SEO on-page & off-page optimization

1. Welcome to The Training
Program

2. Web Site Domain
 When you start thinking of doing a business
through internet, the first thing that you think
about is your website domain name. Before
you choose a domain name, you should
consider the following:
 Who would be your target audience?
 What will make your business idea unique or
different from everything else that is already
available in the market?

3. What is SEO?
 SEO stands for Search Engine Optimization.
SEO is all about optimizing a website for search
engines.
 SEO is a technique for:
 designing and developing a website to rank
well in search engine results.
 improving the volume and quality of traffic to a
website from search engines.
 marketing by understanding how search
algorithms work, and what human visitors
might search.

4. How Search Engine Works?
 Search engines perform several activities in order to deliver search
results.
 Crawling - Process of fetching all the web pages linked to a website.
This task is performed by a software, called a crawler or a spider
 Indexing - Process of creating index for all the fetched web pages
and keeping them into a giant database from where it can later be
retrieved.
 Calculating Relevancy - search engine starts calculating the
relevancy of each of the pages in its index to the search string.
 Retrieving Results - The last step in simply displaying them in the
browser.
 Search engines such as Google and Bing! often update their
relevancy algorithm dozens of times per month. When you see
changes in your rankings it is due to an algorithmic shift or
something else outside of your control.
the minor differences b/ws their relevancy algorithms lead to major
changes in results relevancy.

5. What is Search Engine Rank?
 When you search any keyword using a search
engine, it displays thousands of results found in its
database. A page ranking is measured by the
position of web pages displayed in the search
engine results. If a search engine is putting your
web page on the first position, then your web page
rank will be number 1 and it will be assumed as the
page with the highest rank.
 SEO is the process of designing and developing a
website to attain a high rank in search engine
results.

6. What is On-Page and Off-page SEO?
 Conceptually, there are two ways of optimization:
 On-Page SEO - It includes providing good content,
good keywords selection, putting keywords on
correct places, giving appropriate title to every
page, etc.
 Off-Page SEO - It includes link building, increasing
link popularity by submitting open directories,
search engines, link exchange, etc.

7. SEO Factor
On-Page SEO Off-Page SEO
Domain name SEO Directory Submissions
File Name SEO Social Bookmarking
Title SEO Blog Commenting
Meta Tags SEO Forum Postings
Header Tag SEO Article Submisions
Anchor Text SEO Press Release Submissions
Image Tag SEO Local Business Listings
Footer SEO Search Engine Submissions
Keyword Denstiy, Proximity &
Prominence
Social Networking
HTML Code Optimization

8. SEO - Tactics & Methods
White Hat SEO - Techniques that search engines
recommend as part of a good design.
Black Hat SEO - Techniques that search engines do not
approve and attempt to minimize the effect of. These
techniques are also known as spamdexing.
 It does not involve in any deception.
 It ensures that the content a search
engine indexes, and subsequently
ranks, is the same content a user
will see.
 It ensures that a web page content
should have been created for the
users and not just for the search
engines.
 It ensures good quality of the web
pages.
 Always follow a White Hat SEO
tactic and do not try to fool your site
visitors. Be honest and you will
definitely get something more.
 Serving one version of a page to search
engine spiders/bots and another version
to human visitors. This is
called Cloaking SEO tactic.
 Repeating keywords in the metatags,
and using keywords that are unrelated to
the website content. This is
called metatag stuffing.
 Calculated placement of keywords
within a page to raise the keyword
count, variety, and density of the page.
This is called keyword stuffing.
 Creating low-quality web pages that
contain very little content but are instead
stuffed with very similar keywords and
phrases. These pages are
called Doorway or Gateway Pages.

