Advanced SEO Techniques and Strategies

ADVANCED SEARCH ENGINE
OPTIMIZATION
Marketing Team
August 2015

SEO - PARAMETERS
 Technical Optimization – On Page and Off Page
Factors
 Content Optimization
 Link Building Strategy
 Submission to different Directories etc.,

TECHNICAL OPTIMIZATION
Technical Optimisation is a fundamental part of
the overall onsite optimization process. It is
predominantly concerned with ensuring that the
content you want to be indexed is completely
accessible to search engines and given the
correct value,.
This is often what is meant when someone says
they are making their site ’search engine friendly’.

WHY IS TECHNICAL OPTIMIZATION
IMPORTANT?
If the search engines cannot crawl the site because
there are technical issues blocking them then the
content you need to indexed will never make it to the
search engines results pages.
Search engines use programs called robots (also
known as spiders or bots) which view individual web
pages, retrieve the information from the page they are
designed to retrieve and log it against the URL of the
page.
Hence it is recommended to have a technically
optimized and a search engine friendly site.

WHAT IS SEO
Search engine optimization (SEO) is the process of optimizing a webpage to
improve ranking and to achieve higher visibility in search engines.
It is the process of affecting the visibility of a website or a web page in search
engine's, natural or unpaid results.
1. On Page Optimization - On Page Optimization is a process of what can be
done on the pages of a website in order to make it more search engine friendly
to achieve good search engine ranking for targeted keywords.
2. Off Page Optimization - Off-page SEO is a process of optimizing your web
pages outside your website.
TYPES OF SEO

On- Page Optimization
On Page optimization is one of the very first step of SEO which every
webmaster should look into.
This technique includes the optimization of texts, images, tags, URL structure,
internal links, headers etc.
Proper on-page optimization for a website will not only rank well in a search
engine but also increase the overall readability of the website for our visitors.
On page search engine optimization is the most important part in the process of
SEO. It is said that if on page SEO is perfect, 45% job of the SEO is done and
rest depends on the off page SEO.

Important Components of On-Page SEO
1. Title Optimization
2. Meta Tags Optimization
3. Important HTML Tags (HI Tags / Alt tags)
4. Keyword Optimization
5. Internal linking/External Outbound Linking
6. URL Optimization
7. Image Optimization
8. Content Optimization

TITLE OPTIMIZATION
 Title tag is the page title what is displayed in the title bar of your browser window.
 A site’s title tag is the most important website optimization element and this page title
appears in two places
 Google search results page
 On the top of a user’s browser bar and
 A title tag should be short but descriptive enough for your visitors to identify you and your
business.
 Title tag is the first thing that is shown & indexed by the search engines.

Guidelines for giving Page title or Title tags
1. Each page should have a unique title.
2. The primary target keyword should appear first.
3. The <title> tag is the first element in the <head> section of your page - this
makes it easier to find by Google
4. Each keyword phrase should be separated by pipes (|)
5. Each page title on your website should be unique
6. The title shouldn't consist of much more than about 9 words or 70
characters.

Meta Tags Optimization
There are two important Meta Tags. They are Meta description tag, Meta keyword
tag, Revisit tag, Robots tag, Googlebot tag.
Meta Description Tag
A site’s Meta description should contain a brief description of your website focusing
on the areas and services that your business is specialized in.
• The meta description appears on a Google search results page under the Page
Title.
• If your Meta Description is too generic and isn’t written too well then there is a
chance that your site will simply be ignored
Guidelines for giving Meta Description:
•Be under 150 characters (but not under 100 characters; take advantage of the
space you have
• Incorporate the primary target keyword.
•Provide a valuable, compelling reason for why someone should visit the page

Meta keyword Tag
Meta keywords are the least important tag for Search engine like Google. But it is an
easy way to tell our important keywords to search engine.
Meta keywords should contain less than 250 characters.
Now Google is not considering Meta keywords as one of the ranking factor. But other
search engines still use them in their algorithm
Guidelines for good meta keywords tags
•Use synonyms
•Use unique keywords
•Add very few meta keywords(Max 10) to the page that are related to the
page title and content
Note: Do not stuff too many keywords

