• What is a Search Engine?
• Examples of popular Search Engines
• What is a SEO
• Why we need SEO
• Types of SEO
• SEO Techiniques
• Common mistakes in SEO
• Tools for SEO
Topics to be covered

Any Idea To More People
Visit Your Website?
Can Any one tell us what
is the actual source of
Traffic?

Traffic Source
Tell a Friend
Send SMS
Social Network
Email
Banners
Advertisement

Actual Source of Traffic
Search Engine

What is Search Engine

Examples popular Search
Engines

What is a Search Engine?
Definition: 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.
Common Characteristics:
Spider, Indexer, Database, Algorithm
Find matching documents and display them
according to relevance
Frequent updates to documents searched and
ranking algorithm
Strive to produce “better”, more relevant results than
competitors

Search Engines statistics
Google – 46.3%
Yahoo – 23.4%
MSN – 11.4%
AOL – 6.9%
Myway – 2.5%
Ask – 2.3%

Important?
 80% of consumers find your 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

How Do Search Engines Work?
• Web crawling (Spider “crawls” the web to find New Documents (web pages,
other documents) typically by following hyperlinks from websites already in their
database)
• Deep Crawling - Indexed – Body , Title , Alt, Hyperlinks , H1
• Searching Crawler-Based, Human-Powered Directories, Hybrid Or Mixed
Results ( Manual submit + Google to Index)

Keywords
Any Query we
write for get
some result
on search
engine & it
display
automatically
that query on
below is
called
Keyword.

Is website Display as your
keyword?

What is SEO?
 Search Engine Optimization (SEO) is a strategy to get better
ranking to our website. SEO is not a software, which covers up
some tools or menus etc.
SEO is considered as a necessity for getting top position on search
engines.

Why we need SEO
There are three main reasons why you need
search engine optimisation:
1. Increase rankings

2. Increase traffic
With the increase in visibility comes and
increase in visitors.
Top positions on the search engine result
pages receive a majority of the impressions
and clicks, so ranking in these top positions
can result in significant traffic increases for
your website.

Types of SEO
 On the basis of industry usage SEO can be broadly classified as:
 White Hat SEO
 Black hat SEO
 Grey hat SEO

White Hat SEO
 White Hat SEO is the most ethical form of SEO.
 This form of SEO is use to increase the page rank of a website in organic search in
SERP (Search Engine Result Page).
 Each and every rules and policies of search engines get obeyed in this process. The
main focus is on the uniqueness of the content.
 SEO experts use some techniques like writing keyword rich content, link building,
keyword analysis and backlink building.
 This SEO technique is the safest way of doing SEO without any risk of getting ban by
the search engines.

Black Hat SEO
 Black Hat SEO is the most unethical way of doing Search Engine Optimization.
 It breaks all the rules ad policies of search engines.
 This usually occurs when webmaster want to take their website into a new level, they
use some techniques to increase their page rank in the search engine result.
 It’s an easiest way to increase your page rank by doing stuffs like keyword stuffing,
cloaking, invisible text doorway pages, spam pages, etc.
 However it’s effects are temporary. The search engine can catch anytime that the
website is using Black Hat SEO. Every time search engine find such things, it
permanently bans that website for practicing unethical deeds.

Grey Hat SEO
 Most people take Grey Hat SEO as middle ground.
 In this process, techniques are followed in such a way that few rules of search
engine gets obeyed and some are broken.
 It is mostly done in order to get more traffic.
 It is not viewed as completely black hat SEO, rather it’s a perfect solution taken by
the designers to avoid the situation of getting banned by the search engines.

Techniques Of SEO
ON Page SEO
OFF Page SEO

On Page SEO
on-page optimization is a technique of
seo in which we done on the pages of
the website itself.
In On Page seo design website seo
friendly.

On-page optimizationWhat is
SEO?
•Title Meta Optimization
•Keyword density
•Image Optimization
•HTML/CSS Validation
•Meta tags optimization
•Content Optimization
•Implementation of traffic analysis tool

OFF Page SEO
off-page optimization is a technique of
seo in which we covers activity that
takes place elsewhere (e.g. link-
building) outside the website.
In the off page seo we doesn’t change
the website. We change back linking
options.

