviated form of “Search Engine Optimization”. Seo is a
technique which increases the visibility of websites on the search engines. It
makes the website crawlable and easily accessible by the search engine bots. It
improves the site structure and other elements like the loading time of the site
in order to increase the user friendliness as well as search engine friendliness of
the website.
 There are two types of SEO Techniques
 On Page Optimization – All the changes made on the files and servers of the
website come under on page optimization. Some common examples are
changing the title tag of the website, changing the meta tags of the website,
rewriting content, applying redirects, adding some commands in the robots.txt
file etc. In simple words, changes that one does on the website itself come
under on page optimization.
Off Page Optimization- The work that you do to popularize a website on the
World Wide Web comes under off page optimization. These may include
directory submission, article submission, forum posting, blog commenting,
link building, social media promotion etc.

ON-Page optimization
 On-Page Factors
 Meta title
 Meta Description
 Meta Keywords
 Header Tag
 Alt Tag
 Robots.txt file
 Canonical form
 Anchor text
 Xml Site map
 Html Site map
 Google Analytics
 Webmaster Tools

Meta Title tag: A Meta Title tag tells both users and search engines what is the topic
of particular page is. Create a unique title for each page .Title tag should exceed 70
characters ,other wise search engines consider the page to be spam. Never repeat
keywords in your title tag. This is considered as keyword stuffing and can get you
banned from search engine results altogether.
<Title>your Title</title>
Meta Description tag: The Meta description tag displays valuable information
related to the website on the search engine result pages. The description which you
see under headings while searching for queries is the content embedded under
description tag. Google 160, Yahoo 165, Msn 200+ characters supported.
<Meta name="description" content=“Your description. " />
The Meta Keyword Tag: The Meta keyword tag shares information related to
the terms that are useful in locating that particular information. The search
engines use this information for finding relevance of the web page content with
respect to the keywords mentioned in the keyword tag.
<meta name="keywords" content=“your keywords" />
Meta tags is found between <Head> and </Head> areas of an HTML document.

Header tag: Effective organic search engine optimization uses many factors all focused
on your keyword phrases. Heading tags are one way of emphasizing your keywords to
search engines. Heading tags are used on the headlines on your web page. Heading tags
(H1 through to H6) are given much more importance by search engines than regular
body text.
Alt Tag :Alt tag (also referred to as image tag) is textual information related to a graphic
image to indicate its relevancy and avoid indexing problems. The thing is that search
engines don’t perceive websites the way we do. They cannot read images, that’s why it is
important to use ALT tags to tell the search engine spiders what this or that picture is
about. Basically an ALT tag is a name of a picture or graphic image.
Generally the image ALT tag looks like this
[IMG SRC="URL" ALT="Insert your alternative Text Here“]
Robots.txt file: Robots.txt file is considered as a convention useful to prevent
cooperating web robots and web crawlers from accessing all or part of a website or its
content for which we don't want to be crawled and indexed but publicly viewable. It
is also employed by search engines to archive and categorize website and to generate
a rule of no follow regarding some particular areas of our websites.
To exclude all robots from the entire To allow all robots complete access
server User-agent: *
User-agent: * Disallow:
Disallow: /

Canonical form: Canonicalization is the process of picking the best url when
there are several choices, and it usually refers to home pages. For example, most
people would consider these the same urls:
www.example.com
example.com/
www.example.com/index.html
example.com/home.asp
But technically all of these urls are different. A web server could return completely
different content for all the urls above. When Google “canonicalizes” a url, we try
to pick the url that seems like the best representative from that set.

Anchor Text: Anchor text is the name of the hyperlink describing the web page
associated with that link. It is the clickable text associated with the link.
You can create an anchor text with the help of the <a> tag. Example is given
below:-
<a href="http://www.thisisanexampleofdoll.com">Doll</a>
Here:-
The href attribute specifies the link
The text “Doll” is the anchor text.
Hence, to create an anchor text you must supply text before the closing </a> tag.