9. SEO Process

11. Optimized Keywords
 A keyword is a term that is used to match with the query a person
enters into a search engine to find specific information. Most people
enter search phrases that consist of two to five words. Such phrases
may be called search phrases, keyword phrases, query phrases, or
just keywords. Good keyword phrases are specific and descriptive.
 The following concepts related to keywords, help in optimizing the
keywords on a web page.
 Keyword Frequency - if you repeat a word too many times, you are
be penalized for "spamming" or keyword stuffing.
 In general though, repeat your keyword in the document as many
times as you can get away with, and up to 3-7 times in your list of
metatags.
 Keyword Weight - It refers to the number of keywords appearing on
your web page compared to the total number of words appearing on
that same page. Some search engines consider this while
determining the rank of your website for a particular keyword search.
 By keeping the overall number of words to a minimum, you can
increase the "weight" of the keyword you are emphasizing.

12. Keyword Placement
 Where your keywords are placed on a page is very important. For example, in
most engines, placing the keywords in the Title of the page, or in the Heading tags
will give it more relevancy. On some engines, placing keywords in the link text, the
part that is underlined on the screen in a browser, can add more relevancy to
those words.
 Best Places to Put Keywords
 Here is a list of places where you should try to use your main keywords.
 Keywords in the <title> tag(s).
 Keywords in the <meta name="description">.
 Keywords in the <meta name="keyword">.
 Keywords in <h1> or other headline tags.
 Keywords in the <a href="http://yourcompany.com">keywords</a> link tags.
 Keywords in the body copy.
 Keywords in alt tags.
 Keywords in <!-- insert comments here> comments tags.
 Keywords in the URL or website address.

13. Finding Keywords
 There are many different ways to find keywords for your website. Some good
keyword ideas are:
 The potential words, people would use to find your product or
service.
 The problems that your prospective customers may try to solve with
your product or service.
 Keyword tags on competitor's websites.
 Related search suggestions on top search engines.
 Using an online tool such as Google Keyword Tool.
 Pay attention to stemming for your keywords - particularly to what
the root word is and what Google considers to be a match for that
word, when optimizing pages over time.
 You can do brainstorming to identify correct keywords for your site.

14. Choosing primary & secondary keywords

15. Level 1 represents the site’s home page: we’re
targeting laptops.
Level 2 represents the site’s category pages:
you can see laptop chargers is the first category
in the list.
Level 3 represents the product page or sales
page for each brand of charger.
When I run a broad search on laptop chargers I
see terms such as:
●laptop chargers
●toshiba laptop chargers
●universal laptop chargers
http://www.wordtracker.com/academy/keyword-research/getting-
started/keyword-structure

17. What is robot.txt file?
 Basically the purpose of creating a robots.txt file is to
improve site indexation by telling search engine crawler
to only index your content pages and to ignore other
pages (i.e. monthly archives, categories folders or your
admin files) that you do not want them to appear on
the search index lest it leads to the problem of
duplicate content.
 In layman term, it means that you can’t have two or
more pages with the same content words for words.
Google will just ignore the duplicate contents and not
list them in the index. If your blog is new, the last thing
you’ll ever need is not to be in Google whitelist, so to
speak.

18. What is a Sitemap?
 While Robots.txt instructs search engines which parts of
your site to exclude from indexing, a Sitemap tells
search engines where you’d like them to go. From a
search engine perspective, sitemap is useful for better
and faster indexing while a plain HTML sitemap with the
use of plug-in provides ease of navigation for your
visitors.
 For Search Engines – If you are on WordPress,
install Google (XML) Sitemaps Generator which will
generate XML-Sitemap supported by most of the search
engines.
 For Your Visitors – Clean Archives Reloaded generates a
list of your posts sorted by months for better
navigation.