OFF Page SEO
Search Engine Submission
Link Building
Directory Submission
Blog Submission
Article Submission
Press Release
Social Book marking
Video Optimization
Photo Sharing
Forum Postings

On- Page SEO
Page Name
Domain Name
Keyword Density
Image Optimization
Heading Tags
Meta Tags
Link Tags
Content
Robot Meta Tag
Title
- Points to be
Remembered

1. Domain Name
 The Domain name is very important. There are two main factors for the domain
name.
 Keyword in domain (actionscriptinstitute, graphic-design-institute etc.…)
 Brand name in domain (ADMEC, Google, Yahoo etc…)
 First thing if you are targeting any particular keyword, then that keyword can be use
in the domain. For example-http://www.actionscriptinstitute.com. Before using
ActionScript institute is not a brand just a keyword, after use this keyword in the
domain, finally you get a brand name with keyword. So you can optimize this
keyword easily, because this keyword use in the domain name.
 If you are planning a brand name like (ADMEC), ADMEC is not a keyword just a
name. So you can do it. Using brand name in domain it is not harmful for SEO
because search engines like brand because most users like a brand.

2. Page Name
 Page name is really an important factor to take into consideration by the majority of
SEO experts.
 Most web designers create pages like: index.html, about.html, services.html and
contact.html and this is absolutely wrong according to SEO.
 By convention default page must have its name as "index" but other pages we can
change to get maximum SEO benefits.
 We target very important keywords in the page name or URL name for example:
about-
multimedia-institute.html. Here "about" indicates that this page contains information
about a brand while "multimedia institute" is a keyword.

3. Image Optimization
 In reality search engines do not like images, video or flash. So its is big question that
why do you do image optimization in SEO? Ok when we use image in a HTML page
with {img src="" / tag (img src="abc-folder/web-image.jpg" alt="web image
samples" /)} always remember don't forget alt attribute. Alt attribute is an important
tag. Some web designers have a question, why we do use alt? If the image will not
display in a browser, that time alt attribute text display given by you.
 First you should give proper and relevant name to an image. For example if you are
giving image name (web header 02.jpg, png or gif) and (web_header_02.jpg, png or
gif) this is terrible for SEO, the right way is (web-header.jpg, png or gif).
 And when any user will search images in search engines (Google, Yahoo, MSN
etc…), if the keyword has matched your alt attribute than search engines will display
your image that time. So as a final point we don't leave blank any alt.

4. Title
 Officially title tag is not a part of the Meta tag but its use is really very important. All
HTML
pages have requirement for this tag. This tag is very important and use in the
majority as
essential keywords inside the tag. You can define 60 to 70 characters with space.
The title tag markup looks like:
The Title tag provides two benefits, 1st it displays on user's browser and 2nd in
search engines results pages.

5. Meta Tags
 Meta Tags are not a supernatural solution but its help make sure your website. This tag
is
hidden and presented inside the section.
 Meta tags can be classified into:
 Meta Description
Meta description tag is main tag according to SEO. It provides a short description of the
page in search engines. It is possible if your description matches from that page.
Description is a summary of page content, so don't use unnecessary text inside the
description. Description length is 120 to 140 characters with space.
 Keyword Meta Tag
This is very useful but usually the major search engines do not use meta keyword for
evaluator the text of the page. So you can target best keywords from the page content
and use inside the meta keyword. We can use 4 to 6 keywords in this tag.

 Robot Meta Tag
Robot meta tag an important part of SEO. It consists of two main parts.
1. Robot Meta Tag
2. Robot.txt
1. Robot Meta Tag
The Robot meta tag is available inside the session. Robot meta tags of are 4 types.
• Index, follow()- This is a common robot meta tag widely used by web designers.
The basic purpose of this tag is that the spider will index the whole website. The
spider will not only index your first web page excluding also other web pages.
• No index, follow()- We use this meta tag for the spider will not look at this page but
crawl through the take a break of pages on your website.
• Index, no follow()- This means you are telling the spider, that he will not give the
impression of being at this page and stop there.
• No index, no follow()- This robot meta tag will help you if you want to your web
page or website, the spider is not look at this page or nighters crawl throughout the
rest of pages on your website.

2. Robot.txt
We can say about robot.txt is a part of On-Page SEO. This is very helpful, because we
want to
stop particular some html pages, images and image folder also. That time Robot.txt will
help
you. This is a very easy way to stop images or html pages. The major search engines
(google,
yahoo, msn etc…) read robot.txt file.
A robot would like to visit the website url for example:
http://www.admecindia.co.in/index.html. It will confirm first
http://www.admecindia.co.in/robot.txt, and get:
User-agent: *
Disallow: /
"User-agent: *" this section applies all robots and the Disallow: / inform the robot that should
visit any pages of the website.