HTML &XML Site maps : sitemap incorporates list of web-pages which is
accessible to users or crawlers. This helps search engine bots and users to find out the
pages on a website. The site map renders our website more search engine friendly as
well enhances the probability for frequent indexing.HTML sitemap can be
incorporated directly in a web page for user’s flexibility and can be
implemented through proper design. On the other hand, XML sitemap is useful
only for search engine crawlers or spiders and doesn't visible to users. It sits in the
root of website.
Such as: http://www.webgranth.com/sitemap.xml

Google Analytics :It is a free web analysis tool first rolled out in late 2005
but generally it become available for users in August 2006. This tool acts between website
& internet browser/users and offers complete overview of visitors statistics which exactly
says about general website activities like page views, site visits, bounce rates, average time
spent on site or pages, sources of traffic, location etc. It is also obvious for tracking
Adword queries.
Webmaster Tool: It is a free service catered by Google which provide us a complete
report for indexed data, crawling errors, back links information, search queries, website
malware errors, CTR and submitting XML sitemap. Basically, it acts as a mediator
between website and server provide complete overview of data,
issues and other queries.

OFF-Page optimization
 OFF-Page Factors
 Directory Submission
 Social book marking
 Blog Commenting
 Article Submission
 Press releases
 Forum Posting
 Classified posting
 Google Groups
 Yahoo Groups

Directory Submission: The most basic method of building back links to your
website is directory submission. If your website is new, you should start with
directory submission as these are some of the easiest ways to obtain back links
to your site, and also increase traffic to your website

Social Bookmarking: After the recent Google updates, this method of
creating back links has got a new shape. In this method, you submit your site
urls on popular social bookmarking sites like Digg, StumbleUpon, Reddit,
Delicious, Diigo, jump tags, Misterwong etc.

Blogcommenting: One of the most effective ways of getting a back link is
through blogging. There are several websites like blogger, wordpress, blogfa,
weebly, sosblog etc which provides you a free blog. You can use these services to
create a blog related to your niche and update in on a daily basis. You can put back
links on the sidebar or take contextual links from your blog. Do not spam the blog
by adding duplicate content or rewritten content, make it unique and informative.
Use your creativity and provide some useful stuff for your audience. IN this way
the chances of getting a back link would increase.

Article Submission: The articles are concerned with specific topic
or event and are highly oriented towards an opinion instead of
information. An article is supposed to be more oriented towards showing
up opinions, views and idea. Generally, it is written by a third party or
expert of any specific field.
Press releases: Press Release is related with a specific action or
event which can be republished by distinct medium of mass-media
including other websites. It should be simple, short and professional. It
conveys a clear message or information.
Forum Posting: Another great way to build back links but this method is
slowly declining. Now quality forums rarely provides instant signature
links because of excessive spamming. To continue building links this way,
you need to have patience, must contribute to the community before
actually getting a signature link. Links from quality forums would work
but again the measurement of quality relies upon several standards.

Classified Submission: Advertisements works wonders for promoting any
website either it is online business or any products or services. It plays a very
important part in building reputation of a business or products and services.
It draws more attention than any other form of promotion. In an online
business today, it is seen that there are many classified advertisements on
the search engines, News Portals , social networking websites and other
websites dedicated to the classified advertising. It is one of the most efficient
forms of online advertisements.
Google Groups: Google groups is free service from Google Inc. with Google
groups create online email-based groups, engage in discussions about a
specific subject, organize meetings ,conferences among members of a group.
Find people with similar hobbies, interests or backgrounds.
Yahoo Groups: Yahoo! Groups is one of the world’s largest collection of
online discussions boards. The term groups refers to internet communication
which is a hybrid between an electronic mailing list and a threaded internet
forum, in other words group messages can be read and posted by e-mail or
on the groups webpage like a web forum

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