This presentation will help you to understand the basics of SEO.

1. Introduction to Search Engine
Optimization

2. The plan today
• Basics
• Where SEO fits in the Digital marketing maze
• What’s the best way to learn SEO
• Why should you work on SEO from day One of
your website design
• How do search engines work
• Ranking Parameters
• So many parameters, which to choose !!
• What separates the men from the boys

3. Basics

4. Organic Vs. Paid

5. Pay Per Click (PPC)

6. Organic Results (SEO)

7. Where does SEO fit in the Digital
marketing maze ?

11. Top rank = Internet Gold
Many aspire, few reach it

12. SEO is the art and science of getting as close to the
Internet pot of gold as possible

13. What is the best way to learn
SEO ?

14. • Choose a site. ANY site. And not a top ranking
one. One that you have server access to.
» Blog, HTML site, CMS backed site, E-commerce site
• And start SEO’ing it NOW.
• Google SEO guide + Written Notes during
sessions + StudyMate = Competence

15. Why should you bother to do
SEO? From Day One..

16. 1) Trust
Users tend to trust 'organic' results more than
'paid' results

17. Paid versus Organic tussle (Traffic)

18. 2) Durability
A well built site will rank well for a long time. Payoff will be
long-term.

19. 3) Traffic
And 'free' traffic at that!

20. Paid versus organic tussle (Spend)

21. 4) A good, user-friendly, useful site
Unexpected side-effect of good SEO practices

22. Let’s open some code 
Click to add subtitle

23. How Search Engines Work

24. How does the search engine do it?
Find the best sites for anything from 'florist vile parle' to
‘hotels new york’

25. Is Google clairvoyant? Or all-knowing?
Or simply magic?

26. Magic? Not quite.

27. 1) Crawler/ Spider

28. Instead of building webs, these kind navigate them
Visiting every webpage on the way, Gather the contents of
each web page it visits

30. 2) Indexing
•‘Reading’ each webpage received
• Determine what the page is speaking about
• Organize the contents of the pages in a way that allows efficient retrieval

31. 3) Ranking
Read the user’s query, apply formulas that decide which Web pages best
answer that query.

32. Formula? What formula?
What would you do?

33. Ranking Parameters

34. DOMAIN / SERVER RELATED
• Relevance of Domain/URL
– Proof : the interest in the keyword rich domains
– Domain for a lot cannot be helped, but URL can definitely be
helped ! ( Even in the case of CMS backed sites).
• Age /Trust of Domain
– Age of domain and renewal date.
– Distance of the domain from trusted sites
– Confidence improving data : FAQ, Contact-us, Address.

35. Domains corresponding to the highly searched terms
are also the most expensive

36. Domain monetization business

37. How to get in the internet hall of fame

38. META TAG RELATED
• Head and Body.
• Meta Tags (Title, Keyword, Description)
– http://www.google.com/support/webmasters/bin/answer.py?
hl=en&answer=79812
– http://www.google.com/support/webmasters/bin/static.py?p
age=ugc.cs&url=http://googlewebmastercentral.blogspot.com
/2009/09/google-does-not-use-keywords-meta-
tag.html&signed_url=http://www.google.com/url?q=http://go
oglewebmastercentral.blogspot.com/2009/09/google-does-
not-use-keywords-meta-
tag.html&usg=AFQjCNE0EKqBAK79vt7UM7-D-xS-Ry-50A

39. CONTENT RELATED
• Information Architecture
– A well themed site is always preferred. Get the silos right.
– Linking back to category and sub-category if applicable
– Links back to homepage
– One of the important links between usability and SEO
• Site Map
– http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=156184
• Keyword Density
• Unique well-crafted content
• H1,H2 tags.
– Has got nothing to do with appearance
• Alt Tags
– Imp from the usability aspects
• Anchor Text
– Why you should not be lazy while naming links.
• Freshness of Page
– Reason why forums do so well.

41. The value of high-quality original
content : Ask Demand Media..!

43. TECHNICAL FACTORS
• Page Loading Time
• Site DownTime
• User experience factors
(Ajax,Jscipt,Rollovers,presence of Frames)

44. SOCIAL SIGNALS

45. OFF-Page related
• Off-page is how Google started !
• It’s a sum of various factors like
• Number of inbound links to the domain
• Number of inbound links to particular page
• Anchor Text
• Quality of links
• Social Media outreach and Frequency

46. The days of pure link-building
guys are numbered
http://searchengineland.com/new-
york-times-exposes-j-c-penney-link-
scheme-that-causes-plummeting-
rankings-in-google-64529

47. Which ones should I focus on ?
How should I prioritize ?
http://www.seomoz.org/article/searc
h-ranking-factors

48. SEO Recipe
Keyword Research On Page Factors Link Building Improved Rankings
How do people search? Page Title Internal Better Visibility
Competition level Keywords in Content External Increased Traffic
2-4 word phrases Heading Tags Anchor Text More Leads/Sales
Technical Structure & Code
48

49. What separates the men from the
boys..

50. Rules are being rewritten
regularly..

51. Whether it’s the way SERP’s look

52. Or the social aspects of search gaining
importance

53. Or how Google, Bing, Miva, Wolfram Alpha
are competing with each other

54. Or how search algorithms are changing

55. The pros have a bigger universe
while doing SEO

56. Its not just about Google
Yahoo, Bing, Ask are all major players too.

57. (1)Its not just web pages :
Its about news results, Blogs, Images, Videos, Tweets

58. News results, images, tweets

59. 2) Video, PPT, Image Searches are also increasing
YouTube is India's second largest search engine. If you have
videos wouldn't you want to be found there?

60. Easy access to a global audience ?

61. 3) Local Search
India has players ranging from Guruji.com to JustDial.
Google Local is a big presence. Also local listers like Burrp and AskLaila.