Fundamentals of Google SEO by Simply DIgital

2. What is SEO?? • Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's unpaid results - often referred to as "natural," "organic," or "earned" results.

3. How Google Crawler works Retrieving Indexing Crawling

4. Traffic Direct Indirect Referrals Paid Inorganic 15% UnPaid Organic 65% Word of Mouth Rest Rich Media Ads

5. Keywords • It is the user generated queries • Types of Keywords • Single word or Generic Keyword: Shirt, Shoe • Multiword Keyword: Cars on Rent, Football T-shirt • Location Based Keyword: Restaurants in Delhi • Long Tail Keyword or Query Based Keyword: Where to buy best shoes online • Profitable or Purchase based Keyword: Cheap, Discount • Seasonal Keyword: Summer Sale • Singular Keyword • Plural Keyword

6. Keyword Strategy

7. Keyword Research • Google: From Search bar bottom list • Uber suggest: http://ubersuggest.org/ • Google Keyword Planner: need googleadword account https://adwords.google.com/KeywordPlanner

8. Why SEO? • Increasing Ranking • Increasing Traffic • Increasing Conversion • Building Reputation • Global Branding

9. On-page seo

10. SEO Basics: Unique Page Title • A title tag tells both users and search engines what the topic of the particular page is.

11. Title should be unique for each page of the website

12. Best Practices • Accurately Describe the page’s Content: Choose a title that effectively communicates the topic of the page’s content. • Avoid: Title which are irrelevant to the content. • Avoid: Using Default or Vague content like ‘Untitled’ or ‘New Page’ • Create Unique Title Tags for each page: It helps Google to know how pages are distinct from each other on the website. • Use Brief but descriptive titles: Google has limited space. • Avoid: Stuffing unneeded keywords in the title tag.

13. Use Description Meta Tag • It gives the Google and Other search engines a summary of what the page is all about.

14. Google use them as the ‘snippets’ of your page

15. Best Practices • Accurately Summarize the Page content • Avoid: Writing a description meta tag that has no relation with the content. • Avoid: Using generic description meta tag like ‘This is a Webpage’, ‘Webpage of baseball’. • Avoid: filling only with keywords. • Avoid: Coping all the content of the webpage. • Use unique Description for each Page • Avoid: Single Meta Description across all the pages on the website.

16. Structure of URL www.baseballcards.com/articles/ten-rarest-baseball-cards • Crawl friendly • Easy to recall • Helps with Search Query • www.baseballcards.com/Folder/8091134/as35.htm

17. Best Practices • Use Relevant words in the URL: It helps user remembering the site. • Avoid: Using Lengthy URL with unnecessary parameters and session IDs. • Avoid: Using generic page name like ‘Page 1’. • Avoid: Using excessive keywords like ‘baseball-card-baseball-cards-baseball.htm’ • Create a simple directory structure • Avoid: Having deep nesting subdirectories like dir1/dir2/dir3/dir4/dir5/page.html. • Avoid: Using directory name that has no relation with content. • Use one version of URL to reach a document

18. Prepare Sitemaps • For User: Visitors may visit this page if they are finding any difficulty locating an page

19. Prepare Sitemaps • For Google Crawler: An XML file that one can create using Google’s webmaster tools, makes it easier for Google to discover pages on your site.

20. Navigation Friendly Website Root About Us Article News Contact Us 2011 2012 2010

21. Navigation Friendly Website • Navigation is very important for Searches: The navigation of a website is important in helping visitors quickly find the content they want. • Plan out your Navigation: think about how visitors will go from a general page (Root Page) to a page containing more specific content. • Ensure convenience for users using ‘Breadcrumb Lists’: allow visitors to quickly navigate back to a previous section or the root page. (Anchor Text and Sitelinks) • Sitemaps for users

22. Best Practices • Create a naturally flowing Hierarchy: Make it as easy as possible for users to go from general content to the more specific content they want on your site. • Avoid: Creating complex webs of navigation links, e.g. linking every page of your site to every other page. • Avoid: Going overboard with slicing and dicing your content. • Use mostly text for Navigation: Controlling most of the navigation from page to page on your site through text links makes it easier to crawl and understand your site. • Avoid: Having a navigation based entirely on Drop-down Menu, Images, Animations.

23. Optimizing Content • Interesting sites will increase their recognition on their own: Creating compelling and useful content will likely influence your website more than any of the other factors discussed here. • Anticipate differences in user’s understanding of your topic and offer unique, exclusive content: Long time basket ball fan will search for NBA where as new follower will search for basketball, so using good mix of keyword phrases could produce positive result. • Write something like Breaking News

24. Best Practices • Write easy-to-read text: Users enjoy content that is well written and easy to follow. • Avoid: Writing sloppy text with many spelling and grammatical mistakes. • Avoid: Embedding text in images for textual content. • Users may want to copy and paste text and Search engines can’t read it. • Stay organized around the topic: It’s always beneficial to organize your content so that visitors have a good sense of where one content topic begins and another ends. Breaking your content up into logical chunks or divisions helps users find the content they want faster. • Avoid: Dumping large amounts of text on varying topics onto a page without paragraph, subheading or layout separation.

25. Best Practices Continued.. • Create fresh, unique content: New content will not only keep your existing visitor base coming back, but also bring in new visitors. • Avoid: Rehashing (or even copying) existing content that will bring little extra value to users. • Avoid: Having duplicate or near-duplicate versions of your content across your site. • Create content primarily for your users, not search engines • Avoid: Inserting numerous unnecessary keywords aimed at search engines but are annoying or nonsensical to users. • Avoid: Deceptively hiding text from users, but displaying it to search engines.

26. Checklist • Google Authorship • Google Business Listing • Content optimized • URLs • ALT attribute • Page Speed • Robots.txt • Penalties • Meta Tags • Internal Linking • External Linking • Update Frequently • Sitemaps • Inbound links

28. Thank You