An Introduction

1. SEO
(Search Engine Optimization)
By Sohaib Saleem, University Of Education Okara 1

2. Topics to be covered
 What is a Search Engine?
 How Does Search Engine Works?
 Anatomy of a Search Engine
 What is SEO?
 SEO Process
 How to Optimize
 On-page SEO Optimization
 On-page SEO Elements
 Off-page SEO Optimization
 Off-page SEO Elements
 White Hat SEO vs. Black Hat SEO
 SEO Tools
 Jobs Analysis
By Sohaib Saleem, University Of Education Okara 2

3. What is a Search Engine?
Definition:
 Search engine are those website which actually
render to find new website/pages on the web for
indexing in their server
 People use search engine for finding the
specific/required information on the internet
 Search engine show relevant website/result when
people search
Common Characteristics:
 Spider, Indexer, Database, Algorithm
 Find matching documents and display
them according to relevance
 Frequent updates to documents
searched and ranking algorithm
Google
74%
Yahoo
16%
Bing
5%
Ask
3%
Other
2%
By Sohaib Saleem, University Of Education Okara 3

4. How Does Search Engine Works?
 Spider “crawls” the web to find new documents (web
pages, other documents) typically by following hyperlinks
from websites already in their database
 Search engines indexes the content (text, code) in these
documents by adding it to their databases and then
periodically updates this content
 Search engines search their own databases when a user
enters in a search to find related documents
 Search engines rank the resulting documents using an
algorithm (mathematical formula) by assigning various
weights and ranking factors
By Sohaib Saleem, University Of Education Okara 4

5. By Sohaib Saleem, University Of Education Okara 5

6. What is SEO
 SEO is an abbreviation for search engine
optimization.
 SEO is the process of improving the volume or
quality of traffic to a web site from search
engines via search results.
 SEO is a technique/technology which is used to
increase search engine ranking of a website/blog
 SEO is the process of a website/webpage in
search engine’s “Natural” or “organic” search
result.
By Sohaib Saleem, University Of Education Okara 6

7. Anatomy of a Search Engine
By Sohaib Saleem, University Of Education Okara 7

8. SEO Process
 5 steps process:
 Research
 Reporting
 Optimization
 Submission/Re-Crawl
 Follow Up Reporting
By Sohaib Saleem, University Of Education Okara 8

9. How to Optimize
By Sohaib Saleem, University Of Education Okara 9

10. How to Optimize
Skills in the areas of analysis, research, planning, copy writing and
communication.
Pre-site activities
The research and planning activities undertaken before an existing or
new site or page is actually touched or built.
• Understanding your Organization's Online Business Strategy
• Researching your Market Category, Customers and Competitors
• Keyword Selection - Factors
• Category Priorities
• Search Volumes
• Competitive Advantage
• Competition
• Relevance
• Making your keyword choice
By Sohaib Saleem, University Of Education Okara 10

11. How to Optimize
 On-page optimization (on-page SEO) is what can be done on
the pages of a website to maximize its performance in the
search engines for target keywords related to the on-page
content.
 On-page optimization stands for all of the techniques and
methods used on your website that is hosted on a server.
 On-page optimization has an effect on your website listing
in natural results .
 On-page factors are controlled by coding on website pages
By Sohaib Saleem, University Of Education Okara 11
On Page Optimization

12. How to Optimize
On-Page SEO
The activities directly involved in the content and design of web
pages.
 Domain Name
 Site design and construction - Ensuring the web page utilizes
design and code that can be properly crawled and indexed by
the search engines.
 Page layout and navigation of the site
 Writing the title, description and keyword meta tags
 Article writing using heading, paragraphs
 Keywords-> keyword density and keyword stuffing
 Inbound and internal link
 Writing content – Body copy, titles, image tags, outbound links
that reflect and enhance keywords.
 Building internal links – Helping the search engines navigate the
site
By Sohaib Saleem, University Of Education Okara 12

