SEO - Training Module

© EduPristine Digital Marketing
© EduPristine – www.edupristine.com
Digital Marketing
Search Engine Optimization

 Why focus on Search
 To understand the major functions of a Search Engine
 Keywords and Keyword Research and its impact on Information Architecture
 On-page Optimization
Learning Outcomes
1

What are search engines?
 Some fine examples
• Google
• Bing
• Yandex
• Yahoo
 Search engines are sites which index the content present on other websites and make this
content searchable for a user
2

How Search Engines work?
 Use this web based presentation –
• http://www.google.co.in/insidesearch/howsearchworks/thestory/
 YouTube –
• https://www.youtube.com/watch?v=BNHR6IQJGZs
3

Major functions of a search engine
 Crawling – To keep crawling different sites and to keep adding new content to its growing data set
 Indexing – To index this data set so that it can be quickly fetched
 Search and Context – To search through this data set and set the context to refine the search
 Presenting results – To present the search results in a manner most usable to the user
 Analyzing – To look a the search trends and build more insights
4

© EduPristine Digital Marketing 5
What is SEO?
 Search Engine Optimization (SEO) is the act of optimizing your site’s content so that it can be quickly
found on different search engines
 SEO is about helping the Search Engine do its job better

Why do we need SEO?
 To increase the search visibility of the site
 One of the absolutely essential channels for a new site
 SEO for a well established brand is far easier
 Awareness starts with search in the online context
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Awareness
Trial
Purchase
Repeat
Purchase
Evangelist
Customer Engagement Life Cycle

So what do you optimize?
 You change your content so that each page is optimized for 1-2 key terms (also referred to as
keywords)
 All Search is keyword based
7

What are keywords?
 Key words are search phrases which people use
 E.g. CFA coaching, good Chinese restaurants
8

Keywords can be different
 Phrase match - “cfa coaching”
 Broad match – cfa coaching
 Exact match – [cfa coaching]
 Used mainly in search engine marketing (PPC ads), however relevant in this context as well
9

The long tail
 A key phrase having more than 4 words is a long tail keyword
• Imagine a user trying to zoom in on one specific entry
• You keep refining the search
• Final search term is a 4-5 worded phrase
e.g – wordpress developers for hire in india
10

Why bother with the long tail?
 Often ignored
 Higher chances of conversion
 Easier to optimize
 Effort v/s Results trade-off
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Digital Marketers
Digital Marketers in India
Google Digital Marketers in India
Google Digital Marketers in
India who handle promotions

Keyword Research
 How to ask the right questions?
 Search for ways to solve problem instead of solution name
• E.g ways to do keyword research instead of google external keyword tool
 Ways to brainstorm
• Outline the problem (what problem does your product solve?)
• Compliments (what adjectives can be used to describe your product?)
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How to find relevant keywords?
 Competitor analysis
 Google Keyword Tool
 Google Trends
13

Google Trends
14

Google Trends
15

Using the Google Keyword Tool
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Using UberSuggest
17

Keyword Mix
 Choose your keywords wisely
• Widely searched terms which get you clicks
• Narrow terms which get you conversions
• Trade off between efforts and conversions
 Think about Seasonality
18

Practical Exercise
 Use the tools discussed to identify some of the related terms
 Finally zoom in on 10 keywords for which you would start optimizing your site
19

So what does the SEO involve?
 On page optimization
• This is where we have complete control
• We change our own site to match the keywords we want to target
 Off page optimization
• This is where we need time and good content and relationships
• Link oriented and focus on citations
20

What does on-page optimization involve?
 Introduction to HTML
• Meta tags (description)
• Main body content
• Image tags
• H1, h2 tags
• Title tag
21

SEO Basics: On-page optimization
 Plan your site’s information architecture
• Are you covering all the keywords you want?
• Are all the pages on your site mutually exclusive and completely exhaustive?
• Create a naturally flowing hierarchy
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Blog About Us Contact UsShopHome
Vision &
Mission
Team
Cosmetic
Jewelry
Gold Jewelry

WordPress and SEO
 This is a hands-on exercise where we run the batch through setting up WordPress for SEO
23
Step 1
Step 2 Step 3