6. Heading Tag
 Heading tags are very helpful measurements in SEO. There are six heading tags in HTML
(H1, H2, H3, H4, H5, and H6). The use of heading tags are heading or subheading
according to order of headings. Mostly we use only tree tags (H1, H2 or H3).
H1 tag is big tag an HTML. According to HTML and search engines the H1 tag is a very
valuable tag. We use H1 tag only one time in an HTML page. Always try to use a keyword
inside the H1 tag. If you are using keyword inside the H1 tag, this means you are telling
the visitors or search engine spider that text is very important.
 H2 tag comes on second number position, so we use H2 tag for subheading. H2 tag we
can use three to four times in a page.
 H3 heading tag is use for sub-section of secondary heading. If you are using H3 heading
tag, this means represent different subdivisions of content.

7. Link Tags
 Link title is the most important part of On-Page SEO. It gives following benefits.
 User Friendly – User friendly means 100% web sites have links. When users come at
links, the link title display and link title also help the user what kind of information in this
link?
 Search Engines Friendly – According to SEO link title is compulsory. We use best
keyword in the link title. This way is get better keyword density, helpful for optimization
time.
For Example:{a href="online-training-institute.html" title="best online institutes"} Online
Training
In this example we have a link like Online Training and create a link or giving link title also.
So the benefit is best online institutes this is a keyword who put on the link title tag, search
engines like this and defiantly improve your ranking. Finally we will not left any link without the
title tag. Every links are important.

8. Content
 Content is soul of SEO.
 The role of content is most important because the major search engines love those
websites who have best unique content.
 Content is so essential, as it improves the keyword density.
 If you add a content using keyword density, the search engines give better
response.
 While writing the content, don't forget using the main keywords or keyword phrase.

9. Keyword Density
 Keywords plays an important role in SEO.
 Keyword are the elements which are match against the search strings in
search engine result.
 Keyword selection is an important point to remember, because it helps in the
optimization of your webpage.
 There are many ways which you can use to select an appropriate keyword for
your webpage.
 First do an analysis of keyword which are searched by the users the most in
search engine, then go through the keywords your competitors have taken and
finally select a keyword which you think describes your website the best.

OFF- Page SEO
Blogging
Social
Networking
Sites
Directory
Submission
Blog Marketing
Search Engine
Submission
Forum
Marketing
Article Submission
Social
Bookmarking
Pdf Submission
Video
Marketing
- Points to be
Remembered
OFF Page Optimization

1. Search Engine Submission
Search engines will eventually find your site
online, but that can take a while. To
speed everything up, you should submit
your website to the most popular search
engines like Google, Yahoo, Bing, etc.

2. Link Building
Link building is the SEO practice of obtaining
links from external web sites to your
own to improve both direct referrals ie. people
clicking on the links and search engine
ranking. Link building is all about increasing
your site link popularity

3. Directory Submission
Directory Submissions is a process of
submitting your Website URL to theme
related Directory like if your site is Health
Related you should Submit your site URL to
Health related directories sites for getting
Back link from them.

4. Blog Submission
Blogging is one of the best ways to promote
your website online! By writing a blog for
your website, you give a reason for visitors to
keep returning to your site and keep up to date
with your latest posts. It also helps search
engines to crawl your site more frequently, as
they have to update your latest blog post
entries, which ultimately helps you rank
higher in search engine results pages (SERPs).

5. Article Submission
Among all the SEO techniques, article
submission can be one of the most successful.
Article submission generally refers to the
writing of articles that are relevant to your
online business and then getting them added
to the popular article submission directories.

6. Press Release
If you are a business/service provider then go
for PR submission in popular PR websites like
1888pressrelease, Open PR, PR Leap, etc.
This will help you to publish your site in
Google News.

7. Social Bookmarking
Social Bookmarking is another great way of
promoting your website. Submit your latest
blog posts and pages to the most popular
bookmarking sites, like StumbleUpon, Digg,
Delicious, Reddit, etc. Search engines really
like these types of sites because the content on
these sites is updated very frequently.

8. Video Optimization
Like with photo sharing, you can
publish/share your product videos, expert
opinions, and reviews of your product and
make them public in YouTube, Metacafe,
Dailymotion, etc.

9. Photo Sharing
Publish/share your website product pictures
and make them public. Let your friends
see them and comment on them too,
which will help drive traffic towards your
website. Do this in major photo sharing
websites like Flickr, Picasa, Photo Bucket,
Picli, etc.

10. Forum Posting
Create a forum/online discussion board of
your own and start a discussion or share
topics with your friends. You can also
post/reply to a thread in other service-
related pre-existing forums that allow links
in your signature which can be crawled by
the search engines (aka "Do-Follow
Forums").

www.esoftconnect.com, info@esoftconnect.com
SEO Mistakes
1. Poor or Duplicate Content
2. Targeting the Wrong Keywords
3. Keyword Stuffing
4.Broken links
5.Links from non-credible sources

Popular Tools For
On-Page SEO
Popular Tools For
On-Page SEO

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