13. How to Optimize
 Off-page optimization (off-page SEO) is what can be done
off the pages of a website to maximize its performance in
search engines for target keywords related to the on-page
content and keywords in off-page direct link.
 Off-page optimization is the most important part in search
engines optimization because it gives back links to your
sites and it requires a lot of work on a daily bases.
 It helps to maximize website performance in search engine
for target keywords
By Sohaib Saleem, University Of Education Okara 13
Off Page SEO Optimization

14. How to Optimize
Off-Page SEO
Building a portfolio of quality inbound links to your web site.
• Key Factors Effecting Link Quality
• Submitting your site to search engine
• Submitting sitemap to search engine
• Google and bing webmaster tools
• Google analytical tool
• Social bookmarking
• Google Page Rank
• Site and Page Relevance
• Link Density
• Anchor Text
• Link Age
• Originating Site has been Crawled and Indexed
• A Suggested Approach to Link Building
By Sohaib Saleem, University Of Education Okara 14

15. How to Optimize
Post –site activities
Analyzing and responding to site traffic and user feedback
once a web site has been optimized. Effective SEO is a
continuous activity.
• Managing and responding to search marketing feedback
• Log Files
• Pay Per Click
• The SEO Cycle
By Sohaib Saleem, University Of Education Okara 15

16. Title tag
Meta description tag
(or first paragraph of
text if no meta des
has been added)
Keywords
By Sohaib Saleem, University Of Education Okara 16

17. White Hat SEO vs. Black Hat SEO
 White Hat SEO is a legal technique for optimizing a
website for each search engines. Search engine have
define a criteria for white hat seo’s.
 Conforms to search engine designs and
involves no deception.
 Approved by search engines.
 Results last a long time.
 White hat SEO techniques include research,
analysis, re- write meta tags to be more
relevant, content improvement and web
redesign.
By Sohaib Saleem, University Of Education Okara 17

18. White Hat SEO vs. Black Hat SEO
Black Hat SEO is an illegal technique which has been
used by some spammers who want to cheat search
engines by some bad ways. This technique is no longer
accepted by any search engine. This is a short term
technique
 Techniques used to get higher search rankings in an
unethical manner.
 Disapproved by search engines
 Site is eventually banned, de-indexed or penalized
through lower rankings.
 Black hat SEO techniques include keyword stuffing,
doorway and cloaked pages, link farming, hidden
texts and links, blog comment spam.
By Sohaib Saleem, University Of Education Okara 18

19. Google Algorithms
 Google Panda
 It was released by Google in February 2011.
 For:
 Low quality content. (Un-satisfy)
 Copied or duplicate content.
 Web spamming. (cloaking, keyword excessing)
By Sohaib Saleem, University Of Education Okara 19

20. Google Algorithms
Google Penguin
 It was released in April 2012.
 For:
 Keyword stuffing (repeatedly)
 Spamming link. (irrelevant or unnatural or
paid link)
 Cloaking density. (2% or 3%)
 Over optimization also
By Sohaib Saleem, University Of Education Okara 20

21. Google Algorithms
 Google Hummingbird
 For:
 Conversational search
 Google knowledge graph
 Latent semantic search
 Social media + forums + relevant searches
By Sohaib Saleem, University Of Education Okara 21

22. SEO Tools
 The 6 tools you need to use to become a highly-profitable SEO expert:
 Search Analytic Tools- establish your marketing goals and establish a
baseline for where you are at right now.
 Keyword Research Tools- discover the keywords your customers are
searching for right now.
 Competitive Research Tools- see what keywords your competitors are
targeting.
 PPC Tools- buy important keywords and track the results to understand
how well they convert, which helps you focus you organic SEO strategy
on the most profitable keywords.
 Link Analysis Tools- start building your link profile and track your
progress compared to competing websites.
 Search Engine Ranking Checkers- determine how effective your
marketing is by watching your search engine rankings improve.
By Sohaib Saleem, University Of Education Okara 22

23. Jobs Analysis
By Sohaib Saleem, University Of Education Okara 23