Implementation in our CMS (WordPress)
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Practical Exercise
 Identify the site’s information architecture
 Define which pages would be optimized for keywords that you identified
 Write the content for at least one keyword from your list of keywords
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 Create unique and accurate page titles
• Which is better title – “Home” or “Akruti Jewels – Buy Cosmetic Jewellery, Custom-made Gold ornaments”
• Page titles are what appears within the <title> </title> tags. These appear in Search Engine Results Page
(SERP)
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Page Title

 Make good use of the description meta-tag
• This tag gives a brief description of what the page is about
 Accurately summarize the page’s content
• The description should be aligned to the page content
• Try and avoid filling the description with random keywords
 Unique description for each page
• It should be a précis of the page
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Description OR Snippet OR sites description from
ODP

 Make URLs user friendly
• Eg – which is a better site to navigate – http://akrutijewels.com/cosmetic-jewelry/the-one-ring or
http://akrutijewels.com/?p=123
 URLs can contain keywords
• One of the few elements which can be optimized but people cannot or leave it due to the restrictions of
their CMS package
• Create an easy to understand site structure
• Remember Mutually exclusive and completely exhaustive!!
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Easy to read URL

 Site Navigation
• Should be text based (no fancy graphics or flash animations please!)
• Good source of keywords!
 Sitemaps
• HTML one for the user, XML one for the search engine
• One for the user, one for the search engine
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 Content is King
• Uniqueness is valued
• Freshness is valued
• Stay relevant and up-to-date
 Crosslink your own content
• Good source of writing good anchor texts!
• Be descriptive, yet concise
• Links should be easy to spot

 Use images
• Consistently use images across the site
• Use them in predictable patterns
• Provide meta data for images (alt tag)
• Remember file name of images is also
one factor
• Include a separate image sitemap!!
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Having an image sitemap will
help you list higher!!

 Using headings (<h1>, <h2> tags)
• Helps you section the page
• Also defines the page outline
• Source of keywords!
 Use heading hierarchy
• Use these sparingly
32

 Use robots.txt
• To stop engines from crawling certain sections of the site
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On Page Optimization Basics: Keyword usage
• Repeat the keyword 1% times of the total words on the page
• E.g if the page has 400-500 words, then our target keyword and its variants should be repeated
for 4 times at least
• Do not overdo this, as it would be construed as keyword stuffing
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 Setup your Webmaster Tool account
• Google
• Bing
• Others
 Webmaster Tool is a mode of communication between you the webmaster and the search engine
• Notifications about Search engine updates
• Updates about how the search engine views your site
• Potential warnings about your site (malware, virus, 404s, service downtime)
35

Google Webmasters
36
Search Trends
Errors on your site Sitemaps and Indexing status

Setup Webmasters
 Hands on exercise of setting up webmasters
• Registering an account
• Setting up sitemaps
 Linking to Google Analytics
37

Case Study: How On-Page makes a difference

Case Study: Nike Golf
Case Study: Increase the visibility of Nike Golf Site in
search – Organic
Strategy: Make the search engine accessible and surface
research informed content
Brand Ambassador: Tiger Woods
 Still the search ranking was not up to the mark
39
Source: http://www.swellpath.com

SEO Challenge: Problems
1) Lack of focussed keyword strategy
2) Website: Difficult for search engines to crawl for content, even the look of the website was good
40
What users saw

Solution 1: SEO Keyword Research
 Dug into large volumes of keyword data
 Analyzed search/industry trends
 Choice between following keywords:
• “Golf Clothing”
• “Golf Clothes”
• “Golf sportswear”
• “Golf Apparel”: Frequently used and visitor
stayed longer, dug deeper, and more conversions
 High opportunity keywords into specific pages
41

Solution 2: Accessibility Issues
 Goal: To improve search engine rankings
 Problem: Website is in Flash
42
What users saw What search engines saw

Solution 2: Accessibility Issues (cont.)
 Options Available:
• Rebuilding the site – Too costly
• Using the noscript tag (for older browsers) to deliver SEO – specific content wasn’t working
• Using Newer technology
 Solution: Used an open-source JavaScript library called SWFObject2
• Store a HTML based version of the website behind the scenes
• Straightforward and Google – approved
 Testing: On two websites – both passed
43

Implementation
 Revised site launched just before the 2012 golf season
 Large jump in ranking (non – branded keywords)
44
What users saw What search engine saw

