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Introduction to Search Engine Optimization (SEO)

Learn about the techniques used to optimize a website for search engines, improve traffic, and understand how search engines work. Explore SEO copywriting, on-page and off-page optimization, different SEO techniques, web design considerations, keyword analysis, and content writing strategies.

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Introduction to Search Engine Optimization (SEO)

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  1. Search Engine Optimization

  2. Introduction • SEO is a technique used to optimize a web site for search engines like Google, Yahoo, etc. • It improves the volume and quality of traffic to a web site from search engines. • SEO is the sub-category of SEM (Search Engine Marketing). • It is done by understanding the working of search algorithms and human visitors searching views. • Overall, SEO is the process of designing and developing a web site to rank well in search engine results.

  3. How Search Engine Works? • Crawling • Indexing • Processing • Calculating Relevancy • Retrieving Results Search engines like Google, Yahoo often update their algorithms several times per month. This is why you see changes in the rankings.

  4. SEO Copywriting • Promote sites by writing the viewable text on a web page • Target specific search terms • Genuine content pages • Optimize On-Page elements • Title • Description • Keyword tags • Headings • Alt Text

  5. Off Page and On Page • Off Page: • Link building • Link popularity by submitting in open directories • Link Exchange • On Page: • Good content • Good keyword selection • Linking keywords on correct places • Appropriate title

  6. SEO Techniques • White Hat SEO • Search engines recommend it as a good part of design • Black Hat SEO • Search engines does not support or approve this effect

  7. White Hat SEO • Relevant Content • Well-labeled images • Relevant links and references • Complete sentences with good spelling and grammar • Standard compliant HTML • Using and relevant page titles

  8. Black Hat SEO • Duplicate content • Invisible text • Stuffed keywords • Cloaking or redirecting the user to another site or page • Links from sites with non-relevant content

  9. Designing a Web Site • Some of the terms to be considered while designing a web page • More text content than HTML elements • No frames • No JavaScript • No unnecessary directories • No unrelated page topic

  10. Keyword Analysis • Words people would search for • Keyword tags on competitor’s site • Visible page copy on competitor’s site • Related search suggestions on top search engines • Google Keyword tool • Analyze your website for finding proper keywords

  11. Meta Description Tag • Use your targeted keyword in the meta description • Don’t repeat the words often • It should not contain more than 150 words • Use a different meta description for every page

  12. Selecting Titles • Unique title for each page • Begin the title of your home page with Primary keyword phrase and then your best secondary keyword phrases • Specific variations to your primary keyword phrase • Put your company name at the end of the title if necessary • Use the best keyword form, plural or singular • Don’t repeat your keywords more than 2 -3 times in the title • Make sure the <title> tag is the first element in the <head> section of your page

  13. SEO Content Writing • Content should be directed for the specified targeted audience • Keyword density must be strictly obeyed as per search engine guidelines • Titles should have eye-catchers, compelling your visitors to read • Don’t use confusing and complex language • Use small statements to make your content more understandable • Keep your web pages short • Divide your web page content also into short paragraphs

  14. Advantages of great content • If you have a unique content, people would like to suggest it to their friends • Other webmasters would like to create a link of your site on their sites • Your site visitors will start trusting on your site • People will look forward for your next content

  15. Conclusion • Creating, editing, and promoting unique high-quality content is difficult and time consuming. • But in the end Golden rule of SEO is that Content is the King. • Its not just because of a Search Engine but its for your site visitors. • A page that is read by people is better than a page that is read by bots. • So write your content after going a serious thought. • Keep your title, keywords, link text, meta tags up-to-date and unique and interesting. • I am sure you will win.

  16. Thank You!!! www.playppt.com

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