Robots tag
Use a special HTML <META> tag to tell robots not to index the content of a
page, and/or not scan it for links to follow.
Usage
Inserted in the <head> section
<head>
<meta name=”robots” content=”content”>
</head>
Googlebot tag
Googlebot obeys the noindex, nofollow, and noarchive Robots
META Tag. If you place the tag in the head of your HTML/XHTML
document, you can cause Google to not index, not follow, and/or not
archive particular documents on your site.
Example:
<meta name="googlebot" content="all, index, follow" />

Important HTML Tags
It is necessary for you to highlight certain parts of your website that you want your
readers to look at and there are several tags in html which allows you to do
•Header tags [h1] [h2] [h3]
•Bold [strong],
•Italic [em]
The text inside your header tags (e.g. [h1]) is given very high importance by the
search engine
Header Tags:
Header 1: Header 1 should be used to define the most important section of your
page. Usually Header 1 is used for Site’s title or header text.
Header 2 & 3: Header 2 and 3 can be used for Page/Post titles or important
sections of your pages. Separating your content with headers is a good practice
as it makes your site more readable and easy to navigate.
Text Styles:
Bold: You can bold (e.g. [strong]) certain words which are of high importance.
Sometimes it’s good to bold your keywords where appropriate. However overdoing
this may get you penalized.

Keyword Optimization
 In web terminology a keyword is a term that a person enters into a search
engine to find specific information.
 Most people enter search phrases that consists of between two and five
words. Such phrases may be called search phrases, keyword phrases, query
phrases, or just keywords. Good keyword phrases are specific and
descriptive
 Your site’s content needs to be optimized in such a way that it can suit both
search engines & your readers
 Stuffing your site with too many keywords can make your site unreadable. So
have balance between your keywords & your content.

URL Optimization
The website page’s URL should include the primary target keyword.
Make SEO-friendly URLs.
Use keywords in your URLs and file names.
 Each word in the URL should be separated using dashes (-)
A file with 3+ hyphens tends to look spammy and users may be
hesitant to click on it.
Use hyphens in URLs and file names, not underscores
Hyphens are treated as a “space,” while underscores are not

Image Optimization
If your site has lot of images, you need to optimize them as they can’t be read by
the search engines. It’s very easy for a human reader to interpret the image into
its meaning. However for a Web crawler the whole interpreting process is
completely different. Search Engine spiders can only read text but not images. So
you need to use some special tags for your images in order to give them some
meaning.
Image Optimization Elements
Alt text : ALT text or Alternate Text is the text to describe your image when your
mouse moves over an image on your web page. The text should be meaningful
but short. You can use your relevant keywords as ALT text. If your browser can’t
display the image for some reason, the alt text is used in place of that particular
image.
Image Title : always use the title tag in images which will show the title as tool
tip when a user moves his mouse over the image.
Image Linking : Whenever you want to link to your image, use the image
keywords in your link text. Example: use “view an Apple iPhone”, instead of “Click
here to view” as the anchor text.

OFF PAGE OPTIMIZATION
Article Submissions – Create good articles about your product or services
and then post them on top article websites. Back link important keywords to
your website and leave a link to your website as well. Counts as a good
back link.
Blogging - writing or installing your own blog helps to get good traffic to your
website. In fact Google Loves blogging as it promotes discussion
commenting etc.
Forums – Forums is great from Internet Marketing and search engine
optimization point of View Google Loves Forums. This is a discussion board
where you can discuss about your problems related to your product or
services etc.
Press releases – Quite similar to Press release of a newspaper. Write PR and
post then online PR websites. However no benefit from back link point of
view. Good for branding

ADVANTAGES OF OFF PAGE OPTIMIZATION
IN SEO
 Increases Visits.
 Increases Visibility on search Engines.
 Increases your website Authority
 Get Position on Search Engine Ranking
Positions
 Get Huge traffic to your website.