19. Backlinks
If any website on the web links back to your website then it is termed
as a "backlink" . It is an extremely important and the "most used“ seo
term in the search engine optimization industry. Google ranks
webpages by evaluating websites based on a mathematical formula
known as "PageRank" which counts the numbers and value of
backlinks to a website. The greater the quality of a backlink, the higher
you will rank on Google provided that all the other ranking factors are
also maintained well. In short, one of the most important Google
ranking factor is backlink.
Other names of Backlinks: Incoming links, Inbound links, Inward links
How a site gets backlinks?
The web rests on content. Each and everyone out here is looking for
valuable content which provides answers to their never ending queries.
Numerous webmasters provide content on their website based on
a particular niche. Some content may be good while the others are
satisfactory. The good contents have the magical ability to get backlinks
because people are more willing to link to a website which has useful
content for its readers. In this way, site's gets backlinks either
knowingly or unknowingly. Apart from this method there are several
other methods for link building

20. Link Building
What is Link Building?
The process of creating backlinks to your site is known as link
building. Link building is more essentially “backlink building”. If
any other site on the world wide web provides a link to your
website then this is termed as a backlink. The more the
backlinks, the more the popular is your site. This process of
building backlinks to your website is known as “link building”.
Methods of Link Building
Link building is a continuous effort and must keep going. There
are several methods of link building and these are discussed
below:- Directory Submission, Article Submission, Social
Bookmarking, Blogging, Getting Links from Business Partners
Please note:- Building too many links this way may get your site
penalized.

21. Link Building
WHAT IS LINK POPULARITY?
Link Popularity refers to the number of links pointing TO your site
FROM other sites on the Web.
Building links is one of the most important factors in getting top
placement on the major search engines.
WHY ARE LINKS SO IMPORTANT?
Inbound links are one of the most important factors for getting a high
keyword ranking,
Outbound links to quality and pertinent site are important as long as
they add value to the site visitor experience.
It’s not the quantity of links, but the quality of those links which is very
important.

22. Inbound & Outbound Links
Inbound links : A Link from a site outside of your site. Inbound links
means send visitors to your site, generally this is seen as good think for
SEO.
Outbound Links : A link to a site outside of your site. Outbound links
means send visitors away from your site. Generally avoid those things.
For example( link exchange).
What is Link Popularity?
Link Popularity refers to the number of links pointing TO your site
FROM other sites on the Web.
Building links is one of the most important factors in getting top
placements on the major search engines
Why are links so important?
Now a days, inbound links are the one of most important factors for
getting a high keyword ranking, the most search engines are ranking
their search result based on the link popularity from your site. Not the
quantity of links, but the quality of those links is important.

23. Types of Link Building
One way link building
This is the most important type of link and is the most harder to obtain.
If any site on the web is pointing back to your site without asking for any
link in return then it is called as one way link building.
Example : Site A points to B, C, D, E etc.
Two way or Reciprocal link building
Under this type of link building, two similar (websites belonging to the
same category) web sites exchange links with each other. The concept
is “You point to me and I will point to you”. This type of mutual link
building is the most common type of link building and is the most easier
to obtain. This method has become outdated and is no longer followed.
Example : Site A points to B and in return Site B points to A.
Three way link building
Under this method, a site links to your website in return for a link that is
placed on a third website.
Example : Site A points to B and in return Site B provides a link back to
site A from Site C.

24. Off-page Optimization
Off-site optimization includes the following major components
1. Directory Submission
2. Social Bookmarking
3. Article Submission
4. Forum and Blog Posting
5. Blog Creation
6. Comment Posting
7. Press Releases
8. Social Networking
9. Video Submission
10.Classified ads

25. Directory Submissions
 Directory submission is the process of submitting site URL to
web site directory. The process is not merely filling the form at
directory submission page but also involves more than this. It
is basically a website submission service where your website
is added to the proper category in a searchable online
directory which enhances your site’s visibility and creates
relevant inbound links to your website.
 Benefits of Directory Submission:
 Higher Position In The Search Engine Results
 Increased Click Through Traffic
 Directory submissions provide increased link popularity.
 Getting listed in major search engines.
 Increased visits from search engine robots.
 Increased visibility in search engines.