Results
 Nike related terms (Branded + Non – Branded)
• 2010 to 2011: 169%
• 2011 to 2012: 67%
• 2010 to 2012: 348%
 Non – Branded Traffic
• 2010 to 2011: 17% – During the process of resolving Nike’s Golf challenges
• 2011 to 2012: 250% – After implementation of the plan
45

Lesson
 Can’t ignore organic search
 Visual experience is important but not at the cost of accessibility
 Platform of your website should service in search and not disservice in search
46

Learning Outcomes
• Getting your site indexed
• Using Webmaster Tools
• Page Rank and Link building
• OffPage optimization
• Measuring Results
47

Indexing
 How to get a website indexed
• Webmaster tool
48

Indexing
49

Quick indexing techniques
You can use tools such as pingler.com to submit
your landing pages
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52

Page Rank
 What is the Page Rank?
• PageRank is an algorithm used by Google Search to rank websites in their search engine results
• PageRank works by counting the number and quality of links to a page to determine a rough estimate of
how important the website is.
• The underlying assumption is that more important websites are likely to receive more links from other
websites.
53

Page Rank
 How do you increase this?
 Get more links, get better
quality links
 What is quality?
54

Off Page Optimization
 Link building
• What are link backs
• What is link building
55

Types of Link Building
 Directory Submission
 Article marketing
 Press Releases
 Social Bookmarking
 Forums
 Local business directories
 Google Maps
 Link Farms
 Paid reviews
 Blogger outreach programs
 Link Chains
56

Link Building: Directory Submission
 Submitting your site across different web directories
 Can be automated using software
 Temporary benefits (theory says otherwise)
 Stay away if you are scared of penalties
57

Link Directory Submission
58

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60

61

Practical Exercise
 Submit your keyword + page in 50 directory submission sites
 We will use the sliqsubmitter tool
62

Link Building: Article marketing
 Your content on other sites, content should ALWAYS contain links
 E.g Ezinearticles.com
 Easy to sign-up, content generation needs to be a constant effort
63

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67

Link Building: Press Releases
 Similar to Article Submissions, however the target audience is media agencies
68

Link Building: Social Bookmarking
 Delicious, Digg, Reddit
 LinkedIn, Quora
 Pinterest and Instagram for images
 Youtube and Vimeo for videos
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71

Link Building: Forums
 Digital signature in replies
 Setup context, present solution model
 Build relationships in community
 Ghost/fake profiles
72

Link Building: Forums
73
Build your rep before you spam

Link Building: Local business directories
 Yelp
 Google Business
74

Link Building: Local business directories
75

Link Building: Google Maps
76

Link Building: Google Maps
 The Light Side (White Hat)
• Put your brand name in the business
name
 The Dark Side (Black Hat)
• Your target keyword in the business
name
77

Link Building: Paid reviews
 Pay a blogger to review your product, ask for a link back
78

Link Building: Blogger outreach programs
 Commenting on blogs and focus on building relationships
 Eventually get a free review or even better a guest post
 Have your own set of blogs
79

Link Building: Link Chains
 Trail of links all finally leading to your page
 Artificial “Natural-looking” links
 Architected by a team
80

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Monitoring your links
 Moz tool
 Webmaster tool
 Google Search
84

Webmaster
85
Social

Google Search
Special operators:
• allinanchor: <keyword>
• inlink:<landing page>
• Inurl:<keyword>
86

MOZ
87

Advanced Concepts
 Structured Data – providing meta data to the search engines
 Google Authorship + Google+ (sometimes it helps to make friends )
 Semantic Mark-up
• Breadcrumbs
 Social is more relevant
 Local SEO
88

Structured Data
 Microformats and Schema
 Making sure that the search engine can see more than just the content
 Specially treated and looks different too
 E.g venue, event, reviews, movie
89

Examples of Structured Data at Work
90

Structured Data
• Can be implemented via mark-up
• Can also be implemented using the webmaster tool

Structured Data Cont’d…
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Google+
 Google and attempts towards Social
• Google Wave, Orkut
 Google+
• Indepth integration
• Your profile on Google
100

Google Authorship
 Claiming your work online
 Better looking SERPs = Higher CTRs
 Authorship stats available in webmaster
101

Google Authorship
102

Semantic Mark-up
 Special tags in HTML that do not render differently, but help define the page
 <section>
 <header>
 <footer>
 Breadcrumbs
103

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