CONTENT OPTIMISATION:
ENSURE YOUR CONTENT MAKES THE MAXIMUM IMPACT
WITHIN THE SEARCH ENGINES BY OPTIMISING IT
EFFECTIVELY.

CONTENT OPTIMISATION
 Content optimization is the process by which your
content is engineered to work to your advantage by
ensuring you rank well in the search engines. Your
site’s content, its wording and phrasing, the location
of specific keywords and phrases and the
frequency with which they appear should all be
naturalistically engineered to generate the best
possible search outcomes.

Content Optimization
Content basically includes what you see on the site: the text, graphics and even links to
outside world.
Superior the quality of your content, the higher the ranking you achieve, larger the traffic
you gain and greater the popularity of your website.
A relevant, fresh, and timely content is crucial to attracting and keeping visitors to your
web pages. It will help you both draw traffic from search engines and create audience
loyalty.
Search engines prefer good quality sites in their index and search results.
Unique, High-Quality Content
SEO Content Writing ( Copy Writing)
SEO Content Writing (also referred as SEO Copy Writing) involves the process of
integrating keywords and informative phrases which make up the actual content of your
website.

The content should be directed for the specified target audience.
Keyword density is strictly adhered as per search engine guidelines.
Titles should always be eye-catchers, compelling your visitors to read on and want
what you have to offer in your website.
Don't use confusing and complex language. Use small statements to make your
content more understandable.
Keep your web pages short and don't put all the content on a single page.
Divide your web page content also into short paragraphs.

LINK BUILDING
LINK BUILDING IS THE PROCESS OF INCREASING THE NUMBER
AND QUALITY OF INBOUND LINKS TO YOUR WEBSITE.
IT HELPS TO GET HIGHER RANKING IN SEARCH ENGINE RESULT
PAGE (SERP) AND THUS GET PLENTY OF TARGETED VISITORS
TO YOUR WEBSITE
GROW THE VALUE OF YOUR SITE BY ACQUIRING INBOUND
LINKS TO YOUR WEBSITE, THAT ALSO IMPROVE THE
RELEVANCE AND REPUTATION OF YOUR BUSINESS.

LINK BUILDING
 Link building is one of the primary part of SEO and
is done to influence the popularity and reputation of
a website within the overall web and in the eyes of
the search engines.
 Link building can help improve rankings and, if
done correctly, it can also improve the direct level of
traffic to a site.
 It is an integral part of the overall offsite search
engine optimization process.

LINK PROFILING
 This is the first part of our link building process. One
looks in detail at current inbound links, the mix of links
(blogs, forums, partners etc), the value they are passing
to the site and their relevance. It is to look at the
opportunity to improve the links by changing anchor text
or directing them to different parts of the site.
 One also has to look at all the sites that currently rank
for the keywords one need to target and identify the
inbound links these sites are benefiting from. This can
uncover many links which are easy to source and could
have a beneficial effect on your search engine rankings
if we were able to acquire them for your site too

TARGET LINK ACQUISITION
This process looks at your marketplace and
identifies obvious candidates for links from
trustworthy, high relevance sites. These could be
companies or associations you already have a
relationship with or could build. It also looks at the
main online ‘hubs’ for you industry. These may be
high profile industry blogs, online magazines of
news sites.

LINK BAIT
The best way to naturally attract links is to add
something special or unique to your site. It could be
as simple as an insightful blog that could become
popular within your industry or as complex as a
unique web application or online tool that solves a
common industry problem. Anything that would
make other sites want to recommend you through a
link, would work; it could even be a special offer or
a competition.

TYPES OF LINK BUILDING PLATFORMS
 Blog
 Forums
 Social Media
 Social Bookmarking
 Press Release
 Infographs
 Presentations
 E-books Marketing
 Video Marketing
 Audio Sharing
 Image Sharing
 Article Sharing
 PDF Sharing
 Business Listing
 Q/A Platforms
 Directory
 Web 2.0 & so on…

Advanced SEO Techniques and Strategies

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