This deck contains details about the importance of Search engine optimization. How should Individual or organization define the search engine optimization objectives
How to conduct keywords research, create Site information architecture, handling redirects
2. Search Engine Optimization
Importance of SEO
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Defining SEO Objectives
Keyword Research
SEO in Action
Site Audit
3. What is SEO
Source: Getlocalsearchmarketing.
As per Wikipedia: Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results.
SEO falls under Search Engine Marketing
18. Developing an SEO Plan Prior to Site Development
Business Factors that Affect the SEO Plan
1.Revenue/business model
2.Target customers
3.Competitor strategies
4.Branding goals
5.Budget for content development
6.How your potential customers search for products like yours
19. Search Engine Optimization
Importance of SEO
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Defining SEO Objectives
SEO in Action
Keyword Research
Site Audit
26. Search Engine Optimization
Importance of SEO
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Defining SEO Objectives
Keyword Research
SEO in Action
Site Audit
27. Define the Site’s Information Architecture which depends on
Technology decisions :
1.Dynamic URLs
2.Session IDs or user IDs in the URL
3.Superfluous flags in the URL
4.Links or content based in JavaScript, Java, or Flash
5.Content behind forms (including pull-down lists)
6.Temporary (302) redirects
Structural decisions :
1.Internal linking
2.Navigational structures
3.Home page Linkage
4.Top-level categories
5.Use anchor text
6.Use breadcrumb navigation
7.Minimize link depth
First Stages of SEO
Source: The Art of SEO book
39. Improve the structure of your URLs
1.Helpsthesitebetterorganized
2.Lead to better crawling of your documents by search engines.
3.Create easier, "friendlier" URLs for those that want to link to your content.
4.Simple-to-understand URLs will convey content information easily
Source: : Google SEO guide
40. Don’ts
Avoid:
1.Using lengthy URLs with unnecessary parameters and session IDs
2.using excessive keywords like"baseball- cards-baseball-cards- baseballcards.htm"copyingand pasting the entire content of the document into the description meta tag
3.Have deep nesting of subdirectories like".../dir1/dir2/dir3/dir4/dir5/page.html"
4.Use directory names that have no relation to the content in them
5.Use odd capitalization of URLs
Source: : Google SEO guide
43. Avoid:
1.Writing a description meta tag that has no relation to the content on the page
2.Using generic descriptions like "This is a web page" or "Page about baseball cards"
3.Filling the description with only keywords
4.Copying and pasting the entire content of the document into the description meta tag
5.Using a single description meta tag across all of your site's pages or a large group of pages
Don’ts
Source: : Google SEO guide
44. Heading (H1, H2, H3) Tags & Document Text
DocumentText:
Source: The Art of SEO book
45. Use heading tags to emphasize important text . Heading tags (not to be confused with the <head> HTML tag or HTTP headers) are used to present structure on the page to users. There are six sizes of heading tags, beginning with <h1>, the most important, and ending with <h6>, the least important (1).
Use heading tags appropriately
Source: The Art of SEO book
46. Avoid:
1.Placing text in heading tags that wouldn't be helpful in defining the structure of the page
2.Using heading tags where other tags like <em> and <strong> may be appropriate
3.Erratically moving from one heading tag size to another
4.Excessively using heading tags throughout the page
5.Putting all of the page's text into a heading tag
6.Using heading tags only for styling text and not presenting structure
Don’ts
Source: : Google SEO guide
49. Avoid:
1.using extremely lengthy titles that are unhelpful to users
2.stuffing unneeded keywords in your title tags
3.using a single title tag across all of your site's pages or a large group of pages
4.choosing a title that has no relation to the content on the page
5.using default or vague titles like "Untitled" or "New Page 1"
Don’ts
Source: : Google SEO guide
52. Use brief, but descriptive filenames and alt text
Avoid:
1.Using generic filenames like "image1.jpg", "pic.gif", "1.jpg" when possible—some sites with thousands of images might consider automating the naming of images
2.Writing extremely lengthy filenames
3.Stuffing keywords into alt text or copying and pasting entire sentences
4.Writing excessively long alt text that would be considered spammy
5.using only image links for your site's navigation
Source: : Google SEO guide
53. Anchor text is the clickable text that users will see as a result of a link, and is placed within the anchor tag <a href="..."></a>.
Links on page maybe internal—pointing to other pages on your site—or external— leading to content on other sites.
Write better anchor text
Source: : Google SEO guide
54. Avoid:
1.Using the page's URL as the anchor text in most cases
2.Writing long anchor text, such as a lengthy sentence or short paragraph of text
3.Using excessively keyword-filled or lengthy anchor text just for search engines
4.Creating unnecessary links that don't help with the user's navigation of the site
Don’ts
Source: : Google SEO guide
62. Aredirectisusedtoindicatewhencontenthasmovedfromonelocationtoanother.
GoodandBadRedirects:
•“301 moved permanently ”This status code tells the browser (or search engine crawler) that the resource has been permanently moved to another location, and there is no intent to ever bring it back.
•“302 moved temporarily” This status code tells the browser (or search engine crawler) that the resource has been temporarily moved to another location, and that the move should not be treated as permanent.
Redirect
Source: The Art of SEO book
63. Search Engine Optimization
Importance of SEO
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5
Defining SEO Objectives
Keyword Research
SEO in Action
Site Audit
64. 1.Accessibility / Spiderability
2.Search engine health check
3.Keyword health checks
4.Duplicate content checks
5.URL check
6.Title tag review
7.Content review
8.Meta tag review
9.Sitemaps file and robots.txt file verification
10.Redirect checks
11.Internal linking checks
12.Avoidance of unnecessary subdomains
13.Geolocation
14.Image alt tags
15.Code quality
16.External linking
Site Audit
Source: The Art of SEO book