26. Why We submit in directories?
 To get your website indexed
 One way links
 The targeting of keywords and phrases
 Traffic (not such an advantage with most directories)
 Most directories are free to submit to
 Directory submission is one of the best methods to get
popularity for your website.
 Keyword placements and effective marketing efforts to
make your site gain popularity and traffic.
 Through directory submissions your website services
are exposed to wider range.

27. Checking of Directory Listing Approval
 Last but not least to check the approval of website
submitted.
 Checking back in a few weeks to see if the site has
been added to the directory.
 This is necessary as in many cases directory editor
do not inform about the accepting of website
submission.

28. Advantages
 It save time and energy you spend in filling
add form, search for directories and there
categories.
 It provides one way inbound links to your
website from theme based category.
 It drives relevant traffic to your site which
converts into sale.
 It helps in fast indexing of your site in search
engines.
 It helps in improving you search engine
ranking.

29. Article Submissions
 Articles are the better way to promote the products and
services. In the articles we can provide information to
users about specific products. Articles can be used as a
promotional tool for marketing the web site. With the
help of articles the general or specific details related to
the site or product or any services that you are
providing through your website can be promoted
directly.
 Benefits of Article Submission:
 Article submissions are a powerful technique for
adding additional readers to your blog.
 Articles provide powerful inbound links to your blog
or website, adding strength in the search engines.
 Articles have good source of free advertising to gain
more exposure to the products & services.

30. Social Bookmarking
 Social bookmarking is a way of sharing sites or pages
of a website that we come across with the online
community. The ability to save and categorize a
personal collection of bookmarks and share them with
others, Users may also take bookmarks saved by
others and add them to their own collection, as well as
to subscribe to the lists of others.
 Benefits of Social Bookmarking:
 As many times Bookmark saved is better, as this
add value to the website’s products because people like
it and saved it to use in future.
 Social Bookmarking sites help to flow visitors from
all over the web.
 This system offers the facility to rank a particular
resource on the basis of number of times it has been
bookmarked by the users

31. Blog Submissons
 Blogs are a way to share facts, ideas and opinions directly
between people. A blog is an online journal where users post
thoughts, comments or news in a chronological format.
Updates are often frequent and done on a regular basis.
 Blog Submission benefits :
 Relevant and meaningful content plays a vital role in
increasing website traffic.
 Submitting your blog to selected reputable blog
directories will increase its visibility significantly, and will
improve its ranking in search engines.
 Through blogs you can highlight the services and
products offered by your business in the most effective way
to your potential customers.
 Get quality one way links easily. Blog posting helps to
generate one way links of high quality for your website.

32. Blog Promotion
 1.Blog Commenting
 2.Article Marketing
 3.Guest Blogging
 4.Use of Social Sites
 5.Forum Marketing

33. RSS Feed
 RSS is “Rich Site Summary” or “Really Simple Syndication” is the
name used for web based feeds that could be publish frequently as
updated web content onto websites and blogs. An RSS feed is a
resource that shows the latest content from a source and the main
thing about RSS is that it automatically updated. By submitting an
RSS feed to different directories, you provide another way for your
blog content to get syndicated and to distribute your backlinks. By
submitting the RSS feed you will get below benefits:
Reaching new viewers through syndication
 Improved SEO
 Easier way to communicate rather than email
 An additional way to communicate with your customers

34. Press Releases
 A public relations announcement issued to the news media and
other targeted publications for the purpose of letting the public know
of company developments.
 Benefits of Press Release:
 It increases online publicity of goods & services.
 It increases your downloads and sales.
 Having press releases in the search engines will generate more
traffic to the website.
 It gives value to the website by getting links in the press releases.

35. Role of Off Page Optimization Factors
 What matters most..
 Which websites link to you
 Number of websites linking to you
 Google PageRank (PR) of the website linking
to you
 Anchor text used in the link linking to you
 Number & type of links linking to the website
linking to you
 Whether or not the websites linking to you
are deemed by Google as authority website